The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1905-09-19
SOME ADVERTISING.

Something over a year ago new
bank was started in a northern Kan
sas town. The town was a small one
with less than a thousand Inhabitants
lit was not a county seat. and it al
ready had big. strong national
bank. Many people thought it re-
quired considerable nerve to start q
second bank in a town like that. But
the new bank has been a remarkable
success. 1t Is a state bank with q
capital Of only SIS, 200, yet today it has
deposits amounting to s116,0 and its
loans reach $4,000. Yet it has not
torn down the business of the other
bank, but instead it has created new
business of its own.
The average person is inclined to
think that general newspaper adver-
Using is of as little use in the banking
business as in any line of business on
earth. but advertising has had much
to do with the success of this Kansas
bank. In the local paper every week
since 1t started it has had an adver-
tisement nearly as large as any bust
ness house in the town. Its ''ad'' is al
ways three columns wide and eight
inch es long, and it always occupies the
most prominent position in the paper
the top of the first three columns
on the first page. Sometimes this
space is expanded to half a page. And
every advertisement is as carefully
prepared as that of any merchant. The
same announcement is never run more
than once, and it is always directed
to the farmers and business men of
that individual community. The OBJ
ject and uses of a bank have been ex-
n 0f q hank
conducts his business with the use of
checks, and the advantages of bank
account. The result was that a great
many people who had never carried
bank accounts commenced to do so.
and new business was created. In
speaking of the success of the bank,
the Jewell Republican, which carried
its advertising, said:
There are a number of elements
that enter into the making of this
wonderful record. First, the absolute
confidence the people have in the men
who run it; the condition of the coun-
try, the able business management,
courtesies extended to the general pub
lie; and, lastly the part that interests
the printer-the intelligent use OF
newspaper advertising. There are peo-
pie who do business year after year
under the impression that a fresh,
pointed, we'll written display advertise
ment in the newspaper isn't read ana
doesn't pay, but is money thrown
away We do not argue with such
people. They have a right to their
own way of thinking and their way OF
doing business; but whenever ana
wherever you see a man make his ad-
vertising one of the phases of his busl-
ness that he believes in and attends to,
lust as he attends to his correspond
ence and other important matters,
then we simply point to the results
To such men advertising is not money
thrown away. It is an investment that
brings big returns. Banking is about
the last thing you would expect man
to push by regular weekly advertising
and the fact that the Citizens State
bank is so well satisfied with the ex-
pertinent, ought to suggest something
to other lines of business where buy
ing and selling is the principal thing
and which are therefore much more
easily and effectively advertised.