eye roves over the paper, he will absorb some knowledge of the advertiser's wares.

There is no need of cutting it short or boiling it down for the village weekly. The advice of the city advertising expert does not apply here at all. The only requisites for the ad in the country weekly are that the matter be good reading and good advertising. The advertisement should convey information and create a desire for the thing advertised or a sentiment favorable to the advertiser. In other words, tell the story well and make a good impression in the telling.

In newspaper advertising, in either weekly or daily papers, the best form for pharmacists' advertisements is that of a news article, or story," as the newspaper man calls it.

If the form of any news article or story is analyzed it will be seen to consist of these parts: Head, subhead or heads and body. The latter consists, of course, of the solid reading matter, and if the story be long or an important piece of news, the body matter is divided into sections or paragraphs, by chapter or paragraph heads in small capitals-capital letters of the same type as that used in the body matter usually.

In a very important news article there will be a number of subheads following after the large head lines, and these will give the salient facts of the news matter so that one may get the gist of the matter, but not the details, by simply glancing over these heads.

The body of the article will also be found to follow a certain plan of construction. First comes the introduction, giving the whole story in the fewest possible words, a very short yet comprehensive sketch of the matter without omitting any salient point or important detail. Then follows the story as a whole, after this the story of interested parties or those who saw the thing from different standpoints, and, finally, the conclusion, the winding up of the tale, with the expression of opinion of the probable outcome of the affair, or speculation upon the effects likely to follow upon it.

Following out this idea, the construction of an advertisement will be somewhat as follow:

(1) A prominent heading, set in type that is two or three times larger than that used in the body of the ad.

(2) Subheading.-Subheads should be sparingly used; none at all on ordinary announcements and no more than one for very important news. More than this can be used upon extraordinary occasions, when the announcement is of such real importance as to render their use appropriate. In other words, "Don't holler unless you have something worth hollerin' about."

(3) The body of the ad, the story, solid reading matter, like a news article, but in slightly larger type than the usual newspaper type, so that it may be easily read. The type should not be smaller than long primer (10 point) in a single column ad or pica (12 point) if the ad is two columns in width.

(4) The "Footnote."-Information or explanation of something mentioned in the ad or of something germane thereto. An announcement of something to come, mention of some other department of the business, or of anything that seems not sufficiently important to devote the whole advertising space to it.

(5) The address of the advertiser.

(6) The postscript or "trailer." This is seemingly an afterthought, much like the postscript of a letter, and, like the postscript, may contain anything you wish to say without regard to whether it is relevant to or entirely foreign to the subject of the main body of the ad. A better sense of proportion is observed by placing matter relevant to the main subject in the footnote, and whatever is foreign to it in the postscript or trailer.

To recapitulate the form of advertisement under discussion consists of these parts:

1. Head.

2. Subhead.

3. Body, or story.

4. Footnote.

or numbers without further explanation of the terms in this department it will be well for those interested to memorize them. The terms apply to all advertisements as well as the style spoken of here. They are, in fact, the chief structural divisions of ad anatomy and are more or less used by those who write advertising matter and by those who write of advertising in the trade and technical journals.

Spring Medicines.

If you have a specialty in the Blood Purifier" line, an alterative or tonic compound that is a really good “spring medicine," do not let the opportunity pass of booming it during the months of March, April and May.

Start your advertising campaign promptly on the first day of March, and start it with a Bang! Make a noise that will let people know that there's something doing.

66

A. T. Stewart, when asked the secret of his success, said: There's no secret. Have good goods and sell them at a reasonable price, and I make a de'il o' a fuss about it." Plenty of other merchants of that day bought good goods and sold them at reasonable prices without becoming "merchant princes," like Stewart. They failed to make a "a de'il o' a fuss about it." They were, some of them, as good merchants as Stewart, but not as good advertisers.

If your specialty is worth advertising at all it is worth making a de'il o' a fuss over; so, start it off on the first with a big window display, extra advertising space in the newspapers and circulars, giving good argument regarding the goodness of your preparation. Use plenty of flowers, vines and other greenery in the windows and make them as springlike in suggestion as possible. Green-light yellowish shade and pink— a light “blush' tint-make the most appropriate colors for background and draperies. Use plenty of card signs in windows and interior, so that they will meet the customers' eyes at every turn.

It is a good idea to buy extra newspaper space for these three months and use it solely for advertising this specialty, reserving the regular space for your regular ads.

If you do anything in this line, do it well. Jump in on time and "make a de'il o' a fuss" all the time you're in the business. Here are a few suggestions for card signs and ad argument: "March 1, Time to Get Ready for Spring. Now is the time to begin taking 's Sarsaparilla."

