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had found the doctor and he was there when I Within thirty minutes the mother of the boy arrived.

was in the shop. The boy had been found in After a time the child was quieted. The the first school. Fortunately, too, the mother father acknowledged his mistake in calling for had purchased Godfrey's cordial before, and the wrong kind of medicine, and I returned to she had noticed right away that what she had my work with a keener realization of my got in her bottle was not like that she had got responsibility.

before; so she hadn't given any. Several days after this the doctor came to By exercising a little diplomacy a satisfactory me and said that he wanted me to be more explanation was given, and the heads of both careful, and that he would take part of the the apprentice and myself were again normal, advice to himself, promising never again to the former, I hope, learning a lesson he will send after medicine without writing down the never forget. name. He said that the application of carbolic Since then I have kept all scheduled poisons acid had cured the eczema, but added that the in locked cupboards. cure had been very painful!

After four years of steady work as an apprentice, putting in from twelve to fifteen

MIXING THE BOTTLES. hours each day, at a small salary, I managed to

By W. K. HENDERSON. borrow enough money to take my college

I was about 16 years old at the time the course. My finances were so scant that I

incident I am about to relate happened, and studied like a Trojan, and at last came through

working as an apprentice for Dr. — a drugin good order. Shortly thereafter I passed the

gist in Washington, D. C., serving soda, and Board.

waiting on the general drug trade a little, also. AN APPRENTICE GOES WRONG. One night about 9 o'clock a gentleman came in

By H. O. LLOYD, BIRMINGHAM, ENGLAND. with a prescription, and handed it to the drugI was away from the store at dinner one day,

gist to be filled, saying he would wait for it. several years ago, when the apprentice tele

The prescription called for one ounce of phoned me that he had sold some Godfrey's

Fowler's solution, to be taken in drop doses. cordial, and thought he had taken it from the

About the same time a colored woman came wrong bottle.

in, and I not being busy went to wait on her. Without waiting to make explanations to the

She handed me an ounce bottle to be filled with family, or even to get my hat. I made tracks Squibb's mixture, stating that she wanted it for for the store as fast as my legs could.carry me her husband, who had eaten something and was

It was useless to ask the youth why he had suffering from pains in the stomach. sold a preparation he had no right to sell.

no right to sell. I


I filled the bottle and stood it on the prescripsoon learned what he had done. He had put tion counter, leaving it while I got a label. The up solution of antimonious chloride, and I had druggist filled the prescription, and stood it visions of some infant having it poured down near the bottle containing the mixture, while its throat, with terrible results to both the he wrote the directions. infant and myself.

Getting my label, I picked up the bottle which Questions only elicited the fact that the cus- I thought contained the Squibb's mixture, both tomer was a young boy, and as my district is a bottles being the same size and the liquids about densely populated one, it seemed hopeless for the same color. I labeled the Fowler's solution the moment to reach the purchaser before the with the Squibb's mixture label, handed it to mischief was done.

the customer, and she left the store. It was, however, within ten minutes of the The druggist, having written the directions afternoon school session, and I guessed the boy for the prescription, went to label that and, would be going to school. So I wrote three picking up the other bottle, from habit smelled notes, and despatched messengers bearing them it, and noticed the mistake. to the three nearest schools in the district, ask- I got scared, right away. The druggist told ing the head masters to inquire if any boy had me to catch that colored woman and get the purchased Godfrey's cordial from us; if so, to bottle from her before she had a chance to give send the boy home to tell his parents not to use “her man” a dose out of it, adding that there'd the medicine, but to bring it back to the store. be trouble brewing if I didn't.

I hadn't paid any particular attention to the and without offering any explanation I started customer, and so help me, I wouldn't have on a run for a doctor. While running I drew recognized her if she had walked right into the the cork from the bottle and scattered the constore at that moment. I felt as if I was decid- tents along the street; and at the first sewer edly up against it!

opening I passed I threw the empty bottle into Without coat or hat, I ran out looking for it, thinking to get rid of everything. her. All kinds of thoughts surged through my Getting a doctor, we hurried back and found head. I would be arrested for murder, of the man in much pain. With a stomach pump course. And there'd be a trial. And then we succeeded in relieving him.' what?

