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PATENT MEDICINES

“Expunge the whole.”—Pope.

“These are terrible alarms to persons grown fat and wealthy.”—South.

PATENT MEDICINES.—HOW STARTED.—HOW MADE.—THE WAY IMMENSE FORTUNES ARE REALIZED.—SPALDING’S GLUE.—SOURED SWILL.—SARSAPARILLA HUMBUGS.—S. P. TOWNSEND.—“A DOWN EAST FARMER’S STORY.”—“WILD CHERRY” EXPOSITIONS.—“CAPTAIN WRAGGE’S PILL” A FAIR SAMPLE OF THE WHOLE.—HOW PILL SALES ARE STARTED.—A SLIP OF THE PEN.—“GRIPE PILLS.”—SHAKSPEARE IMPROVED.—H. W. B. “FRUIT SYRUP.”—HAIR TONICS.—A BALD BACHELOR’S EXPERIENCE.—A LUDICROUS STORY.—A WOLF IN SHEEP’S CLOTHING.

In the former chapters are shown some of the causes which led to the present immense demand for proprietary nostrums, or patent medicines. The conflicting “isms” and “opathies” of the medical fraternity, their quarrels and depreciations of one and another, their expositions of each other’s weaknesses, frauds, and duplicities, disgusted the common people, who finally resorted to the irregulars, to astrologers, and humbugs of various pretensions, and to the few advertised nostrums of those earlier periods.

“While there is life there is hope,v and invalids would, and still continue to seize upon almost any promised relief from present pain and anticipated death. Speculative and unprincipled men have seldom been wanting, at any period, to profit by this misfortune of their fellow-creatures, and to play upon the credulity of the afflicted, by offering various compounds warranted to restore them to perfect health. At first such medicines were introduced by the owner going about personally and introducing them; subsequently, by employing equally unprincipled parties, of either sex, to go in advance, and tell of the wonderful cures that this particular nostrum had wrought upon them. And to listen to these lauders, one would be led to suppose that they had been afflicted with all the ills nameable, adapting themselves to the parties addressed,—yesterday, the gout; to-day, consumption, etc.,—regardless of truth or circumstance. The physician created the apothecary. The two opened the way for the less principled patent medicine vender.

“Are not physicians and apothecaries sometimes owners of patent medicines?” is the inquiry raised. Yes, certainly; but the true physician, or honorable apothecary, is then sunk in the nostrum manufacturer. Next we have the mountebanks. These were attendant upon fairs and in the marketplaces, who, mounted upon a bench,—hence the name,—cried the marvellous virtues of the medicine, and, by the assistance of a decoy in the crowd, often drove a lucrative business.

Finally, upon the general introduction of printing, physician, apothecary, mountebank, speculator, all seized upon the “power of the press,” to more extensively introduce their “wonderful discoveries.”

When you notice the name—and, O, ye gods, such names as are patched up to attract your attention!—to a new medicine, systematically and extensively advertised in every paper you chance to pick up, you wonder how any profit can accrue to the manufacturer of the compound after paying such enormous prices as column upon column in a thousand newspapers must necessarily cost. “If the articles cost anything at the outset,” you go on to philosophize, “how can the manufacturers or proprietors make enough profit to pay for this colossal advertising?” The solution of the problem is embodied in your inquiry. They cost nothing, or as near to nothing as possible for worthless trash to cost. This is the secret of the fortunes made in advertised medicines.

When we know the complete worthlessness of the majority of the articles that are placed before the public,—yea, their more than worthlessness, for they are, many of them, highly injurious to the user,—the fact of their enormous consumption is truly astonishing. The drug-swallowing public has grown lean and poor in proportion as the manufacturers and venders of these villanous compounds have grown fat and wealthy.

Said the proprietor of “Coe’s Cough Balsam” and “Dyspepsia Cure” to the author, “If you have got a good medicine, one of value, don’t put it before the public. I can advertise dish water, and sell it, just as well as an article of merit. It is all in the advertising.” As the above preparations were advertised on every board fence, and in every newspaper in New England at least, did his assertion imply that those articles were mere “dish water”?

“Spalding’s Glue.”

I was informed by a Mr. Johnston, who engineered the advertising of the preparation, that it cost but one eighth of a cent per bottle. If you want to make a liquid glue, dissolve a quantity of common glue in water at nearly boiling point, say one pound of glue to a gallon of water; add an ounce or less of nitric acid to hold it in solution, and bottle. The more glue, the stronger the preparation.

The pain-killers and liniments are the most costly, on account of the alcohol necessary to their manufacture; and, in fact, the principal item of expense in all liquid medical articles put up for public sale, is in the alcohol essential to their preservation against the extremes of heat and cold to which they may be subjected.

Soured Swill.

