Pueblo chieftain., 1921-11-02

Two former Pueblo boys were speak
ers at the convention of the Invest
ment Bankers association in New
Orleans Monday They are III. Robert
Herman, brother of A. Alfred Herman
of the Herman Mercantile company
and ]. w. Wilder. Both of these boys
are now vice presidents of the Albert
Frank and company, advertising firm.
Mr. Herman left Pueblo about eleven
years ago to make his home in New
York. About five years ago he Joined
the advertising agency of Albert
est and most influential of advertis-
ing agencies in America. A little oven
two years ago, Mr.. Herman was elect
ed vice president of this organization
and made director of plans and re-
search.
Mr. Wilder is likewise Pueblo boy.
graduating from Centennial high
school. and at one time was teller
in the First National bank of Pueblo.
Mr.. Wilder went east number of
sociated with Halsey, Stuart & Co.
the well-known Investment banking
house. Last January, Mr.. Wilder be-
came associated with Albert Frank
and company in their Chicago office
and in July of this year was elected
vice president and put in charge of this
agency's Chicago office.
The following account Of their ad-
dresses before the bankers was re-
ceived yesterday from New Orleans:
Special to The Chieftain.
New Orleans, Nov. 1.-The small in
vestors of the United States, with an
aggregate income of billions of dollars
year, are being left to the mercies
of swindlers and blue-sky promoters
to an alarming extent, because legiu-
mate security dealers have no com
prehensive and effective way of reach
Ing and educating these investors.
This was the conclusion stated last
night to a session of the Investment
Bankers Association of America by
John Watson Wilder, vice president or
Albert Frank and company Of New
York and Chicago.
Furthermore. Mr.. Wilder pointed out,
only 36 per cent of the banks are TAX
ing an active interest in promoting the
sale of sound investments in theit
communities. Notwithstanding the fact
that bankers are regarded in their
towns and cities as the natural source
OF investment counsel. and could ex-
veloping the sale OF safe securities, II
they were thoroly awakened to their
opportunity and responsibility.
THESE statements were presented
to the convention OF the Investment
Bankers Association as the result of
an extensive survey of Investment
conditions recently undertaken by
Albert Frank and company. who, is
recognized authorities on financial
advertising. were invited to present
their findings to the Investment
Bankers Association. Last nights
address on the results of this survey
was made by NJ. r. Herman, vice.
president and director of research of
Albert Frank and company. and Mr..
Wilder. who is in charge of the COM
pany's Chicago office.
"A survey of the investment field
Is something unique" Mr.. Herman
| said, despite the fact that no impor
tant commercial advertising cam
paign Is ever undertaken without
such a preliminary investigation. A
| soap manufacturer, for instance, be-
| fore he begins to advertise his pro-
| duct, will go over his prospective
market with minute care, He will
| want'to find out the character of the
people who live in the territory. the
their soap, the kind of soap they pre-
fer. the color. scent. and what not
| that commands favor. But while the
| manufacturer and commercial house
make these Investigations as matters
| OF ordinary business prudence. or
| such survey has ever been made be-
| fore to find out what ought to be
found out about the infinitely !mpor-
| tant question of marketing investi-
ment securitiea
Thus far, the results we have
secured in financial advertising have
been based upon experience and expe-
rlment. We have found that GER
tain types of investment literature
make an effective appeal, that in
vestors respond TO one kind of ad-