The billboard (Jan-June 1895)

BrTTboavd fidVg^fsTgg. PUBLISHED EVERY MONTH BY BILLBOARD ADVERTISING CO No. U W. EIGHTH ST., CINCINNATI, O. James h. Hennegan, Manager. ADVERTISING RATES. 25 cents an agate line with the following discounts, viz r 10 per cent off on advertisements amount- ing to over 20 lines and less than 80 lines. 20 per cent, off on advertisement amount- ing to over 80 lines ana less than a quarter ol a page. RUJNHlflS Adyektisemekts. _ (Repeated or continued Insertions.) Rates on one page, one half page, one third page and one quarter page advertisement for two or more insertions quoted upon application. Smaller advertisement 25 cents a line subject to the regular dlscun,, on sin- gle Insertions and the following additional discounts, viz: 10per cent, off for three insertions. 15 per cent, offfor four insertions. 20 per cent off for six insertions. 25 per cent, offfor twelve insertions. , Keasivg Notices —With ma- or «»* so 2£H pe H ll l 6 .nreyler measurement, (which equals ahout eight words to the line) subject JSSnSJS™ 8 d i s< ^ nn i5 that obtaI ° *»»■ single and continued advert! sements. tracte of 1,000 asate lines and upwards may be had on application. Changes in matter are made without charge as often as the advertiser or agent may require. (Copy for all such changes must reach us before the 25th of each mouth.) Spkciai. Ad-vkbtisemknts.— See page 2. Smaller advertisements 25 eents an aeate SUBSCRIPTION. One Tear, in advance, 90 cents. Six Months, 50 cts. Single Copies. 10 ets ' Bill&oard Advertising u sold in London at low's hxchanpc. 57 Charmo Cross, and at American Adrer- tisina Newspaper Agency, Trafalgar Buildings. North- nmberland Ave.. W. C. In Pari*, at Brentano's. Vt Are S u ' *»' Opera. The Trade supplied bu all Neies Companies Remittance* should be made by cheque, post oMce or express money order, or reaUtered letter. ' The Editor cannot undertake to return unsolicited manuscript. When it is necessary to wire ns copv and instructions for advertisements, great sav- ing may be had by recourse to the Donaldson Cipher. We are conversant with the nse of • the Code. Address all comunications, for either the editorial or business departments, to BILLBOARD ADVERTISING No. \1 West Eighth Street. CO. Cincinnati. Ohio. ThB joint convention of the Associated Bill Posters Association and the Protect- ive league of American Showmen, which takes place at Cincinnati, commencing January Sth^nextis fraught with nnnsual" importance both to the bill posters and the circus men. Many problems which have been a source of contention and constant friction will be brought np for discussion, differences of long standing will be adjusted, acquaintance renewed, and a good time generally will be had by everyone in attendance. All indications now point toward an entirely successful outcome to the movement, which if it is realized will not only redound greatly to the mutual advantage of the organizations immediately concerned, but will also prove another argument in favor of trade associations. **, There has been'some talk of making this Journal the official organ of the A. B. P. A. and the matter^ believe is now being agitated, with a view of bringing it before the members at the convention. Pending final action upon the matter we would state that if Bn,r.BOASi> Adver- tising is honored in the manner men- boned it will prove a zealous advocate of the interests and aims of the national organization, and will cheerfully assume the obligations implied. It so happens, this paper is in hearty accord with the cause of trade associations in general and with the Associated Bill Posters Associa- tion in particular, consequently the work would be entirely congenial. ! In this connection we cannot refrain from reference to Ed. A. Stahlbrodt of Rochester, n. Y„ than whom there is no more tireless worker and persistent ad- vocate of the interests of the A. B P. A. in America. The Association and in fact bill posters in general, owe Mr. Stahlbrodt a great debt of gratitude by reason'of his strenuous efforts in their behalf. At great personal sacrifice in time and money, he has brought forward and pushed through to a successful issue, many plans and measures which bave resulted in great good and lasting benefit to his fellow craftsmen. Reference is had to his latest plan in another column. It is almost needless to state that like all his former under- takings it is entirely worthy of the sup- port and endorsement of all legitimate bill posting concerns *** IT may be argued that the owners of boards in the minor towns, while in every way fully as legitimate as their brothers in the cities will find it difficult to meet the requirements and provisions of Mr Stahlbrodt's plan. The argument is not a good one however, for the reason that no bill poster in good standing in his town will experience any such difliculty, and until he has attained such standing he is not desirable. The scheme merits the grave consid* eration of all members of the craft. Noth- ing that has ever been proposed hereto- fore has resulted in a tithe the benefit which is likely to ensue from the success- ful operation of this plan. • •• In the meantime Biixboakd Adver- tising passes with this issue into its second volume. An event which we are happily able to signalize with an excep- tionally fine number for a young journal Its growth has been