The morning call., 1893-11-11
GROWTH OF ADVERTISING.
The Publisher and the Advertiser Share
the Harvest.
How Advertising Is Done by a Large Concern
Distributing Advertising Matter in Every
Quarter of the Globe-Newspapers the Best
Medium for Distribution.

HOW Advertising is Done by a Large CoHCcrH-
Distributing Advertising Matter in Every
Quarter of the Globe-Newspapers the Best
Medium for Distribution.
One of the most interesting phases OF the
growth of business in this country has been the
development of advertising. Persons VINO nave
watched the newspapers, magazines anu otner
publications tor the last twenty years must
have noticed 18th some degree OF curiosity Inc
change that has been going on In their appear
ance and wondered at The Increased size OF the
periodicals themselves, together with the In
creased proportion OF advertising 10 readlDg
matter 1t seems to the average reader that
there cannot be a propOrtionate return to the
advertiser 10 pay him for all this extra expense
in advertising, and still it may be said with
every degree OF confidence that advertising IN
this country is still in its infancy. The growth
of newspapers, magazines and all publications
has been the direct result OF advertising. The
advertising department is the backbone OF the
newspaper, and at the same time the adVertls-
Ing of aEy article of merit controls to large
extent its sale; consequently the publisher and
the advertiser meet on friendly ground, eacn
helping the other TO success.
Twenty years ago 1t was considered quite
big undertaking for an advertiser TO contract
for $50, 600 worth of space In the newspapers
OF the country, whereas to-day there are
number OF concerns which spend anywhere
from $4,000 TO 100000 year in advertis-
ing in this country alone. 1t must be under
stood at the outset of this article that no claim
is made for the success Of advertising unless
the article advertised possesses superlatlve
merit. IL Is true that successes have been
| made by men who simply impose upon the
credulily OF readers OF newspapers. but their
successes have been short-lived, for it Is the
| same in advertising as In every branch OF busi-
ness-it does not take the public long 10 appre-
ciate The worthlessness of any article adver'
tised and refuse TO buy it, In selling an article
| OF merit however, legitimate advertising paves
the way for ready success, and newspaper
advertising Is unquestonaby the best method
| TO employ. The newspapers are the best means
| for the distribution of advertising matter, cost
| Ing less III proportion to the number of people
| reached and causing the least trouble. Sill
| there are other methods for distribution which
| are very effective.
| 1t is only necessary TO refer to the history Of
| one concern TO show the value as well as good
| business judgment Of making known to the
| public any article OF melit through the medium
| OF legitimate advertising. LII 1875 there was
| organized The firm OF Scott q BOVINE Ia New
| York City. The members OF the irm-Messrs.
| Alfred b. Scott and Samuel w. BOwne-had Tor
| three years prior To that time been experiment
| ing with cod-liver oil and had succeeded III
| making an emulsion which came up TO the
| standard fixed by physicians. Cod-li7er oil had
| been recognized by The medical world for years
as the most nOurishing OF foods and The pos
| SCISSOR OF unusual remedial properties. 1t is
! a Well.knOwu fact that physicians had pre-
Scrlbtd plain oil for years III cases where there
was wasting away OF strength. such as Con-
| sumption, Coughs and Colds ScrOtula, Armenia,
| Loss of Flesh and Blood Diseases. Ii was also
| prescribed for weak mothers and children where
| food did not seem 10 nourish them properly. The
| objections TO II, however, were that 1t was
nauseating To the taste and taxed the digestive
organs OF The body III getting lid OF II. The
| plain oil was so difficult of assimilation that
| even IL the stomach could retain it The diges-
| tive organs were taxed in dealing with IT,
When SCOTS Emulsion made its appearance,
| however, cod.llver oil became practicable as
| Doth food and medicine, aud by The year 1880
| Scouts Emulsion was 1uly established among
the medical profession. There was no effort
| made 10 conceal the formula or method Of its
manufacture, as Messrs. Scott & Bovine were
| very anxious to Cooperate with physicians and
| improve their emulsion in every way possible.
| 1t may be said for the purpose of explanation
that an emulsion of cod-liver oil means simply
| The breaking up OF the oil into tiny particles SO
| that The oil may readily be assimiated. The
great difficulty Is IN making an emulsion where
1 III the oil Will not separate from the other III
| gradients, thus going back 10 Its old form. and
| In preserving the strength OF the oil by making
| an emulsion contain large per cent OF it.
! Messrs Scott & Bovine believed in adyer-
Using their preparation from the start, the
same as they have always believed In eevatng
its standard To the highest degree OF perfr ctiou
! possible. Not having much money. their adver-
| Using during the first few years of their bust
| ness WAS necessarily small, but In about the
| year 1882 they began branching out in news
| papers all over The country. In 1880 they had
| established factory in Belleville, Canada, and
| about the SAME lime that they began their ex.
| tensive newspaper advertising In this country
| they started d factory in London. The news.
paper advertising brought almost immediate
| returns aud enabled them to extend their busi-
ness further. In 1884 they opened factories ut
| Barcelona, Spain, and OpOrto, Portugal. In
| 1885 a factory was started al Milan, Italy, and
| in 1890 the concern went INTO Paris, France.
In the meantime, however, they had introduced
! their preparation into South America, Central
America, Mexico and the West Indies. Wher.
ever they went they introduced their unique
trademark OF a Norwegian fisherman carrying
big Goldfish on his back into the newspapers,
| together with other advertising matter, and
they also distributed cards, circulars, books
aud calendars free.
Several years ago the firm bought property
fronting on Pearl and Rose streets, New York
City, ana last spring there was completed the
new Scott & BOVINE building, which Is now The
home OF Scotts Emulsion. This building is
Twelve stories high and Is the most perfectly
equipped building OF It's kind 10 the world. Ga
The second floor Of The building a large space Is
set apart for the advertising department, where
force OF men Is Kept busy with the making OF
contracts IN about every country of the world,
in preparing advertising literature 10 be sent
all over the world from New York, aud in
checking newspapers 10 see that con ractS are
carried out. To show the vast extent OF this
advertising department. IT Is only necessary 10
say that the department in the home Office at
New York controls the advertising Of Scott's
Emulsion in Inc following countries; Canada,
United States, Salvador, Honduras, United
States OF Colombia, Bolivia, Guatemala, Ecua-
dor, Venezuela, Mexico, Argentine Republic,
Costa RIGA, Nicaragua, Chile, Peru, Brazil,
Uruguay, Paraguay, West Indies, Great Britain.
France, Belgium, Holland, Switzerland, Portu-
gal. Spain, Ilay, Turkey, Malta, Egypt, Paes-
tine, South Africa, India, Japan, China and the
Australian Colonies, including New Zealand
Prior To this fail it was the policy Of Scott &
Bovine TO place all their United States adver-
Using through AN advertising agency in New
York City, but the advertising department has
grown to such proportions that IL became adj
visable to handle The CniIed States advertising
the same as foreign counlries-that Is, from the
home office. In several countries there are
sill advertising agencies employed to u certain
extent, but the growth OF the business necessl-
tates central iZatiou OF work under the one
head Of the advertising department. In New
York, which IS personally superinlended by
Mr.. Scott himself, although Mr.. Scott delegates
the details, such as the making OF contracts,
| etc, TO his SubordnateS.
MIR. Bovine attends TO the financial part OF
this great business, and thus the responsibility
| is diVlded evenly between tile members OF Lhe
concern.
The purest and best medicinal cod-lver oil in
1 do.