Delaware gazette and state journal. (Wilmington, Del.) 1883-1902, 1893-11-09
GROWTH OF ADVERTISING.
The Publisher and the Advertiser
Share the Harvest.

growth OF business IN TINS country mas /
been the development of advertising. Per-
sons who have watched the newspapers, |
magazines and other publications for the |
last 70 years must have noticed with some |
degree of curiosity the change that has |
been going on in their appearance and |
wondered at the increased size of the |
periodicals themselves, together with the |
increased proportion of advertising to |
reading matter. 1t seems to the average |
reader that there cannot be proportionate |
return to the advertiser to pay him for all |
this extra expense in advertising, and still |
1t may be said with every degree of conf
dence that advertising in this country is
still in its infancy. The growth of news
papers, magazines aud all publications has
been the direct result of advertising. The
advertising department is the backbone of
the newspaper and at the same time the
advertising of any article of merit controls
to large extent It's sale; consequently the
publisher and the advertiser meet OH
Friendly ground, each helping the other to
success.
Twenty years ago it was considered quite
a big undertaking for an advertiser to con-
tract for S50,0O0 worth Of space in the
newspapers Of the country. whereas to-day
there are number of concerns which
spend anywhere from $500, 600 to 100000
a year.in advertising in this country alone.
IL must be understood at the outset of this
Article that no claim is made for the sue
cess of advertising unless the article adj
vertised possesses superlative merit. IL 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-liyed. for il 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 however, legiti-
mate advertising paves the way for ready
/ success, and newspaper advertising is un-
| questionably the best method to employ.
The newspapers are the best means for the
distribution of advertising matter, costing
less in proportion to the number of people
reached and causing the least trouble. Still
| there are other methods for distribution
which are very effective.
IL is only necessary to refer to the his
| tory of one concern to show the value, as
| we'll as good business judgment, of max
ing known to the public any article of
merit through the medium of legitimate
advertising. In 1875 there was organized
the.iirm Of Scott & Bovine in New York
city. The membevs.of the frm-Messrs.
| Alfred b. scott and Samuel w. Bovine
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 physi-
clans. Cod-liyer oil had been recognized
by the medical world for years as the most
nourishing of foods aud the possessor Of
unusual remedial properties. 1t is a well
known fact that physicians had prescribed
pluin oil for years in cases where there
was a wasting away of strength, such as
consumption, coughs and colds, scrofula,
anemia, 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 objec.
tons to it, however, were that it was
nauseating to the taste and taxed the
digestive organs of the body in getting
rid of it. The plain oil was difficult OF
assimilation that even il the stomach
could retain i the digestive organs were
taxed in dealing with it, When SCOTS
Emulsion made its appearance, however,
) cod-liver. oil became practicable as both
food and medicine, and by the year 1886
Scott's Emulsion was fully established
, among the medical profession. There was
, no effort made to conceal the formula OF
method of its manufacture, as Messrs
Scott IL Bovine were very anxious to co
operate with physicians and improve theii
T emulsion in every way possible. 1t may b,
!. said for the purpose of explanation that al
{ emulsion OF cod-liver oil means simply thu
r breaking up of the oil into tiny particles
= SO that the oil may readily be assimilated
The great difficulty is in making an emul
sion wherein the oil will not separate from
U the other ingredients, thus going back Il
Y its old FORM and in preserving the strength
s of the oil by making an emulsion contain
s large per cent of il.
Messrs. Scott Il Bovine believed in ad
] vertising their preparation from the start
the same as they have always believed il
: elevating its standard to the highest degre
n of perfection possible. Not having muc
o money, their advertising during the frs
few years OF their business was necessaril
small, bu. in about the year 1882 they b.
gan branching out in newspapers all owe
this country. In 1880 they had establishe
e factory in Belleyille, Canada, and abot
the same time that they began their extel
l. siye newspaper advertising in this countr
ID they started a factory in London. TIL
n newspaper advertising brought almost in
~ mediate returns and enabled them to eI
y tend their business further. In 1884 the
81 opened factories at Barcelona, Spain, an
I, Oporto, Portugal. In 1885 factory wa
ID started at Milan, Italy, and in 1890 Ii
Of concern went into Paris, France. In Il
ne meantime, however, they had introduce
is their preparation into South Americ
Central America, Mexico and the We
Indies. Wherever they went they intr
V duoed their unique trademark of No
re wegian fisherman carrying big cod fiji
er on his back into the newspapers, togeth
W with other advertising matter, ana tht
n calendars free
n Several years ago the firm bong
- property fronting on Pearl and Rose stree
New York city, and last spring there vi
Ts completed the new Scott &c Bovine Bull
ing, which is now the home of Scott
Emulsion. This building is II stori
high and is the most perfectly equipp
"a building Of its kind in the world. On t
49, second floor of the building q large spa
is set apart for the advertising departmeI
OF where force of men is kept busy wi
wv the making Of contracts in and about eve
re country OF the world, in preparing advt
nd Using literature to be sent all over +
nd world from New York, and in check
nd newspapers to see that contracts are G.
ried out. To show the vast extent of Il
OF, advertising department it is only nee
or, sary to say that the department in t
at home office at New York controls t
A. advertising of Scott's Emulsion in I
the following countries; Canada, United Stat
emit Salvador, Honduras United States
10 Colombia, Bolivia, Guatemala, Ecuad
~ Venezuela, Mexico, Argentine Republ
ew Costa Rica, Nicaragua, Chill, Peru, Bra
TN Uruguay, Paraguay, West Indies, CIR
)ne Britain, France. Belgium, Holland, Sv
the zerland, Portugal, Spain, Italy, Turk
ne. Malta, Egypt, Palestine, South Afri
Colonies including New Zealand.
,o, Prior to this fall it was the policy
ley Scott g. Bovine to place all their Uni
no States advertising through an advertis
rk, agency in New York city, but the adv
ssts Using department has grown TO such p
TO portions that 1t became advisable TO han
ate the United states advertising the same
wv foreign countries-that is, from the no
w office In several countries there are
a. advertising agencies employed to cert
lhe extent, but the growth OF the busin
nd, necessitates a Capitalization OF work un
life. the one head of the advertising departm
in New York, which is personally supei
tnndnd nv Mr. Scntt hiInRnlr althnrIrh