Imperial Valley press., 1925-07-25
NEWSPAPERSARE
LAUDED AS BEST
FOR ADVERTISING
Banks No Longer Employ
Hit and Miss
Methods {


SEATTLE, WASH. July 25. -
Characterizing daily and weekly
newspapers and magazines as the
best advertising media in the world
Russell M. MacLcnnan, who was as
sistant director of the educational
division of the L. $. Food Admin
istration which put over Herbert
ltoover S great food propaganda
during the World War, covered Il
difficult subject, 1.-THE Wrong Med
ia. = in a striking manner in "a paper
read at the convention of the Pacific
Coast Advertising Clubs Association
here recently.
MacLennan, whose paper was read
before the financial department of
the convention. said in partA
AT the outset, let me say that all
advertising media is good. Each
has its functions and its field to
cover. We all know the daily and
weekly newspapers are the best ad
VcrtiSinS media in the world and
particularly in these United States
where the newspaper has reached
such q high plane and has such a
tremendous influence on the every
day economic and social life of our
people. The same is largely true
of magazines and other publications.
''Thert was time when banks
did not use much advertising Grad
Tally the banks. trust companies
aud investment houses realised they
had real message for the public
and started in Il measure. to give
the message.
In the turning of the cycle a
definite phasc\haS come about in tho
matter of advertising insofar us fl
Hanclal organizations are concerned.
Thc movement may not as vet be
considered as nationwide but il has,
taken concrete form in various parts
OIL the country. Where this reform
is taking place advertising is being
purchased on its advertising value
and money is no longer being seat
tered and thrown away.
Appropriation Systematized
With the growth of financial in
stitutions the matter of overhead had
become II thing to be considered. 1t
vas found that so-called advertis-
ing was eating seriously into the
matter of profits and dividends. As
"A development, the larger banks EN-
ploved advertising men, and with
their advent came the advertising
budget. No longer were the mat
ters of advertising, donations. and
memberships a matter of hit and
MISS. The banks advertising men
were charged with getting results
if not direct results at least indi-
rect results. They were given GER
tain sams of money to tell the in
stitutions story and to materially
aid in the obtaining of new business
tur the banks.
"'Thcv found that their task was
= difficult one. They found that
shcre was Il certain number of the
sellers Of so-called advertising who
were in reality professional money
gttters, frequently offering an ad
vcrtising medium which was of lit
tie or no value as such.
Finally these advertising men
connected with financial houses be
gan to compare notes. They found
they were being played for suck
crs aud were not doing their duty in
properly spending the money given
them TO use for advertising pur
poses.
The speaker then gave in detail
the organization of informal COM
mittces throughout the country com
posed of financial advertising men.
functiOning through mutual agree
r,2ntS, each acting as Il clearing
house for information and data, ana
for the protection and benefit Of
the member institutions. "and max
ile it possible for the financial in,
sti;uti ons to select the good from
the bad in the matter Of advertis-
ing modia.'
1t is not humanity possible TO
even estimate the tremendous sums
Of money saved to the banks and
financial houses through the crca.
tion. of these committees, Mac
Lehman derlared, in CONCLUSION.