Billboard advertising (Jan 1900)

THE BILLBOARD, ASSOCIATION f American Advertisers Meet—Organization Effected and Officers Elected. (Special Correspondence.) On January 21, 1898, a number of repre- ■r.tatives of well-known manufacturers and ^ntral advertisers met in New York, and dis- issed the advisability of forming a union of merrcan advertisers, for the promotion of reir common Interests, especially to secure dits of the circulation of newspapers and sriodicals. At this time Mr. A. Creasy Mor- ion and Mr. Frederick L. Perine, represent- ig, respectively. Scott & Browne and Hall & uekel, were appointed a committee of two. y consider thoroughly the whole question id to get the opinion of other advertisers and :port. This coisnrittee soon developed- a ore comprehensive scheme, namely, the or- anization of an association which should 1 =al wtth all matters of importance to ad- frtisers. A call for a convention was issued i over fifty general advertisers, for June 5, the Hotel Netherland. New York. Repre- ntatives from over half of those notified re- tonded. and many—in fact, most—off the otil- 's were heard from through letters of ap- roval. In these preliminary calls, adver- sers at a distance from New York were not eluded, since it was too much to expect that ley would attend the preliminary meetings id also come to the main meeting, at which permanent organization was to be effected. At this preliminary meeting it was voted lat the Chairman appoint a Committee on ; Ian and Scope, which was to be made up of ; officers acd three other gentlemen, who re to be named by the Chairman. The of- fers- for the temporary organization were ected as follows: Chairman, Frederick L- :Tine: Secretary, A. C. Morrison; Treasurer, rtemus Ward. The other gentlemen who ere appointed to act upon the committee ere Joseph Leeming. of Thomas Leeming & o.; George A. Priest, of the Singer Manu- cturing Company, and E. WyckofT, of Wyc- jff. Sea mans & Benedict. The date and ace for the meeting for permanent organi- tion was left to the committer. This meeting was called for Dec. 11. on bich date the meeting was held. Toe fol- wing firms were represented: The American Cereal Co.. Hall & Ruckei. homas Leeming & Co.. Singer Mamifaetur- g Co.. "World's Dispeneary Med. Assocta- on. Hanoe Bros. & White. J. L.. Prescott & o.; Smith. Kline & French: J. B. Williams i., Postum Cereal Co.. Abbey's Effervescent It Co., American Baking Powder Associa- m, W. Atlee Burpee & (jo.. Columbia Fno- graph Co.. Dr. D. Jayne & Son. Mariani International Silver Co., Parke Davis & j. Passavant & Co., Ripans Chemical Co.. nited Shirt & Collar Co.. Yale & Towne fg. Co., Scourene Co. Other firms signifying their desire to be- wne members were: J. C. Ayer Co.. Eastman Kodak Co.. Pond's tract Co.. Lydla E. Pinktram Medicine Co.. Dlgate & Co.. Johnson & Johnson. Walter Lowney Co., Procter & Gamble Co., Wal- Baker & Co., Bradfield Regulator Co., of Wheat Co:. E. R. Durkee & Co., T. Hanson Co., H.-O. Co., Dyon & Healy, S. Wells. The articles of association, as prepared by e committee, were adopted as read. They •e: NAME. This organization shall be known as the ssociation of American Advertisers. OBJECTS. It shall bring together those who are direct- • responsible for the advertising policies of s mcmbCTS. that they may. by mutual inter- jiange of ideas and by co-operation, advance ie interests off tile memebrshup. ill shall develop a means of ascertaining •■cura-tcly the circulation of publications ihic-h accept advertising: secure better serv- !e in pester, display, soeet car, outdoor and eneral advertising: perfect a system of eco- oir.icai and certain house-to-house distribu- >on: assist in obtaming a reduction in the v. tal rates on circulars and packages: fur- her the equitable adjustment of all questions »lating to express and freight "rates and the assific-aticvn of ad-vertising matter; promote Ifective advertising for the development of . Is trade to foreign markets: correct customo buses; secure adequate protection of trade- marks, trade-names and copyrights; and take ieh ether active means for advancing the in- vests of general advertisers as may properly :>me before such an association, \ MEMBERSHIP. i Membership shall be limited to general ad- vertisers who manufacture or control pred- icts which are recognized standards in the Markets of the United States. Enrollment • aall be in the name of the firm and its pred- icts Each member shaM be entitled to one •cAe. Applications for membership shall be jferred to a sub-committee of five on mem- bership, and approved by the board ot control before being submitted to the association for election. Three negative votes shall dis- qualify. 1 OFFICERS. There shall be a President, a Vice Presi- dent, a Recording Secretary, and a Treasurer, who. together with eight others, members of the association, shall constitute the board of ccntTol. The board of control shall govern the affairs of the association when the asso- ciation is not in session. The assenting votes of a majority of the members of the board shall be required for the passage of all reso- lutions Involving the expenditure of money, the making of agreements and of any change in the policy and direction off the work of the association, except as otherwise provided in these articles of association or the amend- ments thereto. Five shall constitute a quorum for the transaction of all other business by the board. There s'fcall be an actuary who shall be appointed by the board of control, whose salary shall be fixed, and duties defined by the board. ELECTION OF OFFICERS. Officers and members off the board of con- trol shall be elected at the annual meeting of the association. The officers shall be elected to serve for one year, and four members of the board- off control shall be anmially elected to serve for two years, except at the first election, when eight members shall be elected, four of whom shell serve for one year, and four for two years. DUES. Membership dues shall be $100. payable upon election, and- annually in advance there- after. No assessment shall be levied unless first recommended by the board of control and approved by a two-third© vote of the members attending any regular" meeting of the association, due notice of which shall have been given at least ten days prior to the date set for such meeting. MEETINGS. The annual meeting shall, be held in the month of November. Formal reports from the President. Treasurer, Recording Secre- tary. Actuary and the Chairman of each com- mittee, sheii be submitted for the approval of the association at the annual meeting. Regu- lar meetings of the association shall be held bi-monthly, excepting June, July, August ana September, due notice having been given in writing by the Secretary not less than ten days prior to the date of meeting. All meet- ings shall be held in Xew York City, unless otherwise provided for at any regular meeting or by the board. Special meetings may be called by the President at his option-, and must be called by him upon the written re- quest of five members of the association. The object of all special meetings shall be spe- cifically stated in the call, and all such calls shall be mailed at least ten days prior to the date of meeting. The President shall be ex-officio Chairman ot the board of control. RULES OF ORDER. Cushing's Manual shall be the guide for pro- cedure at all meetings. AMENDMENTS. TheEe articles of association may be amend-, ed by a two-thirds vote of the members pres- ent at any meeting of the association, pro- vided due notice or such meeting and a copy of the proposed amendments have been read by the Secretary at the meeting of the asso- ciation next preceding the meeting at which action is to be taken, and provided also that both notice and copy of the arhendWnis have been- mailed by the Secretary to the member- ship. The officers for the permanent organization were elect*d". They are: Frederick L. Perine. President; E. G. Wyc- keff. Vice President: A. Cressy Morrison, Re- cording Secretary; Mr. Leeming, Treasurer. A beard of control was formed, which is constituted by the officers and H. K. Welch, J. B. Williams Co.: W. Henry Maule, Maule Seeds: J. M. Bugby, Walter Baker & Co.; John P. Reynolds. Welter Lowney & Co.. for a term eff one year, and A. E. Rose. J. c Ayer Co.: Dr. V. Mott Pierce. World Dis- pensary Med. Association: E. P. Mower. American Cereal Co.: Hon. T. I* Woodruff. Multine Co.. for two years. After discussions upon many points of in- terest, especially upon the purpose of the or- ganization and the Post cheaue plan, the meeting was adjourned to inert In January. Adapted Proverbs. Dare to advertise. Be what you seem to be. Review your past advertisements. A good- ad. will shine forever. Be always at leisure to advertise. Victory increases by advertising. Foitune succeeds by adivertising. A little ad. brings much dust. Fools make a mock at advertising. As you advertise, so shall you profit. A good bargain will tempt a saint. A man is known by the medium he uses. Better to advertise late than never. Constant advertising prevents failure. Defile not your ads. with lies. Common sense is essential to good adver- tising. After-wit is everybody's wit. Defer not when thou intendest to advertise. You must make your ads. fit your purse. He that will steal an ad. will steal a bet- ter thing. Confide not in advertisers who have once de- ceived you. False grammar does not spoil a deed, but it does an ad. Nothing is more beautiful in advertising than truth. One man's fault is another man's lesson. Constancy in advertising is the fountain of fortune. Advertisements ought to follow, not precede thought. Advertisements are like sun-dials—no one looks on them if they are in the shade. Advertising Notes. Pest—Paint—Distribute. What a world of meaning these three words may be made to have. Taken in the literal way, as they are found in the dictionary, their meaning is un- derstood by all. They have, however, to the advertiser and the advertisers' agent—the bill poster and distributor—entirely different meanings. To post, paint and distribute, to the bill poster means that the work of post- ing, painting or distributing is actually per- formed by him or his men. that be has the work to do and is doing it. But to the ad- vertiser it means that he is giving work out. that he is using the bill board, bulletin or distributing system of bringing his goods be- fore the public. These are merely definitions of the words as they are technically known to the advertising profession. Back of these simple definitions there are. how much larger, more important thoughts! Led by these three words, one who would indulge in a little retrospection and review the growth of these nKthcds of advertising, would see that they had changed in comparatively a few years from almost unknown quantities in the seek- ing of publicity, to the greatest and most im- portant factors in the race: from work offer- ing only a scant means of livelihood, to pro- fessions giving steady and remunerative em- ployment to thousands of men. Diversified and distinctive advertising Is the kind that pays best. There must be a certain characteristic about the advertisement, no matter whether, it be in a poster, in a booklet, on a calendar or In a newspaper ad. It must contain certain marks, so that people will at a glance recognize the matter as coming from you. you saw rms abd 'mm try the billboards. -- ' wBVARr SELLmc 3AGS3Tj si I ^1 FOR DONALDSON POSTER? j FX. PARKER CITY : - bill posted m.cm m . >& SEE" YQSJitS Hi norrfc rrr "_ti__: Tula Board Speaks for Itself. From numerous examples we also learn that the greatest, successes have been made and are being made by advertisers who use more than one medium. True, the most pro- nounced successes of late years have been made through- posting, but the entire credit can not be given the poster, for distributing and paper advertising In each case have both been used to help out—but in each instance the posters have been the main weapons of at- tack; the o'.her methods have been but sec- ondary batteries. Cettain classes may be best reached by dis- tributing. When you wish to address the whole public, use posters. If the advertisers who fuss and fume about getting out the copy for their paper adver- tisements, and those who pay goodly sums 10 advertising experts, would try using the pos- ter, they would be relieved of all anxiety con- cerning whether their ad. would be read by * the subscribers, and how many subscribers there would be to read it. One glance, and the poster's work is done. The poster reaches all the people all the time. A bill poHter in a town of fifty thousand can not say that by posting the town the advertiser will reach one hundred- thousand. It must be evident to all that the question of circulation does net bother the poster advertiser—padding is impossible. The L. E. Waterman Company, manufac- turers of Waterman's pens, are now offering prizes to those who can give the best example or definition as to what their 11,000 phrase, "Waterman's Ideal, the fountain of pen satis- faction-," is Intended to convey At the time when the prize phrase was announced many thought that the company did not get their money's worth, but these later developments have shown- that the company knew their own business best, and that a very capable and long-headed man is at the bead of the adver- tising department of that concern. The Johann Hon" Malt Extract posters are good. Their three styles posted on one board make a fine combination. Cubanola Cigars are being extensively ad- vertised throughout the United States. Another brand of coffee is being placed upon the market. It is called Honor Bright. It looks as if coffee and tobacco were about two laps ahead of all other commodities in the number of brands, and that tobacco leads by a length. Just at this season, when the sun goes in so early and the shoppers stay out so late, tire searchlight plays an especially important part in the advertising campaigns of the large retail and department stores. A light placed on the corner of a building .where the rays may be thrown up and down the street is bound to attract much attention end create much comment. Mr. D. H. Hayes, manager of a flour mill at Little Rock. Ark.. Is the perpetrator of a neat advertising scheme, in which he intro- duced the brand ot flour made by his mill into the homes of many families. It Is In the shape of a scented and neatly worded let- ter, with a sample piece of ribbon, to the head of the family, from "Clara." and has been opened, but not read (?) by his better half. The letter admonishes her "Dear" not to forget to buy the ribbon, and particularly. "Dear," insist on having Wave Crest Flour when you order the groceries." With an ob- tuse or overly jealous wife, "dear" Is liable to nave a rather sultry time. Practically the same scheme has been brought to light through the city post-office at Newport News. Va. A number of men there received letters post-marked Cincinnati and addressed In a feminine hand. Each letter bad been opened and 1 In the lower corner was written the words. "Opened, but not read." Inside upon tinted paper, written In a clear, womanly hand, was an affectionate epistle which wound up on the second page by recommending a Cincinnati whisky. A number of persons complained that their mall was being opened —the very object of the dodge—some threat- ening to carry the matter to headquarters. In consequence, the whisky Is receiving a considerable amount of advertising. On the first floor of the Court House at De- fiance, O.. a regulation clock has been placed by the Railroad Advertising Company. The clock Is operated by the telegraph time serv- ice, which Insures lis correct regulation. The clock costs the county nothing, and is quite a convenience to the public. The only pay- ment received by the advertising company is rhut which comes from the privilege of posting a placard, on wblcb there is room for twelve advertisements. An enterprising cigar company of Grand Rapids lately Introduced quite a novelty In the way of a street advertising Idea. A man. made up. In a wonderfully life-like manner, to represent "Oom Paul Kruger," was driven through the streets In an open carriage, drawn by horses guyly bedecked with colors of the South African republic. The front seat was occupied by a driver In livery and a bugler in costume—which gave the turn-out a decidedly maitial appearance. This Is one of the numerous ways the new nlrkle cigar, "Oom Paul." Is being Introduced. At a county fair in Illinois an aeronaut who was going to make an ascension was hired by a liquor firm to take along with blm « large number of sample bottles of their stand- ard wine. During the ascension he would throw these bottles out. each bottle having previously been attached to a diminutive par- achute. Eager crowds were below, awaiting the arrival of the bottles, and a "free for ail was indulged In when they came within reach. This great scramble of course caused excitement, and it was not long before every person on the ground- knew what It was that was being thrown from the balloon and what Aim was furnishing the samples. The Freeman Perlume Company, of Cincin- nati have been doing some very good adver- tising of late. Their automobile, elegantly painted and run by a colored man In a suit of livery, has attracted much attention, and makes a very good novelty to help out their street car ads.