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No. 46, 29th June 1943

THE EFFECT OF PUBLICITY ON THE VOLUME OF SALVAGE COLLECTED IN THE NINE MONTHS ENDING 31ST MARCH, 1943

This report gives the amounts of seven principal kinds of salvage collected by local authorities in the nine months ending 31st March, 1943 and, so far as possible, indicates the extent to which publicity has affected the volume of collection. It is emphasised that since this is influenced by so many variable factors, the figures necessarily provide only a general indication of the effectiveness of publicity.

There were some changes in publicity about salvage in the winter of 1942. The county drives covering urban and rural areas which were introduced early in the year to increase the collection of all kinds of salvage ended in October, although local drives in towns to encourage the salvage of books began in that month. A press and wireless campaign to increase the collection of non-ferrous metals was launched in October 1942, and the urgent need to salvage rubber was emphasised in publicity in the second half of the year.

The report is divided into sections covering each of the seven kinds of salvage.

PAPER

The table below gives details of the collection of waste paper in each quarter since the beginning of 1941, and an estimate of the amount of fresh issue paper available for salvage. It is assumed that the whole of fresh newsprint is available and half of the fresh issue of other paper, and cardboard, a proportion which the figures of the allocation of paper and board indicate is approximately correct. Although no doubt there is a time lag before paper issued for consumption becomes available for salvage, it is not possible to make allowance for this

It was estimated in the previous memorandum on salvage collection that the net additional collection of waste paper and board in the first half of 1942 compared with the corresponding period of 1941 resulting from any increase in the efficiency of collection of local authorities, and publicity, was about 87,000 tons, a net increase of 73 per cent.

It will be seen from Table I above that the receipts of waste paper at mills decreased by 17,000 tons in the third quarter of 1942, but that this may be partly accounted for by a decrease of 12,000 tons in the amount of fresh issue paper available. In the last quarter of 1942, however, receipts at mills decreased by nearly 32,000 tons, almost wholly through a fall in local authority collection. There is little change in the amount of fresh issue paper estimated to be available. A fall in the number of authorities notifying collection of paper may be held to account for part of the decrease, but probably the reduction on this account would not exceed 2,000 tons. There is therefore a decrease of some 27,000 tons in local authority collection which appears to be due either to a lessened effect of publicity, a lessened response to the salvage of waste paper order of 9th March, 1942, or a decrease in the efficiency of collection.

Receipts of waste paper at mills in the first quarter 1943 were nearly 12,000 tons less than in the fourth quarter 1942. The amount of fresh issue paper available is estimated to have been almost the same in the two periods and the number of authorities collecting paper was also similar. Thus the same three factors which appear to be responsible for the decrease in the fourth quarter 1942 also seem to account for a further decrease in the first quarter 1943.

It is not possible to say to what extent any one of these factors was responsible for the decrease in collection. So far as publicity is concerned, its amount in respect of paper appears to have been somewhat less in the winter of 1942-1943. As noted above, the county salvage drives ended in October and were replaced by more restricted drives in towns to encourage the salvage of books, and the national contests run by the Waste Paper Recovery Association to encourage the salvage of paper were not held after July, 1942.

The use of waste paper in new production

It may be useful to indicate the increase in the use of waste paper in the war period. Although the production of new paper, particularly of newsprint, has greatly declined during the war, the quantity of waste paper used in the production of new paper has increased, as the following table shows:

Although collection of waste paper has decreased since the end of last summer, the proportion of waste paper used in new production has shown little change in the last 18 months. The deficiency has been met by reducing stocks of waste paper, which fell from 145,500 tons in September 1942 to 103,200 tons in April this year.

FERROUS METALS

Tins

The local authority collection of tins, which increased perceptibly from March 1942, has continued at this higher level. The amount collected in each quarter since that month has been between 40,000 and 45,000 tons, compared with about 33,000 tons in the first quarter of 1942, an increase of about 35 per cent.

The figures available are not sufficient to indicate to what extent this increase is the result of publicity. The number of authorities notifying collection of tins each month increased from 640 in the first quarter of 1942 to between 700 and 770 in the following three quarters, and this may have added about 10 per cent to the amount of tins collected. The consumption of three principal kinds of tinned foods (corned meats, canned fish and milk powder) which increased from 36,000 tons in the last quarter of 1941 to 80,000 tons in the first quarter of 1942, fell below this level in the subsequent four quarters, varying between 38,000 and 59,000 tons. The increase in local authority collection of tins since the first quarter of 1942 appears therefore to have been some 25 per cent greater than may be accounted for by the increased number of authorities notifying collection, and this increase in collection has been accompanied by some decrease in the consumption of three principal kinds of tinned foods.

