The Billboard 1902-02-22: Vol 14 Iss 8 (1902-02-22)

THE BILLBOARD LYDIA E. PINKHAM. How Her Name Was Made a Household Word by Advertising. “Eight hundred thousand dollars for news| paper advertising in a single year! It seems impossible, yet this was the amount spent last year by the Lydia BK. Pinkham Medi cine Company. It is probably the largest appropriation ever made in the United States, and that means in the world, by a proprietary medicine concern for any one kind of advertising. The newspapers of the country are practically the only adver tising medium used by the company. A great number of Illustrated beoklets are distributed, but less than 10 per cent. of the money appropriated goes into these booklets." The above is from Printer’s Ink, which goes on to give a history of the advertising done by the late Charles Pinkham, and now being continued by his successors. Just imagine for a moment that vast sum spent among the periodicals! Does advertising pay the Pinkham Medicine Company’ This question is best answered by another question Would the Pinkham Company con tinue its heavy expenditures in publicity if it didn’t pay? There is probably not a nut in the most remote hamlets whose tenants have not heard of Lydia E. Pinkham There is an example of advertising enter prise. As the company will keep up its publicity there does not seem any likeli hood of an early introduction to failure LUMINOUS SIGN. It Promises to Revolutionize That Method of Advertising. Mr. Henry Heineman, advertising man ager for the Fleischmanns, of Cincinnati, is experimenting with an outdoor luminous sien. which promises to revolutionize lum inous sign advertising. The sign is intend ed for use at night on poorly lighted streets, | and is made principally of a secret lumin ous paint. In daylight, the sign is that of an ordinary painted affair, of no particular merit or value. But placed in the dark it becomes animated and every letter blazes like It contained a dozen incandescent lights. It is understood that Heineman has the refusal of the purchase of the patent, and is now experimenting with a view of ascer taining how serviceable the sign will prove when exposed to the elements. [f it shows what Is promised for It, the patent rights ef the sign will probably be bought by Heineman for the Fleischmann Company, and used all over the country to advertise Fleischmann’s Yeast, Congress Hall Rye md Pilgrim Gin ADVERTISING TIPS. A soap for dogs, lately placed on the mate ket. bears this stamp: ‘Makes fleas flee The key te commercial prosperity is ju dictous and eontinuens advertising Kome wasn’t built in a day. Neither is a business built by one advertisement The merchant who considers advertising an extravagance is ignorant of the meaning of economy. A change of wording in an ad. is as neces sary as a change in stock. Both require constant freshening. A pretty window is always a good ad Call the publie’s attention to the window by the use of a little printer's ink. Don't make any claims in your ads von ean’t make good. That is the kind of advertising that does not pay Clarence FE. Runey, of Cincinnati, is now distributing for tive big houses, among them the Parachamph Company, of Louisville The use of the phonograph as an adver tising medium Is growing In popular favor, but it ean not last. It is a novelty only. Col. I. N. Wallis, Chicago advertising manager of the Scripps-MeRae League, was visiting Cincinnati clients and friends last week, The Ad Club, of Cleveland, ©0., held its monthly meeting Feb. 9. that only In all its branches Will Perry, of Carrollton, Ga., has issued a very handsome little booklet, entitled “Facts for the Advertiser." Copies may be secured by addressing him. Lee Touff, who for years has been ad vertising manager for Dr. Burkhardt, of Cincinnati, is now acting In that capacity for the Parocampt Co., Louisville. Judge White, assistant advertising man ager for Dr. Plerce’s Medical Discovery, was in Cincinnati