The billboard (Jan-June 1896)

# * A V V I J W r BILLBOARD ADVERTISING. Billboard fldvertijiD^ PUBLISHED MOSTHL.Y AT 127 East Eighth Street, Cincinnati, O., tr. S. A. KV HILLBOARU AUVERTISIMO CO, ^AAieS H. HENNEGAN, Manager. Subscription, $1 j» Per Year, In. Advance. January, 189I Advertising rates: Advertisements xrill be publislied at the uni- form late of twenty-five cents per agate line, except In the classified columns, where special rates prevail. Our terms are cash. Billhocrd Advertising is sold in Jjmdon at Jjow^s Brtlano's, 17 Avenue del Opera. TTte Trade sut- flted by, all News Companies. Remittance should- be made by ckegue, post-oj^e or expnss money order, or registered tetter. The Editor cannot undertake to return unsolicited manuscript. IVhen tt is necessary to vrire us the insiruclions and copy for advertisements, great saving in the matter oftrlrgrapH tolls may be had by recoitrse to the OonaUsan Cipher. "^ Entered as Second-Class Matter, at the Cincinnati Ohio, Jvst Office, June 2glh, j8gs. Association is at stake. Let them re- membex, that the perpetuation of the Association should be the first consider- ation of its every member, and that noth- ing \rill conduce to this end like harmony. No matter what the outcome may be, every one should enter into the discus- sion with the determination of abiding by the voice of the majority. A Special Convention. JANUAHY I, i8g6. The meeting of the Executive Commit- tee of the A. B. P. A , called by President R. C. Campbell, for Monday, January 6th, at the Grand Hotel, Cincinnati, has taken on a degree of importance, which was scarcely dreamed of by the members of the association, when the call was first issued. With his. characteristic energy and fairness, the president has gone vigor- ously to work to secure a large attendance, not confining himself to the Executive Committee, but inviting all members to participate in the discussion and advise with the Committee. The outcome ; is of grave moment Mr. Campbell has done well to secure, as far as possible, an ex pression of opinion from the members at large. His course will meet with general approvaL *** Behtnd the matters mentioned in the circulars of invitation as the object of the meeting, the real issue looms up, plainly andmostapparently. Ostensibly, the com- mittee will consider the advisibility of disciplining their official organ. In real- ity, they wfll deliberate upon the issue which this paper has raised, viz: the re- vision or amendment of the constitution, with a view to making all bill posters of good reputation and established standing, eligible for membership, no matter where they are located. We devoutiy hope that the results of their deliberations, wiU lead to the final settlement of this question at the annual meeting in Cleveland, next July. It is seldom, indeed, that we have been called upon to note and chronicle such rapid progress and development, as that made by the Inter-State Bill Posters Association. This lusty infant has outstripped any trade organization we have ever heard of. Though scarcely a year old, it numbers over one hundred members, including two in Chicago, two in New York, two in Boston and one in New Orleans. It still enjoys a steady and healthy gro^vth, and just as we go to press we learn that negotiations are now pending whereby the entire California .'Association will unite with them bodily. Here's \vishing the precocious and promising youngster a happy and suc- cessful New Year. If their is any one thing that tends to elevate and dignify the calling of the bill posters more than another, it is organization. Let the good work go on. iTis to be hoped, that the discussion will be marked with dignity and eamest- _ness. The views of many of the mem- bers are pronounced and conflicting. More or less friction is bound to ensue. Therefore, let aU parties, pro or "con, bear in mind, that the weU being of the OBJECTIONABLE POSTERS. THE RIGHT IDEA. A correspondent says: We have re- vived a very emphatic protest from Col K. J. Hendncks, Eastern Manager for the R. T Davis Mill Co., because of a num- ber of tiieir very striking posters beine surrounded with "big G paper " "We would rather pay for tiie space and have nothing up, than to have our posters along side of this paper, and you can notify every biU poster tiiat unless they can find places for our paper entirely isolated from advertisements of this nature, that not a sheet is to be posted " *i.^"^ ^A \^^ '"^ P^nt- A conce^ that spends J6,ooo or |8,ooo in a sinrie month with the bill posters of the counmr who mean what they say, and will carl tainly hve up to their statements. The sentiment uttered by Mr Hen- dncks only indicates the feelings of every oUier legitimate adverti.<«r, and calls tor the serious consideration' of every one connected with the best inter- ests ot biU board advertising. May the warning be heeded and the bill postere m the different cities watch very carefully for similar cases, as not one in twenty comes out and speaks his mmd on these subjects. The other nine- ^e'l^^S^SfaUy.^'^' ^^°^^' ^^' ""^ We hope that you will use your influ- ^V.'