"It's Been a Hard Winter. It may be a hard summer if you don't get your system in order before the warm days come.” "Do It Now. You are losing valuable time every day that you put off beginning on's Spring Medicine."

"Every one needs an alterative medicine after the indoor life, the hearty food and heavy clothing of the cold season; the functional activity of the skin has been partly suspended, a greater strain placed upon the liver and kidneys, the vital organs are weakened and the elimination of waste incomplete; the system is in the most favorable condition for the development of disease germs."

5. Address.

6. Trailer, or postscript.

As these will be frequently mentioned by the above names

HEADACHE CURES.

About this time begin making plans for the coming soda water season.

DRUG LOSSES IN THE BALTIMORE FIRE.

Leading Drug Firms Heavy Sufferers-Wholesale Warehouses Completely Destroyed-Three Retail Firms Lose Everything Extent of Disaster.

The wholesale and retail drug trade suffered heavily in the fire which swept over the business section of Baltimore two weeks ago. The Henry B. Gilpin Company are the only wholesalers who escaped, unless the Calvert Drug Company, the retailers' co-operative concern, be classed as wholesalers, and these firms are accommodating the others as best they can. Sharp & Dohme's large establishment escaped, fortunately, although in danger several times. At one time it was feared that the building of the Maryland College of Pharmacy would have to go, but a fortunate change in the wind drove the fire in another direction. The destruction of property was enormous and Baltimore has, indeed, received a tremendous blow, the heart of the business section of the city having been eaten out at a stroke, with the complete destruction of all of its fine banks and trust companies. The city, however, has been fortunate in some at the attendant circumstances, there being no loss of life and few people having lost their homes. While it is difficult to describe adequately the extent of the calamity, or to speak of its immediate depressing effect upon the community, the picture has still a bright side, and it is eloquent of the pluck and enterprise of the business men of Baltimore that the volume of business has suffered no great shrinkage, the firms which were burned out continuing to solicit trade through salesmen on the road and giving other evidences of their determination to hold the place which they have gained in the markets of the country. Merchants and manufacturers appear to have been stirred to even greater enterprise, and the future is full of promise for the stricken city.

THE ORIGIN OF THE FIRE.

On Sunday morning, February 7, at about 10.30 o'clock, while most of the citizens of Baltimore were on their way to church, fire broke out in the large wholesale dry goods house of John E. Hurst & Co., at the corner of Liberty and German streets, and in the short space of two hours had spread over eight city blocks, its rapid destructive course being marked by numerous tremendous explosions, which tore the buildings to fragments and sent blazing fire brands scattering over the neighborhood to spread the blaze. The fire soon got beyond the control of the local fire department, and appeals for help were at once sent to other cities-New York, Washington, Philadelphia and Wilmington. The fire was particularly destructive in the wholesale drug district, every wholesale drug house in the city, with the exception of Gilpin, Langdon & Co. (now the Henry B. Gilpin Company), being destroyed. Sharp & Dohme were just on the edge of the burned area. Some idea of the size of the district which has been swept away may be gathered when it is stated that it includes more than 175 acres of ground, all of it in the heart of the business section. The path of the fire resembles a huge crescent and embraces the ruins of some 2,500 buildings. Conservative insurance agents have placed the loss at $80,000,000, of which it is stated that about 75 per cent. is covered by insurance.

DETAILS OF THE DISASTER.

We are indebted to several Baltimore correspondents for particulars of the effects of the fire upon the drug business, and especially to John G. Beck, the treasurer of the Calvert Drug Company, for a vivid narrative of the course of the fire.

After describing the outbreak of the fire, substantially as given above, Mr. Beck says: "The first fire engine was on the spot ten minutes after the alarm was sounded, and when the firemen broke open the immense lower door of the Hurst establishment it was immediately seen that the building was

doomed. A terrific explosion from the ignition of a box of powder in the wholesale hardware house of Findlay, Roberts & Co., on the opposite side of the street, spread the flames in all directions. The wholesale drug house of Carr, Owens & Heinemann stood on the northwest corner of Liberty and German streets, and, catching fire, was reduced to ashes in a few moments. The flames then leapt in an easterly and southerly direction, and in less than an hour had attacked the building occupied by the Stanley & Brown Drug Company, wholesale druggists, and the William II. Brown & Bro. Perfumery Company, which it gutted, and, leaping in an easterly direc tion toward Hanover street, attacked the block on which James Bailey & Son's wholesale drug establishment was located. This structure was a large iron front warehouse, about 40 feet front and eight stories high. I stood one block away when the building caught fire and the heat was so terrific that in 10 minutes, by actual count on the watch, the huge building was down in the street.

