Hempfield Part 24

"Say, Ed," he said one day, "why can't we get a new turn on our advertis.e.m.e.nts, make 'em interesting!"

Ed looked at him incredulously. "What do you mean?"

Ed considered himself a pastmaster in the art of getting, writing, and composing advertis.e.m.e.nts, and he rather resented Nort's suggestion.

"Why," said Nort, "look at 'em! They're all just alike, and n.o.body cares to read 'em: 'Respectfully informs,' 'Most reasonable terms,' 'Solicits continuance!'"

Nort spread open the paper with growing glee. Anthy was already laughing.

"And look here," he snorted, "'guarantees satisfaction,' 'large and elegant a.s.sortment,' 'lowest prices.'"

"Well," said Ed, "what would you have? They pay their good money for these ads. It shows that they're satisfied."

"No," said Nort, "it only shows that they don't know any better."

He walked quickly down the room and back again, all our eyes upon him.

"I'll tell you what! Let's publish the picture of every business man who advertises with us right in the middle of his advertis.e.m.e.nt, and then invite our readers to watch for the 'Hempfield Gallery of Business Success.'"

To this plan Ed had a thousand objections, and the old Captain, much as he liked Nort, frowned upon it, and even Fergus scowled; but Anthy said:

"Let's see what can be done."

So Nort confidently sallied forth, and went first to John G. Graham, groceryman, whose advertis.e.m.e.nts had been a feature of the _Star_ for twenty years, and who always renewed his agreement with the observation that he s'posed he'd have to, but he never seen the good it was to him.

He was a large man, as flaccid as a bag of meal, with a rather serious countenance, hair smoothly reached back, and a big gray moustache. He was one of the selectmen of the town, and secretly not a little vain of his position and of his success.

"Your store is one of the best-smelling places in this town," said Nort.

"I always stop when I go by to take a sniff of it. I should think it would make people who come in here want to buy."

He began to sniff, turning his head first this way and then that. To Mr.

Graham this was a novel and interesting suggestion, and in a moment's time he also began sniffing in a solemn and dignified way.

"It does smell good," he admitted. "Never thought of it before."

This was the opening that Nort wanted. He began explaining, with an air of repressed enthusiasm which conveyed a wonderful conviction of the importance of what he was saying, the new plans of the _Star_. He quite took Mr. Graham into his confidence.

"We're now going to get the business men of Hempfield talked about, Mr.

Graham," said Nort, bringing down his fist upon the top of a cracker box. "We're going to make people trade here instead of sending away for their groceries!"

This was an important point with Mr. Graham. If there was one thing he hated above any other it was the invasion of Hempfield by the mail-order houses. So he turned his head to one side, frowning a little, and listened to Nort.

"Trouble is," said Nort, "your ad isn't interesting. Same thing you've had for ten years, and people have got so used to seeing it they don't read it any more. Now those fellows out in Chicago are succeeding because they know how to advertise. If you keep up with them, you've got to change your methods. Bring your advertising up to date! I say, let's _make_ the people read what the business people of Hempfield have got to say to them."

Mr. Graham frowned still more deeply, wondering what all this meant and at just what point Nort would ask him to pay something. Mr. Graham was cynically sure that it would all boil down sooner or later to a question of money, and he had not lived an entire lifetime in Hempfield without being equally sure that no one would get a dime out of him without earning every last cent of it.

Nort tore a sheet of wrapping paper from the roll and put it on the counter.

"See here now: This is how I'd do it--just for a suggestion." And he began to write on the paper:

Some of the Good Things one may smell upon stepping into JOHN G. GRAHAM'S STORE Delicious Coffee from Brazil Mola.s.ses from New Orleans Spices from Araby

"What's Araby?" asked Mr. Graham. "My spices are all from Boston."

"Araby," said Nort, "is where they grow 'em."

"Oh!" said Mr. Graham.

Cookies from Buffalo Fragrant New Cheese

"What else is it that smells?" asked Nort, lifting up his nose and sniffing discriminatively.

Mr. Graham also lifted up his nose and sniffed, and then, looking at Nort, solemnly remarked:

"Kerosene and codfish."

"Wouldn't make the list _too_ long, would you, Mr. Graham?"

"S'pose not, s'pose not," said Mr. Graham.

When you come into our Store SNIFF--Then BUY.

Our prices are the lowest

"How's that, now?" exclaimed Nort, stepping back and observing his work with delight. "Try that experiment, Mr. Graham, and then watch the people as they come into the store. Just watch 'em. They will all be sniffing like pointer dogs! You'll _know_ then that they have read your advertis.e.m.e.nt."

A smile broke gradually over Mr. Graham's countenance. Nort's picture touched his slow imagination, and he could actually see old Mrs. Dexter coming in with her basket, sniffing like a pointer dog. Nort had given him something brand new in a humdrum world--and funny. In the country there is always such a consuming and ungratified need of something to laugh at. Any one who can make the country laugh can have his way with it.

Nort saw that he was winning, and pursued his advantage closely. He explained with perfect a.s.surance his plan of publis.h.i.+ng what he called the "Hempfield Gallery of Business Success," a portrait with each advertis.e.m.e.nt; and, having already opened Mr. Graham's imagination just a crack, was able now to enter with his larger plans. Having got a tentative promise to try this extraordinary innovation, and innovations were like earthquakes in Hempfield, Nort rushed over to see Mr. Tole, the druggist, and using Mr. Graham as an opening wedge, got Mr. Tole to the point of saying, "I'll see." Then he went into Henderson's drygoods store and, using the promises of both Mr. Graham and Mr. Tole, worked Mr. Henderson into what might be called a state of reluctant preparedness. Every time he got a new man he went back to all the others with the news, until they began to think themselves a part of the conspiracy--and Mr. Graham afterward considered himself the real originator of this daring scheme for the uplift of Hempfield.

From the way Nort worked at this scheme, coming back after each a.s.sault to tell us with glee of his experiences, one would have thought he was having the time of his life, as, indeed, he was. It was still a great joke to him; and yet I saw his eyes often turn toward Anthy, eagerly seeking her approval. And Anthy would sit very quiet in her chair, looking at Nort with level eyes, smiling just a little, and once or twice after he had turned away, I saw that she still kept her eyes upon him with a curious, questioning, wistful look. Fergus saw it, too, always watching silently from the cases.

Well, we launched the "Hempfield Gallery" with tremendous effect. Nort had not only increased the number of advertis.e.m.e.nts but had actually succeeded in getting all the advertisers to pay for making the cuts of themselves. It was really very effective; and Ed, now that the plan was launched, was able to sell many extra copies of the paper. As for Nort, that irrepressible young rapscallion was in the highest of spirits. And every day when he came down the street he would look in at Mr. Graham's store:

"Sniffin', are they, Mr. Graham?"

"They certainly _are_ sniffin'," that ponderous grocery man would respond.

Both would then sniff solemnly in unison, and Nort would go on down the street laughing. A new joke in Hempfield! I do not wonder that he got them.

[Ill.u.s.tration]

CHAPTER XIX

FERGUS'S FAVOURITE POEM

I recall now vividly the growing excitement of those winter days, the interest we all had. Each day brought something new, some surprised comment in a "contemporary," some quotation from a city paper, some curious visitor to see the old Captain, some new subscriber or advertiser, some necessity for adding to our order for "insides."