Systematic and Persistent Advertising the Sure Road to Success. HALL’S 1883= H. C. HALL, A TTORNE V A T AD VER TI SING, 202 Bihvv, A'tn. iS, Aexa York. 1 So Elm St., Cincinnati, Advertisements Are Tireless "Travelers, Turning Trade To Thrifty Tradesmen. “EMPLOY AN AGENT AS YOU WOULD AN ATTORNEY.’* hall’s fflrbinil Jtoo|imI "Prompted by the demands of my clients to pre- A pare what may be considered a correct list of medical journals issued at the present time, I have made a careful review of the field, and trust that I have omitted none. Every care has been taken to secure the best results, and to ensure the confidence of the widely divergent interests represented by publishers and advertisers; by those, on one side, who pay money for the insertion of, and those, on the other, who receive pay for, advertisements. The task of issuing a complete list of medical journals is by no means a light one, or easily accomplished. The en- terprise has been tried many times with but poor success, as many changes were constantly occurring, rendering it a most difficult task to obtain a reliable list. Every effort has been made to secure an hon- est report regarding circulation. Many experiments have been tried, at various times, to secure greater accuracy, but there were a few publishers who re- garded our efforts as impertinent, and refused to give 2 the correct circulation, preferring to estimate it. No question has given more perplexity in publishing in- formation for the benefit of advertisers than to decide upon a form in which a circulation statement should be written, and which would ensure that the meaning conveyed should express the fact about the journal issued, and that the publisher making the report should have in mind the same report that we have in receiving report. Successful publishers, who have something to gain by comparison, are prompt in sending reports ; others are very indifferent — so much so that frequent appeals are necessary, and fi- nally an estimate must necessarily be made. A list can never be made perfect, but no pains will be spared to sustain the position which I have under- taken, and which I have attained in the good opinion of advertisers and publishers. Assistance to that end is earnestly desired. Advertising in medical journals, by means of a well displayed advertisement, is as yet in its infancy. New preparations are constantly coming to the sur- face, those of merit only surviving the test of time. Advertise “ all the year round,” is a good adage, and should be borne in mind when calculating upon the expense of introducing a new article. Continuous advertising is the only sure road to success. Physi- cians patronize houses that advertise; experience verifies this. The same advertisements are inserted in the medical journals of the present day that were introduced to the profession years ago. 3 Only constant and persistent advertising of a mer- itorious article will have the desired effect, an A i method of doing business. To those who desire thorough work and reasonable prices, I offer my ser- vices. My relations with the publishers, having a personal acquaintance with most of them, are of the most cordial character; and an experience of many years in the newspaper business enables me to get the lowest possible rates and the very best service they can give. My special agency is conducted on the most thorough principles, and every detail that will tend to make it the earnest representative of each customer, is faithfully followed out. The great advantages of placing advertising through an estab- lished special agency are now so well known that it is not necessary to dwell upon them here. The very best possible service is given to each and every cus- tomer, believing that only in this way can the rela- tion be permanent as well as profitable to both par- ties. Doing the advertising of a number of the largest and most successful advertisers in the coun- try, I am enabled to secure rates that could not otherwise be obtained. I am to-day sending more business to medical journals than all other sources combined; consequently I am better able than ever to secure the general and special advertiser, as well as to build up many new ones. I solicit patronage with the full assurance that no- where else can equal results be secured from your investment. 4 I refer to the following well known firms: BOSTON. Theo. Metcalf & Co. Codman & Shurtleff. Murdock Liquid Food Company. PHILADELPHIA. John Wyeth & Bro. W. R. Warner & Co. E. F. Houghton & Co. DETROIT. Frederick Stearns & Co. CHICAGO. Dr. McIntosh N. U. Supporter Co. Chapman, Green & Co. College of Physicians and-Surgeons. NEW YORK CITY. E. Fougera & Co. Declat Manufacturing Co. New York Pharmaceutical Association. Chese- brough Manufacturing Co. Seabury & Johnson. J. Milhaus’ Son. McKessin & Robbins. W. H. Schieffelin & Co. Edward Olds. Scott & Bowne. ST. LOUIS. J. W. Lambert & Co. Richardson & Co. Battle & Co. Harter Medicine Co. CINCINNATI. Thorp & Lloyd Bros. Spencer & Crocker. H. M. Merrill & Co. W. S. Merrill Chemical Co. Wocher & Co. Wm. Autenreith. A. Fennel & Son. And many others. 