§ 4. Mr. WilsonTo ask the Chancellor of the Duchy of Lancaster what has been the total cost of the advertising campaign for the enterprise initiative; and what has been the average cost per take-up.
§ The Chancellor of the Duchy of Lancaster and Minister of Trade and Industry (Mr. Anthony Newton)Expenditure on advertising the enterprise initiative since January 1988 has been about £19 million. Of this, we estimate that some £14.4 million has been specifically directed at promoting the six consultancy initiatives, which would represent an average of about £485 per application.
§ Mr. WilsonWill this obsessive reliance on television advertising, which is aimed far more at the electorate than at meeting any legitimate departmental purpose, survive the reign of its architect, Lord Young?
§ Mr. NewtonOur surveys show that the advertising is reaching about 70 per cent. of the target market and that it is producing an encouraging response from business people. Inquiries about Department of Trade and Industry services have risen by about 20 per cent. this year. I am strongly in favour of having better services that are better known and more widely used to make British industry stronger.
§ Mr. DickensIs it not a fact that this country's success was founded upon enterprise and initiative? I believe that £19 million is a small price to pay to encourage this country once again and to encourage young people leaving school, colleges and universities to think about running their own businesses. Such initiative and invention will make this country great again.
§ Mr. NewtonMy hon. Friend makes an excellent point. The advertising is directed not only at the consultancy initiatives, but at the promotion of the education and enterprise initiative, which this year has contributed to 329 65,000 extra work experience places for pupils and to the recruitment of about 5,000 teacher secondments to industry.