remarkable both in point of circulation and advertising patronage. No more fitting testimonial to the business enterprise and business acumen of American bill posters and posterprinters is required than the man- ner in which they have taken hold of this paper and pushed it forward to suc- cess. Its growth too, has been entirely legitimate for although it has been enlar- ged with every issue, the enlargement has in each and every instance been ren- dered necessary by increased correspon- dence and advertisements. , It is well liked and we shall spare neither labor nor expense to preserve the favor with which it has been"received and augment its usefulness in the unique field it cov- ers. • * » Over nineteen hundred copies of this number will be mailed to bill posters, poster printers and prominent advertisers in England, Ireland, Scotland, South Af- rica and Australia. Although the New Year will be well advanced in age before many of the complimentary copies reach their various destinations we still desire to extend to the compliments of the sea- son to the recipients and to wish them on behalf of the bill posters and poster prin- ters of America— A Happy and Pros- perous New Year. To our friends and subscribers we are glad to state that there is every prosoect that times will improve with the ad- vent of 1895. On all hands indications of a revival of business are already apparent and it is to be hoped that the industrial depression will have entirely disappeared by spring. To this cheerful prediction we append a New Year's Greeting to every one inter- ested in the billboards and in Bhiboard Advertising. THE REASON WHY. We hive been asked why we include Fair News in our columns. The query isno=doubt pertine«t and our reasons therefore will likely prove of interest. Our reasons are fourfold. In the first place we were actuated by the fact that Pairs, and we use the word in its broad sense, which includes expositions, food shows and industrial and agricultural ex- hibits of all kinds are in themselves ad- vertising mediums of more than passing importance. Secondly by reason of their dependance on, and intimate relation* with the billboards, for the same reason that we would have included theatres and circuses were they not so well repre- sented by journals already in the field. In the third place because a medium of exchange ana communication is badlv needed by secretaries of lairs, and finally because many advertisers and bill posters are interested in fairs. We believe also that the scope of our paper is broadened and its columns rend- ered correspondingly more interesting by reason of the double feature. Certain it is that Billboard Advertising has been elevated thereby to a position high- er than that usually occupied by the average trade journal. Our Circulation. The edition of this number of Bill- board Advertising is ten thousand copies guaranteed and proved, and it goes all over the English Speaking World ' A PROTEST. A correspondent writes as follows: I notice in the last issue of "Printers' Ink" a paragraph credited to you in which you advocate a more carefully adjusted scale of price ascribing as a reason therefor, the fact that space on a thoroughfare is more valuable and will result in more returns than the third or fourth board up an alley. While cheerfully granting the truth of your premises I am totally un- able to discern how any scale or scheme ol prices or for the matter of that any measures whatever, are going to adjust the matter. As well might the publisher of a newspaper attempt to base his adver- tising rates upon the individual character of each of his subscribers, as for the bill- poster to base his charges on the location of his boards. The present system of so much per sheet that is a uniform rate per sheet per week, may have to be supple- mented .by an additional charge for special locations owing to the fact that rentals for billboard purposes are mount- ing higher and higher every year. I fail to see how any other scale is either prac- ticable or possible. Apropos ot the convention of the Pro- tective League of American Showmen, the New York Clipper has this to say: "The Protective League of American Showmen will doubtless succeed in elim- inating the evils of the suit in attach- ment, or at least largely curtailing the operation of this unjust and unfair legal process. Negotiations now pending with the American Surety Co., of New York, provided they are brought to a successful issue, will enable any show in the league to furnish bond at a moment's notice in any part of the conntrv. and thus will the odious "shake down" become a thing of the past. The bond company will have a representative at the convention Janu- ary 8th, next, and the operation of the scheme will he fully outlined, discussed, and. mayhap, adopted. The second con« vention will be very largely attended. Nearly everv member will be on hand, and it is confidently expected that nearly two hundred showmen, agents and man- .aeerswill be represented. The mem- bership of the league is increasing with great rapiditv as the date of the conven- tion draws near. It now numbers two hundred and eighteen, with a prospect of reaching two hundred and fiftv before January 8th. The members resident in Cincinnati, and there is quite a goodly number of them, are looking forward to the_ coming of their friends with lively