Advertising Motors.
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The advertisement value of the commercial motor is now fully admitted and recognised by all experts who direct the publicity departments of our largest manufacturing and trading companies. This use of the ambulatory hoardings, which are provided by the sides and erlds of a motervan, is not by any means limited to one particular industry or trade, for brewers vie with drapery stores, and metal-polish makers with ink manufacturers. The opinion used to obtain that the advertising value of the motor vehicle would diminish as modern forms of mechanical transport became more common, but there is certainly not yet any evidence of such lessened value. The apex of the curve has not been reached, and commercial motors, provided they are smartly finished, and of effective design, still prove attractive.
Some interesting comparisons were established in our issue of the 23rd March, 1905, as to the cost of such moving posters when contrasted with average London charges for space upon hoardings in front streets. It will probably astonish many people to know that large advertising houses pay approximately o.8(1. per square foot per week for firstclass display positions on hoardings, and that the whole working cost of .a motorvan, including depreciation and maintenance, works out at only 9.6d. per square foot of space on its sides and ends per week, or the equivalent of twelve fixed spaces of equal area. When one takes into account the mileages of which the motor vehicle is capable, and its ability to save the owner much of his prior expenditure. upon cartage and other delivery services, one is constrained to express surprise that large tradesmen are not more ready to replace their existing horse establishments without further delay. The advertisement value of the
ofOrvan should not be overlooked, and its special applications include the fitting of illuminated and movable devices.
The Smithfield Club's Show.
The so-called " Cattle Show " of the Smithfield Club which annually draws a large attendance of well-to-di farmers, stock-breeders, contractors and others to the Agri cultural Hall, possesses solid attractions for makers o steam wagons and tractors. The visitors differ essential]: from those who patronise any other London exhibition a which modern road locomotives are staged, and this shov probably rivals the annual one of the Royal Agricultura Society in respect of the opportunities for meeting both oh and new customers. It is true that cattle, sheep, pigs am other stock predominate, and that they virtually monopolis the best positions, but there is a close and deepening connec tion between the future of British agriculture and stock raising, and that of the lighter forms of mechanical trans port, than is generally realised. The experience of the .las six years has been sufficient to prove that steam lorries am tractors bring new trade openings to hauliers, who cal handle traffic in ways and periods which neither assail, no are assailed by, the earlier facilities of road and rail. Eacl method of transportation is proving that its proper sphere cannot advantageously be invaded by any rival. Thus contrary to the published views of certain short-sighted an, impulsive prophets, neither steam wagons nor tractors hay yet been able to make appreciable impress upon horse, traffic in our large cities and ports. It has been demon strated that, where delays are considerable, the motor a 4s. 6d. an hour does not compete with the two-horse wagoi at Is. 6d. an hour. This is the kernel of the problem wher traffic is dense, and it explains the continued briskness ii sales of Clydesdales and other Shire horses. We might quot many parallel instances to show that horses will not b ousted by the motor at every point, but we must turn to th other side of the picture.
Appropriate use of the correct power is the true secret c economy and success. The horse for town hauls and shot journeys ; the road motor for intermediate distances, sa). from to to 50 miles from the base; the railway system, o conveyance by sea, for all big mileages where special diffi culties over the terminal handlings do not arise. Railwa Companies and Agricultural Societies no longer lob askance at the commercial motor; they now agree that it i of benefit to all, and that it deserves encouragement On th fundamental ground that its wider applications must rcsul in the gradual perfection of existing means of internal con: munication and, pari passu, forward movements in th aggregate trade of the country. Next to production itself transport is of first importance, and it is because so man wealthy interests will be represented in the "gate " at th forthcoming show, that our next issue will deal more full with the claims of commercial motors, and particularly wit the lorries, tractors and allied exhibits at that show. W hope to bring the advantages of mechanical road transpor to the notice of many whose country ties are commonly sur posed„ however undeservedly, to tend in other directions.
The absence of many leading makers of steam lorries is t be regretted, as it leaves the field too much in the hands c the tractor builders.
klpha.betic Indicators for Omnibuses.
We are interested to learn that one metropolitan company s about to give a trial to the alphabetic sequence which was ;o ardently supported in our columns, some months agO, by qr. John Brown, F.R.S. This enterprising departure from )Id-established custom will, we hope, bring its own reward, teeause great pluck is required for any company to make a :hange in the face of a somewhat contemptuous indifference xi the part of the older proprietors. The soundest argument n favour of the innovation is found in the fact that a high )ercentage of London bus revenue is derived from visitors who do not know the Metropolis, and who are particularly -esponsive to any effort to meet their convenience. Resilents have at least a general sense of the routes, and know ,vhere to find the right vehicle, but it is otherwise with our (.11.intry cousins, and with foreigners. The significance of idvice to take the bus with a green, red, white, or yellow abel is clear to the Londoner, but the stranger does not even mow where to look for it. lJe may even imagine a patch ike the distinctive feature of the " white-eyed Kaffir," or tornething equally wrong, and he then wastes his own and iumerous other peoples' time the while verbal enquiry is .nade as to which is the right omnibus.
We do not follow the cause for the conservative hesitancy pf the companies in this matter. They have, with almost universal consent, taken Mr. Brown's article to mean that they should increase the size of their lettering, and have altered the dimensions to the advantage of themselves and their patrons, if not to the appearance of the bodies. Yet, we feel sure, they have not gone far enough in the direction of route indication. It is true that approved patterns of destination boxes are excellent in their way, but why not arrange that more detail should be given by them? The display of four or five points per three miles of route, which is a rough average of to-day's achievement, is hardly sufficient to comply with anybody's ideal ; yet, how can the number of indicated points be augmented without an addition to the confusion and jumble of the boards as they strike the eye of the man or woman who does not know Peckham from Finchley? Can the alphabetic plan bring order where relative chaos now exists? We believe it can. The first step is to ensure that an intending passenger mounts the bus he or she wants ; the second, to acquaint him or her, at leisure, of the distance to the alighting point. Bradshaw's Guide is not the acme of simplicity, notwithstanding its alphabetic index, and the " A.B.C." became popular from causes analogous to those which now affect and disturb the London bus world. Alphabetic order, contrary to the obtaining necessities, would permit the use of smaller letters on the front boards, and it is there that a large section of the travelling public looks first, if not exclusively. A common principle would enable each searcher to locate, or to note the absence of, the desired name with extraordinary rapidity.