ENGLAND BULB TIME IN HOLLAND HARWICH-HOOK OF HOLLAND INTERNATIONAL SPRING FLOWER SHO^-HAARLEM MARCH TO MAY lull pamcuitrv frimi Commcnu! Iraftic Manager Jjvcrpuil Street Siatum L(_2; or prinupat 1-NKR and Itmn Offices. FRANK H. MASON the replacing ofsome of its material was there* fore—quite rightly—made the most of. These improvements were made known and explained so that temporary inconvenience might be less strongly criticised. The advertisements were of a dignified type, and border type face as well as copy gave the right impression of earnestness. One feit that “business” was meant. This was the main characteristic of the 1925 campaign. The goalwas sowell attained that the “Southern” could, in 1926 once again renounce the “rehabili* tation” vein of copy for announcements similar to the other Companies. This is perphas the most striking example of the quick attainment of something more than a material result—the reframing of peoples opinion. Helped with a very statisfactory reorganisation, the advertising bravely did its part of the work. “Resort Advertising" An interesting part of the Railway Advertising is that known as “resort advertising”. A certain city wants to “hit out” and, of course, the railway Company, ön whose line the city is, is invited to co*operate. This is carefully gone into, and by a mutual agreement a plan is drawn up. It is interesting that this resortadvertising for the L. N. E. R., in a normal year means a total expendi* ture of about £ 30.000. This Company insists on having full control of suchcampaigns,thenecessary appropriation being contributed on some agreed basis. The Southern Railway is also a great believer in “resort” advertising and spends about £ 25.000 a year on these campaigns. Like the L.N.E.R., the S. R. insists on full control and acts for the resort, whose interests are, ofcourseidenticalwith its own. The Great Western has similar arrangements and also insists on control of the campaigns collectively undertaken by cities authorities and the railway Company. ‘‘The Poster" And here I come to a chapter which should be really a book—oreven asetofvolumes—iflattempL ed to be in the least complete. Certainly, the railway Companies seil quick and comfortable transportation. That is strictly speak* ing what your ticket entitled you to. But it is the 12