HOLLOWAY'S CAREER AS AN ADVERTISER.

Hawke's Bay Times, Volume III, Issue 138, 4 September 1863, Page 3

HOLLOWAY'S CAREER AS AN ADVERTISER.

Ouii attention iviu some time ago called to a paragraph which had been generally circulated throughout the European Proas, and which was invitingly entitled “fortunes made by Advertising.”

We did not, however, deem that an opportune moment lor reproduction here had yet arrived, feeling assured that the subject of the article was not sufficiently known to the majority of our readers, although 3-ears have elapsed since his name was first familiar to the trading community. Ssow, however, the same motive has no longer existence, for our friends must have noticed, for some time past, an advertisement in our columns commencing “lloluvay’s Tills and Ointment.’' It is with the purpose of furnishing a crude sketch of this great advertiser’s career that we now employ our editorial pen. THOMAS HOLLOWAY, who is yet alive, and in the prime of a vigorous manhood, commenced his career as an advertiser about the year 1837. He then introduced to ;he world a Till and an Ointment hitherto totally unknown to Medical Science. Yet they had no contemptible birth. They were placed at the bar of public opinion under the auspices of some of the most distinguished names connected with the European Healing Art. Y'et so strong are the fetters of prejudice, that these wondrous medicaments are believed lo have been receiver with but little favour. But Thomas Holloway did not suffer his energy to be readily daunted; he went on advertising, not only with determination, but judiciously' and carefully, and in the end succeeded in creating for his preparations a reputation which was recognised throughout the British Isles. This might have satisfied a moderate ambition, but it was a frequentlyuttered aspiration by Mr. Holloway that he would be content with nothing less than girdling the globe with the knowledge of his remedies. Time rolled on, and from the hitherto unthought of expenditure of £5,000 in annual advertising, ho increased that outlay to £IO,OOO in the year 1815. At the time of the Great Exhibition in London in 1851, he was expending £20,C00 per annum, and in the year 1855 it had risen to an enormous sum of £BO,OOO ; whilst now, in the present year —lß62—it has reached the almost incredible amount of £-10,000, This vast sum is expended in advertising his medicines in every available, manner throughout the four quarters of the Globe. For the proper application of these ho has directions translated into almost every known tongue; we may instance Chinese, Turkish, Armenian, Arabic, Sanksirt, and, indeed, all the venaculars of India, and all the languages spoken on the European continent. There is scarcely the office of any Journal where the portrait may not

found, regarded as tho *• Prince of Advertisers.” His motto has ever been that “ what is worth doing at all is worth doing well.” -Meed we state as the result of this indefatigable industry, that in land and in every clime the name of “Holloway ” and tho fame of his discoveries uro but so many household words. To our commercial readers it will be no novelty to point out tho vast enterprise of the British nation, nor how its princely merchants track civilization ; buttheymay bo pardoned forexpressingsome bewilderment when they find one man, totally unaided, save by his genius and the blessing of Providence, causing the entire earth to re-echo with his fame. It was an easy task to quote to our readers firms of various countries who, by the import and export of endless fabrics, have accomplished positions of immense wealth, but we have no such intricate consideration; we have to speak of the proprietor of two unpretending articles: a pill and an ointment: which, lying in a chemist’s shop, would pass unnoticed. We have to chronicle that "this man has, with these modest means, placed himself amongst the merchantprinces of his country', and has finished an un procedonted episode in tho history' of commerce Amongst his correspondents, this extraordinary man numbers kings and princes, who boar testimony to tho value of his medicines equally with the poor unnoticed cottager, or uncivilised Indian.

Bet us instance, that when the august ambassadors from Siam visited Loudon in 1857, they not only were the bearers of an autograph letter from their major king to Mr. Holloway, but they paid him an official visit in the state carriages of the Queen of England, and presented him with a gold-enamelled ornament as present from his majesty, in testimony of his satisfaction (hat the remedies we have alluded to were introduced into his dominions, and with great success. —Jladikat al Akhar.—Benrout.