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HOW TO MAKE 
YOUR WINDOW 
PAY YOUR RENT 




HANCE BROTHERS & WHITE 
PHILADELPHIA 



PROFITABLE ADVERTISING 




k 



Frog\infbur THRat?" 10* 

THE GREATEStToTgh'lOZENGE ON EARTH 



ONE-GROSS SET 

I Lithographed Background (The Frog Doctor) ; 2 Dummy Cartons ; 1 Muslin Sign 
(6 feet long); 4 Paper Window Signs; 2 Lithographed Window Signs; 5 Assorted 
Japanese Novelties — Nose Gods, etc. ; 10 Assorted Japanese Frogs ; 2 Small Cut-Outs, 
lithographed ; 2 Hanging Signs. 

THREE-GROSS SET 

1 " Frog Drummer " Cut-Out (5 feet high, see above); 4 Dummy Cartons; 1 Muslin 
Sign ; 5 Lithographed Window Signs ; 6 Paper Window Signs ; 10 Assorted Japanese 
Novelties — Nose Gods, etc. ; 20 Assorted Japanese Frogs ; 5 Small Cut-Outs, lithographed ; 
2 Embossed Hanging Signs; 1 "Last Shot" Cut-Out or other suitable lithographed picture. 

FIVE-GROSS SET 
This includes one 3-gross set and a choice between a Frog Suit and any one of the 
automatic figures shown on page 3. 

TEN-GROSS ORDER 
Advertising matter for such an order is made up by special arrangement with our 
salesman or by direct correspondence. 



HOW 




T O 


MAKE 


YOU 


R 


WINDOW 


PAY 


YOUR 


RENT 



Being a series of money making 
designs for window display and store 
decoration, to which are appended 
some general ideas of practical utility. 



/ 

Hance Brothers & White 

Pharmaceutical Chemists 
Philadelphia 



4 



TWO COPIES RECEIVE 

Library of Goiigre*^ 
Offlca oft 

JAW 6 -1900 

Register of Copyright* 



50999 

HANCE BROTHERS & WHITE 



Cable address " Hancebros " 
"A B c" code fourth edition 

HEAD OFFICE 

Callowhill and Marshall Streets 

philadelphia 

LONG DISTANCE 'PHONE NO. 1 842 

LABORATORY 

Callowhill Marshall Seventh and Willow Streets 
Philadelphia 

BRANCH OFFICES 
New York Seabury Building 59-61 Maiden Lane 

LUNIi DISTANCE 'PHONE NO. 4195 " CORTLANDt" 

Chicago 195 E Randolph Street 

LONG DISTANCE 'PHONE NO. 5022 "MAIN" 

Pittsburg 419 Seventh Avenue 

LONG DISTANCE 'PHONE NO. 33 

London 124 Southwark Street, S. E. 



Copyright 1899 
By Hanch Brothers & White 



8EC0N0 COPY, 



JWv . \ o "^<5. 



How to-Take the Laziness Out of Your Window 

It's a lazy thing, that window of yours ; a very lazy thing. It won't even 
keep itself clean, to say nothing of actively aiding you in money making. 
Many a druggist who is quite alive to the necessity of a clean window, 
stops right there and utterly fails to make his window work. 

There should not be a lazy inch in your entire store, least of all, in that 
space which could work twenty-four hours of the day, without getting tired, 
if you only nu ^ it attend to business. 

In the pages that follow, we offer suggestions enough of what other 
people have done with their windows, to help you to make your window 
bestir itself to the point of profit. ' We shall easily be able to show you that 
these exhibits were in many cases the very making of the stores that used 
them ; that drug-gists who enthusiastically adopted our entire program were 
dubbed "The Frog Man" of their neighborhood, and that the title of this 
book, " How to Make Your Window Pay Your Rent,'' is no exaggeration. 

EVOLUTION OF THE SHOW WINDOW 

Not many things spring into being in the full development of all their 
powers and usefulness. The chimney began with a hole in the roof; it was 
improved until finally we had a chimney that would draw. 

The obvious need for "light on the subject" was the necessity that 
mothered the invention of the window ; and from a window that was only 
useful for letting in light have been evolved windows, that, like chimneys, will 
draw, that is to say, will attract trade and pay the rent. When the first house 
was built, its tenants saw at once that they couldn't dwell in darkness. So 
they made rude holes in the walls to admit light. 

From that primitive makeshift down to the present splendors of plate- 
glass and bronze and marble is a " far cry" — too far a cry to record here. 
We could tell you, if we had the time, of the gradual growth of the window ; 
of the use of thin sheets of horn and oiled paper as window lights, of the tiny 
thick-framed panes that marked the windows of the past. 

The drugstore window has grown, like the rest. From a hole in the wall 
it has developed into a commercial necessity — an actual salesman, counted 
by the wise druggist as one of his foremost sources of profit. 

Our retail drug ancestors — lots of professional etiquette and little money 
in those days — used their small-paned windows to admit light to their stores ; 
they gave them no other thought. Strange as it seems, there are druggists 
alive now who do the same thing ; they belong so far in the past that they 
look on their windows as mere holes in the wall to let in light or, confiden- 
tially, even worse — as a sort of accommodating waste-basket to hold things 
for which no better room can be found under counter or shelf. 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



Many years ago, an old-time "chemist," as he would probably have called 
himself (he would have been the most " individual " druggist of his town 
had he lived in our day), made the discovery that by putting in his windows 
bottles containing blue, pink, green and orange-colored compounds. — his 
townspeople could see, without half trying, that his was a drugstore. It was 
a curious thought, but it took root. The practice grew rapidly. Colored 
glass globes soon became the druggist's symbol. The vivid spheres attracted 
attention. Men, women and children stopped in the street to look at these 
first crude window displays. 

Here was step No. i in the evolution of the window ; it had begun to be 
of some commercial value to its owner. 

This early druggist soon conceived the idea of placing the simple night- 
light he used behind the globes, so that far up and down the street until the 
early bed hours of those days the gleaming colored lights pointed the way to 
"yeapothecarie's shoppe." 

From colored bottles to the placing of goods in the window was but a step 
" If people are attracted by meaningless glass globes, why not by goods ? " 
And so one day a druggist-philosopher conceived the idea of putting in his 
window some neat, fresh packages of goods, instead of placing them all on his 
shelves. This was a breach of etiquette and conservatism that made his 
competitors first gasp with astonishment, then glower with anger, for the goods 
sold faster than they had ever done before. 

Here was step No. 2 : the window had begun to pay the rent. 

Soon the flat narrow window became inadequate. Succeeding genera- 
tions saw that the small panes and their heavy frames obscured the effect. 
Then was born the genuine bulk window with its mighty panes of French 
plate. 

This was the real beginning of the science of window dressing. The 
druggist, who now counts his window among his salesmen, can thank his pro- 
fessional ancestor whose wild dream of sensational enterprise was the filling 
of glass bottles with red, green and blue water. 

The successors of the man who first put goods in his window have been 
many and varied in kind ; indeed the show windows of the country at this 
present day show every phase of development from the most crude and use- 
less except as light-admitters, up to those of the merchant princes, who 
sacrifice light, doorways and space, and spend enormous sums of money in 
order to reap the full advantage of the value which they know their windows 
possess. 

[We break off in this narrative to open a letter from the top of a pile 
The letter is one of inquiry. The druggist who wrote it wishes to know 
something about our goods. He wants particularly to know whether they 
lend themselves well to window displays. He has cultivated his window to 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



such an extent, he says, that it will sell anything salable that can be displayed 
in it. He concludes by asking whether our goods are the sort he can use for 
window display. That druggist doesn't know that we were pioneers in 
instructing druggists in window display, though he will before we are through 
with him. He doesn't know either that the most of our specialties are packed 
with the special view of being displayed in a window, but he will know that, 
too, in a little while.] 

Examples of the value placed on window-advertising by successful 
merchants, might be multiplied almost indefinitely ; two conspicuous ones 
are probably sufficient, however, and they are familiar to all Philadelphians. 

THE "HOSPITABLE OPEN DOOR" IDEA 

A clothing store was built of mammoth dimensions and with a correspond- 
ingly wide entrance, on the supposition of making it easy to walk in at The 
man who saw "Oak Hall" five years ago, and hasn't seen it since, wouldn't 
recognize it to-day. Then its first Moor was "all door." The "hospitable 
open door " was all they considered necessary to draw business. The time 
came, however, when that ceased to be enough. The proprietors discov- 
ered that the easiest way to get buyers into the store was to make the win 
dows attractive with displays of goods. Buyers were compelled to come 
in. The size of the door was then found to make little difference, and so the 
greater part of the door space was turned into more window space. 

All the doors but one were taken out. In their place came a long line of 
magnetic windows. Heavy steel girders were introduced to support the 
upper floors, and were skilfully and artistically concealed by mirrors, which of 
course intensified the advertising effect by seeming to multiply the images 
which they reflected. To-day practically the whole of the first two stories of 
" Oak Hall " are of clear plate-glass — the first floor windows showing a score 
of oft-changed window displays ; the second floor windows the busy-selling 
scenes within. 

The " hospitable open door " was all right once ; its day is done. "Oak 
Hall" had doors enough to admit 50,000 people — and no windows to draw 
them. They had a splendid basket for the fish they wanted to catch but no 
bait. Things are different now. A modern merchant knows, without telling, 
that a good show window will get the people into his store, no matter if the 
door is around the corner and only three feet wide. 

A DOUBLE-DECKER 

The huge building now occupied by Gimbel Brothers, at Ninth and 
Market Streets, is another good example of window development. Their 
predecessors had the corner rounded directly at the apex, with a huge door in 
the centre. At that time this was considered a shrewd bid for the passing 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



trade both ways — down Market and up and down Ninth. And it served its 
purpose very well. But when Gimbel Brothers, merchants of a later genera- 
tion, took the store, they saw no merit in the hospitable mammoth double door 
on the ground floor. They at once built out to their full line. The first-floor cor- 
ner the\ turned into a huge glittering show window that holds as much goods as 
many a country store. The lofty door at the corner gave place to smaller doors 
on either side, and the space thus saved went to the enormous corner show 
windows. The corner of Gimbel Brothers' building is now really an immense 
two-story show window, gleaming and glittering by day and night — a splendid 
monument to the new order of commercial things. It wouldn't be true to say 
that Gimbel Brothers, purely by the increase in their show window space, were 
enabled in less than ten years to build up a business increase far larger than 
their predecessor's whole business after fifty years of laborious effort ; but that 
undoubtedly helped in the work, and Gimbel Brothers knew it would when 
they went to the expense of a change. 

EXAMPLES FROM NEWSPAPERDOM 

Here are conspicuous examples of the same tendency from an entirely 
different field. The newspapers are enterprising enough about somethings — 
extremely obtuse' about others. They have been among the last to recognize 
that they, too, could use a show window ; but their eyes are open at last. The 
metropolitan dailies are coming forth from their cellars. They are letting the 
public into the secret ot their inner workings. They are building show 
windows for themselves. The New York Herald is a conspicuous example. 
Travelers in New York are familiar with the Herala's magnificent press room, 
with floor in cellar, but ceiling twenty feet above the ground level. The walls 
are of plate-glass, and one can see clear across the massive presses from one 
street to the other, a square away. 

The Herald has made of its first two floors a mighty show window. In 
it it has placed the splendid electrical machinery which prints the thousands 
of its circulation. Tardily the paper has come to realize the advertising value 
which lies in interesting people in what you have — in you and your business. 

The Evening Bulletin, of Philadelphia, is following the same plan. Its 
basement at Sixth and Chestnut Streets, was formerly consecrated to the sale 
ot trunks and traveling bags. Now huge presses whir and spin there. The 
interested people view their wondrous evolutions through immense plate-glass 
windows, installed not so much to admit light as to allow sight of the public. 
We venture the prophecy that the time will come when the big newspapers 
will take the public still further into their confidence — when they will set up 
type-setting machines in their windows and in the full gaze of the attracted 
public will cast the little metal letters that spell the daily history oi the world. 

Verily the old order of things is passing away. Go anywhere in any 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 7 

city you like, you will see old store fronts being replaced by new. You will 
note that an invariable characteristic of the new is large bulk windows that 
almost seem at times over-large for the front. Some of these modern store 
ironts show wonderful windows that would probably be ashamed to confess 
kinship with the original ancient hole in the wall. Windows of crystal 
and without wood, their parts held together by nickel bolts ; windows ot 
lancitul shapes and patterns ; windows of such clear glass that they seem 
uncovered — yet all partaking of the common object — the showing and the sale 
of goods. The old merchant's window admitted light only, and not a great 
deal of that. The new merchant's window admits lio-ht and business, too. 

A $100 BOOK 

For this book we ask a painstaking and careful perusal. It has cost us 
thousands of dollars in the acquirement of its contents and its preparation, 
and if we were not sure that it could be made of more than $,100 value to 
you, we would not have issued it. 

May we say that such a book as this, which represents the best thought 
of many intelligent minds, and years of discriminating selection among many 
excellent suggestions, cannot be digested at a single reading? And may we 
further suggest that whenever you are planning a striking display, you first 
take this book and look over its pages as a preliminary to your work ? You 
will find the time well spent. 

AN INVITATION 

We would have liked very much, had there been time, to show illustra- 
tions of window-transfigurations like those described above. Such illustra- 
tions, however, could not have clone their subjects justice, so they would not 
have been of much use after all. 

The best thing for a druggist to do who is interested in the develop- 
ment of show windows is to visit New York or Philadelphia and see for 
himself. 

And Philadelphia will teach him far more in this respect than New York 
could do. This city affords scores of examples quite as noteworthy as those 
which have been mentioned. There has been greater appreciation in 
Philadelphia of the value of window space and keener competition among 
merchants to give their windows every possible advantage — for advertising 
and selling their wares. Come, therefore, and see for yourself ; it will pay you. 

Hance Brothers & White. 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Suggestion for a Novel Display 



CHAPTER I 

What Windows Are 

The subject of window dressing as a means of 
increasing a druggist's income has ceased to be a 
question of theory with us. 

We have seen the idea so often used, with splendid 
results, that it is a source of continual wonder to us how 
any druggist can ignore the opportunities that lie before 
him. If perseverance can do it, however, the time will 
come when the druggist indifferent upon this subject will 
be looked upon as a curiosity, genuine and unmistakable. 

Your store windows, like eye-glasses, should be made 
to properly fit you. Through one you see the world ; 
through the other the world sees you. 

The first step to a successful grasp of the subject is to 
realize what a window is. Look for one moment at the 
windows of any private house in a residential street in the 
city. What are they ? They are sign-boards which tell 
you what sort of people live inside. One person in one 
hundred may cross the threshold and see the inmates of 
that house, but the remaining ninety-nine must look at the 
windows, and imagine from their appearance what style 
of persons are living behind them. 



Your windows may do you great harm. You may be 
a person of fine instincts, of exquisite discernment, of 
wonderful patience, of sound judgment ; but your neigh- 
bors know nothing of this. They can only judge by what 
they see. And what do they see as they walk by your 
house every day ? They look at your windows and judge 
you accordingly. 

Thus windows are tell-tales. They proclaim you to 
the world. They are a perpetual announcement of the 
taste of the unseen dwellers behind them. Perhaps 
eight hundred persons will pass your house to-day. 
Fifty of them know you personally. But seven hundred 
and fifty look at your windows and take their cue from 
them. Now leave the house and come t _> your store win- 
dows. Your store window really introduces you to 
your customers. Is it the sort of introduction you would, 
have? Does it vouch for the dignity and character of 
your establishment ? You are careful how you address a 
new customer; but your store window addresses him as. 
forcibly as your woids. 

And it addresses him oftener. It addresses him earlier,, 
before your personality has had a chance to help you_ 
Your window has the first chance at him. And first 
impressions are lasting ! 



10 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Display of Mr. John B. Edie, McKeesport, Pa. 



Who is responsible for the appearance of your store 
"windows? Are you getting from them all the help you 
-can ? Are they doing you any good ? Are you certain 
that they are not quietly doing you harm ? 

These are potent questions. You can afford to give 
time to their consideration. They have had our most 
careful thought for years. Let them have your whole atten- 
tion for an hour. 

Do not mind if we tread a little upon your toes at 
limes. You are grasping a big thought, and every live 
thought on any live subject knocks the wind out of some- 
body or other. We want to make you dissatisfied with 
the slow growth of your business as it now stands. Do you 
remember the greatest compliment (so it is claimed) ever 
paid by a king to one of his subjects ? It was what Louis 
XIV, the grand monarque of France, said to his priest 
Masillon, " Father, I have heard many great preachers, 
and I have been satisfied with them; but as for you, 
whenever I hear you it makes me dissatisfied with myself." 
3o if our stout expressions can only make you dissatisfied 
with your neglect of window displays, forgive the advo- 
cate his plea, and remember that his only object is to make 
jfour ledger more inter. sting reading in the near future. 



CHAPTER II 

What a Druggist has to do with Window Display 

The first plunge into the subject is almost a cold shiver. 
It looks at first sight as if there might be something 
undignified in a druggist bothering with dressing win- 
dows. Do you recall the story of the hen who looker" 
at the china egg in her nest in a distrustful way, am. 
ejaculated : " Great Scott, if this sort of thing goes on 
I'll be a bricklayer next." Mow many druggists look 
distrustfully at the idea of a good window display, and 
feel that if that undignified sort of thing goes on the; 
might as well become sandwich-men without further delay. 

Don't be unreasonable. You have a beautiful and 
perfectly unnecessary notion that you will sink your dignity 
in your efforts at window display. Ictus stare that idea 
right out of countenance here. Never need dignity be 
sacrificed. On the contrary, unless your window display 
In- made with a scrupulous regard fur dignity (as expressed 
by good taste), you will derive little benefit from il 
Dignity always. Dignity or nothing. 

But not over-dignity. That is simply ridiculous. You 
remember the over-dignified dentist, lie hated tin 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



II 




Display of Messrs. Nichols & Harris, New London, Conn. 



name of : ' dentist," and so he left it off his business card 
altogether and inserted instead, " Drawing, Music, and 
Dancing : — No pains spared." 

Granting the dignity of it, then why should a drug- 
gist take any time for a window display ? Simply because 
he is in business to make money. No descendant of Shem, 
Ham or Japheth can do any less and stay in business. If 
men kept drugstores for their health, or for enjoyment, or 
for social prestige, it would be well enough to ignore 
window display, although the most important contributor 
to the dignity of the drugstore would thereby be ignored. 
' But men are in business to make money, and they 
must do considerable help-yourself fighting. When the 
little girl was asked who made her, she held up her apron, 
saying, " God made me that length, and I grew the rest 
myself." Now, the fact that you keep a drugstore on a 
prominent street will biing you in a certain amount of 
custom ; perhaps a living. But your location and business 
make you that length without your help. If you want 
anything more than a living, you must grow the rest your- 
self. In all business, as a rule, men can afford to employ 
any honest method to make money. A druggist can afford 
to employ any dignified method. 



Window display is such a method. This is not a 
question of opinion ; it is a question of fact. The records 
stand open for all to read. Figures cannot lie. Thou- 
sands of druggists have tried window display. A hun- 
dred of them show you the way to try it in the pages of 
this book. 

The subject is timely. " Favors lose their value by 
delay." The movement of ideas over this country comes 
in great waves. If you start in ahead of the bulk or 
volume of the great movement you are thrown forward 
strongly by it, exactly as you would be thrown ahead by 
a wave if you got in front of the bulk of water. So of 
a clear idea like window display in the drug business. 
Where there was one druggist who did it in '93, there 
were twenty who started it in '94. Nearly four hundred 
more joined the procession in '95 ; there will be four 
thousand who will be doing it next year. Don't delay. 
Make the partnership that Charles V made when he 
cried, " Myself and the lucky moment." Remember the 
old law maxim that rights are forfeited by disuse. Claim 
your right immediately. Make a splendid window display 
of " P>og in your Throat ?" 

Speaking about delays, reminds us of the story of the 



1-' 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



minister who was called to another parish, hut who had 
not heen able to make up his mind whether to go or not. 
The deacon of the parish met the minister's little boy 
playing in the road, and asked him if his father had 
decided. " Yes," said the boy, " father's going to leave 
you." " Indeed," said the deacon, " I didn't know that 
he had made up his mind yet." " Well." said the boy, 
" you see it's like this. Father, he's in his room all the 
time a-praying for light ; but mother — she's packing the 
trunks .'" 

