El Paso herald. (El Paso, Tex.) 1901-1931, 1919-09-23
CHAMP CLARK IS
AID CLUB GUEST
Addresses National Gather
ing On Labor-AdYer-
Using Discussed.

Dor, capital and farmers IN WaSnlns-
ton for free exchange Of opinions'
in a laudable effort to establish jus
tice and abiding peace among -hem +
is a tremendous undertaking AMI al
the men and women Of good sense and
patriotism hope and pray mat It Nil
result in complete success
so far as we are concerned. one Of
the principal questions with which we
should wrestle is how TO increase our
foreign trade Upon the increase OF
our foreign trade rests in largest
measure the future prosperity Of this
mighty republic"
Newspaper Advertising.
The value Of the newspaper as an
advertising medium not only to The
local merchant. but to the malufac-
turer covering a broader field, is pc
ing stressed at the sessions OF the
newspaper department
Emphasis has several times been
given, through citing specific cases
peclally useful to the general adyer-
tiser. because II not only reaches the
consuming public with the message Of
the advertiser but IL also goes 70 the
merchant through whom the adver-
Using manufacturer seeks TO sell mis-
goods Local merchants. il has been
shown. are especially interested in
product that IS advertised in the news
papers which they use regularly for
their own advertisements, because
they have found from experience that
advertising in the newspapers VIII
sell goods for them. and they naturally
believe that such advertising. done by
the manufacturer, viii be especially
helpful
Encouraging Thrift in Canada.
The special sessions for the study
and discussion Of bank ADVERTISING
were continued this afternoon. and
ID. McEachern. OF London. Canada.
showed that bank advertising was in
cre2sing rapidly in Canada, just a Il
is in the United States There has
been a wide movement in the do
minion for the opening Of savings
departments of banks. he said. as a
means for encouraging habits Of
Thrift established during the war He
savings deposits in Canada totaled
in July lasr over Si-17o,oo0.000. in
july. 1914. the total was but SSH
Ooa.19o, an increase OF over Is per-
cent, having been recorded during the
past five years
This showing is noteworthy in view
Of the magnificent support given by
the Canadian public to five internal
loans during that period"
should Help Present Customer
In the same session. Harvey "
the need in a bank OF an old business
the need in bank OF an old business
ofuartm enr' as well as new bust
ness department 1t Is one thing 10
get a new account. he showed. but
quite another to direct the relation
that viii insure the growth OF the
so as TO insure that II VIII
become profitable. He showed that
Investigations had divuiged the fact
that 2 great many banks have large
percentage or Improbable accounts
without knowing it. Speaking Of bank
advertising. the speaker urged the
necessity for the adoption Of a def
mite advertising policy BY a bank
and more consistent advertising he
continued-
Too many banks have publicity
policies which. like a circus ticket.
are good for one day only. Every
bank should have a publicity policy
good enough to reduce 20 writing and
70 last long time There couldn't be
a better test for a publicity policy
than to challenge its strength BY re-
Gucing ii 10 the cold logic of written
Worcs- Some OF the publicity pro-
grams being carried on today by
banks wouldn't show up very wei II
subjected TO this treatment. although {
the treatment would doubtless show
Up some OF the fallacies-
Educate the Public.
IS il not fact, that. with the
$4,000 banks Of the nation the plan
Of the majority Of advertising expen- {
ditures could only be written in the
past tense2 And isn't il a fact that
a deplorably small portion OF adver-
Using outlay is used for the education I
and Inspiration OF present deDositors2 I
A banks advertising is a statement (
Of what It can do for people who give I
e their business Those who fnrmu-
late the policies of a bank can prom I
lse; but It requires every last officer I
and employe to fulfill. How important I
them that every one connected with 4
The bank have a thorough understand /
Ing Of its advertising plans and pur- J
poses.