[40] _Pennsylvania Gazette_, Philadelphia, December 1, 1768. It is a matter for comment that American newspaper advertising of the English packaged medicines was singularly drab. In the mother country, the proprietors or their heirs were faced with vigorous competition. It behooved them to sharpen up their adjectives and reach for their vitriol. In America the apothecary or merchant had no proprietary interest in any of the different brands of the imported medicines which were sold. Moreover, there was probably no great surplus of supply over demand in America as in Britain, so the task of selling the stock on hand was less difficult and required less vigorous promotion. Also, advertising space in the few American weeklies was more at a premium than in the more frequent and numerous English journals. With rare exceptions, therefore, the old English patent medicines were merely mentioned by name in American advertising. Seldom did one receive the individual attention accorded by Samuel Emlen to Godfrey's Cordial in Benjamin Franklin's _Pennsylvania Gazette_ for June 26, 1732. The ad ran like this: "Dr. Godfrey's General Cordial. So universally approved of for the Cholick, and all Manners cf Pains in the Bowels, Fluxes, Fevers, Small-Pox, Measles, Rheumatism, Coughs, Colds, and Restlessness in Men, Women, and Children; and particularly for several Ailments incident to Child-bearing Women, and Relief of young Children in breeding their Teeth." [Illustration: Figure 5.--PAMPHLET, DATED 1731, ON BEHALF OF BATEMAN'S PECTORAL DROPS. It was published by John Peter Zenger in New York. Original preserved in the New York Academy of Medicine Library. (_Smithsonian photo 44286-D._)] Emlen's venturesomeness may have lain in the fact that he was not only a retailer, but also an agent for the British manufacturer, for he cited the names of those who sold Godfrey's Cordial in nearby towns. Even at that, this appeal, consisting merely of a list of illnesses, lacked the cleverness of contemporary English nostrum advertising. In the whole span of the _Boston News-Letter_, beginning in 1704, it was not until 1763 that a bookstore pulled out the stops with half a column of lively prose in behalf of Dr. Hill's four unpatented nostrums.[41] It seems a safe assumption that not only the medicines but the verbiage were imported from London, where Dr. Hill had been at work endeavoring to restore a Greek secret which "converts a Glass of Water into the Nature and Quality of Asses Milk, with the Balsamick Addition...." [41] _Boston News-Letter_, Boston, November 24, 1763.