Cocoa was approached in a more sober spirit. Soap may blow bubbles of light and airy fancy, pills _ricochet_ from one gay conceit to another, meat extracts gambol with the irresponsible exuberance of bulls in china cups, but cocoa relied upon sincerity and statistics. Kingcup cocoa was the last word of the expert. It won its way into the great heart of the people by driving home the significant fact that it contained .00001 per cent. more phosphorus, and .000002 per cent. less of something fatty, than any other cocoa in existence. When the newspaper reader of the period had been confronted by this assertion, in various guises, seventeen thousand times, he had reached a state of mind in which .00001 per cent. more phosphorus and .000002 per cent. less fat represented the difference between vigorous manhood and drivelling imbecility. The Rev. Sebastian was all "snap." His topical midday addresses--described by himself as "Seven minutes sandwich-sermonettes"--have already been referred to. Young men who were pressed for time were bidden to bring their bath buns or buttered scones and eat openly and unashamed. Workmen with bread and cheese and pots of beer were welcomed with effusion. This particular series extended over the working days of a week, and was subdivided thus: _Monday._--The Issues before the Constituency. _Tuesday._--His Address to the Electors. _Wednesday._--The Day of the Contest. _Thursday._--Which Way are you Voting? _Friday._--Spoiled Papers. _Saturday._--At the Top of the Poll and the Leader of our Party. * * * * * Of the new papers, of their sprightliness, their enterprise, their general all-roundness, their almost wicked experience of the ways of the world, from a quite up-to-date fund of junior office witticism to a knowledge of the existence of actresses who do not act, outwardly respectable circles of society who play cards for money on Sunday, and (exclusively for the benefit of their readers) places where quite high-class provisions (only nominally damaged) could be bought cheap on Saturday nights, it is unnecessary to say much. Of their irresponsible cock-sureness, their bristling combativeness, their amazing powers of prophetic penetration, and, it must be confessed, their ineradicable air of somewhat second-rate infant phenomenonship, their crumbling yellow files still bear witness. As a halfpenny is half a penny, so a farthing is half a halfpenny, and the mind that is not too appalled by the possibilities of the development can people for itself this journalistic Eden.