The billboard (Apr 1896)

4 BILLBOARD ADVERTISING. April, 1896. RAILROAD ADVERTISING. guests of the hotels and on the patrons of bis roads, fairly dazzling them with gran- deur and luxury, and commanding the admiration of all for the wonderful con- ception and successful execution of this BICYCLES. ;d which lends itself so easily to rtising as the bicycle. It has come > an article in general use among en as well as men, therefore mediums h are general in their circulation are lost valuable. e availability of the billboards for le advertising Is plainly apparent, e design to roads competing in the r territory, but by using the name for J roads in diBerent sections, they giving them a good profit, would have caused a loss had only one road used them. It is a matter of fact that the roads using the "stock" posters were just as well billed as those which used special work, and at much less expense. The use of posters by the railroads cago-Cincinnati lines, the C. It. & D. and Morion and the Big Four Route. Both are vers lavish in their advertising They have something to advertise and they adopt every mi.-thod and medium. Mr. E. O. McCormick, the Passenger Traffic Manager of the Big Four puts the im- press of his ability ■ orld's r year s have been greater than at any time before Lowes. Mr. McCormick has util- ized display advertising in all its forms largely, and the results are apparent in the well-filled trains which the Big Four The C H. & TJL is tiser too, but largely in the and magazines. The C EL & D.'s de- partment of publicity is in ■ Geo. 1 ■"Of the The one great advantage which the bicycle manufacturer enjoys when he uses Billboards is the possibility of using a design which will show his wheel " life size" or exactly as it looks. He does not have to reduce his illustration to a 2x4 cut or smaller. Another advantage is the possibility of utilizing a design emblem- .y assisted in atk in cnarHcter> w hich will be readily seen and appreciated by bicyclists as they roll rapidly past the billboard. He is able to reach them when bicycle is the subject uppermost in their minds. That poster advertising is already be- o agitate the manufacturers is :ontests for designs which was :onducted by the Pope Manu- _ Co., and it is to be presumed the boards will soon be occupied by the Columbia in a modem art poster. these towns. An advertising agent who can post bills himself in such a case is all that is necessary. A few visits from such and some bright fellow appreciates that there is something in it. He secures wall privileges, erects some boards, and the country town has a bill poster. The attention of the bill posters who have city plants is directed to this con- dition in the small towns. They have all the facilities at their command, and by 5 locations in " ing towns, can build up a THE SMALL TOWNS. acter to make very interesting advertising. In 1893 Geo. H. Daniels, the General Passenger Agent, commenced a series of it is remembered that in being the only road to the Yellowstone Park it possesses the greatest advertising feature of any ■' railroad in the country. A rece of advertising which this road series of beautifully illustrated booklets and folders from the pen of Mr. Clin D. Wheeler, who directs the company's ad- vertising. The Northern pacific uses and is also a liberal them in the bands of interested parties, the Jpim of advertising tbem for sale in s have been issued. All but the Spring of 1895. and cataloging the summer resorts reached via K Y. C. & H. R. R_ H., sold at a quarter. This successful advertising was styled "The Four Track Series," and is perhaps rt"*T! It certainly heads the list of all as it is now, but comparatively few^eople knew it, and fewer still of the thousands mville went any fur- they would take an n up the St John's it of Mr. Plant changed all this. First of all he and his associates built several of the 1 in the world. Tbey commenced at St. Augustine and stopped at Tampa. The railroads which until then had been tittle more than "two streaks of rust and a right of way," were made to compare favorably with the best These things he be taken as representative advertisers. The methods in vogue are deserving of careful study by mercantile advertisers because in all cases tbey are thoughtfully outlined, carefully planned, well executed and persistently followed by men who The subject of Posters is all-absorbing, and endless discussion has been evoked i of the work of the poster and the report of the ^It seems as if with advertising had attained through ing fad more than the years of hard work by interested patties could accomplish. One thing is certain, that advertising with The fact that, in many, very many of these places, there is no bill poster is he- cause the advertiser has shown no dispo- sition to use this form of advertising in They aright ni - out of di potter "push" should be, IT wise. We hereby stake • pair ot bloomers Carrie believes r That mamma spells has is a The farmers constitute a class of pur- The county si ranging from 1,000 to 10,000 inhabitants are visited in the course of a month by one or more repr esentati ves from nearly every family in the county. In many in- stances the farmer who did not go to town on Saturday would consider that the best part of his week was lost The county seat is the market both for disposing o£ their products and for the Decidedly the most p the past winter was th< They are the fad of the of art in pasters, and 01 to bring them to the no At present nearly all advertising de- signed to reach the farming population is confined to the country weeklies, and, admirable as they may be, they are not equipped with the facilities which enable give the advertiser the same results for the money as do the newspapers in the cities. They have not 1 complete which the : be had in the adver- Thead- 1 small town as in the city, and his returns therefrom will be greater because poster advertising in these localities is practically who is not looking collection. To this e the bill boards whet eye ; he looks at every seeing something for f ' of the people ssing thought n the country it to increase his er they meet his bill in the hope of collection- The Hump," " Good Used Pear's Soap?" perillB for the Blood, 1 part of his office fun