286 SELLING LATIN AMERICA 
ling your goods abroad and if possible adopt 
or be guided by his suggestions. He is on the 
firing line and has his finger on the pulse of the 
buyers, therefore his opinion is worthy of the 
most serious attention. 
As typical of the high-handed hold ups of 
the local Dick Turpins, who have registered 
trade marks under their own names in Latin 
America let me state that I know of two 
American patent medicine men whose prod 
ucts have been extensively advertised and are 
almost household words in the United States, 
paying $28,000 and $25,000 respectively for 
the privelege of using their own names in one 
country of South America. Both of these 
concerns had been doing business in the United 
States for forty years and they afterwards as 
certained that the gentlemen (?) who had 
registered their names had been waiting pa 
tiently for their coming all the time. A well 
known mineral water, within the past two 
years, paid according to my positive knowl 
edge $2500 for their trade-mark and consid 
ered that they got off remarkably cheap.