Evening star., 1896-08-15
WONDERS OF ADvEaTIsIna.
Success Of Prof. Munyon's Tremel
d0us Scheme Of Publicity.

6UCCG90 Oh tkO1s MunyOn'0 TEe"SAs
dOus Scheme Of Publicity.
Prof. J. M. Munyon of Munyon's Homeo-
pathic Home Remedy Company. netted
$267. 600 from his business last year. He at
tributes this quick, widespread success to
his advertising.
Prof. Munyon has induced some Of the
very foremost newspapers Of the United
States to distribute his remedies from theiz
offices under their sanction. I found him
in his private Office. 1905 Arch street. Phil.
in every aspect. asked him what he con-
sidered the fundamental reason for his
great success an advertiser.
Honesty. We have built our success
purely on that baeis. Telling the truth
and telling it continually. Telling it in the
best newspapers and telling it in generous
space Druggists, tobbers as well as re-
tallers. as you can see by the various let
ters which we have framed and hung on
remedies that sold SO rapidly, and they at
tribute this immense sale largely to syste-
matte advertising"
almost wholly reading notices2"
IeS, we have never spent a dollar out
side Of the newspapers. and have cluns
very closely to the reading matter"
DO you propose to diminish or increase
your newspaper advertising?"
Il propose to increase IT."
You do not think. then, that there Is
anything that could take the place Of news
paper A@o !. .a.dvertisirs7'
I'm using newspapers. Is it your custom
10 DO a great deal with the best, or to scat
ter your appropriation among them?"
~ believe IN using only the best"
IN picking out newspapers. do you
choose those with large circulations frst?''
Most Invariably
Where do you count quality?
The high-grade, exclusive class OF
papers ic;p have never proven valuable to med
How about position? Do you place much
stress on that?'
We advertise very little in papers that
do not guarantee positions"
w men you see the actual average cir
culation of paper given in the directory.
90 you believe 1t to be true?'
1t depends on the paper
Have you ever refused to advertise in a
newspaper or discontinued advertising in a
newspaper because it refused to give its
average actual circulation2"
"Yes"
Very frequently7"
How much, in round numbers, would
yeu say newspapers have lost of your ad-
vertising by refusing to give actual fig
ures?'
Five per cent
Your daily expenditures average how
much?'
About $4,000 month"
1nen you Withhold $4,000 of advertising
from newspapers because they do not give
their actual circulation?'
Yes
DO you have rule that you will not ad-
vertlse In papers that do not give their
actual circulation?'
Ihat Is an ii4variable rule that I have
given to my contracting clerk"
men publisher comes to you or you
go TO him. In what form do you demand
his circulation statement-actual COMES
printed or actual number Of copies circu-
we are governed more by the actual
number of papers Sold"
Do you find publishers willing to let you
see their books?'
The leading papers are not only willing
but anxious to have their books exam
ined."
rs it necessary for the success Of busi-
ness that an advertiser should have conf
dence in a newspaper"
Il regard newspapers as fortune builders
for others. No man with a meritorious
article who uses properly written adver-
tisement can fail to succeed"