The billboard (July-Dec 1898)

'I M I THE BILLBOARD Bill Posted DEPARTMENT ^ SLOCOMB'S SON The Late Moses Wolf. Newspaper Spitework. A Santiago Hero—Contracted Camp Fever in Cuba—Almost Died at Montauk, but His Father Took Him Home and Nursed Him Back to Life. In our June issue we chronicled the fact that E. M. Sloeomb. jr.. son of E. M. Slo- comb. manager of the Newark Bill Posting - Co., had enlisted in the Second Massachu- setts Regiment. • The sequel is found in the following) clip- ping from the Newark Sunday Call of Sept. It "Among the many Newark soldiers home on furlough is a young man who has had a bitter experience of camp life. He was in the fights in Santiago, and he came out of them unscathed, only to fall sick afterward. lie is Corporal Edward M. Sloeomb, of 370 High street. Corporal Sloeomb is a son of Mr. E. M. Sloeomb, the head of the Newark Bill Post- ing Company. The young man is a student of the University of Pennsylvania, and is twenty years of age.. Last May he was visit- ing his brother, who is now Postmaster at Greenfield, Mass., and when the Second Regi- ment of that State went to the front he went with it as Corporal of Company I. His regiment took part in nearly all the fights outside of Santiago and the young Corporal had some thrilling experiences at El Caney. It was in this fight that the First Lieuten- ant of his company was shot, and shortly af- terward died in the young: Newarker's arms. "He gives a thrilling description of the night attack as his men crawled up the hill of El Caney. Every time they fired at the enemy the fire of their old-fashioned Spring- field rifies served as beacon lights for Span- ish bullets. Cue bullet struck the stock of Corporal Slocomb's gun, glanced off and grazed the breast of his comrade. "It was not until hostilities had ceased that young Sloeomb became sick. He was af- fiicted with camp fever-and came north a week Rgo on one of the transports that un- burdened its afflicted load of humanity at Montauk Point- The young soldier had a vig- orous constitution and while he was a very sick man he managed to keep out of the hos- pital. He was placed In the detention quar- ters at Montauk. His father visited that place on Wednesday and asked to see his son. A tent was pointed out to him as that of his son. "Mr. Sloeomb said: 'I lifted up the flap and looked in. and saw a bearded and ema- ciated man whom I would never have recog- nized as my son. I was going to search fur- ther when a guard called me back and told me that the man I had just looked at was my boy. He was in a weak condition and just about able to stand. I determined to take him home, but all the furlough I could ob- tain was for five days. I dressed the boy and we were waiting for the furlough papers to be drawn up when General Wheeler and Sec- retary Alger came along. The latter noticed how weak the boy was; he was able to stand up and salute, and that was about all. The Secretary of War asked some questions and when he found out that a furlough of only five days had been granted, he said: "Give him thirty days* furlough." He insisted upon the papers being made out then and there, and made General Wheeler sign them to avoid further delay. He also told the officers to allow all sick men who were able and had relatives close at hand to go off on thirty days' furlough.* The young soldier suffered a relapse when he arrived home, and has been delirious at times. In his delirium he goes through the scenes of the fight. Dr. Thomas P. Loweree. of Hill street, is attending him. The patient is suffering from a form of malaria and other troubles, due to the hardships of camp life. He was somewhat easier last evening, but is allowed to have no visitors." Writing under date of Sept. 10, E- M. Slo- eomb. sr.. says: "Yes. the boy will pull through. He is still weak, but gaining stead- ily, although slowly." Slocomb's many friends throughout the country will rejoice to learn of his son's con- valescence. On another page we present a portrait of the late Moses Wolf, of Dayton. O., whose sudden and shocking death was chronicled in our last issue. He was born in the Grand Dukedom of Baden, Germany, Oct. 15, 1846. He came to America in 1858 and engaged in bill posting in 1868. He was struck by a train on the C C C. & St. L. K. R. Wednesday, Aug. 10. and died of his injuries Tuesday. Aug. IT. 1898. His brother William survives him and con- tinues the business. The phenomenal prosperity of Breslauer, Scott, Sherer, et. al„ together wU?i the re- cent slump in the demand