from Sandy Hook to San Diego, and chemists' shops from Hong-Kong to the Scilly Isles. He is a modern Allah, and Mr. S. Herbert Ross is his prophet. § 4 Una discovered that Mr. Ross, who had been negligible as advertising-manager of the _Gas and Motor Gazette_, had, in two or three years, become a light domestic great man, because he so completely believed in his own genius, and because advertising is the romance, the faith, the mystery of business. Mr. Pemberton, though he knew well enough that soap-making was a perfectly natural phenomenon, could never get over marveling at the supernatural manner in which advertising seemed to create something out of nothing. It took a cherry fountain syrup which was merely a chemical imitation that under an old name was familiar to everybody; it gave the syrup a new name, and made twenty million children clamor for it. Mr. Pemberton could never quite understand that advertising was merely a matter of salesmanship by paper and ink, nor that Mr. Ross's assistants, who wrote the copy and drew the pictures and selected the mediums and got the "mats" over to the agency on time, were real advertising men. No, the trusting old pirate believed it was also necessary to have an ordained advertising-manager like Mr. Ross, a real initiate, who could pull a long face and talk about "the psychology of the utilitarian appeal" and "pulling power" and all the rest of the theology. So he, who paid packing-girls as little as four dollars a week, paid Mr. Ross fifteen thousand dollars a year, and let him have competent assistants, and invited him out to the big, lonely, unhappy Pemberton house in the country, and listened to his sacerdotal discourses, and let him keep four or five jobs at once. For, besides being advertising-manager for Pemberton's, Mr. Ross went off to deliver Lyceum lectures and Chautauqua addresses and club chit-chats on the blessings of selling more soap or underwear; and for the magazines he wrote prose poems about stars, and sympathy, and punch, and early rising, and roadside flowers, and argosies, and farming, and saving money. All this doge-like splendor Una discovered, but could scarcely believe, for in his own office Mr. Ross seemed but as the rest of us--a small round man, with a clown-like little face and hair cut Dutch-wise across his forehead. When he smoked a big cigar he appeared naughty. One expected to see his mother come and judiciously smack him. But more and more Una felt the force of his attitude that he was a genius incomparable. She could not believe that he knew what a gorgeous fraud he was. On the same day, he received an advance in salary, discharged an assistant for requesting an advance in salary, and dictated a magazine filler to the effect that the chief duty of executives was to advance salaries. She could not chart him.... Thus for thousands of years have servants been amazed at the difference between pontiffs in the pulpit and pontiffs in the pantry.