Billboard advertising (July-Dec 1895)

Billboard ^dvgrfcrsfng. The Rochester Bill Posting Co., ED. A. STAHLBRODT, Manager. Bill Pos'ers, Distributers and General Advertisers. No. 16 ana 18 Mill Street, ROCHESTER, N. Y. THE ERIE BILL POSTING CO. ED, A. STAHLBRODT. Manager. Bill Posters, Distributers and General Advertisers, No. 10 North Park Row. ERIE; PA. New York, June loth, 1895 Editor Billboard Advertising, Dear Sir r Per request: from the president of the BUI Posters Association to suggest any- thing that would be helpful to the bill- posting interests of the country, we have this day forwarded a duplicate of the en- closed to the president of the Association with request to bring the same before the convention at Detroit, July nth, 12th and 13th. Very truly yours, The O.J. Gude Co. To Prevent Misunderstandings Be- tween the Bill Posters and Commercial Advertisers. The best rime to straighten out a mis- understanding is before it occurs. More than from any other cause has ill feeling been created between the Bill Posters and their customers through a lack of proper notification being sent out of any changes in prices of posting or any other rulings that affect the adver- tiser. . When an advertiser sends a lot of paper to a Bill Poster at the same price as he has had the work done before, he natur- ally expects it to be posted at.the old price. If, in the two or three months that may have intervened, the Bill Poster has changed bis rate, he will write a letter to the advertiser saying that his price has' been advanced and refuse to post the paper unless the higher price is paid. The advertiser naturally kicks; threatens to order the paper back, but on account of other arrangements that he has made, finds that he must have the paper pnt out, consequently pays the advanced price, hut thinks that the Bill Poster has played him a sharp trick, and never for- gets it The result is a feeling unfavorable to the Bill Poster, the creating of a disposi- tion to spend the money through other advertising mediums and a tendency to talk against bill posting to other adver- tisers rather than in its favor. One such discontented advertiser can ,, do more to injure the interests of the . trade at large than the favorable expres- ' sions of ten other advertisers can over- come. To avoid these unfortunate situa- tions which have been of very frequent occurrence we would urge the adoption of the following. SUGGESTION. Thirty days before any changrs in prices, methods of handling paper or dis- crimination of any kind, nature or de- scription that affect the advertisers, an official notification of such changes shall be mailed by the Bill Poster to'everv advertiser, contracting agents, and such other parties as are liable to be affected directly or indirectly thereby. We believe that the result of the adop- tion of this suggestion by all bill posters would be very beneficial and do much towards overcoming a certain amount of prejudice that now exists and is very detrimental to the bill posting interests. During the last year the National As- sociation of Bill Posters has made several rulings that have been found to be im- practical and detrimental to the interests of the bill posters and the advertisers; and they have become dead letters with- out the formality of the concerted action of the Association. In several cases members that have notified to live up to these rules have en- deavored to do so after their impractica- bility has been demonstrated by others, and placed themselves in a very embar- rassing position, lost hundreds of dollars worth of business and made the Associa- tion a mark of ridicule by advertisers and other business men. To avoid any repetition of such mis- fortunes, we would suggest that before any ruling that affects the commercial advertisers is submitted for the consider- ation of the convention, the practicability of the same should be submitted to the opinion of three or fbnr business men who are familiar with the temperament of the advertisers and know what the}' will stand. These opinions to be quoted to the convention to assist their decision. The O. J. Gude Co , New York, June icth, 1895 Billboard Advertising suggests that all notifications of changes and prices as suggested by Mr. O. J. Guile be advertised in Billboard Advertising, instead of being made known by circu- lars. The notice of change will be more widely disseminated and far more econo- mically accomplished. Billboard Ad- vertising is the official organ of the Association. —Why not ? NEW YORK BILL POSTERS. The Semi-Annual Convention of the New York State Bill Posters Association was held at Syracuse, N. Y, May 6. 1895.. Wm. J. McAllister, Troy, President; Jas H. Staats, Lockport, Secretary. The following resolutions were intro- duced and unanimously adopted. Resolved, That this Association fully appreciates the great benefits derived through the efforts of Mr. Edward A. Stahlbrodt, representative of the National Bill Posters' Association, with offices at New York City and that we appoint him representative of this Association. Resolved, That on and after this date the members of this, the New York Bill Posters' Association, do hereby agree that all' National work" mnst be con- tracted through the office of our New York Agency, Edward A. Stahlbrodt, representative,artdthat we will not accept work of that nature only through said New York Agency. Whereas, Our secretary has been officially informed by a reading of steno- graphic report of the hearing in the case of the O. J. Gude Co. against Edward A. Stahlbrodt, a brother bill poster, and of the ungentlemanly and unbusinesslike methods pursued by the above firm re- ferred to, in causing that gentleman's arrest by the United States government on a false charge of "defamation of char- acter;" and, Whereas, They did their worst and used their utmost endeavors to have the said Edward A. Stahlbrodt held for the United States grand jury, but were frus- trated in their^evil designs upon the good character of one of our number; and therefore, be it Resolved, That we, the members of the New York State Bill Posters' Associ- ation, in convention assembled this 6th day of May, 1895, do hereby most emphat- ically denounce and depreciate the motive that prompted the harsh and unbusi- nesslike methods pursued by the said O J. Gude Co. Boston billboards and newspaper col- umns are literally given over to Buffalo Bill's Wild West Show and Ringling Brothers' Circus, and the small boy is supremely happy.