nched the publicity campaign which no man who
visited England during its progress will ever forget. This galvanic
publisher geared all the Forces of Print up to the idea of selling
Military Service. Instead of books the Merchandise was Men.

The most lureful, colourful and effective posters that artist brain
could possibly conceive flashed from every bill board in the Kingdom. No
one could escape them.

It was Le Bas who created the phrase "Your King and Country Need You"
that went echoing throughout the Kingdom and drew more men to the
colours perhaps than any other plea of the war.

When the Parliamentary Recruiting Committee became the Parliamentary War
Savings Committee, Le Bas went with it. Its first job was to sell the
Great War Loan. The Treasury officials wanted it done in the usual
dignified British way.

At the first meeting of the Committee, Le Bas objected to this
procedure. Early the next morning he went around to the house of
Reginald McKenna, Chancellor of the Exchequer.

"The Chancellor is in his bath," said the footman who opened the door.

"Then I'll wait until he can get a robe on," said Le Bas.

Fifteen minutes later, the man who holds the British purse strings sat
clad in a dressing gown and listened to the suggestion that
revolutionised British methods of financial salesmanship.

"If we want to sell the War Loan, Mr. Chancellor," said Sir Hedley, "we
will have to advertise in a big way. It's a business proposition and we
must adopt business methods."

"It sounds interesting," said the Chancellor. "Come to my office at ten
and we will talk it over."

It was then 8:30 o'clock. By the time he met the Chancellor at the
Treasury he had dictated the whole outline of the advertising campaign.
The scheme was adopted: the Government spent fifty thousand pounds
advertising the loan but it sold every penny of it.

This then was the type of man who had sat in the six meetings of War
Loan for Small Investors and listened to many conventional suggestions.
He instinctively knew that the Five Pound Exchequer Bond was not a
sufficient bait to hook the small savings of the great mass of the
people.

"We've got to make some kind of attractive offer," said Sir Hedley to
himself. "In fact, we must give the investor something for nothing to
make him lend his money to the country. A pound note looks big to the
average Englishman. Why not give him a pound for every fifteen shillings
and sixpence that he wil