On the next morning the eyes of the business managers of the great metropolitan dailies, morning and evening, were made to glow by twenty-seven letters from their biggest advertisers. The tenor of the communications was that, as soon as existing contracts expired, the twenty-seven biggest would do their urban advertising by means of S. A. S. A. sandwiches. They expected to reach the suburbs through fashion journals, circulars, and local media. The advertising managers smiled, not only at the palpable bluff, but at the evidence of an infantile conspiracy. Before ten o'clock, however, the vast crowds in front of their very doors made them swear. Scores of sandwich men, advertising the said twenty-seven shops and the day's bargains, were parading up and down, causing said crowds to collect and to comment audibly and admiringly. The advertising managers rushed to the managing editors to tell than that something must be done to prevent their sudden death. The managing editors, to a man, recalled H. R.'s prophecy of the marvelous growth of the most effective form of advertising. "That H. R.," said the managing editor of the _Times_, "is a wizard!" "You fellows made him," bitterly retorted the business manager. "He's had more free advertising than I can book in a hundred and ten years!" "Why, he particularly asked me not to mention sandwiches!" "Well, by gad, you'd better not!" Then, "What d'ye want?" he snarled at his first assistant, who came in with a sheet of paper in his right hand and a look of perplexity in both eyes. The assistant silently gave him the copy: ALL THE LEADING SHOPS AND THE BIG DEPARTMENT STORES OF GREATER NEW YORK ARE USING OUR SANDWICHES. THEY EMPLOY THE BEST ADVERTISING TALENT IN THE WORLD. THEIR EXPERTS UNANIMOUSLY HAVE DECIDED THAT SANDWICHING IS THE HIGHEST FORM OF ADVERTISING YET DISCOVERED. IT IS THE CHEAPEST WHEN RETURNS AND RESULTS ARE CONSIDERED. ARE YOU USING OUR SANDWICHES, MR. MERCHANT? THEY WILL MOVE YOUR SHOP TO FIFTH AVENUE. TRY IT! EMPLOY ONLY UNION MEN. SOCIETY AMERICAN SANDWICH ARTISTS, ALLIED ARTS BUILDING. For the first time in history the familiar O. K. H. R., _Sec._ was absent. It bore out the managing editor's assertion of H. R.'s distaste of publicity. "Go out and lasso your maverick advertisers," said the managing editor, sternly, after he had read the S. A. S. A. advertisement--full-page, too! "I'll take care of the news columns." "The damned sandwich men are so thick in this town I'll have trouble in breaking through their lines." "Use dynamite!" said the managing editor, savagely. He owned ten bonds of his own paper. He then summoned the city editor and said, sternly: "Mr. Welles, under no circumstances whatever must this paper mention sandwiches or sandwich advertising or the S. A. S. A." "Did you see their latest exploit? Two hundred and seventy-six sandwiches to the block, by actual count. Talk about high art!"