for newspaper ad- vertising, excited the cupidity, spite, malice, and envy of the Minneapolis papers to such a degree that they endeavored to inaugurate a crusade against bill boards and bulletins. They lashed themselves into all manner of fine frenzies and conniptions without effect. All their noise came to naught. It brought out a sensible review from the Sunday Times, however, that is well worth printing in full. Lack of space, though, pre- vents us quoting from it, except in the brief- ■ est possible manner, viz.: , "Several of our esteemed twin city con- temporaries have been conducting a crusade lately against the innocent bill boards which serve at least two desirable purposes: they are pretty good advertising mediums and they conceal from the public a number of va- cant lots overgrown with offensive weeds and the receptacles of cinders and ashes, tin cans and refuse of various sorts. Moreover, some of the bill boards are rather artistic and ornamental. "Why should our contemporaries wage so fierce a crusade against the harmlrss bill board, when there are so many far more grievous nuisances which should be made the targets for the big guns? Take, for example, the plastering of the inside of the street cars with offensive pills and tape-worm and sim- ilar advertisements: and the encroachments of traffickers of all kinds upon the streets with their wares and their huckstering; and this complacency has: made the crusade against any of these evils and impositions appear almost like a persecution. * * « * "Why rail at the bill board as an offense to good taste when there are a hundred other real nuisances which we tolerate with meekness. * • * * "To people who are really refined they are less directly annoying and offensive than the jangling bells of milk wagons, the earth- quake rumbling of ice wagons, and discord- ant yells of fruit peddlers and unearthly, nerve-piercing shriek of the fish-horn: the whistle of the belated idot going home at 2 or 3 o'clock in the morning and leaving be- hind him a lurid wake of profanity, as he rends the silence of the night with his shrill and diabolical rending of "Paradise Alley" or "Oft in the Stilly Night," or some other eld thing; the screech of innumerable whis- tles engaged-in what appears to be a regular early-morning contest for supremacy in the realm of noise; the thunder of monstrous trucks that pour along the thoroughfares, pil- ing on the aeony; the army of leather-lunged hucksters filling the air with unintelligible yawp, and all the other sounds of pande- monium—crunching, shrieking, jangling and roaring noises that have arisen since the world began and all concentrated as though in one mighty effort to wake the dead. "There Is no more reason that the public should be afflicted with this anarchy of sound than there is that the business of trafficking in meat and fish, or In vegetables and fruit, should be permitted on the sidewalks of some of the most crowded streets; than why deal- ers in boots and shoes or dry goods should be allowed to overflow In the same way with their traffic. Room enough will be found in- doors just as soon as it is demonstrated that " the sidewalks can no longer be occupied by market stands and peanut roasters, but must be kept free for the convenient use of the public In passing along the street." They Don't Advertise Enough. I have been reading with a great deal of interest the various articles that have ap- peared from time to time in "The Billboard" concerning the village bill poster, his suc- cesses and fizzles—mostly fizzles. The causes of his failures have been laid to many things—poor service, prices too high, town to small, etc.—but it seems to me, that none have struck the key-note of his failure. My opinion is that he doesn't advertise enough. Don't advertise at all in nine cases out often. But he thinks Mr. National Ad- vertiser ought to place his paper with him. Oh. yes! Advertising pays—for the other fel- low; but when you mention the idea of his spending $4 or $5 a month to push his plant with, he wilts. He has a plant in a good town, gives good service, but has hardly enough work to keep him alive. Perhaps on his boards he has some foreign paper, that has been sent him by some persistent advertising agent, who, after some five or six letters, succeeded In finding there was a bill poster in the town, and that he posted bills. This bill poster goes plodding along, month after month, and never thinks of coming out of the woods and "hollerin' " at the patent medicine iran, the