The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1893-11-15
GROWTH OF ADVERTISING.
FHf PUBLISHER AND THE ADVEa-
TIsER SHARE THE HARVEST.
How Advertising is Done by Large Con-
cern-Distributing Advertising Matter
in Every Quarter Of the Globe-News-
papers the Best Medium for Dittri-
button.

! OuLlOu.
! One of the most interesting phases of
the growth Of business in this country
has been the development of advertising.
Persons who hare watched the newspa-
pers, magazines and other publications
| for the last twenty years must haye no.
ticed with some degree of curiosity the
change that has been goin. on in their
appearance and wondered at the in
creased size of the periodicals them
selves, together with the increased pro-
portion of advertising to reading matter.
Ii seems to the average reader that there
cannot be a proportionate return to the
advertiser To pay him FOR all this extra
expense III advertising, and still 1t may
/ De said with every degree of confidence
that advertising IN this country is still in
its infancy The growth of newspa-
pers, magazines ard all publications has
| been the direct result of advertising.
The advertising department. is the back
bone of the newspaper, and at the same
time the advertising OF any article OF
merit controls to large extent its sale;
consequently the publisher and the add
veytiser meet on friendly ground, each
| helping the other to success.
Twenty years ago it was considered
| quite a big undertaking for an adver-
tIser 10 contract for $50, 600 worth of
space in the newspapers Of the country.
whereas today there are number of
| concerns which spend anywhere from
$500, 900 to 5000, 900 year in advertising
in this country alone: 1t must 5e under
stood at the outset of this article that no
claim is made for the success of adver-
tising unless the article advertised pos
sesses puperlative merit. 1t is true that
successes have been made by men who
simply impose upon the credulity of
readers of newspapers, but their sue
cesses have been short-lived, for it is the
same in advertising as in every branch
Of business-it does not take the public
long to appreciate the worthlessness of
any article advertised and refuse to buy
it. In selling an article Of merit, how
ever, legitimate advertising paves the
way for a ready success, and newspaper
advertising is unquestionably the best
method to employ. The newspapers are
the best means for the distribution of
advertising matter, costing less in pro-
portion to the number of people reached
and causing the least trouble. Still
there are other methods for distribution
which are very effective.
1t is only necessary to refer TO the his
tory of one concern to show the value,
as well as good business Judgment, of
making known to the public any article
IF fl, e
mate advertising. In 1876 there was Or
ganized the firm of Scott & Bovine in
New York city. The members of the
firm-AIessrs. Alfred B. Scott and Sam
uel w. Bowne-had for three years
prior to that time been experimenting
with cOd-liver oil and had succeeded in
making an emulsion which came up to
the standard fixed by physicians. Cod
liver oil bad been recognized by the
medical world for years as the most
nourishlng of foods and the possessor of
unusual remedial properties. 1t is a
well known fact that ply sicians had
prescribed plain oil for years in cases
where there was a wasting away of
strength, such as consumption, coughs
and colds, scrofula, an4mia, loss
of flesh and blood diseases. 1t
was also prescribed for weak
mothers and children where food
did not seem to nourish them properly.
The objections to it, however, were that
it was nauseating to the taste and taxed
the digestive organs of the body in get
ting rid of it. The plain oil was SO
difficult OF assimilation that even if the
stomach could retain it the digestive
organs were taxed III dealing with 1t.
When SCOTS Emulsion made its APP
pearance, however. cod-liver oil became
practicable as both food and medicine,
and by the year 1880 SCOTS Emulsion
was fully established among the medical
profession. There was no effort made
to conceal the formula or method of its
manufacture, as Messrs. Scott Il 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
assimilated. The great difficulty is in
making an emulsion wherein the oil
will not separate from the other in
gradients. thus going back to It's old
form. and in preserving the strength of
the oil by making an emulsion contain a
large per cent of II.
Messers. Scott & Bovine believed in
advertising their preparation from the
start, the same as they have always be-
lieved in eievating its standard to the
highest degree of perfection possible.
Not having much money, their advertis-
ing during The first few years of their
business was necessarily small, but in
about the year 1882 they began branch
ing out i'll newspapers ali over this coun-
try. In 1880 they had established a fac
tory in Beileville. Canada, aud about the
same timeihat they began their ex;en-
sive newspaper advertising in this coun-
tsy they started a factory III London.
The Newspaper advertising brought al
most immediate returns and enabled
them 10 extend their business further.
In 1884 they opened factories at BARGE
Iona. Spain. anu OpOEto, Portugal In
1885 "A factory was started a. Milan
IL ". and IN 1890 the concern went ialo
Paris, France. In the meantime, how
ever. they had Introduced their prepara-
ton into South America, Central America
Mexico and the West Indies. VI hefever
they went they introduced their unique
trademark of IA Norwegian fisherman
carrying big Goldfish on his back into
the new>ps pers, together with other ad-
vertising matter. and they also dis
tributed cards, circulars, books and CAL
en1ars free.
Several years ago the firm bought
property fronting on Peaii and Rose
streets. New York city, aad last spring
there was completed the new Scott q
Bovine building which is no" the hom~
OF Scoti's Emulsion. This building is
twelve stories high and IS the most Iser-