Billboard advertising (July-Dec 1899)

THE BILLBOARD \: ,^-^.^v [~\l^ s^.'^:&'^}>VM:Jx^l}?-yx;. A '~ With this issue our department for adver- ts makes its initial appearance. From on, advocates of any and ail legitimate a ot publicity will be allotted their of space and attention. (However, since e consider bill posting and distributing the st effective forms of advertising, special at- ■ntlon will be given these branches). •When we say advertisers, we mean- each, every one—the large and small, the strong weak, the rich and poor, all will be given notice they deserve; all will be treated ■Ike. Those who have been fortunate or original ugh to evolve good advertisements, new ;, remarkable methods, profitable modes- fact, anything out of the ordinary—will re- ive due mention. We hardly need state that ticisms in these columns will be frequent, it is our firm belief that the best and uickest way to learn is through' our faults' lerefore, in endeavoring to enlighten oth- is, criticism and comparison! will play an portant part. The successes and failures of advertisers in H parts of the world will be noted, and where is possible, the cause or reason for such in be given. The whole plan in a nut-shell is this—we ;sl> to give the great number of advertisers ho are subscribers to our paper, a room, as were, where they may meet and feel the ileasure of association and conversation, dt- ive the benefits of friendly criticism and ad- ice, and learn of one another's experiences, door will be thrown open, however, and II who are interested are invited to step in, nd make themselves at home. W Invite all to send articles, notes, sugges- ons, criticisms, specimens of advertising, ex- Tiences, or anything in this line which may read with profit or interest by others con- ted with this, the latest of the sciences. Advertising Analyzed. If advertising could be analyzed and'the broportions of its component parts tabulated, ; would be found that its efficacy was chiefly Sue to its iteration. Here is about the way it f would appear: *' ANALYSIS. Style 001 Display .012 Plausibility 091 Position 099 Circulation .122 Iteration .775 Total - J.000 It is worthy of note that the bill boards field more iteration in a day than newspa- ers do in amontb. When your ad. is a poster, it is in evidence pon every 'hand. No matter where you go or ISwbieh way you turn, you see it. It confronts lyou here, there and everywhere. Morning, Inoon and night it stares you in the face. If 4it was in the papers how often would you see [jit? Twice daily—once in the morning and lagain at night. Which is the best advertising imedium? The medium that will pay any and all ad- ivertisers has not yet been discovered. Mr. Duke's View. J. B. Duke, President of the Tobacco Trust, Ite firmly of the opinion that small expendi- iture of money in advertising is wasteful. He | writes that in a city, for instance like New t York, if they spent a thousand dollars in I advertising Virginia Cheroots, they might, =o {far as profit to them is concerned, just as ! well give the money to the poor; but if they [spent from ten to twenty thousand dollars, [every dollar of It comes back promptly; that [if they make displays of Virginia Cheroot I Signs in cigar stores, they waste their monev [if obey use but a few hundred stores; while r if they put the display In every tobacco store [in the city, at, say, an average cost of $10 [each, and reinforce this by thousands of doi- [lars 1 worth of posters, they get every dollar of the expenditure back almost immediately. A small company of soldiers against great odds will be annihilated, but sufficient forte sweeps irresistably on to victory. All of the immense factories of the trust are working night and day, trying to meet the demand for Virginia Cheroots. A month ago they were fifteen million behind their orders. The post- ing was discontinued, but the demand kept growing, simply, it seemed, by reason of its own momentum. Today they are twenty-fl>e million behind their orders. Notes. Catch phrases are highly valuable—espe- cially on posters. Some experts aver that there is no article advertised whose salient merit can not be so expressed. Standing, cut-out figures are becoming quite popular with the advertisers. Hance Bros. & White, of Philadelphia, the manufacturers ot "Frog in Tour Throat," use a huge frog al- most five feet in heighth, which- they place in drug stores. Procter & Gamble, to adver- tise their Lenox soap, have placed in groceries a figure of a woman standing by a wash-tub and the lather is very much in evidence. The method gives good results, since the no- tice of the articles is brought directly before probable