door was opened by a young woman with a pink blouse, who stared at us, as well she might. My eyes rapidly took in the whole of that squalid scene: A bed, beneath the ragged coverlet of which was a tiny form, living or dead I could not tell; a sputtering rushlight in a tin candlestick lighted up the place, and a table and rickety chair comprised the remaining furniture. returned, and I didn't think it worth while to wake him, so that I shall give it him presently." You may be sure I was not long in exchanging powders. Bidding her a thankful good night we quickly left the huge human warren and retraced our steps to the pharmacy. Many years have passed since then, but my apprentice has never forgotten the lesson he learned that night, and his first job when he returned was to separate those two bottles as far apart as the confines of the poison cupboard would allow, and for myself, I still retain a vivid recollection of that walk through the sultry July night, when the life of Lizz "No, sir," she said; "baby was sleeping when I Jones's baby trembled in the balance. In as matter-of-fact voice as I could command, I said: "Oh, good evening; my apprentice gave you a powder for the baby just now, and after you had left he found that he had given you rather a larger dose than was safe. Have you given it yet?" MAILING CARDS. A Druggist of Large Experience Tells in an Interesting Interview How He Gets These Up and How the Mailing Lists for Them are Obtained-A Valuable Advertising Method. By "THE TRAVELER.” There is one druggist in Detroit who uses mailing cards with great success, and I had a good deal of curiosity recently in interviewing him to see how the trick was done. The man to whom I refer is Mr. W. H. Burke, president and manager of the Central Drug Drug Company, operators of four stores in Detroit. The "Central Drug Store" is the chief one of the four and is located on Woodward Avenue right in the heart of the down-town retail shopping district. All of the advertising campaigns are manipulated from here, and of course the location and nature of the "Central" store, as well as the number of stores involved in the corporation, make it possible to approach the residents of the entire city with advertising matter. W. H. BURKE. Mr. Burke is firmly of the opinion, after several years of wide experience, that the mailing card is the best type of advertising that can be done through the mails. It gives the message briefly and concisely, and it is, moreover, quite likely to be seen by the recipient, whereas a circular or an elaborate booklet may never be taken out of the envelope, or, if so, may be thrown into the waste-basket without perusal. Furthermore, mailing cards are cheaper than more complex kinds of mail advertising, and they involve less trouble for the druggist in sending out. WHAT THEY COST. Now taking up some of Mr. Burke's cards in detail, let me say a few words concerning the first of the three that are reproduced herewith. This card, like all of them in fact, is 44 by 834 inches in size, and is printed on a good quality of three-ply cardboard. Two colors of ink are used in this instance-red and black; but usually only black is employed. The reverse side is of course left blank for the address and the stamp. Four thousand of this design were gotten out at the start and the cost was $16. Of course the two half-tones represented an additional expense. The cut of the tooth-paste tube was made by an engraver direct from the tube and cost $1.50. The cut of the tooth brushes was reproduced from a larger engraving which Mr. Burke found in a manufacturer's catalogue. (Incidentally this illustrates how a good deal of clever "borrowing" can be done in getting up advertising). These half-tones, once purchased, may be used over and over again, and, as a matter of fact, Mr. Burke has had frequent occasion to employ them. cards are sent out so that they reach the recipient on Monday morning. Then during all of that week a window display setting forth the same offer is made in each of the four stores of the company. Counter displays are utilized also, and, furthermore, every clerk in the employ of the concern is urged to mention the proposition to customers whenever the occasion presents itself. In these several ways the advertising efforts for the week are centralized and focused on one point in order that the results may be most definite and complete. Mr. Burke makes this special offer about twice a year and has so far used the same card three times. It has about outlived its usefulness with him, and a new one will be devised for the next campaign. As for the text matter on the card, it was prepared by Mr. Burke himself, and in fact "his fine Italian hand" is seen in all of the mailing cards and other advertising matter that emanate from the Central Drug Company. Note the testimonial that appears from a dentist on the card. Mr. Burke is convinced that a word of professional approval like this "cuts a good deal of ice." THE CAMPAIGN'S THE THING. Unless some such special offer is extended in a mailing card, Mr. Burke never rests content with issuing one card on a given subject. A campaign is universally continued for several weeks. Note the two ginger ale cards that are reproduced in connection with this article: they form a part only of a series of ten or twelve cards that were sent out weekly last summer, beginning early in the season. You must keep at people eternally if you want to make a permanent impression on their minds. A single advertisement, unless it involves some special offer that appeals to their pocketbooks, will not have a very decided influence. In advertising it is the cumulative effect that does the business. Both of these ginger ale cards, it will be observed, involve the use of drawings, and this of course increases the cost somewhat. The printer takes charge of their of their preparation, however, and adds their expense to his bill. The design used on the first ginger ale card cost about $5, but it may be used two or three times at intervals of a year or two apart. Ordinarily the mailing cards cost from $3 to $6 per thousand in lots of 2000-and this estimate includes the cost of the cuts. In lots of 1000 the expense would be somewhat greater. MAILING LISTS. "But all this suggests the question of mailing lists," I said to Mr. Burke. "How do you get the names of the people that would be interested in the different classes of goods that you exploit by means of these mailing cards?" "Now that is not so difficult as it would seem. Our ginger ale list is practically a duplication of the names of 1800 people who came here at one time after samples that were offered by one of the leading proprietors. Then we have several lists that are compiled from the city directory. We have one of our office girls go over the directory and pick out different classes of people. For instance, a toilet remedy list is largely made up of typewriter and office girls. Our cigar list comprises men whose business employment is down town, but who live in the residence districts; and the cards are sent to their homes: a cigar customer to be of value to us must of one of our stores if we are to secure his patronbe down town every day within reasonable distance age. Then we have other lists made up of lawyers, of doctors, of dentists, etc. ROCKS TO AVOID. "Of course considerable intelligence and care must be used in the compilation of these lists. There are two classes of people who are not likely to buy anything: the poor and the 'close.' Then, too, you must see to it carefully that there are no doctors on the proprietary medicine list for reasons which are sufficiently obvious. Cigar ads., again, must not be sent to cigar dealers, grocers who handle cigars, etc. Neither is a feminine member of the four hundred likely to be gratified if you send her a mailing card exploiting cigars! Mailing lists ought to be gone over frequently, carefully revised, and constantly kept up to date. "Another point: Not all goods are susceptible of being advertised by means of mailing cards. Let me tell you AN AMUSING DILEMMA that I found myself in last spring. We had gotten out a bedbug poison that was a dandy! I took a good deal of pains in getting up a mailing card that was original in design and most effective. It portrayed a monstrous bedbug in the act of being knocked out by our wonderful poison. The cards were sent out just at the proper season in the spring, and I expected the sales of the product to be given a great boost. Nothing of the sort happened. On the contrary, people began to express their minds rather freely. and in a manner which I had not foreseen. For the most part the cards had been sent out to boardinghouse keepers and the like, and one irate damsel of this class came into the store a day or two afterwards and indignantly asked the clerk if Mr. Burke thought she had bedbugs in her house! By the "Our patent medicine list is entirely composed of time other gentle remarks of a like nature had been the telephone directory. It is safe to assume that telephone subscribers are people of sufficient incomes that they could afford to be liberal purchasers of an article like ginger ale. For the same reason the telephone directory is useful in advertising a number of other articles in the line of what might be called luxuries. The society 'Blue Book' is another good list: this presumably includes the people of money and taste. We very often send advertising matter of things like Huyler's candy to the 'blue book' aristocracy. |