Billboard advertising (July-Dec 1895)

8 BILLBOARD ADVERTISING Is the Official Organ of the OHIO Bill Posters' Association. LOCAL CITY STORES. That fact that it is difficult to effectively adver- tise a local store in a large city has often been commented upon and bewailed. But the news- paper is ont of the question for stores in large cities which cater only to their immediate neigh- borhood, on account of the expense, since the storekeeper would have to advertise in every newspaper in the city to reach thecomparatively few people who patronize him. I propose to indicate some methods that can be used to advantage. The billboards in the vicinity of such stores certainly offet a good medium. I know one local store in Harlem that uses them extensively. They should be used in the same manner as an advertisement in the newspaper—constantly changed—and should contain a tale of bargains instead of mere generalizations of statements of superlative excellence in the stock. There is no reason why people should not in time become educated to look for such announcements with the same relish that they look for dry goods ads in the newspapers. The spaces on the " I," stations nearest the store can be utilized in the same manner. Cards in cars passing the establishment may be of some value, but a large part of their usefulness The following article by H. C. Bunner, in " Scribner's," is full of points for those using posters in a business way, as well as the col- lectors : " Local collectors of posters will find aid and instruction in the following brief rules for tell- ing a good poster: I.et us set down a few of these points—but with no serious attempt to indicate their relative importance by their position in the list- It is sufficiently striking to catch the eye. rt is sufficiently attractive to hold thegaze and to invite further inspection. It conveys its advertisement directly, literally and pictorially. It pleases by its humor and ingenuity, and makes the man who sees it talk-about it to the next man. The design is well thought out, and therefore makes people who see it think of it. It is well drawn. It is well colored. It is well printed. These are some of the points by which every poster should be judged; and they are set down here that the impartial reader may apply the test to the examples of recent American art here reproduced, without suffering any diminution of the admiration which they compel at first glance. I,ives of many men remind us We to gnat success can climb If the reading public find us Advertising all the time.—Lightning. Poster Craze In England. Some idea of the extent to which signs and posters are employed in London can be gathered from the following extract from a magazine ar- ticle describing the underground railway. The writer says: The advertiser is in full force. Photographers hang over the benches those curious frames in which three startled-looking young women, an expressionless baby, a stern, baldheaded gentle- man, and a soldier in full uniform, are exhibited as specimens of their skill; enterprising bakers affix to the walls cases containing white and brown loaves, with testimonials from physicians of eminence; haberdashers stick up little recep- tacles in odd corners, wherein they stow a shirt and two collars, with a legend to the effect that these articles of apparel present a unique com- bination of fashion, cheapness and durability. But the great bulk of the advertising is done by means of boards and tablets, which are ranged about the walls in every available space. Puffs theatrical, puffs journalistic, and the ubiquitous soaps and pills, are massed in a dense phalanx, while the electric sign performs its interesting gymnastics. ' . To such an extent is this system of placards carried on that it is often extremely difficult to incorporation in the Camden County Clerk's Office. The incorporatorsareas follows: Thomas B Wanamacher, Joseph S Williams, William T. Elliott, I'hiladelphia, James Satterwaite, of Jen- kintown, and Charles Stokes, of Beverly, N. J. Circulars are Still Profitable. The circular still holds its own as a profitable advertising medium, although in this, as in hundreds of other mediums, there are barrels of money wasted. Hew people who send out circulars realize that there are certain features which their efforts must possess in order to appeal in the least to their recipients. If you pick up specimens of this class of literature that abounds everywhere, you will be impressed with the general unat- tractive character. There is so much of this stuffafloat that you must needs have something good if you expect to derive any benefit from it. The circular system of advertising is one of the best in vogue, if properly carried on. A circular should be prepared with features that will at once catch the eye of the busy business man, who, when he opens his msil, the moment an unsealed envelope comes to hand, loses his interest, and if his eye is not immediately caught ~T 51p®^£p3>*r ^-5T^5^^] Billboard of the Sioux City Bill Posting and Advertising Co. •s dissipated because they reach a considerable number of people who are not local to the neigh- borhood, and who are not likely to be affected by the advertising. The use of circulars and booklets is, of course, an excellent method of advertising for local city stores. IX well written, and tastefully printed, and containing "business news'* of real inter- est, they are apt to be effective. They reed, however, judicious distribution. The co-operative advertising sheet is a recent imitation of newspaper advertising that is being rapidly adopted by local stores in cities. Certain sto.