John Singleton, “Liberal Party commercials,”
The Sydney Morning Herald, June 13, 1974, p. 6,
as a letter to the editor.

SIR — I refer to the report (Herald, June 13) in which it is claimed that Mr Snedden said in a talk at the University of NSW that the Liberals had been damaged by the “anti-socialist” commercials produced by our advertising agency, Doyle Dane Bernbach Pty Ltd.

I think that to set the record dead straight I should point out that where our commercials ran in NSW and Queensland country seats, authorised and strongly endorsed by Mr Doug Anthony, we gained three seats.

In Brisbane, where Mr Anthony also authorised and supported our campaign, we also gained a seat.

And in Sydney, where our commercials were authorised and supported our campaign, we also gained a seat.

And these gains were made despite polls which, even the week before the election, predicted swings at anything up to 5 per cent to the Labor Party.

In fact, the only city where we lost substantial support was Melbourne.

I do not believe it is coincidental that Victoria was the only State where members of the party, notably Mr Don Chipp, openly disparaged the commercials.

It is natural that these ill-considered and ill-informed statements had an immeasurably negative effect on the campaign in Melbourne, and to a lesser but substantial degree in Sydney, where they were most heavily publicised.

To keep the record straight, it should even now be pointed out to Mr Chipp, and a gentle reminder should be put to Mr Snedden, that the campaign was co-ordinated nationally in the cities by Sir Robert Askin, with Mr Snedden’s approval.

And in the nine key country seats the campaign was authorised by the Country Party Leader, Mr Doug Anthony.

And I further believe that Mr Snedden would have been Prime Minister today if the Victorian Liberals had stuck to their anti-socialist guns and not, as Sir Robert Askin so aptly put it, “pussyfooted” around the socialist issue, which we will now see in extreme action, to the nation’s detriment.

JOHN SINGLETON,
East Sydney.