29
THE CHICAGO BANKER
September 4, içoç]
Profit in Advertís-
" Your dealer can equip your Camera with the Goerz Lens whether it is a Seneca, Century, Ansco, Premo or any Kodak
»COR LEMS
There is a Goerz Lens for work in which quickness is paramount.
There is a Goerz Lens for sharp detail work which has a wide angle.
There is a Goerz Lens for long-distance work which brings the object especially near.
Enough of each of these three qualities is combined in the Goerz Dagor to make it the best all-around lens for the man who doesn’t wish to specialize but who wants one lens capable of the widest range of work.
Everyone who wishes to do really serious and good photographic work should insist on having his camera equipped with the Goerz Dagor. Any dealer in cameras or optical goods has, or can get, the Dagor. Our free catalogue, sent on request, describes Goerz Lenses, the XL Sector Shutter (quick, smooth, compact and accurate), Trieder Binoculars (small in size, yet powerful) and Anschutz Cameras.
C. P. GOERZ AMERICAN OPTICAL COMPANY Office and Factory: 79 East 130th Street, New York
In Chicago—Jackson & Semmelmeyer; ir ; In Canada—R. F. Smith, Montreal.
Dealers’ Distributing Agencies:
Francisco—Hirsch & Kaiser
New York Bank Statement
New York, Aug. 21.—The statement of clearing house banks for the week shows that the banks hold $20,729,150 more than the required 25 per cent reserved rule. This is a decrease of $2,-601,075 in the proportional cash reserve as compared with last week. The statement follows: Loans, $1,351,995,700, decrease, $8,736,200; deposits, $1.406,589,000, decrease, $18,070,900; circulation, $50,586,800, increase, $685,700; legal tenders, $76.003,700, decrease, $2,374,700; specie, $296,372,700, decrease, $4,744,100; reserve, $372,376,400, decrease, $7,118,800; reserve required, $351,647,250, decrease, $4,517,725; surplus, $20,729,150, decrease, $2,601,075 ; ex-United States deposits, $21,135,125, decrease, $2,599,825. The percentage of actual reserve of the . clearing house banks to-day was 26.42 per cent. The statement of banks and trust companies of Greater New York not reporting to the clearing house shows that those institutions have aggregate deposits of $1,402,979,400; total cash on hand, $154,877,600, and loans amounting to $1,-218,719,000.
Western Banks Rich in Money
Washington, Aug. 25.—Western banks and those of the interior generally are overflowing with money. They can get along with little aid from eastern banks.
This is the view of Acting Secretary of the Treasury Norton, who has just returned from Beverly, where he had a conference with the President. Any talk indicating that the banks are pressed for money with which to move the crops seems to be discounted by this view of the acting secretary.
The banks of the South are included by Norton when he described those of the country generally as being in excellent condition.
Officials of the office of the comptroller of the currency hold that no better evidence of the prosperous condition of the country can be found than the banks. They point out that not for two months has there been a failure of a national bank. The failure of one was due to embezzlement of officials in a small institution in Michigan. No fear of hard times seems to assail the banks, as was the case about two years ago.
ing
Hugh Chalmers, president of the Chalmers-Detroit Motor Company, in his talk on “The Relation of Salesmanship to Advertising,” at the Advertising Club’s convention at Louisville, said, in part:
“Every ad is a salesman; every salesman is an ad. Advertising is salesmanship plus publicity. Salesmanship is advertising plus getting the order signed.
“The whole business world rests on a foundation of confidence. Now, the greatest builder of confidence is publicity—advertising.	Lack of
confidence is usually due to ignorance. Unless you know a man well, you haven’t confidence in him. The greatest foe of ignorance is publicity. The saying that ‘publicity corrects all abuses’ is a true one.
“Advertising makes you acquainted with the public. It gives people knowledge about you and your goods, and knowledge is absolutely essential to confidence. Big advertising looks like big sales; it makes people familiar with you; it unconsciously creates confidence. Without a doubt, the greatest force to-day in the interest of confidence—in the interest of credit, if you will—is advertising.
“Advertising and salesmanship are identical in their object. What is their object? The distribution of goods at a profit.
“How can this be done? It is done by teaching. That is what advertising is—teaching; teaching great numbers of people to believe in your goods. And that is what salesmanship is, too. But advertising conducts a public school, while salesmanship gives individual lessons.
“The object of advertising is to teach people to believe in you and in your goods; to teach them to think that they have a need for your goods and to teach them to buy your goods.
“To show you the value of teaching salesmen what to say to prospective purchasers, suppose you were a manufacturer and could call all of your prospective purchasers together in one large tent, and you would have them there for the purpose of telling them about your goods. What would you do? First of all, you would be mighty careful about the mail or men you picked out to talk to these people.
“You would pick out the man who could make the best talk, the man who in the time he had to speak could teach these people the most about your goods. You would want to know beforehand just what he was going to say before you would let him go on the platform. Now, what is the difference between talking to them all at one time or talking to them one at a time?
“Then why not train your salesmen how to talk to each individual, since you would consider it so important to know what would be said to all of them at one time?
“I believe if advertisers could get all of their readers together in one large tent, and would be able to say to these readers what they are saying to them in print, that nine-tenths of them would change their copy. If we were going to say the things to people what we print, we would certainly be more careful. Yet there are more ‘bad breaks’ being made to-day in advertising than in almost anything else.
“Some advertisers seem to say everything but the right thing to their prospective customers. They would not think of talking about these same things if they were talking to these people.
“I have always asserted that all you can hope to do is to get a man to read the first five or six lines of your copy, and if the first five or six lines are not interesting enough to cause him to read the balance, the fault is yours. He gave you the chance, but you didn’t take advantage of it,”