ch members for accepting
advertisements which the publishers knew and which he proved to be not
only fraudulent, but actually harmful. He called the United States Post
Office authorities to account for accepting and distributing obscene
circular matter.

He cut an advertisement out of a newspaper which ended with the
statement:

"Mrs. Pinkham, in her laboratory at Lynn, Massachusetts, is able to do
more for the ailing women of America than the family physician. Any
woman, therefore, is responsible for her own suffering who will not take
the trouble to write to Mrs. Pinkham for advice."

Next to this advertisement representing Mrs. Lydia Pinkham as "in her
laboratory," Bok simply placed the photograph of Mrs. Pinkham's
tombstone in Pine Grove Cemetery, at Lynn, showing that Mrs. Pinkham had
passed away twenty-two years before!

It was one of the most effective pieces of copy that the magazine used
in the campaign. It told its story with absolute simplicity, but with
deadly force.

The proprietors of "Mrs. Winslow's Soothing Syrup" had strenuously
denied the presence of morphine in their preparation. Bok simply bought
a bottle of the syrup in London, where, under the English Pharmacy Act,
the authorities compelled the proprietors of the syrup to affix the
following declaration on each bottle: "This preparation, containing,
among other valuable ingredients, a small amount of morphine is, in
accordance with the Pharmacy Act, hereby labelled 'Poison!'" The
magazine published a photograph of the label, and it told its own
convincing story. It is only fair to say that the makers of this remedy
now publish their formula.

Bok now slipped a cog in his machinery. He published a list of
twenty-seven medicines, by name, and told what they contained. One
preparation, he said, contained alcohol, opium, and digitalis. He
believed he had been extremely careful in this list. He had consulted
the highest medical authorities, physicians, and chemists. But in the
instance of the one preparation referred to above he was wrong.

The analysis had been furnished by the secretary of the State Board of
Health of Massachusetts; a recognized expert, who had taken it from the
analysis of a famous German chemist. It was in nearly every standard
medical authority, and was accepted by the best medical authorities. Bok
accepted these authorities as final. Nevertheless, the analysis and the
experts were wrong. A suit for two hundred thousand do