Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-06-04
DRUGGISTS VALUE SHOWN
IN COOPERATIVE ADS

DRUGGISTS VALUE SHOWN
IN CO-oPEiATIVB ADS
Built around the slogan. THE
Druggist Ia More Than q Merchant
forty-two druggists In Topeka
kans.. are conducting unique adj
rerusins campaign designed to sell
the value OF drug store service to
the public and promote ita standing
in the community
II Ia strictly cooperative cam
paiGn to bonchi all druggists. ono
as much az the other, II Is being
financed by tho druggists ae group,
each paying share OF tho cos, In
proportion to tho lac OF hls store and
his annual volume Of business. Tho
initial campaign viii rum six months
and IL ia estimated tho cost VIII he
$500, That amount has been sub :
scrihod by the forty-two druggists
particiNa ting,
Tho first gun In tho campaign was
fired April I with n half-paEe spread
in tho Topeka dail!es, Follow up
advertisements consist OF brief
readers which are given display. The
idea OF the druggists was to drive
home their message to the public by
rersistcnuy rccitinE the facts In the
case. II was fel; that this Ian would
Ne more effective than depicting
their funds BY presenting the entire
case In few large spreads. Under
pear frequently in small space for a
period OF six months. and in AL
probability will be continued after
that time, depending largely on the
hesults obtained.
In launching tho campaing the
druggists made an unusually strong
appeal to the public ty emphasiz-
ing that the druggist serves the
public more hours every day and
night than any other retailer, and
he does II because IL is necessary
that the public have nearly constant
access to drugs needed to preserve
life.
Individual druggists are cashing
IN on the campaign by including in
store advertisements the two slogans
which are being emphasized. The
Druggist Is More Than "A Merchant
and Try the Drug Store First"
These slogans also are being used
in window displays by the various
stores. StanshclH.s' hast the slogans
printed on large, cardboard panels.
appropriately framed. displayed on
the balcony ledge facing the door
where every ono who enters the
store can see them.
Thces slogans viii also he printed
on the stationery and envelopes used
by the druggists with the trade. viii
be printed on statements and popu-
larized In other ways window
cards will shout them at the passcr-
ly. The aim is To make thorn ia
miiiar to every person liz the com
munity.
The advertising campaign is be-
ing handled by the Shawnee County
Pharmaceutical Association and is
under the direction OF Mr.. Warren.
who is experimenting the prepare
tion Of the copy and arranging its
schedule for publication.
The association in its contract
with the newspapers. Insisted on "A
provision that none OF IN" general
advertising copy should appear on
tho same page in the paper which
carried the advertisement Of any
local druggist. II this was per
mittcd that druggist would, 1t WAS
felt. Obtain an undue advantage
Reaction of the public to the hrst
advertisements was unusually salts
factory, according to Mr. Warren
Many favorable comments were
made by customers who came 10 the
stores They stated that 1t appealed
because II was an honest statement
Of fact and an appeal for patronage
based on actual and valuabl