The billboard (July-Dec 1899)

THE BILLBOARD Bill Posted ;®S^. OEP4RTMEIMT ^ CHICAGO "WILL TAX SIGNS AND BILLBOARDS, At a meeting held May 27 last, the Board of Assessors of Chicago decided to tax all sign and bill boards. The decision, says the Times Herald, ingenuousness of a newspaper has ample defense in considerations of equity and good public policy. It (Has been known for a long time that these signboards are valuable money earning property, and; assessors' have been generally agreed upon the proposition that they should pay some revenue to the city. Under the old revenue law, however, the owners of the signboards managed to escape assessment of this property, although, in some Instances they were scheduled as "second-hand lum- ber" at a very low value. Under the new revenue law, which, gives the Board o£ Assessors the authority to cor- rect such manifest inequalities, the problem of assessing the signboards In proportion to their money earning value should be easily adjusted. If a piece of vacant property is made to earn several thousand dollars a year by the erection ot signboards, it Is more val- uable than a piece of property that is earn- ing nothing and should be taxed accordingly. If the owner of a vacant lot erects a store or apartment building upon the lot, which he proposes to let at fixed rentals, he will ex- pect to pay more taxes than he paid upon the vacant lot. If he converts the pile of lumber into signboards, to be rented at so much, a square foot and from which he is able to derive a good Income, he should not be al- lowed to schedule this money earning struc- ture merely as "a pile of old lumber." .Whether vacant property upon which a signboard is erected can be classed as "im- proved property" and assessed accordingly, or whether it is more practicable to assess the advertising companies that derive the larger share of the profits from them. Is a question for the Board of Assessors and its legal advisers to determine. The boards are disfigurement to the city, but have a detri- mental effect upon property values to their vicinity. For these and many other reasons they should be made to bear their Just share of the tax burden. All the other newspapers bombarded the board with suggestions and advice, but they very sensibly turned to practical men for aid. Mr. R. J. Gunning, famous all over the world was sought and an expression of opin- ion solicited from him which, resulted in the following admirable letter: Chicago, June 5, 1899. To the Honorable, The Judiciary Committee of the Chicago Common Council, City: Gentlemen:— The subject of reform in the conduct of outdoor advertising has been before the Chi- cago public for years. Kvery new adminis- tration undertakes its reformation, but through lack of the necessary technical knowledge this matter has always been left unfinished, and traveled the way of other like complications—to the pigeon-hole. There it has remained until the next administration, when it is once more gone over and again pigeon-holed. This applies not only to Chi- cago, but to every other large city of the United States and Canada, and principal Eu- ropean cities as well. A remedy for the evils of this business is an important question; it touches the interests of a great many thousands of citizens, not only of Chicago, but of the entire United States. A practical reform first requires some in- ner knowledge -of the subject to be treated. If the dry goods or banking business were under consideration by your honorable body a Marshall Field or a Lyman J. Gage would be in position t o give you valuable infor- mation on their respective lines, and their opinions would no dc xbt be appreciated, on account of their well-known spirit and com- petent Judgment. In the same breadth of view the following data and suggestions are respectfully submitted regarding a live in- dustry of toe period, about which my special knowledge qualifies me to speak. First, the breadth, scope and e xtent of the interests Involved should be considered. Ad- vertising t oday Is as necessary to the trans- action of certain lines of business as steam and electricity are to machinery. The im- portance of out-door methods is strikingly il- lustrated by the fact that in the United States upwards of fifty million dollars were ex- pended last year in this medium; Chicago's share alone amounting to about half a mil- lion. It has become a necessity in the ad- vertising plans of a great many of the best classes of advertisers. It is regularly em- ployed by merchants, banks, newspapers, railroads, theaters, and manufacturers of pro- prietary medicines, food products, collars and cuffs, bicycles, pianos, sewing machines, etc, etc. They include innumerable and high-class concerns, whom competition and