An Improved System of Advertising.
Year: 1890

page_text: Date of Application, 15th Aug., 1890
Complete Specification Left, 26th Jan., 1891-Accepted, 28th Feb., 1891
PROVISIONAL SPECIFICATION.
An Improved System of Advertising.
I, ARTHUR CHARLES SMITH, of 25, Albert Terrace, New Church Road,
Camberwell, in the County of Surrey, Patentee, do hereby declare the nature of
this invention to be as follows:-
This invention relates more especially to the large type advertisements appearing
in newspapers, periodicals, books, and similar media, but is also applicable to those
on ordinary stationery, such as writing papers.
The object in view is to increase the advertising capacity of publications by
printing extra announcements on the pages in pale tints, in such a manner that not
only will they be distinctly visible, but that the letterpress also, which is printed
over them, may be read without difficulty.
The best result is obtained by printing the tinted advertisements or designs, by
any suitable means on the paper previous to the ordinary letterpress; but in some
cases they may be added after.
By the adoption of this system the advertisements or other design would be kept
before the eyes of a reader, at least during the perusal of one whole page; and a
considerable addition to the revenue derived from a publication would be effected,
as the space occupied by the tinted advertisements could not otherwise be utilised.
The tints chosen for these advertisements should be such that they would not
detract from the appearance of the publication, and which would not prove injurious
to the eyesight of the reader.
When these tinted advertisements are applied to stationery they are printed on
the note, or other paper, and the communication, address, or other matter may be
written over them; thus leaving the whole surface of the paper available to the
writer.
1000
4
COMPLETE SPECIFICATION.
An Improved System of Advertising.
I, ARTHUR CHARLES SMITH, of 25, Albert Terrace, New Church Road,
Camberwell, in the County of Surrey, Patentec, 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 :-
The
This system relates more especially to the large type advertisements appearing
in newspapers, periodicals, books, pamphlets and similar media; but is also available
for advertising on articles of stationery, such as note paper, envelopes etc.
object in view is to increase the advertising capacity of publications by printing
extra announcements upon the pages in pale tints in such a manner that not only
will they be distinctly visible, but that the letterpress also, which is printed over
them, may be read without difficulty.
The best result is obtained by printing the tinted advertisements, or designs, by
any suitable process on the paper or other material, previous to the ordinary letter-
press, but when it is desired to apply the system to the pages of works already
printed the advertisements may be added.
The tints chosen for these advertisements should be such that they will neither
detract from the appearance of a journal, nor prove injurious to the eyes of a reader.
By the adoption of this system a considerable advantage will accrue to the
advertiser; for his announcement will be kept before the eyes of a reader at least

page_text: during the perusal of one whole page; while the proprietor of a publication will
secure a vast increase to the revenue derived from his property, as every page can
be utilised for the reception of these tinted advertisements.
Applied to books the system will prove to be most advantageous, as such a number
of tinted advertisements can be inserted as will make it possible to sell publications
at a price considerably less than the actual cost of production.
When these tinted advertisements are applied to stationery they are printed on
the note or other paper and it is intended that the communication, address, or other
matter should be written over them; thus leaving the whole surface of the paper
available to the user. Note paper, envelopes, memoranda, postcards, postal
wrappers, and similar articles of stationery bearing these tinted advertisements
are far superior in appearance to the advertising stationery at present in use, which
in most cases has the writing surface considerably curtailed by reason of the advertise-
ments being printed in the form of a border.
Instead of advertisements being printed on the paper, or other material, as herein
described, mottoes or quotations from the Scriptures and other sources may be
substituted.
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
1. Printing advertisements, mottoes, and other designs on paper or other material,
to be used in the production of newspapers, books, pamphlets, periodicals and other
advertising media of a like nature, in inks of a different colour from that used for
the letterpress; such advertisements constituting part of the ground upon which
the ordinary matter is printed according to the system here-in-before set forth.
2. Printing advertisements, mottoes, and other designs in tints, over the ordinary
letterpress of newspapers, books etc., as here-in-before set forth.
3. Printing advertisements, mottoes, or other designs, on note paper, memoranda,
postcards, greeting cards, and similar articles of stationery, in tinted inks, according
to the system here-in-before set forth.
Dated this 26th day of January 1891.
ARTHUR CHARLES SMITH.