ITHIN the last year the American Trust Company, the youngest of all the splendid financial institutions of our enterprising community, was incorporated with a capital of $200,000 and a surplus of $50,000, and in March of this year it opened for business.

Wise and sagacious counsellors shook their heads and argued that the fleld was already overcrowded, and predicted, first, the failure to procure the subscription necessary to the capital stock, and later, failure to procure the necessary business.

Notwithstanding these unfavorable and discouraging symptoms, the energy and the conviction of those who were daily upon the firing line were quite sufficient to meet every attack.

It

A magnificent and centrally located site was secured and purchased. was a corner building at the intersection of Washington and Michigan streets, one of the busiest and most conspicuous as well as prominent corners in the city.

Architects and designers were invited to submit plans for remodeling the building, which was one of the oldest in town, but one so substantial that throughout all the years it has stood a splendid monument to the builder.

From among the twelve competitors, a plan was selected by reason of the fact that it alone was different from all others; it alone was unique and presented an innovation that would cause the most attractive improvement, even if it must first run

And it did we heard it everywhere. We listened patiently and in reply gave back double assurance of the beauty, the attractiveness, the convenience, the strength and the power of the finished product.

Finally, like the beautiful rose, it unfolded to the admiration of all, to the high praise and favorable comment of even the most radical pessimist.

Its first great battle was fought and won, and likewise the second, then the third, and as new obstacles were invited and presented, each with equal determination, they were met and fought, not in anger (although it might be justified) but in calm deliberation, persistent, conducive, yet mild and gentle.

A discriminating people were and must be satisfied, if the institution should hope for success. Personal and bitter animosity must first be conquered, then held in check. Confidence, absolute confidence, must be the corner stone. Each step forward must be carefully considered, then taken, then defended, satisfying, if possible, every call.

We kept the public in our confidence, we anticipated their demands, we met them bravely. While others knocked, we kept still, but never ceased plugging.

Anxiously, with keen expectation, we awaited the completion of a most attractive banking house, its equipment with modern facilities, and the

verdict of the people, on our opening day.

It came overwhelmingly great, more than $100,000 strong the first day, and not one single account of any very great amount. A magnificent compliment, a most encouraging sign.

Every day since the opening day a gradual, steady growth has come, and at the close of the first six months the deposits had grown to almost the half million mark.

Under the able and wise ability of the company's enthusiastic secretary a plan of advertising was laid out, through which a wholesome and stimulating influence is exerted that brings back the most gratifying returns.

Upon the firing line and within the portal doors of the institution, await the glad greetings of the treasurer. His motto and his rule is: "A fair show, courteous and cordial attention

for all, safeguarding the interests and the welfare of the institution and the people's confidence."

is

The history of the institution simply the history of every other successful institution.

I don't believe success will come unless you advertise, win the confidence of the people, then hold it. There are many different ways in which to do this, each may have high merit. The man upon the firing line should know through watchfulness how his shots strike, and just as the pilot guides his splendid craft and the engineer his flying steed, so should each guide the charge in hand.

Advertise, but avoid wasteful methods.

Advertise constantly, everlastingly, but not spasmodically.

Advertise so people will read what you say.

If you can't do this, employ some one else to do it for you.