An Improved System of Advertising.
Year: 1887

page_text: Date of Application, 28th Feb., 1887...
Complete Left, 5th Mar., 1887.
Complete-Accepted, 17th May, 1887.
PROVISIONAL SPECIFICATION.
An Improved System of Advertising.
I THOMAS PERRY of 39 Howland Street, Fitzroy Square, London, W. in the
County of Middlesex, Advertising Manager do hereby declare the nature of this
invention to be as follows:-
It consists of a prepared artistic design, which design will extend itself as to
comprise the unused surface of a dispatch envelope with its wings, any wrapper, or
leaflet of which all such parts as may fitly lend themselves to the purpose will be
occupied by general advertisements. These designs which will vary with each issue
will be Architectural (Classic, medieval or in the Modern Styles) Geometrical,
Marine, Landscape, Arboreal, Floral, Interiors, Dramatic, Triumphal processional,
Statuary, Pyrotechnical, Natural History, or such others as best serve the purpose in
view. The designs, with the advertisements, will be printed or produced either as
Chromo Oleographs, in water process or by any other available method, and each
successive design it is intended shall be lodged in the prescribed manner at the official
design office. In case of Architectural designs the facades, columns, plinths and such
other parts as are suitable, will be generally occupied by advertisements; in Floral or
Arboreal designs the petals, folia, bed, borders, walks, stems or boles will be used as
advertising spaces; in Marine designs the hulls, sails and such other portions as can
most conveniently be used for that purpose, will also be made available for advertising.
And in cases where the advertisements are of themselves sufficiently attractive the
divisional spaces may be that of shading or lineal.
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It is also intended that each Artistic Chromo Design Advertiser, intended for postal
purposes, when sold shall bear the ordinary embossed penny postage stamp, which in
ddition to promoting their circulation will prove as great a convenience to the
Government as to the Public in general.
1051

page_text: I THOMAS PERRY of 39 Howland Street, Fitzroy Square,' London, W. in the
County of Middlesex, Advertising Manager, 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 stateinent:―
My invention consists of a carefully prepared Artistic design for purposes of general
advertising. The design will use the, at present, blank and unused portions of folding
dispatch and other envelopes, including their wings, any Wrapper, or Leaflet, all such
parts of which as best lend themselves to that end, will be filled up as advertisement
spaces. The designs, as a rule, will vary with each issue; they will be Architectural,
(Classic, Medieval, or in Modern Styles), Geometrical, Marine, Landscape, Arboreal,
Floral, Dramatic, Interiors (Domestic, Palatial, or Industrial) Pyrotechnical, Triumphal
Processional, Scientific, including Natural History, with such other subjects or objects
as may suit the original purpose of advertising. The designs will be Chromo,
produced either as Oleographs, Water process, or by any other method adapted to the
end in view.
The Inventor proposes to lodge each new design in the prescribed manner at the
official design office.
In the case of Architectural designs the Inventor intends the facades, columns,
plinths, and such other prominent parts as are suitable to be occupied by general
advertisements; in Floral or Arborial designs the petals, folia, borders, beds, stems,
or boles will be rendered available as advertising spaces. In Marine designs the
harbour facades, piers, lighthouses, sails, hulls with all such other prominent parts as
are suitable will in like manner be used as advertising spaces. In cases wherein
Advertisers have Trade designs of their own, the attractiveness or Artistic value of
which will warrant so doing, a number of them, will be arranged and produced as
Oleo, in water or by other process, having a lineal outline, shading, or floral design,
such as will give due prominence to the respective advertisements and unity to the
wliole.
The Chromo Design Advertiser will also be provided in such form as to be
conveniently used by Manufacturers and general Traders as wrappers for the Articles
in which they deal, as Tea, Tobacco, Books, Gloves, Silks, Soaps, &c., &c.
The Inventor does not intend his designs to bear any direct relation either to the
nature of the materials or subject advertised; but only that the design shall afford
spaces systematically and artistically grouped in which such advertisements will
arrest attention, while each and all the subjects advertised are brought out in a clear
relief, and artistically harmonized so as to furnish a general tableau of attraction.
The Inventor intends that all such Chromo Design Advertisers issued in the form
of dispatch envelopes or wrappers intended for postal purposes, shall bear when
disposed of the ordinary embossed postage stamp, not necessarily so, for as a large
number of envelopes, wrappers &c. are daily sent by messengers, they will be prepared
and disposed of either stamped or not, as may answer the Public demand.
The following points are important to be considered in favour of my petition for a
Patent The object of Advertisers is to gain publicity by directing the attention of
the Public to the particular subject advertised, which object is too frequently thwarted

page_text: by the fact that a variety of advertisements are heaped together piled upon each other
in Newspapers or Magazines &c., so that they do not arrest the attention of general or
even casual readers, and are only seen by those who make a search, or idle away time
in reading the nearest printed matter to hand. The Inventor claims that by means of
the novelty of this Invention this evil may be obviated for
(1) The curiosity being once aroused by finding some designs, together with other
matter, where only blank space was expected as hitherto in ordinary envelopes and
wrappers, the recipient will naturally look farther, read the advertisements, and the
Envelope or wrapper as a novelty will pass from hand to hand through the House,
Factory or Office.
(2) And that the novelty may be sustained, the Inventor intends that designs of a
superior Artistic character and finish shall rapidly follow each other, many of which,
because of their Artistic worth, will be preserved in Scrap-books, and otherwise will
render the Advertisements permanent in place of transitory, as they are at present.—
Thus will the general aim of Advertisers be promoted.
Having particularly described and ascertained the nature of my said Invention, and
in what manner the same is to be performed, I declare that what I claim is:-
1. A System of Artistically arranged general advertisements, in any design, colour,
or colours.
2. A System of advertising whereby minature fac-similies of Trade-Show-Tablets,
Illuminated Threatical and other Posters are, at an enormous economy, brought
directly under the immediate notice of the general public, and so arranged as to
unfailingly attract attention in a manner that has never been attained in this or in any
other Country.