Billboard advertising (July-Dec 1895)

BILLBOARD ADVERTISING is the Official Organ of the KENTUCKY Bill Posters' Association. AN EXPENSIVE BILL BOARD. We present in this issue a cut of the most ex- pensive billboard In existence, owned by A. Van Beuren & Co., and located N. E. Cor. Broadway and ^7th street, New York City. . For this location they pay $5,200 peryear rentaj for. The place has no particular history, further than it is owned by a very wealthy lady, and she will not put any value on the property or sell it, trat wishes to make a contract or lease with some substantial business firm, who will erect buildings on the property, subject to her architect's plans and specifications, and who will pay an annual rental of $40,000, pay all the taxes, etc., and the improved property to be re- turned to her or her executors at the expiration of 21 years. They have had this location for a number of years, and the rentals have increased from time to time on account of the valuation going up. and through competition from other advertising firms, etc, until now they are pay- ing an annual rental of $5,200. It is in the center the metropolitan and theatrical district; the large building that you see at the right Is the roof of the Metropolitan Opera Souse ; the building you see at the left is the Marlborough Hotel, and is located within a stones throw of all the leading hotels on Broad way* and all the various theaters centering in SIGNS FOR THE CONTRACTINO PAINTER AND PRINTER. When one sees too much carmine on the nasal appendage of his fellowman he takes it for granted that this muchly re(a)d brother has been hitting too many lamp posts, an incident, by the ■way, that -will serve to illustrate a much needed fact in the construction of all classes of advertis- ing. It shows on the man without brush of painter or hand of printer, yet is so closely re- lated to the print of metal and the brush, it could bs called one and the same. Any one who has studied instructive advertising, such as those read without the tant of painter or printer, will quickly blend the two. It is nature in a nut- shell. If he deals with the natural man the basis is laid for profitable business. Just such instructive advertising as I speak of ought to ac cruent of every piece of painted or pri ited mat- ter that is placed for publicity. Everyone knows, when thirsty, what a refreshing satisfaction it is to take a pure drink of some water, or when hungry, what a good morsel is to the stomach. In comparison, the public mind eats just such palatable compounds as these, it is ground in their minds like the sun's rays which feed the negative of a photograph. The advertiser wants results, the painter or printer want to bring thisjabout ttfjmaintain a*growinglbusiness. A occupied by second hand Jew stores. A pair of rusty brogans hung over the sign which read: "Why Go-Elsewhere To Get Cheated—Come Right In Here." Just what class of people that would be a bait for remains on my note pad for study. That man should seek business for his clients, it is for this I write on these points to painter and printer, as one too often left untouched. Jambs Ross Long. Sheboygan, Wis., August 20, 1895. Editor Billboard advertising : Dear Sirs —I notice in the past issues of Bill- board advertising, that what was written in regard to bill posting came from the large cities, and a few have taken interest enough in these columns, that should contain an article from every bill poster in the country at least once a year, it would add greatly to the value of the paper. Most of the boys in the smaller towns are bashful, and don't want to come to the front, but once they get started they will make things hum. I would like to fsee the 'paper issued every week, it is an awful long time waiting a whole month for the next issue, when you would be willing to take a half holiday could you get that issue next dav User, it pays to have your work put up by the party making a business of this class of work, your work is protected and guaranteed to stay, and don't cost any more than if put up by scabs. For several months I have been building air castles of how I would raise stuff enough to put in one of those elegant paste mixers advertised in Billboard Advertising. At last I hit an idea, I purchased a farm, that is I call it a farm, because the crop grows while I sleep. It is an automatic skyopticon placed into an empty store, displaying beautiful pictures and adver- tisements, not only bringing benefit to myself, but teaching our local merchants the benefit of display advertising, it takes no work or time whatever to operate it, and in short time I ex- pect to have made enough to pay for the same and put in the long, longed for paste machine A streak of good luck will come to the poorest of us at some time. Any bill poster wishing in. formation about this machine can obtain sams from me by enclosing two cent stamp, The new Association rate for posting, etc., is just right now, and should have been so from the start. Should your valuable paper become a weekly I think it would be a good idea to publish the circus routes. Next. Yours respectfully, E. J. Kempf. THE MOST EXPENSIVE BILL BOARD IN THE WORLD. and around that locality. It is stated that fully 0.000 people pass this location every hour out of wenty-four.^ Their price for seven and eight sheet stands on the tower deck facing Broadway, and the first one facing the street is«i2.6operweekt the second, deck facing Broadway, and the first stand facing the street are $7.50 per week; the upper deck facing Broadway and the single stand facing the street is $7.50 for 7 by 4 or 8 by 4 stand, no charge for Posting. Yon will, notice on the corner some electric' lights, and there aie other electric lights in the middle of the block, both above and below, in fast the buildings opposite have electric lights intront of them, so yon see this location shows by-night as well as by day, in fact some paper shows better in the night than in the day—that is a locality where the people never sleep. The picture was taken some time ago,—last spring— and at that time there was snow on the ground, and yon will notice that the wheels of the car- riages are covered with snow, which, was falling off from.them as they were passing by. The size of stands are 104 feet-front on Broad- way, and 275 feet, side, on Thirty-seventh St. Three sheets high, 9 feets fi inches each- study of instructive publicity is nothing more than thinking out what a class or majority of people would do under conditions that you would frame to stamp in their memory some breathing example to coax them into buying. I am not an advocate of billing -walls and fences with whole newspapers. Little said, well done, a downy bed, lots of l 'mon." Very often the little ad needs a picture, and in choosing the picture greater care should be ob- served t han in building the words. I think the picture should carry out the exact meaning of the words in every case; as far as these two points go they are the same, but here is where the greater care should be taken—the selection of a suitable figure, a captivating and convincing one—full of skilL There is a lot of advertising that goes in the newspapers, and on signs for that matter, that is nothing else but sheer force (a scientific driving wheel) in them that makes the people buy the article. This kind maybe likened to the popular name that sometimes elects presidents. They have, so far, surpassed human intelligence. A student of advertising often notices queer suggestions in the long cate- gory of things said to influence the public I once noticed one particularly interesting phase of publicity while passing along a back street Some advertisers are in the habit of writing to the postmasters in the different towns to name some one who will do their distributing, (cheap I presume.) Well they get it. Some clerk sends in his name as a distributor, he hires a couple of boys at 25 cents per day each, the paper is scat- tered ten and twenty in a place—over the fence— and the advertiser is having his work done cheap and good. These are facts for H. H. War- ner & Co., had there work done here in about this style. I wrote them stating the facts, and the answer was my name -was overlooked, Ben- son's Plaster pamphlets were treated about the same way a few montcs ago by the post office clerk distributor. Another mistake advertisers make is sending their advertising matter to their local agents to be put out, eight times out of ten the work is shelved or used to start the furnace with. I called on a hardware dealer last week to see if he had any advertising matter to put out. He says advertise. I am doing more busi- ness now than I can attend to. I told him he lucky, and I wish I could say the same. Then he showed