South Bend news-times. (South Bend, Ind.) 1913-1938, 1917-10-21

4 70 open checking account. WOuld
you like a letter OF credit Advice
about Investments To buy securi-
ties? To send money to a friend in
France? To obtain information
about the financial responsibility of
a business house in Barcelona We
stand ready TO serve you in these
and a dozen other ways. And we
advertise that fact
| General advertising OF course
il is. Most of our advertising is
general. Take some Of our recent
advertisements.
The safekeeping of Securities
For Absent Owners"
ITO Americans Going Abroad"
| "Acceptances."
The Railroad Situation"
| Employment For Your Idle
Funds"
Practically all Of them are gen
eraI' advertisements. Perhaps none
Of them was Immediately profitable
Judged from the standpoint of di-
rect results. But that they are
building good will for us is beyond
question And il is good will that
we want Here we are, with every
facility that can be imagined. anx-
ious 20 serve. Keenly aware of our
strength and ability TO serve. our
problem is TO make all this known
to the public. Advertising does that.
Quite recently, 1 had a survey
made Of the facilities and functions
OF the Guaranty Trust Co, consid-
cred from the standpoint of their ad-
vertising possibilities. Certain things
we're brought 20 the surface-the
need for advertising this department
and that. Yet il is a fact that the
recommendation that appealed most
strongly 10 me was that a fairly
large percentage of our appropria-
ton should be spent for General"
advertising-ad for good
will
Advertising for good will works
in one Of two ways-it makes men
come TO you TO buy, instead of your
going 10 them to sell; or it makes
selling easier If you go to, them 10
sell. In either case. II is very much
worth while. II is like soap: il
isn't there when the blanket is wash
ed. but il has done its work
But we do not confne our efforts
TO building good will TO newspapers.
We do a vast amount of booklet
work. Take, for example, War
Loans and the United States" II is
"a 32-page booklet which covers the
subject Of war loans from the time
the idea of financing expenditures
for war purposes by transferring
some share of the burden TO future
generations was conceived. II shows
the financial steps which France.
Great Britain, the United States.
and other countries have taken to
meet the shock of war. and their re-
covery from it. 1t is wholly infor-
NATIVE and was intended to lay a
foundation of understanding for the
hotation Of war bonds. 1t was good
will advertising, pure and simple.
This is true also of another book
let. France and America, Their
/ Mutual Interests and Obligations"
The fact that the Guaranty Trust
Co. recently opened an office in Paris
gave a certain timeliness to its pub
hcatiOn, but beyond that, no definite
returns are anticipated. II is sim
= ply a tribute to the genius, the ir-
, dustry. and the thrift of the people
OF France, and a discussion of the
political and economic relations of
the two peoples.
Explains Situation.
= The Railroad Situation" is an
endeavor on our part to add to the
knowledge of the everyday man on a
, matter regarding which information
is obviously needed. For it is a
fact that few people realize that
practically everybody is directly in
terested in the prosperity Of Ameri-
81 can railroads The editor of Col
= lier's recently wrote: The real.
! ultimate owners Of railroads in the
= United States-owners. not in the
b technical sense of the stock which
4 / represents a varying equity. but own
ers In the more fundamental and
primary meaning of mortgages-in-
5 clude. as large factor. life insur-
; ance companies and saving banks.
- together with fire. marine. and other
. insurance companies, benevolent in
e situations with invested funds. and
2 colleges. schools, and charities with
invested funds the actual own
ers Of the railroads include the man
| typical Of the mass of the public
i who has a savings bank account
= the man who has a life insurance
policy or is the beneficiary OF one
J. and the others who have an interest
in one sort or another of savings in
g situations. They fail to realize il
merely because the thing they have
;. in their desks is not railroad bond
n The thing they have is a pass book