{"1": {"fulltext": "HF 5849\\n\u00e2\u0096\u00a0D7 H24\\nopy l\\nHOW TO MAKE\\nYOUR WINDOW\\nPAY YOUR RENT\\nHANCE BROTHERS WHITE\\nPHILADELPHIA", "height": "3098", "width": "1925", "jp2-path": "howtomakeyourwin00hanc_0001.jp2"}, "2": {"fulltext": "PROFITABLE ADVERTISING\\nk\\nFrog\\\\infbur THRat? 10*\\nTHE GREATEStToTgh lOZENGE ON EARTH\\nONE-GROSS SET\\nI Lithographed Background (The Frog Doctor) 2 Dummy Cartons 1 Muslin Sign\\n(6 feet long); 4 Paper Window Signs; 2 Lithographed Window Signs; 5 Assorted\\nJapanese Novelties Nose Gods, etc. 10 Assorted Japanese Frogs 2 Small Cut-Outs,\\nlithographed 2 Hanging Signs.\\nTHREE-GROSS SET\\n1 Frog Drummer Cut-Out (5 feet high, see above); 4 Dummy Cartons; 1 Muslin\\nSign 5 Lithographed Window Signs 6 Paper Window Signs 10 Assorted Japanese\\nNovelties Nose Gods, etc. 20 Assorted Japanese Frogs 5 Small Cut-Outs, lithographed\\n2 Embossed Hanging Signs; 1 Last Shot Cut-Out or other suitable lithographed picture.\\nFIVE-GROSS SET\\nThis includes one 3-gross set and a choice between a Frog Suit and any one of the\\nautomatic figures shown on page 3.\\nTEN-GROSS ORDER\\nAdvertising matter for such an order is made up by special arrangement with our\\nsalesman or by direct correspondence.", "height": "2901", "width": "1859", "jp2-path": "howtomakeyourwin00hanc_0002.jp2"}, "3": {"fulltext": "HOW\\nT O\\nMAKE\\nYOU\\nR\\nWINDOW\\nPAY\\nYOUR\\nRENT\\nBeing a series of money making\\ndesigns for window display and store\\ndecoration, to which are appended\\nsome general ideas of practical utility.\\nHance Brothers White\\nPharmaceutical Chemists\\nPhiladelphia", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0003.jp2"}, "4": {"fulltext": "4\\nTWO COPIES RECEIVE\\nLibrary of Goiigre*^\\nOfflca oft\\nJAW 6 -1900\\nRegister of Copyright*\\n50999\\nHANCE BROTHERS WHITE\\nCable address Hancebros\\nA B c code fourth edition\\nHEAD OFFICE\\nCallowhill and Marshall Streets\\nphiladelphia\\nLONG DISTANCE PHONE NO. 1 842\\nLABORATORY\\nCallowhill Marshall Seventh and Willow Streets\\nPhiladelphia\\nBRANCH OFFICES\\nNew York Seabury Building 59-61 Maiden Lane\\nLUNIi DISTANCE PHONE NO. 4195 CORTLANDt\\nChicago 195 E Randolph Street\\nLONG DISTANCE PHONE NO. 5022 MAIN\\nPittsburg 419 Seventh Avenue\\nLONG DISTANCE PHONE NO. 33\\nLondon 124 Southwark Street, S. E.\\nCopyright 1899\\nBy Hanch Brothers White\\n8EC0N0 COPY,\\nJWv o 5.", "height": "2931", "width": "1859", "jp2-path": "howtomakeyourwin00hanc_0004.jp2"}, "5": {"fulltext": "How to-Take the Laziness Out of Your Window\\nIt s a lazy thing, that window of yours a very lazy thing. It won t even\\nkeep itself clean, to say nothing of actively aiding you in money making.\\nMany a druggist who is quite alive to the necessity of a clean window,\\nstops right there and utterly fails to make his window work.\\nThere should not be a lazy inch in your entire store, least of all, in that\\nspace which could work twenty-four hours of the day, without getting tired,\\nif you only nu it attend to business.\\nIn the pages that follow, we offer suggestions enough of what other\\npeople have done with their windows, to help you to make your window\\nbestir itself to the point of profit. We shall easily be able to show you that\\nthese exhibits were in many cases the very making of the stores that used\\nthem that drug-gists who enthusiastically adopted our entire program were\\ndubbed The Frog Man of their neighborhood, and that the title of this\\nbook, How to Make Your Window Pay Your Rent, is no exaggeration.\\nEVOLUTION OF THE SHOW WINDOW\\nNot many things spring into being in the full development of all their\\npowers and usefulness. The chimney began with a hole in the roof; it was\\nimproved until finally we had a chimney that would draw.\\nThe obvious need for light on the subject was the necessity that\\nmothered the invention of the window and from a window that was only\\nuseful for letting in light have been evolved windows, that, like chimneys, will\\ndraw, that is to say, will attract trade and pay the rent. When the first house\\nwas built, its tenants saw at once that they couldn t dwell in darkness. So\\nthey made rude holes in the walls to admit light.\\nFrom that primitive makeshift down to the present splendors of plate-\\nglass and bronze and marble is a far cry too far a cry to record here.\\nWe could tell you, if we had the time, of the gradual growth of the window\\nof the use of thin sheets of horn and oiled paper as window lights, of the tiny\\nthick-framed panes that marked the windows of the past.\\nThe drugstore window has grown, like the rest. From a hole in the wall\\nit has developed into a commercial necessity an actual salesman, counted\\nby the wise druggist as one of his foremost sources of profit.\\nOur retail drug ancestors lots of professional etiquette and little money\\nin those days used their small-paned windows to admit light to their stores\\nthey gave them no other thought. Strange as it seems, there are druggists\\nalive now who do the same thing they belong so far in the past that they\\nlook on their windows as mere holes in the wall to let in light or, confiden-\\ntially, even worse as a sort of accommodating waste-basket to hold things\\nfor which no better room can be found under counter or shelf.", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0005.jp2"}, "6": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nMany years ago, an old-time chemist, as he would probably have called\\nhimself (he would have been the most individual druggist of his town\\nhad he lived in our day), made the discovery that by putting in his windows\\nbottles containing blue, pink, green and orange-colored compounds. his\\ntownspeople could see, without half trying, that his was a drugstore. It was\\na curious thought, but it took root. The practice grew rapidly. Colored\\nglass globes soon became the druggist s symbol. The vivid spheres attracted\\nattention. Men, women and children stopped in the street to look at these\\nfirst crude window displays.\\nHere was step No. i in the evolution of the window it had begun to be\\nof some commercial value to its owner.\\nThis early druggist soon conceived the idea of placing the simple night-\\nlight he used behind the globes, so that far up and down the street until the\\nearly bed hours of those days the gleaming colored lights pointed the way to\\nyeapothecarie s shoppe.\\nFrom colored bottles to the placing of goods in the window was but a step\\nIf people are attracted by meaningless glass globes, why not by goods\\nAnd so one day a druggist-philosopher conceived the idea of putting in his\\nwindow some neat, fresh packages of goods, instead of placing them all on his\\nshelves. This was a breach of etiquette and conservatism that made his\\ncompetitors first gasp with astonishment, then glower with anger, for the goods\\nsold faster than they had ever done before.\\nHere was step No. 2 the window had begun to pay the rent.\\nSoon the flat narrow window became inadequate. Succeeding genera-\\ntions saw that the small panes and their heavy frames obscured the effect.\\nThen was born the genuine bulk window with its mighty panes of French\\nplate.\\nThis was the real beginning of the science of window dressing. The\\ndruggist, who now counts his window among his salesmen, can thank his pro-\\nfessional ancestor whose wild dream of sensational enterprise was the filling\\nof glass bottles with red, green and blue water.\\nThe successors of the man who first put goods in his window have been\\nmany and varied in kind indeed the show windows of the country at this\\npresent day show every phase of development from the most crude and use-\\nless except as light-admitters, up to those of the merchant princes, who\\nsacrifice light, doorways and space, and spend enormous sums of money in\\norder to reap the full advantage of the value which they know their windows\\npossess.\\n[We break off in this narrative to open a letter from the top of a pile\\nThe letter is one of inquiry. The druggist who wrote it wishes to know\\nsomething about our goods. He wants particularly to know whether they\\nlend themselves well to window displays. He has cultivated his window to", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0006.jp2"}, "7": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nsuch an extent, he says, that it will sell anything salable that can be displayed\\nin it. He concludes by asking whether our goods are the sort he can use for\\nwindow display. That druggist doesn t know that we were pioneers in\\ninstructing druggists in window display, though he will before we are through\\nwith him. He doesn t know either that the most of our specialties are packed\\nwith the special view of being displayed in a window, but he will know that,\\ntoo, in a little while.]\\nExamples of the value placed on window-advertising by successful\\nmerchants, might be multiplied almost indefinitely two conspicuous ones\\nare probably sufficient, however, and they are familiar to all Philadelphians.\\nTHE HOSPITABLE OPEN DOOR IDEA\\nA clothing store was built of mammoth dimensions and with a correspond-\\ningly wide entrance, on the supposition of making it easy to walk in at The\\nman who saw Oak Hall five years ago, and hasn t seen it since, wouldn t\\nrecognize it to-day. Then its first Moor was all door. The hospitable\\nopen door was all they considered necessary to draw business. The time\\ncame, however, when that ceased to be enough. The proprietors discov-\\nered that the easiest way to get buyers into the store was to make the win\\ndows attractive with displays of goods. Buyers were compelled to come\\nin. The size of the door was then found to make little difference, and so the\\ngreater part of the door space was turned into more window space.\\nAll the doors but one were taken out. In their place came a long line of\\nmagnetic windows. Heavy steel girders were introduced to support the\\nupper floors, and were skilfully and artistically concealed by mirrors, which of\\ncourse intensified the advertising effect by seeming to multiply the images\\nwhich they reflected. To-day practically the whole of the first two stories of\\nOak Hall are of clear plate-glass the first floor windows showing a score\\nof oft-changed window displays the second floor windows the busy-selling\\nscenes within.\\nThe hospitable open door was all right once its day is done. Oak\\nHall had doors enough to admit 50,000 people and no windows to draw\\nthem. They had a splendid basket for the fish they wanted to catch but no\\nbait. Things are different now. A modern merchant knows, without telling,\\nthat a good show window will get the people into his store, no matter if the\\ndoor is around the corner and only three feet wide.\\nA DOUBLE-DECKER\\nThe huge building now occupied by Gimbel Brothers, at Ninth and\\nMarket Streets, is another good example of window development. Their\\npredecessors had the corner rounded directly at the apex, with a huge door in\\nthe centre. At that time this was considered a shrewd bid for the passing", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0007.jp2"}, "8": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\ntrade both ways down Market and up and down Ninth. And it served its\\npurpose very well. But when Gimbel Brothers, merchants of a later genera-\\ntion, took the store, they saw no merit in the hospitable mammoth double door\\non the ground floor. They at once built out to their full line. The first-floor cor-\\nner the\\\\ turned into a huge glittering show window that holds as much goods as\\nmany a country store. The lofty door at the corner gave place to smaller doors\\non either side, and the space thus saved went to the enormous corner show\\nwindows. The corner of Gimbel Brothers building is now really an immense\\ntwo-story show window, gleaming and glittering by day and night a splendid\\nmonument to the new order of commercial things. It wouldn t be true to say\\nthat Gimbel Brothers, purely by the increase in their show window space, were\\nenabled in less than ten years to build up a business increase far larger than\\ntheir predecessor s whole business after fifty years of laborious effort but that\\nundoubtedly helped in the work, and Gimbel Brothers knew it would when\\nthey went to the expense of a change.\\nEXAMPLES FROM NEWSPAPERDOM\\nHere are conspicuous examples of the same tendency from an entirely\\ndifferent field. The newspapers are enterprising enough about somethings\\nextremely obtuse about others. They have been among the last to recognize\\nthat they, too, could use a show window but their eyes are open at last. The\\nmetropolitan dailies are coming forth from their cellars. They are letting the\\npublic into the secret ot their inner workings. They are building show\\nwindows for themselves. The New York Herald is a conspicuous example.\\nTravelers in New York are familiar with the Herala s magnificent press room,\\nwith floor in cellar, but ceiling twenty feet above the ground level. The walls\\nare of plate-glass, and one can see clear across the massive presses from one\\nstreet to the other, a square away.\\nThe Herald has made of its first two floors a mighty show window. In\\nit it has placed the splendid electrical machinery which prints the thousands\\nof its circulation. Tardily the paper has come to realize the advertising value\\nwhich lies in interesting people in what you have in you and your business.\\nThe Evening Bulletin, of Philadelphia, is following the same plan. Its\\nbasement at Sixth and Chestnut Streets, was formerly consecrated to the sale\\not trunks and traveling bags. Now huge presses whir and spin there. The\\ninterested people view their wondrous evolutions through immense plate-glass\\nwindows, installed not so much to admit light as to allow sight of the public.\\nWe venture the prophecy that the time will come when the big newspapers\\nwill take the public still further into their confidence when they will set up\\ntype-setting machines in their windows and in the full gaze of the attracted\\npublic will cast the little metal letters that spell the daily history oi the world.\\nVerily the old order of things is passing away. Go anywhere in any", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0008.jp2"}, "9": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT 7\\ncity you like, you will see old store fronts being replaced by new. You will\\nnote that an invariable characteristic of the new is large bulk windows that\\nalmost seem at times over-large for the front. Some of these modern store\\nironts show wonderful windows that would probably be ashamed to confess\\nkinship with the original ancient hole in the wall. Windows of crystal\\nand without wood, their parts held together by nickel bolts windows ot\\nlancitul shapes and patterns windows of such clear glass that they seem\\nuncovered yet all partaking of the common object the showing and the sale\\nof goods. The old merchant s window admitted light only, and not a great\\ndeal of that. The new merchant s window admits lio-ht and business, too.\\nA $100 BOOK\\nFor this book we ask a painstaking and careful perusal. It has cost us\\nthousands of dollars in the acquirement of its contents and its preparation,\\nand if we were not sure that it could be made of more than $,100 value to\\nyou, we would not have issued it.\\nMay we say that such a book as this, which represents the best thought\\nof many intelligent minds, and years of discriminating selection among many\\nexcellent suggestions, cannot be digested at a single reading? And may we\\nfurther suggest that whenever you are planning a striking display, you first\\ntake this book and look over its pages as a preliminary to your work You\\nwill find the time well spent.\\nAN INVITATION\\nWe would have liked very much, had there been time, to show illustra-\\ntions of window-transfigurations like those described above. Such illustra-\\ntions, however, could not have clone their subjects justice, so they would not\\nhave been of much use after all.\\nThe best thing for a druggist to do who is interested in the develop-\\nment of show windows is to visit New York or Philadelphia and see for\\nhimself.\\nAnd Philadelphia will teach him far more in this respect than New York\\ncould do. This city affords scores of examples quite as noteworthy as those\\nwhich have been mentioned. There has been greater appreciation in\\nPhiladelphia of the value of window space and keener competition among\\nmerchants to give their windows every possible advantage for advertising\\nand selling their wares. Come, therefore, and see for yourself it will pay you.\\nHance Brothers White.", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0009.jp2"}, "10": {"fulltext": "", "height": "2919", "width": "2012", "jp2-path": "howtomakeyourwin00hanc_0010.jp2"}, "11": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nSuggestion for a Novel Display\\nCHAPTER I\\nWhat Windows Are\\nThe subject of window dressing as a means of\\nincreasing a druggist s income has ceased to be a\\nquestion of theory with us.\\nWe have seen the idea so often used, with splendid\\nresults, that it is a source of continual wonder to us how\\nany druggist can ignore the opportunities that lie before\\nhim. If perseverance can do it, however, the time will\\ncome when the druggist indifferent upon this subject will\\nbe looked upon as a curiosity, genuine and unmistakable.\\nYour store windows, like eye-glasses, should be made\\nto properly fit you. Through one you see the world\\nthrough the other the world sees you.\\nThe first step to a successful grasp of the subject is to\\nrealize what a window is. Look for one moment at the\\nwindows of any private house in a residential street in the\\ncity. What are they They are sign-boards which tell\\nyou what sort of people live inside. One person in one\\nhundred may cross the threshold and see the inmates of\\nthat house, but the remaining ninety-nine must look at the\\nwindows, and imagine from their appearance what style\\nof persons are living behind them.\\nYour windows may do you great harm. You may be\\na person of fine instincts, of exquisite discernment, of\\nwonderful patience, of sound judgment but your neigh-\\nbors know nothing of this. They can only judge by what\\nthey see. And what do they see as they walk by your\\nhouse every day They look at your windows and judge\\nyou accordingly.\\nThus windows are tell-tales. They proclaim you to\\nthe world. They are a perpetual announcement of the\\ntaste of the unseen dwellers behind them. Perhaps\\neight hundred persons will pass your house to-day.\\nFifty of them know you personally. But seven hundred\\nand fifty look at your windows and take their cue from\\nthem. Now leave the house and come t _ your store win-\\ndows. Your store window really introduces you to\\nyour customers. Is it the sort of introduction you would,\\nhave? Does it vouch for the dignity and character of\\nyour establishment You are careful how you address a\\nnew customer; but your store window addresses him as.\\nforcibly as your woids.\\nAnd it addresses him oftener. It addresses him earlier,,\\nbefore your personality has had a chance to help you_\\nYour window has the first chance at him. And first\\nimpressions are lasting", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0011.jp2"}, "12": {"fulltext": "10\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nDisplay of Mr. John B. Edie, McKeesport, Pa.\\nWho is responsible for the appearance of your store\\nwindows? Are you getting from them all the help you\\n-can Are they doing you any good Are you certain\\nthat they are not quietly doing you harm\\nThese are potent questions. You can afford to give\\ntime to their consideration. They have had our most\\ncareful thought for years. Let them have your whole atten-\\ntion for an hour.\\nDo not mind if we tread a little upon your toes at\\nlimes. You are grasping a big thought, and every live\\nthought on any live subject knocks the wind out of some-\\nbody or other. We want to make you dissatisfied with\\nthe slow growth of your business as it now stands. Do you\\nremember the greatest compliment (so it is claimed) ever\\npaid by a king to one of his subjects It was what Louis\\nXIV, the grand monarque of France, said to his priest\\nMasillon, Father, I have heard many great preachers,\\nand I have been satisfied with them; but as for you,\\nwhenever I hear you it makes me dissatisfied with myself.\\n3o if our stout expressions can only make you dissatisfied\\nwith your neglect of window displays, forgive the advo-\\ncate his plea, and remember that his only object is to make\\njfour ledger more inter. sting reading in the near future.\\nCHAPTER II\\nWhat a Druggist has to do with Window Display\\nThe first plunge into the subject is almost a cold shiver.\\nIt looks at first sight as if there might be something\\nundignified in a druggist bothering with dressing win-\\ndows. Do you recall the story of the hen who looker\\nat the china egg in her nest in a distrustful way, am.\\nejaculated Great Scott, if this sort of thing goes on\\nI ll be a bricklayer next. Mow many druggists look\\ndistrustfully at the idea of a good window display, and\\nfeel that if that undignified sort of thing goes on the;\\nmight as well become sandwich-men without further delay.\\nDon t be unreasonable. You have a beautiful and\\nperfectly unnecessary notion that you will sink your dignity\\nin your efforts at window display. Ictus stare that idea\\nright out of countenance here. Never need dignity be\\nsacrificed. On the contrary, unless your window display\\nIn- made with a scrupulous regard fur dignity (as expressed\\nby good taste), you will derive little benefit from il\\nDignity always. Dignity or nothing.\\nBut not over-dignity. That is simply ridiculous. You\\nremember the over-dignified dentist, lie hated tin", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0012.jp2"}, "13": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nII\\nDisplay of Messrs. Nichols Harris, New London, Conn.\\nname of dentist, and so he left it off his business card\\naltogether and inserted instead, Drawing, Music, and\\nDancing No pains spared.\\nGranting the dignity of it, then why should a drug-\\ngist take any time for a window display Simply because\\nhe is in business to make money. No descendant of Shem,\\nHam or Japheth can do any less and stay in business. If\\nmen kept drugstores for their health, or for enjoyment, or\\nfor social prestige, it would be well enough to ignore\\nwindow display, although the most important contributor\\nto the dignity of the drugstore would thereby be ignored.\\nBut men are in business to make money, and they\\nmust do considerable help-yourself fighting. When the\\nlittle girl was asked who made her, she held up her apron,\\nsaying, God made me that length, and I grew the rest\\nmyself. Now, the fact that you keep a drugstore on a\\nprominent street will biing you in a certain amount of\\ncustom perhaps a living. But your location and business\\nmake you that length without your help. If you want\\nanything more than a living, you must grow the rest your-\\nself. In all business, as a rule, men can afford to employ\\nany honest method to make money. A druggist can afford\\nto employ any dignified method.\\nWindow display is such a method. This is not a\\nquestion of opinion it is a question of fact. The records\\nstand open for all to read. Figures cannot lie. Thou-\\nsands of druggists have tried window display. A hun-\\ndred of them show you the way to try it in the pages of\\nthis book.\\nThe subject is timely. Favors lose their value by\\ndelay. The movement of ideas over this country comes\\nin great waves. If you start in ahead of the bulk or\\nvolume of the great movement you are thrown forward\\nstrongly by it, exactly as you would be thrown ahead by\\na wave if you got in front of the bulk of water. So of\\na clear idea like window display in the drug business.\\nWhere there was one druggist who did it in 93, there\\nwere twenty who started it in 94. Nearly four hundred\\nmore joined the procession in 95 there will be four\\nthousand who will be doing it next year. Don t delay.\\nMake the partnership that Charles V made when he\\ncried, Myself and the lucky moment. Remember the\\nold law maxim that rights are forfeited by disuse. Claim\\nyour right immediately. Make a splendid window display\\nof P og in your Throat\\nSpeaking about delays, reminds us of the story of the", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0013.jp2"}, "14": {"fulltext": "1-\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nminister who was called to another parish, hut who had\\nnot heen able to make up his mind whether to go or not.