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ID936
NameMillington, F.C. Suggested Revenue from Advertising on Trams, Buses, Lorries, etc.
TitleSuggested Revenue from Advertising on Trams, Buses, Lorries, etc.
Year1927
AuthorMillington, F.C.
CollectionShanghai Municipal Archives
Sub collectionShanghai Municipal Council
Reference NumberSMA (SMC), U1-3-1284 (2009-2040)
Repository typeArchive
Description

Letter from Millington to Secretary. "Suggested Revenue from Advertising on Trams, Buses and Lorries". Shanghai, August 2, 1928. Source: SMA (SMC), U1-3-1284 (2010). 

I have been given to understand by the Tramway Company that the only advertisements they are allowed to place on trams are those advertising cinemas, sporting events, and charitable institutions. I am wondering if the Council would rescind this decision having in view the following facts:

(1) That a small tax could be placed on each poster displayed. 
(2) That trade advertisements appear in every large city in the world on moving vehicles of this kind. 
(3) That advertisers in Shanghai would be quick to take the advantage of this form publicity and a considerable revenue could be obtained from such advertisements. 
Possibly there is some very sound reason why trade advertisements are not permitted on vehicles but I think if the advertisements were passed before publication by some person authorized by the Council there need be no fear of danger from such advertising.  

Report from Commissioner of Police. "Suggested Revenue from Advertising on Trams, Buses & Lorries - Ref. No. 2413 of August 4". Shanghai, August 6, 1928. Source: SMA (SMC), U1-3-1284 (2011). 

Article 7 subhead (d) of the Tramway Agreement dated October 10, 1905, published in the Municipal Report for 1905, page 333, appears to cover the point raised. I have no further comment to offer.  

Report from Commissioner of Revenue Office. "Suggested Revenue from Advertising on Trams, Buses & Lorries. Letter dated August 2, 1927, from Mr. F.C Millington". Shanghai, August 11, 1928. Source: SMA (SMC), U1-3-1284 (2012). 

The Council has in the past always discouraged this form of advertising. 

In article 7 of the Tramway Company's Agreement, dated October 10, 1905, it is laid down that "no advertisements shall be exhibited on the exterior of cars except notions relating to the Company's services", and under these circumstances it is doubtful if the Council can allow advertisements and levy a tax on them.
The only alternative would seem to be to waive the condition referred to on consideration of the payment by the Tramway Company of a suitable inclusive fee. It would be an easy matter to control the proposed advertisements and it is doubtful whether the small amount of revenue which might accrue to the Council would justify their change of policy.  

Memorandum from Deputy Secretary to Finance Committee. "Suggested Revenue from Advertising on Trams, Buses and Lorries, etc". Shanghai, August 12, 1928. Source: SMA (SMC), U1-3-1284 (2013). 

Letter from Mr. F.C. Millington enquiring whether the Council would consider rescinding the regulations prohibiting the use of the exterior of trams, buses, etc, for trade advertisements; with comments by the Commissioners of Police and Revenue, the latter adverse. In view of the small amount of revenue likely to accrue to the Council under this proposal, reversal of the policy to discourage this form of advertising would appear unwarranted. Relative former files are attached.  

Letter from Deputy Secretary to Millington. Shanghai, August 16, 1928. Source: SMA (SMC), U1-3-1284 (2014). 

I am directed to acknowledge receipt of your letter of August 2, on the subject of utilizing trams, buses and lorries for the purpose of trade advertisements. 
In reply thereto I am directed to inform you that the Council, has, in the past, invariably discouraged this form of advertising and to state that, in view of the small amount of revenue likely to accrue to public funds under your proposal, reversal of the Council's policy in this connection is considered unwarranted at the present time.  

Letter from China General Omnibus Company, Limited to Secretary. "Advertisements". Shanghai, August 18, 1928. Source: SMA (SMC), U1-3-1284 (2015). 

We shall be glad to learn if the Council have any objection to our vehicles carrying outside advertisements. 
Such advertisements, which we anticipate would be of a commercial nature, would be carried in an upright position on the sides front and back of the roof of the bus, and are not expected to exceed a height of say two feet
It is of course understood that they would only be constructed in accordance with the requirements of the Council and we shall much appreciate it if you will kindly communicate with us in this matter at your convenience.  

Report from Commissioner of Revenue. "Advertising on Omnibus - Letter dated August 18, 1927, from the China General Omnibus Company, Limited". Shanghai, August 22, 1928. Source: SMA (SMC), U1-3-1284 (2016).

The question of allowing advertisements to be exhibited on the outside of trams, omnibuses etc. was dealt with in connection with the recent application by Mr. F.C. Millington and the decision communicated to him in the Council's letter of August 18. 
I suggest that a similar letter be written to the China General Omnibus Company, Limited.  

