Forest City press. (Forest City, Potter County, D.T. [S.D.]) 1883-19??, 1914-11-11
DEFENDS POPULAR REMEDIES
I Speaker Says Newspapers Should In.
vest'gate Merits Of Medicines Be.
tore Barring Advertisements.

'i"oe " placken the reputation of the
popular family remedies of this coun.
Try, and to mislead the newspaper
pu%ollshers into rejecting the adver-
using OF such medicines, was the
charge made by Carl ]. Balliett, Of
Buffalo, N. Y, at the convention of the
Advertising Afiliation at Detroit.
NIT. balllett is a director of the Pro-
prletafy Association of America, which
lncluoes In its membership two hun
ored nfms which make the popular
medicines of America.
MIR. Balliett pointed out that it is
the duty OF the newspaper publisher
to refuse the advertising of anv fake
or fraudulent medicine, just as it is
MS t to refuse any fake or fraudu-
lem advertising, but it is not right to
shut down on all medical ADVERTISING
because there have been some takers.
any more than it would be right to
refuse to publish all department store
advertising because certain stores
nave made a practice of lying about
bargain sales.
Disease and death are mysteries.
People who are perfectly we'll are
skeptlcal. They laugh at the time
worn patent medicine joke, Just "a
they laugh again and again over the
many variations of the operation Joke
THE operation was a success hut
q patient died" This so-called hu-
MOI has perhaps hurt the medicine
business with we'll people, but when
n hitherto healthy man feels a Sc
we're pain or illness, he Immediately
wants medicine, and will bless the
cure whether it be at the hands of a
regular doctor, a homeopath, an osteo-
patti, a Christian Scientist or patent
medicine. There is nothing more
deadly than disease; nothing more
honorable than to cure it.
MT. Balliett refuted the idea sought
to be spread about that patent medi-
clnes are unpopular by showing that
from 1900 to 1912 the amount of pre-.
pared medicines consumed in America
increased from $500, OO0, 900 to $780,
100000 annually. He showed that, al
though the American Medical Associ-
alton is trying as an organization to
eXterminate so-called patent medi-
cines, the family doctor, individually.
is not fighting them but prescribing
then. He estimated that 1919 of the
prescriptions written by doctors today
include proprietary medicines.
The writings of DR.. Harvey w. Wi,
ley, he said, have also aimed to de,
stroy confidence in proprietary medi.
cines; but that DR.. Wiley's ideas are
not infallible is shown by cases where
his analyses were entirely wrong. Mr.,
Balliett mentioned a case where. with
all the power of the Government, ha
fought a preparation as being danger.
GUS to health, and was ing%loriously
walloped.
There has been spread the idea that
a clever faker can mix a few useless
ingredients and, by smart advertising,
sell tons of it and win sudden wealth;
whereas, as a matter of fact. the medi.
cine business is VIGOROUSLY difficult,
and, where there has been one success
at it, there have been a hundred fail.
ures. Any medicine which has no
merit cannot live, because persons
who are duped into buying it once will
not buy it again, and the profit from
advertising a medicine can only come
from repeat sales to the same, salts.
fed people. Therefore, any medicine
which has been on the market for q
number of years, and is still adver.
tised, must have merit behind it to &C.
count for it's success.
In conclusion Mr.. Balliett declared
that no newspaper is doing justice to
it's readers in the matter of medical
or other advertising, unless it investi-
gates. not only the wording of the adj
vertisement offered for publication.
but the merits of the article adver-
tised. He pointed out that the few
newspapers who nave been deluded
into the policy of barring out medical
advertising have adopted this general
policy, rather than to form an inves-
tigation bureau of this kind which
could, in a constructive and useful Ell
fort, investigate and decide what Is
a good product and what is a fraud.
IN not only the medicine business. but
in every other business which adver-
tises it's wares to the public.
The audience seemed to agree with
Mr.. Balliett's ideas on the subject and
the chairman decided the question at
issue in his favor.
n. ~ naaoa tho SnuffieA.