\\nThe deacon of the parish met the minister s little boy\\nplaying in the road, and asked him if his father had\\ndecided. Yes, said the boy, father s going to leave\\nyou. Indeed, said the deacon, I didn t know that\\nhe had made up his mind yet. Well. said the boy,\\nyou see it s like this. Father, he s in his room all the\\ntime a-praying for light but mother she s packing the\\ntrunks\\nYou don t want to sit any longer praying for business\\nwhile we are packing the trunks daily with Frog in your\\nyou remember ho\u00c2\u00ab Sir Walter Raleigh once made a wager\\nwith Queen Elizabeth that he could weigh the smoke\\nfrom his pipe lie won by weighing the tobacco before\\nsmoking and the ashes afterward. Y u can weigh the\\nvalue of your window display by weighing your money\\ndrawer before and after.\\nA good window display will stimulate your general\\nbusiness as a tonic stimulates appetite. It will bring new\\ncustomers into your store. You can better afford it than\\nhalf the expenses you incur. It will easily show a forty\\nto fifty per cent increase in your total sales. ProiiJ d\\nyou Jo it rightly.\\nDisplay of Mr. John Coleman, \\\\Vheelinc, Va.\\nThroat? outfits logo to other druggists who have decided\\nto make displays. There r ore, take this matter up here and\\nnow; come to some definite conclusion. Don t merely\\nset it aside to settle itself. Such things never can settle\\nthemselves. When a physician and a surgeon once dis-\\nagreed as to the wisdom of performing an operation, the\\nsurgeon said, Very well, let it settle itself, but the post-\\nmortem will show I am right.\\nYou don t want to wait for post-mortem decisions.\\nDecide it now. Don t ignore it. Don t default on the\\nanswer. Don t leave your good resolution uncorked to\\ngrow inactive.\\nWe say again results that tell the story Do\\nFor in window display, as in every other art, there are\\nthings to be avoided and things to be carefully proi\\nThere are many ways of missing the goal: there i; only\\none travelled way to attain it. Let us run over the\\nexperiments of others and note a few important axioms\\nas they come to us from the hand of Experience,\\nCHAPTER III\\nUsing One Article as the Basis of the Display\\nThis is virtually saying to the public that alth.\\nyou have live hundred articles to show them, this one\\nthing is s,, important that for it you put all other things\\naside. You thus place such a heavy emphasis on one", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0014.jp2"}, "15": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n13\\nDisplay of Fifth Ave. Drug Co., Brooklyn, N. Y.\\narticle that you arouse interest in it, you excite curiosity\\nimmediately as to its merits, and provoke sales which\\ncould never be made under normal conditions with\\nordinary surroundings.\\nMen say, what is this thing why should it occupy\\nsuch attention? Their questions remain unanswered,\\nand they probe the subject further. They make inquiries\\nand four out of five such inquiries end in sales.\\nYou create a run on the one article displayed,\\nand a run is simply a rolling snowball of trade.\\nThe further it rolls the more snow it attracts, and about\\nthe easiest way to get rich yet discovered is to start a\\nrun on any article you are handling.\\nSome people will tell you that this idea of one sub-\\nject only in the window display is wrong. Do not let\\nthat trouble you. The value of a clever idea for making\\nmoney is in proportion to the fewer number of people\\nwho grasp it. Go back to that line in your St. Augustine,\\nSanitatis patrocinium est, insanientium titrba\\nthe multitude of fools is a protection to the wise.\\nGreece, so much praised for her wisdom, produced\\nbut seven wise men judge of the number of fools, and\\n-remember that the propcrtion is not much altered to-day.\\nYou have learned a great deal when vou realize that\\nyou cannot address the public except with one thing at a\\ntime. If you are operating a large department store in\\nthe city, this rule has its exception. But in every other\\ncase, let no temptation swerve you from this concentration\\nupon one subject. The leading experts in advertising\\nall give it as their universal testimony that only one\\narticle should ever be mentioned in one advertisement.\\nPublishers long ago discarded the old method of enu-\\nmerating the books of a popular author. It is one\\nbook at a time, and all the emphasis on that.\\nSee this same lesson in all trades. If you make a\\nblade that shall be both a razor and a carving knife, it\\nwill fail in its duty as either. It will not shave like a\\nrazor nor carve like a knife. You lose at each end in\\ntrying to cover both. What is gained in variety is taken\\nout of effectiveness.\\nGo a step further. Here is a curious phenomenon.\\nAsk any shoe manufacturer and he will tell you that\\nyou cannot make men s and woman s shoes under\\nthe same roof. Women s shoes so produced have an\\nundesirable mannish look, and men s shoes gradually get\\nwomanly. This is ridiculous, but it is true. We live in\\nan age of single aims, and success is only another name\\nfor the focusing of all your thought and time and study\\non one thing. The men who can do that are called", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0015.jp2"}, "16": {"fulltext": "14\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nDisplay of Messrs. H. Bowman Co., Oakland, Cal.\\nspecialists, and they command high prices. Be a\\nspecialist in your window displays.\\nLook in any store window in which there are a dozen\\nor more articles, and see how many of those articles are\\nremembered by you five minutes afterward. Rarely do\\nyou remember but one, and yet seldom do you fail to\\nremember one. It is always one. It would appear that\\nthe mind instinctively sees and grasps one impression,\\nmid slops short just there It is a curious psychological\\nor physiological fact, but it is true. If, then, the mind\\ngrasps natuially but one object in a window display, the\\nlesson is clear. Display only one article and by the very\\nmultiplication and emphasis of that one you produce a\\nmagnified sense of its importance in the mind of the\\nbeholder. And don t forget that a display of one article,\\nwhich will be remembered, will be forever afterward\\nassociated in the mind of everybody with the store making\\nit. Surely you recognize the business possibilities in this\\nNow, just for a moment let us see how these ideas\\nwork in actual practice. Mr. Otto Wicke, of Brooklyn,\\nN. V., tried the one-idea method of window display, and\\nhis experience is most worthy of mention. Mr. Wicke\\nwas one of the contestants in our last great window dis-\\nplay contest, and won a second prize. The design of his\\ndisplay was of a rustic character. A background was\\npainted showing a cottage, trees and a rough wood fence.\\nAll the rest of the window was given up to workil s\\nthe idea of the Frogs Annual Picnic. In the right\\nhand back corner was a full band. Also a dancing-plat-\\nform on which several couples of giddy batrachians were\\nshown as twirling in the mazy waltz. In the left-hand\\ncorner was a merry-go-round. Here and there seated at\\ntables, on the most natural looking benches, were parties\\nof Frogs feasting. The boulders that lay around were\\nwhitewashed and an advertisement of Frog in your\\nThroat? written on them in black. In the foreground\\nof the picture a cricket match was taking place, witnessed\\nby a large and distinguished audience, including, no\\ndoubt, all the nobility and gentry of Frog Land, gathered\\ntogether in a gallery on the left.\\nThe idea of his other display was a battle scene, the\\nbackground being a painted representation of an attack-\\non a castle by an army of Frogs, who appeared about to\\ntake it by storm.", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0016.jp2"}, "17": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n15-\\nFrog in your Throat? W f Vmo- in vnur Th\u00e2\u0084\u00a2\u00c2\u00bb\u00c2\u00ab? ine Frne in vour\\nDisplay of Mr. James C. Munds, Wilmington, N. C.\\nCHAPTER IV\\nActual Results of the One-Idea Method\\nEver since the time when the possibilities of\\nwindow advertising first dawned upon us, we have\\nendeavored to impress upon the druggists who used it the\\nnecessity, if they would know its value, of keeping an\\naccurate account of results. Mr. Wicke kept a very close\\naccount of the sales of Frog in your Throat? induced\\nthrough his window, and is therefore enabled to state exactly\\nwhat were the results of not complicating his display by\\nusing more than one idea. His own letter shall speak\\nfor itself as regards the extraordinary success achieved by\\nhim through his display. He writes Gentlemen I\\ntake pleasure in notifying you of the large amount of\\nFrog in your Throat? sold on February 10, 1895, in\\ntwo of my stores, namely, at 1337 Myrtle Avenue, 160\\nboxes, and at457 Knickerbocker Avenue, 117 boxes, and\\nI am fully convinced that I reaped such a harvest through\\nmy splendid window displays. Further, I will say that I\\nhave sold since the 15th day of September, 1894, to the\\npresent day, February 15th, 1895, (six months), the enor-\\nmous amount 01 102 gross, and can conscientiously say\\nthat Frog in your Throat is the leading proprietary\\nmedicine of the day.\\nThe foundation for this display was Frog in your\\nThroat and thai was ihe only object treated in his dis-\\nplay. That it was successful was evident. 102 gross\\nmeans over $700 direct profit but beside this, who can\\nestimate the value of that boom as an advertisement to\\nMr. Wicke s general business? Think a moment;\\n14,698 boxes sold means 14,698 customers brought into\\nthe store, a very large percentage of whom, no doubt,\\nbought other articles beside their box of Frog in your\\nThroat? 14,698 people, each going out of the store\\nwith ioc worth of complete satisfaction. If the same\\namount of profit were not realized by the sale of other\\ngoods to those 14,698 custsmers brought into the store by\\nFrog in your Throat? it was the druggist s own fault.\\nHere is another instance, and we have still others.\\nMr. John Coleman, of Wheeling, Va., also decided to use\\nthe one-idea method, and on this basis he made a display\\nsufficiently good to be noticed by three local newspapers,\\none of the notices being in German\\nMr. Coleman himself writes as follows It was\\nan elegant get-up, and proved a wonderful attraction,\\nconsequently greatly increased my sales. We went into\\nthis contest to win a prize we spared no work, and you\\nwill notice the display cost us some money to get up, but\\nwe were confident that you would appreciate our efforts.\\nAgain he writes We have a grand display. Our win-", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0017.jp2"}, "18": {"fulltext": "16\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nDisplay of Mr. Jos. S. Madison, Terre Haute, Ind.\\ndow is crowded the whole day with sight-seers, and our\\ncustomers have complimented us highly for our efforts.\\nIt will be seen that light along the full length of this\\nwindow there has been made a little lake, lined with\\nsheet lead. On the lake is a Frog paddling a Rob Roy\\ncanoe. There also floats a large raft bearing a freight of\\nFrog in your Throat? on the top of which sits the\\nFrog Captain under a parasol. The banks of the lake are\\nstrewn with stones and moss. On the front side, near\\nthe glass, is a large tent, built of boxes. By that you\\nwill see an angling Frog. Further on, a party of sports\\nsit playing cards, and others amusing themselves in\\nvarious ways. All of this forms the Frog in your\\nThroat? fishing camp. On the other side of the lake\\nwill be seen a veritable prize-ring. There, at the back,\\nsit the spectators, row above row. Down there in the\\nring are the two combatants, each with his colors around\\nhis waist. There also in the corners are the friends of\\nthe fighters, with their towels and buckets. We see also\\nthe referee with his watch keeping time. Altogether a\\nvery ingenious and highly creditable display.\\nAll Frogs, you see nothing but Frogs.\\nIf we were to give space here to all the druggists\\nwho found dollars in sticking to one idea in their window\\ndisplays, we would fill all the pages of this large book\\nseveral times over. We ll give one more instance, and\\nthen pass on.\\nOne of the most signal successes won by the one-idea\\nmethod came to Mr. James A. Hart, of Sing Sing, N. Y.\\nMr. Hart made two distinct shows, photographs of\\nwhich he sent us. He received notices of his show from\\nno less than six of the local papers. The idea cairied\\nout in the display is that of a great orchestra the entire\\nbottom part of the window being filled up with a large\\nchoir of Frogs, each holding in his hand, to represent a\\npiece of music, the small primer rela ing to Frog in\\nyour Throat The witty druggist has entitled this\\nwindow The Seng of the Frogs at Sing Sing.\\nAnother good idea in this display show n in the photo, not\\nreproduced, was a large globe with the Frog in your\\nThroat sign pasted around it. thus typifying Frog in\\nyour Throat encircling the world.\\nMr. Hart himself writes on March 6th I am very\\nmuch pleased with your letter this a. m. announcing the\\nprizes, and that my name appeared among the successful\\nten winning the third prize. I will take mine in Frog\\nin your Throat? believing that to be my mascot, and I\\nshall ever swear by it. Wishing you and all vour\\npreparations every success. You will find my check\\nenclosed for statement.\\nMr. Hart spent some pains in investigating the general\\neffect of his display, and writes us later that he must\\nacknowledge a general business boom during the whole\\nwinter, no doubt largelydue to Frog in your Throat", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0018.jp2"}, "19": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n17\\nHe says I would be glad to compete again. The idea of\\ndevoting an entire window to the display of any one line\\nof goods is a good one, and the fact was never pressed\\nhome to me so favorably as in the success brought by\\nthe display of Frog in your Throat and the sale has\\nkept up remarkably through the summer months, proving\\nFrog in your Throat has come to stay. By carrying\\nout your ideas, I have given a great impetus to my gen-\\neral trade the entire year. Thanks to you and success for\\nFrog in your Throat\\nOne thing we have urged constantly with reference to\\nwindow displays for druggists, is that almost invariably a\\ngood display will elicit gratuitous newspaper notices,\\nwhich constitute the very best newspaper advertising a\\ndruggist can possibly have. Mr. Hart experienced this,\\nfor he received two good newspaper notices, which we\\nreproduce below, simply to clinch our argument\\nThird Prize Comes to Sing Sing\\nSome weeks since one of Druggist James A. Hart s\\nshow windows was dressed with the insignia of Frog in\\nyour Throat in competition for one of the prizes offered\\nby the owners of that proprietary article. There were\\nabout seven hundred competitors in the contest, and on\\ndue consideration of the photos of each window the\\njudges have awarded thiid prize to our townsman, who\\nhas the hearty congratulations of the Republican. The\\nfirst prize went to Allegheny, Pa., and the second to\\nBrooklyn. Sing Sing, N. J Republican.\\nHart Takes Third Prize\\nDuring the past winter Druggist James A. Hart has\\nbeen using his show windows to advertise specialties in\\nhis line of business. He made a great hit in this way\\npushing the cough medicine known as Frog in your\\nThroat? and of the prizes offered by the manufacturers\\nfor the handsomest window display, Mr. Hart took the\\nthird. There were over seven hundred competitors\\nthroughout the country. The first prize was taken by an\\nAllegheny, Pa., druggist, and the second by a dealer in\\nBrooklyn. Hart, like the Register, believes in making\\nadvertising attractive, and when backed up by the know\\nhow to do it, it gets there every time. Sing Sing,\\nA Democrat Register.\\nCHAPTER V\\nCareful Choice of the Article to be Displayed\\nSome articles are almost impossible to illustrate;\\nothers are very easy. We strongly recommend you to\\nbegin with our Frog in your Throat because (i)\\nit is timely no remedy is more in demand at this season\\nof the year; (2) it lends itself immediately to illustra-\\ntion you can get up a whole window of Frogs and they\\nCan be arranged in a hundred attitudes and over fifty\\noccupations and (3) we supply the Frogs in a dozen\\ndifferent styles. The material is all right at hand and it\\nis full of opportunities.\\nThen, too, Frogs are most ludicrous creatures, and\\npeople of all ages will crowd in front of your window at\\nall hours to watch them. There is almost no article you\\ncould select that is such a perfect one for a window dis-\\nplay. Think of trying to make an enjoyable, lively and\\nexactly appropriate display of Syringes, Castor Oil, or\\nSyrup of Hypophosphites Then turn to Frog in your\\nDisplay of Messrs. Federmann Haller, Kansas City, Mo.", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0019.jp2"}, "20": {"fulltext": "18\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nZ\\n2:\\nz", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0020.jp2"}, "21": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nIt)\\nDisplay of Mr. F. A. Hartshorn, Marlboro, Mass.\\nThroat? and, remembering that we furnish an entire\\nJapanese outfit for your use, how many suggestions crowd\\nyour mind\\nTherefore, take Frog in your Throat? for your\\nfirst effort. Try your hand on it experimentally, and you\\ncan be sure of a success in your very initial exhibition. Let\\nit show you whether all that we say about the enormous\\nsales from window displays is true or not. Listen to the\\ncomments of customers Watch the groups all day\\nlong in from of your window Notice how many new\\ncustomers enter your store Improve the opportunity for\\na free notice in your local paper. And if you are still in\\ndoubt as to the result, turn to your cash sales and see\\nwhether our estimate of a fifty per c ~nt increase is too\\nhigh.\\nAgain, we can show that these ideas are not theories.\\nMany druggists have tried them and have written us of\\ntheir results. In every case the druggists who have fol-\\nlowed out the lines laid down above have made the most\\nconspicuous successes of the total number competing.\\nMr. C. A. Uthe, of Norwalk, Ohio, cast about for a\\nsubject suitable for an attractive window display, and\\nfinally decided upon Frog in your Throat as the best\\nthing he could find. What success he had with it can\\nbest be told in Mr. Uthe s own language, descriptive of\\nhis display and its results In the centre is a basin of\\nwater with a running fountain, which throws a jet about\\n15 inches high. Around the fountain is a wood plank\\npromenade, on which are Frogs walking out, some lean-\\ning on the chain which goes around the pond. Another\\nsits fishing on the bank with his basket beside him. On\\nthe right of the central pond, a baseball game is in prog-\\nress, the players being Brownies versus Frogs.\\nFrogs at bat, spectators sitting all around, an umpire, etc.,\\nbeing present. On the left is the dancing-hall with full\\norchestra, the musicians being all Frogs. Back of it all\\nwas fixed with pots of flowers and ferns, and still behind\\nall this a fence was made of tall corn stalks, making a\\ncomplete summer scene, and a very striking window dis-\\nplay. I have had hundreds of compliments, and every\\none pronounces the display the finest they ever saw.\\nWith regard to the effect of the show on the sales, Mr.\\nUthe writes Now, in reference to sales I would say,\\nthat Frog in your Throat is selling right along all the", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0021.jp2"}, "22": {"fulltext": "\u00e2\u0080\u00a220\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nDisplay of Mr. E. J. Knothe, Chicago.\\ntime. I kept no separate account of sales, but I know\\nthat the advertising and the display increased my sales\\nover ioo per cent easy enough. Your method ot advertising\\nby window display is the best mode of advertising that\\ndruggists can adopt, and is far ahead of newspapers,\\ncirculars, etc. Through it my general business is on the\\nincrease. I never had a display in my window that\\ncreated so much talk as Frog in your Throat\\nOne reason why we have been so successful in show-\\ning druggists the advantage of window displays, is because\\nwe have something to offer them which adapts itself\\nsplendidly to any variety of display they may elect to\\nmake. A careful choice of subjects almost invariably\\nbrings the chooser down to Frog in your Throat\\nMr. James U. Case, of Somerville, N. J., was another\\nof the many who decided to use Frog in your Throat?\\nas the article to be displayed in his window. lie describes\\nhis window as follows: The window contains a boat\\nhouse made of boxes of Frog in your Throat a Frog\\npulling a boat from it, and two Frogs carrying the sails.\\nThere is a pond of real water with a sail boat on it, being\\nnavigated by a Frog mariner. At each corner of the lake\\nthere is a boat, on the top of which there is a light at\\nnight. I also have a trapeze performance and a tight-\\nrope in the window. There is a large stump in the back-\\nground, on which several Frogs sit engaged in fishing.\\nAlso Frogs around the banks of the pond, in the act of\\nleaping in. To attract people going along the s reet I\\nhave an electric tapper in the window. Several local\\npapers have given me very good puffs, and I am doing\\nvery nicely with the sale of Frog in your Throat\\nMr. Case also received some very valuable newspaper\\nadvertising. Two of the notices he received are as\\nfollows\\nJames U. Case has an attractive window show this\\nweek. Me has seen J. C. Field s window and gone\\nhim one better. 1 His show is of Frogs, and there is a\\npond with a sail boat oo it, and Frogs are to be seen\\neverywhere. Then on oneside is a duck-pond, in which\\nducks in profusion are to lie seen. The scene was made\\nby John 1 Case. Somerset Demo\\nShow-window artists are very active just now in the\\nproduction of attractive designs for advertising\\nThus far the window at Case s pharmacy is considered\\nthe most original and unique thing out. It adv.\\nFrog in your Throat? and is represented by a frog-", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0022.jp2"}, "23": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n21\\npond, with its usual surroundings. To J. D. Case, son of\\nthe proprietor, is due the credit of arranging the exhibi-\\ntion. Somerset Messenger, A or: 28, i8g4-\\nMost druggists are very properly critical about the\\narticles which they display in their windows. That is\\nwhy so many of them hit upon Frog in your Throat?\\nafter Irving numerous other things. Mr. H. R. Bau-\\nmann, of Washington, Mo., is one of this latter\\nclass. He made a Frog in your Throat? dis-\\nplay last year, and from his own description of it may\\nbe gathered many valuable ideas which can be used with\\nprofit by any druggist. He writes In the rear to the\\nleft of the window rises a mountain on the top of which\\nis built a fort. Moss grows here and there on the moun-\\ntain and Frogs can be seen perched on the top and sides,\\nwhilst a little Fr^g is making its way to the drawbridge\\nof the lort. Along the foot of the mountain runs a rail-\\nroad track with a bed of solid gravel. In the right of\\nthe window will be seen a railroad train stopping at a\\nstation. A Frog is engineer. The train is a mixed one\\none car is a passenger car, with Frog passengers the\\nother a freight car, with Frog brakesman. On the plat-\\nform of the station is a large quantity of boxes of Frog\\nin your Throat? piled up, which has been unloaded,\\nFrog atop of the pile. Driving away from the station is\\nan express wagon, driven by a Frog. This is also loaded\\nwith Frog in your Throat a Frog atop of load.