The evening telegraph. [volume] (Philadelphia [Pa.]) 1864-1918, 1869-04-22

No. 5e4 Broadway
EditoY-"Doctor, understand that you advertise
m more than two thousand newspapers
Doetoy-'Yes sir. OF the four thousand papers
published In the United States, | advertise In two
thousand seven hundred"
EditoT-'Tt rs really astonishing, doctor, how You
can make IL pay, and how you manage TO keep the
account Of all of them keeping your advertisements
an the positions agreed upon make the necessary
changes, ETC."
Doctor.--"Well, sir will explain the matter, and
enter into a few details which may interest you.
Some eighteen years ago had small drug store I'm
the city OF Philadelphia, and ut that time manufac
tured my fluid extracts. They had but limited
sale, and it required considerable effort to bring
them to the notice of physicians. l was tolerably
successful ultimately and they very generally
prescribed by medical practitioners. At this time
extracts were sold in bulk-by the pound-as pare
goric syrup OF squills, and other compounds are
sold. My business increased in this way, but the
protection afforded me was slight drug
gist receiving a physicians prescription for
my article, for instance, would, in many
cases, substitute that of his own manufacture,
thereby causing difficulty between the practitioner
and myself. My interests became 80 completely
jeopardized that concluded either not to sell to
dealers in bulk, notify physicians of my determine
ton, and be satisfied to remain an obscure druggist
in the upper part OF large city, or adopt some en-
trely different method. My mind was considerably
exercised as to what plan was the best to adopt
minds OF practitioners aud 'high-toned druggists
against advertised remedies and i'll TRUTH then
had but limited means at my command to expert
ment in printers ink when, one bright morning,
while was sitting in my store waiting for customers,
the Rev. Mr.. oninn of Philadelphia happened in and
said, Doctor, you have a nice little store, and seem
TO be doing fair business; to which replied
in the Affirmative. He then remarked, Doctor this
is a business l think would suit me. presume l
could employ competent druggist, devote some of
my spare time to looking after the business and thus
make it pay. What think your The idea at once
dashed my mind to sell out, and said did
not suppose he would have any difficulty In carrying
out his proposition. He then inquired the amount
would sell out for whereupon named sum- and
he accepted the offer. The negotiation
sooner concluded than began TO look out for new
place, and, with few hundred dollars my cash
capital, was not long In finding small Office at No.
$40 Chestnut street. Philadelphia, which l rented,
opened, and made ready for business In few days.
Advertising to me was a new and untried field; but,
with the small capital left, / determined to know
and that quicky-its merits and value; for even at
that early date l was no hahd to loter, and l
cluded to know IL, a month / manufactured small
stock and expended all my surplus cash-amounting
TO about t2000-in that short period. My expert
mental programme worked admirably ana irom that
time continued to succeed, and increased my adj
Vertisng in corresponding proportion. On these
principles have managed TO enlarge and expand
my business, until 1t has assumed its present magni-
tnde."
Edit0r-"But, doctor, how do you manage about
the making of contracts, the payments to pub
fishers, etc.?'
Doctor-"Oh! that is simple matter. When 1
have funds to spare invest the money in extending
my name and business, just as a man does who pur-
chases real estate cultivates farm; aud | con-
slider the investment equally good in every respect
Nor do ever attempt to make contracts without the
means to make payments; any more than good
farmer would think of cultivatng his soil without
the funds to pay for cultivation"
EdiOr-"But, doctor, you have not yet exactly
answered my question; what wish To know more
narfi IL
how you know what profits are derived from the diff
ferent sources?"
asked OF me in my place of business on the street,
or wherever may happen to be. II Is one OF the
first questions asked by business men, and, more
over, i seldom open my daily correspondence with
out finding two or three letters relative to the same
subject some going far as to ask my views of the
value as advertising mediums, of the different papers
patronize. These writers always receive civil re-
plies But while We are on this theme, Mr.. Editor,
permit me to relate little incident that occurred
to me- and which frequently relate 10 those with
whom l am familiarity acquainted. II happened
about fifteen years ago, while was yet young In the
business. To commence:-I chanced TO be In the
city OF Washington, on my way South, and as usual,
was desirous OF progressing on my Journey as rapidly
possible 1t was about 7. NJ when / ar
rived | did not wait until after ait r. dinner; !
in the capital, and to make contract for edverts
ing; so TO him straigbtway proceeded lie was
out riding, was informed, and would not return TO
his Office again that day. inquired for his residence,
and this ascertained, determined to see him that
night as desired to leave early ON the morning OF
the following day Dinner being over, started out
in search OF Mr. %aach. Now, MIR. Editor presume
you acquainted with the said Mr.. Walach OF the
Washington EUening Star. II you are not, permit me
TO say that he is gentleman well worthy OF your
acquaintance. But TO the interview. Finding Mr..
Wallach at home, presented my card and related
my business His reply was polite but tpungent, and
to the point, in something like these words
'TThis is not my ofice, SIR can be found there
from 10 A. M. to I: H. and my clerks attend to
that is all very well, but want TO know you.
wish TO leave in the early morning train and know
YOU will accommodate me- WELL what do you
In in tha uQ n
the space for which he Immediately named price,
and which accepted as quickly. After closing the
bargain he remarked, II you had left this over until
yes probably forless than half II you had fought
hard replied, III that Is the case probably mad
better pay half yearly in advance? ne guessed that
good idea, and paid Tor the whoie SIX months
in advance; but, remember, kiew No. Wdtach."
Edit0T-'Doctor, do you mean 70 state that you
pursue this liberal course with all the papers IN
which you advertise, and are you acquainted with
the publishers OF twenty-seYen hundred papers Z?
Dector-"With the proprietors OF all the leading
papers, and the majority OF the others, ENJOY
personal acquaintance, and TO such papers as the
New York Herald, Weekly TRIBUNE ana iIePeae, m aGd
thousand dollars for the single insertion OF an adVer
tisemen knowing that In such cases the amount Oh
space occupied, aud the importance OF the tIslisac-
ton would necegsltate an interview. On one occa-
sion altered the sum OF FIVE THOUSAND Doll
LARS for a page in the New York Herald Inc oner
was accepted but afterward declined, on account vi
nress Of matter, notwthstahdg ~ mas aC"oS S the h
fan of Richmond To conclude, always prefer
dealing directly with publishers friendly relations
snce established, have no fear OF accepting theH
Editor~aWell, doctor, ! guess shall have TO fol;
low yOur advice, and see Mr. Walacn aiI pleaseu
with the interview aDd whenever inquiries are niaoe
REGARDING the value OF THE EVENING IELEdRApH hs
on sdverfisin0 medium, you may freely give the re-
snlf OF your experience with that paper - :,