THE ART OF THE ADSMITH
The other day, a friend of mine, who professes all the intimacy of a bad conscience with many of my thoughts and convictions, came in with a bulky book under his arm, and said, “I see by a guilty look in your eye that you are meaning to write about spring.”
“I am not,” I retorted, “and if I were, it would be because none of the new things have been said yet about spring, and because spring is never an old story, any more than youth or love.”
“I have heard something like that before,” said my friend, “and I understand. The simple truth of the matter is that this is the fag-end of the season, and you have run low in your subjects. Now take my advice and don’t write about spring; it will make everybody hate you, and will do no good. Write about advertising.” He tapped the book under his arm significantly. “Here is a theme for you.”
I.
He had no sooner pronounced these words than I began to feel a weird and potent fascination in his suggestion. I took the book from him and looked it eagerly through. It was called Good Advertising, and it was written by one of the experts in the business who have advanced it almost to the grade of an art, or a humanity.
“But I see nothing here,” I said, musingly, “which would enable a self-respecting author to come to the help of his publisher in giving due hold upon the public interest those charming characteristics of his book which no one else can feel so penetratingly or celebrate so persuasively.”
“I expected some such objection from you,” said my friend. “You will admit that there is everything else here?”