Newspapers in the smaller towns and cities are not so particular in the definition of the term “pure news reading matter” as their larger and more prosperous contemporaries. They need the money. Consequently all the publishers who received an order from the —— Advertising Agency printed the article. Country people as a rule are closer readers than those in the larger cities, and within a week everybody in the territory thus reached who was afflicted with locomotor ataxia was talking about the wonderful case of Col. Thomas, and writing to Dr. Wilkinson (this is not his real name) about their own cases. Here again the services of the doctor’s secretary, who was correspondent as well as press agent, were called into play. Every letter was answered in a kindly, sympathetic manner, somewhat as follows, the stationery used being very plain and neat, but of the best obtainable material, and modestly engraved: G. H. WILKINSON, M.D. SPECIALIST IN CHRONIC DISEASES —— Michigan Avenue Chicago, August 2, 1910. Mr. John Smith, Godfrey’s Corners, Ia. Dear Sir: Replying to your letter of July 31st, I regret being compelled to say that, in the absence of opportunity for a complete personal examination, it would be impossible for me to say definitely what may or may not be done for you in the way of obtaining relief. If you can arrange to come to Chicago for a few days I 76will give your case my earnest personal attention and will then be in position to advise with you more satisfactorily. Judging from the description of your symptoms the case is plainly one of locomotor ataxia but the ailment, as you are doubtless aware, is of such an insidious nature that, aside from the more prominent general and unmistakable indications, there are few cases which manifest themselves exactly alike. It is as a rule more satisfactory to both patient and physician, and more productive of good results, when the treatment can be arranged under the physician’s personal supervision to meet the requirements of the individual. This may possibly require a week, at the end of which time you may return to your home and continue the treatment there under the direction of your family physician. As regards guaranteeing a cure I must say frankly that this is something no reputable physician will do. It is a practice resorted to only by what are known in the profession as quacks. The most encouragement I can give you, in the absence of a personal examination, is that, judging from your description the case is no worse than scores of others in which entirely satisfactory results have been obtained. Should you decide to visit me please advise me by letter or wire a short time in advance so arrangements may be made to give you prompt attention on arrival. Yours respectfully, ————