The billboard (Jan-June 1899)

'■ ' ■ ' ^.Wl •>■■ THE BILLBOARD t HE BILLBOARD § H m ig^ Athens, Tenn., May IT, 1899. Editor of "The Billboard:" Dear Sir.—One year ago last March I form- ed a partnership with one W. L. Brackett, an Insurance agent of this city and established The Athens Bill Posting Co., he furnishing the capital and I furnishing the labor. Up to that time nothing of the kind bad been heard of here, and we could hardly keep enough apace on our boards for bills, so great was the demand from our merchants for adver- tising space. In the fall I secured the lease on the opera house, which has made us good money, but which had been idle for several years. Last March (one year after we opened business) I bought Mr. Bracken's interest in the business, changed the name to "West's Bill Posting Co.." and have more than doubled the number of my boards. I also control territory between Chattanooga and Knoxville. To "The Billboard" I owe my starting out in business. Shortly before start- ing in business I chanced to pick up a "Bill- board," and after looking it over, saw there was money In it if worked right, and for this I doff my hat to "The Billboard," and wish for it unbounded success. My first work was 10,000 booklets for the Chattanooga Med. Co., for which I received $2.50 per thousand, and I have a standing contract with them since that time. My work has been continually growing ever since. The following are a few of the ones on my board now: J. H. Zeilen & Co.. Philadelphia; W. F. McLaughlin & Co., Chicago; Marble City Medicine Co., Knoxville, Tenn.; Old Vir- ginia Cheroots, (from Chas. Bernard, Savan- nah); Sterling Remedy Co.. etc. I have a beautiful and typical Southern town, full of schools and factories and surrounded by sum- mer resorts, which help my business. I have found that it as necessary to study this business as it was to study Greek and Latin when in college, and that I endeavor to do each month, by reading "The Billboard" Very truly, O. M. WEST. Columbia, S. C, May 10,1899. Editor of "The Billboard:" Dear Sir.—During the past season I have placed matter for C. L Hood & Co., Lowell. Mass.; Dr. Miles, Elkhart, Ind.; The Chatta- nooga Med. Co., Paine's Celery Compound, Dr. Kendall's horse book, Dixie, and others, some being on the road, one of these being Dr. Munyon's H. H. Remedy Co. Tour paragraph about negro boys working for drummers in the South is very true and applies especially .to Columbia. We are try- ing to down this custom by forcing the li- cense. Here is the way tiie whole thing works: A drummer comes to the city, and we solicit his work. He says. No; that the house wants thorough work under his personal su- pervision, and he intends to give it. He then buys four baskets and hires four negro boys at 25c. each, and tells them to distribute the stuff and come to the hotel for their money. The boys then throw the matter away, or hide it, or scatter it broadcast (not in the neigh- borhood of the hotel), and then report the work as finished. On my word. I have seen as high as eight books and three or four sam- ples in the same yard. This is called thor- ough work. Another thing that hits us hard. The BUI Posters' Association, or rather its solicitors, are very exact in their contracts, but do not make prompt payments themselves. I have made notes in the bank to accommodate these fellows, and when I ask them for a settlement they say that the checque will soon follow. I am due now nearly two months for posting and no money as yet. A burnt child will keep out of the fire thereafter. The copies of "The Billboard" are thought a great deal of by the people here, and I especially enjoy them. Very truly yours. K. S. MARKS. Connellsville, Pa., May 17, 1899. Editor of "The Billboard:" Dear Sir.—If I am not too late for the June issue of "The Billboard," you can publish this for the good of whom it may concern. We are pleased to say that business is im- proving in our "neck of the woods." The local merchants are falling into line one by one and giving us our price for distributing their paper. One of them said to me the other day: "I can get it done for much less, but the quality of your distributing more than pays the difference." Another one said he would do it himself before he would pay the price— XL 75 and expenses—but three days ago he came to time, and is paying us our price for having it done well. We have lately put out paper for the Dr. Chase Co., twice; the J. W. Brent Co., twice; Drs. Kennedy and Kergan, Dr. Kilmer & Co. and the Dr. Miles Medical Co. We also made five-year contracts with 'Ward & Gow of New Vork to 'display Lion Coffee cards in two street car lines. The Warner Safe Cure Co. asked us for fig- ures on distributing, about a month ago. After writing them the second time nothing has been heard from them. I suppose the matter is-in the hands of some druggist here and will make its appearance on the streets and in yards in two or three months. The following have lately been badly dis- tributed here: Paine's Celery Compound (me- dium). The Chas. Vogeler Co. cook books, Tarrant's Seltzer Aperient. While at Vanderbilt last week I saw many large 6x8-inch white envelopes laying around in yards. On examining the contents of one I was surprised to find it to be Wells. Rich- ardson Jfc Co.'s valuable book, "A-Mystery Solved," with other