The Billboard 1911-06-24: Vol 23 Iss 25 (1911-06-24)

JUNE 24, 1911. The Billboard The success o: any fair nowadays largely upon the way It is advertised, for to bring the people to a fair, you must first tell them you are going to have one, and at the same time what they will see after getting there. 1 have divided our advertising into three classifications: ‘Outdoor Publicity,”’ ‘‘Newspapers’ and “Direct Advertising.’’ By outdoor publicity I mean billposting In all its branches, First we must contract with our local billposter to cover all the territory within a radius of 150 miles of Shreveport; this includes all the principal cities along the railroads and small towns adjacent. Then, too, in addition to that, team trips are made to reach out along the main roads leading from the railroad towns, Whenever it is possible 3 and Ssheets are used, but when space can not be found, 1-sheets are put up in the most prominent places. Muslin signs are tacked up on the fences, barns, trees, etc. Thus, the people coming to town are bound to see your advertising matter. In every railroad station, a one-sheet Is bung up. This bas specially prepared copy in a condensed form, and especial attention is called to the reduced rates for the fair. In cities beyond 150 miles, the billposting is sent to the regular billposter. We usually advertise in the large cities for three months in advance of the fair, and to cover adjacent territory, ten billposters do the work in sixty days before the fair. In handling the newspapers, a contract is given about 200 weekly publications, and they earry a 12-inch display ad for three months. In addition to that, two full pages of press plate matter is furnished each one, and this service is furnished each one, and this service is published free of cost. Each week an article pertaining to the fair is sent out to the country newspapers, and it is always used by them. The city papers in our home town give pub licity to the fair all the year round. Page and half-page advertisements are used freely just before the fair opens. Then we wse space in all class papers, such as The Billboard, live stock and poultry publications. Every envelope used by the merchants of Shreveport has our trade-mark, showing the date of the fair printed thereon. This is generally done the first of the year, and this gives us about ten months of free advertising. The merchants pay for the printing. Then we usually issue about 50,000 24-page booklets, illustrating our fair grounds, buildings, exhibits and attractions. We also have printed 100,000 postcards of all descriptions, these being furnished the citizens free of cost, the postage. We also publish 15,000 catalogues and premium lists. A special advertising folder is furnished all the laundries and every package oing out of the city contains one. The travelng men distribute a large amount of souvenirs, ete., amongst their customers, and do a great deal towards advertising a fair. This is an outline of our advertising campaign for the year 1911, and other propositions not yet matured will be used. The development of fairs during the past decade have been indeed marvelous. From a frolic they have been lifted to a plane commanding the respect and admiration of all. And to the enterprise of the progressive showman in no emall measure is this due. With his advent came the demise of those leeches with the eure-thing, strong-arm game. Years ago these gentry predominated, but today they are conspicuous by their absence. The showman was the first to open the eyes of the public to these palpable frauds, and their extermination has mn eure and fast. Edu cation is now ramount at all these exhibitions, but the seasoning which makes the di gestion of the lessons a pleasure, is provided by the amusement features. The visitor views and learns from the exhibits of pure bred stock, agriculture and horticulture, but the amuse ments serve as the dessert to the well-provided menu of education. The character of these attractions ehould be such that they may be safely visited by man, woman or child. The “bally.”’ requiring scantily-dressed, painted female creatures, should not be ated. Refined vaudeville, animal acts and sions are much preferred. Monstrosities should also occupy a conepicuous niche in the has-been class. The illrepute of all midway performances is directly traceable to the so-called ‘“‘girl’’ showe. Gen tlemen with ehows of a refined character have euffered from this latter class. The midway ils now enjoying prosperity. toler illu —— but they pay! gaudily| It is a recognized | Advertising the Fair By L. N. BRUEGGERHOFF. (Secretary Louisiana State Fair.) depends | 4musement feature, not only at the county fair, but at every leading state exposition. This prosperous condition will be enjoyed as long as cleanliness prevails. Its decadence will come with the introduction of the immoral shows. Harkening to the demands of their patrons, every fair now presents free feature performances, The amount expended for these is enormous. Their character should be varied. Keep abreast of the times in your amusement features, A new novelty performance contracted for $1,000 is worth more to your Kate than the same amount expended for five acts of mediocre character, commanding no publicity ability. Your leading feature should be one that will earn in the news columns double its contract price. Never allow a few hundred dollars to stand between yeu and an act that in your judgment will be freely exploited through the press. Do not underestimate the power of printer's ink. A clean midway, strong feature acts and the 1911 amusement problem is solved. Men of sterling character are now engaged in supplying these acts, and the work of the secretary in selecting a suitable program is lightened by the booking agencies. Amusements are essential to the success of any fair, and managers should carefully ecrutinize the claims of promoters before entering into contract. Not only have we booking agencles, but many of the strongest acts are booked individually. A perusal of The Billboard will prove valuable to every secretary seeking