ly 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 his
opinions and condemn all display in ads."

"I dare say he will when he knows what you think," said my friend, with
imaginable sarcasm.

III.

"I wish," I went on, "that he would give us some philosophy of the
prodigious increase of advertising within the last twenty-five years, and
some conjecture as to the end of it all. Evidently, it can't keep on
increasing at the present rate. If it does, th