^J^ *^^ "Sbt direction on this as in all other matters. This matter has before been mentioned in these columns. There is no question but numerous advertisers who would otherwise be large users of bill boards, are satisfied to place their advertising in mediums, where they may be certain not to be surrounded by advertisements of this natiure. Editor. The members of the A, B. P. A. have been called to attend a special convention to be held at the Grand Hotel, Cincinnati, January 7th. The object of this convention, it is stated in the circular, is to consider the action of the New York State Association in rejecting the application of O. J. Gude for membership after they themselves had asked it, and to take definite action on the question of whether Bii,i,board Ad- vertising shall continue to represent the association as official organ. It seems to us that the only action pos- sible is to again apologize to Mr. Gude and instruct the New York Association what to do in the matter. This is merely formal, as the members of the New York Association have, almost to a man, repu- iated the action of their Association at its November meeting. The attack made by Bir,i,BOARD Adver- T1.SING on the " old fogy," " hide-bound," "me-and my-dog" policy of tl:e A.B.P.A. will probably cause some discussion and argument. Bii,i.Bo.\RD Advertising has pursued its own course in the face of threatened coercion from members of the A. B. P. A.; prominent members too; and men, who, if such methods were tried on them, would resent and strike back in a most interesting manner. There are some members of the A B. P. A. however, who are good enough business men to realize that every word, line and sentence published, and every aigument advanced by Bihboard Ad- vertising has been in the very best interest of the bill-posting business; and not as these "displeased" gentiemen would have us believe, inimicable to it. For the benefit of members who will not be here and the craft at large, we emphatically reaffirm that no change of policy will be made by Bii,i,boari} Ad- vertising. To such of the proceedings of this special convention as relate directly to us we are supremely indifferent What it may or may not do cannot have the least effect on our course. Some of the members of this body have expressed themselves in effect that the action of the convention will effect our business in an adverse manner. On this subject we must confess a slight curiosity, as we have never yet been able to dis- cover any appreciable benefit derived from being the official organ of the A. B. p. a. ITEilS OF INTEREST. Harry Munson, the New York bi poster, left for an extended visit to Florid December 21. The business will be abl conducted during his absence by hisrigl hand bower, Mr. W. B. Lowden. Gude is painting Syrup of Figs in Nel York City and Brooklyn. I $am W. Hoke is painting Sanador Soa]J This concern has a lot of 24-sheet stani^ of paper on hand, which will be sent oi soon. i " What can't be cured may be endured if you're insured in the National Acd dent Society." This is the wording ot a new wall advertisement, one of the firs of this style to be placed by an Insurana Company. The Columbia Bicycle is advertising biJ prizes for the best pester designs, whi J would indicate that they intend to post! The Vim bicycle tire, made in BostoJ is investigating the cost of posting the etf tire Union. JuUus EUinger & Co., of New York at Tampa, cigar makers, will post in '96. A. Weisenthanner, a Champagne in. porter, was fined fooo in a New Yoril Court recently, for putting out a f^-f^| representing a nude female emerginJ from a champagne bottle. The man whl pasted the poster on the boards was fine The New York Telephone Co. is gettini out an 8-sheet stand. It wiU be placed b Jam W- Hoke. The newspapers, led by the Journal, are putting up a great deal of of paper. Fred Alder places the Journal business. Gude is putting out more "Virgin Leaf" in New York aty—probably on account of the boycott throughout the state. THE SHOWMEN'S CONVENTION. Among the many bill posters who will attend the Third Annual Convention of the Protective League of American Show- men which takes place at Cincinnati, O., January 7, 8 and 9, may be mentioned: R. C. Campbell, Presidentof the Associated Bill Posters' Association and the American Advertising and Bill Posting Co., of Chica- go;George M. Leonard, Vice President A B. P. A., Grand Rapids, Mich.; J. Ballard Carroll, Secretary of the A. B. P. A Al- bany, N. Y.; H. H. Tyner, President Ohio Bill Posters' Association, of Springfield O.; O. P. Fairchild, Covington, Ky.; Mr! Otting, of Newport, Ky. and, of course the Chapman Brothers, of Cincinnati. There will be many more in attendance who have not as yet signified their inten- tion of being present and a good time is assured to aU. Bote is painting BatUe Ax Tobacco in different sections of the country. OBSERVATIONS BY CUgRlAN. Cuts in ads " cut no ice ", but ma^ melt hard hearts. / It's because the world is so big I that a smaU ad is of so much importancs'. and big ad often a necessity. jj~' "Armed for Border Troubles, "(o gaid tb Western printer, as he grabbed th^j^hat**? —to cut up some brass nde. ' ' Smith— Newrich has at last su<i .