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 place it in large circulation mediums. Now the war's over, you ought to prepare some constructive campaign for bigger business."

The bookseller's face beamed. He put down his cook-book, blew an expanding gust of smoke, and looked up brightly.

"My dear chap," he said, "I don't do any advertising."

"Impossible!" cried the other, aghast as at some gratuitous indecency.

"Not in the sense you mean. Such advertising as benefits me most is done for me by the snappiest copywriters in the business."

"I suppose you refer to Whitewash and Gilt?" said Mr. Gilbert wistfully.

"Not at all. The people who are doing my advertising are Stevenson, Browning, Conrad and Company."

"Dear me," said the Grey-Matter solicitor. "I don't know that agency at all. Still, I doubt if their copy has more pep than ours."

"I don't think you get me. I mean that my advertising is done by the books I sell. If I sell a man a book by Stevenson or Conrad, a book that delights or terrifies him, that man and that book become my living advertisements."

"But that word-of-mouth advertising is exploded," said Gilbert. "You can't get Distribution