"White Mule" Sign Lured Thirsty Ones

1920

Maude Was There, Also Something Else With a "Kick"

VINCENNES, Indiana, March 18. — "White Mule for Sale." Thirsty ones who heeded this inviting sign, tacked to the door of a stable, found a real, somewhat alive white mule for sale. Here's the story, as told by one of the Federal agents who aided the State prohibition enforcement commissioner in a recent roundup of whiskey peddlers in this section of the State:

A clique of bootleggers purchased an old white mule, scoured the animal up, placed him in a stall and then hung out the sign.

Those interested enough to inquire were "sized up" thoroughly. If in doubt, the bootleggers' representative on duty displayed the mule's good "points" and quoted a price far beyond reason. If the prospect looked "safe," his thirst was quenched.

Sign Painter's Work – Advertisements on Fences, Billboards

1887

The Sign Painter's Work

Interesting Information About the Advertisements We See on Fences

"That man is a sign painter by trade," remarked a contractor, pointing to a man who was erecting a fence before a building that was to be torn down, "but he finds it pays better to put up fences where building is going on and let out the spaces to advertisers. The big profits in the business have brought about a healthy competition, and everything is now reduced to a fine art. I remember a few years ago this sign painter came to me and offered to put up a new fence free of charge in front of a building I was erecting providing he could use the boards for advertising purposes. I jumped at the offer and thought the man was a fool for making it. The shoe was on the other foot, however, for I should have received several hundred dollars to boot for the privilege.

"This man has brought the business down to a science. He has scores of agents scouring the city for eligible sites, as well as canvassers to drum up advertisements. His fences, which are very neat and attractive, are built in uniform sections and join together on the groove principle. An advertiser can thus have his announcement changed to different localities at will without going to the expense of having a new sign painted. The old method of building a new fence every time made this mode of advertising very expensive, and the lessees often lost money by being unable to let out all the spaces; but the cost is now reduced to a minimum by making the sections to slide in and out like the lid of a box.

"The rates, of course," he continued, "depend upon the location. A sign on Broadway costs the most, but many of the cross streets are nearly as desirable. The big advertisers make contracts by the year. Some of their signs are very elaborate. As soon as one building is finished they are put up elsewhere. The lessee who has a number of these contracts runs no risk in leasing a privilege, because he has his advertisers beforehand, and their signs are ready to slide into position. The first charge is made for the painting of the sign, and then so much per day for its use as an advertisement. The artistic appearance of the signs has improved very much since the introduction of the movable section, for enterprising houses no longer look upon it as extravagant to have trademarks or pictures of specialties correctly painted on a fence. These signs don't remain long in the same place. A building is soon put up in New York." — New York Evening Sun.