me a stack of parafine coated cards, ad- vertising a certain stove, saying he would have the fun of tacking them up himself someday. I wonder who will have the most fun out of it, he tacking 'em up, or pulling 'em down. Adver- DOES IT PAY? Not the number of papers disposed of, but the number bought to read, is the thing that concerns the advertiser. Guessing contest coupons and cyclopedia checks may innate by thousands the temporary sale of a newspaper, but the adver- tiser, who pays increased rates therefor, is, to speak plainly, a v ictim of bunco. The waste basket is always a gainer, and the man who wins the prize, perhaps; but in no case the adver- tiser. — Neiuspaperdom. THEY PLUNGE. Many merchants who are ultra conservative in other business matters are simply speculators when it comes to advertising. They plunge into expenditure without a preconceived plan based upon the dozen factors which are involved in the potentialities of success in their particular instance. With all the elements of chance thus present, they are gamblers pure and simple. In all advertising the is more or less speculation, but they igfore all the established principles which are fundamental and fixed and play with loaded dice against fate— Keystone. BILLBOARD ADVERTISING fs the Official Organ of the Associated Bill Posters' Association. The Rochester Bill Posting Co., D. A. STAHLBRODT, Manager. Bill Posters, Distributers and General Advertisers. No. 16 and 18 Mill Street, ROCHESTER, N. Y. THE ERIE BILL POSTING CO. D. A. STAHLBRODT, Manager. Bill Posters, Distributers and General Advertisers, No. 10 North Park Row. ERIE, PA. Printing House Gossip. A Maine paper mill is shipping paper to China, in rolls for printing purposes. This is said to be a new departure It is suggested that the next conven- tion of the Show Printers Association be held at Cincinnati, January 7th, next. This would be the date at which the Protective League of American Show- men meets, an would afford many printers an opportunity of transacting business as well as attending the con- vention. The idea seems to be a good one. Haubertet's Show Printing House, the only concern of importance in the south, are reported to be exceptionally busy. All members of the Show Printers' Association should send in the lists of tbejr customers who are in arrears io Secretary Moncreif Clelland, 34 S. 3d St, Philadelphia. Leon W. Washburn's letter ptess and "soft stuff" goes to the Libbie Show Print of Boston for next season. Al. G. Fields descriptive posters and programme will be executed by the Journal Job Offiee of Columbus during the coming season It is said that Barnum's show work will next season be equally divided be- tween The Courer Co. of Buffalo and The Strobridge Co. of Cincinnati. It seemrd for a while as if Gillin had secur- ed a permanent hold on a share of this plum. TRADE PAPERS. PENNSYLVANIA BILL POSTERS* ASSOCIATION. The Pennsylvania Bill Bosters' Association meet at Scranton, August 22d, at Hotel Terrace. Members and bill posters present were: John D. Mishler, President; M. H. Burgunder, Treasurer; J. G. Reese, Secretary: Reading Bill Posting Co., Reading; Wilkesbarre Bill Posting Co.. Wilkes- barre; Reese & Long, Scranton; N. E. Warman, Allen town; W. J. Silvertone, Honesdale; W. J. Byrne, Carbondale; G. W. Hamtnersly, Hazleton; J. J. Baker, Johnston; American Bill Posting Co., Philadelphia; Thomas G. Wheeler, West Pitts- ton; Leon Bush, Hawley; Thomas Burroughs, Towanda; Groman Bill Posting Co., Bethlehem'. George H. Bubo, Williamsport. Letters endorsing the Association were read from E. G. Fleischer, Tarcntum; B. A. Nevling, Hastings; George Knox, Meadville; A. W. Cross- by, Fottstown; H. J. Dougherty, Butler; Charles Yetter, Strandsburg; Howard Swoyer, Girarh- ville; A. B. Means, Washington. Communications were also read from O. J. Gude & Co., George M. Leonard, J. B. Carroll and Ed. A. Stahlbroudt, which were endorsed by all members present. The adoption of Billboard Advertising as official organ of the Association was ratified. The new members elected were George H. Bubb, Williamsport; Groman Bill Posting Co., Bethlehem; W. J. Silvcrstone, Honesdale. The resolutions passed by the National As- sociation at Detroit, as regards O. J. Gude & Co., was endorsed. After the regular business the meeting adjourned to meet at Allcntown, Pa,, December 17th. Supplementary to the meeting a 6 o'clock din- ner was served by Mine Host Whyte, of the Hotel Terrace, with the compliments of Reese & Long, after which the party mounted a tally ho and were shown the beauties of.the city. A Distinction with a Difference. A newspaper publisher has a perfect right to charge as high a price for his advertising space as he chooses, but he has no right to lie about the edition he prints in order to prove that it is worth the price.