How to insure the disposal of that quantity has been the big problem that American automobile manufacturers have had to solve. The solution was at hand. It was advertising. The commercializing of automobiles with the speed and to the extent to which it was done between 1900 and 1917 could not have been successfully accomplished before this period, because the recognition of the value of advertising had not become widespread up to that time. Advertising had gone through a process of development that was as slow as that of the automobile business. Both arts emerged from darkness into light at about the same time. Here is evidence that a very bright and smart set of men engaged in automobile production at the very outset. They were mechanical, they were versed in business methods, and they were conscious of the value of advertising. This combination of knowledge by the men engaged in it has made the automobile industry a record breaker in point of the time consumed in its development. It has made it stand out as unparalleled by any other industry in this country in the speed with which it progressed from final experimentation to an established recognized enterprise, involving mammoth investment of capital and huge profits. That the automobile business has been the most extensively advertised business of any in which we are engaged, almost anyone will concede from knowledge gained from his own observation. Advertising is like the rainbow—many hued. It may be one form, or it may be another. It may whisper, or it may shout. We must concede that the advertising the automobile promoters have done was more largely of the shouting than the whispering kind. That is not to their discredit—rather otherwise. The distinct injunction to advertise is contained in the Bible. It was: “To so let your good work shine that,” etc., and the people of scriptural days were admonished not to hide their light under a bushel. Newspapers are said, somewhat carelessly, to have made the automobile business. It is not exactly fair to make this statement so sweepingly. They did for it a good deal more than they did for any other line of industry, and are still doing it. They never devoted the space that they gave to the automobile to railroads, steamboats, the telephone, street railways, oil, lumber, mining, meat packing, or any other commercial industry. It was not, necessarily, that the automobile manufacturers, in all cases, asked for this liberal treatment by the newspapers. It was that newspapers volunteered it. One started it, and others followed. The spell which the idea contained in the automobile weaves over men and women was cast equally over the editors and publishers in the United States. In recognition of the novelty of the automobile, they laid liberal offerings of free space on the altar of motordom. Its peculiar exhilaration penetrated the editorial sanctum, and in this distinctive exhilaration the automobile has had no parallel except in golf.