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

| VeFllSlnS MEDIUMS at one QfSp0Sal
would readily convince him that out
door advertising has great advantages
over other mediums In these partfcu-
lar cases. Particularly effective is out
door advertising as an aid to the trav-
cling salesman who is introducing a
new line of goods, for If the neighbor-
hood of stores is posted few days
! prior to his arrival, the merits his
goods are felt. Not only is the trade
impressed, but the dealer also, and
the salesman finds the way already
paved to placing his goods. ~. =,
Not only does the billboard reach
the class that does not often read
newspapers and magazines, but it
reaches those who are too busy with
their own affairs and those who are
deeply engrossed in business or pleas
TIRE to read ordinary advertising. Be
| for these the outdoor advertiser fash
es sentence in unexpected places oh
the railways and country highways or
the city streets so that He who runs
may read" .>.... - I. "a
In achieving its objects some OF the
advantages over other methods Of adj
II tCttlbAu al 10 90 IOllOWoS PIlStS may NC
mentioned the huge display it makes
possible and its consequent conspicu-
BUSINESS. You simply cannot get away
from it. Consciously or otherwise, it
burns its way into your mind 1t ap-
peals to the masses and the classes
alike. No matter what ones political
persuasion or religious faith, or which
newspaper he reads, If he goes out of
doors at all he is likely to see the
outdoor advertising, The possibility Of
reproducing a name or i trademark ar
picture Of the article itself In colors
and in mammoth size tends to impress
| II on the mind in an uncommon way
and with great force. One of the most.
important advantages of outdoor ad
vertising is the opportunity it offers
fer the use Of colors Colors are agree
able to the eye, and they command at
tention. The advertiser who fails to
utilize the full possibilities of color in!
posters misses great opportunity.
The chief limitation of outdoor adj
yertising is, as before stated, it's nee.
essary brevity and limited facility for
argument.
One OF. the most successful advertis-
ers on the. billboards is the recruiting
division of the United States Govern
ment. Only twenty years ago com
mon slur on the personale of the Unit
ed States navy was that 1t wac navy
of foreigners. And there was much
Justice in this expression, too. At
that time men for the navy were re-
crufted III various seaport towns and a
very undesirable affrstnlsnt was en-
listed. The recruiting office then be-
gan to advertise in interior towns
throughout the country, using attrac-
tive posters on the bilboards This adj
yertising has been carried on ever
since and has Keen SO successful that
all Americans now feel a just pride in
the character and efficiency or the
country boys who now constitute the
bulk OF our Toys in blue. have
here one of the posters used by tho
navy to attract young men to enlist
ment.
So successful was, the navy in its 4
poster advertising that the !. same
method was used by the Army. / also
have some copies Of the Army poster,
but they are so much larger than the
navy poster that have not room to
display them. Miniatures of the Army
poster are shown IN this book.
Posters also usually take q very
prominent part in political campaigns
In England couple of years ago in
the great contest between the House
of Lords and the Commons both sides
appealed to the people in a flood OF
posters The managers for President
Taft made use Of mammoth posters
throughout the country prior to the re-
cent Republican Convention, as did
Governor Wilson in his campaign in
New Jersey.
Without going into the respective
results to be obtained, posting it the
cheapest medium for local advertising. |
The cost per town is less than any
substantial sort of campaign can be |
conducted for in any other medium. |
AS few advertisers in Honolulu know
the standard by, which posters are
few words OF explanation |
win not be out of place at this point. |
Posters are measured by sheets, the |
the standard size being % x AZ inches. |
which includes q white margin for |
overlapping. An eight-sheet poster,
consists of eight 2Sx ~ |
inch sheets placed in two rows four
sheets high and occupies a space on
the boards approximately 7x91s feet.
To, this is added by the billposter
strip of blank paper of seven inches
OF each side separating it from other
posters and the. bottom is also blank
ed six inches giving the poster dis
play space Of SIX 10 feet.
The cost of displaying a poster of |
this size in honolulu for one month
h $112 have prepared diagram
the sizes of posters in
most common usage.
Now word in regard to the Poster
Association to which post
pr men in all important cities and
towns belong. 1t was only a very
few years ago when there was alb
-,,IufaI,, M 0r0oni1of;oo 70 Tho r1osfa-