BLACK SCRAP

The local authority collection of black scrap (ferrous metal scrap other than tins), which increased from 29,000 tons in the first quarter of 1942 to 42,000 tons in the following three months, has fallen in each subsequent quarter to 28,000 tons in the first three months of 1943. The fall has been more pronounced from December 1942. Changes in the number of authorities notifying collection appear to be responsible, in part at least, for this decrease, as the following table shows. It is not possible to say to what extent other causes are responsible.

It may be useful to indicate the extent of the increase in the total arisings of scrap iron and steel (of which local authority collection forms a part) during the war period, and the extent to which they enter into new production. The table below shows the total arisings of old iron and steel scrap in Great Britain in 1941 and for certain periods of 1942, the consumption of old and circulating scrap at steel works and steel foundries, and these amounts as a proportion of the production of steel ingots and castings.

The proportion of scrap iron and steel in steel production before the war has been estimated at 50 per cent (Halpern Oxford Bulletin of Statistics, August 1942) and although this per centage is not strictly comparable with those given above, they indicate the probable scale of increase in the use of iron and steel scrap.

NON-FERROUS METALS

Publicity

A general non-ferrous metals salvage campaign was launched in October 1942. It covered household and industrial arisings by means of national publicity through the press and trade papers and the B.B.C. In addition Government Offices, railways, public utility companies, etc., were asked to release all surplus non-ferrous metal scrap.

Local Authority collection

The tonnage of non-ferrous metal scrap collected by local authorities in each quarter since the beginning of 1941, and the average number of authorities notifying collection each month, are shown overleaf.

It will be seen that so far as collection by local authorities is concerned, there was a decrease in the 4th quarter 1942 compared with the 3rd quarter. The decrease was however considerably less than that between the corresponding periods in 1941, and in the first quarter 1943 collection was greater than in any quarter during the previous two years.

Local authority collection covers aluminium, copper, brass, zinc, lead, mixed and other non-ferrous metals. The following table shows the collection of each kind in the last three quarters:

It will be seen that the changes in collection have differed according to the kind of metal. Aluminium and brass increased appreciably in the 4th quarter 1942 and decreased in the first quarter 1943, in the case of brass below the level of the third quarter 1942. Lead has increased, and zinc and copper have decreased.

It is not possible to say to what extent publicity has influenced these[Text Missing] changes in collection. They do not appear to be related to changes in the number of authorities notifying collection.

The very high proportion of mixed non-ferrous scrap in local authority collection will be noted. Since this is much less valuable than separated scrap it may be useful to emphasise in publicity the importance of separating household non-ferrous scrap.

Industrial arisings of non-ferrous scrap

Separate figures of industrial arisings of old non-ferrous scrap are not available, but the Non-ferrous Control (Ministry of Supply) reported that preliminary indications were that the salvage campaign (by comparison of the fourth quarter of 1942 with the third quarter) resulted in an increase in the total arisings of old scrap of 16% for copper, 24% for yellow brass, 26% for bronze and gunmetal, 7% for zinc, 10% for lead, and 9% for whitemetal. These percentage,[Text Missing] increases were based on the receipts of a large number of the larger merchants. Details of the corresponding increases in tonnage receipts of old scrap are not available, but they may be placed very approximately at 1,400 tons for copper, 85 tons for zinc, and 1,875 tons for lead.

The use of non-ferrous scrap in new production

The following table shows in respect of copper, zinc and lead the approximate amount of scrap of all kinds, and of old scrap, consumed in new production in 1942. (Old scrap means all scrap other than that arising in the course of manufacture, which is termed process scrap). The amounts of old scrap consumed are approximate:

It will be seen that process scrap forms by far the largest part of scrap consumed in production in the case of copper and zinc, whereas most of the scrap lead is old scrap. With all three metals local authority collection forms only a very small part of total old scrap receipts.

BONES

The local authority collection of bones, which was decreasing during 1941 and the first quarter of 1942, increased in the second quarter of that year. Since then there has been a marked increase in yield, although collection was lower in the first quarter this year than in the preceding quarter. The increase in yield is greater when account is taken of the reduced quantity of meat containing bone going to households, hotels, etc. Although the domestic consumption of carcase meat has decreased only slightly during the last year, an increasing amount of boneless meat has been imported. Table VIII overleaf gives for each quarter since the beginning of 1941 the amount of bone collected by local authorities, and an estimate of the domestic consumption of meat containing bone and of the quantity of bone available for salvage from domestic premises.

The estimated domestic consumption of meat containing bone has been obtained by subtracting from total consumption of carcase meat by domestic consumers estimated amounts of boneless imported meat going to them. It has been assumed that 75 per cent of meat imports go to domestic premises and that half of this is mutton from which relatively little bone is extracted before entry into the country.