buyers, and in many instances before the immediate purchaser. But the question is, how long will the retailers "stand" for the practice? A demand is not likely to be created by these signs, and the dealer makes as much profit on one kind of soap or tablet as another—then where does he come in? The signs, in most instances, are a nuisance and forever In the way, and if some way is not found to make them use- ful as well as ornamental, they are doomed to the death that knows no waking. - "Just Right" is the catcnwline used by Voige & Winters to advertise their "Cincy" Cigar. It Is a good one—very short, yet fully describes the cigar as they wish it known. The Queen & Crescent has erected at Fifth and 'Race Streets, Cincinnati, a huge sheet, on which stereoptieon views of "Life in Cuba" are shown. The company is not satis- fied to have the crowds that just happen along, watch their show, but have placed ad- vertisements in the street cars calling at- tention to the free display. The Queen & Crescent is mentioned as the public benefac- tor, and this gives the desired publicity. The card thus serves a double purpose. Robert Walter, M.D., Walter's Park, Pa., will advertise his Sanitarium with posters. He will use a lithographed one-sheet at the beginning. Thos. H. Davis, the well-known showman, owner of some twenty or twenty-five theatric- al companies, has gone into the patent medi- cine business, so it is said. He has, with characteristic impetuosity, gone in big. He is promoting the White Daisy Chemical Co., of 1,295 Broadway, New York, and under this style is pushing a purgative pill, a salve, a a tooth powder, a toilet soap, a complexion powder, a beauty balm, kidney cure and nerve tonic. Under the style of the Cadarow Gold Cure Co., he -is'introducing a new jag rem- edy. In order to advertise his remedies on a. wide scale he has started a publication of bis own, called "New York Home Life." He will alEo utilize the bill boards later on, besides patronizing distributors largely. Perhaps it is a bard matter to get up an ad. that is absolutely new one original. What of it? It is. no excuse for thinking the old ideas will not draw. Just dress them up in new language. Take a bint from the women. Put on a new gown, a hat or even a bit of new ribbon, and they are as fresh and fetch- ing as any one could desire. A railroad manager of Pittsburg, Pa., re- cently refused an advertising agency's offer of $150,000 for Che privilege of using the space on all the road's box cars for advertising pui- poses. The offer was refused because the displays would make it difficult for their men to read the car numbers and initials. The Chicago Apparel Gazette says: "The fcremost advertisers of today are men who use the simplest words and the shortest sen- tences.'" One of the earliest bits of advertising on recard appeared in a book, printed in Paris in 1509. A writer inserts the following notice: "I do not lock my wares away -like the miser, but anybody can carry them away for a Utile money." An advertising company hired a hall at 204 East 97th street, New York, N. Y., for a year for $65, and painted an advertisement on it. At the end of the year it did not paint out the advertisement, and after fourteen months more the owner of the house sued for four- teen months' additional rent. The Appellate Term of" the Supreme Court says no. The contract was not a lease, and the defendant was not a hold-over tenant. If the landlord wanted the sign painted out he should have so stipulated in the contract- Never try to advertise all of your goods at one time; the greatest successes have been made by specializing The most highly artistic posters in the world are seen in Paris Make a booklet attractive on' the outside, and fill it with live matter of real interest, and you can not find a better ad. An exchange asks: "Did you ever hear ot a man paying his subscription to a periodical fcr twenty-five years in advance?" and then gives an instance of such an act. We must admit that we have never heard of a similar case, but we do know of quite a number ol cases where men have paid for a periodical for one year in advance; and we also state that, by the time our Christmas numbei comes out, we will have heard ot many more instances. Plain posters with marked contrast are the best. Whats in a name? Why, "the whole bloody thing." Look at Uneeda. The Standard Food Co., of Aberdeen. S. Dak., are launching a new food, called Desipota, a condensed and refined preparation of potato pulp. They are using an 8-sheet and a 1-sheet to start with The Belle of Bourbon Co., distillers of that famous brand of whisky, are going on the boards. Bill