The Commercial Value of Adverse Criticism
For skilful attempts to convert a “knock” into a “boost,” commend us to the discredited nostrum exploiter. The federal Food and Drugs Act did much to bring out this amiable quality—possibly developed it. While somewhat ancient history, it is well to call to mind what happened when the excise authorities insisted either that the “patent medicine” booze, Peruna, have some medicine put in it, or else that its manufacturers should go into the saloon business. Hartman at once got out a new label stating that “for a number of years a multitude of grateful friends” had urged “that Peruna be given a slight laxative quality.” Thenceforth the innocents and near-innocents could get their perunaese jag only at the risk of a “bad quarter of an hour.”
One of the latest attempts to wriggle out of an uncomfortable position, and at the same time make capital out of the wriggling, is seen in the advertising of Alleotone, a nostrum of the pseudoscientific type, which was shown up in The Journal of Feb. 1, 1908. The “formula” furnished is for the most part a jargon of misleading and mystifying nonsense and fulfils the same purpose as the voluble “patter” of the gentleman who is manipulating three shells and a pea at the county fair.
Every constituent of the “formula” was discussed in The Journal and the absurdities and impossibilities of each dwelt on. Did the manufacturers of Alleotone feel downcast over the exposure of their humbug? Not to judge by their advertising, for they write to physicians that “since the A. M. A. analyzed Alleotone it has made great strides”—direction not specified. But the choicest piece of impudence, and one that but for its dishonesty would be laughable, is found in this portion of their advertising pamphlet:
In the original, the words “With amendments suggested in the Journal of the American Medical Association, Feb. 1, 1908,” and also “(Cholesterin.)” and “(Malic Acid.),” which we have underscored in the illustration, are printed in red and have been added to the original “formula.” Such are the uses of adversity.
What claim, if any, the exploiter of this nostrum—B. F. Copeland—has to medical or pharmaceutical knowledge, we do not know. In fact, to be consistent with the “ethics” of the nostrum business he need have none. Such knowledge, indeed, tends to hamper that free play of the imagination so necessary in this work. We understand that he has at different times been in charge of a stave factory and connected with a brokerage firm, which may exert some subtle influence in developing the ability to relieve suffering humanity, though the connection is not quite clear. One would imagine, however, that the keen business instinct, untrammeled by any considerations of conscience, which is exhibited in the exploitation of Alleotone, would in purely commercial pursuits have long since assured a competence.—(From The Journal A. M. A., Oct. 17, 1908.)