tobacco man, or the gentleman who sells chewing gum, and telling him that he is on earth, and owns a plant that is giving good service; his prices, his capacity—all the strong points of his business, if he has any besides the paste. Our small bill poster will say he can't af- ford it. times are too hard. Heavens, man, you will never better times, if you don't have some push about you. Don't you find the names of your successful bill posters among the advertising columns of your trade papers? You may be sure they were not always so large and powerful. They started with perhaps no more than you have. Hut you can count on it, that they spoke right out in meeting, and told Mr. Advertiser '-their business, and their address. And to-day you point them out as successful men in your line of business. '- But don't think that advertising is going to do it all. No. not by any means. You must have something to back your adver- tising up. A good plant, good service, and business methods enough to at least answer a letter within three weeks from time received. And another thing—don't expect that one issue of your ad. will bring the pro ratas to your wallet. You all know that old saw about "constant dropping, etc. Try it, my friend. Advertise! If you can't write a good, bright ad., hire some ad-writer who can. Good-business-bringing, straight- from-the-shculder talks, and inside of a year your business will be doubled. Here's food for thought; think it over, and act. ROY McCLORY. Boston Boobies. Unable to successfully cope with the evil pass system, a few managers in the Hub have undertaken to get along without the bill boards. The Dramatic Mirror says: "The managers of the leading theatres in Boston have made an agreement to restrict the use of printing this season. The parties to it are John B. Sehocffel. manager of the Tremont Theatre; Eugene Tompkins, man- ager of the Boston and Park Theatres, and Isaac B. Rich, manager of the Hollis Street Theatre and Boston Museum. "The agreement was made in January last and goes into effect with the opening of the present season. Under its terms stands of printing are abolished entirely. No litho- graphs or other window printing are used, and lithograph passes are prohibited. Each theatre in the combination is limited to 3J0 three-sheet boards in the city of Eotton. and not more than four seats a month can be given for any three-sheet boaid privilege. Photographs and frames may be exhibited in windows. Half-sheets to the number of luo may be displayed in hotels, railway stations, at ticket agencies, etc., but indoors, only. "In the course of a season, if this com- pact is strictly lived up to, there will be saved to the Boston managers and the com- panies playing at their theatres at least $60.- 000. There has been little objection thus far. and the great majority of those booked dur- ing the season have expressed their hearty approval of it. "The result will be followed with the keen- est interest, and if it is satisfaeloiy the abo- lition of printing will extend undoubtedly to the first-class theatres in other large cities. Even greater than the saving in actual out- lay for material and posting will be the enor- mous gain in shutting off the army that gets into the theatres on lithograph passes, the bulk of which fall into the hands of the scalpers and are sold at cut rates. "It has been estimated that in former sea- sons twenty thousand persons a week have secured admission ou these passes. The cut- ting off of nearly half this number will un- questionably serve to create a mateiial in- crease of paying playgoers." The saving of $60,000 that is mentioned in the clipping is very likely to turn out quite the most expensive saving that th5 managers ever made. The firm of Callahan & Durkec. of Pitts- field, Mass., was dissolved Sept. 3. Mr. Cal- lahan will continue the bill pocting and Mr. Durykee the trucking. COMFORT FOR CAMPBELL The English Official Organ Is a Loser, Also. The following excerpt from the proceed- ing, of the United Hill Posters' Association of Great Hi itain Uiows that their paper. The Kill Pester, the official organ of the organi- zation, and published by the association is operated at a loss, like its Amciican name- sake: "Then there is an Item against The Bill- poster. The receipts in that account wire 1800 and the payments were $1,100, which repre- sents a lots of ubout $300 for one year o» the working of that journal. That loss could very easily be turned into a profit if every member of the association subscribed to the