THE ART OF ADVERTISING.

Press, Volume LXVII, Issue 14052, 25 May 1911, Page 17

THE ART OF ADVERTISING.

GLEANINGS FROM EARLY FILES

OF "THE PRESS."

To the casual student of the early history of Canterbury there can be few more fascinating occupations than scrutinising the early files of the newspapers issued when the province was in its swaddling clothes. The hopes, schemes, ambitions, and performances of the times are there epitomised. Not the least interesting sidelights on early history are thrown by the advertisements of the day. They give th© clue to the origin of many institutions, and as a guide te the business and social activities of the old town they

aro as valuable as they are enlighten-

ing. Tlie stylo of advertisements in tho early issues of "The Press" differed in some respects from the fashion to-day. There was a more generous use of black lines, but, judged from present day standards, tho artistic effect would not pass muster. The phraseology was sometimes quaint, but, on the whole, the advertisements had a surprisingly modern appearance, and the wording of tho great majority would bo considered quite conventional now. Tho variety of advertisements was extensive, though tho largest spaca was taken up with auction, sporting, stock, shipping, election, and bank notices. The shipping advertisements frequently showed a small "paddlewheeler" or "clipper" block at tho top. Tho race advertisements were graced with a small block depicting a group of madly galloping horses, ridden by jockeys brandishing their quirts. Tho "block" advertisements, apart from shipping and sporting, related almost entirely in the early days to patent mdrlicincs, the virtues of which they extolled. It is in this department that the greatest change has taken place, a very fair proportion of advertisers having adopted "block" displays.

A survoy of the advertisements in "Tho Press" of Juno Ist (the second issue), gives a very fair idea of tho old time "ad." It was an eight pago paper, and three of the pages wero occupied by advertisements. There was an advertisement, which seems almost appropriate tc tho present day. stating that Major Scott would bo in attendance at tha Adjutant's office, Government buildings, to administer the oath to intending volunteers. Tlie noticewas signed by Isaao Luck, chairman of tho Provisional Committee. Another volunteer advertisement notified that a meeting of tho Christchurch rifle volunteers, Nos. 1 and 2 companies, would bo held at 6.30 p.m on Juno 20th, to ballot for officers, and that any swornin volunteer was eligible for tho rank of officer. Still another volunteer advertisement notified that a meeting of enrolled Christehurch volunteers would bo held on June 13th to elect a managing committee and fo pass by-laws. Two of tho largest advertisements wero inserted by Mr W. D. Barnard, who carried on an auctioneering business at tho White Hart Hotel buildings. He notified his intention to offer certain building sites and buildings at auction. "To a man of enterprise," the auctionoer said, "this sale presents an opportunity rarely to be met with."

A notice signed by Robert. Woodhouse, Chief Inspector, dated from Sydney, gave'notice that branches of the Bank of New South Wales would shortly be opened in Lyttelton and Christehurch, under tho direction of Mr Charles Wesley Turner.

There were no fewer than seven electoral notices, stating that sittings of a Court would be held to revise the lists of voters for the various districts. Tho notice stated, inter alia, that "tho names of persons proved to be dead will bo ftxpunged," and also that "the names of persons whose claims have not been duly declared before, a Justice of the Peace or were not given to tho Registration Officer in due time, will.be expunged." All these.advertisements wero signed by Henry Bacon Quion. Revising.Officer.

Tho most pretentious advertisement in the- issue was one in which Bethel War© announced the arrival of "Fashionable Autumn Drapery Goods, ex Minerva, from Ix>ndon." Thoro wore, according to the advertisement, 65 cases for him in the ship, consisting of "ladies' fancy dresses in all the new materials and colours, as worn in Lo_don, with trimmings and buttons to match," etc.. etc. A touch of realism is introduced into that part of tho advertisement headed "For Family Mourning," a thin black border enclosing the merchant's offer of "black French merinoes and Paramattas, French twills and lustres, patent crapes, crape collars and sleeves, crap© trimmings, gloves, hatbands, eto."

There were various commercial and trade announcements by John Coker,, informing the public that ho had opened' a bacon and ham department ;-by J. O. Aikman and Company, announcing Bales by auction; by E. Mills,, advertising a circulating library and stationery department at Lyttelton j by Frederick Thompson, soliciting orders for grey stone, and business for the Northern Assurance; by C. Swinbourne.. photographer, notifying that "no portraits can bo taken after 3 o'clock p.m. at his rooms, during the winter months, and children not later than 12 o'clock noon"; by George Gould, offering for sale a Waitaki run of 42,000 acres. Th© luxury of double-column advertisements was indulged in by William Hislop,. Woodbnrn Nursery, and George Watson, the printer of "The Press." B. N. Jones announced an entertainment, in the Town Hall (Christehurch apparently had ono in theso days), and in, small capitals begged the public not to forget "Jordan." The Ravenswood mill advertised flour, sharps, and bran, and the proprietor of the Exchange Hotel, Kaiapoi, respectfully solicited the attention of visiters to his establishment, situated in the most pleasant part of th© town. William Brooks, town carrier, promised prompt attention to orders left with Alport and Lowther, or at Mann's Al. W. Wilson/ nursery and seedsman, had quite a number of separate advertisements, including an offer of over 50,000 transplanted English oaks, ash, sycamores, thorn acacias, pinaster firs, eln-i 1 horse chestnuts, Spanish chestnuts, maples, hornbeams, beeches, etc. The Chief Commissioner, Mr William Guise Brittan, notified thc publio auction of land in different parts of the town and country. Dann and Bishop, importers of wines and spirits, printed a list of their stock. John Cuff, of the Royal Hotel, advertised his house, and notified that "to suit gentlemen in business the dinner-hour for tho future will be 5 o'clock p.m." There wero two "To Let" notices, ono referring to a tenrwomed house on Cambridge terrace west, with gardens and stabling, for which a rent of £100 was asked, and the other to a two-roomed cottago in Salisbury street. Mr Ollivier and Mr Edward Cooper offered for sal© by private contract Mr Cooper's farm on the Springs road, six miles from Christchurch. H. Bennetts, Star Temperance Rooms, Ferry road, advertised meals at all hours, at Is 6d each, and, ledolent of an English market town, "an ordinary daily at 2 p.m." Mr Frederick 'Elmer, Rangiora, offered, several acres of bush for sale. "The Press" took half a column of its own advertising space, and announced tho subscnpf.oa and advertising lates. and the names of its country agents." Advertisements peculiar and historical are encountered in theso early pages. A'J

