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AN ILLUSTRATED MAGAZINE FOR PHARMACISTS
Boston, October, 1908
IRVING P. Fox,
Editor Cheer Up! FRANK FARRINGTON,
Assistant Editor L. W. MARSHALL,
Pharmaceutical Editor CHARLES A. MILLER, . Business Representative
F course it takes an optimDomestic subscription,
$1.00 per year
ist to cheer up under some Canadian subscription,
conditions, but after all, Foreign subscription, Trial subscription, 3 months, domestic,
optimism is very much a 3 foreign, I shilling
matter of habit. The man New subscriptions may begin with any number.
who makes it a point to Unused postage stamps of the United States, Canada,
look cheerful even when or Great Britain will be received at par value in payment of subscriptions.
he feels downcast will soon be affected by Any subscription will be stopped upon receipt of a written request and the payment of all arrearages.
his own external looks and will find himEvery subscriber should be careful to notify the publishers of any change in his address, or of any failure to regu- self feeling habitually cheerful. Likewise larly receive his paper. Entered at Boston Post Office as Second Class Matter.
the man who, no matter how many clouds
obscure his horizon, acts as if all was LOWEST NET ADVERTISING RATES.
right with his world, will soon find that Space.
Mo. 6 Mo. | Page, $25.00 $69.00 $124.00 $240.00 all is right. The man who lacks the am
15.00 38.00 69.00
bition to arouse himself from his down
36.00 i inch, 6.00
heartedness, may be more inclined to do
so when he realizes that there is more The SPATULA has subscribers in every State in the Union, throughout Canada, and in 30 foreign countries. Its advertising rates are lower than those of any other drug
money in it than in anything else he can journal of equal circulation.
do. It pays to cheer up.
A Success Maker.
One of the things that business depres1521-4 Haymarket. Sudbury St., Boston, Mass.
sion is not generally supposed to do is to T We wish to publish each month short make success, but it is one of the greatest accounts of methods pursued by different druggists to attract trade and facilitate their busi- success makers known. Many a man now ness. Every druggist who thinks he has a way
at the top of the ladder is there because of doing any particular thing connected with his business that is different
and better than the general business depression sometime way followed by other druggists, is earnestly made it necessary for hiin to arouse himrequested to write and tell us about it, that his fellow pharmacists may have the benefit of his self and use his ability instead of taking experience.
things easily as they came. Nothing
will so quickly put a damper upon am- could not make money getting sound men bition as what is called good luck. The to read advertisements of cork legs. man to whom things come easily will Make the heading right and it will get the never stir himself to see how much better attention of everyone whose interest in he might do. He will take what comes the goods is worth while. A study of the and let it go at that. When things begin headings of the news paragraphs in the to go the other way and he finds that his papers would help one to know how to income is slipping away, he will quite like- head advertisements. The news heads ly be aroused to strenuous endeavors by are made up by men who are experts at the necessity for saving his financial life, the work. and once his energy is under way it will carry him on to real success. Business
Business Show Cards. depression puts the weak ones under but Theoretically every druggist knows the it pushes the strong to the top.
value of show cards as advertising matter
and as salesmen. He knows it but he Heading Advertisements.
doesn't make proper use of his knowledge. Some advertisers have the idea that the A good show card is a salesman who kind of a head for an advertisement to draws no pay and makes many sales. bear if it would be successful, is one that He is on duty every minute and always will arrest attention, no matter how it polite. A tactful clerk may often call does it. That is to say, that the way to attention to a special line of goods withgain a man's attention for a moment is by out giving offence. Still there are many, , slapping him in the face if nothing less probably a majority of times when he will do it. As a matter of fact, all the must not do it. Customers are somegoods one could sell to a man whose at- times offended by suggestion that they tention had been arrested by a slap in the buy things not asked for. A show card face would not be many.
