Show ADS WILL TELL BANKERS BANKERS' STORY American Bankers Association A President Pr Announces Move to Stimulate Newspaper Advertising NEW YORK YORK Plans Plans for tor stimulating wider use of or Informative newspaper newspaper advertising by banks In promoting pub pub- lie lic understanding and confidence In re re- regard regard gard Bard to existing banking conditions and methods have been announced by R. R S. S Hecht Becht resident President of or the American Bankers Association as a part of or his organizations organization's activities In aid ol or busl bust bustness ness recovery A general lO d was a prepared l I through a nationwide survey sun y of or adver aJ cr by banks relative to their will will- willingness to extend Justifiable loans to Industry and trade This he ho said re re- revealed ro- ro rescaled scaled that a n large number in all parts of the tho country countr J aro are pursuing aggressive policies along this lino and ing fog their customers to develop elop forward forward- looking business plans It is our aim to aid in fostering this constructive atti attl tude wherever where possible ho he said The Theme of New v Advertising Tho The associations association's Advertising De Do Department under the direct supervision of tho the genera general executive officers has prepared at the headquarters In New NewYork NewYork NewYork York City an nn Informative e advertising series or the use uso of member banks In Inthe Inthe inthe the association to aid them In develop develop- developIng ing In their own communities better general public understanding regarding regard regard- regardIng Ing banking Mr Hecht said The underlying theme of this adver adver- advertising advertising Using is i that sound banking Is based on helpful human relations end and that it has bas hasa a unity of or Interest with the people of Its community which binds them to to- together together together gether with a a- a common purpose he said Wo are confident that If f a clear un understanding understanding of or this Is brought home to tho people In all our banking communities ties It will go far In restoring the pub pub- public public lic confidence which good banking do- do serves A bank In which people de deservedly de- de deservedly believe Is doubly safe It Is to the public Interest for tho people to have ha confidence in their banks The Place of 01 Ad Advertising We feel that bank advertising has a I special public duty to perform in this connection under existing conditions I The copy which will be supplied in the service we have developed will not only aid the tho Individual bank in promoting the use of Its own facilities but is also aimed to bring about with the aid of newspaper advertising ad a n clearer public viewpoint regarding the essential part It occupies In the life lire of its community ty Mr Hecht emphasized In regard to the new advertising facilities being of- of ort t red to the members of the association that they are not a n profit making ven ven- venture venture ture and that thero Is no Intention to disturb existing advertising ad arrange arrange- arrangements arrangements ments the tho Idea being that these institutional services shall supplement rather than replace present plans or 0 that they will give assistance to mom memo member her ber banks now lacking satisfactory ar ar- ar r n ts 1 |