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Then he took his cigar from his mouth and stood eying it a moment with more attention, perhaps, than it deserved, in spite of its fine aroma. When he put it back between his lips and sat down at his desk once more he was smiling ever so slightly. Then began a new order of things in the offices of the T. A. Buck Featherloom Petticoat Company.

At the end of the first day's trial of the new Featherloom shirt she had telephoned the Featherloom factory and had asked for Emma McChesney. People who had known her by that name never seemed able to get the trick of calling her by any other. With every fitting-room in the Fyfe & Gordon establishment demanding her attention, Miss Nevins's conversation was necessarily brief.

"'Sure, says I. 'And I've learned to let the other fellow think your argument's his own. He likes it. I've learned that the surest kind of copy is the slow, insidious kind, like the Featherloom Petticoat Company's campaign. That was an ideal campaign because it didn't urge and insist that the public buy Featherlooms. It just eased the idea to them.

With a grandmother who has made the T. A. Buck Featherloom Petticoat a household word, and a mother who was the cleverest woman advertising copy-writer in New York, this young lady ought to be a composite Hetty Green, Madame de Stael, Hypatia, and Emma McChesney Buck. She'll be a lady wizard of finance or a " "She'll be nothing of the kind," Emma disputed calmly. "That child will be a throwback.

For years, it had been Emma McChesney's quiet boast that of those whose business brought them to the offices and showrooms of the T. A. Buck Featherloom Petticoat Company, the foremost insisted on dealing only with her. She was proud of her following. She liked their loyalty. Their preference for her was the subtlest compliment that was in their power to pay.