{GRAPHIC-LOGO] EAST TEXAS FINANCIAL SERVICES, INC.
               _________________________________________________________________
               1200 South Beckham - P.O.Box 6910 - Tyler, TX 75711-6910 -
               903-593-1767 - Fax 903-593-1094







                                  NEWS RELEASE


For verification, contact: Gerald W. Free, Vice Chairman/President/CEO
                   Derrell W. Chapman, Vice President/COO/CFO

Telephone:        (903) 593-1767
Fax:              (903) 593-1094


For immediate release, October 28, 1997


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                       EAST TEXAS FINANCIAL SERVICES, INC.
                             DECLARES CASH DIVIDEND

Tyler, Texas, October 28, 1997, --- East Texas Financial Services, Inc. (NASDAQ:
ETFS),  the holding  Company for First Federal  Savings and Loan  Association of
Tyler,  Texas, today has announced that the Company has declared a cash dividend
of $0.05 per share for the quarter ended  September 30, 1997.  The dividend will
be payable on November 26, 1997,  to  stockholders  of record as of November 12,
1997.

As of September 30, 1997, the Company had outstanding 1,025,321 shares of stock.
During the quarter  ended  September  30, 1997,  shares of the  Company's  stock
traded  between  $18.00  per share and a record  high of $20.50 per share in the
last week of the quarter.

First Federal Savings and Loan Association serves primarily Smith County, Texas,
through  its two full  service  retail  banking  offices  located  in Tyler  and
Whitehouse and two loan production offices located in Tyler and Lindale.

The  Company's  stock is traded under the symbol  "ETFS" on the NASDAQ  National
Market System and is listed in most daily newspapers as "EastTxFnl".



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                    Serving the Financial Needs of East Texas




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