The billboard (July-Dec 1896)

if- BE.LBOARD ADVERTISING. Billboard Advertijii)^ FiraUSHED MOIITH£,T AT 137 East Bielith Street, Cindiuiati, O., TT. S. A. BY BIUSOARD ADVERTISING CO, JAMES H. HENNEOAN, Manager. Snbsctiption, Ji^oo rcr Vear, In Advance. ADVERTISING RATES: Advertisements will be published at the uni-' form zate of twenty-five cents per agate line, except in the clasafied columns, where special rates prevail. Ourterms are cash. Biltboard Advertising is sold in JLondon atLoiv's Exchange^ ^7 Charing Cross, and at American Advertising Neaapapor Agency. Trafalgar Build- ings, JVorthumberland Ave,, ^. C m I\tris, at Bretamfs,i7 Avenue del Opera. Tie Tirade sup- plied by tut News Campania. Remittajtce should be madehychtane, post-office or express money order, or registered tetxer. The Editor cannot undertaketorelurTfunsdliciled ' manuscript. ICken it ^necessary to wire us the rnsbructions and copyjor adverttsements, great saving in the matte' oftelrgraph. tolls may be kad^ recourse to the Oonaldsoit Gpher. Entered as Secnud-ClassMaUer.allheCincinnali. Ohio, Jiul Office, June igth, iSgs- NOVEMBER i, i8g6. With this issue Biu30ard Advertis- ing enters upon the third year of its existence. It is customary upon a perio- dical's birthday for the publishers to celebrate the occasion by tossing a few bouqnets to themselves. In this connection we wish to observe, that we can review the first two years of the paper's life with considerable satisfaction. We feel that we have made it informing and Tiire believe helpful. We are fi -mly convinced that it has been newsy, a id we know that while we have ever been fear- less i^ defense of our own convictions, we have always been fair toward those who entertained opposite opinions. For the future we have no promises to make, no hackneyed platitudes to offer. We will only state that something totally unex- pected and nulooked for will have to develope, before ewe wiU alter or depart from the methods and editorial policy we have hitherto pursued. November brings Thankskiving Day. This affords us an opportunity to celebrate our anniversary with a Thanksgiving special. Colored cover, etc We have all of us much to be thankful for this year. All America can give thanks that the most trying, exasperating and disquieting presidential campaign that the country has ever experienced, is finally over, and that that momentous issue, the currency question, is laid to rest for at least four years to come. Bill posters, sign painters, Idistributors and managers of fairs also have much to be thankful for. The dead- ly dullness that has almost asphyxiated other lines of business has indeed dealt gendy with theirs, and they are conse- quently now in vigorious condition finan- dally to take up the battle for business under the improved conditions which are certain to ensue shortly. Many complaints have reached' us of late from bill posters in the smaller towns on the Pacific Coast. It seems that here- tofore the Beeman Gum' Co. has dealt direct with the bill posters in this region, but this year decided to place their paper through the agency of the California Ad- Signs Co., who are bill posters in San Francisco. The consensous of complaint seems to be that in consequence of the change, the small towns are receiving but one fourth the customary quantity of .paper and the San Francisco people are blamed for it. Some intimate that they have received the customary amount of paper with which to cover the coast, but are posting the major portion on their own boards. We know nothing of the merits of the dispute but if the accusations are -well founded, we have no hesitation in stating that the Ad Signs Co. are pur- suing a very short-sighted course. If there is one thing that bill posters in the large towns need more than another, it is—bill posters in the small towns. Once assured of first-class reliable ser- vice in towns and villages, advertisers would adopt the boards almost to the exclusion of every other avenue of pub- licity. Where there is one on the boards now there would then be a hundred, for they could then cov>a- the entire country without recourse to other mediums. At present though, tJie' bill poster in the small town does not find^his boards overly remunerative. Very few of them even when devoting considerable time to distributing can make a living in this manner, and have to combine other pur- suits with bill posting in order to make both ends meet. This is owing to the fact that he gete the lowest price for his service, and also by reason of the increased cost of check- ing work in the small towns. Tllis at present deters the middlemen from work- ing the small towns for the expense to the advertiser is materially increased in spite of th^ lower rate charged. Increased cost of transportation also operates against them. ' But nevertheless there are many of them struggling to build up a business, and their efforts should meet with every en- couragement that their brothers in the cities can give them. So important is it that they should succeed that it has even been suggested that subsidies be made them. This of course is not practical, but those fool craftmen who make a practice of treating them unfairly, speaking slight- ingly of their- efforts and offering them needless affronts should be promptly and effectually called down. What is the Middleman's Excttse for Existence? Why does a middleman ask and receive commissions, and why should the bill poster refuf e to give these commissions to the advertiser who posts direct? Why isn't the advertisers money just as good as the middleman's? These are some of the questions that are worrying the fraternity just now, and they are questions that have worried other classes of business in the pa.st, and that will worry " posterity " in the future. The newspapers have contended with this question since long before I can remember, and the strong ones have set- tled it very decidedly to their satisfaction. There are newspapers that never cut their rate, and these papers make very careful and searching inquiries regarding the middlemen before they allow even him commissions. And the newspapers that allow " commissions " to the advertiser who deals direct is the weak sister that cuts the rate to anyone; and the expert agent or middleman usually knows bot- tom h re and is able to not only get ordinary agents' commission but a large excess as well, which he can turn over to the advertiser. But why should bill posters pay middle- men a commission? In the first place, because it is cheaper for them to do this than to have a representative call upon the advertiser and induce him to give that particular bill poster a few sheets of paper. ■ And, because the middleman has probably been the first, the second, ihs sole cause of inducing the advertiser to do bill post- ing, or to even remotely consider the matter. And, because the middleman is in position to know of the advertisers' responsibility, and to steer clear of those who are not responsible. And, because he guarantees (or should if he don't) the payment of the bill, and promptly, no matter whether the advertiser ever pays him or not. There is probably not a bill poster in existence that don't lose more in bad debts in a year than he pays in commis- sions to all the middlemen combined. The middlemen can't afford to take chan ces with every fly-by-night that comes along and offers a little paper to him; he knows that if the bill isn't paid it means solid cash out of his pocket to the bill poster, while the bill poster reasons when the same man comes to him that " Oil well, wot the'ell,-the boys are sitting around anyhow, and he »iay pay some- time ; and if he does I'm so much ahead." But there are advertisers with financial records that are well known and beyond question, and whose promise to pay is known by everybody to be as good as the cash in hand; now why should this ad vertiser be refused the agent's commission? Because, no business can get along with- out help of some kind ; every store-keeper of every kind, has one, or two, or more clerks or salesmen, and these cl rks or salesmen have to be paid, and the store- keeper must add a certain per cent, to the c )st of his gootls to pay for this help; he possibly might get al n.; in a way without any of this help, and find that some few people would core along and irsist on helping themselves; but the vast majority of the people would cease to kn-jw that he exits, and in time some competitor would have his business. The middle- man acts as the clerk or salesman, with the difference that he doesn't get any pay till he sells a bill of goods, while tlie clerk or salesman gets his pay whether he sells anything or not. Now, the middleman is expected to pay all bills he contracts, and to take all the chances with the unknown pe p'e, and if from no oth r leason than that of justice alone, he should be protected when the gil - dge article comes along, and his customers should be sure that no one is getting a better rate by dealing direct. Another reason : The advertiser that receives a cut-rate is almost sure to brag about it, or if not to actually brag, to kt the matter leak out and become public talk. It is then a very little while til 1 the general advertiser becomes accustomed to saying to himself on seeing that man's ad. o- poster, "Aha, that publication (or that bill poster) cuts rates; I'll get about fifty per cent off there, when I get ready to use the same medium " Which is best? To protect advertising agents by refusing commissions to adver- tisers who deal direct, or t > place the latter upon the same footing as the former. This is a topic upon which B llboard would like to hear from bill jjosters. WRITE NOW. Every bill poster who has a good line of boards and can give a really first-class service should advise the following firms of the fact. They are putting out paper constantly, and a letter to them will often bring a contract. The O. J. Gude Co., 113 W. Broadway, New York. Edward A. Stahlbrodt, Cable Building, New York, fam W. Hoke, 107 W.28U1 St., New Yoik. C. S. Houghtaling, 3 Park Place, " Harry JVIunson, 44 Ouane Street, " Van Buren & Co., 110 4th Ave., " Reagan & Clark, 23 Ann Street, " American Bill Posting Co., 280 Madison Street, Chicago, Ills. P. K. Schaefer, 395 W. Harrison Street, Chicago, Ills. W. M. Fulford, First National Bank Build- ing, Chicago, Ills. Arthur M. Plato, San Francisco, Cal. Seibe & Green, 7th and Market Streets, San Francisco, Cal. P. G. Stout, Ozark Bldg., St. Louis, Mo. D. R. Talbert, P. O. Box , Chicago, Ills. Liggett & Myers Co., St. Louis, Mo. Dr. J. H. McLean Medicine Co., St. Louis, Mo. Kenton Baking Powder Co., Cincinnati, O Donaldson Litho. Co., Cincinnati, O. Snider Preserve Co , Cincinnati, O Gillam & Shaughnessy, 13 Astor Place, New York. Sterling Remedy Co., 45 Randolph Street, Chicago, Ills. Come now and let us reason together, saith the Lord.-Isiah, I, 18. BILLBOARD ADVERTISINd. AMD Ca'VOi/cra jsr tti /?. Si/ffA/irr. iN«.'%<'.c»v-> Competitions for Posters and Ad- vertising Designs. .As many decorators and sign writers might well l)e skilled designers of posters .iiul advertisements, if they gave the mat- ter any attention, we call the attention of our readers to two prize offers that have been made. The gas industries of the United States will hold an exhibition at Madison Square Garden, New York City, for two weeks, Ijeginning January 25, 1897. Posters and show cards will be generously used to ad- vertise it, and prizes of Jioo, $75 and 5^50 have been offered for acceptable desigps which must be submitted before Decem- Ijer I. The jury of award will consist of two well known artis's, a color printer, and the President and Managing Director of the Gas Industries Co. For full par- ticulars, address E. C. Brown, Managing Director, 2S0 Broadway, New York City. In order to advertise monarch bicycles more effectively in 1S97 than ever before, the' Monarch Cycle Manufacturing Co. has inaugurated a prize competition for the test original designs for Monarch adver- tisements. The competition is open to the world, and closes November 30. As soon thereafter as po.ssible the Committee on Awards will render their decision. First prize, $100 Monarch bicycle; second prize, $So Monarch bicycle and third prize, $60 Defiance bicycle. For particulars governing the competition address Mon- arch Cycle Manufacturing Co., Lake, Hal- stead and Fulton Streets, Chicago, 111. Autumn, with its many dull, gray days and early twilight has arrived, and the painter can perform no duty calculated to better serve his needs than that of win- dow cleai ing and a general shop over- hauling. The average paint shop is at best a poorly lighted establishment, and during the summer the windows are sure to become smeared with windrows of diit, which tend to shorten the effective work- ing hours of a day considerably. We visiteil a shop once which was so afilictcd with dirty windows that the working day along late in the fall was shortened half an hour, as results showed when the win- dows were finally washed. A little soap and water and a smart outlay of muscle is a comparatively insigniricant capital when put over against the profit realized from shop conditions which invite all the light the heavens afford instead of repelling a gootlly portion of it. And then the ease and comfort of working in a shop having plenty of light Surely tliafs worth tak- ing into account, ye rulers of color vistas and varnish elegancies! This may also well be considered the proper tintc for putting a patch here and there about the walls of the shop, around windows, doors or wherever an aperture admits a tempes- tuous or frigid breath of weather. The reign of the stove must begin shortly, if, indeed, it has not already begun, and this fi.xture needs a close inspection, to the end that it may neither leak injurious gases or consume fuel immoderately. The stove that furnishes the maximum amount of heat at the minimum expendi- ture of fuel is a wise investment. In fact, the present is a fit time to clean up, tight- en joints and other\vise prepare to pass the cold months comfortably, without risk to the standard of workmanship and durability of the work turned out. The basis of all durable sign painting is a good priming coat—^good as to penetrat- ing and clinching properties. A poor foundation is quite as destructive in bulle- tin painting as in ship building. Of late, ochre has entered largely into the prim- ing used in this class of work. It would not be far from wrong to say that a con- siderable quantity of the ochre so used is totally unfit for the purpose. Bought by the barrel in a dry state and dashed from that receptacle into the priming.pot with- out grinding, it makes a most inferior priming - practically worthless, we might say. A first-class priming pigment should, firstly, mix well with linseed oil without having any injurious effect upon the oil, and it should, moreover, absorb large quantities of the oil. Thirdly, the pigment should be ver\- finely ground in oil, for in this condition onlj" will it serve both as a filler and a primer. The very best ochre is none too good for sign prim- ing purposes—an ochre strong in silica, of fine grain and a powerful absorbent of raw linseed oil. The French ochre, in respect to the above virtues, more near- ly meets the needs of the sign painter, it being esspecially rich in silica, one of the best filler constituents known. Hurst gives an analysis of French ochre, which contains 54 per cent, of silica. Other analysis might be cite<l which contain equally high percentages of silica, all go- ing to show that the French product is especially adapted to pore filling, and therefore of great value in sign painting. .•Vn ochre strong iii silica is pronouned pioportionalely weak in covering power, so that for coloring purposes merely, an ochre having a less percentage of silica might be preferable. But for priming, the prxxluct highly charged with silica and absorbing the maximum quantity of oil may well l>e regarded as the best. A priming containing, say, one-third white lead, two-thirds finely ground French ochre, well flooded with pure raw linseed oil, the oil being just faintly colored with the pigment, furnishes a basic coat, if properly applied, as it should be, con- cerning which the painter need have no reason to be afraid. Personal Mention. E. A. Campljell, who operates a splendid Iml- letin service at Bangor, Me., has added a (jrst- class distributing service to his business. LUMINOUS PAINT. In reply to numerous inquiries as to a luminous paint for signs that will glow in the dark we give the following formula for manufacture, taken from the "Me- chanics' Handbook ": A quantity of oyster shells is first cleaned in hot water and put into a brisk fire and left until they have been thoroughly glowing for half an hour. Take out and allow to cool slowly. When quite cold grind to fine powder, taking great care to remove all gray particles. The powder is then placed in a crucible, a very thin layer at first, then a thin layer of flower or sulphur, thus alternating until the crucible is fidl. Cement the cover on, and when cement is dry the mass is baked one hour in a hot fire and then allowed to cool slowly. When the crucible is opened it is advisa- ble to remove any gray particle still in the mixture, as they are not phosphorescent. The mass is then sifted through a piece of fine, muslin, and the jjowder which passes through is dissolved in lime water. This solution is then applied with a brush to a sign, two thin coats being sufficient—^in fad' are better than heavy coats. Ordi- nary signs, if properly lettered, may be covered with this solution, which will not be visible in the daytime, while the por- tions covered with the above mixture will emit a beautiful phosphorescent light in the darkness.— New Ideas. E€CC€R$ em&K. ' — ■ . ^ 4^ Under this headinft thepublistters invite a ^ 9i free and full discussion of any and all mat- ^ 4^ ters of interest to adi/ertisers, billposters^ dis- ^ 9^ tr'butors, sif^n painters and Fair managerSy ^ 0S when-couched tn courteous language. Of ^ IStS coune 7ve do not necessarily endorse the views ^ 1^ and opinions of our correspondents. Q^ Indianapolis, Ind., Oct. loth, 1S96: Bzz.x.iioARZ> Advertising Co., Gentlemen.—Since last report to you we have distributed 25,000 pieces for Indianapolis Brew- ing Co.; 92,000 for A. lb F. Tea Co.; Hood's Sarsa- parilla, 30,000; 1,200 workmen's caps for Capital City Cigar, 7.000 booklets, Biitterick's Patterns; 5,000 for Commercial Club Restaurant; and 2,500 for various other firms; and tacked 4,000 tin siinis for Pasteurine Gum; 2,000 Crimps Cigarette sigus for Liggett & Meyers; 400 large card signs for Coaline Soap: and placed 200 frames and dcliirered I2 druggist' packages for Pabst s Okay Specific It is still coming and a lai^e amount being contracted for to t>e put out after the coming election. Bill posting business is dull here, the men being laid off about half of each week lately, caused ^ scarcity of theatrical and commercial work. Theie are some campaign posters up, also Favorite Stoves, Jewel Stoves. Uncle Jerry's Pancake Flour, Snider's Catsup, Cnmps Cigar ettes, and >tar robacco. The