Iron County news. [volume] (Hurley, Wis.) 1913-1950, 1923-11-10
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 Advertis-
Ing Service to Cover a
Years Campaign.

More newspaper advertising by
banks as business builder was
strongly urged at the recent conven.
ton 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 a prepared news.
paper advertising service developed
by his division comprising copy to
meet their requirements for a years
advertising schedule
1T is my firm conviction that banks
can use newspaper advertising with
great success" Mr.. Morehouse said
Newspapers go into the honesty
their use as medium the people of a
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 business-builder.
uc AaSt tuht luSAe arc CSi lehtl
kinds OF newspaper advertising which
do not produce good results ought not
10 brand the medium as ineffective,
any more than the fact that because q
certain booklet or certain buiness-
building letter fails to pull would war,
rant you in branding all booklets and
all letters as non-productiye mediums
How to Advertise
Newspaper advertising must be at
tractive and easily read II II is to
produce good results II 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 II will not be read. II bank ad-
vertising is to accomplish It's purpose
it must be very simple.
Discuss only the subjects which
will make 1t easy for the public to
patronize your bank. Advertise your
bank, its 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.
II 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 ! 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
"If you have not been successful
with newspaper advertising try this
plan. Confne your advertising within
the scope Of banking and especially
enumerate the various services which
your bank is prepared to offer Boil
down every advertisement 20 one hun
dred words or less. preferably less
Use headings which arouse interest at
A glance. For example. 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 'PR0TEC-
TIoN FOR YOUR vALUABLEs' viii
inspire action on the part OF persons
In need Of protection.