Wilson Daily Times, 17 April 1911.

Though this looks like a newspaper article, the code at the bottom of this piece indicates that it was essentially an advertisement touting a device invented by Tuskegee Institute-trained veterinarian Dr. Elijah L. Reid to control frightened horses. Reid was, perhaps, at the peak of his career around this time, having moved from his native Wayne County to Stantonsburg and then to Wilson around 1905.

Read more about Dr. Reid here and here and here.

Clipping courtesy of J. Robert Boykin III.

[Update, 4/16/2022: in veterinary medicine, to drench is to administer a draft of medicine to (an animal), especially by force, i.e. to drench a horse. Thanks, Briggs Sherwood.]