Before considering the attached proposal, certain
information should be known by the reader.
Informed doctors and psychiatrists consider true alcoholism
just as much a disease as cancer. The bodies of those subject to
alcoholism have become abnormal in reaction and mind even more so
This has been called an allergy. Many alcoholics are men of
exceptional character and willpower, as proven by the type of men
that make up Alcoholics Anonymous. Among the recoveries are men
from every profession, and practically every type of business.
People not familiar with the subject think alcoholism is a habit
based upon physical craving. This is absolutely not true, for when
not drinking, no physical craving exists This is proven by the
following fact: Physicians state that a maximum of six months
abstinence removes any physical craving and yet it commonly occurs
that men start to drink again after having been confined in an
institution for as much as a year. It has been repeatedly stated
by the world's leading doctors that they have no answer save for
the very mildest of cases.
It is an indisputable fact that over the past four years over
one- hundred true alcoholics have recovered, who from the
standpoint of medicine and psychiatry, were considered hopeless
These men
have dubbed themselves Alcoholics Anonymous.
Another indisputable fact is that during 1937, thirty-five
percent of the life insurance turn downs were due to alcoholism. A
realization is coming to public, professional and business men
that there exists today an alcoholic problem which takes its place
in seriousness with cancer and syphilis Magazine and news
articles on the subject bring incredible response.
The name Alcoholics Anonymous has been adopted because of the
nature of the work, because of the desire to keep away from
notoriety, and because the work is strictly non-sectarian
A L C O H O
L I C S A N O N Y M O U S
BRIEF RESUME OF THE WORK OF
ALCOHOLICS ANONYMOUS
About four years ago William G. Wilson had been pronounced an
incurable alcoholic. Doctors and psychiatrists have agreed that
the only way out for the true alcoholic is through a so-called
spiritual experience and it matters little what form this
experience takes
In November of 1934, a school friend came to Mr. Wilson's house
with certain information that has undoubtedly saved his live and
the lives of many others. Mr. Wilson's friends outlined a
procedure for a simple spiritual approach, and through its use Mr.
Wilson was released from alcoholism.
At that time certain ideas came to him which form the basis of
the events which have since transpired. Mr. Wilson realized first
of all, that to be acceptable to the ordinary men of the world,
the spiritual feature must be simple and understandable. . He saw
that the particular spiritual approach presented: to him had these
characteristics, and could even be further simplified and made
effective. Because the approach had the elements of universal
appeal, he wondered why so comparatively little success had been
secured from the spiritual approach with other alcoholics He
conceived the idea that it was because the matter was so often
presented to an alcoholic by a non-alcoholic; that there was not
sufficient basis for initial mutual confidence. He realized that
one alcoholic could gain the confidence of another to an extent
that
no other person in the world could.
The idea took hold of Mr. Wilson's imagination, for the
envisioned one alcoholic helping another, that one helping still
another and so on. After his release from Towns Hospital Mr.
A L C O H O L I C S A N O N Y M O U S
Wilson began to return there to talk to some of the patients.
Several caught the idea and bear witness today to the
effectiveness of those first approaches.
It occured to Mr. Wilson that accurate and reliable medical
information should be in the possession of every alcoholic when he
approached another alcoholic With such equipment the new prospect
could be readily persuaded that he was hopeless, that he is, in
actual fact at the jumping off place.
Being convinced there was no other way out, the new man would
look with more favor and willingness upon a spiritual method in
spite of any prejudice he might have had In the spring of 1935 Mr.
Wilson went to Akron, Ohio, on business. While there he
communicated his ideas to three other. alcoholics. Leaving the
three men, he returned to New York in the fall of 1935, continuing
his activities there. These early seeds are now bearing amazing
fruit. The original Akron three have expanded themselves into more
than seventy. Scattered about New York and in the seaboard states
there are about forty. Men
have even come out of insane asylums and resumed their community
and family lives. Business and professional people have regained
their standing.
In all, about two-hundred cases of hopeless alcoholism have
been dealt with. As will be seen, about fifty percent of these
have recovered. This, of course, is unprecedented--never has such
a thing happened before.
This work has claimed the attention of prominent doctors and
institutions who say without hesitation that in a few years time,
as it gains impetous, thousands of hitherto incurable cases may
recover. Such people as the chief physician of Charles B. Towns
Hospital and psychiatrists of the Johns Hopkins Hospital at
Baltimore express such opinions.