My, but I was frightened! And I certainly I made for the "colored” section and began did feel better when the doctor told me the man a house-to-house canvas, asking everybody that would get all right. I saw if they had bought medicine at our drug I then explained the mistake to the man's store.

wife, told her how sorry I was, and offered to The more negative answers I got, the more do anything I could for her. She was so glad frightened I became. But at last I found her, her husband was out of danger that she said, in a little side street, and asked her if she had “Everything is all right.” given any of the medicine.

This little experience certainly taught me a “Yes,” she answered; "a teaspoonful.” lesson. And it shows how easily a serious Seeing the bottle on a table, I grabbed it up mistake can be made.


One season a certain store attracted a great flock of prospective patrons to its display of poultry and stock foods by a novel guessing contest-a contest that connected up splendidly with the preparations on sale.

One of the windows was enclosed part way to the top with wire poultry netting. Two enclosures were made by a partition gate. On one side was a large rooster; on the other a pail of shelled corn. · A show-card above the enclosure announced the nature of the contest. It read as follows:

How Many Grains of Corn Will Jim Eat? If you think you know something of a rooster's appetite try to guess how many kernels Jim will eat next week. Next Monday we will open the gate and let him start on the corn in the pail. We have counted the kernels. At 5 o'clock Saturday, May 16, we will take hini away and count the remaining kernels. Make your guess at any time before noon of that Saturday. To the man guessing the nearest we will give a box of cigars; to the woman who makes the best guess, a box of candy. A prize will also be given to the best guesser among the boys; another to the best guesser among the girls. There is no charge for registering your guess.

As the rooster's enclosure was low, the space on top made a fine base for the display of the

By CHARLES A. GODDARD poultry and stock preparations. The contest caused a great deal of speculating. It is said that the farmers made tests for themselves.

HUMOROUS SHOW-CARDS. "You'd be surprised to notice how many folks will stop and 'have a smile on you' if you place a h place a humorous show-card in your window once in a while," a druggist said recently. "Such signs help to catch the eye of pedestrians, and people get into the habit of stopping to see what you have. Here's one that caused much laughter and talk: If You Don't Use Our Soap, For Goodness Sake Use Our Perfumes."

A certain druggist's strongest competitor gave trading stamps to purchasers. The druggist placed this card in his window: Here's the Kind of Trading StampsRedeemable AnywhereThat We Give You. You Save Them By Buying At This Store. Around the edge of the card were attached new one-dollar bills.

Another card that a druggist displayed frequently read: Of Course If You Wish to Pay High Prices We Can't Stop YouBut You Can't Do It in This Store.


eter and filled it to the 70-degree mark with a A Middle West drug store uses a “family red liquid. Then he mounted the whole therorder-pad” to get the big share of the pur mometer on a piece of composition board, putchases made by the family. This has a string ting the instrument near the top of the board. to be used in hanging the pad in a handy place. Below he lettered: Here is the offer that makes the plan so suc If You Must Look at a Thermometer, Look at This cessful:

One. It Shows You the Temperature of Our Cool Re

freshment Room. Come in Where It's Cool. Hang This Pad In a Handy Place. As you think

Today's Specials: of them, jot down the items you need from our store Send your child with the order, if you are too busy to Then followed a list of the fountain specials come yourself; your child will be given as prompt and

printed or stamped on strips of paper and as careful attention as you would receive were you here in person. With the goods we'll send back your order

sur orders pasted to the board. People looked.. slip. Save these slips. When your child has 25 of: Another druggist was located just outside them we'll present the child with a box of candy. the down-town district, but fortunately on the • SOUVENIR SPOONS IN PACKAGE CANDY.

street leading from the depot to town. In Using souvenir spoons as the basis for a

warm weather thirsty passengers walking up prize offer, one druggist sold a windowful of

town saw a sidewalk-sign in front of the store

which read: candy in short order. In twelve boxes of candy he placed souvenir spoons. The boxes

It Will Seem Like :

10 Miles to Town were mixed in with the others in the window

Unless You Stop for a Cooling Drink at Our Founand this card placed before the display:

tain. Kegular 60-cent Candy-48 Cents a Box.

