Billboard advertising (July-Dec 1900)

!■■' ii > THE BILLBOARD. W the Billboard. Published Weekly at J"! ,: * 7 EaSt Ei * h,h Street, Cincinnati, Ohio, U. S. A. l| jl «j Address all communications lii" J ° r the tutorial or business derailments to ■ L; | THE BILLBOARD PUBLISHING CO. . "!;: : - ' " - " , . . ■ ~-- J ' ".ubscnption, J4.00 a year: 6 mos.. fa.oo; 3 mos., , || ■ Ii.oo. In advance. ; ! ^. ADVERTISING RATES: . ' '. Advertisements will be published, at the ani- * :>nn rate of ten cents per agate line; no dis- | jfount for time or space. Copy for advertisements a Viiust reach as before noon on Saturday previous '« ?\ >week.of issne. Our terms are cash. .- r *y£ : __—-— ■_. ': _ ^t# Billboard £r sold mm lurndon 'at.. £o>u*s. JLe- > y^kmnge, J7 Charing- Cross, and at American Ad- vertising Newspaper Agency, Trafalgar Build- Northumberland - Ave. '" " '" *" *i Vtgs, NorlhumierLxxd Azte. t H'^C. in Paris, at " V',irentuna's,j7 Avenue cieCVprra. The trade sup- .* _t:£Sfrf Av tU* jt ia ws» f/ «-.» wt A"*™.»«- /"% a«/V »/•- hfttncHeS Jtce or- cx- ,.-.».-- .. . - - -«.-- -- -- ' addressed \ $ ^.ndm&B* Payable to The Billboard Pub. Co. j tr' The t#i tor can not undertake to return unsolicited a ' -\ta-UteSeript; correspondents should keep copy. • tt i ? W9ten tt is necessary to wire us the instructions q *t'*d eoPy/or- advertisements,-'great saving in the U i. natter of telegraph tolls may be had by recourse tm V- Jr he Donaldson Cipher Code. js'Jij-* Entered as Second-Class Matter at Post Office Vh-t Cincinnati. Ohio. Wa ================ Entire Contents Copyrighted. . All rights reserved. Saturday, August 4 , J900. PRESS VS. POSTERS. During the past half a dozen years le bill board method of publicity, has i rapidly forged to the front that it 17 J- u- i, r *.'..' jcupies to-day a position of unusual t x i '< ' |;ii:V!romlnence in the commercial world IMV" ■ liii.;' .--s a legitimate means of attracting the '- 1 -ublie gaze! At every step At however,. it has of its met with Z yb -- rowth, jt'.j'ngry and jealous antagonism from V 1 : ;ie daily, newspapers. .--."■.- a j? The cause for .this is very^ plain, as nlViany old-time patrons of .-the news- \H f'lper advertising columns -are now' I'M Jji?]>und among the staunch supporters of ^,/g?ie niore - popular and profitable out- ^Jbor method. This fact isin_reality ^:Pjie very. foundation of all the anti- ? f fH board crusades which spring into '*" T iistence every vernal equinox-and are ^ C -ntinued throughout the ensuing sum- t|>r- '"'•; * pSThis year these journalistic attacks ', I tve been so manifold, rabid and vol-. '£lt Spinous as to attract general public jlfi jtentiou. And in every instance hni- *l £ feipal authorities have been enlisted" § jto the service for obvious reasons, fc^d the result in. most instances has j*' 1 ^ 'en an' unwelcome series of litigation (iirfrery embarrassing'to'the bill-posting »;t,ift. fJlet •*•■•.. . r -"or several months past these con- ark 'iversies growing out of what the [W:R vrspapers are pleased to -term the V ,ill board nuisance," ' have' waxed .jPJiomously, especially in_cities along._ tipt'.Pacifie slope. .fit''he recent detrision of a Judge of-the-' :;fl iited States Circuit Court in the "V\ r il- l\pe case of -Los Angeles, sustaining ':fe validity of a city ordinance limit- fcUg the height of bill boards to six , 'Kt» has caused much surprise, con- ^t : ia2rable comment and some appre- ., Sjtslon, which it would be useless to jlijE^mpt to conceaL' (This decision, .{.irevery by no means can be accepted as a final disposition of the question, for the ease must be Appealed, and it is the duty of the national organization to take the matter in hand promptly and bring it to a speedy finish. . No sooner had the adverse Los An- geles decision been announced than many of the leading dailies of the country joyously took the subject up and paraded it in" sensational style with scare-heads and double leads, ac- companied with columns of congratu- latory editorial gush. This merely added further testimony, to the fact that the activity and. influence of the press are at the real root of the trouble and shows that they are deter- mined to create as much more preju- dice and antagonism as possible. * ♦ » 6"n another page of this Issue will be found the text of a favorable bill board decision, handed down by the Supreme Court of Wisconsin only a few weeks ago. Every bill .poster should read carefully this important document, as much comfort and in- formation can be derived from it. As a precedent and guide for future action it contains many valuable points and suggestions. ,-..-., The iifth annual convention of the International Association of Distrib- utors, which will be held at Detroit next Tuesday, Wednesday and Thurs- day, promises to be a largely attended affair and an event of no small im- portance. Everybody in any way in- terested is cordially invited. Harvey-W. Hill, bill poster of-Wei* lington, Kan., writes: "We will hftve Forepaugh-Sells Bros, 1 Circus herd Aug. 14, & tt Joseph* their Advance' agent. 18 a very tille gentleman.. We will have a hot time here when our street fair is. pulled off, Sept. 18 to 22. The circus has engaged all of my boards. : Business is very good. "The AVeekly Billboard" is hot stuff for bill posters." ....... ' "Practical Advertising," a Georgia publication, very haivefy - remarks: ''Any man call be his own circulation expert when bill boards are in ques- tion-. Get the 'census; nnd out iiow F. M. Groves president and manager, j. L, Mayer secretary and treasurer. This plant— 10.000 feet—shows up a fine lot of boards in the heart of the business center. I always considered, and do yet. thjs town gives the advertiser a good run for his money. It gives me gratification to note.the pride this firm takes in its plant. They leave hardly anything in the hands of their help except the posting. They have no other business oft hand,, and give it .their edtlre attention 50 24-Kheets, 125 8-sheets and 2,0«) 1-sheels Wake a good showing. They stand well *iia their home merchants, VWcB is, Ih itself "t'hg ndatioh A hill poster Ban Lw. best recommend oesi recommendation a bill pbster ban Save Mr. Meyer invited me to his residence; wfiicli is one of the most imposing In the city Bucky fejlow that he is, and yours truly *as too: COMMENTS. '. A great many well-known bill post- ers will attend the meeting of distrib- utors at Detroit next week. ' There will at least be a goodly rep- resentation of Califo'rnians at the next annual convention of the Associated Bill Posters. ■ E. C. Gude, treasurer of the O. 3, Gnde Co., of New York, has been con- fined to his home by sickness for near- ly two weeks. " Both' from a business and social standpoint, the Atlantic City conven- tion will' pass - into history as the tamest and quietest affair of the kind * ever held. Between golf, socialistic studies, os- trich farms and bill board litigation, "Gale" Wilshire, of Los Angeles, man- ages to derive enough of that spice of life for which the average mortal craves. - : The : newspapers are in reality the active force behind the anti-bill board crusade." which is causing, the Trater- - riity so much trouble in various cities of the country. Simply, a case of pro- fessional jealousy. -The entire plant of Dr. Iyilmer & Co., at Binghamton. N Y., was deitroy- ed by fire recently. The. loss was heavy, as the company was far behind in their orders, but they are rebuilding rapidly, and will soon be in running order again.' "Old Pap" Moore, of Des Moines, la., writes to say that there has not been • a sign of opposition" discovered In his town as yet "But should any mate- rialize," he continues, "I will be found , to be as young as any of the kid- gloved gentry, for-I always have my fighting clothes on." many people there are i"n & given town, then do ii little figuring on the probability of each oh'e of them 'pass- ing 'certain locations, and -you have it. But always remember that a sigh call- ing attention to; a corset ought to be In a place frequented by the fair sex; and that one advertising repeating rifles blight to be seen by men." The latest dispatch from Los Angeles relating to Wilshire's troubles BBS's: "A petition is being circulated Among the patrons of the bill boArds, asking -the Council to. amend the ordinance which fixes the height of the boards at six feet, so that they may lawfully be erected to the height of ten feet, la support of their petition they cite the statement of Judge Robs that the limit of six feet is unreasonably low\ It i§ understood that if the couucil will agree to raise the limit to ten fept, no further appeal will be taken to the su- preme court bf the United States." Secretary^eesfr, of the Pennsylvania State Association, says he was not to blame in regard to the acceptance of the member at Norristown, Pa. Jack remarks: "You know it is a secretary's duty to read the communications which are sent him, before the asso- ciation for its consideration; the same with applications. Now, there being no other application from Norristown except the one presented by Mr. Ap* pel, and there being no opposition to the same, membership was granted to the applicant. If there', was a mistake, it was not mine, nor the association's fault, but of those who are interested." lucky, Terre Haute, Ind.—J. M. Dishon owns the boards, and it goes without saying they are good ones. Population. 45.000: 10,000 feet of boards; 35 24-sheets, 75 g-sbeets, 1,000 1- sheets. Anyone not knowing Jim Dishon ar- gues himself unknown. Established in 1871. ••Jim" came here from Indianapolis, where he had run that plnnt, and thirty»fiVe years ago hin brother composed this song: _.''-' ). M. bjshoh and rib other goes tor.t& ih haste: . With bills and Baste ' And proclaims to .ail cjeallbH Men afe wise who advertise in the present genfcratiQO, . , ■ ; . - ■ .. ■■ -- .'1 Which every man .in. this city, knows,-by.heatt. Does he sell paste?, ,?VelI, ,1. .should say.*fel And flops, it, tpq. -t obii't kbbw M Hurel, as X Torilol tb ask,, but it ,goes away .up.- Hfe is the.most popular bill poster, with his .local merchants .1 kno,w of ,in, the whole ot-the country, with ail due respects to Charlie Ber- nerd, I will say—but hedon't sell posters. . Indianapolis, Ind.—Indianapolis Bill .Post- S&i c ? m P a »>y; ^lex. ,.Harbisan, . maoagel:. .Well, 1 ha*, (suite a, fright. Just imagine h. ?J3 n ' stanain S in the middle of a room frothing at the mouth, waving his arms like a Dutch windmill, whilst saying—well- this is what Harbison said, or tried to say: "Le- vyne, you are a good fellow, and I will do all m my power to help you sell posters; make my office your headquarters. Bill Don- aldson is personally a good feltbw, tosi but ■I don t like his phpef, 6hfl t.Wbii't BivP„afl.f ?5f uf •££*«BfcntloneS in his paper; good-, baa xir v indlfresent:" Well, I Just ran out and got a. whisky to give me some Dutch courage to overcome the elects of the Dutch wind- mill. But I didn't get enough, and am scared X? , f*^ 4 8ive '"formation in regard to the plant; don't know how many feet he has. >ou jnay say he has two, but the way he jumped it looked like a thousand. So. will say this city has a snlend'd shbWiKK' thS ?-,? ! Tt 1S , h ,,f - e . W6l J „ bl ? ak /- L and advertise fe" trusty their paper in Hafbisbri'.s thafge with" perfect confidence. Yours .t.fujy. M. b. bBVTNB: a. the Modem Bill Pdstef. Levyne's Letter. To the Editor of "The Billboard:" . D ^ r »^ ir r LouisvUIe > Ky- with population of K5.000 has 16,000 running feet of boards owned by the Consolidated Bill Posting Com- pany of which James P. Wheeler is presi- dent, L. H. Ramsey vice president and gen- eral manager, J. H. Whallen, treasurer, R : Roblnsonr secretary, J. J. Adams inside man- ager. They also control the plants in New /V™ 1 ?' « d - (4,00 ° Jt Hh and Jeffersonville,; ( -'42? te f t >'' "anaged by Thomas Morgan. • This city has made rapid strides in the past '■ three years, for at that tline this firm got the plant, .which consisted of 3,000 feet of poor boards. But to-day this firm wants 100 £4-sheets,200 8-sheets and 5,000'.l-sheets to .Tv'v, flr 5t-class showing. Had a long talk witn. Mr. Ramsey, who gave me some pointers in. regard to the Atlantic City meeting. And those, pointers? Well, they didn't make my eyes open, as wide as Mr. Ramsey's. But I will admit I felt a tickling sensation in the toes. Ramsey is a good fellow, and seemed disappointed that I didn't have: "The Bill- board" of the last issue, as he was hunery for news. ■».