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It is against the policy of this departmnet to discuss particular products handled by the druggist; besides, in the case of drug stores, there are many exceptional conditions which must be considered. But to make clear the principle which we advocate that druggists should apply in their advertising expenditures, we will take an illustration from another field of retailing. When "Holeproof" hosiery was first marketed it was through exclusive local agencies, with the most liberal co-operation of the manufacturer in order to induce the retailer to advertise and feature the guaranteed hose. The plan was abandoned by the manufacturer for two reasons: first, because rival retailers, unable to handle the "Holeproof" line simply forced on the market a number of imitations; and secondly, because the benefits of the exclusive agency device for the manufacturer disappeared the moment the exclusive agent was not selling a much larger quantity of hose than was otherwise natural. The missionary work of the exclusive agents, in the aggregate an enormous amount of advertising, was expended in the long run for the benefit of the manufacturer. For the retailers -well, they had the profit on large sales while things lasted.

All this is negative argument. Here is the affirmative reason for not advertising the manufacturer's trade-mark. Even if an exclusive agency contract could be developed so that the dealer would be amply protected and even if then it were more profitable temporarily than no-agency merchandising, it seems to me that every retailer would be much wiser in putting his efforts into establishing his own name, his own slogan, his own trade-mark. Why create a valuable asset for the manufacturer, when you can create it for yourself, to use without consulting anybody but yourself? There are many articles which the druggist can handle more profitably if trademarked. There are many other articles which he cannot obtain at all unless he handles some trade-marked brand. But as a merchandising principle, I feel that the retailer who pushes a trade-marked brand nutures an ungrateful and treacherous foundling to the deteriment of a legitimate and helpful offspring.

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WHAT DRUGGISTS SAY.

Now that the festive Holiday season is over the whole family will need especial Colds and indigestion follow in the wake of all those good things to eat. See us for all of the "trusted and tried" home remedies. Don't let a cold get hold of your system. Donaldson's, Houston, Texas.

Post cards and albums. Post cards with us have come to mean a very fine thing. We have the cleverest and most complete line in this section. Cards of every kind for big collectors, for fun, for instruction and for art lovers. We also carry the albums in large variety at popular prices.-Exchange Drug Co., Montgomery, Ala.

Good prescription service is important at all times. The drugs must be pure, fresh and full strength and they must be accurately compounded. That is the kind of service your doctor wants you to have, and that's why he's always glad to have us fill his prescriptions-The People's Pharmacy, Denison, Texas.

Bath accessories. The benefits of seaside bathing can be enjoyed at home by adding to the bath a small portion of sea salt. For ten cents we sell enough sea salt for four baths. With additional use of our fine large bath sponges, and a brisk rubbing with a crisp linen bath towel, you might be led to think you had dipped into the spray of the Pacific, if feeling counts. Such a bath is a great rejuvenator.

-Owl Drug Co., San Bernardino, Cal.

Big Value Talcum. Don't you like to use plenty of good talcum powder and feel that you don't have to be "skimpy" with it for economy's sake? Then, too, you like for it to be pure and velvety and non-injurious to the skin. We have what you want--a first class borated perfume talcum in a nice can, weighing, can and all, one and a quarter pounds-over a pound of talcum, net. This is four to five times as much as is usually contained in a 25c package, and we sell you the big package for only 25c. Come in and examine it; note how soft and velvety it is and how nicely perfumed, and you'll want a can at once.-Kingston, Denison, Texas.

Our thermometer tells us that there will be chapped hands and faces tomorrow. These raw, cold winds are hard on the complexion unless great care is taken. Cream of Roses, our own make, will fortify your skin for any kind of weather. Rub it on at night and let the winds blow. No harm can come to you. Cures chaps, stops cracks, removes redness, stops the smart. Try a bottle today.-Johnsons', Portland, Ore.

Where the responsibility belongs. Our principal work is the filling of prescriptions. When a doctor gives a prescription he places his own reputation and the welfare of his patient in the hands of the druggist. Our responsibility is great. We know our responsibility, and thoroughly understand our business. At all times we are fully capable of knowing the seriousness of our calling. A good druggist fills every prescription as though his own life and health depended on it. In asking you to bring your prescriptions to us we do so with conscientious confidence. You will find us worthy. Gordon Mitchell Drug Co., Winnipeg, Can.

