To the Editor:

After reading an article in American Banker dated Feb. 6 on JPMorgan Chase media efforts ["At JPM, Image Is Everything, Everywhere"], I was drawn to something attributed to Doug Spong, the president of Carmichael Lynch Spong, a Minneapolis public relations firm: "Full-page ads in The New York Times, The Wall Street Journal, and USA Today can range from $180,000 to $230,000."

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