You don't want to sit any longer praying for business 
while we are packing the trunks daily with " Frog in your 



you remember ho« Sir Walter Raleigh once made a wager 
with Queen Elizabeth that he could weigh the smoke 
from his pipe ? lie won by weighing the tobacco before 
smoking and the ashes afterward. Y< u can weigh the 
value of your window display by weighing your money 
drawer before and after. 

A good window display will stimulate your general 
business as a tonic stimulates appetite. It will bring new 
customers into your store. You can better afford it than 
half the expenses you incur. It will easily show a forty 
to fifty per cent increase in your total sales. ProiiJ<d 
you Jo it rightly. 




Display of Mr. John Coleman, \Vheelinc, \\. Va. 



Throat?" outfits logo to other druggists who have decided 
to make displays. There r ore, take this matter up here and 
now; come to some definite conclusion. Don't merely 
set it aside to settle itself. Such things never can settle 
themselves. When a physician and a surgeon once dis- 
agreed as to the wisdom of performing an operation, the 
surgeon said, " Very well, let it settle itself, but the post- 
mortem will show I am right." 

You don't want to wait for post-mortem decisions. 
Decide it now. Don't ignore it. Don't default on the 
answer. Don't leave your good resolution uncorked to 
grow inactive. 

We say again : // /,- results that tell the story / Do 



For in window display, as in every other art, there are 
things to be avoided and things to be carefully proi 
There are many ways of missing the goal: there i; only 
one travelled way to attain it. Let us run over the 
experiments of others and note a few important axioms 
as they come to us from the hand of Experience, 

CHAPTER III 

Using One Article as the Basis of the Display 

This is virtually saying to the public that alth. 

you have live hundred articles to show them, this one 

thing is s,, important that for it you put all other things 

aside. You thus place such a heavy emphasis on one 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



13 




Display of Fifth Ave. Drug Co., Brooklyn, N. Y. 



article that you arouse interest in it, you excite curiosity 
immediately as to its merits, and provoke sales which 
could never be made under normal conditions with 
ordinary surroundings. 

Men say, " what is this thing ? why should it occupy 
such attention?" Their questions remain unanswered, 
and they probe the subject further. They make inquiries ; 
and four out of five such inquiries end in sales. 

You create a " run " on the one article displayed, 
and a "run" is simply a rolling snowball of trade. 
The further it rolls the more snow it attracts, and about 
the easiest way to get rich yet discovered is to start a 
" run " on any article you are handling. 

Some people will tell you that this idea of one sub- 
ject only in the window display is wrong. Do not let 
that trouble you. The value of a clever idea for making 
money is in proportion to the fewer number of people 
who grasp it. Go back to that line in your St. Augustine, 
" Sanitatis patrocinium est, insanientium titrba .* " — 
the multitude of fools is a protection to the wise. 

Greece, so much praised for her wisdom, produced 
but seven wise men ; judge of the number of fools, and 
-remember that the propcrtion is not much altered to-day. 

You have learned a great deal when vou realize that 



you cannot address the public except with one thing at a 
time. If you are operating a large department store in 
the city, this rule has its exception. But in every other 
case, let no temptation swerve you from this concentration 
upon one subject. The leading experts in advertising 
all give it as their universal testimony that only one 
article should ever be mentioned in one advertisement. 
Publishers long ago discarded the old method of enu- 
merating the books of a popular author. It is "one 
book at a time," and all the emphasis on that. 

See this same lesson in all trades. If you make a 
blade that shall be both a razor and a carving knife, it 
will fail in its duty as either. It will not shave like a 
razor nor carve like a knife. You lose at each end in 
trying to cover both. What is gained in variety is taken 
out of effectiveness. 

Go a step further. Here is a curious phenomenon. 
Ask any shoe manufacturer and he will tell you that 
you cannot make men's and woman's shoes under 
the same roof. Women's shoes so produced have an 
undesirable mannish look, and men's shoes gradually get 
womanly. This is ridiculous, but it is true. We live in 
an age of single aims, and success is only another name 
for the focusing of all your thought and time and study 
on one thing. The men who can do that are called 



14 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Display of Messrs. H. Bowman & Co., Oakland, Cal. 



"specialists," and they command high prices. Be a 
specialist in your window displays. , 

Look in any store window in which there are a dozen 
or more articles, and see how many of those articles are 
remembered by you five minutes afterward. Rarely do 
you remember but one, and yet seldom do you fail to 
remember one. It is always one. It would appear that 
the mind instinctively sees and grasps one impression, 
mid slops short just there .' It is a curious psychological 
or physiological fact, but it is true. If, then, the mind 
grasps natuially but one object in a window display, the 
lesson is clear. Display only one article and by the very 
multiplication and emphasis of that one you produce a 
magnified sense of its importance in the mind of the 
beholder. And don't forget that a display of one article, 
which will be remembered, will be forever afterward 
associated in the mind of everybody with the store making 
it. Surely you recognize the business possibilities in this ? 

Now, just for a moment let us see how these ideas 
work in actual practice. Mr. Otto Wicke, of Brooklyn, 
N. V., tried the one-idea method of window display, and 
his experience is most worthy of mention. Mr. Wicke 



was one of the contestants in our last great window dis- 
play contest, and won a second prize. The design of his 
display was of a rustic character. A background was 
painted showing a cottage, trees and a rough wood fence. 
All the rest of the window was given up to workil s 
the idea of the " Frogs' Annual Picnic." In the right 
hand back corner was a full band. Also a dancing-plat- 
form on which several couples of giddy batrachians were 
shown as twirling in the mazy waltz. In the left-hand 
corner was a merry-go-round. Here and there seated at 
tables, on the most natural looking benches, were parties 
of Frogs feasting. The boulders that lay around were 
whitewashed and an advertisement of "Frog in your 
Throat?" written on them in black. In the foreground 
of the picture a cricket match was taking place, witnessed 
by a large and distinguished audience, including, no 
doubt, all the nobility and gentry of Frog Land, gathered 
together in a gallery on the left. 

The idea of his other display was a battle scene, the 
background being a painted representation of an attack- 
on a castle by an army of Frogs, who appeared about to 
take it by storm. 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



15- 




Frog in your Throat?" W f "Vmo- in vnur Th™»«?'» ine Frne in vour 

Display of Mr. James C. Munds, Wilmington, N. C. 



CHAPTER IV 

Actual Results of the One-Idea Method 

Ever since the time when the possibilities of 
window advertising first dawned upon us, we have 
endeavored to impress upon the druggists who used it the 
necessity, if they would know its value, of keeping an 
accurate account of results. Mr. Wicke kept a very close 
account of the sales of " Frog in your Throat?" induced 
through his window, and is therefore enabled to state exactly 
what were the results of not complicating his display by 
using more than one idea. His own letter shall speak 
for itself as regards the extraordinary success achieved by 
him through his display. He writes : " Gentlemen : I 
take pleasure in notifying you of the large amount of 
' Frog in your Throat?' sold on February 10, 1895, in 
two of my stores, namely, at 1337 Myrtle Avenue, 160 
boxes, and at457 Knickerbocker Avenue, 117 boxes, and 
I am fully convinced that I reaped such a harvest through 
my splendid window displays. Further, I will say that I 
have sold since the 15th day of September, 1894, to the 
present day, February 15th, 1895, (six months), the enor- 
mous amount 01 102 gross, and can conscientiously say 
that ' Frog in your Throat ? ' is the leading proprietary 
medicine of the day." 



The foundation for this display was " Frog in your 
Throat ? " and thai was ihe only object treated in his dis- 
play. That it was successful was evident. 102 gross 
means over $700 direct profit ; but beside this, who can 
estimate the value of that boom as an advertisement to 
Mr. Wicke's general business? Think a moment; 
14,698 boxes sold means 14,698 customers brought into 
the store, a very large percentage of whom, no doubt, 
bought other articles beside their box of " Frog in your 
Throat?" 14,698 people, each going out of the store 
with ioc worth of complete satisfaction. If the same 
amount of profit were not realized by the sale of other 
goods to those 14,698 custsmers brought into the store by 
" Frog in your Throat? " it was the druggist's own fault. 
Here is another instance, and we have still others. 
Mr. John Coleman, of Wheeling, Va., also decided to use 
the one-idea method, and on this basis he made a display 
sufficiently good to be noticed by three local newspapers, 
one of the notices being in German 

Mr. Coleman himself writes as follows : " It was 
an elegant get-up, and proved a wonderful attraction, 
consequently greatly increased my sales. We went into 
this contest to win a prize ; we spared no work, and you 
will notice the display cost us some money to get up, but 
we were confident that you would appreciate our efforts." 
Again he writes : " We have a grand display. Our win- 



16 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Display of Mr. Jos. S. Madison, Terre Haute, Ind. 



dow is crowded the whole day with sight-seers, and our 
customers have complimented us highly for our efforts." 
It will be seen that light along the full length of this 
window there has been made a little lake, lined with 
sheet lead. On the lake is a Frog paddling a Rob Roy 
canoe. There also floats a large raft bearing a freight of 
"Frog in your Throat?" on the top of which sits the 
Frog Captain under a parasol. The banks of the lake are 
strewn with stones and moss. On the front side, near 
the glass, is a large tent, built of boxes. By that you 
will see an angling Frog. Further on, a party of " sports ' ' 
sit playing cards, and others amusing themselves in 
various ways. All of this forms the " Frog in your 
Throat? " fishing camp. On the other side of the lake 
will be seen a veritable prize-ring. There, at the back, 
sit the spectators, row above row. Down there in the 
ring are the two combatants, each with his colors around 
his waist. There also in the corners are the friends of 
the fighters, with their towels and buckets. We see also 
the referee with his watch keeping time. Altogether a 
very ingenious and highly creditable display. 

All Frogs, you see ; nothing but Frogs. 

If we were to give space here to all the druggists 
who found dollars in sticking to one idea in their window 
displays, we would fill all the pages of this large book 
several times over. We'll give one more instance, and 
then pass on. 



One of the most signal successes won by the one-idea 
method came to Mr. James A. Hart, of Sing Sing, N. Y. 
Mr. Hart made two distinct shows, photographs of 
which he sent us. He received notices of his show from 
no less than six of the local papers. The idea cairied 
out in the display is that of a great orchestra ; the entire 
bottom part of the window being filled up with a large 
choir of Frogs, each holding in his hand, to represent a 
piece of music, the small primer rela'ing to " Frog in 
your Throat ? " The witty druggist has entitled this 
window "The Seng of the Frogs at Sing Sing." 
Another good idea in this display show n in the photo, not 
reproduced, was a large globe with the " Frog in your 
Throat ? " sign pasted around it. thus typifying " Frog in 
your Throat ? " encircling the world. 

Mr. Hart himself writes on March 6th : " I am very 
much pleased with your letter this a. m. announcing the 
prizes, and that my name appeared among the successful 
ten winning the third prize. I will take mine in ' Frog 
in your Throat?' believing that to be my mascot, and I 
shall ever swear by it. Wishing you and all vour 
preparations every success. You will find my check 
enclosed for statement." 

Mr. Hart spent some pains in investigating the general 
effect of his display, and writes us later that he ■■ must 
acknowledge a general business boom during the whole 
winter, no doubt largelydue to ' Frog in your Throat ? ' " 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



17 



He says : " I would be glad to compete again. The idea of 
devoting an entire window to the display of any one line 
of goods is a good one, and the fact was never pressed 
home to me so favorably as in the success brought by 
the display of ' Frog in your Throat ? ' and the sale has 
kept up remarkably through the summer months, proving 
' Frog in your Throat ? ' has come to stay. By carrying 
out your ideas, I have given a great impetus to my gen- 
eral trade the entire year. Thanks to you and success for 
( Frog in your Throat ? ' " 

One thing we have urged constantly with reference to 
window displays for druggists, is that almost invariably a 
good display will elicit gratuitous newspaper notices, 
which constitute the very best newspaper advertising a 
druggist can possibly have. Mr. Hart experienced this, 
for he received two good newspaper notices, which we 
reproduce below, simply to clinch our argument : 

Third Prize Comes to Sing Sing 
" Some weeks since one of Druggist James A. Hart's 
show windows was dressed with the insignia of ' Frog in 
your Throat ? ' in competition for one of the prizes offered 
by the owners of that proprietary article. There were 
about seven hundred competitors in the contest, and on 
due consideration of the photos of each window the 
judges have awarded thiid prize to our townsman, who 
has the hearty congratulations of the Republican. The 
first prize went to Allegheny, Pa., and the second to 
Brooklyn." — Sing Sing, N. J", Republican. 

Hart Takes Third Prize 
" During the past winter Druggist James A. Hart has 
been using his show windows to advertise specialties in 



his line of business. He made a great hit in this way 
pushing the cough medicine known as ' Frog in your 
Throat? ', and of the prizes offered by the manufacturers 
for the handsomest window display, Mr. Hart took the 
third. There were over seven hundred competitors 
throughout the country. The first prize was taken by an 
Allegheny, Pa., druggist, and the second by a dealer in 
Brooklyn. Hart, like the Register, believes in making 
advertising attractive, and when backed up by the ' know 
how to do it,' it gets there every time." — Sing Sing, 
A'. )". , Democrat Register. 



CHAPTER V 

Careful Choice of the Article to be Displayed 

Some articles are almost impossible to illustrate; 
others are very easy. We strongly recommend you to 
begin with our " Frog in your Throat ? " because : (i) 
it is timely ; no remedy is more in demand at this season 
of the year; (2) it lends itself immediately to illustra- 
tion ; you can get up a whole window of Frogs and they 
Can be arranged in a hundred attitudes and over fifty 
occupations ; and (3) we supply the Frogs in a dozen 
different styles. The material is all right at hand and it 
is full of opportunities. 

Then, too, Frogs are most ludicrous creatures, and 
people of all ages will crowd in front of your window at 
all hours to watch them. There is almost no article you 
could select that is such a perfect one for a window dis- 
play. Think of trying to make an enjoyable, lively and 
exactly appropriate display of Syringes, Castor Oil, or 
Syrup of Hypophosphites ! Then turn to " Frog in your 




Display of Messrs. Federmann & Haller, Kansas City, Mo. 



18 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Z 
- 



- 
2: 



z 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



It) 




Display of Mr. F. A. Hartshorn, Marlboro, Mass. 



Throat?" and, remembering that we furnish an entire 
Japanese outfit for your use, how many suggestions crowd 
your mind ! 

Therefore, take "Frog in your Throat?" for your 
first effort. Try your hand on it experimentally, and you 
can be sure of a success in your very initial exhibition. Let 
it show you whether all that we say about the enormous 
sales from window displays is true or not. Listen to the 
comments of customers ! Watch the groups all day 
long in from of your window ! Notice how many new 
customers enter your store ! Improve the opportunity for 
a free notice in your local paper. And if you are still in 
doubt as to the result, turn to your cash sales and see 
whether our estimate of a fifty per c<~nt increase is too 
high. 

Again, we can show that these ideas are not theories. 
Many druggists have tried them and have written us of 
their results. In every case the druggists who have fol- 
lowed out the lines laid down above have made the most 
conspicuous successes of the total number competing. 

Mr. C. A. Uthe, of Norwalk, Ohio, cast about for a 
subject suitable for an attractive window display, and 



finally decided upon " Frog in your Throat ?" as the best 
thing he could find. What success he had with it can 
best be told in Mr. Uthe's own language, descriptive of 
his display and its results : "In the centre is a basin of 
water with a running fountain, which throws a jet about 
15 inches high. Around the fountain is a wood plank 
promenade, on which are Frogs walking out, some lean- 
ing on the chain which goes around the pond. Another 
sits fishing on the bank with his basket beside him. On 
the right of the central pond, a baseball game is in prog- 
ress, the players being 'Brownies' versus 'Frogs.' 
Frogs at bat, spectators sitting all around, an umpire, etc., 
being present. On the left is the dancing-hall with full 
orchestra, the musicians being all Frogs. Back of it all 
was fixed with pots of flowers and ferns, and still behind 
all this a fence was made of tall corn stalks, making a 
complete summer scene, and a very striking window dis- 
play. I have had hundreds of compliments, and every 
one pronounces the display the finest they ever saw." 
With regard to the effect of the show on the sales, Mr. 
Uthe writes : " Now, in reference to sales I would say, 
that ' Frog in your Throat ?' is selling right along all the 



•20 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Display of Mr. E. J. Knothe, Chicago. 



time. I kept no separate account of sales, but I know 
that the advertising and the display increased my sales 
over ioo per cent easy enough. Your method ot advertising 
by window display is the best mode of advertising that 
druggists can adopt, and is far ahead of newspapers, 
circulars, etc. Through it my general business is on the 
increase. I never had a display in my window that 
created so much talk as ' Frog in your Throat ?' " 

One reason why we have been so successful in show- 
ing druggists the advantage of window displays, is because 
we have something to offer them which adapts itself 
splendidly to any variety of display they may elect to 
make. A careful choice of subjects almost invariably 
brings the chooser down to " Frog in your Throat ?" 

Mr. James U. Case, of Somerville, N. J., was another 
of the many who decided to use " Frog in your Throat?" 
as the article to be displayed in his window. lie describes 
his window as follows: " The window contains a boat 
house made of boxes of ' Frog in your Throat ?,' a Frog 
pulling a boat from it, and two Frogs carrying the sails. 
There is a pond of real water with a sail boat on it, being 
navigated by a Frog mariner. At each corner of the lake 



there is a boat, on the top of which there is a light at 
night. I also have a trapeze performance and a tight- 
rope in the window. There is a large stump in the back- 
ground, on which several Frogs sit engaged in fishing. 
Also Frogs around the banks of the pond, in the act of 
leaping in. To attract people going along the s'reet I 
have an electric tapper in the window. Several local 
papers have given me very good puffs, and I am doing 
very nicely with the sale of ' Frog in your Throat ?' 

Mr. Case also received some very valuable newspaper 
advertising. Two of the notices he received are as 
follows : 

"James U. Case has an attractive window show this 
week. Me has 'seen' J. C. Field's window and 'gone 
him one better. 1 His show is of Frogs, and there is a 
pond with a sail boat oo it, and Frogs are to be seen 
everywhere. Then on oneside is a duck-pond, in which 
ducks in profusion are to lie seen. The scene was made 
by John 1>. Case." — Somerset Demo 

"Show-window artists are very active just now in the 
production of attractive designs for advertising 
Thus far the window at Case's pharmacy is considered 
the most original and unique thing out. It adv. 
' Frog in your Throat?' and is represented by a frog- 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



21 



pond, with its usual surroundings. To J. D. Case, son of 
the proprietor, is due the credit of arranging the exhibi- 
tion." — Somerset Messenger, A'or: 28, i8g4- 

Most druggists are very properly critical about the 
articles which they display in their windows. That is 
why so many of them hit upon "Frog in your Throat?" 
after Irving numerous other things. Mr. H. R. Bau- 
mann, of Washington, Mo., is one of this latter 
class. He made a "Frog in your Throat?" dis- 
play last year, and from his own description of it may 
be gathered many valuable ideas which can be used with 
profit by any druggist. He writes : " In the rear to the 
left of the window rises a mountain on the top of which 
is built a fort. Moss grows here and there on the moun- 
tain and Frogs can be seen perched on the top and sides, 
whilst a little Fr^g is making its way to the drawbridge 
of the lort. Along the foot of the mountain runs a rail- 
road track with a bed of solid gravel. In the right of 
the window will be seen a railroad train stopping at a 
station. A Frog is engineer. The train is a mixed one ; 
one car is a passenger car, with Frog passengers ; the 
other a freight car, with Frog brakesman. On the plat- 
form of the station is a large quantity of boxes of ' Frog 
in your Throat?' piled up, which has been unloaded, 
Frog atop of the pile. Driving away from the station is 
an express wagon, driven by a Frog. This is also loaded 
with ' Frog in your Throat ? ' a Frog atop of load. 
Marching along the track, towards a pond, is a procession 
of eighteen Frogs, consisting of torch-bearers, musicians, 
etc. Again, in the right of the window is a ladder with 
several Frogs atop, and a snake twisted about the lower 
end. Suspended in mid-air is a double trapeze, with 
performing Frogs; twined about the upper bar is a 
snake making its way toward the little Frogs on the 
small trapeze." 

Mr. Baumann found'this display one of the oest invest- 
ments he had ever had. Its results justified his choice of 
a subject. In writing us later he asserts that the display 
"improved general trade and brought new customers into 
the store for ; Frog in your Throat ?' and these would 
also purchase other goods which they were in need of. 
The display," he says, " was the talk of the town, every, 
body came to see it, and many were the compliments 
paid us in regard to it. Country people coming to town 
would stop their wagons and get off to look at the display. 
For the children it was just a great show ; mothers could 
not get their little ones away from the window. People 
would eome into the store and inquire what ' Frog in your 
Throat?' meant, what it was for, and then buy a box." 