There is an article which “smells to heaven,” the acidiferous title of which glares in mammoth letters from every road-side, wherein the audacious proprietor obviates the necessity of alcohol for its preparation or preservation. It is merely fermented slops—“dish water,” minus the alcohol. Take a few handfuls of any bitter herbs, saturate them in any dirty pond water,—say a barrel full,—add some nitric acid, and bottle, without straining! Here you have Vinegared Bitters! The cheeky proprietor informs the “ignorant public” that, “if the medicine becomes sour (ferments), as it sometimes will, being its ‘nature so to do,’ it does not detract from its medical virtues.” True, true! for it never possessed “medical virtues.”

The cost of this villanous decoction is scarcely half a cent a bottle! Soured swill! It is recommended to cure fifty different complaints! It sells to fools for “one dollar a bottle,” and will go through one like so much quicksilver. “Try a bottle,” if you doubt it. The “dodge” is in advertising it as a temperance bitter. Having no alcoholic properties, it in no wise endangers the user in becoming addicted to stimulants.

Sarsaparilla humbugs are only second to the above. But a few years since an immense fortune was realized by a New York speculator in human flesh on a “Sarsaparilla” which contained not one drop of that all but useless medicine; nor did it possess any real medical properties whatever.

The Down East Farmer’s Story.

To illustrate this point, we introduce the following conversation between the author and a “down east” farmer, in 1852:—

“It’s all a humbug, is saxferilla!” exclaimed the old farmer, rapping his fist “hard down on the old oaken table.”

“Why, no; not all sarsaparilla; you must admit—”

“No difference. I tell you it’s a pesky humbug, all of it.”

“IT’S ALL A HUMBUG.”

Withdrawing his tobacco pipe from his mouth, he laid it on the table, and standing his thumb end on the board, as a “point of departure,” he turned to me, and said,—

“Why, in the medical books it has been analyzed, and they say it’s nothin’ but sugar-house molasses, cheap whiskey, and a sprinkling of essence of wintergreen and saxafras. Git the book, and see ‘Townsend’s Saxferilla,’ and that is the article! But they are all alike. Let me tell you about the great New York saxferilla speculation. One man, S. P. Townsend, started a compound like this here—nothin’ but molasses and whiskey, and essence to scent it nicely. When he had got it advertised from Texas to the Gut of Canser (Canso, Provinces), from the Atlantic to the Specific, and was about to make his fortune off on it, some speculators see he was doin’ a good thing, and, by zounds! they put their heads together, and their dollars, to have a finger in the pie; and they done it. This is the way they circumscribed him. They hired an old fellow,—I believe he was a porter in a store when they found him,—named Jacob Townsend, and a right rough old customer he was, all rags and dirt, hadn’t but one reliable eye, and a regular old rumsucker.

“Well, they fixed him up with a fine suit of clothes, and, by zounds! they palmed him off for the original, Simon Pure saxferilla man. So they advertised him as the real ginuine Townsend, and started a ‘saxferilla,’ with his ugly old face on the bottles, and said that the other was counterfeit, you see; and there he sat, with his one eye cocked on the crowd of customers that crowded round to see the ginuine thing, you know. So they blowed the other saxferilla as counterfeit, and finding in a store a bottle or two that had fomented, they made a great noise about the bogus saxferilla, ‘busting the bottles,’ and all that, and again asserting that the Jacob Townsend was the true blue, Simon Pure; and it took, by zounds! Yes, the public swallowed the lie, the saxferilla, old Jacob, and all. I hearn that both the parties made a fortune on it.”

Stopping to take a whiff at his neglected pipe, he resumed:—

“Saxferilla is all a humbug!”

S. P. Townsend, as is well known, amassed a fortune, at one time, on the profits of the “sarsaparilla,” put up, as the reader may remember, in huge, square, black bottles. The Boston Medical and Surgical Journal, Vol. XL. p. 237, says, “Townsend’s Sarsaparilla, Albany, N. Y., in nearly black bottles,” is “composed of molasses, extract of roots or barks (sassafras bark is better than essence, because of body and color), and probably senna and sarsaparilla. A. A. Hayes, State Assayer.”

The medical properties are all a supposition, even though Dr. Hayes was hired to give the analysis of it to the public, in the interest of the proprietor, and consequently he would not detract from its supposed merits.

Pectorals, wild cherry preparations, etc., are cheaply made. Oil of almonds produces the cherry flavor, hydrocyanic acid (prussic acid, a virulent poison) and morphine, or opium, constitute the medical properties. I have not examined the exception to the above.

Pills. The bitter and cathartic properties of nearly every pill in the market,—advertised preparation,—whether “mandrake,” “liver,” “vegetable,” or what else, are made up from aloes, the coarsest and cheapest of all bitter cathartics. One is as good as another. You pay your money, however; you can take your choice.