printed matter, and a ■ample of Park's tea enclosed. The matter was put out by Oglevee & Bute, (drugs and general store), at Vanderbilt, about five miles from Connellsville. But the worst case of all was the distrib- uting of" Elastic Starch samples, put up by Hubinger Bros. Co., New Haven. Conn. They Vera imply thrown against Soon and frosts v^fc;-. of houses, many of the boxes bursting open, scattering the contents over the front stoop. On the day after the dirty work was done, a lady in a very angry mood accused one of our distributors of soiling the front of her house and stoop. He informed her that he did not do that kind of distributing, and was innocent of the refraction with which she charged him. A box with, perhaps, hundreds of the samples was left at the livery stable of W. D. Anderson. I asked a boy to bring me a sample box, but he brought five, and said he had sent over a hundred to his grand- mother in the country. While distributing at ITniontown, yesterday, 1 came across a good many of the Dr. Chase Co.'s books in yards and on stoops, I also saw hundreds of the neat little booklets, "Se- crets." belonging to the Pabst Brewing Co. of Milwaukee, scattered around, (none in houses.) This was Just before a heavy rain. You can conjecture the condition they were In after the rain. •" As I have made this letter longer than I in- tended, I will cut it off short here. Yours truly. WM. CLOWES. Mill Run, Pa., May 10. 1899. Editor of "The Billboard:" Dear Sir.—Having read Mr. C. H. Spur- lock's letter in the last issue of "The Bill- board," it awakened some memories of the past, but a misprint in it makes it appear to say "everybody" was interested or seemed to have interest in the late N. S. P. A. but Spurlock and Harbaugh, whereas the true meaning intended would be conveyed by the word "few." Those who seemed to be interested in the proposed alliance of sign painters are waking up. I am now in receipt of many letters which afford gratifying news. I have one from a correspondent at Newburgh. N. Y., formerly a candidate for membership in the N. S. P. A., who says he is busy now with local work, more than any other sign painter in that city. He has just finished a gold sign 35 feet long and 3% feet wide, using forty- five books of gold leaf. He has more work to do, and is going to open this year the eyes of some of the would-be sign pointers of his city (who think they know it all), as he has knowledge of happy effects not to be ap- proached by his competitors. He wants to subscribe for "The Billboard." He is taking the "Display Advertiser," of which Hough- taling is a director; but he says he does not like it, " 'The Billboard" Is the best.' " About bill posting, my correspondent says, "New- burgh is a good place for any one with push and ability. The bill poster, Mr. Gardiner, is an old bill poster, but he lacks the push, and gets poor displays, having poor- boards. - Half his boards are being taken down. Mr. G. is a good fellow, but has other business besides bill posting; he sells newspapers, etc." Another candidate at Corinth, Miss., writes concerning probability of a revival of the N. S. P. A. He thinks we'will certainly be able to convene some day; all and none but those interested in advertising. He ss— in refer- ence to bill posting and distributing in Cor- inth: "Mr. Eli Patton. the city bill poster, is a praiseworthy man; is an old citizen, and is most scrupulously conscientious in his work as bill paster and distributor. "The Bill- board" will be subscribed for in the South, as it is welcomed. Your humble subscriber has many orders for sign painting, th.is being my -third year attending to the business of Connellsville. I am well acquainted with Mr. Wm. Clowes, manager of Clowe's Advertising & Distrib- uting Co., of that city. We frequently con- verse, as I am always welcome in his hand- some office. Mr. Clowes is a gentleman in every sense of the word, and is competent, painstaking and thorough. He enjoys the im- plicit confidence of the entire business popu- lation who have tried his services. He is gaining a national reputation, and is now do- ing other than local work, and to say he is deserving is putting it very mildly. A local paper copied his prize essay in its entirety, reflecting gTeat credit to its townsman and to "The Billboard." Hoping this may be inter- esting and helpful to others, it is my pleasure to communicate facts as I find them and as told me. Good advertising is paying, as our com- mercial towns are now enjoying the benefits of their advertising: it shows all the methods of advertising employed are trade-bringers; truly the advertising has been profitably and well done. Very respectfully, ALLEN E. HARBAUGH. Editor of '"The Billboard:" Dear Sir.