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The New Zealand Railways Magazine, Volume 5, Issue 9 (April 1, 1931)

[section]

When business is harder to get than normally, no forward-thinking business executive would consider weakening his sales force. At such times greater sales effort is needed. It must be recognised that the advertising pound has a harder job to do, that it must do more work to accomplish the same result. However, the facts are that more intensive effort, applied when many competitors are shortening sail to “ride out” the depression, turns a difficult situation to advantage. Gains made in the face of adverse business conditions, even at a temporary sacrifice in profits, establish the basis for tremendous future returns.

The timid advertiser and the executive who consider this year's profits of primary concern are prone to inaugurate short-sighted economies, and one of the most harmful of these is a drastic reduction in advertising. Such a policy may show a favourable relation between
One of Australia's Locomotive Giants. “Mountain” type 4–8–2 locomotive in service on the S outh Australian Railways. The following are the chief particulars of the locomotive: Cylinders, dia. 26ins., 28ins. stroke; wheels, dia. 5ft. 3ins.; total wheel base (engine), 39ft. 2ins.; superheater 835 sq. ft.; grate area 66 sq. ft.; boiler pressure 200 lbs. per sq. in.; tractive force at 85 per cent, boiler pressure, 51,000 lbs.; total heating surface 3,609 sq. ft.; total weight in working order 218 tons 15 cwt. 2 qrs.; tank capacity of tender 8,000 gals.; coal capacity 12 tons.

One of Australia's Locomotive Giants.
“Mountain” type 4–8–2 locomotive in service on the S outh Australian Railways. The following are the chief particulars of the locomotive: Cylinders, dia. 26ins., 28ins. stroke; wheels, dia. 5ft. 3ins.; total wheel base (engine), 39ft. 2ins.; superheater 835 sq. ft.; grate area 66 sq. ft.; boiler pressure 200 lbs. per sq. in.; tractive force at 85 per cent, boiler pressure, 51,000 lbs.; total heating surface 3,609 sq. ft.; total weight in working order 218 tons 15 cwt. 2 qrs.; tank capacity of tender 8,000 gals.; coal capacity 12 tons.

volume of sales and profits during the period of depression, but it automatically places the concern in a relatively unfavourable position to take advantage of the period of expansion immediately following.

In most highly successful organisations, it is a fixed policy to exert the greatest efforts towards increasing business during-such periods when many concerns feel satisfied to hold their own, or even to accept a less powerful position.