^« in the same block or immediate vicinity club together and purchase a ready-print period- ical, in which they insert their respective adver- tisements, and then distribute the newspapers by hand gratuitously to "the neighborhood." The advantage of this method lies in the fact that the periodical is kept for the reading mat- ter, and the advertisements get more attention than if they were in the form of circulars, which are difficult to preserve even with the best intentions. The window is one of the most potent agencies in advertising for local trade. Its range is lim- ited to those who see it, but if it is sufficiently striking, these will carry the news to others, and an interest be awakened in the vicinity which will prove fertile soil in which to plant a steady trade.— C. T. C, in Printer's Ink. A tomb-stone advertisement should not neces- sarily be a dead one.— Printers' Ink. Cartoon and Poster in Politics. The campaigns in New York and Ohio have furnished the apotheosis of pictorial power. Such broadsides of pungent pencil punches have never met the enemies' lines in any previous political combat While various phases of the political situation in other states afforded occasional subjects for the cartoonist, the storm center of pictorial pounding was in New York City, where the curi- ous conglomeration of issues and the multiplicity of candidates and tickets, together with the fac- tional contentions in each separate political movement, possessed humorous aspects that were the delight of the skillful cartoonists. The manner in which the funny and ludicrous aspects of the municipal fight were hit off by the World, Herald and other New York papers each day, furnished marked illustrations of the possi- bilities of the cartoonist as a new power in politics. In Ohio the republican managers introduced an innovation in pictorial campaigning The issues were sharply, clearly and artistically pre- sented in the form of handsomely colored post- ers." Some of the posters consisted of terse and concise sayings and mottoes, printed and colored in such a manner as to rivet the attention and command the studied gaze of passers-by. The poster is liable to become a great factor in the presidential campaign next year. Subscribe for Billboard Advertising. distinguish the names of the stations among all this printed matter. Not long ago an American traveling on the " Circle," seeing " Partington," the name of an eminent advertisement con- tractor, painted in enormous letters, concluded that this was the name of the station. When he arrived at the next stopping place he again ob- served "Partington" emblazoned in the same conspicuous manner. This somewhat surprised him, but he consoled himself with the thought that there must be two divisions of the " Part- ington" station; so he continued his journey and shortly afterwards arrived at - Partington " the third. Unable any longer to satisfy himself as to the mysterious recurrence of these letters, he proceeded to make inquiries, with the result of discovering that, misled by this Will-o'-the- wisp, he had gone two stations beyond the place where he had intended to alight. The pertinacious advertiser does not stop at loading every inch of space in and about the sta- tions, but he goes so far as to afford the com- panies additional means of revenue by utilizing the higher portions of the carriages with small tablets, which constantly appear before the eyes of the martyred traveler, .setting forth pane- gyrics on building societies, patent shoe black- ings, medicines, soaps, magazines, department stores, and various enterprises for which public patronage is sought.— The National Advertiser. The General Advertising Co , of Philadelphia, with a capital of *i,ooo,ooo, has filed articles of by some alluring picture or phrase, boldly printed, the little missive will be dropped in the waste basket, where, doubtless, many others of its kind repose. So. in framing a circular, it is of the utmost importance that some bright say- ing or startling statement should lead off, and then, as people seldom peruse this kind of read- ing matter as a pastime, the story should be told quickly and as effectively as it may in a few words. House interest in your goods, and let details be explained later —Business. ADVERTISERS' CLUB BANQUET. Writers of advertisement.* for the great retail interests of Chicago met at the Great Northern Hotel, Nov. 4 th. and, after a banquet, discussed "The Most Important Consideration in Local Newspaper Advertising " The papers were all carefully prepared and earnestly debated, the various phases of the question being championed by F D. Caruthers, W. C. Powell, P A. Conne, I-ouis Leubrie, C. R Nichols, V. Jones, and other members of the organization, which is known as the Advertisers' Club of Chicago. A. J Fisher was toastmastcr for the evening, and most of the fifty-eight enrolled members were in attendance. Those Foolish Questions. Stiffkiks (a neighbor)- Hello I Jones, what you doin' ? Laying down a carpet? Jones {.who has just whacked his thumb)—Ho 1 you blasted idiot—the carpet was here when we moved in. I am just putting the floor under it.— Truth, BILLBOARD ADVERTISING is the Official Organ of the International Distributers' Association. 