EVENING LEDGER-PHILADELPHIA. TUESDAY, MARCH 23, 1915;
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A Bankers Question Answered
An important point with reference to the scien
tific use of advertising is brought out in the corre
spondence reprinted below.
The president of a leading Philadelphia bank
wrote us a letter after reading our recent advertise
ment in these columns entitled "Are the Banks to
Blame?" Kis attitude of interest and his com
mendation are very gratifying. Furthermore, the
question which he raises as to the possibility of
rating advertising agencies is of peculiar interest,
because it touches upon a phase of advertising to
which a great deal of attention has been devoted in
the past few years, with highly satisfactory results.
The letter from the banker is as follows:
Curtis .Publishing Company,
Philadelphia, Pa.
Dear Sirs:
I am very much interested in the ad
. vertisement that you had in the Ledger a
few days ago on the question of advertising
and banks.
There is no question that it has been a
great disadvantage to the city of Philadel
phia to have so many of its merchants sell
goods through New York city instead of
direct to the trade, and the advertising that
you have had has been very pertinent, and
should do much good. This bank has taken
an interest in advertising for several years
past, and I, personally, have made quite a
close study of advertising methods and
suggestions. Modern advertising is not
well understood by many merchants, and
there has been considerable money lost
because some have gone to irresponsible
people who knew little, if anything, about
advertising. No doubt the business is
getting on a more scientific basis, and if
there could be some way by which adver
tising firms and agencies could be rated so
that the average business man could judge
for himself as to whether his money was
to be properly expended, he could, perhaps,
save many thousands of dollars now being
wasted along foolish lines.
Yours very truly
President
Our reply, which points out what has been
done in the direction of assuring more scientific
employment of advertising, was as follows:
Dear Sir:
It is most gratifying to have you show
so much interest in the advertising that we
have been doing, and even more gratifying
to know that you have been closely study
ing it. It is our purpose to bring about a
better understanding among bankers of the
true nature and function of advertising, and
we are very hopeful that during the next
few years your example will be followed by
many.
An interesting point in your letter is
that of the rating of advertising agencies
for the purpose of preventing unscientific
expenditures.
That is precisely the purpose of our
policy whereby certain advertising agencies
are accorded "recognition," which carries
with it a commission on business placed
with us, provided we are satisfied that the
' agency earns that commission by rendering
an adequate service to the advertiser.
So far as we have been able to see
after thirty years' experience, this is the
best way to fortify against unwise expendi
tures in advertising.
The practical value of our present-day
methods in assuring to the advertiser suc
cess, and to the publisher continuance of
patronage, may perhaps be illustrated by
the fact that in 1914, 85 of the advertising
in The Saturday Evening Post came from
manufacturers who had also used its col
umns in 1913, and in the Ladies' Home
Journal, 87.
Sincerely yours,
The Curtis Publishing Co.
We should be very happy indeed to have a well
informed representative of this company call upon
any Philadelphia banker who desires to discuss the
subject of advertising in its broad application to
credit, based upon its importance as an economic
factor in building business.
The Ladles' Home Journal
The Saturday Evening Post
The Country Gentleman
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The Curtis Publishing Company, Independence Square, Philadelphia
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