Improvements in or relating to Advertising.
Year: 1897

page_text: PROVISIONAL SPECIFICATION.
Improvements in or relating to Advertising.
I, WILLIAM OWEN AVES, of 42, Saint Julian's Road, Kilburn, in the County
of Middlesex, Publisher, do hereby declare the nature of this invention to be
as follows:-
This invention relates to advertising, its object being the provision of a method
and means by which the cost of advertisement to the advertiser is made exactly
proportional to the sales of goods induced by its agency, and the purchaser is
led to co-operate in the adoption of the invention.
According to this invention the advertisements of tradesmen and others who may
be willing. to adopt the method hereinafter explained are issued in a periodical,
the profits on which are derived wholly or in part from a commission paid by the
advertiser to the proprietor of the periodical and made to bear a determined ratio
to the amounts of such sales as are definitely attributed by the purchaser to the
influence of that publication. The purchaser is offered by the periodical a percen-
tage or drawback in a convenient medium, upon all payments for which he can
produce the advertiser's receipt; by this device co-operation of the purchaser is
secured and the receipts obtained by him become credit vouchers, whereby pay-
ment to the periodical by the advertiser in definite proportion to the value of
the advertisement, and payment by the periodical to the purchaser is checked or
regulated.
It is intended that the periodical shall control the distribution of the percentage
or drawback to the purchasers, which would be effected as desired, and that it
should publish in its columns lists showing the amount of drawback credited
to the various purchasers who are preferably to be denoted by numbers or other
indications corresponding with those which appear upon an application form
bearing a special number and the name and address of the holder, (that is to say
the purchaser who desires to avail himself of the benefits offered according to
this invention,) no two of these forms being numbered alike. The periodical
may either be issued free of charge or may be sold, and in the case of any ordinary
periodical in which statements of account such as are above referred to are caused
to appear, the sale of the paper would thereby be enhanced.
Preferably each application form should be in duplicate, the purchaser retaining
one part and transmitting the other to the periodical; supervision of the various
accounts will be facilitated by this method of numbering and in case of dispute
or doubt the original and the duplicate portions of the form serve as a check upon
each other and as a protection against fraud.
The percentage to the purchasers may take the form of railway tickets, cash,
shares, insurance or any desired benefit..

page_text: "
Improvements in or relating to Advertising.
I, WILLIAM OWEN AVES, of 42, Saint Julian's Road, Kilburn, in the County
of Middlesex, Publisher, do hereby declare the nature of this invention and in
what manner the same is to be performed, to be particularly described and ascer-
tained in and by the following statement:
-
This invention relates to advertising, its object being the provision of a method
and means by which the cost of advertisement to the advertiser is made exactly
proportional to the business derived therefrom, say the sales of goods induced
by its agency, and the purchaser is led to co-operate in the adoption of the
invention.
According. to this invention the advertisements of tradesmen and others who
may be willing to adopt the method hereinafter explained are issued in an adver-
tising publication or medium, the profits on which are derived wholly or in part
from a commission paid by the advertiser to the proprietor of the publication or
medium and made to bear a determined ratio to the amounts of such sales as are
definitely attributed by the purchaser to the influence of that publication. The
purchaser is offered by the periodical a bonus percentage or drawback in a con-
venient medium, upon all payments for which he can produce the advertiser's
receipt by this device co-operation of the purchaser is secured and the receipts
obtained by him become credit vouchers, whereby payment to the advertising
publication or medium by the advertiser in definite proportion to the value of
the advertisement, and payment by the publication to the purchaser is checked
or regulated.
It is intended that the advertising publication or medium shall control the dis-
tribution of the bonus percentage or drawback to the purchasers, which could be
effected as desired, and that it should publish in its column lists showing the
amount of bonus or drawback credited to the various purchasers who are pre-
ferably to be denoted by numbers or other indications corresponding with those
which appear upon an application form bearing a special number and the name
and address of the holder (that is to say the purchaser who desires to avail him-
self of the benefits offered according to this invention,) no two of these forms being
numbered alike. The advertising publication or medium may either be issued
free of charge or may be sold, and in the case of any ordinary periodical in which
statements of account such as are above referred to are caused to appear, the sale
of the paper would thereby be enhanced.
Preferably each application form should be in duplicate, the purchaser retain-
ing one part and transmitting the other to the publication or periodical; super-
vision of the various accounts will be facilitated by this method of numbering
and in case of dispute or doubt the original and the duplicate portions of the form
serve as a check upon each other and as a protection against fraud.
The bonus or percentage to the purchasers may take the form of railway
tickets, cash, shares, insurance or any desired benefit.
The receipts to the purchaser from the advertiser might take the form of the
wrappers or labels of such goods sold, assuming that they indicate the value
thereof, or might be any other equivalent token or voucher.
Having now particularly described and ascertained the nature of the said inven-
tion and in what manner the same is to be performed, I declare that what I
claim is:
1. The method of advertising involving the employment of an advertising

page_text: publication or medium and of receipt or equivalent forms substantially as
described.
2. In advertising the employment in combination of an application form of
the kind described and an advertising publication to which the form is related in
the manner specified.
Dated this 22nd day of April 1898.
W. O. AVES.
Boult & Wade,
Agents for the Applicant.