“Then you have not seen,” said his daughter, “the frame which Monsieur Anselme has brought with his own hands, sending Celestin three hundred bottles of oil?”
“No,” he said.
“Celestin has already sold fifty to passers-by, and sixty to regular customers.”
“Ah!” exclaimed Cesar.
The poor man, bewildered by the clash of bells which misery jangles in the ears of its victims, lived and moved in a dazed condition. The night before, Popinot had waited more than an hour to see him, and went away after talking with Constance and Cesarine, who told him that Cesar was absorbed in his great enterprise.
“Ah, true! the lands about the Madeleine.”
Happily, Popinot—who for a month had never left the Rue des Cinq-Diamants, sitting up all night, and working all Sunday at the manufactory—had seen neither the Ragons, nor Pillerault, nor his uncle the judge. He allowed himself but two hours’ sleep, poor lad! he had only two clerks, but at the rate things were now going, he would soon need four. In business, opportunity is everything. He who does not spring upon the back of success and clutch it by the mane, lets fortune escape. Popinot felt that his suit would prosper if six months hence he could say to his uncle and aunt, “I am secure; my fortune is made,” and carry to Birotteau thirty or forty thousand francs as his share of the profits. He was ignorant of Roguin’s flight, of the disasters and embarrassments which were closing down on Cesar, and he therefore could say nothing indiscreet to Madame Birotteau.
Popinot had promised Finot five hundred francs for every puff in a first-class newspaper, and already there were ten of them; three hundred francs for every second-rate paper, and there were ten of those,—in all of them Cephalic Oil was mentioned three times a month! Finot saw three thousand francs for himself out of these eight thousand—his first stake on the vast green table of speculation! He therefore sprang like a lion on his friends and acquaintances; he haunted the editorial rooms; he wormed himself to the very bedsides of editors in the morning, and prowled about the lobby of the theatres at night. “Think of my oil, dear friend; I have no interest in it—bit of good fellowship, you know!” “Gaudissart, jolly dog!” Such was the first and the last phrase of all his allocutions. He begged for the bottom lines of the final columns of the newspapers, and inserted articles for which he asked no pay from the editors. Wily as a supernumerary who wants to be an actor, wide-awake as an errand-boy who earns sixty francs a month, he wrote wheedling letters, flattered the self-love of editors-in-chief, and did them base services to get his articles inserted. Money, dinners, platitudes, all served the purpose of his eager activity. With tickets for the theatre, he bribed the printers who about midnight are finishing up the columns of a newspaper with little facts and ready-made items kept on hand. At that hour Finot hovered around printing-presses, busy, apparently, with proofs to be corrected. Keeping friends with everybody, he brought Cephalic Oil to a triumphant success over Pate de Regnauld, and Brazilian Mixture, and all the other inventions which had the genius to comprehend journalistic influence and the suction power that reiterated newspaper articles have upon the public mind. In these early days of their innocence many journalists were like cattle; they were unaware of their inborn power; their heads were full of actresses,—Florine, Tullia, Mariette, etc. They laid down the law to everybody, but they picked up nothing for themselves. As Finot’s schemes did not concern actresses who wanted applause, nor plays to be puffed, nor vaudevilles to be accepted, nor articles which had to be paid for,—on the contrary, he paid money on occasion, and gave timely breakfasts,—there was soon not a newspaper in Paris which did not mention Cephalic Oil, and call attention to its remarkable concurrence with the principles of Vauquelin’s analysis; ridiculing all those who thought hair could be made to grow, and proclaiming the danger of dyeing it.
These articles rejoiced the soul of Gaudissart, who used them as ammunition to destroy prejudices, bringing to bear upon the provinces what his successors have since named, in honor of him, “the charge of the tongue-battery.” In those days Parisian newspapers ruled the departments, which were still (unhappy regions!) without local organs. The papers were therefore soberly studied, from the title to the name of the printer,—a last line which may have hidden the ironies of persecuted opinion. Gaudissart, thus backed up by the press, met with startling success from the very first town which he favored with his tongue. Every shopkeeper in the provinces wanted the gilt frames, and the prospectuses with Hero and Leander at the top of them.
In Paris, Finot fired at Macassar Oil that delightful joke which made people so merry at the Funambules, when Pierrot, taking an old hair-broom, anointed it with Macassar Oil, and the broom incontinently became a mop. This ironical scene excited universal laughter. Finot gaily related in after days that without the thousand crowns he earned through Cephalic Oil he should have died of misery and despair. To him a thousand crowns was fortune. It was in this campaign that he guessed—let him have the honor of being the first to do so—the illimitable power of advertisement, of which he made so great and so judicious a use. Three months later he became editor-in-chief of a little journal which he finally bought, and which laid the foundation of his ultimate success. Just as the tongue-battery of the illustrious Gaudissart, that Murat of travellers, when brought to bear upon the provinces and the frontiers, made the house of A. Popinot and Company a triumphant mercantile success in the country regions, so likewise did Cephalic Oil triumph in Parisian opinion, thanks to Finot’s famishing assault upon the newspapers, which gave it as much publicity as that obtained by Brazilian Mixture and the Pate de Regnauld. From the start, public opinion, thus carried by storm, begot three successes, three fortunes, and proved the advance guard of that invasion of ambitious schemes which since have poured their crowded battalions into the arena of journalism, for which they have created—oh, mighty revolution!—the paid advertisement. The name of A. Popinot and Company now flaunted on all the walls and all the shop-fronts. Incapable of perceiving the full bearing of such publicity, Birotteau merely said to his daughter,—