Advertising in 1909. While few seem to be convinced that 1909 will THE STANDARD OF EXCELLENCE. be a great boom year, practically all advertising men and publishers are assured that 1909 will be full of solid growth and good business for every body, says Printer's Ink in its advertising forecast for the current year. The lessons learned by advertisers are going to have one certain effect- to stimulate every body to turn out more able and well-considered plans. Advertising expenditures will be more carefully audited in the future than ever before. This will, quite probably, have the immediate effect of turning more business into the hands of recognized and able advertising agents. The result will be more advertising successes during 1909, and a demand upon publications for keener demonstration of their advertising value. Much of the business which has heretofore gone for irresponsible and oft times valueless advertising mediums and methods, will now be turned into the recognized advertising channels. Already many advertisers are preparing to do big things in 1909. Some have already begun. Articles which have never heretofore been advertised are going to make their appearance this year. Please mention Spatula when writing. Poudre The Exquisite French Complexion Powder is well known to the discriminating American Woman buyer. It invariably gives satisfaction. Choice of four colors and three odors. Free sampling through the mail for dealers on request. New model 50 cents retail. Price $3.60 per dozen at your jobbers. EXTRACTS AND PERFUMES A treatise on the most practical methods for the manufacture by the retail or wholesale pharmacist of Flavoring Extracts, Colognes, Toilet Waters, Perfumes, Sachets, Fumigating Pastilles, etc., together with several hundred tested and workable formulas by Prof. W. L. Scoville and other authorities. The only book of the kind published. It gives exact directions, and by following it. any druggist can successfully manufacture a large number of the extracts, perfumes and other toilet goods he buys and save enormous profits. Bound in cloth; price postpaid $1.00 (4S); with THE SPATULA one year, $1.50 (8s). A Book that Tells You How. TOILET PREPARATIONS "KEEP SWEET." AN ILLUSTRATED MAGAZINE FOR PHARMACISTS VOL. XV. BOSTON, MARCH, 1909 No. 6 IRVING P. Fox, Domestic subscription, Canadian subscription, Foreign subscription, Editor The Pacemaker. Assistant Editor Business Representative Trial subscription, 3 months, domestic, foreign, $1.00 per year 66 25 cents. I shilling New subscriptions may begin with any number. Unused postage stamps of the United States, Canada, or Great Britain will be received at par value in payment of subscriptions. Any subscription will be stopped upon receipt of a written request and the payment of all arrearages. Every subscriber should be careful to notify the publishers of any change in his address, or of any failure to reguarly receive his paper. Entered at Boston Post Office as Second Class Matter. LOWEST NET ADVERTISING RATES. SOMEONE has to make the pace, why not you? Have you been following the other fellow's pace all these years? Plenty of merchants do just that unconsciously. Whenever their competitor lets out a notch, they let out one and try to keep up. If he drops back, they too fall back, but they always remain behind and let him make the pace. Of course it is pretty hard for one man to start out and run away from the whole bunch at the outset, and it may not be wise to try just that, but unless the man behind. sprints when he sees the tape in sight. he will never cross it first. When you get well into your stride and reach a point where you can see down the stretch, get a going and see if it isn't possible for you to take the lead yourself. Usually it is not as hard as it looks. Sudbury St., Boston, Mass. The Clerk's Pay. We wish to publish each month short accounts of methods pursued by different druggists to attract trade and facilitate their business. Every druggist who thinks he has a way of doing any particular thing connected with his business that is different and better than the way followed by other druggists, is earnestly requested to write and tell us about it, that his fellow pharmacists may have the benefit of his experience. You can't make a clerk do better work for long by raising his wages. If he has it in him he'll do it anyway. The right kind of a man is trying all the time to do his work right, to do it a little better than just well enough to make it pass muster. The advance in wages should follow the improvement in work. To try to push a clerk into working harder by giving him more money is like trying to push on a chain. It should be up to the clerk at the head of the chain to pull his wages up after him. Of course there are comparatively few clerks who are perfect and the employee question is the one that makes the most trouble and worry for the man who owns the store, but the employer can do a great deal toward stimulating the employee to try to forge ahead. Advertising as Insurance. Advertising is the best and about the only insurance you can take out on your business. You can insure your stock against loss by fire but no company will write a policy covering the loss of business that will follow a fire or a panic. Your good will is not a tangible thing that the underwriters can see. You must attend to the insurance of that yourself and the way to insure it is by good and steady advertising. First class publicity pays you as you go along and it throws in for good measure the best insurance you can get upon your actual business. It gives you something that a fire or panic cannot destroy. It gives you the confidence of the people and their habitual custom. The store which depends upon its presence in a popular street to produce business for it will find that it is not missed when it burns, and it loses its trade when hard times come and people begin to exercise care in their buying. The man who says "Oh, everybody knows me and where I am and if they want to buy from me they will come and do it without my telling them to," is the man they will not come and buy from when the day arrives wherein it becomes desirable to take a little thought about where to buy. Make a Schedule. It is easier to write advertising when one has something to write about, of course. The man who sits down to write anything from an editorial to a reading notice without knowing what he is to write about is pretty apt to have a hard time of it. It will pay the druggist to make out a schedule of the goods his trade will demand during the whole year. There are seasonable goods that sell for a few weeks or a month apiece and an advertising calendar can be made out for these and also a list of the goods that sell the year around. With these both before the man who is planning the advertising it ought to be much easier to decide what to write about. Not only that, but he will be far more likely to write about the thing that will respond best to the publicity and he will be less likely to repeat and to omit good sellers. If there is anything that needs systema. tizing, it is the advertising of a store. The Clean Drug Store. This time we do not mean the one that is free from dirt and dust, but the one that is morally clean. There has been a great change within a few years in the advertising columns of the newspapers and that change has in a large degree referred to the advertising of goods sold in the drug store. Why not be as careful to make the drug store clean as to make the newspaper so? There are plenty of |