Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-04-21
NEWSPAPERS HELD !
BEST ADVERTISERS
investment Trust Company
Obtains Outstanding Results
From Publicity Campaign. !
Special Dispatch to The Star.

Special Dispatch to The Star.
NEW YORK, April 21.--After 81
survey. lasting several months Of thsI
advertising medium best suited to|
financial advertising, officials Of the Adj
ministrative & Research Corporation,
sponsors Of Corporate Trust Shares, an
nounced yesterday their decision not
only to continue to place the larger
part of their advertising appropriation
in the financial pages of the news-l
papers OF the country. but to augment
the amount of space heretofore used.
Added significance is given this an.
pany is already the largest user of adj
vertising space in newspapers among
financial advertisers in the country and
that much pressure had been brought
to bear upon the Administrative g.
Research Corporation TO divert itsF
large appropriation to other advertising
channels.
The fact that the company has de-
pended almost entirely upon newspapers
to publictze its securities and that in
1880 it developed the greatest shares
volume in the history Of the investment
trust business naturally had much to
do with the decision of the company.
Robbins Statement.
CAaNhoohAS tilC SOCP JuSb bdkCh ny lEo
organization, John Y. Robbins, preSi-
dent OF Administrative & Research
Corporation. said:
For some time past there have been
persistent rumors in financial and adj
vertising circles that this company.
would discontinue its newspaper adver-
Using and adopt another form Of pub
licity. In order definitely to set at rest
these rumors, I should like to state
AtN,A - L. At,-.w -.
newspaper advertising, but as result
of recent study Of the advertising
situation made by us have decided to
Increase our present newspaper ap.
preparation.
Last year the sales of Corparate
Trust Shares exceeded those of any
investment trust, averaging more than
a million shares a month. In the first
quarter of this year sales ran sub
stantially ahead of the 1880 average.
1t has long been our conviction that
the consistent use of space on our part
In the financial pages of representative
newspapers throughout the country has
had much to do with this widespread
distribution. This conviction has bees
fully attested by the survey referred
to, which had for its purpose a thorough
and disinterested investigation of the
type Of publicity carrying the most
WCtSLb Will 4l1NCSJOIS-
Investing money Is serious business
to everybody. Next to a mans family,
perhaps it is his most important con-
Sideration. It is not something to be
done lightly, and our survey revealed
that investors today are not parting
with their funds without familiarfzing
themselves with the different types of
securities and the character of the spon-
soring organizations. Nothing can sup
nlaYt tho hf1GiraCc oT1d financial
of the daily paper to give them the in
formation they want.
Gas a matter of fact, we found that
the amount of space devoted to finan-
cial news by the influential newspapers
in the country constitutes one of the
prime reasons for the purchase of these
papers by the more intelligent element
of their circulation and provides back
ground upon which our modern system
of securities distribution rests. Further.
more, the printed word permits of o
detailed presentation of the advertisers
message which no other form of adver-
Using makes available.
Pioneers in Advertising.
This verification Of our past judg-
ment is all the more gratifying for the
reason that we were the pioneers among
fixed trusts in the use of newspaper ad.
vertising. From our original appropria-
tons our advertising has grown to a
point where today it is larger than that
of any other trust
Under the circumstances 1t would
certainly be short-sighted on our part
to drop this aid and experiment with q
new and less tried medium. On the
contrary. it is our intention to expand
our newspaper advertising materially.
Supplementing this, we viii continue to
use talking motion pictures, which We
were the first investment house to use
as an aid to our selling efforts. It has
been our experience that next to news
papers the talking screen is the most
effective medium available to the dis
tributor of securities today, since it
both visualizes and explains for the in
weston the security back of his invest