The San Francisco Call. Newspaper, January 1, 1896, Page 5

THE SAN FRANCISCO CALL, WEDNESDAY, JANUARY 1, 1896. FRANK- — SIDDALLS S0AP actated Food nes Babies Live For INFANTS S ; INVALIDS i ) i ‘«’v,’r}‘ o Enjoy It HIGHEST AW tndustrial and ExFosITIC ~ES), A POSITIVE CURE FOR CORSUMPTION. Prenared only by Dr. J. H. SCHENCK & SCN. PHILADELPHIA £ e WAWTR & e o Men CarTER'S LATTLE Liver Piits. PERRY DAVIS VEGETABLE PAIN KILLER. LABORATORY IN NEW YORK, USA €The mord " PANKILLER = 1 oun o SAPOLIO “ isafriend that will wear = itselfout in your service St i Syrup of Figs e et oz % ["L.D.MORSE i ADVERTISING Recamier Toilet Préparations. 1 € we rMns oW o . AYERS = SARSAPARILLA HARRIET HUBBARD ~ -, Realize /"i/c’: Warner’s Safe Cy AGENTS | “Aye! There's the rubl” And that ought 10 b in stself 1o seal the doom of bur s0ap 1hie subbi wth sq W you work ha . Lat an't you scc how it wears, age of Pearlinie o il not only do away with te g & of rubbing—but tnat you / and actually et better resafts At ciery pont Pearline 15 bettr than = s03p Bus the mere fact that Pearline savrs the ribbing—t e it aught AYER, . w. Seas5e @ cos o MEWSPAPER ADvEATISWG acemcr. £ 3 21 243m Row. .. % N i 4 e S OF WALES % %&nr/damut’@ Sowspape re. - RHEUMATISM BACKACHE gcm‘rch, . PRAINS, DVERTISING AGENT ggunsssl ouT, N. f::é:m% R SWELLINGS G R. WALTE NEURALGIA Conque e THOMPSON Barising AGENCY B 4DV rs Pair To Advertise Succesfully Is an Art in [tself, / P PROFITS sureof - We Fl—eajfiusiness ISgreq Within the last quarter of a century a new phase of commerce has developed itself, 8 new power for business advancement has arisen, and new methods and idess have come in vogue for the conduct of trade. If the inter- vals of time in which mankind used tools of stone and bronze are suitably designated these appellations, then must the present be hereafter chronieléd as the advertising age. Aside from the technical benefit derived from advertising, its presence renders possible the zeneral dissemination of the very highest | mrade of literature = a merely nominal pric | From a sim ide issue the obtaining of business pub/ has become a most im- portaut factor in commercial suecess. At this season of the year, when one's thoughts are apt to turn tofard new resolves and resolutions, it has seemed fitting that T CaLL should lay before its readers something likely to be of specinl value to them in ti coming twelvemonth. The contents of th | page consists of short, concise descriptions of | some of the leading general advertisers of our | Unitea their obscure beginnings and | causes, theirlives and careers, toeir enrly vi- situdes and triumphs, their failures and | their successes. Following this is some slight account of the men who make advertisig their sole business It is believed by the writer that no one—man woman, young or old, rich or poor, in or out business-—can read these tales of fortune, s and commercial generalship without iving direct personal benefit. ST. JACOBS OIL. After completing bis studies in & German university, 8 young American nawed Charles A. Vogeler returned to the United States, with the intention of engaging in business. His fnther wasa wholesale druggist of Buitimore, Md. Full of erthusiasm, and having in min wany similar things he had in vestignted while ad, Mr. Vogeler conceivad the iden of in troducing & line of German remedies in his own country. About the year 1376 his pl were completed and lie suceeeded in obtn advertising agency of (h ,Tribune building, New Yor {30000 i1 German newspeper Jie had good ideas as to diplay were bold and striki g 107 sowe the name of ent. Under its n v ine i ing k, 10 d ising. Vi< Announee Afier experit led upon ade for his L icin: me ry o | at deal d IS upon a nay . Vowcier s over FG00.000 in publicity. 1Wo vears he was, wct, recoznized a< cne of the grentest sdy | tisers in the ¢ Among the secrets of \r. Vogeler's success were the thoroughuess | of his aetwil work znd the prompt manner in which puid hix bills, This latier conrse made his tirm xceedingly popular with news- ut the country, and it was this f miany favors irom the pub- jous in his att | tion 10 the his extensive b i Y proper atieniion i health. down by ovir- work he declined r & short il HOoW 5 S A. \ogeler nal s rofled Ly Mr. an Dev 1 Oods merchant of Balting . Mitiua A. Ve Company eler Woof thy scale aud advertising. This « now. in charge f Mr. Lonis A. Sand- Inss, who has been connected with the hotise since his thirteenth year, and who is thor- | oughly fmmiliar with all ti details of its busi- HOOD'S SA | APARILLA, (or more definitely rbout sixteen years ago) An enterprising young man was cor g retnil drugstore in the c Lowell, Muss. By a cereful attention to a1l he managed to build up very success | Tl tittie bustn But hisembitio s extended heyond the sphere of a simple drug com- | pounder and focal merchant. He finally his | upon the. ting up a sarsavarilla and I'naminz it after himyelf. This he did, and de- | termined from 'l.n-\o\l\wv to devo Pvery cent | 0f Lis profits, over and above wl nerds for living expenses, 10 pushin nong the general public [ These were slow at first, but gathe | creased force as they procee | branch ont vord his own st very long before he had coy of Massachusetts. From this be began to reach [ into New Engiand neral He adver !tised to alimited extent in the newspupers, 1 issued a smadl folder, puinphlets, etc., and pr H aking the profits fre terriiory 1 hieved he 0ok oih tates, untii, \ally, the entire country was covered, and his salos have long since reached ¢ proportio. suc Mr. Hoe blerivals in his particular line 10TMous a loesl way, in red w nde in sectious: but hissales are <o enor- hat he completely ovarshadows them Willard Everett and Georgze Taylor have ma a Ir. Hood's efforis in icity-muking department. iy © sue It has stated that Mr. Hood haa exy 4 over 31,000,000 in