Do you wonder that we say " choose carefully the 
article to be displayed," when so much hinges upon it? 

One more instance, and we pass. Mr. Harry C. 
Stewart, of Wheeling, W. Va , made a display of " Frog 
in your Throat?" His window was a good one, and he 
made good use of it. Druggists may reproduce his ideas 
with profit. He describes his display thus : " My 



windows are 6 feet 4 inches wide by 5 feet deep, so 
you see the display was a large one. I made a garden 
scene, and labeled it the Frogtown Carnival. On the 
extreme right was a house built entirely of boxes of 
' Frog in your Throat ?' set upon a rock surrounded 
by a stake and rider fence, two steps up to the door. 
At the window appeared a Frog with a night cap on. 
Arranged on the moss under the window was the 
'Celebrated Frogtown Band' serenading the lady at 
the window. The band was composed of seven mem- 
bers; three playing accordions, three horns, and one the 
violin. A path of white sand 6 inches wide leads from 
t he door of the house clear around the garden. In the 
centre was the fountain and pond; the pond being 2 
feet square and 2 inches deep, lined with moss and rocks, 
containing Frogs, and in the middle of the pond was the 
fountain. Arranged on a base I foot high, made of rocks 
and moss, was a statue a foot in height, and it held a 
stand-pipe, from which water flowed all the time. The 
stream was kept going about 2 feet above the statue, so 
it made a fine appearance. On the bank, in the centre 
of the window, were four Frogs engaged in the great 
American game of ' Draw Poker,' using ' Frog in your 
Throat ? ' lozenges for chips. To the left, on the stump, 
were Mr. and Mrs. Josiah Allen and family with the baby 
in Mrs. Allen's arms. Grouped around over the mound 
along the path everywhere were Frogs in different atti- 
tudes. One pair were out for a walk. He was dressed 
in a red necktie and a smile, and she had a half-mast 
skirt on. Altogether, it was the largest display we ever 
had in this end of the city. Twice I was compelled to 
ask for police to keep the crowd from breaking the 
windows. I enclose clipping from our local papers. 
Whether I get a prize or not, I feel / am amply repaid 
for the trouble and expense to which I have been put by 
the fine general advertisement the window has given me. 
Still, of course, there is a pardonable desire to be one of 
the lucky ones in the contest. Trusting the display will 
continue to open up this new avenue of business to both 
of us." 

The practical results of an experiment are what tell 
the story. Mr. Stewart's results demonstrate his experi- 
ment as a most successful one and his choice of 
subject a wise one. He wrote us after the display 
was over, as follows : " Business was splendid while 
the display was in the window; my daily cash 
sales average 25 per cent, more than ever before at the 
same season. It was the first display here in this section 
of this city, and it attracted a crowd around the window 
every day while it lasted. Being on the corner, and a 
good 25-candle-power electric bulb above it, at night it 
was verj- attractive and looked splendid. I use elec- 
tricity in the store and use 25 C. P. lamps in the window, 
so the room is bright." 

" Daily cash sales 25% more " is just what every drug- 
gist desires and what many may have if they work for it. 



22 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Display of Messrs. R. B. Bancroft & Co., New Britain, Conn. 



CHAPTER VI 

Utilizing Local Features as Subjects 

In other words, hit off some local event. If there is 
a horse-race or a foot or base-ball game in town, i'lus- 
trate it with Frogs, and give them the names of the horses 
or the ballplayers. If there is ah election, let the Frogs 
be all voting. If any pub' ic matter is being agitated, have 
the Frogs holding a mass-meeting, and one Frog making 
a stump speech. Label some of the Frogs, if it will not 
give offence. Illustrate with Frogs any famous event in 
the old town history. If nothing b-tter offers, let the 
Frogs represent some prominent and absorbing news- 
paper topic of the day. 

Of course, there is no end to the subject for ordinary- 
use. Frogs going a-wooing. Frogs in bathing (use real 
Water), Frogs playing leap-frog, Frogs going to war, 
Frogs going to sea in tubs, etc., etc. Of these and like 



ideas there is an unlimited supply, but the local hit or the 
timely topic is twice as enjoyable and never fails to 
greater crowds. Therefore choose a local subject. 

Choose it wisely. Don't make the mistake of becom- 
ing the laughing stock of the community because of a 
1. hinder in the application. Don't secure the contempt 
of all by violating proprieties; choo>e wisely. 

Several druggists who competed in our contests- 
recognized the value of this, ai d hinged their di- 
upon some feature cr occurrence happening at that lime. 
The story of their successes is briefly told below. 

One of the best instances of the u e of local material 
weeversaw is the experience of Mr. II. G. Peters, "f 
Youngstown, < >. Mr. Peters embodied several first-class 
local hits in the same display, and the result can be i 
seen from the description Df his window. In the left of 
his window he has what he call* the " Frogs' Picnic" 
In the middle there is a pond surrounded by moss and 
glass. " The big Father Frog standing in the rear on 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



23 




Display of Mr. S. C. Abell, Philadelphia. 



the mossy bank with umbrella over him is Master of 
Ceremonies, while the numerous Frogs on the bank are 
playing leap-frog, etc. Others are ^ t ill coming out of the 
pond to join in the festivities. A crescent moon hangs 
above, thus suggesting the idea that this is a moonlight 
scene. The silent spectators in the rear of the pond keep 
guard while the fun goes on. A fence of lee boxes 
entirely surrounds the enclosure. Right in the centre of 
the window is a lo:al hit. This is labeled ' John Ren- 
ner's Chickens Come Home to Roost.' John Renner is 
a prominent brewer in that town. He had a lot of fine 
fancy chickens, forty of which were stolen in one night. 
The police were promptly informed. The following 
night twenty-five were returned to the roost ; the thieves 
were captured and brought before the Mayor. The 
court sentenced and sent them over the road, while the 
daily papers were full of it and everybody was talking 
about Renner's chickens. We set up a fence consisting 
of two uprights and two long cross bars and perched a 
lot of your hens and roosters on the same and so by 
illustrating the favored topic of the hour, we caused lots 
of fun and comment. On the extreme right of the win- 



dow is another local hit labeled ' Starkweather's Menag- 
erie.' Starkweather has a meat market and oyster house 
in Youngstown. He keeps three pet bears, a few cats, 
etc , which he delights to exhibit to his customers. Our 
Starkweather Menagerie was a collection of all kinds of 
animals and curiosities which you had sent to us as part of 
the advertising. We made a ring for these, putting them 
all inside it and built around them a fence out of boxes 
of ' Frog in your Throat?' Everybody saw the joke and 
enjoyed it, and, best of all, talked to everybody else 
about it. Several prominent ladies said they came down- 
town especially to see the display and pronounced it ' the 
cutest window they ever saw.' It was always crowded 
around the window, and frequently the crowd blocked 
the sidewalk. I got pernrssion of the gentlemen to use 
their names in the exhibit, and altogeiher it was pro- 
nounced a great show. Yours respectfully, H. G. Peters. 
P. S. — Francis Murphy was conducting a series of tem- 
perance meetings here and one evening suffered from 
hoarseness which he attributed to ' Frog in your Throat ?' 
' The complaint, not the remedy.' The next day I 
mailed him a box of yjur lozenges with my compliments." 



24 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Display of Mr. S. C. Yeomans, Chicago. 



Everybody appreciates the taking-off of something 
they are perfectly familiar with, much more than simply 
an abstract subject. A window burlesque of some 
familiar IocjI feature will never fail to attract universal 
attention, even though crudely prepared. 

Visiting amusement enterprises can be made the 
fruitful subjects for very taking displays. To what extent 
can be seen from the experience of Mr. S. C. Yeomans, 
of Chicago, who made a window display upon the sub- 
ject of" Frank Hall's English Winter Circus and German 
Water Carnival." He selected this subject because it. 
happened just then that Frank Hall's Circus was playing 
to crowded houses in the Panorama Building, Wabash 
Avenue and Hubbard Street, Chicago. There is a large 
amphitheatre which is made to take up all the middle of 
the window. This encloses a sawdust ling on the right, 
and the aquarium on the left. The amphitheatre is made 
of boxes of " Frog in your Throat ? " rising row above 
row, giving the Frog spectators a good view ot the acro- 
batic skeletons performing on the horizontal bars, tight- 
rope walkers, daiing horseback liders (monkeys on 
Frogs), etc. He writes: "In the aquarium, which is 
well stocked with goldfish, are the storks wandering 



around watching the turtles, goldfish, etc. On the left, 
towards the front, in the grass, is * Grover ' fishing at 
'Buzzard's Bay.' He seems to be having success, too, 
as the Mexican jumping bean tied on the line, just above 
the water, keeps his line moving. In the centres of the 
sawdust ring and the aquarium are the ' centre-poles,' 
over which is stretched the tight rope, upon which the 
'daring Professor Bull' gives 'hourly shows.' In the 
sawdust ring is the ring-master, whip in hand, urging on 
the horseback riders (monkeys riding Frogs) to do their 
best. We made a liberal use of the various signs on the 
windows, etc. The display caused a gnat dell of com- 
ment in this locality, and frequently during the evening 
the sidewalk was completely blocked with people, 
although I am 3' + miles from the business centre. The 
saleof ' Frogs,' considering the pleasant weather we have 
been having, is certainly phenomenal, and the fiitun 
the season looks bright for a greater business in this 
department." 

You see the drawing effect of a local hit. even to a 
druggist over three miles from the business centre. 

Another instance comes from Tiffin, ( > . where 
Messrs. J. W. Marquardt & Son burlesqued the Fourth 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



25 




Display of Mr. F. E. Jacobson, Bethlehem, Pa. 



Annual Poultry Show, at that time in progress in their 
city. Other druggists may secure a good idea of their 
method from this letter, as follows : " The subject of our 
display is a Frog-pond. This embraces many other 
things, among them being a Frog singing-school on a log 
of natural wood — burlesque on our ' Fourth Annual 
Poultry Show,' just at present in progress in our city. 
We used your roosters and made the exhibit in the cabi- 
net, using Frogs forjudges. Indoor base-ball game, now 
very popular in our city, the players being the Frog Nine. 
Exhibit of living Frogs in a glass aquarium ; two in num- 
ber, each weighing nearly three pounds. Old man fish- 
ing for Frogs with flannel bait. Cabinet containing stock 
of ' Frog in your Throat ?' making a good display of the 
goods. A rockery, having ferns growing in the crevices; 
an old moss-covered log at base of same near the edge 
of the water, the water being represented by large 
beveled-plate mirrors ; a natural picket fence bearing 
signs of 'Frog in your Throat?,' water-lilies, ferns, 
grasses, cat-tails, reeds, etc., growing in and near the 
water, cranes, water-wrens, your small birds, etc.; out- 
side, the display of your signs and a guide-buard to 
' Frog in your Throat ?' pond. We received two news- 
paper notices of this show and also devoted the space we 



owned in those two papers, about six inches square, to 
a special advertisement of ' Frog in your Throat ?' while 
the display was on." 

Messrs. Marquardt & Sons' supplementary letter, con- 
cerning the results of their display, is most interesting, 
as one can see from it the business force which abides in 
the idea under discussion. From their letter written to 
us after the display was over, we reproduce the following 
extract: " Marked improvement; consider it a splendid 
card. Received some very complimentary notices free. 
Our display proved a capital investment in bringing extra 
trade and causing our store to be talked about and com- 
plimented in the highest terms, i Best wishes for ' Frog>" 
in your Throat?' " 

Mr. Charles F. Haas, of Canal Dover, 0., took advan- 
tage of the popular excitement in his section over the 
proposed ship canal. In writing of his display, he says : 
"The ship canal from Lake Erie to the Ohio River is 
stirring the people here, so I had a canal made of tin. In 
it I placed a full-rigged boat manned by Frogs. The 
masts were covered with small Frogs in all positions. In 
the stern, a large Frog was at the helm and under an 
umbrella. In front, the captain was looking out through 
his spy-glass. Above the canal I placed the label, ' Even 



26 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Display of Mr. Charles F. Haas, Canal Dover, Ohio. 



in Frogdom they have Ship Canals.' Besides the .-hip, 
there were on the canal numerous small boats with Frogs 
rowing. In front of the canal was a valley made of saw- 
dust and colored green to resemble grass. Here under 
an umbrella, on a 'throne' made of a cigar box and 
cotton, with two small chairs, sat the King and Queen. 
On each side stood a guard with his bow and arrow. In 
front the musicians played. Before them the two gym- 
nasts sent me were in the act of swinging on the bars. 
Around sat the court labeled ' King Frog enjoys a holi- 
day.' In another pait of the valley two Frogs are in the 
act of boxing, their gloves being made of cotton wrapped 
around their hands. There is also a Frog holding a small 
shirt on the ground. Below is a washtub. This is 
labeled 'Wash-day.' On the other side of the canal, we 
have a hill made of sand and furnace cinder. On the 
top of this is a coal bank with an incline railroad from it 
to the canal. The railroad is made of copper wire with 
wooden toothpicks as cross ties. Going up this railroad 
is a mule (driven by a Frog) drawing two empty ' coal 
cars.' On the canal bank, one large Frog is taking a 
small one a-riding in a wheelbarrow. A road runs down 
the hill from its top, where a few miniature houses stand. 
Along the road are trees with owls sitting on them. 
There is artificial moss between the rocks. On the other 
side of the 'bank' we have a 'forest,' and here the 



rabbits, owls, etc., are abundant. I have a fortress 
made of cinder guarding the canal. Here I have placed 
toy cannons with Frogs as gunners. My window is 
diamond-shaped, so I cannot get a good picture, but I 
tell you I have the crowd, and sold two gross ' Frog- ' in 
a short time. This is only a town of 4000 people, and 
' hard up ' at that. I am well pleased with the result. 
Understand I did not attempt to compete when I made 
this — didn't see your advertisement — did not read it, I 
mean, until I had the show made, but I'll enter just for 
fun." 

There are towns upon towns where some enterprise 
similar to this is in progress. It can be just as 
adapted to a " Frog in your Throat?" display as this 
Ohio ship canal. If you stop and think a moment, we 
are very sure that possibilities like these will crowd your 
mind. And we have no doubt that your results will fully 
equal Mr. Haas', who writes as follows concerning them : 
" Before I made the display I had sold only a leu doi en 
' Frog in your Throat?' I sold nine dozen in one week, 
which, under the circumstances, was very good, I think. 
<<ood window displays always improve business, and I 
noticed a marked improvement in my business, especially 
in your 10c line. I got several very pretty notices which 
did me much good, worth to me many times the cost of 
the display. I learned of the value of window advertis- 



HOW TO MAKE YOUR WINDOW PAY YOUR KENT 



27 




Display of Mr. T. R. Anderson, Port Jervis, N. Y. 



ing before I competed for the prize, and my display was 
only one for the benefit of my business." 

One of the newspaper notices spoken of by Mr. 
Haas, is as follows : 

Look in His Window 

" Charley Haas has his drug show window fancily 
fixed up for Fair folks. He has a cinder mountain with 
a natural tunnel ; a stream of real wet water with a lake 
at the end ; a railway with sand ballast and a train of 
miniature cars with locomotive. But the realest feature 
is a whole lot of croaking Frogs and tree-toads. You 
only need to squeeze their stomachs a little and they will 
sing for rain just like life. Charley is a wide-awake 
advertiser, and his window will attract much attention." 
— Iron Valley, O., Reporter. 

While a State political victory cannot be said to be 
local to any one town, yet its effect is felt everywhere to 
such an extent that any celebration of it has nearly as 
much force as a matter purely local. One famous guber- 
natorial contest in Pennsylvania was celebrated through 
a clever window display by Mr. F. H. Ruhl,of Man- 
heim. Democrats may not agree with the spirit of Mr. 
Ruhl's display, but all will agree that the idea of taking 
advantage of the political situation was a bright one. 



Mr. Rubl describes his display as follows : " The 
display was made a day after our local election. In the 
front of the window, to the right, are a number of Frogs 
celebrating the Republican victory by a walk around. At 
the head of the column is one carrying a banner with 
' 236,000 Hurrah,' plurality for Hastings at that time. 
To the rear of this is a lake, and at one end the ' Salt 
River ' boat is bearing the defeated party to its destination. 
The boat also carries boxes of ' Frog in your Throat ?' 
Back of this scene, perched prominently, sits a Frog fish- 
ing. Further back and to the left are two Frogs out 
walking under a sunshade, one carrying a baby Frog. 
Still further to the left is a Frog walking the tight rope, 
his balancing pole having a Frog lozenge at each end. 
There also are two Frogs performing on a trapeze. One 
large Frog to the extreme left is playing the street hand- 
organ, with a monkey perched on the organ. Herewith 
I send you copies of our two local papers containing 
notices of my show. One thing above all others shows 
how my 'Frog in your Throat?' advertisements paid 
me ; during the winter before I sold five or six dozen : 
last winter sold three gross." Here's a window at 
work. 



28 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



CHAPTER VII 

Utilizing Animate Nature or Mechanical 
Movement 

This is one of the most important subjects in this 
series, for in the matters discussed in it lie the highest 
possibilities of remunerative window display. There is 
a vast difference between an ordinary " pretty " display 
and an ingenious one — one containing a mechanical 
counterfeit of some form of life. 

Think a moment ! A pool of water is ordinarily a 
most uninteresting object, but introduce it into your store 
window, with scenic backgrounds, and it will draw crowds 
from morning till night. Advance one step further and 
let it be moving water (as a running stream or rapids, cr 
a waterfall, or a mill race), and your window will be the 
talk of the town. 

Another form of animate nature is animal life. Now 
a turtle is about the dullest of animate things, but see 
him in a store window and he will, by his very unusual 
presence, arouse quite a stir. It is surprising how exciting 
to the average beholder is almost any living creature in a 
store window. Of course it is not always convenient to 
secure real life, nor is it always necessary. 

Then consider the great range of mechanical moving 



objects. Any toy store can supply the machinery for such 
a display. If no toy store is at hand, try the watch- 
repairer's ingenuity at contriving some simple form of 
" wound up " mechanism. Clothe this mechanism to 
suit your fancy. A swinging pendulum may be converted 
into a miniature swing with a Frog sitting in the seal. A 
slowly-revolving-wheel may easily be the motive power 
of a paper or pasteboard windmill. A small toy balloon 
held captive, can support a string of acrobatic Frogs, and 
the moving air will sway them gently to and fro. (To 
aid you in giving life to the window, we have, as many 
know, manufactured a large number of automatic figures. 
They jump, they bow, they drink, they exercise in full 
view of delighted crowds. Many have used them, more 
could do so with profit. ) 

A large number who competed in our most recent win- 
dow display were wise in their generation and took 
advantage of these facts. The results which their efforts 
elicited, far more eloquently than words of ours, tell 
whether our statements are founded on fact. ODe of 
these firms was Turner .Si Kantner, of Altoona, Pa. The 
movement used in their display was very simple — merely 
a stream of running water — but it drew the crowds. It 
makes no diflerence how simple it is, if it embodies a 
moving effect, it will attract the eye and do the work. 




Display of Mr. W. G. Toplis, German i own. Pa 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



29 



"Frog* in your Throat?" 10^ 




'•it * 



Iti 




%*£ 



* 



'J 




._.. 



Frojyr in your Throat?** 10^ 



Display of Mr. James M. Disque, Covington, Ky. 



The bottom of Turner & Kantner's window was cov- 
ered with moss ; and in the centre was placed a mound 
of stones with clinging moss and growing ferns. A stream 
of real water made three falls over the stones into the 
miniature lake below, in which small Frogs were- sitting 
on leaves, etc., and large Frogs on the bank fishing. To 
the left, on a raised mound, was a Frog orchestra, with 
leader, holding raised stick in one hand, and " In Old 
Madrid " in the other. On the right, the Altoona Foot- 
ball Team was lined up ready for play. There is a Frog 
on top of the goal, directly to the rear. Each Frog bears 
the name of a player, and it aitracted a great deal of 
attention. Referee and umpire were there on either side. 



Further to the right of the football show, was arranged 
a poultry-yard. 

A burnt child dreads the fire, but one comfortably 
warmed by it will return to it again. Turner & Kantner 
wrote to us that they intended competing in our next dis- 
play ; they will then find this experience a great advan- 
tage. For their last display they state : " We noticed a 
general improvement in business during our display, and 
received several very nice notices from tlie local press. 
Would like to compete again if you get up another con- 
test. We can say that during our display we enjoyed a 
vastly increased business in ' Frog in your Throat?' " 

There is a scope in that expression, " vastly increased 



30 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Display" of Messrs. Kuhn & Co., Omaha, Neb. 



business," which nothing short of careful window-display 
advertising can adequately cover. 