anticipation. No effort will be spared by them to make the week a pleasant one. If the Associated Hill 'Posters' Associa- tion convene" simultaneouslv and things point strongly to their so doing, what a gathering of the clans there will be! Cincinnati will be fairly inundated with good fellows- OUR CHRISTMAS PRESENT. The following letter received by Bill- board Advertising December 24th, 1894 would be considered rather a hand- some present by almost any young jour- nal. Office of THE DONALDSON LITHO. CO. Cincinnati, O. Tas H. Hennegan, Mgr Billboard Advertising Cincinnati O. Dear Sir: We hand you herewith our check for $roo 00. for which kindly mail Bill- board Advertising to each of the 250 addresses which we enclose We want to interest these prominent advertisers in posters and we know of no better means to emolov than your valuable Journal. We will take one-half the third page of vour New Year's number, and you may also insert our standing advertisement for the ensuing twelve months of 1895 Yours truly. The Donaldson Litho. Co. Wm. M. Donaldson, Pres. The two hundred and fi fty addresses referred to in the letter embrace nearly all of the larger advertisers in the United States and Canada. All of the most prom- inent manufacturers of proprietary rem- edies, tobaccos, cigarettes, cigars, soaps, stoves, etc., are included, a fact by the way. which greatly enhances the value our columns ns advertising media for bill posters and poster printers. This handsome holiday remembrance is char- acteristic of the well known donors, who by the way.enjoythe distinction of being the best advertised printing office in the United States. BfTTboard ^dvertfsTng. THOMA S nULVIHTnr^TY bilTTpoIter & General Advertiser OHAHA, NEB. SOUTH OMAHA, NEB. COUNCIL BLUFFS, IOWA GENERAL OFFICE, 1512 HARNEY STREEf, OJTAHA, NEBRASKA. THE POWER OF POSTERS. The power of posters as compared with other advertising mediums, lies chiefly in their repeated attack and per- sistent repetition. As an illustration, compare newspapers and posters. We will infer that you desire to appeal to men. Everyone^ knows how a business man reads the paper in the morning. A hurried scanning of the head-lines, per- chance also a hasty glance through one or two of the most interesting articles and then a dash for the office. In order to have caught his eye at all you must needs have'made outlay in the matter of space of no mean proportions, which, if you have been thorough and embraced all of the different papers, you may rest assured is a sum sufficiently large to bill the town thoroughly thrice over, and you have arrested his attention once! Many have not seen the announcement at all, but we will hope that you have made a sensational effort, which could not escape even the busiest of men. Now for the boards. One-third of the money needed for the newspapers will bill the town thoroughly, which means that you will catch this self-same man's eye from five.to ten times before he reaches his office. On the street, on the bridge, on the cars, at almost every cor- ner, on nearly every square; you have spoken to him, argued with him repeat- edly and persistently; whether he will or no, he has read it often. Before he tPkes up his day's work you have made a thor- ough impression. But this is not all, for you follow up the attack throughout'the entire day. You catch him on his way to bank, to lunch, in fact whenever he is on the street, you meet him squarely, heae, there and even-where. Can there be any question of the value of posters? Can any sane person doubt their efficacy for a moment ? AN EXTRAORDINARY FEAT. Charles Holton, last season agent for Sells & Rentfrow's Shows enjoys the distinction of having posted, alone and unaided, six: hundred and seventy eight sheets of paper on country route. The feat was achieved while he was in the employ of Sells Bros , during the sum- mer of 1882, and the route lay out of Clarksville, Tenn., thirty-five miles long- and was covered in just sixteen hours and forty-hve minutes. Route was rid- den and counted by Sam M. Dawson, now with Heuck's Opera House, Cincin- nati, O. Is this the record, or has it ever been surpassed ? No advertising medium is better than the billboards; many are not as good. A good play at a popular theatre is a drawing card, but it is a miserable fail- ure if not properly advertised. So it is with reasonable priced goods of high quality in a retailer's store.— Printer's Ink. A Christmas Present. Mr. E. C. Donnelly of Donnelly & Sons the well known bill posters of Boston, was agreeably surprised by his employees Christmas eve., who presented him with a beautiful Howard clock, valued at $50 John A. Lakin, of Cooperstown, N. Y. one of the old time bill posters, is very enthusiastic over Billboard Adver- tising. It tickled John to see his old friend Bally Carroll on the first page of our last issue. Among Show Printers. Samuel Booth, continues in favor as of Old and is rapidly getting back his old customers, besides adding a fine lot of new ones. The Protective League of American Showmen and the Associated Bill Posters' Association. W. J. Winterburn, President and Gen- eral Manager of The Winterburn Show Printing Co., of Chicago, is in Cincinnati under the care of his physician. An affec- tion of the bladder rendered a surgical operation necessary. Dr. J. C. Karr per- formed the operation December 20th. The Empire