The Evening Press in Middletown, Connecticut

Advertising and War Build British Goodwill Through Crisis

The speaker notes four years of war in Britain show how advertising built goodwill, kept stores profitable, and prepared for peace. With half the 38 to 51 age group in military service and millions entering work, British retailers like Selfridge expanded ad spend, while others who cut ads suffered profits declines. The message urges American business to build goodwill now to secure demand postwar and capitalize on foreign trade opportunities.