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Show ADVERTISING TALKS H WRITTEN' BY jH WILLIAM G. FREEMAN MK. T. D. MAGGEEG-OR, MAGGEEG-OR, a very able advertising man, addressed the New Jersey Savings Bank Asso-ciation Asso-ciation at Newark on May 1 17th, on the subject of "Savings Bank Advertis- He got light at the meat of things by sa3-ing that the reasons commonly given why savings banks do not advertise are the following: "We do not need to advertise because ours is the only savings jH Continued on Pago Seveni H ADVERTISING TALKS j Continued From Page One. jj bank in the community, and we j! will get all the business there is i ; anyway, "or i "We do not need to advertise j because of the fact that the bank 1 has a large, handsome, distinctive h and centrally located building, so jj that everybody in the town knows n where the bank is and what it stands for in the community," or "ADVERTISING IS NOT DIG- I NIFIED for a bank." t On this subject Mr. Mac- I Ofregor said THAT IT WOULD 2sTOT be dignified ! to advertise a. bank like a I patent medicine is ordina- 1 rily advertised; but there is dignit.y in a strong, sensible appeal to a man to be indus- I trious and SYSTEMATIC I IN PEOAODING- FOK( HIS I OWN FUTURE and that of 1 those dependent upon him. "The best copy for sav- g ings bank advertising," Mr. i M a c G- rcgor continued, ' should contain a lot of what newspaper editors call ! : HUMAN INTEREST. ' 8 "It is copy that strikes a responsive chord in the heart as well as in the mind u of the reader. The advertise- ments must be convincing. "The savings bank has more right to EXPECT sat- I is factory results from adver- j Itising because of. the great I uumber of people to whom it ; appeals. EVERY ONE who earns more than enough 3 moncv for the bare necessi- j ties of life IS A POSSIBLE SAVINGS BANK DEPOS- i ITOR, and practically every j one reads newspapers, there- fore tlie BEST MEDIUM FOR SAVINGS BANK 9 ADVERTISING- is the newspaper." j If savings banks but real- i ized how they could increase I their business by advertis- -ing intelligently there would not be one in the country j "hat wouldn't advertise, and ' dignity and ethics would be j cast to the winds. j (To Bo Continued.) ' |