No! Two books are most often and emphatically _not_ the same article. Mr. Scott is wholly right when he points out every book should have advertising, or other attention, peculiar to itself. A method of reporting one book will not do for another, any more than a publisher’s circular describing one book will do to describe a second. The art of reporting books or other news, like the art of advertising books or other commodities, is one of endless differentiation. In the absence of real originality, freshness and ideas, both objects go unachieved or else are achieved by speciousness, not to say guile. You, for example, do not really believe that by reading Hannibal Halcombe’s _How to Heap Up Happiness_ you will be able to acquire the equivalent of a college education in 52 weeks. But somewhere in _How to Heap Up Happiness_ Mr. Halcombe tells how he made money or how he learned to enjoy pictures on magazine covers or a happy solution of his unoriginal domestic troubles--any one of which you may crave to know and honest information of which will probably send you after the book. 6 At this point in the discussion of our subject we have had the incredible folly to look back at our outline. Yes, there is an outline--or a thing of shreds and patches which once went by that description. What, you will say, wrecked so soon, after a mere introduction of 1,500 words or so? Certainly. Outlines are to writers what architects’ plans are to builders, or what red rags are supposed to be to bulls. Or, as the proverbial (our favorite adjective) chaff before the wind. Our outline says that the subject of selling books should be subdivision (c) under division 1 of the three partitions of our subject. All Gaul and Poland are not the only objects divided in three parts. Every serious subject is, likewise. Never mind. We shall have to struggle along as best we can. We have been talking about selling books, or what every publisher knows in regard to it. Well, then, every publisher knows that selling books as it has mainly to be conducted under present conditions, is just as much a matter of merchandising as selling bonnets, bathrobes and birdseed. But this is one of the things that people outside the publishing and bookselling businesses seldom grasp. A cultural air, for them, invests the book business. The curse of the genteel hangs about it. It is almost professional, like medicine and baseball. It has an odor, like sanctity.... All wrong. Bonnets, bathrobes, birdseed, books. All are saleable if you go about it right. And how is that? you ask.