WEBVTT - Herbert E. Bucklen, Patent Medicine and 'Axle Grease Salesman' 0:00:02.240 --> 0:00:06.559 Welcome to Criminalia, a production of Shondaland Audio in partnership 0:00:06.600 --> 0:00:13.720 with iHeartRadio. 0:00:14.040 --> 0:00:18.760 Herbert Elijah Bucklin made himself one of the wealthiest businessmen 0:00:18.960 --> 0:00:23.880 in both Elkhart, Indiana and Chicago, Illinois in late nineteenth 0:00:23.920 --> 0:00:27.880 and early twentieth centuries, and he had patent medicines to 0:00:27.960 --> 0:00:31.040 thank for a lot of that. Let's talk a little 0:00:31.080 --> 0:00:33.640 about who this guy was and how he rose to 0:00:33.720 --> 0:00:38.280 being the impressive businessman he became. It wasn't all snake 0:00:38.320 --> 0:00:41.640 oil and false advertising, although that was a big part 0:00:41.680 --> 0:00:45.199 of it. Welcome to Criminalia. I'm Maria Tremarky. 0:00:45.760 --> 0:00:49.519 And I'm Holly Frye. Herbert was born in Herkimer County, 0:00:49.560 --> 0:00:53.040 New York in eighteen forty eight, and his story doesn't 0:00:53.120 --> 0:00:56.320 really start until the family moved to Elkhart, Indiana in 0:00:56.400 --> 0:01:00.639 eighteen sixty three. His father was a druggist and eventually 0:01:00.680 --> 0:01:04.160 brought his son on as a partner. Herbert showed commercial 0:01:04.200 --> 0:01:07.959 aptitude at a very early age before working in his 0:01:08.000 --> 0:01:10.720 father's store when he was still a teenager. He took 0:01:10.800 --> 0:01:13.440 advantage of days when the circus was in town, as 0:01:13.440 --> 0:01:16.319 well as any other times there were large crowds and 0:01:16.400 --> 0:01:20.880 made a considerable amount of money how well. He would 0:01:20.880 --> 0:01:24.760 set up basically lemonade stands, but in addition to the 0:01:24.800 --> 0:01:28.840 refreshing beverage, he would also sell items including peanuts and 0:01:28.920 --> 0:01:32.960 other festival foods. His business acumen really showed though, when 0:01:33.040 --> 0:01:36.039 he convinced his father to buy a second hand soda 0:01:36.080 --> 0:01:39.160 fountain for two hundred and fifty dollars and install it 0:01:39.240 --> 0:01:40.600 in the family drug store. 0:01:42.000 --> 0:01:46.000 Soda fountains were invented in the eighteen fifties, but then 0:01:46.280 --> 0:01:50.000 they were primarily frequented by consumers looking for fountain drinks 0:01:50.000 --> 0:01:53.920 to cure whatever ailed them, rather than sweet trees. Fountain 0:01:54.000 --> 0:01:57.520 drinks in this error were usually made of flavor extracts 0:01:57.520 --> 0:02:00.320 and effervest drugs. In fact, one of the the most 0:02:00.360 --> 0:02:04.160 popular pharmacy drinks was a headache treatment that contained cocaine 0:02:04.240 --> 0:02:09.080 and caffeine. But okay, remember in the nineteenth century, stimulants 0:02:09.120 --> 0:02:13.880 including cocaine were totally legal ingredients. While maybe they weren't 0:02:13.919 --> 0:02:16.840 good for you, nothing hanky was happening at the soda 0:02:16.880 --> 0:02:22.119 fountains of Indiana. Druggists eventually also began to offer other 0:02:22.240 --> 0:02:25.160 menu items at their soda fountains. One of The most 0:02:25.200 --> 0:02:29.360 popular was the milkshake. The original recipe isn't the same 0:02:29.400 --> 0:02:33.760 as what we consider a modern milkshake. It contained carbonated water, 0:02:33.960 --> 0:02:38.440 sweetened flavored milk, and a raw egg and no surprise here, 0:02:38.560 --> 0:02:41.680 ice cream sodas, which were made from flavored soda water 0:02:41.720 --> 0:02:45.000 with a scoop of vanilla ice cream, also sold very well. 0:02:45.720 --> 0:02:48.520 Herbert was onto something hot because it wasn't until the 0:02:48.600 --> 0:02:51.320 end of the nineteenth century when many drug stores finally 0:02:51.400 --> 0:02:54.959 began featuring soda fountains, and they remained popular through the 0:02:55.040 --> 0:02:58.840 nineteen fifties. Ahead of his time and in short time, 0:02:59.280 --> 0:03:02.360 Herbert's idea was one of the most successful features of 0:03:02.400 --> 0:03:03.480 his father's business. 