— Profitable Advertis- ing. Billboard Advertising is going to the Convention—that is to say the editor will be there. Not only bill posters, but advertisers poster printers, circus proprietors and' agents are invited, and will be allowed, under certain restrictions, to participate in the deliberations and proceedirgs. This broadens the scope of the conven- tion and lends an added dignity and force to the conclusions rea-hed. We notice the billboard at ihe corner of Tremont and Beacon streets has taken on new paint, fashioned to suit tte sev- eral advertisers who have recent! v booght space on the same Since we gave an illustration of this board in our April ' issue, showing the work of Donnelly, the •'space" has changed hands, and is now contiolled by the Boston Advertising Company. Mr. Donnelly probably made the best bid for the board, but we sus- pect the owners of the old old Treuiont House never quite forgave him for cov- ering the old house with theatrical posters shortly before its destruction. It was all right with the hotel proprietor but not quite to the fancy of the owners of the building. Big scheme, tho'! The fame of it even spread' abroad, and the Bill Poster of London had considerable to say about it.— Profitable Advertising. There are many different people with many different wants. The wise adver. tiser adapts his advertising to the people he seeks to interest. THE HIOHEST RENTAL. What is probably the highest rental in the world for a billboard location is that paid by Van Buren & Co., of New York City, for the corner of 37th and Broadway of that city. It is one hundred and four feet on Broadway, and one hundred and seventy five feet on 37th street, and costs Messrs. Van Buren & Co $5,200^00 per y»ar. It is a triple deck board, and is always covered though the rate is 36 cts per week. This board J,by the way, is one of the most eloquent arguments obtainable against the establishment of an arbitrary and inflexible scale. The advocates of a uniform rate or scale which will establish one price foi both large and small cities and that scale to be absolutely rigid, and inflexible, wil do well to bear in mind that the law o supply and demand is a much greater factor than a resolution passed by a con- vention. Merchants and manufacturers advertised long before their appropria- tions included ought for the beards and they can do it again Then to many bill posters in the smaller towns or cities, being deprived of the only competitive method at their command, would suffer in comparison with the large cen'ers. Billboard Advertising hopes that the attitude of the convention at large toward the two rival factions will be one of conciliation. Stahlbrodt et al have - done much for bill posters, and by that same token so has O J. Gude, whose cause is likely to be championed by pres- ident Campbell and his following. It gees without saying that these gentle- men will differ on many important points and it behooves all to see that they differ with becoming courtesy and dignity, and that perfect harmony be once more re- stored before the convention ajourns The good of the craft demands it. The members have no alternative other than to insist than the breach be closed. The following printing houses are issu- ing numerous commercial designs in stock posters: Libbie Show Print, Boston, Mass W. J. Morgau & Co, Cleveland, O. Sackett & Wilbelms Litho. Co, New York City. Enterprise Show Print Co., Cleveland Hennegan & Co., Cincinnati, O. The Donaldson Litho. Co., Cincinnati Bill posters soliciting orders for their goods receive a commission besides cre- ating a market for their boards. When you write for samples mention Bill- board Advertising. The vandal who defaced Lovers' Leap, on the C. & O. R. R , by painting the H. J. R Cigar sign on it, dealt a severe blow to Mural Advertising. It is a pity that he call no*, be adequately punished. Brttboard ^dvgytrsrng., Canadian Duties. A one colqr trade mark or emblem, would be considered a great boon by many members of the A. B. P. A. The billboards continue to find iucreas ing favor among advertisers. Their real value is just becoming known. On Amusement Display Printing Un- just to the United States Lithogra- phic and Descriptive - Printing Es- tablishments and Theatrical and Circus Companies that Tour Canada. Why Such Duties Should he Abol- ished or Considerably Reduced. Every theatrical company, circus and hall entertainment that plays in the Canadian cities and towns are organized in the United S: ates. We can confidently say that almost all of the printing used tp announce the various attractions that tour Canada is bought in the United States, for the simple reason that the printing could not be secured in Canada, as there are no establishments in Canada that print this class of work, and by admitting, free of duty, amusement dis- play printing into Canada, it would not be a competition or detrimental to the printing industry of Canada Even if Canada had printing houses that