Billboard advertising (July-Dec 1895)

22 BILLBOARD ADVERTISING is the Official Organ of the OHIO Bill Posters* Association. BILLBOARD ADVERTISING is the Official Organ of the Illinois Bill Posters' Association. 23 ■ ... - * The Miracles of the Past foreshadow the Miracles of the Future. THE MIRACLES OF THE PAST FORESHADOW THE MIRACLES OF THE FUTURE. The shrewdest National Advertisers Write Messages on the Wall for all the World to See. There is nothing new under the sun! Our noblest achievements in the Arts and Sciences have their root far back beyond the twilight of fable. We are merely prudent but inevitable heirs of all the countless ages gone before; making good use of our inheritance. Even display advertising in its most magnificent ex- pression, boasts an exalted origin and antiquity. The proudest royal houses are but of yesterday when compared with it Before the Saxon had set foot in Britain, before the Frank had passed the Rhine, when Grecian eloquence still flourished in Antioch, when idols were still worshiped in the Temple of Mecca, when the smoke of sacrifice rose from the Pantheon, and when camelopards and tigers bounded in the Flavian Amphitheatre; before Cssar, before Cyrus, before Moses; even further backward into the remotest mists of ages must be-sought the first beginnings of the greatest of all methods Of advertising— display advertising. When the Almighty Himself, wrote with His awful finger, His promise of hope to Noah and his posterity, and • spanned the sky with "The Rainbow based on ocean," He impressed on high a conspicuous lesson of His power and His purposes, and later, when He hurled . judgment and prophecy at the impious Belshazzar and the banqueters, He embla- zoned "Mene, Mene, Tekel, Upharsin," on the wall, words that scorched their terror and mystery even into the hearts of half-fuddled revelers. And later still, in the revolving cycles, the reverential Constantine, looking up to the Heavens, beheld in the naming Cross and its legend, " En Touto Nika—In Hoc Signo Vinces," the inspiring symbol of a glorious victory. And, be it said in all reverence, this was advertising—communicating, making known; and as in Science and Art, Mechanics and Machinery, the highest perfection is attained by studying and imitating Nature, her laws, her processes, her devices, so in advertising, the highest perfection is to be reached by imitating "the best models of whatever kind, where- ever attainable, in all the universe. And, herein lies the germ of a thought, and it is no more irreverent than chloroform- ansesthesia, the rapid transit by steam or electricity, than artificial diamonds, than lightning rods, cork legs, glass eyes or wigs, or any invention that min- imizes the inherent defects of our common humanity. Notwithstanding the brilliant results derived from the advertising methods of the past, we hope to see the time when bill posting, display advertising, instead of using linear leagues of illuminated chromato-lithographic letters and pic- tures on the walls and fences of Philadel- phia and surrounding country, will project into space its shimmering, glimmering proclamations to the public, utilizing square miles of the expansive heavens for its billboard. Night or day will make no difference to the perfected machinery of this advanced method of display ad- vertising which will also embroider and spangle with stars the humblest adver- tisement; or, for greater conspicuousness, cause it to blaze with the dazzling brill- iancy of countless comets made to order at the lowest possible rates. This may seem flippant, frivolous, jocose, sportive, irreverent, but it is not. It is only an imitation of Nature, a utiliza- tion of natural physical forces and energies in a legitimate field, and every such imi- tation is an act of homage, piety, devotion, religion. Efgo, what a Sunday-school this wicked world really is when you scrutinize its inhabitants, what paragons of virtue we are ! Canonization is, alas, too rare! For look you, that