gentleman found it necessary to givo his "most unqualified contradiction" to tho report current that ho refused te lender assistance at a fire. Ho explained in print that he was under medical treatment for an abscess on his right hand, and that though it would hav3 afforded him the "highest gratification to have assisted in staying the progress of the fire," it was with great regret that ho was compelled through rain to refrain. The sporting spirit of the day is embodied in an advertisement signed by Mr E. Jerningham Wakefield, who called a public meeting of "persons desirous or promoting the establishment of a pack of hounds in the Province of Canterbury."

There wero echoes of tho gold diggings in tho early advertisements. Ono "P.P.," offered to intending diggers. ''A Good Calico Tent, with fly, to bo sold a bargain." Tho jocular advertisement of the day was typified in tho following:—" Gold! Goldl Goldl Important notice 1 All anxious friends aro hereby informed that Messrs 1. A. R. and B. H. R. havo arrived safely at the Lindi's Gold Fiolds after a perilous journey of six weeks, and when this left they, with their buuock-driver, bullocks, and horses wero in tho cnjoymeut of perfect health." Appended is tho following:—"Handsome reward. Lost, stolen, or strayed, a little Brown (italics) man, will most likely be found on tho hills, as ho has been wyldo (italics) since his youth. Whoever will send any informatiou as to his whereabouts to Messrs I. A. R. and B. H.It. will bo rewarded with a 'nugget.' " Even in thos© early days there was tho advertisement for tlie "married couple without encumbrances." A sidelight is thrown on education by an advertisement for a youth who would make himself useful "ono who can road writing preferred." The title of "professor" seems to have been appropriated by hairdressers and tobacconists — thoy openly advertised themselves ns "Professors So and So," and drew attention to their haircutting and perfumery establishments. Tho ferry days aro recalled by an announcement concerning "Smith's (Waimakariri) Ferry," stating that improvements had been mado to tlie'River Queen, and that the ratea would bo: Singlo horseman 9d, two or more ditto 6d each, foot passengers 4d, dra.-s, etc., in corresponding ratio. An "N. 8." note is: 'The nearest way to Christehurch by a mile."

In the issue of July 6th, 1861, "His Honour the Superintendent directed it to bo notified that "Th© ceremony of opening tho Lyttelton and Christcliurch railway works will take pJaco on Wednesday, tho 17th instant, at noon, on tho ground appropriated for tlio con-. struction of the Christchurch railway station." An interesting advertisement in tho issue of August 24th, 1861, gives the prospectus of the- Bank of Now Zealand, and invites the publio to take up shares (£lO each) in that concern. "It is manifest to those who havo directed attention to th© subject," says the advertisement, "that tho banking establishments of New Zealand' havo derived immense profits which tore payable to a foreign proprietary, from a trade carried on with tho funds of the colonists; a circumstance which must lead to the consideration whether the colonists of Now Zealand aro not now in a position to enjoy, and entitled to whatever advantages can be derived from tho employment of their own capital." ,- As a matter of fact, bank advertisements in those days oc- • cupiod no inconsiderable portion of tho advertising space. ,-*" It would bo impossiblo in a brief articlo to refer to the many advertisements which havo an historical in-: terest, but enough has probably boon said to indicate- tho kind of entertainment which rewards the.etudent of. early files. The advertising for "Tho Press," tho "Evening News," and "The Weekly Press," ia nnder the change of Mr G. B. Nelson, who is a very old servant of the company. Ho entered tho eervioo. of "Tho Press" in 1876, and has been associated with tho office publications', since that time. - Mr Nelson naturally has somo lively recollections, of .the advertising in the earlier days, and hefinds ■ pleasure in tho fact that, after thirty-five years' experience ho is still doing business on behalf of tho papers he represents, with firms -whoso acquaintance ho made in the early, yeaira of his connection with "Tho Press.". - Among theso may bo counted Messrs Ballantyno and Co., Messrs Strangeand Co., Messrs A. J. White, snd Cashel House (afterwards taken over by tlie D.I.C). There have 'been many: changos in the auctioneering firms, but the names of many of the companies and firms now doing business were as familiar to old Christchurch as they-, aro to the peoplo of the present day.