ample amount of ably written controversy upon everything under the sun. The correspondence columns, instead of being an exercising place for bores and conspicuous people who are not mercenary, will be the most ample, the most carefully collected, and the most highly paid of all departments in this paper. Personal paragraphs will be relegated to some obscure and costly corner next to the births, deaths, and marriages. This paper will have, of course, many pages of business advertisements, and these will usually be well worth looking through, for the more intelligent editors of the days to come will edit this department just like any other, and classify their advertisements in a descending scale of freshness and interest that will also be an ascending scale of price. The advertiser who wants to be an indecent bore, and vociferate for the ten millionth time some flatulent falsehood about a pill, for instance, will pay at nuisance rates. Probably many papers will refuse to print nasty and distressful advertisements about people's insides at all. The entire paper will be as free from either greyness or offensive stupidity in its advertisement columns as the shop windows in Bond Street to-day, and for much the same reason,--because the people who go that way do not want that sort of thing. It has been supposed that, since the real income of the newspaper is derived from advertisements, large advertisers will combine in the future to own papers confined to the advertisements of their specific wares. Some such monopoly is already attempted; several publishing firms own or partially own a number of provincial papers, which they adorn with strange "Book Chat" columns conspicuously deficient in their information; and a well-known cycle tyre firm supplies "Cycling" columns that are mere pedestals for the Head-of-King-Charles make of tyre. Many quack firms publish and give away annual almanacks replete with economical illustrations, offensive details, and bad jokes. But I venture to think, in spite of such phenomena, that these suggestions and attempts are made with a certain disregard of the essential conditions of sound advertisement. Sound advertisement consists in perpetual alertness and newness, in appearance in new places and in new aspects, in the constant access to fresh minds. The devotion of a newspaper to the interest of one particular make of a commodity or group of commodities will inevitably rob its advertisement department of most of its interest for the habitual readers of the paper. That is to say, the newspaper will fail in what is one of the chief attractions of a good newspaper. Moreover, such a devotion will react upon all the other matter in the paper, because the editor will need to be constantly alert to exclude seditious reflections upon the Health-Extract-of-Horse-Flesh or Saved-by-Boiling-Jam. His sense of this relation will taint his self-respect and make him a less capable editor than a man whose sole