live, up-to-date action force into advertising. They represent millions of capital; firms whose existence makes the United States and Chicago respected the world over for their commercial advancement and vigor. Among the Chicago firms who use this medium, both locally and nationally, are the American Ce- real Co., National Biscuit Co., N. K. Fair- bank & Co.. Armour & Co., Swift & Co., Price Baking Powder Co., Monarch Cycle Co.. and others of like prominence. The strictly local patrons include Siegel, Cooper & Co., Alexander H. Revell & Co.. Royal Trust Co., The Hub, The Fair, the daily papers, all the theaters, and meetings of a public nature, the candidacy of nominees for office, from constable to president, are also advertised in this way. Narrow-minded and unfair legis- lation, designed to cripple and embarass le- gitimately conducted, honorably recognized and commercially established interests, are certainly far from the wishes of your hon- orable committee. Aside from the representative class of pa- trons who employ this medium, the interests of the industry itself should be justly re- garded. In Chicago there are fully fifty con- cerns engaged in the advertising sign and bill posting business—all of whom are inter- ested in an equitable solution of this prob- lem. The number of their employes runs into the thousands. They pay large sums of money annually in salaries, this feature radi- ating and affecting many interests in many other lines. The tax-paying owners of prop- erty, real estate agents, tenants, etc.. are also interested in this subject, from the fact that the posting and paint display concerns distribute from one hundred to one hundred and twenty-five thousand dollars a year in rents for vacant lots, sides- of buildings and other privileges. The rights of this class in leasing their property, and creating an in- come therefrom—where the statutory rights of their neighbors are not infringed upon— are accrual and vested. Poster and paint bulletins' have lately re- ceived a great amount of newspaper publicity on account of their alleged "disfigurement of our streets." This matter of defacement is a very broad one, and can be viewed froip many standpoints. The Union Loop and ele- vated railway structures, the ram-shackje buildings on -State street, Wabash avenue, and West'Madison street, etc., can be termed disfigurements from the purely esthetic point of view. The dreamers who see Chicago transformed into a modern 'Athens are not likely to ever see it in reality. Chicago is. and will be for many years, a great business center, composed primarily of commercially- inclined people. Display advertising has cer- tainly kept abreast of the times, and is as far advanced, in an artistic , sense, as any other institution of public utility and con- venience. It Is a questions whether these bulletins really mar the appearance of the city. It seems common sense that nicely painted or posted bulletins make a more pleasing im- pression than the vacant lot littered with tin cans, rubbish and debris of all kinds which are hidden from view by the boards erected along the frontage. The ads painted on the bulletins are artistic productions and have an educational as well as commercial value. On the paint bulletins nothing of an objec- tionable nature appears. The signs are very particular as to the kin of article advertised, the style of illustration and the accompany- ing reading matter. The boards are painted by men of ability and skill. They are not paint smeared structures put up in hap-baz- ard fashion. On the contrary the artists who decorate them are men of genius, quite a number of whom have high ambitions and contribute to the attendance of the art schools of Chicago. In fact, I believe these bulletins elevate the artistic tastes of the poorer classes of Chicago, who lack the refin- ing influence of oil paintings at home and . opportunities of studying at the art galleries. In posting they can not be quite so partic- ular, not being able to select the designs and reading matter, as the paper is printed by various concerns in different parts of the United States and sent here to be posted. In comparison with.some ads running in news- papers, magazines, etc., -however, the bill boards show up favorably. In addition to paint and poster bulletins all styles of outdoor advertising should be included in the proposed reform and among them can be mentioned house-to-house distri- bution of circulars, etc., sign perambulators, signs en elevated railway stations, street car advertising, street banners, garbage boxes, small sign tacking, etc. It is notable that every legitimate industry in some way suffers from the doings of Irre- sponsible and unscrupulous firms or individ- uals in their respective lines