last week, settling the estate of his father, recently deceased. A plant constant thrives and grows healthy by eare, Without that care It can | Enquirer Job Print. Co., Several addresses | were made, and advertising was discussed | not survive. So with business. A stock, honest methods, reliability, punctu ality and judicious advertising means pros perity Joe Fitzgerald has been working the ter ritory surrounding Creston, Ia., in the in terest of the Norman Lichty Medicine Com pany, placing advertising contracts for that concern, and looking after other meth ods of publicity. Clarence KE. Runey, of adopted a novel scheme fe Cincinnati, has ro advertising a1 selling Colgan's Chewing Gum throughout Indiana He has a wagon, drawn by eight dogs, which have traveled from coast te |} coust, and all advertising is done and sale made from this wagon. The scheme is ef fective and attractive There is no Inck about advertising, p chance, no scheme. -It Is legitimate straightforward business from beginning t end, from the day the campaign is started clear up to the close of business at the finish Advertising is a legitimate, reason able means of gaining an end. The adver tisement which appeals best is that whicl intelligence of honest in is planned with the contains the greatest greatest volume tention, and speaks in frank, unequivoes words about reliable goods, and about the eareful, painstaking methods of those wh» are handling the business; presents in the hest way logical arguments for the pur chase of goods from the merchant in ques tien, This is advertising that will pay, that ean not help it.—Advertising World. Quite a show of representatives of adver tising firms were in Cincinnati last week all of whom were after the contract fo posting for a big Cincinnati whisky firm which contemplates entering the bill boare tield. They were: J. H. Simpson, of Loré & Thomas: J. Evans, of Mavhin Advertis ing Company, Chicago: H. F. Pollack, of the Avres Co.: Donald G. Ross, of the Bil Protective Association, and J. H Ostendorf. of Clarence E. Runey, of Cincin nati. Ineidentally, Mr. Pollack was tryins to kil! two birds with one as he wa after the Pittsburg Company successor of the Patton Paint Company wheih is an old friend of bill board adver tising. The business of the Pittsburg Glas Posters’ stone, also Glass Company will be placed through the Pitts burg offies The other big contract—the distillers’ contract—is still open, but wil probably be closed this week. Advertisements under this heading will be published weekly at the uniform rate of ten cents per lime per issue, or $4.00 fer year N. W. Ayer & Son, Philadelphia, Pa Bell Show Print, Sigourney, Ia. Calvert Litho. Co., Detroit, Mich. Central City Show Prirft. Co., Jackson. Mich. Central Litho. Co., 140 Monroe st., Chicago Donaldson Litho. Co., Newport, By Enterprise Show Print, Cieveland, O. Cincinnatl, © Erie Show Printing Co., Erie, Pa Great American Engraving & Print. Co., 7 Beekman, N. Y. Great W. Print. Co,, 511 Market, St. Louis Greve Litho. Co., The, Milwaukee, Wis. Haber, P. B., Fond du Lac, Wis. Hennegan & Co., 127 E. 8th, Cincinnati, O Sam W. Hoke, 255 Sth ave., New York Standard Embossing Co., 1358 Broadways New York, N. Y. Home Show Printing Co., Atchison, Kan. Morrison Show Print. Co., Detroit, Mich. Pioneer Print. Co., 214 Jefferson, Seattle, Wash. Planet Show Print. Co., Chatham, Ontario, Canada. Russell & Morgan Show Print. Co., Cincin nati, 0. Clarence FE. Runey, 127 E. 8th st., Cinein nati, O. INKLINGS. W. H. Donaldson, secretary of The Don aldson Litho. Company, is making a tour of California and the Pacitie Coast The Operative Poster Publishing Com pany, of East Liverpool, O., has been in corporated, with a capital stock of 36,000 The United States Lithographing Com pany have contracted, so it is said, for a} large one-color aluminum press and large two-color aluminum presses. The proposed Poster Printers’ Association will receive a new impetus