CO-OPERATIVE ADVERTISEMENTS.

In view of the restriction of the paper supply it has been suggested that advertisers should unite in cultivating the available space on a co-operative intensive system.

For example, the various proprietors of three popular brands of cigarettes, instead of having a page advertisement each, might combine in one single page, like this:—

THREE OF THE BEST.

You cannot consider yourself a connoisseur of
cigarettes unless you are able to distinguish at
one and the same time the individually exquisite
flavours of
"THE BRASS HAT"
"THE OFFENSIVE."
"THE GAS ATTACK."

THERE IS NO OTHER PERFECT BLEND.

These cigarettes are smoked in our patent
"Trident" cigarette-holders.

Of all Tobacconists.

You see? Not only does each manufacturer still obtain the same sale for his cigarettes, but he actually gains a third share in the profits of a new accessory—the triple cigarette-holder.

Of course ingenuity of this sort is not required when the advertisers are not in any sense rivals. All that is then necessary is what we may call the economic common factor of appeal. For instance:—

ARE YOU ON OUR WAITING LIST?
The War Office Car.	\| \|	The Cricklewood Crematorium.
As soon as we are through with our urgent contracts we shall be happy to serve you.

Finally, we note that there are innumerable classifications of complementary trades which are, of course, eminently suited to co-operative advertising. We append two samples of what may be done in this direction.

If you want to GET an Engagement as Mistress—
Solicit an interview at the
HOUSEWIVES' HOSTEL.

If you want to KEEP an Engagement as Mistress—
Have the whole of your Servants' Suite
CREATED BY
THE CLASSY FURNISHING CO.

II.

As Omar Khayyam said:—

"A Loaf of Bread—"

"MONKEY-NUTTO-BRAN"
Contains the whole of the husk.

"A Flask of Wine—"

A Wise Host
PLUMES HIMSELF
on his
CHÂTEAU VINAIGRETTE.

"A Book of Verse"—

"PURPLE PIFFLE."
By
PERCIVAL DRIVEL.

"No submarines were sighted, but the vessel's commander steered a tortoise course through the danger zone."—Newfoundland Paper.

Far, far better than turning turtle.

"Metra laughed and deposited herself bewitchingly among the cushions on the davenport."—London Magazine.

Personally, we prefer a roll on the top of an American desk.

"By Regulation 35B of the Defence of the Realm Regulations, it is an offence for any person having found any bomb, or projectile, or any fragment thereof, or any document, map, &c., which may have been discharged, dropped, &c., from any hostile aircraft, to forthwith communicate the fact to a Military Post or to a Police Constable in the neighbourhood."—Scotsman.

Why this mistrust of Scottish policemen?