POSTER
ADVERTISING
BEING A TALK ON THE SUBJECT OF POSTING AS AN ADVERTISING
MEDIUM, WITH HELPFUL HINTS AND SENSIBLE SUGGESTIONS
TO POSTER ADVERTISERS, AND WITH THIRTY-TWO PAGES
OF FULL COLOR REPRODUCTIONS OF POSTERS
USED BY NATIONAL ADVERTISERS
BY
G. H. E. HAWKINS
Advertising Manager of The N. K. Fairbank Company
(Makers of Gold Dust Washing Powder, Fairy Soap,
Sunny Monday Soap, Cottolene, etc.)
CHICAGO, ILL.
1910
PRICE, $3.00
Copyright, 1910
By G. H. E. HAWKINS
Introduction
The trend of everything in the business world to-day is specialization. Tomy knowledge, there has never been a book written on the subject of posting.I believed there was room for one—that such a book would be welcome toadvertisers, and that such a popular form of publicity as posting should have representationin advertising libraries. That is the only possible excuse I have for offeringthis volume to the advertising world.
There are so many forms of advertising to-day that have proven successful that noone would have the temerity to stand forth and say that any one medium is absolutelyaway and above better than any other medium. The wise advertiser has found thatno one medium is “sufficient unto itself,” and that only by dove-tailing different mediumscan the maximum of results be secured.
The purpose of this book is not to decry any medium of advertising, or placeposting above all other advertising mediums, but to tell the truth about posting, itsadvantages, why it has proved one of the best forms of local advertising, and to givesuch information and crumbs of guidance as have been gleaned from a ten-year practicalexperience with posting and the expenditure of over a million dollars in thatmedium.
I trust that in the following pages the story I have to tell may prove of profit to someand good, easy reading to all.
I wish to thank my many advertising friends who have given me help with thisbook and encouraged me to issue it. May they not be disappointed!
G. H. E. Hawkins.
You have got to believe in your goods before you can makethe public accept your advertising talks at par value. There’ssomething about honesty and earnestness that is catching.