Billboard advertising (July-Dec 1895)

BILLBOARD ADVERTISING is the Official OrgaTrgnfj^OHIOI Bilj^^^^^ssocjgjonr Billboard fldverti5ip4 PUBLISHED MONTHLY AT 127 East Eighth Street, Cincinnati, O., IT. S. A. BY • BILLBOARD ADVERTISING CO., JAMES H. HENNEQAN, Manager. Subscription, 51.00 Per Year, In Advance. ADVERTISING RATES: Advertisements will be published- at the uni- form rate of twenty-five cents per agate line, except in the classified columns, where special rates prevail. Our terms are cash. Billboaid Advertising is sold in London at Low's Fxchange, 57 Charing Cross, and at American Advertising Newspaper Agency, Trafalgar Build- ings, Northumberland Ave^ If. C. In fhris, at Bretano's, j7 Avenue del Opera. The Trade sup- plied by all &eivs Companies. Remilaace should be made by cheque, post-office or express money order, or registered letter. theEditorcannot undertake to return unsolicited manuscript. IVhen it is necessary so -wire us the instructions and- copy for advertisements, great saving in the master of telegraph tolls may be had by recourse to the Donaldson Cipher. Entered as. Second-Class Matter, at the Cincinnati, Ohio, Post Office, June 29th, 1895. The Fifth Annual Convention of the Associated Bill Posters' Association, of the United States and Canada, was a most pronounced and emphatic success. It is rarely, indeed,tbata finer looking body of men has assembled in conven- tion, and no one can point to any organ- ization, whose deliberations in conven- tion' 5 -assembled, were maiked with a greater degree of dignity than that which characterized the proceedings of the bill posters at Detroit. Business-like dispatch, coupled with careful and ex- haustive argument, were manifest throughout every session and although the debate at times waxed keen and warm over important issues, at no time did a single member lapse, in point of courtesy or gentlemanly deportment The attendance was the largest that has yet been recorded, and the interest manifested by the members bordered upon the enthusiastic. As to the officers elected and the committees appointed, it is conceded on all hands that the selec- tions are admirable; consequently, the affairs of the organization will be ably adminstered during the ensuing year and as applications for membership are pouring in at a lively rate, the outlook is especially bright and promising. The importance of maintaining the Association, and extending its scope and influence cannot be over-estimated. Tn this connection, we wish to observe that -while the growth and financial condition of the league, as evidenced by the re-, ports of the Secretary and Treasurer, was most gratifying, there is still great room for improvement. The membership roll should include every city in this country and the Do- minion, which boasts of ten thousand- inhabitants and over, and the remainder of the towns, hamlets and villages should be embraced in the various State Asso- ciations, chartered by the International organization. Have them all come in. Never in the history of the craft has "commercial patronage been diverted to the boards in such quantities as it has been during the last year. Coincidently the influence of the Association has only v been felt during the last year. The con- clusion is obvious. The Association in- snres indisputable evidence of honest service, and advertisers know it. They are beginning to drift away from the old-time channels Those few who have tried the boards, the enter- prising and adventurous spirits, pioneers as it were, are a unit in expressing their approbation of the (to them) new me- dium. Many of them who have hereto- fore never utilized anything except news- paper and periodical space have been astounded at the returns yielded by the appropriations put into posters. It is placed by some at double, by others treble, and still .others at four, five, six times anything -they have ever experi- enced. Marvelous as it may appear to the uninitiated, results of this nature occa- sion little more than passing notice among those acquainted with the power-" ful efficacy of the boards Take the - modern circus. There is nothing under the sun less staple than the wares the showman has to offer, and he labors under the additional disadvantage of of being compelled to absolutely create his market. Then, too, he has but little time to do it in. The advance agents are seldom over two weeks ahead of the show, but they get there. They do it with posters, and the returns, when the weather permits, are always substantial, sometimes prodigious Then, too, take theatrical attractions, opera companies, musical organizations, and niinsirel troupes. As a rule, they have but three days in which to announce their coming, to create a demand for their wares. Where would they be? Howlong would they last, if it were