in the spring Now that the rival burlesque shows have got together, the poster printers clined to believe that they can, too Des Moines—W. W. | two WEEKLY LIST OF BILL POSTERS. Advertisements under thit hiading will be pub | ‘tshed weekly at the uniform rate of ten centa pow line per issuc, or $4.00 per year. ALABAMA dosh Ce peland. ARKANSAS lroy Conway--J. F. Clark, Box 92 “pringdaleHite Sanders Co IDAHO Pocatello Geo. Dash, Box 272 ILLINOIS. Bloomington—City B,. P. Co., Coliseum Bldg Auditorium Bill Posting Co. INDIANA, Michigan City—J. L. Weber & Co. Winamac—FE. O. Burroughs. IOWA. Peoria KANSAB. Atchison—City Bil! Posting Co. Parsons. George Churchill. MINNESOTA. Minneapolis—Gibbons Bill Posting Co. MISSISSIPPI. Yazoo City H. C. Henick. MONTANA. sillings—A. L. Babcock. NEBRASKA. jastings—M. M. Irwin. NEW YORK. New York City—New York Bill Posting Ce NORTH CAROLINA. Statesvville—Rowland Advertising Co. OHIO. {iddletown—Anthony H. Walburg. 3%t. Mary’s—F. F. Aschbacher. ‘aresville—Wm. D. Scholtz. PENNSYLVANIA. Johnstown—A. Adair. New Castle—The J. G. Loving C. B. P. Co TEXAS. “arthageA. Burton. tainesville—Pan! Gallia, C. P. B. and Dist Yoakum—C, C, Tribble. UTAH. salt Lake City—Grand Bill Posting Co. WEST VIRGINIA. . tinefield—H. I. Shott. WISCONSIN. Prairie-du-Chien—F. A. Campbell. WEEKLY LIST OF DISTRIBUTORS Advertisements under this heading will be pubtshed weekly at the uniform rate of ten cents per ime fer issue, or $4.00 fer year. ALABAMA. ‘rey—Josh. Copeiand. ARKANSAS. Conway—J.F. Clark, Box 92. CALIFORNIA. cureka—W. H. Mathews, 686 2d st. ILLINOIS. ‘hicago—John A. Clough, 42 River st. Jast St. Louls—H. H. Deemar. jainesville—H. Hulen B. P. & Dist. Co ‘eoria—Acditorium Bill Posting Co. INDIANA. tuntington—Benjamin Miles, 8 Everett st (ndianapolis—Vansyckle Adv. Co., 114 Il! farion—John L. Wood, 9zo 8. Branson st. lichigan City—J. L. Weber €o. ferre Haute—O. M. Bartlett. IDAHO. solse—R. G. Spauldirg. IOWA. Yes Moines—Des Moines Adv. Co. “ort Madiaon—Sylvester Johnson. ittumwa—Reliance Dist, Agency tioux City—A B. Beall. KANSAS. Atehison—-City Bill Posting Co. MASSACHUSPTTS. BostonCunningham & Gourley. srockton—John V. Carter, 288 Belmont sr MICHIGAN. Peoria— Auditorium Bil! Posting Co. MINNESOTA. Geo. R. Lawrence, B. P MISSOURL A. Hyde, 21386 Eugenia st. NEBRASKA. Yastings—M. M. Irwin. Schuyler—Rus & Bohman. NEW YORK. New York—New York B. P. Co. Yedenshure—F. M. Bracy. Yewego—F. BE. Monroe Morris & D. %t. Louis-—S. | Schenectady—Chas. H. “Benedict, 121 Jay « NORTH CAROLINA, Statesville—Rowland Advertising Co. OHIO. Columpus—S. A. Hyde, 2136 Eugenia st. Fostoria—W. C. Tirrill & Co., 116 W. Tif fin st. PENNSYLVANIA. | Carlisie—Wm. M. Meloy, Box 49. East York—Richard R. Staley. **Johnstown—Geo. EB. Updegrave & Co. SOUTH CAROLINA. | Columbla—J. C. Bingley (ad. Charleston). WISCONSIN. are in-| Wont nperior—C. A. Marshall, W. Superior Moore (licensed Dist.) CANADA. A. F. Morris, manager, Hastings st., Vana couver, B. C. Montreal—c 1 T Thomas. Box 1129. AL. G. FIELD. The Most Widely Known and Popular Minstrel Manager in America. Av. G. Field, unlike other men in his pro fession, never copies or imitates a competi tor. Elis productions, advertising matter and everything pertaining to his enterprises bear the stamp of originality. No matte? which way you turn you will see features. ‘ets and advertising schemes used by othe ; Itinstrel managers which were the original | product of the fertile brain of Al. G. Field | \ll the leading minstrel performers before | the public today are men who got their -chooling and training under Al. G. Field's nanagement. Look over the rosters of the various companies, and this statement will he veritied. We speak of the salaried per formers—not of the managers who are performers, Phe spectacular first parts originated by Al. G. Field, and presented by himself and his company the past few seasons have been copied by other managers, and others have claimed the credit ef originating