The billboard (July-Dec 1896)

8 Letters to the Editor. Sidney, O, May 37, 1896. Editor BiixjBOAiLO Adverttsihg. X would like to make a statement in answer to Mr. Talbert's spicy interview in the May number. So not understand tliat I wish to find fault or lay all the blame on Mr- Talbert, for I believe from what I have heard that Mr. Tal- Iiert is a gentleman who wants to treat the hill poster fair, and in return expects fair and hon- est worlc, which I have no doubt he did not get from a number of the Associated bill posters. But I do blame him for not tracing up the work after the inspector had sent in had repc ts, which were absolutely false, no truth or foun- dation for his lying, as he did in my placre as . well as others in the different States. I will agree in one way with Mr. Talbert, as he said to me in hisj letter of March 19. that all he had to go by at that time was his inspector. But on the other hand when he was sent good respon- sible business men—men that also had an in- terest in the work on account of selling the goods made the reply, and still will say that the Fig Syrup Company was well advertised on good located billboards, and not on she<!s as was reported. Then it was Mr. Talbert's duty to either come or send a responsible man here to see and judge for himself, as I offered to pay him for it if he would come and not find post- ing done satisfactory and according to contract. I will say myself there is too much dishonesty with some Assoidated bill posters, a^dng for more paper to post than their town or city will use to good advantage^ and after posting one- half or one-third of the amount, the balance of the paper—which we all know cost big money- is burned up in some back alley. Now, as I said, I can not fully blame Mr. Talbert for speaking as he did of some places billed with his paper, but I do blame him for not tracing it up after the inspector sent in bad reports. I will now speak for my own city, only of the work. put out for Mr. Talbert. Mr. Talbert wrote his letter to me asking for prices and amount of paper used to good advantage. In answer I gave him my prices for «ight twenty foui-sbeet stands and one hundred one-sheets, which in another letter from him of February 2o he accepted my contract. Still another letter of February 24. he states that the shipment would be late on account of change in size of stands: also that he ordered the Calvert litho- graphing .Company the paper to be shipped me prepaid. The bill of lading arrived to me about twelve-days before the paper arrived; the paper only came in four days ahead of the inspector. These four days were very bad weather, raining most of the time; so that when the inspector came to toivn only two stands irere up to show him. The inspector then in the pres- ence of Mr. H. CAyers, oneof our best and most prominent young druggists and opera-house manager here, jumped on me by saying I had no billboards in the place, only bams and sheds.' Said he was an old billixsterin a smalltown in Michigan and knew a billboard when he saw one. 1 then pulled out ten dollars and^Iaced in Mr. Ayer's hands and told the inspector to put up five dollars against my ten, and I would then show him' more and better boards within three squares of our court-house or post-office tlian any town in Ohio for its population. He re- fused to cover my inoney. 1 then requested him to go with m^ and see where his paper was to be posted. That he refused,, he claiming he did not have the time, although he had a little over t-wo honrs to lay in our place and drink to the health of his trip. Now that was the in- spector sent here. I then got the different druggists, wlio are all good, responsible busi- ness men, to certify that the work was put up and is still shining upon my stands, of which Mr. Talbert could see and feel well proud of if he was here, although the time expired April 14. Now. in reply to Mr. Talbert's last letter to me of April r+. stating that four or five stands are as many as I can use to advantage, I will say for him or the advertisers, I have four- teen stands as is here mentioned below, and will pay any one well that will come to Sidney and not find what I say here to be correct. My list of stands are as follows : First; C., H. & D. R. R., 40x12; second. Big Four Railroad, 100x12; third, North Main Street, 40x12; fourth. East North Street, 100x12: fifth, Fopnlar Street, 16x20; sixth, Maine Street, 28x12; seventh. Water Street, 40x12; eighth. Water Street, 2006; ninth, Ohio Street, 26x11; tenth, BILLBOARD ADVERTISING. Popular Street, 54x12; eleventh. Canal Street, 34x12; twelfth. Court Street, 28x10; thirteenth. Canal and North Street, 40x16; fourteenth, 'West street, 16x16 Besides these stands I have good located sheds, as he says. I am sony that such dis- putes must arise. I believe in good, well lo- cated billboards aud good work by the bill poster. Hoping this may give Mr. Talbert a different idea of my place, I