Pine Bluff daily graphic., 1910-10-08
sPAPEa IS BEST MEDIUM
? Declares That Program Ads } Simply Donations-System
 Should Be Followed.

ne tomorrow is money thrown
 Mortimer l. Stevens gave a
 and interesting talk on ad-
 ig before the 225 bankers as
 l In recent annual convention
 Crosse, Wis.
 tevens referred to the stereo-
 Advertisement used by bankers
 gone by, stating the capital H Jared that in this money was III lrown away. Of all advertising, \ \ Gent. is hit and miss. he said.
 no preconceived idea to car | k~-pN the result Is chaos.
 WWl Certain sum should be set ,jsUt the bank for it's advertising, Ne opinion of MT. Stevens, cam h mapped out and followed as Bly as circumstances will permit. Hvertising is not given today by a Iessful business man out of charity newspaper man who has done aome favor. It Is a cold-blooded osition.
 Effectiveness is required If one 5 VI succeed, declared the speaker. h't advertise today and drop it to- fow. Don't knock your neighbor bar ads. If you do, the chances the customer who might be yours walk on the other side.
 pace is of no value without some
 to fill it. To fill space so that m bring results requires brains. bs up your ad and make it at- live and forceful. A judicious use khite space should be combined 1.-the proper way of wording and hiring the ad. An ad set solid not hit the mark"
 y Stevens emphasized the neces- of patronizing home papers =6 than an outside agency, which rakeoff on the work, 90 per Sof which should be done near E6u ar& likely to find that items hf4restfM which the name of your 7ltStion might appear are missing n&your advertising is placed away Ehome," said he. They might be psiderable value to you, these , Sptems, and you wonder why they
 Overlooked. Place your sdver- " with the paper direct and CO ke with them in furnishing news
 will be of general interest and Which they will be glad to men he name of your institution as a exchange of courtesy"
 bng other things he said:
 he was when the bank advertise if 1t appeared at all, was noth- lore nor less than the stereo- p form of title. capital and dc and the names of the officers
 rectors, and 1t is to be regretted bis form of advertisement is in bn use today. The money spent h advertising Is money thrown )s difbcult to set down any hard Ist rules to guide the bank ad b. Local conditions of neces. ave much to do with the style ; ertastng to be adopted; but there 64ng which must be observed hk advertising and that is to
 ve the dignity of the institu' other iron-clad rule is per A |y coupled with judgment. Toe V advertising, and I do not be.
 hat err when I say that 75
 nt. of the advertising not only
 nks, but for the vast army o1 ' brcial institutions as well. is on and miss order. There Is nc
 onceived plan in the beginning ? 2 Is chaos at the end.
 D of the chief reasons why sc . advertising campaigns fail is 0 the fact that the advertising ap
 htion Is expended simply in buy ace. A contract with the daily Ie hper is made. for example, fo,
 Ines, at 10 cents a line. in other
 $500 worth of space in thai
 eper has been purchased. This
 and any other space purchased
 value until something is put
 It Is simply SO much raw ma | which must be made market oS efore you can realize on the in Qb iS where so many advertisers
 their lack of judgment. They "a $1 ,000 or $20,000 worth of space
 but fail to spend an adequate
 for the dirticAas asjI1rpose of fill N that space. r4, only in the tent and jud use of this that they can Expect results.
 ave often been asked what me give the best results for banl Y sing. The newspapers stand ,s tnent in the local field.
 permit your ad to be changed < suit any ones fancy and 1T
 copy for your advertising
 e. bportant element to bear ir e( Ihe judicious use of white < thite space in itself is an ad