The Washington times., 1928-08-30
BANKER WRITES
ON VALUE Of
ADVERTISING
~ RICHARD HATTON

BY RICHARD HATTON
In view Of the recent very sue
cessfrl series AZ advertisements
sponsored 81 washington financial
institutions and covering the SUBJ
ject OF fiduciary service offered BY
the institutions concerned, It Is Of
Interest in local banking circles to
note that Trust Companies, finan-
cial magazine. devotes considerable
space to Pn able article BY "a. ~.
Gratze, trust officer Of the Title
and Trust Company Of Portland,
ore, upon the subject Of advertising
the above service.
StfIl In Infancy
stating that trust advertising IS
stiIl III its infancy. Grutze believes.
that il has not been developed TO
its fullest extent and says: The
trust company Is an American de-
vice over century old. but it -
conceded that the surface OF the
potential trust business In the
United states has hardly been
scrasched.a He adds that the great
est fault IN newspaper advertising
is small tyne. II will be recalled
that the very excellent series OF
advertisements prepared by the head
of the advertising committee Of
local institutions avoided this fault
and spread the banks message in
main and attractive display. Grutze
continues: The average reader will,
straiii his eyes to read news items,
hut will not read ain aid unless IL is.
catctsy or attractive no matter what
thA subject might be- "a series OF
ads showing the distribution Of real
estate and personal property in In
tesfate estates under different con.
iitions and suggesting the dangers
of allowing distribution In accord
ance with the statutes and also
suggesting consultation with g law
yer IS constructive and educational
and will bring results.
The Importance now being given
to bank and trust company adver-
Using is developing within bank
organizations, individually and col
lectfvely. advertising experts who
are as scientific In their study of
advertising psychology as are the
publicity heads Of other great bus
mess ORGANIZATIONS The advertis-
ing committee Or the District Of
Columbia Bankers Association I'M
der the Craftsmanship of Eliot Ill.
Thomson, publicity manager Of the
washington Loan and Trust Com
pany, has prepared and pinced some
fiduciary advertising copy which
has attracted nationwide interest
and which is, already, in demand
nv other organizations entering The
fIduciary advertising field.
SOmerviIIe Resigns
AT the recent meeting Of the
board Or directors OF the Park Saw
fngs Bank. Thomas S0mervIlle ex-.
pressed desire to be relieved OF
the office Of president and tentssred
his resignation which was accepted.
George e. Walker. the first vice
president. was elected president.
Walker was one Of the charter
members OF the bank and has long
been the first vice president OF The
institution. He Is widely known
and has been for years identified
with the business and financial in
ferests Of Washington. being an
officer and director in a number
OF local institutions.
With the elevation Of Walker
TO the presidency. George A. Pre-
vost automatically became first
vice president and DR.. Wade I'll
Atkinson second vice president. A.
r. Jorss, connected with the bank
since its early days, and also widely
known In business and financial
circles OF Washington. was elected
a vice president. The directors
also elected Robert s. Stun, who
has long been cashier of the bank.
vice president and cashier.
At the last Comptroller's call
z for statement Of condition on June
30. deposits OF the Park Savings
Bank were reported as s.. 326.110.63.
The stock Of the institution has
greater book value than any
other Washington bank stock and
FOR the first six months of the
present year the banks earnings
were greater than at any other
time in Its history.