Chesterton’s first clever move was to procure copies of The Banner and analyze all the local Advertisements, but after close scrutiny he concluded that they all leaned heavily to The Rotten. Which they did. Which they did beyond the slightest shadow of a little round doubt. The Liveryman’s Advertisement, for instance, didn’t “Tell The Story,” reflected Chesterton who had already begun to show an easy familiarity with Publicity Terms. And he observed also that the reminder which stood all the year around in the daily 3 in. dbl. col. Display of the Elite Stationary & Supply Store to the effect that Prospective Patrons should do their Christmas shoplifting early, did not appear to be timely copy for July. Let not the thought here sneak into your mind, Gentile Reader, that our embryonic George Creel confined his observations solely to advertisements committed by local craftsmen. On the contrary he went to the Eureka News Shop and procured copies of all the national magazines and periodicals that carried advertising to enliven the reading matter, and every Ad in them came under the sweep of his cold unemotional eye. “One common fault I find in all of them,” mused Chesterton. “They all lack The Punch.” Which criticism should be sufficient to prove to The Reader that Chestie old toppo was now a full-feathered Ad Writer. In the bright lexicon of Publicity there is no word that mouthes so smoothly. When in doubt, talk about The Punch! To make a long story about seven pages shorter, we will now brush the dandruff off our coat-collar and say that Chesterton accidentally ran across the Three Ball Column of one of the magazines where the Frayed Boys of the Advertising World are accustomed to hanging up their best belongings. The first one that caught his eye was this: “PULLEM PETE—The powerful penster who pulls peppy potent phrases for particular patrons—try him—6c for a sample slasher, or 50 individual humdinging follow-ups for 40c.” Following this sizzling specimen of alliterative skill, Chesterton ran across this one: “AD MAN ARONSON penned one pep and paprika sales letter that pulled $80,000,000 worth of business. He can do the same for you. Specimen letter, 11 cents and postage. Lock box 4-11-44, Spinach Corners, Conn.” By this time Chesterton was all het up for he saw where all these Sales Letter Builders were making their big mistake and he felt the feathers of his guardian angel’s wing tickling his spine all the way up. Intuitively he knew that his footsteps had been guided at last to the big bronze door of Opportunity, and that all he had to do was to knock on her and she would be opened up Unto him. He was politician-sure that he had the password. And the password was PRICE!