Lower coast gazette., 1914-11-14
DEFENDS POPULAR REMEDIES
Speaker Says Newspapers Should In.
v~estigate Merits Of Medicines Be-
fore Barring Advertisements.

1uAI oil O16dLlAcu dItCLuPt Ado OCCl
made to blacken the reputation Of tn
popular family remedies Of this coun
try, and to mislead the newspape
publishers into rejecting the adver
Using of such medicines, was tn
sharge made by Carl J. Balliett, o
Buffalo, N. Y, at the convention Of tn
Advertising AfRliation at Detroit.
Mr.. Balliett is a director Of the Pro
prietary Association of America, which
includes in its membership two hun
dred firms which make the popular
prepared medicines Of America.
Mr.. Balliett pointed out that it is
the duty of the newspaper publisher
to refuse the advertising Of any fake
or fraudulent medicine, just as it Is
his duty to refuse any fake or fraudu
lent advertising, but 1t 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
have made a practice of lying about
bargain sales.
Disease and death are mysteries.
People who are perfectly we'll are
skeptical. They laugh at the time
worn patent medicine joke, just as
they laugh again and again over the
many variations of the operation joke
THE operation was a success but
the patient died" This so-called hui
NOR has perhaps hurt the medicine
business with well people, but when
the 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-
path, a Christian Scientist or patent
medicine. There is nothing more
deadly than disease; nothing more
honorable than to cure it.
Mr.. Balfett 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, OOO, 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
them. He estimated that 4O% Of the
prescriptions written by doctors today
include proprietary medicines.
The writings Of DR.. Harvey w. WI
key, he said, have also aimed to de-
stroy confidence in proprietary medi.
cines; but that DR.. Wiley's ideas are
lot infallible Is shown by cases where
MS analyses were entirely wrong. Mr..
Balliett mentioned a case where, with
all the power Of the Government. he
fought a preparation as being danger.
BUS to health. and was ingloriously
walloped.
There has been spread the idea that
q 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 1t, 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.
t1ed people. Therefore, any medicine
which has been on the market for a
number Of years, and is still adyer.
tised, must have merit behind It to &C.
count for its success.
In conclusion Mr.. Balliett declared
that no newspaper Is doing justice to
Its readers In the matter Of medical
other advertising, unless It inyesti.
gates, not only the wording of the ad-
v%ertisement offered for publication.
but the merits Of the article adyer.
tised. He pointed out that the few
newspapers who have been deluded
into the policy Of barring out medical
advertising have adopted this general
rather than to form an inyes.
tigation bureau Of this kind which
could, in a constructive and useful eff.
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 its wares. to the public.
The audience seemed to agree with
MI. Balliett's ideas on the subject and
thee chairman decided the question at
issue III his favor.