The Waterbury Democrat., 1931-09-01
Vicks Doubles
 Ad Appropriation
Newspapers to Get Bulk of
 Money This Season

~Our advertising appropriation for this season has been more than doubled. As in the past, the great bulk of this money will be spent for newspaper space. And - also as in the past we expect 1t to briug us satisfactory returns"
 That is the aggressive policy an nounced by Wick Chemical Com paEy, makers of Vicks VapoRub the most widely used prepara- tion in its field. Despite its enormous distribution with ovor 26 million jars used yearly it's makers are unwilling to stand still in their advertising and sales efforts.
 This year, 1t is to be noted vicks VapoRub is to be introduced in a new white, stainless form Advertising announcement of ths new white Vicks will open the seasons advertising program short ly. The original amber Vicks, So familiar in the millions of Ameri- can homes, will not be discontin ued. Users will simply have their choice of the two forms-original amber or stainless white. Both, it's makers assure, are the same Vicks, only the color-stain has been removed - made possible by a newly developed process.
 The Wick policy of going after new business with incerased ad- vertising and sales effort Is the more impressive in view of the fact that their advertising expen- ditures have never been decreased because of general business con- ditions. Their present attitude to- wards business is an encouraginG contrast to many of the country's $ producers and advertisers.
 Here is an outfit that doesn't be- lieve in marking time" in peri ods of depression. They evidently feel that Vicks VapoRub has not reached the saturation point and that the addition of a stainless form of this old familiar house hold remedy will appeal to more new users, as well as make for in- creased use by many of it's present users.
 Such an attitude is considered as encouraging to business gener- ally. After all. general business is just a term for all the five mil lion individual concerns of the country whose combined total effort establishes what is called general business conditions" The thought seems now to be crystaliz- ing in practical minds that old man General Business will gradually get better as and when more and more concerns-large and small start doing their own turning up as Wick Is doing now.
 In this connection, bit of Wick history is interesting. Their ag- gressive program for this particu lar year may appear very unusua to an outsider in view of present conditions - but 1t is merely fol- lowing precedent for this old es- tablished company. Vicks was born in a time of depression. Some years later - in the gloomy busi- ness season of 1907 - the first real Wick Company was organized to get national distribution, and 1t was in this period of financial dis tress thst their first aggressive newspaper advertising = to intro duce Vicks VapoRub nationally - was started. Since then Vicks has never worried about the glooms. Success attended that first effort and in all the years since-through prosperity and depression alike - the Wick slogan of use has gradu- ally moved up. From a million jars a year attained after the struggles of those introductory years - its use moved up to IT, O00,00 year - then to 21.0O0.- 900 - and now, lover 26.0OO.O0O jars are used yearly"