John Singleton, These Thoughts are Genuine (Kensington, NSW: Blake & Batcheler, 1971), pp. 26-28, as “At Last the 1948 Show.”
Originally published as “At last the 1948 show …,” Advertising & Newspaper News, October 31, 1969, p. 4.
If it were possible to isolate the product with the greatest single communications possibilities it would have to be politics.
Obviously politicians are not aware of this fact.
Twice in the past few weeks we have seen this amply demonstrated.
First, in Sydney, we had the election for the City Council.
Sydney, one of the great cities of the world, was about to have an opportunity to actually choose just who would run this city.
It was a golden opportunity.
Not so long ago the Lord Mayor and his councillors had been unceremoniously dumped.
Commissioners were appointed and the place of our City, physically and emotionally, was supposedly re-evaluated.
It was time for all the old ideas to go and for the new to enter.
It was time for Sydney to enter 1969.
Two products, called parties, competed for the City of Sydney.
The Labor Party which had been thrown out, and the Civic Reform Party who had come in second for as long as we can remember.
Labor had always won because the only people who had to vote were the residents and caretakers.
(In the suburbs around Sydney there are few Liberal thinkers.)
The giant companies and partnerships and business houses of the city could apply to vote but they were hardly encouraged.
The elections were on a Saturday for a start, so if they voted at all they voted by mail.
It was not surprising that the local vote won every time.
But now the city boundaries had changed. We had physically become a city again. And voting was no longer compulsory for the Labor-minded residents.
No matter what reasons were given for the removal of the previous Labor Council, it would be fair to assume that the market would equally fairly assume that something underhand had been going on.
There was talk of “jobs for the boys,” and even graft and even dishonesty in the highest of places.
Here was an opportunity, if ever there was one, for emotional selling of the highest order.
And what happened?
The Labor Party trotted out the same old product and the same old people and the same old cliches.
The Civic Reform, who had the opportunity of a lifetime, cleverly took space on city garbage cans and covered cars with stickers proclaiming that the party would “clean up the city.”
No one sold the city to us. No one sold us how they were going to make this great city even greater.
It was 1930 all over again and voting day came and the people stayed home in droves.
Only 45% of people voted.
And the Civic Reform scraped in and Sydney couldn’t care less.
So maybe one lousy city doesn’t deserve any more effort?
How about a whole nation? Australia?
The Federal elections.
Our country’s destiny for the next three years?
Surely here was a chance to find out what people wanted from their government and from their country. Here was a chance to create one of the truly great campaigns. But obviously no one bothered.
All the parties put out the same old things: posters, pamphlets, how to vote cards, little stickers.
The paper war continued.
Mr J. T. Kane, general secretary of the DLP astutely observed: “We place more value on TV and radio but we haven’t been brave enough not to take part in the paper war.”
Mr J. L. Carrick, general secretary of the N.S.W. Liberal Party sagely stated: “I think the public makes up its mind on voting long before polling day and Gallup Polls tend to suggest this. Probably the paper war doesn’t alter voters’ minds at all. But you can’t be complacent about the paper war.”
To strengthen this point Mr. Carrick added that the Liberal Party is putting out “about a million pieces of literature.”
On telly Mr. Gorton and Mr. Whitlam did their things.
The same things.
Take Vietnam, which the consumer doesn’t think about anyway:
Labor: “We will withdraw in the next six months.”
Liberal: “We will withdraw when the U.S. loses the war. In the next six months.”
They both ran exactly the same about Centralism and Malaysia/Singapore and Russia, and foreign policies and State Aid and the DLP and taxation and defence spending and health and the means test.
They both ran exactly the same commercials and they both said what they thought was good about their product.
What the consumer wanted, or even what the consumer thought was good about the products was obviously never even thought about.
And the same old things were even presented in the same old way.
In any marketing situation such as this it would be simple to predict the share of market would split up on a 50/50 basis with the previous market leader just holding its lead.
And naturally and totally predictably it happened in the Federal elections.
Nothing else could have happened. In fact it would have been impossible for anything else to happen.
The Liberal Party’s general secretary, Mr. Carrick, summed the whole thing up: “There is no proof that sophisticated public relations in politics wins votes.”
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