not for the prompt- ness, the well-nigh instantaneous action of the bill boards? If business men who are hesitating would but think, if they would but in- vestigate, inquire of others who have utilized posters, their hesitation would be but short-lived Merchants and nianufacturers.whole- sale dealers and retailers, business men everywhere, will do well to consider this question carefully and without delay. Read the hand writing on the wall! The tide has turned. The trend of the great bulk of commercial advertising here- after will be toward the bill boards, toward mural signs and painted bulletins, toward powerful display advertising. Newpapers and magazines have been overdone. The policy o T selling below cost to the subscriber, and saddling the burden thus created upon the advertiser, has been carried to such extreme lengths of late that there is scarcely a cheap priced publication left in which the advertiser can use space wi'h profit. We except, of course, the afternoon paper, which is bought by beople when they have time to read, and which enters the home when the inmates are at leisure-. Its space will always be valuable, as will that of the magazine which exacts a living price from the subscriber, while extending a fair rate to the advertiser. Class publi- cations and trade papers are also except- ed. The rest, all of them, too, will shoit- ly feel the effecLs of the reaction. the "circulation editor" of each not only solemnly affirming, but making affidavit, swearing before a notary, daily, that the circulation of his particular paper is greater than that of all the rest com- bined. What a base, ignoble, groveling bid for the advertiser's favor, for the funds that render the publication's ex- istence possible They reck not that their tactics stamps four out of five of their number as liars. That they are insulting the advertiser's intelligence and destroying his confidence. No won- der that the rest of the staff look down with contempt upon the business de- partment. * * * IT is fortunate, indeed, that these underlings are not allowed to break into their own columns often. Especially just at this time. They see the prosper- ity of the bill posters, and feel that the boom has only just set in. Their envy and malice is manifested whenever op- portunity affords in covert attacks upon the billboards, as for instance, that which recently originated in Chicago and spread over the west generally. They inspired legislation hostile to bill posters by every means in their pow- er, tbey harrassed owners who rented locations to display firms and persecuted the emoloyees of the firms controlling the boards. All this was done upon the pretext that the boards are unsightly. They expected intelligent people to be- lieve that a well kept bill board was less inviting to the eye than the garbage heaps, ash piles, the filth and dank nois- ome pools which it concealed from the public. But the public thought otherwise, as it also does in regard to their circula- tion claims, and the value they set upon their space. OLD AND NEW IDEAS. One of the brightest advertisers in New York city says: "Women know bargain advertising is a bid for business —and that we expect it to pay us in some way of course." In these competitive days very little business is got without bidding for it. Women hunt the bids because the hunting pays. The old idea was that it was not dignified to ask for business. The new idea is that what is worth having is worth asking for, and in order to get it into the minds of the people, posters should be used. Street car advertising is nothing but bill board advertising iu a restricted and modified sense. As such, of course it follows that it is thoroughly good in every respect. It costs rrore, however, than bill board display. What a pitiful spectacle many of these publications present. Go where you will in almost every community boasting of more than two papers, you will find THE CHRISTflAS NUI1BER. The December number of Billboard Advertising will be the Christmas number of the paper. It will contain numerous sketches, stories and poems, will be splendidly illustrated throughout. The cover will be lithographed in eight colors and it will be circulated all over the world. We will offer the same three prizes for the best advertisements, under exactly the same conditions that obtain in this number. Advertisers will do well to bear th:s in mind. There is ample time between now and November 28th, in which to evolve some remarkaklv good ideas, QUICK THOUatiTS For Busy lien. Try posters. Posters for quick returns. Newspaper space is alwaj s inferior to posters. Magazine space cannot be compared with the bill boards in point of prompt- ness. Posters pay prodigous profits. Orce tried the bill boards, are ne\er discon- tinued. This tells the whole story. Some