them. The tmitaters and would-be managers will be foiled in claiming any credit for the new production eutitled “The Roof Garden: o Night in New York." as we note Mr. Field nas taken the preeaution to copyright it. [mitaters will hardly have the audacity te ‘aim part of it : We notice that Mr. Field has announced that he is the originator and producer of “his spectacle. This is what he should uive done with the Pan-American and his ther productions. Credit would then have cen given to whom it was due. When Al. G. Field announced that he ould combine his two minstrel companies ind mintke them one and inseparable hereffer, lnany muntgers were incredulous and loubted whether a company of the proportons proposed could be made suecessfu! inancially. The two companies were comined list May, and the business thus far his season has been one continuous breakng of records. The tour thus far has em ‘cdl the Eastern, Northern and Southern ! company is now on the way to the * Coust, being the second visit to thar _of the country Last season he made initial trip to the far West, and sim ‘iy surprised the inhabitants with the mag \titude and merit of his aggregation. The oming visit with a company even better han before will no doubt be one continual vation Mr. Field announces that he has already ramed up his show for next season. For he opening of the entertainment a sumptu wir Sis ts scenic prodnetion, entitled ‘‘The Roof ‘arden a Night in New York," will be pre ented. This is the third of the series of his kind ef productions which have been riginated by Mr. Field. First was ‘*The "aris Exposition’ and then “The Pan American Exposition.” which is now being resented with success by his company. ‘Mr. Field claims that his last idea will be nore elaborate and expensive than any he others. The prominent feature of ‘The Roof Garden—a Night in New York” will ‘we The eleetrieal effeets introduced. An imi ation of a rain, wind and thunder storm vill be one of the prominent features. This terminates the first part Every cene in the production has been copyright of cere “lo alse the designs and drawings for the ithoeraphs Mr. Field has been in New rk Intely. completing arrangements for his prodnetion To transport the scenery nd effects for the production it will re ire © seenery cur seventy feet in jiength. will be used in the entire Al. G. Field Greater Min No house s« enery regramime of the rels next veur. Stage settings from drop ‘urtain to back wall will be earried by the OMAP ‘The musical portion of the pro rramme will be a prominent feature, par icularly the orehestra and singing. Mr. Sield has no interest in any other amuse nent enterprise than the Al. G. Field treater Minstrels. and he will devote his entire time to this company hereafter. Frank Dumont is rewriting a new third act for “Darkest America,” which will be -let n reyalty The time for the Al. G. Field ‘rreater Minstrels is nearly all booked for IN THE CLOUDS. ~~ A Boston woman, Mrs. Riee, last week ascended to an altitude of 500 feet over the ‘itv of beans and eulture in an aerial kite, hbnilt by her hushand Mr. S. R. Shepherd, of Leavenworth, Nan... says that « flving machine of worth an be built for Sc100, In trial trips at Monaco, Feb. 10, SantosMumont’s aertal eraft showed almost perfection In its evolutions. John Watts, the negro who was employed hy the Robinson & Stickney Dog and Pons Show. and who, it is alleged, stabbed and killed a white boy named James Ryan last fall while the show was in Cincinnati, was convicted last week of manslaughter. Char lie Robinson, one of the backers of the show, testified that he was inside of the tent talking to Watts at the time Ryan wis stabbed. tracting wide attention by his feats in leg With a competent manager, a future is doubtless in store for | Phil. Hanter, of Chillicothe. O., is at | erdemain. brilliant him. Prof. Chas. Brown's troupe of cake-walkers opens at Young's Pier, Atlantic City, N. J., April 15.