Phillipsburg herald. [volume] (Phillipsburg, Kan.) 1882-1905, 1898-04-28

menu ana thousands OF these colOred
posters are sent to various ticket Of
fees OF our friendly connections and
exhibited in this way to the travelling
public.
AS the advertising man warmed up to
his subject, the newspaper reporter
seated himself more comfortably in the
huge armchair and watched eXpectant-
ly additional exhibits of advertising
novelties Here the official whose duty
it is to apprise the public Of the merits
of the passenger service on the Nickel
Plate pointed to an object hanging over
his desk.
"Our 1893 calendar is another exam
pie OF the oddities we strive to evolve to
call attention 90 the merits of our Peer
less Trio of Fast Express Trains. "
Here was indeed curious specimen Of
the photographers art. On the upper
left-hand corner of the calendar is the
ubiquitous Nickel Plate trademark,
while on the right, three horseshoe
magnets are portrayed. Encased in
these magnets are pictured three eX-
press trains, gracefully following the
bends of the magnets, symboically al
luding to the power of attraction pos
sessed by the trio of fast express trains,
Representatives Of all classes Of peo-
pie are portrayed on the calendar, each
being rresistibly drawn toward the
magnetic trains.
The advertect of the Nickel Plate
road has called to his aid number Of
artists and designers to assist in formu-
latingnew and taking advertising mate
rial. 1--WE believewe have obtained more
original ideas by this course" said Mr.
Horner, than we could by employing
a single artist to originate all our cuts.
We have used all sorts of Illustrations,
gay and grave, comic and sentimental,
sublime and ridiculous. Emblems of all
sorts of secret societies and orders,
churches and church organizations
have had place in our advertising mat
ter through announcements of special
excursions and advertisements OF re-
duced rates we have made to accommo-
] date their members.
perhaps the most artistic advertis-
ing cut we have evolved of late is that
bearing fine photogravure of the ia
miliar Nickel Plate escutcheon. This
cut is new departure in half-tone re-
| production. 1t was executed by Chief
illustrator Donnell, of the American
| Machinist, of New York, and it was
through seeing some of Mr., Donnell's
work along this line that he was finally
induced to attempt it for us. The back
ground for the words Nickel Plate is
so arranged as to illustrate the luXu-
rious interior of the cars attached to
our express trains. Here the faultless
linen of the dining cars shows off in
marked contrast to the somber drap-
ings of the sleeper"
Railroad advertisers should keep pace
with the progress and improvements
made in modern passenger facilities.
Advertising is an art, almost science.
The man who is up to date" must be
continually on the lookout for new
ways of attracting the attention of the
public. He should possess rare judy
ment to discriminate between the many
forms Of advertising seductively placed
before him and to determine which will
prove the most effective. Nothing will
, illustrate this point more clearly than
the manner of best meeting the de-
mands of the public, growing out of the
present unusual interest in the dscov.
cry of gold in the far northwest. When
the remarkable statements of rich finds
were published in the newspapers
throughout the country the Nickel
Plate had siX-colored Autograph wall
map prepared from government charts
and surveys, showing a bird's-eye view
of Alaska.
I'm the summer season." said Mr..
Horner, 1--WE issue neat booklets
descriptive of various health and
pleasure resorts along the Nickel Plate
which are profusely illustrated with
half-tones made from photographs.
These are for regular resorters. How
ever, we also cater to the demand of the
busy man, who only occasionally visits
these resorts for day or two. As he
can only snatch brief time from his
business, we offershort limit round trip
tickets at extremely low rates. For
those who cannot afford to spend more
than few days vacation on summer
outing we run excursions frequently.
Advertising is like breathing. You can't
do enough Of it in one day to last q
month. There are number of ways in
which special features are advertised,
and it is also true that we aim to intro
duce some special features in advertis.
ing. Our holiday souvenir, distributed
at Christmas, being sample of some Of
the gentle reminders we like to send
out that the Nickel Plate is still on
earth. To sum it all up" concluded Mr..
Horner, 1--WE have in our methods of adj
vertising aimed to reach all classes of
people, high and low, rich and poor,
and once they have patronized our line