-eedi in dressing sbikingly; wonder h<i jw did it? / JONES-Oh, I told him to st^ idy people on the posters. i- —: le' One thing is sure, a card thf'at stifSt announces name and address in\ ' a news paper is poor advertising compa jred to good newsy ciircnlar. How jiaillinen could expedite trade, if a few ij of then would drop the meaningless cart«ii and nst a pretty booklet with good picturfass 1 January, 1896. BILLBOARD ADVERTISING. DISTRIBUTORS CHAT. The Plymouth Rock Pants Co. are con- tracting for the general distribution of a new circular. The Compound Oxygen Association are placing distributing contracts. The Brandreth Co., of New York, are arranging for. the distribution of their circulars in the Southern States. The Pre-Digested Food Co. are placing contracts for distributing a booklet. The Cook Remedy Co., of Chicago, commenced using distributing matter in large quantities. C. I. Hood & Co. have a newspaper which they are circulating thoroughly. R. H. Johnston, of St. Louis, is to the front with a booklet which bears the ear- marks of the professional ad writer. " The Yaller Dog" is calculated to bring busi- ness to Mr. Johnston, and the idea is good. The W. H. Bathgate Advertising and Distributing Agency, of LaCrosse, have issued a card folder and envelope to fit. The heading on envelope and folder is "War Declared", and inside is a very effective declaration of war on fraudulent and dishonest methods of distributing. The custom of mailing circulars has grown exceedingly in the past few years. The business of furnishing lists is an im- portant and large one. Circulars by mail however, except . where it is designed to reach the business man at his office, fail of their object to a large degree through the constant changes taking place in any community, thus ren- dering it simply impo^ible for lists to be correct any length of time after compila- tion. This difficulty may be avoided by em- ploying distributors, and sending the work through them. There is scarcely a town or village in the country, where there is not a reliable and competent dis- tributor. The dwl Cigar Company are using a small circular in an envelope, in large quantities for distribution in cities, to Oie businessmen only. W. H. Steinbrenner, the general agent of the International Association of Dis- tributors, has just completed a large con- trac^forthe Peruna Drug Co. The work was confined to Cinciufiati. Fischer, of Omaha, has contracts with the^ following extensive advertisers, viz: One carload of calendars, C. I. Hood & Co.; 28,000 envelopes. Dr. Miles Medicine Co.; 38,000 Kickapoo books; 38,000 mir- " rors, C. I. Hood & Co.; ioo,oco circulars Sterling Remedy Co. Qood Service Guaranteed in Lima, O. 'We have billboards on Main Street, where it takes money to buy space; leave paper up fuU length of time; boards of matched lumber; keep boards well blanked; here to please advertiser. Can post at one billing 3,000 sheets, and give same thirty days showing. Put Lima on your list * * * BOSTON BREVITIES. The Bunker Hill Brewery put out a pretty placard for their special fall brew; it was neatly printed in colors and wreathed in autumii leaves. ^ In the brewery advertisements here instead of saying ask your bartender for it, the ads wind up with: "Ask your tapster for it." Boston consumed 1,092,379 barrels of malt liquors last year, while New York drank 4,648,- 335. So the Hub succeeded in holding up its end pretty well for a staid old Puritan burg. ' Miss Bostonia got her eye-glasses focused on a bock beer sign the other day and wanted to know, if that was to indicate that a man could getastuU as a goat. Now ladies often offer as an^excnse for their red noses, too tight lacing, afld men can make the same excuse as they get tight from too much so-lacing. Bill posters here still use a short-handle brush and to poke fun at them, one of the circus bii-. gade last summer said it was because the streets were too narrow to wield a long handle, but where the pinch comes,-they don't try to post bills in the streets but mount a ladder to the house t(Sp, where stands are erected at nearly every turn. The dates were carefully pasted across the pantalettes on the posters of the Delia' Fox Opera Company last week, because, it is sup posed, the design of the embroidery thereon did not satisfy the artistic sense of a few sensitive spinster. The lithograph and dead wall theatre passes given out every week run up into the hundreds, and every Monday the barber shops and boot- black stands do a thriving business in hawrking them; they buy and sell the passes the same as scalpers do railway tickets, and as they are good for Monday night only, the competition waxes warm as.eight o'clock draws nigh. If the school boys of tOKlay could get a chance at snowballing the British soldiers on Boston Common, the running red coats could eiisily take refuge behind the immense barricade Don. nelly, the bill poster has just built; he has fenced in this historic play ground with a bsUboard one and .one-half miles in length, and containing over 100,000 feet of lumber. The privilege was granted for $25,030, in consequence of the con- struction of the new subway, which when com- pleted puts all surface street cars underground 1.1 the city's center. Busy Bee. Waukegan, 111., Dec. 27th, 1895. Editor Bii.i.boakd Advertising, Cincinnati, O. Dear 5jV.