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Updated: June 13, 2025
There was a young chap in here the other day from an advertising agency, trying to get me to put some copy in the papers. Have you found that it pays? FRUEHLING It always pays somebody. The only question is, does it pay the man who pays for the ad? MEREDITH What do you mean? FRUEHLING Did you ever consider the problem of what I call tangential advertising?
When did a bookseller ever make any real contribution to the world's happiness? MIFFLIN Dr. Johnson's father was a bookseller. GLADFIST Yes, and couldn't afford to pay for Sam's education. FRUEHLING There's another kind of tangential advertising that interests me. Take, for instance, a Coles Phillips painting for some brand of silk stockings.
QUINCY The book section of a department store doesn't get much chance to enjoy that tangential advertising, as Fruehling calls it. Why, when our interior decorating shark puts a few volumes of a pirated Kipling bound in crushed oilcloth or a copy of "Knock-kneed Stories," into the window to show off a Louis XVIII boudoir suite, display space is charged up against my department!
The new arrivals were Quincy and Fruehling; the former a clerk in the book department of a vast drygoods store, the latter the owner of a bookshop in the Hebrew quarter of Grand Street one of the best-stocked shops in the city, though little known to uptown book-lovers. "Well," said Fruehling, his bright dark eyes sparkling above richly tinted cheek-bones and bushy beard, "what's the argument?"
"He's off on his hobby," he chuckled. "I love baiting him." "Speaking of Carlyle's Cromwell," said Fruehling, "that's a book I don't often hear asked for. But a fellow came in the other day hunting for a copy, and to my chagrin I didn't have one. I rather pride myself on keeping that sort of thing in stock.
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