506        Economic  Value  of  Wholesale  Druggist.    { Am- sJolJr*  ^Tm' 
But  the  newspaper  will  not  do  away  with  the  need  for  other 
mediums  of  advertising,  as  Dr.  Diner  has  well  shown ;  and  it  is  with 
the  combined  aid  of  the  press,  of  attractive  show  windows,  of  well 
arranged  store  interiors,  of  personal  advertising,  of  special  mailing 
lists  and  of  jam-up  service,  that  the  progressive  druggist  must  build 
his  larger  success. 
THE  ECONOMIC  VALUE  OF  THE  WHOLESALE 
DRUGGIST. 
In  the  May,  1918,  number  of  this  Journal,  page  397,  reference 
was  made  to  the  announcement  of  a  prize  contest  inaugurated  by  the 
National  Wholesale  Druggists'  Association,  the  prizes  consisting  of 
various  sums  ranging  from  $150  to  $20,  to  be  awarded  for  essays 
written  by  traveling  salesmen  on  the  subject  of  "The  Economic 
Value  of  the  Wholesale  Druggist  and  Reasons  Why  He  Is  Essen- 
tial." The  committee  who  acted  as  the  judges  in  this  contest  were 
Mr.  Walter  V.  Smith,  of  Philadelphia,  Mr.  J.  K.  Lilly,  of  Indian- 
apolis, and  Mr.  F.  H.  Garrett,  of  Council  Bluffs.  They  awarded 
the  first  prize,  $150,  to  O.  B.  Wells,  of  Albany,  the  second  prize, 
$100,  to  H.  B.  Rhoads,  of  Indianapolis,  the  third  prize,  $50,  to  H. 
S.  Godshall,  of  Philadelphia,  the  fourth  prize,  $30,  to  J.  F.  Beerkle, 
of  Omaha,  and  the  fifth  prize,  $20,  to  Joseph  Bailey,  of  Kansas 
City,  Mo. 
These  prize- winnng  essays  have  been  published  in  pamphlet  form 
and  distributed  by  the  N.  W.  D.  A.  and  well  merit  careful  perusal. 
The  space  available  permits  only  of  brief  abstracts  from  these. 
From  the  first  of  these  essays  the  following  abstract  is  given : 
"  The  role  of  the  wholesale  druggist  is  of  a  double  nature.  His 
work  is  for  the  manufacturer  as  well  as  the  retailer.  He  brings  to 
■the  counters  of  thousands  of  retail  druggists  the  products  of  in- 
numerable manufacturers.  Distribution  is  the  keystone  of  success- 
ful business,  and  the  manufacturer  finds  a  quick  and  inexpensive 
distributing  agent  for  his  product  in  the  wholesale  druggist. 
"  The  saving  of  overhead  and  selling  expense  which  is  effected 
by  the  wholesaler  for  the  manufacturer  is  of  considerable  im- 
portance from  the  producer's  standpoint.  It  is  possible  to  greatly 
reduce  the  selling  organization  and  simplify  the  credit  department. 
An  intricate  and  expensive  accounting  system  no  longer  becomes 
