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

, ment In one OF the Chicago papers in
December la June Of this year
through the medium of that one ad-
verttsement. IL made II loan which net
ted nearly 500. We could cite many
such cases. but these will serve to IL
lnstrate that good advertising never
can be OF no value. With the proper
arrangement OF type and with our ex~
perience In newspaper advertising, and
our study Of II AS a productive force,
We can help you drive home the
strength OF your bond to every one
who reads your advertising You can
thus make a forceful. concise and iu-
telligent canvass OF thousands OF In
vestors every day. The expense to
you IL very small. the returns VIII be
very great.
Bond Selling is Personal.
A merchants best medium for bring
ing the goods ne has for sale before
the public Is his show window. His
next best medium is the newspaper
and he should endeaVor to make each
advertisement as much like his show
window as possible 4 bond house
cannot sell by sample Its business
Is personal and no one has ever fig
ured out just what was its best medi-
UNI of selling. One thing Is certain
advertising in newspapers has been
one Of the best and most efficient fac
tVrs In building up the bond business,
because bonds and the principals who
sign them must have puhlicitv -~fnus,
DO known by the persons who pur-
chase them No amount of advertis-
ing. no matter how high in quality. can
sell a bond that Is intrinsically bad.
unless 1t misrepresents. either by its
tzf ryr, f.t4fs, t-rt
status of the bond or the corporation
issuing 1t. Honest and Intelligent adj
vertising can sell any good bond.
Advertising 10 Salesmanship.
Newspaper advertising Is Il sales
man, and 1t Is success or a failure
for the same reasons that an indt-
vtdual would be a success or 81 failure
as salesman. Therefore the same
principles apply to newspaper adver-
Using as salesman that apply to an
individual as salesman. A good
salesman must have a pleasant and
attractive appearance---he must have
personality. This applies also to
good bond advertisement Many thou
sands OF advertisements fail because
OF their appearance. Every advertise
ment should be sufficiently large to at
tract attention. should be neat in APP
pearance, and, above all, should be of
real human interest.
good way to get a new offering
before the public Is to have the COM
pany, on whose property the bonds are
issued. make an announcement that II
has sold its bonds describing them)
to some bank or bond house. Then
day or two after this follow with an
announcement by the bond house that
it offers these bonds for sale. This
can be followed by third advertise
ment, which should begin by stating |
that having sold a great many bonds |
OF the Atlantic Power Company, we |
now offer the balance to the public
Follow this with description of the |
bonds and references to the number !,
OF banks. estates. or Insurance Com !
panies that had purchased them. This I
would be good advertising. One prin- !
ciple. that should not be overlooked /
in offering new bonds is that the more |
publicity given to a good bond. the |
wider the market will be, the quicker |
the sales and the better the bonds I
portant part in the appearance of an /
advertisement This Is a science that |
can be taught only by actual demon
stration. In newspaper advertising |
we have no opportunity to use colors.
Therefore In newspaper advertising we
must select the type in such manner
that the strong and salient features
OF the announcement will appear most
strtkingly and require the least effort
on the part OF the reader.
A Concrete Illustration.
A part can never be greater than
The whole. therefore bonds represent
lng only a portion OF the total value
should be secondary In Importance to
the whole value. The Vandalia Gas
issues bonds. The investors
first question usually is, who is the
vandalia Gas Company This the
advertisement should answer A very
strong financial advertisement began
with this sentence In bold italics:
The company that offers these