Billboard advertising (Jan-June 1898)

?£@t^ ! :^fK IP TfcE BILLBOARD '/ r -^.C*'/ Local Distributing. x "Fedora's Breezy News." There was given, the other day, in an - _ uptown street, an illustration of the way . H in which distributing matter,-especially samples, is often literally thrown away. j. -'• It was at the noon hour. The Italian la- borers who, in accordance with the pre- vailing fashion, were engaged in tearing if up the streets, had suspended their labors and were partakng of their midday meal as they sat on the sidewalks and the steps : of the houses. Presently came a man who carried a large basket. He started down the.street distributing from the basket.. At each - bouse a small package of one of the new . cereal products at present advertised as greatly superior to coffee as a beverage. ■-.'-■ He merely laid these packages' on the window sills and did not ring the door- bells. After him, at a discreet distance, fol- lowed one of the Italians, evdently depu- tized by his companions. He carefully '■■"••. gathered up all the samples, and carried '■'::'; them to where the group of workmen sat. ?;'-■:. Clearly the Italians knew what the pack- age contained, for they were opened, not : -curiously, but in a matter-of fact. way. The brown, finely ground contents were " transferred promptly into the pipe-bowls of the assemblage; and having been set : alight, were soon going up in suibke—af- fording' asmuch.pleasure, apparently, to 5 the sons of toil as if the cereal ^substitute for coffee had been the finest golden Vir- ginia.'— Tribnne. The writer, received many letters of in- quiry for work, .duringthepastfewweeks.». ..'_ and it is with regret that I remark that, ■ with one. or two exceptions; they are not of the kind, that would'make much im- pression on the mind of the national ad- ■_ vertisers. ' Most of them were written on : ; common writing paper, not^eyen printed ■■/ letter heads, some with lead pencils, and even one" : .gn apiece of-wrapping paper. . " I can't see how these persons can succeed ' .in the business if they persist in writing ■-in this slovenly manner. It is not to be wondered at, and if. these very same per- ' sons who cumplain that they have no work will use their good judgment, they . " will see that this way of doing business is the first cause of their non-success. i Queer, butT/jrou wouldn't think of enter- ing the offipe,.of a business man, in a rag- . " ged, dirty-suit of clothes. If not. then why persist-in - this way? Is not -your business judged by your letters? ' You are addressing busy, shrewd men, and they can very well form an opinion by the way I and manner in which you.write. • .':'.■ Pay a little attention to your stationery and see for yourself if yon will not have cause for congratulation on your new de- parture. ,„, ^ .- ., This is about...the time of the year for the annual visit of the "Mister-please-give , -jne-a-calendar?" fiend. The Eastern states are having a quietus .-. in the distributing business on account of i"" the holidays, but everything points to a prosperous and rushing spring business. A prominent New York newspaper of- fers $[,000 for the best prophecy of what will happen in 1898. If Billboard suoud do the same about the total number of I. A. D. members next December, and I should say 500, would I get it? Time will tell. "Fedora.'' TIPS. The following firms are contracting for early dis.Tibuting, and it would be .well to call their attention to your business: Dr. Shoop Family Medicine Co., Racine, Wis. Lyman Brown. New York City. Celluloid Starch Co., New Haven, Conn. T. Kingsfbrd & Son, Oswego, N. Y. Rumford Chemical Works, Providence, R I. S. C. Wells' & Co., LeRoy, N. Y. • Schultz & Co., Zanesville, Ohio. J P. Dieter Co., Cleveland, Ohio. Coe Chemical Co., Cleveland, Ohio. Williams Bros., Indianapolis, Ind. Hanee Bros & White, Philadelphia, Pa. Dr. J. H. McLean Medicine Co., St. Louis, Mo. Dr. Harter Medicine Co., Dayton, Ohio. Dr. Spinney & Co., Detroit, Mich. Drs. Kennedy & Kergan, Detroit, Mich. South Bend Remedy Co., Sonth Bend, Ind. The R. T. Booth Co_ New York City. Kenton Baking Powder Co.. Cincinnati, Ohio. J. Harrison Whitehurst Co., Baltimore, Md. Feruna Drug Mfg. Co., Columbus; Ohio. ' Pretzinger Bros, Dayton, Ohio. 1 Sterling Remedy Co.,. Indianapolis Mineral Springs, Ind. There seems to be a tendency among some of the more prosperous distributors to raise prices for distributing, which no doubt is fair and