Word: trade
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Dates: during 1950-1959
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...Moscow exhibit will be the most significant step yet by U.S. trade-fair planners. But it was long in coming. From 1950 to December 1954, the Soviet bloc sent its lavish government exhibits to 133 trade fairs, the U.S. to none. Finally alarmed by the Red propaganda gains, President Eisenhower in 1954 drew $2,500,000 from his emergency fund to bankroll Department of Commerce participation at the fairs. But the U.S. is still hobbled by a shoestring budget. This year's appropriation for trade fairs is $3,600,000, less than some Communist countries invest...
...Czech-East German pavilion), had to resort to an unimpressive display of photographs to picture the abundant U.S. in action. But fair planners in the Department of Commerce have learned to stretch their dollars by leaning heavily on private business to contribute products, exhibits and top executives to the trade missions at the fairs. They have also learned that commonplace U.S. gadgets are often the most effective crowd pleasers. At Zagreb, Yugoslav children were entranced by a machine that transformed powdered milk into ice cream. Says Portland, Ore. Businessman M. J. Edwards, a member of the mission to Zagreb...
This brand of Yankee savvy and showmanship has outshone the Communists at most recent trade shows; the U.S.S.R. has actually withdrawn from at least five major fairs rather than face U.S. competition...
...bigger problem is cash. To take advantage of the tremendous opportunities that the fairs present, the Commerce Department needs $5,000,000, only one-tenth the amount that the Soviet bloc spends every year on trade fairs in the free world alone, and a small cost for the enormous good will that the U.S. can win at the fairs...
...addition, businessmen need to give a bigger push to the trade fairs by sending more of their company displays and brainpower. The Department of Commerce hopes to get enough business support so that private companies alone will represent the U.S. at fairs in Western Europe and the Americas. Then the Government can concentrate its tightly budgeted official displays in the most vital cold war arenas-the emergent countries of Asia, Africa and the Communist world. Says Commerce Department Trade Fair Boss Harrison T. McClung: "Private industry itself is the instrument that can most effectively tell the story of free enterprise...