A L C O H O L I C S A N O N Y M O U S
THE PRESENT PROGRAM
It has been felt vitally necessary to spread the work widely and
get it on a sound basis rapidly.
The first step has been the establishment of a trust known as
The Alcoholic Foundation. This trust is administered by a board of
three well-known business men who are non-alcoholics, and by two
members of Alcoholics Anonymous The articles of the trust
specifically set forth that non-alcoholic members shall always be
in a majority of one over the alcoholic members. The Alcoholic
Foundation will, in order to obviate any possible criticism,
administer the financial affairs of the group.
When it is considered that there are an estimated million
alcoholics in this country the obligation for wide spread of the
work may be perceived Education and instruction should be made
available to every one touched by a drink situation. An
understanding of the nature of the disease and its cure must be
mastered by wives, relatives and employers of alcoholics. A
definite program of attitude and action should be offered
every-one concerned. It is felt that these aims may be gained by
the publishing of an anonymous volume based upon the past
fouryears experience.
The publishing of this book, to be known as "One Hundred
Men," is the subject of the attached material The Alcoholic
Foundation will receive an author's royalty as a donation for the
furtherance of the work.
Considering the necessity for a volume of this kind; its being
based upon actual experience; the publicity that has been assured,
and the tremendous amount of good inherent in its results; anyone
must agree with a former editor of the New York Times, who after
reading the first two chapters predicted a sensational sale. (Ten
chapters have now been written).
A L C
O H O L I C S A N O N Y M O U S
THE PROPOSAL
It is proposed to form—
"THE
ONE HUNDRED MEN CORPORATION."
PURPOSE
To publish the book—"One Hundred Men"
ASSETS
Money has been subscribed to maintain the author for five months.
A completely equipped office.
THE ISSUE
Sufficient $25.00 par value shares to promote publicity, sales,
and publish the book. Shares either payable in full at time of
subscription, or five dollars for each share subscribed at time of
subscription and five dollars per share each thirty days for four
months after subscription.
THE CORPORATION
Stock—Non-Assessable.
Delaware Corporation
____________
F A C T S
The following facts are pertinent in considering the possible
success of the volume-"One Hundred Men."
1. Publicity
2. Established Publishers' Opinion
3. The Possible Market.
PUBLICITY—1. Of publicity value is the fact that the
foundational soundness of the work is verified by letters from The
Johns Hopkins Hospital, and the chief physician of Charles B.
Towns Hospital, one of the foremost alcoholic institutions in the
United States Furthermore the work has been investigated and
justified most thoroughly by private parties from an outside
source.
A L C O H O L I C S
A N O N Y M O U S
2. The syndicated magazine This Week, (included with Sun-day New
York Herald Tribune and many other Sunday news papers) has
expressed an interest in running a page two article regarding the
work and the forthcoming book The editor prophesied from fifteen
to twenty thousand inquiries from the weekly circulation of five
million two hundred and fifty thousand This syndicated magazine
section for Sunday newspapers is second only to the American
Weekly used by Hearst papers.
3. The Readers Digest, in a personal interview with the
Managing Editor, stated that the work and the forthcoming volume
were of such interest as to justify their placing a staff writer
on it and running an exclusive article just prior to publication
of the volume.
4. Mr. Wainright Evans, established author, wrote Mr. Bigelow,
Editor of Good Housekeeping magazine, a letter regarding the work.
Two of the members of Alcoholics Anonymous in company with Mr.
Evans called upon Mr. Bigelow who requested Mr. Evans to submit an
outline of the completed article which he believed would be used
by the magazine just prior to the issuance of the book.
5. A fact pertinent to one's calculations as to the possible
public interest should be the results of the publication last
spring of an article entitled "The Unhappy Drinker" in
the Saturday Evening Post The Post commented that more inquiries
came to them from this than from any other article they had ever
printed.
6. Approximately a year ago a very obscure article was
published by Doctor Silkworth in a small New York Medical journal.
He barely alluded to this work, simply saying that such a thing
was happening. He was amazed by the hundreds of inquiries received
from lay people all over the United States.
7. Established publishers have said both directly and by
implication that this volume seems assured of the most unusual
publicity preceding publication of any book they have known
A L C O H O L I C S A N O N Y M O U S
ESTABLISHED PUBLISHERS OPINION—Established publishers must
practically see a sure fire book in order to make an advance to an
author. Furthermore they are exceptionally careful that this
advance is conservative in order that it may be returned from
royalties on sales. Harper & Bros. after reading the first two
chapters, investigating the publicity, and talking to two members
of Alcoholics Anonymous, offered fifteen hundred dollars as an
advance against royalties. This is impressive in view of the fact
that five thousand volumes would need to be sold to repay the
advance.
