OCR Text |
Show neea name upon it impresses the consumer so much that ho feels an irresistible ir-resistible desire to trade there. But the intelligence of the consumer can be depended upon to buy wherever he knows by personal experience exper-ience and the experience of others ho will get the most and the best for hi3 money. ' 1 ABANDONING THE BILLBOARDS. One of the large department stores of Boston has announced that in the future all of their advertising will be done through the newspapers. news-papers. They refuse to advertise any more on billboards, on the ground that they aro unsightly and fit only for kindling wood. I The action of the Boston store is similar to that which is being taken by other stores throughout the country. Not only are the merchants mer-chants abandoning the billboard and spending the money in newspaper newspa-per advertising, but the theatrical managers are adopting the same tactics. About ten days ago while in Ogden a veteran publicity man with the Barnum & Bailey circus announced that the owners were doing very little billboard advertising, but were using the newspapers for reaching the public. The war upon the unsightly billboards by the civic improvement leagues in cities throughout America has been effectual. The billboard bill-board with its hideous color schemes and flamboyant promises to the public, is a ghastly thing. In the city its investment is complete; its invasion of the country partial, but becoming more and more common. An analysis of tho billboard shows that it serves no very useful purpose. Uusually it contains nothing more than the name and address ad-dress of the firm paying for it and some vague reference to the high character of its goods. As the billboard advertiser's reputation is already al-ready well known to the readers of hia sign ho gains nothing by it. One plea for the billboard is that the constant presence of a btisi- |