0:03:04.960 --> 0:03:08.799 As an adult, Buckland's own patent medicine business was one 0:03:08.840 --> 0:03:12.280 of his great successes. The H. E. Bucklin in Company 0:03:12.400 --> 0:03:15.960 was a highly successful manufacturer and seller of a number 0:03:15.960 --> 0:03:19.600 of well known brands of patent medicines in the United States. 0:03:19.639 --> 0:03:23.560 Around the turn of the twentieth century, as his proprietary 0:03:23.639 --> 0:03:28.440 medicine business grew, Herbert moved its headquarters from Elkhart to Chicago, 0:03:28.800 --> 0:03:31.720 where the plant occupied one of the finest locations on 0:03:31.800 --> 0:03:36.440 Michigan Avenue. The H. Buckland Building was located across two 0:03:36.480 --> 0:03:40.200 seventy five, two seventy six, and two seventy seven Michigan 0:03:40.240 --> 0:03:43.720 Avenue southwest on the corner of South Michigan Avenue in 0:03:43.840 --> 0:03:48.000 East eighth Street. Today, that's right near Columbia College and 0:03:48.120 --> 0:03:50.840 for the foodies out there, it is also near the 0:03:50.840 --> 0:03:55.720 famous Deep Dish pizza shop, lou Melnotti's. The building was special. 0:03:55.880 --> 0:03:59.560 It was designed by Oscar Cobb, a prominent theater architect 0:03:59.560 --> 0:04:03.080 from Shechego. Several of his works are listed on the 0:04:03.160 --> 0:04:07.080 United States National Register of Historic Places, although the Buckland 0:04:07.080 --> 0:04:10.960 Building is not one of them. H. E. Bucklin Almanax 0:04:11.080 --> 0:04:14.320 between nineteen oh nine through nineteen thirteen, kept at the 0:04:14.360 --> 0:04:17.800 library at the University of Florida, suggests that the business 0:04:17.880 --> 0:04:21.960 was located in Chicago at least until nineteen fourteen, and 0:04:22.000 --> 0:04:25.400 at that point it's listing changes to Saint Louis. But 0:04:25.480 --> 0:04:28.440 before we get too deep into all of that, Herbert 0:04:28.640 --> 0:04:32.760 wasn't always and only a patent medicine manufacturer and retailer. 0:04:33.360 --> 0:04:36.520 He made himself a millionaire before he ever got into 0:04:36.520 --> 0:04:37.200 that business. 0:04:38.839 --> 0:04:42.880 That's right, while in Elkhart, similar to the soda fountain 0:04:42.920 --> 0:04:46.640 success in his dad's pharmacy. One of his important early 0:04:46.760 --> 0:04:49.800 deals as an adult was securing a concession for the 0:04:49.880 --> 0:04:53.960 exclusive sale of soda water on the exposition grounds from 0:04:53.960 --> 0:04:57.559 the managers of the Philadelphia Centennial. In eighteen seventy six, 0:04:58.080 --> 0:05:01.239 a large event held a comemory rate the one hundredth 0:05:01.240 --> 0:05:05.200 anniversary of the signing of the Declaration of Independence. You 0:05:05.240 --> 0:05:07.440 know when you go to an outdoor event and there's 0:05:07.600 --> 0:05:11.320 just one brand of bottled water for sale, and it's 0:05:11.400 --> 0:05:15.520 sold at an outrageous price. His deal was like that. 0:05:16.760 --> 0:05:19.719 Also before his move to Chicago, he was influential in 0:05:19.839 --> 0:05:23.240 politics in Elkhart County and was also a farmer and 0:05:23.360 --> 0:05:27.960 raised livestock there. Through his investments in agricultural land and 0:05:28.000 --> 0:05:32.839 then also Chicago real estate, and frankly, eventually his property 0:05:32.880 --> 0:05:36.719 interests extended over half a dozen or more states. All 0:05:36.760 --> 0:05:39.800 of this real estate led to making him a millionaire 0:05:39.880 --> 0:05:42.760 and depending on the records that you look at, perhaps 0:05:42.800 --> 0:05:43.799 a multimillionaire. 0:05:45.000 --> 0:05:48.919 And then Buckland got involved in the railroad. He backed 0:05:48.960 --> 0:05:53.440 the Elkhart and Western Railroad, which ran from Elkhart to Mishawaka, Indiana, 0:05:53.800 --> 0:05:57.320 a short line of about ten miles. Construction of the 0:05:57.320 --> 0:06:00.400 E ANDW as it was known, began in eighteen nine 0:06:00.520 --> 0:06:04.000 and it was completed in eighteen ninety three. And then 0:06:04.320 --> 0:06:08.440 Bucklin invested more than one million, five hundred thousand dollars 0:06:08.520 --> 0:06:12.039 in a rail from Elkhart to the Ohio border, more 0:06:12.040 --> 0:06:15.640 than one hundred miles. He was also a stockholder in 0:06:15.720 --> 0:06:18.719 the New York Central Lines. That is a big deal 0:06:18.839 --> 0:06:21.800 because the New York Central Railroad connected the Greater New 0:06:21.880 --> 0:06:25.400 York area and Boston on the East coast with Chicago 0:06:25.480 --> 0:06:29.240 and Saint Louis in the Midwest. He you could say, 0:06:29.640 --> 0:06:34.400 was diversified in his businesses for sure, and those railroads 0:06:34.480 --> 0:06:38.039 could help him deliver what Buckland's patent medicine company had 0:06:38.080 --> 0:06:38.640 to offer. 