—One day last month I arrived in Rochester, Pa., at 10:40 a. m. and had to wait until 2:15 p. m. before I could get a train for Stubenville, and as I am anxious to see the bill poster improve his business anywhere in this country. I thought I would start out on a hunt for him, and was successful in finding him. His name is H. . Vandersiice, and he is a young man of nineteen years. Rochester is a place of 5,000, and has only four bill boards, and they were covered with Walter Mains cir- cus paper. He bad plenty of commercial work—25 eight-sheet Delia Rocca Cigars, 15 eight-sheet Lee & Perrins Sauce, and Liggett & Myers paper, none of which he could post until the 15th of May. "Why," I said, "the circus is the 2d of May; why can't you post it then? But be said. "We have a show in the opera house that will be here May 15, and have to wait until that is over." I said, "Have you no more boards," and he said he had not. Now, right across the street from where we stood was an elegant space for a board, and he said he could not get it. I said, "Did you ever offer them any cash rent for the lot?" "No!" "Then, how do you know you could not get it?" I said. "My boy. don't you know you are doing yourself and the advertiser an injury when you don't get a move on you and try and get new locations? Here you are In a good town, plenty of glass works: one alone where they employ 1.000 men, and several other njaces where a large number of men are employed. Why, you could have your boards full the year around if you would only put up the boards and let the outside world know the advantages they would have by using the bill boards in Roch- ester. Alio, put your name la 'Toe Bill- board.' " He admitted I was light, and said he had never looked at it in that light before, and I know from the interest he took in what I was telling him. that he will make an effort to do more hustling in the future. I know if I could go all through the State of Ohio I could get the bill posting business up to where it should be. The bill posters in the small towns must be seen personally In order to get them to believe that what he reads in "The Billboard" is no dream, but the truth. Yours respectfully. W. C. TIRRILL, Secy. O. B. P. A. Newark, O., May 17. 1899. Editor of "The Billboard:" Dear Sir.—We are very much pleased to re- port to you that business has been very brisk. We have dislributed 15,000 for G. C. Bittner Co. Toledo, O.; 4,500 Dr. Chase, Philadelphia. Pa.'; 4 000 in city and 4,000 in country 'or the Lydia E. Pinkham Co- Lynn Mass.; 3,000 samples and 3,000 circulars for India Washing Compound Co.. Columbus, O. We have been very busy looking after the advertising of the Elk's Street air which takes place here June 6 to 10. It will be the biggest time ever witnessed in Newark. To-morrow we commence covering forty towns for the second time. We are now pre- pared to give everyone first-class service, and all firms wanting same should remember that our service is guaranteed by the I. A. of D. Respectfully. BURROUGHS & McARLAND. Mattoon. 111., May 17, 1899. • Editor of "The Billboard:" Dear Sir.—That loud noise you hear is yours truly patting himself on the back. Rea- son—I made four national contracts in one day They were as follows: Chattanooga Medical Co.; Brown Medical Co.. Erie office, 21 Park Row. and St. Louis, 905 Olive; Smith, Klein & French Co.. Philadelphia, Pa.; Dr. J C. Ayres & Co., Howell. Mass. Isn t that quite a day's record for a town of 12.000. I also have Wizard Oil, Chicago. 111., for the Free Street Fair. Very truly yours. McPHEESON, The Only Mc. Denver, Col.. May 13, 1899. Editor of "The Billboard:" Dear Sir.—After some delay we are ready to let our bill poster friends know that we are still in existence, and more pleased to say. that our plant is still growing. It has been impressed on the minds of the people In gen- eral that this plant had quit the business, but not so. It would surprise you to see how many good car-line locations there are left in this city, and it is still more surprising to see how we are building them up with good boards. We have not paid much atten- tion to soliciting this past winter, but have done more towards getting good locations for the coming season. Of course you know it Is out of the question to try to do bill posting without the proper places to put your paper. The Ringling Bros.' Car No. 1 has been in the city for a couple of days. They did their work through the Curran -eople. We expect the Raymond Bros.' car in very 30on. Our business has been better during the months of April and May than it has for a long time previous. During this time we did work for and can give references to the following firms: Continental Job Co.. forty stands; Cot- trell. Gents' Furnishing. Guyer Hats, twenty- five stands 8-sheet; Feigner & Sons, ten stands; Mayer Hardware, (local), sixteen stands Tribune Bicycle, and 500 one-sheet bi- cycle; Columbia Bicycle, 50 three-sheets; Du- vall. 100 one-sheet Hats, local; Wheeler & Wilson Sewing Machines, six 12-sheet stands; Bruno Steindle Concert Co., 40 three-sheets, 5 stands Old Virginia Cheroots, 7 stands. Tack- ing, 300 rags for Walker Soap; 1,200 tin signs. Fashion Tobacco: 150 cards for Cross Shoe Co. Local distributing, 12,000 pieces, Ralston Yeast: 12,000 pieces. A. T. Lewis & Sons, lo- cal: 10.000 pieces. Cottrell. local. I feel that I am taking, up too much space In your valu- able paper, so if you will Insert this item we shall be ever obliged to you for same. Yours, with luck. COLORADO BILL POSTING CO. Red Bank, N. J., May 15, 1899. Editor of "The Billboard:" Dear Sir.—Dr. Kneelan, who represents the C. I. Hood Co., paid me a very pleasant visit on the 13th. I have been doing their distrib- uting here since last fall, and have just re- ceived notice-of their third shipment to me. I have also received notice of the second ship- ment from Dr. Miles Medical Co., of Elkhart, Ind. Since the 1st of January, I have done the following work: Joseph Salz, (local). 