In the course of publishing investigation, these same two
members of Alcoholics Anonymous called upon Mr. Walsh, owner of
the John Day Publishing Company, publishers of such volumes as The
Good Earth, The Importance of Living, etc. This call was made upon
the basis of a personal friendship with Mr. Walsh and as a
consequence the advice given by him was upon a friendly basis
rather than securing the publishing of the book. Not only did Mr.
Walsh give invaluable printing, credit, and sales information, but
predicted an unusual sale for the volume. He said, and gave
reasons for his opinion which will be outlined later, that he
could not see where this venture would gain through using an
established publisher.
THE POSSIBLE MARKET—It has been estimated that there are over
a million alcoholics in the United States and that every family
seems touched by the problem. If this is so, and we have been
assured that there has never been any published work that not only
gave the answer, but told a man what to do to recover, then this
book should have an incredible sale.
One Hundred Men will not only have an appeal to the alcoholic
layman, and those affected, but should appeal to the five hundred
thousand Clergymen in this country, the three hundred and fifty
thousand Physicians, and the twenty odd thousand established
Psychiatrists. We know that the problem is one of pressing concern
to large corporations, and we know also that specialreprints
should be interesting to insurance companies. Taken these few
fundamental market facts into consideration, along with the
publicity that seems assured, who can estimate the possible sale?
A L C O H O L I C S A N O N Y M O U S
CORPORATE SET-UP
The corporation is set up on a budget that runs to April 1st. By
that time the book will be out and further sales plans will need
to be made upon experiences to date.
However for full protection of the shareholders the
shareholders procedure will be set up in the articles of the
corporation. On each of the first 1000 books, eighty cents will be
apportioned among the shareholders who have made a cash
subscription. On each of the second 1000 books, seventy cents will
be apportioned among the shareholders.
On each book over 2000 books and until the subscriptions have
been returned, sixty cents will be apportioned to the
shareholders. The difference between the above payments and the
gross profit
will accrue in the corporate treasury. It is planned to call a
stockholders' meeting in March, 1939, to vote as to whether the
corporation shall distribute cash on hand to the stockholders, or
continue maintaining headquarters for the direct sales of the
book.
BUDGET TO APRIL
1st, 1939.
Author |
$1,000.000 |
Directional and Sales Promotional Work |
1,800.00 |
Office Rent |
480.00 |
Stenographer |
650.00 |
Office Expense (estimated) |
240.00 |
Incidental Expenses |
500.00 |
Printing Plates |
700.00 |
1000 Volumes |
350.00 |
Art Work |
250.00 |
|
$ 5,970.00 |
Of the above, there has been extended as a loan
to insure the writing of the volume $1,500.00
A L C O H O L I C S A N O N Y M O U
S
COSTS
Printing (highest figure assumed by Mr. Walsh) |
|
per volume. . . . . . . . . . . . . . . . . . . . . . .
. . . . |
$ .34 |
Royalty (to Alcoholic Foundation) . . . . . . . . . . |
.35 |
Packaging, drayage, etc. per volume . . . . . . . . |
.05 |
|
.74 |
SALES FIGURES
Retail price . . . . . . . . . . . . . . . . . . . . . .
. . . . |
$3.00 |
Jobbers discount (maximum 46%) . . . . . . . . . . |
1.38 |
|
1.62 |
Printing, royalty, and packaging . . . . . . .. . . . . |
.74 |
Gross profit per volume sold through book stores |
.88 |
Mr. Walsh estimated that as a result of the publicity, one
volume at least would be sold for every two volumes through
book stores. For direct sales the following costs would prevail.
Printing . . . . . . . . . . . . . . . . . . . . . . . .
. . . |
$ .34 |
Royalty (to Alcoholic Foundation) . . . . . . . . |
.35 |
Package, drayage, addressing. . . . . . . . . . . |
.12 |
Postage (highest) . . . . . . . . . . . . . . . . . . . |
.12 |
|
.93 |
Gross profit one direct sale... . . . . . . . . . . . |
$ 2.07 |
Taking the estimate of one direct sale for two book store
sales,
we have the following set up:
Gross profit two book store sales @ 88 cents |
$1.76 |
Gross profit per volume one direct sale |
$2.07 |
|
$3.83 |
Dividing by three we have an average gross profit of
$1.276 per volume. |
|
A L C O H O L I C S A N O N Y M O U
S
PROFITS
As said before any accurate estimating of profits cannot even be
approached.
