"These suspenders are the Crimson Cord suspenders. These shoes are the Crimson Cord shoes. This tie is the Crimson Cord tie. These crackers are the Crimson Cord brand. Perkins & Co. get out a great book, 'The Crimson Cord!' Sell five million copies. Dramatized, it runs three hundred nights. Everybody talking Crimson Cord. Country goes Crimson Cord crazy. Result—up jump Crimson Cord this and Crimson Cord that. Who gets the benefit? Perkins & Co.? No! We pay the advertising bills and the other man sells his Crimson Cord cigars. That is usual."

   "Yes," I said, "I'm smoking a David Harum cigar this minute, and I am wearing a Carvel collar."

   "How prevent it?" asked Perkins. "One way only,—discovered by Perkins. Copyright the words 'Crimson Cord' as trade-mark for every possible thing. Sell the trade-mark on royalty; ten per cent. of all receipts for 'Crimson Cord' brands comes to Perkins & Co. Get a cinch on the aftermath!"

   "Perkins!" I cried, "I admire you. You

    are

   a genius. And have you contracts with all these—notions?"

   "Yes," said Perkins, "that's Perkins' method. Who originated the Crimson Cord? Perkins did. Who is entitled to the profits on the Crimson Cord? Perkins is. Perkins is wide awake

    all

   the time. Perkins gets a profit on the aftermath and the math and the before the math."

   And so he did. He made his new contracts with the magazines on the exchange plan—we gave a page of ad

   vertising in the "Crimson Cord" for a page of advertising in the magazine. We guaranteed five million circulation. We arranged with all the manufacturers of the Crimson Cord brands of goods to give coupons, one hundred of which entitled the holder to a copy of "The Crimson Cord." With a pair of Crimson Cord suspenders you get five coupons; with each Crimson Cord cigar, one coupon; and so on.

   On the first of October we announced in our advertisement that "The Crimson Cord" was a book; the greatest novel of the century; a thrilling, exciting tale of love. Miss Vincent had told me it was a love story. Just to make everything sure, however, I sent the manuscript to Professor Wiggins, who is the most erudite man I ever met. He knows eighteen languages, and reads Egyptian as easily as I read English. In fact his specialty is old Egyptian ruins and so on. He has 

 Prev. P 49/98 next