The line “It will seem like” was in very Also a souvenir spoon to each of twelve purchasers Free.

small letters, and the “10 Miles to Town” very In 12 of these boxes are souvenir spoons. Select large. The second line was all that could be the box you wish and get 60 cents' worth of candy for read at a distance. People took the hint. 48 cents. And get a chance to win a souvenir spoon.

Saying a thing in a new way often helps. A SENTENCE-FORMING INDUCEMENT.

A drug-store window trimmer was asked to And here is another one. A druggist had get up a window for a new brand of five-cent printed several hundred paper strips about two cigars. He used all the lithographed material by twenty inches. The strips read: Cook's that the jobber had furnished and added a card Drug Store Saves You Money And Sells Pure of his own. Drugs.

His card had six cigars mounted on it perThen he had the printer cut out the strips so pendicularly; the margin of space between the that there was one word to a strip. He threw fifth and sixth cigars was considerably greater away all but a dozen of the slips bearing the than between the others. Above the first five word “Money." The remaining slips were was this lettering: “Smoke these five for 25 enclosed, with a circular advertising some of cents.” Then above the sixth cigar was this his articles, in cheap, manilla envelopes. When line: “This One Free." A new way of offersealed the envelopes were shuffled and one ing six for a quarter. envelope wrapped with each package leaving Most stores make it a point to say “Thank the store. The face of the envelope was you” at the time the package is handed the printed to explain the offer. The announce

patron. One store also says it after the packment read as follows:

age reaches the home. This store puts in each One Dollar For a Sentence!

package a neatly printed slip reading: In this envelope is a slip of paper bearing a word from the sentence, “Cook's Drug Store Saves You

THANK YOU! Money and Sells Pure Drugs." Save this slip and oth

for making this purchase of us. We appreers that you get with your purchases at this store,

ciate your patronage and hope to merit When you have slips to make the complete sentence each purchase you make at this store. We . as above, bring them in and we will give you $1.

also wish you to tell us at any time of any

cause for dissatisfaction you may have with One druggist uses a thermometer to call

our goods or our service-we aim to give attention to his fountain. He drained the mer

you the best in each. Come in and see us cury out of an old, large advertising thermom




Hampstead, Maryland

The town of Hampstead has a population amount of expense into newspaper space, I ran of about one thousand, and is surrounded by exactly the same ad in the paper that I sent out a farming community; and scattered through in the circular letters, and mailed the circulars this rural district are many small villages, none so that they would reach the people at the same of which has a drug store.

time that the paper would reach them. The ad The local newspaper, issued weekly, reaches at this time was in the form of a coupon to be a majority of the residents of the neighbor- signed and returned in order to get the benefit hood, and its coming is looked forward to by of the reduced price offered—which, by the many of its subscribers.

way, was an exceptionally good offer this time. My advertisement appeared in every issue I wanted the greatest possible returns in each of this paper for several years, the style of the case, and after trying this experiment three ad being changed nearly every week. Some- times, the comparative results were two to one times it appeared sidewise, and even at times in favor of the circular letters. upside down—this being done in order to draw But in neither case was the percentage of special attention to it. The size of this ad was response as great as I felt it should be. usually two columns wide and six inches long. The idea now came to me that if circular Sometimes a coupon would appear, being good letters were good, then first-class letters ought for ten per cent of any cash purchase up to to be better, as I knew that many people do not and including a fixed date.

even look at a piece of mail when they know This kind of advertising got some responses, it is an advertisement. So I started sending but in proportion to the cost the results were out personal letters under a two-cent stamp. not entierly satisfactory to me.

