Adulteration of Belladonna Leaves with Those of Phytolacca Decandra.-Augustin (Pharmazeutische Post) reports that he has found in a sample of belladonna leaves from Bosnia about 50 per cent. of the leaves, flowers and tops of Phytolacca decandra. The leaves of the latter greatly resemble those of belladonna, but are distinguishable by the fact that they are thorned at the ends, that their surface is devoid of hair, and that the upper surface is more glossy than the under surface.

A Simple Method of Estimating the Amount of Phosphorus in Phosphorated Oils.-5 Cc. of a 5 per cent. copper sulphate solution are mixed with 10 Cc. of the oil in question in a test tube, and shaken well for exactly two minutes. According to the concentration of the phosphorus solution, there will form at once or at the expiration of from a few minutes to two hours a black to light brown color in the emulsion thus produced. This color gradually disappears on standing, the persistence being in proportion to the amount of phosphorus in the oil. This reaction is delicate enough to detect 0.0025 per cent. of phosphorus.-Wiener klinische Wochenschrift.

The Absorption of Medicinal Iron.-According to Nothnagel and Rossbach (Süddeutsche Apotheker Zeitung) all the iron preparations, even those that are soluble with difficulty, are converted into chlorides in the stomach. The latter is very quickly absorbed into the blood, and forms there soluble alkaline albuminates. This is the form in which iron circulates, until it is converted into hæmoglobin-the coloring matter of the red cells. The portions of iron which have not been absorbed by the stomach pass into the intestine, and are there absorbed as alkaline albuminates. Hary found that iron was absorbed by both stomach and intestines, while other authors claim that it is not absorbed at all by the stomach, and only by the duodenum and small intestine.

Test for Urobilin in the Urine, Blood and Other Liquids.— Oliviero (L'Union Pharmaceutique, February 15, 1904) employs a reagent for the rapid determination of urobilin in physiological liquids, such as blood, urine, milk, etc., having the following composition: Zinc chloride, dry, 10 grammes; ammonia, enough to dissolve (about 30 grammes); 90 per cent. alcohol, 80 grammes, and acetic ether, 20 grammes. Shake and filter. A test tube is filled three-quarters full of urine, and one-quarter of the bulk of the reagent is added. The mixture is shaken, and the precipitate of earthy phosphates is filtered off. The filtrate is clear and strongly fluorescent in the presence of urobilin, and gives a characteristic absorption band in "gamma " in the spectrscope. This reagent is extremely sensitive.

A Reaction with the Salts of Cobalt and Nickel.-Guerin (Répertoire de pharmacie, February 1, 1904, p. 139) found that a black precipitate of the hydrated sesquioxide of cobalt could be obtained with solutions of the salts of cobalt after precipitation with potassium hydrate, and the addition of a 2 per cent. solution of iodine and potassium iodide until the supernatant liquid turned yellow. The soluble salts of nickel under the same conditions give a precipitate with a permanently light green color. If potassium and then a solution of iodine and potassium iodide be added, as has been noted above, to the precipitates formed in solutions of nickel and cobalt by the ferrocyanides, or the alkaline phosphates or carbonates, black precipitates will form with the salts of cobalt and light greenish precipitates with the salts of nickel.

Rational Colchicum Preparations.-Blau (Pharmazeutische Zeitung, 1903, p. 892) studied the alkaloidal contents of the seeds of colchicum. The alkaloids being exclusively localized in the envelopes of the seeds, it is not necessary to powder the seeds for the purpose of extraction in making official preparations. The old seeds are still rich in alkaloids, even without any special precautions taken to preserve them, and, therefore, there is no reason why the seeds should be collected annually.

A digestion of from three to four hours on the water bath in alcohol at 85 degrees C. suffices to extract the entire content of colchicine, and this temperature should be employed in preparing the tincture. The cloudiness which forms after a time in this tincture may be attributed to the partial transformation of colchicine into colchico-resin. Therefore, a clear colchicum tincture, which has been prepared according to the official formula, is richer in colchicine than a turbid tincture.