"This structure was for many years the home of the former well-known drug house of Thompson & Muth. It was built according to the personal ideas and plans of John I. Thompson, who was at that time senior member of the firm, and it was considered one of the best built and most finely equipped drug houses in the United States. The firm was dissolved about 15 years ago. Muth Bros. & Co. beginning independently at 15 East Fayette street, while the two sons of Mr. Thompson continued at the old stand for about four years, when they retired and James Bailey & Son leased the warehouse, and carried on the business up to the time of the fire.

"The flames swept onward, following the course of the wind, which was coming out of the north and blowing a gale. In two hours the entire block was reduced to ashes and the fire had reached Charles street. Toward evening the wholesale drug house of Muth Bros. & Co., at 15 East Fayette street, was a total wreck, as was their warehouse on Bank lane and their third warehouse on Lombard near Charles street. The last goods hauled to this warehouse on Saturday was a ear of 600 cases of Peruna.

"I stood on the roof of the Calvert Drug Company warehouse, 205 South Charles street, near Pratt, and obtained a magnificent view of the conflagration. This building is a large, five-story, iron structure, whose roof towers 100 feet above the pavement. From this point, just outside the zone of fire, I saw the flames fairly race in the direction of Thomas & Thompson's retail pharmacy at Baltimore and Light streets, and this, the most popular retail drug house in the city, was wiped out of existence almost in less time than it takes to tell the tale.

"Oscar E. Ross's retail pharmacy was blown up with dynamite while Thomas & Thompson's place was burning, the former establishment being directly opposite and in the path of the flames. The dynamiting of Thomas & Thompson's place failed to check the spread of the fire, and the flames raced eastward, destroying one place after another, until it seemed certain that the Calvert Drug Company's establishment was doomed with the rest, but about six o'clock the wind again shifted, blowing directly east at a terrific rate. At two o'clock on Monday morning the fire had reached the old-established retail drug store of Charles C. Habliston, at 500 East Baltimore street, corner of Gay, just nine blocks east from where the fire started. This old and well-known pharmacy was founded in 1823 by a practicing physician, Dr. Thomas N. McKenzie, the business being carried on afterward by his brother, Dr. James McKenzie, and later by Dr. Adam J. Gossman. Charles C. Habliston, who took over the business upon the death of Dr. Gossman, died himself some six years ago, and the store was conducted by the widow under the management of A. O. Brickman.

"The fire had up to this time wiped out four wholesale drug houses and three retail stores. Its course then took an easterly direction and subsequently southerly. toward the basin, where it was finally checked. The flames just singed

the old Laroque drug store, at Baltimore and Harrison streets, as they leapt across the street at this point to the famous old Maryland Institute of Art and Design. Everything between

Baltimore street and the water front was burned down, and at 5.30 o'clock on Monday afternoon the flames were among the lumber yards along Union dock, where a final stand was made by the fire department, and the fire was eventually conquered with the help of the New York fire fighters.

About 65 firms, directly engaged in or allied to the drug trade, were sufferers by the fire, most of their establishments being completely wiped out. Among the proprietary concerns are such houses as A. C. Meyer & Co., Bull's Cough Syrup; Abbott & Co., Angostura Bitters; American Soda Fountain Company; Amyl Kigo Chemical Company; C. C. Bartgiss & Bro., drug label printers; Arnold & Son, surgical instruments; Baker Bros. & Co., glassware; Caffeeno Drug Company, Caffeeno; Carrollton Chemical Company, Larabee's tincture and Drexel's cologne; Chesapeake Glass Company, Crown Chemical Company, Davidson Chemical Company, De Witt & Co., Fourden Specialty Company, Fourden & Marsh, Gordshell Chemical Company, Hance Drug Company, Hancock Liquid Sulphur Company, Holmes Drug Company, Interstate Chemical Company, Miller Drug Company, Kohler Mfg. Company, McCormick & Co., Parke, Davis & Co., Malay Remedy Company, Nelaton Remedy Company, Parrish & Co., H. C. Pfaff, E. B. Read & Sons, Rennous, Kleinle & Co., J. M. Robinson & Son Company, Tincture of Amal Company, Webb & Sons, J. H. Winklemann & Co., James Bosley & Son, J. J. & H. I. Thompson, George Mayo, L. M. Lovering.

Some of the losses sustained by prominent firms are estimated as follows: Muth Bros. & Co., stock, $250,000; building, $75,000; Stanley Brown Drug Company, stock, $150,000; building. $70,000; Carr, Owens & Heineman, stock, $30,000; building. $8,000; Baily. Son & Co., stock, $100,000; building, $35,000; Thomas & Thompson, stock, $45,000; building, $50,000; Oscar E. Ross, stock, $25,000; building, $30,000; Habliston pharmacy, stock, $10,000; building, $18,000."

THE PURE FOOD BILL.

