The billboard (Jan-June 1900)

THE BILLBOAkb m TIPS. i>>S? it Pa. III. The following is a list of probable early ■Spring distributing advertisers: Abbey Effervescent Salt Co.. New Ycrk. S. C. Wells & Co.. Le Roy, N. Y. Sterling Remedy Co., Mineral Springs. Ind. L. E. Pinkham Med. Co., Lynn. Mass. Dr. Chase Co,, Philadelphia, Pa. Ohas. F. Dare & Son, Ylne.-and, N. J. ; Peruna Drug Co., Columbus, O. ■ Dr. C. I. Snoop, Racine, Wis. C. I. Hood & Co.. Lowell, Mass. fj Dr. Miles Med. Co., Elkhart, Ind. [ Dr. W. S. Burkhart, Cincinnati. O. W. H. Comstock, Morristown, N. Y. ['I Kondon Mfg. Co., Minneapolis, Minn. Merchants* Association, Wi::iamsport, ! Koch Brewing Co., WLliamiport. Pa. i Roy Med. Institute. Chicago, I1L |p Hanson's Ready Recovery Co.. Chicago, Mitterman Invention Co., Chicago. III. *■{. Washington -Med. Institute. Chicago, III. Seabury £ Johnson, New York. ' Chattanooga Med. Co., Chattanooga. Tenn. Boston Med. Institute, Chicago. 111. Van Camp Co., Indianapolis. Ind. D. Jacques- & Co.. Omaha. Neb. La Harpe Pattern Co., Grand Rapids, Mich. Fels & Co., Philadelphia, Pa. Newbro Drug Co., Butte, Mont. ' Brigbt's Chemical Co.. Litt'e Falls, X. Y. p Hutton Remedy Co., Buffalo, X. Y. Dr. Radway & Co.. New York City. Dr. Bosanko Co., Philadelphia, Pa. 11 Dr. B. J. Kay, Saratoga Springs, X. Y. Humphreys Med. Co., New York City. Dr. N. C. Davis, Indianapolis, Ind. [ Zfiant Chemical Co., Philadelphia, Pa. 1 The Central Pub. Co., Battle Creek. Mich. WKson Drug Co., Lexington, Ky. The Sprague Pub. Co., Detroit, Mich. Hand Medicine Co., Philadelphia, Pa. Seely, Fitch &. Co., New York City. Dr. Pierce, Buffalo, N. Y. Bayer Med. Co., Toledo, -O. A. -M. Bininger & Co., New York City. Acme Chemical Co., New Orleans, La. Foster-MKburn Co., Buffalo, X. Y. P, Dr. Kilmer Co.. Binghamton, X. Y. l New Spencer Med. Co., Chattanooga, Tenn. | ( Heller-Merz Co., New York City. |» R. T. Booth & Co., New York City. : Tarrant & Co., New York City. Dis. F. E. & J. A. Greene, Boston, Mais. l\ I. B. Ford Co.. Wyandotte, Mich. | Sehaner & Miller, Ann Harbor, Mich. '■ India Spice & Drug Co.. Marietta, O. Jt Church & Co., New York City. •L.C Hubinger & Co.. Keokuk, la. [| Central Pub. Co.. Battle Creek, Mich. I j Coffee & Spice Co., Columbus, O. P Frank O. Reddish-. Le Roy, N. Y. I j Koenig Medicine Co., Chicago, III. |.| Novelty Plaster Works. Soutv Ele, Ma=s. - I? I. P. Urban & Sons. Drugs, Allegheny. Pa. The Guarantee Medical Co., Hot Springs, Pabst Chemical Co., Chicago. 111. I Church & Co., New York City. II Thatcher Med. Co., Chattanooga, Tenn. ! S. R. Feil & Co., Cleveland, O. I" Beers & Hauk, New York. h Duffy Malt Whisky Co., Rochester. N. Y. {.-• Potter Drug & Chemical Co.. Boston, Mass. f J J. W. 'Brant Co., Albion, N. Y. I"" Kennedy & Kergan, Detroit, Mich. it Akron Cereal Co., Akron. O. J JR. & G. Corset Co.. New York City. •{Providence Medical Institute. Chicago. '! John J. Melbourn, Eaton Rapids, Mich. ! ~r~ ., f|eitor of "The Billboard:" i& Dear Sir—An item which* may interest the t« •rave-ling advertisement agents, if no one I Tse. is the fact that a new ordinance has- been Ulaswed -*5y the City Dade requiring a. license ■->> tfye amount of ¥40 from eacb and every Uereen- found posting bills', distributing, tack- ! ag signg or engaged in the usual ^ujaoor -pettoo* of advertising. The obief oCpoIwe' [as issued a rigid 1 order that all persons seeit'. .osting. distributing, etc.. be promptly j'preght in to court unless they show license '-r certificate of employment from a person lf- M, Savannah Letter. hclding luer.se. So far. Mr. .1. E. Campos and myself are ita» only ones to pay the li- cense and in view of the fact that in the past the very low license and lack of police protection has made this city a reputation for being an> "easy thing" for a certain class of advertisers who have educated themselves to beiieve uolat it is efceaper to have their own man hire a gang of inexperienced "kids'* or negro men, who have no reputation's at stake and strew -the city with valuable advertising matter, than to give the work to an expe- rieayced foeal man- wlio knows the city and has a reputation for doing honest work at a fair price, we have prepared a schedule of prices, a system of regulations for transact- ing business with- all classes- of adivertisers and their -re-pi esentatives, which will insure fair and equitable treatment to ail parties'. A careful study of the situation and a