r society to which he belongs; or by
editing and publishing a medical journal, ostensibly for the advancement
of medical science, but practically to display titles or professorships,
to publish reports which flatteringly allude to cases he has treated,
the number of capital surgical operations he has performed, or the
distinguished families he is treating. All these are but _modes of
advertising_ professional wares; in short, are artful, though not
refined, tricks, resorted to for private announcement. We say to all
such adventurers in modern advertising diplomacy, that these indirect,
clandestine methods are not half so candid and honorable as a direct
public statement of the intentions and proposals of a medical
practitioner, who thereby incurs an individual responsibility before the
law and his fellow-men.

No good reason has ever been assigned why any well educated physician,
trained in the school of experience until he becomes proficient in
medical skill, may not publish facts and evidence to disclose it,
especially when these are abundant and conclusive. The following
extracts from an able article by the Rev. THOMAS K. BEECHER embodies a
sound view of the subject of medical advertising. He says:

* * "I am glad that the doctor cured him; I am glad that the doctor put
it in the paper that he could cure him. And if any doctor is certain
that he can cure such diseases and don't put it in the paper, I am
sorry. What a pity it would have been had this doctor come to town with
his wealth of science and experience and gone away leaving him uncured!
What a pity it would have been if he had been so prejudiced against
advertising as to read the responsible certificate of the doctor and
give him the go-by as a quack! What are newspapers for, if not to
circulate information? What more valuable information can a newspaper
give than to tell a sick man where he can be cured? If a man has devoted
his life and labor to the study of a special class of diseases, the
necessity of his saying so becomes all the more pressing. His _duty_ to
advertise becomes imperative.

"When I was in England, I found on all the dead walls of London,
placards, declaring that Dean Stanley, Chaplain to the Prince of Wales,
would preach at such a place; that his grace the Archbishop (I think) of
Canterbury would preach at another time and place; again, that an Oxford
professor would preach. In short, religious notices were sprinkled in
among the theate