publications reach one c'ass of readers and some another, but the bill boards speak all day long to all the peo- . pie, that's why they are better than all other mediums. If your ad is an argument or a descrip - tion oi such length that it cannot be put on a poster, then by all means take the next best medium,— a pamphlet, hand bill or circular Have it all to yourself. For extended showing, especially where the article advertised will not readily admit of different styles of dis- play, the best possible medium will be found in mural signs and painted bulle- tins. They are not only powerful and permanent, but, wonderfully economi- cal as well Anyone who can use space in maga- zines or newspapers can utilize the bill "boards. Anyone who has tritd both will unhesitatingly tell you that the poster will yield more, belter and quicker ser- vice than any other avenue of publicity. These are facts. If you want to impress a trade mark or a particular design upon the memory of the public, it would be folly to use a pos er the life of which is thirty days. Mural signs and painted bulletins are what jou want. They will last for thirty months without renewal. Their results are wonderful when properly executed and judiciously placed. If you had bibles to sell, you would not offer them to the pations of a beer garden, simply because they congregated there on Sunday, and yet in the advents- . ing world we see examples of almost similar foolishness every day. If the article you have, appeals to a certain class, by all means use the publication that circulates among that particular class. If it is a trade you are after, then a trade pBper will answer your purpose. But money put into general mediums is almost thrown.away. The trouble with advertising to-day, that is to say, the chief source of trouble is that every man, woman and child in the country considers him or herself an expert, a wonder, a Napo- leon in embryo. They may have failed at half a dozen other things, but once they turn to advertising, they forget all about former uufortunes and wade in with all the complacency and eagerness of ignorance What cheerful asses they are; what idiots. Advertising, a science deeper than the law, as little understood as electricity to be thus lightly undertaken. How true the old adage that "Fools rush in where angels fear to tread." BJLLjtOARD ADVER-nSjNG is the OfflcJaTOrgan of the NEW YORK Bill Posters' Association. PRINTERS' QOSSIP. Printers are poor advertisers. That is to say, most of them are. They seldom get beyond a sign and some indifferent stationery. As for a business card it is notorious that ninety nine printers out of one hundred never have one, and the exception, the one out of the hundred possesses one, the like of which he would be ashamed to turn out for his most un- desirable, patron. We had speculated long and earnestly upon why this should be so, and only reached a solution last week. -He depends for his advertising upon his imprint. - This leads us to a consideration of the advertising value of .the imprint. In. order to get at the real inwardness of the matter, better take it up in a method- ical manner and discuss it dispassionate- ly and thoroughly. In the first place, who sees the imprint ? Beyond all doubt it is so overshadowed by the announce- ment itself, as to be entirely impercepti- ble to all casual observers, consequently only an insignificant proportion of this class, the few who stumble upon it, acci- dentally ever see it Who else then? Well, if it is very good work, rival dealers may feel prompted to inquire where it was executed and here we have good advertising value, but in order to secure it, remember the work must be especially good, remarkable attractive, or very' bizarre, unique and* original. The percentage of advertising here is not very large either. . Anyone else ? Oh yes; sometimes if the work,is very good, and occasionally when it is very bad, it excites the curios- ity of some few rival printers, but the benefit that will accrue to the producer from this sort of advertising is not appre- ciable. So there we have the much vaunted value of the imprint. It is good on good work, because its cost is nil. Its not only bad on bad work, but absolutely re- acts to the detriment of the user. Messers Treadwell and Tilden are doing great work for H. C Miner's Springer Lithographing Company. This well-known house is once more on the high road to prosperity. The Saffia Show Print has passed .into the hands of the former employees of Saffin. He is now a full pledged politi- cian, holding office in Brooklyn. Ed Sprague has dropped out of sight altogether. He gave great promise for a while of being a shining light in the realms of show printing, and would have succeeded in another institution The Empire Show Printing Company, is still