The Washington times. [volume] (Washington [D.C.]) 1902-1939, 1926-06-24
BANKERS St UDY
ADVERT |SING
By RICHARD HATTON

BY RICHARD HATTON -
The meeting Of the Associated Ad-
vertising Clubs OF the World in
Philadelphia called several Wash
lngton bank officials to the Quaker
City. Frederick r. FL. Siddons Of
lflne American Security and Trust
Company, and e. Hunton Lieth, Of
the Security Savings and CONNER
cial Bank, were among the more
prominent o fthe younger bankers
who returned from the sessions to-
day.
From every part of the country
bank officials having to dos with
publicity. which, in business, means
nothing else than advertising, trav-
eled to the Philadelphia gathering.
1t is a matter which should be OF
interest to all Washington bankers,
in view Of the splendid series OF
combined bank advertising now APP
pearing In Washington newspapers
over the name OF the District Of
Columbia Bankers Association. to
know that great weight was gwen
BY several speakers at Philadelphia
TO the value OF bank and insurance
advertising Ia newspapers.
Not so many years ago it4would
have been impossible to talk tad-
vertising" to any banker. He be-
lieved that the mere fact that he
was in business and that people I'M
derstood the purposes and the func-
tions Of q financial house was
enough to lead required customers
20 his doors. There was not so
much competition in those days.
There was not so much money to
loan. and banks did not render the
varied services to the public which
they provide today.
with the coming Of more banks,
with the investment of more capi-
tai ID be handled BY the banks, with
the hundred additional services and
expenses which bank must under
take. there came the problem that
the old-time banker never knew.
How to tell the public what he had
to offer. where he was located, how
Ne could assist the family and the
Individual. There was only one SO
lution--the banker must follow the
lead OF the merchant. must tell his
story. must sell his wares by the
Pecognized methods of advertising.
The presence of so many bank
officials concerned with advertising
at the convention in Philadelphia,
the expertIy prepared advertising
copy now appearing in Washington
newspapers, Is the bankers answer
TO the problem Of publicity, OF tell
inr the public. The public win
respond to the displayed story OF
the bank as 1t responds to the dis
played story of the department
store, the real estate man., the shoe
store proprietor or the grocery
store.
Like the bankers at Philadelphia,
the insurance men were also con-
cerned with the problem OF whether
reNsspaner advertising could help
their business. This question was
discussed at length BY Charles ~.
Holland president Of the Indepen-
dence Indemnity Company, who de-
cIared that: Newspapers are one |
Of the wonders OF the modern
world More than any other single |
fundamentally they guide the |
minds of the multitude 30 q com
mon viewpoint. By virtue Of their |
advertising columns they have
verify changed the habits of the |
people whom they serve, for con. |
slider how the universal use of 4
proprietary breakfast foods, the
omesatisfying distribution Of pho
nOgraphS and radio sets, the con- |
slant refinements in style" of |
ladies' apparel, making the wearers
all the more charming by their fire. |
quent and surprising changes in |
appearance: the sale Of automobiles
by millions each year, and practic.
ally every other form Of social and
commercial activity have been made |
possible and profitable by the use
Of the advertising columns OF the
newspaper press"
The Liberty National Bank has
declared the regular semi-annual
3h per cent dividend, payable July |
! to stockholders OF record June 25.
The board of directors, also, voted |
70 transfer $25, 900 to surplus, max
ing this amount now $500. 900, and
the capitalization OF the bank
100000.
Word has been received at the
National Savings and Trust Conn.,
pany that Vice President Frank p.
Stone, who has been mentioning In
the North, now is touring in Canada.
AaiIv Treasury SfafAnaa&