GRAND PRIX AND GOLD MEDALS FOR SALE
Max Kaiser Offers to Procure “Awards of Merit” at Various International Exhibitions—Price, Four Hundred Dollars
There was a time when the manufacturer who could point to the “Grand Prix” or the “Gold Medal” his product had been awarded at some exhibition was considered to have a valuable advertising asset. Possibly there was a time when medals and prizes were awarded with an eye single to the excellencies of the goods and bore no relation to the amount of money paid by exhibitors to the organizers of the exhibition. Possibly there are, even today, occasional awards made on a basis of pure merit, but they are probably few and far between. The matter which follows throws an interesting light on this subject. Within the past two months manufacturers have received a letter on the stationery of the “International Exhibition, Paris, 1914.” The letter came from the “Commissioner-General” of the exhibition, one Max Kaiser, 24 Holborn, London, E. C. Here it is:
“Dear Sirs:—I beg to draw your attention to the great INTERNATIONAL EXHIBITION of Alimentation, Pure Food, Hygiene, Beverages, Drugs and allied trades, which will be held at Paris in March, 1914, inviting you to partake with your manufacture at this INTERNATIONAL EXHIBIT. I beg to point out that the aim of this Exhibition is to introduce Foreign Manufactured Goods, Proprietary Articles, Patents, etc., to the French and Foreign Markets, and to open up or extend new channels for such goods.
“A Commercial Office at the Exhibition Building, under the Commissioner General’s own supervision, with a well-trained staff, will do everything required in the interest of Exhibitors, such as effect sales by circularizing, or inviting prominent buyers to call at your particular stall to judge for themselves the merits of your Exhibit, and in this way bring the American Manufacturers in direct touch with the Foreign Markets and the Buying Public.
“This Commercial Office will also negotiate with the Representatives on your behalf: at the same time undertaking to arrange your Exhibit, supply all necessary fittings, decoration, the display, maintenance, repacking and returning of the Exhibit, and also to represent you before the Public and Jury in such a manner as to make certain that your Exhibit shall be awarded first honors (GRAND PRIZE OR GOLD MEDAL).
“You will understand that such an award obtained at this INTERNATIONAL EXHIBITION means an everlasting advertisement as an official acknowledgment and convincing proof to the Superior Quality of your goods, and will certainly put you in front of your competitors on the home market, and naturally increase your sales considerably.
“I might mention here that many a big business has been built up and small concerns been prominently brought to the notice of the Public by Exhibiting. In many cases I have been able to interest Authorities and Reigning Houses in Exhibits under my care, and I have opened up or extended markets for firms Exhibiting under my direction.
“I enclose herewith a list containing some of the most prominent American and English Firms whom I have represented at European Exhibitions and for whom I achieved splendid results.
“I could arrange your Exhibit for the amount of $400, to be paid one-half on allotment and the balance on receipt of an award (Grand Prize or Gold Medal).
“Trusting that this will be of interest to you, I shall be pleased to receive your reply by return mail, and give you any further particulars you may desire. Yours faithfully,
The Commissioner General.
(Signed) Max Kaiser.
“I can also accept Exhibits on exactly the same terms for the INTERNATIONAL EXHIBITION, Rome, 1914.”
Photographic reproduction (reduced) of the letter-head of the stationery on which Max Kaiser offers to “make certain” that those who exhibit their products under his direction—price, $400—shall receive a Grand Prix or Gold Medal.
The list Mr. Kaiser enclosed with his letter was a printed sheet, giving the names of a number of American and British manufacturers whom Kaiser claims to have “represented” at various “International Exhibitions.” The majority of the concerns named are breweries, but there is a good sprinkling of “patent medicine” companies and a few miscellaneous manufacturers. In the American list there are two nostrum concerns named that will be more or less familiar to our readers. They are:
Alonzo O. Bliss Company, Washington, D. C. This company sells “the Great Blood Purifier, Kidney and Liver Regulator” known as “Bliss’ Native Herbs.” According to Max Kaiser, the Alonzo O. Bliss Company obtained one Grand Prize and one Gold Medal.
Waterbury Chemical Company, Des Moines, Iowa. This company exploits what used to be known as “Waterbury’s Cod-Liver Oil Compound,” which, from its lack of cod-liver oil,[152] was impelled to change its name to “Waterbury’s Compound.” Kaiser states that the Waterbury Chemical Company received four Grand Prix and four Gold Medals.
Briefly the proposition submitted by Max Kaiser is this: For $400 he will make all arrangements for a manufacturers’ exhibit at one of the numerous “International Exhibitions.” Further, he practically guarantees that this exhibit will receive either a “grand prize” or a “gold medal”; in fact, the manufacturer need not complete the payment of Kaiser’s charges until the prize or medal has been awarded!
The value of “awards” obtained in this way is, of course, evident. As the public becomes better informed on the subject of international exhibitions, the grand prix, gold medals, and other “awards” made at such exhibitions will be appraised at their true value.—(From The Journal A. M. A., March 14, 1914.)