The Washington times., 1921-06-14
BEST
AD MEDIUM, SAYS
BANKERS EXPERT
Associated Advertising Clubs Of
World Hear Publicity Experts
At Annual Convention.

ATLANTA, Ca. June 1.-THE daily
Newspaper Is the most nearly ideal Of
all advsr Using mediums for bank. in
the opinion OF G. Prather Knapp. OF
the Mississippi Valley Trust Company.
OF st. Louis, whose work as = bank
Advertising man has won him q ma
tionsl reputation. He spoke this fore,
noon before the financial advertising
division Of the convention of the As
sociated Advertising Clubs of the
World.
The world convention of advertis-
| Ing. which opened It's business meet
| ings here yesterday. and will con-
tinue through Thursday. IL attended
by advertisers. newspaper men and
| others from all sections Of North
America and there are In attendance.
| also. Representatives from other parts
OF the world. for there Ia no place
in the world where Advertising has
been developed as 1t has been In
North America and publishers and
others from overseas recognized tho
great opportunity which they have to
learn about advertising from North
| Americans.
Today. the convention Has divided
itself into group meetings for the in
tsnsive study of the Advertising Of
various classes of business tnstitu-
tions.
NEWsPAPERs REACH THE PEOPLE
"The daily Newspaper" said Mr..
Knapp SIS tho principal bank adver-
Using medium for the reason that.
ike the average bank. II 10 . strictly
lncal institution fhA lnCai
field regularly. II reaches the people
10 whom q bank must tell It's story.
The daily Newspaper has become q
rart OF the life Of most Of the people
IN every American community. The
bank desires, in like manner. to be-
come q part of their lives. and needs
to use the daily paper to reach tho
people. We can also learn lessons OF
public service from the daily news
papers"
The remarkable growth Of the pop
ularity of moving picture hlms. in
connection with small hand projec-
tors. in the sale of goods otherwise
hard to explain. was discussed before
tho screen Advertising division OF the
convention this morning by A. ID.
Gundelach. of the Devry Corporation.
of Chicago.
As he spoke. he said. there are
saiesmen out in the rural districts.
showing to farmers at their homes
ard at grange meetings the advan-
fsge of farm electrical equipment.
These salesmsn travel in automobiles
II at are equipped to generate the
electricity required to project the
p;cturss. he said The flms tell tho
story of the comfort and convenience
OF farm electric lighting plants. and
explain the operation of such plants
IN such detail as would be almost i'm
POSSIBLE except with tho use of nlms.
The Aims also make the story enter
tanning.
ADVERTIsING HELPS THE PUBLIC.
Much 10 being said in the various
div isional meetings of the advertising
convention to illustrate and emphasize
tho service advertising renders the
public. I'VE can no longer look upon
advertising merely as an instrument
to stimulate sales" said Herbert S.
Houston. of New York City. a former
president of tho association. 1T Is
an instrument for the public good.
Through the goods and tho services
Of which we learn through sdvertis-
ing. we are happier and better. We
have greater freedom. greater COM
fort. We live fuller lives"
phase of the convention 10 the dis
cussion Of Advertising for non-com-
mercial purposes. tho conferences of
the Church Advertising Department
being especially striking. Assembled
in this convention. also, Is q represen-
tative group OF men who are special
irina in community adyertiRinR