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Aviation History
1918
1918 - 0391.PDF
APRIL II, and when orders are not so much a matter of anxiety in the getting as in the execution. During the present strenuous times it is easy enough for any concern which can show its capacity to turn out what is re- quired to obtain orders up to—and even beyond— its facilities for production. Now it is simply a question of executing the orders that come auto- matically. After the war, every order that comes along will only come as the result of a properly built up and efficiently worked sales organisation, and those firms who have not prepared a well-organised selling policy will find themselves at a considerable disadvantage compared with their more far-seeing competitors. Another useful point raised by the writer is that of the immediate prospects of business after the war. There is rather a tendency, we think, to imagine that matters will remain pretty much as they are now ; that there will still be a heavy demand for aircraft from the Governments of the world—particularly the present neutrals, who will proceed to set their aerial houses in order as soon as peace between the two great belligerent groups releases sufficient facilities—and that there will be something of a " boom " in orders for machines for private and commercial purposes. Mr. Isaac, on the contrary, believes—and we agree with him—that there will be little demand for the first twelve months after the war for aircraft for private, commercial or military purposes. If that should be so, it will not be an unmixed curse, inasmuch as it will afford a much- needed breathing space during which a great deal of necessary reorganisation can be carried out me- thodically and without the hindrances inseparable from the following up of an active forward commercial policy. There is no need to elaborate the argument, but we do think Mr. Isaac has done the industry a good service by pointing to this probable temporary slump. If the industry as a whole recognises that such a short period of stagnation is almost inevitable and makes up its mind that it will only be an interval before settling down to permanent serious com- mercialism, a great deal of disappointment will be saved and the period will be turned to good account. Commercial In the same issue of the Trade Supple- Potentialities ment Captain A. J. Swinton writes of .of the commercial potentialities of flight, Flight. of which he takes a rosy view. Like Mr. Isaac in dealing with his chosen subject he does not tell us anything that is new, but some of the statistical tables are produced in interesting form. For example, he gives us a comparison of the times at present occupied in single and double journeys to and from London and the most important business British Official. Zonnebeke Church, as it is to-day, and the surrounding scene of desolation and destruction. 387
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