\\nMarching along the track, towards a pond, is a procession\\nof eighteen Frogs, consisting of torch-bearers, musicians,\\netc. Again, in the right of the window is a ladder with\\nseveral Frogs atop, and a snake twisted about the lower\\nend. Suspended in mid-air is a double trapeze, with\\nperforming Frogs; twined about the upper bar is a\\nsnake making its way toward the little Frogs on the\\nsmall trapeze.\\nMr. Baumann found this display one of the oest invest-\\nments he had ever had. Its results justified his choice of\\na subject. In writing us later he asserts that the display\\nimproved general trade and brought new customers into\\nthe store for Frog in your Throat and these would\\nalso purchase other goods which they were in need of.\\nThe display, he says, was the talk of the town, every,\\nbody came to see it, and many were the compliments\\npaid us in regard to it. Country people coming to town\\nwould stop their wagons and get off to look at the display.\\nFor the children it was just a great show mothers could\\nnot get their little ones away from the window. People\\nwould eome into the store and inquire what Frog in your\\nThroat? meant, what it was for, and then buy a box.\\nDo you wonder that we say choose carefully the\\narticle to be displayed, when so much hinges upon it?\\nOne more instance, and we pass. Mr. Harry C.\\nStewart, of Wheeling, W. Va made a display of Frog\\nin your Throat? His window was a good one, and he\\nmade good use of it. Druggists may reproduce his ideas\\nwith profit. He describes his display thus My\\nwindows are 6 feet 4 inches wide by 5 feet deep, so\\nyou see the display was a large one. I made a garden\\nscene, and labeled it the Frogtown Carnival. On the\\nextreme right was a house built entirely of boxes of\\nFrog in your Throat set upon a rock surrounded\\nby a stake and rider fence, two steps up to the door.\\nAt the window appeared a Frog with a night cap on.\\nArranged on the moss under the window was the\\nCelebrated Frogtown Band serenading the lady at\\nthe window. The band was composed of seven mem-\\nbers; three playing accordions, three horns, and one the\\nviolin. A path of white sand 6 inches wide leads from\\nt he door of the house clear around the garden. In the\\ncentre was the fountain and pond; the pond being 2\\nfeet square and 2 inches deep, lined with moss and rocks,\\ncontaining Frogs, and in the middle of the pond was the\\nfountain. Arranged on a base I foot high, made of rocks\\nand moss, was a statue a foot in height, and it held a\\nstand-pipe, from which water flowed all the time. The\\nstream was kept going about 2 feet above the statue, so\\nit made a fine appearance. On the bank, in the centre\\nof the window, were four Frogs engaged in the great\\nAmerican game of Draw Poker, using Frog in your\\nThroat lozenges for chips. To the left, on the stump,\\nwere Mr. and Mrs. Josiah Allen and family with the baby\\nin Mrs. Allen s arms. Grouped around over the mound\\nalong the path everywhere were Frogs in different atti-\\ntudes. One pair were out for a walk. He was dressed\\nin a red necktie and a smile, and she had a half-mast\\nskirt on. Altogether, it was the largest display we ever\\nhad in this end of the city. Twice I was compelled to\\nask for police to keep the crowd from breaking the\\nwindows. I enclose clipping from our local papers.\\nWhether I get a prize or not, I feel am amply repaid\\nfor the trouble and expense to which I have been put by\\nthe fine general advertisement the window has given me.\\nStill, of course, there is a pardonable desire to be one of\\nthe lucky ones in the contest. Trusting the display will\\ncontinue to open up this new avenue of business to both\\nof us.\\nThe practical results of an experiment are what tell\\nthe story. Mr. Stewart s results demonstrate his experi-\\nment as a most successful one and his choice of\\nsubject a wise one. He wrote us after the display\\nwas over, as follows Business was splendid while\\nthe display was in the window; my daily cash\\nsales average 25 per cent, more than ever before at the\\nsame season. It was the first display here in this section\\nof this city, and it attracted a crowd around the window\\nevery day while it lasted. Being on the corner, and a\\ngood 25-candle-power electric bulb above it, at night it\\nwas verj- attractive and looked splendid. I use elec-\\ntricity in the store and use 25 C. P. lamps in the window,\\nso the room is bright.\\nDaily cash sales 25% more is just what every drug-\\ngist desires and what many may have if they work for it.", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0023.jp2"}, "24": {"fulltext": "22\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nDisplay of Messrs. R. B. Bancroft Co., New Britain, Conn.\\nCHAPTER VI\\nUtilizing Local Features as Subjects\\nIn other words, hit off some local event. If there is\\na horse-race or a foot or base-ball game in town, i lus-\\ntrate it with Frogs, and give them the names of the horses\\nor the ballplayers. If there is ah election, let the Frogs\\nbe all voting. If any pub ic matter is being agitated, have\\nthe Frogs holding a mass-meeting, and one Frog making\\na stump speech. Label some of the Frogs, if it will not\\ngive offence. Illustrate with Frogs any famous event in\\nthe old town history. If nothing b-tter offers, let the\\nFrogs represent some prominent and absorbing news-\\npaper topic of the day.\\nOf course, there is no end to the subject for ordinary-\\nuse. Frogs going a-wooing. Frogs in bathing (use real\\nWater), Frogs playing leap-frog, Frogs going to war,\\nFrogs going to sea in tubs, etc., etc. Of these and like\\nideas there is an unlimited supply, but the local hit or the\\ntimely topic is twice as enjoyable and never fails to\\ngreater crowds. Therefore choose a local subject.\\nChoose it wisely. Don t make the mistake of becom-\\ning the laughing stock of the community because of a\\n1. hinder in the application. Don t secure the contempt\\nof all by violating proprieties; choo e wisely.\\nSeveral druggists who competed in our contests-\\nrecognized the value of this, ai d hinged their di-\\nupon some feature cr occurrence happening at that lime.\\nThe story of their successes is briefly told below.\\nOne of the best instances of the u e of local material\\nweeversaw is the experience of Mr. II. G. Peters, f\\nYoungstown, Mr. Peters embodied several first-class\\nlocal hits in the same display, and the result can be i\\nseen from the description Df his window. In the left of\\nhis window he has what he call* the Frogs Picnic\\nIn the middle there is a pond surrounded by moss and\\nglass. The big Father Frog standing in the rear on", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0024.jp2"}, "25": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n23\\nDisplay of Mr. S. C. Abell, Philadelphia.\\nthe mossy bank with umbrella over him is Master of\\nCeremonies, while the numerous Frogs on the bank are\\nplaying leap-frog, etc. Others are t ill coming out of the\\npond to join in the festivities. A crescent moon hangs\\nabove, thus suggesting the idea that this is a moonlight\\nscene. The silent spectators in the rear of the pond keep\\nguard while the fun goes on. A fence of lee boxes\\nentirely surrounds the enclosure. Right in the centre of\\nthe window is a lo:al hit. This is labeled John Ren-\\nner s Chickens Come Home to Roost. John Renner is\\na prominent brewer in that town. He had a lot of fine\\nfancy chickens, forty of which were stolen in one night.\\nThe police were promptly informed. The following\\nnight twenty-five were returned to the roost the thieves\\nwere captured and brought before the Mayor. The\\ncourt sentenced and sent them over the road, while the\\ndaily papers were full of it and everybody was talking\\nabout Renner s chickens. We set up a fence consisting\\nof two uprights and two long cross bars and perched a\\nlot of your hens and roosters on the same and so by\\nillustrating the favored topic of the hour, we caused lots\\nof fun and comment. On the extreme right of the win-\\ndow is another local hit labeled Starkweather s Menag-\\nerie. Starkweather has a meat market and oyster house\\nin Youngstown. He keeps three pet bears, a few cats,\\netc which he delights to exhibit to his customers. Our\\nStarkweather Menagerie was a collection of all kinds of\\nanimals and curiosities which you had sent to us as part of\\nthe advertising. We made a ring for these, putting them\\nall inside it and built around them a fence out of boxes\\nof Frog in your Throat? Everybody saw the joke and\\nenjoyed it, and, best of all, talked to everybody else\\nabout it. Several prominent ladies said they came down-\\ntown especially to see the display and pronounced it the\\ncutest window they ever saw. It was always crowded\\naround the window, and frequently the crowd blocked\\nthe sidewalk. I got pernrssion of the gentlemen to use\\ntheir names in the exhibit, and altogeiher it was pro-\\nnounced a great show. Yours respectfully, H. G. Peters.\\nP. S. Francis Murphy was conducting a series of tem-\\nperance meetings here and one evening suffered from\\nhoarseness which he attributed to Frog in your Throat\\nThe complaint, not the remedy. The next day I\\nmailed him a box of yjur lozenges with my compliments.", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0025.jp2"}, "26": {"fulltext": "24\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nDisplay of Mr. S. C. Yeomans, Chicago.\\nEverybody appreciates the taking-off of something\\nthey are perfectly familiar with, much more than simply\\nan abstract subject. A window burlesque of some\\nfamiliar IocjI feature will never fail to attract universal\\nattention, even though crudely prepared.\\nVisiting amusement enterprises can be made the\\nfruitful subjects for very taking displays. To what extent\\ncan be seen from the experience of Mr. S. C. Yeomans,\\nof Chicago, who made a window display upon the sub-\\nject of Frank Hall s English Winter Circus and German\\nWater Carnival. He selected this subject because it.\\nhappened just then that Frank Hall s Circus was playing\\nto crowded houses in the Panorama Building, Wabash\\nAvenue and Hubbard Street, Chicago. There is a large\\namphitheatre which is made to take up all the middle of\\nthe window. This encloses a sawdust ling on the right,\\nand the aquarium on the left. The amphitheatre is made\\nof boxes of Frog in your Throat rising row above\\nrow, giving the Frog spectators a good view ot the acro-\\nbatic skeletons performing on the horizontal bars, tight-\\nrope walkers, daiing horseback liders (monkeys on\\nFrogs), etc. He writes: In the aquarium, which is\\nwell stocked with goldfish, are the storks wandering\\naround watching the turtles, goldfish, etc. On the left,\\ntowards the front, in the grass, is Grover fishing at\\nBuzzard s Bay. He seems to be having success, too,\\nas the Mexican jumping bean tied on the line, just above\\nthe water, keeps his line moving. In the centres of the\\nsawdust ring and the aquarium are the centre-poles,\\nover which is stretched the tight rope, upon which the\\ndaring Professor Bull gives hourly shows. In the\\nsawdust ring is the ring-master, whip in hand, urging on\\nthe horseback riders (monkeys riding Frogs) to do their\\nbest. We made a liberal use of the various signs on the\\nwindows, etc. The display caused a gnat dell of com-\\nment in this locality, and frequently during the evening\\nthe sidewalk was completely blocked with people,\\nalthough I am 3 miles from the business centre. The\\nsaleof Frogs, considering the pleasant weather we have\\nbeen having, is certainly phenomenal, and the fiitun\\nthe season looks bright for a greater business in this\\ndepartment.\\nYou see the drawing effect of a local hit. even to a\\ndruggist over three miles from the business centre.\\nAnother instance comes from Tiffin, where\\nMessrs. J. W. Marquardt Son burlesqued the Fourth", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0026.jp2"}, "27": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n25\\nDisplay of Mr. F. E. Jacobson, Bethlehem, Pa.\\nAnnual Poultry Show, at that time in progress in their\\ncity. Other druggists may secure a good idea of their\\nmethod from this letter, as follows The subject of our\\ndisplay is a Frog-pond. This embraces many other\\nthings, among them being a Frog singing-school on a log\\nof natural wood burlesque on our Fourth Annual\\nPoultry Show, just at present in progress in our city.\\nWe used your roosters and made the exhibit in the cabi-\\nnet, using Frogs forjudges. Indoor base-ball game, now\\nvery popular in our city, the players being the Frog Nine.\\nExhibit of living Frogs in a glass aquarium two in num-\\nber, each weighing nearly three pounds. Old man fish-\\ning for Frogs with flannel bait. Cabinet containing stock\\nof Frog in your Throat making a good display of the\\ngoods. A rockery, having ferns growing in the crevices;\\nan old moss-covered log at base of same near the edge\\nof the water, the water being represented by large\\nbeveled-plate mirrors a natural picket fence bearing\\nsigns of Frog in your Throat?, water-lilies, ferns,\\ngrasses, cat-tails, reeds, etc., growing in and near the\\nwater, cranes, water-wrens, your small birds, etc.; out-\\nside, the display of your signs and a guide-buard to\\nFrog in your Throat pond. We received two news-\\npaper notices of this show and also devoted the space we\\nowned in those two papers, about six inches square, to\\na special advertisement of Frog in your Throat while\\nthe display was on.\\nMessrs. Marquardt Sons supplementary letter, con-\\ncerning the results of their display, is most interesting,\\nas one can see from it the business force which abides in\\nthe idea under discussion. From their letter written to\\nus after the display was over, we reproduce the following\\nextract: Marked improvement; consider it a splendid\\ncard. Received some very complimentary notices free.\\nOur display proved a capital investment in bringing extra\\ntrade and causing our store to be talked about and com-\\nplimented in the highest terms, i Best wishes for Frog\\nin your Throat?\\nMr. Charles F. Haas, of Canal Dover, 0., took advan-\\ntage of the popular excitement in his section over the\\nproposed ship canal. In writing of his display, he says\\nThe ship canal from Lake Erie to the Ohio River is\\nstirring the people here, so I had a canal made of tin. In\\nit I placed a full-rigged boat manned by Frogs. The\\nmasts were covered with small Frogs in all positions. In\\nthe stern, a large Frog was at the helm and under an\\numbrella. In front, the captain was looking out through\\nhis spy-glass. Above the canal I placed the label, Even", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0027.jp2"}, "28": {"fulltext": "26\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nDisplay of Mr. Charles F. Haas, Canal Dover, Ohio.\\nin Frogdom they have Ship Canals. Besides the .-hip,\\nthere were on the canal numerous small boats with Frogs\\nrowing. In front of the canal was a valley made of saw-\\ndust and colored green to resemble grass. Here under\\nan umbrella, on a throne made of a cigar box and\\ncotton, with two small chairs, sat the King and Queen.\\nOn each side stood a guard with his bow and arrow. In\\nfront the musicians played. Before them the two gym-\\nnasts sent me were in the act of swinging on the bars.\\nAround sat the court labeled King Frog enjoys a holi-\\nday. In another pait of the valley two Frogs are in the\\nact of boxing, their gloves being made of cotton wrapped\\naround their hands. There is also a Frog holding a small\\nshirt on the ground. Below is a washtub. This is\\nlabeled Wash-day. On the other side of the canal, we\\nhave a hill made of sand and furnace cinder. On the\\ntop of this is a coal bank with an incline railroad from it\\nto the canal. The railroad is made of copper wire with\\nwooden toothpicks as cross ties. Going up this railroad\\nis a mule (driven by a Frog) drawing two empty coal\\ncars. On the canal bank, one large Frog is taking a\\nsmall one a-riding in a wheelbarrow. A road runs down\\nthe hill from its top, where a few miniature houses stand.\\nAlong the road are trees with owls sitting on them.\\nThere is artificial moss between the rocks. On the other\\nside of the bank we have a forest, and here the\\nrabbits, owls, etc., are abundant. I have a fortress\\nmade of cinder guarding the canal. Here I have placed\\ntoy cannons with Frogs as gunners. My window is\\ndiamond-shaped, so I cannot get a good picture, but I\\ntell you I have the crowd, and sold two gross Frog- in\\na short time. This is only a town of 4000 people, and\\nhard up at that. I am well pleased with the result.\\nUnderstand I did not attempt to compete when I made\\nthis didn t see your advertisement did not read it, I\\nmean, until I had the show made, but I ll enter just for\\nfun.\\nThere are towns upon towns where some enterprise\\nsimilar to this is in progress. It can be just as\\nadapted to a Frog in your Throat? display as this\\nOhio ship canal. If you stop and think a moment, we\\nare very sure that possibilities like these will crowd your\\nmind. And we have no doubt that your results will fully\\nequal Mr. Haas who writes as follows concerning them\\nBefore I made the display I had sold only a leu doi en\\nFrog in your Throat? I sold nine dozen in one week,\\nwhich, under the circumstances, was very good, I think.\\nood window displays always improve business, and I\\nnoticed a marked improvement in my business, especially\\nin your 10c line. I got several very pretty notices which\\ndid me much good, worth to me many times the cost of\\nthe display. I learned of the value of window advertis-", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0028.jp2"}, "29": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR KENT\\n27\\nDisplay of Mr. T. R. Anderson, Port Jervis, N. Y.\\ning before I competed for the prize, and my display was\\nonly one for the benefit of my business.\\nOne of the newspaper notices spoken of by Mr.\\nHaas, is as follows\\nLook in His Window\\nCharley Haas has his drug show window fancily\\nfixed up for Fair folks. He has a cinder mountain with\\na natural tunnel a stream of real wet water with a lake\\nat the end a railway with sand ballast and a train of\\nminiature cars with locomotive. But the realest feature\\nis a whole lot of croaking Frogs and tree-toads. You\\nonly need to squeeze their stomachs a little and they will\\nsing for rain just like life. Charley is a wide-awake\\nadvertiser, and his window will attract much attention.\\nIron Valley, O., Reporter.\\nWhile a State political victory cannot be said to be\\nlocal to any one town, yet its effect is felt everywhere to\\nsuch an extent that any celebration of it has nearly as\\nmuch force as a matter purely local. One famous guber-\\nnatorial contest in Pennsylvania was celebrated through\\na clever window display by Mr. F. H. Ruhl,of Man-\\nheim. Democrats may not agree with the spirit of Mr.\\nRuhl s display, but all will agree that the idea of taking\\nadvantage of the political situation was a bright one.\\nMr. Rubl describes his display as follows The\\ndisplay was made a day after our local election. In the\\nfront of the window, to the right, are a number of Frogs\\ncelebrating the Republican victory by a walk around. At\\nthe head of the column is one carrying a banner with\\n236,000 Hurrah, plurality for Hastings at that time.\\nTo the rear of this is a lake, and at one end the Salt\\nRiver boat is bearing the defeated party to its destination.\\nThe boat also carries boxes of Frog in your Throat\\nBack of this scene, perched prominently, sits a Frog fish-\\ning. Further back and to the left are two Frogs out\\nwalking under a sunshade, one carrying a baby Frog.\\nStill further to the left is a Frog walking the tight rope,\\nhis balancing pole having a Frog lozenge at each end.\\nThere also are two Frogs performing on a trapeze. One\\nlarge Frog to the extreme left is playing the street hand-\\norgan, with a monkey perched on the organ. Herewith\\nI send you copies of our two local papers containing\\nnotices of my show. One thing above all others shows\\nhow my Frog in your Throat? advertisements paid\\nme during the winter before I sold five or six dozen\\nlast winter sold three gross. Here s a window at\\nwork.", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0029.jp2"}, "30": {"fulltext": "28\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nCHAPTER VII\\nUtilizing Animate Nature or Mechanical\\nMovement\\nThis is one of the most important subjects in this\\nseries, for in the matters discussed in it lie the highest\\npossibilities of remunerative window display. There is\\na vast difference between an ordinary pretty display\\nand an ingenious one one containing a mechanical\\ncounterfeit of some form of life.\\nThink a moment A pool of water is ordinarily a\\nmost uninteresting object, but introduce it into your store\\nwindow, with scenic backgrounds, and it will draw crowds\\nfrom morning till night. Advance one step further and\\nlet it be moving water (as a running stream or rapids, cr\\na waterfall, or a mill race), and your window will be the\\ntalk of the town.\\nAnother form of animate nature is animal life. Now\\na turtle is about the dullest of animate things, but see\\nhim in a store window and he will, by his very unusual\\npresence, arouse quite a stir. It is surprising how exciting\\nto the average beholder is almost any living creature in a\\nstore window. Of course it is not always convenient to\\nsecure real life, nor is it always necessary.\\nThen consider the great range of mechanical moving\\nobjects. Any toy store can supply the machinery for such\\na display. If no toy store is at hand, try the watch-\\nrepairer s ingenuity at contriving some simple form of\\nwound up mechanism. Clothe this mechanism to\\nsuit your fancy. A swinging pendulum may be converted\\ninto a miniature swing with a Frog sitting in the seal. A\\nslowly-revolving-wheel may easily be the motive power\\nof a paper or pasteboard windmill. A small toy balloon\\nheld captive, can support a string of acrobatic Frogs, and\\nthe moving air will sway them gently to and fro. (To\\naid you in giving life to the window, we have, as many\\nknow, manufactured a large number of automatic figures.\\nThey jump, they bow, they drink, they exercise in full\\nview of delighted crowds. Many have used them, more\\ncould do so with profit.\\nA large number who competed in our most recent win-\\ndow display were wise in their generation and took\\nadvantage of these facts. The results which their efforts\\nelicited, far more eloquently than words of ours, tell\\nwhether our statements are founded on fact. ODe of\\nthese firms was Turner .Si Kantner, of Altoona, Pa. The\\nmovement used in their display was very simple merely\\na stream of running water but it drew the crowds. It\\nmakes no diflerence how simple it is, if it embodies a\\nmoving effect, it will attract the eye and do the work.\\nDisplay of Mr. W. G. Toplis, German i own. Pa", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0030.jp2"}, "31": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n29\\nFrog* in your Throat? 10^\\n\u00e2\u0080\u00a2it\\nIti\\nJ\\n._..\\nFrojyr in your Throat?** 10^\\nDisplay of Mr. James M. Disque, Covington, Ky.\\nThe bottom of Turner Kantner s window was cov-\\nered with moss and in the centre was placed a mound\\nof stones with clinging moss and growing ferns. A stream\\nof real water made three falls over the stones into the\\nminiature lake below, in which small Frogs were- sitting\\non leaves, etc., and large Frogs on the bank fishing. To\\nthe left, on a raised mound, was a Frog orchestra, with\\nleader, holding raised stick in one hand, and In Old\\nMadrid in the other. On the right, the Altoona Foot-\\nball Team was lined up ready for play. There is a Frog\\non top of the goal, directly to the rear. Each Frog bears\\nthe name of a player, and it aitracted a great deal of\\nattention. Referee and umpire were there on either side.\\nFurther to the right of the football show, was arranged\\na poultry-yard.\\nA burnt child dreads the fire, but one comfortably\\nwarmed by it will return to it again. Turner Kantner\\nwrote to us that they intended competing in our next dis-\\nplay they will then find this experience a great advan-\\ntage. For their last display they state We noticed a\\ngeneral improvement in business during our display, and\\nreceived several very nice notices from tlie local press.