journal, and sent occasional advertisements to it. We do not give an exceptionally good number every month, but there is no doubt that in every number there is certain in- formation which should be In the possession of every member or the association. There is a credit item of $275, which does not appear in the statement of amount or receipts be- cause It is not part of either. Shortly after the resignation of your late Secretary, (Mr. Ilcnnell), your committee instructed the aud- itors to report on the accounts for the past three years. They did so. and discovered a. deficiency of $273. Mr. Bennell has sent a. cgheque Tor that amount, which waa Just, received this morning, and consequently docs- not appear in the balance-sheet. We are- therefore not losprs by the irregularities in> the aceounts of our late Secretary." We were surprised to discover this condi- tion of affairs. The paper is well edited, and deserves support. If the British bill posters, do not support their official organ, tbe ques- tion naturally arises. What chance bas our officii:! organ got to become self-supporting? Iowa State Billposters. The second annual meeting of the Iowa' State Hill Posters' Association met at the Hotel Pilgrim. Marshalltown, Sept. 7. It was fairly well attended. The association was found to be in good condition financially and otherwise. The membership is now 3G. After the discussion of several items of in- terest and .adoption of various reports, the following officers were unanimously re-elect- ed, viz.: A. 11. Bcall. President, Sioux City, Iowa: Jas. T. Coffee. Treasurer, Dubuque, Iowa; 1. C..Sneers; Secretary, Marshalltown, Iowa. C. F. Brown, of Waterloo, was unan- imously elected Vice President. The bal- ance of the day was spent in visiting and sight-seeing. The place of the next meeting is to "be designated by the President one month before it is called. I. C. SPEERS. Secretary. (Editor's Note—Mr. Spccrs entertained the visiting delegates with dinner following tho adjournment.) Another Iowa Association. (Special Correspondence.) Keokuk. Iowa, Sept. 4. 1S9S. In obedience to a call authorized by A. Weber, of New Orleans, La., President of the International I.ill Posting Association, a number of bill posters met in this city at the office of A. A. Bland & Son to form a State bill posting association. Mr. Bland was made the Chairman and stated the object of the meeting. Mr. Alton, of Fort Madison, pro- posed that a State association be formed, and on motion the proposition carried, and the following officers were elected: A. A. Bland, President; Elliott Alton, of Fort Madison. Secretary, and Elbert I'nyton. of Centerville. Treasurer. The object of the organization is the mutual protection of bill posters and ad- vertisers. Mr. Alton and Mr. Bland were made a committee to draft a constitution and by-laws. The association adjourned to meet in Fort Madison at the Eblnger Opera House at 2 o'clock, Oct. 5, 1S98. LICENSE IS INVALID. Supreme Court of South Dakota Renders a Decision Important to Billposters and Distributor.* (Special Correspondence.) Pierre, S. D., Sept. 6, 1888. Among the opinions handed down by the Supreme Court at its lute sitting was one in which the validity of the license law passed ut the last sew.ion of the Legislature was passed upon. After citing the act, the Court holds that the law is a violation of the Interstate Com- merce act, as it attempts to regulate com- merce between States, a function of the Gov- ernment which Is granted to Congress alone. In support of this, the Court says: "While the license tax is appamtly im- posed regardless of the amount of business transacted, the Irresistible effect or the law as applied to this case is to regulate com- merce between States by compelling a Min- neapolis firm to pay in advance for the privi- lege of attempting to procure customers in one of the counties of the State. Decisions too numerous to justify citation, lidding that interstate and foreign traffic is entirely ex- empt from such a tax. regardless of the method of imposition, are grounde'd upon the doctrine that a State has no power under the constitution to burden such commcre*e either by way of a direct tax upon the subject mat- ter or by requiring those engaged in the oc- cupation of soliciting orders or advertising the commodities of some person residing wtbln another State', to pay a license for such" privilege. "We find that commerce among the States consists of traffic between their inhabitants, and includes the purchase and sale of com- modities through the agency of persons em- ployed to solicit otders by the use of sala- ries, etc., and the power to license and regu- late such business in Congrrss exclusively. Our conclusion, therefore, is that the enact- ment under consideration, as applied by the Court below to plaintiff in judgment ap- pealed from is reversed, with the direction that the accused be discharged." H.-W. Link. The phenomenal success of the Pawnee rill Historic Wild West Shows duiing the pres- ent season has brought into prominence an *gcnt of more than ordinary ability. He is Mr. H. W. Link, the subjee-t of our frontis- piece. Mr. Link is deserving of the very highest commendation for the exceptional manner in which he has billed Major Lillies' attraction and the able manner in which he has routed It and handled its advance force. Moreover, he has demonstrated that he Is a good judge of country, for his show has al- ways been in the right territory at the right time. Mr. Link was born at Battle Creek. Mich.. July i. 1K9. His first experience in the show bufiness was obtained under the veteran Chailcs White, at the old Colisscum. Detroit, Mich., during the season of '78 and '79. Tho following season found him in tho em- ploy of W. J. Gilmore, at tho Grand Central, and the following year he divided between the eld Garden Theatre and the Park Theatre in the same city. During the summer of 1SS2 he obtained his first cxpcileuec in the circus business with Col. Geo. W. Hall's Shows. He was a suc- cess from the start, and the following sum- mer found him ahead of Geo. De Haven's Shows. In '81 he went back to Col. Hall, and in 'So was again with De Haven. In "86 he joined the Taylor Shows, of Cres- ton. Iowa, and the following season went ahead of Hall & Binglcy. During the winter or 'S7 and '8S he was in advance of the Boston Comic Opera Co. The rummer of 'SS he put In ahead of the Howes London Shows, and at the end of the season went ahead of Sldell Bros. Minstrels. The following summer he wps again agent of Howe's London Shows, and in 1S90 was general agent of L. H. Frcne-h's Shows, which that year was backed by Col. Burr Kohbins. In 1891 In conjunction with E. 11. Colvin he managed Pete Peterson a Swedish com- edy. It waR not sufficiently renumerative and In 1S92 he went ahead of Sells & Kcnt- frews Circus In 1893 he was with Bob Hunting. In !S9t, with L. W. Washburn, and in 1593 with Paw- nee Bill. During the winter of '95 he was verv ill and his illness precluded his going on" the road In 1890. Ho went to Michigan recovered his health and in 1S97 was ahead of The Mc- Mahon Shows. Tho present Reason ho has distinguished himself ahead of the Pawnee Hill Shows, and his work has been of the very highest order. He Is careful, far-seeing and an indefatiga- ble worker. THE BILLBOARD. DETROIT. Imperialism and other national questions of public Im- portance are now before the American people. "Public Opinion" is the only Journal In the linlte-d States that gives all side's or all ques- tions. The fall elections are almost upon us. and the>y will be unusually interesting this year as an Index of the attitude of tho country toward tho present administration and Its policies. "Public Opinion" reports ■ he action of all State conventions and glve-s press comment on all elections. In addition to this, tho departments of' Foreign Affairs. Social Questions. Science, Letters and Art. and Mtislness and Finance give a weekly di- gest of the bett current contributions on Walker Waxing Wealthy. I During September the writer had the pleasure of visiting Detroit. At the time, Walkers boards were full to overflowing A call at the new offices revealed the fact that the firm was carrying 21,576 sheets of live paper. The firms moEt in evidence on the boards were Battle Ax and Spear Head, although the Banner Cigar Co., Star Cigar Co., Brown Bros, and Alexander Gordon also had good Ehowings. All four of the theatres were using large amounts of space, but the Wonderland was far and away ahead of the rest. Mr. Walker has spent the greater part of the summer at his villa on the "Flats." The opposition firm started by Jim. Henry, Fred. Me:Coy and Jim Little has not made any headway. A walk about the city failed to reveal any conspicuous boards, and it is said that they have less than a thousand feet all told. saying .that the police are appointed to en- force the law. The little yellow labels of the Bill Posters' Union of Boston were seen on all prominent thoroughfares of Boston Labor Day morning for the first time this season. Fellow union men, see that your posting is done by union bill posters. Manager John B. Sehoeffcl, of the Tremont Theatre, ex-AIdcrroan John H. Lee and Su- perintendent Eldridge called at police head- quarters Sept. 15 to see if cometbing could not be done to prevent alleged mutilation of theatrical posters on bill boards about town, said to have been done by members of a the- atrical mechanics' union, which has some kind of a dispute with the theatre in ques- tion, and also others, it is said, in this city. The police board was busy, and did not grant the delegation a hearing. The gentle- men then sought out a Judge and stated the facts of the case to him. He took the matter under advisement. Sept. 16 the Judge issued warrants for two of the miscreants. .1 F. Clark, of Conway, Ark., writes ihat business has been dull, but is now improv- iu2. THE LATE MOSES WOLF, Of Dayton, Ohio. The journeymen bill posters of Detroit have unionized, and it is a good thing, as it pre- vents sniping by boys. Walker revealed an interesting fact in course of conversation, viz.. the actual cost of posting paper, excluding rentals. He has kept a tabulated statement of the number of sheets posted during the past year and also wages paid to his men. expense of teams, cost of paste, etc. He finds the actual cost is 91 cents per 100 sheets, or, in round figures, 9-10 of a cent per sheet. Verily, bill posters would grow rich rapidly if it was not for those troublesome rents. Wclkcr, however, is doing very nicely as it is. BOSTON. A BIG ONE IN INDIANAPOLIS. thcBo subjects. Tho subscription price is $2.60 a year. $1.28 for six months. We have mado a special rate for trial subscriptions of -'•> cents for three months. Sample copies and cards for mailing coIiir sent on request. Tho Public Opinion Co. i 12 ABtor Place, N. Y, Union Posters Compla'n to Police of Work Done in Violation of the Law. An effort is to be made by the Bill Posters' Union to have the-policemen of the city ar- rest all delators of the Sunday law who post theatre bills on Sunday. A e'ommi»toe' of the union called on Super- intendent Bldridgc Sept. 13, and told him that men were engaged In posting theatre bills from midnight Saturday night until late in the day Sunday. The committee averred that hill posting is not a public necessttv. and Is clearly a violation of the law relating to Sabbath work. After the call, it was hinted that Super- intendent Eldridge> wanted the bill posters to swear out warrants against the Sundav bill posters. This tho complainants refused to do. Eighth Annual Session of the Minnesota Billposters. (Special Correspondence.) The Minnesota Bill Posters met in eighth annual session at the National Hotel. Minne- apolis. Sept. 8. with President L. N. Scott, of St. Paul in the chair. The meeting was Vrief and was marked by no business of interest t» people outside of the trade. The various members of the association in attendance dis- cussed the matter of rates at some length and there was a decided inclination evidenced to make the rate uniform throughout the State. Bill posting has of late years come to be regarded as no small factor in the ad- vertising world, and this fact was noted with no small amount of congratulation and pride by the members of the association. The old officers were all re-elected, as fol- lows: President. L. N. Scott. St. Paul: Vice President. Mike Breslauer. Minueapolis; Sec- retary and Treasurer. C. H. Griebler Man- ?. a . to : A '" onK tnosp Present were also C. E AW'*- t-aribault: A. D. Goodman. Waseca: C .'. B 'J I< !? a - CMcago: j M Rj S sou. Minneap- ?.' s; . ,}*• Carro »- Anoka, and J. A. Austin. Montevideo. An early adjournment was had to permit tho members of the convention to attend the State Fair. Billposters' Notes. The attack on Mrs. Mulvihill's ser- vice at Omaha, which recently ap- peared in the official organ of the As- sociated Bill rosters, was, to sav the least, not very pretty. Opinions on the merits of Mrs. Mul- viliill's management may vary. It may lie that many persons hold that a wo- man should not attempt to handle a business, that the very fact that she is a wife and a mother incapacitates ner for a business career. But in Mrs. Mulvihill's case all of these opinions would be neither here nor there. She is a member of the association. When misfortune overtook her husband and he was stricken in mind and body, she was compelled to become the bread- winner. She has done the best she could, and is entitled to the respect of every member of the A. B. P. and every