Messrs. Kuhn & Co., of Omaha, Neb., made one of 
the most elaborate mechanical displays of the contest. It 
must have cost them considerable money to make a dis- 
play like the one whose description follows, but we doubt 
not they are fully satisfied. Their statement regarding 
the crowd-drawing feature of their display is pretty good 
evidence of that. 

Kuhn & Co. used as their background a gigantic arch 
built out of the wooden gross boxes and the dozen box 
packages of " Frog in your Throat ? " Under this arch is 
a "mountain" built of piled-up rocks and covered with 
moss, grass, small plants, etc. Around this mountain is 
a railroad track entering the mountain by a tunnel at one 
side. The ground work of this mountain is real earth 
over which was laid grass sod. This was sprinkled every 
day and thus kept bright and green. The mountain was 
then built up with earth and rocks, the tunnel being care- 
fully cleft through it. A miniature track was laid, 6 inches 
in width, with crushed stone for ballast. Upon this track 



was run a steam locomotive with tender and two coaches 
and a Frog for engineer and brakeman. This locomotive 
would run after being fired up (with alcohol) about 25 
minutes, the steam escaping through the stack, having all 
the appearance of smoke. There, at the rocky top of the 
mountain, came a stream of water constantly running 
down its side into a circular pond near the corner iron 
post. In this pond were goldfish. Over it a bridge was 
thrown, upon which a train of cars run. At the entrance 
to the tunnel was the depot, upon the platform of which 
stood a monkey with a grip wearing a high hat. Around 
it was the label, " Agent for ' Frog in your Throat?' " 
Through the fields were various animals, while up the 
sides of the mountain innumerable Frogs were climbing 
higher and higher. 

The effect which a display like this would have upon 
an average public, filled as it was with animated miniature 
life, is indescribable. If any druggist-reader of these 
articles doubts its efficacy, let him follow Messrs. Kuhn 
& Co.'s ideas in his own town. In closing their own 
description of the display, the firm state — 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



31 




Display of Mr. John B.iittain, Allegheny, Pa. 



" Crowds were around this window continually. 
When we wanted a crowd, we could always get a large 
•one by setting that train in motion." 

A crowd around a drugstore window that don't mean 
dollars in that druggist's till, does mean an excessively 
slow druggist. 

A window display which draws a crowd so large that 
a policeman interferes, is hardly a failure, do you think ? 
That was exactly the case with Mr. John Brittain, of 
Allegheny, Pa. Mr. Brittain utilized a well known 
Pennsylvania feature — an oil well — but notwithstanding 
the familiarity of the people with it, it succeeded amaz- 
ingly. Mr. Britain's own description of his display is 
good enough to reproduce verbatim — 



" The most essential part of this display," he says, " is 
the miniature oil-well in full operation, situated on the 
top of a mound built up of moss. The motive power used 
in the operation of the oil-well is derived from a small 
water motor situated in a shed placed to the left of the 
derrick. By means of a belt from the motor a flywheel is 
operated, which in turn operates the walking beam, giving 
it the motion universally used in drilling for oil or gas. 
The driller, which is a small Frog, stands in his place at 
the drill. By a mechanical contrivance, the Frog is given 
the motion of twisting the drill, usually the duty of the 
driller. By means of a combination of strings, fastened 
to the drill end of walking-beam, and then to a Frog 
situated on the extreme top of the derrick, at each motion 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Display of Mr. Paul G. Heinemann, Chicago. 



of the beam the strings are tightened, making the Frog 
go through a series of gymnastic exercises. The exhaust 
water, that is, the water after having passed through the 
water motor, is utilized in a way so as to form a small 
stream, of which a host of small Frogs and ducks have 
taken possession. The mound, which represents the side 
of a hill, is covered with moss, trees and flowers, the 
whole presenting a neat and attractive appearance." 

Mr. Brittain adds, concerning the attention drawn 
by his display — " Our display attracted such large crowds 
that the policeman asked me if he should make the crowd 
move away from the window. We told him that we had 
placed it there to draw a crowd.'' 

Some druggists would pooh pooh the idea of there 
being any business value in a crowd like this. '* Pshaw ! 
They wouldn't buy anything !" they would exclaim. Well, 
if some of them wouldn't buy something, it's the drug- 
gist's own fault. A druggist who couldn't sell goods 
through a crowd that necessitated a policeman's services, 
when that crowd was drawn by his own window, is a 
pretty poor druggist. 

A reproduction of some form of nature is always 



interesting, more especially when it contains some mov- 
able feature, mechanical or otherwise. One of the pret- 
tiest ideas of this sort was conceived by Messrs. Feder- 
man & Haller, Kansas City, Mo. The scene repre- 
sented in their display is a typical Frog pond. The 
bottom of the window is covered with a tin pan 5 feet by 
6 feet, the bottom of the pan being o n ered with sand and 
then tilled with water. Around this, covering up the 
edges, are rocks, back of which is built a cliff. The top 
of the cliff is a typical log cabin, in which can be seen 
evidences of its being inhabited. A rubber tul>e is- 
attached to a steam radiator and the steam allowed to 
escape through the chimney of the cabin, representing 
smoke. Through crevices in the cliff there was arranged, 
by rubber tubing, attached to the hydrant, a stream oi 
water, which is constantly running down the cliff, over 
the rocks and into the pond below, which is stocked with 
goldfish. The rocks, cliff and miniature lake form an 
excellent background for the placing of the Frogs, snakes 
and other paraphernalia. 

This is exceedingly simple, you see. Simply two 
rubber lulies, one for steam and the ether for water, and 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



33 



to the display is lent a natural charm which stationary 
exhibils never possess. Every mechanical display made 
in our contest drew a crowd so large it blocked the street. 
Listen to what Federman & Hallersay about their crowd — 
*' Whether we draw a prize or not, we feel tee have gained 
the desired result in drawing to our window crowds of 
people from morning till night. The longer the display 
remains, the bigger the crowd seems to grow and the 
greater the increase in the sale of ' Frog in your 
Throat?'" 

A firm progressive enough to incept a display like 
this is always wise enough to understand that when the 
crowd is once before a druggist's window, the amount of 
money they leave in the store rests with the druggist. 

It takes an unusual ingenuity to devise a display as 
elaborate as the one made by Mr. James M. Disque, of 
Covington, Ky. The background for this display Mr. 
Disque had painted especially for the occasion, and 
he spent considerable money on it in other ways. His 
experience shows that while expensive elaboration is not 
in the least essential to a successful window display, it 
is, nevertheless, politic to spend money .when you feel able. 
Mr. Disque made two displays. The first was similar 
to the second, only there was no movement connected 
with it. The stationary display was in the window but 
a short time, the results not being as large as Mr. Disque 
thought warranted. Read carefully what he says about 
the results of his second display — 

" The most prominent feature in the display was the 
Frogs coasting down the street and on down the hill to 
the lake. There were never less than four sleds with 
Frogs on them in view at one time, continually moving 
down the coasting track and returning underneath the 
display to the top of the hill., the power being supplied 
by a small motor. The largest sled had four Frogs and 
a box of ' Frog in your Throat ? ' on it. Another sled 
had a dog and a Frog. All the other sleds had one 
Frog on them each. In one place it represented a Frog 
having fallen off the sled and rolling down the hill. In 
the painted background of the display was a representa- 
tion of a house on fire, and the fire department at work 
trying to save the building, the entire crew being com- 
posed of Frogs, with their engine at the lake pumping, 
and a ' Frog in your Throat ? ' advertisement sign coming 
out of the chimney to represent smoke. Also the Frogs 
carrying and pulling two lines of hose up the hill, and 
Frog firemen on their ladders going up to fight the 
flames. You will also notice one Frog fireman going up 
the ladder with an axe on his shoulder. At the top of 
the hill on the left there is the ladder-wagon, with a 
Frog driver and a Frog steersman, and a ' Frog in your 
Throat ? ' sign on the wagon. You will also notice what 
is intended for the chief driving up the hill in his cart 
with a banner of ' Frog in your Throat ? ' flying from the 
end of his whip, he blowing a horn on his way to the 
fire. On the hillside you will see the trees growing here 
and there. These have owls and other birds silting on 



them. There are also two roosters fighting over a box 
of 'Frog in your Throat ? ' and some Frogs shown snow- 
balling the coasters. In the lake you will notice a vessel 
drawn up alongside the wharf unloading its cargo of 
' Frog in your Throat ? ' " 

If we were to make any criticism of this display, it 
would be that Mr. Disque gave people rather too much 
for their money. It is never well to overload a window 
display with too many incidents. We admit the absurd- 
ity of " argyin' agin' a success," as Josh Billings says, 
and Mr. Disque's results certainly seem to point in that 
direction. In the letter which accompanied the photos 
of his display he wrote — " My window display of ' Frog 
in your Throat ? ' was the means of selling for me more 
of your goods during the four weeks of this display than 
I sold all of last season." It is well to reflect right here 
that Mr. Disque's profit was loo per cent. We furnished 
the goods and the advertising matter, Mr. Disque sup- 
plied the window, and acted as broker at loo per cent 
commission. 

"Dollars in our pocket" is the magic, cheerful 
phrase into which the J. F. Bomm Drug Co., of Evans- 
ville, Ind., condense the results of their display. This 
firm utilized electricity as a motive power for the 
mechanical devices in their window. The platform of 
the window was covered with green grass. To the left 
was a Ferris wheel and to the right a merry-go-round. 
Both had their seats filled with Frogs and both were run 
by a small electric motor. A lake, 2 feet by 5 feet long, 
occupied the centre of the window. In the lake was a 
fountain throwing a small stream 2 feet high. The lake 
was stocked with small fish. The window was topped 
off by a large Japanese umbrella, and for a background 
they had Japanese panels, ' Frog in your Throat ? ' signs 
and plants, a small statue of Liberty, rocks, fossils, 
miniature tree of bunched coral, etc. The window was 
on exhibition one month. It was well lighted day and 
night. The firm's letter to us regarding the display 
contains a paragraph as follows — ■ " Crowds blocked the 
sidewalk in front continually. It proved to be an excel- 
lent advertisement for ' Frog in your Throat ? ' which 
has shown increased tales week after week." 

Beside the display in his window, Mr. Bomm also 
made a very effective and pretty display inside his store 
by the means of Frogs, plants, cut-outs, Japanese 
panels, etc. 

The Bomm Co.'s report of the results of this 
display, made in writing to us, was short, terse, and 
straight to the point — "It stimulated general trade," 
they say, "and made a demand for 'Frog in your 
Throat?,' our store popular, and dollars in our pocket." 

It's a happy druggist who can gain all of these things 
with one window display. 

Mr. Paul G. Heinemann, of Chicago, 111., took as 
much pains with his displays as any druggist competing. 
He cleaned out his show windows and changed them 
every Saturday. The crowd would collect every time, 



34 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Display of Mr. George Lamping, Meriden, Conn. 



he says, to see what the new show was going to be. 
Some of the ideas worked into Mr. Heinemann's shows 
were a baseball team of Frogs in full swing, a toboggan- 
slide, a line Ferris wheel, the cars being dozen boxes of 
" Frog in your Throat ?," a full-rigged sloop with " Frog in 
your Throat? " printed on all the sails. There also is a 
merry-go-round, showing numerous Frogs at play. 
This merry-go-round and the Ferris wheel were kept turn- 
ing all day long by means of a water-wheel, which was 
made in the sink close by. 

Mr. Heinemann's testimony about his display is as 



follows — "The whole thing was rather an expensive 
arrangement, but the turning wheel drew crowds of peo- 
ple around my window at all hours of the day. Am 
certain of considerable improvement in business. My 
store is comparatively new (only 2 ' . years), and business- 
has steadily improved. Tart of this is undoubtedly due 
to judicious window advertising, among which * Frog in 
your Throat ? ' was the most conspicuous, and drew con- 
siderible attention ; so much so, that my neighbors here 
had the impression that I was the special agent for these 
goods." 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



35 




Display of Kaercher's Pharmacy, Allegheny, Pa. 



CHAPTER VIII 

The Value of Ingenuity 

One of the most valuable factors in the making 
of a successful window display — one that will draw 
the attention, and not merely be regarded as " pretty," 
is ingenuity. In every case where a druggist takes 
time to lay out a plan of his display, giving it as 
many points as possible, it will attract the attention of ten 
persons to every one who will stop to gaze upon a win- 
dow filled with a quantity of pretty things, aimlessly 
arranged and possessing no ingenuity whatever. 

Has it occurred to you that twenty-five cents' worth 
of cotton wool will make a winter scene in your whole 
window ? Glass is only another name for imitation ice. 



Let Frogs skate, snowball each other, coast, etc. Here is 
one idea. 

In just this way you can think of a dozen possibili- 
ties. Frogs are great acrobats, and this suggests tight- 
rope walking, trapeze work, handsprings, somersaults. 

Go to a toy store for a fine line of ideas. Here is a 
toy-wagon ; hitch Frogs to it, and put a Frog as driver, 
with boxes of "Frog in your Throat?" in the wagon. 
Here is a big doll ; reproduce the story of Gulliver's 
Travels, and use the Frogs as Lilliputians, with the doll 
as Brobdignag. Or get a toy sailboat, and float it in a 
basin, with Frogs as sailors. 

Caricature the "Twentieth Century Woman." Have 
a football game or a cake-walk. In general, use inge- 
nuity. Talk it over with your friends. They will sug- 
gest many things you have never thought of. Read the 



36 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Display of Messrs. Stevens & Manning, Bound Brook, X. ]. 



papers for late events. You will find that there is no 
subject which cannot be treated. Frogs adapt themselves 
to almost every need. There is no other article in the 
whole range of a druggist's stock that is so endlessly 
capable of window displays as " Frog in your Throat? " 
Only use ingenuity and work with the brain as well as 
the hands. 

Some druggists who participated in our 1S95 contest 
contented themselves with merely filling their windows 
with material. They didn't care how it was arranged; 
they hadn't time possibly to lay cut an ingenious display 
possessing some meaning. Others were wise in their 
generation and reaped large reward for every minute 
spent in devising ingenious effects. 

Mr. A. J. Kaercher, of Allegheny, Pa., was one of the 
latter class, and you can't convince him that window dis- 
play does not pay, by a month's steady argument. The 
first prize in the contest was awarded to Mr. A. J. Kaer- 
cher, and he displayed a zeal in this connection which 
was second to none. He maybe said, as a matter of fact, 
to have made six displays, having made such alterations 



on six different occasions during the time the display wa> 
in his window as to amount to makirg a new one each 
time. Mr. Kaercher's first display was made in a line 
large window, on a corner, having a plate-glass frontage 
to each of two streets. 

The great idea of this window was a revolving 1 hri^t- 
mas Tree. A 9-feet p : ne tree was fixed on a 5-feet 
revolving stand, run by a small steam-engine. This tree 
was covered with toys, consisting of holiday novelties. 
Frogs, Japanese toys, etc., and brilliantly lighted up by 
no less than 55 colored electric lights; these light* 
changing color every fifteen seconds. The revolving base 
on which this "Christmas Tree " stood was covered over 
with a mound of moss, on which were frog-, etc. Around 
the circumference of this were arranged ?~ dozen lioxes 
of " Frog in your Throat? " 

In the front corner of the window it will be noticed 
that thete are two miniature fountains with swimming 
swans, etc. These were kept flowing with real water all 
day long. In the background may be seen a large screen 
with the words •' Frog in your Throat ? " and a picture of 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



37 




Display of Mr. Jackson. 



the two children taken from our own cut-out, which was 
standing on the floor of the window, underneath the right- 
hand side of the Christmas Tree. 

Mr. Kaercher took th's cut-out and had it redrawn in 
colors, five times the size of the original, to form a back- 
ground to his display. 

In writing to us of the results of his displays he says : 
" I cheerfully acknowledge that I was very agreeably 
surprised at the lesult of your great "Frog in your 
Throat?" display success, and sincerely hope that the 
sales of your valuable preparation will continue in the 
future as they have in the past." 

If we had a dollar for every druggist who was 
tc agreeably surprised " at the results of a good " Frog in 
your Throat? " window display, we should have a com- 
fortable little pile of filthy lucre. 

An exceeding curious and ingenious display was made 
by Mr. S. C. Abell, of Philadelphia. This display must 
have cost Mr. Abell a great deal of thought, but he is our 
authority for the statement that it captured the whole 
public by storm. This is Mr. Abell's own description of 
his very striking display : "This display was the admi- 
ration and wonderment of hundreds of people who were 



attracted by the great orginality and by the awe-inspiring- 
appearance of a full-sized skeleton, which stood in the 
centre of the window, represented as just rising from the 
grave, its feet resting on a large tombstone, which was 
made of a number of boxes of ' Frog in your Throat ? ' 
In his right hand he holds a large sign bearing the fol- 
lowing words in large letters : ' Clear your voice or come 
to this.' The left arm is held aloft, bidding every one 
take warning and avoid the condition to which he is 
reduced by not taking ' Frog in your Throat? ' In the 
mouth of the skeleton is a large Frog. In the throat are 
a number ot smaller ones, and all over the bones are a 
number of Frogs crawling towards the throat with signs, 
' We are making for the Throat.' The eyes of the skele- 
ton , as well as those of the Frog in his mouth, are lighted 
up with small incandescent lights by means of storage 
batteries, which make a very brilliant effect in the even- 
ing. The bottom and sides of the window were covered 
with moss, and in front was a lake, with a fountain in 
the centre, which was constantly playing, and on the 
bink of the lake were innumerable Frogs in the act of 
jumping into the water. In the lake were a dozen live 
Frogs, a turtle, some goldfish, which could be seen con- 



88 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Display of E. L. Graham, Muscatine, Ia. 



stantly going through their respective antics. The lake 
was represented as situated on an elevated plateau ; the 
hills gradually sloping down towards the plate glass. 
Along the upper bank of the lake was a high road laid 
out with small trees and an iron fence winding all along 
the road. One end of this road emerged from a tunnel 
in the hill-side, and extended along the entire length of 
the window, on the hanks of the lake, becoming lost to 
view at the extreme far end, where it disappeared among 
the evergreen trees. Traveling along the road was a cart 
laden with 'Frog in your Throat?' On the cart were 
displayed signs as follows: 'From Hance Brothers & 
White to Abell's Pharmacy.' 

" Immediately back of the skeleton, and midway 
between the two elevated points of the large tombstone 
(which can be seen in the 'picture), was a smaller tomb- 
stone, over which was suspended an enormously large 
Frog, kindly lent to us ly your representative. All over 
the window the Frogs were hopping around, beating the 
signs, 'Frog in your Throat?' The background was 
made of palms, ferns and evergreen trees ; with green 
cloth in some places to represent a forest. Along the 



back were also suspended your various signs about ' Frog 
in your Throat?' In the branches of the trees were 
birds of different kinds singing the praises of ' Frog in 
your Throat?' Right across the top of the window was 
the large muslin sign. A sign on the corner of the win- 
dow bearing the letters, ' Take Warning,' impressed 
everyone with the dire necessity of ' Stopping that 
tickling ' with ' Frog in your Throat?' " 

The happy results of Mr. Abell's ingenious display 
forms one of our strongest arguments for the bestowal of 
care upon such a fruitful matter as a window display. 
In Irs own words, these are as follow : " Our bus 
was increased about one third above the general nin of 
daily sales. Our window display was the talk of the 
neighborhood, and we were complimented on the origin- 
ality of ihe design, and the multitude were loud in the 
praises of ' Frog in your Throat?' " 

Now. if Mr. Abell had simply thrown together a 
"pretty" display, his neighbors would have looked at it, 
possibly admired it for a moment, at n all about 

it. Mr. Abell would have saved time in preparing his dis- 
play, but he would have lost heavily in unsecured results. 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



39 




Display of Messrs. W. D. Mathis & Co., Salt Lake City, Utah. 