and the poster and sign display business is injured to a great extent in this way. Any step toward purging the industry of those who are really to blame for many prejudices against It by their disregard of private and public property —toe bill poster witlh an office under his hat and without moral and' financial responsi- bility, who placards plate glass windows, private and business buildings without per- mission, telegraph poles, curbings, ash boxes real estate signs, etc., would be most heartily welcomed and aided by all reputable con- cerns in the business. The general impres- sions seems to be that we do not want legis- lation on the manner of conducting our busi- ness, but this is positively not the case. . IfLproper reforms were Inaugurated in Chi- cago it would not only be a matter of local benefit, but also of National effect, because those reforms would be felt elsewhere in all large cities. Chicago can set a good example in this matter. As a proper and much needed step in that direction my suggestion is the creation of a Commissioner of Outdoor Advertising, and appointive office of the Mayor. He should have the general supervision of the building of all poster and sign bulletins—see that-they are erected in a safe and substantial manner —sec that no objectional signs or posters are placed on the bulletins—see that the rights of citizens are in no way interfered with— regulate the swinging of banners across the streets and the distribution of advertising matter from house-to house issue permits for advertising band wagons, sign perambu- lators and freak advertising in general—eee that the laws relating to the projection of signs over the streets are complied with— and above all that any ordinance passed cov- ering this industry is lived up to. A depart- ment of this kind could greatly regulate, if not absolutely suppress all the indiscriminate and vicious abuses mentioned. To avoid this expense being borne by the taxpayer, I would suggest that a license be placed on those engaged in the business and in order that this license should not be pro- hibitive but perfectly just, giving every one an equal opportunity, it Should be graded according to the number of men employed or the amount of business done by the differ- ent concerns. This would produce an in- come of from five to ten thousand dollars a year, sufficient to make the department at least self-supporting if not a source of reve- nue. All established and legitimately conducted concerns In this industry feel amply protected in certain constitutional rights against un- just legislation, enjoyed by them in common with other business institutions; and their rights are thus protected to the full extent of their actual business interests. But the writer believes he can speak for them all In saying that they would welcome and co-operate with any legislative regulations of the kind re- ferred to, for the -reason that the only result would be to stop abuses for which they are all unjustly blamed. It would be a matter of great benefit to the business in general, would break down many prejudices, and would advance the standard of the medium. At the same time it would be a credit to Chicago to have a properly con- ducted method of publicity, that is of such importance to the business community in bringing together the buyer and seller—that all rights of the public provide for. An ordinance should be drafted and passed to adjust and restrict any existing evils of the business, and serve as a guide for its further conduct. Such a regulation should thoroughly consider all the diversified Inter- ests involved, the invested capital, the use- fulness of the industry to the business com- munity and the freedom of owners to use their property according to veste'd rights. I earnestly hope a Just and equitable solution of this question will be worked out. and. if desired, respectfully tender my assistance for the accomplishment of this object. In conclusion, gentlemen, I feel confident that your honorable body will treat this sub- ject from a broad-guaged. unprejudiced standpoint, with regard to the interests of the people earning their livelihood In the various methods of advertising under discussion as well as the large number of enterprising con- cerns, who are compelled by advertising and economic necessities to use this medium of publicity, and that, an ordinance just to all will be passed. Very respectfully yours. R. J. GUNNING. The Executive Committee, or as it is now miscalled, the Board of Directors, should be elected by the votes of the members at large and not appointed by the President. Whoever heard of the directors of an association being appointed? In a corporation they are always elected by the stockholders. In a political party they