Manufacturers of medical tools and pharmaceuticals had been successfully producing catalogues for many decades prior to 1928. Yet, their efforts still appeared to be amateur to professionalizing advertising specialists like Herbert Casson. In some ways, Casson was correct: medical catalogues of tools and pharmaceuticals certainly did not contain sentimental images, eye-catching headlines or other facets that appeared in newspaper advertisements and on billboards and that he, and other specialists of the period, considered to be key components of advertising success. However, as we have learned from previous chapters, manufacturers of medical goods were steadily increasing their command of professional medical markets throughout the nineteenth century by including features in their catalogues that appealed specifically to doctors. These manufacturers recognized the need to produce a publication set apart from other forms of advertising: a publication that appeared expensive and not overtly promotional in form or content.