The Washington times., 1926-06-05
lDVE R Using.
Sells HR|F
b. RICHARD HATTON

Is there 4 market for thrift?
sCan the habit Of saving be- mer
chahdized?
Twenty years ago it would hayl
been Impossible To talk to th,
average banker about increasing
his business In the same way II
which the successful naerchan
buiida. his mercantile structure,
Today the bank executive who
fails t0 cons.d der the, business build
ing value of advertising Is q back
Number.
The success Of Christmas savings
funds and 0ther special savings FUND
advertising has proved beyond z
doubt that weII-written bank ad
vertising copy has the same pull.
that well-vrttten erchandising al
vertising copy exerts on the public
and that the response to an ap'
peal for public thrift and public
saving Ii Quite as definite as Is the
response to al appeal for public
spending.
It has been demonstrated con-
clusively that there is market
FOR Thrift and that the habit Of
SAYING CAN be lnercllandized
Financial advertising has assumed
very definite place iii the COM
Marclal life Of the country. IN.
vestment houses. mortgage and
bond houses, and, brokers have
realized the value Of advertising
and hanks and trust compa MES
more and more are. seeing the wis
dom ok following the successful
merchant d telling their story to
the public
S. definitely has the matter Of
bank publicity taken hold that
there has been developed class
a specialists In this branch Of
the advertising ana some 800 finaT,
cia1 diver Using men win hold q
special session Jflfles 23 during the
convention sOf the Associated Ad.
yertising Clubs III Pnfladelpl
The days session VIII be IN charge
0f Il. Ennis Jones, vice president
o1 the Franklin Trust Company Of
Philadelphia, and the time will be
snent Ii discussion Of the increas.
ingly irnporant subject Of financial
advert ising
evident that the question
81 bank advertising IS one which
lfse become Of Tar more importance
than mere hap1a zard card an.
nouncing that certain bank Isl
located at q certain place and. that
Il receives deposits and pays I'M
tsrest There Is FAR too much colns
Hon III the business for that
ok aahtoned met he'd Progressive
bankers everywhere are realizing
that fhey, must adopt the policy Of
other business men with something
Ia sell They must first create a
desire ana then meet their COM
nefitora by peciaE indalcenlent
10 may b shock 70 many old
timers ce the I've banker
type but the day of the financial
bargain counter III not Gar off and
4ha eervlces oe the specialist III
financial advert igfng will some day
Be as valuable to the banker an
The service Ut the specialist in mer-
chandize advertising is to the com
rllerciai houses today.
In the final analysis. advertising
g simply the dfsse mination OF news
regarding product Or q service,
the sending Of message to the
greatest number Of people In the
most compelling manner, the Great
ing of s desire and pointing out
where that desire may Be satisfied
IT Is, possibly, the most important
factor III successful merchant ising.
IL fl bringing the commodity that
Is for sale forcibly to the attention
Of those WHO can and win buy.
This Is what the modern, pro-
grehsfve banker u realizing, He
has found that there is a market
Tor thrift and that the habit OF
saving CAN be sold and, like other
successful business man, he ID Civ.
ing thought to his advertising copy
and thereby. he il educating the
public to the vast benefit Of the in
6Iyidual and the community.
The washington Mechanics Mort
gage Company. which was organized
BY President Ezra Gould, of the
washington Mechanics Savings
Bank, ouIy last April, has made re-
markable strides, according to- re-
ports of It's officers. The original
stock subscription OF $4,000 was
OYersubscribed on June is and an
additional issue Of $4,000 was
oversubscribed today, making the
total issue to date 500, 900 on a
Z per cent dividend basis.
All of this stock has been sold
with practically no expense to the
company and, so far, the operating
expenses have been practically nil.
One feature in the operation Of the
Washington Mechanics Mortgage
Company, which Is different from
many other such organizations, Is
that the company does not buy
any second trust notes unless there
= from 20 to IS per cent equity
stated, makes possible a. lower rate
charge.
L Executive Vice President Bertran1
Chesterman, in charge OF the.
Morris Plan Bank, Is spending. q
two.weeks' vacation in Florida.
The Security Finance Corpora.
ton recently organized to deal in
the purchase of deferred payment
notes arising from the installation
or permanent home improvements,
such. 40 heating plants, plumbing
systems, and electrical installations
10 offering today shares of 8 pei
neTlt cumulative. preferred Stock
par value SO, and shares of common
stock. par value $40. fully paid and
nonaEsessable SO. The stock \ Is
altered at 1880 per unit. each
unit consisting Of one share pre-
ferred and one share Of common
Clearing House Statement
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