The Washington times., 1927-07-14
BANKERS SEE
VALUE OF ADS
DIV RICHARD HATTON


That financial advertising has
become a matter of distinct i'm
portance in the business develop,
ment of banks and investment
Houses, is increasingly apparent
So important is the matter of ad
vertising becoming to banks that
at the annual convention of the
American Institute of Banking now
in progress at Detroit there is on
exhibition a publicity display pre-
pared by the institutes national
publicity committee, which contains
some of the best ideas of special
lists connected with the banks of
the country.
In order to stimulate this i'm
portant feature as an aid to the
securing of new business, the in.
stitute will award prizes to the
editor of the best chapter publica-
ton, to the creator of the best
piece of chapter advertising and to
the member of the national pub
lefty committe whose district shows
the most effective publicity.
The publication issued by the
Washington chapter, A. !. B., Dol
lard and Sense" and, at least the
publicity display of one large Wash
ington financial institution are ex-
pected to receive favorable con-
Ideration.
Another angle OF financial adver.
Missing was recently touched upon
by a speaker at the International
advertising Association convention
who pointed out that the undevel-
op,ed market with its millions of
potential buyers. is the one that
should interest most every bond
man who has an eye to the future.
The only way that the develop.
Nnent of this potential market can
be. speeded UP is for the investment
houses of the country to do vastly
more educational and inspirational
work in newspaper advertising.
Stressing the necessity for news
paper advertising on a large scale
this speaker pointed out the follow.
Ing five guiding principles of such
advertising.
i. The prestige of the firm must
pc continually impressed by adver-
Atsing in the newspapers every day.
2. Formal announcement of new
issues serves as the most con-
venient method of conveying infor-
NATION to experienced investors,
3. Educational advertising for the
new or inexperienced investor may
mot bring, immediate profits, but
Il builds wisely for the future.
4. The advertisement of single
issues or odd lots for direct sale
wives an opportunity for a com.
plete breaking away from the
stereotyped forms. The set-up of
the copy must be dienified ant
conservative. with a simple, infor
NAL style, telling in language that
even the ignorant investor car
understand.
5, Providing the incentive to buy
bonds opens field in which there
Is the greatest opportunity for
newspaper advertising. People with
money who don't buy bonds, won't
buy them unless they are given the
inspiration of purpose.
Every city is full of people eagerly
seeking a sure and safe way of
saving money and becoming indie.
pendent in their old age. And there
are enough investment bankers in
the United States TO educate and
inspire such huge numbers of poten
nal investors that a new market
second only in size to that of the
Liberty loans, could be developed
II We would all concentrate on edu-
cational and inspirational news
paper advertising.
The conclusions in the above re
marks brought to the mind OF
Washington financial houses today
the tremendous success obtained by
local banking institutions through
the publicity and advertising car
ried on during the annual Christ
mas Savings campaign and the
statement was made by one Ioca,
bank official that both banks and
investment houses must eventually
come to the same selling methods
as are employed by successful mer
chants, /. e. continuous and con
structive educational advertising,
President Peter A. Drury of the
Merchants Bank and Trust Compa nv
peturned today from a short visit
TO his country home at Bluemont
Vice-presidenL r. f. Boiling of the
sMerchants has also returned from
p vacation spent at Abingdon, Va
Charles A. Grant, treasurer o.
che Washington Loan and Trust
company is at Boca Grande. Fla.
The Board of Directors of the
Security Savings and Commercial
Bank has been increased to twenty
three by the election of five O.
fhe former directors of the Contra
Savings Bank to the security
Board. Those elected are: Dior
81. Birney, Franklin w. Harper
Charels W. Morris and Milton Stras
a1g1rger