5 LIST OF JOURNALS. CALIFORNIA. San Francisco : Circulation * Pacific Medical and Surgical Journal, M, . 680 Western Lancet, M, .... 500 Medico-Literary Journal, M, 300 COLORADO. Denver: Medical Times, M, . . . . 475 CONNECTICUT. Sandy Hook: New England Medical Monthly, M, . 800 GEORGIA. Atlanta: Eclectic Medical Journal, M, 600 Southern Medical Record, M, . . . 540 Medical Register, M, .... 500 ILLINOIS. Chicago: U. S. Medical Investigator, W, . . 1,200 The Clinique, M, 850 Medical Journal and Examiner, M, . . 1,000 Medical Times, M, . . . . 800 Western Medical Reporter, M, . . 4,200 Journal of Am. Medical Association, W, . 3,000 Medical Gazette, S-M, .... 750 * Many journals frequently mail sample copies; this is not included in circulation credited; only what is sent to actual subscribers is given. Peoria: Medical Monthly, M, . . . . 2, ioo INDIANA. Indianapolis: Indiana Medical Journal, M, 500 KANSAS. Fort Scott: Kansas and Mo. Valley Medical Index, M, 780 KENTUCKY. Louisville: ■ Medical News, W, . • . . . 1,200 American Practitioner, M, ... 700 Medical Herald, M, . . . . . 600 LOUISIANA. New Orleans: Medical and Surgical Journal, M, . . 650 MARYLAND. Baltimore: Maryland Medical Journal, W,# . . 900 MASSACHUSETTS. Boston: Medical and Surgical Journal, W, . . 2,300 Eclectic Medical Journal, M, 750 New England Medical Gazette, M, . . 700 MICHIGAN. Ann Arbor: Physician and Surgeon, M, . . .2,100 Medical Advance, M, 40° Detroit: Michigan Medical News, S-M, . . . 1,200 6 7 Lancet, M, ..... 500 Leonard’s Illustrated Quarterly, , . 15,000 Grand Rapids: • Medical Counselor, M, 400 MINNESOTA. St. Paul: Northwestern Lancet, M, . . . . 300 MISSOURI. St. Louis: Medical and Surgical Journal, M, . . 1,000 American Medical Journal, M, . . . 15,00^ Eclectic Medical Journal, M, 600 Clinical Review, M, . . . . . 400 Medical Brief, M, , . . . .^5,000 Courier of Medicine, M, . . . 500 Medical Review, W, .... 800 Kansas City: New Medical Era and Sanatarian, M, . 500 NEW YORK. Brooklyn: Annals of Anatomy and Surgery, M, . 300 Proceedings of the Medical Society, M, . 800 Buffalo: Medical and Surgical Journal, M, . . 500 New York: Medical Record, W, .... 8,000 American Homoeopath, M, 5°° American Journal of Obstetrics, M, . 3,500 London Lancet (Reprint), M, . 3,500 Homeopathic Physician, M, 300 8 Eclectic Medical and Surgical Journal, M, . 500 Gaillard’s Medical Journal, W, . . . 1,000 Index Medicus, M, . . . . . 400 Medical Journal, W, . . . .2,100 Medical Tribune, M, .... 1,300 American Medical Digest, M, . . . 800 Medical Times, M, . . . . . 1,000 Hospital Gazette, W, .... 1,000 NORTH CAROLINA. Wilmington: North Carolina Medical Journal, M, . . 800 OHIO. Cincinnati: Lancet and Clinic, W, . 4,5°° Eclectic Medical Journal, M, 3,200 Medical News, M, 500 Obstetric Gazette, M, . 1,200 Physio Medical Recorder and Gazette, M, . 400 Columbus: Medical Journal, M, .... 1,800 NEW JERSEY. Beverly: Country Practitioner, M, . . . . 500 PENNSYLVANIA. Philadelphia: Medical and Surgery Reporter, W, . . 7,000 Medical Times, S, M, . . . . 1,000 Medical News, W, ..... 6,000 Review of Medicine and Pharmacy, M, . 1,200 The Quinologist, M, ... 1,800 9 Medical Bulletin, M, .... 5°°0 College and Clinical Record, M, . . 1,000 Hahnemannian Monthly, M, 700 Pittsburgh: Medical Journal, M, .... 500 TENNESSEE. Nashville: Journal of Medicine and Surgery, M, . 600 Southern Practitioner, M, . . . . 800 Memphis: Mississippi Valley Medical Monthly, M, . 500 TEXAS. Galveston: Medical and Surgical Record, M, . . 500 VIRGINIA. Richmond: Virginia Medical Monthly, M, . . . 600 Southern Clinic, M, . . . . . 500 CANADA. ONTARIO. Toronto: Canada Lancet, M, ! . . . . i,ooo Canada Journal of Medical Science, M, . 500 QUEBEC. Montreal: Canada Medical and Surgical Journal, M, . 500 Canada Medical Record, M, 500 10 CREAM LIST. It has been my aim, in presenting this Cream List, to select, regardless of actual contract cost, those journals which are really and truly the cream in the various States in which they are published. Not but what there may be other good journals, occasion- ally, which might be added for improvement, but it is certain that there are none of these but what are entitled to the extra distinction which is accorded them, as being selected over and above all others. One thing is certain: that each and every journal in this Cream List is making its mark in the world, every issue, to the extent of nearly one hundred thousand copies, reaching nearly seventy thousand physicians, and to all advertisers who may wish to use them for all they arc worth, I offer my services. No others can do it so well or so thoroughly. Orders sent the day received. Circulation, both in amount and character, is the true standard of the value of advertising media, and in this particular these journals speak for themselves, as they