One holds the ascendency in proportion to the money or cheek invested by the owner in its introduction. A great Philadelphia pill, now sold in all the drug stores of America, was introduced by the following "dodge": The owner began small. He took his pills to the druggists, and, as he could not sell an unknown and unadvertised patent pill, he left a few boxes on commission. He then sent round and bought them up. Their ready sale induced the druggists to purchase again, for cash. The proprietor invested the surplus cash in advertising their "rapid sale," as well as their "rare virtues," and by puffing, and a little more buying up, he got them started. He necessarily must keep them advertised, or they would become a _drug_ in market.
Wilkie Collins, Esq., in "No Name," has the best written description of the _modus operandi_ of keeping a "pill before the people," and I cannot refrain from quoting Captain Wragge to Magdalen in this connection.
"My dear girl, I have been occupied, since we last saw each other, in slightly modifying my old professional habits. I have shifted from moral agriculture to medical agriculture. Formerly I preyed on the public sympathy; now I prey on the public's stomach. Stomach and sympathy, sympathy and stomach. The founders of my fortune are three in number: their names are Aloes, Scammony, and Gamboge. In plainer words, I am now living--on a pill! I made a little money, if you remember, by my friendly connection with you. I made a little more by the happy decease (_Requiescat in pace_) of that female relative of Mrs. Wragge's. Very good! What do you think I did? I invested the whole of my capital, at one fell swoop, in advertising a pill, and purchased my drugs and pill boxes on credit. The result is before you. Here I am, a grand financial fact, with my clothes positively paid for, and a balance at my banker's; with my servant in livery, and my gig at the door; solvent, popular, and all on a pill!"
"It's no laughing matter for the public, my dear; they can't get rid of me and my pill; they must take us. There is not a single form of appeal in the whole range of human advertisement which I am not making to the unfortunate public at this moment. Hire the last novel--there I am inside the covers of the book; send for the last song--the instant you open the leaves I drop out of it; take a cab--I fly in at the windows in red; buy a box of tooth-powders at the chemists--I wrap it up in blue; show yourself at the theatre--I flutter down from the galleries in yellow. The mere titles of my advertisements are quite irresistible. Let me quote a few from last week's issue. Proverbial title: 'A pill in time saves nine.' Familiar title: 'Excuse me, how is your stomach?' Patriotic title: 'What are the three characteristics of a true-born Englishman?--his hearth, his home, and his pill;' etc.
