Word: squibb
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...recent years seriously went after the Canadian Cousin's subscription. The small plum of Canadian distribution found its way almost unsought into U. S. circulation puddings. Canadian circulation of a U. S. periodical holds little lure for big-advertising, international industries like General Motors, Campbell's, Pepsodent, Squibb, Swift, Westclox et al. which manufacture in Canada, must stress that point in special copy directed at their Canadian consumers through Canadian publications. Result: in three years Canadian distribution of the ten leading U. S. magazines has dropped from 750,000 to 150,000.* From this decline Canada...
...turn to page 55 for the answers, they were arrested by still another question. It read: "What is the Priceless Ingredient of every product? (See page 55 for the answer)." In an instant the puzzlers saw that the 21st question was part of a half-page advertisement for Squibb Aspirin. On page 55 they learned not only that a porpoise is a mammal, but that "The Priceless Ingredient of Every Product is the Honor and Integrity of its Maker. . . ." In every issue of Liberty for 52 weeks E. R. Squibb & Sons' advertising will be thus hitched to Twenty Questions...
...comparatively small advertising agency of Soule, Feeley & Richmond started it. The agency's first idea was that the advertiser should undertake full sponsorship of the entire feature, with some such caption as: "Squibb Presents . . . Liberty's well-known Twenty Questions," but Squibb deemed it too radical...
...Squibb Plan. In 1929 famed E. R. Squibb & Sons, chemists, decided that their druggist-customers should be given participation in the business. No offer of stock was made but smart President Carleton Palmer (also active in Canada Dry gingerale) devised what became Squibb Plan, Inc. Druggists were allowed to buy shares in the Plan for $50, ten shares for each store. The money was used by the Plan to buy shares in E. R. Squibb at the same price. The Plan receives dividends on this Squibb store, is also given a 10% rebate on its members' purchases...
...Last week E. R. Squibb & Sons ordered an extra dividend of 250, making 1931 payments $1.50 against $1 in 1930. National Cash Register last week passed the dividend which it had resumed three months...