16.000 circulars: Frank O. Stock, (local), 24.000 cir- culars; Straus Co., (local), 5,000 circulars; Eagle Clothing Co., (local). 800 circulars; Cal- ifornia Fig Syrup Co., 123 Liberty St.. New York City. 5.000 folders; C. I. Hood Co., Low- ell, Mass.. 8.250 booklets: B. H. Bacon. Roch- ester, N. Y.. 2.000 camples; S. B. Goff. Cam- den, N. J., 1.000 cards: Dr. Burkhart. Cincin- nati, O., 2,000 samples; Dr. Miles Medical Co., Elkhart, Ind.. 3.000 doctors' and 3,000 sam- ples; Lydia E. Pinkham Med. Co., Lynn, Mass.. 3,000 books. There are other distribu- tors in this place, but they do not do good work, and consequently I am holding all of my old patrons, and getting new ones besides. I get many inquiries from advertisers, asking my price for distributing. As a rule my an- swer is $2 per thousand, never less. Re- spectfully, L. O. SUMMERSETT. Oshkosh, Wis., May, 1899. Editor of "The Billboard:" Dear Sir.—Thinking perhaps a few lines from noted Oshkosh in regard to business In my line would interest your readers, will say every day finds me busily engaged In pushing the work. I am constantly adding to and im- proving my already large plant, tearing down old boardB, erecting new ones, and securing new locations, and have every reason to be- lieve my clients appreciate my efforts, - I have recently posted as follows: Uneeda Biscuits. 15 slxteen-sheets and 30 eight-sheets, monthly, for six months' continuous showing; Belvldere Bicycle, 20 eight-sheets and 10 six- teen sheets; Drummond Tobacco Co., St. Louis, 25 twelve-sheets, 25. three-sheets and 60 one-sheets, two months' showing; Conti- nental Clothing House, (local), 20 twenty- sheets, 275 one-sheets; Plummer * Co.. dry goods, (local), 20 slxteen-sheets; Van Camp & Co. Pork and Beans, Indianapolis, Ind.. 15 eight-sheets and 30 three-sheets; Van Llew. wall paper, local, 200 one-sheetB; Capldura Cigars, New York City, 15 slxteen-sheets, bcc- ond billing; J. G. Hull, Bhoes,-(local), 52 two- sheets; Lea & Perrins' Table Sauce, New York City, 25 eight-sheets, three months' showing: Liggett & Myers Tobacco' Co.. CO eight-sheets; Kulppenhelmer, clothing, Chi- cago, 111., 40 four-sheets; Hull & Weedm, agents Devoe Paint, 600 one-sheets; Columbia Theatre, Chicago, (opera), and 985 miscel- laneous sheets for other local firms. Have done distributing for the following firms: Dr. Burkhart. Cincinnati. O.. 6.500: C. I. Hoc J. Lowell, Mass.. 6.600; Dr. Chase. Philadelphia. Pa.. 5.000; Humphreys' Remedies, New York, 6.000; Lydia E. Pinkham, Lynn, Mass.. 6,000: Dr. Miles, Indianapolis, 6,000: Wells, Richard- son & Co., Buillngton, Vt., 6,000; Boston Med- ical Institute, 5,000. Work on the lnterurban electric railway, which will connect Neevah, Weuasha, Apple- ton and Kaukauna with this city. Is being rapidly pushed forward. The completion uf this road means the opening of another good field for the advertisers. It gives 40.000 out- side population who read as they travel. My locations are all selected, so that they will be In plain view, and where the location Is a good one, the amount of the rental is consid- ered last. A number of conventions are slated for this city this summer: Odd Fellows' convention, week of June 5; Modern Woodmen, conven- tion, June 15; also the yacht races, week of Aug. 14. My distributing department is in a very healthy condition this spring, and I have re- ceived some very flattering testimonials from pleased customers, assuring me that they have received good returns from the booklets and samples put out in this city. My business has doubled every year since I have been doing posting and distributing in Oshkosh. I attribute my success to close personal attention to business and strict ad- herence to my motto. "Do work for others as you would have others do work for you." Yours tor a good, prompt and reliable serv- ice, J. E. WILLIAMS. Mansfield. O., May 8, 1899. Editor of "The Billboard:" Dear Sir.—Commercial work has begun to come in, and the year bids fair to be a pros- perous one. We have posted the past month: 25 eight- sheets, John Drew Cigar, from Bryan & Co., Cleveland, O.; 100 three-sheets, local firms; 40 eight-sheets, Liggett A Myers; 15 eight- sheets. Lea & Perrins' Sauce, from Van Bu- ren. N. Y.: 150 one-sheets, local firms: 3 stands, baseball paper; 12 slxteen-sheets, San- ta] Pepsin'Co., Bellefontaine, O.; paper com- ing from Bro. Oliver at Findlay, advertising the Elks' Carnival: M. K. & T. paper from the St. Louis Bill Posting Co.; Duke's Mix- ture, from J. B. Collins, Columbus, O., and from D. & G. S. Nav. Co.. from Gen. Pass. Agent Schantz, Detroit. This, with our regu- lar theatrical work, has kept our boards pret- ty well filled. E. R. ENDLY. Flint. Mich., May 15. 1899. Editor of "The Billboard:" Dear Sir.