New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1915-03-03
For Public Debate
SANATOGEN
An Advertising Firm Says That 1t Ha'
Intrinsic Merits.

To the Editor of The Tribute.
Sir: In referring to Sanatogen in his re-
cent articles in The Tribune, Samuel Hop
kins Adams specifically mentioned certain
publications which are carrying the Sana-
tocen advertising and questioned the
ethics" of these periodicals. This opens
up the question of the ethics of Sanatogen
advertising in general, and this que ,tion
concerns in particular US, the advertising
agents of Sanatogen.
At the outset we wish to emphasize that
we are as much as ever convinced or the
merits of Sanatogen, all talk OF cottage
cheese" notwith landing. When we took
over the Sanatogen advertising some years
ago we followed our usual practice IN IN
vestigating the bona fdes OF both the pro-
prietor and the product to be advertised.
This investigation concluded a careful cam
vass of number of competent physicians,
chemical analyses, examination OF printed
evidence, etc, and only after we had sat
shcd ourselves that not only was II SAFE,
but highly desirable, to accept the Sana-
togen advertising, did We take the account
Incidentally. il may be stated that since
Sanatogcn has been advertised some physi-
clans that we know have forsaken their
allegiance to Sanatogen because it is not
eth.ca TO prescribe an advertised product.
We do not see how this can affect the value
of the preparation.
As to the periodicals mentioned by Mr..
Adams, it may be stated that a good many
magazines and newspapers accept the San
atOgen advertising merely Oh the strength
of our assurance that Sanatogen is all
right. Others, and they include "McClure's
Magazine" The New York Times and
The Associated Sunday Magazine" peri
odcals specifically mentioned by Mr..
Adams), 90 further and investigate for
themselves. One of these for months held
up the Sanatoge.. advertising in order TO
conduct tha most searching inquiry into
Sanatogcn, which inquiry included the
perusal Of thousands of letters from Amerl-
can physicians that are in the hands of the
proprietors, a careful study OF medical
journals and teS' books referring TO Sana-
togen, and LIST, not least, al independent
investigation of the pro-uct itself by
competent expert of national reputation.
Only after such thorough inves tipa,ion had
eS ablished the intrinsic merits Of Sana-
togen and the correctness of its claims did
the publication accept IN Advertising
Another of these pu locations canvasccd a
large number of local Musicians. and yet
another investigated everything that was
said in favor of Sanatogen and everything
that was said TO its detr mcnt. weig ling the
evidence on both sides and concluding that
the balance was in favor of Sanatogen.
1t should have suggested itself 20 Mr.
Adam that the mere fact that so many
reputable magazines and newspapers that
ordinarily do not carry IN dical" adyer-
Using do carry Sanato"en. and keen on
carving il in spite of occasional criticism,
m!cht after all point TO more compelling
reasons than mere greed Of money.
These publications as a matter of fact
have "a carefully analyzed the question Of
the ethics of Sanatogen advertising has
Mr. Adams, with this one important diff
ference, however. that they have gone the
length Of carefully examining the evidence
of Sanatogen's value from every available
point and Mr.. Adams has not.
If Mr. Adams had done so he would .ot
and could not have im0l ed. as he as done,
that all the testimonials from physicians
indorsng SanatoGen are foreign aId largely
tainted" when he could have convinced
himself by rsonal inspection that hun
dreds, nay, thousands, of American physi-
clans, among them large number of mem
bers Of the .-.-erican Medical Association,
have written to the proprletors telling Of
the excellent results they have had from
using Sanatogen upon their patients He
could have convinced himself that thee
letters and large number Of contributions
to leading medical journals do not spec K
OF Sanatogen merely as an invalid food,
but specifically point out its value in func-
tional nervous disorders and other con-
dltons. He could have convinced himself
that no "hy-by-nght medical journals"
have been the refuge for such cOntribu-
tons, but that they have appeared in the
worlds leading medical journals. including
The Lancet" and other papers as old and
honorable and trustworthy as The New
York Trlbun itself
If Mr. Adams had carefully weighed all
this evidence he ould still have every
right to doubt If he wished TO, the value Of
Sanatooen, but he could lot honestly have
implied that the propretors and We tt
advertising agents, are guilty of insncerity.
FRANK SEAMAN, INC.
New York, Feb. Is. 1915.