Cameron County press. [volume] (Emporium, Cameron County, Pa.) 1866-1922, 1905-02-16
NEW SPAPER FIRST

NE l." SPAFEK FlRSl.
UNIVERSAL MESSENGER TO THE HEARTS
AND HOMES OF THE PEOPLE.
Now, broadly speaking, we think of
advertising as divided into two classes,
general advertising and direct adver-
tising. The first class reaches the
masses through the medium of the
newspapers and other publications,
while the second class reaches the in
dividual throug the medium of person
al letters, folders, booklets and so forth
sent direct through the mails.
Under ordinary conditions newspa-
per advertising must take first rank.
| The newspaper is the universal mes
senger to the hearts and homes of the
people, and intelligently, used news
paper advertising is just as certain to
bring results as good stocks are to pay
| dividends. Note the fact that I said
intelligently used. Enough money is
wasted every year in unintelligent ad
vertising to make every one in this
hall modiately wealthy. For the same
| is true of banking as business or of
farming or anything else in which men
| engage The trouble is not with these
things in themselves, but with the way
in which they are attempted.
Above all, advertising to be effec-
| tive must be persistent.
A common mistake is to look for re-
| suits too soon.
When a farmer plants his wheat in
the fall he doesn't expect harvest in
week or a month. When you give
an order for ten story Office building
you don't go around to the site the fol-
lowing day and except to find a COM
pleted building. The farmer knows he
must wait until the season and the
| chemicals of the earth work their
changes and you know that your
building must proceed by gradual
stages, brick upon brick, until finally
finished. So it is with advertising.
The first insertion does not influence
the public mind, nor the last, but one
added to the other, every one gather
ing strength from those that precede
it, gradually influence the public mind
and bring to your bank the business
you desire.
single week or month of advertis-
ing is merely blow or two of the cork
against the bar of steel. Its effect is
absolutely nothing. 1t is money and
effort wasted, but the continuous. per-
sistent hammering, week after week,
month after month, is just as sure to
start the pendulum of business swing
ing your way as day is to follow night
Take our own city of Pittsburg, for
instance. More money is expended in
legitimate bank and trust company
advertising in Pittsburg, than in any
other city in the country; hence no
better place could be selected for the
making Of comparative figures. There
are great many banks in Pittsburg.
About half of them are known the
country over because of their liberal
advertising. The other half do not
believe in advertising on the general
idea that they can use their mouey 10
better advantage. Possibly they can,
but the figures are against them.
have gone back over the statements
Of the last five years, comparing the
growth of the banks that have adver-
tised continuously with that of the
banks that have advertised only now
and then or not at all, and this is what
| find:
During the five years tho banks that
have advertised continuously have in.
creased SO per cent. in assets and 81
per cent in deposits. That banks that
have not advertised have increased 27
per cent in assets and II per cent in
deposits. This record is effected nee.
essarily by the numerous combinations
of recent years, bat these have been
eliminated so far as possible, and the
figures given are on the side of conser.
vatism rather than otherwise. vii,
liam S. Powers, banker, to Pennsylva.
MIA Bankers Convention.