The Advertising Value of the Niotorvan
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This journal has always had a thoroughgoing belief in the value of the motorvan for advertisement purposes. Some of our earliest special articles were devoted to this subject of the moving hoarding, e.g., Vol. 1, No, 2, 23rd March, 1905, pages so and 51. The cheapness of this form of advertising, compared with wall spaces, in indifferent positions, such as are too -often allotted to customers of billposters, is worthy of serious consideration by every big trader. We have, :too, returned to the subject at intervals,
and possibly the most striking instance that has been brought under the notice of our readers was the now famous bottle-van of Messrs. Worthington, the well-known brewers, whose 25h.p. Spyker vehicle was illustrated and described in our issues of the 25th October and 6th December, 1906, pages 146, 155 and 288.
It was, therefore, only natural that we should give evidence of the faith that is in us by the adoption of this form of publicity in connection with our own advertisement propaganda during the
trials, and we accordingly settled term with our friends the Lancashire Stear Motor Company, Limited, in July last for the van which set out from Londo 24 hours ahead of the competini vehicles, in which relative position continues to do its useful work. W have gone upon the principle of prepat ing the town ahead of the cavalcad( by painting it red, or rather, to b strictly =curate, black and yellow, i the belief that the van is thus bein. turned to account in the real interest of those who are spending so rnuc money upon the trials, as well as ( ourselves. 'Reports from the gentli man in charge, Mr. Howard Wilsoi show that his being the .first arrival .c all points gives him a great advantagi IIis reception in many of the towr and villages has been encouraging bt yond expectation, and we are delight( to think that so much help and usef, advice is readily given to us by impo tant brewers, builders and contractor furnishing stores, Italian warehous. men, and large traders generally.
Mr. Wilson has been personally ab to place our 48-page booklet, togethi with a copy of the current issue of th journal, in the hands of several hundr( principals of important firms and con panics, and the staff at his disposal In worked admirably, under Mr. Wilson directions, in enclosing copies for Inc delivery, in cases where time did n. permit of an interview, but after 11 necessary steps had been taken to i sure that no copy was being wasted delivery to people of no standing. H reports from the road are before us, at they show that he has already aceum lated a list of most valuable narne He gives interesting accounts of h conversations with-many of those up( whom he has called, and we only that we hacFrootia to include them.