some years in this line. | WARN 'E_CURE | Scme twenty-five years ago a young man came Rochest ank locks for guite snccessinl 1o r,N. Y., and began seiling geant & Greenleai. ¥le was 0 much so that, in connec- tion with the sale of locks. he combined the fire-proofsates, which safes he seenred cipally from Cineinnati, Ohio. By unusual prise he snceeeded in securing a co and was in a prosperous condition when of 1873 orcurred. Ilis purtners st that time beeame apprehensive of results, as the safe business was one of the first to suffer by reason of the panic. He at once offered to buy out their interests, which they were quite willing to sell. For the next two years he lost money rapidly; but with unflinehing courage he continued in the business, and kept b traveling men constantiy on the road. When the tide af Inst turned he reaped a rich harvest of profit, being the only concern prepured to meet the emerg Che expenditure of his Sa tence pan energies in thos w yenrs, however, had toid | upon bis health, and the doctors warned him | that his life was in danger. Some one tid him of a man wno possessed a formula of medicine, saii to be good for kidney and Bright's disease. He sent for him, aud Legan (aking his medicine, which was pre- pared on a kitchen range and served in jugs. he medicine compietely resio Lim 1o | henith, and, with acnte perception of ts vame, he purchased it from ils proprietor and deter. | mined to offer it to the American public. Mr. 1, il. Warner, the zentleman referred to, wa | exceedingly fertile in novel expedients for at- tracting the atiention of ‘the public to his | specialty, and Werner’s Safe Cure necame a { household word. The trademark ana tinctive appellation were derived from the business which had already made Mr. Warner known throughout the business world In 1889 the entire business, trademerks, franchises, ete., were sold to a British syndi- cate, and the business has since that time been condueted by the company, which represents a capizal of nearly four million dollars. The sales of this company in America, Australia and Europe are very large, and the dividends are equally satisfaciory io the stockholders. Some few years ago Mr. Warner dissolved all connection with the company, but as it has eflicient managers, both at_home a1d_abroad, the business progresses uninterruptedly. SOZODONT. York physician and pharmacist, discovered a preparation for clennsing the teeth which con- tained properties never before used in com- pounds employed for this purpose. He named 1t “fozodont.” Notwilhstanding the in. auspicious rimes in which it was introduced Dr. Buskirk was impressed with the idea that there wasa good future for his preparation. He managed to get Hall & Ruckell, the well- known wholesele drughouse, 1o place it on the market. Some time after the doctor sold out interest to this soncern. Sozodont was ex- i ed during the war, but for vigorously. About sixteen years ago, however, the firm” commenced to advertise in’'a very literal manner, and with such good resulis that agencies were established in Europe, which developed & considerable export trade, This firm has a very thoroughly organized | advertising department end their matter is | always testeful and well displayed. BAKER'S COCOA. Walter Baker & Co. were one of the first con- cerns in America to appreciate the value of ex- tevsive advertising and for many years their announcements have appeared regularly in the leading periodicals. Their trademark, “La Belle Chocolataire” (the Copy of a celebiated painting in the Dresden Gallery), is doubtless familiar to the reader. The cocon and_chocolate manufacturing es- tablishment of this firm at Dorchester, Mass., npe- | dis- | Way back in war times Dr. Buskirk, a Nc\\" ome reason this policy was not continued | TABLE NEW! “STORI ter than the | | plant now comprises five lar | equipped witn all the latest and mo | house is d { | the first of its kind in the British Prov: | ceived the idea of pu N k ESS ness of Pleasy, PERSIAN PROVERE e~ Bus is not ouly the oldest, but the largestof its kind on the continent. One of their smaller mills in which the business was first hegun at the same place in 1765, is said to have been 1ces of North Americe. The plant then established came into the possession of Dr. James Baker in 1780, who was succeeded later by Walter Baker, his grandson, in whose name the busi- ness hassinee bees conducted. The company’s ¢ mills (Leving u 000 square feet; im- proved machinery. Among the numerousspe- cial advertising plans emploved by Baker & Co. are chocolate buffets at exhibitions, where their beverage is served free of charge to visi- tors by pretiy girls attired in tie costume of the dmmsel represented in the company’s trademark. This firm expendsabout & quarier of a million dollars annually in obtaining pub- Ticity. fioor about 31 of space AY Way back in the fifties 2 young, vigorous New Englender, who had learned the profes- sion of an apothecary in all its details, con- ting up n line of medici- nal preparations. They consisted of “Avers Cherry Pectoral,” “Ayer's Sarsaparilla” and “Ayer's Pi Y¥or :eversl vears J. C. Aver acted as his own ehemist, bottler and salesman, and_car- fod his goods from house to house snd irom sre to store. As business increased 1 ernl pian was clos To-day the lurge 1 yue by the aid of traveling me. call upon druggists and general storek and place the goods on consignment. In late vears (his pian has been ably supplemented by vigorous advertising in both local and gen- erai publi The preparati e heen introduced 1, in South tralia and India, aud are considered standard remedies. adlierad to, and even ,who \ery 1o laboratory of the J. €. Ayer Company at plete in every detail of savinz machivery. Each special depuriment und 4, although compounded antities, the ingredients ned corps of W insuch enormons of caeh