Poster Advertising by George Henry Edward Hawkins

Poster advertising, written by George Henry Edward Hawkins and originally published in 1910, represents a landmark effort to analyze a specialized advertising medium. Hawkins, who served as the Advertising Manager of The N. K. Fairbank Company (makers of Gold Dust Washing Powder, Fairy Soap, and other household brands), offers an insightful and practical guide rooted in his decade of experience managing expenditures exceeding a million dollars in posting. This volume aims to fill a void in advertising libraries by truthfully detailing the advantages and mechanics of bill-posting as a form of publicity. It provides foundational knowledge on everything from poster size specifications and production costs to the artistic use of color and the integration of posting campaigns with on-the-ground sales efforts. Hawkins argues convincingly that while no single medium is “sufficient unto itself,” bill-posting, when executed thoughtfully, is an unparalleled tool for local presence and mass appeal.

---

Who May Benefit from the Book

• National Advertisers seeking widespread visibility.
• Local Merchants utilizing focused geographical campaigns.
• Advertising and Sales Managers ensuring campaign integration.
• Lithographers and Poster Artists specializing in visual impact.
• Bill-Posters and Distribution Services aiming for high standards.

Top 3 Key Insights

1. Posting’s Power is Conspicuousness: Bill-posting offers a large display that consciously or unconsciously “burns its way into the mind” of masses and classes alike, making it hard to ignore.
2. Quality is Non-Negotiable: Because the labor cost for posting is roughly ten times the paper cost, choosing a quality design and print is far more cost-effective than attempting to save on cheap sketches.
3. Repetition Builds Reputation: Constant visibility, especially of a distinct trade-mark or package, is essential, transforming consistent viewing into valuable recognition and reputation. (38 words)

4 More Lessons and Takeaways

1. Color usage is critical; advertisers miss opportunity if they fail to utilize bright, clear-cut colors, which command attention more effectively than ineffective, dull prints.
2. For maximum impact, posters must feature a strong, easily recognizable visual element (like a figure or package) designed for readability from 30 to 40 feet away.
3. Effective campaign management demands meticulous checking of board position, paper condition, and adherence to contracts by bill-posters.
4. Advertising managers must fully inform and equip salesmen with mini-reproductions of posters to help secure complementary window displays and maximize local sales connections. (55 words)

The Book in 1 Sentence

This 1910 expert guide illuminates bill-posting’s power through technical details, design principles, cost analysis, and methods for achieving successful, integrated advertising campaigns.

The Book Summary in 1 Minute

In an era prioritizing specialization, Hawkins provides the definitive, practical guide to poster advertising. He establishes posting as the cheapest and most conspicuous medium for local efforts, emphasizing that its size and use of color create unique advantages over other media. The book details the technical aspects of posters, defining sheet sizes (28 x 42 inches) and providing approximate costs, stressing that cheap posters ultimately waste money because the posting labor remains the same. Hawkins provides critical advice on design, advocating for specialized poster artists, consistent use of trade-marks, and the deployment of strong color contrasts to catch the eye immediately. Crucially, the text outlines the systems necessary for success, advising advertisers on checking service quality, fostering relationships with bill-posters, and integrating poster campaigns seamlessly with the activities of their sales force and local dealers.

The 1 Completely Unique Aspect

The book contains an extensive, state-by-state and province-by-province statistical summary for the United States and Canada, detailing the total number of posting towns, the quantity of available 8-sheet, 16-sheet, and 24-sheet stands, and the precise corresponding cost for an 8-sheet showing in 1910.

---

Chapter-wise Book Summary

Introduction

“The trend of everything in the business world to-day is specialization.”

Hawkins introduces his book by justifying its existence based on the increasing specialization in the business world. Recognizing the success of many forms of advertising, he avoids claiming posting is superior to all others, but argues that no single medium is sufficient, necessitating the “dove-tailing” of different methods for maximum results. The sole reason for offering this volume is to provide information and guidance on posting, a popular form of publicity that deserves representation in advertising libraries, derived from his decade of practical experience and management of over a million dollars in the medium.

• Chapter Key Points:
  • Specialization is the business trend.
  • No single advertising medium is completely sufficient.
  • Book based on ten years of practical experience.