\\nWould like to compete again if you get up another con-\\ntest. We can say that during our display we enjoyed a\\nvastly increased business in Frog in your Throat?\\nThere is a scope in that expression, vastly increased", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0031.jp2"}, "32": {"fulltext": "30\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nDisplay of Messrs. Kuhn Co., Omaha, Neb.\\nbusiness, which nothing short of careful window-display\\nadvertising can adequately cover.\\nMessrs. Kuhn Co., of Omaha, Neb., made one of\\nthe most elaborate mechanical displays of the contest. It\\nmust have cost them considerable money to make a dis-\\nplay like the one whose description follows, but we doubt\\nnot they are fully satisfied. Their statement regarding\\nthe crowd-drawing feature of their display is pretty good\\nevidence of that.\\nKuhn Co. used as their background a gigantic arch\\nbuilt out of the wooden gross boxes and the dozen box\\npackages of Frog in your Throat Under this arch is\\na mountain built of piled-up rocks and covered with\\nmoss, grass, small plants, etc. Around this mountain is\\na railroad track entering the mountain by a tunnel at one\\nside. The ground work of this mountain is real earth\\nover which was laid grass sod. This was sprinkled every\\nday and thus kept bright and green. The mountain was\\nthen built up with earth and rocks, the tunnel being care-\\nfully cleft through it. A miniature track was laid, 6 inches\\nin width, with crushed stone for ballast. Upon this track\\nwas run a steam locomotive with tender and two coaches\\nand a Frog for engineer and brakeman. This locomotive\\nwould run after being fired up (with alcohol) about 25\\nminutes, the steam escaping through the stack, having all\\nthe appearance of smoke. There, at the rocky top of the\\nmountain, came a stream of water constantly running\\ndown its side into a circular pond near the corner iron\\npost. In this pond were goldfish. Over it a bridge was\\nthrown, upon which a train of cars run. At the entrance\\nto the tunnel was the depot, upon the platform of which\\nstood a monkey with a grip wearing a high hat. Around\\nit was the label, Agent for Frog in your Throat?\\nThrough the fields were various animals, while up the\\nsides of the mountain innumerable Frogs were climbing\\nhigher and higher.\\nThe effect which a display like this would have upon\\nan average public, filled as it was with animated miniature\\nlife, is indescribable. If any druggist-reader of these\\narticles doubts its efficacy, let him follow Messrs. Kuhn\\nCo. s ideas in his own town. In closing their own\\ndescription of the display, the firm state", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0032.jp2"}, "33": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n31\\nDisplay of Mr. John B.iittain, Allegheny, Pa.\\nCrowds were around this window continually.\\nWhen we wanted a crowd, we could always get a large\\n\u00e2\u0080\u00a2one by setting that train in motion.\\nA crowd around a drugstore window that don t mean\\ndollars in that druggist s till, does mean an excessively\\nslow druggist.\\nA window display which draws a crowd so large that\\na policeman interferes, is hardly a failure, do you think\\nThat was exactly the case with Mr. John Brittain, of\\nAllegheny, Pa. Mr. Brittain utilized a well known\\nPennsylvania feature an oil well but notwithstanding\\nthe familiarity of the people with it, it succeeded amaz-\\ningly. Mr. Britain s own description of his display is\\ngood enough to reproduce verbatim\\nThe most essential part of this display, he says, is\\nthe miniature oil-well in full operation, situated on the\\ntop of a mound built up of moss. The motive power used\\nin the operation of the oil-well is derived from a small\\nwater motor situated in a shed placed to the left of the\\nderrick. By means of a belt from the motor a flywheel is\\noperated, which in turn operates the walking beam, giving\\nit the motion universally used in drilling for oil or gas.\\nThe driller, which is a small Frog, stands in his place at\\nthe drill. By a mechanical contrivance, the Frog is given\\nthe motion of twisting the drill, usually the duty of the\\ndriller. By means of a combination of strings, fastened\\nto the drill end of walking-beam, and then to a Frog\\nsituated on the extreme top of the derrick, at each motion", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0033.jp2"}, "34": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nDisplay of Mr. Paul G. Heinemann, Chicago.\\nof the beam the strings are tightened, making the Frog\\ngo through a series of gymnastic exercises. The exhaust\\nwater, that is, the water after having passed through the\\nwater motor, is utilized in a way so as to form a small\\nstream, of which a host of small Frogs and ducks have\\ntaken possession. The mound, which represents the side\\nof a hill, is covered with moss, trees and flowers, the\\nwhole presenting a neat and attractive appearance.\\nMr. Brittain adds, concerning the attention drawn\\nby his display Our display attracted such large crowds\\nthat the policeman asked me if he should make the crowd\\nmove away from the window. We told him that we had\\nplaced it there to draw a crowd.\\nSome druggists would pooh pooh the idea of there\\nbeing any business value in a crowd like this. Pshaw\\nThey wouldn t buy anything they would exclaim. Well,\\nif some of them wouldn t buy something, it s the drug-\\ngist s own fault. A druggist who couldn t sell goods\\nthrough a crowd that necessitated a policeman s services,\\nwhen that crowd was drawn by his own window, is a\\npretty poor druggist.\\nA reproduction of some form of nature is always\\ninteresting, more especially when it contains some mov-\\nable feature, mechanical or otherwise. One of the pret-\\ntiest ideas of this sort was conceived by Messrs. Feder-\\nman Haller, Kansas City, Mo. The scene repre-\\nsented in their display is a typical Frog pond. The\\nbottom of the window is covered with a tin pan 5 feet by\\n6 feet, the bottom of the pan being o n ered with sand and\\nthen tilled with water. Around this, covering up the\\nedges, are rocks, back of which is built a cliff. The top\\nof the cliff is a typical log cabin, in which can be seen\\nevidences of its being inhabited. A rubber tul e is-\\nattached to a steam radiator and the steam allowed to\\nescape through the chimney of the cabin, representing\\nsmoke. Through crevices in the cliff there was arranged,\\nby rubber tubing, attached to the hydrant, a stream oi\\nwater, which is constantly running down the cliff, over\\nthe rocks and into the pond below, which is stocked with\\ngoldfish. The rocks, cliff and miniature lake form an\\nexcellent background for the placing of the Frogs, snakes\\nand other paraphernalia.\\nThis is exceedingly simple, you see. Simply two\\nrubber lulies, one for steam and the ether for water, and", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0034.jp2"}, "35": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n33\\nto the display is lent a natural charm which stationary\\nexhibils never possess. Every mechanical display made\\nin our contest drew a crowd so large it blocked the street.\\nListen to what Federman Hallersay about their crowd\\nWhether we draw a prize or not, we feel tee have gained\\nthe desired result in drawing to our window crowds of\\npeople from morning till night. The longer the display\\nremains, the bigger the crowd seems to grow and the\\ngreater the increase in the sale of Frog in your\\nThroat?\\nA firm progressive enough to incept a display like\\nthis is always wise enough to understand that when the\\ncrowd is once before a druggist s window, the amount of\\nmoney they leave in the store rests with the druggist.\\nIt takes an unusual ingenuity to devise a display as\\nelaborate as the one made by Mr. James M. Disque, of\\nCovington, Ky. The background for this display Mr.\\nDisque had painted especially for the occasion, and\\nhe spent considerable money on it in other ways. His\\nexperience shows that while expensive elaboration is not\\nin the least essential to a successful window display, it\\nis, nevertheless, politic to spend money .when you feel able.\\nMr. Disque made two displays. The first was similar\\nto the second, only there was no movement connected\\nwith it. The stationary display was in the window but\\na short time, the results not being as large as Mr. Disque\\nthought warranted. Read carefully what he says about\\nthe results of his second display\\nThe most prominent feature in the display was the\\nFrogs coasting down the street and on down the hill to\\nthe lake. There were never less than four sleds with\\nFrogs on them in view at one time, continually moving\\ndown the coasting track and returning underneath the\\ndisplay to the top of the hill., the power being supplied\\nby a small motor. The largest sled had four Frogs and\\na box of Frog in your Throat on it. Another sled\\nhad a dog and a Frog. All the other sleds had one\\nFrog on them each. In one place it represented a Frog\\nhaving fallen off the sled and rolling down the hill. In\\nthe painted background of the display was a representa-\\ntion of a house on fire, and the fire department at work\\ntrying to save the building, the entire crew being com-\\nposed of Frogs, with their engine at the lake pumping,\\nand a Frog in your Throat advertisement sign coming\\nout of the chimney to represent smoke. Also the Frogs\\ncarrying and pulling two lines of hose up the hill, and\\nFrog firemen on their ladders going up to fight the\\nflames. You will also notice one Frog fireman going up\\nthe ladder with an axe on his shoulder. At the top of\\nthe hill on the left there is the ladder-wagon, with a\\nFrog driver and a Frog steersman, and a Frog in your\\nThroat sign on the wagon. You will also notice what\\nis intended for the chief driving up the hill in his cart\\nwith a banner of Frog in your Throat flying from the\\nend of his whip, he blowing a horn on his way to the\\nfire. On the hillside you will see the trees growing here\\nand there. These have owls and other birds silting on\\nthem. There are also two roosters fighting over a box\\nof Frog in your Throat and some Frogs shown snow-\\nballing the coasters. In the lake you will notice a vessel\\ndrawn up alongside the wharf unloading its cargo of\\nFrog in your Throat\\nIf we were to make any criticism of this display, it\\nwould be that Mr. Disque gave people rather too much\\nfor their money. It is never well to overload a window\\ndisplay with too many incidents. We admit the absurd-\\nity of argyin agin a success, as Josh Billings says,\\nand Mr. Disque s results certainly seem to point in that\\ndirection. In the letter which accompanied the photos\\nof his display he wrote My window display of Frog\\nin your Throat was the means of selling for me more\\nof your goods during the four weeks of this display than\\nI sold all of last season. It is well to reflect right here\\nthat Mr. Disque s profit was loo per cent. We furnished\\nthe goods and the advertising matter, Mr. Disque sup-\\nplied the window, and acted as broker at loo per cent\\ncommission.\\nDollars in our pocket is the magic, cheerful\\nphrase into which the J. F. Bomm Drug Co., of Evans-\\nville, Ind., condense the results of their display. This\\nfirm utilized electricity as a motive power for the\\nmechanical devices in their window. The platform of\\nthe window was covered with green grass. To the left\\nwas a Ferris wheel and to the right a merry-go-round.\\nBoth had their seats filled with Frogs and both were run\\nby a small electric motor. A lake, 2 feet by 5 feet long,\\noccupied the centre of the window. In the lake was a\\nfountain throwing a small stream 2 feet high. The lake\\nwas stocked with small fish. The window was topped\\noff by a large Japanese umbrella, and for a background\\nthey had Japanese panels, Frog in your Throat signs\\nand plants, a small statue of Liberty, rocks, fossils,\\nminiature tree of bunched coral, etc. The window was\\non exhibition one month. It was well lighted day and\\nnight. The firm s letter to us regarding the display\\ncontains a paragraph as follows Crowds blocked the\\nsidewalk in front continually. It proved to be an excel-\\nlent advertisement for Frog in your Throat which\\nhas shown increased tales week after week.\\nBeside the display in his window, Mr. Bomm also\\nmade a very effective and pretty display inside his store\\nby the means of Frogs, plants, cut-outs, Japanese\\npanels, etc.\\nThe Bomm Co. s report of the results of this\\ndisplay, made in writing to us, was short, terse, and\\nstraight to the point It stimulated general trade,\\nthey say, and made a demand for Frog in your\\nThroat?, our store popular, and dollars in our pocket.\\nIt s a happy druggist who can gain all of these things\\nwith one window display.\\nMr. Paul G. Heinemann, of Chicago, 111., took as\\nmuch pains with his displays as any druggist competing.\\nHe cleaned out his show windows and changed them\\nevery Saturday. The crowd would collect every time,", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0035.jp2"}, "36": {"fulltext": "34\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nDisplay of Mr. George Lamping, Meriden, Conn.\\nhe says, to see what the new show was going to be.\\nSome of the ideas worked into Mr. Heinemann s shows\\nwere a baseball team of Frogs in full swing, a toboggan-\\nslide, a line Ferris wheel, the cars being dozen boxes of\\nFrog in your Throat a full-rigged sloop with Frog in\\nyour Throat? printed on all the sails. There also is a\\nmerry-go-round, showing numerous Frogs at play.\\nThis merry-go-round and the Ferris wheel were kept turn-\\ning all day long by means of a water-wheel, which was\\nmade in the sink close by.\\nMr. Heinemann s testimony about his display is as\\nfollows The whole thing was rather an expensive\\narrangement, but the turning wheel drew crowds of peo-\\nple around my window at all hours of the day. Am\\ncertain of considerable improvement in business. My\\nstore is comparatively new (only 2 years), and business-\\nhas steadily improved. Tart of this is undoubtedly due\\nto judicious window advertising, among which Frog in\\nyour Throat was the most conspicuous, and drew con-\\nsiderible attention so much so, that my neighbors here\\nhad the impression that I was the special agent for these\\ngoods.", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0036.jp2"}, "37": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n35\\nDisplay of Kaercher s Pharmacy, Allegheny, Pa.\\nCHAPTER VIII\\nThe Value of Ingenuity\\nOne of the most valuable factors in the making\\nof a successful window display one that will draw\\nthe attention, and not merely be regarded as pretty,\\nis ingenuity. In every case where a druggist takes\\ntime to lay out a plan of his display, giving it as\\nmany points as possible, it will attract the attention of ten\\npersons to every one who will stop to gaze upon a win-\\ndow filled with a quantity of pretty things, aimlessly\\narranged and possessing no ingenuity whatever.\\nHas it occurred to you that twenty-five cents worth\\nof cotton wool will make a winter scene in your whole\\nwindow Glass is only another name for imitation ice.\\nLet Frogs skate, snowball each other, coast, etc. Here is\\none idea.\\nIn just this way you can think of a dozen possibili-\\nties. Frogs are great acrobats, and this suggests tight-\\nrope walking, trapeze work, handsprings, somersaults.\\nGo to a toy store for a fine line of ideas. Here is a\\ntoy-wagon hitch Frogs to it, and put a Frog as driver,\\nwith boxes of Frog in your Throat? in the wagon.\\nHere is a big doll reproduce the story of Gulliver s\\nTravels, and use the Frogs as Lilliputians, with the doll\\nas Brobdignag. Or get a toy sailboat, and float it in a\\nbasin, with Frogs as sailors.\\nCaricature the Twentieth Century Woman. Have\\na football game or a cake-walk. In general, use inge-\\nnuity. Talk it over with your friends. They will sug-\\ngest many things you have never thought of. Read the", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0037.jp2"}, "38": {"fulltext": "36\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nDisplay of Messrs. Stevens Manning, Bound Brook, X.\\npapers for late events. You will find that there is no\\nsubject which cannot be treated. Frogs adapt themselves\\nto almost every need. There is no other article in the\\nwhole range of a druggist s stock that is so endlessly\\ncapable of window displays as Frog in your Throat?\\nOnly use ingenuity and work with the brain as well as\\nthe hands.\\nSome druggists who participated in our 1S95 contest\\ncontented themselves with merely filling their windows\\nwith material. They didn t care how it was arranged;\\nthey hadn t time possibly to lay cut an ingenious display\\npossessing some meaning. Others were wise in their\\ngeneration and reaped large reward for every minute\\nspent in devising ingenious effects.\\nMr. A. J. Kaercher, of Allegheny, Pa., was one of the\\nlatter class, and you can t convince him that window dis-\\nplay does not pay, by a month s steady argument. The\\nfirst prize in the contest was awarded to Mr. A. J. Kaer-\\ncher, and he displayed a zeal in this connection which\\nwas second to none. He maybe said, as a matter of fact,\\nto have made six displays, having made such alterations\\non six different occasions during the time the display wa\\nin his window as to amount to makirg a new one each\\ntime. Mr. Kaercher s first display was made in a line\\nlarge window, on a corner, having a plate-glass frontage\\nto each of two streets.\\nThe great idea of this window was a revolving 1 hri^t-\\nmas Tree. A 9-feet p ne tree was fixed on a 5-feet\\nrevolving stand, run by a small steam-engine. This tree\\nwas covered with toys, consisting of holiday novelties.\\nFrogs, Japanese toys, etc., and brilliantly lighted up by\\nno less than 55 colored electric lights; these light*\\nchanging color every fifteen seconds. The revolving base\\non which this Christmas Tree stood was covered over\\nwith a mound of moss, on which were frog-, etc. Around\\nthe circumference of this were arranged dozen lioxes\\nof Frog in your Throat?\\nIn the front corner of the window it will be noticed\\nthat thete are two miniature fountains with swimming\\nswans, etc. These were kept flowing with real water all\\nday long. In the background may be seen a large screen\\nwith the words Frog in your Throat and a picture of", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0038.jp2"}, "39": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n37\\nDisplay of Mr. Jackson.\\nthe two children taken from our own cut-out, which was\\nstanding on the floor of the window, underneath the right-\\nhand side of the Christmas Tree.\\nMr. Kaercher took th s cut-out and had it redrawn in\\ncolors, five times the size of the original, to form a back-\\nground to his display.\\nIn writing to us of the results of his displays he says\\nI cheerfully acknowledge that I was very agreeably\\nsurprised at the lesult of your great Frog in your\\nThroat? display success, and sincerely hope that the\\nsales of your valuable preparation will continue in the\\nfuture as they have in the past.\\nIf we had a dollar for every druggist who was\\ntc agreeably surprised at the results of a good Frog in\\nyour Throat? window display, we should have a com-\\nfortable little pile of filthy lucre.\\nAn exceeding curious and ingenious display was made\\nby Mr. S. C. Abell, of Philadelphia. This display must\\nhave cost Mr. Abell a great deal of thought, but he is our\\nauthority for the statement that it captured the whole\\npublic by storm. This is Mr. Abell s own description of\\nhis very striking display This display was the admi-\\nration and wonderment of hundreds of people who were\\nattracted by the great orginality and by the awe-inspiring-\\nappearance of a full-sized skeleton, which stood in the\\ncentre of the window, represented as just rising from the\\ngrave, its feet resting on a large tombstone, which was\\nmade of a number of boxes of Frog in your Throat\\nIn his right hand he holds a large sign bearing the fol-\\nlowing words in large letters Clear your voice or come\\nto this. The left arm is held aloft, bidding every one\\ntake warning and avoid the condition to which he is\\nreduced by not taking Frog in your Throat? In the\\nmouth of the skeleton is a large Frog. In the throat are\\na number ot smaller ones, and all over the bones are a\\nnumber of Frogs crawling towards the throat with signs,\\nWe are making for the Throat. The eyes of the skele-\\nton as well as those of the Frog in his mouth, are lighted\\nup with small incandescent lights by means of storage\\nbatteries, which make a very brilliant effect in the even-\\ning. The bottom and sides of the window were covered\\nwith moss, and in front was a lake, with a fountain in\\nthe centre, which was constantly playing, and on the\\nbink of the lake were innumerable Frogs in the act of\\njumping into the water. In the lake were a dozen live\\nFrogs, a turtle, some goldfish, which could be seen con-", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0039.jp2"}, "40": {"fulltext": "88\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nDisplay of E. L. Graham, Muscatine, Ia.\\nstantly going through their respective antics. The lake\\nwas represented as situated on an elevated plateau the\\nhills gradually sloping down towards the plate glass.\\nAlong the upper bank of the lake was a high road laid\\nout with small trees and an iron fence winding all along\\nthe road. One end of this road emerged from a tunnel\\nin the hill-side, and extended along the entire length of\\nthe window, on the hanks of the lake, becoming lost to\\nview at the extreme far end, where it disappeared among\\nthe evergreen trees. Traveling along the road was a cart\\nladen with Frog in your Throat? On the cart were\\ndisplayed signs as follows: From Hance Brothers\\nWhite to Abell s Pharmacy.\\nImmediately back of the skeleton, and midway\\nbetween the two elevated points of the large tombstone\\n(which can be seen in the picture), was a smaller tomb-\\nstone, over which was suspended an enormously large\\nFrog, kindly lent to us ly your representative. All over\\nthe window the Frogs were hopping around, beating the\\nsigns, Frog in your Throat? The background was\\nmade of palms, ferns and evergreen trees with green\\ncloth in some places to represent a forest. Along the\\nback were also suspended your various signs about Frog\\nin your Throat? In the branches of the trees were\\nbirds of different kinds singing the praises of Frog in\\nyour Throat? Right across the top of the window was\\nthe large muslin sign. A sign on the corner of the win-\\ndow bearing the letters, Take Warning, impressed\\neveryone with the dire necessity of Stopping that\\ntickling with Frog in your Throat?\\nThe happy results of Mr. Abell s ingenious display\\nforms one of our strongest arguments for the bestowal of\\ncare upon such a fruitful matter as a window display.\\nIn Irs own words, these are as follow Our bus\\nwas increased about one third above the general nin of\\ndaily sales. Our window display was the talk of the\\nneighborhood, and we were complimented on the origin-\\nality of ihe design, and the multitude were loud in the\\npraises of Frog in your Throat?\\nNow. if Mr. Abell had simply thrown together a\\npretty display, his neighbors would have looked at it,\\npossibly admired it for a moment, at n all about\\nit. Mr. Abell would have saved time in preparing his dis-\\nplay, but he would have lost heavily in unsecured results.", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0040.jp2"}, "41": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n39\\nDisplay of Messrs. W. D. Mathis Co., Salt Lake City, Utah.\\nThe display of Messrs. Daugherty Bros., of Jean-\\nnette, Pa., is worthy of mention in this connection for it\\nis one of the most elaborate ones of the entire contest.\\nAccording to a paper published in the towD, Daugherty\\nBros. Frog in your Throat? window display was the\\nmost novel and attracted more attention than any other\\nwindow ever arranged in Jeannette. It was a whole\\nshow in itself and a jolly crowd could always be\\nfound around it. The window was arranged to represent\\na mountain scene. In the centre of the window was a\\nlake of water around an old castle and the lake was\\nstocked with a number of goldfish, which some Frogs\\nalong the bank were trying to catch with a hook and line.\\nFrom one corner of the window came a little pebbled run\\nwhich emptied into the lake. St. Patrick was at one end\\nof the scene on a mountain of rocks driving out the snakes\\nwhich appear at every crevice. At the other end was a\\npious-looking Frog on a large rock, with a dime in one\\nhand and a box of Frog in your Throat? in the other,\\npreaching to a large congregation of Frogs on the moss\\nbelow. In the back of the window was a small railway\\ntrain laden with Frog in your Throat? which the\\nFrogs were busy unloading and carrying into a fac -simile\\nof Daugherty s drugstore. Other noticeable features of\\nthe window are the race of the monkeys and Frogs, frog-\\nband, cat-fight, the devil, parrots, monkeys, storks, etc.\\nThe window was well worth a trip to see as the crowds\\nin front showed.\\nWe wrote to Messrs. Daugherty Bros, as to their suc-\\ncess with the display, and received the following reply:\\nDear Sirs I was away from home on a little vacation\\nwhen yours of recent date was received, which will ex-\\nplain its not being answered earlier. Replying to same,\\nwould say that we were very agreeably surprised at the\\nresult our window display had on trade in general, and\\nFrog in your Throat in particular. The average sale\\nof Frog in your Throat? was over a dozen boxes a\\nday during the display, our best day being over two\\ndozen. We are more than pleased with this, our first\\nattempt, and will be glad to take part in any contest you\\nmay arrange in the future.\\nRespectfully yours,\\nDAUGHERTY BROS.\\nS. C. D.\\nAnother firm agreeably surprised at their harvest.\\nFrom this statement s frequent recurrence it would seem\\nas if there had been a universal idea on druggists part\\nthat window display amounted to but little. The rapid\\nincrease of the use of window advertising in the last few\\nyears tells whether the idea was correct or not.\\nMr. Louis Marnitz, of Chicago, made a display which", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0041.jp2"}, "42": {"fulltext": "40\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nDisplay of Kaerchek s Pharmacy, Allegheny, Pa.\\nCHAPTER IX\\ncertainly entitled him to a prize for ingenuity. Taking\\nhis display as a whole, it was a simple affair, but it had\\nan idea and poin in it. That is what a window display\\nmust have to succeed as it should and can.\\nThe subject of Mr. Marnitz s was a battle between the\\nFrog in your Throat? army and the Husky Voices\\narmy. The battle ground was the floor of the window.\\nOne of the armies consisted of skeletons and other ugly\\nand monstrous creatures. This was the army of the\\nHusky Voices intended to typify coughs, colds, and all\\nthroat troubles. The other army consisted of Frogs and\\ntypified the lozenge, which is recommended as able to\\nconquer these dire troubles. The Progs were shown\\nadvancing on the other army, beating them down with\\nswords, spears, etc., thus typifying the victory of Frog\\nin your Throat? This window was lighted up with\\nnumerous Japanese lanterns in each of which candles\\nwere kept burning every evening from six to eleven. The\\nbattle was witnessed by crowds of smiling faces.\\nWhen the druggist making the display is himself\\nenthusiastic over its success, it is pretty safe to conclude\\nthat it -i is a success. Mr. Marnitz says of his display,\\nI am very glad to state that our business during the\\nexhibit, and since then, has improved wonderfully, for\\nwe have now moved into a more spacious and more\\nprominent corner store. I will most certainly compete\\nagain if you get up another contest.\\nIndividuality\\nThere is no factor more potent in bringing to a\\nmerchant an ever-increasing amount of trade than\\na striking, but at the same time attractive individu-\\nality. Emphasis may as well be put on the latter\\nas on the former, for ever) town has its most\\nuntidy store and its most cross-grained merchant. It is\\nneedless to say that an individuality of this sort is not a\\nmoney-maker. But given an individuality that is attract-\\nive, and withal striking, and results are sure to follow.\\nWhere can a profitable individuality be so strongly and\\nso widely impressed upon the greatest number of pos-\\nsible buyers as through your show-window? Indeed,\\nhow can one call attention to any quality of one s busi-\\nness so well as through this medium\\nIndividuality is the true essence of advertising. Every\\nadvertiser who has achieved a large degree of success\\nhas been one who worked outside of the beaten lines.\\nAdvertising is of two sorts that which costs some-\\nbody time and money, and that which comes for noth-\\ning, and the secret of the success of the individual ad-\\nvertiser is that his paid-for advertising is backed up by\\na vast amount of curiosity as to what will be the next\\nmove, when it will occur, and descriptions to those who\\nhave not seen the last brilliant thing by those who have", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0042.jp2"}, "43": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n41\\nDisplay of Mr. George D. Cook, Anderson, Ind.\\nThe druggists who have been skeptical as to the\\nvalue of the crowds of the curious and the talk occa-\\nsioned by the striking window display should learn a\\nlesson from that prince of advertisers, the late P. T.\\nBarnum, who, in response to a bitter attack made upon\\nhim by one of the New York papers, said, I don t\\ncare what they say about me when I do care is when\\nthey say nothing about me.\\nThere is positive commercial value in talk and\\npopular interest, provided there is a merchant who is\\nable to take advantage of it. Such a man is Mr. John\\nB. Edie, of M cKeesport, Pa., who believes in getting\\nout of the rut and calling attention to himself and to his\\nstore in a way that will not be denied. Although Mr.\\nEdie spent several hundred dollars in preparing his\\ndisplay, he writes to us as follows\\nIncrease in general business 25^. Who asks\\ndoes this pay?\\nIt is a great thing to increase business 25^. Almost\\nany drugstore without adding to its selling force, its\\nitem; of light, rent, heat, could take care of 25% more\\nbusiness very comfortably if it could get it and it can.\\nThis would mean very much more than 25 f additional\\nprofit. Figure it out for yourself and see if it is not so.\\nBut to return to Mr. Edie. His piece de resist-\\nance was described by his local paper in the following\\nmanner: A very attractive feature of this season is\\nthe beautiful window gotten up in the interest of that\\nfamous cough lozenge Frog in your Throat? by Mr.\\nJohn B. Edie. This window is a work of art, and\\nattracts hundreds of passers-by. It is recognized as a\\nperfect model of the landscape gardening and colonnade,\\nwhich was situated between the two French buildings at\\nthe World s Fair. The whole effect is the same as that\\nmade by the staff used in the construction of World s\\nFair buildings. The fountain (which is really a series\\nof fountains) is supplied by Frogs throwing water from\\ntheir mouths to the highest fountain, which runs over\\neach of the series of steps. The steps lead from the\\nlawn to the colonnade, which is inhabited by Frogs and\\nFrog in your Throat boxes. Mr. Edie won third\\nprize by his window display last year, and this window\\nbids fair for the banner prize. Another attraction, which\\nmakes it more beautiful at night, is the thirty electric\\nlights burning throughout the lawn and colonnade. Above\\nthe display and as a background is a sign Frog in\\nyour Throat? made of 500 small Frogs.\\nThe above paragraph is a very fair description of\\nthe general appearance of Mr. Edie s window, but it\\nby no means does justice to this magnificent display.\\nSome additional details are contained in Mr. Edie s\\nletter which reads as follows The big display was\\nin the window from October 30th till February 6th. We\\nkept changing and adding to the attractions constantly.\\nYou see, good as the window was, it was not allowed to\\ngrow stale. During the entire time we had in the win-", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0043.jp2"}, "44": {"fulltext": "42\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nDisplay of Mr. John B. Edie, McKeesport, Pa.\\ndow four live Mexican frogs, which by themselves\\nwould have attracted people to the display. The bronze\\ntrogs which constituted a part of the fountain threw a\\nsteady stream of water to the highest fountain, and this\\ndripping and running down over the series of fountains\\nmade a striking and beautiful scene. This display so\\ncompletely captivated all who saw it that we constantly\\nhad a crowd before it, and all pronounced it a genuine\\nwork of art. At night with the charm of 33 electric\\nlights it was especially beautiful.\\nFor three weeks during the holidays we had a\\n12-foot Christmas Tree in our other window, splendidly\\ndecked with Frog in your Throat? toys, yards of tinsel,\\nornaments, etc., and lighted with 12 electric lights,\\nassorted tints, by an automatic drum, which switched\\nthe electric lights off and on continually. In this win-\\ndow we had two large statues holding electric lights.\\nMr. Elie s readiness to take advantage of adver-\\ntising opportunities is further demonstrated by the fol-\\nlowing My Frog suit worn by a man on horseback,\\nand finely trimmed with frogs, Frog in your Throat\\nlanterns, and lots of red, white and blue garlands, while\\nbehind him rode my other large frog, was the centre ot\\ninterest, and received the best newspaper article of all\\nthe displays in our Merchants Caravan held here in\\nNovember, in which one merchant had eight wagons\\nladen with the most elaborate displays.\\nThe newspaper notice referred to reads as follows\\nThe display of John B. Edie, the Walnut Street\\ndruggist, was probably the mosi novel in the parade.\\nMr. Edie s display was a man made up to represent a\\nfrog, which is the trade mark of Frog in your Throat\\nthe cough medicine. In eveiy public event, con-\\ntinues Mr. Edie, masquerades, etc., that have taken", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0044.jp2"}, "45": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nDisplay of Lowe s Pharmacy, New Haven, Conn.\\nplace since last October, my Frog Man has been the\\nleading attraction.\\nDescribing his window display campaign Mr. Edie\\nwrites: Our first window, which was left in two weeks,\\nwns the full io-gross lot, as you will see by photo. In\\nthis window we had a large card which read: This\\nwindow contains 14.40 boxes of Frog in your Throat\\nthe amount we sold last year. We expect to double it this\\nyear. Then after we put in our big display we moved this\\nlot to the other window, and day after day as fast as it was\\nsold we removed half a dozen boxes at a time, which,\\nof course, was observed by patrons and passers-by, and\\ngreatly helped us in the sale. We are now almost out,\\nwhich for a place of this size, and located off the prin-\\ncipal street as we are, means that our plan of using the\\nideas and advertising matter you furnish, and a deter-\\nmined hustle, would sell IO gross of Frog in your\\nThroat? every year for three-fourths of the druggists the\\nworld over. And we believe it would.\\nBut Mr. Edie was not through yet. He further\\nwrites At the curb in front of our store we have had\\nin operation for two weeks a drinking fountain supplied\\nfrom our 25-barrel tank, with the finest artesian well\\nwater, which runs through four frogs which are in an\\nupright position. The streams flow from the Frogs\\nmouths and strike the same place. We have supplied\\nthe fountain with several aluminum cups, and a thousand\\npeople a day drink at this fountain. Our city water is\\nunfit for use, on account of the great amount of sulphur\\nand acid from coal mines, which makes our Frog in\\nyour Throat fountain the more popular, and it is talked\\nof all over the city. It is the only street fountain ever\\nerected here by a business man. Concerning this Mr.\\nEdie s local newspaper speaks forth again. John\\nB. Edie, the popular druggist of South Walnut Street,\\nis having erecied in front of his place of business, a\\nhandsome fountain for the benefit of the thirsty public.\\nThe fountain will be filled with cold sparkling well\\nwater from Mr. Edie s drilled well. The fountain\\nitself is a unique affair. It is an advertisement of Frog\\nin your Throat and the water will run through the\\nmouths of four iron frogs. Surmounting the fountain is\\nan equestrian statue of Buffalo Bill.\\nCan anyone after reading all of the foregoing doubt\\nthat Mr. Edie s individuality is very strongly impressed\\nupon the people of his town Note that the newspaper\\ncalls him the popular druggist of South Walnut\\nStreet. Do you not suppose that almost every time one", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0045.jp2"}, "46": {"fulltext": "44\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nin v I liroatr 10\\nDisplay ok McBride s Pharmacy, Kingston, N. V.\\nof Mr. Edie s townspeople thinks ot drugs, sodas or\\nspecialties, Mr. Edie s name and the things that he\\nhas done are brought to remembrance And how much\\ndo you suppose this is worth\\nFollowing along in the line of Mr. Edie, another firm\\nwhich has succeeded in stamping its individuality upon\\nits townspeople, is that of Messrs. R. B. Bancroft Co.,\\nof New Britain, Conn.\\nMr. Bancroft made a window which captivated the\\ntown and which made his general business very good\\nall the time that the display was in the window, and sold\\nfor him four gross of Frog in your Throat in four\\nweeks time. To say that the window captivated the\\npublic is hardly putting it strong enough, for Mr. Ban-\\ncroft writes that a policeman was frequently needed to\\ndisperse the crowd in order to make a passage way.\\nHe describes his window as follows\\nThe Brownie Frog on the window, painted in col-\\nors, holding a cat-tail with a leaf-shaped banner, Frog\\nin your Throat? 10 cents, was in itself a very striking\\nfeature and attracted the attention of the would-be-passer-\\nby.\\nWe are strongly tempted to sermonize on the phrase\\nthe would-be-passer-by. Mr. Bancroft, Mr. Edie and\\nmany others have discovered that the man who will not\\nordinarily notice a window is not invulnerable to a thor.\\noughly good display, and that more often than not when\\nhe refuses to look at the window it s because there s\\nnothing there that he cares to see. Continuing, he writes:\\nThe bottom of the window was turfed with green\\nmoss, which grew to about five or six inches high during\\nthe display, and looked as green anil nice as could be,\\nmuch in contrast to the icy pavements and cold atmos-\\nphere outside. This grassy plot represented a meadow", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0046.jp2"}, "47": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n45\\nB\\nDisplay of Mr. John D. Blauvelt, Nvack, N. Y.\\non each side of ihe lake which occupied the centre of the\\nwindow, and cattle, horses, sheep, etc., fed at their\\nleisure, while here and there Frogs were playing leap-\\nfrog and other like amusements, and some were sitting\\nplacidly among the long grass, dillies and chrysanthemums,\\nwhich seemed to grow in great profusion in the meadow.\\nThe scenery in the rear of the window extended the\\nlength of the window, and was five feet high, and repre-\\nsented a mountain and water scene, all painted in rich\\ncoloring with trees, rocks, ferns, brooklets, etc., and same\\nblended nicely to meet the green grass of the meadow at\\nthe bottom, as did the top to meet the blue sky above,\\nwhich was made of sky-blue cheese cloth, drawn from the\\ntop of the scenery in the rear to the top of the window\\nglass in front, and looked very natural indeed, with the\\nclouds floating through the blue heaven.\\nIn the rear of the window on the left side we built up\\nrocks of different dimensions to meet the rocks in the\\nscenery, which rose even higher these were securely\\nfastened together with sand and cement, and gradually\\nslanted down within eighteen inches of the lake. On top\\nof these rocks ran our natural brooklet, which seemed to\\nrise up in the mountains and flowed down swiftly to the\\nlake below, with its moss-covered banks, and with rock\\nferns growing here and there, but before reaching the\\nlake it dropped off in a very pretty splashing waterfall\\ninto the water below. This feature alone was a great\\nattraction, as people would stand and study as if wonder-\\ning where the water came from.\\nOn the other side of the meadow in the rear was a\\nwind-mill which stood near the lake, and was supposed\\nto pump water from the lake to a tub for the use of the\\ncattle, etc. The lake was about four feet by six feet, and\\nwas about six or eight inches deep, and was full of water\\nall the time. Around the edge were laid white cobble\\nstones, with green moss hanging over them, and in this\\nlake swam a school of gold-fish, and a two-mast schooner,\\nheavily laden with Frog in your Throat would toss\\nto and fro by a little ingenious attachment which we had,\\nand this schooner was manned with Frog sailors, dressed\\nin sailor suits and caps, and from the top of the masts\\nstreamed banners, Frog in your Throat? 10 cents.\\nOn a heavy rock near the rock-bound coast was a very\\ningenious light-house, which threw a bright red search-\\nlight out upon the water to warn the passing ships of\\ndanger, and in the balcony stood a Frog on lookout,", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0047.jp2"}, "48": {"fulltext": "413\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nDisplay of Mr. R. B. Bancroft, New Britain, Conn.\\nwhile on top sat a Frog holding a banner, Frog in your\\nThroat? 10 cents. A little bridge spans the water from\\nshore to light-house, and the old light-house keeper is\\nseen crossing the bridge, and steps lead from bridge to\\ndoor of lighthouse, and from there to the tower. This\\nlight-house was our own get-up, and was indeed very\\nunique.\\nOn the lake were lily pads and Frogs sat on them, or\\nwere plunging off at will. We used the Frogs, Tapanese\\nlanterns, fans, and adv. strips, etc., you sent us, in every\\nconceivable way we could think of, and the Human Frog\\nwas a great adv. for us, as he patrolled the streets every\\nafternoon and evening with appropriate signs attached.\\nThe newspapers were very generous to Mr. Bancroft,\\nand most of the prominent ones of his town gave his\\nwindow write-ups, for which we have no space. On the\\ncover of this book will be found a second picture of Mr.\\nBancroft s window, taken at night, concerning which he\\nsays\\nIn regard to the picture we would say that we\\nwaited until 1 1 o clock at night when the streets were\\nsupposed to be deserted to take it, and were then obliged\\nto ask the crowd to stand aside. If we had taken it in\\nthe afternoon we would have shown a swarm of ladies\\nand children.\\nThis bears out our contention that your window can\\nwork for you nearly twenty-four hours out of the twenty-\\nfour without getting tired.\\nIndividuality in Massachusetis is we d represented by\\nMr. F. R. Pease, of New Bedford. Mr. Pease i- a\\nhustler and believes in hammering away regardless of\\nadverse criticism. He says, Results have warranted me\\nto believe that it pays to exert oneself out of the ordi-\\nnary, despite the fact that remarks were passed that I\\nwas advertising others more than myself.\\nThe order of events here is very plain. While the\\ncriticisms were being offered by his competitors Mr.\\nPease was getting results. Criticism never yet paid\\nthe rent.\\nA picture of Mr. Pease s Frog Team and a few\\nof his interested townsfolk will be seen in the cut. Does-\\nit not look as though Mr. Pease s name and individual-\\nity are likely to become widely known throughout his\\nsection? Compare his chances with those of his com-\\npetitor who is striving to secure public attention by his\\ngreen and pink bottles. The picture of Mr. Pease s", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0048.jp2"}, "49": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nDisplay of J. F. Bomm Drug Co., Evansvili.e, Ind.\\nwindow shows that he, too, has the bottles, but he has used\\nthem as a part of his decorative scheme.\\nHis window aptly illustrates the excellent use which\\nmay be made of the stuffed frog suits. Concerning it he\\nwrites\\nMy window, as you can judge from the photo, is an\\nunusually large one, 20x 3^ feet, presenting a view\\nfrom both street and store. The background of the\\nwindow was made to represent a small grove, the arch\\nabove it and life-size Frog being the most conspicuous\\nfeatures. The latter is seen directing the march of the\\narmy of frogs from the valley, along the banks of the\\nlake towards the elevated fortress. Upon this lake, the\\ndimensions of which were 6x3 feet, may be seen\\nfloating toys, boats, fishes, etc. An island is situated\\nin the middle of the lake on which appears a\\nbeacon light and a wrecked pilot boat is cast upon the\\nshore.\\nMr. Pease also sent a man, dressed in a Frog suit,\\naround on a bicycle. He says\\nThis feature was the city s chief talk. At my\\nsouth end store the crowd so interfered that taking a\\npicture was almost impossible and the 5000 envelope\\nsamples soon faded away. People ran out of their\\nhouses demanding one, and the small frogs were worn as\\nbutton hole bouquets for some time.\\nThe cold of a northern winter has not been able to\\nfreeze the individual advertising ideas which keep crop-\\nping out of the brain and into the window of Mr. J. T.\\nPepper, of Woodstock, Ontario. He writes The photo-\\ngraph I am sending you displays considerable thought\\nand ingenuity, and I think that we have produced quite\\nan artistic effect by boring small holes in the floor of the\\nwindow and inserting artificial plants and flowers.\\nThe Frog suit which you so kindly sent me has been\\nstuffed by us with paper, etc., and is made to represent a\\nvery large frog. The idea we have tried to depict in the\\nwindow is a scene from Gulliver s Travels. When Gul-\\nliver, on his journeyings, came to the land of Lilliput,\\nbeing wearied, he lay down and went to sleep. The\\nLilliputians, finding so large a man in their country,\\nproceeded to tie him down with ropes.\\nIn our window, we represent the big frog as Gul-\\nliver, and the little frogs as the Lilliputians. The little\\nfrogs have the big one tied down with ropes. This win-\\ndow has been talked over town, and for days after it was\\nfirst put in, people, young and old, would stand and gaze\\nand laugh, and the idea that it represented soon spread,", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0049.jp2"}, "50": {"fulltext": "48\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nI\\nPease s Pharmacy, New Bedford, Mas\\nand people understood what it meant. I am curious to\\nknow if any other druggist has thought of this idea. I\\ntell you it is a good one. I intend to leave this window\\nin for two weeks.\\nFrog in your Throat? has sold better with us\\nthis winter than last, and general business is fully 25%\\nin advance.\\nDaugherty Brothers, of Jeanette, Pa., made one ot\\nthe most unusual displays that we have ever had pre-\\nsented to our attention a display that created no end\\nof talk and improved their business. They write We\\nbelieve we have opened a new field of displays that of\\nillustrating industries. Our city is entirely composed of\\nglass workers, this being our only industry, and the\\ninterest manifested in our display with the Frog glass\\nworkers, which accurately picture every operation in\\nglass making, was remarkable. Some few were offended\\nat being represented by Frogs, but they were our best\\nadvertisers, as we always had someone to champion our\\ncause, and a crowd was always present to hear the squab-\\nble. The Jeanette Dispatch has this comment to make:\\nThis year the Frogs have all turned to be full\\nfledged cinder heads and a more complete window\\nglass factory would be hard to find. The base of the win-\\ndow consists of boxes of Frog in your Throat with the\\nsign Chambers McKee Tank Window Glass Works\\nan exact duplicate of the large sign of the Company in\\nfront of their works. In the centre of the window is a\\nsmall window glass tank, at one side of which is a\\nblow furnace and at the other a flattening oven.\\nall correct imitations of the real articles, and built of\\nFrog in your Throat\\nThey have a number of Frogs for workmen\\nblowers, gatherers, snapper flatteners, helpers, carrying\\nboys, cutters, spare blowers, managers, packers, and in\\nfact a full force, and the way they are doing their work\\nis turning some of the old cinder heads green with\\nenvy. The factory is equipped with a full outfit ot\\ntools, horses, benches, tubs, and in fact everything neces-\\nsary. The glass cylinders and balls in all stages of\\ndevelopment, upon which the Frogs are working so in-\\ndustriously, were all made to order for Mr. Daugherty,\\nand are so correct in detail that one could easily show\\nthe whole process of window glass manufacture. At the\\nextreme right of the window is the cutting shop, which\\nis one of the most unique parts of the display. We\\ncould give the names of the workmen represented in the\\ndepartment, but guess we had better avoid personalities.\\nOne cutter is putting a sheet on [lie table, another is\\nputting down a light just finished, another looking for\\nstring, bookers, packers and carriers are all as busy\\nas if the manager was watching them.", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0050.jp2"}, "51": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n49\\nDisplay of Daugherty Bros., Jeanette, Pa.\\nA couple of spare blowers are on a bench waiting\\nfor jobs and having a friendly discussion to fill in the\\ntime. One blower is trying to empty a bucket of their\\nfavorite beverage down his throat oat meal water. A\\ncouple of the most natural figures are a snapper carrying\\na roller from the swing hole to the horse and\\na carrying boy with a roller under each arm. There\\nare several other unique positions, but we have not room\\nto enumerate them.\\nOn the whole the window is attracting more atten-\\ntion than any window display ever made in our city.\\nCHAPTER X\\nCertainty of Success\\nAdvertising is said to be a lottery, and in the respect\\nthat the magnitude of results can never be foretold, it is\\nbut that it is a lottery in which you may win or you may\\nlose, depends on whether or not you use advertising of\\nthe right sort. With some forms of advertising success\\nis certain, and among these a good window display cam-\\npaign stands conspicuous.\\nMany druggists pin their faith to newspaper adver-\\ntising, and some achieve gratifying results, whether the\\nmajority get money back and more is doubtful.\\nResults from window displays are surer than those\\nfrom newspaper advertising for many reasons. Not every\\nnewspaper reader is your possible customer, while every\\npasser-by who sees your window is. In your advertise-\\nment you describe or attempt to picture the goods that\\nyou would sell. In your window you show the goods\\nthemselves. You cannot make more than one-quarter\\nof the newspaper buyers read your advertisement. You\\ncan make everyone who passes your window, except the\\nblind, take notice of it, and these hearing the comments\\nof the crowd which will be there if your window is good\\nenough, are sure to ask what the matter is, and this is\\nadvertising but it all depends on the window.\\nA truly good display is a puller that unfailingly\\ngets to work immediately and keeps at it so long as it\\nremains in your window, provided it is not allowed to\\ngrow stale.\\nOur information concerning the certainty of success\\nthat comes to druggists who devote time and pains to", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0051.jp2"}, "52": {"fulltext": "50\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nDisplay of Pease s Pharmacy, New Bedford, Mass\\nmaking window displays that are striking and attractive\\nis not theoretical, but conies from first hands. In our\\nvarious prize window display contests we have had\\nthousands of letters from druggists who have competed,\\nand with the exception of two or three cases out of these\\nthousands, everyone reported an increase of business\\nthat was marked not only along the special lines adver-\\ntised in the window, but throughout the entire store.\\nTo make a display that is one of the sights of the\\ntown is worth while. Mr. H. R. Baumann, of Washing-\\nton, Mo., did this and noticed a general improvement\\nin his business all along the line that he says amounted\\nto at least ten per cent. So great was the interest and\\nthe pride of his fellow-citizens in this window that he\\nwrites, Any visitors coming to town would without\\nfail be brought to see our window, and parties who had\\nnot been in this section of the city for years heard of the\\ndisplay and came to see it. The window, he says,\\ncost considerable money, but we did not in the least\\nregret the expense and trouble, as it proved to be a\\ndrawing card. The sidewalk would be stopped every\\nevening with the crowds of people trying to see the\\nwindow, and the rush was so great that many of the\\npeople would be forced to go away and come back again\\nsome other night. 1 luring the day, too, the window was\\na great attraction, especially to the country people.\\nThis is good work take notice of it.\\nMr. Baumann s window is simple in its idea and\\nelaborate in execution. You will notice the large horse-\\nshoe which is covered with absorbent cotton, on which\\nare nine electric lights with artificial morning-glories used\\nas shades. Within the horseshoe sits the fairy queen,\\nwhile the Frogs are bowing down to worship. The\\nartificial flowers shown in this display are unusually fine.\\nMessrs. Caldwell Bloor, of Mansfield, I hio. ar-\\nranged for a very striking window. With a certainty of\\nsuccess that they had a right to expect, they report as\\nfollows We had largely increased sales during this\\ndisplay, and many comments were made. We spent a\\ngreat deal of time and thought in preparing it, but feel\\nthat it paid. Regarding the mammoth Frog shown in\\ntheir window they write, We are sorry we cannot give\\nsome accurate scale by which you could better judge the\\nsize of the large Frog, which is nine feet high, s.ix feet\\naround the waist, and twenty-eight inches across the tup of\\nthe head. The framework of lhi Frog is made entirely of\\nwood, and is covered with a dress suit made of green\\ncloth, except where his under jaw is tinted yellow with\\nanti-kalsomine, and his shirt front made white with the\\nsame material.", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0052.jp2"}, "53": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n51\\nDisplay of Mr. H. R. Baumann, Washington, Mo.\\nIn Tarrytown the firm of Russell Laurie is well\\nknown, and has become so to no small extent through\\ntheir window displays. The following is a description\\nof a display that is well calculated to introduce a drug-\\ngist to his competitors customers\\nAs a trolley street car road has been the all-en-\\ngrossing topic of interest in our town, we happily chose\\nthat subject for one of our windows, and as our people\\nwere divided in the use of Broadway (our most beautiful\\ndrive along the Hudson, on which are our handsomest\\nresidences) for a route, we appropriately used our Broad-\\nway window, and largely advertised Broadway Trol-\\nley, Franchise Granted, Road Running, etc. As\\na matter of fact a franchise was granted during our\\ndisplay, but not to run on Broadway, which made our\\nads. more effective. After much hunting we found a\\nminiature car containing a motor. The power was ap-\\nplied to a wheel and the rails conducted the electricity,\\nwhich was supplied by five cells. It worked automatic-\\nally, a bar hitting a switch post at each end reversing the\\nmotor, sending the car in the opposite direction. The\\ncar had a Frog motorman and conductor, and passengers\\nlooking out of the windows. The tracks were laid\\nthrough a tunnel in a mountain of Frog in your\\nThroat? boxes; also at one end of the track was a\\nround house built of the small boxes. The road ran\\nthrough a park containing a lake filled with gold and\\nsilver fish, and around this were arranged Frogs in\\nvarious attitudes. One was about to leap from a spring\\nboard into the water. There were Frogs of all kinds\\nstrolling about lady Frogs with their sunshades Dr.\\nFrog attending a youngster injured by the fatal trolley,\\nand a pile of skeletons at one end of the track labelled\\nBrooklyn, called attention to another phase of the\\nMarch of Progress. Our colored porter dressed in the\\nFrog in your Throat? suit, with umbrella, a grip filled", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0053.jp2"}, "54": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nDisplay of Messrs. Caldwell Eloor, Mansfield, O.\\nwith the many souvenirs sent, which he distributed to the\\nchildren while parading in front of our windows.\\nAnother excellent plan of these enterprising gentle-\\nmen was to place a pair of live alligators in a window\\nwith a tank for them to disport themselves in, and a pro-\\nfusion of Frogs to keep them from becoming lonesome.\\nThey proved a great attraction. These gentlemen write,\\nWe noticed that if we could have something moving it\\nattracted more attention. It was so in this case as well\\nas in that of the trolley.\\nThe certainty of success upon which these gentlemen\\nrely was no false hope. They write, We did not keep\\na record of the amount of Frog in your Throat? sold,\\nbut we have already sold twice as much as last year, and\\nare confident that it will be three or four times as\\nmuch.\\nMr. George J. Haeussler found that his display pro-\\nduced a decided improvement, as it brought people\\ninto the store who took time to examine the window, and\\nhese almost invariably bought something before leav-\\ning. Mr. Haeussler s window is seven feet wide and\\nsix feet deep. In the lowei right hand corner he ar-\\nranged a large mirror lake, with Frogs in characteristic\\nattitudes grouped about it some in the act of plunging\\nin. On the lake appears a swan, and at the edge of the\\nlake a lot of marsh grass, weeds and cat-tail-. A\\nbrownie appears climbing up one side, whilea huge Frog\\nchases him. Back of this appears another brownie with\\na rock raised in both hands above his head, in the act or\\nthrowing it at the first brownie. Still further back is a\\nP og sitting on a log singing the praises of Frog in\\nyour Throat? Near the centre stands a bittern, a\\nwater fowl iS inches high, with a brownie suspended\\nin his bill by the seat of the breeches. On a toadstool,\\nmost naturally made, a Frog appears balancing himseli\\nwith a spear of grass.\\nOne of the most characteristic features of Mr. Haeus-\\nsler s window was a brownie Frog in your Throat.\\nband composed of six pieces four horns, a flute and a\\ndrum.\\nThe sales from this window display started oil im-\\nmediately with a rush. Mr. Haeussler says they have", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0054.jp2"}, "55": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n53\\nDisplay of Messrs. Russell Lawrie, Tarrytown, N. Y.\\nnot decreased since. He says that he intends to keep\\nup window displays, as they help general trade.\\nHarnist Dale are the Frog Men of Evansville,\\n111. They write Making these displays and changing\\nthem frequently has demonstrated to us that although\\nour competitors carry Frog in your Throat the pub-\\nlic in general have considered our store headquarters for\\nthat article, and the honor of being considered head-\\nquarters for such a prominent preparation as Frog in\\nyour Throat is no slight one. Concerning their dis-\\nplay they write: We have made numerous displays,\\nbut this one has proved to be the cracker-jack in point\\nof attractiveness, effectiveness and results. The popular\\nphrase not in it is so familiar that every child is\\nenabled to catch on to the point we intend to im-\\npress, and the point seems to have been well taken if\\nour sales of Frog in your Throat? is any criterion.\\nIt is scarcely necessary to go into descriptive detail, as\\nthe display supplies an unlimited number of hits, and\\nthe picture speaks for itself. We will, however, briefly\\nmention the Frogs up in a balloon, the astronomer search-\\ning the earth for competitors, another weighing the\\nanchor, the dude wearing the plug hat with an open\\numbrella protecting his complexion, and last the skele-\\nton one of the Frog in your Throat rivals sus-\\npended from the bottom of the basket, who is strictly\\nl not in it\\nThese gentlemen report a marked improvement in\\ngeneral sales.\\nIn Wheeling, West Virginia, Mr. H. C. Stewart so\\ntransformed his lazy windows into active ones that when\\nafter a seven weeks run of the display he took account\\nof stock, the result surprised him. The thorough way in\\nwhich he impressed his personality on his customers and\\npossible customers as the Frog-Man of his town, not\\ndepending on his window alone, but striking out in every\\ndirection, is proved by the results to be worthy of imi-\\ntation. The people came from all parts of the city,\\nhe writes, and I have entertained both friends and\\nstrangers. They came to see the Frog Man s windows.\\nEntertaining strangers is or should be an effort of every\\ndruggist, and here is one way to compass it I use the\\nsigns all over the store where they could be seen, he\\nwrites. Hung thirty-two lanterns from the ceiling,\\ntrimmed the shelving with holly, and in fact gave up the\\nentire store to Frog in your Throat? giving every\\ncustomer a sample of that favorite lozenge. The effort\\nwas a trade winner, for during the seven weeks of the\\ndisplay I sold five and three-quarter gross of Frog in\\nyour Throat? The figure surprised me, for I had no\\nidea we were selling so much. The windows did the\\nwork.\\nI had a neat dodger printed, and had a colored\\nman go all over the city in the Frog suit, giving the\\ncirculars to every one, and he created an immense\\namount of talk and excitement in fact, the crowd fol-\\nlowing him was so large that he was compelled to go into\\na store and take the suit off until the crowd dispersed.", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0055.jp2"}, "56": {"fulltext": "54\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nDisplay of Messrs. Harnist Dale, Edwardsville, III.\\nTo explain or describe the windows would be more\\nthan I could do, justly, at least and no photograph\\nwould show the beauties of the Electric Frog Foun-\\ntain, with its Frogs throwing the spray, the flashing\\nelectric lights, one color following another and then com-\\nbining. The railroad train puffing along with its load of\\nFrog passengers, and the combination of colors in the\\npicnic grounds, the gaily-decorated Merry-Go-Round,\\nflowers, lanterns, Frogs, and the steam yacht sailing\\naround the base, all went to make an ever-changing\\npicture that looks bare and hard upon photo.\\nFrom Nyack, N. Y., Mr. John D. Blauvelt writes\\nAgain I have made a decided hit with Frog in your\\nThroat? and the result in the way of advertising the\\ngoods and in sales has exceeded my expectations. This\\ndisplay has called forth general commendation, and the\\nJournal, our leading paper, gave me almost half a\\ncolumn puff on it. This display represents your works\\nat Philadelphia, reproduced in wood, glass and paint,\\nfrom your cut in back of your book on How to Dress\\nShow Windows, with a train of cars loaded with\\nFrog in your Throat? coming out of the building.\\nThese cars are run by water motor, and the track\\nbeing circular in form, they are thus constantly in\\nmotion, and this cannot help but attract every passer-bv.\\nAll about the building are Frog wagons loaded, moss,\\ngravel, etc., etc., and a telegraph line follows the track,\\nand all the surroundings are in harmony with the spirit\\nof the design, and the effect is striking. We are now\\nselling from two to three dozen boxes per day, and the\\nsale is steady.\\nMr. Blauvelt reports that after the display was taken\\nfrom the window he sold for the following three months\\none gross of Frog in your Throat per week, and\\nthat at so late a date as May nth this article was sell.\\ning right along.\\nA pace-maker in the matter of window displays is\\nMr. A. J. Kaercher, of Allegheny, Pa. Me is situated\\nin a location where many electric cars pass the door, and\\nhe takes full advantage of this fact in his displays.\\nWe print here descriptions of two of his window\\ndisplays both are most excellent.\\n\u00e2\u0080\u00a2DISPLAY NO. 1 FIVE WEEKS\\nChristmas and New Year\\nIn corner window, on 5 feet revolving stand, a\\nnatural bark house 3 by 6 feet octagon shape, trimmed\\nwith holly, and illuminated by changeable electric lights.\\nInterior lined with triangular mirrors which multiply\\neverything three to five times to the passing eye.", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0056.jp2"}, "57": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n55\\nDisplay op Mr. R. M. Sterrett, Pittsburg, Pa.\\nThird week remodeled and closed with glass doors,\\nhandsomely painted in colors. Frog in your Throat\\netc. on four sides. Eighty-five dozen Frog in your\\nThroat lozenges displayed in window.\\nThe photographs do not begin to represent the dis-\\nplay as it appeared to the public. The foliage around\\nthe pond was all dark. So much water, plate glass and\\nmirrors made the reflection so great, it was impossible to\\nget a good photograph.\\nBoth my show windows, and in fact the entire store\\nwas given over to the display of Frog in your Throat\\nfor more than two months. I can report no particularly\\nlarge sale of the goods on any one day or week, but\\ngeneral results were very satisfactory.\\nYours truly,\\nA. J. KAERCHER.\\nNotice the large amount of Frog in your Throat?\\ndisplayed; notice also that the results were very satis-\\nfactory. They always are where a consistent and\\nintelligent effort such as this is made.\\nBut although this display had cost time and money in\\nabundance Mr. Kaercher was so well satisfied with the\\nresults that he prepared to surpass himself and actually\\naccomplished his purpose.\\nThe description of the display which is given below\\nshows one of the finest mechanical displays ever made.\\nBest of all, the mechanical motion bears directly on the\\nsubject of the display. It is Frog in your Throat\\nwith emphasis.\\nNotice in this displiy that the public desired a con-\\ntinuance of it.\\nDISPLAY NO. 2; SIX WEEKS\\nA natural Frog and Fish pond 5 feet square outside\\ncovered with green moss, inside lined with a variety of\\nnatural water plants and under foliage, electric lights\\nburning.\\nOn background, arch 6 by 9 feet with twenty-one fine\\nelectrical globes, and alternating lights covered with\\ngreen boxwood plant. In centre of arch a large plate\\nglass painted in oil Frog in your Tnroat 10c under-\\nneath water lily pond.\\nOver same a fine sheet of water constantly flowing to\\nsupply tank for live Frogs and Fish. On back of glass,\\nassorted colored electric lights resembling rain-bow\\ncolors after sun shower.\\nAnd now last but not least, the Frog himself will be\\ndescribed. A mechanical device by which he swal-\\nlows four Frogs every minute, and takes time to\\nchew each one four times, and while doing so\\nblinks his electric eyes eleven times before closing\\nhis mouth to receive the next Frog.\\nOn the whole it looked very natural as the Frog s\\nlower lip dipped in water, and same trickled while in\\nmotion.\\nThe public desired a continuance of display, but\\nowing to my rheumatic and bronchial condition had to\\nwithdraw it.", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0057.jp2"}, "58": {"fulltext": "5fi\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nDisplay of Mr. J. T. Pepper, Woodstock, Ont.\\nCHAPTER XI\\nSome Conclusions\\nIn all these talks on window dressing, we have em-\\nphasized wherever practicable, the value of the\\nadjunct constituted by the willingness of the average\\ncountry newspaper editor to generously notice a good\\nwindow display. The worth of this cannot be over-\\nestimated. It is an opinion we have often expressed,\\nthat the field for remunerative newspaper advertising\\nto the druggist is exceedingly limiied. Our readers know\\nour ideas upon this point, however, and we need not\\nenter into details. Suffice it to say that the class of\\nreading matter advertising embodied in the gratuitous\\nreading notices which (9 out of 10) of the contestants\\nfor prizes received from the local paper, is the most\\nvaluable advertising in existence, for it invariably brings\\nreturns, and costs nothing. Never fail to call your town\\neditor s attention to your displays, if you wish to measure\\nthe full possibilities of window advertising.\\nAnother point it is well to remember is the fact that\\nthe ideal window display demands everything in accord.\\nSuitable accessories should be provided, and this means\\nappropriate signs, harmony and good taste in the treat-\\nment of the subject, and a general all-round tilling in of\\nthe various parts.\\nTake for example your window signs. At least one\\nquarter of a window display s wortli lies in the quality of\\nthe signs or cards which are used to support it. Some\\ndruggists say that the more ornamental their signs are the\\nmore value they have as advertising mediums. It is\\na great mistake. Signs should embody the very essence\\nof plainness. They should be so arranged as to be read at\\na glance. A sign which is Fanciful or complicated wastes\\nits sweetness on the desert aii of unappreciative eyes.\\nIn many cases, the signs are the clinching of the attract-\\niveness embodied in the display proper. The latter\\ndraws the eye of the passer by and stays liis steps, but de-\\nsign- go a great way toward determining whether the\\ndisplay is to have (he practical result which belongs to", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0058.jp2"}, "59": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n57\\nDisplay of Mr. W. P. Draper, Sprinufield, Mass.\\nit the getting of the onlooker into the store to purchase\\ngoods. Fancy, ornate signs will never do this in the\\nworld. It may do no harm to remind you again that we\\nhave a large collection of window signs written by an\\nexpert, which we gladly furnish you without charge.\\nSimply select what you wish and the signs do the rest.\\nIn this book you ll see many illustrations showing how\\ngood window signs help a display.\\nThere is such a thing as being too ambitious in your\\ndisplays remember that. This tendency creeps out in\\ntrying to get a twenty-foot display in a six-foot window.\\nWhatever you do, don t jumble or crowd a window\\ndisplay. It s fatal to it, judging by what it could have\\nbeen if properly treated. Another contrariwise fault is to\\nhave the display too small for the window. The thing\\nto do is to have the window and the display fit each\\nother. This is not a science. It merely requires a little\\ncare and thought. Don t have several climaxes, so to\\nspeak, in your display. Study out one strong effect, and\\nmake all the rest of the window lead up to it.\\nThe writer recently saw a display in which artificial\\nbirds were used. The birds were like life, while the\\nscenery which formed their background was necessarily\\nbut a mere fraction of the proper size. As a result, the\\nbirds looked like ostriches. Don t make that mistake.\\nHave your different features in proportion. Have your\\ntrees adapted to the size of your houses for instance.\\nOtherwise the picture will be a badly jumbled mixture of\\nincongruities which will attract ridicule from everybody\\ninterested enough to examine it.\\nIt may serve a purpose to say a word on the subject ot\\ngrouping. The natural tendency is to provide a prin-\\ncipal group of some kind, and to place it as near the ex-\\nact centre of the window as possible. This is wrong.\\nYou never saw a great picture yet wherein the chief ob-\\nject was stuck in the middle of the canvass. It is in-\\nvariably to the right or the left. Use this same idea in\\narranging a window display, which is after all only a\\nsort of living picture, and must needs follow the general\\nprinciples of artistic habit.\\nToo little care is given, as a rule, to this necessity ot\\nmaking everything fit and harmonize. Druggists have\\nbeen known to use totally dissimilar material in their\\ndisplays. They would base it on Frogs, perhaps, but\\nwould drag in miniature human figures, or brownies, cr\\nsome other incongruous material that would have been\\nmuch better omitted. Our idea is to use Frogs and only\\nFrogs. The Frogs we use are so constructed that they\\ncan be adjusted in all the positions of a human figure.\\nIf you want human figures, humanize the Frogs by put-\\nting them in whatever position you wish. The effect\\nwill be infinitely more amusing, and the material is\\neasier to get and easier to use.\\nThe writer ran across a window display upon one oc-\\ncasion that looked for all the world like a kaleidoscope\\nwhen viewed from across the street. It was a smeary", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0059.jp2"}, "60": {"fulltext": "58\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nDisplay of Mr Geo. J. Haeussler, Manchester, Mich.\\nHash of gaudy color, and while it attracted by its very\\nhideousness, its attraction was not the sort which brings\\ndollars to the druggist s till. Vivid color is all very well\\nvaluable in fact, but let it be in good taste. Let one\\ntint predominate. If this be green, get it as brilliantly\\ngreen as you can, but don t introduce a great splotch of\\nred on one side. Other colors are perfectly admissible,\\nbut let them be in small patches, introduced here and\\nthere harmoniously. After the display is complete, ask\\nyour wife or daughter to view it from the outside, from a\\ncolor standpoint. You can usually use the result as a\\ncriterion.\\nA FEW LITTLB THOUGHTS AT RANDOM.\\nIf there is a theatre in town, see if you cannot borrow\\nthere one or two small grass mats. You can make them\\nyourself by staining a coir door mat. Of course, use\\ngrass or sod wherever practicable, wherever the display\\nis of a rustic character which demands it. The idea is to\\nbe as rational as possible.\\nSmall mirrors can be very effectively used. Borrow\\nor bring from home any old mirrors that you can secure,\\nand place them at the extreme sides near the rear at an\\nangle that will make them face the opposite corner of\\nthe front window glass. In this position they will be\\nquite effective.\\nAs to posts in the window. Do not try to leave them\\nout of the picture by ignoring their existence. That will\\nhardly do. Wrap them about with a thin cloth or paper\\nof the same coloi as the predominating color in the\\ndisplay.\\nSome druggists, during their window displays ot\\nFrog in your Throat have sent a man through the\\nstreets of the town disguised as a Frog.\\nAn important accessory is a mirrored back. This\\nshould be secured if convenient, for it makes the whole\\nwindow look twice as deep, and like the scenery in a\\ntheatre, it enhances the entire effect. Every Frog be-\\ncomes two, every little detail is duplicated far in the\\nrear of the window, and the whole display becomes a\\npicture with a background.\\nFailing the possession of a mirrored back to your store\\nwindow, it often becomes a most perplexing question to\\nprovide a suitable background for your display. A strip\\nof cloth can be used, either decorated like the scenery\\nof a theatre, or neatly lettered with a border, perhaps,\\nin color. But there is a better plan than having an en-\\ntire background of cloth. We can supply our custom-\\ners with a handsome lithographed picture on heavy card-\\nboard which can be very effectively employed as a\\nbackground of many styles of display. This picture\\nis highly scenic, very decorative and also amusing; can\\nbe used alone or in combination with other matter.\\nTry the effect of making your window-glass into a\\npicture frame. A single five-inch band of paper may be\\npasted like a border round the outside edges then leav-\\ning a small margin, paste a two and one-half inch hand", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0060.jp2"}, "61": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n59\\nAn English Display.\\ninside of it, and (as before) entirely around the four sides\\nof the glass inside this paste a one-inch band. Leave\\nfrom one to two inches of clear glass between the differ-\\nent borders. White paper will probably make the best\\neffect.\\nTry the plan of spelling out the name of the window\\ndisplay in small boxes or bottles of the article displayed.\\nIn the case of Frog in your Throat? it could be easily\\npelled out in raised letters, at least ten inches high.\\nThe effect would be truly startling.\\nBridges across water are so extremely simple and\\neffective that they should always be used whenever any\\nsupposed body of water is introduced. Make the bridge\\nof stiff paper, white card, paste-board, or an old bit of\\nshingle. Use arched or rustic bridges, as they are much\\nmore picturesque.\\nThe question of lights at night is worthy of serious\\nthought. Small coiled batteries will supply light for one\\nsixteen-candle lamp, or several miniature lamps of less\\nbrilliancy. The power is entirely generated by the coils,\\nand can be maintained for a long period. Lamps and\\nwiring go together. This offers a suggestion for the\\neasy illumination of any features in the display, as a\\nlighthouse, windmill, bridge, etc. If you haven t elec-\\ntricity handy, a little ingenuity with lamp, candles\\nJapanese lanterns, or gas-burners, will provide an en-\\ntirely acceptable effect.\\nThe foregoing remarks apply pertinently to whatever\\ndisplay you see fit to make. And here s another remark\\nyou ll do well to keep in mind.\\nIf you want to get the laziness out of your window,\\ndon t be lazy yourself. Do this and you will not go at\\nthe work in a half-hearted way. Nor will you be down-\\nhearted if you don t always find your displays as suc-\\ncessful as you think they ought to be. Your failure will\\nonly spur you to fresh exertions. You ll study harder\\nto find out in what respects your unsuccessful displays\\nhave come short. And, if you get rid of your laziness\\nyou ll not be afraid to change your display frequently.\\nSome druggists leave really good displays in until they\\nbecome stale.\\nDon t plead lack of time. There s always lots of\\ntime for the man who really wants to do a thing. Mater-\\nials will gradually accumulate, and as for ideas there s\\nnothing like interest in a subject for sharpening the\\nwits. And don t have lazy people about you.", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0061.jp2"}, "62": {"fulltext": "60\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nChapter XII\\nSome English Ideas\\nThe whole of the book thus far might bear the\\ntitle How Frog in your Throat Pays the Kent in\\nAmerica for with the exception of two illustrations,\\nall that has been said and shown has been with refer-\\nence to the window display talent and enterprise of the\\nAmerican druggist operating on Frog in your Throat?\\nWe propose now to show something of what has\\nbeen done among our English cousins in the way of\\nmaking their windows pay their rent by means of window\\ndisplays of Frog in your Throat? and, following that,\\nto illustrate and describe somejrepresentative displays ol\\nother goods by which drugstore windows anywhere can\\nbe made to pay the rent.\\nThe two exceptions to which reference has been\\nmade, are to be found on pages 37 and 59 respectively.\\nEach in its way is a representative English display. We\\ninserted them for purposes of comparison. There is\\nnothing odious in the comparison one way or other\\none hardly needs to be told, however, which are the\\nEnglish displays the two types are sufficiently distinct.\\nIt may be said, perhaps, that the English displays are\\ncharacteiized by what might be termed a good deal of\\nstraight-up-and-down-ness. Everything about them\\nis very precise, substantial, thoroughly respectable,\\nwith a general air of having been set up with much\\nassistance from a foot rule or tape measure.\\nIllustration No. 1 is not a window display, though\\nEnglish druggists often place it in their windows in\\nconjunction with other matter. They call it a fix-up\\nover there, and use it chiefly as a counter advertise-\\nment. American druggists might find a hint in this\\nwhich they could turn to good advantage.\\nIllustrations 5, 6 and 7, show English ways of using\\nthe small Frogs in conjunction with the boxes of Frog\\nin your Throat? A little stiff and stilted, perhaps,\\naccording to American ideas, but quite effective never-\\ntheless. One beauty about them is the rapidity with\\nwhich displays of that sort can be set up. Half an\\nhour s work would be all that would be necessary to\\nmake any one of these three displays. Simple little\\ndisplays like these sometimes accomplish what more\\nambitious efforts fail to do. Their very simplicity attracts\\nattention. )ne thing they do is to show very plainly\\nwhat can be done by the use of the Japanese cotton 1- n -gs\\nalone. These are a host in themselves. You can make\\nthem tell any sort of a story. They fit into any kind of\\na picture. There isn t an attitude within human reach\\nthat these Frogs cannot be easily made to assume a close\\nand ludicrous imitation of. And they can as easily be\\nmade to caricature human emotions as to imitate human", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0062.jp2"}, "63": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n61\\nV\\nJ hi;\\nf%\\nr\\nw w fit v\u00c2\u00bb m J\\nmil fS\\n15. fift", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0063.jp2"}, "64": {"fulltext": "\u00c2\u00ab2\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nattitudes. Nature was in a jocose mood when she made\\nthe first Frog, and there has been something decidedly\\nfunny about the critter ever since.\\nNote illustration No. 6 as -an example of how\\nwell adapted these Frogs are for telling a little story.\\nThat particular one is a love story in four acts.\\nThere is first of all the swain in pursuit of his lady\\nlove, who is holding up her parasol. Next comes tragedy\\nin the shape of an irate policeman or a jealous rival, prob-\\nably the latter. In thirdly everything is peaceful and\\nserene, while fourthly shows an interesting and\\nhappy family party.\\nIllustrations 8 and 9 are two larger displays of the\\nsame general kind. Illustrations 2, 3 and 4, are\\nenlarged details of an American display and are good\\nexamples of how the Frogs are utilized on this side of\\nthe pond.\\nSome druggists have the idea that there is no use\\ntrying to make a window display unless ihey have\\na whole paraphernalia of stuff to work with. It s a\\ngreat mistake. For elaborate displays no doubt you\\nmust have a sufficiency of the right sort of material\\nbut it s a wrong notion altogether that one can t put in\\na window display with character to it and drawing\\npower also, unless with a big equipment.\\nA good window display becomes all the more effec-\\ntive an advertisement when it is itself well advertised.\\nDruggists in America have used various methods of\\nletting people know that they had displays in their\\nwindows that were worth going to see. One of the most\\neffective of these has been the use of the Frog Suit,\\nand illustration No. 10 shows the manner in which a num-\\nber of these suits were also used in England. During the\\nSummer months several minstrel troupes like the one\\nshown in the picture were engaged at various watering\\nplaces. Their plan of work was to keep the holiday crowds\\namused with Frog songs, Frog jokes. Leap\\nFrog, etc., etc. They would also give away a ticket to\\nevery one who put a penny in the plate, and in this\\nway sent hundreds of people every day into the stores of\\nthe druggists, who already had displays of Frog in your\\nThroat for a free sample of the lozenge. This meant\\nsplendid advertising for Frog in your Throat? and\\nmany subsequent sales of that as well as of other goods\\nin the stores of the druggists who had the displays.\\nThe troupe shown in the picture advertised one druggist\\nwho had bought 20 gross of Frog in your Throat?\\nand made a window display, to such good effect that he\\ndisposed of the whole 20 gross in a comparatively short\\ntime, and sold so many other goods into the bargain\\nthat what was an exceptionally bad season for trade\\ngenerally in his town, proved for him the best he ever\\nhad.\\nThis is as good a place as any to make a little digres-\\nsion and emphasize the value of such a novelty as a\\nFrog Suit both for advertising a window display, and for\\nforming part of a window display itself,\\nA Frog Suit, by the way, for the information of\\nthose who do not already know, is a one-piece water-\\nproof garment, which a man or boy can wear over his\\nordinary clothing. It is made of canvass, painted\\nto be in color and general appearance as close an imita-\\ntion as possible of a Frog s skin. The head piece is\\nseparate. It is a big helmet provided with a ventilator.", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0064.jp2"}, "65": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n63\\nhas big bulging eyes, and is a life-like representation on\\na monster scale of the real thing.\\nA popular way of using\\na Frog Suit has been to\\ndress a man or boy in it and\\nsend him through a neigh-\\nborhood carrying an umbrel-\\nla and bearing on his back\\nsome such placard as this\\nEscaped from Smith s\\ndrugstore show window\\nSee the fine window dis-\\ni\\\\play in Jones s drugstore.\\nOn the other hand, either\\nbecause the law forbade them\\nor because they didn t care\\nto use the suits on the streets,\\nsome druggists have pre-\\nferred to place the Frog-\\nMan in their window, mounted on a bicycle perhaps,\\nor trundling a wheel-barrow full of goods, or doing\\nsomething else to attract attention. The ways are legion\\nin which a Frog Suit can be effectively used in window-\\ndisplay. And it can be used stuffed with excelsior,\\nnewspaper or other material just as well as with a man\\ninside of it.\\nLook at illustration No. II for instance. That shows a\\nstuffed Frog Suit utilized for a display of Frog in your\\nThroat? It could be easily adapted to a display of\\nWhite Pine Cough Syrup, for instance, or other goods of\\nthe same class.\\nAnother example of the same sort has already been\\nshown on page 9. That picture illustrates the value of\\nFrog in your Throat to those smokers whose indulg-\\nence in the weed gives them the characteristic throat\\naffection known as smoker s sore throat.\\nHere is a portion of a letter sent from one druggist to\\nanother in which he gives advice founded on his own\\nexperience as to how to use a Frog Suit.\\nIf you are in the business portion of the town, get\\na small boy, and place him inside the suit to deliver bills,\\nsamples of anything you may wish to push, either just\\noutside the door, or have him parade up and down the\\nstreets. Place a sign on him Escaped from Blank s,\\nand get him in the parades of both political parties. Put\\nhim in your window on a busy Saturday night and have\\nhim cut up all kinds of monkey-shines. If you have a\\ngood deal of country trade that comes in by train, have", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0065.jp2"}, "66": {"fulltext": "64\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nFrog in your Throat I0 Cents\\nwill stop that Cough.\\nTrog in your Throat? JO Cents\\ninstantaneous.\\nFrog in your Throat. 7 JO Cents\\nwill stop that tickling.\\nFrog in your Throat? 10 Cents\\nClears your voice in a minute.\\nii\\nhim meet the trains with a little show card to distribute,\\nneat and with as few words as possible, something the\\naverage man will comprehend at a glance.\\nResuming the subject of how to support and back\\nup one s window display by advertising it through-\\nout one s neighborhood, we must reproduce here a\\ncharacteristic letter sent to us by an enterprising and\\noriginal-minded druggist, Mr. H. M. Garlichs, of St.\\nJoseph, Mo.\\nI found an elegant way to advertise Frog in your\\nThroat as follows, he says, I hired a large two-\\nseated cart and placed in it four negro singers, dressed\\nup in Frog Suits. They played music and sang negro\\nmelodies through our principal streets, and I had a man\\nin livery to give away 2000 samples along the route to\\ngrown people only. The team was hitched up tandem,\\nand a large Frog was fastened on the back of each\\nhorse. Each horse also had a large red wool duster\\nstuck on his head as a plume. The horses and coach\\nwere decorated on each side and end with a banner,\\nsaying Buy Frog in your Throat? at II. M. Gar-\\nlich s drugstore. I also had a single horse and buggy\\nthat I used myself to go ahead and see that the work\\nwas well done, and lead the route. I had that team\\nalso with banner, and large Frog tied on the horse s\\nback. Every four weeks I also decorate my window with\\nFrog in your Throat? The result is it sells rapidly.\\nI neglected to mention that each negro singer hi\\none of your Japanese umbrellas over him. I also sa\\nmy Japanese lanterns, and every time something ni\\npasses my store I string them out in front of the sto\\nand they make a nice decoration.\\nMr. Garlich s window display by itself would, 1\\ndoubt, have sold goods, but it couldn t have sold\\nmany goods had it not been advertised in so energetic\\n12\\nway, simply because as many people wouldn t ha\\nseen it.\\nThe illustration on page 4S shows how Mr. Pease.", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0066.jp2"}, "67": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n65\\njT.J F,;\u00c2\u00ab Couuhs colds WHBfc jj^\\nFROC I IP\\nIn\\n1 |N YOUR A Wfj\\n13\\nNew Bedford, Mass., also appreciated the necessity of\\nadvertising his window display in order to bring out its\\nfull goods-selling value.\\nThe experienced advertiser never loses a chance of\\nexploiting his wares. And he sees chances where less\\nnimble-witted people see none. All is grist that\\ncomes to his mill. A good example of this attitude\\nof mind is afforded by our English agent, Mr. J. E. Gar-\\nratt. who turned his pet dog into an advertising medium\\nby having him wear about the streets a pretty blanket\\non which the legend Frog in your Throat? was em-\\nbroidered. And not that only, the dog himself got his\\nname from his master s ruling passion, that of advertis-\\ning and pushing the sale of Frog in your Throat\\nIllustration 13 shows Froggie clad in his advertis-\\ning blanket.\\nIllustration No. 12 shows how an American druggist\\nalso made use of the dog to help him in his advertising.\\nHe had a pair of them and a Frog Suit. He hitched\\nthe dogs to a sled (it was Winter time), dressed his boy\\nin the Frog suit and sent him careering through the\\nstreets of the town with a placard on his back. It was\\nfun for the boy, and the dogs and the public and the\\ndruggist good fun all around.\\n14\\n15", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0067.jp2"}, "68": {"fulltext": "68\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nIllustrations 17 and iS show two advertising cars\\nwhich we had on the streets and in the parade during\\nthe Peace Jubilee celebration, held in this city in October,\\n1898. They are introduced as examples of how effect-\\nively the Frog Suits can be employed in parades, etc.\\nThe illustrations do not biing out the details with\\nsufficient distinctness. The car shown in illustration 17\\nhas skilfully postured small Frogs arranged along its top\\nedge. Occupying a pedestal raised above the roof of the\\ncar is a monster Frog. Forming a border along the upper\\nedge are a number of Frog Doctor automatic figures.\\nThe special construction of this car will be noticed\\nthe roof is raised on supports so as to show the interior,\\nwhere tablet machines, etc., are on exhibition. Along\\nthe top of the body of the car is a row of Frog\\nMinstrel cut-outs. Below these and so placed as to\\nleave a ledge, two rows of Frog in your Throat?\\ndummy cartons. On this ledge a number of large cotton\\nFrogs. Below the dummy cartons and concealing the\\nwheels, large Frog in your Throat? muslin signs.\\nAlong the top edges of the car shown in illustration\\n18 are also arranged small Frogs in various attitudes.\\nImmediately below these are Frog Minstrel and\\nFrog Doctor automatic figures placed alternately.\\nFrog in your Throat? dummy cartons line the sides\\nof the car, with the exception of a space in the centre\\nwhich is occupied by a Red Messina Orange Girl\\ncut-out, surrounded by a wreath of bunting. Conceal-\\ning the wheels are Phenol Sodique dummy cartons.\\nCHAPTER XIII\\nStrong Man Window Displays\\nDeserving to be mentioned in a class of honor by\\nthemselves are the rent-paying window displays of vari-\\nous kinds of goods that have been made with what is\\nknown as the Strong Man for their leading feature.\\nThis Strong Man is a cut-out figure, which is made to\\nsimulate in a remarkably natural way certain motions of\\nreal life by means of clock-work. We devised the nov-\\nelty and began its manufacture nearly two years ago.\\nEver since then it has maintained its popularity as an\\nefficient salesman when used as a window display attrac-\\ntion in conjunction with the goods it advertises.\\nThe figure is beautifully lithographed in several\\ncolors, and is so life-like in proportion, color and motion\\nas to be easily mistaken for a living man. A good gen-\\neral idea of it can be gained from illustration 14. The\\nconception typifies health and strength, and the way it is\\nused is in conjunction with window displays of goods\\nthat are especially intended for the purpose of making\\npeople strong and healthy.\\nWhen the automaton has been wound up and set\\na-going, the arm holding the dumb-bell is steadily\\nraised, the head also moving backwards, so that tin- eyes\\nof the Strong Man seem to follow the progress of the\\nweight. When the arm has been fully extended, the\\nprocess is reversed and the arm comes slowly down\\nagain. And the figure is constructed so as to hold in the", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0068.jp2"}, "69": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n67\\n17\\nother hand a lithographed fac-simile of the package of\\nMalt Extract, Beef, Wine and Iron, etc., whatever is\\nbeing displayed as strength-imparting medicine. We have\\nalready said, when dealing with the general subject of\\nwindow displays that there is no surer attraction in a\\nwindow than some form of animal life. And we in-\\nstanced the interest that will be taken even in such a\\ndull-looking creature as the turtle when placed in a\\nstore window.\\nCertainly the next best thing to real life is so close an\\napproximation to it as to make people mistake the imita-\\ntion for the genuine thing. This has happened oftener\\nthan once or twice in the case of the Strong Man.\\nEverybody admires its life-like movements\\nIt is very life-like and a great many people come\\ninto the store to see how it works\\nBeing so life-like makes it a great curiosity.\\nPeople wondered why I had a man in his shirt-\\nsleeves in my window until they found it was an auto-\\nmatic figure\\nSuch are some comments taken at random from hun-\\ndreds of letters which we have received from druggists\\ntelling about the Strong Man.\\nWith astriking novelty like this, the difficulty of making\\na sales-making window display is reduced to a minimum.\\nIllustration 16, is a case in point. It shows a display\\nwhich really needs no explanation and only a word or two\\nof comment. There is the Strong Man in the centre.\\nAround him are tastefully arranged whatever goods are\\nto be pushed. On the glass are pasted appropriate signs\\nwhich are sure to rivet the attention and stick in the\\nmemory. Note the Indian clubs and dumb-bells. These\\nare introduced to give emphasis to the story, and bring\\nforcibly home to the beholder the advantage of strength.\\n18", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0069.jp2"}, "70": {"fulltext": "68\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nThe force of contrast can often be effectively illus-\\ntrated in window display, and there couldn t be a better\\nexample than is afforded by illustration 15. What\\ngreater contrast could there be than between a lifeless,\\nbloodless, muscleless thing like a skeleton, and the\\nideas of vigor and vitality which are typified in the\\nStrong Man.\\nWhat more natural, therefore, than to place the two\\nside by side, and either by the suggestion alone or by\\nsuggestion in conjunction with suitable signs to prove\\nthe desirability of keeping as far as possible from the\\nskeleton condition by maintaining health and strength\\nby the use of the goods so effectively advertised.\\nIllustrations 19 and 20, show two displays which\\nowed their inspiration to the military spirit which was so\\nstrongly in evidence during the war with Spain. No. 20\\nalso illustrates the skeleton contrast idea very strikingly\\nand with considerable elaboration.\\nHere is the way Mr. E. Wunderlich, of New Orleans,\\nused his Strong Man.\\nI made a window display with the Strong Man\\nimmediately upon receipt of same. It attracted quite a\\ncrowd, and, no doubt, helped business. I placed him on\\na box covered with black cloth, and inscribed the follow-\\ning in white letters Attention To-morrow evening\\n(Saturday) at 7.30 o clock sharp this man will begin to\\nlift the 100-lb. dumb-bell. The person guessing the\\nexact number of times the arm goes up will be given a\\nbottle of Beef, Wine and Iron free. It don t cost a cent\\nto guess. All guesses must be in by 7 o clock The\\neffect was magical. Children going to school noticed\\nthe sign and talked about it. When the contest closed\\nat 7 o clock, there were 560 guesses recorded. When\\nthe clock-work started the sidewalk was so crowded\\nthat it required the aid of a policeman to keep a clear\\npassage. As the work continued, the crowd increased\\nand the excitement was intense. In fact, it attracted\\nmore attention than a war bulletin. Does it pay?\\nWell I should say it does.\\nWe could fill a big book with letters from druggists\\ntelling what splendidly successful window displays they\\nmade with the help of the Strong Man.\\nJust a few quotations showing the variety of the\\ngoods these displays helped to sell, and the extent to\\nwhich results proved how true it is that the window\\ncan be made to pay the rent.\\nD. Reed Son, Pomeroy, Ohio, wrote The\\nStrong Man has sold goods for us faster than ever,\\nespecially Beef, Wine and Iron, and Compound Syrup\\nof Sarsaparilla. He has made general business unusu-\\nally good for us this Spring.\\nCharles B. McPherson, Washington, D. C, had\\nevery reason to believe in the rent-paying power of a\\nwindow in which the Strong Man was working. He\\nsays It has increased the sale of such articles as it can\\nbe used with, about 60 per cent.\\nNo wonder Mr. A. C. Walker, Waterbury, Conn. was\\nsatisfied. He says Sold four dozen Extract Malt the first\\nnight I had the Strong Man in the window. You may\\nput me down as thoroughly satisfied with my investment.\\n19", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0070.jp2"}, "71": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n69\\n20\\nCHAPTER XIV\\nVarious Rent-Paying Displays\\nWell, some druggist may say, it is very inter-\\nesting to see such examples of rent-paying window dis-\\nplays, but I can t buy goods enough at one time to secure\\nsuch a trade-maker as an automatic Strong Man it isn t\\npossible to make an attractive display unless one has\\nsomething of that sort, or a lot of other good matter.\\nIt is just on this rock of contempt for small things\\nthat many druggists allow their ship of opportunity in\\nthe way of window display to strike and go down. The\\nidea that it is of no use expecting to make a nice\\nwindow display unless a good deal of money can be\\nspent and a great deal of time devoted to the work, is an\\nutter fallacy. Some fine results have been secured by\\ndruggists with but scanty material. Mother wit stood\\nthem in good stead and their windows paid so well that\\nbefore long they were able to secure automatic cut-outs\\nand all the other paraphernalia for elaborate displays.\\nBut it is at least open to question if the simplest displays\\nare not the best, no matter how much time and money a\\nman may have to spend in that way.\\nIllustration 22, for instance, shows a display that is\\nsimplicity itself. Anything further removed from expen-\\nsiveness, or troublesomeness, could not easily be imag-\\nined. It is a display of Ten-Cents-Abies. All there is\\nto it is a series of strings suspended from the top of the\\nwindow and having the goods fastened to them at proper\\nintervals. And there is a pithy sign placed where every-\\nbody can see it the sign is an important feature of such\\ndisplays. The same idea has been used to good purpose\\nfor displaying tooth-brushes and other small articles.\\nA window display may even have a certain crude-\\nness about it without detracting at all from its advertising\\nvalue. In fact, what might be called the rough and\\nready sort of display will sometimes attract more atten-\\ntion than efforts that are much more pretentious.\\nThe Sarsaparilla display, illustration 24, and the Malt\\nExtract display, illustration 21, are good examples of\\nwhat is meant. Here again much depends on having\\nsnappy signs and arranging them tastefully. When the\\ndisplays are frequently changed, and this ought always\\nto be the case, it is good policy to vary the more ingeni-\\nous and elaborate attempts with others of the home-\\nspun character referred to.\\nAnd speaking of varying the character of displays\\nreminds us that there is a certain amount of attractive\\npower in ugliness. But good judgment is essential for\\nmaking an ugly window display that is also attractive.\\nTake illustration 25, for instance. The display shown\\nthere is not a pretty one in any sense of the word, and\\nyet it would attract attention anywhere, especially it\\ninterjected among a series of handsome displays.\\nAnd now, to illustrate still further how true it is that\\nexcellent rent-paying window displays can be made\\nwith few, if any, stage properties, so to speak, except\\nthe goods and some clever signs, look at illustration 23.\\nThat shows a window display entirely made up of goods\\nwe manufacture for the relief and cure of dyspepsia. The\\ngoods are attractively arranged bright window signs\\nare pasted up; and, to bring out strongly the cause", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0071.jp2"}, "72": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nffi\u00c2\u00a3S\\n*WA\\nA HEALING SHOWER\\nEV\u00c2\u00a3RYDROPA CU/f\u00c2\u00a3\\nONL Y W C A DROP.\\nT\\n22", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0072.jp2"}, "73": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n71\\nI\\nPies an Things\\n\u00c2\u00bbilh cures Cor the Rjfo 1 ICff\\n24", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0073.jp2"}, "74": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nand the eflect in the case, a lobster and two pies are\\nmade conspicuous.\\nOr look at illustration 32, asoda-llavor display. There\\nis nothing there but what every soda-selling druggist has in\\nthe store already or can secure at a minute s notice and\\ntrilling expense.\\nOr, take No. 31. That shows a very telling display\\nof Litfaia Water Tablets. The point to be made is to\\nemphasize the fact that our Lithia Tablets make the\\nfinest possible quality of Lithia Water, and yet are much\\nmore economical than the Lithia Water that is offered in\\nbottles. How could it be done better than that display\\ndoes it? The bottle of Lithia Tablets occupies the fore-\\nIllustration 34 shows another excellent wartime\\nwindow display in which patriotism and business are\\nharmoniously joined.\\nThe most casual glance shows what an important\\nplace window signs hold in display making. Take these\\naway and the effectiveness of the window would diminish\\nby 75 P er cenl As we were pioneers in providing drug-\\ngists with the right sort of window signs, so we have\\nalways led the van in furnishing them with the best signs\\nthat can be made.\\nThe flags, shields and exploding bomb-sbells shown\\nin these war-time window displays are all lithographed\\nsigns beautifully done in colors. Illustration 36 shows\\nground. Around it stand a varied assortment of empty\\nbottles, etc. Contrast No. 1 is that the tiny bottle of tablets\\nholds the wherewithal to make as much Lithia Water as\\nwould fill all these large containers. And contrast No. 2,\\nthat of expense, is proclaimed on the sign, which tells\\nits own story forcibly enough.\\nNo. 33 shows a display which would necessitate a\\nlittle larger outlay both of cash and effort. It is a war-\\ntime display, and the make-up consists of some photo-\\ngraphs of leading actresses, or of other pretty women, a\\npair or two of cavalry gloves, spurs or other bits of mil-\\nitary mementoes, some draped red white and blue bunt-\\ning for a back-ground, window signs and one of our auto-\\nmatic figures.\\na number of suggestions for the effective disposition ot\\nsuch signs. We have many other lithographed signs\\nwhich we give with goods, and numbers of these arc-\\nshown in the various illustrations. Illustration 35 shows\\nin outline, how tastefully these signs can be grouj ed.\\nThe third cover page illustration gives some idea as to\\nboth the quantity and quality of the different kinds of\\nlithographed advertising matter with which we supply\\nthe druggists who buy our goods to help them make\\nrent paying window displays. As this is the most\\nprofitable advertising for the druggist, we prefer to\\nspend our money that way rather than scatter it in\\nexpensive mediums, like newspapers.\\nThe wise advertiser watches times and seasons, and", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0074.jp2"}, "75": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n73\\nmakes his window display fit the particular case. He is\\ntalking to the public when he makes a display, and his\\ncommon sense tells him that it is good policy to talk to\\npeople about what they are specially interested in. The\\npages of this book have described several cases in which a\\nprize-winning window display has hit off to good\\npurpose some local event of general interest. The war-\\ntime^ displays for instance are good examples of an-\\nother sort. Then, of course, there are the regularly\\nrecurrent feast days and holidays of the year. The\\nup-to-date believer in window-display advertising never\\nallows these seasons to slip past unimproved. They are\\nto him hooks of opportunity on which he is prompt to\\nhang his banner of publicity.\\nThanksgiving Day, for example. That season is\\nconsecrated to good feeling and good fare, and illustration\\n26 shows a window display that could be made with entire\\nappropriateness at such a time. People will look and\\nsmile at the very homeliness of your effort; that is one\\nof the rough and ready displays already spoken of,\\nand a good one. Of course, the display could be varied\\nso as to suggest more directly that if too much pumpkin\\npie, etc., is eaten on Thanksgiving Day you can provide\\ncures for the resulting unpleasantness.", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0075.jp2"}, "76": {"fulltext": "74\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nIllustration 27 shows another ingenious way in which\\nthe pumpkin can be used in window display. Pump-\\nkin time, of course, is Frog in your Throat time also,\\nby reason of the raw cold winds so prevalent then.\\nIllustration 28 shows how the Easter season can be\\ntaken advantage of in making a pretty window display of\\nsoda flavors. Easter Monday is a very favorite day with\\nmany druggists for opening their fountains. The season\\ntypifies newness and fresh beginnings of things. Fresh-\\nness, purity, simplicity and sweetness are ideas peculiar\\nto Easter-tide. In no better way, therefore, than by\\nsome such display as the one shown could the possession\\nof these qualities by your soda flavors be appro-\\npriately emphasized. The display is very easily made,\\nand not expensive. And it tells its own story without\\nany interpreter.\\nAn impressive mid-winter window display can be\\nmade in the following way; and, of course, it could\\nvery easily be specially adapted to the Christmas\\nseason.\\nHave the window wholly inclosed, and cover the\\nceiling, floor, sides and back of the space with cotton\\nwool. A little dexterity will enable you to arrange this\\nmaterial so as to make it appear flaky. After this has\\nbeen accomplished satisfactorily, sprinkle it liberally\\nwith white frosting to give it the requisite sparkle, l ut\\nin a number of red incandescent lamps, and inclose them\\nin globe-shaped wire screens. Cover these screens\\nthinly and loosely with cotton wool, so that, at night, the\\nproper effect may be secured ol lights shining out\\nthrough a veil of fast falling snowllakes.\\nI lidden at the top and bottom of the window arrange\\nseveral electric fans, and take care to place them o that\\nthe currents of air they generate shall not be impeded.\\nFor snow use four or live pounds o! goose-feathers. The\\nfans will keep them flying.\\nIt will require no great ingenuity to make up the\\nback and -ides of the window, so a- to represent a treet\\nscene. I se some miniature human figures, and have\\nthem well sprinkled with snowllakes. Some toj\\ndrawing sleighloads of Christmas shoppers can be intro-\\nduced to heighten the realistic appearance of the picture.", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0076.jp2"}, "77": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n75\\nBy means of such a display you can advertise sea-\\nsonable goods like Frog in your Throat Syrup\\nWhite Pine Compound, Cold Cream, Camphor Ice,\\nWitch Hazel and Glycerin Jelly, etc etc. in a very\\npicturesquely effective manner. And, of course, when\\nyou make such displays, don t forget what we have said\\nabout window signs. It is the pithy, witty, snappy sign\\nthat points the moral and adorns the tale of the\\nwindow display. Put up such signs as these After\\nthe Sleigh Ride Use Almondol For Chapped\\nHands and Lips Use Witch Hazel and Glycerin\\nJelly If Hoarse, take Frog in your Throat? etc.\\nAnd so in like manner with the other days that are\\nmarked with a white stjne in the calendar and stand\\nout from all other days in the year. May Day, for\\ninstance. That is moving day in many places.\\nAppropriate displays can easily be gotten up. Call\\nattention to the articles in your stock which are likely to\\nbe useful for the various emergencies of such a day.\\nWashington s Birthday, Memorial Day, Fourth of July,\\nand so on, none of them ought to be allowed to pass\\nwithout appropriate displays. Not only will this course\\nbring direct trade, it will establish your credit as a wide-\\nawake man of business, who is ever alert to turn all\\noccurrences to good account. To possess a well-earned\\nreputation of this kind is valuable capital. To catch\\nopportunities on the fly is the right way to catch\\nthem and often the only way. Improve every occasion\\nas it comes and you will be astonished at the result.\\nIllustration 29 shows a capital window display, which\\na druggist made while the Klondike fever was at its\\nheight. It furnishes another good example of how to\\naccommodate your window displays to the subjects that\\nengross public interest for the time being. The moun-\\ntains are made of bunched canvass or piles of sand\\n29\\ncovered with white powder, the effect of which may\\nbe heightened by a liberal sprinkling of powdered\\nmica. The log huts are made of pasteboard the earth\\naround the shaft of the mine may be real earth taken\\nfrom your garden. And here again is shown the won-\\nderful adaptability of the small Frogs for purposes of\\nwindow display. They are introduced in this display\\nwith wonderfully life-like effectiveness.\\nIllustration 30 shows a special occasion window dis-\\nplay of another kind. It doesn t appeal to sentiment as\\nmuch as some of the others do, but there s lots of busi-\\nness sense in it. Every druggist knows, only too well,\\nthat odds and ends of things will accumulate in spite of\\nhim. They are hang-overs that are as hard to get\\nrid of as some evening callers. What is to be done with\\nthem? They take up room and gather dust. And\\nevery day they get worse looking, and, therefore, worth\\nless. This window display shows what to do.\\nKg~^gX~yv3; r", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0077.jp2"}, "78": {"fulltext": "76\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nfrntmrn^\\n31\\n32", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0078.jp2"}, "79": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n77\\nrr ;;t ;i ~;*.fc\u00c2\u00a3%\\njMBBjanii\\nTHE GIRL HE LEFT f^_^ M\\nBE H I N D H I M 1p|5( K\\n33\\n34", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0079.jp2"}, "80": {"fulltext": "78\\nHOW TO MAKE YOUR WINDOW PAY YOUR RENT\\nsv/ li- l\\n36", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0080.jp2"}, "81": {"fulltext": "HOW TO MAKE YOUR WINDOW PAY YOUR RENT\\n79\\nINDEX\\nAccessories 56\\nAdvertising a Window Display 62\\nAgreeable Surprises 37-39\\nAlligators in Window 52\\nA Magic Phrase 33\\nAnimate Nature in Displays 28\\nArches in Display 30, 47\\nArtificial Lake 33\\nArtificial Plants 47\\nArtificial Snow 74\\nBack Grounds 58\\nBalloon Display 53\\nBirds in Window Display 38\\nBoat-house Display 20\\nBridges 46, 59\\nBrownies 44, 52, 53\\nBurlesque Displays 24\\nBusiness Boom 16\\nCertainty of Success 49\\nCheese Cloth .45\\nChoice of Article for Display 17\\nChristmas Tree Displays 36, 42, 54, 55\\nColor 58\\nColored Bottles Stage of Window Dis-\\nplay 4\\nCotton Wool 35, 50\\nCreating a Run 13\\nDogs 64\\nDyspepsia Window Display 69\\nElectricity. 21, 33, 41, 55, etc.\\nElectric Fans 74\\nElectric Frog Fountain 54\\nEmphasis 12\\nEnthusiasm 40\\nFerris Wheel Display 34\\nFlowers in Display 45\\nFoliage in Display 38\\nForce of Contrast 68\\nFountain Displays 19, 41\\nFrog in your Throat in England 60\\nFrog Suits 62\\nFrog Suits, stuffed\\nFrog Suits in Parades\\nFrog Acrobats 27\\nFrog Aquarium\\nFrog Band\\nFrog Base-ball\\nFrog Battle\\nFrog Bicycler\\nFrog Coasting\\nFrog Firemen\\nFrog Fishermen\\nFrog Foot-ball\\nFrog Gunners\\nFrog Man\\nFrog Merry-Go-Round\\nFrog Orchestra 16\\nFrog Picnic\\nFrog Pond 25\\nFrog Preacher\\nFrogs in Window Displays 17, 22, 36,\\nFrog Snow-ball Fight\\nFrog Swallowing Frog\\nFrog Team\\nFrog Tobogganing\\nFrogtown Carnival\\n63\\n64\\n35\\n24\\n5 2\\n34\\n40\\n45\\n33\\n33\\n39\\n29\\n26\\n53\\n34\\n29\\n1 o-\\n39\\netc.\\n33\\n55\\n46\\n34\\n21\\nGlass-making Display 48\\nGrouping 57\\nGulliver Window Display 47\\nHance Brothers White s Works Dis-\\nP la y 54\\nHarmony in Window Display 57\\nHorse-shoe Display 50\\nHospitable Open Door Idea 5\\nImitation Ice -35\\nImpetus to General Trade 17\\nIncrease of 100 per cent 20\\nIndividuality 40\\nIngenuity 35\\nKeeping Watch on Results\\nIS\\nLake Displays 16, 39, 52\\nLanterns 40, 53", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0081.jp2"}, "82": {"fulltext": "80\\nINDEX\\nl ACE\\nLaziness in a Window 3, 59\\nLazy Windows Made Active 53\\nLight-house Display 45\\nLithia Tablets Display 72\\nLocal Events 22\\nMalt Extract Display 69\\nMammoth Frog Display 50\\nMasquerades 42\\nMechanical Movement 28\\nMexican Frogs 42\\nMistaken Ideas 62\\nMirrors 54, 58\\nMirror-back 58\\nMistakes in Display-making 57\\nMoss in Window Display 29, 44\\nMountains in Window Display\\nNewspapers\\nNewspaper Notices\\ni7\\nReading Notices\\nResults of One-Idea Method\\nRough-and-Ready Displays\\nRunning Water in Display\\nRustic Display\\n39\\n15\\n27\\nOil-well Display 31\\nOld Castle 39\\nOne-idea Method 12\\nOut-of-Ordinary Exertions 46\\nOver-ambitious Displays 59\\nParades 42, 66\\nPicture Frame Window 58\\nPoints in Display 35\\nPoison Window Display 69, 72\\nPolice Needed to Clear the Sidewalk 32\\nPolitical Displays 27\\nPosts in Window 58\\nPost-Mortem Decisions 12\\nPotent Questions 10\\nPretty Displays 28\\nProportion 57\\nPublic Fountain 43\\n56\\n69\\nPAGE\\n28\\n4\\nSarsaparilla Display 69, 71\\nSawdust 26\\nScience of Window Dressing 4\\nSeven-weeks Display 53\\nShip-canal Display 25\\nShow Window Evolution 3\\nSigns 69\\nSimple Displays 60\\nSkeleton Displays 37, 68\\nSpecial-Day Displays 75\\nSpelling Out a Name 59\\nStreet Display 64\\nStrong Man, the 66\\nStrong Man Displays 66, etc.\\nStuffed Frog Suits in Display 47\\nTelling a Story by Window Display 60\\nTen-Cents-Abies Display 69\\nToy-store Ideas 35\\nTrolley-car Display 51\\nTunnels 30, 5 1\\nTwo Sorts of Advertising 40\\nUgliness in Displays 69\\nUnsecured Results 38\\nUse of Real Sod 30\\nValue of Curiosity\\nValue of Talk\\nVisitors Brought to See Displays\\n41\\n41\\n5\\nWar-Time Displays 68. 69. etc\\nWhat a Window Is 9\\nWhat to Do with Hang-Overs 75\\nWind-mill Display 45\\nWindow Display a Business Tonic 12\\nWindow Displays and Dignity 10\\nWindow Display vs. Newspaper Adver-\\ntising 49\\nWindows as Light Admitters 3\\nWindows vs. Doors 5", "height": "2919", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0082.jp2"}, "83": {"fulltext": "ART IN ADVERTISING\\nimffiA\\nSYRUP\\nMTHIA\\nWATER\\n^STOPSd\\nThe above only faintly illustrates the quantity and quality of the\\nLithographed Advertising Matter. Window Signs, Dummy Cartons,\\nCut-Outs, etc., which we supply, free, to those druggists who buy our\\ngoods, thus placing them at an immense advantage as regards the\\nmaking of rent-paying window displays. Our experience proves that\\nthis kind of advertising is most profitable for the druggist we there-\\nfore spend our money on it rather than in expensive mediums like\\nnewspapers. The H. B. W. Plan condensed into one word is\\nReciprocity.", "height": "2760", "width": "1743", "jp2-path": "howtomakeyourwin00hanc_0083.jp2"}, "84": {"fulltext": "LIBRARY OF CONGRESS\\n11 mi\\n021 048 449 8\\nMEDICINAL MERCHANDISE\\nWe put up such pharmaceutical specialties only as our long experience\\nhas proved to be the best sellers and which druggists are accustomed to\\nput up for themselves. As we put them up they are up-to-date mer-\\nchandise as well as up-to-date medicine, and are therefore entitled to be\\ncalled Self-Selling Medicinal Merchandise.\\nWe put them up better and cheaper and quicker than druggists can.\\nsaving them time and trouble and worry, because we have the facilities tor\\nit, the organization tor it, and buy everything at first hand in large quan-\\ntities it uses up a lot ot a druggist s time when he has to write to one firm\\nabout lithographic work, to another about bottles, to another about cartons,\\nto another about plates, and so on we save him all that.\\nAll the goods we put up are absolutely the finest packages ot the kind\\ntor retailing. They are handsomely labelled, wrapped and finished by\\nmeans ot such goods a druggist is able to perfectly harmonize the com-\\nmercial and the scientific sides ot his business.\\nPlease note also that we make any legitimate pharmaceutical specialty\\na phvsician or druggist wants in warrantable quantities. Y\\\\ natever the\\ndemand, we have the tacilities for meeting it satistactorily. whether it be\\nfor standard preparations, put up under buyer s name or our own, or for\\nprivate formula\\nOur specially-constructed machinery is of the latest and most approved\\npatterns tor doing rapid and accurate work.\\nEvery department is supervised by a trained and skilful specialist, the\\nworkers under whom are chosen and retained for their expertness and\\nreliability. To the whole is given the personal attention and supervision\\nof members ot the firm.\\nOne of our most perfectly equipped departments is that of printing.\\nThe means at our disposal for producing the finest effects in artistic labels\\nand wrappers, in typography, presswork, etc., are unsurpassed anywhere.\\nHalf the battle we win for druggists by supplving the sort ot goods we\\ndo this in accordance with the principle that goods well dressed are\\nhalf-sol dr\\nThe other half of the battle we help druggists win tor themselves by\\ngiving them the sort ot advertising matter that sells the goods this in\\naccordance with another principle ot The H. B. W. Plan that\\n\u00e2\u0080\u00a2goods well shown are hall-sold.\\nBest and finest looking goods; fairest prices: most attractive litho-\\ngraphed advertising matter, new and unique each ot these three helps to\\nemphasize the commercial side of The H. B. W. Plan which, in a\\nword, is Self Selling- Medicinal Merchandise.\\nThe advertising matter given depends, of course, on the size and char-\\nacter of the order. If a druggist wants to carry our The H. B. W.\\nPlan to the fullest extent, and his order justifies it, advertising matter\\nwill be given which will certainly sell the goods.\\nAs our salesmen are thoroughly posted on the general subject of\\nour advertising matter,- and the terms governing its distribution, we there-\\nfore request that druggists will kindly ask them about it.", "height": "2986", "width": "1810", "jp2-path": "howtomakeyourwin00hanc_0084.jp2"}}