Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1912-09-14

day, september >, 1912. Young
RathskeIier.. 50. 4s-s..
/ 1t is my intention to give in this
paper the A B C of outdoor advertis-
ins so that those who may be interest
ed in the sui ject may gain some idea
of the method of handling and its vari-
Gus functions.
/ Outdoor advertising embraces all
/ forms of advertising done out of doors,
from the small sign tackled along a
country roadside to the immense cleo
! trio signs that constitute the great
/ white way along Broadway in New
! York. Our own territorial law regulat-
ing outdoor advertising defines it as
/ follows: Il i.
Section 1. The term outdoor ad-
! yertising'' as used in this Act shall in
clude, all advertising so displayed as
to tract the attention Of persons on
Iany public highway or while in a
vehicle of common carrier, or in any
station, public building, park or other
public place, whether such advertising
be by means of printing, writing,
painting, pictures or combination
thereof, and whatever be the means
Ios display, except that it shall not In
clrde advertising located upon private
property and relating exclusively to
the business conducted on such prop
erty or the sale or rental thereof.
! In the common acceptance of the
term outdoor advertising is roughly
divided into billposting. painted bulle-
tins. painted walls and street ear adj
vertising. As the street car company
here has not yet adopted the idea OF
displaying clever ADVERTISING cards in
its cars which is SO popular on the
mainland we need not consider that
method at this time.
From the advertisers standpoint
outdoor advertising is usually consid-
cred auxiliary to other forms of adj
vertising, as in but few instances can
billboards be made to contain sufi-
Gent text to compare in argumentive-
ness with newspapers and magazines.
The function of the billboard. how
ever, is entirely different, from the
newspaper and magazine and while ii
lis true that the billEoards can not take
the place of the other media IT is also
true that the billboard possesses Ger
tain advantages in other points that
cannot be found in newspaper or mag
azine advertising. Therefore Is should
be, clear to any advertiser that to, get
the great results from his advertising
he must consider which medium best
serves his particular line Of goods or
study out combination of different
forms.
Magazines and newspapers will
hardly ever cease to be the most Inn
portant advertising mediums, but most
large advertisers use all the mediums
IL: the proportion which their judg
ment or experience decides is best.
There are noteworthy instances in
which great successes have been at
tanned by the use outdoor advertis-
ing alone. Among these is the Heinz
Company whose phrase Zone of the 81
Varieties" is so well known. This
company until recently, used bill
boards and street car advertising alone
supplemented by immense electric
signs and utterly ignored magazines
and newspaper advertising. A great
many of the most prominent successes
OF the day began their careers with
outdoor adyestising because of its
cheapness compared to other mediums
and gradually embraced newspaper
and then magazine advertising as
their business grew.
While one generally hears the term
billboard" applied to nearly all forms
oil outdoor advertising, to the outdoor
adv.' tising man there is not only a
difference in go but diffe.>n.e in
function. He uses the term bulletin
which he applies tu boards that are
painted. The copy on bulletins can
not be so readily or inexpensiyely
changed as the copy on billboards. For
this reason space on bulletins is usual
II sold by the year. b..
Billboards are for paper posters or
"bills" as they used to be called. Be-
or removed, an advertiser can
through the medium of "billboards"
conduct campaign with announce
ments having timeliness and quick |
succession of interest. .....-z..
Another difference between the bull
letin and billboard is in the charact-
er of the picture that appears upon |
it. The bulletin depends upon the |
skill or lack of skill of the individual |
painter who paints it. The poster,
how-SEr. is Usually made bv an excel. |
lent artist and faithfully reproduced
by fine photographer. Some of the |
posters are really artistic. Many of
you will remember the "'Budweiser"
posters displayed in Honolulu last
year. These posters depicted pioneers
the plains, indians, Mississip-
pi river boats. and other scenes which
were admired by people of artistic
taste. Another very good poster more
displayed was that advertis-
ing "Carnation Milk"
Akin to the bulletin board is the
vail sign. That all these mediums af-
lord excellent display is shown by the
reproductions of the different forms
used by the Pacific Coast Milk Com
pany in advertising ICarnation Milk"
Notwithstanding our claims to popu-
lar intelligence and notwithstanding