The Washington times. [volume] (Washington [D.C.]) 1902-1939, 1926-12-14
PUBLICITY PAYS
ITS WAY
uHb
By RICHARD HATTON

The current issue of the Manu-
facturers Record in a front page
editorial under the heading THE
Pulling Power of Publicity" says:
"The Chamber of Commerce of
Atlanta, having tested the pulling
power Of publicity, Is now consider
Ing launching campaign to raise
an advertising fund Of $1,000,0O0, TO
be expended in newspapers and
magazines throughout the country.
A year or more ago 1t looked like
q daring enterprise for Atlanta to
raise from it's business men fund
Of $3.50 900 for advertising, but that
was done, the advertising has been
carried on, and the official report
states that in the last 10 months
this publicity has been instrumental
In bringing 1876 new plants to At
ianta with annual payrolls aggrega-
ting over $7,000,00O, and bringing
t0gthe city 10000 new people.
President Coolidge recently called
attention to the fact that the pros
perity of America has been largely
created by advertising. More and
veFtising is the lever which lifts
business out of the slough of de-
spond in times Of depression, and is
really a creative force which not
only lifts business but sustaiI1s 1t
on a higher plane of activity than
would ever have been possible in
any. other way
''The intelligent business man is
everywhere coming more and more
to recognize that advertising is not
an expense but is an investment,
and the kind of investment that is
just as essential to his business
progress as is the utilization of
modern machinery or the employ
rnent of skilled men. 4p a
mo business Ia so great that it
can afford not to advertise. No
business is So small that. 1t cannot
afford to adj rtise.
No community is so prosperous
that it cannot increase its pros
perity, just as Atlanta is doing, by
Intensive. well-directed advertising.
TIE cost may be great. but the
harvest is greater. Ephemeral or
sl1prttifi1e advertising. expecting
Immediate results. is false basis
on which to operate. Advertising.
FfNA@AAAEA u GILES DULLES Vi HI,
diyidual enterprises. must be COM
mensurate with the soundness of
the institution, the possibility OF
creating demand for information
and for building market. whether
that market be OF new industries
such as Atlanta has secured. or
new, population which is drawn by
well-directed publicity, or whether
II be market for machinery, for
dry goods. or for the thousand and
one other things which enter into
the life OF the country
Washington has recently had a
concrete example OF the pulling |
power OF publicity in the trennend- !
Gus Increase in the number Of |
savings accounts carried |
by local hanks and the gain OF over |
a million dollars in these deposits in |
1895 over the amount deposited in |
1925.
70 the District OF Columbia Bank |
ers Association. as well as to IL
dividual banks who, through a
splendid campaign Of constructive
spirit of thrift End saving, is due
much of the credit for this increase.
The banks have sold thrift to tie
people through advertising in TIE
same manner in which the Atlantic
Chamber of Commerce ''sold" At
lanta to its citizens through the pull
Ing power of advertising and in the
same way In which any legitimate
business can 'tsell'' itself into
prosperity through the pulling
power or advertising.
The directors Of the Bank of
Commerce and Savings have de-
eIared the regular semi-annual divi-
dend OF a per. cent payable January