ABSTRACT
Air transport was clearly still not being viewed as a business, dependent for a healthy existence upon the development of markets. It was still being regarded as a poor relation of service flying; as an instrument of policy and national prestige, rather than as a potentially important element of commerce. The Civil Service is by tradition and environment little in sympathy with a dynamic and realistic approach to what are essentially business problems. Like the ex-officer the civil servant normally takes little interest in the general public; is slow to recognise the need for propaganda and publicity, and knows little about salesmanship. South America, which as early as 1919 was seen to offer a promising market for aircraft, is an example of trying to put the new wine of commercial aviation into old bottles designed for war and national ascendancy. Both France and Italy sent military missions to various South American states, and they proved of little permanent benefit.
