National Trade Associations and Congresses

NATIONAL TRADE ASSOCIATIONS AND CONGRESSES.) It is unfortunate that the initiative for fairs and exhibitions is often undertaken by individuals or bodies having little or no connection with the industries which such exhibitions are supposed to serve. In some instances the object is that of gain, whether di rect or indirect, to the organizers or organizing localities, rather than to the exhibitors. This tendency has given rise to prejudice and suspicion, but in the case of the great international exhibitions organized under the immediate aegis of their respective govern ments, or enjoying the substantial and general support of all the interests involved, there can be no question of the value of their lessons. In the course of the last century they have probably had a greater influence on the development of the tastes, habits and activities of the civilized peoples than the less direct, slower process of a natural development of needs following in the train of modern scientific and mechanical progress.

Frequency of Exhibitions.

The growing tendency towards the multiplication of international exhibitions was taken up in the Convention relative to International Exhibitions, signed at Berlin on Oct. 26, 1912. The parties to the convention were the prin cipal European powers and Japan, but not any nation of the American continent. The convention made detailed recommenda tions as to international exhibitions. It dealt with the recognition, patronage or authorization of such exhibitions, and the interval between universal exhibitions. (A universal exhibition is defined in the convention as one which embraces the majority of the products of human activity. It is contrasted with a "special exhi bition," the scope of which is limited to one or to a few branches of human activity.) The convention was signed subject to rati fication which, owing to the World War, never took place.

The organization for the administration of exhibitions is most varied. As a general rule each project has created its own organi zation, and although it has had the assistance of committees of experts, sometimes of a national and permanent character, such organizations lack the benefit of past experience and continuity. In recent years most exhibitions have failed to justify their claims to the character of a World's Fair. The eagerness with which ambitious promoters of growing cities have seized upon local or even national anniversaries as appropriate occasions for an exhibition has multiplied the number of such fairs, making it practically impossible to gain genuine international co-operation in any one. Local enthusiasm has nevertheless achieved a credit able celebration in several cases. Thus the fiftieth anniversary of the unification of Italy was commemorated by a fair held jointly at Rome and Turin in 1911 ; the centenary of Brazilian independ ence was celebrated at Rio de Janeiro in 1922 and the sesqui centenary of American independence at Philadelphia in 1926. The British introduced a significant innovation when the Brit ish Empire Exhibition held at Wembley park near London in 1924 and 1925 confined its display to the products of the empire. The International Colonial and Overseas Exposition at Paris in 1931 followed the Wembley lead, making the exhibits of French colonies a major feature. Meanwhile the Exhibition of Modern Decora tive and Industrial Arts held at Paris in 1925 also marked in some ways a new departure. At previous exhibitions the art exhibits— if any—had been segregated in "art palaces" (usually confined to the "fine arts"), instead of forming an integral part of the indus trial exhibition. The aim of the Paris exhibition, which was abundantly fulfilled, was to secure a comprehensive display of industrial products of all kinds in which modern design plays an important part. The result was a highly interesting series of national pavilions erected by the various participating countries. The exhibits exercised an influence which can be detected in almost every form of artistic effort.

Chicago, with its Century of Progress Exposition in 1933 and broke many records. By demonstrating the possibility of direct financial returns it increased the popularity of this type of municipal enterprise. The exposition further revealed the changing significance of fairs in the life of the community, for whereas the White City had prompted a visitor to advise his par ents `to sell the kitchen stove if necessary, but by all means to see the fair,' the Century of Progress exhibits proved that it was highly desirable to sell the stove and buy a new one. Large manufacturers, eager to advertise their wares, erected huge build ings at Chicago, at the San Diego and Brazil fairs of 1935, and like preparations are being made in Texas, San Francisco, Paris and New York for ambitious expositions of the near future. The world's fair is thus reverting to the character of a commercial fair.

The Question of Awards.