0:06:39.440 --> 0:06:41.320 We are going to take a break for a word 0:06:41.320 --> 0:06:45.160 from our sponsors. When we're back, we'll talk about Herbert's 0:06:45.200 --> 0:06:48.719 first patent medicine, one he bought from a real doctor 0:06:49.279 --> 0:06:50.480 and then made famous. 0:07:03.240 --> 0:07:07.680 Welcome back to Criminalia. Let's stop talking about railroads and 0:07:07.880 --> 0:07:11.840 start talking about Herbert's company and its patent medicine offerings, 0:07:12.240 --> 0:07:16.160 including his most famous one that one hundred percent did 0:07:16.240 --> 0:07:19.000 not cure tuberculosis as it claimed. 0:07:19.600 --> 0:07:23.640 Herbert entered the patent medicine business when doctor Z. L. King, 0:07:23.960 --> 0:07:27.400 who had a medical practice in Elkhart, sold him the 0:07:27.520 --> 0:07:30.200 rights to some of his medicines in eighteen seventy eight, 0:07:30.320 --> 0:07:34.240 when King decided to move to Middlebury, Indiana. Less than 0:07:34.280 --> 0:07:38.080 a year after that acquisition, Buckland relocated from Elkhart to 0:07:38.200 --> 0:07:42.960 Chicago and began his journey into proprietary medicines. Elkhart had 0:07:43.000 --> 0:07:46.360 made him successful, but it was a small town. According 0:07:46.400 --> 0:07:49.640 to the eighteen ninety census, which is about a decade 0:07:49.680 --> 0:07:53.679 after he left, Elkhart had a population of only roughly 0:07:53.920 --> 0:07:55.240 seventy six hundred people. 0:07:56.440 --> 0:08:00.880 Once established in Chicago, he rebranded one of King's medicines 0:08:01.040 --> 0:08:05.880 as doctor King's New Discovery for consumption cough and colds, 0:08:06.400 --> 0:08:09.120 and by eighteen eighty five, so about five or six 0:08:09.200 --> 0:08:12.880 years later, New Discovery, as it was popularly known, had 0:08:13.000 --> 0:08:17.000 national recognition that was very fast. It was made for 0:08:17.080 --> 0:08:21.360 both adults and children. Instructions were to take one teaspoon 0:08:21.440 --> 0:08:24.160 one to four times a day, and for infants the 0:08:24.240 --> 0:08:28.680 dosage was ten drops to half a teaspoonful. While we 0:08:28.800 --> 0:08:32.640 know this disease as tuberculosis, at that time it was 0:08:32.679 --> 0:08:36.400 called consumption. Just to clear up any confusion, This was 0:08:36.440 --> 0:08:39.319 a hot time for patent medicine companies, and they were 0:08:39.360 --> 0:08:43.360 all fighting for the number one position. Specifically, they each 0:08:43.440 --> 0:08:46.320 wanted to be the one to make the most money 0:08:46.360 --> 0:08:49.920 off of a cure for tuberculosis, which was ravaging the 0:08:49.960 --> 0:08:54.160 country after the American Civil War. Consumers were willing to 0:08:54.160 --> 0:08:58.840 try just about anything, and physicians weren't much help. Bottles 0:08:58.840 --> 0:09:02.600 of New Discovery were marketing as the cure for tuberculosis, 0:09:02.840 --> 0:09:05.760 and the tagline on its product label read quote the 0:09:05.840 --> 0:09:08.160 true remedy at last discovered. 0:09:09.360 --> 0:09:14.600 But New Discovery, like all other snake oil cures for tuberculosis, 0:09:14.920 --> 0:09:18.560 was not only not going to help you recover, it 0:09:18.640 --> 0:09:23.200 might have actually been harmful to your health. It contained chloroform, 0:09:23.440 --> 0:09:26.240 which was intended to cure your cough, but was also 0:09:26.360 --> 0:09:29.520 used as a solvent as well as a general anesthetic. 0:09:30.400 --> 0:09:33.800 It also contained morphine to add a touch of euphoria 0:09:34.080 --> 0:09:37.920 to the mix, as it's a powerful narcotic, as well 0:09:37.960 --> 0:09:41.960 as alcohol, which was intended to dull the pain. It 0:09:42.000 --> 0:09:45.440 wouldn't have treated your tuberculosis, but maybe you might not 0:09:45.520 --> 0:09:47.600 have cared so much about your symptoms. 