The display of Messrs. Daugherty Bros., of Jean- 
nette, Pa., is worthy of mention in this connection ; for it 
is one of the most elaborate ones of the entire contest. 
According to a paper published in the towD, Daugherty 
Bros.' " Frog in your Throat?" window display was the 
most novel and attracted more attention than any other 
window ever arranged in Jeannette. It was a whole 
show in itself and a jolly crowd could always be 
found around it. The window was arranged to represent 
a mountain scene. In the centre of the window was a 
lake of water around an old castle and the lake was 
stocked with a number of goldfish, which some Frogs 
along the bank were trying to catch with a hook and line. 
From one corner of the window came a little pebbled run 
which emptied into the lake. St. Patrick was at one end 
of the scene on a mountain of rocks driving out the snakes 
which appear at every crevice. At the other end was a 
pious-looking Frog on a large rock, with a dime in one 
hand and a box of " Frog in your Throat?" in the other, 
preaching to a large congregation of Frogs on the moss 
below. In the back of the window was a small railway 
train laden with " Frog in your Throat?" which the 
Frogs were busy unloading and carrying into a fac -simile 
of Daugherty's drugstore. Other noticeable features of 



the window are the race of the monkeys and Frogs, frog- 
band, cat-fight, the devil, parrots, monkeys, storks, etc. 
The window was well worth a trip to see as the crowds 
in front showed. 

We wrote to Messrs. Daugherty Bros, as to their suc- 
cess with the display, and received the following reply: 

Dear Sirs : I was away from home on a little vacation 
when yours of recent date was received, which will ex- 
plain its not being answered earlier. Replying to same, 
would say that we were very agreeably surprised at the 
result our window display had on trade in general, and 
' ' Frog in your Throat ? " in particular. The average sale 
of " Frog in your Throat?" was over a dozen boxes a 
day during the display, our best day being over two 
dozen. We are more than pleased with this, our first 
attempt, and will be glad to take part in any contest you 
may arrange in the future. 

Respectfully yours, 

DAUGHERTY BROS. 
S. C. D. 

Another firm " agreeably surprised " at their harvest. 

From this statement's frequent recurrence it would seem 
as if there had been a universal idea on druggists' part 
that window display amounted to but little. The rapid 
increase of the use of window advertising in the last few 
years tells whether the idea was correct or not. 

Mr. Louis Marnitz, of Chicago, made a display which 



40 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Display of Kaerchek's Pharmacy, Allegheny, Pa. 

CHAPTER IX 



certainly entitled him to a prize for ingenuity. Taking 
his display as a whole, it was a simple affair, but it had 
an idea and &poin ' in it. That is what a window display 
must have to succeed as it should and can. 

The subject of Mr. Marnitz's was a battle between the 
" Frog in your Throat?" army and the Husky Voices 
army. The battle ground was the floor of the window. 
One of the armies consisted of skeletons and other ugly 
and monstrous creatures. This was the army of the 
Husky Voices intended to typify coughs, colds, and all 
throat troubles. The other army consisted of Frogs and 
typified the lozenge, which is recommended as able to 
conquer these dire troubles. The Progs were shown 
advancing on the other army, beating them down with 
swords, spears, etc., thus typifying the victory of " Frog 
in your Throat?" This window was lighted up with 
numerous Japanese lanterns in each of which candles 
were kept burning every evening from six to eleven. The 
battle was witnessed by crowds of smiling faces. 

When the druggist making the display is himself 
enthusiastic over its success, it is pretty safe to conclude 
that it -i'<is a success. Mr. Marnitz says of his display, 
" I am very glad to state that our business during the 
exhibit, and since then, has improved wonderfully, for 
we have now moved into a more spacious and more 
prominent corner store. I will most certainly compete 
again if you get up another contest." 



Individuality 

There is no factor more potent in bringing to a 
merchant an ever-increasing amount of trade than 
a striking, but at the same time attractive individu- 
ality. Emphasis may as well be put on the latter 
as on the former, for ever)' town has its most 
untidy store and its most cross-grained merchant. It is 
needless to say that an individuality of this sort is not a 
money-maker. But given an individuality that is attract- 
ive, and withal striking, and results are sure to follow. 
Where can a profitable individuality be so strongly and 
so widely impressed upon the greatest number of pos- 
sible buyers as through your show-window? Indeed, 
how can one call attention to any quality of one's busi- 
ness so well as through this medium ? 

Individuality is the true essence of advertising. Every 
advertiser who has achieved a large degree of success 
has been one who worked outside of the beaten lines. 

Advertising is of two sorts ; that which costs some- 
body time and money, and that which comes for noth- 
ing, and the secret of the success of the individual ad- 
vertiser is that his paid-for advertising is backed up by 
a vast amount of curiosity as to what will be the next 
move, when it will occur, and descriptions to those who 
have not seen the last brilliant thing by those who have 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



41 




Display of Mr. George D. Cook, Anderson, Ind. 



The druggists who have been skeptical as to the 
value of the crowds of the curious and the talk occa- 
sioned by the striking window display should learn a 
lesson from that prince of advertisers, the late P. T. 
Barnum, who, in response to a bitter attack made upon 
him by one of the New York papers, said, "I don't 
care what they say about me : when I do care is when 
they say nothing about me." 

There is positive commercial value in "talk" and 
popular interest, provided there is a merchant who is 
able to take advantage of it. Such a man is Mr. John 
B. Edie, of M cKeesport, Pa., who believes in getting 
out of the rut and calling attention to himself and to his 
store in a way that will not be denied. Although Mr. 
Edie spent several hundred dollars in preparing his 
display, he writes to us as follows : 

"Increase in general business 25^. Who asks 
does this pay?" 

It is a great thing to increase business 25^. Almost 
any drugstore without adding to its selling force, its 
item; of light, rent, heat, could take care of 25% more 
business very comfortably — if it could get it — and it can. 
This would mean very much more than 25 f additional 
profit. Figure it out for yourself and see if it is not so. 

But to return to Mr. Edie. His piece de resist- 
ance was described by his local paper in the following 
manner: "A very attractive feature of this season is 
the beautiful window gotten up in the interest of that 



famous cough lozenge " Frog in your Throat?" by Mr. 
John B. Edie. This window is a work of art, and 
attracts hundreds of passers-by. It is recognized as a 
perfect model of the landscape gardening and colonnade, 
which was situated between the two French buildings at 
the World's Fair. The whole effect is the same as that 
made by the staff used in the construction of World's 
Fair buildings. The fountain (which is really a series 
of fountains) is supplied by Frogs throwing water from 
their mouths to the highest fountain, which runs over 
each of the series of steps. The steps lead from the 
lawn to the colonnade, which is inhabited by Frogs and 
' Frog in your Throat ?' boxes. Mr. Edie won third 
prize by his window display last year, and this window 
bids fair for the banner prize. Another attraction, which 
makes it more beautiful at night, is the thirty electric 
lights burning throughout the lawn and colonnade. Above 
the display and as a background is a sign ' Frog in 
your Throat?' made of 500 small Frogs." 

The above paragraph is a very fair description of 
the general appearance of Mr. Edie's window, but it 
by no means does justice to this magnificent display. 
Some additional details are contained in Mr. Edie's 
letter which reads as follows : " The big display was 
in the window from October 30th till February 6th. We 
kept changing and adding to the attractions constantly. 
You see, good as the window was, it was not allowed to 
grow stale. During the entire time we had in the win- 



42 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Display of Mr. John B. Edie, McKeesport, Pa. 



dow four live Mexican frogs, which by themselves 
would have attracted people to the display. The bronze 
trogs which constituted a part of the fountain threw a 
steady stream of water to the highest fountain, and this 
dripping and running down over the series of fountains 
made a striking and beautiful scene. This display so 
completely captivated all who saw it that we constantly 
had a crowd before it, and all pronounced it a genuine 
work of art. At night with the charm of 33 electric 
lights it was especially beautiful. 

" For three weeks during the holidays we had a 
12-foot Christmas Tree in our other window, splendidly 
decked with Frog in your Throat? toys, yards of tinsel, 
ornaments, etc., and lighted with 12 electric lights, 
assorted tints, by an automatic drum, which switched 
the electric lights off and on continually. In this win- 
dow we had two large statues holding electric lights." 



Mr. Elie's readiness to take advantage of adver- 
tising opportunities is further demonstrated by the fol- 
lowing : " My Frog suit worn by a man on horseback, 
and finely trimmed with frogs, Frog in your Throat ? 
lanterns, and lots of red, white and blue garlands, while 
behind him rode my other large frog, was the centre ot 
interest, and received the best newspaper article of all 
the displays in our Merchants' Caravan held here in 
November, in which one merchant had eight wagons 
laden with the most elaborate displays." 

The newspaper notice referred to reads as follows : 
"The display of John B. Edie, the Walnut Street 
druggist, was probably the mosi novel in the parade. 
Mr. Edie's display was a man made up to represent a 
frog, which is the trade mark of Frog in your Throat ? 
the cough medicine." " In eveiy public event," con- 
tinues Mr. Edie, " masquerades, etc., that have taken 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Display of Lowe's Pharmacy, New Haven, Conn. 



place since last October, my Frog Man has been the 
leading attraction." 

Describing his window display campaign Mr. Edie 
writes: " Our first window, which was left in two weeks, 
wns the full io-gross lot, as you will see by photo. In 
this window we had a large card which read: "This 
window contains 14.40 boxes of Frog in your Throat ? 
the amount we sold last year. We expect to double it this 
year. Then after we put in our big display we moved this 
lot to the other window, and day after day as fast as it was 
sold we removed half a dozen boxes at a time, which, 
of course, was observed by patrons and passers-by, and 
greatly helped us in the sale. We are now almost out, 
which for a place of this size, and located off the prin- 
cipal street as we are, means that our plan of using the 
ideas and advertising matter you furnish, and a deter- 
mined hustle, would sell IO gross of Frog in your 
Throat? every year for three-fourths of the druggists the 
world over." And we believe it would. 

But Mr. Edie was not through yet. He further 
writes : "At the curb in front of our store we have had 
in operation for two weeks a drinking fountain supplied 
from our 25-barrel tank, with the finest artesian well 
water, which runs through four frogs which are in an 



upright position. The streams flow from the Frogs 
mouths and strike the same place. We have supplied 
the fountain with several aluminum cups, and a thousand 
people a day drink at this fountain. Our city water is 
unfit for use, on account of the great amount of sulphur 
and acid from coal mines, which makes our Frog in 
your Throat ? fountain the more popular, and it is talked 
of all over the city. It is the only street fountain ever 
erected here by a business man." Concerning this Mr. 
Edie's local newspaper speaks forth again. "John 
B. Edie, the popular druggist of South Walnut Street, 
is having erecied in front of his place of business, a 
handsome fountain for the benefit of the thirsty public. 
The fountain will be filled with cold sparkling well 
water from Mr. Edie's drilled well. The fountain 
itself is a unique affair. It is an advertisement of ' Frog 
in your Throat ?' and the water will run through the 
mouths of four iron frogs. Surmounting the fountain is 
an equestrian statue of Buffalo Bill." 

Can anyone after reading all of the foregoing doubt 
that Mr. Edie's individuality is very strongly impressed 
upon the people of his town ? Note that the newspaper 
calls him " the popular druggist of South Walnut 
Street." Do you not suppose that almost every time one 



44 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




in v<»» I liroatr 10 
Display ok McBride's Pharmacy, Kingston, N. V. 



of Mr. Edie's townspeople thinks ot drugs, sodas or 
specialties, Mr. Edie's name and the things that he 
has done are brought to remembrance ? And how much 
do you suppose this is worth ? 

Following along in the line of Mr. Edie, another firm 
which has succeeded in stamping its individuality upon 
its townspeople, is that of Messrs. R. B. Bancroft & Co., 
of New Britain, Conn. 

Mr. Bancroft made a window which captivated the 
town and which made his general business " very good" 
all the time that the display was in the window, and sold 
for him four gross of " Frog in your Throat ? " in four 
weeks' time. To say that the window captivated the 
public is hardly putting it strong enough, for Mr. Ban- 
croft writes that a policeman was frequently needed to 
disperse the crowd in order to make a passage way. 

He describes his window as follows : 



" The Brownie Frog on the window, painted in col- 
ors, holding a cat-tail with a leaf-shaped banner, ' Frog 
in your Throat? 10 cents,' was in itself a very striking 
feature and attracted the attention of the would-be-passer- 
by." 

We are strongly tempted to sermonize on the phrase 
" the would-be-passer-by." Mr. Bancroft, Mr. Edie and 
many others have discovered that the man who will not 
ordinarily notice a window is not invulnerable to a thor. 
oughly good display, and that more often than not when 
he refuses to look at the window it's because there's 
nothing there that he cares to see. Continuing, he writes: 

" The bottom of the window was turfed with green 
moss, which grew to about five or six inches high during 
the display, and looked as green anil nice as could be, 
much in contrast to the icy pavements and cold atmos- 
phere outside. This grassy plot represented a meadow 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



45 



B 




Display of Mr. John D. Blauvelt, Nvack, N. Y. 



on each side of ihe lake which occupied the centre of the 
window, and cattle, horses, sheep, etc., fed at their 
leisure, while here and there Frogs were playing leap- 
frog and other like amusements, and some were sitting 
placidly among the long grass, dillies and chrysanthemums, 
which seemed to grow in great profusion in the meadow. 
"The scenery in the rear of the window extended the 
length of the window, and was five feet high, and repre- 
sented a mountain and water scene, all painted in rich 
coloring with trees, rocks, ferns, brooklets, etc., and same 
blended nicely to meet the green grass of the meadow at 
the bottom, as did the top to meet the blue sky above, 
which was made of sky-blue cheese cloth, drawn from the 
top of the scenery in the rear to the top of the window 
glass in front, and looked very natural indeed, with the 
clouds floating through the blue heaven. 

" In the rear of the window on the left side we built up 
rocks of different dimensions to meet the rocks in the 
scenery, which rose even higher ; these were securely 
fastened together with sand and cement, and gradually 
slanted down within eighteen inches of the lake. On top 
of these rocks ran our natural brooklet, which seemed to 
rise up in the mountains and flowed down swiftly to the 



lake below, with its moss-covered banks, and with rock 
ferns growing here and there, but before reaching the 
lake it dropped off in a very pretty splashing waterfall 
into the water below. This feature alone was a great 
attraction, as people would stand and study as if wonder- 
ing where the water came from. 

" On the other side of the meadow in the rear was a 
wind-mill which stood near the lake, and was supposed 
to pump water from the lake to a tub for the use of the 
cattle, etc. The lake was about four feet by six feet, and 
was about six or eight inches deep, and was full of water 
all the time. Around the edge were laid white cobble 
stones, with green moss hanging over them, and in this 
lake swam a school of gold-fish, and a two-mast schooner, 
heavily laden with ' Frog in your Throat ? ' would toss 
to and fro by a little ingenious attachment which we had, 
and this schooner was manned with Frog sailors, dressed 
in sailor suits and caps, and from the top of the masts 
streamed banners, 'Frog in your Throat? 10 cents.' 
On a heavy rock near the rock-bound coast was a very 
ingenious light-house, which threw a bright red search- 
light out upon the water to warn the passing ships of 
danger, and in the balcony stood a Frog on lookout, 



413 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Display of Mr. R. B. Bancroft, New Britain, Conn. 



while on top sat a Frog holding a banner, ' Frog in your 
Throat? 10 cents.' A little bridge spans the water from 
shore to light-house, and the old light-house keeper is 
seen crossing the bridge, and steps lead from bridge to 
door of lighthouse, and from there to the tower. This 
light-house was our own get-up, and was indeed very 
unique. 

" On the lake were lily pads and Frogs sat on them, or 
were plunging off at will. We used the Frogs, Tapanese 
lanterns, fans, and adv. strips, etc., you sent us, in every 
conceivable way we could think of, and the Human Frog 
was a great adv. for us, as he patrolled the streets every 
afternoon and evening with appropriate signs attached." 

The newspapers were very generous to Mr. Bancroft, 
and most of the prominent ones of his town gave his 
window write-ups, for which we have no space. On the 
cover of this book will be found a second picture of Mr. 
Bancroft's window, taken at night, concerning which he 
says : 

"In regard to the picture we would say that we 
waited until 1 1 o'clock at night when the streets were 
supposed to be deserted to take it, and were then obliged 
to ask the crowd to stand aside. If we had taken it in 



the afternoon we would have shown a swarm of ladies 
and children." 

This bears out our contention that your window can 
work for you nearly twenty-four hours out of the twenty- 
four without getting tired. 

Individuality in Massachusetis is we'd represented by 
Mr. F. R. Pease, of New Bedford. Mr. Pease i- a 
hustler and believes in hammering away regardless of 
adverse criticism. He says, " Results have warranted me 
to believe that it pays to exert oneself out of the ordi- 
nary, despite the fact that remarks were passed that I 
was advertising others more than myself." 

The order of events here is very plain. While the 
criticisms were being offered by his competitors Mr. 
Pease was getting "results. " Criticism never yet paid 
the rent. 

A picture of Mr. Pease's " Frog Team " and a few 
of his interested townsfolk will be seen in the cut. Does- 
it not look as though Mr. Pease's name and individual- 
ity are likely to become widely known throughout his 
section? Compare his chances with those of his com- 
petitor who is striving to secure public attention by his 
green and pink bottles. The picture of Mr. Pease's 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Display of J. F. Bomm Drug Co., Evansvili.e, Ind. 



window shows that he, too, has the bottles, but he has used 
them as a part of his decorative scheme. 

His window aptly illustrates the excellent use which 
may be made of the stuffed frog suits. Concerning it he 
writes : — 

" My window, as you can judge from the photo, is an 
unusually large one, 20x 3^ feet, presenting a view 
from both street and store. The background of the 
window was made to represent a small grove, the arch 
above it and life-size Frog being the most conspicuous 
features. The latter is seen directing the march of the 
army of frogs from the valley, along the banks of the 
lake towards the elevated fortress. Upon this lake, the 
dimensions of which were 6x3 feet, may be seen 
floating toys, boats, fishes, etc. An island is situated 
in the middle of the lake on which appears a 
beacon light and a wrecked pilot boat is cast upon the 
shore." 

Mr. Pease also sent a man, dressed in a Frog suit, 
around on a bicycle. He says : 

" This feature was the city's chief talk. At my 
south end store the crowd so interfered that taking a 
picture was almost impossible and the 5000 envelope 
samples soon faded away. People ran out of their 



houses demanding one, and the small frogs were worn as 
button hole bouquets for some time. 

The cold of a northern winter has not been able to 
freeze the individual advertising ideas which keep crop- 
ping out of the brain and into the window of Mr. J. T. 
Pepper, of Woodstock, Ontario. He writes "The photo- 
graph I am sending you displays considerable thought 
and ingenuity, and I think that we have produced quite 
an artistic effect by boring small holes in the floor of the 
window and inserting artificial plants and flowers. 
The Frog suit which you so kindly sent me has been 
stuffed by us with paper, etc., and is made to represent a 
very large frog. The idea we have tried to depict in the 
window is a scene from Gulliver's Travels. When Gul- 
liver, on his journeyings, came to the land of Lilliput, 
being wearied, he lay down and went to sleep. The 
Lilliputians, finding so large a man in their country, 
proceeded to tie him down with ropes. 

" In our window, we represent the big frog as Gul- 
liver, and the little frogs as the Lilliputians. The little 
frogs have the big one tied down with ropes. This win- 
dow has been talked over town, and for days after it was 
first put in, people, young and old, would stand and gaze 
and laugh, and the idea that it represented soon spread, 



48 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 







I 



Pease's Pharmacy, New Bedford, Mas 



and people understood what it meant. I am curious to 
know if any other druggist has thought of this idea. I 
tell you it is a good one. I intend to leave this window 
in for two weeks. 

"'Frog in your Throat?' has sold better with us 
this winter than last, and general business is fully 25% 
in advance." 

Daugherty Brothers, of Jeanette, Pa., made one ot 
the most unusual displays that we have ever had pre- 
sented to our attention ; a display that created no end 
of talk and improved their business. They write " We 
believe we have opened a new field of displays ; that of 
illustrating industries. Our city is entirely composed of 
glass workers, this being our only industry, and the 
interest manifested in our display with the Frog glass 
workers, which accurately picture every operation in 
glass making, was remarkable. Some few were offended 
at being represented by Frogs, but they were our best 
advertisers, as we always had someone to champion our 
cause, and a crowd was always present to hear the squab- 
ble." The Jeanette Dispatch has this comment to make: 

"This year the Frogs have all turned to be full 
fledged ' cinder heads' and a more complete window 
glass factory would be hard to find. The base of the win- 
dow consists of boxes of Frog in your Throat ? with the 
sign ' Chambers & McKee Tank Window Glass Works' 



an exact duplicate of the large sign of the Company in 
front of their works. In the centre of the window is a 
small window glass tank, at one side of which is a 
'blow furnace' and at the other a 'flattening oven.' 
all correct imitations of the real articles, and built of 
' Frog in your Throat ?' 

" They have a number of ' Frogs ' for workmen 
blowers, gatherers, snapper>, flatteners, helpers, carrying 
boys, cutters, spare blowers, managers, packers, and in 
fact a full force, and the way they are doing their work 
is turning some of the old ' cinder heads' green with 
envy. The factory is equipped with a full outfit ot 
tools, horses, benches, tubs, and in fact everything neces- 
sary. The glass cylinders and balls in all stages of 
development, upon which the Frogs are working so in- 
dustriously, were all made to order for Mr. Daugherty, 
and are so correct in detail that one could easily show 
the whole process of window glass manufacture. At the 
extreme right of the window is the cutting shop, which 
is one of the most unique parts of the display. We 
could give the names of the workmen represented in the 
department, but guess we had better avoid personalities. 
One cutter is putting a sheet on [lie table, another is 
putting down a light just finished, another looking for 
' string,' bookers, packers and carriers are all as busy 
as if the manager was watching them. 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



49 




Display of Daugherty Bros., Jeanette, Pa. 



" A couple of spare blowers are on a bench waiting 
for jobs and having a friendly discussion to fill in the 
time. One blower is trying to empty a bucket of their 
favorite beverage down his throat — oat meal water. A 
couple of the most natural figures are a snapper carrying 
a roller from the ' swing hole ' to the ' horse ' and 
a carrying boy with a roller under each arm. There 
are several other unique positions, but we have not room 
to enumerate them. 

" On the whole the window is attracting more atten- 
tion than any window display ever made in our city." 

CHAPTER X 

Certainty of Success 
Advertising is said to be a lottery, and in the respect 
that the magnitude of results can never be foretold, it is ; 
but that it is a lottery in which you may win or you may 
lose, depends on whether or not you use advertising of 
the right sort. With some forms of advertising success 
is certain, and among these a good window display cam- 
paign stands conspicuous. 



Many druggists pin their faith to newspaper adver- 
tising, and some achieve gratifying results, whether the 
majority get " money back and more " is doubtful. 

Results from window displays are surer than those 
from newspaper advertising for many reasons. Not every 
newspaper reader is your possible customer, while every 
passer-by who sees your window is. In your advertise- 
ment you describe or attempt to picture the goods that 
you would sell. In your window you show the goods 
themselves. You cannot make more than one-quarter 
of the newspaper buyers read your advertisement. You 
can make everyone who passes your window, except the 
blind, take notice of it, and these hearing the comments 
of the crowd which will be there if your window is good 
enough, are sure to ask what the matter is, and this is 
advertising ; but it all depends on the window. 

A truly good display is a " puller " that unfailingly 
gets to work immediately and keeps at it so long as it 
remains in your window, provided it is not allowed to 
grow stale. 

Our information concerning the certainty of success 
that comes to druggists who devote time and pains to 



50 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Display of Pease's Pharmacy, New Bedford, Mass 



making window displays that are striking and attractive 
is not theoretical, but conies from first hands. In our 
various prize window display contests we have had 
thousands of letters from druggists who have competed, 
and with the exception of two or three cases out of these 
thousands, everyone reported an increase of business 
that was marked not only along the special lines adver- 
tised in the window, but throughout the entire store. 

To make a display that is one of the sights of the 
town is worth while. Mr. H. R. Baumann, of Washing- 
ton, Mo., did this and noticed a general improvement 
in his business all along the line that he says amounted 
to at least ten per cent. So great was the interest and 
the pride of his fellow-citizens in this window that he 
writes, "Any visitors coming to town would without 
fail be brought to see our window, and parties who had 
not been in this section of the city for years heard of the 
display and came to see it." " The window," he says, 
" cost considerable money, but we did not in the least 
regret the expense and trouble, as it proved to be a 
drawing card. The sidewalk would be stopped every 
evening with the crowds of people trying to see the 
window, and the rush was so great that many of the 
people would be forced to go away and come back again 
some other night. 1 luring the day, too, the window was 



a great attraction, especially to the country people." 
This is good work — take notice of it. 

Mr. Baumann's window is simple in its idea and 
elaborate in execution. You will notice the large horse- 
shoe which is covered with absorbent cotton, on which 
are nine electric lights with artificial morning-glories used 
as shades. Within the horseshoe sits the fairy queen, 
while the Frogs are bowing down to worship. The 
artificial flowers shown in this display are unusually fine. 

Messrs. Caldwell & Bloor, of Mansfield, I >hio. ar- 
ranged for a very striking window. With a certainty of 
success that they had a right to expect, they report as 
follows : " We had largely increased sales during this 
display, and many comments were made. We spent a 
great deal of time and thought in preparing it, but feel 
that it paid." Regarding the mammoth Frog shown in 
their window they write, " We are sorry we cannot give 
some accurate scale by which you could better judge the 
size of the large Frog, which is nine feet high, s.ix feet 
around the waist, and twenty-eight inches across the tup of 
the head. The framework of lhi> Frog is made entirely of 
wood, and is covered with a dress suit made of green 
cloth, except where his under jaw is tinted yellow with 
anti-kalsomine, and his shirt front made white with the 
same material." 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



51 




Display of Mr. H. R. Baumann, Washington, Mo. 



In Tarrytown the firm of Russell & Laurie is well 
known, and has become so to no small extent through 
their window displays. The following is a description 
of a display that is well calculated to introduce a drug- 
gist to his competitors' customers : 

" As a trolley street car road has been the all-en- 
grossing topic of interest in our town, we happily chose 
that subject for one of our windows, and as our people 
were divided in the use of Broadway (our most beautiful 
drive along the Hudson, on which are our handsomest 
residences) for a route, we appropriately used our Broad- 
way window, and largely advertised 'Broadway Trol- 
ley,' 'Franchise Granted,' 'Road Running,' etc. As 
a matter of fact a franchise was granted during our 
display, but not to run on Broadway, which made our 
ads. more effective. After much hunting we found a 
miniature car containing a motor. The power was ap- 
plied to a wheel and the rails conducted the electricity, 



which was supplied by five cells. It worked automatic- 
ally, a bar hitting a switch post at each end reversing the 
motor, sending the car in the opposite direction. The 
car had a Frog motorman and conductor, and passengers 
looking out of the windows. The tracks were laid 
through a tunnel in a mountain of ' Frog in your 
Throat?" boxes; also at one end of the track was a 
round house built of the small boxes. The road ran 
through a park containing a lake filled with gold and 
silver fish, and around this were arranged Frogs in 
various attitudes. One was about to leap from a spring 
board into the water. There were Frogs of all kinds 
strolling about ; lady Frogs with their sunshades ; Dr. 
Frog attending a youngster injured by the fatal trolley, 
and a pile of skeletons at one end of the track labelled 
' Brooklyn,' called attention to another phase of the 
March of Progress. Our colored porter dressed in the 
' Frog in your Throat? ' suit, with umbrella, a grip filled 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Display of Messrs. Caldwell & Eloor, Mansfield, O. 



with the many souvenirs sent, which he distributed to the 
children while parading in front of our windows." 

Another excellent plan of these enterprising gentle- 
men was to place a pair of live alligators in a window 
with a tank for them to disport themselves in, and a pro- 
fusion of Frogs to keep them from becoming lonesome. 
They proved a great attraction. These gentlemen write, 
" We noticed that if we could have something moving it 
attracted more attention. It was so in this case as well 
as in that of the trolley." 

The certainty of success upon which these gentlemen 

rely was no false hope. They write, " We did not keep 

a record of the amount of ' Frog in your Throat? ' sold, 

but we have already sold twice as much as last year, and 

are confident that it will be three or four times as 
much." 

Mr. George J. Haeussler found that his display pro- 
duced " a decided improvement, as it brought people 
into the store who took time to examine the window, and 
hese almost invariably bought something before leav- 
ing." Mr. Haeussler's window is seven feet wide and 



six feet deep. In the lowei right hand corner he ar- 
ranged a large mirror lake, with Frogs in characteristic 
attitudes grouped about it — some in the act of plunging 
in. On the lake appears a swan, and at the edge of the 
lake a lot of marsh grass, weeds and cat-tail-. A 
brownie appears climbing up one side, whilea huge Frog 
chases him. Back of this appears another brownie with 
a rock raised in both hands above his head, in the act or 
throwing it at the first brownie. Still further back is a 
P>og sitting on a log singing the praises of "Frog in 
your Throat?" Near the centre stands a bittern, a 
water fowl iS inches high, with a brownie suspended 
in his bill by the seat of the breeches. On a toadstool, 
most naturally made, a Frog appears balancing himseli 
with a spear of grass. 

One of the most characteristic features of Mr. Haeus- 
sler's window was a brownie " Frog in your Throat.' 
band composed of six pieces — four horns, a flute and a 
drum. 

The sales from this window display started oil im- 
mediately with a rush. Mr. Haeussler says they have 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



53 




Display of Messrs. Russell & Lawrie, Tarrytown, N. Y. 



not decreased since. He says that he intends to keep 
up window displays, as they help general trade. 

Harnist & Dale are the Frog Men of Evansville, 
111. They write " Making these displays and changing 
them frequently has demonstrated to us that although 
our competitors carry ' Frog in your Throat ?' the pub- 
lic in general have considered our store headquarters for 
that article, and the honor of being considered head- 
quarters for such a prominent preparation as ' Frog in 
your Throat ?' is no slight one." Concerning their dis- 
play they write: "We have made numerous displays, 
but this one has proved to be the cracker-jack in point 
of attractiveness, effectiveness and results. The popular 
phrase ' not in it ' is so familiar that every child is 
enabled to 'catch on' to the point we intend to im- 
press, and the point seems to have been well taken if 
our sales of 'Frog in your Throat?' is any criterion. 
It is scarcely necessary to go into descriptive detail, as 
the display supplies an unlimited number of ' hits,' and 
the picture speaks for itself. We will, however, briefly 
mention the Frogs up in a balloon, the astronomer search- 
ing the earth for competitors, another weighing the 
anchor, the dude wearing the plug hat with an open 
umbrella protecting his complexion, and last the skele- 
ton — one of the ' Frog in your Throat ?' rivals sus- 
pended from the bottom of the basket, who is strictly 
l not in it'." 

These gentlemen report a marked improvement in 
general sales. 



In Wheeling, West Virginia, Mr. H. C. Stewart so 
transformed his lazy windows into active ones that when 
after a seven weeks' run of the display he took account 
of stock, the result surprised him. The thorough way in 
which he impressed his personality on his customers and 
possible customers as the Frog-Man of his town, not 
depending on his window alone, but striking out in every 
direction, is proved by the results to be worthy of imi- 
tation. " The people came from all parts of the city," 
he writes, " and I have entertained both friends and 
strangers. They came to see the Frog Man's windows." 
Entertaining strangers is or should be an effort of every 
druggist, and here is one way to compass it : "I use the 
signs all over the store where they could be seen," he 
writes. " Hung thirty-two lanterns from the ceiling, 
trimmed the shelving with holly, and in fact gave up the 
entire store to ' Frog in your Throat? ' giving every 
customer a sample of that favorite lozenge. The effort 
was a trade winner, for during the seven weeks of the 
display I sold five and three-quarter gross of ' Frog in 
your Throat? '. The figure surprised me, for I had no 
idea we were selling so much. The windows did the 
work. 

" I had a neat 'dodger' printed, and had a colored 
man go all over the city in the Frog suit, giving the 
circulars to every one, and he created an immense 
amount of talk and excitement ; in fact, the crowd fol- 
lowing him was so large that he was compelled to go into 
a store and take the suit off until the crowd dispersed. 



54 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Display of Messrs. Harnist & Dale, Edwardsville, III. 



" To explain or describe the windows would be more 
than I could do, justly, at least ; and no photograph 
would show the beauties of the ' Electric Frog Foun- 
tain,' with its Frogs throwing the spray, the flashing 
electric lights, one color following another and then com- 
bining. The railroad train puffing along with its load of 
Frog passengers, and the combination of colors in the 
picnic grounds, the gaily-decorated Merry-Go-Round, 
flowers, lanterns, Frogs, and the steam yacht sailing 
around the base, all went to make an ever-changing 
picture that looks bare and hard upon photo." 

From Nyack, N. Y., Mr. John D. Blauvelt writes 
" Again I have made a decided hit with ' Frog in your 
Throat?" and the result in the way of advertising the 
goods and in sales has exceeded my expectations. This 
display has called forth general commendation, and the 
Journal, our leading paper, gave me almost half a 
column puff on it. This display represents your works 
at Philadelphia, reproduced in wood, glass and paint, 
from your cut in back of your book on ' How to Dress 
Show Windows,' with a train of cars loaded with 
. Frog in your Throat?' coming out of the building. 
These cars are run by water motor, and the track 
being circular in form, they are thus constantly in 
motion, and this cannot help but attract every passer-bv. 



All about the building are Frog wagons loaded, moss, 
gravel, etc., etc., and a telegraph line follows the track, 
and all the surroundings are in harmony with the spirit 
of the design, and the effect is striking. We are now 
selling from two to three dozen boxes per day, and the 
sale is steady." 

Mr. Blauvelt reports that after the display was taken 
from the window he sold for the following three months 
one gross of " Frog in your Throat ?" per week, and 
that at so late a date as May nth this article was sell. 
ing right along. 

A pace-maker in the matter of window displays is 
Mr. A. J. Kaercher, of Allegheny, Pa. Me is situated 
in a location where many electric cars pass the door, and 
he takes full advantage of this fact in his displays. 

We print here descriptions of two of his window 
displays ; both are most excellent. 

'•DISPLAY NO. 1 ; FIVE WEEKS 
Christmas and New Year 
In corner window, on 5 feet revolving stand, a 
natural bark house 3 by 6 feet octagon shape, trimmed 
with holly, and illuminated by changeable electric lights. 
Interior lined with triangular mirrors which multiply 
everything three to five times to the passing eye. 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



55 




Display op Mr. R. M. Sterrett, Pittsburg, Pa. 



Third week remodeled and closed with glass doors, 
handsomely painted in colors. " Frog in your Throat ?" 
etc. on four sides. Eighty-five dozen " Frog in your 
Throat ? ' ' lozenges displayed in window. 

The photographs do not begin to represent the dis- 
play as it appeared to the public. The foliage around 
the pond was all dark. So much water, plate glass and 
mirrors made the reflection so great, it was impossible to 
get a good photograph. 

Both my show windows, and in fact the entire store 
was given over to the display of " Frog in your Throat ? ' ' 
for more than two months. I can report no particularly 
large sale of the goods on any one day or week, but 
general results were very satisfactory. 
Yours truly, 

A. J. KAERCHER." 

Notice the large amount of " Frog in your Throat? " 
displayed; notice also that the results were " very satis- 
factory.'' They always are where a consistent and 
intelligent effort such as this is made. 

But although this display had cost time and money in 
abundance Mr. Kaercher was so well satisfied with the 
results that he prepared to surpass himself and actually 
accomplished his purpose. 

The description of the display which is given below 
shows one of the finest mechanical displays ever made. 
Best of all, the mechanical motion bears directly on the 
subject of the display. It is " Frog in your Throat ?' ' 
with emphasis. 



Notice in this displiy that the public desired a con- 
tinuance of it. 

"DISPLAY NO. 2; SIX WEEKS 

A natural Frog and Fish pond 5 ^ feet square ; outside 
covered with green moss, inside lined with a variety of 
natural water plants ; and under foliage, electric lights 
burning. 

On background, arch 6 by 9 feet with twenty-one fine 
electrical globes, and alternating lights covered with 
green boxwood plant. In centre of arch a large plate 
glass painted in oil " Frog in your Tnroat ? 10c "; under- 
neath water lily pond. 

Over same a fine sheet of water constantly flowing to 
supply tank for live Frogs and Fish. On back of glass, 
assorted colored electric lights resembling rain-bow 
colors after sun shower. 

And now last but not least, the Frog himself will be 
described. A mechanical device by which he swal- 
lows four Frogs every minute, and takes time to 
chew each one four times, and while doing so 
blinks his electric eyes eleven times before closing 
his mouth to receive the next Frog. 

On the whole it looked very natural as the Frog's 
lower lip dipped in water, and same trickled while in 
motion. 

The public desired a continuance of display, but 
owing to my rheumatic and bronchial condition had to 
withdraw it." 



5fi 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Display of Mr. J. T. Pepper, Woodstock, Ont. 



CHAPTER XI 

Some Conclusions 

In all these talks on window dressing, we have em- 
phasized wherever practicable, the value of the 
adjunct constituted by the willingness of the average 
country newspaper editor to generously notice a good 
window display. The worth of this cannot be over- 
estimated. It is an opinion we have often expressed, 
that the field for remunerative newspaper advertising 
to the druggist is exceedingly limiied. Our readers know 
our ideas upon this point, however, and we need not 
enter into details. Suffice it to say that the class of 
reading matter advertising embodied in the gratuitous 
reading notices which (9 out of 10) of the contestants 
for prizes received from the local paper, is the most 
valuable advertising in existence, for it invariably brings 
returns, and costs nothing. Never fail to call your town 
editor's attention to your displays, if you wish to measure 
the full possibilities of window advertising. 



Another point it is well to remember is the fact that 
the ideal window display demands everything in accord. 
Suitable accessories should be provided, and this means 
appropriate signs, harmony and good taste in the treat- 
ment of the subject, and a general all-round tilling in of 
the various parts. 

Take for example your window signs. At least one 
quarter of a window display's wortli lies in the quality of 
the signs or cards which are used to support it. Some 
druggists say that the more ornamental their signs are the 
more value they have as advertising mediums. It is 
a great mistake. Signs should embody the very essence 
of plainness. They should be so arranged as to be read at 
a glance. A sign which is Fanciful or complicated " wastes 
its sweetness on the desert aii " of unappreciative eyes. 
In many cases, the signs are the clinching of the attract- 
iveness embodied in the display proper. The latter 
draws the eye of the passer by and stays liis steps, but de- 
sign- go a great way toward determining whether the 
display is to have (he practical result which belongs to 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



57 




Display of Mr. W. P. Draper, Sprinufield, Mass. 



it — the getting of the onlooker into the store to purchase 
goods. Fancy, ornate signs will never do this in the 
world. It may do no harm to remind you again that we 
have a large collection of window signs written by an 
expert, which we gladly furnish you without charge. 
Simply select what you wish ; and the signs do the rest. 
In this book you'll see many illustrations showing how 
good window signs help a display. 

There is such a thing as being too ambitious in your 
displays ; remember that. This tendency creeps out in 
trying to get a twenty-foot display in a six-foot window. 
Whatever you do, don't jumble or crowd a window 
display. It's fatal to it, judging by what it could have 
been if properly treated. Another contrariwise fault is to 
have the display too small for the window. The thing 
to do is to have the window and the display fit each 
other. This is not a science. It merely requires a little 
care and thought. Don't have several climaxes, so to 
speak, in your display. Study out one strong effect, and 
make all the rest of the window lead up to it. 

The writer recently saw a display in which artificial 
birds were used. The birds were like life, while the 
scenery which formed their background was necessarily 
but a mere fraction of the proper size. As a result, the 
birds looked like ostriches. Don't make that mistake. 
Have your different features in proportion. Have your 
trees adapted to the size of your houses for instance. 
Otherwise the picture will be a badly jumbled mixture of 



incongruities which will attract ridicule from everybody 
interested enough to examine it. 

It may serve a purpose to say a word on the subject ot 
grouping. The natural tendency is to provide a prin- 
cipal group of some kind, and to place it as near the ex- 
act centre of the window as possible. This is wrong. 
You never saw a great picture yet wherein the chief ob- 
ject was stuck in the middle of the canvass. It is in- 
variably to the right or the left. Use this same idea in 
arranging a window display, which is after all only a 
sort of living picture, and must needs follow the general 
principles of artistic habit. 

Too little care is given, as a rule, to this necessity ot 
making everything fit and harmonize. Druggists have 
been known to use totally dissimilar material in their 
displays. They would base it on Frogs, perhaps, but 
would drag in miniature human figures, or brownies, cr 
some other incongruous material that would have been 
much better omitted. Our idea is to use Frogs and only 
Frogs. The Frogs we use are so constructed that they 
can be adjusted in all the positions of a human figure. 
If you want human figures, humanize the Frogs by put- 
ting them in whatever position you wish. The effect 
will be infinitely more amusing, and the material is 
easier to get and easier to use. 

The writer ran across a window display upon one oc- 
casion that looked for all the world like a kaleidoscope 
when viewed from across the street. It was a smeary 



58 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Display of Mr Geo. J. Haeussler, Manchester, Mich. 