Chapter 1: Why Bill-Posting Is a Good Medium (Pages 7-8)

“Repetition means reputation.“

Bill-posting is an accredited advertising medium because it has proven its merit. It holds distinct advantages over other methods, primarily its capacity for large display, which ensures conspicuousness. The size of an 8-sheet poster (84 x 112 inches) means that, outside of painted or electric signs, this scale of display is unique. This mammoth size helps “burn its way into the mind” of everyone who passes, appealing to masses and classes alike. Furthermore, posting provides an unmatched opportunity for the use of color. Since the posting expense remains constant regardless of the print quality, the advertiser who uses bright, clear-cut, attention-commanding colors maximizes their return. Posting is also the cheapest medium for local advertising and can effectively promote new products by presenting one specific argument on each poster in a series.

• Chapter Key Points:
  • Large size ensures conspicuousness.
  • Colors command attention; use bright, clear-cut colors.
  • Cheapest medium for local campaigns.

Chapter 2: Size of Posters (Pages 9-11)

“It takes a live advertiser to swim up stream; any dead one can float down. Be persistent!“

Posters are measured by “sheets,” with the standard size being 28 x 42 inches (including the white margin). Common sizes range from 8-sheet to 32-sheet. Hawkins notes a key problem: there is no standard size among lithographers, meaning actual posted dimensions vary significantly, often resulting in advertisers not utilizing the full allotted board space (e.g., 84 x 112 inches for an 8-sheet). Advertisers should insist their posters are made to occupy the full quota of space for added prominence, even if it slightly increases paper cost. The 8-sheet is the most popular size, while larger sizes like 16- and 24-sheet are used by major advertisers seeking extra visibility. Smaller towns often lack boards for sizes larger than 8-sheet, suggesting a combination strategy for widespread campaigns. Smaller posters (half-, one-, and two-sheets) are typically used for indoor display or “sniping” on non-listed locations.

• Chapter Key Points:
  • Standard sheet size is 28 x 42 inches.
  • Insist lithographers produce posters utilizing the full allotted board space.
  • 8-sheet is most popular; larger sizes (16- to 32-sheet) offer prominence.

Chapter 3: Cost of Posters (Pages 12-13)

“The cheap sketch is the most expensive in the end.“

The cost of posters varies widely depending on the grade of printing and paper. A core principle presented is to shun the cheap poster and buy the best. This is based on the fact that the cost of the actual posting is approximately ten times the cost of the paper itself, meaning a bad poster costs the advertiser the same amount of money to display as a good one. The chapter provides an approximate cost table for ordinary pictorial posters based on the number of colors used (e.g., a first thousand run of 8-sheet posters using 5 colors costs around $400.00). Helpful hints include using good paper and non-fading inks. Better prices can be achieved by securing competitive bids using sketches furnished by the advertiser. Rain-lapped posters, where the upper sheet overlaps the lower one like shingles, are recommended at a slight added expense for better drainage and durability. Ordering larger quantities or a season’s supply secures savings.

• Chapter Key Points:
  • Posting cost is about ten times the paper cost.
  • Prioritize quality lithography and non-fading inks.
  • Rain-lapped posters offer better durability against weather.

Chapter 4: Copy and Sketches (Pages 14-15)

“An advertising trade-mark is a great barrier to imitation and substitution.“

A successful posting campaign hinges on a good poster, as a poor design can ruin the most attractive campaign outline. Figures are consistently attractive, holding a “human interest” element. If a product has a trade-mark (like The Gold Dust Twins or the Quaker Oats Quaker), it must always appear prominently in the poster; constant repetition makes the trade-mark valuable. Advising against the fallacy that public recognition leads to apathy, Hawkins suggests ringing the changes on design or color while retaining the core trade-mark. The actual product package should also be introduced to facilitate instant recognition at the dealer’s shelf. Posters should be created by specialized poster artists, not general designers, to achieve the proper handling of colors and broad “carrying effect”. The poster should be judged from a distance and remain clear and readable from thirty to forty feet away. While posters cannot hold a detailed story, a series of posters can drive home a complete argument, applying the “reason why” advertising feature to posting.

• Chapter Key Points:
  • Always use and repeat a trade-mark or product package.
  • Posters must be designed by specialists for distant viewing.
  • A series of posters can deliver a detailed argument.

Chapter 5: Value and Harmony of Colors (Pages 18-19)

“The proper use of colors will make your posters stand out like a sore thumb on a one-armed man.“

Color is crucial in posting, as humans are highly susceptible to color attraction. The goal in poster work is often strong contrasts and striking effects, rather than subtle daintiness. The three primary colors are yellow, blue, and red, from which all other colors are derived. Black is routinely combined with primaries to add strength. Warm colors (yellow, orange, red) stimulate the brain and offer the greatest attention-attracting value, while cold colors (violet, blue, green) are deemed more artistic and soothing. The chapter lists effective two-color combinations (e.g., Black and yellow, Red and dark blue) and three-color combinations (e.g., Black, red, and blue). It also provides hints on color harmony, detailing which colors complement the primaries (red, yellow, blue) and orange.

