"Comrades! Ours is beyond question the only labor union in the United States, and, for all I know, in the entire world, that is not monopolistic in its tendencies. We are individualists because advertising is not a science nor a trade, but an art, and we are artists. When the advertisers' greed saw the artists' hunger, the result was that!" He pointed to five score dehumanized faces before him.
"Great!" murmured the Sun man.
"Hereafter watch the sandwich-man, and in one corner of the sign look for the union label—a skeleton carrying a coffin, to remind us that no matter what a man is when he is born, he goes to his Maker between boards. In death all men are equal, and in his coffin a man is the Ultimate Sandwich!"
"That's literature!" muttered the serious young man from the Journal.
"We refuse to be thieves. Therefore we decline to do any sandwiching for patent medicines, banks, quack cures, fraudulent stores, immoral books, coal-dealers, fake doctors, suburban real estate, bum chiropodists, or disreputable people of any kind, class, or nature whatsoever. We start with professional ethics, which is where most professions end. We who have been the lowest of the low class that work for their daily bread are now the S. A. S. A.—the Society of American Sandwich Artists. All we ask is permission to live! Our headquarters will be in the Allied Arts Building on Fifth Avenue."
His speech had quotable phrases. A country that once cast the biggest vote in its history for the square deal, that makes minions of dollars out of asking you if you see that hump, and from promising to do the rest if you push the button, and boasts of the thorn that made a rose famous, is bound to be governed by phrases. The only exceptions are the Ten Commandments. They are quotable, but not memorable.
All the newspapers spread themselves on that story. In their clubs the managing editors heard their fellow-members talk about the parade, and this made each M. E. telephone to the city editor to play it up. It was too picturesque not to be good reading, and since good reading is always easy writing, both reporters and editorial writers enjoyed themselves. That made them artists instead of wage-earners.
Hendrik Rutgers possessed the same quality of political instinct that nearly made the luckiest man in the world President of the United States. By blindly following it, young Mr. Rutgers jumped into the very heart of a profound truth. And once he landed, the same sublimated sagacity impelled him to stamp with both feet hard. Then, unemotionally perceiving exactly what he had done, he proceeded very carefully to pick out his own philosophical steps, in order to be able later on to prove that he had been coldly logical. Impulsive humanity always distrusts impulsiveness in others. Leaders, therefore, always call them carefully considered plans.
In all irreligious countries, as Hendrik Rutgers, astutely arguing backward, told himself, the people who buy, sell, and vote are alive only to To-day and therefore dare not take heed of the Hereafter. This has exalted news to the dignity of a sacred commandment.
In such communities success is necessarily a matter of skilful publicity.