hottle are &8 accurately ganged us if prepar 1he ut expended in advertising by this firm is very large, the newspaper work slone in one vear having cost as high ha!l a wiilion dollars. In ndd n io this, eir almanac, which is known and used by almost every housewife, costs clos b Lo $300,000 every year, 1Lis now issued in some forty dif- ut langunges or dinlects, and tnis st is eing ae M. Aye -ss s b tine 10 time years ago, but the by filiy carried on by his DOUGLAS %3 The face of Dovglas, the ¥ abiy better known than-t in the L with the | SHOE, hoe man, is prob- atof any other man ssible exe i oF s wor Barnunui The writer saw A letter that had | been muiled #1 San Frenéiseo with no address | cave Mr. Dougles’ picinme, eut from a news- paper containing s advernsement. It was deiivered promptiy by he postotiice people to | Lt w1 B 1 ud now Bangs. uently frarned, upon the wall Of his private oftice This concern commerced 1o advertise in 1580, althe e business had been estab ve ess which has sinee atiended company’s operations have been almo sgether dite to vxtensive as well s judicion udvertis arder 10 keep their #oods con- tinually re the publi S ninns of #lmost putable publication to : the col- Dting many seasous of the year their enor- mous fretory at Broek Mass., is kept run ning night aud day in order to supply the de- mand CALIFORNIA 1'1G SYRUP. Right Liere in San Francisco we have & com- pany which i mmong the most extensive ud- vertisers in the Unit wtes, notwithstanding that its business was established so recently as 1879, That business comprises the munufac ture #nd sale of a proprietery remedy called “syrup of Figs,” aud its remarkable success hax been mainly due to the liberal and judi- cions adveriising policy that has characterized its pr ters. In 1579 business wes begun ina small way., it was not Uil 1886 LAT operations were commenced upon a large scale. Sine time the growth of the concern has steady and increasiog The man who is largely responsible for (he success of this Company 1s E. Queen It pds abou gnart of a million | yes in advert and the bulk ot n newspapers and periodical RECAMIER CREAM. Harriet Hubbard Ayver was brought up in Chi . and was married there three months had graduated, when not quite 16. In 1832 Mr. Ayer suddeniy failed for §£4,000,. 000, Within a short fime af th Mrs. Aver commeneed to represent Messrs. Svpher & o, one of th tart furnitnre stores in New York) in Chi 10. ~o great wes her suceess in this capaeiry that she was soon offered a per- (o their dgaarters. In addition o this employment ie entered the journalistic field, and was the New York correspondent of the Chi- bune fc Iy three years, wrote in trec-lance fashion for other papers and syndicates, and made translations from , end Itaiinn for various publishers. manent oositio 1 by this firm and ca } 5 of the Recamier Cream had been purehased in Paris by Mrs. Aver in the daysof her former prosperity. From her own | experience she feit sare that it filled n want, and she decided to put it upon the market. An hee and a't unused top 100m in residenc 1y gas Stove were at first appropiiated to its manufacture, but within a month the demand for the article was so great that it beeame necessary (o ocenpy much larger quarters and o employ & nuliber of Assistants. intenced (o manuiscture only the on article, but Adelina Paiti, who was among the first to publicly certify to the merits of the cream, suggesied that she make a liquid preparation 1o use upon the face as a_beautifier. Mrs. Ayer was a strong and consistent user of printers’ ink, and even at the preseut dmy her an- noimeements are alluringly dainty and nuigue. From a gas stove in_the nnused top room of the little honse on Thirteenth strect to a superbly furnished establishment on a prominent avenue, with factories in United States aud Canada and branch houses in Paris and London as well as an exteusive South American trade, iss long stride, but this has ail been accomplished by one American womun, and her name is Harriet Hubbard Ayer. CARTER'S LITTLE LIVER =ILLS. Brent Good wasborn in Rochester, N. Y., in 1837, and was taken by his parents to Can- ada and reared on a farm located near the Bay of Quinte, Ont. His school life was followed by un apprenticeship to the drug business at Belleville, Ont. Toward the end_of the year 1856 he made his way to New York and ob- tained a position With' Derras. Barnes & Co., who were at that time the largest handlers of proprietary medicines in the world. IHis dili- gence was soon rewarded by his employers and he was placed on their traveling stafl, and finally, in 1863, he was taken into the firm. In 18G9, however, the partnership was dis | solved by the selling of the stock and gcod | will to John T. Henry & Co., and Mr. Good be came & member of the firm of Good, Roof & Co. for the purpose of importiug wines. But he still retained a predilection for his old business and in 1878 he purchased an interest in the valunble pill made by Dr. Carter of Lrie, Pa., who wes at that time doing A business of $10,000 a vear with it. Mr. Good formed the Carter ‘Medicine Compeny and became s president, treasurer and general manager. For several years he confined his efforts to the United Staies and Canada, but in 1886 he opened a laboratory in London and gave our British_cousins an_example of Yankee enter- prise that they did not relish. The English newspapers especially denounced his enor- mous colored posters, and as a scquence a bill was introduced in Parlinment to prevent all such advertising display. But this action was like a hoomerang and hit two ways at once. It advertised the pilis so thoroughly that they at once became popular and are now considere t as standard. Mr. Good possesses the rather rare faculty of knowing a good thing when he sees it. This is evidenced not only by his numerous _fertile advertising ideas, but by his successes in other lines of business. Asen in- stauce of this may be cited the Writing Tele- graph Company, which he organized aund which sold out 'in 1892, paying the original stockholders an enormous profit on their origi- nal investment. Mr. Good owns the Lyceum Theater in New York and is connected in divers capacities with several large commer- cial enterprises. 