did this style of printing, their com- petition with the United States firms woul 1 be small, as it would not be pro- fitable or good business judgement for the proprietor of an amusement enter- prise to buy his printing in Canada. Theatrical companies that play in Canada make the tour of the Dominion in one o» two months of the season, so he could not afford to pay duty on printing three- fourths of the regular season while play- ing in ihe United States On an average,, the theatrical business done in Canada is about one third less than it is in the same number of towns' or engagements played in the United States, and the territory for amusements of the States is so extensive that it is not necessary for an attraction to play in Canada. All the Canadian theatre-goers depend upon the United States for the big majority of their dramatic, operatic aud circus amusements. The printing used to announce to the Cananian public what the attractions are, costs about one-third as much more to use in Canada as it does in the United States, on account of the Canadian im- port duties on printing Therefore at would be justifiable to wh lly tibolish or reduce the United States and Canadian import duties on amusement display printing. This would be reciprocal. The following will explain the Cana- dian import duties on amusement priat- ing: We will say that an assortment of lithographs, stands and descriptive print- ing to advertise Toronto, Canada, costs about J6o.oo, and weighs about 05 lbs. The duty of 10 per cent, per lb., amounts to $8.50 And the duty of 20 per cent, on the value, 12.00 $20,50 The duties increasing the original cost on $60 co worth of printing, $20.50, on an average of about oue third more on every consignment of display printing that is used in Canada. By admitting display printing into Canada free of duty, more and better equipped amusement enterprises from the United States would undoubtedly tour the Dominion of Canada, which would increase the business of the Cana- dian railroads, newspapers, hotels, bill posters, transfer companies, more pay to the attaches of the theatres, and belter financial results to the proprietors and managers of theatres aud h.ills, and cir- i » i' ■ culate more money into the channels that directly or indirectly have dea 1 iugs with amusement enterprises of all des- criptions ; also giving the Canadian the- atre-goers opportunities of seeing larger and finer attractions than heretofore. I submit the following suggestions to bring the above before the proper per- sons for discussion and legislation in the Congress of the United States and the Legislative body of the Dominion of Canada: A committee, with authority, to be ap- pointed, representing several large print- ing establishments of ihe United States. Similar arguments to the foregoing to be printed in letter form, with subscrib- ing sheet for signatures to be mailed to the individual members of both branches of the United States Congress, and to the Legislators of the Dominion of Can- ada, editor of every newspaper in Canada for publication. To the Managers in the profession here aud in Canada, printing houses of the United States, railroads, hotels, trans- fer companies, and bill posters of Canada. Wm. Bauer. Geo W. Jackson, of Wilmington, Del., is probably the oldest bill poster in the United States now actively engaged in the business. He has been identified with bill posting and distributing since iS53- John Chapman, founder of the John Chapman Co., of Cincinnati, O , probably ante-dates Mr. Jackson, but he is no longer actively engaged in the business. Fifth Annual Convention of the Asso- ciated Bill Posters' Association, Detroit, Mich., July 9, 10. 11 and 12 " I told you you would be seeing snakes if you didn't stop," said the phy- sician. "Snakes!" shrieked the sufferer, "snakes are n >t in it at all. I shouldn't mind snakes. I see modern art posters! " — Cincinnati Tribune. COUNTRY POSTING. A correspondent, writing in the col- umns of Fatne a few weeks ago, on the "Organization of Advertising" discusses the relative value of Posters, Circulars, and Newspapers as a means of publicity. The writer is a gentleman whose opin- ions aie of value, inasmuch as he has made Advertising a special study for many years past, and says that he thinks he must have written no less than 150 pamphlets for various kinds of adver- tising. The conclusion to which he has come, speaking generally, is that news- papers are the cheapest medium for ad- vertising, pamphlets next, and then posters. These conclusions are not wholly speculative, he says but are based 011 some little experience Now it can- not be expected that we should be able to endorse this opinion—albeit it is the opinion of one with some authority We read further, therefore, as to his opinions about posters, aud cannot but feel that his experience with regard to them has only been very limited in scope, lor what does he say: ' About posters it " must be confessed that the preliminary " outlay on a poster worth posting is " somewhat dispirking, and (so far as " London hoardings go) I think the " minor advertiser will have to defer the " use of a poster. In the country he may I' probably use one ws i considerable 1 economy, and a good ; lospect of suc- " cess. The competitioi; ■ f rival posters " for attention is* not so .een there—by " rival posters, I mean : ot necessarily " those of rival goods, bat any poster "that, by its own cont.