Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1912-09-14
CHARLES R. FRAZIER GIVES Al COZ OUTDOOR
ADVERTISING AUXILIARY TOOTHER FORMS

= - ! 80
mess. Not only has the business Of
lIillposting been systematized under
the guidance Of the Poster Advertis-
ling Association, but methods have
Ibeen greatly improved. II Is only a
livery few years ago when the billpost-
er was content with having q few
stands, or hoardings as they cali them
"A England. made Of rough lumber and
! TOR the bulk OF his posting he used
sides of walls in alleyweys and such
spaces as, he could find convenient.
/ Now all this is changed II you will
take a look at the billto ards in Hoo
lulu you will note that the surface is
made of iron. The billboard is capped
on the top and sides with dressed ? 6
lumber painted to look neat shis
Gaping serves to keep the rain and
wind from destroying the poster be-
fore its time and also gives the bill
board a finish. The rear structure of
the boards is substantial and is de-
signed by competent engineer to
withstand wind pressure OF gale
blowing eighty miles an hour. the
banking used between the posters is
another new regulation of the RIster
Advertising Association. All this
makes for greater efficiency for the
advertiser The association also pass
es censure on the character Of posters
displayed on the boards of Its mem
hers. As an indication of the infu-
ence such action can have the refusal
TO post paper for. such plays as Why
Women Sim, why Girls Leave
Home, Queen of the White Slaves
and other similar plays caused theatri-
cal managers to withdraw these plays
all over. the country.
As the manager of store deter
mines the policy Of his establishment
and lecides whether SAIL carry a
stock of cheap OF Of the belts. class
OF goods, Just so ], some years ago.
fxed certain policies as to the charH4t-
Ter of the advertising would disl1ay
son the billboards under my control in
Honolulu anu have kept to this
policy ever since. Little over year.
ago when a territorial law was passed
licensing outdoor advertising, finding
myself the only one likely to take out
a license. added to this policy the
refusal to tack small signs indiscrim-
ately about the city and there have
Leen none of these signs tackled up
since, except on stores selling the
goods advertised, which lacking is ex-
cepted under the law.
Now to conclude. The billboard's
place in the general scheme OF pub
LEFTY is generally considered supple
mentary form to be used in connection
with other forms OF advertising, al
though the billboards quite often meet
all the requirements of particular pro-
ducts. Its main value comes IN driv.
ing home the name of an article, or
establishing a trade mark. And that
this Is q very important consideration
IN advertising I have only to ask you
to look back on what you know about
some things. For instance; What do
you know about Noah? He built an
ark You can't think of one without
thinking of the other. Jonah: The
whale swallowed Jonah. Nero "Fid-
ollie, while Rome burned Sir Walter
Raleigh Spread his Cloak for the
Queen to step on George Washing
ton, cannot tell 1ie." Teddy
Roosevelt :.My Hats in the Ring"
General Sherman War. is He'll
Kodak; You press the button we'll
dc the rest" Ivory Soap 1T Floats
Cascarets Work while you sleep and
SO on, Every article has some point
to emphasize and while you have not
learned all the foregoing from bill
boards, they Illustrate very well the
best function of the billboard The con-
slant reading sof. the advertisers mes
sage whether one is hurrying through
the Eusy thorodghfares Of big city,
motoring through the country or 90
ing In railroad cars--the persistent,
insistent repetition makes the phrase
part of ones subconscious knowledge.
The billboard is always on the job, the
faithful servant Of the man who pays |
the bill, carrying its messages patient |
", pleadingly, day in and day out, year
In and year out. Some years ago |
placed on King street a sign board /
with this phrase Don't be Pelican
Drink Primo Beer" The legend seem
ed to catch on and was quoted for
several years after the sign was paint |
ed out There was only one sign, but I
It shows. how the repetition of seeing I
Il every day for a year drives its mes
sage home,
Gentlemen, l. thank you for this OPP
portunity to tell you some of the
phases of outdoor advertising. s@-s