This table provides a list of advertising hoardings or stations throughout the Settlement, with their measurements, as required from the Engineer and Building Surveyor by the Council, in May 1914. This is actually the first attempt to inventoriate existing advertisements in Shanghai. The ultimate goal of that census was to establish a scale of fees based on the actual space covered by advertisements (in square feet). Therefore, that enterprise can be considered as the first municipal attempt to "rationalize" and "rate" advertising space.
This table is composed of four sheet:
- the first one indicates the total advertising space covered by either a given company, or in a given district (Hongkew):
- the second one provides the list of advertising stations/hoardings erected by the Oriental Advertising Agency, mentioning their location, the number of boards, their dimensions, and the advertiser/brand name;
- the third one provides the list of advertising stations under control of the Harvey Bill Posting Agency, mentioning their location, the number of signs and their dimensions (size of space, size of signs, size for bill posting);
- the fourth/last one measures the space used for advertising in the Hongkew district (location, area covered by advertising matter).
This table was established after the following archival materials: General Buildings Advertisements - Taxation of Street Advertising. Measuring Advertising Space. 1914. Source : SMA (SMC), U1-14-3267 (1043-1069).