Books sponsored by companies, particularly drug companies, were more common in the nineteenth or early twentieth century, than they are now. A few years ago we featured one sponsor –a manufacturer of a tonic for those lacking energy—on Jot 101. The book they sponsored was a self-help treatise aimed at those high-fliers whose jobs overloaded them with work to the detriment of their health. We were reminded of this when, while looking at a pile of books at Jot 101 HQ the other day, we found a rare example of a mid-twentieth book sponsored by another drug company, in this case Roche, a multinational concern. By putting their name to Stephen Potter’s relaxmanship (1965) the company hoped to sell bucket loads of Libraxin, a drug sold to alleviate the symptoms of ‘ nervous dyspepsia ‘—a digestive condition brought about by stress and anxiety.
But let the advertising executives acting for Roche ( or even Potter himself) tell you about the benefits of Libraxin:
‘You may regard relaxation as an art. Not all of us, perhaps, are able to cultivate it to meet Mr Potter’s high requirements. But if properly approached , the holiday season can provide a real opportunity to unwind and to forget day-to-day worries for a short time.
Clearly this is excellent therapy for the nervous dyspeptic; his lack of anxiety reduces his dyspepsia. Sooner or later, however, he will have to return to work and to all his old problems and anxieties. This is the time when Libraxin can be of particular value. Libraxin, which combines the anti-anxiety properties of Librium with the anti-secretory properties of clidinium, is most effective on the treatment of nervous dyspepsia.
It is possible that Potter’s booklet was aimed at GPs or psychiatrists rather than members of the public, for printed on the back flap were the following words:
Basic NHS cost 25 tablets:
3/10 ½ (500 rate)
4/8d. (100 rate)
5/4d.(25 rate)
Potter is an interesting writer. Born in London on 1 February 1900, just a week after the death of Queen Victoria, he also missed action in the First World War, it having ended while he was training to be an officer. He then went on to study English at Oxford. On graduating he was offered a job as a Talks Producer for the fledgling BBC, but turned it down because it was based in Birmingham, where he didn’t want to live. Instead he established himself as an elocution teacher in London, advertising ‘Cockney accents cured ‘. He was then a tutor and schoolmaster before becoming private secretary to the playwright Henry Arthur Jones.
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