This necessitated more than twice the exNext I dropped this, and scattered small pense in order to reach the same number of statements, or “readers,” throughout the pages people, but it surely does pay well for the of the paper, such as “Tracey's Korn Knocker added expense. knocks corns for ten cents;" "Our Kidney Pill will fill the bill;"_“There's no dope in

Now I send out, once a month, a personal Tracey's Brown Cough Mixture," and many

letter, gotten up just as if I had the man in my others of similar nature. This proved to be

store and was talking to him as a personal very much more satisfactory, as the cost was

friend. I tell just how it is to his advantage less and the results more gratifying; it also

to use a certain article, and why it is most ecogenerated a greater demand for my own make

nomical to buy that piece of goods of me. of goods. Still I felt that better results could

I guarantee everything that I sell, and very be had if a more personal kind of advertising

cordially return the money to any one who rewas carried out.

quests it. I do not lose anything by this, as a Then I started sending out circular letters,

refund is seldom called for; and when it is I having obtained the names of the people and

generally make a friend where a lot of harm shaped up an excellent mailing list. Every

might be done if I did not return the money. month I had little stories printed about some

People surely do talk, and if what they say of my preparations, and offered special prices

is not good it will be bad. on certain pieces of goods for a limited length

Another thing. I deliver goods free by parof time. This met with a fairly good response,

cel post, and advertise that fact strongly when but did not get as large a proportion of the

the roads are at their worst. Consequently people interested as I wanted.

during rough weather my phone is the busiest MAKING A TEST.

machine about the place. Now in order to know exactly whether this with each letter that I send out there is a was a better way than putting the same neatly gotten-up card offering a good discount


on a certain article to the party who returns my opinion, is the kind of advertising that gets the card. This gets rid of a lot of old stock. the most good out of a dollar spent. The cost It keeps a check on who is reading our letters, is not great. also.

I have my letters printed with type exactly Another advantage of first-class letters is like the kind on my typewriter, and have the that they are delivered or returned, and I same colored ink used. This can be worked know that every letter reaches its destination out in such a manner that it is hard to tell that

-or that it doesn't. A circular gets thrown it is not all done on a typewriter. I sign each out of the mail if it is wrongly addressed or if letter in my own handwriting. the party has moved away. My system keeps Nothing is done that looks cheap, and everymy mailing list always approximately right thing has to be just so. I have tried using

I have a form letter which I send to every duplicating machines, but do not like them. one coming into the neighborhood. This, in The very best isn't too good.



Thumb Screw


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A very essential feature of a show-card glance is quite enough, it would seem. The end writer's outfit is a good, substantial table. This pieces measure 31/2 by 1/4 inches by 3 feet. table should at the same time be adjustable. These upright timbers, set into appropriate

It is not a very difficult task to make one. foot-pieces, are mortised and held by screws. The show-card writer can do it himself if he Underneath the top extends a half-inch gaspossesses a little mechanical ability, has the pipe, fitting between two pieces, the latter be

ing marked, in Fig. 2, thus: 76 inch by 4 inches. The gas-pipe does not extend through these pieces, just up to them on either side; and on each end of the pipe is a washer, to

prevent cutting into the wood. Ir t'Ga3 pipe 'Red

Running through the gas-pipe and extending through the two pieces marked 78 inch by

4 inches, and also through the two upright Board-30% 30

pieces, is a 38-inch iron rod. Washers are on Yard-STICK

each end of this rod also, and on one end there is a thumb-screw (see cut).

The table top is 30 by 30 inches. It may be

adjusted to any angle and held in place by 3ix

tightening the thumb-screw.

An ordinary yardstick is tacked on the lower edge of the table top, thus doing away

with the use of thumb-tacks.
Back View

The measurements are, of course, optional.

They may be varied to suit. If a man wants time, can borrow the tools, and can raise the a bigger table, or a smaller one, it is surely price of the necessary material.

his privilege to make it. But I have found Well-seasoned poplar was used in the one the size described and depicted about right for pictured in the accompanying drawings. But my own use. any good light lumber will do as well.

The cost will vary, but ought not exceed Take first the end view—see the cut. A three or four dollars.


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