—I am distributing 22.925 pieces for the Lydia E. Pinkham Medicine'Co., Lynn, Mass. Have 2,000 samples of Nine O'clock Washing Tea from F. J. Spurrier, State agent for Williams Bros.. Indianapolis, Ind. Just finished 3,000 samples Dr. Carter's K. & B. Tea for the Brown Medicine Co., Erie, Pa. Have on band 2.500 papers from C. I. Hood & Co., Lowell, Mass.; also, 1,000 books from Boston Medical Institute, Chicago, 111. Re- ceived a letter from Norman Lichty. Des Moines, la., asking my price for distributing Krause's Headache Capsules. I worked Tor the Dr. Snoop Co.. of Racine. Wis., one year for $1.50 per thousand, and did good, honest work for them. The next Sep- tember they wrote to me'and enclosed a con- tract, which I filled out and Inserted $2 per tbousand. Instead of $1.50; that was the last I heard from them. They gave the work to an old man. I am satisfied, If they are, for I can not, nor can any one else, do work in this city for $1.50 per thousand and make a living. Your paper is appreciated very much by me, and I could not get along In my business without its valuable assistance. Very truly yours, NELSON MATTESON, Dlst. Agency. Oalva, 111., May, 1899. Editor of "The Billboard:" Dear Sir.—As we have not given you any idea of what we are doing for some time, will do so now. We carry at present on our boards 200 sheets of local paper made by ourselves and 10 two-sbeets for American Adv. & Bill Posting Co., of Chicago; 10 three-sheets and 3 twenty-four-sheeta for Merrle Bell Opera Co.; 5 three-Bheets, Monarch Paint Co., be- sides some miscellaneous stuff not worth mentioning. The prospects for work of all kinds are very good this spring. Both the C. II. & Q. R. R. and the Rock Island Road are making extensive improve- ments at this point A new $10,000 grain ele- vator Is to be built, and many minor Im- provements are to be Instituted. Hoping that we have not taken up too much of your valu- able space, we remain, yourB very truly, F. M. BROWN & SON. P. 8.—Inclosed find one dollar for one year a subscription to "The Billboard." the "hottest bill posting paper on the pike." F. M. B. 4 SON. Cape Girardeau, Mo., May 15, 1899. Editor of "The Billboard:" „ , Dear Sir.—Enclosed you will please find money order for your valuable paper, which Is "ail the world to me" in my business. I am posting Cooper ft Co.'s Shows at pres- ent, and am also very busy with local work. My plant is the best one between St. Louis and Cairo. I have ten 8-sheet, one 24-sheet and one 56-sheet stands, and fifty new 3-sheet boards. I have contracted with Wellman & Dwire Co., St. Louis, and The American To- bacco Co., St. Louis. This city has 7,000 In- habitants, and la a "hummer" for Ita ilse. . . . you " wpec »KAai 1 . ADVERTICS. The Science of the Laws of Disseminative Incentive. (Continued from May issue.) The first group of the cognitive pow- ers as given in the classification of the faculties published in bur May issue is termed the presentative capacities. They consist of sense-perception and self-consciousness. These powers have been aptly termed the collective pow- ers, for It is through them that the mind obtains knowledge. These powers are purely subjective; that is to say, they abide entirely within our being. There is no connec- tion between them and without save through the senses. These latter are the avenues through which all per- cepts of the outside world find their way to the intellect Collectively, the senses are termed the Sensorium. It should be noted that the sensorium is not sense-perception. The senses pro- duce and convey sensations only. Sen- sations introduced to the intellect be- come perceptions. The combined pow- ers of sense-perception and self-con- sciousness are the agency through which the transformation is effected. Roark says: "The mind Is dependent for all primary knowledge upon the sense avenues between it and the outside world. If there could come Mnto existence a being without any of the sense organs, lacking sight and touch and hearing, and could live, it would be a mere thing, a lump of matter, however potential the germ of mind might be. The soul would be sealed within an Impenetrable wall. The senses considered only as physiological or- gans can give nothing to the mind: for the sense organs of many idiots and the lower animals are as well developed and are as physiologically perfect as those of the culti- vated scholar. The senses can only send into the brain certain impressions made upon them; and it depends upon the something within the brain, called mind, what knowl- edge shall be made out of the Impressions or the molecular disturbances which they set up in the central ganglia." The same authority also terms the senses collectively the OBJECTIVE PRESENTATIVE FACULTIES, stat- ing as a reason that through them im- pressions are presented to conscious- ness. Speaking of the presentative facul- ties, McCosb says: "They are so called because they give us knowledge in the simplest form, * • • and because objects are present and presented. Other faculties are also cognitive, but they proceed on the knowledge acquired by these primary powers, and tbey form composite, abstract and general notions. Other faculties also look at objects, but these, as in mem- ory, for instance, are not present. They have been in the mind before, and are not present- ed but represented." It may be briefly stated that sense perception is an intuitive power by which we obtain knowledge of things external. Self-consciousness is the power by which we are enabled to look upon ourselves and to know self in its pres- ent state, as active or passive. That is to say, at the very time that we perceive nn object we are conscious of ourselves perceiving it. We also know self in widely different and varying moods. Taken together, sense-perception and self-consciousness do not by any means constitute all our faculties, nor even our chief