*■. Byjhev&y, did you ever hear it said that Mr.. Robinson was good-looking? Well, he is —a big, curly-haired blonde. I told him I would do it! Evansvllle. Ind.—Population,'70,000: Evans- Viiie Bill Posting and Distributing Company, Twenty, fifteen or ten years ago; the aver- age, bill poster, used olU. fences; barns, siHei ?i h £^' firiim. fete/.; anl Bofeters were gut up Without any system, says Sam. W. Hoke in Information." No list of locations was furnished the advertiser, and no guaranteed! w e Km a \ fur i llsh ^ d - Wnen the bill poster 1 £.. bnI boards the y were usually of rough lumber which, cracks half an inch to an Inch between boards, and the posters had very little chance for life. But we are now talking %£ e m ? der ?, b . in poster - In tne prominent cties of the Union-, the bill posting business represents investments ranging into the hun- dreds of thousands of dollars, and the annual business done in such cities as New York or Chicago will probably amount to a quartet of a million dollars, or more. The modern bill %%H iB ml OUt J% feet n 'S n ana 'b varying widths. The modem Poster is composed bf sections, each section being about 314 feet w-.de and Vi feet high, and concisting * 1.-" shttts. t An eight-Sheet poster is made of two of these sections, and is seven feet wide: a twelve-sheet poster is ten and" one-half feet wide, a sixteen-sheet poster is fourteen feet wide, and a twenty-four-sheet poster is twen- ty-one feet wide. The cost of lithographing an eight-sheet poster in quantities of S.000 varies from 16 cents to 32 cents per poster, according to whether it is a plain poster or an exceedingly artistic poster. Posters can be had for less money, and higher prices have been paid, but the man who contemplates a bill posting campaign- can reasonably figure his expenditures to come between the two ex- tremes mentioned above. The cost of posting an eight-sheet in New York is 32 cents £er week, and a judicious advertiser will use 500 of this size to cover New York, amounting to *160 per week. In smaller towns the cost per poster and the number of posters required is less. The bill posting business is almost uni- versally confined to one Arm In each city, although New York City has two firms In Manhattan, one in Brooklyn, and on in Rich- mond Boroughs, There is an association k r now 5 I? the Associated Bill Posters of the United States and Canada, which has done wonders during the past ten years In Improv- ing bill pasting throughout the entire coun- try. The advertiser who wishes to post bills I n .» a numDer of cities can send orders to the blir poster direct, or be can place his entire' order in the hands of an "official solicitor." There are seven official solicitors who send out bill posting on- practically the same plan as the ordinary advertising agencies send out newspaper advertising. Some large concerns that do a great deal of bill posting, and have men on the road especially to look after that business, feel that they-can attend to the placing of the orders themselves, but most of them place their business In the hands of some one of the "official solicitors," Just as they have their newspaper advertising at- tended to by an expert in that line. THE BILLBOARD IB ■a; 9 «B : -a»' /M ■: '» e n iff' n a. ■■ ■ *a ■ ■■■©- -■■.-.»■■■■■ ■■ » ■ ■ •» ■ ■••■■■ ■"©'-/ © 5 © • O ...»■ ::.© :"^- 3 » = a » s -I . «• © S « .-**■'. © "• -yt.-.m- 20, •■■^* -Ha . '■ ■■©;■: 9 < ■ fa: s ■•';" B