Report form Commissioner of Public Works. "Advertisements on Omnibus - Letter from China General Omnibus Company, Limited dated 18/8/27". Shanghai, August 23, 1928. Source: SMA (SMC), U1-3-1284 (2017).

The Council's policy is to restrict advertisements so far as possible, particularly in residential districts. 
Although personnally I see no objection to the proposed advertisements on omnibuses, it should be noted that they are definitely forbidden on trams by the terms of the agreement, and if the privilege is granted in the case of the omnibuses the Tramway Company will undoubtedly apply for the same privilege. 
If it is desided to permit advertisements on omnibuses and trams I consider that a licence fee should be paid to the Council by the Companies concerned.  

Report from Commissioner of Police - "Advertisements - The China General Omnibus Co's Vehicles". Shanghai, August 23, 1928. Source: SMA (SMC), U1-3-1284 (2018).

Reference to the letter dated August 18 from the China General Omnibus Company, Limited, which is returned herewith, I am opposed to the granting of this application. 

If granted, other vehicles will wish to follow suit and those running outside our juridiction will probably be used for subversive propaganda with the onus of censoring resting on the police when the vehicles reach Settlement limits.
The average pedestrian in Shanghai is already sufficiently oblivious to traffic without having his attention distracted by advertising matter on moving vehicles. 
I recommend that this form of advertising be discouraged as heretofore.  

Letter from Millington to Secretary. Shanghai, August 23, 1928. Source: SMA (SMC), U1-3-1284 (2019-2020).

Your letter of August 18th reference trade advertisements on trams and buses etc. was received with apprehension and on behalf of my clients, the China General Omnibus Company, Limited. I respectfully beg the Council to consider the following points: 
(1) Since writing my letter to your the Bus Company have taken the question of advertising on the top of the buses similar to the enclosed sketch on the photograph. I have been given to understand that they have already written in for permission to do this. 
(2) If you allow them to place these advertisements on the buses you will be giving various important concerns a chance to revive their waning trade that is at the moment denied them.

(3) Anything that can help to improve the trade of the Settlement should not be neglected at the worst period we have ever experienced in business circles out here. 
(4) I can unquestionably state that advertising of this nature will help to increase the business of the concerns who will take it on. 
(5) The Bus Company, incidentally, will derive a revenue from these advertisements that will enable them to spend more money on the appearance of their buses and so make them more attractive than they can afford to keep them at the moment. 
(6) I can guarantee that no unsightly advertisements will be displayed on any of the buses, on the contrary all advertising is tending to become more pictorial and picturesque and first class artists will be employed to make the annoucements attractive. 
(7) I would point out that buses in other large cities in the world carry advertisements of this nature and at the same time the Council would be conferring a benefit on (p.2/2) various concerns in this city if they would allow them to advertise in this manner. 
(8) I have consulted Mr. Harpur, Commissioner of Public Works, and Mr. Martin, Deputy Commissioner of Police on the matter and both these gentlement see no objection to having advertisements displayed in this way, always providing the Council's permission is first obtained. 
Finally, may I state that the Bus Company is fully prepared to have a specimen bus fitted up with the advertisements above so that the Council's representative might see exactly what they wish to do. If the Council decide that the bus is unsightly or in any way detrimental to the interests of the community they are quite prepared to withdraw their application altogether.  

Letter from Secretary to à China General Omnibus Company, Limited. Shanghai, September 7, 1928. Source: SMA (SMC), U1-3-1284 (2021).

I am directed to acknowledge receipt of your letter of August 18 enquiring whether the Council have any objection to your Vehicles carrying outside advertisements. In reply, I am directed to inform you that the Council has for a number of years discouraged this form of advertising in view of traffic conditions, of which pedestrians are already sufficiently oblivious without further distractions in the shape of advertisements on moving vehicles. Reversal of the Council's existing policy is accordingly considered inadvisable at the present time.  

Report from Commissioner of Public Works. "Advertisements on Omnibus - Letter from F.C. Millington dated 23/8/27". Shanghai, September 13, 1928. Source: SMA (SMC), U1-3-1284 (2022).

I have nothing further to add to the report by the Commissioner of Public Works dated 23rd August 1927.  

Report from Revenue Office - "Advertising on Trams, Buses etc. Letter dated August 28 by Mr. F.C. Millington". Shanghai, September 14, 1928. Source: SMA (SMC), U1-3-1284 (2023).

I have nothing further to add to my report of August 11 (1927) on this subject.  

Report from Commissioner of Police. "Advertisements - The China General Omnibus Co's Vehicles". Shanghai, September 15, 1928. Source: SMA (SMC), U1-3-1284 (2024).

Reference to the letter dated August 23 from Mr. F.C. Millington, I have nothing to add to my report No. A/ 7943 of August 23 on this subject. Photograph of bus returned herewith as requested.  

