The Portland daily press., 1900-03-13
HARD TO MAKE PAY.
1t Costs Many Thousands to Es-
tablish a Patent Medicine.
Some Interesting Facts ON the Subject
That Most People Do Not Know.

The hardest thing to put on paying
basis today Is a patent medicine. 1t
means the payin out of thousands of
dollars in constant stream, and all the
investor has to buoy him up Is faith,
nerve and q hope that his money will
come back. His chances Of failure are
many moro than his chances of success.
Failure is nearly always the result Of
lack OF nerve OF capital, or both. A man
without pack bone of steel and a big
bank account had better keep out of the
patent medicine business.
Advertising, and more advertising,
and still murs and more advertislng-
three is the real cause Of success.
Many PEOPLE do not know that nearly
every patent medicine Is made from a
good formula, and every successful reme-
dy today deserves SUCCESS upon merit
alone. But the virtues CT a medicine
aust be made known before people can
be expected to buy 1t. Advertising in
some form must be the means OF pro-
claiming its merits. Not one or two or
thres advertisements Will do. but con-
slant advertising-week after week
month after monEh--year after year. Ii
quaint tie masses with the name, the
viz tues and the price of remedy and
that Is true OF other things es well.
There are people today who oan Esad and
write, but who never heard of Shakes
peare, and yet he has been perhaps the
best advertised man who ever lived in
the last thousand years.
There Is an unwritten law that 10 Is
nee essAry for patent medicine TO be per-
sistently advertised two years before IL lie
on paying basis, and even then the ad
vertising must tie exceptionally clever,
conspicuous and convincing. The Gus
| tenn In the past has also tesn to flood the
country with salssmer, who, with per-
| sussive elCquenoe, proceed to stock up
the drug stores on as favorable terms ss
they oan make.
The most remarkable patent medicine
success Uf modern times Is the green
oolorsd IMMINENT called Omega OIL 1t
has been sdveItiIsd just about year,
auh In that short time has reached sale
that is simply astonishing. Omega OIL
was a splendid liniment to start with
the very beat thing in the world to stop
pain, It's promoters say-but to make its
| virtues known some So, 900 wsre spent In
twelve months in New England and
PennsylvaDia alone. At the end OF the
year the total profits more than equalled
the total expenditures. 1t Is believed this
record has never Teen equailed, and 1t
was made ut time when there were hun
drsds Of established Hniments to ooinpete
with.
The most remarkab think about OmP-
ga OIL remains to be told. No salesman
of any kind whatever was employed.
There was not bottle OF Omega OIL In
the drug stores when the advertising be-
gan. Its promoters began paying out
hundreds Of dollars a day to advertise In
the newspapers, street cars, and on sigD
boards. and distributed millions OF
books. The demand began instantly.
Thousands of people visited the drug
stores, and the calls for Omega Oh were
so sudden and 30 persistent that ths drug
trade welcomed the new nniment at
once. To-Day there Is mors Omega OIL
sold than all other liniwents put to-
getheT. This great demand has bssn
created by two things. and oniy two an
unusually good article and unusually
good advertising.
Our readers have perhAps noticed the
directness, the plalnness, the simplicity
of the Omega Oil Advertisements. Each
one tells oolaplete story, equally inter
cstinR to and understandable py child
as well a. grown person. There Is "A
We Of sturdy honesty and homely die
ton running through Omega OIL adEer-
Using that makes Id a feature of the
newspaper 10 which It appears.
Ynis paper takes pride in the SUCCESS
OK Omega Oil, for We feel that tue PRESS
hos keen quite a faCioT - that success
| THE ed ertiaing of 10 has srTeared con-
| Etlntly IN cur columns from the heRln-
ming, anu the fact thss it has net been
discontinued is proof q at the Investment
! has been paying che Sire sd sdvsr-
tisers. like the OmeoH Chemical Co. OF
| Boston, do not pap UuS money for space
month after month unless they aTs gurs
| IL 10 payiag them to do 81.