iladelphia in
1768 that he had just received a supply of Anderson's, Hooper's,
Bateman's, Betton's, Daffy's, Stoughton's, Turlington's, and Godfrey's
remedies.[40] Not only were these medicines for sale at apothecary
shops, but they were sold by postmasters, goldsmiths, grocers, hair
dressers, tailors, printers, booksellers, cork cutters, the post-rider
between Philadelphia and Williamsburg, and by many colonial American
physicians.

[40] _Pennsylvania Gazette_, Philadelphia, December 1, 1768.

It is a matter for comment that American newspaper advertising of the
English packaged medicines was singularly drab. In the mother country,
the proprietors or their heirs were faced with vigorous competition. It
behooved them to sharpen up their adjectives and reach for their
vitriol. In America the apothecary or merchant had no proprietary
interest in any of the different brands of the imported medicines which
were sold. Moreover, there was probably no great surplus of supply over
demand in America as in Britain, so the task of selling the stock on
hand was less difficult and required less vigorous promotion. Also,
advertising space in the few American weeklies was more at a premium
than in the more frequent and numerous English journals. With rare
exceptions, therefore, the old English patent medicines were merely
mentioned by name in American advertising. Seldom did one receive the
individual attention accorded by Samuel Emlen to Godfrey's Cordial in
Benjamin Franklin's _Pennsylvania Gazette_ for June 26, 1732. The ad
ran like this:

"Dr. Godfrey's General Cordial. So universally approved of for the
Cholick, and all Manners cf Pains in the Bowels, Fluxes, Fevers,
Small-Pox, Measles, Rheumatism, Coughs, Colds, and Restlessness in
Men, Women, and Children; and particularly for several Ailments
incident to Child-bearing Women, and Relief of young Children in
breeding their Teeth."

[Illustration: Figure 5.--PAMPHLET, DATED 1731, ON BEHALF OF BATEMAN'S
PECTORAL DROPS. It was published by John Peter Zenger in New York.
Original preserved in the New York Academy of Medicine Library.
(_Smithsonian photo 44286-D._)]

Emlen's venturesomeness may have lain in the fact that he was not only
a retailer, but also an agent for the British manufacturer, for he
cited the names of those who sold Godfrey's Cordial in nearby towns.
Even at that, this appeal, consisting merely of a list of illnesses,
lacked th