1. Introduction: “Press as Corrected, G.B.S.”.- 2. Prescription and Petrifaction: Proprietary Medicine, Health Marketing, and Misalliance.- 3. “The Shadow of Disrepute”: G.B.S. and Testimonial Marketing.- 4. “The Biggest Scoop in Advertising History”: Personality Marketing, G.B.S., and the Near-Testimonial.- 5. “Those Magic Initials, GBS”: Copywriting for the Irish Clipper.