The trouble with the consumers of publicity is that they are not skilled. They are not organized to get what they want. We should organize the Consumers of Publicity, make it possible for the people of America as readers, to be skilled readers in getting what they want. We should make arrangements which would be the equivalent of organizing Skilled Readers' Labor Saving Unions. The difficulties of attaining a power of national listening together--through the press and through pamphlets and books, are so great that they can only be overcome practically and immediately, by our having an organization the members of which join it as they will join the Air Line League for the express purpose not of advertising--but of being advertised to. The most fundamental activity of the Air Line League in the present crisis of the nation is to be the superimposing upon the advertising of the ordinary kind we already have, of free advertising by men who have certain ideas and certain types of men they want to advertise to a specific twenty or thirty million people who contract with them (as I would have often wished my readers would contract with me) to have these same men or types of men and ideas, advertised to them. It would be hard to overemphasize or overestimate the power of an organization that exists not to advertise but to be advertised to. I say again--if I may be forgiven for the still small voice of platitude--a platitude because nobody acts as if he believes it--the most effective advertising is advertising that is asked for. BOOK IV THE TECHNIQUE OF A NATION'S GETTING ITS WAY WITH OTHER NATIONS I FOURTH OF JULY ALL THE YEAR ROUND It would be very convenient for the other nations in the world to-day if America--being the biggest, the freshest and the most powerful after the war and having the other nations for the time being most dependent on it, could be the one that they felt most deserved to lead them and have its way with them. It is almost the personal necessity of forty other nations to-day that America should be a success, that America instead of instantly disappointing the other nations, should instantly prove itself worthy of the leadership they would like to place in her hands. "America's success is the world's success," people keep saying. This has a prettified and pleasant sound--in speaking of a great, or rather of a big, nation. But what of it? What is the fact? What do we wish we could believe is the fact? What is there--either in our own interests or the interests of others that can really be done and done now about the fact--if it is a fact--by any real person or body of persons in America? As a practical and not a Fourth of July institution,--or rather as an institution for celebrating the Fourth of July all the year round, the Air Line League looks upon direct action to be taken by the American people to meet the world's particular situation at this time, as follows: