The billboard (July-Dec 1896)

felLLBOARD ADVERTISING. DR. R. V. PIERCE, OF BUFFALO. On "New^aper Advertismg.'' A R^ott tead at ibe Conctnent Annual Meetings cf Association of f/kaudzettaets and 'VBobsale Dealeis in Proprietary Art- icle^ and tfie Nattonal Wholesak Drug- gists' Afsnciation. " Owing to the great redaction in the cost of white paper, through the introduc- tion of wood pnlpt improved machinery and other cheapening agencies, a great stimulns has been afforded to the prodnc- tion of newspapers. The cost of these pnblications has been redaced, until a great metropolitan i6-page newspaper is sold for a penny. The result is that pa- pers are bought very freely, but many of them are but indifferently read—circula- tions are enormously increased. "In the olden times when a newspaper cost from 3 to 5 cents, and most families bf this process throughout the country to the advertiser becomes almost startling. The World at 2 cents had an enormous sale. In many cases it was the only pa- per that the family took. "But the active and ambitious Mr. Hearst appeared upon the field, and, for 1 cent, put out what many believed to be a better paper. Down came the World from 2 cents to i cent. Now, it is gen- erally believed that although Mr. Hearst's paper has attained to an enormous circu- lation in a few months, it ha's not mater- ially affected the circulation of the World. " Therefore, the natural conclusion is that the circulation of the one largely duplicates the circulation of the other; but instead of pa}ring pertaape 40 to 60 cents a line for the one in reaching a vast number of people who were formerly reached by the World, the advertiser has to pay double this price to reach about the sune number of people Bach paper will naturally be held at only 50 per cent, of its former interest in the household, and the poor advertiser is the one who ■will have to suffer the consequences. The same is tme among the readers of weekly tion 'Whether under the prevailing prices of newspaper advertising such distribution of printed matter is not a more judicious and profita- ble method of reaching the general public than is afforded by newvpa- pers. Certainly, it has the merit that the advertiser may know what he is getting for his money, which is not always true of newspaper advertising. "While the publishers of newspapers have many associations, some of them conducting their proceedings in secret meetings for establishing rates, and com- binations of prices to be strictly adhered to, advertisers on the other hand do not generally act in concert, or in harmony in any of their business transactions with these publishers. Each of us may inno- cently believe that we are getting our advertising cheaper than any other one in the business, and yet whatever we pay we cannot be sure but that some other advertiser is getting his advertising for just a little less than we. " Your committee believes that if a few of the large proprietors, who advertise being the case, it would seem to the interest of the general advertiser to dis- courage, as far as possible, this system of doing business. "Original post cffice receipts have generally been considered jr.t'y gooti evidence with which to substantiate the circulation of such papers as are distrib- uted wholly or largely through the mails. But these, it must be remembered, are sometimes misleading; the body of these receipts is often made out in pencil, and, while they may be signed in ink by the postmaster, it is easy afterwards for the figures to be rubbed out and others sub- stituted. "Affidavits given to prove circulation have their value, but are not always to be implicitly relied upon. These affidavits being extra judicial, and being generally made in the most perfunctory manner, have, for rea.sons already indicated, ceased . to be regarded by advertisers as of great value. "There is, however, usually in everj- newspaper office a book kept, which, if the publisher is truly earnest in his ex- pressed desire to afford every opportunity A New Fiftecn-SIieet Fumhuro Bill, made by The Donaldson Lithe. Co., Gncinnati, O, took but one paper, and many borrowed from their neighbors, these papers were read more thoroughly. In many families in the agricnltnral districts, where in the olden times but one paper, or two at most, was taken, we will find t«j-day four or a half dozen papers, and of course the atten - tion of the reader is correspondingly divid- ed b-tw e ;n them. " Circulations.are duplicated to an en- ormous and bewildering degree. These circulations have increased far more rap- idly than the population. It is estimated that the average city resident takes three papers daily, where formerly they took on an average but one. Now, if the adver- tiser has to yajpro rata for this drcnla- tio-1, ani goes into all of them, it must coit him three times as much as formerly to advertise his goods as it did when one paper brought the news to an entire family. " It has been estimated that when the Ntw York }^or/</ reduced its price to 1 cent it knocked something like $j,'(k>,ooo off the receipts from circulation. Where does that loss fall? ' It must be on the ad- vertiser. And, to follow it up, the relation papers. " When paper and other materials are so cheap, there is a great temptation for publishers to print many more papers than can be drcidated through hgitimate channels—sending them' out in ways that do not result in finding their way into the hands of readers. But in this manner they are able to claim large circulations. It seems to your committee either that the price of newspaper advertising must be reduced in the near future, or else it will cease to become sufficiently remuner- ative to encourage its employment to any- thing like the extent to which it has been used in the past. . " The &ct that the price of new s- paper advertising has been kept up to such a high pitch Las i. duced a good many proprietors to use much more largely than formerly medi- ums of their own publication, such as pamphlet8, almanacs, circulars and advertising gotten up in the form of newspapers, disiri bating the same from house to hotiap, or by post. And it is a mooted'ques- extensively, would establi.sh a kind of secret service bureau, for the special pur- pose of investigating circulations, many of the worthless mediums now represented to them as of great value would under such a system be found to be comparative- ly worthless, and that it would greatly reduce the expense of advertising and make that done more profitable. To do such work individually is naturally sotiie- what expensive. "Besides, one advertiser frequently comes to the knowledge of facts concern- ing certain publications, which does - ot always come to the knowledge of another. By 'comparing notes," what thus cinie into the possession of one would be con- sidered as the common property of all, and greit benefit, it is believed, would result therefrom. "The practice which many publishers have gotten into of farming out their advertising space to either special or gen- eral agents operates greatly to the detri ment of general advertisers. Circulations are thereby often very largely exaggera- ted, and prices largely increased. Slc'.i to investigate his circulation, will gener- ally, witliout requiring very much time for investigation, disclose the real circu- lation of his paper. This is the cash l)Ook. Knowing what the pi ice is to publishers and subscribers it is easy to estimate the number of copies so disposed of. "Your committee believes that a gen- eral insistence on the part of advertisers that circulations claimed sh.ill be verifie<l by publishers would riesult greatly to the benefit of all general advertisers." The word " hoarding," used in Kngland indiscriminately to designate bulletin- boards, billboards " and poster stands, meant originally only a fence or rough board inclosure around a place where building is in progress. The word is de- rived, according to the Standard Diction- ary, from the Old French and Old Dutcli /lorde, meaning hurdle. After it became customary to post bills on the hoardings the term gradually came to include all structures or boards on which bills were posted. In America we possess no 'erin at once .so convenient and coniprehensive. — Printers Itik, A BILLBOARD ADVERtlSIP^d BEPARTMBST.^ The mom-nt you decide on your dates, apprise us of them. The qualifications necessary for a secre- lary of a fiiir and the center rush of a fuot-ball team, are quite similar. nn.l.BOARD Advertising is the recog- nized organ of managers and secretaries of fairs, in the United States and Canada. Nothing will contribute as nmch toward the success of next year's fair, as an early start. The way to get an early start is to organize now. Horsemen recognize the fact that our fair list is the onlv accurate and reliable one now puhlishtd, and take the paper on that account. If yon want music, aeronauts, advertis- ing agents, special features, or special attractions of any kind, advertise for them in Iill.l,llOARD ADVRRTISING. The election is over, and things are settled for four years more, so let's all get down to business. Let's effect our organizations, elect our officers, and claim our dates tor next year s fair at once. \r\ advertisement in Billboard .^dver- Tisi.NG will sell your privileges, conces- sions, exhilii ion space and space in your premium lists. The call for the annual nteeline of the National .\ssociition of St t; P: ir Mnn - gers, his l»een fixcil by Secretary T. J. Klcming, for November iqih, at 1 o'clock, p. ni., at the Sherman Ho ise, Chicago, Eleven state fairs are at present mem- l>ers of this Association, ancl their respec- tive presidenU, secretaries and treasurers, will be present at the Chicago meeting. Much important business will arise at tl'e meeting this year. A constitution will \x. presented for adoption, and the mana- . gers will perfect a strong organization. A program has been prejiared, and all the different phazes of fail manigvnu nt will come up liefore the meeting, for geiiiTal discussion. Stile fairs not Iielonging to the assc- ciiitiun are reciueste*! to send delegates. All the printing houses who make a sjiecially-' of fair posters, subscribe fc r Hii.i.noAKi) ADVKRTistNn. If j'our dates ami roster are in our list, you are sure of receiving samples of all the latest crea- Uoiis in posters and hand bills. There seems to be at present a pro- nounced feeling very generally prevalent throughout the country, directed against the "fakirs" at fairs. Though privileges or concessions have been sohl at fairs almost indiiicriminately, from the viry origin of fairs to the present lime, f. r.:es are now at work which will undonbltdly hnng aljout marked changes in this par- ticulnr, w'ithin the next few years, and in fact, an iron-clad exclusion rule was in force at one of the leading state fairs this vear. Unusually sharp criticism from the Icaihiig dailies and agricultural papers followed up each of the st=ite fairs that ran "wi le open,** so to speak, this year. In or.ler to show the general run of sentiment on the sulgect. we quote the following from the editorial columns, for three successive weeks, of the Breeder!.' Cazdic of Chicago, the recognized organ of live stork interests of the United States. September 30th. 1S96, in the write-up of the Wisconsin State Fair, this paper says: The Wisconsin State Fair. Solomon needs revision. There is something new under the sun. It is a **clean" State fair, and it was held at Milwaukee last week. Xo liquor, no gambling, no fakirs, no side shows. It was a revelation. The "nigsrer liabies," the cane lack, "the whale, the whale." the silk handkerchief and pewter-spoon fakirs, the educated pig, the musenm of anatomy, the living pictures, the petrified lady, and the snake lady that oueht to be petrified, were all con- spicnous by their welcome absence. The nnly "barkers" were in the dog show. All hail Wisconsin ! October 7th, 1S96, commenting on the Illinois State Fair : The Freaks and Fakirs Must Go. The Springfield fair is a beneficiary of the State of Illinois. Its new home is a gift fiom the commonwealth. Jlore Thau $2:0,000 of the peoples money has been .spent on the grounds, and more will doubtless be given. The object of this munificence on the part of the State is the encouragement of agriculture and its allied interests. The aim is educational. On no other ground can this appropriation of tlie people's money be justified. Last week at Springfield the annual ."State Fair assembled, a magnificent exhibit of the agricul- tural resources of this and other states. The public was invited to study and learn. As the visitors wended their way from the Dome Building up the broad avenue leading to the live-stock liarns—(he only thoroughfare to that part of the grounds— they came upon a collection of freaks and fakirs, such as had never before di.sgraced this ground. In the role of historian we bulletin the names of these "educational exhibits" provided for the people, by the Illinois State Board of AgricuUure: A Petrified Woman. .A Circus with Oriental "Dancing" Girls. I.argest Den of Snakes in the World. Oriental **r»auces" and other attractions. "He. She or It," {with n.ide views for ten cents extra—"purely for scientific purposes"). Black Africa. Snide- jewelry vender. Wild Jim, the Texas Cowljoy. .Twentieth Century "Dancing" Girls, and the Lady \* ith the Horse's Mane. Living Pictures. The Lion-Clawed Mexican Wild Man, and the Wild Double Woman. With what pride can the members of the Board of Agriculture cotitemplate this list of high- toned, moral, and reduv-ative* exhibitions that th y provided for the people of this State! ■|nc names are not the worst of it. Several of . these shows were for"Men Only," and "barkers" snouted into the ears of the passing people, that on the inside men only could see "the hot stuff' ; ''iiothing tame like the women and children are permitted to see in the operii houses." And the worst of it is thatthese "barkers"' told the truth. This central section of the fair was reeking wiih obscenity and vnUa-ity. Passing women and children could nut ; escape the insinuating speeches of the "iKirfcprs." who wrre promising men sights on the i'li'side of th,; canva.s, that, women and children would not be allowed to| see. And the Illinois State Board of Agricnltuie' ctniipounded with this *ndcccncy and olisceiiity for the sake of a few paltry dollars paid for the privilege of fiauiiting this vulgarity in the faces " of its patrons! It passes comprehension that such side-shows ' should have been permitted on the grouud.s. It is more incomprehensible that when their brazen character was thoroughly revealed, the decent patrons of the fair were not protected . from their polluting presence. Imagine the .situation: on a fair ground fostered and sup- ■lMrte«I by the State, shameless men were per- mitted ah week long, to make commerce of vulirar curiositv: to shout the low character of their exhibitions into the unwilling ears of pissing people I No wonder is it thpt the convention of the Christian Kndeavor Society, assembled on the grounds Saturday in response to the Board's invitation, by resolution de- nounced roundlv the indecent exhibits and uttered a threat of future hostility to the fair. I'reaks and fakiri have no legitimate place on the fair ground. If atnuseineut be not .sufficient- ly afforded by the exhibits and the races, let the lioanl provide attractions as clo.sely as possible alliett to the character of the occasion, such as dog shows and well-trained animals. People do not attend fairs to merchandise. Vendors of cheap goods, snide watches and "silverware" have no place on such grounds. The managers of a fair owe it to their patrons to protect them fiom the ^swindling operations of such falcirs. In the rai.sing of revenue fair managers must not make cuin|>ncts with indecency, nor plare their patrons under the wiles of smooth tongned .swindlers. The freaks and fakirs must go. Clear the atmosphere at fairs. Octol)er 14th, in connection with the write-up of the Great St. Louis Fair: " The "attraction.s** feature was again worked to its utmost at St. Louis this year. It pa.sses c< mpreheusion that suih ".side show.s"as were to be seen on the "Midway," were admitted to the nr.ninds. Thev were more, vile, if possible, than those seen at Springfield. Several of these .shows were "for men only." and "barkers"' shouted the most indecent and vile language about them, into the ears of passing women and children. Such freaks and fakirs have no legitimate place on a fair ground and thev should l>e made to go. Be it said to the credit of the Board of Managers, however, that when the brazen character of one or two of these was thoroughly revealed, they ordered them on Friday morning, to pull down their tents and "clear out.'* These three articles show clearly, the direction of the influence exerted by this paper, so generally read by fair managers. A similar position against the fakirs has been taken by all the other leading agricultural papers, in strong editorials, this season, for the first time. Even the horse papers have taken the matter up. The following from The Horseman, of October 20th: Bett'ugon horse racingis not generally carried on at state fairs; whether it should or should not be is a question for the managers to settle to their own satislartion and concerns no one else; but it is ridiculous in the extreme that a man may not bet on a race, yet "go up against' all sorts of games and chances run on the "brace" plan. It is a positive shame that so manv of these di.sgraceful swindles should be permitted to tlourisli at state fairs. They entrap the un- wary yokel, rob him of his money, and not only that, but their very presence is obnoxious to right thinking people. The management that refuses to sell the privilege to auction pools ou the r.ices and yet sells a wheel of fortune privi- Uge miLst be so desperately incompetent as to demand removal, aud .still that has tieen done. There can be no excuse for the toleration of the wheel, either at a race meelingorat a.state lair. The various state boards will, when next they' meet to receive reports for the past and form plans for the coming year, do much better to demand the rigorous exclusion of such robber games of chance from the grounds than to inaugurate a system of economy that will im- pair the usefulness of the fair's chief attractiou. We read in the "Vicar of Wakefield" of the fellow who got swindled out of a horse by the green spectacle man at the fair, and the country hoys have been" ' swindled ever since, but the days of the fakir are drawing to a close. No fair manager has the right to sell to a part}' a conces-ion for the sale of articles of a poor quality. Things sold on fair grounds should be worth the money. The .sale of worthless knicknacks at even a nickel or a dime must go ; so must the cheap shows. The people have been swindled and insulted year after year at fairs by the '"barkers", but the fair managers of the country are beginning to look upon the fake problem from a correct stand-point, and to act accordingly. PREMIUM LIST. If yon intend to make it a concession, thtre is many an advertising agent .who will be glad of the opportunity to handle it for yoa. Experts in this line not only furnish them free of charge but frequentiy pay a handsome bonus for the concession. Ailvertise for bids in Billboard .\dvkr- TisiNG. It reaches more advertising agents than all other publications com- bined. If you handle it yourselves bear in mind that there are many foreign advertiser^ who are anxious to secure space in publi- cations of this nature. It is valua'de to them and they pay good prices ft r it When j'ou settle on the size and nuuiber advertise your rates in Blij.BOARD.\DvtR- TISING. Remember too, thatBii.LBOARD Adver- tising reaches more printing offices that make a specialtj- of this class ot printing, than any other journal. Advertise for estsmates. Nine times out of ten you will secure lower estimates and better work than any of your local printers can give you. % eonQ€ncTon$, % Tetes. eelebratiou. 