366 
The  New  Drugstore. 
I  Am.  Jour.  Pharm. 
\     August,  1913. 
is  filled  with  clear,  concise  statements  and  logical  arguments.  Ad- 
vertisements contain  information  that  is  intended  to  compel  atten- 
tion and  enlist  confidence  of  customers  or  friends.  Honest  straight- 
forward advertising  is  the  substantial  development  of  our  trade  and 
our  time. 
That  the  New  Drugstore  does  not  make  appeal  altogether  upon 
price,  is  shown  by  the  following  excerpt  from  a  newspaper  adver- 
tisement of  one  of  them : 
"  There  are  many  good  reasons  that  cannot  fail  to  appeal  to  every 
thinking  person,  and  which  should  make  them  decide  in  favor  of  our  store 
as  the  most  competent  place  to  be  entrusted  to  fill  their  physician's  prescrip- 
tions. Only  registered  druggists  of  large  experience  and  the  highest  standing 
are  allowed  to  handle  them.  Every  ingredient  used  is  of  the  highest  possible 
quality  and  exactly  the  kind  the  doctor  ordered. 
"  In  purchasing  drugs,  or  chemicals  at  our  store,  our  customers  always 
receive  the  best — not  only  the  best  as  regards  quality,  but  the  best  in  point 
of  store  service  and  lowest  in  price. 
"  Every  drug,  or  chemical  that  we  offer  for  sale  is  guaranteed  to  be  of 
the  highest  standard,  bought  direct  from  reliable  foreign  or  domestic  pro- 
ducers, as  the  case  may  be,  under  the  guarantee  that  they  are  of  the  finest 
quality. 
"  After  being  received  by  us,  samples  of  every  article  are  sent  to  our 
laboratory  and  there  subjected  to  critical  analysis  to  see  if  they  are  of  the 
required  high  standard.  If  they  are,  they  are  then  sent  to  our  counters  for 
sale;  if  not,  they  are  rejected. 
"  That's  the  kind  of  drugs  and  chemicals  you  receive  at  our  store." 
The  marked  change  in  drugstore  practice  is  exhibited  in  the 
window.  Twenty-five  years  ago  druggists,  as  a  rule,  made  but 
little  use  of  their  windows ;  in  many  stores  windows  were  small 
in  size  and  their  use  was  limited  to  show  bottles,  jars,  fly  specks, 
dirt,  and  litter.  Some  one  more  enterprising  than  his  fellows  put 
in  perfumes  at  Christmas,  paints  in  the  Spring,  sponges  in  Summer 
and  licorice  root  when  school  opened.  Then  the  patent  medicine 
man  came  along,  saw  his  chance  and  filled  the  vacant  drugstore 
window  with  dope. 
In  those  days  there  was  no  such  thing  as  window  displays ;  no 
display  material,  no  cutouts,  no  dummies,  no  signs.  Now  we  have 
window  decorators,  plans,  designs,  systems.  We  behold  artistic, 
attention-arresting,  sales-producing  windows. 