just, but the time is not yet ripe for a general rise of prices, even though there is scarcely any profit at pre- vailing prices. General advertisers have constantly suffered poor service for so long by dishonest distributors, that they are yet cautious about placing contracts, - and must be convinced by actual results that their matter is being honestly dis- tributed. Thus distributors should bear with the prevailing prices, at least for the first order, and give the very best service it is possible to give. This will convince your patrons that you are the proper per son to handle their matter, and they will soon recognize that your service is worth the price you ask and gladly pay it. The best, cheapest and most profitable plan to keep your business before the general advertisers is to keep your busi- ness, constantly before them. Inserting an advertisement now and then is like eating a hearty breakfast, and going without your dinner and supper. It will not keep you in good trim; neither will advertising one month and going without two months increase your business, as the whole effect of your advertising is lost if not followed up. The E. E. Sutherland Medicine. Co., write W. H. Steinbrenner that the results obtained from their .house-to-house work in Indianapolis are simply, marvelous. They, say they are having difficulty in supplying the demand. This is a direct testimonial to the service of a prominent member of the International Association of Distributors, namely, Geo. W. Van- syckle. He is a credit to the organiza- tion. It is a fact beyond dispute that nine out of ten distributors do not get one third as much distributing as they should. They do not canvass their merchants thorough- ly and keep evei lastingly at them. Local merchants should be the distributors' best and most constant customers, and also endorse them to the general advertisers. Distributors should devote their whole time and attention to their local mer- chants, as they are on the ground and cm talk direct to each other. Too much time and attention is wasted in soliciting busi- ness from the general advertisers, then waiting for business to flow in. All that is necessary to bring your business before, the general advert sers is to mail them (under sealed letter postage) your card and a letter soliciting their business, and also keep your business constantly before them by inserting, your-advertisement in publications that reach them. When they are in need of a distributor in your section you will hear from them, and in the meantime turn your attention to your local merchants large and small I know that local merchants hire small boys at 25 cents per day to distribute their matter, and also that they send.out their clerks . who waste their matter. I am also aware that thousands of merchants do not be- lieve in distributing, simply because they have noticed so much matter absolutely wasted; thus it is no easy task to get their distributing. But it can be done never- theless. I have done it. and so can every distributor who tries it- faithfully and gives an honest service. It matters not whether your town has a population of 1,000 or 100,000, your local merchants are obliged to advertise their business in some manner. Newspapers get the bulk of the advertising,, simply because they are con- stantly after it and run down every other line in order to get it. But few merchants actually know the results derived from honest distributing, as no one has care- fully explained it to them; thus much business is lost. Distributors must explain and attempt to convince each merchant that honest distributing pays, and that you are prepared to do honest distribut- ing.- You should mention to your mer- chant that common sense proves that his advertisement, separate and alone, dis- tributed into the houses of the people is much better than his advertisement wedged in a newspaper containing adver- tisements of his competitors, and which does not circulate to one-half of the peo- ple . he desires to reach. If he should happen to be a merchant that does not- advertise at all, but depends upon-his long established business and wide ac- quaintance for his business, just call his attention to the large business his com- petitor does by shrewd advertising, or mention the fact that hundreds of people are taking advantage of the low fares offered by the trolly lines and go to the city to buy their goods, thus depriving him of the trade he