Manuscripts Department
Library of the University of North Carolina
at Chapel Hill
SOUTHERN HISTORICAL COLLECTION
#4744
ISAAC EDWARD EMERSON PAPERS
Inventory
Abstract: Isaac Edward Emerson was born in Chatham County,
N.C., in 1859. His family moved to Chapel Hill in
1868. Emerson was graduated from the University of
North Carolina as a chemist in 1879. He worked out
and patented the formula for Bromo-Seltzer, a headache
remedy, upon which Emerson's immense wealth was based.
Emerson organized the Emerson Drug Company, built the
Emerson Hotel, was president of the Citro Chemical
Works of America, Maywood, N.J.; chair of the American
Bromine Company; and controlling owner of the Maryland
Glass Corporation. During the Spanish-American War,
he led his own naval force, earning the rank of
captain. His daughter was Margaret Emerson McKim
Vanderbilt Baker Amory, the Vanderbilt being Alfred G.
Vanderbilt, who went down with the Lusitania in 1915.
Margaret's daughter Gloria Baker was one of the
nation's most popular and richest women when she made
her 1938 society debut.
Business, yachting, and other materials relating
chiefly to Isaac Edward Emerson, his family, and his
business interests, especially Bromo-Seltzer.
Business papers, 1894-1919 and undated, relate chiefly
to the Emerson Drug Company and include statements in
1896 and 1901 about cases in which people wanting to
buy Bromo-Seltzer were given generic substitutes
instead. Materials 1918-1919 relate to the American
Bromine Company and Citro Chemical Works of America.
Among the undated materials is a speech Emerson gave
about why he chose to build the Emerson Hotel.
Yachting papers are largely letters, legal documents,
and other items relating to the purchase and
outfitting of Emerson's yachts. Other materials
include an Emerson family tree and pictures of Isaac
Edward Emerson. There is also a scrapbook with
clippings and a few photographs and other items, 1929-
1947 and undated, chiefly relating to Isaac Edward
Emerson's career; Emerson family members, especially
Gloria Baker; and Bromo-Seltzer and other products.
Online Catalog Terms:
Advertising--Drugs--United States--History--20th century.
Bromo-Seltzer.
Drug industry--United States--History.
Drugs, Non-prescription--History.
Drugs--Marketing--History.
Drugs--United States--History.
Emerson, Isaac Edward, 1859-1931.
Emerson family.
Maryland--Industries--History.
Pharmaceutical industry--United States--History.
Social classes--United States--History--20th century.
United States--Social life and customs--1918-1945.
Upper classes--United States--History--20th century.
Vanderbilt family.
Women--United States--Social life and customs--20th century.
Yachts and yachting--United States--History--20th century.
Size: About 95 items (0.5 linear feet).
Provenance: Received from John H. Emerson of Cary, N.C., in
February 1995 (Acc. 95032).
Access: No restrictions.
Copyright: Retained by the authors of items in these papers, or
their descendants, as stipulated by United States
copyright law.
Table of Contents:
Biographical Note
Series Descriptions
Series 1. Business Papers
Series 2. Yachting Papers
Series 3. Other Materials
Shelf List
BIOGRAPHICAL NOTE
Isaac Edward Emerson was born in Chatham County, N.C., in
1859. His family moved to Chapel Hill in 1868. Emerson was
graduated from the University of North Carolina as a chemist in
1879. He came to Baltimore in 1880, and opened a small drug
store. As a young chemist, he worked out and patented the
formula for Bromo-Seltzer, a headache remedy, upon which
Emerson's immense wealth was based. Bromo-Seltzer's great
popularity was due, in part, to Emerson's early recognition of
the importance of advertising to sales. Emerson undertook world-
wide advertising campaigns for Bromo-Seltzer, Emerson's Ginger-
Mint Julep drink, and other products. These efforts included
newspaper, magazine, and store ads, as well as more adventurous
strategies like sponsoring the "Effervescent Hour," a program
that aired on numerous radio stations in the 1930s.
Emerson organized the Emerson Drug Company, built the Emerson
Hotel, and had large hotel and realty holdings in Narragansett,
R.I., where he maintained a summer home. He was president of the
Citro Chemical Works of America, Maywood, N.J.; chair of the
American Bromine Company; and controlling owner of the Maryland
Glass Corporation, one of the largest manufacturers of the blue
glass ware in which Bromo-Seltzer and other medications were
packaged. He also sat on the boards of directors of many banking
institutions. For many years, the flashing light atop his
Emerson Tower was a guide to airplanes flying around Baltimore.
An avid yachtsman, Emerson formed the Maryland Naval Reserve
in 1894. During the Spanish-American War, he led his own naval
force. After the war, he received the rank of captain.
Emerson and his second wife Anne Preston McCormack Emerson
were known as a lavish entertainers, maintaining two yachts for
parties and around-the-world tours. His daughter was Margaret
Emerson McKim Vanderbilt Baker Amory, the Vanderbilt being Alfred
G. Vanderbilt, who went down with the Lusitania in 1915.
Margaret's daughter Gloria Baker was one of the nation's most
popular and richest women when she made her 1938 society debut in
a $50,000 dress. Gloria, who one newspaper cited as having "more
suitors than her mother had husbands," married first tin heir
Henry J. Topping, Jr., then Brigadier General Edward H.
Alexander.
SERIES DESCRIPTIONS
Series 1. Business Papers
1894-1919 and undated. About 70 items.
Arrangement: roughly chronological.
Materials 1894-1915 relate chiefly to the Emerson Drug Company
and include insurance policies, leases, items relating to company
stock, and statements in 1896 and 1901 about a cases in which
people wanting to buy Bromo-Seltzer were given generic
substitutes instead. Materials 1918-1919 relate to the American
Bromine Company and Citro Chemical Works of America. Among the
undated materials is a speech Emerson gave about why he chose to
build the Emerson Hotel.
Folder 1 1894-1898
2 1899
3 1900-1902
4 1903
5 1904-1919
6 Undated
Series 2. Yachting Papers
1901-1913. About 20 items.
Arrangement: roughly chronological.
Letters, legal documents, and other items relating to the
purchase and outfitting of Isaac Edward Emerson's yachts.
Folders 7-8
Series 3. Other Materials
1929-1947 and undated. 5 items.
Folder 9 Emerson family tree.
Volume S-1: scrapbook with clippings and a few
photographs and other items, 1929-1947 and
undated, chiefly relating to Isaac Edward
Emerson's career; Emerson family members,
especially Gloria Baker; and Bromo-Seltzer and
other products.
P-4744/1-3 One photograph and two printed images of Isaac
Edward Emerson, undated.
Shelf List
Box 1 (only)
Items separated:
V-4744/S-1
P-4744/1-3