Valentine Co., who have theatresin Toledo and Columbus, O., have leased Bnglish's Opera House in this city; lease to begin at the expira- tion of the present season. Mr >V. K. English, proprietor ot the house, proposes to spend ;>25.ooo 111 remodeling his theatre, and to make it the Guest in the city, as well as one of the finest in the west. Dickson & Talboit have controlled tht!4 house for a number of years, and although they made every effort to retain possession of the house, they were not successful. Very truly yours, Vansvckls Advertising Co. Geo. W. Vansyckle, Manager. - Eureka. Cat, Sept. 26, 1896. Editor Bti.i.BOARi> Adtbrtising, Dear Sir; —Your explanation reached me in due season, and liack copies came to-day. I have been more than pleased with Billboard Advertising, and .say without fear of contra- diction, that no craft or calling has a better exponent of their wants and desires. I felt I could not do without it, and was more grieved than angry that it did not come regularly, and trust that in the future our mail will reach ns as you intend. The plan adopted to amalga- mate all bill posters under one head is the correct one. Yours truly, A. A. KiLLEir. Vallejo, Cal., Oct i8th, 1896. Editor BILLBOARD Advertising. Ifear Sir.—I am in receipt of yonr paper. Many thanks for same. I shall join the Inter- national Bill Posting Association before this month is out. I am a member of the Pacific Coast. The Ad-sign Co. told me they would send lots of paper to me; before they got hold of Beeman's Gum I use to get two-hundred sheets every .sixty days, now they give me fifty. I am getting tired of that kind of business. I- saw Messrs. Siebe & Green in San Francisco the last time I was up there, and they gave me a list to fill out and wm send it to them some- time this week. I am willing to jiut up more boards if I could get the work, but not unless. I post through the County here of three or four towns, the furthest is twenty-two miles from here, the nearest seven miles Shall be pleased to hear from you. I am, sir. Yours truly, M. D. Neild. New York. Oct 10th, 1896. Editor Billboard Adtbrtising. Vear Sir.—We have formed a partnership in' the business of writing and illustrating adver- tisements, catalogues, booklets, circulars. We have fitted up offices at No. iii Nassau Street, this city, and propose to give the advertising world a high-toned, strictly fiist-class service. Our Mr. Moses has just resigned his position as chief assistant to Mr. Charles Austin Bates, and our Mr. Helm has for more than two years been at the head of Mr. Bates' Art Department. Our specialty will be Pictorial Advertising. •We think our combined experience puts us in a position to furnish a dass of advertising matter that cannot be excelled by anybody else. We shaU cater to those advertisers who want the best there is in illustrations, and to those who deshe dignified, earnest, carefully prepared busing literature. Thanking you in advanre for any favor that you may extend us. we are. Very truly yours. MosES & Helm. Galesburg. ill.. Oct. 20th, 1S96. Editor Billboard Advertisiso', I will try and give you some of my doings for this month. Business has tieen rushing. 1 am carrying the following paper on my boards this month: 25 nine-sheet stands for Nelson Marks & Co.. Dry Goods Store. 300 three-sheets for Murphy & Mackin, Dry Goods Store. 175 two-sheets for The O. T. Johnson Co.. Dry Goods and Clothing Store. 50 eight-sheet sUnds for Dean * Son, Furniture Store. loo twO-ShcCtS for Geo. Churchill & Co., Hardware. 75 three- sheeU, Hawes Hat. 200 one-sheets, I.ongley Hat. 75 three-.sheets, 4 twenty-eight-sheet sUnds, so one-sheets, for Chicago Record. 25 eight-sheet stands, for Liggett a Myets, St. Louis, Mo. 25 four-sheet sUnds for By field Cloak Co., Chicago. 50 eight-sheet stands, McKinley. 3,000 one-sheets assorted. Campaign paper. The theatre is now open, and is doing a good business, playing two shows per week, which is good for 1500 sheets per week. Put out some signs for Drummond Tobacco Co., and Lenox Soap, College City Soap Wotks Vou will note that mo^ of my work cumes from the merchants of the city. They are taking hold of the bill- boards m great shape, as they -see that it is ihe best mode of advemsiu};. Most of my showing is lor a run of four months. Have built 500 running feet of new boards this month. Mr. Monk, the hustling 1 i I poster of Peoria, m..^ made me a short visit the qth, and reports business rushing at all of his places on the circuit. Have closed contract for 3,<ioo sheets for next mouth .so far, and expect more. This is one of the iKst cities in the west, as we have five colleges, which have an attendance of two thousand students, and is a great railroad center. Will let you hear from this end again soon. Yours truly, O. J. JoHNSox, Bill Shover.