posters should address communi- cations to E. D .Powell. Vice President of the company, 315-317 W. Main street, LoulBVilit, Ky. Publishers prate long and loudly of circu- lation. So do some experts. Even wise and experienced advertisers consider It above all else. Why? When a firm sends a drummer on the road, do they care for how many re- tailers he calls on? Is not their chief and only concern the number of retailers to whom he sells? Is this not. or rather, should It not be also the measure of worth of an adver- tisement. The street fair enables the progressive ad- vertiser to press into service three of the strongest of all advertising mediums, viz.: He can post the town, distribute It and have an exhibit with demonstrations at hand to One of E. R. Endley & Co/s new boards (176 feet long:) on Wayne Street, Mansfield, Ohio, back It up." This Is a combination that you simply can not beat. Arthur Peter Y Cia. (Arthur Peter & Co.i, Louisville, Ky., are asking for estimates on 10,000 whole-sheets and 1,000 8-sheets. Tue posters are designed for use in Mexico, Cuba and South America, the text being entirety in Spanish. Haas Bros., the big cigar manufacturers ot Cincinnati, have placed an order with the Donaldson Litho Co., of Newport, for.470,0W sheets, of which 100,000 sheets are whoie- sheets tor spotting, and, the balance lu.tnjo each of a 21-shcet, an 8-shect, a 3-sheet and a 2-sheet. The Carlstedt Medicine Co.. of EvansvlHe. Ind.. will shortly advertise Dr. Otto's Spruce Gum Balsam on the boards. An 8-sheet win be used. *,..■*A"ikt Stacy, Adams & Co., the big shoe firm ot Brockton, Mass., are great believers In 1-sheet posters. They use about 25,000 annually. Dr. W. I. Swain,, proprietor of the cele- brated Tou-Ka-Way Remedies, has placed an order for 10,000 12-sheets and 25,000 whoie- sheets. , The Los Angeles (Cal.) Express had this to say about J. Henry Price, when he reached that place. In advance for Walter J. Main's show: "Rice will soon have the bill boards covered with sky-blue monkeys and brick-red horses. The big show will be here this month." We don't know about the sky- blue and brick-red, but it's a good bet that he put up the monkeys and horses. A. E. Little '& Co., manufacturers of So- rosis, the new shoe for women are keep- ing up a lively campaign. They use some posters, but depend mostly on the magazines. The Kilmer Cancer Cure <K. K. K.) and the Kilmer Swamp Root Cure are two remedies that are advertised, and both come from Binghampton, N. Y. The similarity in the name has tended to confuse many advertis- ing solicitors and agents. The two adver- tisements have ho connection, however. Lucke's Rolls Cigar advertising is being placed by Charles H. Fuller's agency. The Hans Hanson Comedy Co. Is using the box-kite as a means of advertising, with great success. The S. M. Bixby Co., of New York, adver- tise their shoe polishes and blackings by means of enameled iron signB, on which the figures are raised. The signs are about 12 by 22 inches and are said to cost 23 cents apiece. Three of these signs were noted in a small shoe store, nothing more than a repair shop. That is what we call expensive advertising. The Hummcl-Vogt Co., Louisville, Ky., are preparing for a big campaign on the bill boards next Spring. They intend to deal direct with bill posters, and are making up their lists now. Bill posters should address Rudolph F. Vogt, President, 229 Seventh Street, Louisville, Ky. Elias Weinreicb, the cigar maker of Dayton, O., has removed to larger quarters at 111 and 116 West Fourth Street. It is whis- pered that be contemplates using posters on a large scale very shortly. The Bsculapia Spring Co., of Esctriapia Springs, Lewis County, Ky., is the title of a new company, which will prove an aggressive and liberal advertiser. The new concern will Hace the famous White Sulphur Water of Esculapia on the market in direct competi- tion with Apolllnaris. Londonderry, Wauke- sha and the rest. The white sulphur water ot Bsculapia baa been famous for generations, but no attempt has been' made to bottle it until now. The company of which Mr. Chas. Beach is President will bottle the water, both still and carbonated, and go after hotel, home and saloon trade. Booklets distributed from house to house and posters will both be used on a large scale. The Star Advertising Agency, Washington, D. C, has been incorporated under the name of the Hunger ford & Darrell Advertising Agency, with a capital stock of $100,000. The officers of the corporation are: William A. Hungerford, President; Louis P. Darrell, Vice President: Frank Roe Batcbelder, Treasurer; Robert W. Cox. Secretary: C. C. Archibald, Assistant