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RADIO Reaches Foreign Group
by HARRY J. LAZARUS
Radio the Basis for All Other Promotion Among Foreign Group for the Central National Bank
ALTHOUGH it handles many large i commercial accounts, the Central National Bank, Chicago, 111., takes pride and interest in its foreign department, which is one of the largest in the midwest. The bank is located in a section of the city adjacent to many foreign communities, and it is the members of these communities who most need the bank's specialized foreign service and consideration. Difficulties with a strange language and strange customs can be greatly lessened for them, and new, faithful depositors gained for the bank, when careful consideration is given to a means of reaching this group and to rendering them service.
IlADio advertising, tailored for this selected foreign-speaking audience, has proved the most effective medium. The desire of an individual from a foreign land to hear his native tongue is infinitely higher than is his desire to read his native language. Thus, the radio audience among the foreign population is both numerically and socially more conclusive than the subscription lists of the language newspapers. As we are attempting to render the greatest service to the greatest need, a large portion of our radio advertising program is fashioned
At 33, Harry J. Lazarus is one of the youngest bankvice presidents in the country. Five years ago he joined the Central National Bank in Chicago, since then
has directed its advertising and public relations. Prior to his affiliation with Central National Bank, Mr. Lazarus luas executive vice president of a Chicago advertising agency; advertising manager of a department store, and one of the organizers of the Chicago Downtown Shopping News. A graduate of the University of Chicago, he also attended Northivestern University. Having been born, reared and educated in Chicago, his selection of his home town for his business career makes him a simonpure Chicago product.
for prospective customers of our foreign department.
REACH ALL GROUPS
The problem of first consideration is that of reaching all groups that can be serviced by the bank's foreign department. To obtain a complete coverage of the various nationalities, the Central National Bank has fashioned a separate program directed to each of the national groups it serves. Included in the groups reached are the Grecian-American, Polish-American, Bohemian-American, Italian-American and Jewish sections of the population. Both the current and continued interests of each group must be considered in the make-up of the various
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RADIO SHOWMANSHIP