thank you kindly for the use of the Billboard for this reply. Respectfully, C. F. Rogers, City Bill Poster. Erie, Pa., June 13,1S96. BlI.I.BOAai> AUVBRTISIKG Cincinnati, O. Gentlemen—\ am in receipt of three numbers of your valuable paper—or book rather—and to say I am delighted with them is putting it mildly. It puts new enthusiasm in a man to read thebright, keen and good principles that it advocates. In my opinion it is to the bill posting fraternity what the New York Clipper is to the theatrical world. I know of no higher compliment I can pay you—you may send it to me forayear, commencing with the July num- ber. Enclosed find express order for the amount, one dollar. Allow me to say with Rip Van Winkle, may you live long and prosper. 'STours, J. E. GlKASS. San Francisco, Cat, June i, 1S96. Editor Bix.i.BOARi> Adtxr-tistng. In my judgment it is somewhat to be de- plored that there are ainy differences among the bill posting associations, and for the good and welfare of the practical bill poster, who de- pends for his living on the amount of work he can get at iaixXy pro^table lates, it may piove to be an nnwise proposition to be on either side- in fact it seems somewhat difficult for him to explain •'where is he at" now. To those who are familiar with the situation it must be ob- vious that the position taken by Bii.l.boasi> Ad-vektising from the first was clearly in the hest interests of the hill posters, considered as a dass, and in nowise detrimental to the busi- ness of bill posting, although it may not have pleased a few whose coercive policy was not acquiesed in. It is a matter of regret to me to note that there is now a tendency to "mud throwing" on both parts, and there is danger of making the advertiser tired. It doesn't exhibit a great deal of consistency to make Hote so un- ivorthy of confidence in one issue irhen he seemed all that was desired a few months ago, nor is it less inconsistent on the part of the offil cial organ to rake Gude now, when he was so anxiously sought for co-operation. If the two papers and the two associations will stop long enough to "think it over," it may be found more profitable to the man vriioputs<ntt paper and the one who posts paper, if both larties will see the way clear to "Pool Issues." It makes a pretty case for arlntration and Pd like to be on the Board, as your differences are .^r«^/frK»ui/ "ow. - Arthur M. Plato. says an entire new set of officers will be elected. You bet there will "me byes" and you won't even have a hand in it, as the only convention that will be held by the association will be held by the dissatisfied members (and they consist of all but two) and will be held at the Leland House, Chicago, July 22-23. Your ."Convention" at Springfield will "be the official funeral of the President and Secretary-Treasurer without mourners. We have in our possesion fifty or sixty letters from members who are sick and tired of this "Fake Management" and are eager to go into an association that is honest in every way one that will not only guarantee but protect' the advertiser, such an association the reorgan- ized International will be with men of recog- nized sterling integrity at its head. Now we are not after office, we are to busy booming other people's business (for a consideration) but we will be in Chicago in July to see that these "two old cronies" don't do it agin. Boys you know how they have sewed you, it is now your say whether this state of affairs will continue or whether you will assert your rights and stick to the men from whom you have received all the benefit you ever got out of the association. Come in on the ground floor, we want to hear from all you boys and what your views are on this question, one word mere my boy, if you have borrowed this paper (many do you know) don't' do it again. The editor is supposed to live by the subscriptions he receives, send in yourf for a years subscription. It is booming our business, is the official organ of the association and enti- tled to our financial support. Gentlemen we are done, remember boys Chi- cago, July 22-23. Thanking you kindly for your patience. We are, yours fraternally. The Hustler Advertising Co., W. H. Case Manager. , June 4,1896. Editor BiLLBOAKS Adtbktisino, dnannati, O. Dear Sir —Replying to your favor of the 29th ult. wonld say regarding the matter of five thousand dollars being paid to Canol, there is nothing to it, and although we arc members of the Bill Posters' Association of New York State, we feel that there is no head or tail to the asso- ciation ; in fact, we know that the bill posters in the smaller cities have no show at all. We have lots of work all the time, but never have had a cents' worth of business from Stahlbrodt or the National Association. The bill posters in smaller aties had very little to say in regard to the' management of the association, and we feel that we shall go out and get all the work we possibly can at prices that