faculties, but they are the first which the mind ex- ercises and furnish the material upon which the other powers <are engaged. They are therefore the powers upon which all the others depend. This brings us to the second group, or representative capacities of the mind. It must be acknowledged that no real knowledge could be acquired if the percepts of the presentative fac- ulties fell upon a mirror and left no more record than a mirror holds. In reality, however, every percept makes an Impression more or less permanent upon the memory, a photograph, as it Were, which can be referred to at will. The memory consists of four sepa- rate and distinct faculties, which to- gether are termed the representative powers. Koark says: "The functions of memory are to retain and to reproduce. By some psychologists a third function is given it, that of recognizing or reknowing t>.e thing remembered. It is open to question whether it is memory or con- sciousness that recognizes (reknows) past mental states. Ladd makes recognition an essential function of memory, and says there is no real memory of past states of mind, un- less recognition takes place." But,quite frequently some thought, or phrase, or image will come into the mind, which at the moment we believe to be new. Later, we accidentally identify it as one we had before. Memory in such-cases retains and re- produces, but without recognizing. It seems possible, then, to retain id^as which will not be recognized at all, unless under some unusual stimulus. Attention must be directed to a dual phase of memory. It is voluntary and involuntary. Under the direction of the will it can be made to remember any certain event or mode of the past. But it also acts involuntarily. Aban- doned to its own devices, it apparently wanders hither and yon without aim, purpose or direction. There is a fac- ulty in charge—at the helm. If you choose. This faculty is callgd the As- sociative capacity. To the superficial observer it might seem as if our ever-changing thoughts and feelings follow each other at ran- dom. In certain of our moods they ap- parently do run riot, and the way that disconnected scenes, events and visions are marshaled under con- sciousness, certainly does seem to be entirely without order. MeCosh says: "We would direct them (our thoughts) to some all-important matter, and suddenly they are among objects widely removed and alto- gether irrelevant. In the midst of business they set off in pursuit of pleasure. When we would compose our minds for devotion we find, before we are aware, that they are car- rying us wandering over the mountains of vanity. While it will sometimes happen in our moments of frivolity and folly, the most solemn thoughts will present themselves to sober or to awe us. Our experience thus seems, at least at first sight, to show that our ideas flit, at their pleasure, from gay to grave and from grave to gay: from home to the ends of .the earth, and from the ends of the earth back to home; from fear to hope, and from elevation down to flatness; from earth to heaven, and. alas, from heaven to earth. But while this may be our first Im- pression, it will be found, if we inquire more carefully, that just as law rules everywhere in the world of matter over even the most unruly agents—over the boiling waves, the leaping streams, the fickle winds—so it also reigns, with all its order and beneficence, in this kingdom of mind; and links, often by Invisible ties, our thoughts a.nd emotions to one another." Just a glance at the third group, or the comparative faculties, and-we will have finished the cognitive powers. The comparative powers are them- selves divided into two groups, viz.: The Logical—consisting of the notion- ' al, relational and rational, and the Im- aginative—consisting of Phantasy and the Compositive. With the logical faculties the mind reasons—that Is, It apprehends, judges and compares. With the imaginative faculties, it creates. Thes two sets of faculties are inti- mately related, and are conceded to be the highest—the chief of all the men- tal powers. (To be Continued.) Additional Letters. Wilshire an Editor. H. Gay lord Wilshire, of Los Angeles, Bill poster, manager of Fiesta Park, man of many attainments and accomplishments, and inci- dentally a millionaire, is now the editor and publisher of "The Philistine." This maga- zine is to be published quarterly, and we are just in receipt of Vol. I. No. 1. The Initial number has for its subject, "Liquid Air. Tripler's Surplusage Scientifically Demon- strated." This was a lecture delivered in Los Angeles before the Southern Academy of Sciences. It is a solution of the problem of perpetual motion. The next subject will be a "Solution of the Problem of the Trusts." The badge worn by the members of the Rocky Mountain BUI Posters' convention is a thing of beauty. A brilliant yellow satin, lettered in sliver, making a fine combination, Haass Bros., of Cincinnati, O.. want to hear from all bill posters in the Southern Statei in towns of two thousand or over. Denver, Colo., May 20, 1899. Editor "The Billboard:" Dear Sir—We wish to warn all distributors not to accept any work from the Charco Food Co.. of Battle Creek, Mich. They have owed us a bill of $4.50 since December 7, 1897. They have refused to honor our drafts, and say they will not pay at all until after suit. Our