For anyone who wishes to draw their own estimate, the following
figures and-facts are given:
It would take sales of the first 5000 volumes (basis Harpers
advance offer) by April first to assure subscribers money. Inas-
much as the budget has been designed to defray all expenses of
operation to April 1st, profits up to that date are gross profits,
without deductions.
On the other hand if office were maintained through April, May
and June and five thousand volumes only were sold, the returns to
the shareholders would be slightly over fifty percent As mentioned
before, decision as to continuance of the office through April,
May and June, will be made at the stockholders' meeting in March,
1939.
If, on the other hand, any success such as has been predicted
accrues, the following profit projection would seem possible.
By June first the subscription would have been returned. Then,
if the following sales are reached the profit per share would be:
15,000 volumes first year—per share return after
money back |
$ 10.00 |
25,000 |
30.00 |
50,000 |
75.00 |
100,000 |
150.00 |
Although it seems ridiculous, one estimate has been made
of half a million volumes within two years time. Should
this come, over nine hundred dollars per share would be
returned. |
|
A L C O H O L I C S A N O N Y M O U S
OPERATION OF THE
ONE HUNDRED MEN CORPORATION
During the time of the writing of the book, and while sales
promotional and directional duties are going on, the necessity of
an office is apparent
Among other sales promotional possibilities that must be
followed up is the offer of Floyd Parsons to write an article
based upon the book for the Saturday Evening Post. Mr. Parsons is
very well acquainted with the editor and believes an article would
be acceptable.
Most of the church organizations have their National Offices in
New York City. These must all be followed up. The National Library
Board has its headquarters in New York City. This must be
canvassed, as must the American Medical Society. It may be
possible to have articles in those publications.
Some of the larger purchasers beside the jobbers must be
approached It is customary for sales to people such as Macy's to
be made direct by the publisher.
On April first, when the book has been published, the decision
will be reached by the stockholders as to the continuance of the
office. If sales are going at a very rapid rate, there would be no
question as to the necessity of the office.
There is naturally a question as to what would be done after
April first if an office is not necessary. One of the usual
printing services extended by book printers to publishers is that
of shipping. The printer will attend to all details such as
billing, collecting the money, and shipping for a publisher at
cost In other words, it is possible to turn over to a regular book
printer all physical detail except writing, selling, and
publicity.
A L C O H O L I C S A N O N Y M O U S
A fact not generally realized is that book publishers do no
printing. The printing, the art work, and all work attendant to
issuing the book is done by specialized book printers One of the
duties of the management of the corporation will be attending to
the printing details. Mr. Walsh of the John Day Printing Company
recommended any one of three printers competent to handle all
details.
Another question is that of distribution and credit to book
stores. There are only three book jobbers in the United States;
any one of whom covers the entire country. Their credit is of the
highest and they in turn take off the publishers hands all
questions in regard to credit risks to the retail store. We have
been told that we will have no trouble in securing any one of
these three jobbers. Taken all in all, there are plenty of details
to be taken care of and sales promotional work to be done between
the present time and April first.
A L C O H O L I C S A N O N Y M O U S
S U B S C R I P T I O N
Date . . . . . . . . . . . . . . . . . . . . .
On the basis of being a charter
subscriber, I hereby
subscribe for . . . . . . . . . .
. . . . . . . . . . . . . . . . .
Twenty Five Dollar par value
non-assessable shares of
The One Hundred Men Corporation to be
formed.
My check for
. . . . . . . . . . . . . . . . . . . . . . . . .
is attached which is in full
payment—partial payment.
(CROSS OUT ONE)
In case this
check is partial payment, I agree to pay an equal amount
in thirty, sixty,
ninety and one
hundred and twenty days from this date.
Signed
___________________________________
Street
Address_____________________________
City ___________________________________
State__________________________________
|
CHECKS MAY BE MADE PAYABLE TO:
THE ALCOHOLIC
FOUNDATION
or to — HENRY G. PARKHURST. Inc.
PLEASE MAIL TO:
HENRY G. PARKHURST, Inc.
WILLIAM J. RUDDELL
17 William Street
or
108 Harvey Street
Newark, New Jersey
Hackettstown, New Jersey