Americus times-recorder. [volume] (Americus, Ga.) 1891-current, 1921-06-14
NEWSPAPER BEST
BANK AID MEDIUM
St: Louis Banker Tells
World AID Conven-
ton

ATLANTA, June 14.-The daily
newspaper is the most nearly ideal of
all advertising mediums for bank, in
the opinion of G. Prather Knapp, of
the Mississippi Valley Trust Co., St.
Louis, whose work as a bank adver-
tlsing man has won him a national
reputation. He spoke. this afternoon
before the financial advertising di-
vision Of the convention of the As
soclated Advertising Clubs of the
World.
The world convention of advertis-
ing, which opened its business meet
lngs here yesterday, and will con-
tinue through Thursday, is 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 is no place
IN the world where advertising has
been developed as it has been in
North America and publishers and
others from overseas recognize the
great opportunity which they have to
learn about advertising from North
Americans.
Today, the convention has divided
itself INTO group meetings for the in
tenslVe study of the advertising of
various classes of business institu-
tions.
Newspapers Reach the People.
The daily newspaper" said Mr..
Knapp, rs the principal bank adver-
tising medium for the reason that,
like the average bank, it is a strictly
local institution, and covers the local
field regularly. 1t reaches the peo-
pie to whom a bank must tell its
story. The daily newspaper has be-
come a part of the life of most of
the people in every American COM
munlty. The bank desires in like man
ner to become part of their lives,
and needs to use the daily paper to
reach the people. We can also learn
lessons of public service from the
daily newspapers"
The remarkable growth of the
popularity of moving picture films,
in connection with small hand pro-
jectors, in the sale of goods other
wise hard tn explain, was discussed
before the screen advertising divis-
ion of the convention this morning
by A. f. Gundelach, of the DeVry
Corporation, of Chicago
AS he spoke, he said, there are
statesmen out in the rural districts,
showing to farmers at their homes
and at grange meetings the advant-
age of farm electrical equipment.
These statesmen travel in automobiles
that are equipped to generate cleo
tricity required to project the pic
lures, he said. The films tell the
story of the comfort and conven-
fence Of farm electric lighting plants,
and explain the operation of such
plants in such detail as would be al
most impossible except with the use
of films. The films also make the
story entertaining.
Advertising Helps the Public.
Much is being said in the various
divisional meetings of the advertis-
ing convention to illustrate and en-
phasize the service advertising rend-
cred the public. eve can no longer
look upon advertising merely as an
instrument to stimulate sales" said
Herbert S. Houston, of New York
City, former president of the Asso-
citation. at is an instrument for the
public good. Through the goods and
the services of which we learn
through advertising, we are happier
and better. We have greater free
dom, greater comfort. We live fuller
lives"
Another particular interesting
phase of the convention is the discus
sion of advertising for non-commer-
cial purposes, the conferences of the
Church Advertising Department be-
ing especially striking: Assembled in
this convention, also, is representa-
tive group of men who are specialize
ing in community advertising.