^iity, tends to " distract attention—and a bill less than " excellent has consequently a good " chance. Beside which, the cost of wall " space is not so great, and may some- " times be ml; while the .actual labour " of posting is more cheaply purchasable " in rural districts.'' What do the members of our great provincial firms say to this? We think that they would tell Mr Russell that he is altogether in error wiih regard to many of the statements he makes The competition of rival "posters" is as keen in the country as it is in London so far as all the large centres are concerned. A bill less than excellent has no better chance of attracting attention there than in London. To say nothing of the mar- vellously attractive bills issued from the provincial theatres week by week, com- mercial firms are fully alive to the need of effective posters. Again, the cost of wall space is in many of the large towns equal to what it is in London, and in none of them that we are acquainted with is it as the writer says— nil. Wages, tco, are very little below the Londan rate- If there are as he says, any rural dis- tricts where the cost of wall space is nil, it would be the rankest injustice to any intending advertiser to suggest to him that he should put up his bills there. He would get less than nothing for the nothing he pays; for his bill would be quickly covered by some other, and not only do no good but be completely wasted. The day of nil spaces is quite past, never to return. It is only when a billposting firm is able to offer to its clients that protection to which they are entitled that results can he in any way satisfac- tory. Space that is nil and labor that is cheap cannot be expected to produce anything but unsatisfactory results. It is indeed money wasted to make use of either. We cannot believe-that the -writer has had much experience in posting the country, or he would not commit himself to such palpable errors in his statements and if the premises from which he starts are so wide from the mark, what confi- dence can there be that his conclusions are any better worth attention ? It would be invidious to mention names, but there are numerous firms who have for very many years continued to use the poster as a means of advertising, who use it still, and seem likely to go on using it for ever. There are also numer- ous cases where firms of recent j ears have taken up the poster, and finding it has sent up their sales enormously continue to use it, and to use it in preference to either the pamphlet or the newspaper. Would these firms do this if results did not justify it? No doubt judicious* ad- vertising is good in whatever direction it may be taken up, and injudicious ad- vertising is wasteful no matter in what direction it is placed. All advertising needs to be thoroughly and carefuliy or- ganized, and when that is done, there is scarcely any branch of business in which it will not be found that the use of posters will yiald a gs eater return in proportion to the outlay than any other possible means of advertising-— The Bill Poster, London, England, PRINTERS' GOSSIP. This column, which appeared for the first time in our June issue, was favor- ably receivdd on all hands. W« invite suggestions and correspondence with a view to its improvement. W.J. WinTERBorn was a -caller June 20th. He informs us that his arrange- ments are well under way, and that his new office will be in running order by September 1st. The capital stock will be $500000, of which $2700.00 has already been subscribed. The annual meeting of the Show Printers' Association, which was called for June 3rd, did not take place. There has been a noticeable lack of interest • among the members for some time past, but Mr. Dan do, ably seconded by Mr. Moncreif Clelland, has tried manfully to hold the organization together in the face of a most discouraging outlook. Their efforts have at last been- recognized and will finally be accorded the support they deserve, as a few of the most impor- tant houses have determined to maintain the organization at any cost. Mr. Dando will be continued at the head of the movement as heretofore. Just why the Show Printers* Associa- tion was allowed to languish and almost pass out of existence is past understand- ing, especially just at this time, when the firms in this line of business are passing through an ordeal the like of which has never been known. The reason, if there be any lies in the apathy of a few mem- bers of the calling, whose methods, lack of enterprise, and petty jealousies pre- clude all possibility of their uniting in support of a movement which has fc r its object the improvement of the trade in general. Narrow minds like theirs can hot contemplate prosperity in a competi- tor, even though the means which secures it benefits them four fold as much as the riv,Bl house. Broader minds, however, predominate, and Mr. Dando will conse- quently be enabled to give the craft the much-needed reform and accompanying protection. Printing houses, especially poster printers cannot find a better advertising medium than Billboard Advertising. Show printers, poster printers, and printers who make a specialty of distri- buting matter, are all invited to attend the convention of the Associated Bill Posters' Association, at Detroit, July 9, 10, 11 and 12. It is to be hoped thai as many as possible will avail themselves of the invitation, as a more intimate rela- tionship and intercourse between the members of the two callings is greatly to be desired. The Libbie Show Print, of Boston, Mass., continue to be very busy. . Printers will do well to bear in mind that Billboard Advertising reaches every prominent advertiser in the coun- try. An advertisement changed monthly will prove a very profitable investment indeed. Billboard Advertising for August will contain a complete account of the proceedings of the Detroit convention of the A. B. P. A. As the free list will be entirely suspended, it behooves parties interested therein to subscribe now. I fl ■ 1 i H i I'- ll? : Ira