_The buying public of to-day are pretty discriminating.
When they ask for mushrooms they’re not going to stand for
toadstools._
Use judgment in the placing of posters. Have them harmonize in color
scheme, rather than clash. Do not place two posters of exactly the same
color background alongside each other.
Do not place competitive products alongside each other. Give them
separate locations, or, in the case of a long board, have them as far
apart as possible.
Be liberal with your renewal paper. Aside from the fact that it is your
duty to see that each poster is maintained in perfect condition the full
contract time, the advertiser, especially the one who checks closely,
will appreciate the service.
Instead of being afraid to “give something for nothing,” cover your
old, dead paper with the left-over paper of some good, live, liberal
bill-board advertiser. Then let him know, through his agent, that you
have done so. Freshly papered boards are a good advertisement for your
medium.
Don’t spoil a good effective poster by smearing paste all over the face
of it. Put your paste on the back of the poster, and place it with a
brush wet only in water, or, if you must use paste on the face of the
paper, do so sparingly.
Don’t get into any wrangles with the local Civic Improvement Society,
and have them writing all your advertisers to discontinue the use of
your medium. You can find plenty of good locations without spoiling the
landscape. A whiskey advertisement right next to a church is bound to
rankle in the breasts of the congregation.
If you have a grudge against an official solicitor, don’t take it out on
the innocent advertiser by giving him poor service. Write the advertiser
telling him that the agent isn’t giving you proper treatment, and, if
your claim is just and can be proven, ten to one he will rectify the
trouble.
Don’t think that your obligation is fulfilled when the paper is placed.
Try to work with the advertiser and encourage him to greater use of
your medium by giving him information as to local conditions regarding
the sale of his product, post the local dealers who would naturally be
interested just when a certain product is being advertised, and endeavor
to secure their co-operation in the way of window displays, etc., to
connect the advertising with their stores.