give more circulation for the money than any other journals. This agency is sending these same journals larger amounts of yearly business than any other, and therefore is able to secure unprecedentedly low figures for all kinds of business, so that the small advertiser can buy here, at wholesale prices, what is bought in quantities. There will be occasional changes in the identical 11 journals of this list, but the character and circulation of the list, as a whole, will be carefully maintained. The privilege is reserved of substituting, in case of change of journals, others of equal value, and any and all omissions or variations will be made upon this basis. Every journal is checked, and every insertion or omission of an advertisement is noted, to insure that the customer gets just what he orders, full count. Cut this paragraph out and paste it in your hat. Use the best journals well, and they will serve you best. San Francisco: CALIFORNIA. Circulation. Pacific Medical and Surgical Journal, M, ... 680 Western Lancet, M, ........ 500 Denver: COLORADO. Medical Times, M, ....... 475 Atlanta: GEORGIA. Eclectic Medical Journal, M, ..... 600 Southern Medical Record, M, 540 Chicago: ILLINOIS. U. S. Medical Investigator, W, 1,200 Western Medical Reporter, M, 4,200 Journal of Am. Medical Association, W, ... 3,000 Peoria: Medical Monthly, M, 2,100 Indianapolis: INDIANA. Indiana Medical Journal, M, 500 Fort Scott: KANSAS. Kansas and Mo. Valley Medical Index, M, 780 Louisville: KENTUCKY. Medical News, W, ........ 1,200 Medical Herald, M, ....... 600 New Orleans : LOUISIANA. Medical and Surgical Journal, M, 650 Baltimore: MARYLAND. Maryland Medical Journal, M, ..... 900 Boston: MASSACHUSETTS. Medical and Surgical Journal, W, ..... 2,300 12 Ann Arbor: MICHIGAN. Physician and Surgeon, M 2 ioo Detroit: Leonard’s Illustrated Quarterly, 15,000 St. Paul: MINNESOTA. Northwestern Lancet, M, ...... 300 St. Louis: MISSOURI. American Medical Journal, M, ..... 1 coo Medical Brief, M 15I000 Medical Review, W, ....... 800 Buffalo: NEW YORK. Medical and Surgical Journal, M, coo New York: Medical Record, W, ....... 8,000 London Lancet (reprint), M, ..... 3,5oo Medical Journal, W, 2'ioo Wilmington: NORTH CAROLINA. North Carolina Medical Journal, M, .... 800 Cincinnati: OHIO. Lancet and Clinic, W, ....... 4,500 Eclectic Medical Journal, M, 3,200 Obstetric Gazette, M, 1,200 Columbus : Medical Journal, M, 1,800 Philadelphia: PENNSYLVANIA. Medical and Surgical Reporter, W, 7,000 Medical News, W, ........ 6,000 Pittsburgh: Medical Journal, M, 500 Nashville: TENNESSEE. Southern Practitioner, M, 800 Memphis: Mississippi Valley Medical Monthly, M 500 Galveston: TEXAS. Medical and Surgical Record, M, 500 Richmond: VIRGINIA. Virginia Medical Monthly, M, ..... 600 CANADA. Toronto: ONTARIO. Canada Lancet, M, . 1,000 Montreal: QUEBEC. Canada Medical and Surgical Journal, M, ... 500 Printer’s Ink Keeps the Hinges of Druggists’ Stores Loose. My son, deal with men who ad- vertise.— Ben. Franklin. “WHEN SHALL I STOP ADVERTISING?” Ten successful business men were asked when, in their judgment, it would do to “Stop Advertising.” Hear their answers to “My Lord West,” and take their advice: 1. “When population ceases to multiply and the generations that crowd on after you, and never heard of you, stop coming on.” 2. “ When you have convinced everybody whose life will touch yours that you have better goods and lower prices than they can ever get anywhere outside of your store.” 3. “When you perceive it to be the rule that men who never ad- vertise are outstripping their neighbors in the same line of busi- ness.” 4. “When men stop making fortunes right in your very sight, solely through the discreet use of this mighty agent.” 5. “When you can forget the words of the shrewdest and most successful business men concerning the main cause of their prosper- ity.” 6. “When every man has become so thoroughly a creature of habit that he will certainly buy this year where he bought last year.” 7. “ When younger, and fresher, and spunkier concerns in your line cease starting up and using the journals in telling the people how much better they can do for them than you can.” 8 “ When you would rather have your own way and fail, than take advice and win.” 9. “ When nobody else thinks ‘ it pays to advertise.’ ” 10. “Judicious and persistent advertising is the keystone of suc- cess; therefore don’t stop, or others will get ahead of you.” POINTS TO BE REMEMBERED. In sending advertisements, or in requesting estimates for advertis- ing, parties should be explicit in specifying :— I. The amount OF spacf. they desire to occupy. 11. The NUMBER of INSERTIONS, and the times thereof—whether weekly, every other week, or monthly. III. The position they wish the advertisement to have — whether in the general advertising pages, or in preferred position. IV. Write for estimate on any one or all of the within Medical Journals, as it costs you nothing and will save you considerable money.