5 CASTORIA. Among the men who have graduated with high honors in the proprietary medicine busi- ness we must surely number Charles H. Fletcher, the president and general manager of the Centaur Company, the manuiacturers me | k of the business of this | She also | of the worlc-rcnowned “Castoria.”” Mr. Fletcher atrained his s,c.oii knowledge under Demes Barnes, whose name was as well known some few decades ago 8s his modern followers are to-day. Mr. Barnes was a man of great ability, wonderful “energy, and he had the happy faculty of securing & class of men who were able to carry out his plans. Mr. Fletcher or- ganized the Centaur Company in 1870 and put forward Centaur Liniment, Weideman's Catarrh Cure and a number of other prepara- tions. They ceuld #hardly be considered as pronounced sngcesses, and the company finally concentrated all its energies on pushing Cas- toria. The work was done very thoroughly and systematically, but it required a number of years and the expenditure of & large amount of money to fully establish it upon the market. Mr. Fletcher’s interest in and attention to the business of the company is just as thorough as before the goods became s0 popular. The re- porter of THE CALL was particularly charmed with the easy cordiality of the man and the smoothly working office machinery under his personal supervision. He is assisted in the ad- vertising department by J. G. Ham. The Centaur Company issue a Castoria alma- nac each year, and are reputed to spend in the neighborhood of $300,000 per aunum in ob- taining publicity. Of this a very large propor- tion is expended in daily newspapers. ROYAL BAKING POWDER. This preparation was put upon the market by Joln C. Hoagland, the present president and general manager of the company, some thirty oad yenrs ago. Mr. Hoagland was at that time proprietor of a retail drugstore at Clevelana, Olio, and concefved the idea of providing'a convenient substitute for the old- customed to. The Royal Baking Powder Company is one of the most standard edvertising concerns in America, and out of the twenty odd thousand publications in America to-day there are but & comparatively small number that do not carry its announcement. For a great many it made few if any changes in le of its advertisements, but of h branched out into a style advertising, many of the de- which have been both original and i ive. Its advertising bureau is finely | equipped and systemnticsily conducted, and | its dealings are exclusively conducted direct | With the publishers. During the baking powder wars of the past | there have been many personalities and bitter | assertions on both sides, but this scems to have all been forgotten and & state of armed | neutrality | The Royal Bakiug Powder Company claims | to have made a strong fight against personali- | ties in advertising and 10 have impiessed upon | the minds of publishers that one adveriizer | | | it late of display signs of ProOgre should not be permiited to defame auother putron of the peper through its advertising columns, The advertising aepartment is conducted by I A la Fitra 2nd E. P, Call and expends about & heli miltion of Collars annnaliy. sfhey also issue & very complete cookbook, whieh is distributed among housewives generally. The ¢impnny hias been 1 prosperous one from the start aud although it has several very tusty Colnpeiitors the sele of Royal Baking Powder probably exceeds them all. pe PYLE'S PEARLINE, The soap business of ‘this country has &l ways led the yan ic snecessinlndvertising, and i ¥ prominent bouses it is very { hard to discrimivate: But withont eny invidi- | gus comparisons we may welt consider Fearl- ine asalender in its own peculiar ficid. | Phis well known product is & washing soap in powder form, pat np in convenient sized [ cartons. "It has Lecome & very prominent arti- | i £ 50 s cle in household economy, and from compara- ively snall beginnings it has grown to prob- #hly the wost standard preparation of its kind il the country, Its success cannot be assigned ¥ 10 i1% merits, although itis said 10 be 10d " preparation of iis class, nor to the iact hiat the housewife or mald can’ ntilize soep in n waered form o much more rewdil it ol stage. than Peariine's success has nmac dly been ainly aceomplished by its ¢ getie methods of publieity alizing that the demnud st come f{rom the waid, or the honsewife that is brought in eontuct With the the ndvertising of Penrline bes been apted 10 the meninl possibitities of such Jeople. Cuts —<ome oi them rigiculous, may of 1 bold, neariy all of them striking © been 1nost geveraliy employed, while the <t ACCOMpPANYING thelr is et in large is usuaily composed o words in Even the verfest NOTa pressed, the ides of the cuts grasped and the reading understood. | This coneern exvends more than a guarter of a million dollars annrally in advertsing, of which fully three-quaricrs goes to the newspa- | pers axd other publications. The sidewalls of & whe the goods are sold have also been painted from one end of the land to the other. Mr LT, Pyl of the busingss depart e expre | writer once upen care son of James Prle, the fonnder has foll sway inth ertising ment and the sales speak for themselves, ie 15w pust mnster in the art of thought- epigrams. To illustrate: The proposed a scheme to him that | consideration was found to be | unjenable. Although knuwing this from the statt, Mr. P'yle listened to it_conrteously, snd after explaining the impossibility of it, likened it 1o “swin A& train of cars from the track 1l with a paper kit it has Leen said that J. T, Pyie is the only American who has never had | his picture printed in any book or periodical. ALCOCK'S POROT S DBRANDRE | These two w | by the Porous Plasier Company, whose maiu [ oftices are at 274 Canal street, New York. The | elder Brandretl was one of the first men in the pill business 1w America. He came’ upon the [ tieid at the proper iime, and pushea his reparations with superior’ energy and int PLANT H'S PILLS. 