Catoctin clarion. [volume] (Mechanicstown, Md.) 1871-1940, 1914-05-07
Advertising
Talks
ADVERTISING GOOD
THING FOR BANKS
Financial Organizations Can In
crease Business Through
Newspaper Publicity.

Horace Anderson, advertising man
ager OF q New York trust company.
In q recent talk before the Bank Pub
licity association in New York, advo-
Gated the use Of newspapers as the
best medium through which to accom-
plish advertising results desired by
banks. He spoke In part as follows:
advertising Is a very difficult sub
ject for any one with conscience to
talk about. Those who are interested
IN promoting advertising have no dig
ficulty In talking about It. Newspapers
state that II you advertise in their
papers and keep 1t up long enough
you will be sure to prosper. The mag
azines seem to have the same opin-
ion.
Il represent company that has
been a liberal advertiser for 25 years,
and during the last ten years we have
spent $4,000 each year in advertis-
ing. When business Is good and we
have more than We can do, we keep
on advertising, because our adve:tis-
ing friends have taught us that there
Is danger of some Of our clients get
ting away from us. When business IL
poor we are usually convinced that
the real estate market Is dead and
there is no business,
Afraid to Let Go.
Nevertheless, we keep ON advertis-
en- hao oIu lot
again have taught us that when PEG
pie are not busy they have time to
read advertisements, and we are pre-
pairing the way for better times to
come 1t Is a good deal like man
who has grabbed troublesome dog
by the tail and is swinging 1t around
him. We are afraid to let go for fear
of the results.
II have written one or two adver-
tisements that have brought number
of members Of the board of trustees
In to see the president early the next
morning Usually, was very proud Of
these advertisements when written
but after my interview with the pres
ident felt that perhaps the company
had received more good from the ad-
yertisement than I have personally
The advertisement for deposits
nearly alw avs draws a certain number
OF tickle individuals. who shift around
from one bank to another The &C
counts may be large enough in them
selves, but require a great deal OF at.
tention, They are generally people
who want to spend the greater part OF
the day talking over their personal af.
fairs with the officers OF the bank.
The result 10 that they take up more
time than their money Is worth. They
have worn their welcome out in their
own bank and are attracted by your
advertisement In the hope that they
can begin all over again with you
people.
Under these circumstances the
bank advertiser ID likely to be dis.
couraged and to think that II Is just
as well to cut out all bank advertis.
ing. He comes to the conclusion that
bank advertising Is useless, anyhow,
because most people have accounts,
and you are doubtful of the desirA
bility OF one bank trying to steal away
accounts from the other. You have the
feeling perhaps, that in a few weeks
the temporary furry of high money
that has made you want to Increase
the number OF your depositors Will be
over and that money will again be
drug on the market
Persons to Be Reached.
There are many men engaged in
business whose business IL growing
larger and who ind that their neigh
borhood bank no longer supplies them
need They want larger and better
bank. There are some men also whose
affairs in the woGd are gradually i'm
proving, and they find az the end Of
the month that they have Some money
left over after paying their bills
These men need bank There are
some people who are legitimately dis
satisfied with the bank that they are
using at present. Perhaps they are
doubtful as to its solvency. Perhaps
accommodation they need.
The question Is how to find these
people You have something that will
be useful to them. How can you come
In contact with them? IL you had a
list of them you would send them cir
culars or you would go to see them
and show how your bank could serve
them. They are somewhere among
the 100000 people in Greater New
York.
1T Is out Of the question to send
circulars to them. One edition of sew
eral million and the accompanying
postage would be a heavy drain on al
most any institution represented here
tonight, and the circulars would not
be effective. because probably not
more than one person out of zen thou
sand is at present live prospect for
your business Most of your circulars
would be wasted and forgotten.
You must do some kind of adver-
Using that will keep you in the minds
OF possible users of your bank. SO
that they may think Of you when the
time comes when they want q bank.
be that time one month from noT.
one year from now or ten years from
now
Newspapers Best Medium.
I'm my opinion, the newspapers a.e
the best mediums to accomplish this
result. For the purpose of making
general impression do not believe IN
using the religious or the business or
trade publications, the theatrical or
the funny papers, the fraternal, the
financial or the local society papers,