Omaha daily bee., 1883-03-19
TlRELESS T0ILERS.
The Silent FOFC:S as Work While
MOlt Mtn Sleep.
A Tribute to the Power of the
Press.

One day last week a BEE reporter,
who happened in at the Paxton hotel,
met Mr.. O. e. Bonnet, the wide
awake general agent for Fl. Z. Buck.
lin, Of Chicago, proprietor of the
famous medicines, including DR..
Kings New Discovery, etc. Mr..
Bennett was In the city arranging for
the handling aud advertisement OF
the goods sent out by this house,
which has three factories, one at Chi.
cage, one at Elkhart and one at Ham.
ilton, Ont. The
ENORMOUS BUSINESS
done By the firm msy be judged from
the fact that their good, which are
sold on u positive guarantee, are
handled by over 1910 0 druggists, q d
are advertised In over 6 900 Of the best
papers in the country.
"sCHEME" ADVERTISING.
The agent was INTERVENE on the
subject of advertising in general and
whether In his business it had chang.
ed any in the past few years.
II Yves formerly with the Hop Biz
ters folks" was the reply, "and nave
had a large experience In this inn or,
tant branch OF our trade. Formerly
a heavy business was done, huge an
nouncements were placarded or
fences, walls and every conceivable
place of prominence! Even
NATURES GhANDEsT WORKS
we're utilized, the magnificent noun
tain scenery being ruthlessly smeare6
with paint until the press character
lied us As ''vandals," and thousands
of posters we're scattered in ev.
cay city, village and hamlet.
The ceilings OF street cart
the %proscenium curtain, the hoteI
registers, and 30 on, announced the
various wares In letters which he who
ran might read. All this was what
we called scheme advertining."
rs not that still followed?'
"Only to a limited extent, and by
firms of secondary Importance. Oal
firm has
ABSOLUTELY DISCARDED
all but newspaper advertising, an6
we find that by 1t We have accom-
plished more in two years than We
could have done by FIVE years of bill
posting and distributing circulars
us this change upiverssl2"
1T Is rapidly becoming 80, as thi.
10 the experience Of all medicine
houses who used to follow scheme
advertising, but have now abandoned
it entirely. We find the newspapers
working for Is
WHILE WE ri ASLEEP.
"Do you advertise In all papers In
discriminatory"
"Not at all We find that adver.
tisiug in cheap spers don't pay and
we make 1t a point to get into the beat,
frst.clasu papers only, such as THT
BEE, which charges ne, by the way,
five times the price for Its space asked
by any other newspaper In Nebraska
We find In such cases, nevertheless
that the result justiiss the e1pendi.
| ture'"
"Can You give any idea of the out.
lay and Income of the patent medi.
cine houses in this country"
A SMASHING TRADE.
"In round numb. rs over 81, OO0,-
600 per year IN invested In newspaper
advertising In America. There are
nearly LOCO patent medicine house,
in all, and their sales will aggregate
$35, 900 600 per annum. All this has
been worked up by the press, and, as
l have said, years of experience have
determined us to put all our scheme
money into newspaper advertising"
"This is q general rule, Is III"
eyes, an invsriable one In your
own city, for instance, Mr.. g. F.
Goodman, who handles the goods o.
81. e. Bucklin here, informs us tina
since we have been advertising in the
best papers, he has sold five times a,
much as he did six months ago."