— Oakland Jointer. The Delineator is the woman's favorite Maga- zine, and is issued by the Famous Fashion Pub- lishers, The Butterick Publishing Company. {Limited), at 7 to 17 West Thirteenth Street, New York^at the remarkably low rate of $1.00 for a Year's Subscription, or 15 cents per Copy. Leander Richardson 's Dramatic News published at 1364 Broadway Street, New York, is the clean- est, best and most popular of the publications de- voted to theatrical and circus interests. It is oftener quoted than all the others put together. Music cb* Drama is an authority in its particular field on the Pacific Coast. No better edvertising medium can be found. It is edited and published by J. F. Thrum, at 636 Clay Street, San Francisco, California. The Paper World is published by Clark W- Bryan Company, at Springfield, Mass. New- York Office 38 Times Building. The Druggists Circular published at 72 William Street, has the following announcement in the form of a special notice in their August issue. Mr. Benjamin Lillard having retired from the management of this journal, all correspondence should hereafter be addressed, and all checks drafts and money orders made payable to "The, Druggists Circular." William O. Allison, Publisher, Modem Illustration is the title given to a sixty, four page. 9 x 12, catalogue of stock cuts issued by The Exoraver. axd Prixtek Cojipaxt, 5 Park square, Boston, Mass. The paperemployed is of an excellent quality, the cuts are of a high order, and Several of the color engravings are the result of five impressions. The variety is comprehensive, including illustrations from dif- ferent phases of life, tail pieces for articles, fancy borders, initial letters, etc. Business men everywhere should subscribe for Business, the office paper; published by the Kittredge Company, 7S Reade Street, New York. It is full of pointers and bristles with interest from cover to cover. The Best Ad. A Light Vote in the Contest. FIRST PRIZE—HELLEBERG PHOTO-GRAV. CO- SECOND PRIZE—HEXKEGAN & CO. THIRD PRIZE— Ramsay & Co. The vote for the prizes offered in our last num- ber was light and 'scattering. To be perfectly frank, it was a pronounced disappointment, for considerable less than 15,000 of our readers re- sponded to oui/invitation to express an opinion. Then too we/had intended, for reasons perfectly obvious, to bar votes for the Hennegan and Don- aldson ads', but in the huny of closing the forms and getting ready, the matter was overlooked. The result as we said before is a decided disap: pointment, as the two advertisements drew out quite'a large complimentary vote -which pulled upon the others and spoiled the effect of the con- test. The vote was as follows, viz: / 1. Helleberg Photo-Graving Co. - 512 / 2. Hennegan & Co. - 4 J 7 3. Ramsay & Co. - - - - 352 4. The Donaldson Lttho. Co. - - 312 5. Bert M. Moses, - -.-■-. 231 6. W. R. Burnitt, - - - - no 7. The Right End Ticket Co. - - 98 8. Mauberrett's Print House, - - 39 9. J. E. McCarthy, - - - - 12 10. Ideal Paste Machine Co. - - 11 11. Libbie Show Print, - - - 10 12. Robt. Jamieson, - - - - ^o 13. J. F. O'Mealia, - - - - 10 14. Jas. H. Staats. - - - - 9 15. O. P. Fairchild, - - - - 8 16. The John Chapman Co. -.'■-■■■ 7 17. American Adv. & Bill Posting Co. 6 IS. M. J. Dooley, ----- 5 19. Southern Bill Posting Co. - - 4 20. Texas Advertising Co. - - 2 21. Geo. M. Leonard, - - -2 22. "Paste" - - - -'-■' - 2 23. Geo. W. Bills, - - - - 2 24. The Price Adv. Co. - .-■■■-... a 25. The Curran Co. - - - - 2 26. Wolf Bros. 2 27. Geo. W. Jackson, - - - 2 28. P. J. Culhane, - ... 