are chosen by delegates, and in the Associated Bill Posters they should be chosen by the members in convention as- sembled. The difficulties between Siebe & Green, of San Francisco, and the BUI Posters' Union have all been satisfactorily settled A NEW FAD. (Written for "The Billboard.") There have been fads Innumerable this lam century. Women are more apt to start them and rush pell-mell into ihem, Chan men' There have been dress reforms, antl-muilcai and anti-beer organizations, fads for smokinc cigarettes, and fads for cooking schools Be- sides these passions, which make their devo tees put all their energy Into the acquiring of something, there is the other classification which causes its frantic followers to war against something. The very latest thing in this line is the fad for downing the bill boards. We think this is the outgrowth of the so- ciety which wanted all statues to be draned in nightgowns or pantalettes. This Is the next step on the upward road of civilization First, there were posters displayed on the .^ D fr f5 at wer . e ".?* very P r °Per. This led to the Idea that all posters were improner and ugly and out of place. Hence, there seems to be a general howl all over the coun- try against bill boards. When one dog barks there are always plenty more to keep him company, although they know not exactly why they are barking; and for that matter neither does the first dog. But some one started the fad to down the bill boards, and others took it up, because they had to be do- ing something. It is easy to see why the newspapers are anxious to be rampant over this question and are willing to publish any Invectives that the followers of this fad give vent to In their eloquent indignation. The Chicago Post exclaims dramatically, "Down with the bill boards, and down with the bill posters; they are an insufferable nuisance. Down with them." But the paste brush men go calmly on their way. "Tax the nuisance out of ex- istence," shrieks another editor, enviously as he writes up an editorial about the dread- ful unsightly boards, thinking all the while of the advertising he might have had. But the paster pastes on, and the advertiser pays the tax, and Is glad to. What could news- paper advertising do unaided by these public boards? So the howl goes on. Petitions are sent to governors and mayors. City councils make all sorts of rules and regulations. Park au- thorities grow frantic, not wanting a bill board even within sight of a park entrance for fear the populace will forget to look at the park. It is actually and really funny The enmity seems to be against the bill post- ers rather than against the firms who adver- tise in this way, which Is still more ridicu- lous. The newspapers might just as well make up their minds that they do not have a monopoly on the advertising field; that ad- vertisers are not to be hoodwinked, but that they realize that the tillboards are a necessity to their success. So the editors might just as well gracerully submit, and not put words into the mouth of the public, which the pub- lic never even thought of. For, after all, it Is only a fad with a few restless spirits, and the public at large does not care a rap whether the country is swathed in bill boards or not. This fad will pass away, as Its countless predecessors %ave done. The result? It will have been the cause of bringing bill boards into more prominence; just as opposition al- ways does. To war against something gives it a new dignity and power. Let all the ministers condemn a book, and everybody wants to read it. Let all the papers proclaim that the bill boards are taking up too much space and attracting too much attention, and all advertisers will want to see their names there. . j, s . THE BILLBOARD. The members of the Associated Bill Post- ers should remember one truth that can not be denied or gainsaid—.The more solicitors there are the more work they will procure for bill posters. All manner of Jobs will bo set up on applicants. Every effort will bo made to keep out any additional appointees. It remains with the bill posters themselves to insist on their rights. R. J. Gunning 'has many true and tried friends among the members of the Associated Bill Posters, and they will not see him get the worst of it. Death of Pat. Shannon. The billposters, show printers and the show world in general will be greatlv shocked to learn of the deati of I'at. Shannon, who was ho long connected with the Riverside Show Print- ing Co. and the Cream City Billpokting Co. While Mr Shannon had been ailing for some tif te. nevertheless the notice of his death will come as a surprise to his many friends, who never considered his illnes- to be of a serio.