1 specinltic AND are owne <illustrative of the doctrine of chences in successinl yewspaper advertising, the follow- cdote in connection with e early suce- randreth’s Pills may not be without v some mistake—or at least we be | eharitable and call it so—the joreman in ou of the New York newspaper offices managed to mix up one of the vill announcements with a railroad adveriisement, The result was rather | ridiculous and was tle oecasion of considera- | bie public comment.” This all served to bring | Brandreth conspicuously before the people, and | the notoriety ihus attained was very se Dle. His pills had a very extensive sale and cven at this day are nsed to a considerable vx- tent. The firm subsequentiy added 10 its bus | mess (et of plasters, and own Alcock’s Porous. | Plaster, which are generally considered the best-selling plasters upon the market, The Porous Plaster Compaty, as the concern is now called, are very liberal newspaper ad- vertisers und ‘are_supposed to expend in the neighborhood of $100,000 annually. This de- partment is under the conirol of the vounger | Mr. Brandreth and is placed through the ageucy of E. N. Erickson. will i CLEVELAND BAKING POWDER. This business was originally established by Messrs. Cleveland Bros. in Albany, N. Y., in | 1870. In 1889 the o'd firm was succeeded by | & stock company, incorporated under the laws io! New York, with Dr. C. N, Hoagiand as its i | i president. Fror i's very inception this con- cern has heen n consistent user of newspaper space and has been condncted on the broad- wauge lines of enterprise nnd push. Of course, they had a thoroughly reliable urticle to com: mence with, but it has been jndicious advertis- ing alone that nas made ihe merits of the powder so widely known, and has thus caused a general demand for it. The advertising de- partment is in charge of Mr. Neweomb Cleve- land, who is held in high estimation by all the crait. Mr. Cleveland won the first prize in a competition got up by Johnson & Johnson, the proprietors of Wood's Penetrating Porous Plaster, some few years ago, The desired object was a clear, reliable plan, as well as copy, for an aggressive advertising campaign. Mr. Cleveland’s contribution was wonder- fully complete in all its details and showed the firm head of a master mind. He has also come prominently forward in the question of trpe- display, but of course his practical work with | his own company overshadows all these minor | attamments. The advertising in newspapers and periodi- to considerably more than & hundred thousand dollars annuaily, and another iarge appropri tion is spent in poster and sign work. In ad- dition to this, eirculars and samples are dis- tributed, as well as the Cleveland Cook Book, which has already reached its fifth million. The company has an immense factory in Brooklyn, N. Y., whence their product is shipped to all parts of the Union, Canada, Europe and South America. SCOTT'S EMULSION. This business was started upon an extremely conservative basis in 1876 and wasonly ad- vertised at first in publications reaching the medical fraternity. The first general advertising was done in the Spanish papers of South America, Cuba and Panama. This produced results so satisfactory that the policy was extended to general pub- lications in the United States, Canada, Eu- rope, India and Australia. There has probabiy never been snother concern who have com: menced in iunl this way, and the results re- cordea speak volumes for South American fd- vertising, which mapy people are too ready to look upon as an altogether unpromising field. ‘The house has laboratories in New York City, Belleville (Canada), London, Paris, Barcelona and Milan. Their advertising is now in charge of Mr. A. E. Rose, a gentleman whe has made fortune as well as refiuutlnn in spreading the name_ and fame of Hornby’s Oats throughout the land. His personality is plainly discernible in the new style of matter and display that they are now running, and it requires but slight gift of prophecy to state that the sales of Scott's cals of the Cleveland Baking Powder amounts | T lashioned saleratus that our mothers were ac- | Emulsion will not fall off under his manage- ment. DR. J. H. SCHENCK & SON. This house has been prominently before the public as medicine adveriisers for a great many years. Their preparations inclnde Pnl- monic Syrup, Mandrake Pills, Seaweed Tonic, ete. It was the practice of the Doctor to visit cer- tain cities at regular intervals, and advertise himself as located at some particular hotel where consultation with the afllicted could be carried on. In this way the sale of his prep- arations were promoted and a reguiar clientage built up. A striking feature of this firm’s ad- vertising. aside from general newspaper work, has been their wall display. In one instance they leased all the barns on the various farms along the line of the Pennsylvania Railroad, between Philadeiphia and New York. These barns are completely covered with brown and white paint, giving the names of the various preparations controlled by Dr. Schenck. It has been called the most siriking line of wall work ever done in America. PAIN KILLER, Nearly half & century ago there lived at Providence, R. I, a man who had become aflicted with inflammatory rheumatism. He suffered intensely but patiently, and during his snfferings succeeded in compounding a lin iment which_first rehieved and then entire cured him. In deciding upon a nawme for his | preparation he became impressed with the idea of its killlng pain, and from this small beginning came Perry Davis' Pain Killer. After his own recovery Mr. Davis became im- pressed with its real value and began going about the country selling it at retail. He was also & very religious man and arranged with all missionaries who were going abroad to take a supply of his Pain Killer with them. From | the introduction sbroad that the missionaries | originally gave it Perry Davis’ Pain Killer has become one of the largest selling preparations throughout the torrid zone. Especially is this true in cholera countries, where the natives call it “Bangala.” ‘The business is still conducted by the heirs its original founder, all of whom nre very endowed in this world’s goods. 