0:09:49.320 --> 0:09:52.880 There were some patent medicines that did deliver what they promised, 0:09:52.880 --> 0:09:56.520 although that was kind of a rare situation. Many did not, 0:09:56.880 --> 0:09:59.640 and in addition, many came with a dangerous list of 0:09:59.760 --> 0:10:03.920 ingrid which often included things like opium, cocaine, and the 0:10:03.960 --> 0:10:09.760 ever popular additive alcohol, all in combination. Some contained herbs 0:10:09.960 --> 0:10:13.320 or other fairly benign substances, but these were typically not 0:10:13.480 --> 0:10:16.480 the active ingredients, and they were usually just there as 0:10:16.520 --> 0:10:21.320 flavoring or coloring. Products that couldn't cure anything, claimed to 0:10:21.360 --> 0:10:25.680 treat things like sexually transmitted infections, cancer, and of course, 0:10:25.760 --> 0:10:30.000 as we've been talking about tuberculosis, many and we mean 0:10:30.559 --> 0:10:35.040 many of them claimed that they could quote cure all diseases. 0:10:36.080 --> 0:10:38.880 By the turn of the twentieth century, Herbert began self 0:10:38.880 --> 0:10:43.480 applying the title doctor Snake. Oil salesmen weren't known to 0:10:43.520 --> 0:10:48.280 tell the truth, so really, why not. Buckley's sizable advertising 0:10:48.320 --> 0:10:51.440 budget and smart business decisions were what helped give his 0:10:51.520 --> 0:10:56.520 new discovery product national attention. His advertising team was a 0:10:56.559 --> 0:11:00.800 well oiled machine, and its prowess applied to other products 0:11:00.800 --> 0:11:05.760 manufactured by his company. Patent medicine makers tried all sorts 0:11:05.800 --> 0:11:09.040 of advertising and marketing techniques to get consumers to buy 0:11:09.040 --> 0:11:13.760 their products. Some worked, some didn't, but modern historians note 0:11:13.760 --> 0:11:17.640 that some of today's campaign techniques were pioneered during this era. 0:11:19.720 --> 0:11:24.079 Buckland's company spent large sums of money on advertising campaigns 0:11:24.120 --> 0:11:27.280 across all types of media, but there was one thing 0:11:27.320 --> 0:11:31.120 that made them stand out. The company was fond of 0:11:31.160 --> 0:11:37.199 providing free samples or offering trial sizes to unsure potential customers. 0:11:37.880 --> 0:11:41.200 By nineteen oh five, New Discovery was also being produced 0:11:41.240 --> 0:11:44.800 in a well it's what we would consider a TSA 0:11:44.880 --> 0:11:48.600 approved sized bottle, claiming on its packaging quote, by taking 0:11:48.640 --> 0:11:52.199 the contents of this small bottle, you will readily perceive 0:11:52.240 --> 0:11:56.480 the remarkable curative qualities of this great new Discovery for 0:11:56.600 --> 0:12:00.800 consumption coughs, colds, and all diseases of the throat, chest, 0:12:00.840 --> 0:12:04.280 and lungs, which will convince you of its wonderful merits 0:12:04.520 --> 0:12:06.880 and show you what can be done by a regular 0:12:07.200 --> 0:12:10.120 one dollar size bottle. Give it a trial. 0:12:10.920 --> 0:12:15.280 As Buckland's patent medicines became firmly established in the marketplace 0:12:15.360 --> 0:12:18.280 and the company as a major player in the retail space, 0:12:19.000 --> 0:12:23.280 New Discovery was exhibited at the World's Columbian Exposition in 0:12:23.360 --> 0:12:27.680 Chicago in eighteen ninety three. This kind of retail accomplishment 0:12:27.760 --> 0:12:31.559 was achieved by the company's successful advertising and marketing, of course, 0:12:32.000 --> 0:12:36.080 but the cherry on top was the fifty cent thirty 0:12:36.120 --> 0:12:40.960 one page book published specifically for the event. It was 0:12:41.240 --> 0:12:45.240 half filled with color lithographs of the world's fair buildings 0:12:45.600 --> 0:12:50.239 and the other half descriptive text about Buckland's proprietary medicines. 