Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1917-09-28
Floating the Great Bond Issue

Steadily the men administering the governmen
of the country are coming realize that when the
have product to offer the people, they must presen
the nations business in the same manner that ha
proved successful in the upbudng of the grea
merchandising enterprises of the United States.
This remark is suggested by the moves now bein
made for the second Liberty Loan campaign.
Frank Vanderlip, president of the National Cit
Bank gives his undivided attention to assisting Sci
rotary McAdoo in floating this loan. Mr.. Wander
lip brings to the campaign all the experience o
bond merchandising carried on by one of the M
tion's greatest combinations of capital. flood o
bond statesmen will doubtless be sent through tn
country. *... .:.....
No one doubts that the loan will be foated. Blu
there can be question that this campaign of bon
craftsmanship would be much more efficient if tn
field were prepared by, preliminary campaign o
paid publicity by means of which the people woul'
be thoroughly informed.
IT is a plain matter of business, present day
modern business
Big Business for many years thought that it coul'
get along without publicity. Later the mistake wa
recognized and Big Business began to systematlcal
" "work" the mediums of publicity for free write
I ups and stories in which the influence behind tn
yarn was hidden ~>
Then came second awakening when Big Bust
Aess found that the only way to gain the confidence
of the citizens of republic to tell the stor!
straight out ray for it, let everyone know who stoot
sponsor for it-and then repeat the statements FIRE
quently so that the people might know the facts
Every man and corporation whose business
amounts to anything comes sooner or later to this
method of procedure. This is naturally the result
because the principle on which the action is basec
1ak he
know what you have, you must convince them Of
the value of your product you must tell them why
they should buy and then repeat it again and AGAR
before you can expect them to be ready purchasers
I Average men and women of the United States dc
not save These who do save are not generally &C
quainted with bonds Many loyal men willing to dc
anything for the country often feel that the big
financiers will take care of the big bond issues
Therefore the seeming Indifference. Therefore, the
need for systematic, educational repetition secur
ed by carefully planned and systematic publicity.
The entrance of Mr.. Vanderlip into the campaign
recalls that the general publicity Loicy of the Ma
tonal City Bank has been the policy OF indirect pub
licty that had to be discarded by the railroads. the
telephone companies, the Bethlehem Steel corpora
ton The plans for the Liberty Loan may include
q Course of action showing readiness to profit by
the successes of these great nationwide enterprises
How the businessmen of the country can aid now
and prepare for the future is very well stated in
editorial published by the Daily Financial America
1t deserves careful reading by the empoye and the
employer. 1t follows:
Mr. yanderlip's vigorous Characterization of the
American people as lot of economic flhterates
shocked many persons Was it deserved? Let us see
Some months ago we entered upon a war which will
entail the expenditure by of money in volume larg
er than before since man came upon the earth
We studied the subject hurredy, that one of the
needs to get money from the workers or the
nation in continuous streams during the and,
deciding put out $2000000000 of the Liberty Loan
with the expressed purpose of having the wage
of the country subscribe for It, There was
great furry Il patriotic effort and in the end the
issue was so per cent oversubscribed. In the thou
sands of Shops factories and offices employers took
bonds for their employees which to be paid for
in weekly instalments, certain percentage of the
workers wage being deducted each week.
Now we get from various parts of the coun-
try Of wageearners quitting jobs in order to get the
money that had been deducted from their pay en-
yelopes on account OF the bonds.
We get word, too, that Immediately after the first
hurrah effort in which the patriotism of their
was appealed to employers ceased urging Liberty
bonds on their people and have been content to let
The matter rest until the next bond issue.
Now we hear from bankers that will be necessary
to have the next bond issue per cent basis to
attract wage-earners employers who are questioned
on the subject say the same thing.
The truth is that neither the bankers nor the en-
Movers know what they are talking about in this
nection The bankers may Know the inFestnent@mar-
bet INIT tbev do not know the "orkin 2map, The
ra,o-s bs We given evidence II the;r knowl-
edge IN the department Of hnIoaa thrift
Iet ms ser down here and noW few Of the cardinal
urnciples TO be observed II you want wageearner
- ssye-not save today or this week. but every day
and every week.
d Take the money but give TO hm certificate,
coupon or some evidence of payment It would be
+ /.