Secretary. The Inter-City Advertising Co. has been in- corporated in Chicago by E. L. Caulfletd, Ben Gratiot and C. B. Moor. The capital stock Is 15,000. The business heretofore conducted by Ellis F. Draper under the name of the E. F. Draper Advertising Agency, has been absorbed by the E. F. Draper Advertising Company, a cor- poration under tbe laws of the State of New York, with a capital of $100,000. The man- agement of the new company remains in the same bands. Tbe only addition Is that or r J. de Plcaza, who is Secretary and Treasurer of the new company. Mr. Plcaza was until recently tbe successful advertising manager and Secretary of the Seville racking Com- pany, of New York. We beg to acknowledge the receipt of a most artistic and splendidly conceived folder from the Parvin & Dougherty Co., Cincinnati. The cover represents a stag, their trade- mark, before the closed door of the Twentieth Century. The lettering, "Twentieth Cen- tury." over the door, and the date 1851 at the bottom of the huge rock which the stag hag aecended, completes the Idea of the rise of the company. Tbe Inside Is devoted to ad- vice to advertisers and letters ot recommenda- tion. It has been sold about women, that none are ugly, some merely better looking than others. So it is with advertising—all kinds aro good, some merely better than others. Mr. H. L. Kramer, the Treasurer and Gen- eral Manager of the Sterling Remedy Co., has issued « booklet, "Tnk's Cheap; Results, That's It." In explanation of bis "Full-Prlco Plan." The pamphlet goes to tbe retail drug trade, and should bring good results. THE BILLBOARD AdvertinemenU under this heading will be publishrd at the uniform rate of io cents per line per issue or f l.oo per year. Boston Job Print. Co.,4 Alden, Boston.Maaa. Brooklyn Dally Eagle Job P. Co., B'yn.N.Y. Calhoun Printing Co:, Hartford', Conn. Calvert Litho Co., Detroit. Mich. Central. City Show Print. Co.. Jackson.Mick. Central Llth. ft Eng. Co.. 140 6th Ave.. N.Y. Correspondent. Sbow Printing Co.. Plqua, O. Donaldson Ltth. Co.. Newport, Ky Erie Show Printing Co.. Erie, Pa. Enterprise Show Print. Cleveland, O. Forbes Ltth.Co..181Devonshire.Boaton,Mass. Free Press Show Print. Co., Detroit, Mich Great Am.Eng.ft PrlnLCo.,57 Beekman.N.T. Great W. Prlnt.Co.,611 Market, SLLouli.Mo. Greve Litho. Co., The, Milwaukee, Wis, Haber, P. 8., Fond-du-Lac. Wis. Hennegan * Co.. 117 E. 8th St.. Cln'tl, O. Morgan. W.J.ft Co., St-C. and Wod.Cdeve.O. Morrison Show Print, Detroit, Mich. National P.ft Eng.Co..»6-8 Wabaih.CM..I!I. Pioneer Prlnt.Co..214 Jefferson,Seattle.Wash. Union and Advertiser Co., Rochester, N. Y. Wro. M. Donaldson, President ot the Don- aldson Lithographing Company, Newport, Ky., is in Europe. Tbe consent of the George H. Morrill Co. to enter the printing ink combine has not yet been secured. The result is that the Federal Company has not yet commenced operations. Theodore Leonbardt ft Sons have a very good display of lithographic work at the Ex- port -Exposition. The Ackerman-Quigley Litho Co. is a new- comer in the poster printing field. The latest combination ot Interest to print- ers is the trust promoted by Walter Scott, de- signed to combine all tbe printing-press mak- ers of the country. It only needs one more now to complete printers' troubles—the roller makers. The Cross letter-heads this year are more attractive than ever. The advance In the price of paper is at- tributed to the low average of rain fall and low water this year, and the consequent small production of ground wood. An English genius named Green has in- vented an inkless printing process, electric currents being used in tS>e place of Injt. It is said that a company styled the Electric Inkless Printing Syndicate (Limited) has al- ready been formed, and is about ready for business. Three Items in favor of the new process are, reduction In cost of production, increased cleanliness and greater speed. If these facts are true and tbe character of the work turned out is good, a remarkable revo- lution will be effected. The Chicago Coiortype Company, of Chi- cago, is doing some very good work in color photography. Hennegan ft Co. are still branching out. Last month tbey added another press, a two- revolution Cottreil, and an Immense line of wood type. This company gets out many new and clever Ideas. Their new six-sheet. Rem! special, designed especially for local merchants. Is the latest. A rumor to the effect that E. C. Neele (Ed.) formerly with. Russell-Morgan, had accepted a position with the Courier Co., of Buffalo, obtained considerable credence last month. Mr. Neel denies- it altogether. They never Cover their Tracks and that is why the