1872 Me: RICHARDSON COMPANY. Edaward Wells, A. E. Rich- n ardson and W. I. Van Patten organized under the style of Wells, Richardson & Co. to condnet TS, & wholesale dr In 1873 Henr business at Burlington, Vt. Wells was admitted (o partuer- ship, end in 1881 F. H. Wells. The business prospered, and the firm eventually supplied the State of Vermont and adjacent counties in New York and New Hampshire with nearly their entire stock of drugs and medicines. They s00n entered exiensively mto the manfacture of pharmaceutical preparations which gave the iullest satisfaction to their large trade. The success which their mauufectures met with in this limited territory stimulsted a wish for | larger ficlds, | In 1876 they placed their well-known butter | color npon the muarketand exvended ubout | 1000 in udvertising it. The success wasal- most insiantancons. In 1879 they purchased Kidney Wort, u remedy possessing nndoubted merit, which'was also liberally ndvertised and thus achieved & large ana widespread sule. | About this time they became fateresied in the manufaciure of dyestuffs, and the resuit of their investigation aud experiments in this department of indusiry wes the introduction of & full line of dyes for domestic use under the naine of “Ginmond Dyes.” These dyes gained oue of the most decided successes of anything in the line of proprietary articles that have been piaced upon the market in the last few yenrs. Their fame spread quickly and | the sales soon mounted up to thouseuds of | xross monthly. This was only accomplished by extensive and judicious advertising, both in newspapers as well asin other lines. Among these was an issue of over 6,000,000 Dismond Dye almaunes. {1 1885 this company became interested in the manufucture of sngarof milk and ndopted | n new process of preparing this commodity, which fiuaily resulted in the introduction of a food for infants and invelids of which the pure American Miik Sugar wes the basis. [t is bow known as Lactated Food, and has » large and extensive sale, Another specially that was seenred by the company aud which Las for several years sus- tained & high reputation throughont the con try, is Paine’s Celery Compound. This rex edy. which owes its origin (o the researcnes of Frofessor Phelps of Dartmouth College, has | been lareely advertised, and being possessed | of great merit has achieved an enormons sue- cess. The growth of the house b energy. enlerprise and lib: charseterized its manwgement is best shown by the fact that in 1872 the business was es- tablished and carried on in & snall store. means of the | elity that has any the lurgest block in the city hardly mects | its” requirements, although supplemented by oue of the most extensive factory plants in the Enstesn States. SAPOLIO. The house of Euoch Morgan's Soas Co., at 439 West street. New York, has been promi- nent in the sonp business for near The sbove well-known article isa silicate soap | for scouring vurposes, and is probavly one of | the most widely used articles of American | manufaciire. Its grent success has been (o a considerable <tent achieved by the versatility and unique methads of the finn's ndveriising manager, | Artemas Ward. It wonld take w imir- volnmwe to ehronicle the varied achieve- < of Mr. Ward in the line of suc. cessiul publicity. He has had cowboys cross tue prairie, small boats the ocean, and has Jately nunounced that the planet Mers is in coutemplation. Butin spite of all these more or less sensational methods he gives ample proof of his faith in the ali-pervading news- paper press. This firm_h tries, especial s agents in many foreign coun- in_England, where a large | trade has been developed. They spend iu the | cirhborhood of 400,000 yearly in advertis- | g und pushing Sapolio. DUFFY'S MALT WHISKEY. The ubove is its popular title, although the resl name und trademark is Dufly’s Pure Malt Whiskey. It is the only medicinal whisky advertised and sold_extensively in America. The margin upon whiskies is so small that ad- vertising, except upon estremely conservative lines, is # raiher dangerous expedient. Duffy’s, however, has been before the publie as an advertised medicinal whisky so long that it hasa firm hold which can readily be held sgunst all competitors. The originel com- pany, which was loeated in Baltimore, was un- successiul for various reasons. The present company, however, is & permanent and un- doubted fuccess. This is mainly due to judi- cious management end advertisivg. This is mostly done in the newspapers, although the company has a small pamphlet which it maits 10 parties npon request. Mr. W. H. Gelshenen, who owns the majority of the stock of tne company, personally con- trols and directs the business, and although he isamAn of affairs, with extensive interests in other lines, he is conversant with all the de- tails of the institution. They spend some- where in the neighborkood of $100,000 annu- ally in the newspapers. CUTICURA. This name, which has become so familiar to the people of the country by