highclass feature performances. In making your contracts for your shows, much care must be exercised. In the first place, you must know the people you are dealing with, and be sure and close with those who are perfectly responsible and reliable. A lot of ow people in the early part of the season will close contracts indiscriminately, and then when the time comes for delivery, if the jump is too far you get no shows, Co-operation with brother fair secretaries is the surest plan. Five or six fairs form a good circuit. Get the right shows and all pull together, close for the same attractions, and you are almost certain they will be in on time. After you have closed with a good line of attractions and know they will be there, you must advertise. Feature every show, telling they are all moral and clean, which they must be, and you know it, invite the ladies and children to visit them, and you will, after the first day, have thousands of people advertising fer you. Now it often occurs that some people can not afford to take in many shows, so it is essential to have a liberal line of free attractions. Of course, you must have some feature, gooddrawing free acts, but don’t forget the ladies and children. For them, animals are the star attraction, especially monkeys, bears, ete. In the afternoon scatter the acts, but at night put | off your free acts as late as possible and advertise the exact time when they will start. In this way the shows can entertain the crowds and it ie a moneyed proposition for both of you. Now for the band. Everybody likes music, and crowds will always follow the band. Get STATE FAIR SECRETARIES. X | PerryM. Shy | Ss LM-Brueqger hoff Jos. E. Pogue, North Carolina State Fair, Iouisville; A. L. Sponselor, Kansas City State Fair, State Fair, Shreveport; W. R. Mellor, Nebraska State Fair, Lincoln, and M. C. Dakota State Fair, Grand Forks. W.RMellor + M.C.Bacheller ye Raleigh; Perry M. Hutchinson; Shy, Kentucky State Fair, L. N. Brueggerhoff, Louisiana Bacheller, North | | | j | | a good one—one that will please all. Do thie and your victory is won. You have created enthusiasm, and when your gates close at night everybody will: go home happy and your receipts will make you likewise. Education and entertainment are the cornerstones of fairs. You must first of all have a good fair, one that is worth and pays a hundred cents on the dollar. Have enough educational features to it that your people can make more money coming to the fair and finding out things than they can make staying at home. Of equal importance is the entertainment feature. Entertain and amuse you must. first-class meal always includes dessert. The races are a strong feature, but the delays between heats are often irksome, There are 80 attractions at reasonable many good special prices that every fair can have its ple and cake without great expense. Advertising properly is of much importance. Printer’s ink is always a good investment for any business, The poster calls attention, but the newspaper explains and boosts your game around every fireside. If you have a good fair, it will pay you to let The Billboard, that Cincinnati paper, tell the world about it. The Billboard is eight thousand miles in diameter and twenrivfive thousand miles around. It will te! vut postoffice address to all who want to kuno:. THE BISMARCK EXPOSITION. Bismarck, the capital city of the commonwealth of North Dakota, makes her bow to the country at large as an exposition city prepared to entertain crowds of people for at least twenty days, beginning September 26, and to demonStrate by exhibits of an industrial, agricultural, commercial, artistic and educational nature just where the state stands today in the national roster of commonwealths. The capital of North Dakota is well located for the holding of such a mammoth show; railway service is ample, both regarding accessibility and efficiency, the city being approached by two large systems from all peints of the compass. Hetel accommodation is superior to any city of the same size anywhere in the Northwest. The exposition itself will be primarily an exposition for the most advantageous and effective display of the agricultural, mineral and dairy products of the state, in conjunction with educational, domestic art and scientific departments, combined with entertaining talks from skilled orators. There will also be vaudeville attractions, moving pictures and other amusement features to fill in the moments of relaxation from the more serious objects. At the time of going to press, details incidental to the exposition have not been worked out, but the same can no doubt be obtained later from Commissioner Gilbreath of the state agricultural department at Bismarck. the minor FAIR NOTES. Ebensburg Agricultural Association of Ebensburg, Pa., will have some excellent races at its annual meet, which begins August 22. The horse races will be the main attraction—$2,700 in cash prizes will be distributed among the winners, A new five-foot board fence is being erected around the grounds of the Hamilton County Agricultural Society, Aurora, Neb. The fair opens August 29, and holds forth until September 1. There will be many free attractions this year. The American Royal Live Stock Show, Kansas, Mo., will have a horse show connected with it, at its next exhibition in October. This will be one of the society fetes of the early season, and is expected to add greatly to the cast of the show. The Chicago County Association, Rush City, Minn.. will have a three days ‘fair, beginning September 13 and lasting until the 15th. There will be a $500 purse during each day of the races, besides many other attractions. Many horses are training on the track of the Scioto County Agricultural Society, Portsmouth, O. The fair, under the auspices of the named organization, will open August 15. Poultry and pet stock will be exhibited. At a special meeting of the St. Cloud, Minn., City Council, held June 9, the license issued to the U. S. Carnival Co., R. L. Carroll, manager, was revoked. The company were to have opened in St. Cloud June 27, DAKOTA STATE FAIR GROUNDS HURON, S. D.