It was supplied. I wrote:
Bet Your Last Dollar On
SILVER COIN
To-day
At New Orleans
He Will Win At 10 to 1
And then I faltered. "I must have a name for the signature," I said.
I picked up the newspaper again and turned to the page containing the entries for that day at the New Orleans races. A sire's name was given as St. Maxim.
"Maxim!" I said. "That's a good name. I'll use it. Now for one that will make euphony."
"Gay!" said Campbell. "How's that? It's sporty."
Thereupon I created the trade-mark of Maxim & Gay.
In a postscript to this advertisement I stated that the usual terms for this information were $5 per day and $25 per week, and that the day after next Maxim & Gay would have another selection, which would not be given away free.
"Maxim & Gay" were without an address. Half a block away on Broadway, at a real estate office, we were informed that upstairs they had some rooms to let. I engaged one of these for $15 a month—no pay for a week. Two tin signs were ordered painted, bearing the inscription, "Maxim & Gay." One was placed at the entrance of the building and the other on the door upstairs. The sign-painter extended credit.
Before bidding me adieu, Campbell exclaimed of a sudden: