The Billboard 1901-05-18: Vol 13 Iss 20 (1901-05-18)

SPENT HALF MILLION —_— To Advertise Its Peculiar Trade | Mark, claims the National Biscuit Company. A trade mark is the subject of a legal controversy in the United States Cireuit Court of Appeals at Cincinnati. Judge Wanty of the United States District court decided some time ago that the Ohio Baking Co. of Cleveland was infringing upon the trademark, ‘‘in-er seal,’ of the National Biscuit company, and granted an_ injunction, the trademarks being very similar. The Cleveland firm went to the Circuit Court of Appeals. The National company claims to have spent half a million dollars in advertising its trademark, which was a peculiar one, on purpose to excite public notice and inquiry. ; We wonder how much of the half million the bill posters of the country got. In view of the present discussion of newspaper agents as solicitors the information would be intersting. Big Advertising. Sidney A. Sherman contributes to the latest quarterly publication of the American Statistical Association an exhaustive study of advertising in the United States. Fifty years ago, he says, periodical publications carried no advertising. As late as 1880 there were no advertisements in Harper's Magazine. Mr. Sherman estimates that the amount of sales influenced by advertising reaches the almost unthinkable sum of $10,000,000,000, and that on a basis of 5 per cent. the amount spent in a year for advertising in newspapers, etec., is $500,000,000. The largest advertiser in the world is said to be a sewing machine company, which spends more money for canvassers’ salaries and commissions than for printed matter. Mr. Sherman mentions a soap company that is credited with a yearly expenditure not far from $1,000,000, and he says that several other concerns in the same line spend from $300,000 to $500,000 each anuually. Manufacturers of proprietary medicines are the most liberal advertisers in England and the United States. The tendency in some lines of business, like cameras and baking powder, is to reduce advertising expenses; but the econmoy takes the form of reducing the number of traveling salesmen rather than of curtailing the amount spent for printed matter. Within certain limits, Mr. Sherman thinks, the trust system reduces advertising. When competition ceases the need of advertising to get trade from rivals ceases, of course. Yet the necessity for some sort of advertising continues, in order to remind customers that the goods are still in the market. Practical Advertising. There is at least one lesson to be learned from the visit on May 11 of Vogel & Deiming’s Big 20th Century Minstrels by the business men of this community, if they do not already know the value of advertising. Wherever one may look in our city the various forms of advertising employed by them are in evidence. They avail themselves of various methods, but those methods are chiefly inclined to the use of printers‘ ink. Referring to this subject, Mr. I. S. Potts, the general agent of the minstrels, said while in The Globe office yesterday: “If any one wants to know why Vogel & Deming’s Minstrels are so successful they only have to look about and see at every hand theor advertising. “The same principle holds true with the business done by any of the local merchants. “A. T. Stewart, pioneer of the great merchant princes in this country, used to say that at least one-third of a merchant's investment should be in advertising, and the remaining two-thirds to his stock. “Merchants like John Wanamaker, Seigel & Cooper and others of the best department ‘stores through the country as a matter of fact spend about as much money in advertising as they do in. buying stock. This does not necessarily mean that they must make 100 per cent profit in order to do so. as might appear on the surface. The greatest item of expense of such entertainments as Vogel & Deming’s Minstrels is that of advertising. Their enormous success shows the wisdom of their policy in that direction. “If