"Differences ... in dealing with the Australian public": Australia as a Foreign Market in the 1920s

Taylor & Francis
Publication Type:
Journal Article
Historical Journal of Film, Radio and Television, 2010, 30 (3), pp. 317 - 335
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In 1915, the newly launched British publication Overseas Advertising featured an article on advertising opportunities in Australia. The article highlighted the degree to which non-British firms had succeeded in attaining a foothold in Australia through the medium of advertising. German firms, it noted, had exported some £2000 of socks and stockings in the year ending August 1914. More alarming was the revelation that the enemys exporters had still been advertising in Australian newspapers up until November 1914. While German advertising had since ceased, American competitors were now hoping to snare a greater part of the Australian market by way of advertising. Noting that `British manufacturers are . . . far behind their American competitors in their appreciation of the value of publicity as an adjunct of business, it exhorted readers to act quickly.1 However, the disruptions caused by the war meant that both American and British advertisers and their agencies would have to wait until peace had been restored before they could really capitalise on these opportunities in Australia.
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