artistic development of commercial advertising designs should bo more seriously cona-lderd. There aro comparatively few advertisers who employ the services of an artist on ae- 'ount of good drawing, refined color or grace- ful composition: instead. like Barmim. they are after "that last line of fools who follow lh<« clown." and are willing to sacrifice any- Hilng and everything for quick results, but sometimes these men find to their dismay Urat such methods are lacking in those es- sential qualities which hold the crowd, and wonder why their competitor who, having a keener sense of application, occupies with evident ease a much envied position at tho li«od of tbe procession. Businm firms to-day are largely judged through their advertisement*, wid their track! should be firm, well-balanced and lasting. No advertisement can have these qualities un- less the composition has a central point of interest that will at once attract attention for the "hare can not be cooked until he is caught," and as a rule he must be caught un- awares. About the central point of interest should be grouped such explanatory details as will create thought. With such a compo- sition an advertisement is almost sure to be artistic, and bring good results, no matter whether it is a composition of type forms, beautiful lines or artistic colorings. Painters, sculptors and all artiste are crea- tive, their compositions are founded upon basic principles, which form a strong con- necting bridge between the eye and the sub- ject represented, and if the subject is skill- fully and artistically presented, the eye of layman or artist can not cross the.bridge without impressing upon tbe mind tracks that can never be covered or obliterated, and thus the results which the advertiser covets are reached. Good advertising designs will create good and lasting impressions, bad designs may at- tract for a time, but they soon wear them- selves out and frequently create a revulsion of feeling which is nearly akin to disgust. Such tracks are not desirable from a financial standpoint, for the molding of lasting public- sentiment is the greatest triumph of modern adveitising. The first exhibition of the season in the Central Art Association -rooms was one of advertising designs, and the large number of influential advertisers who visited the exhi- bition daily for "points" was the best ing- estion possible of the upward and onwanl tendency in art advertising. An advertisement is the great middleman that introduces the manufacturer and .ncr- chunt to the purchaser, and it must he o!o.'u?d in attractive garments or fall far short of its mission. The designs exhibit ? J und.>r ihe auspices of the Central Art Association were most attractive, but as a rule thry we.--? se\- enty-five per cent advertising and twenty-five per cent, art, while the same sind of an ex- hibition in Paris would have been revcrs.d. with a large balance on tbe artistic fide. Tne development of artistic advn«i.;iiig is sUK :n its infancy in this country md it will never be great until the advertiser acknowledges lhe individuality of the aitist. ani admits l:'m as a partner in his interests. X-> advertiser can expect the best work of :ir.. artist un- less he allows him to sign his productions, and thus make him in a m?.iiu:e responsible for his work; but. the business man says': "If I allow an artist to sign lit.; name to his designs, my competitors will immediately em- ploy him to make similar lesigns for their use." Such flimsy reasons are frequently given, but they at once pro-'l um to the initi- ated that a mediocre artist his been <-om- lultiioiwd to do the work, presumably at about half the price which a man of ability would command; for the mission of art is to be creative, and no true artist who has with- in bim tbe elements of genius will have any desire to go back over his own tracks, for new ideas follow in. the pathway of every one that has gone before. The present exhibition shows conclusively ttut some firms have learned the value of artistic weapons and are willing to pay tal- ented men for original ideas; it also shows that other firms are sending out designs that are a disgrace to the financial and artistic progress of the nation. Tbe Central Art Association has been con- gratulated by press and public for calling at- tention to this branch of art, and will here- after give an annual September exhibition ot the best work along these lines, hoping that it may be the means of incorporating a more general artistic expression into the commer- cial wrld.