in the hands of the assignee. Francis & Valentine are doing a won- derful business on the coast with the stock pictorial printing, made by the Donaldson Lithographing Company. There are exactly eleven printing houses competing for fair patronage this season, aud as each house is sending out big bundles of samples, the aggreate ex- penditure for this class of advertising, is something enormous. The writer knows of a fair, not a very big one to be sure, but nevertheless a fair of recognized standing among fairs, who last seasou billed their meeting with nothing but samples. This they were enabled to do by carefully holding the samples sent them, and writing to each house for a second set, holding out the impression that the initial hatch of samples had not been received. There are not many fairs impecunious or mera enough to do this, but there are quite a large number who place a small order and augment it by using all the samples they receive. It would be well for printers to give this matter some thought and attention. Small cats, ( half tones) might be employed in lieu of samples, or if that was not satisfactory, the word sample followed by the number of the bill should be printed across the face in bold letters, which would effectually preclude anyone using it for anything except the use- it was intended. show Printers Association- op America Philadelphia, Pa., July nth, 1895 Billboard Advertising Co. Gentlemen: I be^ to acknowledge receipt of your favor of the Sth inst. On account of having so many, things on my mind it is really impossible to write anything on the "Show Printers' Associa- tion." However, you can say at this time, that I regret very much to see the lack of interest shown by the Show Printer, when thev have so much at stake. Self preservation alone should make them take the greatest amount of interest in the Association. The dues are verv nominal and at any time, the information wanted on one single customer would be worth the entire amount of the dues. There are about thirty-six show printers in the United States; of this num- ber we had 29 on our membership role. I am verv happy to say that the Association is not dead by a very large majority. The annnal meeting was not held, principalry on account of the inability of the verv men who *> take an interest getting, there on time. I am still satlsfield that I can convince the show print- ters that the Association is of vital importance to them. One of the best features is the ability of the Association to prevent "repeaters." By this term I mean showmen who svstematicallv go from one printer to another each season, run up a bill with no intentions whatever of ever paying same, I could mention, if I wished, at least a dozen of these kind of men, and the As- sociation forwarned its members, enables them when these parties call for work, to insist on the cash, thereby securing themselves, and if thev do not get the order they are prevented from making a loss by insisting on the cash down. Truly yours, Thomas S .Dando, President. MESS. HUIEST AND STOUT. The alK>ve cuts portray the features of two enterprising young business men of St. Louis, in the field of advertising. Mr. C. M. Huiest and Mr. P. G. Stout, representing the Huiest-Stout Sign Co.. ian incorporated stock company) with Mr. Huiest as General Manager, and Mr. Stout Secretary and Treasurer. What these gentlemen have accomplished in the space of time they have been in business speaks very highly for them as energetic business men. They are lioth still young, neither of them having reached the thirty-first mile stone on the road of life. They liegan operations in the year 1SS6. their only capital being energy and ambition, and in that time they have built up a large outdoor- advertising and bill posting' business, the bill jiosting department not being very old. hm the large amount of hoardings''they- have, gives them the appearance of having been in it for years. They are also manufacturers of modem emltossed metal signs. They lay their success principally to the fact of .-mending strictly to their business, and en- deavoring to give thorough satisfaction to all who pntronixe them. The representatives of the llarniim S: Bailey Shows gave them' much praise for the fine dis- play they received for their posters at St. Louis. At the rate these young men arc going ahead there is a bright and prosperous future for them in the world of business. fir. E. C. BARNES. We present herewith a splendid portrait of Mr. E. C. Barnes. He was born and brought up up in Xew York City. He is now thirty-seven years of age, and began his career in 1876 as Lithographer at Haverly's Theatre, New York ' and in 1S77-7S, Lithographer at Aberly's, New- York. 1S79-S0-S1, Advertising Agent at the Nation, al, New York. 1SS2-83-84, Advertising Agent for