9 THE ADVERTISER'S MISTAKE. Many advertisers throughout the coun- try, who advertise by distributing matter, almost entirely ignore the South, par- ticularly those sections where the colored population predominate. These adver- tisers labor under the impression that the majority of the older colored population, being unable to read, in fact, being with- out any education at all, the distribution of circulars among them would only be a waste of time and money. This, how- ever, is a mistake, and one that in the past five years has occasioned, no doubt, a considerable loss to advertisers. Curiosity and a spirit of inquiry are prominent characteristics of the southern colored people, and to these qualities are many, who were thrown on their own re- sources at the close of the civil war, in- debted for their success. While, as a general thing, the average negro of that section cares nothing for a newspaper, yet let him see a circular lying at his front door, particularly if it is made at- tractive by a picture or cut of some sort, lie will take it up at once, and if unable to read, it will be preserved until he has a chance to learn its meaning- from some of his children or other person who can read and explain it to him. Nine times out of ten, if the circular contains any- thing of interest to him at the time or thai is likely to be of interest to him in the near future, it will be carefully laid aside for future reference. The colored population of the South, in the i>a.st decade, have become an exten- sive patron of the mail-order system, more particularly in imitation of their white em- ployers. Their patronage of that system,as yet, is confined principally to the cheaper grades of jewelry, watches, etc., as the dealers in that line of goods have long ere this shown their business tact in try- ing to secure the negro patronage. These people are none the less great buyers of patent medidines, for it is rarely that one can \k found who does not complain of some bodily disorder, and is ever ready to try a remedy that is recommended to effect a cure. Another erroneous impression is that the patronage of the negro is hardly worth the effort because of their poverty. Many of them are shiftless and very poor, it is true, yet, at the same time, there is a greater number who are economical and always have a spare dollar or two for an emergency. In closing these few observations the writer will suggest that the extensive advertiser of this country cannot do bet- ter than extend his field of distributing samples, circulars, and other matter, than among this class of southern people. It is a territory that promises good returns, as it has never been thoroughly worked, much of it never worked at all, except through the mails by dealers in cheap jewelry, etc. But to make the work effective and attract the attention of these |>eople, the advertising matter should be gotten up in an attractive manner and placed directly at their doors, if not in their hands. They are a people who appreciate consideration of that nature and will respond in kind as they are approached. Advertising with a smart agent is paradise; and advertising without, purgatory. COnriENTS ON ADVERTISING. The firm is dead that does not advertise. Success in business depends upon success in advertising. Hence advertising is not a side issue. It should have the precedence of all other questions in the mind of the merchant who aims at success. It does have in the minds of merchants truly great.— Profitable Advertiser. Some men expect their advertisements not only to bring them business, but also to go out and attend to it, while they embrace the oppor- tunity to sit on a store box at the corner grocery and complain that advertising doesn't pay.— Collector and Commercial Laivyer. The man who advertises only once a year has no abiding place in the public memory. It is his rival who reaches the public every day. and whose statements are to be relied upon, who achieves the greater measure of success.— Denver Times-Union. I have learnt much about advertising from my wife. Some of the questions she puts over the advertising matter which I bring home in the evening are direct " posers," and evasion or open admission seem the only means of escape. "These things," pointing disdainfully at the pile of printed matter, " always say that women are the ones who read the advertisements, and who doa large proportion of the buying, and to attract whom the advertisements should conse- quently be designed. '• Now, you men say that woman is the conun- drum of the nineteenth century; that you can't guess her, etc. How, then, can these experts," (heavy accent on the ex) "talk so learnedly about something they don't understand?" "Only women know what other women like, and they should be the ones to design and criti- cise, yet I rarely see a line by a woman or about a woman." Others may look at it differently, but to my mind there seems to be solid hunks of truth in these views. Again : " I see so much about bargain sale advertising being out of date, or a back number, and so on. For my part, I would rather read and be more attracted by an advertisement of a large and well-known house offering a 75-cent article for 49 cents than by all the ' See that hump' and illustrated business going, and so would any other woman." Expressive and forcible, and hereby com- mended to advertisers who seek to attract the attention of women.— P. H'.H. in N. Y. Fame. Bv an Italian law every circus which does not peiform even- act promised in the crimed pro- gramme, or which misleads the public by means of pictures, is liable to a fine of $500 for each offense.— Phila. Public ledger. A similar law in this country would ruin every circus on the road. PROVERBS FOR ADVERTISERS. By •• Wal " in London Fame. A world of wealth lies in that one word—ad- vertising. Let thy advertisement be short, comprehend- ing much in few words. Know how sublime a thing it is to advertise andbefamous. An effective advertisement is a fair estate. A little advertisement may save a deal of idle- ness. A false circulation is an abomination to the advertiser, but a gua rantee is his delight. A good advertisement keeps off wrinkles. He gets the best position who pays cash in advance. Advertising is a constant want, and should be a constant study. Measure your space before you write your advertisement. I.et your goods be known among all men. Fit words are fine advertisements; but often fine words are not fit advertisements. An advertisement should be intense expression of condensed ideas-one pithy line more pregnant than a windy column. L. H. RAMSEY. Our frontispiece this month is an excellent portrait of Louis H. Ramsey, who, under the firm name of Ramsey & Co , owns and controls the billboards of Lexington, Ky., the Queen of the famous Blue Crass region. Mr. Ramsey was born September 4, 1S61, in Lincoln Co., Ky., and is therefore a colonel. He went to Lexington to attend the State College in 1S75. and has lived there ever since. In 1S79 he embarked in business as a sign writer, and succeeded Dick Marsh, the old bill poster, in 1SS7. At this time the business was very small, in fact, advertisers had no confidence in the bill poster, and, as a result, the business had dwindled away to almost nothing. With characteristic energy, however, Mr. Ram- sey went to work, and by dint of erecting boards in prominent locations, keeping paper up as per contract, living up to his promises, guaranteeing satisfactiou, and much hard work, he has built upa businessin bill posting distributing, painted bulletins, and sign writing, that is second to no other in the country, taking into consideration the size of the towu. What is more to the point, however, is that he is one of the new school of bill posters He has brought to his business modern methods, careful attention and close application. In hands like his bill posting becomes an hon- orable pursuit and a legitimate business. He is enterprising and upright, and enjoys a splendid credit and standing in his community. H you'll mix a thought succinct With a little printer s ink. And dose your business thoroughly. You'll drive your foes to drink. ELDER, JENKS & RABORG ' ZS-xrceJsior-* Circus Paste BiaPifEfiVBBUSHE' Made of Hard Wood head, be-t long KussiHn Bristles, copper wiied. The moM practical and reliable brush made. Will not come apart. Used and recommt-mlrd by Barnnm Forepausli ano the leading <*ir«-uses and Bill Posters throughout the United Sta-es and Canada, Size y inch. Price $30.00 pep doz. $3.25 Each Extra Extra for Circuses $40 00 per Dot. $4 00 Each. Sent*', O, D. to nil pans ol ELOERJENKS&RABORt Brush Manufacturers 127 N. Fifth Street, Cor. Cherry, PHILADELPHIA. ADVERTISING NOTES. You can often tell more -with a picture in a minute than you could convey in a week by text. When a pictorial advertisement is apt, it speaks volumns at a single glance. Advertising is not a science, it is a fine art, and those who are expert in it are ar- tists in every sense the word implies. An advertisement is rendered more effi- cient and valuable when it is possible to incorporate in it a cut of the^article adver- tised. How much more valuable then is an exhibit at a fair or exposition where the article itself is seen, and all its -work- ings demonstrated. Say something worth telling in your advertisement. If you feel that you. can't, better wait until you can. Keep pace with the times, don't lag be- hind, and—don't get ahead of them either. POST OFFICE RULES. A funny postmaster recently sent to the post office department a new set of post office rules They were: A pair of onions may go for two cents. Ink bottles must be corked when sent by mail. It is unsafe to mail apple or fruit trees with the fruit on. Alligators over 10 feet in length are not allowed to be transmitted through the mails. As all postmasters are expert 'linguists the addresses may be written in Chinese or Choctaw. Persons are compelled to lick their own postage stamps. The postmaster cannot be compelled to do this. Persons are earnestly requested not to send postal cards with money orders en- closed, as large sums have been lost in this way. John Smith gets his mail from 674,279 post offices, hence a letter addressed to "John Smith, United States," will reach him. Ducks cannot be sent through the mail when alive. The quacking would disturb the slumbers of the clerks on the postal cars. It is earnestly requested that lovers writing to their girls will please confine their gushing rhapsodies to the inside of the envelope. Nitro-glycerine must be forwarded at the risk of the sender. If it should blow up in the postmaster's hands he cannot be held responsible. When watches are sent through the inails;~if the sender will put a note on the outside, the postmaster will wind and keep it in running order. When you send a money order in a let- ter always send full and explicit directions in the same letter so that any person getting the letter can draw the money. The placing of stamps upside down on letters is prohibited. Several postmasters have been seriously injured while trying to stand on their heads to cancel '.the stamps placed in this manner. Eavtmia Advertiser. / / \ /