CHAPTER III
THE PRIME MINISTER DECIDES TO ADVERTISE

One of the characteristics of the Night Club is its mixed membership.

"Rummy crowd, ain't we?" Bindle had remarked to Sallie Carruthers the first night she was present. "There ain't a pair anywheres, except p'raps you an' me, miss."

And so it was, the only thing we have in common is our humanity. To see Angell Herald doing the "ladies' man" to Sallie is a sight that gives the rest of us a peculiar joy.

"'E do work 'ard, an' she bears it like a good un," was Bindle's comment.

Angell Herald's views on women are those of the bon viveur of the saloon bar. When he addresses Sallie his whole manner changes, just as most people's idiom undergoes revision when they write a letter. You can see the dear fellow pulling himself together and, metaphorically, shooting out his cuffs and straightening his tie as a preliminary to opening fire. His manners are superb, elaborate, suburban. If Sallie happen to wander near the door, Angell Herald dashes forward and opens it, attracting general attention and arresting everybody's conversation.

"He's got more manners than breeding," Dare once whispered to me after a particularly elaborate demonstration of Herald's politeness. If Sallie rises, Herald comes to his feet with a suddenness that has been known to overset his chair.

He has no humour, but many jokes – most of which are for men only. It took him some time to gauge his company, when Dick Little introduced him to our circle, and it came about thus.

One evening he had told a particularly pointless "man's story," and his was the only laugh that announced its conclusion. Dick Little strove to smooth over the hiatus; but Bindle, whose disgust was obvious, had thrown a bomb upon troubled waters by enquiring of Dick Little with great innocence, "Let me see, sir, I think you said you was out o' carbolic'!" From that date Angell Herald's stories were merely pointless without being obscene. Sallie's presence was a good influence.

In spite of his limitations, Angell Herald is not a bad fellow, and he told us many amusing stories of the "publicity" world. He knows Fleet Street thoroughly from the "box-office" point of view, and he seems to regard the editorial aspect of the newspaper world with amused tolerance. "Where would those scribblers be," he would enquire with fine scorn, "without adverts.? Yet would you believe it," he had once said to Dare, "they look down upon us?"

"Most extraordinary," Dare had responded.

"Still it's a fact," Angell Herald had assured him, with the air of a man who knows from a friend at the Admiralty that fifty German submarines were sunk during the previous week.

Angell Herald was always the publicity agent, even when telling his stories. Dare had once said with great truth, "There is more herald than angel about the dear chap."

Dare was particularly interested in the following story: —

The morning had begun badly. The coffee was cold and the bacon burnt. Angell Herald spoke to Mrs. Wiggins about it, and she had promptly given notice. In Mrs. Wiggins it was nothing new for her to give notice. She generally did so twice a week; but this was the third time during the current week, and it was only Tuesday. Angell Herald had been forced to apologise. He hated apologising – except to a client. Then there was an east wind blowing He disliked east winds intensely, they affected his liver.

On the way to the office he called in and had his hat ironed. He also bought a rose. He always buys a rose when there is an east wind, and he likewise always has his hat ironed; it mitigates the pinched expression of his features.

As he entered his office, he was conscious of not replying to Pearl's "Good morning." Pearl is Angell Herald's clerk, the only member of his staff. With somewhat ambiguous humour Angell Herald calls him "the pearl of great price," as every fortnight with painful regularity he asks for a rise – he never gets it. When Pearl is not asking for a rise, he is soliciting a half-holiday in which either to marry a friend, or bury a relative. Pearl is entirely lacking in originality. That is what makes him a most admirable clerk for an advertising man.

On this particular morning, Angell Herald each had a funeral on the same day. They closed the office and met at Epsom! Neither referred to the matter subsequently.

On this particular morning Angell Herald saw that Pearl was in a state of suppressed excitement. Something had happened. Was it another friend desirous of getting married, or a double death? Pearl himself, however, settled the matter by saying:

"There's a letter from No. 110 Downing Street, sir."

Then, of course, his employer knew that it was merely insanity.

"Don't be an ass, Pearl," was the retort. Angell Herald allows Pearl a considerable amount of licence, because he is valuable to him. Furthermore, he permits his subordinate to joke sometimes, in lieu of increasing his salary.

Pearl's reply was to produce a letter, franked with the stamp of the Prime Minister. Angell Herald tore it open, hurriedly, and read: —

To Angell Herald, Esq.,

382 Fleet Street, E.G.

DEAR SIR,

Your name has been given to me as an expert in the matter of publicity. I shall be glad if you will call here at 10.30 to-morrow with regard to a matter of considerable importance.