desire to harmonize and make our business mutually profitable, as- well as entirely satisfactory to ttie advertii'er. has prompted us to arrange a plan which- we httve now in operation, by whichr it matters not which of the firms an advertiser visits first, there is but one price ducted for any kind of service, and that is made as- reasonable as good service will per- mit. My rapidly increasing business in contract- ing work for the several bill posting plants in- which I am interested and' the small-town service throughout Che Sa-utfr^ast which is growing into so much favor, recently made it advisable for me to place my distributing and sign-tacking under management which would not require my personal attention. I have contracted- with- J. E. Campcs to handle all work, in- Hie distributing and sign-tacking de- partment, tiiereby securing a service which we joiwfly guarantee satisfactory, or no pay asked- for the work. A contract just closed makes me the official advertising distributor of the Georgia & Ala- bama Railroad for 1900. I place a man on the line at once who will work, station to station-. Savannah.- to Montgomery and Columbus to Albany, handling posting and distributing. Savannah, Ga. CHAS. BERNARD. Greensboro Letter-. Editor of "Th'e Billboard:" Dear Sir*—It is an old saying, "What is worth diairrg at all is worth doing well." I believe lliis to be true in every branch- of ii.d'u=try. I owe what success 1 have had in the advertising bui-imess to my;careful meth- ods 1 adopt.d' in tho beginning of closely fol- lowing i..t^Tuctior.ts and seeing that every piece of mutter was put whete it would- tell, ar.d work for the interest of my patron. It has been something over a year since I began- a distributing bus'-ncss-. 1 had hardSy em- barked in the business before I learned from many of the advertisers that they had not been doing any advertising in this city, on account of the poor service they had gotten from these to whom they had trusted their business; It seemed to be hard to convince many of them that I had embarked im the business with "Good, honest service" my motto. At last I have been successful im se- curing the work of some of the largest ad- vertisers in the country. For this I feel flat- tered in to soon- gaining the confidence of those who had 1 , you might say, been robbed heie heretofore. You might as well say rob- bed, -Mr. Kditor. I consider any man who fails to place every piece of advertising matter sent him as per instructions and to the best advantage of his patrons, a robber. Just- as well go into his- pocket and take his coini For the matter costs money, and hj as same as money to those sending them. 1 bave been so much encouraged- and have liked the ad- vertising business so well, 1 decided to build 1 a bill posting plant, and in this fate has been' with: me. Altbough- I met the same obstruc- tion as in- the distributing, I have so far been- able to secure work from a number of the bill board advertisers and nave assur- ances from a great number that when they cover this territory they will do business with me. I hold the franchise for this city ini the S. E. B. P. A. and the I. A. of D.. and the influence of these organizations has been worth- much- Co me, and J snail at all times upttld tihe saying: "Where there is union, .there is strength." The- South is the most productive field to-day for the advertisers and just as soon as those who have heretofore been abusers of the confidence bestowed on them by the unsuspecting advertiser, is rout- ed out, and' good, honest men take tuejr places, just so soon will the tide turn to the Soutta I am glad to say the association in- fluences are fast putting the disihonest ones' out of business, and when this rs done, then it will be that advertising in the homes and on the bill boards will be adopted by ail busi- ness men who have anything to sell, without a fear that tatey are paying for something they are root getting. Pardon me, Mr. Editbr. for taking so much cf your valuable space. WSstting all lbs craft a bappy and prosperous New Year. I remain, yours truly, J. W. GRIFFITH. Greensboro, N. C. '-•-4.^ -.-■ -**rVB£i*£Ata3 NOTES. It will be noticed that the Column of our Dis- tributors' Department, headed "Who 'Tis Items " does not appear this month. This Is not because the writer is dead, or even sick, but because he recently made an extended combined business and pleasure trip. He was absent from his office so long that on returning he had no time to get out the items This, of course, leaves the department somewhat incomplete, but we beg the indulgence of our friendi, and promise faithfully to have Who 'Tis again with us next month. W. E. Wi'lson, of Grove City, Mo., who is employed as -an advertising man by the Northwestern Yeast Company of Chicago, re- cently got into trouble at Detroit for tack- ing a sign where it was not wanted-. He placed a sign upon a saloon and started to walk away, jubilant over the good position secured, when he was hailed by the proprie- tor and commanded to remove the sign. This be started to do when the saloonlst took the hummer from him and struck him upon the chin with it, TuTee stitches were required to patch up the laceration which resulted-. There is a lesson to be learned from this short story, and it will be readily seen and under- stood by our readers. The Nitra-Bu Pharmaceutical Company, Zanesville. O., is sampling physicians only. Xltna-Bu is a diuretic powder used in- kidney and bladder troubles. Cbas. B. BardweH, druggist, Holyoke, Mass., will distribute a folder from house to house in the spring, advertising his root beer. Charges have been preferred against W. Foster, of Guthrie, Okla., by the Thatcher Medical Company, of Chattanooga, Tenn. They claim that paper was sent him, which he did not put out. He nevertheless sent in a bill in full. The Secretary of the I. A. of D. requests us to announce that Foster's ser- vices are no longer guaranteed by the asso- ciation. If the claim of the Thatcher Med- ical Company Is. upon investigation, found to be Just, the I. A. of D. will make good all losses suffered by that company. Geo. Kellermann, manager of the Edwards ville Advertising Company, writes that on ac- count of other business be is compelled to discontinue the work of dittributing. He holds the I. A. of D. franchise for Edwardi- ville, 111. The Marshall Medicine Company. 417 E. 18th st.. Kansas City, Mo., has ordered 2,500,- "00 each of their books advertising Hepatl- eure. in English and German. The printer commence delivery Feb. 1. All communica- tions should be addressed to the film. The Fischer Distributing Agency, of which Mr. G. E.: Fischer is manager, received a fine notice in the December number of the Omaha Druggist. Quite a long list of the agency's regular customers was given. The notice, together with a half-tone portrait of Mr. Fischer, filled half a page. Dr. T. B. Smith, Cyn-t-hiana, Ky., Is writ- ing to distributors, aekins: races on a circu- lar. Berirheim Bros., of Louisville, Ky., are ad- vertising their famous E. L. Harper Whis- ky with one of the finest booklets ever is- sued. Street & Smith's Traveler was In Omaha about the first of the year and endeavored to have his work done by reliable men, and- of- fered $1.25 per thousand for the work. Need- less to say that the proposition was declined. The work was then given to one Osborne, who hired boys to do the work. They of course knew nothing about the right way to distrib- ute and cared- lees, so they simply scattered the matter around. E. O. Burroughs, of Newark, O., wNl In all probability leave there in the spring to open a bill posting and distributing agency In an- other town. H. J. Lladeamolh, Readlaf, Pa. H. J. Llndeumuth, whose portrait we are presenting In this Issue, Is an enthusiast over the I. A. of D., the good It has done him, and line principle* of the association. His home is at Reading, Pa., where he con- ducts a distributing agency. In the right way. He is a most genial fellow, and has a host of friends among Ms fellow-distribut- ors. He was In attendance at the I. A. i.f D. convention at dncln-mitl last July and contributed a big share of life and- Jollity to the occasion. Mr. Llndentnuth Is by nn means a boy, yet, as he himself teHs, ho Is rather large for hto age. H. J. LINDENMUTH, Reading, Pa. Not a Fake, but Near It. Some time since we received a letter from one of our readers who is a distributor. He inclosed a circular from the Room Advertis- ing Company, of Cory don, Ind., with the words "Another Fake Concern" written In lead peneil across Its face. On examination, we find that the scheme Is not a fake In the sense that they are trying to obtain money without giving anything in return. Never- theless, the circular Is meant to catch men who are on'the lookout for something easy. The scheme Is as follows: The applicant Alia out a blank, agreeing to handle all business intrusted to him in a prompt and satisfactory manner and Inclosing $2.60, sends It to the company, for which bo receives a paper called "Distributors' Guide" once a month for a year. Also, membership In the company, he to give the company 10 per cent on all work they get Mm. It Is not a case of getting noth- ing for your money, for you get the "Guide" and In addition In that you get the "Hooks," Pig Syrup Pacts. His Trade Paper. I From the Saturday Evening lost. i was in a hardware store the other day. a >»l noticed several up-to-date Innovations Hint were somewhat out of keeping with my previous knowledge of the proprietor. "How <!>d you happen to think of that*" I asked, pointing to an attractive showcard. "Oh!" said he, laughing, "I didn't think ..m at al ' : ,h,at '" °° e "* *«»'' hobbles." "That Is an excellent hobby." I said: where did Qgorge get the Idea!" f HE BILLBOARD Previous-to 1885. there was a ycung man 1 . :1 native of Bardstown, Ky., In the drug store of i!co. A. Newman, at Fifth and Walnut Krvcts. Louisville, by the name of Richard I-:. Queen, popularly known as "Dick Queen." in 1883 Mr. Queen was seized with the West- ern fever, and. taking his savings, amount- ing to $2,000, more or lees, he went to Reno.. Nev., where he opened a drug store. Here. in order to make an extra dtofllar or two. and hrt-uuse be thought he had found a good Ui'iipg, he began- to put up a formula of Dr. liiililwin's of that tewn, which he called Cali- fornia Fig Syrup. He spent all the money lu> had in booming the syrup, but the boom did not materialize sufficiently, and late in- l.sst; be went back to Louisville to talk with his old employer, Mr. Newman. Mr. Queen never talked so earnestly in his life, but it was not until February of 1887 that Mr. New- m»n could be convinced that there was any virtue in California Fig Syrup as a business venture, whatever it may have been as a therapeutic agent. Then be let Mr. Queen have $5,000 as a row, on condition that he received twenty cents a dozen royalty on all the syrup sold. Mr. Queen at once went forth to place his syrup on the market, the place of manufacture being in Mr. Newman's .cellar, and the force employed consisting of two boys, who turned out three to four dozen bottles a day. Within sixty days Queen, had spent every cent of the money, chiefly in- ad- vertising. Ma first contract being for $1,200 worth in the street cars of St. Louis, the balance into newspapers. Having arrived at the end of 'his string, he returned to Mr. New- man, who declined to put up any more money until there were some developments from that already expended. So Mr. Queen waited around, praying for the required develop- ments, and It was not long until the power of the advertisements began to shove the orders into the Louisville drug store. Then Mr. Newman put up some more money, and Mr. Queen spent It; and so It went for a year, until Mr. Newman had $52,000 in the business. Matters moved along swimmingly with the California Fig Syrup Company, which had been organized. Mr. Queen looking after the advertising and Mr. Newman acting as gen- eral Eastern agent and financier, and in 1893 high-water mark was reached, when the ad- vertising for the year amounted to $429,000. and the sales reached $1,500,000. or about 6.- 000,000 bottles, that is. 50.000 dozen, on which Mr. Newman received bis twenty cents a dozen royalty, not to mention his share in the business. In that year, Mr. Queen's prof- its were $117,000. The stock of the company went from ten cents a share, organization ba- sis, to $3.50 a share. Mr. Newman owned 200.- 000 shares of the million issued, at $1. Mr. Queen has 600,000 shares, and the balance was held in small lots. Mr. Newman has probably made a haaf-mltlron out of It, and Mr. Queen became a millionaire within ten years. Mr. Queen is one of the shrewdest of adver- tisers, and. as an example of it, the organi- zation or the Golden Gate Advertising Bu- reau, is cited. Mr. Queen bad moved his head- quartrea to the Pacific Coast, and as his ad- vertising grew to great proportions, and -ommisBions to agents became a big item, he concluded to reap the benefits himself, so he organized the Golden Gate Bureau, and went after advertising like any other agent. Naturally, he threw the business of the Fig Company to the Golden Gate Bureau, and the profits in 1*93 were In the neighborhood of *.v>,oon. on one agent's commission of ten per • cut This was practically so much saved •n the company. Mr. Queen lives In San Francisco, where he is completing a residence on Nob Hill, to "ist, $150,000, am) the California Fig Syrup "wis settled down to a regular exhibition of what good adverMsing will do for a good thing.—W. J. Lampton, In "Fame." "Ob. be Eot It out of his trade paper. Nothing would do but I must get that pa- per, and now it's George's Bible; he looks up all the new Ideas and I let him go ahead." "Well, tbey are good Ideas; you find they help trade, don't you?" "Yes, that's so; they're all right; George is a good boy." 1 thought as I walked away that George wculd be a partner there before many years. A clerk who studies his trade paper and avails himself of every hint to gain business will not be a clerk forever. A traveling salesman was telling me of his cxtierlefcee with a clerk who reads. He said: "I had just taken Mr. B.*s order for a nice line of my goods, and good quantities of each size, when his clerk came in. Mr. B. said: •Tom, I am getting a line of ; sec if this is your idea of quantities.' I opened my book and showed Tom the order as I had written It down. He suggested one change which his employer at once ordered to have made, and then Tom asked what the discount was. I said 60 per cent. He left us without a word and went to the desk, turned over some papers for a minute or two. and then brought a trade journal to Mr. B. They looked it over together and Mr. B. said to me: 'See here, these goods are quoted at sixty-and-five per cent, discount; if you can't give me the bottom price I don't want them.' I had to come down as gracefully as I could, for I wanted the order. That's what we get . from these trade journals that quote bottom prices to Tom, Dick and Harry!" I fancied that I could also hear Mr. B. saying to his clerk: -That's right, Tom; post yourself up as to prices, and keep a sharp lookout for the extra five per cent." C. H. BURT, Beloit, Kans. A Little More System. James J. Ward, of Newport News, Va., tells us of an Idea which be intends to carry out in connection with bis office, a plan which would be of immense value to distributors in general, were they all to faithfully carry it out. He proposes to keep a register in his office, in which every advertising agent is to sign bis name and address and for what firm he travels. At the end of each month the list will be copied and forwarded, together with notes concerning the service expected, prices demanded, etc, to "The Billboard," to be published for the benefit of his brother dis- tributors. In thisi way the readers of "The Billboard" could keep in touch with- each other and with the advertisers in a systematic manner. The Letters to the Editor, of course, answer this purpose, but a little more system and regularity on the part of the bill posters and distributors woud not be amiss. The Orris Distributing Agency sends to ad- vertisers a private mailing card, which, if we are not mistaken is larger than the limit proscribed by 'law. However, it seems to be going through all right, in spite of that fact. They give the following list of names as some of their natrons: Dr. Miles Med. Co., Blkhart, Ind.; O, I. Hood & Co., Lowell, Moss.; Dr. Chase Co.. Phladelphta. Pa.: W. T. Hanson Co.. Schenectady, N. Y.; Dr. Kilmer & Co., IMrrghannton. N. Y.: Dr. B.J. Kay, Saratoga Springs, N. Y.: The G. C. Bittner Co.. To- ledo, O.: G. G. Green. Woodbury. N. Y.; Hamlin's Wizard Oil Co., Chicago, 111.: W. M. Williams, Indianapolis, Ind.: Van Camp Packing Co., Indianapolis, Ind.; Newton Steel Cut Milling Co., Newton, la.; Fay Lewis & Bro.. Rockford, IM.; Sterling Remedy Co., Indiana Mineral Springs. Ind.: Dr. W. S. Burkhart. Cinclnnatio, O.: The Dodds Med. Y.: Hayes A Coon. Detroit. Mich.; Humphreys Homeopathic Med. Co., New York, N. Y.; Harris Emery Co., Des Moines, la.; CHca Clothing Store, Des Moines, la.; Geo. T. Kelley & Co., Des Moines. la.; M. J. Olson. Des Moines, la.; J. K. Grak Co., Des Moines, la.; Dockstader & Wllkins, Des Moines, la.; Garfield Clothing Store, Des Mtotaes, la. B. B. Williamson, or South Bend, Ind., no- tifies the trade in his town by sending out one cent- private mailing cards, containing the following notice: "Dear Sir—We are disitTib- uting in your immediate neighborhood — advertising . You should look over your stock and prepare yourself for the demand for the above -which our distribution is sure to create.. E. B. WILLIAMSON, Date, . Manager." "Trade supplied by It is a good idea to inform the local dealers that you are about to make a distribution, and distributors could do tMs without practi- cally any expense, for instead of mailing the cards they could be delivered at the same time that the samples are bing put out. Pasted on the Windows. It is astonishing to w*at a point enthusi- asm will carry individuals. They had a street fair at Marlette. Mich., last summer, and in- advertising it. the bill posters pasted bills all over the front windows of the stores on toe leading streets. The town was a mass of street fair advertising. As late as the 1st of December, some of the bills were still stick- ing on the store Windows." That street fair was well advertised-, to the people of that town at least.—Advertising World. Chat ley Burt, as he is known in Beloit, Kan., has been connected with- the show busi- ness in one capacity or another, almost all of his life. His father was a show man, and took Charley with him wnerever he went. In this way he learned much about the value of bill board advertising. In the early seven- tics Mr. Burt was working on a salary in Denver, when he decided to go into the bill posting business for himself. His start con- k™^ i, *,. ! U l e « rectl on of six three-sheet boards which he constructed from the sides of boxes. But he built this plant up, until he sold »t for $2.0C0. In 1S79 he went to Be- loit and has ever since owned boards in that town. Mr. Burt owns a small farm just out- side of the city limits of Beloit, where he raises chickens and hogs, and has his cattle and horses. Mr. Burt is much interested in his farm, but he writes that he is always . ready with the paste brush to give good serv- ice or no pay. Not New, but Good. If all business men understood the advan- tage of bill board publicity, and would go after it in a manner that would insure it be- ing profitable, there would be little need of discussing points of color or display. It is astonishing what good can be accomplished by a combination of services. Take, for In- stance, the syndicate designs offered by a number of the poster makers, or can often be obtained by the retail men in buying from the jobber. Also, the stock posters, display- ing a suit of clothes, or special article of fur- niture, or. in fact, a specialty in any line. Perhaps this will cover one sheet, or three sheets, as the retailer may select them. He can, with the assistance of the local sign painter, make a very attractive and decora- tive display by covering a large bill board with white paper, pasting on the special de- sign which he has purchased from a line of stock posters, and let the local man then put in some decorative lettering in such colors as may be deemed most attractive, and per- haps quote some special prices, which would unquestionably interest the passer-by and at- tract attention, because of its very ingenlous- ness. A further advantage might be obtained by making a permanent bill board display for the entire season, calling attention to special goods on which the merchant was then mak- ing a run. The dry goods- man. the clothier, the shoe man, the grocery man, the jeweler! the milliner, the druggist, no matter what the line, could make a permanent general de- sign v and each week, or at stated periods, could change the special attractions by past- ing on new stock pictures, which he could buy of the poster makers or buy f^rom the manufacturer, and always have a very at- tractive, and certainly not a very expensive bill board display. He could further make this means- valuable by having the sign _jajnter_get_hlm up some attractive effects ; fl* the way of prices- on special goods. These ht' could put in spaces he would arrange for at, the beginning of the season, and could change them from week to week, as the condition of his stock or the season Itself might dictate.' It would be worth the expense to try an ex-4 pe-riment of this kind with two or three, boards. The merchant in a city of from llveif to twenty-five thousand would be able to feel the pulse of the people through such bill: board displays. It would help make the high- ways mere attractive, and would enable busi- ness men to get that sort of publicity which'* has come to be regarded as valuable for the,!' wide-awake business men. — Advertising Ji. World. Tli Advertising as an Art. Written