“Early to bed and early to rise, makes a man healthy, wealthy and wise” was published in the 1735 edition of the Poor Richard’s Almanack, by Benjamin Franklin. “Early to bed, early to rise, work like hell and advertise” is a business saying that has been credited to Dr. Scholl’s foot care company founder William Scholl (1882-1968), to American media mogul Ted Turner, and to American educator and author Laurence J. Peter (1919-1990), but all three of these people lived too late to have coined the aphorism.
 
“Early to bed, early to rise, work like a Trojan and advertise” was cited in print in 1892, but it’s not clear if this is the origin of the saying. “Early to bed, Early to rise, Work all day, And advertise” was cited in print in 1898 and “Early to bed and early to rise—Work like Hellen Advertise” was cited in print in 1902.
 
     
Wikiquote: Poor Richard’s Almanack
Poor Richard’s Almanack (sometimes Almanac) was published by Benjamin Franklin, who adopted the pseudonym of “Poor Richard” or “Richard Saunders” for this purpose. Franklin began publishing Poor Richard’s Almanack on December 19, 1732; annual versions were published for each year from 1733 to 1758. It was a best seller for a pamphlet published in the American colonies; print runs reached 10,000 per year.
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1735
Early to bed and early to rise, makes a man healthy, wealthy and wise.
 
Chronicling America
23 September 1892, Semi-Weekly Interior Journal (Stanford, KY), pg. 5, col. 2:
B. H. DANES, our enterprising jeweler, has adopted the following motto and has posted it conspicuously in his place of business: “Early to bed, early to rise, work like a Trojan and advertise.” A splendid motto indeed.
 
8 December 1898, Titusville (PA) Herald, “Brevities,” pg. 3, col. 5:
THE KEY TO SUCCESS
Early to bed
Early to rise
Work all day
And advertise.
 
Hathi Trust Digital Library
25 June 1902, Printers’ Ink (A Journal for Advertisers), pg. 37, col. 1:
His motto is simple and commendable:
 
Early to bed and early to rise—
Work like Hellen Advertise.
(From H. Jay Bowen, a real estate dealer in St. Joseph, MO—ed.)
 
10 September 1902, Newport (IN) Hoosier State, pg. 8, col. 4:
Early to bed and
Early to rise;
Work like Hel-en, Advertise.
 
20 May 1903, Oelwein (IA) Register, pg. 1, col. 3:
The following parody on an old rhyme was given us the other day by a caller who claimed it a sure road to success:
 
“Late to bed;
Early to rise;
Work like——
And advertise.”
   
Google News Archive
18 February 1904, Three Rivers (MI) Tribune, pg. 3, col. 6:
Motto for Merchants.
One merchant who advertises in the Battle Creek papers is certainly an advocate of the strenuous life for his success formula is “Late to bed and early to rise, work like blazes and advertise.”
 
22 April 1905, Denver (CO) Post, pg. 4, col. 2:
‘Early to bed and early to rise, work like a nigger and advertise” is the wise advice the Basalt Journal throws out tothe business men of that bailiwick.

Chronicling America
27 April 1905, The Palestine Daily Herald (Palestine, TX), pg. 4, col. 1:
“EARLY to bed and early to rise, work like a nigger and advertise,” is the way a Colorado newspaper puts the old saw. Not very eloquent but soundly true.
 
Chronicling America
28 July 1906, Bisbee (AZ) Daily Review, pg. 8, col. 2:
A local bank has the following placard displayed conspicuously on the walls ofthe establishment:
 
“Early to bed
Early to rise
Work like Helen
Advertise.”
 
Chronicling America
11 January 1907, Ocala (FL) Banner, pg. 6, col. 5:
A Clay County merchant puts it this way: ‘Early to bed, early to rise: work like Helen Blazes, Advertise.”
 
31 April 1907, Illinois State Register (Springfield, IL), pg. 12, col. 1:
The keynote of his (E. A. Hall—ed.) happy discourse was:
 
Early to bed and early to rise—
Work like thunder and advertise.
 
11 December 1908, The Evening News (Sault Ste. Marie, MI), pg. 4, col. 3 ad:
We read a little story once entitled, “The Secret of Success.”
 
“Early to bed and early to rise
Work like——, and advertise.”
(Peppard & McKinney—ed.)
 
Google Books
January 1912, American Clay Magazine, pg. 399, col. 2:
“Early to bed and early to rise.
Work like——and advertise.”
 
Google Books
June 1913, The Green Book Magazine, pg. 986:
A postcard on my desk advises me “How to Get Rich:”
 
Early to bed, early to rise;
Work like hell, and advertise.
 
Google News Archive
13 October 1927, ‎Sarasota (FL) Herald, pg. 1, col. 7:
BUSINESS MEN
URGED TO USE
PRINTER’S INK
Dr. B. J. Palmer In Speech
Declares Radio Station
Will Aid City
(...)
He advised business men to tell the world about what they had to offer the public by the use of printer’s ink and suggested a slogan “Early to bed and early to rise, work like hell and advertise” for those who were finding business not so good.
   
Jewish World Review
Jan. 11, 2000 / 4 Shevat, 5760
Mort Zuckerman
Loose lips, fast quips
WELCOME TO THE NEW MILLENNIUM! Here is my fantasy about what some famous folks might have said last year, with thanks to people who shared some of the lines below:
(...)
On the work ethic of the dot-com world: “Early to bed. Early to rise. Work like hell and advertise.”
 
Google Books
Joey Green’s Fix-It Magic:
More than 1,971 Quick-and-Easy Household SolutionsUsing Brand-Name Products
By Joey Green
New York, NY: Rodale, Inc.
2008
Pg. 18:
Dr. William Scholl, founder of Dr. Scholl’s foot care products, coined his own credo: “Early to bed, early to rise, work like hell, and advertise.”
 
Google Books
Call Me Ted
By Ted Turner with Bill Burke
New York, NY: Grand Central Publishing
2008
Pg. ?:
One of his favorite mottos was one I’ve used myself ever since: “Early to bed, early to rise, work like hell and advertise!”
 
Google Books
The Small Business Bible:
Everything You Need to Know to Succeed in Your Small Business
By Steven D. Strauss
Hoboken, NJ: Wiley
2008
Pg. 371:
Early to bed, early to rise, work like hell, and advertise. —TED TURNER
 
Google Books
Contemporary Marketing
14th Edition
By Louis E. Boone and David L. Kurtz
Mason, OH: South-Western Cengage Learning
2010
Pg. 519:
“Early to bed, early to rise, work like hell, and advertise.”
—Laurence J. Peter (1919–1990)
AMERICAN AUTHOR.