Hot water bottles guard health and save doctor's bills. Help to relieve toothache, earache, neuralgia, cramps and other aches and pains. It pays to buy a good hot water bottle-a little difference in the cost often makes a big difference in the wear. We sell good ones-you'll be pleased with them and the prices we ask.

-L. S. Vowell, Washington, Penn.

Lung armor. Knights of old took no chances, but protected their bodies from spear and sword with metal armor. Wise people of today protect their lungs from the sudden changes in temperature by wearing chamois vests. If your lungs are weak or you are much exposed to the weather, wear such chamois vests as our stock affords. We have a splendid assortment-nothing better made. Better select one and put it on before you are down sick with congestion of the lungs or pneumonia.

-The Gordon-Mitchell Drug Co., Winnipeg, Can.

We help the physician. Our prescription department is so organized and conducted that it supplements the efforts of the physician in every way. When the doctor writes a prescription we see to it that drugs of known potency are used and that these drugs are compounded in a truly scientific manner. A less important but very satisfactory part of our plan is basing the charge on the exact cost of medicines. This means that price is reasonable and just in every instance.

-Reynold's Drug Company, Denison, Texas.

Old wall paper made new. If you are not ready to put on new wall paper, the next best thing is to clean and freshen the old. We have a wall paper cleaner that does the work perfectly. Takes off all the grime without streaking and leaves the paper looking almost like new.-Vowell's, Washington, Pa.

Keep the skin comfortable. Our benzoin cream is a preparation without a peer for making the skin soft, smooth and fair. Whether or not you appreciate the beauty of a clear, velvety skin you no doubt appreciate comfort, and this cream enables every one to keep the skin free from chaps or eruptions. Relieves irritation or roughness almost instantly. Unexcelled for use after shaving.-John H. Vold, Grand Forks, N. D.

Five feet of ocean. Convert your bath tub into a miniature ocean any time and take a dip in the briny by use of pure sea salt. Sea water baths are invigorating. They stimulate the activity of the skin and have a decided tonic effect on the whole system. Try them as a remedy for spring lassitude.

-The Gordon-Mitchell Drug Co., Winnipeg, Can.

Disgusted with your tooth brush? Do the bristles come out or is the shape inconvenient? Some brushes have no excuse for being used by any one, and perhaps you have been unlucky enough to get one of this kind. Our toothbrushes are of the best selected stock; convenient shape; stiff bristles; well secured. All sizes. All prices. -Charles Stuckerts, Trenton, N. J.

Conscientious prescription filling. Frankly, we believe we give the best prescription service in Los Angeles. We know there is none better. We have the highest skilled registered pharmacists-capable men-who fill every prescription precisely as it is ordered, and with pure, fresh drugs of highest potency. Let us fill your next prescription.—Boswell and Noyes, Los Angeles, Cal.

Prescription specialists. You choose your own doctor, why not use the same independence in the matter of having your prescriptions filled? We use the double checking system, making it impossible to let any mistakes happen. There are several grades of medicine. We use only the best. Promptness is an essential factor in the drug business-that is our motto.-Font & Potterfield, Fargo, N. D.

Preparing good medicine. Good medicine requires good materials. Good medicine requires good compounding. We compound prescriptions carefully and accurately from materials that are the very highest standard of quality. Because of these facts the medicine we prepare is good medicine.

-The Central Drug Company., San Bernardino, Cal.

We are sorry if you have to take medicine. We are glad to sell you the very best when you need it. Our pharmaceutical supplies are purchased of the most reliable manufacturers. The cheap kinds we do not carry. It doesn't pay you to buy that kind. It doesn't pay us to sell them. If it is the purest, freshest and best you want in drugs, we have them.-Crescent Drug Store, Ottumwa, Ia.

A talk about prescriptions. Down in the basement, apart from the hum and hustle of the big store, where there is nothing to distract their attention, fully qualified and registered men are putting up prescriptions. Day after day they work thereaccurately weighing this, carefully measuring that everything just to their hand. None but drugs of the purest quality and fullest strength are used. Each prescription is recorded, checked and compounded in strict accordance with the doctor's directions. -Eaton's, Winnipeg, Canada.

IT

Theory and Practice. ±±± 劃

SHALL PROPER DRUG STORE LABORATORY EQUIPMENT BE

REQUIRED?

T is generally conceded that the prescription department of the drug store is poorly equipped with apparatus, and in the belief that no one can do good work without the proper tools, it has been suggested that the U. S. P. include a minimum list of apparatus which ought to be found in every drug store.

While the possession of this equipment is not intended to be compulsory, it is thought its inclusion in the U. S. P. would induce many druggists to provide themselves with it.

Those opposed to this suggestion offer two arguments. One is that the U. S. P. is a legal standard and all its requirements are therefore enforceable by law, so that to include this list of apparatus would entail the possession of it by every drug store whether or not its prescription department were large enough to warrant this comparatively small expense.

The other argument is that it is good practice and discipline for a pharmacist to be able to improvise apparatus from ordinary articles at hand.

In spite of these apparently well taken points, we cannot rid ourselves of the good impression which this suggestion first made upon us, and in answer to the first objection would call attention to the fact that there is considerable information in the back of the Pharmacopoeia which it would be impossible to force anyone to use if they did not want it, and we cannot see how if this list were published as a "suggested" list having official sanction, that it could be interpreted other than as a suggestion.

Second: The apprentice or college student who gives any promise of being a pharmacist will always be able to rig up apparatus from such things as may be found in the store, laboratory or even the kitchen, but when he comes into possession of his own store or occupies a position in another's store, he will be expected to show results and he can much better obtain these results with finely constructed apparatus especially designed for use in the pharmaceutical laboratory.

Any way it would be a sure sign of the anti-progressive for a pharmacist to resort to home-made contraptions when accurate and skill-producing apparatus can be purchased at a nominal price.

We don't want this question of apparatus regulated by law, we have more than enough of law now, but we would like to see the druggists wake up to a realization of what a professional pharmacists' prescription desk should contain and how it should be cared for and we believe the inclusion of this list in the Pharmacopoeia would help a little toward that end.

LIQUID SHAMPOO OR TOILET SOAP.*

ERNEST R. JONES, PH. C.

Many inquiries have appeared in the current issues of the various drug journals for a liquid soap that a pharmacist could prepare and dispense under his own label. It is my purpose to discuss such a preparation and give working formulas for the same.

Selection of Fat.-Practically all of the oils or fats are adaptable to making liquid soaps excepting perhaps castor oil, my experience with this oil showing it to produce a soap having very poor lathering qualities.

Corn oil makes a good soap; saponifies easily and the soap is free from objectionable odor. It lathers quickly but the lather is too light. Sweet almond oil and olive oil are too expensive, and these soaps also give too light a lather. Lard and tallow make very good lathering soaps but are hard to saponify.

Cottonseed oil is cheap, but is very hard to saponify without the presence of alcohol or other fats, and the lather is not heavy enough for a good shampoo.

Soaps made from any of the above oils or fats are poor latherers when used in hard water. It should be remembered that the hardness of water is due to calcium salts and sometimes iron and magnesium. These salts when brought in contact with soap solutions form oleates and stearates of the corresponding bases or metals, and as these compounds are insoluble they will not form a lather. Cocoanut and palm nut oils require about twice as hard a water to destroy their lathering qualities as does any other ordinary fat. For this reason,soaps that are to be used in hard waters should contain a good proportion of one or the other of these.

The question of solubility of soaps is also an important fact to be considered in obtaining a quick lather. Cocoanut and palm oils are of a peculiar composition and contain glycerides which when saponified are very soluble in water. An oleate of soda or potash is about ten times more soluble than a stearate, hence the more olein a fat contains the quicker it will lather. But there follows another difficulty: the lather from an oleate is too light to be entirely satisfactory, and consequently needs a certain amount of a stearate to give it body.

For these reasons I find that a combination of cocoanut oil, cottonseed oil, and stearic acid is required to produce the best lathering soap. The stearic acid might be replaced by tallow, as tallow contains considerable stearin, but I prefer the stearic acid as it greatly hastens the saponification by forming a soap at once. with the alkali. This soap acts as an emulsifier between the oils and balance of alkali, thus rendering the completion of the saponification comparatively easy. Alkali.-Potassium hydrate is the principal alkali used.

A mixture of sodium and potassium hydrates is said to impart better lathering qualities to a soap than when either is used alone. Only a very small quantity of sodium can be used, however, if the soap is to contain much stearate, as it would cause the soap to "jell" or harden.

Potassium Carbonate. This is an excellent detergent. When used as a shampoo with soap, it leaves the hair light and fluffy. It is also an excellent water softener thus adding to the lathering properties of the soap.

Reprinted from Journal A. Ph. A.

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