Part 54 (1/2)

”Only his fanaticism,” said Hal.

”More than that. It's personal. I think,” added the a.s.sociate editor after some hesitancy, ”it's 'Kitty the Cutie.' He's jealous, Hal. And I think he's right. That girl's getting too much interested in you.”

Hal flushed sharply. ”Nonsense!” he said, and the subject lapsed.

Meantime the manager of the Ralston Opera House, where the labor trouble had occurred, made tentative proffer of peace in the form of sending in the theater advertising again. Hal promptly refused to accept it, by way of an object-lesson, despite the almost tearful protest of his own business office. This blow almost killed Shearson.

In fact, the unfortunate advertising manager now lived in an atmosphere of Stygian gloom. Two of the most extensive purchasers of newspaper s.p.a.ce, the Boston Store and the Triangle Store, had canceled their contracts immediately after the attack on the Pierces, through a ”joker”

clause inserted to afford such an opportunity. All the other department stores threatened to follow suit when the ”Clarion” took up the cause of the Consumers' League.

Mrs. Festus Willard was president of the organization, which had been practically moribund since its inception, for the sufficient reason that no mention of its activities, designs, or purposed reforms could gain admission to any newspaper in Worthington. The Retail Union saw to that through its all-potent Publication Committee. Perceiving the crescent emanc.i.p.ation of the ”Clarion,” Mrs. Willard, after due consultation with her husband, appealed to Hal. Would he help the League to obtain certain reforms? Specifically, seats for shopgirls, and extra pay for extra work, as during Old Home Week, when the stores kept open until 10 P.M.?

Hal agreed, and, in the face of the dismalest forecasts from Shearson, prepared several editorials. Moreover, ”Kitty the Cutie” took up the campaign in her column, and her series of ”Lunch-Time Chats,” with their slangy, pungent, workaday flavor, presented the case of the overworked saleswomen in a way to stir the dullest sympathies. The event fully justified Shearson in his role of Ca.s.sandra. Half of the remaining stores represented in the Retail Union notified the ”Clarion” of the withdrawal of their advertising. Thus some twelve hundred dollars a week of income vanished. Moreover, the Union, it was hinted, would probably blacklist the ”Clarion” officially. And the shop-folk gained nothing by the campaign. The merchants were strong enough to defeat the League and its sole backer at every point. This was one of the ”Clarion's”

failures.

Coincident with the ebb of the store advertising occurred a lapse in circulation, inexplicable to the staff until an a.n.a.lysis indicated that the women readers were losing interest. It was young Mr. Surtaine who solved the mystery, by a flash of that newspaper instinct with which Ellis had early credited him.

”Department store advertising is news,” he decided, in a talk with Ellis and Shearson.

”How can advertising be news?” objected the manager.

”Anything that interests the public is news, on the authority of no less an expert than Mr. McGuire Ellis. Shopping is the main interest in life of thousands of women. They read the papers to find out where the bargains are. Watch 'em on the cars any morning and you'll see them studying the ads. The information in those ads. is what they most want.

Now that we don't give it to them, they are dropping the paper. So we've got to give it to them.”

”Now you're talking,” cried Shearson. ”Cut out this Consumers' League slush and I'll get the stores back.”

”We'll cut out nothing. But we'll put in something. We'll print news of the department stores as news, not as advertising.”

”Well, if that ain't the limit!” lamented Shearson. ”If you give 'em advertising matter free, how can you ever expect 'em to pay for it?”

”We're not giving it to the stores. We're giving it to our readers.”

”In which case,” remarked McGuire Ellis with a grin, ”we can afford to furnish the real facts.”

”Exactly,” said Hal.

From this talk developed a unique department in the ”Clarion.” An expert woman shopper collected the facts and presented them daily under the caption, ”Where to Find Real Bargains,” and with the prefatory note, ”No paid matter is accepted for this column.” The expert had an allowance for purchasing, where necessary, and the utmost freedom of opinion was granted her. Thus, in the midst of a series of items, such as--”The Boston Store is offering a special sale of linens at advantageous prices”; ”The necktie sale at the Emporium contains some good bargains”; and ”Scheffler and Mintz's 'furniture week' is worth attention, particularly in the rocking-chair and dining-set lines”--might appear some such information as this: ”In the special bargain sale of ribbons at the Emporium the prices are slightly higher than the same lines sold for last week, on the regular counter”; or, ”The heavily advertised antique rug collection at the Triangle is mostly fraudulent. With a dozen exceptions the rugs are modern and of poor quality”; or, ”The Boston Shop's special sale of rain coats are mostly damaged goods. Accept none without guarantee.”

Never before had mercantile Worthington known anything like this.

Something not unlike panic was created in commercial circles. Lawyers were hopefully consulted, but ascertained in the first stages of investigation, that wherever a charge of fraud was brought, the ”Clarion” office actually had the goods, by purchase. All this was costly to the ”Clarion.” But it added nearly four thousand solid circulation, of the buying cla.s.s, a cla.s.s of the highest value to any advertiser. Only with difficulty and by exercise of pressure on the part of E.M. Pierce, were the weaker members among the withdrawing advertisers dissuaded from resuming their patronage of the ”Clarion.”

”I wouldn't have thought it possible,” said the dictator, angrily, to his a.s.sociates. ”The thing is getting dangerous. The d.a.m.ned paper is out for the truth.”

”And the public is finding it out,” supplemented Gibbs, his brother-in-law.

”Wait till my libel suit comes on,” said Pierce grimly. ”I don't believe young Mr. Surtaine will have enough money left to indulge in the luxury of muckraking, after that.”

”Won't the old man back him up?”