Mr. Robinson, however, admitted afterwards that he was wrong about the colour and the number. Such methods of obtaining attention were, he said, too easy of imitation, and devoid of any inherent attraction of their own. People would not care for nine times nine in Bishopsgate Street, if there were nine times nines in other streets as well. "No," said he; "I was but beginning, and made errors as beginners do. Outside there should be glass, gas, gold, and glare. Inside there should be the same, with plenty of brass, and if possible a little wit. If those won't do it, nothing will." All the same the magenta colour and the nine times nine did have their effect. "Nine times nine is eighty-one," was printed on the top of all the flying advertisements issued by the firm, and the printing was all done in magenta.
Mr. Brown groaned sorely over the expenditure that was necessary in preparation of the premises. His wish was that this should be paid for in ready money; and indeed it was necessary that this should be done to a certain extent. But the great object should have been to retain every available shilling for advertisements. In the way of absolute capital,—money to be paid for stock,—4,000l. was nothing. But 4,000l. scattered broadcast through the metropolis on walls, omnibuses, railway stations, little books, pavement chalkings, illuminated notices, porters' backs, gilded cars, and men in armour, would have driven nine times nine into the memory of half the inhabitants of London. The men in armour were tried. Four suits were obtained in Poland Street, and four strong men were hired who rode about town all day on four brewers' horses. They carried poles with large banners, and on the banners were inscribed the words which formed the shibboleth of the firm;—
| MAGENTA HOUSE, |
| 9 TIMES 9 IS 81, |
|
BISHOPSGATE
STREET. |
And four times a day these four men in armour met each other in front of the windows of the house, and stood there on horseback for fifteen minutes, with their backs to the curbstone. The forage, however, of the horses became so terribly large an item of expenditure that Mr. Brown's heart failed him. His heart failed him, and he himself went off late one evening to the livery stable-keeper who supplied the horses, and in Mr. Robinson's absence, the armour was sent back to Poland Street.
"We should have had the police down upon us, George," said Mr. Brown, deprecating the anger of his younger partner.
"And what better advertisement could you have wished?" said Robinson. "It would have been in all the papers, and have cost nothing."
"But you don't know, George, what them beastesses was eating! It was frightful to hear of! Four-and-twenty pounds of corn a day each of 'em, because the armour was so uncommon heavy." The men in armour were then given up, but they certainly were beginning to be effective. At 6 p.m., when the men were there, it had become impossible to pass the shop without going into the middle of the street, and on one or two occasions the policemen had spoken to Mr. Brown. Then there was a slight accident with a child, and the newspapers had interfered.
But we are anticipating the story, for the men in armour did not begin their operations till the shop had been opened.
"And now about glass," said Robinson, as soon as the three partners had retired from the outside flags into the interior of the house.
"It must be plate, of course," said Jones. Plate! He might as well have said when wanting a house, that it must have walls.