0:12:51.120 --> 0:12:55.800 Their advertising book became a souvenir. The book claimed New 0:12:55.840 --> 0:12:58.840 Discovery was one of the marvels of the nineteenth century, 0:12:58.880 --> 0:13:02.440 and they included it along with other marvels at the fair, 0:13:02.640 --> 0:13:06.520 such as the original ferris wheel, the first moving walkway, 0:13:07.160 --> 0:13:10.400 and Peanut Butter and Juicy Fruit. 0:13:11.520 --> 0:13:14.760 New Discovery was a huge fraud, but it was also 0:13:15.080 --> 0:13:19.840 a huge hit, and Buckland had other big patent medicine successes. 0:13:20.400 --> 0:13:23.400 According to an advertorial in the ann Arbor Argus in 0:13:23.440 --> 0:13:27.319 November of eighteen ninety five, quote the following four remedies 0:13:27.520 --> 0:13:32.800 reached phenomenal sale. Doctor King's New Discovery for consumption coughs 0:13:32.800 --> 0:13:37.600 and colds, each bottle guaranteed electric bitters, the great remedy 0:13:37.679 --> 0:13:42.240 for liver, stomach and kidneys, Buckland's Arnica Salve the best 0:13:42.280 --> 0:13:45.960 in the world. And Doctor King's New Life Pills, which 0:13:45.960 --> 0:13:50.120 are perfect pills. All these remedies are guaranteed to do 0:13:50.320 --> 0:13:52.800 just what is claimed for them, and the dealer whose 0:13:52.880 --> 0:13:55.640 name is attached here with will be glad to tell 0:13:55.679 --> 0:13:57.000 you more of them. 0:13:57.240 --> 0:13:59.880 Well, we'd like to know more about what makes the 0:14:00.160 --> 0:14:03.120 New Life pills perfect, but we're going to take a 0:14:03.120 --> 0:14:05.360 break for a word from our sponsors, and when we're back, 0:14:05.400 --> 0:14:08.080 we'll tell you more about Buckland products and claims, and 0:14:08.120 --> 0:14:14.760 we'll take a look at some of the interesting ingredient lists. 0:14:24.680 --> 0:14:29.480 Welcome back to Criminalia. Let's talk more about Buckland's company's 0:14:29.520 --> 0:14:32.920 product line because it was more varied than just New Discovery. 0:14:33.440 --> 0:14:36.080 But we also have a spoiler alert. You are gonna 0:14:36.080 --> 0:14:38.120 want to stick around for the end of this episode 0:14:38.200 --> 0:14:40.680 because the last bit surprised even US. 0:14:41.880 --> 0:14:45.800 Promotional literature for these products included testimonials, which was a 0:14:45.800 --> 0:14:49.760 common marketing ploy for patent medicines, as well as general 0:14:49.800 --> 0:14:53.680 health and household advice. In addition to claims about how 0:14:53.720 --> 0:14:57.560 the products were cures for a variety of complaints, their 0:14:57.600 --> 0:15:01.760 marketing materials touted the company's other miraculous drugs as well. 0:15:02.120 --> 0:15:08.000 For instance, one advertisement claimed New Discovery cured tuberculosis, and 0:15:08.440 --> 0:15:12.440 it also included arnica salve in the same advertisement, claiming 0:15:12.560 --> 0:15:17.440 it could cure quote boils, bruises, inflammation, and sores that 0:15:17.600 --> 0:15:19.120 seemed incurable. 0:15:20.760 --> 0:15:25.320 Electric Bitters was another popular product, as New Discovery was 0:15:25.360 --> 0:15:29.000 the top sellar Electric Bitters was a close second. It 0:15:29.040 --> 0:15:33.520 was primarily sold as a laxative nicknamed the Great Family Remedy, 0:15:34.040 --> 0:15:37.400 but its uses, as listed on the packaging, included quote 0:15:37.560 --> 0:15:43.960 all diseases of the stomach, liver and kidneys, biliousness, general debility, fever, jaundice, 0:15:44.040 --> 0:15:48.720 blood disorders, and diseases of the urinary organs, neuralgia, nervousness, 0:15:48.760 --> 0:15:53.200 and mental depression. As an appetizer, they are unequaled dose 0:15:53.360 --> 0:15:56.760 for an adult, take from one to three tablespoonsful three 0:15:56.800 --> 0:16:00.320 times a day, before or after meals, according to age 0:16:00.360 --> 0:16:05.000 and constitution of the patient. Weak and delicate constitutions should 0:16:05.000 --> 0:16:09.760 commence with one tablespoonful, reduced with sweetened water, and increase 0:16:09.840 --> 0:16:13.280 as the case demands. This quickly became one of the 0:16:13.280 --> 0:16:17.520 more popular patent medicines that Bucklan's company sold. It costs 0:16:17.560 --> 0:16:19.880 sixty cents in nineteen hundred and it came in a 0:16:19.960 --> 0:16:23.920 large bottle, and it was the Quote Family laxative. It 0:16:23.960 --> 0:16:30.040 contained quote senna, rhubarb, cascara segrada, hops, aloes, wahoo, dandelion, 0:16:30.200 --> 0:16:36.160 gentian uva, ursie, pansy, cameomelian quasia combined with aromatics, and 0:16:36.240 --> 0:16:41.800 one tablespoon contained eighteen percent alcohol. Unpacking, this list of 0:16:41.920 --> 0:16:45.240 ingredients isn't as eye popping as they often can be 0:16:45.400 --> 0:16:48.600 for patent medicines, and that's because some of these ingredients 0:16:48.640 --> 0:16:53.080 were actually laxatives. Senna is known to relieve constipation, so 0:16:53.320 --> 0:16:57.880 that's pretty good start, as is cascara segrata and aloe too. 0:16:58.040 --> 0:17:01.000 But while you may have had some results, the bidders 0:17:01.080 --> 0:17:03.960 would have had more potential as an aromatic liquor. 0:17:06.160 --> 0:17:10.040 Then there was Buckland's New Life Pills product introduced in 0:17:10.080 --> 0:17:13.040 eighteen eighty, which the company claimed to be a cure 0:17:13.119 --> 0:17:19.840 for quote temporary constipation and biliousness, and it contained quote cascara, 0:17:20.280 --> 0:17:26.800 put a fillin, aloin, strychnine sulfate, and capsicum makers. Allegedly 0:17:27.400 --> 0:17:30.760 it was supposed to cure stomach ailments. But that highly 0:17:30.920 --> 0:17:35.320 toxic strychnine that's just a yikes. Let's look at a 0:17:35.359 --> 0:17:38.959 few of the other active ingredients other than the strychnine 0:17:39.600 --> 0:17:42.840 put a fill in today is used to treat genital words. 0:17:43.680 --> 0:17:47.200 Aloin is derived from alo and may or may not 0:17:47.400 --> 0:17:52.119 help relieve constipation. Cascara here is what saves this product. 0:17:52.520 --> 0:17:55.119 It's a dried bark which is not approved by the 0:17:55.119 --> 0:17:57.960 Food and Drug Administration, but is sometimes sold as an 0:17:58.040 --> 0:18:03.160 over the counter laxative, modern snake oil or constipation remedy. 0:18:03.720 --> 0:18:06.320 You can be the judge. 0:18:06.440 --> 0:18:10.520 Buckland's company's product line wasn't all successful, though, and some 0:18:10.600 --> 0:18:14.159 of the products were actually flops, including ones called Doctor 0:18:14.280 --> 0:18:19.479 King's California Golden Compound, Doctor King's Hop Cordial, and Doctor 0:18:19.520 --> 0:18:22.040 Sheeler's Great German Cure for Consumption. 0:18:23.320 --> 0:18:26.920 On top of those flops, there were the critics. New 0:18:26.960 --> 0:18:32.199 Discovery was heavily marketed and featured in many advertisements. It 0:18:32.280 --> 0:18:35.680 drew in customers with all that exposure, but it also 0:18:35.840 --> 0:18:39.520 caught the attention of a man named Samuel Hopkins Adams, 0:18:39.880 --> 0:18:42.600 who was well known as the author behind a series 0:18:42.640 --> 0:18:46.479 called The Great American Fraud, which was published in Collier's Weekly. 0:18:47.800 --> 0:18:52.280 His articles disclosed the fraudulent, duplicitous patent medicine industry to 0:18:52.320 --> 0:18:56.280 the public who were buying the potentially harmful products unaware 0:18:56.560 --> 0:18:59.280 those products could be potentially harmful. 0:19:00.520 --> 0:19:04.160 During the peak popularity of patent medicine, reporters and other 0:19:04.240 --> 0:19:09.120 investigators began to publicize how problematic these sorts of proprietary 0:19:09.160 --> 0:19:13.520 products could be, writing about instances of death, drug addiction, 0:19:13.800 --> 0:19:16.760 and other hazards from the products that at the time 0:19:16.960 --> 0:19:21.680 did not have to disclose their ingredients. New Discovery specifically 0:19:21.840 --> 0:19:25.720 fell under intense scrutiny and criticism. In an expos by 0:19:25.760 --> 0:19:30.199 Adams published in the January thirteenth, nineteen oh six issue 0:19:30.200 --> 0:19:33.919 of Collier's Weekly, Adams wrote, quote, it is proclaimed to 0:19:33.960 --> 0:19:38.119 be the only sure cure for consumption. Further announcement is 0:19:38.200 --> 0:19:41.760 made that it strikes terror to the doctors, as it 0:19:41.840 --> 0:19:45.840 is a morphine and chloroform mixture. Doctor King's new discovery 0:19:45.880 --> 0:19:49.439 for consumption is well calculated to strike terror to the 0:19:49.480 --> 0:19:53.560 doctors or to any other class or profession, except perhaps 0:19:53.840 --> 0:19:58.080 the undertakers. Adams, as you can see, did not pull punches. 