OCR Text |
Show , . REACHING THE FUBLIC. Enormous Traffic of the Electric Cars of the City. "The American people," remarked Mr. B. F. Cummings, jr., manager of the Utah Advertising Ad-vertising Co., to a reporter, "are the greatest advertisers in the world. They are also the most practical and ingenious in utilizing and devising methods for reaching the public." " IIov about the business men of this city ?" "They are liberal advertisers." replied Mr. Cummings "or our town could not support four such dailies as it does, together with all the other publications issued here. Some of our leading retail houses spend as high as $3000 to $4000 per vear in advertising. This city," continued ir. Cummings, "has been a great field for advertising fakes of all sorts. So-called 'guides,' 'directories,' 'programmes,' 'pro-grammes,' etc., worthless, or nearly so, for advertising mediums, are often patronized with astonishing liberality. Our local business busi-ness meu do not discriminate between good and worthless mediums as they should." "Ho about street car advertising?" "It is the beet aud cheapest in the world," repiicd Mr. Cutiimings, with emphasis. "It is coming to be regarded as such by advertisers adverti-sers in "nil the leadiug cities of America. Amer-ica. Though but a few years old, this method of reaching the public has attained at-tained immense popularity. It has advantages advan-tages over ali others. The advertisements are large, conspicuous and striking, and never look insignificant or obscure. Mechanically, Mechan-ically, they arc, or may be made, works of art. They are inevitably seen by vast numbers num-bers of people, as passcugers must look at them, or shut their eyes. Workingmen who don't subscribe for newspapers, and ladies who never read them, ride m the cars and can't help but see the large and attractive advertisements. "How does the cost of street car advertising advertis-ing compare with that of other mediums?" "In this city, circulation and display considered, con-sidered, street car advertising costs but a small percentage of newspaper advertising. To illustrate: I will place a large advertising advertis-ing card, handsomely printed, before from l.i.OOO to '.20,000 street car passengers, for 50 cents. Ten times the money would not buy such a circulation through the newspapers. news-papers. "I did not suppose it possible to give 6uch a circulation to advertisements in the cars," observed the reporter. "The passenger traffic of the electric earn of this city is "incredible," said Mr. Cummings. Cum-mings. "I estimate that they carry a number num-ber of passengers equal to the total population popula-tion of this city, every forty-eight hours, counting transfers. Surprising as this statement state-ment may seem, I am confident that it i a moderate estimate. In this city of magnificent magnifi-cent distances, all the people ride iu the street cars, as it is economy to do so." "No publisher in Utah can give anything like the circulation to an advertisement that we can in the electric ca's," continued Mr. Cummings. "Our office is room 500, Constitution Con-stitution building; office hours from 4 to 6 o'clock p. m. Mr. Scott Anderson is our agent, and can be found at the Theater (stage door) from 9 to 10 a. m. Our post-' office box is 695." |