expressly for "Thk Billboakd." Advertising has- become an art. Work off" thfe nature-can no longer be given into thej hands of an immature; artisan, since it re- quires the skilled gift of a finished artist, j Compare the cartoons made a few yearst, ago with the striking pictures of our dayx which present to the world in pleasing anrll forcible style the articles to be advertised.' It was at one time a reflection upon the taste'' and excellence of the artist to put to practical' usages the gift of his art. and. in consequencei*!" the cartoons presented were but poor specif I mens of drawing or color, executed by In-J»? ferior talent- Now the artist not only glveej [' his best efforts to merchandise cartoons, but. he signs his name to the pictures thus used.) ' This has raised the standard of work so that i it has risen beyond mediorcrity, and has made-' ? it possible for only artists to turn out work 1 s of this nature. '' y The advertiser demands an original concept i Hon of his idea, a perfect execution in tech- nique, and a striking whole, that arrests the", attention of the public, and explains its owni meaning. "Know from the picture the article^ ' r advertised," said a well known New York; advertising manager. Liberal sums are paid, for satisfactory work of this nature, and!, much competition ensues, bringing into force? the combined efforts of artists and litho-i graphers. It has has become a lucrative branch to the.|f artist, with satisfactory results to the adver- tiser. Advertising is a paying investment.! and the more unique the means of bringing'" ! the advertised article into public prominence, 1 the more sure the popularity of the article. ■Public advertising in conveyances must be. pleasing and original to be appreciated by the' masses. At one time high art was not con-' sldered necessary, so the "idea" was prom- 1 inent. Now the "idea" must retain its prom-,' inence, and also be expressed in refined' skillful mediums, only possible by the pro- fessional, who is fitted by proper training and? natural gift- Originality is the greatest^ problem of to-day, and is the hardest to find. I The advertisers are looking for something; new. The public is ever on the alert to ap-t predate a novelty. Firms are recognized byC their varied forms of advertisements, or their! "same old thing" appearing year after year? in magazines, etc. A recent prize offered for an original ad- vertisement resulted in an international com- petition. The offer of the prize was a wide, spread advertisement, and the accepted worki of art eagerly awaited by an interested public. The firm was well repaid for the generous- sum offered as a prize, since it will reap its* own reward. t It is said that an unadvertised article is a! drag on the market—an imposibiiity to dls-'; nose of as a gift. With capital to start an| original form of advertising, the outlay in -time pays for itself, since It brings into de-" 1 mand the article advertised. Poor cartoons, are becoming more rare each year, and the' results of picture advertising are being felt* by the firms more surely in the profits af- forded through its medium. \ For this reason if nothing more the stand-!, ard is sure to continue to improve and the*! demands for originality, the object sought by" the advertiser, in addition to perfection of endowment in the artist employed. Ev A. N. The American flag has its uses in peace as in war, to teach lessone of patriotism on ev- ery band. It Is a grand and inspiring thing to see on a battle anniversary, or an admiral's visit, the too dull city streets alive and vi- brant with the colors- we love so well; to see the commerce of he great metropolis bow to the spirit of the occasion, and voice its ap- preciation of protection afforded to its inter- ests by sea as well as on land, in flags of all sizes. Display can not profane the flag, but exalts the one who makes a use of it, whether it be to brighten- the darkest corner of a city alley or is an- advertisement- The flag is excellent brightening for earth's sombre places. The ray of sunshine falling upon the head of the murderer is unpolluted still. Na- ture's colors are displayed even in "waste places," so called'. Let us then applaud who- ever in America, whatever his race or call- ing, displays the flag. Such use can be no desecration of the splendid colors whose folds are ample enough to shelter all.—From the January number of "The National MagaxT I