The Essential Oil of Boldo.-Tardy, in a note presented to the Paris Pharmaceutical Society (Revue de pharmacie et de chimie, February 1, 1904, page 132), contributes an interesting review of our knowledge of boldo and an analysis of its essential oil. The leaves of boldo (Boldoa fragrans, Pneumus Boldus Monimiaceae) have been used in therapeutics in France since 1872, when they were introduced by Dujardin-Beaumetz in the treatment of diseases of the liver. Bourgeoin and Verne, in 1874, discovered the active principle boldine, which was present in this drug in very feeble proportions, and possessed the characters of an alkaloid. They also stated that the leaves in the dry state contained 2 per cent. of an essential oil, which they, however, did not further describe. In 1884 Chapoteaut obtained from boldo a glucoside, boldoglucine, which he considered as its active principle. Since then only one author, Hanauseck, has written on this subject, and has described the essential oil as to its physical properties. The present author made a close study of this oil, and found that boldo leaves contained a volatile oil consisting of a series of organic substances, including cuminic aldehyde, terpinelol, probably small quantities of eugenol, acetic acid, a lævorotatory sesquiterpene, and terpene and terebinthine radicals.

Quantitative Tests for Mercury.-Litterscheid (Archiv für Pharmacie, 1903, page 307) suggests a new method for the quantitative determination of mercury, consisting in the trans formation of the mercurial salt into mercuric chlorides, by the addition of a slight excess of potassium bichromate and then of ammonia, so as to render the solution slightly alkaline. A red precipitate of dimercur-ammonium chromate is obtained, which is insoluble in water, soluble in dilute hyrdochloric acid and slightly soluble in ammonia and in solutions of ammonium salts. This method may be employed for either gravimetric or volumetric work. For the gravimetric method the precipitate is recovered at the end of six hours, is washed in water containing a very small amount of ammonia, is dried at 100 degrees C., and is weighed. For the volumetric method a known volume of the mercurial solution is taken and a known amount of a solution of potassium bichromate is added, containing 4.90 grammes per litre. A solution of 10 per cent. ammonia is added, drop by drop, until the reaction becomes alkaline. At the end of six hours the liquid is filtered, and in the filtrate, the volume of which is measured, the amount of potassium bichromate which has not entered into the combination is determined by titration. For this purpose a slight excess of sulphuric acid, with potassium iodide, is added. The amout of fodine which has been liberated by the potassium bichromate is then determined with the aid of sodium hyposulphite. One cubic centimeter of the solution of patossium bichromate corre sponds to 0.0276 grammes of mercury.

A New Method of Obtaining Oxygen from the Air.Georges Claude in a recent communication to the Paris Academy of Sciences (Pharmazeutische Post, February 21) described an improved process for obtaining the oxygen of the air by freezing. Formerly the air was liquefied as a whole and then the oxygen was separated from the nitrogen by fractional distillation. The last tenth of the fluid under these conditions contained about 90 volumes of oxygen. Claude suggests a new method. Inasmuch as oxygen has a higher boiling point than nitrogen, it condenses first, and will be separated in the apparatus from the stream of gas which follows it. When it is brought into con

The Preparation of Fluid Extract of Cinchona.-The formulas for the preparation of fluid extract of cinchona vary considerably as regards the amount of hydrochloric acid to be employed in the process. As extraction is incomplete when too little hydrochloric acid is used, and as the preparation assumes a dark color and a disagreeable taste if too much hydrochloric acid be used, it is not easy to give a general rule for the proper quantity of this acid. According to Van der Wielen (Pharmaceutisch Weekblad vor Nederlande, Vol. 40, p. 638) the required amount of hydrochloric acid can be determined as follows: Ten Gm. of the powdered bark are macerated, after the addition of 1 Gm. of phenol to prevent molding, for 24 hours with 100 Gm. of a solution of hydrochloric acid in water, which contains so much hydrochloric acid that for each 310 milligrammes of the alkaloid there are 71 milligrammes of HCl. Then 3.5 Cc. of a decinormal HCl solution are added, and the whole is macerated again for 24 hours, this maceration being repeated with several additions of the same quantity of the decinormal HCl solution until a drop of the watery fluid tinges congo-paper blue. From the quantity of decinormal hydrochloric acid solution employed one can calculate the amount of acid needed to separate the salts in the bark from the organic acids. The amount thus obtained is added to the amount necessary for the neutralization of the alkaloids in extraction.