Show Printing Co con- tinues business at the old stand, being operated by the Equitable Trust Co. John Rudolph, of the Courier Co. is here there and everywhere these times, getting the lion's share of the circus contracts as usual NOT ALWAYS. It has been said, and very wisely too, that many a successful man owes his success in life to the advice of others, which he did not take, and by the same token, many an advertiser has acquired wealth without the aid of expert advice. Such instances are so rare however that they are always considered phenomenal. So rare in fact that where one succeeds a thousand fail. JOHN E. WILLIAflS Manager of the Oshkosh Bill Posting Co., has fenc- ed in the city of Oshkosh with new boards. This is the only bill posting com. pany in the city, and em- ploys five bill posters. Johnny Williams is well known for his hustling abilities, he is called by his friends, "and they are legion", The Hust- ler from Hay River. His motto is "any- thing worth doing is worth doing well " If the average retail merchant would make it a rule to invest a certain unvar- ing percentage of his profits annually in judicious advertising, he would be en- abled to count on an increase and growth in his business with all the certainity and assurance "of with which he looks lorward to a change of the seasons. The Bryan Bill Posting Co., of Cleve- land, O, have issued a very handsome blotter advertising their business. It is printed in colors on translucent gelatine, the blotters being attached by means of eyelets at the corners. The John Chapman Bill Posting Co. of Cincinnati. O., has also issued a very handsome blotter of rare artistic excel, lence. It bears the portrait of John Chapman, Sr.. the founder of the busi- ness. The Morrison Show Printing Co., of Detroit, is doing some very clever work for John Morrisey's Lyceum Theatre Co. The new circus work for the season of '95- which is now coming from the presses of The Donaldson Litho. Co., is of the usual high standard of artistic excellence maintaine d by thi s well-known office. Lick, Artist Printer, of Fort Smith", Ark., who advertises his establishment as the only show printing house in the South, is respectfully informed herewith that "there are others " C. R. & H. H. Hatch, of Nashville, and Mauberret, of New Orleans, forinstance. The Central Lithographing Co. of New York City, are badly in need of a hustling solicitor a nd some jnd icions advertising. George Paterson, under the style of Richardson & Foos.is doing well in spite of the general depression. E. C Neele, of the United States Print ing Co, of Cincinnati, O.. is a great favorite among the circus men, and en- joys a very bountiful share of their pat- ronage. The Detroit Free Press Show Printing Company believes Billboard Adver- tising is a good thing. At this writing it would seem that the proposed joint convention of the above institutions will be carried to a success- ful issue. Many advantages will accrue to both the showmen and the bill posters as a result of the deliberate and exhaus- tive discussion of vexing questions which is bound to ensue The Protective League convention will be called to order by President Ephraim Sells promptly at 10 A. M., Tuesday, Jan- uary 8th. President Campbell will likely have his meeting under way at a like early honr, and an effort will be made to bring the joint conference off at 2 P. M. the same day. Bill posters everywhere ought to give the matter of attending the convention grave consideration. Even the State Associations are vitally interested in the outcome of the deliberations. The New York Dramatic Mirror says it has no enemies but fools and knaves. John Lowlow's paper, Music and Drama is doing all that can be expected of a new venture in journalism in times like these M. B. Raymond is doing some excep- tionally clever work as press agent of the Fountain Square Theatre, of Cincinnati It is reported that the Gillen Litho- graph Company has been awarded por- tion of the Barnum & Bailey work. Heretofor the Courier and Strobridge Companies have managed to devide it between t hem. Manufacturers and large advertisers generally are almost unanimous, in the belief that sign painting along the prin- cipal aoutes of travel is one of the best means of attracting public attention to any commodity of which every person or family may become a possible user. The difficulty thus far seems to have been largely a want of systematic service by which an advertiser could apportion, "check up" and trace results as definately - and accurately as in his, newspaper ad- vertising — business. Advertising is like electricity — a great motive power which is becoming more valuable as its intrinsic merits are discovered, and as the men learn how to use it to the best advantage.— Printers Ink. Leander Richardson's Dramatic News is serving a most delectable menu of circus notes weekly. This column is edited by H. A. Covell, of 1193 Broadway and it is fast bringing the Dramatic News into fine favor with circus folk. 1,500.000 people VIEWING MORNING, NOON AND NIGHT . ' r 129 Square Miles Of Advertising Space in the -'Cfty of Homes." 8.000 6X4 Stands Controlled Exclusively by -^—-^ THE AMERICAN BILL POSTING CO, 70.00C Philadelphia. Pa., U. S. A. 3-Sheet Boards Send US eOC.^^^fJ^^^^RD ADVERTISING to any six of your local mercnants tor three months. It will help your business. Try it.