An improved System for Advertising, and Means Used therein.
Year: 1894

page_text: Date of Appl.cation, 5th Nov., 1894
Complete Specification Left, 5th Sept., 1895-Accepted, 19th Oct., 1895
PROVISIONAL SPECIFICATION.
An improved System for Advertising, and Means Used therein.
I JOSEPH HENDERSON of 22 St. Andrew Street, Holborn in the County of
London, Printer, do hereby declare the nature of this invention to be as
follows:-
My invention relates to an improved system of advertising, and consists in the
carrying out of the said system by the application of a detachable or removable
coupon to the wrapper, cover, or to any part of a newspaper, journal, or other
printed publication; the said coupon bearing, on its face, specific direct or indirect,
information, by which it may be made available to its possessor as a means (on
presentation) to obtain goods on especially advantageous terms.
To carry my improved system of advertising into effect, I propose that certain
firms shall agree, in consideration of advertisement by means of my special coupon,
to allow a special discount to any purchasers who may present such coupon at
their place of business, the coupon being handed over to the seller on the completion
of the purchase.
The face of the coupon therefore is arranged to give information to the
purchaser of the paper, journal, or publication, as to the use of said coupon, and to
give, directly, or by reference, the names of the firms who will accept such coupon
as a mandate for a special discount.
The publisher of the paper, journal or publication, is to be remunerated for the
cost of said advertisement or coupon, by the sale of the paper, journal or
publication to the public, and the public will thus obtain direct from the seller of
the goods the benefit of the agreed discount, which the seller is willing to allow
for the benefit of the advertisement.
Dated this 5th day of November 1894.
FELL & WILDING,
1 Queen Victoria Street, London, E.C., Agents for the Applicant.
An Improved System for Advertising, and Means Used therein.
J, JOSEPH HENDERSON, of 22 St. Andrew Street, Holborn, in the County of
London, Printer, do hereby declare the nature of this invention and in what
manner the same is to be performed to be particularly described and ascertained in
and by the following statement :-
My invention relates to an improved system of advertising and consists in the
carrying out of the said system by the application of a detachable or removable
coupon to the wrapper, cover, or to any part of a newspaper, journal or other
printed publication, the said coupon bearing on its face specific direct or indirect
information by which it may be made available to its possessor as a meaus on
presentation to obtain goods on especially advantageous terms.

page_text: To carry my improved system of advertising into effect I propose that certain
firms shall agree, in consideration of advertisement by means of my special coupon
to allow a special discount to any purchasers who may present such coupon at their
place of business, the coupon being handed over to the seller on the completion of
the purchase.
The face of the coupon therefore is arranged to give information to the purchaser
of the paper, journal or other publication, as to the use of said coupon, and to
give directly or by reference the names of the firms who will accept such coupon
as a mandate for a special discount.
The publisher of the paper, journal or publication, is to be remunerated for the
cost of said advertisement or coupon, by the sale of the paper, journal or publication
to the public, and the public will thus obtain direct from the seller of the goods,
the benefit of the agreed discount which the seller is willing to allow for the benefit
of the advertisement..
And. in order that my invention. may be the better understood 1 now proceed to
describe the same in relation to the drawing hereto annexed representing a factitious
sheet of any newspaper or journal.
A is the coupon or coupons printed on any conspicuous part of the wrapper or
sheet of a journal or newspaper, and which may be detached therefrom, if desired
By cutting, by tearing through suitable perforations around it, or may be presented
to any of the selling firms together with and undetached froin the page, wrapper,
or sheet of the paper or journal on the completion of a purchase.
The face of the coupon indicates an agreed discount given by a number of firms
whose names are printed in a list B elsewhere in the paper or journal.
As an example of the form of discount coupon I give the following
The holder of this coupon is entitled to a discount of one penny
in the shilling on all goods purchased at the establishments
included in the list given in this number.
The spaces and D may be occupied by the title of the paper or journal and
date, or with other matter of interest to the reader.
The selling firm by the presentation of the coupon, or of the paper or journal with
coupon attached, will have evidence of the value of the advertisement in attracting
customers to his shop, and the publisher of the paper, journal or publication, having
had the advantage of an increased sale of his publication with such discount
coupons attached, can afford to allow the public to obtain, by way of discount
direct from the seller, the remuneration that the seller is willing to allow for the
benefit of the advertisement, according to my improved system of advertising.
Having now particularly described and ascertained the nature of my said inven-
tion and in what manner the same is to be performed, I declare that what I
claim is :-
1st. A system of advertising, in which the seller or advertiser gives to the
buyer the benefit of the usual cost of such advertisement, by way of an agreed
discount upon the purchase, as and when made, the purchaser giving up to the
seller the discount coupon, or the wrapper, journal or publication bearing such
coupon, on completion of each purchase, in order to increase the sale of such
publication, for the benefit of the publisher, substantially as described.
2nd. The means for carrying out such a system, consisting of a coupon or space
upon, or connected to, a wrapper, page, or any part of a paper, journal or printed

page_text: publication, bearing ou its face information of an agreed discount on any purchase,
to be given by specific sellers to any buyers, who may present and hand over to
the seller, the said coupon or the wrapper, paper, journal or publication with coupon
attached, substantially as described.
Dated this 5th day of September 1895.
FELL & WILDING,
1 Queen Victoria Street, London, E.C., Agents for the Applicant.