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The critical basis upon which the American editor professes to build his magazine is of doubtful validity. I believe that it is unsound. His policy, as stated in "editorial announcements" and confirmed by his advertisements of the material he selects, is first to find out what the public wants, and next to supply it. This is reasonable in appearance.
Each of the local editions of these world travelling papers, in addition to the identical matter that will appear almost simultaneously everywhere, will no doubt have its special matter and its special advertisements.
In addition to Hugo's advertisements, there were several columns of news describing the singular phenomena of the sale, concluding with what a facetious reporter had entitled 'Interviews with Survivors. As he read the detailed accounts Hugo knew, perhaps for the first time in his life, what it was 'to go hot and cold all over. However, he was decidedly inclined to be optimistic.
Sales letters are a highly specialized group given over, for the most part, to experts. Their most common fault is overstatement or patronizing. The advertisements inserted in trade papers and the letters sent out to the "trade" are often so condescendingly written that they infuriate the men to whom they are addressed.
Early in the day the two foremen each visit the rival plants, ostensibly to borrow some type and a little gasoline, but in reality to count the advertisements and to see how late the rival sheet is going to be. All afternoon the forces work feverishly, reports drifting in occasionally to the effect that over in the other shop they are locking up the forms.
"We're a bit late, and we want to get good seats." He got them inside before they had more than a fleeting glimpse of the advertisements of the films that were to be shown, and soon they were comfortably settled. "I wonder what we'll see?" mused Ruth, looking about the darkened theater. The performance was just about to start. "I wish we could see our play," spoke Alice.
You know the sort of thing: 'Press a Button A Butler who Never Drinks. 'Turn a Handle Ten Housemaids who Never Flirt. You must have seen the advertisements. Well, whatever these machines are, they are making pots of money; and they are making it all for that little imp whom I knew down in Ludbury.
She did not even know where he was, and, in her ignorance of the uses of private detectives and advertisements, had no idea how to find out. And so she suffered in silence, and only saw him in her dreams. She still stopped at the vicarage with Pigott; nor had there as yet been any talk of her returning to the Abbey House. Indeed, she had not seen her father since the day of her marriage.
For in a moneyless youth, the decision to leave home at all, and embark upon a long voyage to reside in a remote clime, is a piece of adventurousness only one removed from the spirit that prompts the army recruit to enlist. I never passed these advertisements, surrounded by crowds of gaping emigrants, without thinking of rattraps.
Instead, I signed a year's contract with each of my papers, they guaranteeing to print my advertisements, I guaranteeing to protect them against loss on libel suits. I organized a dummy news bureau, and through it got contracts with the telegraph companies. Thus insured against the cutting of my communications with the public, I was ready for the real campaign.
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