POSTER-STAMPS FOR ADVERTISING.

Taranaki Daily News, Volume LVII, Issue 151, 2 December 1914, Page 4

POSTER-STAMPS FOR ADVERTISING.

In an age of novolti.es /tl\ere -is .-always something, new to but just as some people prefer, to. hear the sonorous tones of big drum rather than the soul-stirring'cadenfies of the violin or 'eello, so in the matter- of pic-ture-advertising the garish hoarding poster has its quota of admirers,'yet the cultured eye shrinks froiii those highlycolored sensations, a;nd loves to dwell on the finished work of an artist in an exquisite miniature. There is no surer indication of the progress of civilisation than the ever-growing demand tor attaining as near artistic perfection as possible in all the essentials of'our surroundings, even the fashions of the day being brought under the'spell. It used to be

art were at opposite ends of the pole, but this no longer holds good. A well- ! known firm of soapmakera lias maTTe a large fortune by means of artistic advertisements, and it is probably due to this new development that picture postcards became popular. Another advance lias now to be recorded, and one which bids fair to become not only popular, but a veritable craze, especially by collectors. This latest advertising medium is known as the "poster-stamp." It i 9 a miniature poster, printed in art colors upon a large-size postage stamp, with deckled edges, the back being gummed ready for fixing, the popular size being 2in. by l'/jin. Being an advertising medium chiefly, the poster-stamp has necessarily to bo of infinitesimal cost; it must be distinctive; as artistic as possible, and so attractive as t6 arrest attention. This is accomplished more or less successfully according to flic skill and resourcefulness of the delineator, but, above all, the color scheme must be used in broad flood masses, as fine linos would be quite out of place, and would be fatal to the miniature design. The utmost simplicity of treatment is the first consideration, while strong art colors are necessary to ensure success, though occasionally excellent work has been done by artists in striking beautiful pastel shades and subdued colors. The new scheme is a most decided success, and it is gratifying to know that the New Plymouth Expansion and Tourist League have adopted those stamps, of which it has had a set of beautiful designs printed. The townspeople are to be asked to take them'up at cost price, and have them attached to their letters. As a form of advertising the district's unique attractions, it will take a lot of beating, and the idea should readily command itself to the local public. The League's enterprice in seizing upon every opportunity for advancing the claims of the district as a health and pleasure resort deserves the highest commendation and support. The poster-stamps used by the League should be eagerly sought for by collectors, and should serve to fulfil the mission for which they are designed, as well as affording an example to the business men of the district of the benefit to be derived from judicious advertising.