caught the American social tone."

"Yes," said my friend, "and he seems to have prospered as richly by it.
You know some of those chaps make fifteen or twenty thousand dollars by
adsmithing. They have put their art quite on a level with fiction
pecuniarily."

"Perhaps it is a branch of fiction."

"No; they claim that it is pure fact. My author discourages the
slightest admixture of fable. The truth, clearly and simply expressed,
is the best in an ad.

"It is best in a wof, too. I am always saying that."

"Wof?"

"Well, work of fiction. It's another new word, like lunch or ad."

"But in a wof," said my friend, instantly adopting it, "my author
insinuates that the fashion of payment tempts you to verbosity, while in
an ad the conditions oblige you to the greatest possible succinctness.
In one case you are paid by the word; in the other you pay by the word.
That is where the adsmith stands upon higher moral ground than the
wofsmith."

"I should think your author might have written a recent article in
'The---------, reproaching fiction with its unhallowed gains."

"If you mean that for a sneer, it is misplaced. He would have been
incapable of it. My author is no more the friend of honesty in
adsmithing than he is of propriety, He deprecates jocosity in
apothecaries and undertakers, not only as bad taste, but as bad business;
and he is as severe as any one could be upon ads that seize the attention
by disgusting or shocking the reader.

"He is to be praised for that, and for the other thing; and I shouldn't
have minded his criticising the ready wofsmith. I hope he attacks the
use of display type, which makes our newspapers look like the poster-
plastered fences around vacant lots. In New York there is only one paper
whose advertisements are not typographically a shock to the nerves."

"Well," said my friend, "he attacks foolish and ineffective display."

"It is all foolish and ineffective. It is like a crowd of people trying
to make themselves heard by shouting each at the top of his voice.
A paper full of display advertisements is an image of our whole congested
and delirious state of competition; but even in competitive conditions it
is unnecessary, and it is futile. Compare any New York paper but one
with the London papers, and you will see what I mean. Of course I refer
to the ad pages; the rest of our exception is as offensive with pictures
and scare heads as all the rest. I wish your author could revise h