—Arts for America. A Judicious Advertiser. In one of the October Issues of Printers' Ink there appeared an interview with Mr. Thos. P. Hunter, the proprietor of the largest re- tail grocery business in the United States. He has over fifty stores, located In Philadelphia. The question was asked him, when and how he started his business and to what he attrib- uted Its growth. His reply was so decidedly in favor of the methods of advertising which we advocate that we herewith reproduce his answer: "Fourteen years ago, with a nucleus of $60 and limited credit, a small grocery store was started on Oermantown Avenue, and part of the money at once Invested in 5.000 circulars. Mr. 'Hunter laughingly related how two boys amazed him by coming back within an hour, telling him that the full 5,000 bad been dis- tributed." "But those circulars brought me trade, and I have stuck to them assiduously ever since. In fact, I have used nothing but circulars up to about eighteen months ago, and have a record of having opened thirty-two stores un- der their Influence, too; but during the eight- een months that I have used newspapers I have o-ened nineteen additional stores, mak- ing my total fifty-one at the present time." Mr. Hunter here said that he holds his bul- letin boards, of which he has several outside every store, first; his circulars; which he reg- ularly employs forty men to distriBute," sec- ond; and newspapers last in importance for his particular advertising. Advertising in Cuba. The American Advertiser has a verdant field before tim in Cuba. Practically no advertis- ing is done there, and the plans and schemes of the Yankee shopkeeper are yet to be in- troduced. Incidentally a few articles of mer- chandise are placed in Havana shop windows, but there is no attempt at window dressing after the artistic fashion which is carried out here; seldom is anything displayed out- side the Shop, door; nothing more pretentious than the simplest sort of a sign-board adorn*, the store front. All sorts of odd names are given to the shops, the English definitions ot which have no relation whatsoever to the business carried on inside.—Buyer and Dry Goods Chronicle A Novelty. A norelty in the way of street advertising is being used by the Born Brewery, of Co- •-unibus, Ohio. They have placed in the side- •alks some heavy glass discs, perhaps twenty inches in diameter, and on these they have lettered "Drink Born's Pale Ale." At night they have .incandescent lights beneath then., so that the man who passes along the street can not fail to see the brilliant sign in tae middle of the sidewalk. The idea could be used by any sort of a firm fcr advertising any scrt of goods.—Advertising.World. A Historical Poster. A very old poster, issued on April 28, 1775, in New York, has just come into the posses- sion of the library of the Columbia Univer- sity, through Major Robert T. Creamer, it Is a relic of the struggle for American inde- pendence, and is one of a series of posters that were put up in the city of New York nearly fifteen months berore the Declaration cf Independence. Nearly one hundred of the reading citizens of that time fearlessly placed their Lames on public record as strongly op- posed to the continuance of British rule. It calls for temperate counsels. The call recognizes the necessity of a Provincial Con- vention, and recommends twenty deputies to represent the city and county In the conven- tion, to meet on May 22, 1775. The call is signed by Isaac Low Directors Meet. Mike Breslauer. the new member of the Board of Directors of the Associated Bin Posters of the United States and Canada, w*» conspicuous by his absence, and there was seme feeling shown by the rest of the boaru It is reported that a plan to compel Gude to send his work to association members In all cases failed. When it came to the scratch no one had the courage to spring It, so it Was. never even brought up The Nashville franchise was again taken up. and the Nashville Bill Posting Co. given a hearing. While they did not establish their claims altogether, a committee was appointed to go to Nashville and report on. the truth- fulness of the many claims made by the dis- putants The Yacht Races proved a potent attraction, and many of the directors witnessed the sport of kings The board will meet again early in January. Van Beuren & Co. Greatly dissatisfied with the existing order of things in New York. Though not generally known, it is none the less true that official solicitors of the Associ- ated Bill Posters have been allowed by agree- ment to divide their work between the three bill posters in New York City. By this ar- rangement Munson and Reagan & Clark have been setting a share of all the paper thai was handled by Van Beuren & Co., the asso- ciation members. , . • ,_,;:_ lam Pratt, in conversation with several members of tbe Board of Directors, recently expressed himself as greatly dissatisfied. He failed to see where the association was any benefit to him whatever, and denounced the course of the official solicitors as unjust and unfraternal in Uje extreme. - Jim Was Upset. -w| (Frank A. Heywood.). A certain theatrical company had decided t* visit Holyoke, Mass., and wanted to mak a sensational entry. A well-kuown New Yor- bill poster was sent for, and he was "shipped' to Holyoke to critically report on the situs' tion. "Remember," said the manager, must make a sensaMon!" The bill poster returned wita the informs tion that the town spaces were so small the they could not be used for a big spread, wit the largest tetters and picture. "But," hi 1 added, "they have a dam there whictaf is 2,0(1 feet long, and it 'has an apron just sixtee- sfceets blg-th- The flash-boards will just ac commodate a full-sheet streamer. It wi- take about 11 barrels of paste to do the wor! right!" ;! This was very satisfactory news, and Jiik (as we call the bill poster) was instructed t-' hire a big force, and go ahead with the woili Jim smiled in anticipation when he return*-? to Holyoke with a force of men, and agailj saw the dam. The water was rather low an' as the three level canals were open, the fad of the dam was dry, though that di.lht makl; much> difference to Jim, as he always Done"; hiK paste with an admixture of hydraulic ce- ment. Finally he got bis men to work, anf soon had a streamer extending across the dai"{ from Holyoke to South Hadley. Well, now, Jim's work certainly did attrac. attention; the windows of the Glasgow niHf were crowded; the banks of the river wer*i lined with spectators. Jim kept strolling alon* the dam, the sheets going up with- rapidityf Jim worked hard enough when people wer'l looking, at him. It pleased him to realiz* that his work attracted attention. t Well, when Jim started on the foot sheet:! the funniest thing happened. When he starte' to put on a company streamer, "The Wage] of Sin is. Death," I am blessed if (the shaS spawn didn't begin to eat tbem off just al Jim was working the hardest. Of coural this was entirely unexpected. Jim wasnlf prepared for it at all; he was paralyzed whej he saw that the shad were apparently Iaugh| ing at him; and Incredible as it all was; when the people saw Jim standing there hold ing his paste brush in the air, they con* 1 menced to titter; they couldn't help It; and , moment later when they saw the shad wlnJ their eyes, close their jaws and dart up tht fish-way toward Northampton, why they JusS>_'. haw-hawed fit.to kill. And Jim was so nonj !>'' plussed that he dropped his bucket and brus.j ,. . and walked right away with- his men to geti }£g "something soothing.'" m w Ivki ft Sic* rti '.] : m m i i- "»1 4 .1 hi > . c-M- i* i «f- n h H It did upset Jim completely, there's n doubt about that; but on the whole he wa a far-seeing man, tor as a matter of facl tbe theatrical company became the best ad- vertised one In Massachusetts when It wa'-t found that all the shard spawned that yea-, bore on each scale, in letters of red, "Th-fi Vages of Sin is Death."—(Prize story In Philf adeiphia- Item.) i I* Additional Fair Notes.' j The fair at Hamilton, O.. was well attended this year, although it was noticeable thai there were less privilege people on thi| grounds -this" year than there were in 1898^ We failed to see the old time forms of WmS" Hunter, as superintendent of privileges, ami Wm. Yeakle, his assistant. Mr. Hunter has? many friends among men that follow fairs' and they will be glad to see him in his olcj place again. . - We can say without boasting that men fha-, 'bad space at the Indianapolis Fair Ground;' this year went away well pleased, and man\" expressed themselves well pleased with the? kind and courteous treatment extended then! by Mr. H. B. Nowlinv superintendent ot Prlv-L lieges, and his assistant, Al. Beeler, an<£ we predict that a great many fair folIower» that bought space this year will bring other-.' next year. Mr. Nowltn certainly has madr many friends among men that buy space fronj* him, by his square dealings and fair treat-i ment_ | O. W. Williams, piano manufacturer of In-|. dianapolis." will try bill board advertising^ He has ordered 10,000 whole-sheets for starter. The Florida Times Union and Cittxen Jacksonville, Fla., will use bill board spac heavily In Cuba, Florida and the Southeast-, i^ ' . i era States, beginning December 1. Bill poat-*>"j, ers should address T. T. Stockton, Business}.' i '•] Manager Times-Union and Citlten, Jactoon-fl *' vllle. Fig. ' '" il Jl m ' Ml w 1 1--,,