and painted bulletins so as to insure a maximum of
circulation and visibility.
The traffic flow charts tell us quite definitely where
to place our postersbut they do not tell us where not
to place them.
As a result we find all too frequently, poster panels
and painted boards so placed as to form a traffic haz
ard, or to mar unnecessarily a beautiful landscape, or
to encroach upon an exclusive resident district.
These are some of the things that cause criticism of
the outdoor medium, and limits its effectiveness.
The Pacific coast probably has gone farther than
any other part of the country in the matter of regulat
ing the placement of poster displays and in prohibiting
the "sniping" or bootleg postings that clutter up the
streets and boulevards of so many of our cities.
Much progress has been made on the West Coast
also in the matter of limiting the number of poster
panels that can be grouped in one place, and in
landscaping the surroundings of panels so as to
increase their artistic effect and make them more
pleasing to the eye.
There is a job here in which Advertising Clubs
throughout the country might profitably interest them
selvesthe job of seeing that existing regulations
are enforced, and that additional regulations, where
necessary, should be adopted. The better class of
plant owners would gladly cooperate, I am sure, in
such a movement.
In the matter of poster design, we still have much
to learnand this is one point upon which we might
profitably cross the ocean for suggestions. Posters
in Europe are small; confined chiefly to one and
three sheet panels, but they are strikingly effective.
Lacking the large size panels, and the multitude of
available locations that we enjoy in this country,
they have had to concentrate upon poster art and
they have performed miracles in giving to their
miniature displays a maximum of attention value.
Here in America we are just beginning to turn our
attention seriously to the matter of technique.
One of the strongest influences in this direction has
been the National Exhibition of Poster Art held each
autumn in Chicagoprizewinners of which are shown
on the following pages.
By stimulating a widespread and wholesome spirit
of competition in poster design this annual exhibition
has intrigued the best creative minds in the country,
and as a natural result we are seeing a marked
improvement in the displays that line our streets
There still is much that is mediocre and ineffective
but progress is being madegratifying progress
and this inevitably is leading to a steadily increasing
appreciation of the outdoor mediumnot as a sub
stitute for other forms of advertisingbut as a strong
sustaining and stimulating force, emphasizing and
building up all other phases of advertising effort.