Hash of gaudy color, and while it attracted by its very 
hideousness,'its attraction was not the sort which brings 
dollars to the druggist's till. Vivid color is all very well 
— valuable in fact, but let it be in good taste. Let one 
tint predominate. If this be green, get it as brilliantly 
green as you can, but don't introduce a great splotch of 
red on one side. Other colors are perfectly admissible, 
but let them be in small patches, introduced here and 
there harmoniously. After the display is complete, ask 
your wife or daughter to view it from the outside, from a 
color standpoint. You can usually use the result as a 
criterion. 

A FEW LITTLB THOUGHTS AT RANDOM. 

If there is a theatre in town, see if you cannot borrow 
there one or two small grass mats. You can make them 
yourself by staining a coir door mat. Of course, use 
grass or sod wherever practicable, wherever the display 
is of a rustic character which demands it. The idea is to 
be as rational as possible. 

Small mirrors can be very effectively used. Borrow 
or bring from home any old mirrors that you can secure, 
and place them at the extreme sides near the rear at an 
angle that will make them face the opposite corner of 
the front window glass. In this position they will be 
quite effective. 

As to posts in the window. Do not try to leave them 
out of the picture by ignoring their existence. That will 
hardly do. Wrap them about with a thin cloth or paper 



of the same coloi as the predominating color in the 

display. 

Some druggists, during their window displays ot 
" Frog in your Throat ?" have sent a man through the 
streets of the town disguised as a Frog. 

An important accessory is a mirrored back. This 
should be secured if convenient, for it makes the whole 
window look twice as deep, and like the scenery in a 
theatre, it enhances the entire effect. Every Frog be- 
comes two, every little detail is duplicated far in the 
rear of the window, and the whole display becomes a 
picture with a background. 

Failing the possession of a mirrored back to your store 
window, it often becomes a most perplexing question to 
provide a suitable background for your display. A strip 
of cloth can be used, either decorated like the scenery 
of a theatre, or neatly lettered with a border, perhaps, 
in color. But there is a better plan than having an en- 
tire background of cloth. We can supply our custom- 
ers with a handsome lithographed picture on heavy card- 
board which can be very effectively employed as a 
background of many styles of display. This picture 
is highly scenic, very decorative and also amusing; can 
be used alone or in combination with other matter. 

Try the effect of making your window-glass into a 
picture frame. A single five-inch band of paper may be 
pasted like a border round the outside edges ; then leav- 
ing a small margin, paste a two and one-half inch hand 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



59 




An English Display. 



inside of it, and (as before) entirely around the four sides 
of the glass ; inside this paste a one-inch band. Leave 
from one to two inches of clear glass between the differ- 
ent borders. White paper will probably make the best 
effect. 

Try the plan of spelling out the name of the window 
display in small boxes or bottles of the article displayed. 
In the case of " Frog in your Throat?" it could be easily 
pelled out in raised letters, at least ten inches high. 
The effect would be truly startling. 

Bridges across water are so extremely simple and 
effective that they should always be used whenever any 
supposed body of water is introduced. Make the bridge 
of stiff paper, white card, paste-board, or an old bit of 
shingle. Use arched or rustic bridges, as they are much 
more picturesque. 

The question of lights at night is worthy of serious 
thought. Small coiled batteries will supply light for one 
sixteen-candle lamp, or several miniature lamps of less 
brilliancy. The power is entirely generated by the coils, 
and can be maintained for a long period. Lamps and 
wiring go together. This offers a suggestion for the 
easy illumination of any features in the display, as a 



lighthouse, windmill, bridge, etc. If you haven't elec- 
tricity handy, a little ingenuity with lamp, candles 
Japanese lanterns, or gas-burners, will provide an en- 
tirely acceptable effect. 

The foregoing remarks apply pertinently to whatever 
display you see fit to make. And here's another remark 
you'll do well to keep in mind. 

If you want to get the laziness out of your window, 
don't be lazy yourself. Do this and you will not go at 
the work in a half-hearted way. Nor will you be down- 
hearted if you don't always find your displays as suc- 
cessful as you think they ought to be. Your failure will 
only spur you to fresh exertions. You'll study harder 
to find out in what respects your unsuccessful displays 
have come short. And, if you get rid of your laziness' 
you'll not be afraid to change your display frequently. 
Some druggists leave really good displays in until they 
become stale. 

Don't plead lack of time. There's always lots of 
time for the man who really wants to do a thing. Mater- 
ials will gradually accumulate, and as for ideas there's 
nothing like interest in a subject for sharpening the 
wits. And don't have lazy people about you. 



60 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



Chapter XII 

Some English Ideas 

The whole of the book thus far might bear the 
title "How ' Frog in your Throat ? ' Pays the Kent in 
America", for with the exception of two illustrations, 
all that has been said and shown has been with refer- 
ence to the window display talent and enterprise of the 
American druggist operating on " Frog in your Throat?" 

We propose now to show something of what has 
been done among our English cousins in the way of 
making their windows pay their rent by means of window 
displays of " Frog in your Throat?", and, following that, 
to illustrate and describe somejrepresentative displays ol 
other goods by which drugstore windows anywhere can 
be made to " pay the rent." 

The two exceptions to which reference has been 
made, are to be found on pages 37 and 59 respectively. 
Each in its way is a representative English display. We 
inserted them for purposes of comparison. There is 
nothing " odious " in the comparison one way or other ; 
one hardly needs to be told, however, which are the 
English displays ; the two types are sufficiently distinct. 
It may be said, perhaps, that the English displays are 




characteiized by what might be termed a good deal of 
" straight-up-and-down-ness." Everything about them 
is very precise, substantial, " thoroughly respectable," 
with a general air of having been set up with much 
assistance from a foot rule or tape measure. 

Illustration No. 1 is not a window display, though 
English druggists often place it in their windows in 
conjunction with other matter. They call it a " fix-up", 
over there, and use it chiefly as a counter advertise- 
ment. American druggists might find a hint in this 
which they could turn to good advantage. 

Illustrations 5, 6 and 7, show English ways of using 
the small Frogs in conjunction with the boxes of " Frog 
in your Throat?" A little stiff and stilted, perhaps, 
according to American ideas, but quite effective never- 
theless. One beauty about them is the rapidity with 



which displays of that sort can be set up. Half an 
hour's work would be all that would be necessary to 
make any one of these three displays. Simple little 
displays like these sometimes accomplish what more 
ambitious efforts fail to do. Their very simplicity attracts 




attention. ( )ne thing they do is to show very plainly 
what can be done by the use of the Japanese cotton 1- n -gs 
alone. These are a host in themselves. You can make 
them tell any sort of a story. They fit into any kind of 
a picture. There isn't an attitude within human reach 




that these Frogs cannot be easily made to assume a close 
and ludicrous imitation of. And they can as easily be 
made to caricature human emotions as to imitate human 




HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



61 



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HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




attitudes. Nature was in a jocose mood when she made 
the first Frog, and there has been something decidedly 
funny about the " critter" ever since. 

Note illustration No. 6 as -an example of how 
well adapted these Frogs are for telling a little story. 
That particular one is a love story in four acts. 

There is first of all the swain in pursuit of his lady 
love, who is holding up her parasol. Next comes tragedy 
in the shape of an irate policeman or a jealous rival, prob- 
ably the latter. In" thirdly " everything is peaceful and 
serene, while "fourthly" shows an interesting and 
happy family party. 

Illustrations 8 and 9 are two larger displays of the 
same general kind. Illustrations 2, 3 and 4, are 
enlarged details of an American display and are good 
examples of how the Frogs are utilized on this side of 
" the pond." 

Some druggists have the idea that there is no use 
trying to make a window display unless ihey have 
a whole paraphernalia of stuff to work with. It's a 
great mistake. For elaborate displays no doubt you 
must have a sufficiency of the right sort of material ; 
but it's a wrong notion altogether that one can't put in 
a window display with character to it and drawing 
power also, unless with a big equipment. 

A good window display becomes all the more effec- 
tive an advertisement when it is itself well advertised. 
Druggists in America have used various methods of 
letting people know that they had displays in their 
windows that were worth going to see. One of the most 
effective of these has been the use of the Frog Suit, 
and illustration No. 10 shows the manner in which a num- 



ber of these suits were also used in England. During the 
Summer months several minstrel troupes like the one 
shown in the picture were engaged at various watering 
places. Their plan of work was to keep the holiday crowds 
amused with "Frog" songs, "Frog" jokes. "Leap 
Frog," etc., etc. They would also give away a ticket to 
every one who " put a penny in the plate," and in this 
way sent hundreds of people every day into the stores of 
the druggists, who already had displays of "Frog in your 
Throat ?", for a free sample of the lozenge. This meant 
splendid advertising for " Frog in your Throat?" and 
many subsequent sales of that as well as of other goods 
in the stores of the druggists who had the displays. 
The troupe shown in the picture advertised one druggist 
who had bought 20 gross of " Frog in your Throat?" 
and made a window display, to such good effect that he 
disposed of the whole 20 gross in a comparatively short 
time, and sold so many other goods into the bargain 
that what was an exceptionally bad season for trade 
generally in his town, proved for him the best he ever 
had. 

This is as good a place as any to make a little digres- 
sion and emphasize the value of such a novelty as a 
Frog Suit both for advertising a window display, and for 
forming part of a window display itself, 

A Frog Suit, by the way, for the information of 
those who do not already know, is a one-piece water- 
proof garment, which a man or boy can wear over his 
ordinary clothing. It is made of canvass, painted 
to be in color and general appearance as close an imita- 
tion as possible of a Frog's skin. The head piece is 
separate. It is a big helmet provided with a ventilator. 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



63 




has big'bulging eyes, and is a life-like representation on 
a monster scale of the real thing. 

A popular way of using 
a Frog Suit has been to 
dress a man or boy in it and 
send him through a neigh- 
borhood carrying an umbrel- 
la and bearing on his back 
some such placard as this 
Escaped from Smith's 
drugstore show window " 
, «.■ "See the fine window dis- 
"i\play in Jones's drugstore." 
On the other hand, either 
because the law forbade them 
or because they didn't care 
to use the suits on the streets, 
some druggists have pre- 
ferred to place the Frog- 
Man in their window, mounted on a bicycle perhaps, 
or trundling a wheel-barrow full of goods, or doing 
something else to attract attention. The ways are legion 
in which a Frog Suit can be effectively used in window- 
display. And it can be used stuffed with excelsior, 




newspaper or other material just as well as with a man 
inside of it. 

Look at illustration No. II for instance. That shows a 
stuffed Frog Suit utilized for a display of " Frog in your 
Throat? " It could be easily adapted to a display of 
White Pine Cough Syrup, for instance, or other goods of 
the same class. 

Another example of the same sort has already been 
shown on page 9. That picture illustrates the value of 
" Frog in your Throat ? " to those smokers whose indulg- 
ence in the weed gives them the characteristic throat 
affection known as " smoker's sore throat." 

Here is a portion of a letter sent from one druggist to 
another in which he gives advice founded on his own 
experience as to how to use a Frog Suit. 

" If you are in the business portion of the town, get 
a small boy, and place him inside the suit to deliver bills, 
samples of anything you may wish to push, either just 
outside the door, or have him parade up and down the 
streets. Place a sign on him " Escaped from Blank's," 
and get him in the parades of both political parties. Put 
him in your window on a busy Saturday night and have 
him cut up all kinds of monkey-shines. If you have a 
good deal of country trade that comes in by train, have 



64 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



"Frog in your Throat ?"I0 Cents 
will stop that Cough. 



Trog in your Throat?"JO Cents 

instantaneous. 



Frog in your Throat. 7 JO Cents 

will stop that tickling. 




"Frog in your Throat?" 10 Cents 
Clears your voice in a minute. 




ii 



him meet the trains with a little show card to distribute, 
neat and with as few words as possible, something the 
average man will comprehend at a glance." 

Resuming the subject of how to support and " back 
up" one's window display by advertising it through- 
out one's neighborhood, we must reproduce here a 
characteristic letter sent to us by an enterprising and 
original-minded druggist, Mr. H. M. Garlichs, of St. 
Joseph, Mo. 

" I found an elegant way to advertise ' Frog in your 
Throat ? ' as follows," he says, " I hired a large two- 
seated cart and placed in it four negro singers, dressed 
up in Frog Suits. They played music and sang negro 
melodies through our principal streets, and I had a man 
in livery to give away 2000 samples along the route to 
grown people only. The team was hitched up tandem, 
and a large Frog was fastened on the back of each 
horse. Each horse also had a large red wool ' duster ' 
stuck on his head as a plume. The horses and coach 
were decorated on each side and end with a banner, 
saying ' Buy " Frog in your Throat?" at II. M. Gar- 
lich's drugstore.' I also had a single horse and buggy 
that I used myself to go ahead and see that the work 
was well done, and lead the route. I had that team 
also with banner, and large Frog tied on the horse's 
back. Every four weeks I also decorate my window with 
'Frog in your Throat? ' The result is it sells rapidly. 



I neglected to mention that each negro singer hi 
one of your Japanese umbrellas over him. I also sa 
my Japanese lanterns, and every time something ni 
passes my store I string them out in front of the sto 
and they make a nice decoration." 

Mr. Garlich's window display by itself would, 1 
doubt, have sold goods, but it couldn't have sold 
many goods had it not been advertised in so energetic 




12 

way, simply because as many people wouldn't ha 
seen it. 

The illustration on page 4S shows how Mr. Pease. 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



65 









jT.J F,;« Couuhs .»* colds .»; WHBfc&jj^'"" 




FROC I IP 


."In 


1 |N YOUR A Wfj 








■" 



13 



New Bedford, Mass., also appreciated the necessity of 
advertising his window display in order to bring out its 
full goods-selling value. 

The experienced advertiser never loses a chance of 
exploiting his wares. And he sees chances where less 
nimble-witted people see none. All is " grist " that 
comes to his " mill." A good example of this attitude 
of mind is afforded by our English agent, Mr. J. E. Gar- 
ratt. who turned his pet dog into an advertising medium 




by having him wear about the streets a pretty blanket 
on which the legend " Frog in your Throat? " was em- 
broidered. And not that only, the dog himself got his 
name from his master's ruling passion, that of advertis- 
ing and pushing the sale of " Frog in your Throat ?" . 
Illustration 13 shows " Froggie " clad in his advertis- 
ing blanket. 

Illustration No. 12 shows how an American druggist 
also made use of the dog to help him in his advertising. 
He had a pair of them and a Frog Suit. He hitched 
the dogs to a sled (it was Winter time), dressed his boy 
in the Frog suit and sent him careering through the 
streets of the town with a placard on his back. It was 
fun for the boy, and the dogs and the public and the 
druggist — good fun all around. 




14 



15 



68 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Illustrations 17 and iS show two advertising cars 
which we had on the streets and in the parade during 
the Peace Jubilee celebration, held in this city in October, 
1898. They are introduced as examples of how effect- 
ively the Frog Suits can be employed in parades, etc. 

The illustrations do not biing out the details with 
sufficient distinctness. The car shown in illustration 17 
has skilfully postured small Frogs arranged along its top 
edge. Occupying a pedestal raised above the roof of the 
car is a monster Frog. Forming a border along the upper 
edge are a number of " Frog Doctor" automatic figures. 
The special construction of this car will be noticed ; 
the roof is raised on supports so as to show the interior, 
where tablet machines, etc., are on exhibition. Along 
the top of the body of the car is a row of " Frog 
Minstrel" cut-outs. Below these and so placed as to 
leave a ledge, two rows of "Frog in your Throat?"' 
dummy cartons. On this ledge a number of large cotton 
Frogs. Below the dummy cartons and concealing the 
wheels, large " Frog in your Throat?" muslin signs. 

Along the top edges of the car shown in illustration 
18 are also arranged small Frogs in various attitudes. 
Immediately below these are "Frog Minstrel" and 
"Frog Doctor" automatic figures placed alternately. 
" Frog in your Throat?" dummy cartons line the sides 
of the car, with the exception of a space in the centre 
which is occupied by a "Red Messina Orange Girl" 
cut-out, surrounded by a wreath of bunting. Conceal- 
ing the wheels are " Phenol Sodique " dummy cartons. 



CHAPTER XIII 

"Strong Man" Window Displays 

Deserving to be mentioned in a class of honor by 
themselves are the rent-paying window displays of vari- 
ous kinds of goods that have been made with what is 
known as the " Strong Man " for their leading feature. 

This Strong Man is a cut-out figure, which is made to 
simulate in a remarkably natural way certain motions of 
real life by means of clock-work. We devised the nov- 
elty and began its manufacture nearly two years ago. 
Ever since then it has maintained its popularity as an 
efficient salesman when used as a window display attrac- 
tion in conjunction with the goods it advertises. 

The figure is beautifully lithographed in several 
colors, and is so life-like in proportion, color and motion 
as to be easily mistaken for a living man. A good gen- 
eral idea of it can be gained from illustration 14. The 
conception typifies health and strength, and the way it is 
used is in conjunction with window displays of goods 
that are especially intended for the purpose of making 
people strong and healthy. 

When the automaton has been wound up and set 
a-going, the arm holding the dumb-bell is steadily 
raised, the head also moving backwards, so that tin- eyes 
of the Strong Man seem to follow the progress of the 
weight. When the arm has been fully extended, the 
process is reversed and the arm comes slowly down 
again. And the figure is constructed so as to hold in the 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



67 




17 



other hand a lithographed fac-simile of the package of 
Malt Extract, Beef, Wine and Iron, etc., — whatever is 
being displayed as strength-imparting medicine. We have 
already said, when dealing with the general subject of 
window displays that there is no surer attraction in a 
window than some form of animal life. And we in- 
stanced the interest that will be taken even in such a 
dull-looking creature as the turtle when placed in a 
store window. 

Certainly the next best thing to real life is so close an 
approximation to it as to make people mistake the imita- 
tion for the genuine thing. This has happened oftener 
than once or twice in the case of the Strong Man. 

" Everybody admires its life-like movements ; " 

"It is very life-like and a great many people come 
into the store to see how it works ; " 

" Being so life-like makes it a great curiosity." 



"People wondered why I had a man in his shirt- 
sleeves in my window until they found it was an auto- 
matic figure ; " 

Such are some comments taken at random from hun- 
dreds of letters which we have received from druggists 
telling about the Strong Man. 

With astriking novelty like this, the difficulty of making 
a sales-making window display is reduced to a minimum. 

Illustration 16, is a case in point. It shows a display 
which really needs no explanation and only a word or two 
of comment. There is the Strong Man in the centre. 
Around him are tastefully arranged whatever goods are 
to be pushed. On the glass are pasted appropriate signs 
which are sure to rivet the attention and stick in the 
memory. Note the Indian clubs and dumb-bells. These 
are introduced to give emphasis to the story, and bring 
forcibly home to the beholder the advantage of strength. 




18 



68 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



The force of contrast can often be effectively illus- 
trated in window display, and there couldn't be a better 
example than is afforded by illustration 15. What 
greater contrast could there be than between a lifeless, 
bloodless, muscleless thing like a skeleton, and the 
ideas of vigor and vitality which are typified in the 
Strong Man. 

What more natural, therefore, than to place the two 
side by side, and either by the suggestion alone or by 
suggestion in conjunction with suitable signs to prove 
the desirability of keeping as far as possible from the 
skeleton condition by maintaining health and strength 
by the use of the goods so effectively advertised. 

Illustrations 19 and 20, show two displays which 
owed their inspiration to the military spirit which was so 
strongly in evidence during the war with Spain. No. 20 
also illustrates the skeleton contrast idea very strikingly 
and with considerable elaboration. 

Here is the way Mr. E. Wunderlich, of New Orleans, 
used his Strong Man. 

" I made a window display with the Strong Man 
immediately upon receipt of same. It attracted quite a 
crowd, and, no doubt, helped business. I placed him on 
a box covered with black cloth, and inscribed the follow- 
ing in white letters : ' Attention ! To-morrow evening 
(Saturday) at 7.30 o'clock sharp this man will begin to 
lift the 100-lb. dumb-bell. The person guessing the 
exact number of times the arm goes up will be given a 
bottle of Beef, Wine and Iron free. It don't cost a cent 
to guess. All guesses must be in by 7 o'clock'. The 



effect was magical. Children going to school noticed 
the sign and talked about it. When the contest closed 
at 7 o'clock, there were 560 guesses recorded. When 
the clock-work started the sidewalk was so crowded 
that it required the aid of a policeman to keep a clear 
passage. As the work continued, the crowd increased 
and the excitement was intense. In fact, it attracted 
more attention than a war bulletin. Does it pay? 
Well ! I should say it does.'' 