Some Reactions of Pilocarpine.-Barral (Journal de pharmacie et de chimie, February 15, 1904) describes a series of color-reactions for pilocarpine. The most characteristic colorreaction for this alkaloid is that of Wangerin-namely, a violet color soluble in benzin, obtained by adding to the solution of pilocarpine, first, a few drops of a solution of potassium dichromate, and then a few drops of hydrogen dioxide. A black reaction on the addition of calomel has been described, but it is common to a great number of alkaloids. Several drugs also give the yellow tint produced upon the addition of sulphuric acid, this color changing to an emerald green on the addition of a few drops of potassium dichromate. The author says the following reactions are of special value. They are obtainable with aqueous solutions of pilocarpine:

(1) Sodium persulphate is heated with a small amount of the solution of the alkaloid, and the fluid assumes a yellow color and liberates a pungent and somewhat ammoniacal odor. The vapor turns litmus paper blue, and blackens mercuric nitrate. (2) Formolated sulphuric acid, heated with a few drops of the solution of pilocarpine, at first becomes yellow, then brownish-red, then blood-red, and finally brownish-red. (3) Mandelin's reagent, heated with a very dilute solution of pilocarpine, gives a golden-yellow color, turns slightly greenish and then to blue, the latter color remaining after the addition of water. (4) A 1 per cent. solution of potassium permanganate in concentrated sulphuric acid, heated with a solution of pilocarpine, at first becomes decolorized, then becomes a darkyellow liquid emitting white fumes, having the odor of burnt sugar, or, more exactly, of tartaric acid decomposed by heat.

Sodium Hypobromite Does Not Liberate All the Nitrogen from Urea.-Garnier, of Nancy, in a recent paper clearly brought out a point which has been discussed to a considerable extent by various authors-namely, that in testing urine for the amount of urea by means of the hypobromite method commonly in use, the sodium hypobromite does not liberate all the nitrogen from the urea. This is of great practical interest, for if this negative contention be proved the hypobromite tests are not at all to be relied upon for accuracy. The present author repeated the experiments of Le Comte, who claimed that he could liberate all the nitrogen from a given quantity of urea by

means of a sodium hypobromite solution. In spite of the greatest care and the exact reproduction of Le Comte's methods the present author could not liberate all the nitrogen in this manner. On the other hand, he found that an accurate titration of his test solutions of urea with the new modification of Kjeldahl-Deniges showed that the solutions were quantitatively correct. With Le Comte's "nascent" reagent, freshly prepared, the mean quantity of nitrogen obtained from urea was only 97.8 per cent., while with a ready made hypobromite solution only 92.4 per cent. could be gotten. An interesting point was noted in the relation between the amount of reagent and the concentration of the urea. Thus, if the same amount of reagent be used to reduce the double amount of urea the amount of gas liberated becomes less, although an excess of hypobromite is manifested by the yellow color of the final liquid. In such cases only 87 per cent. of the nitrogen is obtained. The addition of glucose to the ready made solution (1 Cc. of pure glucose solution in the strength of 25 per cent.) is of no avail, although it increases somewhat the liberation of the nitrogen. On the other hand, the addition of glucose to Le Comte's nascent hypobromite solution, freshly prepared, seems to liberate the theoretical amount of nitrogen.

The author concludes that no method of testing with hypobromite liberates the total nitrogen unless glucose be added.