— Please accept thanks for the Christ- mas edition of your paper. It is valuable to all who are interested in the welfare of the bill posting indnstn''. 1 was very much interested in your article, ^'To the President and Members of the Associated Bill Posters's Association" and admire your courage and the manly position taken by you in defending your cram rights, as well as any and all things which tend to better the service of our craft. As to the position the Associated has taken in the presumption that the Inter-State vras organized simply to oppose their Association, and oy cutting prices, as they claim, to disorganize the whole fraternity, is a most absurd idea, and far from being correct. The facts are simply these: The Inter-State came into existence to fill a long felt want by all who use the billboard as a means of reaching the whole people, instead of confining their business to a few of the larger cities. People owning boards, and being well prepared to give to advertisers good service in the smaller cities, found it almost impossible to secure paper, es- pecially if they were members of the Associated, as they then would be compelled to charge such high prices that the advertiser could not afford to place work with them. They have been kept back and in the dark, waiting and hoping that some of the promises made would be made good, until at last, like the drowning man, they have grasped the last straw and pulled out. They have begun to feel the bright rays of the pros- perous sud shining upon them again. Now, what is troubling the Associated brothers? No one is treading upon their toes. The Inter-State is simply very busy at present attending to its own interest, and fulfilling all its obligations both to its members and to advertisers vrho have entrusted the work to us. I can assure you and all interested that we have as good a class of members and as vrell-equipped and up to-date business organization as I know of, especially in this line. I am pleased to report to yon as one of its inspectors, that with not one of the mem- bers vrhom I have called upon personally and examined their boaivls, have I yet found cause for complaint, as all are interested and only anxlons and ever willing^ to< return value re- ceived tp all who-place their work with us. Now, my dear Mr. Editor, instead of our little Inter-State doing any price cutting or mud throwing, ~ we shall simply keep right ahead attending to our own contracts, and at our prices, as we all know it costs less to maintain tioards in the smaller cities. With a sliding scale of prices, according to population, it is bound to liring more paper into the field than ever before. We shall ever strive to merit the good will of your paper, as vre fuUy believe you are awake to every interest of the bill poster or advertiser. Fraternally yours, ChAs. B. Kittrbdgb. THE BEST AD. Qude the Winner; Ramsay Second. The best advertisement in the Christmas number, according to the votes received, was that of The O. J. Gude Co. This entitles them to the first prize, which is a gold medal, and the same amount of space for one year. The voters have awarded the second prize to I,.H. Ramsay & Co., of Lexington, Ky. A tabulated report of the contest, showing the number of. votes re- ceiAed by the successful contestants is given below, and it affords us much pleasure to announce the result. The total amount of votes received was very light, owing, doubtless to the fact that-the con- test took place in the holidays when every one's attention was more or less distracted, and on the subject of Christmas. We can not refrain from meiitioning that in our judgment our readers did not accord the Gunning ad and the Donnelly ad the considera- tion which they deser\'ed. The usual course seems to have been to consider only the subject matter and display. We think that "the best ad" should be considered from all points of view, that size, location and eifectiveness, as well as the display should receive due considera tion. ■We are, however, very much gratified by the intertst displayed, and in the near future it is our purpose to offer a series of prizes on a similar basis. The result is as follows: The O. J. Gude Co., 64S votes. First Prize; Gold Medal. Ramsey & Co., 608 votes, Second Prize; Silver Medal. W. H. Steinbrenner, 368 votes. Third Prize; $15.00 in Gold. Jed Scarboro, 96 votes. Fourth Prize; Jio.oo in Gold. Stoops Bill Posting Co., 80 votes. Fifth Prize ; $5.00 in Gold. G. Runey & Son, 64 votes. Sixth Prize ; Adver- tising Space. New York, Dec. 23d, 1895. Editor Billboard Advertising, Cincinnati, O. £>ear Sir—Amongst the large number of lists of locations that are received in our office from various bill posters in all parts of the country,we cannot help but commend the list received from The American Advertising & Bill Posting Co, of Chicago. This list contains memoranda of a larg^ num- bci of boards covering their holdings in the city. Different sections—south, north, west and northwest, etc., arranged in systematic order give