The Washington times., 1925-08-05
N|0DERNBANKER
IS STRONG FOR
! ADVERTISING
Urged by Needs of New Trade
Cycle, Has Developed Art
to High Point
b. RINHARD. HATTON

Not so many years ago it was a
rare thing indeed to see a bank
advertisement in newspaper. 1t
was, in fact; a rare thing to see
a bank advertisement anywhere.
The-,eld.time,- conservative banker
could not be convinced that it
was necessary or advantageous TO
let the public know he was in
business. Possibly, from his view
point, the old mossback banker Of
other days was right. He had a
certain amount OF money which he
lent on gilt-edged security and he
did not worry greatly az to the
amount !. of the deposits IN his
institution. The old banker was,
primarily, a money lender, and
money lenders had little competi-
ton. e.r
Then cames the time when the
money 1endeP type of banker gave
way 80 sti1e business man type OF
banker and banks became great
business institutions with many de.
paftInents and innumerable serv-
ices. Also, they began to meet
competition: This revolution, with
its injection Of live and active
business men into the banking
changes in banking methods and
the development of greater ell
cheney I'm organization, management
and conduct.
Following the lead of every other
successful business, the banker
entered the advertising field
through necessity, and, today there
are few successful banking insti-
buttons that do not wisely include
In their annual budget a consid-
cradle appropriation for the MAIN
tenance and operation of a publicity
and advertising department under
the management of a capable Of
fetal.
Bank News Is Plenty
That there is plenty OF news"
In a bank. may be a surprise to
many. but @such is the case, and
this news" can be, and is, used
to good effect in the way of adj
vertising by bank publicity men
who are alive and on the job.
Speaking On the subject of saving
and thrift advertising by banks re-
cer4f4y. w. b Weisenburger, vice
president of the National Bank of
Commerce in st. Louis. advised
against the horrible example in
bank and trust company advertis-
ing and said, eff life is built On
wholesome desires, isn't it a note.
worthy departure when banks com
unence to write their advertisements
from life; % take an interest in the
patronage OF their institutions.
studying their needs and motives
and writing copy with heart appeal?
This realization has outlawed 1.-The
III, rN1o
of savings copy
A glance at any advertisement of
q Washington bank fails to show
anything glum or doleful or dis
Eeartening. Rather Is there cheer
in the messages sent forth by bank.
ing institutions which set forth their
message on the printed page or
pamphIet or in the advertising col
umns Of newspapers. AS stated by
Mr.. Weisenburger No longer can
thrift be CARRIED in sackcloth and
ashes. Just because a man starts
a savings account he should not
be made to feel that he has 70
rush home and shoot the kids. dog,
hang crepe on the door and start
his wife to :taking in washing. The
fact that they have begun saving
SHOULD be joyful adventure to the
public; it should put purpose and
Vigor4 into their lives; 1t should
fulfill one Of the many desires Of
men to be better, do better and be
happier9'
According to those who stand be-
hind the telIers' windows and handle
the savings accounts of, individuals
there Is many a good story to be
found IN the daily contact, bat the
best stories are those that develop
with the increasing savings account
ard indicate the higher courage,
the loftier aim, the more satisfied
life that comes to those who weekly
or monthly see their savings grow.
ing : into substantial. investable
amounts that are slowly but surely
placing them in the class Of those
Who are independent.
Development Is Great
While.bank advertising has been
developed Ito an extraordinary ex-
tent in recent years and while all
progressive and prosperous banking
institutions realize the necessity for
keeping their name before the pub
lie there, is yet: much that can be
used as advertising material which
seldom gets into print.
Constant reiteration Of the maxim
of savlng is good. Constant re-
mirderh of the value Of a bank &C.
count and q banking connection are
excellent, both for the banks and
70. the public. But bank advertis-
ing IS yet in-its INFANCY, 1t is year
w showing more and more thought
and effort in it's preparation and
getting its message to the public
4, I'll -aFsia Gfu nd hoN