Part 726: Advertising for Sign Painter, 1909
Sosman & Landis seldom posted want ads for labor. I have encountered only a few over the years. Often the ads were seeking individuals who possessed basic trade skills, seamstresses and carpenters to fill basic positions without any specialized interests. However, in 1909, there were numerous advertisements placed in the “Chicago Tribune” for sign painters. Here is one example from the “Chicago Tribune” on January 6, 1909 (page 4)
“WANTED-MALE HELP
Sign Painter-First Class. Up to date, on advertising curtains; good chance for young man to learn scene painting business.
SOSMAN & LANDIS CO., Scene Painting Studio, 236-238 Clinton-St.”
There are a few things to consider about in regard to the 1909 Sosman & Landis ad. The first is that 1909 is a peak period for Masonic theatre production at the Sosman & Landis Studio, even though fraternal scenery only made up about 25% of all projects. Hundreds of Scottish Rite drops, flats, set pieces, and props are being designed and manufactured in Chicago before they ship to various locations. In 1909, their main studio was swamped with work, as was their second “annex” studio. The production of Masonic scenery requires the studio’s most experienced artists to produce, leaving much other work to second-rate artists employed in the shops.
Other Studio projects included the production of massive scenic spectacles for the Ringling Brothers’ circus. As with Masonic scenery, the production of grand circus spectacles necessitated the use of topnotch artists on staff. In addition to high-end scenery for prestigious clients, there remained endless orders of stock scenery for small town opera houses, vaudeville theaters and music halls. In addition to roll drops, wings, flats, interior box sets and drop curtains, there was the continued demand for advertising curtains. Also referred to as Ad Drops, these compositions required artists to paint hundreds of characters in various fonts, filling the numerous advertising spaces. Although lettering requires skill, it was a trade mastered by many individuals at the time. Various levels of artists painted signage that ranged from commercial billboards to daily placards.
It would make no sense to place any scenic artist on a lettering project that could be completed by any sign painter, temporarily hired off of the street. Sign painting also required skilled artisans, but not with the same training and intuitive sense necessary for figure painting, draperies, landscapes, or other scenic illusions.
What the 1909 Sosman & Landis want ad also suggests is a possible spike in requests for Ad Drops. In the past, I have explored the origin and evolution of advertising curtains, especially those produced by Lee Lash in San Francisco, Philadelphia and New York (see past installments # 578-584). From 1900 through the 1920s, the design and manufacture of advertising curtains was big business that generated massive profits for many studios. For example, when Lee Lash had advertising curtains in 1700 American theatres, it resulted in an annual income of $250,000 (“Star-Gazette,” 4 March, 1973, page 7).
In many cases, studios directly collected the revenue from clients for their advertisements prior to the creation of an Ad Drop. No upfront loss for materials. This also allowed studio to place Ad Drops “free of charge” while even generating income for the theater. Free drop, free installation and possible revenue! The only requirement on the theater’s behalf was that they lower and display the advertising curtain at certain times specified in the contract. This was similar to out current advertisement slots for television programs. Furthermore, the position of advertisements in spaces, as with specific times for television and radio ads, varied in price that was dependent on placement.
In looking at the big picture of theatrical manufacturers during the early twentieth century, the increase in the demand for advertising curtains harkens back to a bustling economy and the expansion of products and services.
To be continued..