an advertiser a very satisfactory idea of the thorough distribution of stands. Every board is numbered, and check marks indicate the locations that are given to the ad- vertiser. This very intelligent, clear and satisfactory method of showing an advertiser just what dis play has been given him, is doubly valuable from the fact that in comparison to the entire num- ber of holdings, any one billing looks compara- tively small, and the advertiser who glances over the list saj-s to himself, "Amongst all these locations oughtn't we to have more bills ? " The effect of this method of submitting lists will doubtless be very helpful to the amount of paper apportioned for Mr. Campbell's boards in the future, and the method is so good that we cannot but commend it through the columns of Billboard Advertising. Yours for Progress, The o. J. Gude Co: OUR QUIZ DEPARTMENTT. The publishers of Billboard Advertising have secured the services of C. J. Barless. Writer of Business -Advertising, to edit this^department of Billboard Advertising for the henefit of its subscribers and advcriisiers. He will criticise all advertisements and other advertising matter submitted to him and give ad\*ice relatiug to the same in this department without charge. Write him about your difficulties or anything vou want light on, relative to advertising .Address all let. ters for this department to C. I. liiirless, Kose- N. Y. ADVERTISING FURNITURE. There is no class of goods that are in constant demand, that can be advertised with better re- sults than house furniture. Some would think as there is a constant demand for these goods, they would not need to be advertised. But com- petition increases faster than the needs of the public it becomes necessary for the dealer to ad- vertise, to keep pace with his competitors. The writer of furniture ads shoulil write them so as to command the attention of both husband and wife. *• Not forgetting," as sonie one has said,' that the wife is the • better half.'" ■ One thing I wish to state emphatically, don't make a catalogue of your ads—don't advertise too many things at a time. It would be best to adverti.sc only one thing at a time. For instance, bedroom suits one day ; next day, parlor suits; next day ; extension L-ibles, dining chairs and sideboards; next day, carpets and rugs, etc. Go over your stock regularly and find out the goods that are going the slowest and boom that most. I am a great believer in special sales. If the public know they can get a certain article cheaper if they buy it on a certain day, a great many will take advantage of the opportuni^ to buy on that occasion. It draws large crowds to your store and after they are there they can not help seeing your ojher goods, which in iUelt will be an excellent ad. I.et me st;ite here that attractive price cards on your goods at such a time (or any time), is a paying thing. 1 advise the advertising of prices always, when possible. Customers always prefer to know whatathingis going to cost before they start out to trade, so as not to be embarassed upon arriving at your store by not having "the pnce." : . .,; Above all things, tell the truth in whatever you say regarding your g«)Ods. --Don't say you have the best matresses in Fumitureville unless yon know (now be sure) you have. If they are stuffed with nothing but "excelsior," say so ; if with "excelsior" and a moss top (not hair), say so; if they have a hair top, be sure that it is hair (examine it yourself) before you say so. Don't say " soft top" unless you tell what it is made of, moss, cotton, or hair. It is all summed up in a brief sentence—tell the Uuth. if you gain the public's confidence you can hold their trade (money too). A large majority of furniture dealers use bills and dodgers as an adjunct to their newspaper advertising, with good success. It enables them to use cuts at a much less expense than they could in their newspaper ads. L. W. EATON. Asa frontispiece this month we present an excellent portrait of one of New York States oldest bill posters. L. W. Eaton established himself in the bill posting business in .Auburn, N. Y. in-1865, and has been there ever since. He is known and liked by all the agents and man- agers ; and commercial advertisers have a lively sense of the benefit of his boards to their busi- ness. Mr. Eaton is in addition to his bill post- ing business an expert sign painter. ' May mercantile houses of Auburn bear visible wit- ness to his artistic talent. I want to do bill posting and paint advertising for one Brewer. I don't know of any method or combination of methods that will reach more possible consumers of beer. I don't beiieve that'ten times the money spent in other methods will give as good results. A few people can afford champagne, but the-entire pop- ulation drinks beer, or might be induced to do so. Every one of theni reads the ads on the billbbaids. I design, lithograph, and post for you, in any city'in America; $1 0,000 will post up the 30 leading ciiies for one month, and give you aferge showing in each city; 'fewer cities less money.;, longer time more moneys Your patronage is requested. Display Telephone Connection. Ads. 87 Nassau St, NEW YORK \