Mr. Jones is your leading dry goods merchant, and he advertises at a bargain a certain grade of silk, and if that advertisement reaches the eye of some lady, and excites in her a desire for that particular brand of silk, no matter when she buys it ‘the advertisement was the salesman. “Of course, the minstrel advertiser has to sell his goods on a certain day; still he realizes the value of it to such an extent that he spends a yast sum of money in advertising, making a great item of expense. So it will be found invariably that the heaviest mercantile advertiser does the largest mersantile business, and that which any one advertiser can do is possible to any other advertiser.—The Globe, Hagerstown, Md. Advertising the Law. The suggestion made by a member of, the Legislature recently that the laws should be printed in the newspapers as soon as the Governor affixes his signature to them is one worthy of serious consideration, says the Harrisburg (Pa.) Telegraph. Too often the old saying of ignorance of the law is no excuse is a hollow mockery, for very often there is no opportunity to know what the law is, and that certainly ought to be an excuse. The district attorney of a neighboring county recently picked up a knowledge of the law that he might not have known had he not been a newspaper reader. It enabled him to condnet his cases in an up-to-date manner, and he was very grateful to the newspaper that had printed the laws as a matter of news for its readers. The newspapers of the State have for years insisted that the laws be advertised as soon as approved, in order that the general public may become acquainted with them; but those opposed to the scheme sheer and say it is a plan to get advertising for the papers, and that there is no general demand for it. That is not borne out by the facts. Bill Posters of the U.S. and Canada. For a service listed, newed. All stand work, consisting of work conStituting three-sheets or over, and all threesheets. Cities of protected and re Ver sheet per month. 200 inhabitants to 3,000. ...........c00. 4e 3,000 inhabitants to 5,000. .............. he 5,000 inhabitants to 10,000.............. 6c 10,000 inhabitants to 50,000. ............ je 50,000 inhabitants to 100,000. ....... pecs OC 100,000 inhabitants to 500,000. .......... 2c 500,000 inhabitants to 1,000,000. ........ l4c 1,000,000 inhabitants and over......... 16¢ Ys RPO ee ee 2Q¢ Chance may offer four cents per sheet guaranteed for one week. No commmission to advertisers under any considerations. Special prices to advertisers on country route on request. Exhibits. Merchants and storekeepers should be encouraged to decorate their stores with fes tooning, flags and bunting during the fair week. It helps to push things along. A tireworks exhibition on the grounds at night is a strong drawing card. It need cost the association nothing, as the hotels, if properly approached, will pay for it on account of the people it will hold night. A brass-band contest for a night attrac ‘tion is hard to beat. Have plenty of good music. A correspondent May 8, says: over It pays. writing from Buffalo “This afternoon's drenching shower had but little effect on the attend ance at the Pan-American Exposition. The thousands of visitors simply stepped inside the buildings and gave no heed to the rumbling skies. “Another novel event connected with the exposition was announced today. It is to be a coaching tournament, starting from New York and ending at the Stadium. The attempt will be made to break the four-inhand long-distance .coaching record.”’ The fair and races at Guthrie, Ky., this year, generally held in the early fall, will begin July 4 this year and continue four days. Big purses will be offered and some good sport may be expected. Advertising Tips. There are a lot of people who really believe that all advertising is dishonest and untruthful. There are a lot of men who believe that anything can be sold by advertising.