Reading 426-1

TEXT OF READING 426-1 M 56 (Exec. Advertising, Hebrew)

Text

Date: 2/22/1931 Sex: M Age: 56 ReadingID: 3196

This psychic reading given by Edgar Cayce at his office, 115 West 35th Street, Virginia Beach, Va., this 22nd day of February, 1931, in accordance with request made by self - Mr. [426] through Mr. [257].

[Edgar Cayce; Gertrude Cayce, Conductor; Gladys Davis, Steno. Mr. [426] and L. B. Cayce.]

Time of Reading … Avenue, 11:50 A. M. Eastern Standard Time. …, N.J.

1. GC: You will have before you the body and the enquiring mind of [426], present in this room, and his various business associations and relations, and all phases of his life. You will answer the questions which he will ask you regarding all of these.

2. EC: Yes, we have the body, the enquiring mind, [426], and his associations and relations.

3. In the physical forces we find the body very good in many respects. Some consideration should be given to some local conditions that have and do affect the body, that the physical and mental may function the more normal, and these attentions in the present will prevent disorders or disturbances later on.

4. In the business, mental associations, and phases of the life - these being varied, ready for questions.

5. (Q) Will we have additional business soon? (A) The additional business, as we shall see, will be marked in the next ninety to a hundred and twenty days, in some directions especially. These will be dependent upon the various fields of activity that open for the renewing of, or expansion of, various industrials, as well as the various international associations and relations that will come about during - or the BEGINNING of same, coming in or during that period.

6. (Q) Will I receive Mycalex contract at once? (A) AT ONCE would be too soon to expect! There will be some questions, and some conditions to be considered again, but there should be - under the present INTENT - the receiving of same soon.

7. (Q) Will it be a successful venture? (A) Be a successful venture, after some necessary alterations in the plans or policies as the conditions develop.

8. (Q) How should I proceed to obtain more business? (A) May be obtained through expansion in varied fields of activity, or may be obtained through those expansions in those PRESENT activities along those lines of local representation.

9. (Q) What should I do on Mycalex to promote it? (A) This, as is set in the present plans - as given - is a way to promote same. The greater success will come with the altering of policies to meet immediate needs in the expansion of the undertaking.

10. (Q) Is Louis Ricci the proper man to have in our employ? (A) There arise with the man some questionable conditions, or it may be said a question mark could be put after some of the activities of the individual. Necessary, for the man, for some interest - that OPPORTUNITIES be given for the man (if he is to be considered as an individual) to prove self, but unless there are some changes in the activities we would discontinue associations.

11. (Q) Is Nicholas dePhilipps perfectly honest and dependable? (A) Nicholas dePhilipps may be depended upon. While his personal ideals of honesty may be questioned by some, the intents and the purposes of the individual are to not only be dependable, but loyal, true and honest. Reason with, and much may be expected of the man.

12. (Q) Is Ralph Harris the proper man for Mycalex? (A) He would be the proper man, especially in the FORMATIVE period of the varied channels through which the work or the activities are to proceed. There will be a change, as we find, in the personnel AS the DEVELOPMENTS proceed.

13. (Q) Is Arthur Spingarn and Ronald Banom the right men for London? (A) This might entail a great deal of consideration. Dependent upon the policies of the operations there. There have not been wholly satisfactory returns from this particular office, and the necessary changing or altering of policies in this particular field are rather safe in the hands of these individuals. There will be the necessity, with their obtaining the greater BUSINESS in this field, of some LENIENCY - as it were - given these individuals, if they are to succeed; yet this is very easily given to too great an extent - and will necessitate the following up of their activities, for this to be made the success that is FELT that the field offers. There having been some changes in the conditions in this particular field, especially in a POLITICAL way and manner, offers some obstacles. These, as we find, may be worked out with Banom.

14. (Q) Are they doing their duty? (A) As has been given, this particular field offers obstacles, and - as given - there must be some leniency; for while questions arise, they are sincere in their efforts and in the undertaking, and especially with Banom - these may be worked out to a satisfactory way and manner.

15. (Q) Are they loyal? (A) As given, loyal.

16. (Q) Will the English office be a success? (A) This might be best termed by saying, EVENTUALLY. While there are the questions, that if it may be - or why the alterations, or why the slacking in this particular office - this, as we find, may be called that which will be a success, PROPERLY handled - but, to be sure, will offer some serious consideration in the handling of same, as indicated.

17. (Q) Is Frank Tribe the right man for the Beunos Aires office? (A) Here we have a different condition, a different circumstance surrounding same. More of a dictatorial individual, and one demanding at times even more power to act independent of others not closer in touch. Don’t give him too much leeway, and he will be the proper man; for the ABILITIES are there, and the loyalty is THERE - but can be easily made of little value by giving TOO MUCH leeway.

18. (Q) Will he be a success? (A) Dependent upon whether handled properly or not. The ABILITIES, as given, are there - and will need the attention of, or counseling with, especially as respecting policy.

