Billboard advertising (Apr 1895)

Billboard qdvgrfcising. IK,, live in • rapid age, in au age a{ Steam and Electricit y. Wethink quickly tni met quickly, but the public have so ni-oy things to see and to do that they r.«uoti^toch M eup B ttr«ti OM ,th e y leave all the hunting to the other side But the public are always on deck, ready to be captured if the matter is presented to him in a "catchy" way. This ia the first, last, best and only principle of advertising—to catch the tbeir i epicuons paper exhibitions on the wall. They were keen observers of life; they had no o'her book than human nature, and self interest left no page, line or let- ter of that humun book unread That wall in portani impiMBiini ia these days of close figuring', out when the best method of advertising ia the cheapest, when the at will pot the most money in your ia only one out, your way is thngca do.;and:t!mt into advertise Aba' *Thia is so fundamental, axiomatic, tbat lakes bold of a live wire as soou as be There are many ways of but there ia only one "best Other methods arc me j , iaries. helpers, subordinates to billpost- iue-. There is not a doubt of it Bill- now >« =ee if it is b» j is a stereopticon, blazing a perpetual picture in bright colors and great letters ou the eye and brain of every passer-by, old or young, grave or gay, virtuous or vicious willing or unwilling, by night by day ceaselessly populatio they had for sale and what their people could do. Right on 'he beels of the colored stimulant of the billboard cam* the whole aggregated machinery of the circus procession moving through the The very names Barnum, Bailey, Fore- paugh, Doris, Cole and the Singling Bro« , etc., ,« a liberal education in the science and art of advertising successful advertising, display advertising! They knew, and everybody knows, that there is always an aching longing for di' version in the human heart. The public must, and will be amused, and they suit- ed in with a few pictures to tell them ex- actly what thai want, that longing, was, and how to. satisfy it, and, incidentally,.to gather in their dollars. nd marv where the fame of the New York Herald and London Times has never penetrated. The displayed "ad " on tbe loneliest rock that juts its melancholy bleakness above the trackless waste of o. be absorbing, eaptivatin but the fellow who nevet title or beginning, will after the end of the story. Apply the doc" - ability to the reading and seeing of the different kinds of advertising. Apply also, your owo experience in seeing and over a great city in the most approved fashion on a large billboard A single glance will paint (ha picture and tell a tele; this glance repealed many times on such a picture on themind inde ibly;«od such a picture stands alone.full of force_ full of meaning, like a story in a telegram' How man; people never read a news- paper? More than you think! They must be stupid, you will say. Say they are! But there are many educated, cultured people who read the newspaper every day, perhaps several papers, who rarely read an advertisement Why? Because they read newspapers in a special way, the way the majority of people read them looking only for news, looking only for is advertising) but it isjjillposliug, ■ it takes the public by • a Bell Tele- hears of the Stand and deliver I" The public must stop.look, listen lo the story of the billboad. and if an able bill is posted, how very s< ministers of religion and the of the peace discover it ? seen, but it is not the poster. There are some things that you need not see, but it is not the poster. There are some things that you can dodge, avoid, escape, or turn away from, but not the poster. It is unavoidable as death and taxes and, like the atmosphere, it is ent, all pervading, universal. Robison ing it forcibly. "Mater studiorum est repetitio"—the mother of study is repetition—and the mother of advertising is that same talka- tive lady' Repititio." "Action, action, action," says,Demos- thenes, "is the essence of eloquence"— and of billpoating, too. Does circulation circulate? Ves! Dis play people, and yet we don't read half as much as we think we do. We are idlers, loiterers, dalliers. loungers, saunterers, strollers, through the columns of the . so? Well you kno* Take, on the contrary, the attractions that come to onr local theatres every week. They begin their billposting on Thursday, and have it all completed and light. of advertising in the evening there is hardly i child in tbe city that has i laid," ''knocked down 1 ' a Jbar large population :ty who see little of the Sunday papers. the advertisements, and they it to see thee Bat the rt never pocketed. They and talking loud, fc never talking to empty n to- me always talking J. «-d Tbey t all , nevertheless, always day's work, bright-faced And. even in their fragmenta, fluttering breeze, like the grimy- morning, for ht, but they i ragged, tattered garments of the We are laiy and lus of the columns namely, the display heads, on the front page Just think of the lit- tle, dirty-faced, small boy of an advertise- ment on the third gallery last row back. Lordv! It would take Stanley Africauus umn? That is the bilib ard. Is it col ored? More and more billboards; only Ibey are bills working at a disadvantage he demurest Quaker maiden, in f gray, Ihe.rigidest moralist of un- ig, unyielding principle, as they r. book in hand, on Sunday morn- ust carry living, burning pictures |ohn H. Gray,, I Conn. For the past Jour s e asons tne Loomer Opera House in that city, haa been leased and successfully managed by Mr J. H. Gray, a gentleman who lor six years was contracting agent for''Lee'a London Circus and at different times has been with other circus companies and who has had, all told, upward of twenty has done all of the bill posting in and about Wdlimantic and this work ia of a nature to easily fit in with the managing orthe opera house Mr. Gray haa more running-feet or billing space, than any three other dtiea of this size in New England Long experience and wide acquaintance in the profession enables him lo judge pretty accurately the pub- done by hi he already has booked some of the strong- est road attractions Mr. Gray is alio the superintendent of the Willimantic They have just cl ■dverdsing priveleges for the Cincinnati Base Ball Park, which includes inside and outside fences. Their service ia thoroughly admirable in every respect. much activity and mi earned, lu advertising the i ny golden dollars lain, the only thing and jaded fancy, and a bill posted is a brain clot. It s»js only one thing, and means it. You got to have at least a nodding acqusintainre with It, and yon feel that you ought lo have, because everybody else has Nobody ( asleep over blazing, glaring, star tcrs On the contrary, being geoerallv " on the they h ELDER, JENKS & RABORG, 'Excelsior' Circas Paste Oil LEWIES Made ol Haw Wood Head, beat long ftnsalan UnsllBS, practical and reliable brnab ' Barnum. Fore pan eb and 127 N. Fifth Street, Cor. Cherry, Slie H Inch. Price $30.00 per doz. $3.25 Each ELDER, JENKS&RABORG ff™,A Hamifanlerra. PHILADELPHIA.