We could fill a big book with letters from druggists 
telling what splendidly successful window displays they 
made with the help of the Strong Man. 

Just a few quotations showing the variety of the 
goods these displays helped to sell, and the extent to 
which results proved how true it is that the window 
can be made to pay the rent. 

D. Reed & Son, Pomeroy, Ohio, wrote : " The 
Strong Man has sold goods for us faster than ever, 
especially Beef, Wine and Iron, and Compound Syrup 
of Sarsaparilla. He has made general business unusu- 
ally good for us this Spring.'' 

Charles B. McPherson, Washington, D. C, had 
every reason to believe in the rent-paying power of a 
window in which the Strong Man was working. He 
says " It has increased the sale of such articles as it can 
be used with, about 60 per cent." 

No wonder Mr. A. C. Walker, Waterbury, Conn. , was 
satisfied. He says "Sold four dozen Extract Malt the first 
night I had the Strong Man in the window. You may 
put me down as thoroughly satisfied with my investment." 




19 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



69 




20 



CHAPTER XIV 

Various Rent-Paying Displays 

"Well," some druggist may say, "it is very inter- 
esting to see such examples of rent-paying window dis- 
plays, but I can't buy goods enough at one time to secure 
such a trade-maker as an automatic Strong Man ; it isn't 
possible to make an attractive display unless one has 
something of that sort, or a lot of other good matter." 

It is just on this rock of contempt for small things 
that many druggists allow their ship of opportunity in 
the way of window display to strike and go down. The 
idea that it is "of no use " expecting to make a nice 
window display unless a good deal of money can be 
spent and a great deal of time devoted to the work, is an 
utter fallacy. Some fine results have been secured by 
druggists with but scanty material. Mother wit stood 
them in good stead and their windows paid so well that 
before long they were able to secure automatic cut-outs 
and all the other paraphernalia for elaborate displays. 
But it is at least open to question if the simplest displays 
are not the best, no matter how much time and money a 
man may have to spend in that way. 

Illustration 22, for instance, shows a display that is 
simplicity itself. Anything further removed from expen- 
siveness, or troublesomeness, could not easily be imag- 
ined. It is a display of Ten-Cents-Abies. All there is 
to it is a series of strings suspended from the top of the 
window and having the goods fastened to them at proper 
intervals. And there is a pithy sign placed where every- 
body can see it ; the sign is an important feature of such 



displays. The same idea has been used to good purpose 
for displaying tooth-brushes and other small articles. 

A window display may even have a certain crude- 
ness about it without detracting at all from its advertising 
value. In fact, what might be called the " rough and 
ready " sort of display will sometimes attract more atten- 
tion than efforts that are much more pretentious. 

The Sarsaparilla display, illustration 24, and the Malt 
Extract display, illustration 21, are good examples of 
what is meant. Here again much depends on having 
snappy signs and arranging them tastefully. When the 
displays are frequently changed, and this ought always 
to be the case, it is good policy to vary the more ingeni- 
ous and elaborate attempts with others of the "home- 
spun" character referred to. 

And speaking of varying the character of displays 
reminds us that there is a certain amount of attractive 
power in ugliness. But good judgment is essential for 
making an ugly window display that is also attractive. 
Take illustration 25, for instance. The display shown 
there is not a pretty one in any sense of the word, and 
yet it would attract attention anywhere, especially it 
interjected among a series of handsome displays. 

And now, to illustrate still further how true it is that 
excellent rent-paying window displays can be made 
with few, if any, " stage properties," so to speak, except 
the goods and some clever signs, look at illustration 23. 
That shows a window display entirely made up of goods 
we manufacture for the relief and cure of dyspepsia. The 
goods are attractively arranged ; bright window signs 
are pasted up; and, to bring out strongly the " cause " 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




&ffi£S&.' 



*WA 



| A HEALING SHOWER 

EV£RYDROPA CU/f£ 

ONL Y W C A DROP. 



■ * — T 







22 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



71 



I 
Pies an'Things 

»ilh cures Cor the Rjfo 1 , ICff • 





24 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



and the " eflect " in the case, a lobster and two pies are 
made conspicuous. 

Or look at illustration 32, asoda-llavor display. There 
is nothing there but what every soda-selling druggist has in 
the store already or can secure at a minute's notice and 
trilling expense. 

Or, take No. 31. That shows a very telling display 
of Litfaia Water Tablets. The point to be made is to 
emphasize the fact that our Lithia Tablets make the 
finest possible quality of Lithia Water, and yet are much 
more economical than the Lithia Water that is offered in 
bottles. How could it be done better than that display 
does it? The bottle of Lithia Tablets occupies the fore- 



Illustration 34 shows another excellent wartime 
window display in which patriotism and business are 
harmoniously joined. 

The most casual glance shows what an important 
place window signs hold in display making. Take these 
away and the effectiveness of the window would diminish 
by 75 P er cenl - As we were pioneers in providing drug- 
gists with the right sort of window signs, so we have 
always led the van in furnishing them with the best signs 
that can be made. 

The flags, shields and exploding bomb-sbells shown 
in these war-time window displays are all lithographed 
signs beautifully done in colors. Illustration 36 shows 




ground. Around it stand a varied assortment of empty 
bottles, etc. Contrast No. 1 is that the tiny bottle of tablets 
holds the wherewithal to make as much Lithia Water as 
would fill all these large containers. And contrast No. 2, 
that of expense, is proclaimed on the sign, which tells 
its own story forcibly enough. 

No. 33 shows a display which would necessitate a 
little larger outlay both of cash and effort. It is a war- 
time display, and the make-up consists of some photo- 
graphs of leading actresses, or of other pretty women, a 
pair or two of cavalry gloves, spurs or other bits of mil- 
itary mementoes, some draped red white and blue bunt- 
ing for a back-ground, window signs and one of our auto- 
matic figures. 



a number of suggestions for the effective disposition ot 
such signs. We have many other lithographed signs 
which we give with goods, and numbers of these arc- 
shown in the various illustrations. Illustration 35 shows 
in outline, how tastefully these signs can be grouj ed. 

The third cover page illustration gives some idea as to 
both the quantity and quality of the different kinds of 
lithographed advertising matter with which we supply 
the druggists who buy our goods to help them make 
rent paying window displays. As this is the most 
profitable advertising for the druggist, we prefer to 
spend our money that way rather than scatter it in 
expensive mediums, like newspapers. 

The wise advertiser watches times and seasons, and 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



73 




makes his window display fit the particular case. He is 
talking to the public when he makes a display, and his 
common sense tells him that it is good policy to talk to 
people about what they are specially interested in. The 
pages of this book have described several cases in which a 
prize-winning window display has "hit off" to good 
purpose some local event of general interest. The war- 
time^ displays for instance are good examples of an- 
other sort. Then, of course, there are the regularly 
recurrent feast days and holidays of the year. The 
up-to-date believer in window-display advertising never 
allows these seasons to slip past unimproved. They are 



to him hooks of opportunity on which he is prompt to 
hang his banner of publicity. 

Thanksgiving Day, for example. That season is 
consecrated to good feeling and good fare, and illustration 
26 shows a window display that could be made with entire 
appropriateness at such a time. People will look and 
smile at the very homeliness of your effort; that is one 
of the " rough and ready " displays already spoken of, 
and a good one. Of course, the display could be varied 
so as to suggest more directly that if too much pumpkin 
pie, etc., is eaten on Thanksgiving Day you can provide 
cures for the resulting unpleasantness. 







74 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




Illustration 27 shows another ingenious way in which 
the pumpkin can be used in window display. Pump- 
kin time, of course, is " Frog in your Throat ?" time also, 
by reason of the raw cold winds so prevalent then. 

Illustration 28 shows how the Easter season can be 
taken advantage of in making a pretty window display of 
soda flavors. Easter Monday is a very favorite day with 
many druggists for opening their fountains. The season 
typifies newness and fresh beginnings of things. Fresh- 
ness, purity, simplicity and sweetness are ideas peculiar 
to Easter-tide. In no better way, therefore, than by 
some such display as the one shown could the possession 
of these qualities by your soda flavors be appro- 
priately emphasized. The display is very easily made, 
and not expensive. And it tells its own story without 
any interpreter. 

An impressive mid-winter window display can be 
made in the following way; and, of course, it could 
very easily be specially adapted to the Christmas 
season. 

Have the window wholly inclosed, and cover the 



ceiling, floor, sides and back of the space with cotton 
wool. A little dexterity will enable you to arrange this 
material so as to make it appear flaky. After this has 
been accomplished satisfactorily, sprinkle it liberally 
with white frosting to give it the requisite sparkle, l'ut 
in a number of red incandescent lamps, and inclose them 
in globe-shaped wire screens. Cover these screens 
thinly and loosely with cotton wool, so that, at night, the 
proper effect may be secured ol lights shining out 
through a veil of fast falling snowllakes. 

I lidden at the top and bottom of the window arrange 
several electric fans, and take care to place them >o that 
the currents of air they generate shall not be impeded. 
For snow use four or live pounds o! goose-feathers. The 
fans will keep them flying. 

It will require no great ingenuity to make up the 
back and -ides of the window, so a- to represent a >treet 
scene. I'se some miniature human figures, and have 
them well sprinkled with snowllakes. Some toj 
drawing sleighloads of Christmas shoppers can be intro- 
duced to heighten the realistic appearance of the picture. 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



75 



By means of such a display you can advertise sea- 
sonable goods like "Frog in your Throat ?", Syrup 
White Pine Compound, Cold Cream, Camphor Ice, 
Witch Hazel and Glycerin Jelly, etc , etc. , in a very 
picturesquely effective manner. And, of course, when 
you make such displays, don't forget what we have said 
about window signs. It is the pithy, witty, snappy sign 
that "points the moral and adorns the tale " of the 
window display. Put up such signs as these : "After 
the Sleigh Ride Use Almondol " ; " For Chapped 
Hands and Lips Use Witch Hazel and Glycerin 
Jelly"; " If Hoarse, take 'Frog in your Throat?' ", etc. 

And so in like manner with the other days that are 
marked with a " white stjne " in the calendar and stand 
out from all other days in the year. " May Day," for 
instance. That is "moving day" in many places. 
Appropriate displays can easily be gotten up. Call 
attention to the articles in your stock which are likely to 
be useful for the various emergencies of such a day. 
Washington's Birthday, Memorial Day, Fourth of July, 
and so on, — none of them ought to be allowed to pass 
without appropriate displays. Not only will this course 
bring direct trade, it will establish your credit as a wide- 
awake man of business, who is ever alert to turn all 
occurrences to good account. To possess a well-earned 
reputation of this kind is valuable capital. To catch 
opportunities "on the fly" is the right way to catch 
them and often the only way. Improve every occasion 
as it comes and you will be astonished at the result. 

Illustration 29 shows a capital window display, which 
a druggist made while the Klondike fever was at its 
height. It furnishes another good example of how to 
accommodate your window displays to the subjects that 
engross public interest for the time being. The moun- 
tains are made of bunched canvass or piles of sand 




29 

covered with white powder, the effect of which may 
be heightened by a liberal sprinkling of powdered 
mica. The log huts are made of pasteboard ; the earth 
around the shaft of the mine may be real earth taken 
from your garden. And here again is shown the won- 
derful adaptability of the small Frogs for purposes of 
window display. They are introduced in this display 
with wonderfully life-like effectiveness. 

Illustration 30 shows a special occasion window dis- 
play of another kind. It doesn't appeal to sentiment as 
much as some of the others do, but there's lots of busi- 
ness sense in it. Every druggist knows, only too well, 
that odds and ends of things will accumulate in spite of 
him. They are "hang-overs" that are as hard to get 
rid of as some evening callers. What is to be done with 
them? They take up room and gather dust. And 
every day they get worse looking, and, therefore, worth 
less. This window display shows what to do. 




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76 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 




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32 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



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HOW TO MAKE YOUR WINDOW PAY YOUR RENT 





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36 



HOW TO MAKE YOUR WINDOW PAY YOUR RENT 



79 



INDEX 



Accessories 56 

Advertising a Window Display . . 62 

Agreeable Surprises 37-39 

Alligators in Window 52 

A Magic Phrase ....... 33 

Animate Nature in Displays ... 28 

Arches in Display 30, 47 

Artificial Lake 33 

Artificial Plants 47 

Artificial Snow 74 

Back Grounds 58 

Balloon Display 53 

Birds in Window Display .... 38 

Boat-house Display ...... 20 

Bridges 46, 59 

Brownies 44, 52, 53 

Burlesque Displays 24 

Business Boom 16 

Certainty of Success 49 

Cheese Cloth .45 

Choice of Article for Display . . . 17 

Christmas Tree Displays . 36, 42, 54, 55 

Color 58 

Colored Bottles Stage of Window Dis- 
play 4 

Cotton Wool 35, 50 

Creating a "Run" 13 



Dogs 64 

Dyspepsia Window Display .... 69 

Electricity. . . . 21, 33, 41, 55, etc. 

Electric Fans 74 

Electric Frog Fountain 54 

Emphasis 12 

Enthusiasm 40 

Ferris Wheel Display 34 

Flowers in Display 45 

Foliage in Display 38 

Force of Contrast 68 

Fountain Displays 19, 41 

Frog in your Throat ? in England . . 60 

Frog Suits 62 



Frog Suits, stuffed 

Frog Suits in Parades 

Frog Acrobats 27 

Frog Aquarium 

Frog Band' 

Frog Base-ball 

Frog Battle 

Frog Bicycler 

Frog Coasting 

Frog Firemen 

Frog Fishermen 

Frog Foot-ball 

Frog Gunners 

Frog Man 

Frog Merry-Go-Round 

Frog Orchestra 16 

Frog Picnic 

Frog Pond 25 

Frog Preacher 

Frogs in Window Displays 17, 22, 36, 

Frog Snow-ball Fight 

Frog Swallowing Frog 

Frog Team 

Frog Tobogganing 

Frogtown Carnival 



63 
64 

35 
24 
5 2 
34 
40 

45 
33 
33 

39 
29 
26 

53 
34 
29 



1 o- 

39 

etc. 

33 

55 
46 

34 
21 



Glass-making Display 48 

Grouping 57 

Gulliver Window Display .... 47 

Hance Brothers & White's Works Dis- 

P la y 54 

Harmony in Window Display . . . 57 

Horse-shoe Display 50 

Hospitable Open Door Idea ... 5 

Imitation Ice -35 

Impetus to General Trade . . . . 17 

Increase of 100 per cent 20 

Individuality 40 

Ingenuity 35 



Keeping Watch on Results . 



IS 



Lake Displays 16, 39, 52 

Lanterns 40, 53 



80 



INDEX 



l'ACE 

Laziness in a Window .... 3, 59 
Lazy Windows Made Active . . . 53 

Light-house Display 45 

Lithia Tablets Display 72 

Local Events 22 

Malt Extract Display 69 

Mammoth Frog Display .... 50 

Masquerades 42 

Mechanical Movement 28 

Mexican Frogs 42 

Mistaken Ideas . . .... 62 

Mirrors 54, 58 

Mirror-back 58 

Mistakes in Display-making . . . 57 
Moss in Window Display . . . 29, 44 



Mountains in Window Display 

Newspapers 

Newspaper Notices 



i7> 



Reading Notices .... 
Results of One-Idea Method 
Rough-and-Ready Displays . 



Running Water in Display 
Rustic Display .... 



39 

15 

27 



Oil-well Display 31 

Old Castle 39 

One-idea Method 12 

Out-of-Ordinary Exertions .... 46 

Over-ambitious Displays 59 

Parades 42, 66 

Picture Frame Window 58 

Points in Display 35 

Poison Window Display . . . 69, 72 

Police Needed to Clear the Sidewalk . 32 

Political Displays 27 

Posts in Window 58 

Post-Mortem Decisions 12 

Potent Questions 10 

Pretty Displays .... . . 28 

Proportion 57 

Public Fountain 43 



56 
69 



PAGE 
28 

'4 



Sarsaparilla Display 69, 71 

Sawdust 26 

Science of Window Dressing ... 4 

Seven-weeks Display 53 

Ship-canal Display 25 

Show Window Evolution .... 3 

Signs 69 

Simple Displays 60 

Skeleton Displays 37, 68 

Special-Day Displays 75 

Spelling Out a Name 59 

Street Display 64 

Strong Man, the 66 

Strong Man Displays .... 66, etc. 
Stuffed Frog Suits in Display . . . 47 

Telling a Story by Window Display . 60 

Ten-Cents-Abies Display .... 69 

Toy-store Ideas 35 

Trolley-car Display 51 

Tunnels 30, 5 1 

Two Sorts of Advertising .... 40 

Ugliness in Displays 69 

Unsecured Results 38 

Use of Real Sod 30 



Value of Curiosity .... 
Value of "Talk" .... 
Visitors Brought to See Displays 



41 
41 
5<> 



War-Time Displays . . . 68. 69. etc . 

What a Window Is 9 

What to Do with " Hang-Overs" . . 75 

Wind-mill Display 45 

Window Display a Business Tonic . . 12 
Window Displays and Dignity . . . 10 
Window Display vs. Newspaper Adver- 
tising 49 

Windows as Light Admitters ... 3 

Windows vs. Doors 5 



ART IN ADVERTISING 



imffiA 




SYRUP 



MTHIA 
WATER 



^STOPSd 






The above only faintly illustrates the quantity and quality of the 
Lithographed Advertising Matter. — Window Signs, Dummy Cartons, 
Cut-Outs, etc., which we supply, free, to those druggists who buy our 
goods, thus placing them at an immense advantage as regards the 
making of rent-paying window displays. Our experience proves that 
this kind of advertising is most profitable for the druggist ; we there- 
fore spend our money on it rather than in expensive mediums like 
newspapers. "The H. B. & W. Plan" condensed into one word is 
Reciprocity. 



LIBRARY OF CONGRESS ♦ 

" 11 mi 



021 048 449 8 



MEDICINAL MERCHANDISE 



We put up such pharmaceutical specialties only as our long experience 

has proved to be the best sellers and which druggists are accustomed to 
put up for themselves. As we put them up they are " up-to-date " mer- 
chandise as well as " up-to-date *' medicine, and are therefore entitled to be 
called " Self-Selling Medicinal Merchandise." 

We put them up better and cheaper and quicker than druggists can. 
saving them time and trouble and worry, because we have the facilities tor 
it, the organization tor it, and buy everything at first hand in large quan- 
tities ; it uses up a lot ot a druggist's time when he has to write to one firm 
about lithographic work, to another about bottles, to another about cartons, 
to another about plates, and so on ; we save him all that. 

All the goods we put up are absolutely the finest packages ot the kind 
tor retailing. They are handsomely labelled, wrapped and finished ; by 
means ot such goods a druggist is able to perfectly harmonize the com- 
mercial and the scientific sides ot his business. 

Please note also that we make any legitimate pharmaceutical specialty 
a phvsician or druggist wants — in warrantable quantities. Y\ natever the 
demand, we have the tacilities for meeting it satistactorily. whether it be 
for standard preparations, put up under buyer's name or our own, or for 
" private formula'." 

Our specially-constructed machinery is of the latest and most approved 
patterns tor doing rapid and accurate work. 

Every department is supervised by a trained and skilful specialist, the 
workers under whom are chosen and retained for their expertness and 
reliability. To the whole is given the personal attention and supervision 
of members ot the firm. 

One of our most perfectly equipped departments is that of printing. 
The means at our disposal for producing the finest effects in artistic labels 
and wrappers, in typography, presswork, etc., are unsurpassed anywhere. 

Half the battle we win for druggists by supplving the sort ot goods we 
do — this in accordance with the principle that "goods well dressed are 
half-sol dr 

The other half of the battle we help druggists win tor themselves by 
giving them the sort ot advertising matter that sells the goods — this in 
accordance with another principle ot "The H. B. & W. Plan'' that 
'•'•goods well shown are hall-sold." 

Best and finest looking goods; fairest prices: most attractive litho- 
graphed advertising matter, new and unique — each ot these three helps to 
emphasize the commercial side of "The H. B. & W. Plan " which, in a 
word, is Self Selling- Medicinal Merchandise. 

The advertising matter given depends, of course, on the size and char- 
acter of the order. If a druggist wants to carry our "The H. B. & W. 
Plan " to the fullest extent, and his order justifies it, advertising matter 
will be given which will certainly sell the goods. 

As our salesmen are thoroughly posted on the general subject of 
our advertising matter,- and the terms governing its distribution, we there- 
fore request that druggists will kindly ask them about it.