52 THE ALUMNI JOURNAL 



Many pharmacists ignore the psychological element which so 

 markedly enters in their affairs, helieving that the public will wildly 

 scamper to send prescriptions as soon as the carpenter and painter 

 have finished a few shelves and counters. An array of bottles with 

 latin titles does not attract. The modern pharmacy is no longer 

 arrayed with alligator skins and rows of empty boxes. It is now a 

 palace of mahogany or cherry, highly polished, with shining plate 

 glass shelves. Its proprietor no longer is meager in his looks;- nor 

 lias sharp misery worn him to the bones. 



The one most essential element in the success of the pharmacy is its 

 dress, which, if improperly planned, results in physical and mental 

 bankruptcy of its proprietor. He is bound to lose. 



A prominent physician remarked to the writer that if he had only 

 fifteen dollars in the world he would buy a pair of good trousers, 

 if he needed them, and wanted to get a job. He quoted a well- 

 known and successful druggist who had told him that he would not 

 employ a clerk who did not dress well. 



Clothes and fixtures depend much upon him who builds them, and 

 too much care cannot be exercised in selecting one w T hose experience 

 in building for others has demonstrated his ability to make successful 

 clients. Poor fixtures are dear at any price. It requires an artist to 

 arrange good ones, and the fee of the artist constitutes a proper 

 charge against the cost of the goods one buys and sells. To adjust 

 his expense account without including it, is to invite insolvency. 



It can be emphatically stated that the pharmacist who has spared 

 no expense in arranging his store is the leading prescriptionist in 

 his vicinity, having the highest class of profitable trade and obtaining 

 normal prices L~< r his service. 



Idle necessity for attractiveness in fixtures therefore cannot be too 

 strongly emphasized. 



Employ a specialist in drug store fixtures to arrange your store 

 room, then advertise what you can do. 



The advertisement that talks in a language that everybody hears 

 and heeds is worth a thousand that merely mumble. 



( >ne firings business ; the other brings bills. One marks up ratings 

 in Dun and Bradstreet ; the other multiplies names and amounts in 

 'he lists of business failures. 



One pays, the other pinches. 



Paying for dead ads. is worse than paving for dead horses. In 

 the case of a dead horse there are the hide and shoes; but a dead a 1. 