should have, and would surely get if he would advertise his store.. If they will not give you a trial, then offer to distribute a trial order free of charge. If the matter is convinc- ing and offers inducements sufficient to warrant patronage, the results will then convince them that advertising pays, and you will get their constant patronage. If you should not be able to get distributing from your home merchants after offering above inducements, then you should visit the merchants in your neighboring towns and get them to advertise in your town, as your local merchants don't advertise, and there is a big field for trade. When your home merchants see this advertis- ing they will open their eyes in time to see the trade leaving them, and you may be assured that they will soon want your services. Start'now, and preach the service of house-to-house distributing to your home merchants, and keep everlastingly at it. Don't give up, no matter what obstacles you may encountet, for you must have the patronage of your home merchants if you hope to enjoy a prosperous and per- manent distributing business. The following circular accompanies the Certificates of Registration which are now being sent out by the Feister Printing Co., Columbia avenue and Sixth street, Phila- delphia. It is worth reading and remem- bering : READ CAREFULLY. Remember that our main object in pre- paring this list is:—To insure first-class service to ALL advertisers. That if you fail to distribute the work of any-firm properly, you will lose not only the work of that firm, but the work of all firms, as this company will report to all firms using our list the facts of the case. Remember that every man is the archi- tect of his own fortune. That if you do honest work for all, your business will in- crease, whereas if you do poor work for any, you will lose the work of all. At all times follow you instructions ex- actly as given by employer, and you will avoid trouble. When distributing, try and have two or three reliable business men look over your work, so that if anv one claims the work was not done proper-, ly, you have them to prove otherwise. Follow up your business carefully. Learn from the storekeepers how the various ar- ticles advertised are selling. This will enable you to tell the advertisers how the sale increases in accordance with the amount of advertising done. If you have any competitors, send Feis- ter Printing Co. their names and ad- dresses. If there are any large firms ad- vertising in your city, whose work you do . not get, send us names of firms and, if possible, samples of advertising matter they are distributing. We will then en- deavor to induce them to use our list of distributors, thus giving the work to you. In writing, when a reply is desired, al- ways enclose stamped, addressed envel- ope. Acknowledge receipt of your Certificate of Registration, and if there are any mis- takes in the spelling of your name advise us. At first opportunity send names of all the firms for whom you do distribut- ing; also give name and population of any small towns within ten miles of your city in which you do distributing. This company, while endeavoring to protect the advertiser, will also endeavor to protect the distributor. Notify this company, should you make any change in your address. A cheap pamphlet, almanac or booklet is like a bad show. It can not hold or in- terest its audience. Do not blame the dis- tributor for poor results which should be attributed to bad printing, cheap paper, badly executed illustrations, etc. Adver- tisers should remember that they are the generals; the distributors, private soldiers for the nonce enlisted in their service. If they insist on providing these soldiers with poor ammunition their volleys, no matter how carefully aimed, will fall short of the execution expected. THE BILLBOARD - .» ::■''. ■■'•■■:■■*.