oughly understand the essential points of the trust company business. He should have a working knowledge of the printer's art, know something of type faces and sizes, of engraving processes, of electrotyping, of qualities and prices of papers, understand the principles of display, know how to read and correct proof, and be familiar with mediums of advertising.

Sometimes the advertising manager acts also as Auditor or as Purchasing Agent. Frequently in smaller companies one of the regular officers is detailed for this work as a part of his duties. In any case, the work should be in charge of one man who makes it his business to attend to it. If left to be looked after by any one of the officers who may happen to think of it, as is the practice in some companies, the inevitable result is advertising of a spasmodic and ineffective kind.

In small companies, having but one active officer, the advertising will of course be one of the many duties of that officer, but a duty which he must attend to systematically if his institution is to grow.

The records of the advertising department are simple, and few in number, but should be devised and kept with care. Samples should be kept of all advertising matter issued, scrap-books being provided for advertisements appearing in periodicals, follow-up letters, etc., and files for circulars, booklets and novelties. A diary or journal should be kept, showing what advertising matter is sent to persons on the advertising lists, and when sent, and recording any matters about which it may in the future be essential to have exact information. A record of results of advertising campaigns is desirable, and to this record the other departments of the company will need to contribute lists of new accounts, new trusts, new safe deposits renters, etc., traceable to advertising. The department needs a Tickler, cards being most convenient for the purpose.

The advertising lists are kept on cards, of which two forms are shown in Figures 284 and 285, the cards being arranged alphabetically in cases or drawers of cabinets. It is usually desirable to have separate lists of different classes of people, and this may of course be done by having the cards for each list filed in a separate case. Often also it is best to have separate lists of the "prospects" of each department. The division into classes may still be maintained when all the cards are filed together alphabetically, either by using different colored cards for the different classes, or by using tabs at the tops of the cards, as shown in Figure 284,—all the tabs being cut off each card except the one wanted. A more elaborate classification may be obtained by a combination of the two methods, using cards with tabs, printed in different colors. The filing of all the cards in one list is a protection against duplication of names, which should be carefully avoided.

In Figure 284, the consecutive numbers at the bottom of the card refer to the advertising matter sent to the person named on the card, the scrap-books or diaries showing what was included, for instance, in advertising matter number 5. When the matter is mailed, either a checkmark or the date is inserted in the little square which shows the corre

sponding number. The provision for 94 numbers on the card does not mean that so many advertisements are apt to be sent to each “prospect"; but a given person may receive Nos. 2, 5, 7, etc. Space is left at the right of the card for a record of letters sent to or received from the "prospect", and additional memoranda may be made on the back of the card. Figure 285 is self-explanatory. The record on the lower half of the card is continued on the back. The size of the cards is 3x5 inches. The preparation of mailing lists is a laborious and important part of the work, and should be handled with great care to select the names judiciously, to have the names and addresses correct, and to recognize thic cards of those who become customers or whose mail is not delivered. The sources from which the lists may be compiled include lists of members of clubs, societies, organizations, churches, women's clubs, mercan

tile agency registers, city and telephone directories, voters' lists, lists of teachers, policemen, firemen, attorneys, business houses, permanent residents of hotels and apartment houses, post office and rural free delivery lists when obtainable, acquaintances of directors, officers and employees, persons who answer advertisements. One company when starting business in New York city employed men to go through the city directory and compile selected lists of names. Special or temporary lists of various kinds are made up from time to time as occasion arises.

PLANNING AN ADVERTISING CAMPAIGN.

The best results are obtained by carefully planning in advance the main features of the advertising campaign for the year. A definite sum should be available for the purpose, but should not be exhausted by the plans made at the start--a sufficient amount being left for emergencies.

Too much must not be expected in the way of immediate results; and, indeed, although effort should be made to form an estimate of the amount of business that comes through the advertising, it must be recognized that it is utterly impossible to weigh such results with exactness.

The plans should provide for advertising that is continuous and persistent, remembering that it is constant dropping that wears away stone, and persistent advertising that brings business. Little result is to be expected from spasmodic and irregular advertising; it lacks in force and in cumulative effect. Continuous and systematic publicity stamps upon the minds of the public the name of the company and the inducements which it offers. The man who sees the advertisement of a given trust company daily comes to feel that he is acquainted with it and knows its strength and facilities. Another thing that argues for having advertise

ments always before the public is the fact that people are earning money every day, and either saving or spending it.

There is an advantage in adopting a suitable emblem, analogous to a trademark, to appear in all the company's advertising, including newspaper and magazine advertisements, circulars and stationery. Such emblems are in use, with marked success, by a number of prominent banks and trust companies. The emblem may be a neat picture of the company's building, a distinctive style of type, a simple design suggesting the name or location of the company; or it may be an attractive design selected arbitrarily. Its use tends to give individuality to the advertising and to familiarize readers with the advertiser's name and business. In the use of emblems, however, care should be used lest all advertisements appear too much alike, thus causing the reader to pass them by with the idea that he has already read them.

