Arizona weekly journal-miner., 1897-04-28
SECOND STORY ADVERTISING.
Value of Upper Windows For Catching
 the Eyes of the Passing Crowds.

Value of Upper Windows Tor Catching
 the Eyes of the Passing Crowds
 There is a man in this town who has probably devised moro advertis- ing schemes than any other New Yorker who is not a theatrical press agent, and he has never been known to use another mans idea but once. Tho one scheme that was not his own is the second story show win dow, but when he went into that sort of advertising he did it on such a scale that, although he Is out of il now, the results of his short experi- ence are seen all over the town.
 Tho second story window as mems of advertising is used in variety of ways, the most common being for some sort of exhibition of athletic or sporting goods. It Is the outgrowth, without doubt of the custom of putting cigar and olga. rette makers. candy pullers and pan. cake bakers in the front windows of ground floor shops to attract the at- tention of passersby.
 If such schemes worked well for the side of the street nearest the ahop, the second story ought to at- fraot the notice of those across the street. If you have ever seen such ashow, you must have noticed how we'll it worked. The crowd is never tammed up against the window, ob- structing tbs street in front of the store.
 The sporting goods men are able to make more of the second story show window than men in other business because their advertising arrangements are not studies in still life. A man or boy working chest weight CT a rowing machine or punching a bag will attract stten- tion much quicker and hold 1t much longer than @ stream of water pass tng over a water whccl and running through filter. A good many men use the second story window for dis play of their gocdA particularly along the lines of tho elevated roads, but such displays cannot compare in success with tho schemes of adver- tisers who employ men in their shows. It is the action which catches the eye and attracts attention. In lower Fifth avenue there is very elaborate display of old furniture and antiques in a second story win- dow, but you may stand i'll front of that store all day and not see doz- en persons stop to look at the exhi- bition. Put a man in that window, however, and set him to punching | bag, and there will be a crowd across the street which will require the at- tantion of the police.
 In Broadway, a few blocks below Thirtieth street, there is one of these exhibitions of athletic goods in the second story. A muscular, well built man in a gymnasium suit punches 6 bag, works chest weights and tries h rowing machine. The result is that the afternoon promenade is seriously interrupted. A sporting goods house in Broadway, opposite where the Hale statue now stands in City Hall park, used to have a snan stand in the window and punch c bag just at the time when the crowds were passing through the park going home.
 It always kept park policeman busy moving on those who stopped | to see the show The master adver- ttser's show was located in Broad way, opposite an up town kotel. He employed two girls who used to climb up on a platform just the height of the window, and exercise with chest weights. They wore short skirts and jerseys. They took turns at the work, alternating with a very fat little boy and very athletic looking young man. This show al- ways collected a crowd in front of the hotel, but when there were add ed to the exhibition piano player and 8 man who sat in the window and caught tin fishes out of pail, the crowds got to be such nuisance that the hotel men invoked the city ordinances which prescribe that such shows are nuisances. Then there was a compromise, and the show was I k...oa 1o,,-., Naxry VOrH Cy7r,