The Birmingham age-herald., 1916-04-16
ABSOLUTE MERIT
 RESPONSIBLE FOR
 TANLAC'S SUCCESS
"Hot Air Will Put a Balloon
 Up, But Will Not Keep It There," Says Celebra- ted Advertiser

This is an age of advertising. and ev- 'eryone is familiar with the popular say ing, Tt pays to advertiser
 Advertising is business force. So po- tent is the charm cast by its spell it has been known to perform marvellous feats and to accomplish phenomenal results.
 It cannot be truly said. however, that everyone who advertises succeeds, for un- less full value underlays the article ad- -vertised the advertising would ultimately fall of its own weight. In this connec- ton we must not forget the words of the immortal Lincoln, who said: You can fool some of the people all of the time, you can fool all of the people some of the stime, but you cannot fool all of the people Eall of the time" so if there is not behind every advertisement dollars and cents Evalue to the article advertised, no amount of advertising will stimulate the seale on such an article beyond certain lpoint. This applies to every line of busi- ness, and the modern business man or firm can only succeed through honest ad- svertising and fair dealing.
 One of the most successful advertisers in America today is L. T. Cooper, the manufacturer of the new medicine, Tan slac. On one occasion MT. Cooper, said: Hot air will put a balloon up, but 1t wont keep it there. When I offered 'Tanlac to the world something over a year ago I did so with the firm convic- Ftion that I was offering to the people the Fbest and purest product of it's kind on the tAmerican market today, and I did not hesitate to expend vast sums for adver Kissing, because knew that the more the people knew about it the more they would buy 1t.
 'The success of the preparation was im- mediate and people everywhere were quick to recognize its genuine merit and wonderful curative powers. I have never Fclaimed Tanlac to be "cure all." or that it would perform unheard of wonders, but IT stated facts-stated them in a straight 3orward and business like way, and in a manner that has commanded confidence an the conversative claims set forth.
 Underlying these claims there has been real value, not from a dollars and cents point alone, but from health as well. The phenomenal success the preparation has fnow achieved is familiar to everyone. No matter where you go, Tanlac is house. hold word. It has brought a new TO- FE4ance to the modern business world. It is a story of an acceptance and apprecia- ton of merit. never before obtained by Ia proprietary medicine. Conservative business men to whom the actual figures 4of the production of Tanlac have been presented have secuted them until the proof was shown.
 'The production of Tanlac now stands at the rate of almost 5000,00 bottles per year, or to be more correct, 4,S00,O00. The sale of 100000 bottles during the first nine months probably exceeded any rec ord ever before made by a proprietary medicine.
 Through the Atlanta office alone ap- proximately 100000 bottles have been sold and distributed since December 1, and the south alone now requires over 1000, 900 bottles per year.
 These enormous sales mean but one thing, and that is merit One bottle Is sold in neighborhood through advertis- ing, but ten more are sold after the first bottle produces results. People are al- ways willing to tell about their ailments, but they are more than willing to tell others of any medicine that helps them. It is something they can't keep to them- selves, because the impulse to sympa- thize with fellow sufferers and want to help them is one of the strongest as we'll as one of the biggest things in human nature.
 "One of my critics said Tanlac is a sky rocket in the field of medicine Maybe it is, but the skyrocket is still going up and 1t will be a good many years before it atarts downward. ."-Adv.