Mexico weekly ledger., 1884-01-24
MEDICAL ADVERTISING.

wishes the doctors ana the community
to be better acquainted, and especial
~ that its country readers may know
more about the healing skill and
scholarly attainments of MeXicO's
physicians.
From some us medical practi-
TONERS are the only portion of society
that does not patronize newspapers,
and at this writing the LEDGER can
not recall that its advertising columns
were even used by doctors for any,
thing beyond the insertion of the
most formal cards or the shortest
possible notices of commandments of
business and changes of residences
and offices. Nevertheless, in other
and larger cities, and especially at
crowded business centres, physicians
often go to great expense for the pur-
pose of obtaining notoriety. Few of
them are willing to confine themselves
to the exhibition of their personal
lsms in their efforts to popularlze
themselves and, Is q consequence,
often resort to the experiences of
fine residences and attractive turn
outs. They frequent public gather
Ings, are seen at theatcrs, operas,
concerts and churches, of which latter
they are ostensible pillars. They also
join associations, to whose meetings,
lectures and entertainments ministers,
lawyers and editors contribute, laud-
ating n another and deeply and
broadly laying the foundations and
building up the superstructure CT
. quartette that is supposed to adj
minister unitedly to the best interests
of society, all of which the newspaper
is expected to notice. They attend
hospitals, become professors I'm med-
ical institutions and furnish contribu-
tons over their signatures to medical
magazines.
In strong contrast with ali of the
above, are the methods of the quacks
and the getters-up of patent medi-
cines. One rarely takes up a news
paper nowadays without encounter
ing their stereotyped and illustrated
advertisements. 1t would be easy to
mention many who have, through
such means, gained notoriety and
fortune, who could not otherwise
have succeeded in reaching the public
eye and heart. 1t may require 8
good deal of opinionativeness and
se~lf-assertion to become a millionaire
in this way, and the majority of the
medical profession may lack the quail
tiles necessary for successful effort
in this direction; but they Cali moi
find suitable compensation for the
want of them in claims, however gen
timely made, to too much sensitive
ness to secure success by using ordi
nary means. No one acquires a for
tune in the present condition of soci
ETY. without pertinacy and incisive
ness. All successful business mel
are acquainted with this fact, ant
merchants, lawyers and bankers ar
not squeamish about blowing tliei
W horns whenever opportunit,
offers.
What the LEDGER would like til,
medical fraternity of Mexico to con
slider is. whether it is profitable II
follow in small places the medical Ell
quette of large ones. Do not tn,
professional codes of our commercial
emporiums partake of the customs o
al ~antiquated civilization, when TIN
trades restrained apprenticeships ant
limited the number of master mechan
les, and when the physicians them
selves loved to be clothed with powe
to restrain practitioners. regulate
a~pOthecaries and check men who
as they alleged, administered physi
rather from avarice than in goot
faith to the damage of credulous pco
pie: And are not our city doctor
constantly before our legislature
seeking similar authority and a lega
rate of prices for the services of sucl
of them as are successful? and cal
any better methods be devised t
keep young and unknown medlca
aspirants from obtaining patronage
The LEDGER makes these remark
mainly in regard to what obtain
among doctors in large cities; bu
they are not without their p%ertinenc
ever in villages. The human famil.
is al initiative race, and old coon
love to suppress young ones, and o.
that account the LEDGER would intro
duce q better and more liberal medi
cal code. Fine turnouts, nothwith
standing the expense attending them
often make the aspiring doctor NOR
notorious as a whip than a healer
Medical association meetings are nc
usually n~umerously attended by thos
it is important to meet, institutions
puffs of professors are as frequent
regarded as collegiate efforts afte
patronage. and medical journals hav
small circulation among those IL,
physicians are most anxious to reach
and without whose acquaintance an
good will it will be impossible 70
them to be successful.
Which of u medical fraternit
have the courage to emerge from til
cocoon that now limits their aspirs
tons, and commence systematic ad
rartiSomapt IF thapcoirasS