The Salt Lake herald. [volume] (Salt Lake City [Utah]) 1870-1909, 1905-12-03

II Is not my purpose IN THIS paper
10 give you the old stereotyped rea-
cons showing why a bank should
advertise. nor shall / dwell on the
volume of deposits obtained by adyer-
Using banks, tracing the business by
devious paths to the advertising. Mel
Their is it my intention TO give you sta
sizes TO prove that 1T banks viii edu~
cate the people 20 smoke one cigar less
day at the end of ten years they
will be eating lobster Ia Newburg
three times a day ana have pipe organs
in their homes. Instead of this, / wish
10 take the part of banker, and SHOW
that as far as advertising is concerned
lie has been more sinned against IAN
SHINING There Is 30 longer any need
t. tell bankers they should advertise
is now almost universally acknoWl-
edged that a certain amount of money
must be spent ia properly advertising
a financial institution so that its IA
Ci tiles may become known 10 The pfo-
Ole whom it seeks 10 serve, and con-
Eidering no Vthe banker. 2s "a class
has been handicapped, i contend That
ne has done we'll % have accCmpl' shed
as much as he has during the past few
years The problem is I'D longer 10
induce the banker 20 advertise but 10
teach him HOW TO advertise
In this connection / wish 10 mention
the fact that 7 occupy a. somewhat
unique position ga your cldb. being the
only manocr who is i'm the employ of
a financial institution. ] mention this
fact particularly because / believe that
IN The advertising and press clubs OF
the different cities in the United States
lies he proper solution of the fuan-
oial advertising situation. Il myself
have received 50 much benefit from
any association with this club and its
members during my years residence
IN the city of Cleveland that / feel that
every officer of "a financial institution
who is responsible for the expenditure
Of money for advertising purposes
should receive q cordial invitation from
such clubs i'm al sections Of the Coun-
yry; and this invitation should De cN-
Geuded both for the sake Of the clubs
4 nud for the interests of the bankers
themselves.
The principal advantages To be
gained by the bankers on The plan
which ] propose is ii better knOVledga
of advertising along the lines of 'ac-
CumulateQ experience When the
banker notes The care with which the
manufacturer selects space ANA issues
the circular matter pertaining 10 his
product; distinguishing profitable from
Improbable advertising. then viii he
rea iZe the importance OF spending jul
uiciouSly the large appropriation 50.
aside for advert 'siu0 and the necessity
of preventing the prOnigate waste of
money entailed by the promiscuOus
placing of advertisements. When this
care is exercised on the part Of the
banker, publicity will become profitable
Tor him and will result I'm stimulated
advertising efforts on his part
There is no method for determining
The exact value of the numerous ways
by which financial institutions can OBJ
tain paying business by means of pun-
licitv; but there is no question that the
larger portion of the appropriations be-
longs rightly 10 the press. Tht daily
or local paper is i'm constant touch with
the affairs of the immediate neighbor-
hood No other class of publication
can supplant "a faVOTite newspaper i'm
The hearts of its readers.
one other point i'm newspaper adver-
tising which the banker must observe
= that the advertising De consecutive,
consistent and continuous. Better re-
suits VIII be obtained from three inches
published NIFTY consecutive times than
loo inches published once. II Is pos
larger immediate response than viii
the small space. But it is the steady
dropping of water that wears away the
rock: and it is the constant advcrtis-
Ing on the part Of the bank or uusJ
company Which npress-s the people
win the lded lldt Al Is tue ON. Aildi!-
tiai INSTITUTION WIN Niilch 10 90 DUST
MSS II the t guy Trll9cl olos,Ns' 10
~ ~ ~ 81,
49, h. b.5 ,,lt4e,. 80, Ri. ,,,,,,-,.
ISi-,,ir.- o,l, a7,,o,ti,or1o,,+ n, , 49,.
- So ho,,- II Vim INN ont IL the T6.l,
an which j. wrecked many a .barolIe Of
nlvertisiner anternrise IN is a mistaken
! m1Iicv and tbe advertiser win pener-
uliv lind that il does not turn out" at
- Getting results i'm bank adv ertis-
lme is like undertaking 70 tin tank
with water. If you put I'm one bucket
3ul and allow a sufficient time TO e!apse
before putting in another, sou VIII ind
That the tirst has eVapOrdleI ana you
must wet the dry bottom OF inc TANK
over again. Whue II F'u iufn m ID
steady stream, lAT ea'lA VII DC mt
ItaulIy win FeIS Iit''G Vs. 80
oLdlloii SUCCESS III DIIih "''E e. '+Sl4ls
CONSISTS III duopllHS HAeu P'i.'S anu
rlahlls d Su4ilc'VH' appropriation ~
carry II ouI'
In rtis ..,,,,,....til,, rt..,... No f,,.,,,a7
., ~ A,,,a.ils,, 5a,,tl,,.., Tn,-srtion
Tsld n, yVasbiDet,,,, Iast v,aelz am as
,sgc{sti,,, l,,,,,,,,' nc tn ,parlyinor p,h-
iicitT, Assnciattcn ~ m i-nitad
So ., I s,,,,,Ct t,,,-a,,..,. - ss,,,-
-, ,s - ~ ,,,tco,,,., I,,,a,,Sa IN.
lo,,stit,,ti,,, ma 1,,,I,,,,s ~ ~, associa-
10, ,1,,|T,,, err. faar,,,ss ,,,I,ilb do
- - =, ~. - I,si,c- i, N b,et
.,'tral.is -, nj, .5,-,,.,isj7,s, ii,,1its ~,
lA-'N4 Ns''e VI JAIN '' - -4t4'N. ''t~