Letter from Engineer & Surveyor Building. Shanghai, September 17, 1907. Source: SMA (SMC), U1-14-3256 (1969).

I have to acknowledge receipt of your applications of yesterday's date for permits to erect advertising hoardings at the Peking-Szechuen and Szechuen-Jinkee Road corners. In reply I beg to say that if it is intended to erect hoardings above eight feet in height plans showing the manner in which they are to be supported must be submitted by the Architect to the buildings. I may say that a building permit carries with it the right to erect a fence or hoarding not exceeding eight feet in height.  

Memorandum from Assistant Engineer & Surveyor - "Advertizing". Shanghai, September 17, 1907. Source: SMA (SMC), U1-14-3256 (1970).

Mr. Hickmott of the China Advertising Company called this morning re proposed hoardings at Szechuen-Peking and Szechuen-Jinkee Road corners. He said he could not submit s ketch as he did not know what they would put up. He however had a rough sketch showing in perspective a hoarding 15 feet high but no particulars as to supports. I explained that this was not sufficient. He said that it should be enough for him to say that he was going to erect a hoarding, that we knew what a hoarding was, and that they were always particular about making them secure. 

He then became very alusive, accused me of trying to drive them out of business and finally left the office saying he supposed he would have to get an Architect to run his business.  

Letter from A.G. Hickmott (China Advertising Company) to Secretary. Shanghai, August 2, 1910. Source: SMA (SMC), U1-14-3256 (1971-1973).

I wish to draw your attention to the present method of billposting and general mural advertising in Shanghai, and to ask whether some system of Municipal Control cannot be organized. 

It is now nearly five years ago since our business was started, and during the whole of that time we have been subject to continual annoyance by the "Flyposter" (i.e. the billposter pirating on paid space).

Shanghai, as far as I know, has no laws or rules relating thereto and the only notice to my knowledge the Council has issued was on November 16th, 1905, relating to Municipal property. 

This matter of control has for years been discussed in all part of the worls as to whether it should be controlled locally or by the state, here no such questions arises, it is simply a matter for the Council to decide. 

The present condition of walls and hoarding is abundant evidence of the necessity of some regulation, the disfigurement of the town is also sufficient, but the more important from our point of view is to protect the advertiser, under present conditions we perhaps disply 300 expensive posters for a firm in one day, two days after only twenty remain whole, the others having been covered by some small Chinese, or as is more frequently the case, Japanese medicine dealer, these persons rent in most cases no ospace at all, and if they do, do not confine their posting to their own walls, but cover everything they come across, including electric light and telephone poles. 

I beg to suggest as a remedy, control of the poster advertising be given to one firm on a substantial time contract, such firm paying the (p.2/3) Council by arrangement, and that the price of posting be controlled by the Council, at a fixed price per sheet Double Crown (30" x 20") which cannot be raised withtout the consent of the Council, and that all poster station subject to permission of the Public Works Department ; this should refer to all forms of mural advertising, including painted hoardings, tin & enamalled iron signs, excepting those displayed by a firm or agent on the presmises where they are doing business. 

At present the Council drevies no revenue from outdoor advertising. I am prepared to offer for these privileges in the Settlement for a contract of ten years, first three years Tl. 800.00 per year, next three years Tls. 1000.00, last four years Tls. 1200.00 per year, payable quarterly. 

In most European countries billposting and mural advertising is taxed, also in a few of the States of America, the majority of the latter are let under contract in the same way suggested above, and the prices for posting quted with quantites required in theofficial organ of the Billposters Association. 

In England, I know of no definitve laws, or State laws, it is controlled by the Municipalities, Towns & Counties, here also is an association, who have formed a Censorship Committee for the guanratee of effective mural advertising, prevention of indecent and offensive posters and flyposting. 

In London poster hoardings are allowed for a height not exceeding twelve feet without fee or licence, but subject to the surveyors sanction, there are special bye-laws issued by the London County council in 1900 relating to Flash Light & Sky Signs, with these exceptions there are no laws or control beyond the ordinary taxation of hoardings and bilposting stations. 

It may occur to your htat this system of control will affect the price of posting to the advertiser, if it should the advertiser will have the (p.3/3) satisfaction of knowing that his paper was displayed for the contracted period and in the end would wot him less for printing and posting he would also derive any benefit that was likely to come, whereas now he is in doubt whether poster advertising does him any good or even whether his bills have been posted at all. 

I should be glad to supply any further information for your benefit that lies in my power and produce authority on rules and condtiions at Home, or will meet any of your officials for further discussion. 

Letter to A.G. Hickmott (China Advertising Company) to Secretary - from Secretary. Shanghai, August 31, 1910. Source: SMA (SMC), U1-14-3256 (1974).

I am directed to acknowledge the receipt of your letter of August 2 on the subject of advertising by posters. In reply I am directed to inform you that the introduction of any regulations used to give prefenretial privileges of the kind suggested in the sixth paragraph of your letter would be looked upon as an unjustificable interferecence with private rights. Then even were it possible under existing regulations to inaugurate a system tending towards monopoly such as these suggestions appear to involve, evident that any advertising privileges from which revenue might be derivable could only be accorded in respect to Municipal public buildings ; you will notice that the Council's minute published on September 16, 1905, to which you refer in your letter stated definitely that no bills will be permitted to be posted thereon, and there is no disposition to modify that attitude either in respect to buildings or any other Municipal property. 
At the same time the need of exercising some control over this form of advertising has been noticed more that once since the beginnning of the year, and it thus seems probable that on the next occasion when additions to Bye-law XXXIV are made the advisaility of including provision for the licensing of posters will be taken into consideration. Any control thus exercised would be likely to have the effect of cheking the infringeants upon private advertising rights to which you refer. I regret aht the Choun is unwilling to proceed further than this in response to the proposals put forward in your letter.  

Letter to Secretary from A.G. Hickmott, Advertising Contractor. Shanghai, June 6, 1914. Source: SMA (SMC), U1-14-3256 (1975). 

In reply to yours dated May 19, I beg to inform you that at present I have no mural advertising spaces, having already sub-leased them, but I would like to suggest that the Council draw up their own plans for taxation, as by this means the advertising contractor can determine when contracting for a vacant space how much it is worth to him, if he knows the tax the Council will demand he can decide for imself whether to take the risk of making a contract with the space owner and whether the advertising will pay the rate for this particular district, I ask this because this position has already arisen. 

As an example, I would suggest that all stations say West of the Race Course and such places as the Bund, residential section of North Szechuen Road Ext. Yangtszeppo Road, Broadway etc. be rated at the maximum, and such places as the actual business centre, sayz Race Course to Bund and Hongkew Creek to Yangkingpang be rated the minimum, this should also include hoardings round building during erection. 

When these particulars spaces are taxed, the police could then be notified of all taxed hoardings and billposting stations, where the tax has been paid and covering what period, or tha Council could provide some distinctive sign to attach to every hoarding so rated, for instance : No. 1 SHANGHAI MUNICIPAL COUNCIL - Licenced Advertising Station. I may mention that in London no advertising hoarding is permitted which can be see from the inside of any Public Garden, Park or Recreation Reservation. 

Shall be glad to assist you in these matters, with any information for your assistance.