While the kind of publicity outlined in the preceding chapter is valuable and will make a man famous in his own city, it takes a long time to reach the people in outside territory. It is a peculiar fact that in medicine, as well as in other things, “distance lends enchantment.” The person afflicted with a chronic ailment who lives in the same town with a physician who has become famous for his successes in that line, is more apt to postpone his call for relief than one who lives at a distance. The local patient argues to himself: “There’s no immediate hurry. I’ve been afflicted in this way ten years and I’m too busy just now to take the time to see the doctor. He’s right here in town, and I can reach him at any time. I’ll drop in on him some day when I’ve got more leisure.” A certain proportion of the physician’s town folk respond to the publicity bait, but he must have the fat fish from outside if he is really going to get large fees in great number. How is he going to reach them? Here is the 74plan successfully worked by one doctor who has made himself wealthy. He made arrangements with an advertising agency to secure the insertion of “pure reading matter” ads in a number of country newspapers in towns within 500 miles of Chicago. His press agent then prepared an article reading about as follows: LOCOMOTOR ATAXIA CURED! Remarkable Results Obtained by a Chicago Physician Prominent Man Afflicted With This Terrible Ailment For Many Years, Restored to Sound Health After a Short Treatment. New York, June 10.—Among the passengers on the outgoing steamer Cedric which sailed to-day for Liverpool, was Col. H. B. Thomas, of London, who is returning to his home after being successfully treated for locomotor ataxia. He walks freely, and is apparently in the best of health. When asked if it was a fact that he had been cured of locomotor ataxia, an ailment which most physicians pronounce incurable, Col. Thomas said: “It certainly looks like it. This is the first time I have been able to walk freely, or have been without pain in ten years. I was on crutches and suffering the torments of the damned when I came to this country to take the treatment four months ago. You can see for yourself the condition I am in now.” “Where did you take treatment?” “With Dr. G. H. Wilkinson in Chicago. When I first got there he had to visit me at my hotel, but after the first two weeks of treatment I was able to walk to his office at —— Michigan Ave. Improvement was reasonably rapid, remarkably so, considering the obstinate nature of the ailment. Now I can walk as well as anybody, 75the pains have left me, and all my bodily functions are normal.”