suit us. We do not wish to be published in the matter, but you may use this information editorially if you wish, without using our name. We are very much pleased with your journal and think we shall give you a good sized ad. in the next issue. Very truly yours. Fort 'Wayne, Ind., May 20,1896. Editor BILLBOARD Advertising. Now that the war is on, we, as members of the International Association of Distributors of N. A., would like to ask a few questions of the presi- dent and Secretary-Treasurer. -Wiy was the Cincinnati convention called off without authori- ty, the same as it was called on—was it because as you stated to us "none of the elective officers could be present and the meeting would be with- out a presiding officer?" What becomes of the money that has been paid in to you in the shape of entrance fees, dues, etcj Have you followed the constitution in this matter, if so, what is your nearest National Bank and does iu books show of any deposits being made in the name of The International Association of Distributors of N. A.; We will venture to say "Nit"—it is rumored that you used it as your salary which goes with the office. 'Where in the constitution does it say you shall receive salary? The con- stitution also says, O! most high Secretary-Treas- urer, that thou Shalt be the corresponding and recording officer of this association (see art. 5 sec 3) What hast thou recorded, and with whom hast thou corresponded? Hajt only written to thy henchman saying, "Ho! here is another sucker who has paid his dues, come, we wiU drink bis bealti." Note the official call which Nanticoke, Pa., May 27, 1896. Billboard Advertising, Cincinnati, O. Gentlemen —wre beg to thank you for the infor- mation to bill posters, given in the columns of your valuable paper. Your constant advice of "visit your home advertisers" we have acted upon, and have succeeded in inducing the mer- chants of the dty to use posters, which we sup- plied them through the Donaldson Uthograph- ing Company and W. J. Morgan & Co., and be- side our commission on same we have posted all their work. We are just new in the busi- ness, but the work we are doing has reached about fifty per cent, more than our utmost ex- pectations, and we owe some of the tips to your paper. We have at the present time Syrup of Figs, Rambler Bicycle (Gude), Van Camp's Pork and Beans (St. Louis Bill Posting Company), Viking Bicycle, beside about 7S0 sheeU of home work, and the future looks up good for all sum- mer. We have built boards along street car lines in the suburban towns, and our territory now covers a population of twenty-five thou- sand. Thanking you again for your informa- tion, we remain, 'Very truly yours, Oplihger & Botkiewicz. W. E. Barott, of Canastota, N. \., is erecting some large new boards in that dty. July 1896. Mig;ht Hurt the Sigfn Btisiness. Some years ago, while I was hustling for the R. J. Gunuing Co., that firm took a notion to knock out a bill poster in St. Iiouis. At that time they had a latge 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 I had a talk with Mr. Gunning on the posting prospects, and while he realized that he might have a hard fight, still he believed he could win out In this connection, I suggested that he build all his boards on the same gen- i.ral plan that he had adopted for his bulletin boards, and gpin a portion of his hoped-for success by meriting it The various advantages and disadvantages of building with tongue-and-groove flooring, six 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 his bulletin business. And his 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 wotdd be about thirteen cents a foot He reasoned that one of the strong aig^ uments to secure paint orders is the fre- quent ragged appearance of the billboard. And he reasoned further that if be made his billboards so perfect that there would be no ragged paper on them at any time, being no chance for the paper to break and tear and become ragged, then his main paint argument would be lost Gimning "won out", all the same, and whether this can be used as an argument to leave well enough alone, I won't attempt to say. But I believe he was right in thinking the improved billboards would have hurt bis paint business. But the bill poster asks, why should we worry about the paper getting shabby? Well, there are reasons why it would pay you to prevent it An advertiser made a deal with me to do some posting, wanting a full year's sho-wing. And he wants the paper to look perfect at all times. Under these circumstances, paper was ordered for as much as twenty-six 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 cents a sheet, this costs I832. Sup- J>ose_five postings should suffice, the cost of the pai>er would be only ^160, leaving I672 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 Sill Jester, I nobce an advertisement of a paste called Gloy; if the advertiser is to be believed a little bit, all that is 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 start a factory in America to supply our bill posters. And when all Uiese improvements have come to pass, what will this fault-finder find to find fault with? He'll have tojlie awake nigthts trying to think up some- thing to growl about Jam W. Hokb. July, 1896. Conducted by W. CHANDLER STEWART. SI'FJ'IM. .