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 that way. You've got to keep your trademark before the public."

"By the bones of Tauchnitz!" cried Mifflin. "Look here, you wouldn't go to a doctor, a medical specialist, and tell him he ought to advertise in papers and magazines? A doctor is advertised by the bodies he cures. My business is advertised by the minds I stimulate. And let me tell you that the book business is different from other trades. People don't know they want books. I can see just by looking at you that your mind is ill for lack of books but you are blissfully unaware of it! People don't go to a bookseller until some serious mental accident or disease makes them aware of their danger. Then they come here. For me to advertise would be about as useful as telling people who feel perfectly well that they ought to go to the doctor. Do you know why people are reading more books now than ever before? Because the terrific catastrophe of the war has made them realize that their minds are ill. The world was suffering from all sorts of mental fevers and aches and disorders, and never knew it. Now our mental pangs are only too manifest. We are all reading, hungrily, hastily, trying to find out—after the trouble is over—what was the matter with our minds."

The little bookseller was standing up now, and