-s • nature Possibly no man ill the poster business was mote generally known, thoroughly liktd and more highly respected than Pat. Shannon. He was a familiar figure al all poster primer** and billposters' conventions, and his cheerlul Srenenee ami magnetic influence will be missed y a host of friends. Michigan Billposters. Annual Convention at Detroit, June 6, 7. The Michigan Bill Posters' Association met in convention al Detroit, June 6 and 7. It is said that the convention was well attended. Some of the papers placed the attendance at forty-five, but this is likely overdrawn. Still, Michigan is the oldest of all the State or- ganizations, and it Is probable that the at- i tendance was fairly good. The following ofll- ■* cers were re-elected: George M. Leonard, Grand Rapids, Presi- dent; H. W. Walker, Deroit, Vice President; Thomas Keyes, Ionia, Secretary; and C. J. Bloomfleld, of Bay City, Treasurer. Thomas Keyes and Henry Solomon, ot Jackson, were elected delegates to the National Association of Bill Posters' Convention, to be held In Chicago, July 11. In his address to the as- sociation President Leonard emphasized the need and demonstrated the value of system- atic management on the part of Individual members, and of harmonious, united action and observance of the rules by the associ- ation. At the conclusion of the business session the members of the convention accepted an invitation to visit the factory of the Hamil- ton Carbarn Manufacturing Co., and after going through the establishment they re- turned, each member having received a pair of overalls with the compliments of the com- pany. An interesting feature of the conven- tion was a message by wire that Wm. Foster, the junior member of the firm of H. W. Walker & Co., of Detroit, was at Marine City, passing through the important ceremony of marriage, his bride being Mrs. Sauble, of that place. As Mr. Foster had kept this event very secret, and as the news was un- expected, the convention merely sent to the happy man a telegram, reading: "We will bill you in every town In Michigan; no charge for renewals, and best space guaran- teed." LOS ANGELES. (Special Correspondence.) Los Angeles, June 11.—R. Lemoyne, of the Buffalo Woolen Company, hired a trolley car for advertising purposes yesterday, and went through the streets proclaiming through a megaphone the inducements offered by his house. He was taken before Justice Austin for violating the ordinance regulating noisy street advertising, and paid a fine of S3. Later his partner. Zenus Angevine. was taken into court on a charge of violating the license ordinance. In having caused large advertising signs to be placed on the trolley car. The defendant pleaded not guilty, and will have a hearing on Tuesday. H. Gaylord Wllshire's lecture on "Liquid Air" has attracted wide attention In these parts, and his forthcoming "Solution of the Problem of the Trusts" is eagerly looked for. Councilman Todd introduced a motion, which carried, requesting information of the Police Board as to why the law Is not rigidly enforced with reference to sidewalk signs, posts, bulletin boards, etc. CLEVELAND. Permits for Billboards must be secured from City Inspector of Buildings. Assistant Law Director Beacom. June 8, decided the city can compel persons who want to erect bill boards to secure a permit from the city. "From now on permits will have to be se- cured," said Fire Director Ilyman, June 8. "Permits for bill boards will have to be se- cured, the same as for buildings, and the bill boards will have to be constructed so substantially that they can not be blown down." There Is no law bearing directly on the bill board question. The law under which building permits must be secured refers to buildings as structures, nnd Assistant non- com decided that bill boards come under that head. The point was brought up by a letter from Bryan & Co., who wanted permission to erect a bill board. The company, after re- ceiving the opinion of the low department, immediately secured a permit from the build- ing inspector's office. Flro Director Ilyman Is also going nftcr the owners of buildings who have large signs on the tops of the buildings. He wants to compel owners to secure permits for them. An extensive order for advertising "Red Raven Water" on bulletin board* was secured by the R. J. Gunning Company, of Chicago. It Includes twelve-of the largest clttes of the WrBt. This article Is of great merit, and la winning public favor wherever introduced. Advance Car No J, of the Great 'Wallace Shows. Advertising Notes. Most circus performers are well posted. Retail merchants of Cleveland, O., have taken to hand-painted bill board advertising to a remarkable degree. It is said the ex- travagant use of this method of advertising by some of the merchants bids fair to bank- rupt some of them if continued. The