The billboard (Jan-June 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 :mral advertisers met in New York, and dis- ssed the advisability of forming a union of merican advertisers, for the promotion of ieir common interests, especially to secure udits of tiie circulation of newspapers and £Tiodica'ls. At this time Mr. A. Cressy Mor- son and Mr. Frederick L. Perine. represent- g, respectively. Scott & Browne and Hall & uckel, were appointed a committee of two, y consider thoroughly the whole question ;d to get the opinion of other advertisers and jport. This comiDRtee soon developed* a, ".ore comprehensive scheme, namely, the or- anization of an association which should' =al with all matters- of importance to ad- •rtisers. 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- loaded, and- many—in fact, most—of the Ota- 's were heard from through letters of ap- ■oval. In these preliminary caills. adver- sers at a distance from New York were not eluded. since it was too much to expect that ey 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 Butt the Chairman appoint a Committee on, i-fiV an and Scope, which was to be made up of ii? officers acd three other gentlemen, who re to be named by the Chairman. The of- fers for the temporary organization were iccted as fellows: Chairman, Frederick L. ETine: Secretary, A. C- Morrison; Treasurer, rtemus Ward. The other gentlemen who ere appointed to act upon the committee ere Joseph Leeming. of Thomas Leeming & a. ; George A. Priest, of the Singer Manu- cturing Oom-pany, and E. Wyckoff, of Wyc- ytt. Seamans & Benedict. The date and ace for the meeting for permanent organi- ition was left to the committew. This meeting was called for Dec. 11, on bit* date the meeting was held. The fol- wing firms were represented: The American Cereal Co.. Hall & Ruckel, Lomas Leeming & Co., Singer Mamifaetur- g Co.. "World's Dispeneary Med. Assoc1a~ sn. Hanoe Bros. & White. J. L. Prescott & o.; Smith, Kline & French: J. B. Williams o., Postum Cereal Co.. Abbey's Effervescent lit Co., American Baking Powder Associa- ou-, W. Atlee Burpee & Cjo.. Columbia Pho- 3graph Co.. Dr. D. Jayne & Son, Mariani ».. International Silver Co., Parke Davis & Passavant & Co., Ripans Chemical Co.. nited Shirt & Collar Co., Yale & Towne fg. Co.. Seourene Co. Other firms signifying their desire to be- une members were: J. C. Ayer Co.. Eastman Kodak Co.. Pond's xtrae-t Co.. Lydla E. Pinknam Medicine Co., igate & Co., Johnson & Johnson. Walter Lowney Co., Procter & Gamble Co., Wal- - Baker & Co., Bradfleid Regulator Co., ream of Wheat Co;. E. R_ Diirkee & Co., \ T. Hanson Co., H.-0. Co., Lyon & Healy, l S. Wells. The articles of association, as prepared by re committee, were adopted as read. They 'e: NAME. Tins' orsanizaticn snail be known as the ssociation of American Advertisers. OBJECTS. It shall bring together those who are direct- responsible for the advertising policies of s members, that they may. by mutual inter- liange of ideas and by co-operation, advance ie interests of the memebrship. •It shall develop a means of ascertaining bcurately the circulation of publications ihic-h accept advertising; siecure better serv- fe in pester, display, street car, outdoor and fe-neral advertising: perfect a system of eco- onr.icai and certain house-to-house distribu- xn; assist in obtaining a reduction in the c< tal rates on circulars and packages; fur- her t<he equitable adjustment of all questions elating to express and freight "rates and the assifieatic/n of advertising matter; promote ifective advertising for the development of .is trade to foreign markets: correct customs buses: secure adequate protection of trade- larks, trade-names and copyrights; and take ieh other active means for advancing the in- , jres'ts of general advertisers as may properly bme before such an association. | MEMBERSHIP. £ Membership shall be limited to general ad- vertisers who manufacture or control prod- ucts which are recognized standards in the : :jarkets of the United States. Enrollment Vaall be in the name of the firm and its prod- ucts. Each member shall be entitled to one ' ote. Applications for membership shall be ■ ^ferred to a sub-committee of five on mem- bership, and approved by the board ot control both notice and copy of the amend-menis 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- c«ding Secretary: Mr. Leeming, Treasurer. A beard of control was formed, which is cemt'ituted 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. Walter Lowney & Co.. for a term of one year, and A. E. Rose, J. fj. Ayer Co.: Dr. V. Mott Pierce. World Dis- pensary Med. Association; E. P. Mower. American Cereal Co.; Hon. T. L. 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 meet In January. before being submitted to the association for election. Three negative vctes shall dis- qualify. I 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 control. The beard 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 of the work of the association, except as otherwise provided in these ankles of association or the amend- raecits thereto. Five shall constitute a quorum for the transaction of all other business by the board. There stall be an actuary woo 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 of 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- of control shall be annually elected to serve for two years, except at the first election, when eight members shall be elected, four of whom shall 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 beard of control and approved by a two-thirds' 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, shell 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 New 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 or the board of control. RULES OF ORDER. Cushing's Mar.ua! shall be the guide for pro- cedure at ail meetings. AMENDMENTS. These articles of association may be amend-, ed by a two-thirds vote of the members pres- ent at any meeting of the association, pro- video due notice of 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 whicij action is to be taken, and provided also that Adapted Proverbs. Dare to advertise. Be what you seem to be. Review your past advertisements. A good' ad. will sirine forever. Be always at leisure to advertise. Victory increases by advertising. Foitune succeeds .by advertising. A little ad. brings much dust. Pools 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 -tbey 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 he 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 littie retrospection and review the growth of these methods 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 ar.d 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. iMxM: 7- k. v t--==xJ. " If Gil" ■ SAW 7HES t __ £££<iri7f£3S . SEXr.-YGUBS TRY THE BILLBOARDS m -are ■ smjNG*5suare FOR DONALDSON POSTER* F.C. PARKER CITY BILL POSTEH FI/.CON 39 -J3£- Tbls Board Speaks for Itself. From numerous examples we also learn that the greatest, successes have been made and are being made by advertisers wiho use more than one medium. True, the most pro- nounced successes of lnte 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'Jher 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 goomy sums tu 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 po«ter 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 or 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 heed 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, the searchlight plays an especially important part in the advertising campaigns °f 'he 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 and create much comment. Mr. D. H. Hayes, manager of a flour mill at Little Rock. Ark., is the perpetrator ot a neat advertising scheme, in which he intro- duced the brand of 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 its 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 that whlcib comes from the privilege of posting a placard, on which 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 gayly 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 ma H In I appearance. ThlB Is one of the numerous ways the new nickle cigar, "Oom Paul." I» 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 him n large number of sample bottles of their stand- ard wine. During the oscemston he would throw these bottles out. each bottle bavinx previously been attached to a diminutive par- achute. Eager crowds were below, awaiting the arrival of the bottles, and a "free for all" 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 waa that waa being thrown from the balloon and what dim was furnishing the samples. The Freeman Perfume 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. I The Consolidated Railway Advertising Com- , ,,.v has been incorporated at Memphis. V, nil with a capital stock of 1200,000. The II-. nrp'orators are B. G. Collier, J. C. Ramsey, r M 'Collier,-of Memphis; A. D. Newby, of I'iiuniite, Tenn., and J. F. Mahon. of Chicago. The shorter a business announcement is iiwide. the longer will be the list of people who have time to read It. ■■.nother Infants' food Is In the field. It is manufactured by the Wagner Food Co., Ii7 hiiiadviay. New York, and is starting Its ad- vertising in the papers. "Faust Blend," a Mocha and Java mixture made by the C. F. Blanke Tea & Coffee Co., i»f St. Louis, is to be extensively advertised. $40.1100 worth of publicity has been contracted fur through an agency. The J. C. Ayer Co.. of Lowell, Mace., will shortly advertise a new hair tonic called Kcmoiouic. Papers will probably be used. it is rumored that W. W. Smith, of Leip- slc O.. will hereafter plate the Peruna ad- vertising. Here is an advertisement from an old copy of an English provincial journal: "Wanted— For a sober' family, a man c-f light weight, who fears the Lord and can drive a pair of horses. He must occasionally wait at table, join the household in player, look after the horses and read a chapter of the Bible. He must. God willing, arise at T o'clock in the morning, and obey his master and mistress in all lawful commands; If he can dress hair, sing psalms, and play at cribbage, the more agreeable. Wages. 15 guineas a year." F. A. Mills, music publltuer, of New York, lioston and Chicago, who handles the popu- lar compositions of Kerry Mills, is advertising Kerry's latest cake-walk march, entitled "Im- pecunious Davis." He sends out sample copies to musical editors ot papers and mag- azines, and in this way receives free reading notices. It is claimed that the advance sale of this piece has readied the unprecedented number of 265.000 copies. A e-lergyman- who uses the newspapers on Saturdays to advertise bis church, says in a letter to publishers: "The cuestfon of the propriety of church advertising may be raised, yet the gospel is of greater value than much that is advertised in your columns. The successful business man advettises. I believe that the church that would be suc- cessful in extending its influence must do the same." New York and other Eastern States have a law which provides that any person adver- tising by written announcements in any news- paper, book, periodical, or other publication; by bills, signs or cards, goods which he has not in stock, or represents goods to be other than they are. or offers them at prices which he does not svll them, shall be deemed guilty of a misdemeanor. In the care the ads. seem to or much the same. The old advertisers present the largest and best cards. The J. C . Ayer Company is using double space; their peculiar style is still in evidence. Carters pills are there with the same old ad. The familiar Heinz pickle is to be seen, but The Snider Company has double space, pushing their catsup. Anui- silk and Nearsilk are both the only substi- tutes for silk worth having. "Hedane" says, "Look Here, Don't Be Foolish," and Funk & Wagnails' cards, telling about their IHerary digest, are very cleverly worded. S. H. & M. Skirt Binding has the same coil of their "brush edge" and Nubian Black Linings still attract attention. Quaker Oat» and Friends' Oats still vie with each other, and last, but not least of the national advertisers comes Sapollo—which "scours land and sea." "Our Doings," a booklet by Lord & Thomas, of New York and Cnicago. is meant to inter- est present or prospective advertisers in their ability to prepare and place profit-bringing public announcements on any subject in all mediums best suited to their requirements. H is Riled with familiar ads. gotten up by that company. It should serve Its purpose. The Enterprise Printing Co.. of Cleveland, p.. sends us a little booklet, entitled "The Point of View." The cover Is unique, and the printing is excellent. The arguments, however, are not as specific as they should be to assure good results. This office is In receipt of one of the Pope Manufacturing Co.'s desk calendars, advertis- ing their chainiess Columbia bicycles. We oesire to express our appreciation of their advertising enterprise and our thanks for such a useful gift. The Gunning System of Advertising Is again made plain In their circular about tluakcr Oats. The circular advertises both the Ametiran Cereal Co. and the Gunning *>->>tom. thus performing a double purpose. "Sunset," the magazine published by the passenger department of the Southern Pa- ' !! c Com P , «iy 1» a very creditable work. Be- Mdrs being an excellent advertisement, it con tain* some good reading matter. The "Truth" calendar for 1900 is truly a wo- of art. The one on the wall of our mitre looks especially nice. The booklet sent out by the Banning Adver- tising Agency, St. Paul, Minn.. Is filled with nits of their various departments. From 'liesc one can get an Idea of the immense '•mount of business they carry. 'Ad"-cr. the ad-wrtter. of Des- Moines, la.. M'ys: An ad. is the truth told with typo to •■Mend business." The best argument that can be advanced In i!i'" r ,°- t P 081 " 1 " advertising la the result ob- tulncd from well-placed paper. llooklct* are good trade-pullers. If they are w«d, but unattractive booklets arc merely a wiisti. of money. .i,!'.?' 0 "..^ 11 . 1 ""fee. the adveltlser who gives in the bill boards to try other mediums, like tin- proverbial cat. always comes back. ii,' M iV" A "Vf°l ,tu ' Invigorator is a new remedy '.,.. I ." ld - " la l,,ai ' 1 ' «t Thomson. Ga. ,r.,,u "'"' l'"* 1 ''™ will bo used to bring it into THE BILLBOARD. Swachtell & Co., of Muncle, used to ad- vertise the WeHsbaeh burners—a tag which they attach to the doornobs of every house in the city by means of a string. The plan Is expensive, but brings good returns. The L. Gerstte Co., of Chattanooga, Tenn.. famous for their St. Joseph's remedies, will use two-sheet posters to boom their Female Panacea. Window cards are to be used by the Dr. Reeder Family Medicine Co., to promote their herbal remedies. Lincoln Proprietary Co., of Ft. Wayne Ind. are Interested in poster advertising this winter. Canada is to be covered- thoroughly by The Alonzo O. BIIes Company. Washington D. C They carry "Our Native Herbs." Posters will be used. The Emerson Drug Co.. Manufacturing Chemists, Baltimore, Md., are not doing any bill posting at present. At a negro dance recently, one of the dancers lost his watch. The announcement of his loss was profusely illustrated with cuts. Seme one who has evidently been smoking a new brand, reports that the big wholesale clothing houses of Chicago will discontinue the single sheet posters, which have long been a feature ot their country advertising. This they will net do until that method fails to bring the customers, whicn time will never ccme in our day. Ayer's pills have lately been trying to make up some of the giound lost during the last few years. Carter's had stolen quite a lead throuEh their persistent advertising. Mereliai.ts who mark their goods $5 worth $10, have long ago been put down by the public as deliberate liars. Morse'. Storbe & Co.. of the Manufacturing Phurmaeists. of Mt. Vernon. 111., advertise Morse's Pain Anodyne. Electric Liniment, Red Liver Pills and Storer's Eye Sabre. Great faith is put in the properly worded at;d printed poster by the Kinney Medical Co.. cf Los Angeles. Cal.. who handle a rheumatic and kidney remedy. Cheapness in posters shows the same as cheapness in anything else. The advertiser should look around and- get the best possible paper for his money. This is a point too often n?£leetEd. Posters at Church Doors. A curious difficulty has arisen in Bucking- hamshire in- reference to the usage ot church and chapel doors as notice beards. Generally speaking, in the past, the announcements tuve been such as have net been. regarded as objectionable; but. by order of the County Council, large posters have been displayed relative to the ccctrol of unsecured bulls, and stating that such animals must be lea through the streets or any public place with- out a ring, a rope, and a pole being attached to their noses. Indignation has been aroused, and at Penn. near Amersham. the Parish Council have had the question under ccneid- eration, and have resolved to communicate with the local government board in the mat- ter.—Publicity. Distinctive Colors. Just at present some very extensive adver- tising is being done in the East, which em- bodies a novel and striking idea, not often employed: namely, the use of a pronounced and distinctive color in the work. The seme plan' has been successfully adopted in other directions, the result invariably being a bold and effective advertisement. For instance, one merchant pastes a peculiar green-colored label on every package that goes out of his store, the result that his goods are as easily distinguished from those of other stores as a telegraph blank is from a pile of other pa- pers. It is also pointed out that it is a good plan to adept a certain distinctive color for bills, envelopes, etc., as colored stationery enables one to pick a certain bill or letter out of a pile'.with great ease, thereby saving considerable time.—Philadelphia "Record." SMELSER & GARVIN. Whiting, Ind. The E. E. Sutherland Medicine Co., of Pa- ducafa. Ky., who used the cars quite exten- sively last year to advertise their Dr. Bell's Cough Syrup, and who also prepares Walker's Tonic, are considering posters as a medium. The Pepsin Syrup Co., Monticeilo, 111., are big advertisers. They like the idea of posting first rate, and before long will probably be found among the enthusiasts. Much can be learned from the failure of an advertisement to bring the expected results. There is a reason for the failure, and once you find out that reason you have acquired that which w-ill enable you to build a suc- cessful advertisement. Much is heard about the mail order busi- ness being such a good business- to have. Certainly it is gocd to have, but having it is where mest people run amuck. "Be different" in advertising. It is tile man who gets out cf the beaten path that makes success. Of course, we understand that faying, "be different." and doing it are a long way fioni' the same thing. Yet this does not keep us from recording the truth. James T. Regan Co.. Boone, Iowa, who manufaciule a rheumatism remedy, are get- ting prices on posters. T. B. Smith, of Cynthlana. Ky.. who ad- vertises a remedy for Bright's disease, is thinking of giving posters a trial. W. F. M\-Burney. of Los Angeles. Cal., anticipates getting up a three-s'heet. advertis ing Me-Burney's Kidney and Bladder Cure. The World's Cure Co.. of Denver, Col., are Impressed with poster advertising, and prob- ably will try that medium. The Major Cement Co.. of iSl Pear Street. New York, are getting estimates on posters, with a view of advertising their leather and rubber cements and their liquid glue. "Knlyptoliiio" is the name of an anticeptic manufactured by the Kalyptol Company. 122 and 124 Market Street. San Francisco, Cal- Qulte an extensive advertising campaign is being planned for it. The llartwell Drug Co.. of Denver. Colo., will use posters for their local advertising, and may in the future extend their adver- tising. Digestive. Nonintorlcating Beer is the name of a new drink, which Arthur F. Hutehings. or Aldrieh. PiH'lby County. Ala., is pushing forward. Cairfs and novelties will probably be usv(!. The Lightning Medlclue C".. of Muscatine. Iowa, iiiniuifacturo a renudy called the Pioneer Cure and Pain Killer, who have done lonsiuViiihle advertising but have not tried IHisleis. will i-hiirlly give them a trial. A Matter of Selection. In Julian Hawthorn's ten-thousand-dollar New York Herald prize story. "A Fool of Na- ture." occurs this passage: "They renewed their jousts of wit at fasbionable dinner ta- bles, not saying many radically new things, but giving a fresh tuns to U»? eld. trust- worthy ones." Give a fresh turn to the old. Here is the quintessence of successful ad- vertising for the retailer. Stirring incidents in the mosit successful plays staged to-day. are derived from old half-forgctten dramas, stories, or incidents of ancient times. An eminent divine of lw-<tay was but re- cently accused of plagiarism, because a savant found his sermon contained the same sentiments ir.'i>cribed in hieroglyphics upon stones of ancient Egypt. Twentieth century ideas are ideas of agea gone. There is nothing absolutely new under the sun. Things may be new to us. but our thoughts, our likes, our loves, our passions, were those cf our ancestors—new to us—new to th'.m. but old to the world. A few years since, I was doing some in- surance advertising for a local agent, when I originated, as I supposed, the phrase— "Right if I write it." While rummaging in an "Old Curiosity Shop," on the Bowery re- cently, I glanced over a stack of old papers published in 1S72, and beheld my originate?) phrase bcldly displayed as a headline to an advertisement. The man who sits £r>wn to write an ad. with the ideas firmly rooted that he must write something new and original, in order to produce an effective ad. is the mun who falls the hardest in his attempts. Better results would accrue if the retailer would copy more, and seek to originate less in his advertising. One man in a thousand can write a gocd ad. One man in a hundred can tell a good ad. when he* eves it. It requires just as much labor to write a poor ad. as to wtite a good one. It is more essential that you be able to se- lect a good ad. than to write either.—Wm. Huston, in the "Optical Journal." There is no stopping place on the road of advertising. You must be a constant trav- eler, or you will be left behind among the unknowns. -Mail Order Journal. ' I How Callers Are Received. I' E, T. KEYSER. fi. 9. 10. ??•' II The elevator stopped at the forty-fou}'*., floor and I emerged. r Walking a few steps down a marble-pa i "r. corridor, I was about to knock at the pea •£ —I mean oxidized bronze gates, when I p L' celved a beautiful youth in costly raim- f training a Catling gun on me with one ha: * ! i while with the other he pushed toward mi fi silver salver on the end of an ebony rod. £> "Halt and give the countersign," obsen E the youth, in a menacing tom=. #> "Give the what?" 1 queried, in a shak: k voice. '•! "Fill out the card," he explained, pity: I',', 1 my ignorance. Thus enlightened, I noticed, nestling Ir i v corner of the salver, a card of heaviest bris ",.' board decorated with a coat of arms a'i| : edged with gold. On the card were prin*:* the following questions: i. Wfcut is your name? «, 2. How old are you? :Jj 3. What is your weight? ;y, 4. Are yau suffering from any eontagU ps disease? ;»' 5. Have you ever suffered from any ct } tagious disease? jl ,.i What biand of soap did you use t JJJ^ morning? k.'A Please state your reasons for using t] ,'AJH brand. i}\>] How much are you worth? ( Please specify how much in real a|fr how much in personal property. ",i How much could you probably borrow t i What do you wish to see me about, at IT way? r* Keeping a wary eye upon the attendant »?.i,' was carelessly playing with the lock me>^ anisui of the Gatting, I filled out the tofornjrfCf; lion card to the best or my recollection humbly dropped it back in the tray. ji ; «- The youth disappeared through a doorwh' ;U and as the Turkish curtain fell behind himth: sunk on a divan of Russian leather, overco^ bs the magnificence which surrounded r4j? and read the following embossed placards a* the hand-nainted walls: i-K the hand-painted walls: "Advettrsing Solicitors received betw*!* :15 and S:3U a. m." (■£' "Advertisement Writers given audieK|' from S:30 to 8:45 a. m." "foets-. Artists and other mendicants referred to the Bureau of Charities and C reetion.—Ste City Directory. "Advertisers with n.on-ey to bum will s< in their bank bcoks as a iueaus of ide-ntifi tion. They may occupy two chairs wbl balance is being proved. All others rcm^|j standing. Waru-.d by the last regulation. I sprang my feet, just as the gate-keeper returned "His High Lcarneduess will be graciou pleased to see you at four iu the afterno week after next." be announced. Buttoning up my coat, I stepped tow: the cV-or. But again Hue salver advanced in my dir tion. "Five dollars and ninety-eight cents wear and tear on the furniture, please,' said, training the Gatilng once more upon i Tearing my pocket-book from my clot] 1 threw it over the rail and fled. 1 hud saved my watch and lost forty-t minutes.—Fame. Mail Order Business. A great many business men complaiu tl people who should latronize their stores se §PS thtir orders to adjacent ctties. or buy fr M v " the large mail-oider houses. Tbere is noth | sttange about this tendency of the people f send away for things which are properly i 3 veitised-. The only way to offset such a te^ |J ency is by letting the people know that y ~* have the goods for which these mail-on houses ask a price that will enable them make a profit- Let them know you could s to your customers for less morey than wo' be charged for the same article if orde^j by mail or express, after they have paid IJ transportation charges. No business, ma eculd prevect all the people of his town fr B crdeiing goods from the mail-order hems but many of the business men could ma riaily decrease the volume of this busin- that went outside of their town, if they ot entered into the matter with persistent veitising. Tell about the goods they ha the prices they ask and the reasons they ha for thinking their stock more attractive th f the; city houses. It is because of excellt advertising these mail-order people can the people of a locality to send for goods, is by conscientious, excellent advertising __ r a local merchant could prevent much of t | business going out of bis town.—Advertis! | World. I Messrs. Smelser and Garvin | i 1 1 lit We are publishing in our columns phctos of Messrs. Smelser & Garvin, the I posters and distributors at Whiting. They have at present 600 running feet r boards and are building more. Owing to » & urgent demands for space, they can not eri 1 boards fast enough. Their locations along t i railroad and street car lines are among t| best to be found in the State. They young and enterprising, and are very popif l&r among the agents and traveling men. i l "I a I I s. :| ti * Within the past few years a corps of s' called advertising experts have sprung t^ who think they know a helvalot about t\ business, but aside from having mastered t; fact that no business can succeed without a; vertising in one form or another, they are j much in the dark as the rest of us. It is J utterly impossible for a roan to predict t *i ' results of a certain advertisement" as to ctf-; the sea dry with a sieve.—Boot and Sh I Recorder. .jj