After using, the slides may be taken apart and washed, and thus used again.

It is not advisable to use a picture unless it links up in some direct way with what you have to say. Don't use a picture simply because it is a picture, for if it does not directly apply to your advertising it will detract from the attention that you want given to your message.

A slide should be replaced by a new one with every change of performance, which will usually not be oftener than twice a week.

SPECIAL FEATURES.

There are also other ways in which the moving-picture houses may be linked up with drug-store advertising.

One method is to announce that on a certain day you will give a free ticket to the movies, good only on that day, to all who make a purchase of any goods, or of any certain goods, just as you prefer. Choose a day which would otherwise be a dull one with you, when it will also be slow at the theater, enabling you

to get greatly reduced rates from the latter. This you can easily do, anyway, as it is an advertisement for the theater also. You can usually buy up the whole house for a single performance on an otherwise quiet day for a very small sum. If you do not want the whole house, you should be able to get a low rate per ticket.

Another method which, like the above, may be used exactly as herein described or with some improvement or modification that may occur to you, is to arrange with the management of the motion-picture house to make all theater tickets ending in a cipher, or in any other agreed-upon number, good at your store for from five to twenty-five cents, as you may decide, in the purchase of any certain amount of goods.

The tickets used are invariably serial numbered, and by this method you need redeem only one in every ten sold. This lessens your expense, and at the same time adds just enough of the "chance" element to make it the more attractive to the theater's patrons.

PRIZE ARTICLE: CAMERAS AND SUPPLIES OF GREATEST INTEREST.

BY E. A. PERRENOT.

When we first stocked a small line of cameras and supplies we had no idea that we were drifting into what was to prove the most important and interesting branch of our drug business.

And truly, the conduct of a photographic department can be classed as a legitimate part of a drug business. The making of negatives, the mixing of various solutions, the development of films, and the final finishing of pictures, are as much chemical processes as the compounding of prescriptions or the manufacturing of pharmaceuticals. Decidedly, the carrying out of photographic processes is nearer to the drug line than the demonstration of vacuum cleaners or lunch outfits.

I find the photographic department very interesting. It brings us in intimate contact with all classes of patrons, from the most ignorant

Monthly Department of

PRIZE QUESTIONS AND ANSWERS

beginner who often needs our advice-and who, sometimes, is grateful for it-to the most intelligent follower of the art. We are constantly adding to our store of knowledge by catching onto the new wrinkles and short cuts brought out by contact with our varied class of customers.

AMUSING MISTAKES OF AMATEURS.

Humorous incidents furnished by amateur picture-takers add greatly to the enjoyment of the day's work; the many amusing mistakes and examples of faulty exposures and complete failures that come under a finisher's notice, were they compiled, would fill a sizable volume.

From a business view-point, however, the most interesting thing about a photographic department is that it is profitable. Not only is there made a good profit on the initial sale of a camera outfit, but there is also started a chance for repeat sales of films and various other supplies. In addition, as the average

camera owner does not do his own developing, continual profits are possible in the finishing department.

The town in which our store is located is in

a beautiful mountainous country, on the banks of the Delaware River. It attracts many summer visitors, with whom local view post-cards are in big demand. Previous to installing a photographic department we were obliged to purchase all our view cards, realizing only a small margin of profit from them.

VIEW CARDS AT SMALL COST.

When we started in to develop pictures for amateurs, however, we conceived the idea of making our own cards. The finishing of the cards is all done with the solutions used in finishing patrons' work, a profit-making procedure which permits us to make use of material that otherwise would have to be thrown away. By means of this scheme, finishing the cards costs practically only the time consumed, plus the cost of the cards, which we buy in quantities.

Before we started to make local view cards there were three stores here selling post-cards. Now we have all the business. Assuredly there are possibilities in the photographic busi

ness.

The business enables us to get on friendly terms with our customers, and as long as we do good work for them and take an interest in their efforts, we can hold them against all comers. Incidentally we can get much of their business in other lines.

A still further reason why photography continues to prove interesting to us is this: in order to get the local views desired, of which we have about eighty-five, we are compelled to get out in the open away from the humdrum of the dispensing counter-I nearly forgot myself and was going to say "pill-tile."

THE APPEAL OF SPORTING GOODS.
BY F. W. CHURCHILL.

From my standpoint-and from that of many of our customers as well-the most interesting department of our store is the one devoted to sporting goods.

An extensive line of fishing tackle, baseball goods, and tennis supplies is handled throughout the summer season, while in the fall guns and ammunition are brought to the front.

One feature of this department which causes considerable favorable comment among the local sportsmen is that we endeavor to obtain and disseminate reliable information concerning the fish and game conditions in our vicinity. We also aim to familiarize ourselves with all roads, trails, camping places, and short cuts, a knowledge of which may enable us to save the fisherman or hunter several miles travel.

Information of this kind cannot be obtained successfully unless one cares for out-of-door pleasures and is able and willing to look up new trails and game haunts. We consider the time spent in gaining this knowledge pleasurably and profitably employed.

TRYING OUT BAITS.

