All of these press agents work on the same lines. They know the avidity with which city editors grab for news, particularly if it concerns prominent people. When the occasion arises they get into communication with some city editor, generally by phone, and a conversation something like the following ensues: “Hello, that you Brown? This is Jones. Yes, the same, old man. Thanks. I’ve just got onto something that looks like a good tip, and I thought you would like to have it. Dr. Soakum has been called to San Francisco to attend old Moneybags, the trust magnate. If the old chap should die it would raise Old Ned in the stock market. I understand that Soakum goes this afternoon on the U. P. limited. Oh, don’t mention it. I’m glad to be able to give you the tip. Hope you’ll be able to get a story out of it.” Jones, the press agent, does not, of course, tell his city editor friend that there’s $25 in for him (Jones) if the story is printed. He’s too smart for that. So far as the 49city editor knows Jones is simply trying to do him a favor in a news way. The press agent is also smart in another direction—he does not call on the same city editor too often. It might arouse suspicion. In nearly every city of any size there are a number of newspapers. Jones works them in rotation, so far as Dr. Soakum is concerned. First it is the Morning Howl, then the Daily Screech, next the Evening Whirl, and so on. Between the Dr. Soakum stories Jones works in items about other people, for the modern press agent is an enterprising chap who represents a number of clients all eager for publicity. A good press agent can look after the interests of a physician, a lawyer, an actor, and a promoter at all the same time, and not overwork himself. It’s merely a matter of giving out the right tips in the right way. If the tip looks good the city editor and his staff does the rest. To preserve his standing with the newspaper fraternity Jones very frequently, if he is a real live, first-class press agent, tips off a bit of actual news, something in which there is no $25 for him, and which makes the city editors rise up and call him blessed. Incidentally it also makes them all the more willing to act upon his next tip, and this is just what Jones wants. He is merely sowing seed for the crop he is to reap in the near future. And do reputable physicians countenance this sort of thing? you may ask. They certainly do; not all of them, it is true, but a big working majority. The large cities are full of physicians of wealth and fame who have been literally boosted into prominence by the newspapers. 50Fancy the effect upon the public when it reads of Dr. Soakum being called to attend so distinguished a citizen as the Hon. Million Moneybags, or references to Dr. Killem, “the eminent authority on tuberculosis.” It means a stream of dollars rolling into the pockets of the doctors thus referred to, and puts them in position to name larger fees.