I am,

Yours faithfully,

LLEWELLYN JOHN.

Angell Herald was overwhelmed. Mr. Llewellyn John, who had held office for years with the Waightensea Ministry, and had just formed a Government of his own, was sending for him, Angell Herald, Publicity Agent, and furthermore had signed the letter himself. It was bewildering. What could it mean?

Angell Herald, turning to Pearl and, pulling himself together, announced casually:

"I shall probably be some time, Pearl. I have an engagement with" – and he mouthed the words – "Mr. Llewellyn John, at Downing Street, at 10.30, which will probably occupy me some time."

The burnt bacon, the cold coffee, Mrs. Wiggins' notice; all were forgotten in the dropping of Pearl's jaw. It was a delight to his chief to see the clerk's surprise.

At 10.25 sharp, Angell Herald was enquiring for Mr. Llewellyn John at 110 Downing Street. It was clear that he was expected. He was led along a corridor, through a wide hall, and eventually into a large room. From the further corner a little man, with generous grey hair or a more than conventional length and a smile of bewildering sunniness, rose and came towards him.

"Mr. Angell Herald?" he enquired.

Angell Herald bowed. He had momentarily lost the power of speech. The Prime Minister held out his hand, Angell Herald grasped it. He was prepared to grasp anything to make up for his silence.

"Pray, sit down," said the Prime Minister. "I want to have a confidential chat with you."

Angell Herald sat down. He twirled his hat in his hands. He was conscious of the perfume of his rose, and that he was behaving like an ass. He looked round the room. He felt he could do anything in the world save look at this great little man, who sat smiling opposite to him. It was Mr. Llewellyn John who broke the silence.

"Now, Mr. Herald. I hear you are an expert of publicity methods."

Angell Herald bowed.

"You may be wondering why I sent for you?"

Angell Herald muttered something to the effect that he was.

"Well," said the Prime Minister deliberately, "it is because I have decided to advertise."

"To what, sir?" blurted out the astonished publicity agent.

"To advertise. Why should not a Government be advertised just as a pill, a concert-singer, or a rubber-tyre? Everybody advertises, and we must advertise. Those who don't will go to the wall – or in Opposition, which is the same thing."

Angell Herald introduced a tactful little laugh. It was a success.

"Certainly," he replied, beginning to feel more at ease. "Quite naturally, I agree with you. Now, an inspired article, for instance, in The Age, an illustrated interview in The Briton, with pictures of yourself playing with dogs, children and things, a – "

"My dear sir, those are obsolete methods. We are living in a new age, an age that requires novelty. If you advertise in the right way, you will get your public; but you have to hit it very hard to make it look. My friend Mr. Chappledale, for instance, he advertises; but there is no originality in his methods. Sir Lomas Tipton, he advertises; but how? I might endeavour to get together a football team to 'lift' the English Cup; but what good would that do?"

"Quite so," was the dazed response, "quite so."

"Take the late Lord Range, for instance," continued Mr. Llewellyn John. "He understood modern methods. Instead of stating, as some antiquated Minister might, that the King and country needed 300,000 high-explosive shells, he said: 'Lord Range calls for 300,000 high-explosive shells.' He was up to date, and he got them. A magnificent fellow Range. Didn't care a – ahem! for anybody. Was even rude to me," he muttered reminiscently. "I liked him for it.

"Now take the Cyrils, that famous Parliamentary family dating back for centuries. They do not know how to advertise. Ten years hence there won't be a Cyril in the House of Commons. There may be a few in the House of Lords – that depends on democracy.

"Then there's my old friend Waightensea. He did not advertise as the needs of the political situation demanded he should, and the result is that he has had to go. It does not matter who you are in these days – bishop or blacksmith, Prime Minister or pierrot – you've got to advertise – the war has brought us this!"

Hitherto Angell Herald had regarded himself as second to none in the advertising world; but Mr. Llewellyn John made him feel a child at the game.

"The most far-seeing man in Europe has been the Kaiser. He was the first who understood the true value of advertisement, and he ran it for all he was worth. We laughed at him, but we listened. Some people think he overdid it a little," this with a smile; "but still among monarchs he certainly was the first to appreciate that you have got to run a monarchy rather as you have a patent medicine, spend ninety per cent. of your money on advertising, and the other ten per cent. on the article itself – less if possible."

Again the Prime Minister flashed upon his visitor that bewildering smile. Angell Herald hinted that this would be a very big business, involving many thousands of pounds.