The Appeal. [volume] (Saint Paul, Minn. ;) 1889-19??, 1923-11-03
URGES BANK ADS
IN NEWSPAPERS
Banker Tells National Associa-
ton They Are Essential Aids
to Business Building.
PRESENTS PRACTICAL PLAN
Savings Bank Division Of the Amerl
can Bankers Association Offers
Prepared Newspaper Advertise
~.'. ing Service to Cover
Years Campaign.

More newspaper advertising by
banks as business builder was
strongly urged at the recent conven.
tion of the American Bankers Asso-
citation by w. R. Morehouse of the or.
ganization's Savings Bank Division.
He backed up his plea with definite
action to stimulate advertising by
savings banks by calling the attention
of the members to prepared news
paper advertising service developed
by his division comprising copy to
meet their requirements for years
advertising schedule.
1T is my firm conviction that banks
can use newspaper advertising with
great success" Mr.. Morehouse said.
Newspapers go into the honestly
their use as medium the people of q
whole community may be reached in
a single day. Because bank cannot
directly trace large volume of new
business to newspaper advertising
does not prove that the medium is in.
effective as a business-builder.
"The fact that there are certain
do not produce good results ought not
to brand the medium as ineffective.
any more than the fact that because a
certain booklet or certain buiness.
building letter fails to pull would war.
rant you in branding all booklets and
all letters as non-productive mediums.
How to Advertise
Newspaper advertising must be at.
tractive and easily read If it is to
produce good results. If the subject
presented is not to the point, is too
deeply involved for the average mind
to grasp readily, is too full of big and
uncommon words, it is only natural
that it will not be read. If bank ad-
vertising is to accomplish it's purpose
-itsmust be- very simple -, - b ~.
DISCUSS only the subjects which
will make it easy for the public to
patronize your bank. Advertise your
bank, it's financial stability, it's officers,
directors and stockholders and you
will build prestige and strengthen pub
lie confidence in your institution.
Enumerate the various kinds of SER
vice your bank is prepared to render.
1t has been my experience that the
public is on the lookout for informa-
ton about banks, banking methods
and the kinds of service rendered by
banks. For quick results I am firm
believer in sticking to subjects which
have direct bearing on banks, bank
ing methods and service, until the
public has become better informed
about banks and the wide variety of
services rendered by them.
A New Plan
"If you have not been successful
with newspaper advertising try this
plan. Confine your advertising within
the scope of banking and especially
enumerate the various services which
your bank is prepared to offer. Boil
down every advertisement to one hum
dred words or. less, preferably less.
Use headings which arouse interest at
a glance. For example, a head IN
TEREST FROM DATE will inspire
action on the part of persons with idle
funds to deposit because interest
starts from the time savings accounts
are opened. A heading 'PROTEC
TION FOR YOUR VALUABLES' will
inspire action on the part of persons
in need of protection"