" "Ye wouldn't mind puttin' this 'ad' in
a column alongside o' the Dimmidge one, would ye?" The young editor
glanced at it, and then, with a serpent-like sagacity, veiled, however,
by the suavity of the dove, pointed out that the original advertiser
might think it called his bona fides into question and withdraw his
advertisement. "But if we secured you by an offer of double the amount
per column?" urged the merchant. "That," responded the locum tenens,
"was for the actual editor and proprietor in San Francisco to determine.
He would telegraph." He did so. The response was, "Put it in." Whereupon
in the next issue, side by side with Mr. Dimmidge's protracted warning,
appeared a column with the announcement, in large letters, "WE HAVEN'T
LOST ANY WIFE, but WE are prepared to furnish the following goods at
a lower rate than any other advertiser in the county," followed by the
usual price list of the merchant's wares. There was an unprecedented
demand for that issue. The reputation of the "Clarion," both as a shrewd
advertising medium and a comic paper, was established at once.
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