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Updated: June 28, 2025
But Bok contended that the one proposition had absolutely no relation to the other, and that if concerns advertised in the magazine simply on the basis of his editorial policy toward bill-board advertising, it was, to say the least, not a sound basis for advertising. No advertising account was ever actually withdrawn. In their travels about, Mr.
He succeeded in getting rid of a huge bill-board which had been placed at the most picturesque spot at Niagara Falls; and hearing of "the largest advertisement sign in the world" to be placed on the rim of the Grand Canyon of the Colorado, he notified the advertisers that a photograph of the sign, if it was erected, would be immediately published in the magazine and the attention of the women of America called to the defacement of one of the most impressive and beautiful scenes in the world.
I turn round again to where I last left myself gaping at the old ricketty bill-board in Fifth Avenue; and am almost as sharply aware as ever of the main source of its spell, the fact that it most often blazed with the rich appeal of Mr. Barnum, whose "lecture-room," attached to the Great American Museum, overflowed into posters of all the theatrical bravery disavowed by its title.
So came advertising in all its branches, direct and indirect, from the newspaper and the bill-board to the drummer, the diplomatic representative and the commercial missionary.
A trapeze performer, describing a series of turns in the air that would clearly take him from one end of the long bill-board to the other, was in manifest peril, should he miss the swinging trapeze at the finish of his flight, of landing within the wide open jaws of an enormous hippopotamus designated in the picture as, "The Behemoth of Holy Writ."
No gambling was allowed, and the conduct of the place was surprisingly orderly. It was, in short, a center of colored Bohemians and sports. Here the great prize fighters were wont to come, the famous jockeys, the noted minstrels, whose names and faces were familiar on every bill-board in the country; and these drew a multitude of those who love to dwell in the shadow of greatness.
Once more the ocean became nothing but a small pond across which their yearning lightly swung a bridge. At that time a sentimental song was being sung in all the theatres in America, entitled "Hands Across the Sea." Every bill-board, fence and barrel bore "Hands Across the Sea." Frederick went about humming "Hands Across the Sea."
Why, Elpy, I've seen a man walk up to that picture on a bill-board as straight as you or me, take one good, long look, and go away hanging onto his kidneys, and squirming like a lizard. Fact! What do you think of that? Genius, I call it: just flat genius, to produce an effect like that with a few lines and a daub or two of color." "Some pull!" agreed Mr. McQuiggan, with professional approval.
"I supposed you knew I was here," said Smith to him amiably. "Of course I don't travel in a private car or carry a bill-board on my back, but I haven't been hiding." "The last time we talked," returned Sinclair, measuring words carefully, "you were going to stay out of the mountains." "I should have been glad to, Murray.
Instantly the "supreme moment" vanished, and I was again in my home city, and one of a band of women battling "the bill-board nuisance." I was rebellious at thus being despoiled of my poetic mood and tried to regain lost ground, but erelong another turn and Durkee's Scotch Whiskey again appeared! Sadly I resigned myself to fate and awaited our arrival at the Fujira Hotel.
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