One holds the ascendency in proportion to the money or cheek invested by the owner in its introduction. A great Philadelphia pill, now sold in all the drug stores of America, was introduced by the following “dodge”: The owner began small. He took his pills to the druggists, and, as he could not sell an unknown and unadvertised patent pill, he left a few boxes on commission. He then sent round and bought them up. Their ready sale induced the druggists to purchase again, for cash. The proprietor invested the surplus cash in advertising their “rapid sale,” as well as their “rare virtues,” and by puffing, and a little more buying up, he got them started. He necessarily must keep them advertised, or they would become a drug in market.

Wilkie Collins, Esq., in “No Name,” has the best written description of the modus operandi of keeping a “pill before the people,” and I cannot refrain from quoting Captain Wragge to Magdalen in this connection.

“My dear girl, I have been occupied, since we last saw each other, in slightly modifying my old professional habits. I have shifted from moral agriculture to medical agriculture. Formerly I preyed on the public sympathy; now I prey on the public’s stomach. Stomach and sympathy, sympathy and stomach. The founders of my fortune are three in number: their names are Aloes, Scammony, and Gamboge. In plainer words, I am now living—on a pill! I made a little money, if you remember, by my friendly connection with you. I made a little more by the happy decease (Requiescat in pace) of that female relative of Mrs. Wragge’s. Very good! What do you think I did? I invested the whole of my capital, at one fell swoop, in advertising a pill, and purchased my drugs and pill boxes on credit. The result is before you. Here I am, a grand financial fact, with my clothes positively paid for, and a balance at my banker’s; with my servant in livery, and my gig at the door; solvent, popular, and all on a pill!”

Magdalen smiled.

“It’s no laughing matter for the public, my dear; they can’t get rid of me and my pill; they must take us. There is not a single form of appeal in the whole range of human advertisement which I am not making to the unfortunate public at this moment. Hire the last novel—there I am inside the covers of the book; send for the last song—the instant you open the leaves I drop out of it; take a cab—I fly in at the windows in red; buy a box of tooth-powders at the chemists—I wrap it up in blue; show yourself at the theatre—I flutter down from the galleries in yellow. The mere titles of my advertisements are quite irresistible. Let me quote a few from last week’s issue. Proverbial title: ‘A pill in time saves nine.’ Familiar title: ‘Excuse me, how is your stomach?’ Patriotic title: ‘What are the three characteristics of a true-born Englishman?—his hearth, his home, and his pill;’ etc.

“The place in which I make my pill is an advertisement in itself. I have one of the largest shops in London. Behind the counter, visible to the public through the lucid medium of plate glass, are four and twenty young men, in white aprons, making the pill. Behind another, four and twenty making the boxes. At the bottom of the shop are three elderly accountants, posting the vast financial transactions accruing from the pill, in three enormous ledgers. Over the door are my name, portrait, and autograph, expanded to colossal proportions, and surrounded, in flowing letters, the motto of the establishment: ‘Down with the Doctors.’ Mrs. Wragge contributes her quota to this prodigious enterprise. She is the celebrated woman whom I have cured of indescribable agonies, from every complaint under the sun. Her portrait is engraved on all the wrappers, with the following inscription: ‘Before she took the pill,’ etc.”

[In this country we are familiar with the ghostly looking picture of a man, the said proprietor of a medicine, “before he took the pill” (aloes), and “after;” the “after” being represented by a ridiculous extreme of muscular and adipose tissue.]

“Captain Wragge’s” is the style in which most medicines are placed before the public. We take up our morning journal: its columns are crowded by patent medicine advertisements. We turn in disgust from their glaring statements, and attempt to read a news item. We get half through, and find we are sold into reading a puff for the same trashy article. We take a horse-car for up or down town, and opposite, in bold and variegated letters, the persistent remedy (?) stares you continually in the face. We enter the post office: the lobbies are employed for the exposition, perhaps sale, of the patent medicines. We open our box: “O, we’ve a large mail to-day!” we exclaim; when, lo! half of the envelopes contain patent medicine advertisements, which have been run through the post office into every man’s box in the department. And so it goes all day. We breakfast on aloes, dine on quassia, sup on logwood and myrrh, and sleep on morphine and prussic acid!

“The humors of the press” sometimes inadvertently tell you the truth respecting this or that remedy advertised in their columns.

A religious newspaper before me says of a proprietary medicine, “Advertised in another column of our paper: It is a hell-deserving article.” Probably the copy read, “Well-deserving article.”

Said a certain paper, “A correspondent, whose duty it was to ‘read up’ the religious weeklies, has concluded that the reason of those journals devoting so much space to patent medicine announcements is, ‘that the object of religion and quackery are similar—both prepare us for another and better world.’”

The proprietor of a pill,—not Captain Wragge,—threatened recently to prosecute a New Hampshire newspaper publisher for a puff of his “Gripe Pills.”

As every fool, as well as some wise people, read the “personals” in the papers, an occasional notice of a tooth-paste, bitter, or tonic is inserted therein, thus:—