reason of its con- stant repetition in divers periodicals, is used Dy the Potter Drug and Chemical Company to descripe their specialties. About a quarter of a million dollars is expended annually in this way, and a small book treating of skin and blood diseases is also issued for gratuitous ais- tribution. George White, the manager, has shown ex- ceptional ability as & medicine advertising man, and it is largely through his instrumen- tality that the concern has been so successful. HORSFORD'S ACID PHOSPHATE. This well-known preparation is one of several put out by the Rumford Chemical Works of Providence, R. I. The founder of this impor- tant industrial concern was Professor Eben Horsford, who died in the early part of 186 He was born in_Moscow, Livingston County, N. Y.. in 1818, He studied chemistry under Liebig at Giessin, Germany. When he came back he was appointed Rumford pro- fessor of applied sciences at Harvard Uni- versity. He remeined at Harvard some six- teen years, and at & time when others would nave begun to settle comfortably in their pro- fessional seats he resigned his position. While at Harvard he was constantly making experiments and putting new ideas into prac- tical use. He secured no less than tnirty patents, and more than half of these on com- pounds'like his now well-known Acid Phos- ate. P ilier he lett Hervard he engaged In chemi- cal manufacturing that was based on his own inventions and he became a very rich man. He started the Rumford Chemical Works and introduced & number of preparations to which his name has been given. ADVERTISING AGENTS These are & most important feature in adver- tising economics, and may be crudely divided into two classes—the general and special agents. The former are understood to repre- sent the advertisers, to be their brokers as it were, in buying space and ideas for their pa- trons,and in seeing that they get what they are paving for. By a strange anomaly, they vsually receive their pay in the form of a com- mission from the publisher. There are many, however, wno hold the view thatthis ismereiy a discount for wholesale trading. and that the agent is entitled to it by reason of the number of customers he controls. However this may be, the agent is an_extremely valuable acces- sory, and his ideas usually bring a rich flow of dollars into his patron’s coffers. ‘The special agent, on _the other hand, repre- sents the publishers. He exerts his influence wholly upon obtaining business for the paper | lnrge | Messrs. T | George | muny to be Or papers {hat he may Tepresent, afia he ig recompensed by the publisiier alohe for his work. GENERAL ADVERTISI LYMAN D. MORSE. Mr. Morse is a native of Maine and was born at Paris, in that State. Aiter” his graduation from the Oxford Normal Institute te hecame connected with the firm of Joseph Burnett.& Co., the well-known manufacturers of flavor- ing extracts, of Boston, Mass, He reniained with them some fourteen vears, and during the major portion of the time wasconstantly on the road. In 1872 Mr. Mors married and shortly aftér went to London, Eng., where he resided for nearly three years. His business_there was in advertising and introducing Americgn pro- ductions in Europe, and it seems almost ne less to stute that he made a great success of it. On hisreturn to this country he connected himself with J. H. Bates, and subsequently be- came his manager and pariner. Some of the firms at home and_abroad who expend millions of money to ke the names of their goods & household word placed their confidens tial interests in his watchful eare and Mr. Morse directed the flow of this enormous stream of money, seeing to it that none ran to waste, but that every penny was spent ina painstaking, judicions and profitable manner. A few years ago. on the retirement of Mr. Betes, e became sole owner of the agency and now wields an enormous power in the adver- tising world. Amoug his assistants Mr. Morse numbers C.and L M. Dewey, as well as several others, who' are bound to make their mark in | the inture. GEORGE P. ROWELL. Mr. Rowell was born at Concord, Vt., July 4, 1838, but resided at Lancaster. N. 1f., unul 1855, IHe gradusted from the Lancaster Acad- emy with the highest honors of bLis class. first commenced business in a Boston retail store, but finally found & calling to his liking in the business department of the Boston Post. Esrly in 1865 he established the firm of . Rowell & Co. at 23 Congress street, and althongh without any considerable capital he did an extremely good business. It is said that one of the firm's first customers was a concern that_wanted to advertise in the newspapers ol Nova Seotia. As there was no listof any such publications at that time the young firin was in somewhat of & quandary, but accepted the order without any demur. It immediately began to canvass among its “Bluenose” acquaintances as to t published in their respective ne and by carefully sollowing up the information so obtained it was enabled to place the order in an extremely satisfactory munner. In 1867 Mr. Rowell moved to New York, where he soou attained the prominence he has ever since occupied in hiis partieular line. In 1869 ne commenced o issue the publication known as tne “American paper Directory,” which has been an invalu- able aid to every advertiser and “publisher of the country. In 1888 he decided to publish a weekly paper devoted to udvertising called nter's Ink, and it has been most aptly termed ““the Jittle schoolmaster in the art of advertising.” In 1892 Mr. Rowell conveyed nix agency business (o & corporation styled the George P. Rowel! Company, the stock of which is largely owned by his former c.nploves. He still retalns the Directory and Printer's Ink, however, and concentrates most of hisener gies upon them. . W. AYER & SON, It is not strange to find in Philadelphia an advertising agency that has probably