<■. ..'; MINTS IN THE LAKE. "The Dr. Miles Medical Co., Elkhart, Ind., spend thousands of dollars for dis- tributing their advertising matter from house to house; they have local contracts in nearly every town and city in the United States for their distribution. Their contract in this city is with a young mau wlio, it is alleged, instead of doing the work according to contract, drove to the lake last Wednesday and threw a quan- tity of the matter broadcast to the wind and water. The water for some distance along the shore was covered with 'Hints on Health.' To-day an inspector for the Dr. Miles M. dical Co. appeared on the scene, and will make it very uncomforta- ble for the young man, as he is liable to arrest and imprisonment." The above is a clipping from the Ken- dallville Daily Sun, dated Saturday, No- vember 13, 1897, and clearly shows that murder will out every time... Distributors cannot do dishonest work and keep it secret. The, large advertisers have too much at stake to allow their matter to get into dishonest hands mare than once. One single distribution poorly done ruins your reputation in the advertiser's mind. Take warding from the above item and don't ever let it occur to you, if you hope to retain your reputation and standing with the large general adver- tisers. The Feister Printing Co , of Philadel- phia, Pa., deserve much credit for the in- terest they have taken in behalf of local distributors who have an established rep- utation for honest service. They have prepared a list of registered distributors, which they send to general advertisers free of charge. They are one of the largest printing houses in the country, and print more matter for general adver- tisers than any other house, and are in a position to help all distributors registered with tbetn. When an advertiser insists upon your accepting work at a wholly inadequate figure, it is better far for you to refuse his work than to accede to his demands, and then give him the "best you can for the money". One of these worthies has re- peatedly offered a well known distributor Jti.25 per 1.000, and has just as often been turned down. He comes back again, though, regularly, and always with the same offer and an emphatic assertion that he wants service. "It is service i want," he says, "and service I must have;" but he never raised his offer. Worn out, at last the distributor replied, "You are stall- ing yourself. You don't want service. You want a promise of service, and the promise is all that you ever get at those prices." We earnestly request all distributors to write us monthly, giving the advertising news of their sections, and anything that is of interest tc* distributors and general advirtisers. All members of the I. A. D. will take parti, ular notice of this, and write us freely, so that we may bring members closer together and let each and every member be aware of all items of in- terest to their association. By the most earnest cooperation of every member, these columns can be made so interesting that when we meet at the next annual convention we shall have become thor- oughly acquainted with each other, and one and all thoroughly posted on associa- tion matters. O. J, Gunnells, who draws a salary un- der the pretense of watching the adver- tising of Pink Pills, is going around the country distorting. facts and conditions relative to the" I. A. of D. Members and advertising agents are requested to report promptly any disparaging remarks he may make, to the editor of this paper. Jas. L. Hill, of Nashville, ex-secretary of the I. A. of D., and one of its warmest and best friends, made the association a Christmas present of $50 which was used to extend the influence of the organiza- tion and still further increase its member- ship. Vansyckle, of Indianapolis, is sending out a blotter which is a good ad for Van and the association at the same time. Tiie blotter goes out as an enclosure in Insiness letters. It is superior to the or- dinary enclosed blotter in that it is 4x9 mches in size. Secretary Steinbrenner has compiled a I'-t of a thousand advertisers who distrib- "'"-'• Members of the I. A. of D. can pro- <•■»* a copy by applying to W. H. Case, '•ort Wayne, Ind. The following well-known distributors joined the International Association of Distributors during December: S. E. Riblet, 119 Mt.in street. Gallon, Ohio. Charles Bartz, Sandusky. Ohio. W. E- Miller, La Porte. lud. A. J. Avery, St. Joseph, Mo. - P. H. Zender, Austin, Minu. - A. W. Thomas, Hot Springs, Ark. Peter P. Steketee, Muskegon, Mich. Southern Bill Posting Co.. Knoxville, Tenn. - -'■ Up MAURICE WEINTRAUB. We want every distributor who reads The Billboard to find subscribers for it, not particularly for the commission we give, but because he believes in the prin- ciples we advocate, and wishes to aid us in widening and extending the influence of the paper. During the month of December Mr. W. H, Steinbrenner received over one hun- dred and fifty applications for member- ship in the International Association of Distributors. Of