Stamps - Philatelic Advertisements
( Originally Published 1893 )
ONE of the most striking peculiarities of the modern Philatelic magazine is the utter absence of art and originality in the advertising departments. The wealthier dealers seem satisfied with taking large space, trusting to the unusual size of the advertisement to attract the eye—paying little or no attention to the manner in which the advertisement is " set up."
In a way, their opinion is correct, and so long as there is no Richmond in the field to demonstrate the superiority of scientific advertising, their advertisements will continue to attract the most attention from sheer point of size, for there is no doubt but that a page advertisement will pay better in porportion to the money expended than a small one if both are displayed, or rather not displayed, in a similar type. But at the same time a two-inch advertisement, nicely illustrated by a catchy cut, will attract and hold the eye and bring better results than a page set in solid type.
Very few large or profitable sales are made directly from the advertisement. If it attracts the attention of the buyer and causes him to give the dealer indication that he is in the market for his class of goods, there its mission ends and the sales depend, largely, on the dealer himself.
The object of the ad vertisement should be to find buyers for a certain class of goods. A few bargains offered in conjunction with the information that the desired class of goods is for sale, will convince the buyer that his wants can be filled for a reasonable price.
Correspondence ensues which results in a satisfactory sale, and a permanent customer is made. Price-lists, catalogues, &c., are simply necessary adjuncts to the advertisement.
A dealer's neglect of his advertisement will have an immediate depressing effect, on his sales. The dealer who advertises in a small way, does business in a small way. His sales depend on the power of his advertisements to bring results,
They cannot bring results, unless they are seen.
They will not be seen unless there is some attractive feature to command notice. The question to be solved is—What constitutes an attractive advertisement? In answer let us ask, what is the first thing you see in looking at an illustrated page ? The illustration, of course. Then the question is answered.
The illustrated advertisement is the attractive advertisement.
The Philatelic advertising field offers remarkable opportunities to push this class of advertisements, for there is practically no opposition at all, and an illustrated advertisement in the Philatelic journal of to-day would shine and attract as readily as a diamond among a lot of dirty pebbles.
There are hardly five advertisers in the world of Philately who attempt the illustrative advertisement, and their attempts are so desultory and ordinary as to cause a smile of contempt.
A cut of a stamp or a reduced copy of an album or title-page constitutes the ideal of these enterprising firms.
It is certain that the Philatelic business world utterly lacks either the money or the enterprise to keep abreast of the times in regard to this matter. The largest dealers plod serenely along with their pages of solid brevier, with occasional flashes of display, where their equivalents in a business of a general character would have every advertisement a work of art.
I have noticed lately a new southern journal, of a humorous Philatelic character, which is putting this matter as it ought to be, and while its advertisements are not of a highly artistic kind, still they are a step in the right direction. One of their advertisements represents a bare-foot boy, wearing a broad-brimmed hat, a ludicrous expression on his face, holding a scroll in his hand.
On this scroll appears the advertisement of the magazine, By no chance could any one look at that page without seeing the particular advertisement to which I refer.
Competition will sooner or later make this matter right, and may he who exercises the most ingenuity, employs the best talent and gives us the best advertising in conjunction with honest service, win the day. Selah.
Quebec, June 7th, 1893.
The Editor THE CANADIAN JOURNAL OF PHILATELY :
DEAR SIR,—For the information of the collectors of revenue stamps, I herewith send you a copy of a circular respecting the change in color of the current stamps in use for the Province of Quebec.
In addition to the information which it conveys, I may add that the new colors were issued for the first time on the 59th of May, 1893.
Yours very truly,
ERNEST F. WURTELE, President Canadian Philatelic Association.
To the Sheriffs, Prothonotaries, Clerks of the various Courts, Registrars, Stamp Distributors, etc., of the Province of Quebec :
SIR,—I am directed by the Honorable the Provincial Treasurer to inform you that owing to the discovery that certain persons were cleansing and using a second time cancelled law stamps, it has been decided to have a new issue printed in different colors, as follows : so cents to 90 cents stamps inclusively, in mauve instead of red ; Si to $:5 stamps inclusively, in green instead of blue ; $10 stamps in blue instead of yellow ; $20 stamps in yellow instead of green ; $30 stamps in red instead of mauve.
You will go on using such stamps as there may now remain in your hands of the old colors, until the supply of them is exhausted, but the Honorable the Treasurer wishes you to examine carefully any stamps, especially in the old colors, which may be presented to you to be affixed to documents, so as to make sure that they have not been already used.
I have the honor to he, sir,
Your obedient servant,
Comptroller of Provincial Revenue.
THE STAMP POET'S ENEMY SPEAKS.
BY GUY W. GREEN.
I've heard of the Bogie man, savage and fierce, Who roams the wide country at will,
And numbers his victims by dozens and scores, Nor ever is sated or still.
I've read of miasma which lurks in the air All ready to paralyze man,
And enter his system unknown and by stealth Whene'er and wherever it can.
I've heard of the tiger, who, lying in wait, Springs suddenly out on his prey,
Destroying the people who rashly have walked Abroad at the close of the day ;
I've read of the creatures who, far to the south, While lulling their victims to sleep,
Have sucked from their bodies the life-giving blood And drunk of the dreadful drain deep.
I've heard of the Juggernaut's terrible car,
Which cruelly onward has rolled,
Regardless of mortals who stood in its path—The poor, and the weak, and the old;
I've read of the serpent which, wrapping its folds Its terrified victim around,
Has crushed without mercy the brittle young bones With dreadful and sickening sound.
But, brethren, to-day there's an evil that's worse Than any I've brought to your mind,
A terror more awful and fearful; in fact
That stands quite alone of its kind ;
I speak of the fellow who thinks he is called To run in advance of his time,
And write for collectors a sonnet or song, Or some quaint melodious rhyme.
Awake from your slumbers while yet there is time, Reveal us your manhood to-day ;
Thrust out this rank foe who is sapping our life, Destroy him and spare not, I pray ;
Remove from the walks of Philately's groves This evil-eyed prince of all scamps,
The fellow who writes without reason or rhyme His lachrymal lines about stamps.