The billboard (Sept 1895)

BILLBOARD ADVERTISING is the Official Organ of the Illinois Bill Posters' Association. mm A Monthly Resume Of All That Is New. Bright And Interesting OnThe Boards. Vol. IV, No. ir, CINCINNATI, SEP TEMBER i, 1895. 'ho think. There : which will furnish food I much that will bear to reduce their prices. One followed an- other until the cheap prices became epi- demic and three quarters or the shows came down to a ten ct nt basis. Ofcourse there was wi'd excitement, surging of how throngs and immense attendance, but are those of printers. I don't believe that one printer in a hundred knows how to advertise his own business Most printers try to impress their patrons with the idea that good printing is an essen- tia] part of any successful business. At the same time, their owa ads and their ' ■ ■ be done. I have before me an ad from a paper published in Letts, la. It occupies about ment or job ought not (o contain more than two different faces of type, or, a the outside, three. An advertisement or a piece of printed matter ought not to contain more than two or three display lines. There are occasional exceptions to this role, bnt they are few and far between. If yon try lo emphasize every, thing yon say, yon will put everything o" a dead level, aad nothing will be con- spicuous. If you have ten lines in an ad and display all of them, yon might as strife for profit, but ihe'active work of the world at large, including every call- ing, profession and industry that tends to better the condition of mankind. Advertising is the very life and soul of business and as snch it isa fitting and important study for businessmen. We at advertising in general and pos- to properly advertise it. He is handi- capped wtth technical points, sees the inside of what he mauufactnres or sells, knows everything about his business and his goods, ao that when he writes about the goods he writes as sn expert, as a technical man, filled with the abundsnce oi information, which he understands and which his clerks and those in the same business with him understand. He over-writes, because he attempts to tell people all he knows about the business. The buyerjeares very little about the man- ufacture of anything. The buyer wants lo know what the thing is good for and what he can buy it for.-^ C. Fowler. They call it enterprise. This mad en- deavor on the part of the newspaper. the extreme minimum at which it is pos- sible to sell and still live. The reader get* their product far below cost, and and like every one who gets something for nothing, utterly fails to appreciate it. The burden must be borne by someone, aad in this instance it Mis upon the ad- vertiser. How long will he stand it? How long will this reckless mania con- tinue ' Not a great while we venture to pick ont one line and make it ten ti as big as any oi her line yon will have something with which to catch atten- tion. -Charles Austin Bales in Printers Ink. WE are much afraid that Display Ad- vertising, an exceptionally bright and interesting publication which was started in St Louis, has suspended. If it has, it will be a pity, as the little journal bid n City Bill I'osting Co, Mil*.- inkee, is of the opinion that Billihiahi) a la rendering valuable ser- e to bill posters and assures us of his ts abont as bad an example of display ers had used two kinds of type, they could have made a nice looking ad. To do good print.ug it is not necessary to bave an unlimited number of faces of type. Given three or four different series and the intelligent printer can turn out creditable work, either in the job print- ing line or in newspaper display. ~~ We bin old paper* lor sale, and very cheap. ,d laying- ondtrarpttyon «