achieved & greater measuze of success in handling American advertising than anv other. This city has always led the van in progressive methods of publicity, as may be instatced by mention of such naines as Wanamaker, Frank Siddall and J. E. Powers. Messrs, N. W. Aver & & on have been in busi ness for something over a quarter of a century and are a living example of their well-known wotto that “keeping everlastingly ai it brings success.” Ayer's newspaper directory considered by e best publication of its kind tant, Among their clients are sieh well-known ad- vertisers as L. K. Fairbauks Company (pro- prietors of Cottojene and Gold* Dust Washe ing Powder), Drs. Starkey & Paten and Brown Chemical Company. Messrs. F. W. Aver, Kine ney and Bradford are well known in their con- nection with this agency. It has most commo- dious oftices in the Times building. but is con- templating the possibility of & building of its 0WN, 88 its present needs seem 1o require. . N. ERICKSON. The agency conducted by this well-known gentleman i3 one of the oldest in New York und has handled the large bulk of the adver- tising of Alcock's Porons Plasters, Brandreth's Pillsand other well-known specialties. J. WALTER The extensive agency centrolled by Thowmpson was at one time aitogether e to magazine advertising. great success met with in this field, he determ:ned to extend his busin cover ali classes of publications. THOMPSON. Mr.4 pined was the wever, that He has well- established branches scattered all over the country. The one in Chicago is in charge of Mr C. E. Raymona and th in Boston of Mr. Colin €. Cameron, both known and infinential men in their special field. The home offices are extrem spacions and com- modions and are well-itting examples of sys tem and method. It would take altogether too much space to_give even a few of the most prominent of Mr. Thompson’s elients. It is probeble that his list numbers individually more than all the other. sgents put together, zithough the sggregate amount may be some: what Jess, Mr. Thompson has gained a competence in his business and spends much ¢f his time in the summer months on board his har 4> ;e steam yacht. G. H. HAULENBECK Has recently severed his connection with 3 Walter Thompson’s agency and started out on his own account. He is 1o tyro st the art of advertising, and has long ago impressed his personality upon the memories of many lead- ing men. He is one from whom great things are ex- pected in the near future, and numerous de- velopments tend to show that this is no idle conjecture. DAUCHY & CO. This agency is well known and long estab- lished, and has built up & reputation for straightforward business methods that serve it in good part in its extensive dealings with the newspaper publishers of the land. Amope some of its clients may be instanced such & < vertisers s Epps’ Cocoa and Ely's Creah, Balm. The younger Mr. Dauchy and Mr. Smitn are the general managers of this concern. In addition to advertising and sometimes in con- junetion with it quite a large business is done in printing inks, type, rollers and other press- room supplies. NELSON CHESMAN & CO. The herdquarters of this concern are in St. Louis, Mo. Although both the Chicago and New York offices place a generous share of the business. Frank Hackstaff is tho presiding genius of all there and passes rapidly from one to the other, as oceasion requires, thus en- abling Mr. Chesman to be in perfect touch with all. Among their many clients may be instanced such advertisers as Smith’s Bile Beans and Cas- toria. W. W. SHARP & CO. This agency has achieved a high reputation, and the business it offers is eagerly sought for by the principal publications of the country. Ii includes such advertisers as Lea & Perrin (of Worcestershire Setice fame) and A. J. Cam- meyer, the shoeman. OTHER AGENCIES. There are such a number of first-class agen- cies that it is practically impossible, as well as unnecessary, to name them ‘Thomas and Charles H. Fuller of Chicag Remington Bros. of Pittsburg, Pa.; Pettingili & C orace Doad, J. W. Barber, C. H. Guild & Co. and 8. R. Niles, of Boston, Mass.;: Na- tional Advertising Agency, Herbert Booth, King & Bro., Frank Seaman, Albert Franke & Co., of New York, us well s many others, are well worthy of spectal note if space would permit. SOME SUCCESSFUL ADVERTISING AGENTS FROM AMONG THE FAIR SEX. A few vears ago there was published in New York s German_paper called the New Time. Mrs. M. C. Weil became connected with it in the capacity of advertising solicitor, and, al- though the paper soon succumbed under ad- verse conditions, she fought her way along the line and is now & successful advertising agent. She oceupies a handsome suite of offices in the Times building, and handles some very large accounts, ineiuding Humphrey's Homeopathic Remedies and the Tmperiai Hair Regenerator. Miss Mary Compton is another lady who has made a marked success in this business. Her specialty is the advertising of schools and col- leges. i Miss N. Volkman, who also has her office in the Times building, has an extensive clientage among amusement enterprises. SPECIAL AGENTS, Probably the two best known and most bril- liant exainples of the successful special agents are Messrs. A. Frank Richardson and 8. C, Beck- with, both of whom represent a long list of leading newspapers. Calisornia 1 ‘also well Tepresented fn this field. First there is Sydney P. Palmer of the San Francisco Evening Posi, San Jose Mercury and Los Angeless Express; then we have E. Katz, who has eccomplished great things for the San Francisco Examiuer, and last, but cer- tainly not least, THE CALL'S own special East ern representative, David M. Foltz. All these entiemen are weil known in California, and it may be confidently stated that their chosen State has no need to complain of the loyalty of her absent sons. PERCIE W. HART. He \