Evening star. [volume] (Washington, D.C.) 1854-1972, 1930-04-18
TRADE GAINS SEEN
BY LOCAL BANKERS
Gradual Upturn in Business
Indicated in Reports From
Fifth District.

Washington bankers report that there
| Is a turn for the better in local bust
ness circles and look for the gradual
upturn to increase In speed during the
Summer. The improvement has not
been sufficiently marked as yet to be
reflected materially in local bank clear
inss but this barometer is expected to
reveal a change soon.
Bankers from five States in session
at the annual meeting Of the Stock
holders Association OF the Federal Re
serve Bank of Richmond reported a
general tone of optimism. Reports from
different sections indicated an improve
ment in employment and building which
ought soon to be noted in wholesale and
retail trade.
The bankers heard conflicting re-
ports on the agricultural situation in
the fifth district and some gloomy
views were expressed as to the cotton
and tobacco outlooks. Good vegetable
and fruit crops, however, are expected
in this territory.
Bankers at the Richmond meeting
were much interested in the plans for
the $1,000 900 addition to the Rich
mond Reserve Bank. These plans were
exhibited to the members of the asso-
citation and it is expected that the
work Will be under way in six weeks.
The Best Foot Forward.
Advertising is characterized as an
economic necessity by the Domestic
Distribution Department of the Cham
Der of Commerce of the United States
in its revised handbook, Small Store
Advertising" which has just been is
sued. But by advertising it does not
mean the printed word alone. 1t is the
sum total of all the things that create
a favorable impression.
when a retailer advertiSeS," the
department says in its foreward, "he is
identifying his name and location with
services and merchandise of definite
characteristics in the minds of con-
Sumers.
THE advantages of advertising may
be stated specifically:
a. Identifying a store with certain
kinds of merchandise Of certain grades.
20. Building Of confidence and good
will
"3. Attracting new customers.
"a. Increasing sales and speeding
turnover.
as. Reducing expense by spreading it
over an increased volume.
&C. Stabilizing merchandise, methods
and prices.
Advertising plays so large a part in
successful retail business that it has
been well demonstrated that it is an
essential element of success"
Stocks Show Good Gains.
An appreciation of over 20 per cent
in the market value OF Incorporated
Investors investments during the first
quarter of 1880 was shown in a report
to stockholders in connection with the
regular quarterly cash dividend of %
IT. ~ Ifsyfk1 ~fl
2l2 per cent, both paid April is to
stock of record March 81.
During the quarter the stocks of two
companies were sold out of the list and
none were added, leaving a balance Of
81 companies in which the entire fund
is invested Additions were made IN
the holdings of American Gas & Elec-
trio, Proctor g. Gamble and Standard |
OH of New Jersey. Otherwise, the list
is intact as reported December 81, 1929, |
the local office reports.
Heard i'm Financial District.
Local bankers were as busy as usual
today but the brokers took rest as the |
New York Stock Exchange and the |
other exchanges were closed. The ex- |
changes will be quiet again tomorrow.
The Washington Bank Womens Club !
will hold its annual election of officers
at the Huguenot, April Is. The board
of governors viii have a meeting on the
previous evening at the home Of the
president, Miss Mary j. Winfree.
The Riggs National Bank bowlers
have won the league championship, with
the Washington Loan & Trust second
and American Security & Trust third.
The bowlers will have dinner at Har-
veys Monday evening when the prizes
will be presented to the winning teams.
The increase of $3.50, 900 in brok-
ers loans during the past week caused
considerable surprise in financial cir
cles. So large gain had not been ex-
pected. One explanation given is that
much money has been borrowed to carry
new offerings, while they were awaiting
distribution
Local hotel proprietors have been
wearing much broader smiles during the
past few days. The usual rush of Eas-
ter visitors and d. A. r. delegates has
given the long awaited acceleration to
business Hot weather is just around
the corner and the straw hat dealers
will be the next business men to be made
happy.
A survey of the trend of business in
women's speciality shops is now being
made by the Garment Retailers of
America. The information will be re-
ported to the Chamber of Commerce of
the United States.