In calculating the quantity of bone available for salvage from domestic premises, it has been assumed that bone constitutes one-fifth of the weight of meat containing bone. The Ministry of Food have stated that the amount of [Text Missing] meat varies considerably, but that 20 per cent of the weight of meat might be regarded as a rough average. About one half of this bone is mutton bone difficult to salvage and of the remaining amount available for salvage, some 40,000 tons a year are recovered through slaughter houses and butchers' shops (estimates from Ministry of Supply Raw Materials Department). The amounts of bone available for salvage from domestic premises calculated on this basis must be regarded only as rough estimates, but the increasing proportion of bone available represented by local authority collection is clearly indicated. There would appear however to be still room for an appreciable increase in the quantity collected by local authorities.

The increase in collection in the last quarter of 1942 compared with the corresponding period of the previous year was 1,642 tons, or 68 per cent. The number of local authorities notifying collection was greater in the later period but the increase in collection on this account probably would not exceed 10 per cent. The real increase in collection as between these two periods, when allowance is made for the reduced amount of bone available for salvage and for the larger number of authorities notifying collection, is of the order of 110 per cent. This increase is the result of any improvement in efficiency of collection on the part of local authorities, and publicity, but it is not possible to say to what extent each of these was responsible. Nor are any details available of changes that may have taken place in the amount of bones collected by waste merchants.

KITCHEN WASTE

The collection of kitchen waste by local authorities showed a marked increase in the last quarter of 1941, and in general it continued to increase throughout 1942 and the first quarter of 1943. Collection in the latter period was 31,398 tons greater than in the corresponding period last year, an increase of 50 per cent. The number of local authorities notifying collection each month increased from 559 to 675, as between these two periods. Assuming that this increase was principally in smaller urban authorities, the increase in collection on this account may be placed at about 10 per cent. Details are not available of the quantity of kitchen waste collected privately, but the number of districts in which private collection was reported increased slightly, from an average of 1299 in the first quarter of 1942 to an average of 1335 in the corresponding period this year. The volume of retail sales of food and perishables, and therefore probably the household consumption of food from which kitchen waste is obtained, was very similar in these two periods.

Thus the net increase of about 40 per cent in the local authority collection of kitchen waste in the first quarter this year compared with the corresponding period of 1942 appears to have resulted from any increase in the efficiency of collection on the part of local authorities, and publicity, but it is not possible to say to what extent each of these was responsible.

RUBBER

The collection of scrap rubber by local authorities, which commenced in February 1942, increased markedly in June and continued at this high level for five months. It decreased greatly in November and remained low for four months, but has improved again in March this year. To some extent these changes coincided with changes in the number of authorities notifying collection. The table below shows the average amount each month collected in different periods, and the number of authorities notifying collection. The last two columns give the rate of change:

Assuming that collection of rubber began with the larger authorities and spread to those smaller in size, then the collection of rubber in th[Text Missing] and autumn was considerably greater, and in the winter somewhat g[Text Missing] is accounted for by the larger number of authorities making returns [Text Missing] extent publicity would appear to have exerted an influence incre[Text Missing] collection, but it is not possible to say to what extent.

Total waste rubber collection

The collection of waste rubber from all sources in the twelve [Text Missing] 31st January 1943, was 120,372 tons. Local authority collection [Text Missing] period was 14,400 tons, or 12 per cent of the total amount.

TEXTILES

The local authority collection of waste textile materials [Text Missing] greater in 1942 than in 1941. Table XI overleaf gives the amou[Text Missing] in each quarter since the beginning of 1941, and the average numb[Text Missing] authorities notifying collection each month. The last two columns [Text Missing] rate of change in each set of figures.

It is apparent that while in both years collection tended to be greater in the summer than in the winter months the trend has been steadily and appreciably upwards. To some extent the increase has been accompanied by a corresponding [Text Missing] in the number of authorities notifying collection, but, since June 1942, [Text Missing] particularly in the third quarter of that year, the increase in collection [Text Missing] greater than can be accounted for by the larger number of authorities [Text Missing]ing collection. This is especially so if, as is probable, the additional [Text Missing]ties have been principally those smaller in size.

[Text Missing]llection in the first quarter of 1943 was 2,400 tons, or 65 per cent, [Text Missing] than in the corresponding period of the previous year. The increase [Text Missing] average number of authorities notifying collection each month as between [Text Missing] two periods was 205, or 25 per cent of the number in the earlier period. [Text Missing]increase in collection on this account probably would not exceed 10 - 15 [Text Missing]. Thus the net increase resulting from any improvement in efficiency [Text Missing] the part of local authorities, and publicity, may be placed [Text Missing] cent. It is not possible to say to what extent either factor [Text Missing] for the increase.

[Text Missing] of statistics in salvage publicity

[Text Missing] of statistics so far as considerations of security permit, might add [Text Missing] of publicity about salvage. The importance of salvaging waste and surplus materials is emphasised in present publicity. If this importance could be illustrated by publicising figures of salvage collection, the inadequacy of response in some cases (by comparing collection with the amounts estimated to be available for salvage), and the use of salvaged materials in new production, people might be the more likely to act on the appeals.