St. Paul daily globe. [volume] (Saint Paul, Minn.) 1884-1896, 1893-12-04
GROWTH OF ADVERTISING.
PUBLISHER AND ADVERTISER SHARE
THE HARVEST.
How Advertising Is Done by a
Large Concern - Distributing
Advertising Matter in Every
Quarter of the Globe-News-
papers the Best Medium for
Distribution.

papers the Best Medium for
Distribution.
In 1876 there was organized the firm of
Scott d Bovine inNew York city. The
members of the firm-Messrs. Alfred B.
Scott and Samuel w. Bowne--had for
three years prior to that time been ex-
perlmenting with cod-liver oil, and had
succeeded in making an emulsion which
came up to the standard fixed by physi-
clans. Cod-liver oil had been recognized
by the medical world for years as the
most nourishlng of foods and the pos
SCISSOR of unusual remedial properties.
1t is well known fact that physicians
had prescribed plain oil for years in
cases where there was wasting away
of strength, such as Consumption,
Coughs and Colds, Scrofula. Armenia,
Loss of Flesh and Blood Diseases. 1t
was also prescribed for Weak Mothers
aud Children where food did not seem
TO nourish them properly. The OBJ
jections to it, however, were
that it was nauseating to the
taste and taxed the digestive
vi dis VI TIC DUuf III SStILIS lll VI lts
The plain oil was so difficult of assimla-
ton that even if the stomach could re-
tain it the digestive organs were taxed
in dealing with it. When SCOTS Emul-
sion made its appearance, however, cod
liver oil became practicable as both
food and medicine, and by the year 1880
Scott'S Emulsion was fully established
among the medical profession. There
was no effort made to conceal the for
mula 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 break
ing 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 sepa-
rate from the other ingredients, thus
going back to its old form, and in pre-
serving the strength of the oil by max
ing an emulsion contain large per
cent of it.
Messrs. Scott & Bovine believed in
advertising their preparation from the
start, the same as they have always be-
lieved in elevating its standard TO the
highest degree OF perfection possible.
" y,
Using during the first few years of their
business was necessarily small, but in
about the year 1882 they began branch
ing out in newspapers ali over this
country. In 1880 they had established
factory In Belleville, Canada, and about
the same time that they began their eX-
tenSiVe newspaper advertising in this
country they started factory i'll Lon
don. The newspaper advertising brought
almost immediate returns, and enabled
them to extend their business further.
In 1884 they opened factories at BARGE
Iona, Spain, and Oporto, Portugal. in
1885 factory was started at Milan.
Italy, and in 1890 the concern went Tito
Paris, France. In the meantime, how
ever, they had introduced their prepare
ton into South America, Central Amer
lea, Mexico and the West Indies.
Wherever they went they introduced
their unique trademark of Norwegian
fisherman carrying big Goldfish on his
back into the newspapers, together with
other advertising matter, and they also
distributed cards, circulars, books and
calendars free.
Such has been the growth of ScOtt's
Emulsion. and this is only one instance
of the development OF the legitimate
advertising Of an article OF merit.
Physicians and the public generally
have found by years of experience with
Scott's Emulsion that it has great merit,
being much more effective than plain
oil in the cure of wasting diseases such
as consumption, scrofuIa, an@mia. lung
and throat troubles. loss of flesh and
wasting away of children. and this ac-
counts largely for its sale ali over the
world i'll the countries wherein it is ad-
vertlsed. There are many other similar
cases, and no one is better fitted to tes-
tify to the truth of this article than pub
fishers themselves, who have reaped
their share of the harvest,