delicate blush on the cheek of beauty, and eke those masquerading, hide and seek, fu- gacious, elusive dimples are prayers; that smirk is not coquetry, but a litany; that Delsartian gait of sinuous willowyness is not an affectation, but a benediction. Therefore, when we cast upward our longing gaze upon the sky and behold therein our future billboards, do not be shocked, exclaiming "Post No Bills!" In doing so we shall only endeavor to imitate and rival the best models of all time. It has not been done before, be- cause we could not get there. The rocks and hills and mountains are labeled everywhere, and why not the sky, where the first and greatest "display ad" has be>n spread aloft for our wonderment and imitation? Not sixty years ago, when chloroform first began to be used to dull and kill the pains of flesh, it was called unscriptural, irreverent, sacrilegious. When Benjamin Franklin, the great philosopher, drew the forked lightning from the sky, over a hundred years ago, he, too, was called an unholy violator of forbidden' mysteries. To throw a new light across the sky, both day and night, proclaiming a mes- sage of business to the world, is not irrev- erence, but progress, and in doing this we shall say, with I<ord Byron: "My altars are the mountains and the ocean, earth, air and stars, * * * * Some kinder casuists are pleased to say. In nameless print, that I have no devotion. But set those persons down with me to pray And you shall see who has the prop'rst notion Of getting into heaven the shortest way." Art and Science have done much for humanity in the years gone by, they have worked miracles of achievement, they have leveled mountains of impossibilities and they will yet emblazon the wide ex- panse of heaven, from pole to pole, with the most consummate specimens of dis- play advertising. Their possibilities are li nitless and dazzle even the most extrav- agant imagination. And who can say, with the light of all the past to inspire hope, that these extravagant fancies are but the " baseless fabric of a vision ? " S. H. ROBISON. PASTE OR MUCILAOE. Our article in last month's issue on "Paste" has created considerable interest, and having been brought under the notice of the •?Gloy" Company, they have waited on usdesirous of im- pressing ns with the value of their article as a substitute for paste, and being, for all practical purposes, superior to it. Their representations are certainly very interesting, and are such as to at least warrant careful inquiry and exhaustive test. The virtues claimed for Gloy or Mucilage are so numerous, as to warrant the query as to whether paste or mucilage is to be the sticlcfast of the future. It is claimed for mucilage that its adhesive properties far exceed those of paste, hence it is not affected by the weather as paste is; that the rays of the sun, the swish of the wind, or the disintegrating process of frost, are all' far better withstood by it, than by paste. If this is true, then it is obvious that there is a great sav- ing of labour, because renewals will be less fre- quently required. It is also claimed for it, that it is a neutral pro- duct, and does not in any way affect colours, except to improve them ; it is even used largely as a substitute for gum for colour mixing, and brightens the intensity of some colours, acting upon them as a kind of varnish. Further, it is said to be free from any odour, does not generate mildew, or turn acid, and be- ing homogenous it will never decompose. Un- like paste, it is not an aggregation of minute particles, subject to disintegrating processes by * the action of air and weather, but a cohesive sub- stance, quite undivisible, and this is said to be the secret of its tenacity. It requires no boiling, no hot water, but, if carefully diluted with from four or 6ve parts of cold water, the cost is be- lieved to be less than that of paste ; it requires also some care in using, inasmuch as being so strong in adhesive qualities it causes the paper to at once adhere to the