The Washington herald., 1922-10-08

JNN we walked amid the crowds on r street
the other afternoon, perplexed the
problems Of the world and over the tangled affairs
of this little District OF Columbia in particular
How, We asking ourselves, could financial
means be found build new streets and new
school houses, to hire policemen, and to raise
the pay OF teachers and hremen2 We were Sc
engrossed in these reflections that we stumbled
against sign stuck beside the curb before realizing
there any impediment in the way, In flash
as we glanced at this obstacle, the whole question
was answered We pass inspiration along to
the District authorities for what it is worth.
This sign, camouhaged a traffic marker, was
in reality advertisement for certain theatrical
offering at District theater There is the answer
ADVERTISING. Careful inquiries at police head
quarters brought out the fact that the District
received no compensation for this valuable space
that the traffic bureau failed to realize that way
had been thrown open to it to get its own pay
raised and to secure additional personnel.
The idea be worked to almost any
extreme. Take, for instance the street lights
These conspicuous and certain to attract atten
ton during the hours from twilight to sunrise
Why not blazon each globe the name of some
local store OF some nationally advertised prod
uct-placing a valuation upon the space based upon
the approximate number of pedestrians who pass
the spot nightly.
The potential advertising value OF the street
signs has been overlooked. Instead of the mere
words IF street" the markers why not make il
IF street, site OF Jones' palatial bootshop" and
charge Mr.. Jones 100000 year for the publicity
Or. / Jones does not care to purchase the space
upon every marker, the advertising could be spit
mp among a dozen more street stores
Probably there would be some objection tc
plasterng the walls of the White House, OF Con
grcss, OF the War Department, OF the National
Museum, etc. with advertising This even might
be beyond the control OF District authorities But
we have number OF splendid public buildings over
which the local community has undisputed author.
ity-thc public library, the District building the
courthouse. etc Surely nobody would object tc
Painting the fronts OF all these appropriate
advertising strcamers for a satisfactory compcnsa
ton, Local dealers should be given preference SC
far po>s:ble-although Baltimore merchants we
feel sure. would be glad to purchase space at q
reasonable rate ii it could be bought here. The
Baltimore Chamber OF Commerce. perhaps would
be willing to appropriate money for great p'acart
covering the entire front OF the District building
with these words in mammoth red letters: Trade
in Baitimore-car service every half hour" For
this advertisement recommend charge o
S25o,ooo yearly.
The practical working out OF this idea will
require considerable study OF detail We offer
merely the rough outline a suggestion. So far
as possible advertising copy should be secured
which will be permanent for year or more Con.
stant employment OF painters and bill hangers tc
change ads will cut heavily we fear, into the
profits to be realized from this scheme
Any local undertaken should be an easy pros.
pect for all cntcrprisng salesman to convince OF
the value OF a iorty-ioot billboard in the center
Il Ni-~Ic ill
the reader how to reach the mortuary parors
For this probably $4,000 could be secured 1t is
possible that Congress- bent upon economy. would
consent to using the statue OF Gen Thomas for
this purpose Perhaps it would be best to have
all the undertakers OF the city club together for
this space-n which case it might be sold for
SIoo.ooo
A high rate could be charged local bootleggers
for ads" placed the door OF each cell in the
various police stations worded somewhat like this
You would not have big head this morning il
you had drank Browns good corn liquor last night
instead of Smiths cheap stuff" Some of tn,
Patromen who have large acquaintance among
Illicit liquor dispensers could be used as statesmen
for advertising of this class-recciving commits
sion, OF course, on each contract secured
The whole problem OF extra pay for teachers
can be met in the same fashion. Make each teacher
solicitor for school advertising in his or he-
spare time-allowing adequate percentage for
each square foot disposed of. Space on the school
house walls, on the blackboards, on the fences etc.
could be sold, believe without great deal oil
difficulty if the price was not made exorbitant
The neighborhood candy and ice cream men should
be willing to purchase space upon the desks where
the children sit. Then, instead of such rudely
Jacknrved words as "Sammie Jones loves Susie
Smith" we could have, neatly carved, something
like this: Buy your little sweetheart an ice cream
cone at"
As stated before, we offer merely the rough
idea We have neither time inclination to give
much consideration to the mere mechanical detail: