The Uses of Advertisement
ONE of our contemporaries describes itself as the " leading " Catholic newspaper. Another selects the adjectives, " oldest and premier." The third, like ourselves, modestly eschews such titles.
But dare we flaunt the uses of advertise ment in the face much longer? If not, what shall we choose? The " biggest "? That sounds well and happens to be true,
if biggest means largest format. Also 1 think we are well in the race for most nonadvertisement reading matter and pictures. But why not go the whole hog and describe ourselves as " the biggest, the best, the truest, the most interesting, the most up-todate, etc., etc., etc., of the Catholic papers"? I have long tried to recommend to the publicity department the slogan : " All the news of the universe and times labletted in the CATHOLIC HERALD."
Creeping in Through the Snow
A CORRESPONDENT sends me the A following cutting from Charles Graves, A CORRESPONDENT sends me the A following cutting from Charles Graves,
writing in the Daily Mail: "Desmond Tuck was telling me yesterday that his firm did over sixty million Christmas cards last year, and advance orders suggest that this figure will be passed comfortably. Out of fifteen hundred different designs over four hundred will show snow scenes this year. nearly twice as many as last Christmas. A slightly more religious note is also likely to creep into the Christmas card for 1938. All the tension on the Continent is likely to revive more of the spirit of goodwill to all men."
Gnashing of Teeth
AFRIEND told me an amusing " crisis " story the other day. He works in a factory which is manufacturing aeroplanes for the R.A.F. On the Wednesday morning, when everything pointed to war, orders were received that the whole factory was to be transplanted to Wales. Lorries were commandeered from all round the district, the plant was dismantled and taken up from its concrete bed, and packed into the waiting lorries. Throughout Wednesday night the dislocated factory trundled up to Wales. On Thursday morning, however, further orders came through. Chamberlain was going to Munich; the factory was to come hack. So back it came, and was laid down again in its concrete beds while the exhausted staff prepared to turn out aeroplanes again.
Politics Without Tears
MUST pass on " Penguin's " amusing I comments on the present politics of the Weekly Review—they appear in the current Blackfriars: "The weekly's foreign politics are clothed with a quaint old-world nomenclature which removes them far from present realities, so that even their dogmatism need cause no offence. Thus it has lately been Full of some trouble between a wicked Prussia and a romantic Bohemia which has helped ill considerably in drawing our attention from more complicated news in the newspapers. If it will follow up this idea by bidding us admire Piedmont and advocating press-gangs for Mercia we shall be able to enjoy, without the smallest peril to our equanimity, the excellent distributist matter that still appears."
Mr. Denville Complains
MR. ALFRED DENVILLE, M.P. for Newcastle, tells me that he is particularly indignant at the way the Socialists have, one and all, refused Sir Henry Page Croft's invitation to any of them to go over to Franco's Spain and see for themselves. " I would be prepared with any of my colleagues." he told me this week, " to go into Red Spain if they invited me, but there is a difference between those who are anxious to see fair play and those who only want one side to win—rightly or wrongly."
A New Fascist Paper?
AFRIEND of mine recently had the somewhat embarrassing experience of being the only non-Fascist at a meeting of journalists called by Sir Oswald Mosley to discuss the ways of improving the propaganda value of Action, the Fascist weekly. There seemed a good deal of approval, my friend said, particularly from the Leader himself, for the suggestion that a new national weekly should be founded, which would soft pedal propaganda and so beguile the advertisers who. up to the ,present, have boycotted Fascist publications with a thoroughness unequalled even by the former boycott of the Daily Worker and the old Daily Herald.
Whether the new publication in the John Bull manner should absorb Action, or whether the existing weekly should be allowed to continue as an intimate party journal was not decided.
My friend tells me that Sir Oswald Mosley praised journalists in general saying that he was certain " they hate the press lords as much as we do " and that in the main they were " a straight crowd."
Of the crowd at this meeting, some avidly saluted and called the Leader " sir " on every possible occasion, but the majority were normally polite and uncontaminated by such gushing.
When Mosley asked if there were too many anti-Jew articles in Action, his audience robustly answered that there were not enough.