Photographie annotée d'un omnibus affichant des publicités pour Bovril (devant) et Capstan (Cigarettes) (côté gauche). Shanghai, September 21, 1928. Source: SMA (SMC), U1-3-1284 (2025). 

Letter from Deputy Secretary to Millington. Shanghai, September 21, 1928. Source: SMA (SMC), U1-3-1284 (2026-2027).

I am directed to acknowledge receipt on September 8 of your letter of August 23, renewing your request that the Council should permit the display of trade advertisements on tramcars and omnibuses. In replay thereto I am directed to inform you that the circumstances to which your allude are not considered to be of sufficient weight to justify a reversal of the Council's decision, as conveyed to you in my letter of August 18. With reference to the first point submitted in your letter, I have to informe you that a similar application was received from the China General Omnibus Company, as stated, but that the desired permission was not accorded. Regarding points 2, 3 and 4, it is not considered probable that any improvement in the trade of the Settlement would accrue as a result of the proposed form of advertising. The benefit to the Tramway and Omnibus Companies is not denied, but so long as the annual advertising appropriation of important firms remains unchanged, and the spending power of the public is not increased, it would appear that the partial diversion of present advertising activities into other channels would not affect the total volume of business transacted.    

Letter from China General Omnibus Company, Limited to Secretary. "Advertisements". Shanghai, November 18, 1928. Source: SMA (SMC), U1-3-1284 (2028-2029).

With reference to your letter No. 2413 of 7th September 1st, we should esteem it a great favour if the Council could see their way again to take the matter of outside advertisements under their consideration. The reason for refusal of permission put forward viz: that such advertisements would distract the attention of pedestrians hardly appears to the Board of Directors of this Company to be an adequate one for prohibiting the exploitation of what would undoubtedly be a very lucrative source of income, especially as this form of advertising is in use in practically all the leading cities throughout the world. 

Regarding any danger of such a channel being utilized for the dissemination of objectionable propaganda, this difficulty can be met by all advertisements being submitted for approval by the Police. (p.2/2) To trust that the Council will kindly reconsider their earlier views on this subject and if at all possible grant the necessary permission to this Company, as it is a matter of very considerable importance to them.  

Memorandum from Deputy Secretary to Traffic Committee. "Advertising on Omnibus". Shanghai, November 22, 1928. Source: SMA (SMC), U1-3-1284 (2030).

Letter from the China General Omnibus Company, requesting the Council to reconsider its decision regarding outside advertisements on motor omnibuses. 
From the attached file, relating to advertisements on omnibuses, and other public vehicles, it will be seen that the anticipated interferecen with traffic, and the probability that attempts would be made to use this form of advertising for subversive propaganda, have so far been deemed to outweigh the advantage of securing some small addition to the Council's revenue form this source. If however members consider that there are grounds for reopening this question, it will be placed on the agenda for consideration in meeting. 

Letter from Secretary to Commissioner of Police. "Advertising on Licensed Vehicles". Shanghai, November 22, 1928. Source: SMA (SMC), U1-3-1284 (2031-2032).

With regard to request for reconsideration of the Council's decision to prohibit advertising on the exterior of trams and buses, I have been thinking over the Council's policy in this matter, as a consequence of which I have to suggest that the question as the whether the existing policy should not be reversed merits consideration, for the following reasons. The present policy of prohibition is founded on two arguments mainly: 
(1) abuse of the privilege by its utilization for subversive propaganda and 
(2) traffic nuisance. 
As to the first objection, this is now provided for under the Condition which appears in the licences of all vehicles, to the effect "That the vehicle shall not be used for advertising or propaganda purposes without the Council's sanction previously obtained." 
I doubt very much whether the objection on the grounds of traffic could be sustained, I do not believe such advertising would draw crowds though I can conceive that there might be an occasional victim of absent-mindedness caused by an advertisement of exceptional advertising merit. 
It would appear that the Council's policy is the outcome of visualizing the matter principally if not solely, from the angle of the difficulties of control of such advertising. Admittedly the other aspect that of yielding to a business demand for this form of advertising, has not until the present time, been popularly represented. The demand for advertising of this type is a natural corollary of the Settlement's development and adoption of the modes of Western cities, and provided the attendant evils can be controlled, should in my opinion, be encouraged.  I shall be obliged if you will kindly furnish me with your views on this subject for consideration at the Traffic Committee Meeting on November 25.  

Report from Commissioner of Police. "Advertising on Licensed Vehicles - Reference No. 2413 of Nov. 22". Shanghai, November 24, 1928. Source: SMA (SMC), U1-3-1284 (2033).

On further consideration of this matter and of the point raised in your letter, I am prepared to withdraw the objection previously raised by this department against advertising on licensed vehicles. Provided the posters take the form of genuine advertisements, as to which it is understood the Police will exercise their discretion, I do not think any difficulty can be anticipated.  