hoarding or wall, and it will not slip under the brush so readily as bills laden with paste will, but this can be easily overcome with a little practice. We interviewed one prominent Scotch' firm who foryears past have used Gloy as a substitute for paste, and they speak of it in high terms. The Partington Advertising Company, London, also permit us to quote their experience of its utility, and their opinion Is as follows: "We beg to state, that after a six weeks' trial we found it so satisfactory that we placed a further order for fourteen tons. We now use it exclusively for all our street bill-posting work, and have done so for the last three months." We know other firms have placed a trial order, and we shall be glad to learn what their exper- ience with regard to it is.. Our columns will be open for free expressions of opinion on the topic— The Hill Poster, Condon. EXPERT AD WRITERS. Advertisements under this head are inserted free ■/'iftin nonpareil. One dollar per annum in bold jjce type, and tntntv-five cents per line for display at nOt exceeding six lines in size. Archer, Addison, 706 Girard Bldg., Philadelphia, Pa. Archibald, David B., 73 Nassau St., New York City, N. Y. Ascherfeld, Havre-de-grace, Md. ltagley, F. B., 212 South 15th st, Philadelphia pa. Hall, Burt, 314 Union Trust Bldg., St. Louis, Mo. uates, Charles Austin, 1413-1415 Vanderbiit Bldg. New York, N. Y. Barless, C J., Rose, N. V. Bowman, Margie, Boston, Mass. Drown, H. P. Paulsboro, N. J. Dtett, 132 Nassau St., New York, N. Y. Carleton, R. S., New Haven, Conn. Clougb, C. H., Fenn Are. and R intb. Street, Pittsburgh, Fa. CofTrain, L. D., Adams & Co., Buffalo, N. Y. Cohen, O., 335 Forest Ave., New York, N. Y. Crawford, O. W., Advertising Manager, Masonic Temple, Chicago, Ills. Curran R. L., Ill West 34th Street, KewYork,N.T. David, C. F., 67 Milk St., Boston, Mass. Day, Chas. H., Whitneyville, Conn. Decker, F. W., 15s Chambers St., Newburgh .N.Y. Dixey, wolstan, S3 World Building, New York N. Y. Fairbanks, W. I,., Box 857, Philadelphia, Pa. Fowler, Nath. C , Tribune Building, New York, N. Y. Fowler, Frank Field, 13 School St., Boston, Mass. Gillam, Manley L., Hilton, Hughes & Co., New York, N. Y. Herren, Jno. W., Norwich, Conn. Holmes, Henry, 17 Beekman St., New York, N. Y. I^wis, W. H., ill Prospect Ave., Buffalo, F. Y. Long, Jas R., 419 Fifth St., W. E., Washington, D. C. Manning, Ulyses G., South Bend, Ind. Marsh, Chas. H., 9:5 Chamber of Commerce, Chi. cago, Ills. Marston, Geo W.. Portsmouth, N. H. Mathews & Lewis, : soi Main St., Kansas City, Mo. Moses, Bert M., Box 283, Brooklyn, N. Y. Patterson, Will J. 425^ W. Third St., Iios AngeleB, Cal. Paine, A. W., Traverse City, Mich. Payne, Tbeo, E-, 2519 Master St., Philadelphia, Pa. Scarboro, Jed., 48 Arbuckle Bldg., Brooklyn, H". Y. Smith, £. I,. Codman Bldg., Boston, Mass. Smith, F. M. C, Equitable Bldg., Baltimore, Md, Smith, Chas. Hite, Knoxville, Tenn. Star Ad. Writing Bureau, Evening Star Bldg., Washington, D. C. Spencer, C. H., Advocate Bldg., Newark, Ohio. Stewart, W. C, 4114 Elm Ave., Philadelphia, Pa. Stump, Frank V., Goshen, Ind. Subers, J. H., 4 New Chambers St., New York" N.Y. Wady, Clifton S , Room 81, No. 27 School Street, Boston, Mass. Ward, Artemas, Lincoln Building, Union Square, New York. Wasson, J. B.,;27o W. 39th St., New York, N. Y. Wheatley. E. A.. Effective 'Advertising. N. Y. j Life Bldg., New York, N. Y. : Wilder & Co., 621 Market St., San Francisco, Cal. Williams, R. L., Loan & Trust Building, Wash- ington, D. C Winche«ter, H. Frank, 162 Ashford st. Brooklyn, N. Y. J Woolfolk, Chas. A., 446 W. Main St., Louisville, Ky. The News Press, 114 Nassau st. New York City N. Y. OVER TWO TONS OF POSTER INKS Ad Writers. As a successful advertiser, Charles H. Day, of Whitneyville, Conn., is not with- out his claims. Mr. Day was for some years with the late Adam Forepaugh, and at present with the Kickapoo. Indian Medicine Co., of New Haven, Conn. Any one needing the services of a compe- tent ad-writer can address him