The Washington times. [volume] (Washington [D.C.]) 1902-1939, 1926-08-30
POOLE BANKSON
ADVERTISING
By RICHARD HATT0N


It has been often remarked that
modern banking institutions making
most rapid strides are those which
have sensed the value Of CONSTANT
advertising. Many OF the most
progressive and successful banks
now include in their staff an adj
yertising expert. and the positions
o. these men are yearly becoming
more important in bank organiza-
lions.
1t is not often. however. that
the head of great financial con-
oern takes up the details Of advel-
Using. and the following article
from The Fourth Estate win be of
interest to washington bankers and
business men because of the high
place the subject of the story holds
! IN the business and financial com
mlInity here.
John Poole Is president of the
Federal-American National Bank,
says The Fourth Estate, zone OF
tho largest financial institutions IN
the National Capital.
zone reason that this bank is a
success is that the head of the in
sitution Is an enthusiastic adver-
Using man.
ss5e is not merely q financier.
He Is q bank president, plus. be
stands out among business men of
Washington because he is a student
Of advertising. When he has time
for an evening Of reading ne picks
up q book on advertising In prefer
euce to the latest novel. He finds
more romance in advertising than
be does in fiction.
Recommends the Study
mr.. Poole Is strong IN the belief
that business mans education IS
not complete unless he has studied
advertising from every angle. Years
ago he turned his thoughts to the
subject or advertising. He searched
the public library for all text books
ON advertising. He began a study
OF display advertisements IN Jews
papers and periodicals. Finally he
turned 70 writing advertisements.
sF1e became the adver Using man
Tor his own bank. He talks adver
Using and breaches advertising.
Others may talk about their golf
scores. but Bank President Poole
prefers to discuss his advertising
tri1mphs.
Sold the Salesman
nSome time ago New York adj
pertising salesman dropped in on
Mr.. Poole. He wanted to see Mr..
Poles ready-made advertising
copy. The copy was all prepared
for 8 series of advertisements; all
that Mr.. Poole had to do was sign |
the banks name and insert 1t In
the local newspapers.
ssHe listened to the advertising |
mans salesnaanship talk. Then he
himself turned salesman. He pro-
duced the copy OF eer1es Of ID
advertisements that he had written |
for HIS bank. The advertising man |
readily recognized that Mr.. Poole |
had written advertisements that |
were classics-that would pun for
any bank in any city.
'aTo make long story short, the |
advertising salesman became an |
advertising buyer. He bought the |
copyright privileges of the Poole |
advertisements. Thus Poole proved |
that he Is salesman as well as
8 copy writer.
s.Afr. Poole, as president OF his
bank, belongs to the local bankers |
association, but his pride is in the
fact that he is a member Of the |
Washington Advertising Club. In
deed. he is past president OF |
that organiza tien.
advertising is such an impor+
4ant feature to modern business
that / think every business man |
should devote himself to a study |
Of that subject" commented Mr.. |
Poole. Advertising and business
success go hand in hand. All bust
ness men know they should adj
vertise, but too many Of them
waste their advertising appropria-
ton because they know too little of
the subject to advertise wisely.
Most big institutions, of course,
employ an advertising expert 20
write and place their copy. But |
still / think the head of every |
business concern should himself
know something about advertising.
No business man can devote his
leisure to a more profitable book
than one dealing with advertising.
It's more fun to read a book
on advertising, or to read clever
advertisements in the newspapers,
than to read the latest best seller.
Advertising has advanced our bank. |
One reason our bank is housed In
q new building, built especially for
our purposes, is that advertising
caused our business to outgrow
our former quarters"