Billboard advertising (June 1895)

Other People's Brains. ik's a a the bis advertising loo heavy. He Deeds to take off the winter clothing, to make the ad look ''cool" and inviting. A clean, open-face type will help to do this, with plenty of white paper, sad perhaps s breezy cut or two. Let in more light, and adapt the ad to the changing season. Then try (o hit the right class of people with ^.-Profitable Advertising, Boston It ua mistake i i by expecting it twspaper is splendid place to present an argument aa to why people should Ttu\ your articles in per- ference to any other. Bat smalt space tests big money, and if the paper is any good, there is lots of other interesting matter to hold the ers. Display adveriisiug gives big 'fate or tittle money. It is a tremendous help to pithy news- te of the article greeting the eyes of the people from fence and vjall as they travel through a city; to have it salute the reader as an old friend a« he steps into the street car. Latl. and best of all. (if it is apropri- elary article), the very seme of help is obtaimd il there is a bulletin hoard on the side wall of the retail r-tore where the article is sold. II hits Ibc possible buyer right at a time and place where, if a de- sire for the article has been created the per's best friend; ils field of publicity, by With the coming of spring there seems to be a lively revival of the sand- wich man and "parade" advertising in general. These street processions inva- riably attract attention, but it is rather doubtful if the interest they create ex- tends much beyond their own unusual appearance.— Art in Advertising-. The long line of boys, clad from head to. foot in while duck, each wearing a cook's cap and apron and carrying a gorgeous banner on which is printed the name of a lunch resort," is not so bad. In the shopping districts it ought tube a good tiling -Ait in Advertising. of At I in Advertising has the following comment to olfer in regard to the famous "Bay" Poster in the May number of that Mag- e thing may be said of those ii "should be as simple a tbey advertise at all. While they have sonie'hing that is in univer they seldom seem to be able interesting advertisement One great trouble with printers, allhough tbey might not admit it, is their lack of enter- prise in supplying and getting up really artistic work. Tbey say ' People Wt pay for it." Just the opposite. People do not have the opportunity to get it or using that class of work. ^ Like really pays, and pays well, both printer and customer. A reputation for turning out really artistic work is a great thing fora printer in these days of and need I hardly say. that of a lady for possible, thia figure should be life-size. hundred and fifty by ninety; Ihe ngnre should, of course, be elegantly and brightly dressed in some striking cos- tume not likely to go ont or fashion as long as the poster is to be in use. I always make a point of designing the lettering of the actual advertisements. I do not believe in black ai white but have no objection to their being very dark bine, red, or violet; this produces the effect of black without giving a jar- ring note.— The Echo, Chicago. of posters made by the irm'tes space less valuable; for the more people that are shouting, "Come and buy of me." the louder.the ■ shout to be heard above the crowd. This is why, with the Incraasing recog- nition of its importance as a trade factor, advertising is so serious a problem to -day. This ia why newspapers can't do it all. ThU is why display advertising is the friend and co laborer, not the rival of the newspaper It makes it easier to get Any proprietary article that seeks pob licity to-day ignoring the value of dis- play advertising and sticking to newspa- pers alone, is as badly handicapped in its rare of life if he lacks o.ie offcU Mm He may get along without It, but it ia deuced inconvenient —OJ. Gude in Dis- play Advertising, St. Louts. lould be,' Say." It is florid tone, gruesome in its awful frightfulni hut altogether good- u> principle, and. once the idea iucal- yisDonnel- ;r be obliter- ated.'— Art in Advertising. A talk ia told of Robert Bonner and of his belief in adverlising. One day he engaged a whole sheet of a newspaper and repeated a two-line advertisement. IT took a good many years for adver- tisers to learn that it paid better to hire the kind of brains that they didn't h to look after the advertising end of their business, rather than bnngle along with it themselves. There are some even now gradually coming to realize tBat »ho are struggling away at the business best work that pays best, and failing to recognize the fact that the very consequently willing to pay for *•* "P" 1 aOtTka is the k ! nd pa} '* want as good. h**t.-Profitabte Advertising. SOMB merchants sit down and criticise their competitors' methods ofdoing busi- ness, only to see them get rich, and themselves get poorer. It is bad policy for a merchant to say that "such and such methods" would drive his trade away, when it is slipping away for the want of just such progressive ideas. The getting ■ Suppose a particularly fine job of pro- gram, menu or invitation printing is done, why not make that job the subject of an ad in the local papers, describing 1 of tbe making ialty is hands of an inexperienced person (be he relative, friend, or dependent! is a great mistake. Better pay him to keep his hands off. There are experienced men who make of advertising a life-study. — The King's /ester. upon the page in the smallest type. "Why do you waste your money, Rob- ert?" asked a friend. "I noticed that same line so often. Would not half a page have answered your purpose?" ■'Half a page would never have caused you to oak the question." replied Mr. Bonner. "At least five, people will ask to every line, was the way I figured it" —New York News, pleasure of reading, I can usually find ing than these "side talks" with my tailor Or shoemaker — Art in Advertising. Bad luck is simply a man with his hands in his pocket, and s pipe in his mouth, looking on to see how it will come out GocH luck is a man with pluck to meet difficulties, his sleeves rolled up. working to make it come cut all right— The John Hancock.