Improved Means for Advertising.
Year: 1890

page_text: Date of Application, 2nd May, 1890
Complete Specification Left, 9th Aug., 1890-Accepted, 4th Oct., 1890
PROVISIONAL SPECIFICATION.
Improved Means for Advertising.
I ARTHUR DYSON of 186 Cecil Street Greenbeys Manchester in the County of
Lancaster Agent do hereby declare the nature of this invention to be as follows:-
This invention relates to improved means for advertising in connection with fare
tickets for tramway cars or other vehicles or with admission tickets to gardens
exhibitions or other places of amusement; the objects of the invention being to dis-
tribute commercial advertisements and at the same time to offer a pecuniary induce-
ment to the public to preserve such advertisements for a certain time.
In carrying out my invention I provide a number of tickets or cards and I print
thereon a series of commercial advertisements (for which a suitable charge is made)
leaving a blank space at one corner, or other convenient place which is perforated so
that it will form a sort of coupon, which can be conveniently torn off.
Upon this coupon I print (say for example) a penny tramway or other ticket and I
make such arrangements with the tramway company that upon paying them a penny
for each ticket they will stamp, perforate or otherwise mark each coupon in such a
way that the conductor of any of their vehicles will take such coupon in lieu of the
fare of one penny for a tramway ride.
These cards with the advertisements printed thereon and with the penny coupon
attached thereto I sell to the public at one penny each, and in order to induce the
purchasers to retain the advertisement card for a certain time I print thereon a notice
that upon returning the card, to the place of issue after the coupon has been used,
they can either receive therofor a fresh card with coupon attached, or have their money
returned.
The following advantages accrue from this novel means of advertising.
(1) The advertisements are widely distributed and the public will have a pecuniary
interest in retaining the advertisement cards.
(2) The tramway company will be paid beforehand for the coupons which will be
issued in large quantities.
(3) As the conductors will receive coupons instead of money the temptation to
embezzlement will be removed.
(4) Any person having once purchased a card and coupon may use the latter and
then exchange the card for another (with coupon attached) or have their money
returned so that for the payment of one fare and a little trouble only, they may have
as many rides as they desire.
It will be readily understood that the same principle of combined advertisement
card and coupon may be applied to other similar uses and that in case of fares
or admissions of greater value, say sixpence for example, only a portion thereof (say
one penny) will be returned or allowed on production of the card without the coupon.
It will be evident that instead of the coupon being torn off it may be punched
stamped or otherwise defaced by the conductor or collector.
Dated this 1st day of May 1890.

page_text: COMPLETE SPECIFICATION.
Improved Means for Advertising.
I, ARTHUR DYSON of 24 Arcade Chambers Manchester in the County of Lancaster,
Manager of the "Halfpenny Fare Co." 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:-
This invention relates to an improved means for or system of advertising in con-
nection with fare tickets for trainways and railways, admission tickets for public
gardens and places of public entertainment and amusement, and other tickets used for
similar purposes; and it has for its objects not only to effect the distribution of
suitable advertisements but also to ensure by a substantial imlucement that the
advertisements shall be brought prominently to the notice of those for whom they
are intended.
Tickets of the class to which this invention relates are already printed and dis-
tributed with advertisements thereon, but they are generally given up with the
advertisements when they are used, or, if the advertisements are not given up, the
user of the ticket having no interest therein, usually destroys them or throws them
away without further reference and the value of the advertisement is thus to a great
extent lost.
According to this invention I print and issne advertisements with the tickets in
such a manner that when the ticket has to be given up, the advertisements thereon
will be retained by the user in his own possession for a longer or shorter period and
his attention will thus almost necessarily be called to the subject matter of the
advertisements.
In onrrying out my invention 1 print the ticket at one end or at one corner of a
sheot of paper or cardboard and perforate the sheet in such a manner that the ticket
may be readily detached therefrom. On the remainder of the sheet I print adver-
tisements or any public announcements for which payment can be obtained. I also
make arrangements with the tramway or railway companies, with the proprietors of
public places of amusement and entertainment or other persons to accept the tickets
instead of the ordinary fare or price of admission and to pay them their full value or
such other sum as may be determined by agreement. Obviously such an arrangement
will usually be made before the tickets are actually printed, and there would usually
also bo printed upon each ticket the purpose for which it is available, the amount of
the fare or admission and any other desirable particulars.
With each ticket or with each packet or book of tickets or otherwise, I give a
formal undertaking to purchasers of the tickets that after the tickets have been used I
will, on receiving the advertisements or advertisement accompanying each of the
tickets, return the whole or a part of the purchase money originally paid for the tickets,
as may be determined in each caso. This return of purchase money I effect wholly in
cash or wholly in new tickets or partly in cash and partly in now tickets. The
difference between the amounts paid to the companies or proprietors for the collected
tickets and the net amount received from their sale 1 more than realise from the
amounts paid to me by advertisers for printing their advertisements and issuing them
with the tickets.
I may arrange with the tramway or railway companies, with the proprietors of
the places of amusement and others, to print the tickets and perforate or otherwise
mark or identify them themselves, but I prefer to make such arrangements as will
avoid this complication and to proceed as herein before described.
The peculiar advantagos attending the use of this system of advertising are, that
the public are enabled to ride for greatly reduced fares or are admitted to places of
amusement at reduced cost; that since the ticket collectors will not receive money,
one source of temptation is removed; and finally that advertisers will bo able to
secure for their advertisements a wide and effective distribution with a practicnl

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certainty of their subject matter being brought to the attention of the persons for
whom they are intended.
Having now particularly described and ascertained the nature of my said inven-
tion and in what man or the same is to be performed, I declare that what I
claim is,―
(1) The means for advertising substantially as hereinbefore described.
(2) In a system of advertising in connection with railway tramway and admission
tickets, the means for ensuring publicity which consists in an arrangement whereby
the purchaser of the ticket retains or is induced to retain the advertisements printed
or issued therewith after giving up the ticket; substantially as herein before described.
Dated this 8th day of August A.D. 1890.
WILLIAM E. HEYS,
Agent for the Applicant.