During the fishing season the numerous baits and rods in stock are tried out on the different waters in our vicinity before being offered for sale. We do this because it has been found that a bait which is a sure "killer" on one pond or lake may not be effective on some other. Knowledge of the proper bait for use on each body of water has helped us to make many sales and has established our sporting goods department as a source of reliable information.

Another service that we render is to help the novice choose his outfit and instruct him in the care and use of it. Customers gained in this way stick for a long time.

When the hunting season is on every effort is made to gain complete information concerning the game conditions in our locality, so that we are able, in most instances, to give customers the assurance of a day's good outing.

The campers' trade is taken care of in a manner similar to that employed for the other out-of-door pleasure seekers.

PROFITS FROM GIVING INFORMATION.

We realize that a druggist is looked to as a local information bureau, so in furnishing such detailed information we are merely enlarging upon our obligations to the public and making them profitable assets of our business.

Of course there are certain sportsmen to whom we cannot give any information-they know conditions better than we do. This class. is hard to cultivate, but if rightly handled can be prevailed upon to impart considerable valuable knowledge. They make excellent customers if their rather exacting wants are catered to.

We have to spend considerable time with some of our various sportsmen customers listening to a recital of how the big fish was caught or lost, and in hearing about the long shot which brought in the finest deer's head of the season. Much valuable information is secured in this way, however, which when passed on again helps make the bell on the cash register ring bull's-eyes.

HANDLING CANDY A PLEASURE.

BY CLIFFORD H. RUDES.

Logically, perhaps, the most interesting part of a drug store to a druggist should be the prescription department. But after years of long and late hours, of answering sometimesfoolish questions, of checking parcels, and of other similar tasks, some of us notice little nicks in the once-keen edge of our interest in affairs strictly pharmacéutical. We have gradually been developing a strong attachment for some other department, the success of which we strive for with tireless efforts.

To me the candy department makes the strongest appeal. To arrange a confectionery display in such manner that the goods appear inviting—and, in many instances, irresistibleis one of my keenest pleasures.

Our candy is displayed in a big case, and I derive much pleasure from arranging the stock in a manner that will create sales and add to our already large volume of business. We carry a great variety of stunning packages, and the many different effective arrangements of them are possible.

Displaying candy on the top of the case requires lots of attention; the study necessary in order to get the best effect is a never-failing source of interest. Then, too, the businessincreasing possibilities on combination sales ning special sales, especially on Saturdays and and the many opportunities offered for runSundays, are features which cannot help but appeal.

WATCH THE THERMOMETER.

In caring for a candy case constant vigilance is essential. Sudden changes in temperature markedly affect chocolate-covered pieces. The gray appearance noticed on many a chocolate cream is not always caused by age; a quick jump of the thermometer will almost invariably cause chocolate coatings to turn gray. The candy, of course, remains just as fresh as it was before the temperature change and can again be made salable if it is wiped carefully with a thin, clean cloth.

When a fresh consignment of package goods is placed in the case, I always put it under older stock of the same kind. Otherwise a good customer is likely, some day, to return a box of stale candy and accompany it with a few remarks that would not be pleasant to hear, particularly if any prospective customer happened to be within ear-shot.

But while the conduct of a candy department requires one to keep at it everlastingly, the exertion is more than compensated for by the ever-increasing business that results—it is most pleasurable to watch the frequency with which the stock "turnover" is accomplished.

During the Christmas holidays we have filled the case to its capacity in the morning, and by night had the satisfaction of seeing the contents completely disposed of. And the case is a large one, too. That is one instance of how the "turnover" proposition works out where the candy department is the most interesting in the store.

Second Article

The task of planning an effective layout for a drug store of the long narrow type-even such an extreme example as was shown in the March BULLETIN-is simplicity itself compared to that of putting a "regular" drug store into a room both short and narrow.

The long store at least has the floor space, even if inconveniently strung out; but many druggists, owing to peculiar circumstances, have to make the best they can of a limited floor space.

For these druggists we show photographs and the floor plan of a store, scarcely more than a "hole in the wall" to begin with, which is making money for its owner, and which is really a most cheerful and pleasant place to step into. In spite of its size (or rather lack of it) this store does not present a crowded appearance.

This store is in a fine modern hotel building completed a little over a year ago, and the location was eagerly sought by a number of druggists, in spite of the handicap of its size. It naturally gets a great deal of trade from the

By F. STANDISH,

Of the Wilmarth Show Case Company

guests of the hotel-a good-paying class who, being transients, are not disposed to search out cut-rate stores, but are willing to pay full prices.

The over-all size of the room, not including the prescription department, is 31 feet by 151⁄2 feet in the widest part; but over half of the store is only 131⁄2 feet in width. To add to the difficulty of the problem, there is a flight of five steps leading to a little landing, on which there is an entrance to the hotel lobby.

FIXTURES THAT ECONOMIZE SPACE.

The show-cases on the right-hand side of the store are built only 18 inches wide; those on the left, 20 inches wide. This saves about one foot of space in the width of the store, as most all-plate-glass cases of this type are at least 26 inches wide; and in a store of this size "every little bit" certainly helps.

Another detail that makes for economy is the shape of the cigar case at the right of the entrance. In a larger store the cigar case in this location would very likely be built L-shape,