J. M. Hill, New York. 1S85-S6-S7. Advertising Agent Meech Bros.. Buffalo. X. Y. 1SSS-S9. Manager Burlington Bill Posting Co., Burlington, Iowa. 1S90-91, Advertising Agent" Globe" Theatre, Co- lumbus, Ohio.' lSo2, Advertising Agent, Palace Theatre, Allegheny, Pa. On account of ill health he quit there and went south. He soon regained his health, and is now manager of the Southern Bill Posting Co.. of Knoxville, Tern. We would like to say, just here, that Mr. Barnes is one of those jolly, good fellows, always in a good humor, who makes scores of friends and no enemies, and whose eyes are alwaysopeu to business. He is one of the best all-around hustlers we have ever, known, never tires, and never takes no for an answer, when he goes at a man for business. Mr. Barnes has an interesting family consisting of a wife and three bright children. FRONTISPIECE. Our first page, this month, is adorned with f* very striking* likeness of Mr. Geo. M. Leonard the exceptionally able and experienced City Bill Poster, at Grand Rapids, Mich. He has been in the business over thirty years, and has made a most pronounced success of it. The story of his start is interesting. The Morning- Eagle, of Grand Kapids, speaking of it, has the folio wring to say : "Thirty-five years ago, a young boy was fold- ing papers and doing up the mail in the Eagle office at the munificent salary of one dollar per week. He sold papers morning, noon and night to increase his earnings, and he worked many a time until two or three o'clock in the morning, and then got up at five to sell papers again.' "This he did to help support a widowed mother and two smaller children. One day whil« en- gaged in wrapping up the mail, the business manager of the Eagle came into the room.dnd asked him if he wanted to make a dollar. The boy eagerly answered.^ *Yes.* A man wanted a lot of bills put up, advertising a patent Corn Snellen, The boy ran home and got his mother to make him a pail of paste, and he was about to start out to post the bills, when he discovered that he had no brush. "Nothing daunted, he procured an old shoe brush; and having washed it out, commenced his first job of bill posting. Other contracts were offered, and the old shoe brush was retired and a whisk broom secured. It was sewed in the corn about half way down, and with this rude make- shift, the foundation of his fortunes was laid. "On the first day of April, 1S60, over thirty years ago. the hoy found business increasing at so lively a pace that he had toengageanofficeand he selected one in the Eagle Building, where he has remained ever since. Lack of space will not permit us to dwell at as great length upon his interesting career as we should like to, but we hope at some future time to give our readers a more extended article. "Mr. Leonard is Vice rresident of the A. B. P. A., and President of the Michigan Bill Posters' Association.'* HE LIKES IT. ^Meridian, Miss., June 26th, 1P95 Billboard Advertising. Oextlemhx :—I enclose you herewith post office order in payment for my advertisement. 1 am greatly pleased with the paper and have become so interested in its progress, that I look forward each month with keenest expectancy to its arrival. It is as neat and clean as a brand new dollar. Respectfully yours. L. D. Hoffer, City Bill Poster I was talking about advertising the other day to one of the Merchant Princes of New York; whose name is a household world in and about Gotham He spends a great deal of money in newspaper advertising each year and is frank to say that it pays him, yet he declared he could re- call no instance whatever, where he was himself influenced by a newspaper advertisement to buy a penny's worth. He related however that one advertisement he read did influence him, but he saw it on a fence, not in a newspaper. He has a fine place up the Hudson River somewhere, and while strolling over it one day. his eye fell upon a fence sign. It happened to be the advertisement of a fence- maker, and as the merchant needed some new fencing, he at once sent for the advertiser and placed a good sized order. Here we have a complete reversal of the com- mon belief that newspaper advertising is always the l>est advertising, and fence signs are the worst.— Bert M. Moses tn Printers* Ink. ELDER, JENKS & RABORQ 127 N. Fifth Street, Cor.jCherry, * Micoelsior' Cipcas Paste BIILPraWHE r Made of Hard Wood bead, best long Russian Bristles, copper wlied. The mosi practical and reliable brash made. Will not come apart. Used and recommended by Barmira. Forepaugh and the leading Circuses and Bill Posters throughout thf United Stales and Canada, Size si inch. Pr!ce $30.00 per doz. $3.25 Each Extra Extra for Circuses $40 00 per Doz. $4 00 Each. Sent C, O. D. to all parts of the Country ELDERJENKSMABORG Brush Manufacturers. PHILADELPHIA. "1 S "****■"