bill was O. K.'d by their agent, and Eent in to them, certifying that the work had been done satisfactorily. Yours respectfully, THE CURRAN BILL POST. & DIST. CO. Per J. A. C. Ironton, O.. May 20, 1899. Editor "The Billboard:" Dear Sir—I would be very glad to let the brother members know, through your paper, what I have been doing the last few weeks. Since I last wrote you I have distributed 3.000 for The Dr. James Co., Ogontz, Pa.; 3.000 for The Dr. Chase Co.. Philadelphia. Pa.; 2,500 for the Lydia E. Pinkham Medicine Co., Lynn, Mass.; 2,800 for the Dr. Miles Co., Elkhart, Ind.; 2.000 Kid-ne-oids, for the Will A. Molton Distributing Agency. Cleveland, O.; 2.200 for the Dr. Hand Co., Philadelphia. Pa. I also have 2,500 to put out for Warner Safe Cure Co., Rochester, N. Y. I have not seen any advertising lately out- side or what I have put out except a few boys throwing some circulars around the streets and over the lawns for some of our home merchants. Also, the Heller & Merz Co., were advertising their Ball Blueing this week, the work being done by their traveling man and a couple of boys. They seemed to be doing very good work. I have made inquiries of the different drug- gists, and find that the sale of all patent medicines this spring, in Ironton, has been very good. I can sympathize with Mr. Frank V. Draper, as in my anxiety to get work I wrote to two or three of the Advertising Bu- reaus, but might as well have burned the money. I am glad to say that the I. A. D. was not included in the list, as I didn't know of it at that time. I have worked hard to build up a business, and am putting forth every honest effort to do good work, and am being repaid, for I have been busy for some time. ' Yours respectfully, H. C. CROSSLEY. „„ Springfield. Mo., May 19, 1S99. Editor "The Billboard:" Dear Sir—We have on our boards 100 one- sheets. 25 two-sheets and 5 si.xteen-sheets Co- Co-Cola: 25 three-sheets Memphis Jockey Club, 20 twelve-sheets, three months' run. Horse Shoe Tobacco: 5 sixteen and 10 eight- sheets, Geo. W. Cbilds Cigar; 300 two-sheets Grand Republic Cigars;'40 eight-sheets Star Tobacco; 15 eight-sheets Van Dyke Bitters; 100 two-sheets Monarch Paint: 100 one-sheets Majestic Range; 25 eight-sheets Lea & Perin Sauce, three months' run; 40 four-sheets Kuppenheimer Clothing; 25 eight-sheets Men- nen's Toilet Powder; 30 eight-sheets Ameri- can Preserving Co., three months' run, and 200 two-£heets Queens Quality Shoe. During May we have done the following distributing: 5,000 Hcod's Sarsaparilla, 55,000 Pink Pills, 5,000 Casca Ferrine Bitters, 6.000 Dr. Miles, 5.000 Humphrey's Specific. 4.500 Harter's Bitters. Very truly yours, C. E. DUBBS. Manager Springfield Bill Post. Co. Savannah, Ga.. May 22, 1899. Editor "The Billboard:" Distributing is constantly increasing with me. My customers having made such frequent requests for me to handle all their advertis- ing under my own jurisdiction, that I de- cided on April 1st to add to my plant a dis- tributing department, for which I engaged a competent, experienced man, and decided to make of distributing a special feature. After six weeks trial of the plan I find that I have been very foolish in not adopting it when I first established my plant in this city. I make no complaint of the service given heretofore by Mr. Campos, to whom ail distributing con- tracts were turned over prior to April 1st, but the arrangement was a very unsatisfactory one, from a business standpoint, to me as well as to my customers. In completing the equipment of my distributing department I gave an order for two of the "Wallace Bags" advertised in "The Billboard." I received them promptly, and I wish to give an unso- licited testimonial of their worth. In my years of experience in the advertising busi- ness I have never seen a distributor's bag which- I consider equal to tne Wallace Bag in any particular. It is made of the very best material, shaped for convenience, and the straps are so made as to be easy on the shoul- der and convenient to carry. After a trial of the two I immediately ordered ten more, and will use them exclusively in both Savannah and Charleston. I have had a number of representatives and inspectors of large ad- vertising firms visit me during April and May. and wish to say that I consider a few hours spent with one of those experienced advertising men as time well spent. If every bill poster and distributor would make a spe- cial effort to cultivate the acquaintance and good will of traveling advertising men, and show that they appreciate the information and advice given them on points which we can never learn enough about, it would result in a general feeling of allied interests, and an increase in business, simply on the strength of an existing friendly feeling: the advertising man giving the work out instead of doing it himself, to what he considers a man worthy of patronage. Among those who have given me business, and made themselves most agreeable visitors, were J. A. Mears. for Murray & Lanman. of New York City: dis- tributed for him 3,000 booklets, also 3,000 in Charleston. Edward Augh came on a second trip, representing Dr. J. H. Schenck & Son, Philadelphia. Pa.; put out 8.000 samples of Mandrake Pills for him; H. C. Cook, repre- senting the Georgia Remedy Co.. of Coving- ton. Ga., had me put out 5,000 circulars ad- vertising a new corn plaster; E. I. Becker looks after the interests of the Pond's Extract Co., of New York City, and he does It well; I did all his distributing. 7.000 pieces each of four kinds, tacked 500 tin signs, made two kinds drug store deliveries, 25 each kind,-and a liberal showing of posters; also, did all his work in Charleston. G. T. Newell, Jr., for! J. H. Zeilin & Co.. of Philadelphia. Pa., gave ! me 800 sheets of posting, distributed 9,000 ! books, and tacked 200 signs. Fred B. Durst ! came for the medicine firm of L. Gerstle & Co., of Chattanooga, Tenn.. and gave me a I trial distribution in special localities of 1,200 ' pieces. Three industrious and far reaching; advertisers for prominent cigar manufactur- ! ers have spent considerable time in Savannah recently; they are D. S. Lisberger, represent- ing Htrnseneini Bros. & Co., of New Orleans, La.; P. C. Gordon, representing Harburger, Homan & Co., of New York; and Chas. E. Strauss, representing T. J. Dunn & Co., of ■ Philadelphia. I would advise any bill poster who learns of either of these genUemen being I in his city to take a day off and Insist on : getting their views "on posting. Mr. Lis- I berger makes Jackson Square Cigar publicity his constant study; he loves a good bUl poster and despises a bad one. Mr. Gordon talks Childs Cigar, sells Childs Cigar and smokes Childs Cigar: and he, too. knows the value of the poster in its minutest detail. Mr. Strauss makes "Artie" Cigar stand out prom- inent wherever he may be, and if you see a sign or poster on which the design is a boy sitting on the Chicago Auditorium tower, smoking a large cigar, it means Artie and Strauss must be somewhere near. CHAS. BERNARD. Novelties for the Paris Expo. If the management of the Paris Exposition fulfills its promises, no small number of technical marvels. will be revealed to the public in 1900. First of all, there will be Sczepanik's much-heralded telectroscope, an . instrument which, by the aid of selenium, la I said to have solved the problem of electriclai. I vision. The telectroscope will, however, find f a rival in the telautograph, invented by An- ton Pollak, a Hungaiian engineer. The tel- autograph, it is claimed, provides a means of recei\ ing messages sent from one station to another In exactly the same form in which .they were transmitted. The idea in itself is old. but the inventor is said to have devised an apparatus which is entirely different from 1 its predecessors. Pollak claims to have solved the problem by using selenium—a metal which is unique in possessing the prop- erty of conducting electricity with a resist- ance which varies with the Intensity of the light that falls upon it. The varying illum- ination is produced by treating the written telegram in a peculiar manner, and the vari- ations in resistance effected by the selenium 1 are communicated to a conductor to produce an increase and decrease in the Intensity of I the current passing there through. Accord- ] ing to Uhland's Wochenshrift, the erelnigte] Elektricitats-Actiengesellschaft, -of Buda-j pest, has applied to the management of the I exposition for space in which to exhibit the] apparatus. An imperfect model is said to be] in tolerably successful operation, and to bet able to transmit in one hour 144 telegrams, I each four inches by two inches, upon which 1 space any number of words or characters can! be inscribed. The classic people of Boston (or Is It only I the jealous newspaper advertising managers) I learn that there are four or five large adver-1 tising firms in New York and Chicago who I intend to do extensive posting about their] city; so they are making frantic efforts to] have the bill pass the Legislature which is | to put a stop to- this- |WerlYmfei*i Advertisements under this heading will be published at the uniform rate of io cents per line per issue or $i.oo per year. Boston Job Print. Co.,4 Alden, Boston.Hass. Brooklyn Daily Eagle Job P. Co.. B'yn.N.Y. Calvert Litho Co.. Detroit. Mich. Central City Show Print. Co., Jackson.Mlck. Donaldson Lith. Co.. Newport. Ky Erie Show Printing Co.. Erie. Pa. Forbes Lith.Co.,18IDevonshire,Boston,Mass. Great Am.Eng.& Prlnt-Co.,57 Beekman.N.Y. Greve Litho. Co., The, Milwaukee, Wis. Haber, P. B.. Fond-du-Lac. Wis. Hennegan & Co.. 127 E. 8th St.. Cin'tl, O. Morgan. W.J.& Co., StC. and Wod.Cdeve.O. Morrison Show Print, Detroit, Mich. NaUonal P.& Eng.Co..346-8 Wabash.Chi..IU. Union and Adveitiser Co., Rochester, N. Y. The W. J. Morgan Company, of Cleveland,] O.. is shipping* large quantities of theatrical! posters to England, where American litho-] graphic work of this description Is much! appreciated on account of its originality and] artistic blending of colors. I A Printers' Exposition is to be held in New] York City some time in 1900. The. reports of] the special committee now pushing the affairI are encouraging. The Mergenthaler Linotype! Company, the Campbell Printing Press Com-1 pany. R. Hoe & Co.. the Whttlock Machinal Company, and the Gibbs Brower Company, I all of New York, have promised to send ex-l hiblts of machinery. The assistance of press! makers, paper makers and type makers la! also promised. I Hennegan & Co., of Cincinnati, have large-! ly Increased their line of syndicated posters,] The Donaldson Litho. Co., of Newport,! Ky., has the largest and best line of fair] posters in the world.