The San Francisco call., 1896-01-01

Within the last quarter of century new
phase of commerce has developed itself, new
power for business advancement has arisen,
and new methods and ideas have come in
vogue for the conduct of trade. If the inter-
walls of time in which mankind used tools of
stone and bronze are suitably designated by
these appellations, then must the present be
hereafter Chronicled as the advertising age.
Aside from the technical benefit derived
from advertising its presence renders possible
the general dissemination OF the very highest
grade OF literature at a merely nominal price.
From simple side issue the obtaining OF
business publicity has become most i'm
pOrtent fac tor in commercial success.
At this season OF the year, when ones
thoughts are apt TO turn toward new resolves
and resolutions, 1t has seemed fitting that THE
CALL should lay before its readers some thing
likely to be of special value to them in the
coming twelvemonth. The contents of this
page consists OF short, concise descriptions OF
some OF the leading general advertisers OF our
United Stntes-their obscure beginnings and
causes, their lives and careers, their early vi
clsSitudes and triumphs, their failures and
their successes. Following this is some slight
account OF the men who make advertising
their sole business.
1t is believed by the writer that no one-man
or woman, Young or old, rich or poor, in o. out
OF business-can read these tales o fortune,
making and Commercial generalship without
receiving direct personal benefit.
ST. JACOBS OIL.
After completing his studies in German
university, young American named Charles
\. Nogeler returned to the United States, with
the Intention OF engaging i'll business. His
father was Il wholesale druggist of Baltimore,
Md. Fun OF enthusiasm, and having in mind
many similar things he had Investigated while
abroad, Mr. NOgeler conceived The idea OF in
Producing lire OF German remedies in his
own country 4 bout the wear $40 his plans
were cCmple ed and lie succeeded in obtaining
credit from the advertising agency OF Charles
Meyer 4 Co., Tribune building, New York, to
The extent Of $1,000 in German newspaper adj
ycrtising. lie had good ideas as TO diplay, and
MS announcements were bold ana striking
Alter experimenting Tor some time he de-
cided upon adopting the name OF st jacob 5
Oi' for his nuiment. Under its new style
The ale OF the remedy increased rapidly and
proved that in the proprietary medicine bus
ness great deal depends upon name In
1881 Nj. Nogeler Speat over 5000 900 in OBJ
tanning publicity. For two years he was, in
lact, recognized as one OF the greatest SdyeT-
uSers in the country. Among the secrets OF
hlr. NogelerS success were the thOrOughnpSS
OF his detail work ard the prompt manner in
which he paid his bills This latter course
made his firm exceedingly popular with news
papers throughout the country, and ii was thus
the recipient OF many faNors from the pub
fishers
Mr. Nogeer was 50 assiduous in his atten-
tiOn 10 The management OF his extensive bust
ness that he neglected to pay TrOper attention
10 The rules OF health. Broken down by oyer
work he declined rapidly and ufter short ILL.,
mss dled in lSo2, The company j. nov STYLED
the Charles A. Nogeier Company and is priu-
cipally controlled by Mr.. Christian Devries
formerly dTy-goOds merchant of Baltimore},
and Mrs. Mluua A. Nugtler widow OF the
founder. The company is conducted on n
more cOnSe rVatiVe scale anu spends about
ment Is now. in charge Cf Mr.. Louis \. Sand
lass, who has been connected with the house
since his thirteenth year, and VINO is thor
oughly familiar with all the details OF its busi-
ness.