Show ADS WILL TELL I BANKERS' BANKERS STORY American Bankers Association Association Association tion President Announces Move to Stimulate Bank Newspaper Advertising NEW YORK Plans Plans for stimulatIng stimulating ing wider uso use of Informative newspaper newspaper news news- paper advertising by banks in promoting promoting pro pro- promoting public understanding and confidence in regard to existing banking conditions and moth methods have been announced by R R. R S. S Hecht Becht President of or orthe the American Bankers Association as a part of ot his organizations organization's organizations organization's organ organ- activities In aid of recovery A general groundwork was prepared prepared prepared pre pre- pared through a nationwide survey of ot advertising by banks relative to their willingness to extend Justifiable justifiable 1 able loans to Industry and trade This he said revealed that a 0 large number in all aU parts of the tho country are pursuing aggressive policies along this line and encouraging their customers to develop look forward ing business plans It is our aim to aid in fostering this constructive attitude attitude attitude at at- wherever possible he said The associations association's Advertising Department De De- Department under tho direct supervision supervision supervision sion of the general executive e officers of cers bus bas prepared at atthe the headquarters tel'S in New York City an Informative informative tive advertising series for the use of member banks In the association to aid them in developing in their own communities better general public understanding regarding banking Mr Hecht said The Theme of New Advertising The underlying theme of this advertising advertising ad ad- is that sound banking is based on helpful human relations and that it has a n. unity of Interest with tho the people of its community which binds them together with a common purpose ho said We Wo are confident that if tr a n. clear understanding of this Is brought home to the people in all our bankIng bank bank- Ing communities it will go far in restoring re roo ro- ro storing the public confidence which good banking deserves A bank in which people deservedly believe is IB doubly safe It Il is to the public interest interest Inter- Inter est eat for the people to have confidence In their banks We feel that bank advertising has a special public duty to perform In this connection under existing conditions The copy which will be supplied In the service we have developed developed de de- de will not only aid the individual individual ual bank in promoting the tho use of its ita own facilities but Cut Is also aimed to bring about with the aid of ot newspaper newspaper per advertising a clearer public viewpoint regarding Its essential place In the life lite of its community Mr Hecht emphasized in regard to the new advertising facilities being being be be- ing offered to the members of the association association as ns that they are not a profit making makins venture and that there theio is no Intention to disturb existing advertising advertising advertising adver adver- arrangements tho the idea being that these institutional services shall supplement rather than replace replace re reo re- re place present plans or that they will give assistance to member banks lacking satisfactory arrangements |