man possessing any of the finer feelings will want to seeber protected from further affronts. Every year since "The Billboard" was first inaugurated has seen an increasing number of commercial firms on the boards. As the- atrical companies and circuses are billing heavier than ever, it must be conceded that "The Billboard" has benefited bill pos'crs materially and substantially. It has brought them more business than they used to have. It has preached the doctrine of the poster to advertisers so tirelessly that much i f the money that formerly went entirely to aews- papers is now spent for posting. The Sunday Times-Herald, of Chicago, pub- lished Aug. 28 a cartoon of so-called unsight- ly bill boards, and about a column of slush abounding In Invective. "Chicago is made hideous by bill boards. Chicago is a night- mare of weird, dirty posters." etc. As the newspapers in Chicago use more bill board space than any other mercantile concerns, we arc moved to remark. "Consistency, thy name's no longer woman. Thou art hence- forth a :ncwspapcr publisher." Geo. Castner advertises that he has ac- emircd boards in the following cities, viz.: Syracuse. N. Y.; Binghamton, N. V.; Elmira. N. Y.: Oswego, N.Y.: Watertown. N. Y.; Jamestown, N. Y.; Homer, N. Y.: Cortland. N. Y.: Fulton. N. Y.; Olean, N. Y-: New- e-astle. Pa. Members of all State and Na- tional Associations. "Also members of the In- ternational Association of Distributors. He is wrong about Newcastle. J. G. Loving is the I. A. of D. member at that point, and has Tied charges of unfratcrnal conduct against Castner. , The Webb City and Carterville Advertising Company (Missouri) has undergone a change rf management. L. A. Pullen replaces C. O; Lemmons as manager. - The-y report having posted during the last month 15 eight-sheets ard 100 one-sheets for Liggett £ My era. 10 twelve-sheets. 10 three-shcrts and 20 one- sheets for the Drummond Tobacco Company; also. 60 one-sheets for Littcl's Liquid Sul- phur. In a neat little brochure of a size to be en- closed in a No. 6 envelope. Mr. :. P.: Walker, of Fargo, N. D-. has shown some he If-dozen pictures of his more prominent bill boards, and devotes considerable spai-e to a clear, concise and well-written description of_ Fargo and Mcorhead, their resources and advan- tages. We can not quote extensively from the booklet, but the fouowing opening para- graph will give an i>a of its snappy style: "This important branch of Commercial Business has grown to such proportions, and has proved of such inestimable value to the Manufacturer. Wholesaler and Distributor, that it needs no argument on our part to convince you of its desirability, and sue! Is not the object of this pamphlet. We" wish, however, to lay before you the peculiar ad- vantages we can afford to those who are ad- vertising their wares through the bill board medium. First, let us ttll you a thing or two about our city:" Chapman's boards were as full, as thev could be during G. A. It. week. Cin.-inna" s population was increased fifty Ciouswl dur- ing the encampment. How the Trade Journal Helps. Consider the advantage of reaching the man you want when he is particularly-dis- posed In your favor. Nothing Is so bad as approaching a man at the wrong time. When a man is reading his trade journal he is interested in his business. His mind is turned toward you. When he finds your ad between the pages of the trade journal it fits in with his thoughts about his business. If you sell anything he can use. this is the time to talk to him about it. He will meet you half way. Everything he has been reading in his trade journal has been leading him up to this point- In ro other way will your ad be so sure to strike him at just the right time. You can know what he is thinking about when he is reading his trade journal. You can know that he is thinking about some-j thing that will make him more or less pre- I disposed toward what you have to say. This •s the best time to strike. If your advertise- ment were anywhere else than In the pages of the "Trade Journal." he would not see it at this time and you would lose part of the intere'st that the journal has prepared for you. - Trade journal space is naturally valuable* space. It only needs proper treatment to yield proper returns. It is read only by men who are interested in what you have to sell. These men will see ycur ad at a time when they are thinking about their business. If there is any use in their business for your business, you have, the golden opportunity—it is for you to seize it.