The Occurrence of Salicylic Acid in Certain Violaceae, and in Marigold, Cherries and Wild Cherries.—In a recent communication to the Paris Pharmaceutical Society, Desmoulière (Revue de pharmacie et de chimie, February 1, 1904, p. 121) discusses the normal presence of salicylic acid in some violaceæ Mandelin and in some fruits which are used for jams, etc. showed that salicylic acid occurs in a certain number of the violaceæ, and especially in Viola odorata, sylvatica, palustris. canina, uliginosa, arenaria, mirabilis, uniflora, floribunda and pinnatifolia. The cultivated variety of Viola tricolor contains, it is said, less salicylic acid than the wild plant. The present author controlled the experiments of Mandelin as regards the violacea, and came to the same conclusions. He went further, however, and sought to establish in what particular state this acid exists in these plants. His attention was concentrated upon the wild pansy, Viola tricolor, arvensis, and he found that if any portion of this plant, when fresh, be pressed between the fingers an odor of methyl salicylate is produced within a few seconds. The methyl salicylate may also be demonstrated in the following manner: The fresh plant is mashed, reduced' to a pulp in a mortar, and placed in a flask. Distilled water is added, and a stream of steam is passed through the flask and condensed afterward in a Liebig's apparatus. This distillate contains methyl salicylate, as may be seen by testing it with dilute ferric chloride solution. The author believes that the fresh plant contains methyl salicylate. The fact that the odor of methyl salicylate is developed in the fresh plant only upon crushing it gave the author the idea that the plant probably contains a glucoside, which is split up on the admixture of water and a ferment, giving rise to methyl salicylate. The glucoside and the ferment are localized in different cells of the plant, and come into contact on crushing. Similar facts have been observed by Bourquelot in Montropa hypopytis. The present author also found salicylic acid in small amounts in calendula and in cherries and wild cherries. The presence of this acid in calendula is merely of theoretical interest, but its occurrence normally in cherries raises the question as to the propriety of adding salicylic acid to jams, etc., as a preservative.

High Praise from Abroad.

I wish to congratulate you upon the improved features of your splendid journal. There is a sense of precision in the smaller type; your descriptions and photographs of pharmacies and places abroad are especially good. It is admitted by all who see the AMERICAN DRUGGIST that it is the best, most consistent, the purest (pharmaceutically), and the freest from 20-year-old irrelevant jokes of all the American drug journals. WILLIAM MAIR, F.C.S.

Edinburgh, Scotland. February 22, 1904.

Mistura Fuscum.-G. W. R.-This is the Latin for Brown Mixture, the Mistura Glycyrrhizæ Composita of the Pharmacopœia.

How Should This Be Compounded?—S. F. G. writes: Can you inform me through your journal as to the proper method of dispensing the inclosed prescription, and what appearance it should present when properly dispensed?

Tinct. cantharides.. Quinine sulphate.

Tinct. benzoini..

Spt. lavand..
Ol. ricini.

Spt. vini rect.

.3ij gr. xx .3ss

Macerate for a day or two, filter, and add to the water until the required shade is produced. Then add to each gallon: Strong solution of ammonia....... .3ss

.3ij .5ss

Ziss

The amount of alcohol prescribed in this mixture is not sufficient to dissolve the quinine sulphate. If perfect solution of the quinine is desired it will be necessary either to increase the amount of alcohol from 11⁄2 ounces to 2 ounces, or to omit the castor oil and substitute three times the quantity of glycerin, leaving the rest of the ingredients as they stand in the prescription. Solution of the quinine should be effected first, of course, the castor oil, if used, being dissolved in the spirit of lavender, which may then be added to the mixed tinctures and solution of quinine.

Pineapple Juice in the Treatment of Sore Throat.-S. A. E. writes: The AMERICAN DRUGGIST of March 28, in reply to a correspondent asking for the best method of preparing pineapple juice for the treatment of sore throat, etc., advises to heat the sugary syrup to boiling. The answer calls attention to the discovery in pineapple by Professor Chittenden, of Columbia University, of a ferment having proteolytic action in which the therapeutic virtues are said to reside. What interests me to know is how, after heating to the boiling point, the action of such a ferment can be maintained? Would it not be far better to use the juice expressed by some cold process?"

The ferment peculiar to the pineapple does not seem to be affected by heat; indeed, it is said to be most active at 40 degrees C., the equivalent of 104 degrees F. It exerts its action best in neutral solutions, but the presence of acids or alkalies does not materially lessen its activity. The ferment is precipitated from the juice along with the proteids by saturation with ammonium sulphate, and the precipitate freed from excess of salt by dialysis acts on proteids like the original juice.

We may add that the literature on the subject of the pineapple ferment is very scanty, little experimentation having been done. We are inclined to agree with our correspondent that the use of excessive heat in preparing the syrup is unnecessary and might prove detrimental, but according to Chittenden and others (Trans. Conn. Acad. viii., 1-28.), the activity of the ferment is increased when the solution is used at a temperature of 104 degrees F.

Bright Red Color for Show Bottles.-C. R. B. asks us to print a formula for producing a bright red colored solution for show bottles. He says he has tried various formulas, but the solutions so made fade and become cloudy in a short time.

One of the most satisfactory and effective methods of preparing a red-colored solution is to simply dissolve potassium dichromate in water acidulated with sulphuric acid, the proper proportions being: Potassium dichromate, 1 pound; sulphuric acid, 16 ounces; water, 21⁄2 gallons. Dissolve the dichromate in the water, then add the acid gradually, stirring all the time.

The above makes a permanent solution of a brilliant red color, approaching garnet. More of a true red is obtained by dissolving iodine and potassium iodide in water acidulated with hydrochloric acid, as follows:

This solution will be found to be less permanent than either of the foregoing compounds, it being an organic color, which fades more quickly than a color of mineral nature.

Hair Restorer, Etc.-II. T. Co. writes: "Our wholesale house wrote us to-day in reply to our request for formulas covering a good Hair Restorer, Nerve Tonic and Sarsaparilla that it would be advisable to write you asking you to print in your journal formulas for these articles. We are now carrying out their suggestion, and hope you will favor us."

There seems to be some uncertainty in the trade as to just what is meant by the term "hair restorer." Some pharmacists include under this head stimulating washes and tonics, though the term as originally used applied to dyeing compounds having sulphur and lead as the active ingredients. Formulas of this kind, as used by up-to-date pharmacists, are represented among the following, taken from the recently issued supplementary volume of "Pharmaceutical Formulas":

Sarsaparilla Blood Purifier.-If this is to be advertised and sold as a “spring medicine," a great hit could be made by incorporating some recently expressed juice of dandelion and labeling the mixture Sarsaparilla and Dandelion. The great thing in mixtures of this kind is to see that a mild laxative effect will be felt from its use. "Pharmaceutical Formulas," already mentioned, contains a suggestive formula. This formula need not be followed to the letter, and fluid extract of

BUSINESS BUILDING

By W. A. DAWSON

Under this head will appear suggestions and plans for increasing trade, advertising experiences, information, and notes of interest useful to the pharmacist in the preparation of his advertising matter. Specimens of current advertising will be reproducea, with suggestive analysis and criticism, and queries relative to advertising matters will be answered. To avoid delay address communications to the Department of Business Building, AMERICAN DRUGGIST, 66 West Broadway, N.Y.

.av. oz. 3

.av. oz. 3

Grind all the drugs to No. 20 powder. Mix the glycerin and alcohol with 2 quarts of water. Macerate 24 hours and percolate. When the liquid has ceased to drop, pour in hot water until a gallon altogether has been obtained. Add the potassium iodide and sodium salicylate and dissolve. If not sufficiently dark to suit the eye add 1 fl. ounce of caramel.

