The Ely miner. [volume] (Ely, Minn.) 1895-1986, 1923-11-09
URGES BANK ADS
IN NEWSPAP ERS
Banker Tells National AsSocia-
ton They Are Essential Aids
to Business Building.
PRESENTS PRACTICAL PLAN
Savings Bank Division of the Amerk
can Bankers Association Offers
Prepared Newspaper Advertis-
ing Service to Cover
Years Campaign.

More newspaper advertising by
banks as a business builder was
strongly urged at the recent conven.
ton of the American Bankers Asso-
citation by W. r. Morehouse Of the or
CARNATIONS 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.
at is my firm conviction that banks
can use newspaper advertising with
great success" Mr.. Morehouse said.
Newspapers go into the honesty
their use as a medium the people of
whole community may be reached in
a single day. Because a bank cannot
directly trace large volume of new
business to newspaper advertising
does not prove that the medium is in
effective as business-builder.
"The fact that there are certain
kinds of newspaper advertising which
do not produce good results ought not
to brand the medium as ineffective,
any more than the fact that because
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 its purpose
it must be very simple.
DISCUSS only the subjects which
will make it easy for the public to
patronize your bank. Advertise your
bank, it's financial stability, its 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 l am firm
believer in sticking to subjects which
have a 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
eff 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 hun.
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"