2 Many others received but one vote each, while six received none at all. The Detroit Convention. The following members were dropped from the roll of membership of the A. B. P. A. for non pay- ment of dues. W. R. Cottrell, St. Louis, Mo. D. F. Cline, La Salle, Ills. L- W. Eaton, Aubura, N. Y, F. F. Kelly, Palmyra, N. Y. C. E. Dubbs, Springfield, Mo. C. T. Kindt, Davenport la. S. C. Heilig, Tacoma; Wash. H. E. Manchestei, Birmingham, Ala. G. H. Walker, San Antonia, Tex. Prominent among the many new firms admit- ted to membership were: Robert Jameson, Victoria, B. C. Mrs. Geo. Tisdale, Montgomery, Ala. J. E. Howard, Galveston, Tex. Sioux City Bill Posting Co., Sioux City, la- Geo. T. McLain, Los Angeles, Cal. St. Louis Bill Posting Co., St. Louis, Mo. Erie Bill Posting Co., Erie, Pa„ Wilkesbarre Bill Posting Co., Wilkesbarre, Pa. Texaf Advertising Co., San Antonia, Tex. W. S. Parker, Prarie City, la. O. J. Gude, New York. W. H. Donaldson, Cincinnati, O. MCssers Hennegan & Co., recognizing that the vote tendered them was largely compliment- ary, have turned the prize over to the Treasurer of the Associated Bill Posters' Association which we think' will be regarded as a dignified and graceful solution of the difficulty. In any event it was the only way out of an akward situation. The voting contest in the Christmas number will be managed much better. Billboard Advertising thinks Ramsey & Co., should have received first prize, Bert M. Moses, second prize and the Helleberg Photo- Graving Co., third prize. We think furthermore that the ads of W. R. Burnitt, The Libbie Show Print, and Mauberret's Show Print House possess merit of a very high order. MURAL SIGNS AND PAINTED BULLETIN.S Advertisements under this head are insersed free if set in nonpareil. One dollar per annum in bold face type, and twenty-five cents per line for display ad. not exceeding six lines in size. Albany, N. Y. J. Ballard Carroll, 54 Beaver street. Boston, Mass. J. Donnelly & Sons, Boston Advertising Co., 8 Bromfield st. Brooklyn, N. Y. The New York and Brooklyn Adv. Sign Co., DeKalb and Hudson aves. Thos. A. Skidmore, 640 Halsey st. Cincinnati, O. The John Chapman Song-Co., 19 Long-worth St. Dili's Advertising Service. 312 Coleman St. Ph. Morton, 333 west Fifth st. Hummel & Curran, 642 Main st. Chicago, Ills. R. J. Gunning, Wabash ave., cor. VanBuren st. Bour & Company, 59 Dearborn st. F. M. Lewis & Co., Temple' Court Thos. Cussack, Blue Island ave. and Throop st. Cleveland, O. Btyan & Co., xo Court Place. Denver, Col. The Curran Bill Posting and Advertising Co. Detroit, Mich. Walker & Co , 43 Rowland St. Kalamazoo, Mich —J. E Met arthy & Co. Lexington, Kv. j L H. Ramsey & Co., 137 east Main st- Louisville, Kv.—Heverin Bros. Newark, N. J.—Newark Bill Posting Co. New York, N. Y O. J. Gude & Co.,«3& us west Broadway C. S. Houghtaling, No. 3 Park Place Standard Display Adv. Co., 6th ave. and 13th st. L E LaTonr, 1718 Broadway Frank J. Beyer, 116 Chambers street New York Adv. Sign Co., 16 and 18 Park Place, Excelsior Adv. Sign Co., World Building, Display Advertising Co., 187 6th avenue Samuel W. Hoke, 87 Nassau st- H. R. Robinson, Advertising Agent, J. B Coakey, 95 Bowery Albert E. Cans, 261 Broadway. Art Sign Co., 141 Bowery Chas. Jas. Wells & Co., Bowery and Houston st Frank T. Jones, 40 west Broadway, Unexe Jed Advertising Co., 46 Vesey street Colyers System Advertising Service, 113 and 115 west Broadway Omaha, Neb Thos. Mulvihill, 1512 Harney st. Oshkosh, Wis;—John E Williams. Philadelphia, Pa. American Advertising Sign Co., 1336 Race St. Wm. Johnson, Prairie City, Iowa,— W. S. Parker San Francisco, Cal. . Arthur M. Plato. S. I. Stone, 506 Commercial st. Scranton, PA.-7-Reese & Long Adv. Co. St. Louis, Mo. W. F.- illiamson, 113-115 N- 6th street Huiest & Stout Adv. Sign Co. R. J. Gunning, Toronto. Can.— Price Advertising Co. The Acton Burrows Co. Vancouver, Can.— The Acton Burrows Co. Winnipeg, Can.— The Acton Burrows Co. W0ett**.|lll|t||lt||l||fl||l| l ,| lf l| t M || || | ,||, a |, i „ a , || ,,| ( f V| , l|f , ||ll|tla|( |„, laa | M || | ,| ll l| l ll|,,|,fl||l1|tlMl||»||IUMU.«*#O90 ! ONE AD ! i FOR TWO DOLLARS. | 5 I will write one ad. for any reader of Billboard Advertising f I for $2. For $3 I will write an ad and furnish an attractive cut « I These are cash-with-order-prices. I usually charge at least a | I dollar more for trade paper ads. f I I agree to give perfect satisfaction, or the money will be |' I returned. | I For reliability, I refer you to the editor of this paper. . 1 | I am not a jingler or word juggler. 1 simply write something | 1 , that really pays. " I 1 BertM. Moses, - | | P. 0. Box 283, Brooklyn, N. Y. I s J'have■written a'20-pagebooklet,entitled \ i "Advertising and the Making of it." ' 5 2 Anybodvcanhaveitfora 2ct.stamp. £ X 2