The Parisian. (Paris, Tenn.) 1907-1962, 1919-05-16

this paper have often seen mentioned
in the advertising columns is today
the most largely sold medicine of its
kind on the American market; that
in little more than four years time
it has attained definite position of
pre-eminence among proprietary med
icines. Without doubt this state
ment will be read with the keenest
interest, not only by druggists but
by the general public as well.
Briefly summarized, the outstand-
ing incidents in this story of success
are: The discovery of Tanlac; the
perfection of it's formula by pains
taking study, extensive research and
exhaustive tests; the beginning of its
manufacture in a small way; the in
slant demand for the product crea-
ted by successful use, and finally the
establishment of the large and mag
nificent laboratories at Dayton; o.,
occupying more than 10000 square
feet of floor space, to supply the ev-
err increasing demand for Tanlac.
The daily capacity of 10000 bottles
at this plant has at times, in fact,
been found insufficient to supply the
trade requirements. A branch lab
oratory with 5000 bottles daily ca
pacity has been established at Wind
sor, Canada, in order to supply the
Canadian demand.
The marvellous expansion of this
business will easily stand comparison
with any of the remarkable business
achievements of recent times. AS
one of the largest drug jobbers Of the
United States said recently, it re-
quries some effort of the magma
ton to realize the amount of BUSH
ness that is now being done by this
concern, adding his belief that the
nation wide popularity of Tahlac
gained in such a short time was moth
ing less than phenomenal.
This latter statement was made
following the announcement in the
daily papers that over twelve million
bottles of Tanlac had been sold in
four years, up to Jan /, 1919, and
that during the first ten weeks of
this year over one million bottles
had been distributed-thereby es-
tablishing a record which has perhaps
never before been equalled in the
history of the drug trade.
TIL statement that Tanlac is now
the most popular preparation and
the biggest seller among all ready
made medicines is declared to be
neither a surmise nor an estimate,
but is based upon careful investiga-
tion and is supported by the signed
statements of scores of the largest
drug jobbers of the United States
and Canada. This famous remedy
has become just as well known across
the international boundary line as it
is throughout the United States.
The broad and progressive poll
cies and the splendid selling organi-
cation originated and perfected by
Mr.. G. F. Willis, International dis
tributor of Tanlac, are among the
best examples of method and system
yet produced in business and they
have been closely followed by many
other enterprising and successful
concerns.
The Tanlac people have always
maintained that the best advertise
ment is satisfied customer, and to
that end have always sought to make
customers-not mere sales-and to
build up that character of public
confidence which means business in
tegrity and spells lasting success
Yet like all concerns doing a nation.
wide business, they have also recog.
nized the value and necessity Of 9
general presentation of their prep
aration by use of clean, reliable
newspaper advertising.
But Tanlac advertising copy" il
essentially different from most 9th
ers. 1t consists almost wholly Of
the direct, signed statements Of
those who have used the medicine
These people are distinctly identified
by name and address. They tel
very plainly what was the mattel
with them and what Tanlac has dom
for them. Tanlac advertising ha
been happily free from the "cure-all'
exaggeration. Instead of advancin,
eXtravagant claims as to what thei
preparation twill do" it's manufac
turers and distributors prefer to lie
those who have used Tanlac tell il
their own way what it has done.
Their sensible business philosoph,
was briefly but forcibly stated b.
one of the Tanlac executives recent,
when he said: with all due regar,
to the value of newspaper space pub
LEFTY alone would not create no
maintain the lasting Strength ant
popularity of this preparation. Tan
lac undoubtedly has merit and ex
| traordinary power as medicine