• Chapter Key Points:
  • Colors are necessary for capturing attention.
  • Seek strong contrasts rather than subtle art.
  • Warm colors attract attention; cold colors are artistic.

Chapter 6: Bill-Posting for the Local Advertiser (Pages 20-22)

“Advertising is appealing to people through their common sense and their artistic sense in order to win their dollars and cents.“

Posting is described as a logical and excellent medium for local advertisers, including bakers, butchers, and candlestick makers. Historically, the cost of posters in small quantities deterred local use, but this is being addressed through the production of stock posters featuring blank spaces for local merchant imprints. Moreover, many manufacturers now supply imprinted posters to dealers who agree to post them. Local poster advertising can focus on general publicity or be specific, with specific sales announcements (like a spring furniture sale or school supplies) proving more productive. The advantage for a local advertiser is that circulation is guaranteed to be within their territory, avoiding waste. Connecting the poster advertising with supplementary efforts, such as hand-bills and window displays, is recommended. Hawkins predicts that posting will become one of the greatest forms of advertising for the local merchant in the coming decade, arguing that simply being known is not enough to secure the largest share of trade.

• Chapter Key Points:
  • Posting is a suitable medium for local merchants.
  • Specific sales advertising is generally more effective than general publicity.
  • Local posting guarantees non-waste circulation in the desired territory.

Chapter 7: Checking the Service (Pages 23-25)

“ To Err is Human ”

Since bill-posters are prone to errors, checking the service is essential, even when dealing with the guaranteed service of the Associated Bill-Posters. Hawkins shares numerous examples of common mistakes discovered through checking, such as posters placed on windows (requiring punching for light), placed on gates that stand open all day, or torn off prematurely. Advertisers must monitor four critical aspects during checking: the board’s Position (center of town, heavy traffic areas preferred), the Position on the boards (corners/ends are strongest), the Condition of the paper, and Contiguity (ensuring competitive products are not placed next to yours, and your own posters are sufficiently spaced). Complaints regarding service should be filed promptly, within ten days from the service expiration date if correspondence is necessary.

• Chapter Key Points:
  • Checking is necessary due to human error and to ensure guaranteed service delivery.
  • Monitor position, condition, and contiguity of posted ads.
  • File complaints promptly within ten days of service lapse.

Chapter 8: Connecting Poster Advertising with Sales (Pages 26-27)

“ That good old Ship—Salesmanship ”

Advertising and salesmanship are highly interdependent; results in one area rely on the effectiveness of the other. Advertisers must keep their salesmen fully informed about posting campaigns in their territories in advance, enabling them to use the publicity as a direct sales argument with local dealers. Salesmen should aim to secure window displays in advance of the posting date. A recommended method is providing salesmen with small reproductions of the poster (like a one-sheet poster or hanger) for window use, which reinforces the message at the point of purchase. Checking local posting via salesmen is valuable not only for obtaining reliable reports but also for motivating the sales team, as the “live-wire salesman” appreciates the critical aid of advertising in competitive markets. A key tip is to encourage salesmen to meet local bill-posters, as personal acquaintance tends to result in better service.

• Chapter Key Points:
  • Advertising and sales must be strategically unified.
  • Salesmen should use the campaign as a leverage point with dealers.
  • Small poster reproductions link outdoor advertising to in-store sales.

Chapter 9: General Hints to the Poster Advertiser/General Hints to the Bill-Poster (Pages 28-29)

“Don’t try to be funny in your advertisements. If you’re that good, you can make more money in the Bill Nye business.“

(For the Advertiser): Since posters are exposed to weather, 20% extra paper should be included for renewal purposes. Note that a bill-poster’s month is generally four weeks. Continuous contracts often merit discounts (5% for three months, 10% for six months). The summer months (April 15th to October 1st) are the busiest due to national and show advertisers; space should be contracted for 30 to 60 days in advance. Hawkins advises treating bill-posters fairly and paying bills promptly to secure the most efficient service.