National Biscuit Co. treated New York people to one of the most magnificent street spectacles ever witnessed by them in the way of a street parade, advertising "Uneedo. Bis- cuit." The parade consisted of three large divisions, each led by bands, with marshals in gorgeous costumes. It is estimated that the street railway com- panies are displaying In 12.003 cars (advertis- ing), collecting for the same over two million dollars per annum. The Newspaper Associa- tion of the State of New York has called the attention of the authorities to the fact that street railway companies have not the right to carry on an advertising business, no such business being named in their charter, and is, therefore, illegal. Tbe association has demanded tbat the advertising matter in the cars be torn down. Edward W. Rankin and wife have been ar- rested for parading Main street, Buffalo, N. Y., dressed as farmers, and advertising a brand of cigars. Hankin claims to have ad- vertised by this method in all the principal cities of the United States, never having been molested. He has employed an attorney, and will test the city's authority for interfering with him. A novel scheme of advertising has been in- augurated by a Scotch distiller. He bought a cargo of parrots, and taught them to say. "Drink 's whisky." and then presented them in gilt cages to the saloon keepers of Liverpool. The Dorland Advertising Agency has estab- lished a branch office at 139 Tribune Building, New York. The office is in charge of W. E. Edge. Another scheme for the clothing advertiser is tbat of dressing a young man in a new suit of clothes, leaving the price tags upon them. When any one makes bold to remind the wearer that tbe price tags are still at- tached to his clothes, he gets in bis work by explaining what a remarkable bargain they are. and advising his "informer" that he had best hustle to that store or he would be too late to get a similar bargain. Minneapolis. Minn.. Tribune says that the advertising man's masterpiece is the putting up of a sign upon the local institution of that'city, the weight of which is 5.000 pounds, and the letters of which are made of wood, three feet square and one foot thick, and lighted with 350 incandescent lights. The Egg Reporter tells a story of a dissatis- fied duck complaining because so much was said in reference to the hen whom she (the duck) asserted was no more busy or pro- ductive than herself, so far as eggs were con- cerned, but was called down by the aforesaid hen. who assured her that the only reason that she (the hen) was more talked and written about than her would-be rival was because the former advertised her business in the way of a constant and never-ceasing cackle when she had performed her little ceremony, while the duck never advertised her performance to the amount of a single"quack." Our Exchanges. We beg leave to call the attention of our readers to the enlargement and various im- provements made in the office magazine, Ac- countics, published in New York City. This magazine should go into every office and counting-room in the country. We made mention last month of the maga- zine published by H. Gaylord Wilshire, in which he theoretically proved the possibility of perpetual motion. The Scientific Ameri- can, in its issue of June 10, takes the trouble to upset Mr. Wilshire's theories, for which we are extremely sorry. Why can't the Sci- entific American attend to its own affairs, and let nice things alone? What our esteemed Mr. Wilshire intended to do was very nice, indeed, and most remarkably comfortable. By means of Tripler's Surplusage, power could be obtained free of cost, and human labor would be infinitely lessened. Other fine things, such as Socialism, were to follow, and now it is all over. The June issue of The Snow Window, of Chicago, being a street fair number, more than came up to our expectations. It is filled with fine-cuts of booths, floats, arches, etc. The gold medal for the best street fair boo'th was awarded to Mr. August Wietlispach. of Pekin, III. Street fair managers would do well to see a copy of this June issue. . It is said that Mr. Stahlbrodt will pass the hat around again at the next convention, in order to hold his paper up a little while longer. The official organ's capacity for los- ing money is astonishing. ,1 84-SheetlBoard of George ProUman, Roseburg, Oregan. "The Billboard" is regularly read by every bill poster In the United States and Canada, with scarcely a dozen exceptions. SAN FRANGISCO. (SpecialCorrespondence.) The regular meeting of Bill Posters' Pro- tective Association was held June 5, at Trades Hall, 11S9 Mission street. Everything was re- ported to be working satisfactorily in the establishment where the recent strike oc- curred. Complimentary tickets were received from the Brewery Workmen's Union for its picnic at Harbor View. The Secretary was instructed to forward a letter to the Mu- sicians' Mutual Protective Union, conveying the thanks of the bill posters to that organi- zation for the great assistance it rendered during the strike. Billposters' Notes. At Louisville, Ky., a bill poster's license was fixed at S125 a year recently. Bill pesters in Pittsburg, Pa., are in trouble because they -have been posting bills, and tacking tin signs upon electric light poles. The Allegheny County Electric Light Co. is preparing to make war. They claim that their linemen "tear their pants" on these signs. "The proper place to advertise goods is In the daily papers," so says this brilliant company. A prominent authority on advertising says he has finally decided that it is easier to fool a man than a woman. We could have told him that centuries ago. Chicago will probably'have a bill board in- spector who is to regulate the posting, and see that all displays are proper. This Is a sensible move. He is also to watch after the free lances, which will be of benefit to legit- imate bill posters. Owens & Varney have been erecting new boards near San Mateo, Cal. The American News Co. sells more copies of "The Billboard" than all other advertising papers combined. It is said that Colonel Burr Robbins wishes he had never heard of the Western Ad-Sign Lexington Horse Show, Fair and Carnival. This great event will certainly outdo all form- er years. The Committee is making every ex- ertion to have one of the finest fairs and horse shows ever held in Lexington. Fully no.ooo people are expected to attend du'-ing the week, and numerous attractions have been provided to entertain them. Of course, there will be a "Midwav," and everything in the shape of games will be allowed, except "stealing."- ■ Bryan, Gen. Wheeler, Gov. Bradley, Gocbcl, and many other men of national reputation will be amongst the visitors. Tbe purses and premiums aggregate nearly $25.ool>.oo. This includes the races, live stock and floral hall premiums, and, of course, these are all very liberal. There will be some remarkable exhibitions of ? or ? e .? ,ld elk diving, as wt./as a sensational high dive on a bicycle given each day. Walker's Sensational Attractions have been engaged, and there will be cake walks, minstrels, music and Edison's wondeis. The Fair managers desire to hear from privi- lege men in all branches. The dates are fiom August 8 to 12. E. W Sbanklin is the Secretary. Advance Car No. 3, of the Great Wallace Shows. Traveling Distributors. (Prize Contest.) In my experience as a distributor, I have always found that a few firms will employ no one but traveling distributors, and would not consider a proposal from a good local dis- tributor under any circumstances. Now let us consider both sides of the question and see which is the more profitable to the ad- vertiser—to employ men to travel or to em- ploy local distributors. The traveling man will cover a city, say once or twice a. year (some firms have two men travel together) and he puts out the mat- ter, covering the city tbe best way he knows how (perhaps the longest way also), but does he know where there are two or more fam- ilies living in one house—bow to reach them, etc.? Certainly not. How can he when he visits that town so seldom? But the local man living in the town and going over the same ground repeatedly, knows where to reach the people who are likely to buy. and how to work the city to get through his work in good season. Again, when the advertiser sends his work to the local man, he is not paying out money for railroad fares, hotel bills, car fare, hired help, etc., nor is he paying for the time when work is made impossible by rain or snow. Considering all these facts, any intelligent man can see that the advertisers can save a great deal of money every year by sending his work to a reliable local distributor. Per- haps he will say. who is the reliable distribu- tor in this or that city, and how do I know that he is reliable? That is very easily an- swered. Ask any of the old. reliable, gen- eral advertisers, who have been having this kind of work done for years, they can tell . you. Now. Mr. Advertiser, which is it going.-' to be—the travelling distributor at a large * expense, or the local man at a small expense? Remembering that there are "black sheep" among traveling distributors as well as among local distributors, it seems certain tbat in a few years the traveling distributors will be a thing of the past. Hoping tbat all of the advertisers and distributors who are able, will attend the I. A. of D. convention next July, where we may talk this subject over. I am. Respectfully. M. A. BONDY. Detroit. Mich.