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June 24, 1905


JAMA. 1905;XLIV(25):1991-1992. doi:10.1001/jama.1905.02500520019007

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Much has been said recently, even in prominent educational circles, about the psychology of advertising, and this subject is considered to require special study on the part of those who would succeed in capturing the gentle buyer. We are interested only in the psychology of medical advertising and especially in one feature of it, the psychology of the mail order business in proprietary medicines. There is a special periodical devoted to the instruction of those who wish to make fortunes out of selling by mail, which contains in a recent issue the following paragraph:

"They say we are all crazy on some subject, and my long experience has taught me that there are tens of thousands of men and women on this continent who are absolutely crazy on the subject of ordering by mail. Many of them spend their entire earnings in this way. This is the class you must

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