nswers the ad:
'Manager wanted, young man, preferably married, able to furnish
A-1 reference.' They're as thick as advertising men in Detroit on
Monday morning. But we knew that this Western branch was going to
be given an equal chance with the New York office. Those big
Western advertisers like to give their money to Western firms if
they can. So we figured that they'd pick a real top-notcher--even
Hopper, or Hupp, maybe--and start out with a bang. So when the Old
Man called me into his office this morning I was as unconscious as
a babe. Well, you know Berg. He's as unexpected as a summer shower
and twice as full of electricity.

"'Morning, McChesney!' he said. 'That a New York necktie you're
wearing?'

"'Strictly,' says I.

"'Ever try any Chicago ties?'

"'Not from choice. That time my suit case went astray--'

"'M-m-m-m, yes.' He drummed his fingers on the table top a couple
of times. Then--McChesney, what have you learned about advertising
in the last two and a half years?'

"I was wise enough as to Bartholomew Berg to know that he didn't
mean any cut-and-dried knowledge. He didn't mean rules of the
game. He meant tricks.

"'Well,' I said, 'I've learned to watch a man's eyes when I'm
talking business to him. If the pupils of his eyes dilate he's
listening to you, and thinking about what you're saying. When they
contract it means that he's only faking interest, even though he's
looking straight at you and wearing a rapt expression. His
thoughts are miles away.'

"'That so?' said Berg, and sort of grinned. 'What else?'

"'I've learned that one negative argument is worth six positive
ones; that it never pays to knock your competitor; that it's wise
to fight shy of that joker known as "editorial cooeperation."'

"'That so?' said Berg. 'Anything else?'

"I made up my mind I could play the game as long as he could.

"'I've learned not to lose my temper when I'm in the middle of a
white-hot, impassioned business appeal and the office boy bounces
in to say to the boss: "Mrs. Jones is waiting. She says you were
going to help her pick out wall paper this morning;" and Jones
says, "Tell her I'll be there in five minutes."'

"'Sure you've learned that?' said Berg.

"'Sure,' says I. 'And I've learned to let the other fellow think
your argument's his own. He likes it. I've learned that the
surest kind of copy is the slow, insidious kind, like the
Featherloom Petticoat Company's campaign. That was an ideal
cam