The sensa- never gives offence and it suggests alike tional heading which has no real refer to all classes of persons. It stands in no ence to the subject matter of the ad is awe of the richest and it is never afraid worse than useless. The reader who of calling a poor man's attention to somestops at “ Terrible Accident !” only to thing high priced. The show card tells find that he is expected to read a cough the quality and the price at a glance. It cure advertisement, will be disgusted and doesn't wait to be asked. It volunteers will carry away an unfavorable opinion of its information. To produce the right the goods and the store. The right kind effect a show card should tell its story in of a heading is one which suggests the the least possible words and the plainest line of goods described beneath it, sug. lettering, and it should not be so fancy gests it in catchy form but without a that the observer will notice what a deception of any sort. There is no use pretty card it is and forget about the in attracting to your ad the attention of a goods. It is the goods that are to be man who has no use for the goods. You sold, not the card.
Get Your Money's Worth. small results. Any appropriation steadi
A good many advertisers fail to get ly used year after year will bring steady their money's worth out of their adver- results and up to a reasonable amount the tising because they do not get the cumu- results will be in proportion to the size of lative effect they should have. They the appropriation. In case of a neighboradvertise here and there, now in this style hood store which has no direct competiand now in that, with a constantly chang- tor and has only to keep the local trade ing program and with no resemblance from going “down town," the advertising between the ad of today and that of a
needs mainly to be direct and can stop week from today. As a result each ad- with the necessary cost of going right to vertisement stands alone. It has the
the accessible families once or twice a pulling power of its own merit and lacks month. There are few stores, though, almost entirely the ability to pile up cum
where there is not a chance to branch out ulative effect for the store. To get the
if the proprietor looks around. The best most of this accumulating value one
trade is that which comes back year after should carry through all advertising a year. But such families are constantly similar line of policy and a somewhat changing more or less and there must be similar typographical effect. The makeup of the various circulars sent out from time to time should bear a mechanical resemblance and the store name should be the same in all advertising, not Smith's Drug Store this time and The Corner Pharmacy next time. Keep hammering one main idea into people's minds all the time and in addition to the value of each individual ad there will be a growing effect as that one idea becomes more and more generally known. Advertising Appropriation.
The per cent which a drug store should devote to advertising depends upon many things. It depends upon location and isolation, upon competiton, population, neighborhood, etc. As a safe average it may perhaps be said that three per cent of the total sales of the store for one year ought to be used for an advertising appropriation the following year. The small appropriation will of course bring EXCITEMENT IN OUR SUBSCRIPTION DEPARTMENT,
increased demands. Advertising has an element of gambling in it and it is worth while to take a chance once in awhile, that you can afford to take. Just because you are going to go a little further than usual though, do not be beguiled into spending that extra money foolishly. Use it along the lines that are conceded to be good advertising. Don't take flyers into untried advertising fields and don't put the whole of the extra appropriation into something like calendars, which have practically NO advertising value for the retail druggist beyond the small amount of good will they get for him.
a steady effort to get new ones to take the places of those which drop out. A little experimenting is valuable in determining how much you yourself can afford to pay for advertising. Suppose, for instance, you take a chance next year and instead of adhering to the sum you have judged sufficient annually for publicity, you double that sum, or at all events use a sum which seems to be too large for the size of your receipts today. Call it a gamble if you will. It is pretty certain that at the end of the year, if your money has been expended wisely, you will find that it has been the best investment you ever made in the way of new trade and
The fact that lumber for the making of matches is becoming scarce in this country lends special interest to a report from British India, that a grass is being successfully used for match sticks. At Sholapur, India, according to the Technical World, there is a factory which is making matches from a growth called Surya grass, which is abundant in some parts of India. The grass is cut into two-inch lengths, winnowed and screened to obtain uniform size and then boiled in paraffin for five minutes and dried in a revolving drum. Twenty-four pounds of Burma paraffin is sufficient for 7,000 boxes of matches. Shaken through a horizontal sifter they are deposited in horizontal layers, which are secured in a frame for the dipping of the ends, and dipped in a solution of chlorate of potash, sulphate of arsenic, potash of bichloride, powdered gypsum and gum arabic. Six pounds of this mixture provide for the 7,000 boxes of eighty matches each. By ingenious contrivance some of the closely packed stems are forced forward in the dipping so as to avoid the sticking together of the compact mass. After drying, the matches are packed in cardboard boxes. Materials are so cheap that matches sell for twenty-six cents per gross.
I can't do business without THE SPATULA. Waterloo, N. Y., July 29, 1908. J. SIMPSON.