Does money make the world go 'round? Maybe not entirely. But without lending and the movement of capital, business would simply cease to exist. And without business, none of us would have jobs! Financial services are the lifeblood of any economy, and banking, to mix metaphors, is the cornerstone of financial services.

Banking has been around in one form or another since 1,000 B.C. While modern banking has been predominantly shaped by developments in Western Europe that occurred before the North American colonies were settled, banking in Canada has its own peculiar history that has led to the financial services landscape we know today.

In the colonies' early years, many individuals bartered goods like food and furs directly without the use of actual currency. Things got a little more formalized by the 19th century, as banks that issued their own notes took root. It wasn't all smooth sailing, though--according to the Canadian Encyclopedia, more than a third of Canadian banks failed between the year of Confederation and 1914. Bank regulations improved significantly after that rocky period, and only two banks have failed since. (You can read the Canadian Encyclopedia's short history of banking in Canada here.)



Today, the so-called "big five" commercial banks are responsible for a huge amount of financial activity, but they aren't the only game in town. Other businesses that offer credit cards and mortgages, credit unions and caisse populaires, trust companies, auto leasers, retail credit operations and other types of consumer finance companies all compete to serve Canadian's borrowing needs. These days, you can even get a mortgage at your local grocery store!

Of course, not all financial services are marketed to consumers. There are plenty of companies whose targets are corporations. Nor are all financial services companies involved in lending. The category includes investment banks, accountants, financial planners, full-service and discount brokers, insurance companies, underwriters, re-insurers, financial planners, tax advisors and law firms, to name a few.

The Globe has always led Canadian publications in its editorial coverage of business news. Since the launch of the Report on Business section of our paper in 1962. The Globe has launched a number of acclaimed business publications, including Report on Business and Report on [Small] Business magazines, and the industry-leading web hubs globeinvestor.com, globeinvestorgold.com, globeadvisor.com and globefund.com.

Many financial services companies think that, with business coverage being so central to our reporting, they should be in the properties listed above. And, in fact, there are very good reasons for these companies wanting to appear in them. However, there are many ways for financial services companies to benefit from a presence in any of our properties, even our general-interest ones. After all, practically any Globe reader is a buyer of some sort of financial product. Don't be afraid to think outside the proverbial box. Who knows? Your mutual fund ad just might be best served running in Review.

Look around this area for ideas to get you started. If you still have questions, contact your sales representative for tips, research and strategies that can virtually guarantee that your next financial services campaign is a resounding success.