Angell Herald introduced a tactful little laugh. It was a success.
"Certainly," he replied, beginning to feel more at ease. "Quite naturally, I agree with you. Now, an inspired article, for instance, in The Age, an illustrated interview in The Briton, with pictures of yourself playing with dogs, children and things, a——"
"My dear sir, those are obsolete methods. We are living in a new age, an age that requires novelty. If you advertise in the right way, you will get your public; but you have to hit it very hard to make it look. My friend Mr. Chappledale, for instance, he advertises; but there is no originality in his methods. Sir Lomas Tipton, he advertises; but how? I might endeavour to get together a football team to 'lift' the English Cup; but what good would that do?"
"Quite so," was the dazed response, "quite so."
"Take the late Lord Range, for instance," continued Mr. Llewellyn John. "He understood modern methods. Instead of stating, as some antiquated Minister might, that the King and country needed 300,000 high-explosive shells, he said: 'Lord Range calls for 300,000 high-explosive shells.' He was up to date, and he got them. A magnificent fellow Range. Didn't care a—ahem! for anybody. Was even rude to me," he muttered reminiscently. "I liked him for it.
"Now take the Cyrils, that famous Parliamentary family dating back for centuries. They do not know how to advertise. Ten years hence there won't be a Cyril in the House of Commons. There may be a few in the House of Lords—that depends on democracy.
"Then there's my old friend Waightensea. He did not advertise as the needs of the political situation demanded he should, and the result is that he has had to go. It does not matter who you are in these days—bishop or blacksmith, Prime Minister or pierrot—you've got to advertise—the war has brought us this!"
Hitherto Angell Herald had regarded himself as second to none in the advertising world; but Mr. Llewellyn John made him feel a child at the game.
"The most far-seeing man in Europe has been the Kaiser. He was the first who understood the true value of advertisement, and he ran it for all he was worth. We laughed at him, but we listened. Some people think he overdid it a little," this with a smile; "but still among monarchs he certainly was the first to appreciate that you have got to run a monarchy rather as you have a patent medicine, spend ninety per cent. of your money on advertising, and the other ten per cent. on the article itself—less if possible."
Again the Prime Minister flashed upon his visitor that bewildering smile. Angell Herald hinted that this would be a very big business, involving many thousands of pounds.