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BILLBOARD ADVERTISING. July 1896. Might Hurt the Sign Business. Some yean ago. while I was hustling for the R. J. Gunuing Co., that firm took tbeycoaslrtol a DotiDn to knoct out aMll posterinSt. Louis. At that time they had a large number of painted bulletin boards in St. Louis, and they skirmished around, and leased up most of the locations Occupied by the bill poster, and got ready to enter the bill posting business. About this time 1 bad a talk with Mr. Gunning on the posting prospects, and while he realized that be might have a hard fight, still he believed he could win he build all his boards 01 ltbI plan that be had adopted for his bulletin boards, and gain a portion of his hoped-for success by meriting it. The various advantages and disadvantages of building with tougue-*nd-groore flooring, sis inches wide, instead of using eight, ten or twelve inch fencing were consid. ered, and the idea was finally rejected. And why do you suppose it was reject- ed? Because of the additional cost? No. The additional cost was shown to be very trifling. The idea was rejected because he feared it would ruin bis bulletin business. And bis bulletins paid all the way from twenty- five cents to one dollar a foot a month, while all that posting could bring, at twelve cents a sheet a month would be about thirteen cents a foot. He reasoned that one of the st rnng arg- uments to secure paint orders ia the fre- quent ragged appearance of the bi " And he reasoned further that if Le nr 0 nil an eg for the paper to break 1 and become ragged, then his Id be lost. I the same, i whether this can he used as an argument to le^ve well enough alone, t won't attempt to say. But I believe he was right in . why it w nude s deal with me to do some pasting, wanting a full year's showing. And he wants the paper to look perfect at all times. Under O postings throughout the year. For plac- ing one hundred sixteen-sheet stands, this requires 41,600 sheets of paper to do the year's billing; at a very cheap price of two cento a sheet, this costs £831. Sup- pose Jive postings should suffice, the cost of the paper would be only $160, leaving $671 difference that would be given to the bill poster for additional locations, or to some other bill poster who otherwise would not get a smell. In reading the London Bill /biter, I notice an advertisement of a paste called Gloy; if the advertiser is to be believed a little bit, all that ia needed to give us per- fection is Gloy. I hope this Gloy is all it is cracked up to be, and that some enter- prising manufacturer will sUrt a factory ;o supply 01 all these ill