19. (Q) Is D’Almeida the right man for the Rio de Janiero office? (A) Here again we find an individual with abilities, and well chosen for the place, and the man will be the SUCCESS - as we find, unless there are personal interests made to be such a temptation as to cause the slackness in the fulfilling of those things required of, and expected - RIGHTLY - of the individual. Right man, well chosen. The PERSONAL life is that to be considered.

20. (Q) What is ahead of me in the way of trouble or success for the next year? (A) First, as given, be mindful of some seemingly minor conditions physically, that these are rid from the system. These pertain, particularly, to the manner of coordination of eliminations in system. These would be well to be looked after, as conditions in head, neck, throat, teeth, and the liver and spleen.

In the BUSINESS associations and relations, these - as we find - with the same care, the same consideration given as that has been heretofore, in MOST fields will be most satisfactory. As to troubles, if these are to arise in the various fields will be through those intimations that have been given in these PARTICULAR conditions, and being forewarned the body-mind may so guard self, be so active in that manner, in knowing the weakness, knowing the strength of the various representatives in the various fields, boost where necessary, correct where necessary, and save much of the disorder or trouble.

21. We are through for the present.

Copy to Self Two copies to Ass’n office

Reports

Reports & Follow-up

R1. 10/30/31 Mr. [426] was present for 1734-5, a business rdg., in which Mr. [1734] was told, in Par. 14-A & 15-A, that Mr. [426] could assist in the public acceptance of Atomidine.

R2. 2/16/32 See EC’s letter under 1800-12 Reports, answering Mr. [426]‘s questions in re Ipsab, so that Mr. [426] might advise as to its merchandising, etc.

R3. 2/20/32 Letter from [426] to EC: “I have digested your letter with considerable interest in regard to marketing your dental product. I take it for granted that it is a liquid which can also be made into a paste, which, of course, is easier to handle. However, in the last few years mouth washes have come very much in vogue, due to the success of Listerine.

“My advice in marketing this product would be to follow territorially the chains of drug stores, advertising in the various towns or localities in which these chains have branches. It would take very little money if you would confine yourself to their territories. However, it would be a mistake to advertise in their territories without having other drug stores handling your product, as you would lose too much of the circulation for which you pay. For instance, if you should advertise in the city of Nashville, you would want all the drug stores which would be covered by the circulation of the newspapers in which you advertise to have your product available, as you can well understand you pay for the entire circulation of each paper and providing you do not have proper distribution both numerically and geographically, you are really paying more per inch than your competitor who has his product stocked by all stores in the territory covered by his advertising.

“If I were in your place I would be willing to start distribution in one city like Nashville, send somebody out to put in a consignment of two or three bottles in each drug store, then break an advertising campaign which would cost very little money, and concentrate on getting the city of Nashville using your product. From there I would go on to other towns, and in this way open up unit after unit until the product is thoroughly and completely established.

“I would seek to make arrangments with some one on a commission basis who would put his whole time and attention into stocking drug stores with the product and who would get a commission on the goods that were sold in that locality. In this way you can start the proposition in a very small way, demonstrating what can be done, showing it to be a success, and then enlisting capital on your own terms and not on their terms. I would insist, however, that the dentists be detailed, as well as the drug stores, before you release any advertising. Do a thorough job in one town before going to the next. You thereby produce a demonstrated success and also hold down the amount of your expenditure.

“As far as copy and layout for the advertisements is concerned, I will be glad to do that myself without any cost to you. Merely furnish to me a package and the salient selling claims.

“In reference to the number of dentists who are using your product at the present time, they are almost useless to you from a marketing point of view, as they extend over such a wide territory and the number which you have using the product is so few, they could not help to any extent except by letters of recommendation.

“With regard to getting this product endorsed by the Dental Association or the A.M.A., this would be most difficult, as they would want a Company with a large amount of capital and standing before even considering the product. As you know, there are only a few of the proprietaries on the market which have such endorsement, as most of them succeed without it. Get it into the hands of the public and have merit enough in it to get repeat orders and you have success.

“The way to start such a project is to take a map of the city of Nashville, make zones of it, take a list of the drug stores of the entire city, and map out for a salesman how many drug stores he must get to place these goods in every zone of the city. After this is completed, you then release the advertising in the daily newspapers, and I will try to use as small a space as possible to keep down the cost, as time is a big element in getting your goods placed and you have plenty of time and very little money. So, this is the way to do it.

“Will be glad to go further into this project with you if there is anything you do not thoroughly comprehend.

“In regard to the life reading, will be glad to receive this as soon as convenient.

“With best regards, I beg to remain”

Very truly yours, [426] President

R4. 2/26/32 He obtained his Life Rdg., 426-2.

Background

Background

None.

Mentioned Entities

Atomidine, Book of Job, England, Gertrude Cayce, Gladys Davis, Ideal, Physical Body, Purpose, Virginia Beach

Source: The Complete Edgar Cayce Readings, A.R.E. CD-ROM (2006). Reading 426-1, ReadingID 3196.