The Washington times. [volume] (Washington [D.C.]) 1902-1939, 1928-01-18
SAVE BY
JOINT ADS
BY RICHARD HATTON

thSIAOuSp GlIOC n. 1HOHlSOA1 PuD
licity manager of the Washington
Loan and Trust Company, contrib
utes an Illuminating article to the
current issue of the Bankers
Monthly, a national magazine OF
finance, in which he sets forth the
experience of local banks in handling
their Christmas Savings Club and
other cooperative advertising.
"The keen business man or banker
looks upon his competitors as CO.
operators in the building of his
business" Mr.. Thomson states.
"He profits by successful methods
used by others and the others In
turn follow his example when they
find him obtaining desired results.
Stating that by agreement the
banks opened their Christmas Saw
ings Clubs on December and
closed them on the Saturday nearest
to January Is, Mr.. Thomson con-
tinues:
Clearing house examiners, bank
ers' conventions, cooperative adVer-
Using and Christmas clubs have all
alike played their part in bringing
about a greater development or
business for the banks-business
with less risk.
"The elimination of Improbable
accounts is being brought about in
many cities by concerted action
which educates the public through
newspaper advertisements and APP
propriate folders. In some cities
this was brought about by adoption
of mandatory rules of the clearing
house and in others, more or less
unanimous consent on the part OF
the local banks"
Clubs Have Grown
Explaining further the method OF
advertising the Christmas Savings
Clubs, MIR. Thompson says:
This plan has been followed
since 1924 during which time the
Christmas clubs of the city have
grown from total enrolment or
$4,000 to $4,000 for 1927. The
amounts subscribed have grown
from $3.0O1.473 to $5,994,O0O. A
reduction in cost for advertising
has been made amounting to $2.SZ0.
1.-THE Washington banks are nat
uraIly sold on the principle OF
cooperative advertising along lines
in which the banks are mutually
interested.
I'm a number of the large cities
methods have been adopted for
the elimination of improbable adj
yertisements solicited by various
organizations which depend upon
having a claim against the bank
through accounts carried or, per
sonal relations with the pank' l'S
officers and directors.
advertisements
are prohibited in programs. wear
hooks. souvenirs and school. cob
lege university and church puo-
lfcations. No longer can the en-
terDrising printer persuade various
organizations to get out hand
some booklet and promise that ITS
cost will be covered by advertise
ments obtained from the banks.
mo longer do the bank officials
have to give their time and tact
TO the task of turning away the
unfortunate solicitor.
"No longer does the disbursing
officer of the bank have to a1o
to the long list of checks to pe
signed for expenses, those WnlCn
he knows-and everyone knows
are not expenses at all.
I'm some of these cities a card ls
given to the solicitor OF newspapers
and other publications approves oy
the clearing house or advertising
committee. Any other solicitor IS
Immediately told that he or sne
| must obtain a card OF approval
from the committee in charge ne
fore the proposition can DE even
considered by the bank Off 7ial.
I'm Washington. d. c., it Is
estimated that this plan has effected
a savings of approximately $oO'OVV
year to the local banks.
''These various cooperative plans
are leading to further COT Iteration
along other lines which VIII be or
distinct advantage and show the
trend of the time and this power
possessed on the old principle that
lin union there is strength.
Important Resolution
A resolution of utmost lnlpor'
lance was adopted at the regular
meeting of the d. c. Bankers Asso.
citation on Monday, at which 81
member banks were represented.
Commentator of the resolution,
and also of the presentation or
several subjects of Importance by
Vice President Robert V. Fleming
of the association. president of the
Riggs National Bank. were heard
in the financial district yesterday.
The resolution covering operating
statements follows: Resolved. That
the members of this association
request operating statements in ad.
dition to financial statements from
their borrowers. and that the com
mittee on standardized banking
forms consider the preparation OF
operating statements suited to the
various classes of business"
1t was stated yesterday that in
the past banks have required only
financial statements from borrow
ers. 1t is now proposed to re-
quest statements covering the op.
Grafton of business which. it is
believed, is quite as important to
the borrower as to the bank. as
1t indicates completely the actual
condition of business over
stated period.
At the same meeting a reso!u-
ton was passed extending the SYM
pathy Of the association to Maurice
D. Rosenberg. president of the
Bank of Commerce and Savings
past president of the D. c.
Bankers Association. upon the death
of his wife.
The following were elected di-
rectors of the MunseY Trust Com
panV at the annual meeting yes
terday: William T. Dewart. Charles
DENLY, G. r. Dixon, Charles b.
Hawley,. j. II. Hines, G. 7: Hodges
Lambert. c. H. Pope. G. d. Rat
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