\OTICF..—AII matlrrs and cmrespondrncr inlendid for this department should be sent diirct to 11^, Chandler Steivjrt. //// iT//« Avenue, Ihiladetphia. HONEST DISTRIBUTION. A correspondent wants to know how he should go about it to ascertain if his circular distributors are really putting his literature out in the manner in which he has directed. Since I have been con- ducting this department for Bii,i,board ADVERTISING, the number of letters I have received asking how to detect dis- honest distribution, makes me think that the average advertiser is very suspicious of the circular distributor. Of course, the newspapers are very hard on distributors, and they never miss the opportunity to unfold a harrowing tale as to how some fifty thousand circu- lars were found in some sewer entrance. Then the jPrinters' Ink has been slap- ping the distributor very hard. Of course, all this adverse publicity is not calculated to boom circular advertising; yet it is a proven fact that circulars, when properly placed, are one of the best and most econ- omical business builders we have. The advertiser should remember that the newspapers and journals that run down circular advertising, have their own fish to fry, and that the less money spent in circulars and distribution, the more there will be left for the publishers and the newspaper advertising agencies. Then, too, the average advertiser is so short-sighted as to trust his circulars, which very probably cost considerable to print, to inexperienced and unreliable boys for distribution. The golden rule for circular advertising is: Don't entrust the circulars to your office boy for dis- tribution ; but have them carefully dis- tributed by a professional distributor, and use judgment and care as to what terri- tories are to be covered. The professional distributor is depend- ing on such work for a living, and it is to his advantage, if only for future business, to give you the proper service; while on the other hand an office boy is unreliable at the best of times—even when you have him right under your eye—and he will be very apt to hide your literature under a pile of lumber, and then go off and play base ball with other office boys who are also supposed to be distributing business bringers for their respective employers. Now, to answer my correspondent's question, would say that to my way of thinking all distributed matter should be followed up by canvassers, who should cover each district billed about a week after the circulars have been put out. The salesman will not only be in a posi- tion to know if the people have received his firm's literature, but lie will find bnsi ness getting much easier than if the way had not been paved for him. BILLBOARD ADVERTISING. of those patent leathers would have also been .carried out—of Smith's store. To make the g^and total of advertising a success, even the slightest detail should be carefully watched. Many stores whose newspaper announcements are well phrased, grammatically correct, and beautifully arranged, display signs in their show -windows that would make a Boston newsboy shudder. " Ice cream and cake sold by the glass," stares at one from the window of a well known confectioner; yet the pro- prietor of this bake-shop would give every care to the preparation of a booklet. One of Philadelphia's largest depart- ment stores - a store whose cleverly vi-rit- teu and illustrated advertisements excite the interest of all—several weeks ago displayed this sign in the midst of a win- dow full of women's shoes: " Women, while they lastj J1.75." CJRCULAR POSTAGE. "Should circulars be mailed as first or third-class matter?" is the question that is troubling another one of my friends. Circulars sent out under letter postage ■ are somewhat of a " sell;" the recipient has a hard feeling for you before he reads your advertisement, so you stand a poor chance of making a favorable impression. There is not so very much truth in all this talk about circulars being thrown in the waste-basket unread. Of course if it is something that the receiver could have no possible use for, he is going to throw your circular away without giving it a second glance. But if he saw the same ad in a newspaper or magazine, the result would be the same he would never give it a moment's thought if it was something foreign to his wants or taste. But, on the other hand, if a man receives a circular • of some article he takes an interest in, if the advertisement is well and attractively printed, he is going to read it, and put it aside for future consideration. If your circular is well -written, tastily