at either of the above places, with the assurance of receiving satisfaction. Profitable Advertising publishes a por- trait and sketch of A. D. McKinney, in the November issue. L. E. Pullen now occupies the position of advertising manager of J. C. Ayer & Co., of Lowell, Mass, Artemas Ward, the man that made "iSapolio." What more can one say for Fame than that he conducts it. James R. Long, Writer of Advertising, Washington, D. C, is out in a booklet entitled " Common Cents," that contains many bright ideas for almost every legit- imate calling to attract trade. There is a succession of suggestive hints that will make it a valuable assistant to the adver- tiser. We observe that Frank Field Fowler, of 13 School street, Boston, has succeeded Mr. Field Fowler as "The Inksmith," and has issued an exceedingly neat as well as unique circular calling attention to his specialty as an ad-writer, and the New England Advertising Agency, of which he is manager and treasurer. F. L. Hund, who is advertising manager for H. G. Hunnewell, Cincinnati, is plan- ning a vigorous campaign for the coming spring. ' Silicene and Shine-all will soon be known all over the country. Mr. Hund is a great believer in the efficacy of posters and painted bulletins. Chas. Austin Bates and Nath'l C. Fow- er, Jr., come near, very near, being advertisicians. Tbe Star Advertising Bureau consists of W. A. Hungerford, Geo. W. Miller and C. C. Archibald. G. C. Earle's address is No. 6 South Tenth street, Richmond, Va. I WRITE ADS THAT SPARKLE WITH ORIGINALITY' *ND RJNG WlTrf CONVINCING COMMON SENSE LET ME MAIL YOU "&N OUNCE OF EVIDENCE. JED SCARBORO. 48 ARBUEKLE BLDG 1 Sold from the Chicago Branch of the II THALMAN PRINTING INK CO. \ During the month of October. ■ CHAS. A. PAGE, 5S5S *•* ::•:•: circulars SBBB #> __ SAMPLES AND :•:£• ALL ADVERTISING MATTER 1 •:&: FAITHFULLY DISTRIBUTED. (§ ■J Fall River, Bristol Co., Ma88. || MILES OF BILLBOARDS. A Live Town—30,000 People who read. OCEANS OF PASTE. tt'e get up early in the daw MOUNTAINS OF WORK. WHY? We do our uvrt right: That's why. GROMAN B,u '- ™ ST '" Q AND 111C hivij the names of agents for .sale that cost nr us $1600.00 to obtain. All gathered for our * own special use. Will sell a written copy in any State. If you are a publisher, and ever mail any sample copies, our Agents* Addresses would be as good names as you could possibly find to use. Address, E. J. SMEAD & CO., Electric Belt Dealers, Vineland, New Jersey. ^ttfact attention to advertisers who want a good field to place advertising paraphernalia, circu- lars, samples, etc. 1 convince them 1 do honest work before starting. Let A*e *• Write you a trial advertisement for 50c. If mine are not more effective than yours, send for your money. I write little verse and catch lines for adver- tisers. They will fit any ad. you are running and stimulate them. A trial one toe., 3 for 25c. Always give a few ideas and remit in coin. JAMES R. LONG, Manager Bus. Ad. Co., 418 5th St., N. E., Washington, D. C. Ottawa, Kansas. *_. HASHMAN, City Bill Poster and Distributor.' Mattapan, Boston, Hass. Advertisers send your work to DANIEL L GUSHING, 108 River St. It will be done right. DHUE UOLERSTEIN, THE BILL POSTER. YHZOO CITY. KISS. Population of County, 35,000. / DO DISTRIBUTING PROPERLY. L. A. ANDERSON, IIOS HANGER ST. Little Bock, Pulaski County, Ark. E. J. KEMPF. BILL POSTER AND DISTRIBUTOR. 731 Pennsylvania Ave. Sheboygan, Wis. Population, 21,130. 1,600 Feet of Bill Boards. Ardtnore, Ind.Ter. L I Faint, Post, Tack, Distribute My Boards are New. My Locations are Prominent. W. R. BURNITT. THE BEST IN THE WORLD! Is what all the Pressmen say who use THALMANN'S INKS. Chicago Office, 415 Dearborn St. St. I*outs Office. 210 Olive St. ONE MAN in each town can make money Painting Signs. No Experience required. Our Patterns do the Work. Sample letters 10 cents, with full particulars. Eastern Advertising and Letter Co. D. W. Scofield, Mgr. L. B. 14. RIDGEFIELD. CONN. N. B.—Also Distributing and Mailing Agency.