It should be a part of the plan to use only good qualities in everything -paper, printing, illustrations, etc. A circular well printed on good

paper costs no more for postage if sent by mail than a cheap circular; while its possibilities for good are immeasurably greater. The public instinctively associates cheap advertising with second-rate concerns.

MEDIUMS OF ADVERTISING.

An important part of the plan of campaign is the selection of mediums. Nothing illustrates more forcibly the change that has taken place in the matter of financial advertising than the number of different mediums, good and bad, which are to-day used for advertising banks and trust companies. Among them are:

Newspapers, daily and weekly.

Magazines and illustrated weeklies.

Financial periodicals.

Circulars, booklets, statements, cards, monthly papers.

Pay-roll envelopes.

Personal and form letters.

Cards in street-cars and suburban cars.

Window exhibits.

Signs, electric and other, on the building.

Bill-boards and other forms of out-door advertisements.

Calendars, blotters, wallets and other novelties and souvenirs.

NEWSPAPERS.

Experts in financial advertising seem practically agreed that for local business the daily newspaper (or the weekly newspaper in small towns having no daily) is the best single medium of advertising, because it reaches more people at a less cost per capita than any other medium, and because it is the place that people expect to find the advertisements of all live concerns. They are also agreed that newspaper advertisements must be supplemented by circulars and booklets. As to the proper proportions of the two mediums opinion is not so unanimous, and the question is largely affected by local conditions.

In cities where there are several daily papers, it is important to select the right ones. The important considerations are, a wide circulation and the reaching of the class or classes of people from whom business is desired. Frequently it is wise to use all of the local papers. As between morning and evening papers, the latter have the advantage of being more apt to be taken home and to be read by all members of the family. Ofttimes it is useful to advertise in papers published in German or other foreign language, being careful to have the advertisement written in the same language as the reading matter of the paper.

The frequency of the advertisements in each paper will depend largely upon the number of papers used. A common practice is to have the advertisement appear two or three times a week in each paper. The space used is generally two, three or four inches, although much larger spaces are occasionally employed.

CIRCULARS AND BOOKLETS.

Circulars and descriptive booklets are being issued in great profusion by trust companies all over the country. Their usefulness is unques

tioned, but its degree depends upon several things, among them being the familiarity which the people have with such literature. It is evident, for instance, that a given booklet will attract more attention in communities where such things are novelties than it will where every trust company has been issuing them for years. In the latter case, the law of the survival of the fittest is more in evidence.

It is customary to have one booklet treating briefly of all the departments of the company, and one booklet on each of the departments-banking, savings, trust, safe deposit, bond, foreign exchange, real estate, etc. In addition, circulars are often prepared, each of which treats of some one function, or one aspect of a function, of the company; e. g., trustee, executor or administrator, guardian, agent, registrar, collections, wills, management of real estate, savings accounts, checking accounts, safe deposit, storage of silverware, storage of furs, letters of credit, interest on accounts. Educative ideas like the value of the habit of saving furnish the subjects of many little booklets. Circulars are issued directed to special classes of people-young men, teachers, firemen, policemen, farmers, actors, married women, working girls, foreigners-circulars for the last-named being written in various foreign languages. Many companies, particularly in towns and smaller cities, find it useful to publish a little monthly paper, distributed gratis, containing such general matter as will interest the readers together with educational and direct advertisements. Most companies publish in circular form their regular statements as called for, but comparatively few get full advertising value from them. The ordinary bank or trust company statement has no meaning to the lay reader, and therefore no interest. But if the statement be explained and put in plain English, excluding technical terms, it may be made a valuable advertising medium.

Important results have been obtained from pay-roll envelopes furnished free to large employers of labor, having printed on their face a few well-chosen words on the value of systematically saving a part of one's salary or wages and depositing it in the Blank Trust Company. One large savings bank uses over two millions of such envelopes each year, and finds it a good investment.

There are numerous ways in which circulars and booklets may be distributed. The most common ways are by sending them to persons on the mailing lists and by placing them on the desks and in racks in the office so that people may help themselves. For the purpose of mailing it is well to remember to have the booklets of a size and weight that will permit their being placed, perhaps with a letter, in an ordinary size. envelope, and carried for one stamp. Mailing cards are coming to be used for this purpose.

A little thought will suggest other ways in which the circulars may be distributed. The officers and clerks may carry a small supply in their pockets and hand them out as favorable opportunity occurs. They may be mailed with interest notices, with notices of safe deposit rent due, with notices to send in pass-books for entry of interest. When pass