(For the Bill-Poster): Bill-posters are advised to use judgment in placing paper, ensuring colors harmonize and that competitive products are not placed side-by-side. They should be generous with renewal paper to maintain poster condition throughout the contract time. Bill-posters should strive to avoid controversies, such as placing inappropriate advertisements (like whiskey ads near a church), that could upset Civic Improvement Societies. Finally, bill-posters should cooperate with advertisers by sharing information on local market conditions and attempting to secure window displays from local dealers.

• Chapter Key Points (Advertiser):
  • Allot 20% extra paper for renewals.
  • Secure space well in advance, especially during busy summer months.
  • Prompt payment encourages efficient service.
• Chapter Key Points (Bill-Poster):
  • Avoid placing competitive ads contiguously.
  • Do not compromise landscapes or local sensibilities.
  • Collaborate with advertisers on local conditions.

Comments on Posters Reproduced (Pages 16-17, 32-33)

This section provides brief, critical analyses of actual posters used by national advertisers such as Arrow Collars, Uneeda Biscuit, Gold Dust, U. S. Army, and Pabst Blue Ribbon. The commentary focuses on whether the design effectively uses color, showcases the trade-mark/package, and delivers a clear argument. For example, the Gold Dust “topical” poster featuring the Gold Dust Twins created a sensation. The Uneeda Biscuit poster is praised for its strong reproduction of the trade-mark, name, package, and price, though Hawkins notes it lacks argument. The Pabst Blue Ribbon poster is lauded as a “perfect poster” for its beautiful blending of colors and dainty treatment of a controversial product. Other posters reviewed include those for Regal Shoes, Kellogg’s Toasted Corn Flakes, and Wrigley’s Spearmint, with the latter noted for standing out strongly against a black background.

• Chapter Key Points:
  • Real-world examples illustrate good design elements.
  • Posters are critiqued based on color, argument, and trade-mark prominence.
  • Timeliness (like the Gold Dust poster anticipating Roosevelt’s return) can create a sensation.

---

Notable Quotes from the Book

1. “The wise advertiser has found that no one medium is ‘sufficient unto itself,’ and that only by dove-tailing different mediums can the maximum of results be secured.”
2. “You have got to believe in your goods before you can make the public accept your advertising talks at par value.”
3. “You simply cannot get away from it, and, consciously or otherwise, it burns its way into the mind through an ever alert vision.”
4. “Advertising has made more reputations than literature—Scott’s Emulsion is better known than Scott’s Marmion…”
5. “It costs just as much to post a poorly printed sheet or an ineffective one- or two-color poster as it does one printed in bright, clear-cut, attention-commanding colors which the eye cannot pass.”
6. “A pretty poster without selling argument is like a pretty woman without brains. She compels your admiration for a time, but loses out in the end.”
7. “Tell the truth in your advertising—not because honesty is the best policy, but because it is the only policy in successful business.”
8. “Advertising is appealing to people through their common sense and their artistic sense in order to win their dollars and cents.”
9. “The beauty of posting for the local advertiser is that he knows his advertising cannot be scattered.”
10. “Many an advertiser has killed a thousand dollar space with a twenty dollar sketch.”

About the Author

George Henry Edward Hawkins is the author of Poster advertising, a specialized guide published in 1910. At the time of writing, Hawkins held the prominent position of Advertising Manager for The N. K. Fairbank Company. His professional role involved overseeing the promotion of major commercial products such as Gold Dust Washing Powder, Fairy Soap, Sunny Monday Soap, and Cottolene. Hawkins undertook this writing project because, to his knowledge, no comprehensive book on the specific topic of posting existed. The insights he provides in this volume are grounded in a substantial ten-year tenure working practically within the posting medium, including managing the expenditure of over one million dollars in that advertising channel. Hawkins notes his work was encouraged by “many advertising friends” who contributed to the publication.

How to Get the Most from the Books

Use the specific chapter guidance on color theory to maximize visual impact, employ the checking methods to ensure full service delivery, and adapt the local advertising suggestions to drive sales. (28 words)

---

Conclusion

Poster advertising is an indispensable historical document offering a specialized look into a powerful advertising medium at the turn of the 20th century. G. H. E. Hawkins establishes bill-posting as a cost-effective, high-visibility platform, particularly crucial for local outreach. The book succeeds by marrying artistic counsel—stressing the power of specialized design, trade-marks, and bold color contrasts—with rigorous practical advice on operations, including cost management, contract checking, and aligning the advertising efforts with the activities of the sales force. Hawkins successfully archives a practical, experience-driven roadmap for effective outdoor visual communication.