Am-Je°p"'i9i"m"  >  0n  Advertising.  605 
erations  of  expediency  and  commercialism,  except  as  absolute  neces- 
sities. Pharmacy  as  a  hobby  adds  to  the  happiness  of  the  individual 
and  can  be  turned  to  profit. 
ON  ADVERTISING. 
By  Joseph  Jacobs, 
atlanta,  ga. 
The  article  by  Dr.  Jacob  Diner  on  advertising  in  the  July  num- 
ber of  the  American  Journal  of  Pharmacy,  has  much  to  com- 
mend it.  It  shows  a  real  and  practical  experience  with  various 
mediums  of  advertising,  and  no  drug  store  which  follows  the  sug- 
gested lines  laid  down  will  go  to  trouble  in  vain. 
Regarding  newspaper  advertising,  Dr.  Diner  was  both  brief  and 
inconclusive.  He  suggested  that  the  average  drug  store  could  not 
use  the  newspaper  columns  in  the  larger  cities  to  advantage,  because 
of  the  great  loss  in  circulation  values,  that  would  necessarily  result. 
This  criticism,  if  made  to  apply  to  the  corner  drug  store  in  the 
residence  section,  or  a  store  that  has  but  a  limited  clientele,  is,  of 
course,  correct.  It  is  foolish  to  pay  for  50,000  circulation,  when  it 
is  expected  only  to  reach  five  or  ten  per  cent,  of  prospects  with  a 
selling  argument. 
But  this  must  not  be  applied  to  drug  stores  or  to  any  other  busi- 
ness that  operate  in  the  central  commercial  district  or  to  those  in- 
stitutions which  have  branches  radiating  from  a  central  location. 
For  after  all  is  said  on  the  subject  of  advertising,  the  newspaper 
columns  must  still  hold  the  supremacy  for  reaching  the  people.  Dr. 
Diner  admits  the  power  of  the  press  when  he  advises  druggists  to 
watch  the  news  columns  of  local  papers  to  secure  notices  of  births, 
in  order  that  postcard  greetings  may  be  sent  to  the  new  parents. 
For  this  and  similar  reasons,  the  entire  public  of  a  city  are  con- 
stantly watching  the  columns  of  the  press. 
Timeliness  of  advertising  is  its  greatest  virtue;  and  to  the  store 
that  has  daily  or  frequent  "  specials,"  new  trade  can  always  be  de- 
veloped by  a  well-displayed  advertisement  in  the  newspapers. 
Thousands  of  people  in  this  day  and  time  do  all  their  buying  before 
they  leave  home,  by  picking  out  from  the  papers  just  those  things 
that  are  listed  for  which  they  have  need. 