6tc. » — $k Lnder this heading we publish free of fd chmge the dates of all notable events, which 4^ arehkely to attract large •:oncourses of people fk to any one particular city and for this reason 4b prove of importance to advertisers.shoTomen, A streelmen. general passenger agents, etc. <R The list is carefully rev'sed and corrected <g^ monthly. Atlantic City, N. J. Seventh Annual Convention of the As.sociated Bill Posters' Association, July 17-20 1897. J. Ballard Carroll, sec'y, Albany. Bi>.ston. Ma.ss. World's Food Fair. Oct 5-N0V 9. Chicago, Ill.s. Annual Convention 01 the National Master Painters* and Decorators' A.ssociation Feb.9-11, 1897. Thomas A. Brown, pres., Wash- in^on. D. C. Cincinnati. O. Fourth Annual Convention ot the Protective League of American Showmen, January s-8, 1897. John F. Robinson, pres.. dncinnati, O. Cincinnati, O. Semi Annual Convention of The International Bill Posting Association, Tanuatv S-8.1S97. ^ ' Davton, Ohio. Sixth annual Conveation ot the Ohio Master Painters'and Decoratora' Associa- ^on. July 27-28, 1897. W. J. Albrecht, sec'y. Indiunapolis, Ind. American Congress of Libe- ral Religious Societies, Nov. 17-19. St. Panl, Minn. G. A. R. Reunion, Sept. i-j. St. Louis, Mo. Third Annual Convention of The International Bill Posting Association, July 6-9.1897. Clarence K. Runey, sec'y, Wauke- gan. Ills. Expositions. Chicago. ■2nd We'tern National Cjxle Exhibi- tion. Colisium, 63rd St.. January 23-30, 1S97. City of Mexico. 1 iitemational Exposition. Dedi- cation as a National Exhibit Apr. Upens as an International Exposition. Sept. is. naIIa.s.Tex. i8q5. Oct 12 to Nov. 15. New York. 3rd Annual National bicycle Expo- sition at Palace of Indu.stry. 43rd St. and Lex- ingtcn.Ave., Feb. 6-13. 1897. Inquiries and communications to National Cycle Board of Trade. 271 Broadway. N^cshville. Tenn. 1R97. Sept 1 to Dec. 14. Omaha, Neb. Trans-Mississippi and Interna- tional Exposition, June i-Nov. 36.1S9S Dog and Bench Show Dates. November 10. —Peninsular Field Trial Club, Lex- ington. Ontario. November 16.—Eastern Field Trial Club, New- ton. N. C. Novenilier 17.—International Field Trial Club Chatham, Ontario. Novemlier 2v-United States Field Trial Club Newttn, N. C. Poultry Show Dates. Oneonta, N. "If. Sedalia. Mo „ Nashville, renn «.. St. Louis. Mo .. Falls City. Neb La Crosse, Wis ...... Nov. 23-26.1895 Nov. 24-27, i8y6 Dec. i-s, itgS Dec. 1-5. 1S96 —IJec. i-s. 1S96 Dee 1 6. ibgS lopeka, Kansas _ Uec. t.6, iSiS Geneva. Neb „..Dec. 2-4, iSg6 Garden State P. & P. Ass"u _ Dec. 2-5. 1S96 D.xon. III. „.. Dec. 3-s. 1896 MeX!C). Mo _..Dec. 7-12, IKOS PropheUtown. Ill. .....Dec. 7-12; 1896 Dallas, Texas i>ec. s-ii, jSoS Fort Worth, Texas Dee. 8-n 1196 Princetown. III.. Augusta. Ga «. . Westeriy.. R I ~. Louisville, Ky —Dec. 8-it. 1896 Dec. 8-12, 1896 -...Dec. 9-12.. 1896 Dec. 9-14,. 1896 ...Dec 9 i6, 1896 . Dec 15-18.1895 -Dec. 15-18. 1S96 . Dec 15-18, 1S96 Dec. 15-18, 18^6 -Dec is-iS. 1.S96 Dec 15.18, 1S96 Cleveland. Ohio Schoharie, N. Y ... Kalamazoo, Mich New Loudon, Conn........._ Pinckneyville. Ill Auburn, Neb I.ansing, M(h „ Birminghan-, Ala ..........Dec. 15-18; is^i Jickson. Tei.u Dec. 15-19. ■S9f> Miaraisburg, Ohio -Dec. 15-19, \iifi Westchester. Pa Dec 16 19. it^A Shelby. N. C „.l)ec. 16-19, 189* l-arsons, Kan Dec. 2J-26. 1S96 New York _ Dec. 22-26,1S96 Mid-Continental As.sociation Dec. 22-29, 'Sv^ Wilkej-barre, Pcnn. Dec 2S. 1V96. Jan. 2. i.s.^7 Preston. Iowa Dec 2S, 1896. Jan, 2. 18,7 Titusville. Penn Dec. 30-31, 1S96, Jan. 2. i.-ij? Mansfield. Ohio Dec. jo-?i. lisjfi. Jan. 2, 1897 New Haven, Conn .-Dec v>. \i^ ami Jan 2. iSvj I.anark, III Jan. 4-9. 1S97 -Albuquerii'ie. N. M Jan. 5-y. 1*97 Hamburg. N. Y „ Jan. 5-9 i>97 Detroit, Mich... . —Jan. 5-9, 1S97 Maiion, Ind - Jan. 7-12. li^7 Rochester. N Y Jan. 11-16, i8«t Denver, Col -Jan. 11-17,1897* "Washington, D. C Jan. 12.16. 1897 Tiffin, Ohio Glmira. N. Y Lincoln. Neb Scranton, Pa Pueblo. Col Jackson, Mich...., Allentown, Pa Oneida, N. Y...., —..Jan. 1.V16, 1897 ......Jan. 18-22,1897- Jan. 19-22,1B97 ......Jan. 19-22, 1899, Jan. 26-^. 1897; Jan. 29 31. 189? Dec. 19.26. iSgr ...Dec. 29, 1896, Jan. 1,1897 Rocktord, III , „ »..Jan. 19-23, i8§j w i ;