these, scarcely more than forty came up to the standard of the Association. Of the remainder more than half have been rejected outright, and the balance are undergoing rigorous inquiry. It is an honor to belong to the I. A. of D. Everybody can not get in. Remember that The Billboard is the official organ of the International Associ- ation of Distributors, and the officers de- sire that the members recognize it as such. P. J. Smith, Lorain, Ohio. J. F. Buxton, Norwatk Conn. Hixson Bros., Piqun, Ohio. J. A. Hearn, Carbondale, Pa. Chas. F. Batchelder, Concord, N. H. A. E. Hathaway, New Bedford, Mass. Herman Delker, 7th St, Junction City, Kas: Oscar V. Nix, 202}* Grand av., Oklahoma City, OK. Ter. J. F. O'Mealia, 27 Montgomery. Jersey City, A. C Phillips. 144 Main, Conneaut. Ohio. Chas. R. Rowland. 303 Jackson, Augusta, Ga. G. B. Bowman. Quincy, III. G. A. Bannon, Troy, Ohio. Chas. M. York, 7 White, Haverhill, Mass. Dr. w. K. Detwiller, 132 Bushhili, Easton, Pa. A. J. Finn, S4 Duncan av. Cheboygan. Mich. E. O. Burroughs, Box 296, Newark, Ohio. J. R. Lewis, S Perry, Tiffin, Ohio. Chas. S-Vogel, Steubenville, Ohio. The Rochester Bill Posting and Adv. Co' Rochester, Minn. W. S. Watts, Fremont, Neb. F. R. Meyers, 236 Spring, Bucyrus, Ohio. K. L. Martlinfj, Wichita, Kas. . Harry Mnnsou, 4 Murry st. Greater New York Luther Cahoou, 44 Cabot. Beverly, Mass. Chas. Weiss. Pottsville. Pa. W. M. Munson, Mitchell, Ind.. . Thomas M. Burr, Bangor, Me. J. L. Smith, Ashtabula, Ohio. Welcome Rollins, Beaumont. Texas. Sam. Lamphron, Whitehall. Mass. Thomas Manion, Mt. Vernon, 111. J. M. Schwartz, Box 41, Walkerton, lad. A Dewitler, 510 Main, Baton Rouge. La. . -W. A. Noyer, 39 Pleasant, Newburgport, Mass. G. W. Brown. Purcell. Ind. Ten Chas. Kurtz, 210 S. 7th. Cos'ien, lud. Geo. W. -Riley, 1 Jo High, Hamilton, Ohio. Harry Gear. 124 Park B> Paso de Robles. Cal. Geol P. Rowly, LeRoy, 111. E. M. Slack, Braggvi.le, Mi s •. Siebe & Green, Oakland. Jas. S. Claxton & Co.. Halstead. Pa. F. W. Brigham. Main St., Corrallis. Ore. Will Crockett, Logan, Utah. John How let. 22 W. Ave. North. Elyria. Ohio. Jas. S. Seivier, W. North St., Lebanon. Ind. Siebe & Green, San Francisco. MAURICE/WHNTRAUB. No distributor in America enjoys a bet- ter reputation than Maurice Weintraub, of Providence, R. I., whose portrait ap-" pears upon this page. Although he has only been engaged in the business since 1893, he has brought to bear upon his work so much enthusiasm, so much energy and so much faithful earnestness, that his service already ranks among the best in the United States. Mr. Wein- traub was born in New York City in 1876, and is therefore in his twenty-second year. In 1896, he covered all of New England and New York, for the California Fig Sy- rup Co.,- and they were highly pleased with his work. Mr. Weintraub has had > two partners in his time, but bought them loth out, and operates the business entire- ly himself. He opened a branch in Bos- ton, in November last, and the venture promises well. His offices are 426 and 427 Bannigan building. Mr. Weintraub is a member of the International Associa- tion of Distributors. fWer fYinleiv We acknowledge the receipt of a beau- tiful calendar, the handiwork of the Cou- rier Litho. Co., of Buffalo, N. Y; It is original in kind, unique in de&ign ..and splendidly executed. * , Julius Bien's ad on the coverof Profit- able Advertising, for December, was a triumph. Cincinnati not "only makes more posters than any other city in the world, but she practically makes all the tent show pos- ters. The Enquirer Job Printing Com- pany is now busy with the Buffalo Bill Show order'; Strobridge has about fin- ished the Barnum & Bailey work; Russell & Morgan are well started on the Fore- paugh-Sells paper,.and the Donaldson Company is grinding away merrily on the gigantic order of the big Ringling Broth- ers Shows: , Johns & Co.,-lithographers, of Cleve- land, Ohio, were completely burned out on the night of December 23. ; Nothing at all was saved, and it is reported that the loss, amounted to $225,000, with but J $50,000 insurance.- Johns & Co., have! handled, a line of syndicated posters for retailers with considerable success,- of late years. They will undoubtedly resume at an early date. ._ An annual fair or industrial exposition is the best form of advertising that can be ', utilized by municipalities."'They often attract a large volume of trade which, might otherwise drift elsewhere. - SI ■*.-.-.;. .