The Paris exhibition was notable, moreover, in rehabilitating the system of awards, which had fallen somewhat into disrepute, so much so indeed that it was decided that no awards should be given at the British empire exhibition. The prestige attaching to awards given in connection with exhi bitions is entirely dependent on the methods of their distribution. A well deserved award of success in industrial competition is of the highest value to the winner. Unfortunately the system of granting awards at international exhibitions has provoked con siderable criticism : whether the tendency has been towards distri bution to firms rather on the basis of their commercial status and previous successes than on the intrinsic merits of their actual exhibits, or whether other less deserving considerations have been at work, the value of exhibition diplomas and medals has un questionably depreciated. But if the methods adopted at the Paris exhibition in 1925 can be maintained, there is no reason why the system of awards should not regain its place as a true gauge of merit, with its attendant commercial value. The test of all effi ciency must eventually be competition, as the high value attaching to winning an international competition, whether it be a contest in the air or on the road or track, is sufficient evidence.

During the World War, and to a greater extent after its close, new trade fairs sprang up all over Europe. The progress of these fairs has been remarkable. In most instances they are international, but there are a few national fairs, notably the British Industries fair in London and Birmingham and the Swiss Industries fair at Basle. They are of short duration, usually two weeks and sometimes less. In the case of the larger fairs the exhibitors run into several thousands and they are attended by buyers from all over the world. It may be that the number is excessive, but those which do not fill a need will disappear in time. The majority of fairs in Europe are held early in the spring, and in some cases an autumn fair is also organized. They generally comprise all industries except heavy machinery, and even this is sometimes shown in special halls, notably at Leipzig and Birmingham.

Apart from the general trade fairs referred to, there are a vast number of special fairs of short duration dealing with one or more industries. In this category come the great automobile shows, also shows for electrical appliances of all kinds, radiography, and all the latter-day developments of communication of speech and sound, and it is obvious that this last category will attain increased importance and dimensions. Practically every industry has its special annual demonstration and in many cases these comprise competitive sections.

The rapid post-war growth of trade fairs has also marked very clear stages in their method of development. Road-side booths or huts distributed often over large areas sometimes in a haphazard way have gradually given place to substantial per manent buildings in which trades can be arranged in their appro priate sections. This evolution on the whole has been general, but most marked perhaps in the case of Lyons and Leipzig. The system of sectional arrangement has been strictly enforced in the case of the British Industries fair since its initiation in 1915, and the convenience to buyers needs no emphasis. The question of concentration of locale presents far greater difficulties. Local interests, whether commercial or political, have so far prevented any approach to complete concentration in any one country. Nor does it appear probable that these conditions will disappear, but even with these disabilities it is certain that trade fairs as they at present exist have become an important and permanent factor in international commerce, and indications generally are towards development rather than diminution. The increased costs of com munication and living tend to hamper the ranges of activity of the commercial traveller, and there is a growing tendency to resort to the convenient and expeditious methods of the periodic trade fair with the wide range of selection which is offered at this kind of exhibition.

The following may be noted as amongst the more important of the post-war fairs in Europe :—British Industries fair (London and Birmingham) ; Paris, Lyons, Lille, Bordeaux (France) ; Ant werp, Brussels (Belgium) ; Leipzig, Cologne, Frankfort, Konigs berg (Germany) ; Basle, Lausanne (Switzerland) ; Milan, Padua, Naples (Italy) ; Valencia (Spain) ; Vienna (Austria) ; Prague, Bratislava (Czechoslovakia) ; Danzig; Copenhagen (Denmark) ; Reval (Estonia) ; Salonika (Greece) ; Budapest (Hungary) ; Riga (Latvia) ; Kaunas (Lithuania) ; Luxembourg; Utrecht (Holland) ; Bergen (Norway) ; Gothenburg, Malmo (Sweden) ; Poznan (Poland) ; Zagreb (Yugoslavia) ; Nijni Novgorod (U.S.S.R.). One of the largest fairs in the world is the Great National exhibition held at Toronto in the early autumn, which covers an area of 35oac. and 1,500,000 sup.ft. of buildings. (See also FAIR.) (H. W. G. C.)