—Current Advertising. —_————-— The benefit accruing from an investment in advertising space in a good medium is cumulative. Let us illustrate: Take a space, say of one inch in “The Billboard” for three months at a cost to you of $1.40 per week; the outlay is nominal, but your ‘‘ad.” is read the first week of its insertion by more than 30,000 people. Now think, during the three months, or thirteen weeks’ life of your ‘‘ad.” it reaches 390,000 readers. If no immediate beneficial result is experienced, you can depend on it that the trouble lies not with the paper, but either with the construction of your ad. or your business. Remember Pyle advertised his washing compound for years and never made a dollar because his advertising was wrong. Then he changed his style of advertising, called his working compound “Pearline,”’ and made a colossal fortune in three years. DESIGNS SENT FREE ALSO OTHER VALUABLE INFORMATION TO ALL ADVERTISERS Who, before placing their Poster Contracts, will consult with CLARENCE E, Runey, General Representative ASSOCIATED BILLPOSTERS' PROTECTIVE COMPANY (Incorporated), Owned and maintained by the leading Billposters of the United States, who control all the principal billboards, bulletin boards and distribution privileges in each city, with a total capital invested of more thon ten snillion ($10,000,000.00) dollars. : Branch Office, Cincinnati, 127 East Eighth St, Telephone, Main 1317. 1113 Broadway, New York City. Telephone, Madison Sq. 360—A. Weekly List of Distributors. Advertisements under this heading will be pub lished weekly at the uniform vate of ten cents per dine per issue, or $4.00 fer year, ARKANSAS. Conway—J. F. Clark, Box 92. CALIFORNIA. Eureka—W. H. Mathews, 636 2d at. GEORGIA, Atlanta and Suburbs—Edw. B. Bridger's iam Agency, 604 Temple Court Bldg. Columbus, Ga., Girard & Phoenix City, Ala.—Edw. B. Bridger's Advertising Agency. Address Atlanta. ILLINOIS, Chicago—John A. Clough, 42 River st. East St. Lonis—H. H. Deemar. Gainesville--H Hulen B. P. & Dist Co. Pekin—Standard Bill Posting Co. Peoria—Auditorium B. P. Co. INDIANA. Huntington—Benjamin Miles, 8 Everett st. Marton—John L. Wood, 920 8. Branson st. IDAHO. Boise—R. G. Spaulding. IOWA. Burlington—A. E. Dreler, 1211 Summer st. Des Moines—Des Moines Ady. Co Fort Madison—Sylvester Johnson. Sioux City—A. B. Beall. KANSAS. Atchison—City Bill Posting Co. MASSACHUSETTS. Brockton—John V. Carter, 288 Belmont st. New Bedford—A. E. Hathaway. Lowell—W. E. Aldrich & Co., 76 Gliddea Lidg MISSOURI. St. Louls—S. A. Hyde, 2136 Eugenia st. MICHIGAN, Hastings—M. M. Irwin. leoria—Auditorium Bill Posting Co. Pontias—-S. J. Burgess. NEBRASKA. M. M. Irwin. NEW YORK. New York--New York B. P. Co. Ogdensburg-—-E. M. Bracy. Oswego—F. E. Munroe. Schnectady—Chas. H. Benedict, 121 Jay st. OHIO. Columbus—S. A. Hyde, 2136 Eugenia st. Fostoria—W. C. Tirrill & Co., 116 W. Tif Hastings fin st. Ubrichsville—Twin City Bill Posting Co., of Uhrichsville and Denison. Address Uhrichsville, O. PENNSYLVANIA. Carlisle—Wm. M. Meloy, Box 49. **Johnstown—Geo. E. Updegrave & Co. WISCONSIN. ve = tior—C. A. Marshall, W. Superior ote. CANADA. A. F. a aang, Hastings st., Van couver, e ° Montreal--C. J. T. Thomas, Box 1129. Weekly List of Bill Posters. Advertisements under this heading will be pub lished weekly at the uniform rate of ten cents per dine per issuc, or $4.00 per year. ARKANSAS. Conway—J. F. Clark, Box 92. ILLINOIS. Bloomington—City B.I. Co., Coliseum Bldg. Pekin—Standard Bill Posting Co. Peoria—Auditorium Bill Posting Co. IOWA. Des Moines—W. W. Moore (licensed Dist.) KANSAS. Atchison—City Bill Posting Co. Parsons—George Churchill. MICHIGAN. Hastings—M. M. Irwin. MISSISSIPPI. Yazoo City—H. C. Henick. MISSOURL. Aurora—Lonis J. Minor. NEBRASKA. M. M. Irwin, NEW YORK. New York City—New York Bill Posting Co. OHIO. pce la gg ag H. Walburg. Zanesville—Wm. D. Schultz. PENNSYLVANIA. *Johnstown—A. Adair. New Castle—The J. G. Loving C. B. P. Co TEXAS. Gainesville— Paul Gallia, C. B. P. and Dist. Hillsboro—R. F. Wood, C. B. P. & Dist. UTAH. Salt Lake City--Grand Bill Posting Co. Hastings