printed, and interesting, a one cent stamp hould ba sufficient to carry it right into the pocket-book of the recipient OCULAR ADVERTISING. There are too many near sighted win- dow displays It is seldom that one sees a show window in unison with the firm s newspaper and street-cax advertising. Thei-street-cars and. newspapers are full of Joh'nSmith's grand reduction sale of men's patent leather shoes, while his window contains a display of women's russet Ox^rd ties. It's a little common sense in these mat- ters that makes advertising pay to its full limit. If John Smith's window had been full of those self same shoes that he ad- vertised in the morning paper, many a man, in passing on his way to business, would have had his attention called back to that ad as he casually glanced iu at Smith's window display, for there would be a large sign in the center of the dis- play with the identical heading that started off his newspaper ad, and around that sign would be grouped the very thoes he read about that morning in the paper. The law of association would have been carried out, and many a pair ADS THAT PAY. A man should be very careful how he says, "this ad is bad;" "this ad could never pay,"'etc. The ad that looks any- thing but good, is often a small gold mine to its owner. Lots of good ad- vertising never sees the light of printers' link, because some self-styled "advertise ment expert' has condemned the proof or copy. To make it all the worse, these self-elected critics do not preface their remarks with "in my opinion," but say, "experience has proven tome that so and so is thus and so; five dollars, please." I know of a case in point where one of these know-it-alls objected to the Sweep- erette Co's new woman magazine ads— said, it was no good; could never sell a carpet sweeper; that he was not basing his remarks on theory, but was speaittng- from actual experience. The ad in ques- tion Tvas ^vritten by Mr. Brownridge, the able ad man of the Sweeperette Co.; was the most successful ad they had issued for some months, and resulted in the direct sale of hundreds of their carpet sweepers. .4.11 these remarks are called forth by the fact that D. H. L. wants to know if this is a good ad : Ever3'thing for the bath at Evans's—wouldn't you like to see 'em together? 1106 chestnut. Eighth and .\rch. 2230 Xorth Front.' Personally, I think it a very bad ad— an ad that would make a Boston youth swear off reading ads altogether, and make the average reader wonder whether you were supposed to want to see a man in the costume of Adam surrounded by bath requisites, or only an elaborate col- lection of toilet articles. Yet, with all its faults, perhaps this ad created a wholesale desire to form bath- ing parties. If it paid in actual dollars and cents, it was a good ad—even if the expert says nay. NEWPORT NEWS. Business very good. Jas. J. Ward has just finished distributing a large ship- ment from C. I.- Hood & Co. They are well pleased with his work. Mr. J. R. Van Gorder, representing the Or. Miles Medical Company .was here May 5th and 6th. Made yearly contractt with him to distribute in the city and county. The company intends to do some exten- sive advertising here tliis summer. Mr. Charles T. Mahood, the Virginia State agent for the Reynolds Tobacco Company, of Winston. N. C.. arrived here May 8th, accompanied by Mr. Fred A. Bennett, the champion high and endurl ance stilt walker. They are both adver- tising the R. J. R. Tobacco. Stilt Walker Bennett stands just sixteen feet high when he has his wooden legs on, and wears a glomng uniform covered with advertising matter of R. J. R. Tobacco." Mr. Criscell, representing the Coca Cola Company, was here May 12. Made con- tract with him for three hundred sheets. All our stands are covered, with local work and some of Brown's Iron Bitters. POSTER ADVERTISING. Several papers are using poster advertising aud cards in the elevated and street cars, it would be interesting to learn what adverUsers think of this example which is set them, and whether it does not weakn their claim that mercliants should use the columns of newspa- pers for their announcements. The old plan of the Sun, in keeping up the "Ifs so" buUeUn from January to December, has given place to fresh weekly changes. The Journal is making almost lavish use of this method ol reaching the public, being in part forced to do so by the other papers, which either 'refused to publish Mr. Hearst's advertising, or charged him several prices for the space.—yv«w York Newspaperdom. Clarence E. Runey -will unquestionably be re-elected secretary of the Inter-State. A PRETTY PICTURE Is a great help to any paster, or other form of advertise- ment I have tho usa nd s of photographs, sketches and drawings, to be tsed in adding to the attractiveness of your poster -work. I place posters in any dty in the Union at hi]] posters' lowest rates. 107 W. 28th St., New Yorfc. Long-distance Te%hone Connection.