Extract from Traffic Committee minutes dated November 25, 1927. "Advertising on Omnibus". Letter from Secretary to China General Omnibus Company, Limited. Shanghai, November 25, 1928. Source: SMA (SMC), U1-3-1284 (2035).

An application from the China General Omnibus Company Limited that the Council should re-consider its decision regarding outside advertisements on motor buses is considered. In reply to a memorandum from the Secretary, the Commissioner of Police states that, on further considerattion, he is prepared to withdraw the objections previously raised by the Police Department against advertisements on licensed vehicles, provided the posters take the form of genuine advertisements as to which the Police Department should exercise its discretion. After discussion (in which Mr. McBain, being a Director of the Company, takes no part) members recommend that, since the Police Department have withdrawn their objections to this form of advertising, the application of the Company be approved provided that the posters displayed are approved by the Police Department.  

Letter from Deputy Secretary to Millington. Shanghai, December 1, 1928. Source: SMA (SMC), U1-3-1284 (2036).

I am directed to acknowledge receipt of your letter of November 18, on the subject of advertising on the outisde of your Company's omnibuses. In reply, I am directed to inform you that, having reviewed all the aspect go this question, the Council is prepared to permit such advertising suject to Police censorship of the advertising matter and to such other regulations as the Council may, in its discretion deem advisable to impose.  

Letter from China General Omnibus Company, Limited to Secretary. "Advertisements". Shanghai, December 7, 1928. Source: SMA (SMC), U1-3-1284 (2037).

I am directed to refer to your previous correspondence which has appsed between yourself and the Council, relative to your request that the Council should permit the display of trade advertisements on the outside of omnibuses operated by the China General Omnibus Company, Limited, and to inform you that, having reviewed all the aspect go this question, the Council is prepared to permit such advertising suject to Police censorship of the advertising matter and to such other regulations as the Council may, in its discretion deem advisable to impose.  

Letter from Millington to Secretary, Shanghai, December 7, 1928. Source: SMA (SMC), U1-3-1284 (2038).

We beg to acknowledge receipt of your letter No. 24133 of the 1st instant contents of which we have duly noted. 
Any conditions which may be laid down will have our own careful attention and we very much appreciate the action of the Council in this matter.

Letter from Millintong to the Advertising Association (W.H. Harley, Esq.), Shanghai, December 7, 1928. Source: SMA (SMC), U1-3-1284 (2038).

As consultant to the Shanghai Municipal Council I have been requested to obtain information from the Advertising Association in London reference the cost of licensing fees under the L.C.C. for displayed advertisements on moving vehicles such as buses and trams. The Secretary of the Council knosw that a licensing fee of 20s for each 100 square feet is charged on hoardings or tram advertising. He would be grateful it you could supply him with data reference such charges, which may be made in London, New York or in the Colonies. 

I am pleased to be able to report that trade in China, more particularly in Shanghai, has improved, due, I am convinced the the presence of British troops here. So long as they remain here we shall continue to do business and it is hoped that the British Governement will realize this for the benefit of British traders in the Far East. Too much stress cannot be laid on this fact by the Association at home, and anything you can do in the way of publicity, to let businessmen know how essential it is that the Defence Force remain here, will materially assist all in China who have business to conduct on behalf of manufacturesr int he UK who trade with Far East. 

Letter from Millington to Secretary. Shanghai, February 24, 1928. Source: SMA (SMC), U1-3-1284 (2039).

Enclosed is a letter I have receive from the Advertising Association London, in response to a request I made to them to find out whether any licensing fees were chargeable on bus, tram or van advertising in London.  

Extract from a letter from the Advertising Association, 57 Fleet Street, London, E.C. 4, dated 11th January, 1928. London, January 11, 1928. Source: SMA (SMC), U1-3-1284 (2040).

In reply to your letter of Decembr 7th, I have made inquiries and find that there are no licensing fees chargeable on bus, tram or van advertising here in London. As to New York and the Colonies, I cannot speak and Advertising Contractors, to whom I have referred the query, are unable to give me any information on the point. 
Should you at any time need to make any enquiries regarding American or Asutralian conditions, you are fully entitled, as a member of our Organisation and thereby a member of the International Advertising Association, to apply to : The General Manager of the International Advertising Association, 420 Lexington Avenue NY USA ; Mr. W.R. McFerra, The Australian & New Zealang Advertising Association, 90 Queen Street, Melbourne, Australia. Signed : G. Russell Chapman.

Keywordstramway ; autobus ; International Concession ; China General Omnibus Co ; advertising agency ; London ; New York ; Australia ; New Zealand ; licensing fee ; advertising association ;
LanguageEnglish
URLhttps://madspace.org/Sketches/?ID=6
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