Drug Trade Representatives Appear Before Senate CommitteeObjections Lodged Against Definition of Drugs-McCumber Bill Will Probably Be Changed.

Mahlon N. Kline, of Philadelphia, chairman of the Committee on Legislation of the National Wholesale Druggists' Association; John C. Gallagher, of Jersey City, member of the Legislative Committee of the National Association of Retail Druggists; George L. Douglass, of Chicago, counsel for the Proprietary Association of America, and Joseph N. Errant, attorney for the National Association of Retail Druggists, appeared before the Senate Committee on Manufactures on February 12, in connection with the McCumber Pure Food bill, which is now in the hands of that committee. Each of the speakers declared that the drug trade, as a whole, was heartily in favor of any legislation which would improve the quality of drugs, and that the druggists of the country would be united in the support of the bill if the definition of drug used in the Hepburn bill were substituted for that used in the McCumber bill. They contended, however, that if the definition of the McCumber bill should be retained druggists might be subjected to great hardships for the reason that the definition would be so broad as to include many articles for which no standard was recognized and for which it would be practically impossible to adopt a uniform standard. Douglass pointed out that the definition, as originally drawn, would make articles included under it subject to the provision of the bill that an article should be deemed to be adulterated if it contained any ingredient that might render it injurious to health. He pointed out that what one school of medicine might regard as being injurious might be an ingredient that was considered highly beneficial by some other school of medicine.

Mr.

Both Senator McCumber and Senator Heyburn, the chairman of the committee, indicated in the course of the hearing that they did not think personally that the objections of the druggists to the definition were, well founded, but that in

deference to what seemed to be the unanimous opinion of the drug trade, the committee would probably make the desired amendment.

The Board of Trade Discusses the Pure Food Bill. At the regular monthly meeting of the Drug Trade section of the Board of Trade and Transportation, which was held on Thursday afternoon, February 18, presided over by Thomas P. Cook, chairman of the section, resolutions were adopted commending the bill now before Congress providing for a reduction in the tax on alcohol, and after some discussion of the Hepburn bill, the Committee on Legislation was instructed to prepare amendments to that measure which will provide for a clear line of demarkation between articles of food and drugs and will obviate some of the objectionable features still present in the bill.

The Legislative Committee was also vested with power to act in connection with the Hewitt bill, now before the Legislature of the State of New York, which prohibits the sale at retail and the use of cocaine in any of its forms.

"THE WASHINGTON PROMISE."

The Whole South in Line-Atlanta Capitulates at Last-Newspapers Underwrite the Schedule-Substantial Advance in Toledo -Asheville and Haverhill Join the Movement.

The best news of the past week for the Southern drug trade is the announcement that minimum price schedules have been put in operation in Atlanta, Birmingham and Montgomery, where price demoralization has been so extensive At Atlanta cutting has prevailed for twenty years, the trouble getting into the courts and the feeling becoming very bitter. When the present effort to secure a schedule began a $50,000 damage suit was pending against the local druggists' association, which had previously been enjoined from affiliating with the N. A. R. D. Through the initiative of John A. Patten of the Chattanooga Medicine Company, who is vice-chairman of the Washington Promise Committee for the South, negotiations were begun in December looking to an improvement of the situation. The conclusion of these efforts came last week, when schedules were signed by all dealers in the three towns mentioned, the last in which aggressive cutting prevails in the South. A new feature in connection with these Southern schedules is that the newspapers have underwritten them, agreeing not to advertise medicine in their columns at less than the scheduled prices. This is regarded as a very valuable feature of the schedules. It is understood that the schedules provide for prices ranging from 75 to 80 cents on $1 articles, and that they go into effect at The pending suits and previous decrees have all been withdrawn, and the best feeling now prevails among all parties concerned.

once.

Coming after the successful achievement of R. E. Queen of the Washington Promise Committee in California, this is most encouraging, and shows that the Washington Promise Committee not only promise things, but do things. They have cleared up the situation on the outskirts at least. Atlanta has always been a very sore point, and the proprietors are to be congratulated on getting Mr. Jacobs to agree to a schedule. The three Atlanta dailies, the Constitution, the Journal and the News, were also helpful in arranging this schedule, and showed much interest in the welfare of their advertising patrons.

SCHEDULE ADOPTED IN TOLEDO.

F. W. Schumacher, chairman for Ohio, has succeeded in obtaining a schedule much higher than was formerly in force in Toledo, Ohio, through the joint efforts of Walding, Kinnan & Marvin Co., the local retail association, and himself. All $1 preparations in Toledo have been raised from 69c. to 74c. per bottle in consequence.

HAVERHILL PRICES RAISED.

Dr. Charles H. Stowell, manager of the J. C. Ayer Company, who is vice-chairman for Massachusetts of the Washington