As to a nervine compound, most of the mixtures on the market consist of bitter compounds flavored with celery and aromatics, though combinations of kola, cocaine, damiana and nux vomica also enjoy some popularity, the following being a type:

Mix 32 fl. ounces of alcohol and the glycerin with 80 fl. ounces of water. Also mix the coca, damiana, gentian and dandelion; reduce to coarse powder, extract by percolating the previous mixture through it; in the percolate dissolve the salts, and then, if necessary, pass enough of the mixture of one volume of alcohol and 3 of water through the mixture to make the entire percolate measure 1 gallon.

It may be well to remark that mixtures of the foregoing type are generally useless for the purpose for which they are employed. A simple combination of the glycerophosphates of lime and soda would be more in accord with modern notions of what a nerve tonic should consist of, and besides prove more effective generally. It would be well to get away from the idea of polypharmacal mixtures of vegetable ingredients and try for success with a scientifically arranged combination of the newer glycerphosphate compounds, formulas for which have been repeatedly printed in these columns.

Book Reviews.

MEDICAL UNION NUMBER SIX. By William Harvey King. 16mo.
60 pages.
Price, boards, 35 cents; paper, 15 cents. The
Monograph Press, 25 West Broadway, New York.

In 58 neatly printed pages the author has evolved a biting skit on labor unionism by logically reducing to the absurd the principles adopted by labor leaders in the conduct of their unions. We see sympathetic strikes of doctors, clergymen and undertakers to terrify the public into submission. In view of recent happenings in the West, the satire is perhaps not so absurd as appears at first sight. The book is very readable and gives food for thought.

HOME-MADE vs. READY-MADE ADVertising coPY. A correspondent who sends a batch of advertising matter for private review seems to have acquired a mistaken notion with regard to the attitude of this department toward professional ad. writers and purveyors of advertising systems. This misapprehension probably arises from careless reading on the part of our correspondent; but inasmuch as others may entertain similarly erroneous impressions of Business Building's opinions regarding the usefulness of the ad. specialist to the pharmacist, we are glad of the opportunity to state more fully and in more definite form the facts and theories deduced from such actual experiences as have come to us in "running—and advertising-a drug store," in town and country, for quite a number of years. The correspondent in question says:

I notice that you are down on the ready-made ad. systems, but I have to use them, because I am one of those kind that can't write an ad. to save my neck. If I take pen and paper and sit down to write an ad. I just sit and stare at the paper, and cannot think of a thing to say, even if I sit there for hours. I have tried it lots of times. The newspaper ads. I send you are changed or all rewritten different from the original. My clerk is pretty good at that, and I can sometimes do a little myself. It is different when there is something to start on and you don't have to write the whole business. You can see that they are a good deal better than the old ones that I tore out of my scrap-book. But these ads. paid right from the start when I sent the ready-made ones, with my label on the bottom, right to the paper without changing a word. The business began to increase and build up from then.

We wish to say, as emphatically as we can, that we are NOT “down” on “ready-made ad. systems," meaning, as we suppose our correspondent does, the monthly services of the specialists in drug advertising; on the contrary, we thoroughly approve of them. They are doing a great work in teaching better advertising methods to the retail drug trade.

If we are "down" on anything at all, that thing is bad advertising.

Bad advertising may be the result of ignorance or of indolence; the advertiser either fails to comprehend the meaning and mission of advertising or does not give it the thoughtfulness and persevering effort that is necessary for doing good work of any kind.

A high authority has often repeated the statement that “seven-eighths of the money spent for advertising is wasted as a result from one or more of the following causes: poorly written copy, badly displayed, poorly illustrated, poor position, placed in improper or worthless mediums, too small or unnecessarily large amount of space used," etc.

The fundamental law that governs the world of businessthe law of PROGRESS-governs advertising. The art of advertising does not stand still; it is ever on the move. The point it reaches to-day will be the ideals aimed at yesterday and the starting point of to-morrow.

Too many retail merchants regard advertising in the same liberal way as the Kentucky Colonel regards whiskey-" Some kinds of advertising are better than some other kinds, but there's no such thing as bad advertising."

Men of this kind do not differentiate between ordinary pub

licity and real advertising-between business fame and public notoriety. "Keeping one's name before the public" is not advertising always. Real advertising, good advertising, is getting acquainted with and cultivating the friendship of the public— "courting public favor," as the politicians put it.

If the advertiser once sees the matter of advertising in the right light and realizes the importance of this newly developed business power, this new source of energy for increasing the speed and efficiency of his business machinery, he will become a good advertiser.

The dealer who will not take the time or trouble to learn the nature of this power, its laws, phenomena and limitations, be

fore adopting its use in his business, places himself at the mercy of wiser competitors.

This law applies equally to the big city store or the small "only" drug store of a village. The village is slowly or rapidly growing; hundreds of pharmacists are seeking a location to plant a small store that will at least yield them an easy living. How often we have heard something of this sort from one who is looking for a location or from a traveling man: "There's a good opening in X.; it's a growing town." "There's only one store there now, and it's dead slow-'way behind the times." Fellow that runs it just sits down and takes what trade comes to him, but don't reach for any more." "You know the kindnever stocks anything until he has half a dozen calls for it." 'Tells the drummer that shows him something new: 'There's no demand for anything of that kind here.'" "He don't know a thing about advertising, window display and up-to-date storekeeping."

"The best defense is a sharp attack." He who keeps up with the march of improvement in the business methods of his line, and is a judicious and aggressive advertiser, will be able to keep outsiders from invading his business field for a long time after such competition would naturally come.

To neglect the study and practice of advertising because there's no active competition in sight is simply an invitation to competition. It is this class of merchants-men who have been in business for some years-that do much of the bad advertising seen in country weeklies and small city dailies. They suddenly wake up to the fact that something's got to be done to brace up their business. Advertising is the first thing thought of, and because they know so little about it they invest it with magical and marvelous powers-printed incantations sure to bring crowds of people to the store of the advertiser, and all anxious

to spend their money with him. They are unable to see it in the light of a business economy, a means of multiplying effort, of talking the business news of one's store to a thousand people at once, in their own homes, instead of one at a time in the store.

In retail drug advertising our creed and belief is this: "The pharmacist's advertising is an entirely different proposition from that of any other retail merchant."

"It must be conducted upon a higher plane and along lines of its own."

66

'Every druggist has a distinct individuality, every drug store its own distinctive atmosphere. Every business establishment creates an impression peculiar to itself, and its own manner of expression."

"On this account the advertising matter taken bodily from a source outside the business is often ineffective. The advertising is so foreign in letter and spirit that old customers begin to doubt the sincerity of the establishment, and new customers, attracted by the advertising, are disappointed with the difference between the ad. and the establishment."

"The service of the ad. specialist is a valuable aid to every advertiser if he uses it intelligently and does his part of the work. But, unless the specialist's idea is clothed in the language If you can't come, telephone.

at our end

We're waiting to take your telephone order to send out for your prescription and then deliver the medicine promptly without extra charge; also your order for Toilet Requisites, Sick Room Supplies, Household Articles, or any drug store goods that you may want in a hurry and not have time to come and get. Telephoning is the quick, convenient, easy and satisfactory way to shop if you call the right number-683-2.

W. J. BOULET,

PRESCRIPTION DRUGGIST,
614 South Broadway.

If you get it at Boulet's it's good.

One of a Series of Good Mailing Card Ads.

of the advertiser and is changed to suit local conditions, it will fail of being good advertising because of its lack of individuality and atmosphere."

The Window Display as a Sales Agent.

In the matter of window displays, remember that there are many persons who make selections from outside, seldom entering a store until they have settled upon some definite article. More especially men. Perhaps you buy that way yourself. When a man has no exact notion of what he wants he will spend a week's odd moments in window-gazing. When he sees something that he likes he enters the store, and not before. Women are not diffident about bothering clerks, but the male human never quite rids himself of the notion that he is encroaching upon somebody's precious time when he hauls over goods without intending to buy. He seldoms goes out of a store without making a purchase, and he as seldom comes into one until he has decided what he wants. That decision is generally made from the window.