"What!"

"Oh, yes indeed. Printing's no bagatelle, I can tell you. And then
there's your contributions, as a company, to Chicago fires and Boston
fires, and orphan asylums and all that sort of thing--head the list, you
see, with the company's full name and a thousand dollars set opposite
--great card, sir--one of the finest advertisements in the world--the
preachers mention it in the pulpit when it's a religious charity--one of
the happiest advertisements in the world is your benevolent donation.
Ours have amounted to sixteen thousand dollars and some cents up to this
time."

"Good heavens!"

"Oh, yes. Perhaps the biggest thing we've done in the advertising line
was to get an officer of the U. S. government, of perfectly Himmalayan
official altitude, to write up our little internal improvement for a
religious paper of enormous circulation--I tell you that makes our bonds
go handsomely among the pious poor. Your religious paper is by far the
best vehicle for a thing of this kind, because they'll 'lead' your
article and put it right in the midst of the reading matter; and if it's
got a few Scripture quotations in it, and some temperance platitudes and
a bit of gush here and there about Sunday Schools, and a sentimental
snuffle now and then about 'God's precious ones, the honest hard-handed
poor,' it works the nation like a charm, my dear sir, and never a man
suspects that it is an advertisement; but your secular paper sticks you
right into the advertising columns and of course you don't take a trick.
Give me a religious paper to advertise in, every time; and if you'll just
look at their advertising pages, you'll observe that other people think a