0:19:58.800 --> 0:20:03.600 He continued, quote, it is a pretty diabolical concoction to 0:20:03.640 --> 0:20:08.600 give to anyone, and particularly to a consumptive. The chloroform 0:20:08.720 --> 0:20:12.720 temporarily allays the cough, thereby checking nature's effort to throw 0:20:12.800 --> 0:20:16.400 off the dead matter from the lungs. The opium drugs 0:20:16.440 --> 0:20:21.400 the patient into a deceived cheerfulness. The combination is admirably 0:20:21.440 --> 0:20:24.440 designed to shorten the life of any consumptive who takes 0:20:24.480 --> 0:20:27.639 it steadily, but the label didn't provide any sort of 0:20:27.760 --> 0:20:31.080 warning of possible side effects to consumers. To his point, 0:20:31.840 --> 0:20:35.240 nothing about the label or the advertising disclosed that this 0:20:35.400 --> 0:20:37.639 was a mixture of ingredients that could kill you. 0:20:39.440 --> 0:20:42.639 Harmful products are not. The market at this time was 0:20:42.720 --> 0:20:47.080 thick with snake oil, and Bucklem found himself with counterfeitters 0:20:47.320 --> 0:20:51.800 who were making and selling imitations specifically of his company's 0:20:51.840 --> 0:20:56.440 new discovery product, although sometimes knockoffs of his other concoctions 0:20:56.440 --> 0:20:59.960 did pop up as well. While he was defrauding the public, 0:21:00.280 --> 0:21:03.000 he was outraged that someone else was trying to do 0:21:03.080 --> 0:21:07.280 the same thing, and on his back, Bucklan's company released 0:21:07.320 --> 0:21:09.879 a statement to his consumers that will quote a little 0:21:09.880 --> 0:21:12.520 bit of it. Read quote. This is to warn you 0:21:12.680 --> 0:21:15.800 to beware of such people who seek to profit through 0:21:15.840 --> 0:21:19.359 stealing the reputation of remedies which have been successfully curing 0:21:19.400 --> 0:21:23.840 disease for over thirty five years. A sure protection to 0:21:23.960 --> 0:21:27.199 you is our name on the wrapper look for it 0:21:27.320 --> 0:21:31.080 on all doctor King's or Buckland's remedies, as all others 0:21:31.160 --> 0:21:35.520 are mere imitations. H Bucklin in Company Chicago, Illinois, and 0:21:35.560 --> 0:21:37.880 Windsor Canada all druggists. 0:21:39.160 --> 0:21:44.120 But it turns out, despite his impressive business acumen, it 0:21:44.200 --> 0:21:49.040 was Herbert alone who tripped over himself when boasting of 0:21:49.119 --> 0:21:54.960 his quote wondrous arnica sab Buckland inadvertently outed the sav's 0:21:55.040 --> 0:21:59.959 dubious properties asked, and we presume by a reporter or 0:22:00.040 --> 0:22:02.880 or maybe perhaps by a consumers, It's a bit unclear. 0:22:03.560 --> 0:22:06.000 When asked if he had any of the popular salf 0:22:06.000 --> 0:22:09.640 to show, he I'm gonna pause here because we all 0:22:09.680 --> 0:22:14.280 want to cringe together on this one. He replied, quote, 0:22:15.119 --> 0:22:17.720 take some axle grease off your wagon wheel. It's the 0:22:17.760 --> 0:22:22.080 same thing. And that might have been his first instance 0:22:22.200 --> 0:22:23.960 of truth in advertising. 0:22:25.320 --> 0:22:31.000 Oh yuck, would you like a little cuous? What ails 0:22:31.040 --> 0:22:32.280 you to finish this one? Along? 0:22:32.440 --> 0:22:35.320 What? As long as it doesn't any chloroform in it? 0:22:35.560 --> 0:22:44.960 Zero chloroform? This one might be a little bit weird, 0:22:45.000 --> 0:22:46.399 but come with me on the journey. 0:22:46.480 --> 0:22:47.359 We'll take along with you. 0:22:48.040 --> 0:22:50.359 Because what I really was struck by in this story 0:22:50.400 --> 0:22:53.000 in terms of like thinking about a drink was not 0:22:53.119 --> 0:22:56.520 any of the patent medicines. It was the milkshake talk, 0:22:57.320 --> 0:23:02.639 specifically the disc of how early versions of milkshakes before 0:23:02.680 --> 0:23:04.840 they were really what we would call a milkshake today, 0:23:05.280 --> 0:23:07.919 had egg in them. And that made me think about 0:23:08.280 --> 0:23:12.280 eggy drinks like egg creams, which are related an eggnog. 0:23:13.160 --> 0:23:16.520 And then I started thinking about how eggnog is a 0:23:16.760 --> 0:23:22.640 winter treat, but equally rich things like ice cream treats 0:23:22.760 --> 0:23:26.439 are considered summer treats, and I was like, that seems odd. 0:23:26.920 --> 0:23:30.359 What if we could come up with a variation on 0:23:30.480 --> 0:23:34.199 eggnog that is summery. So some of the things that 0:23:34.240 --> 0:23:37.159 go into eggnog that make it wintery are like the 0:23:37.200 --> 0:23:40.760 spices and whatnot, but we can change that up, and 0:23:40.800 --> 0:23:44.120 we can also choose some lighter ingredients so that it's 0:23:44.160 --> 0:23:47.520 not as heavy a drink. This one is definitely a 0:23:47.520 --> 0:23:49.520 dessert drink, though I would say even though it is 0:23:49.560 --> 0:23:52.760 not as heavy as a nog because it is sweet. 0:23:53.480 --> 0:23:55.480 I didn't put peanut butter in it, although I was 0:23:55.520 --> 0:23:58.120 excited we talked about it because I do love peanut butter, 0:23:58.200 --> 0:24:01.160 but that's not in this. Normally, if you make eggnog. 0:24:01.240 --> 0:24:04.120 You use your milk and your cream together and you 0:24:04.320 --> 0:24:07.560 sometimes warm that. This involves no cooking. It's easy to 0:24:07.560 --> 0:24:10.320 put together. I put all of mine in one of 0:24:10.320 --> 0:24:14.520 those little personal blenders. Oh yeah, yeah, which I highly 0:24:14.560 --> 0:24:16.720 recommend is the easiest way to do it. But if 0:24:16.760 --> 0:24:20.160 you have a frother, you could there's a fruit component 0:24:20.200 --> 0:24:21.959 you're just gonna want to cut up really well if 0:24:21.960 --> 0:24:26.080 you go that root. So we are calling this Bucklan's nog, 0:24:26.200 --> 0:24:28.919 even though it's not really a nog and it's not 0:24:28.920 --> 0:24:32.400 really by Buckland, but that's okay. It's delicious. It starts 0:24:32.440 --> 0:24:36.360 with a half cup of coconut milk, and to that 0:24:36.400 --> 0:24:39.000 you're gonna add not an egg yolk like you would 0:24:39.000 --> 0:24:42.160 if you were making an eggnog, but instead two tablespoons 0:24:42.200 --> 0:24:44.600 of egg white, which shows up in a lot of cocktails, 0:24:44.600 --> 0:24:47.600 so that's not too weird. You're also gonna add, this 0:24:47.640 --> 0:24:52.119 is where it gets sweet, two tablespoons of simple or 0:24:52.320 --> 0:24:54.439 vanilla simple syrup if you want to get like that 0:24:54.560 --> 0:24:58.040 vanilla ice creamy taste, make sure you have vanilla. If 0:24:58.080 --> 0:25:01.920 you don't, simple syrup works great, and then a half 0:25:02.000 --> 0:25:05.880 cup of watermelon chunks. You're also going to toss in 0:25:06.440 --> 0:25:08.960 just a drop or two of vanilla extract, not very 0:25:09.000 --> 0:25:12.119 much at all, and then an ounce and a half 0:25:12.160 --> 0:25:14.800 of the whiskey of your choice. This is one of 0:25:14.840 --> 0:25:17.480 those great recipes where if you have, like a whiskey 0:25:17.600 --> 0:25:20.080 or a bourbon that maybe you purchased thinking you would 0:25:20.119 --> 0:25:23.000 like it and it just doesn't quite work well in 0:25:23.400 --> 0:25:25.960 the whiskey forward recipes you've maybe been trying, this is 0:25:25.960 --> 0:25:27.760 a good way to use it. You're still going to 0:25:27.800 --> 0:25:30.600 get its flavor, but all of these other things balance 0:25:30.640 --> 0:25:32.640 it out so that if it's not a flavor you love, 0:25:33.440 --> 0:25:35.639 it won't be as much of a concern and you 0:25:35.680 --> 0:25:38.240 will probably like it more. You can also there's an 0:25:38.280 --> 0:25:42.240 optional ingredient here if you want a slightly thicker, richer 0:25:42.320 --> 0:25:46.880 thing add just like a splash of cream. You don't 0:25:46.920 --> 0:25:48.600 have to do that. It's up to you. That is 0:25:48.680 --> 0:25:53.080 drinker's choice. And then you are just going to blend 0:25:53.160 --> 0:25:55.640 this or if you use your frother, give it a 0:25:55.680 --> 0:25:58.480 really good go. Like I said, if you use the frother, 0:25:58.680 --> 0:26:01.679 you might want to make sure you ash your watermelon 0:26:01.760 --> 0:26:03.520