The Richmond Virginian. (Richmond, Va.) 1910-1920, 1910-10-22

Every institution that has entered
the bond field has probably started
out with the idea that a personal can
yass OF u list of bond buyers, by sales
men, was the best way to dispose OF
Its bonds. Many have started out with
~ plain announcement in the leading
newspapers that they were in the bond
business and would be glad to receive
their friends and To serve them. Then
their advertising ceased for IL time
1t has been the experience OF every
bond house that many statesmen were
tried before the right man suited Tor
the position Was found. Lists were
purchased that had probably been'lsed
by other houses. Ii costs money to
buy these Isis and more to canvass
them. and those of Ms who have had
experience ltne. the small results
usually eb sl.nrd.
b. New Way.
Z l,ere are Il.Hy good statesmen and
there are many good lists of bond buy
ers, and il undoubtedly pays to keep
the latter Informed about your offer
ings. But the live producer OF peril
nent Inquiries is the daily newspaper.
II may not Sell your bonds within
twenty four hours. but 1t does pro-
business, and these inquiries kcoms.
not only from Chicago and vicinity.
but from all over the United States.
II every bond house had spent IN
newspaper advertising only portioa
OF what IL has spent in finding good.
live statesmen, the results would have
been far greater Three hundred dol
lars ii month will pay for a 5o-line
advertisement each business day for
"a year In one Chicago paper. That ad-
vertisement would canvass hundreds
of thousands OF people all over the
United States every day 1t appeared.
Its offerings would be read each day
by more investors than whole force
of statesmen could possibly canvass in
AN entire year They would reach more
bankers and bond dealers than all the
circulars mailed. The house and its
offerings would become intimately
known throughout the whole country,
and even In foreign countries Far
greater results would be produced
through this 80 line daily advertise
ment than all the circularizing could
possibly produce, Finally, In addition
to all this. thousands Of dollars In COM
missions would be saved. which would
pay for the advertising many times
over.
The Investor Wants to Know.
Good bonds are securities based on
real values. There are as many kinds
of bonds as there are laws under which
to create them. In the makeup of
every bond many features must be
carefully considered. and each feature
should be brought to perfection II we
would have II perfect bond. A good
salesman must have aSthorough know
ledge OF the property covered by the
OF the corporation. firm or
individual that owns the property: OF
the law under which 1t 10 authorized
and issued: of what the trust deed OF
captains: Of the reports on
which the bond house or bank has
relied In the purchase OF the bonds;
and of many other points that are Of
interest to the investor and that might
help in the selling OF the bonds. 1t
lakes men OF good literary and fair
technical education to compreherslively
grasp these features, and II takes men
If some talent 10 properly impress
them on the investor. Such men are
hard to ind, The science of good
newspaper financial advertising Is To
place before the public each feature of
The bond II offers, In its proper rela-
i've Importance. A good ADVERTISE
nent drives home TO the investing pub
lie every attraction OF the security
,ffered. Its effect may not be imme-
iiately traced. but good advertising
9 never without value, Its results are
cit long after the newspaper has been
Publicity 10 Good Investment.
A certain firm in Chicago offered a
block OF stock to the public In Janu-
Try. through the medium Of a news |
,aper. In addition to the immediate |
'esponse. In the latter part OF May, It |
'eceived two Inquiries, each Of which |
mentioned the advertisement In the /
The balance Of the stock, |
which II had been endeavoring to self |
or nearly five months. was disposed |
4 through these Inquiries. Another |
lrm, whose business IN principally |
ending money. placed IN advertise. |