CHAPTER XLV

THE ADVERTISING ECSTASY

Such was the fate of a magazine which rebelled. As for those which submitted, the answer is writ large on our news-*stands. "McClure's," "Collier's," "Everybody's," the "American" have survived, as a woman without virtue, as a man without honor, of whom his friends say that he would better have died. The masters of finance have taken not merely the conscience from them, they have taken the life from them. If there was a man on the editorial staff with red blood in his veins, they turned him out to become a Socialist soap-boxer, and in his place they put a pithed frog. (You know, perhaps, how the scientist takes the nerves out of a frog's body and puts in pith?)

Not merely have the money-masters stamped their sign upon the contents of the magazines, they have changed the very form to suit their purposes. Time was when you could take the vast bulk of a magazine, and rip off one fourth from the front and two fourths from the back, and in the remaining fourth you had something to read in a form you could enjoy. But the advertising gentry got on to that practice and stopped it. They demanded what they call "full position," next to reading-matter. One magazine gave way, and then another; until now all popular magazines are cunning traps to bring your mind into subjection to the hawkers of wares. I pick up the current number of the "Literary Digest"; there are a hundred and twenty-eight pages, and the advertising begins on page thirty-five. I pick up the current number of the "Saturday Evening Post"; there are a hundred and fifty-eight pages, and the advertising begins on page twenty-nine. You start an article or a story, and they give you one or two clean pages to lull your suspicions, and then at the bottom you read, "Continued on page 93." You turn to page ninety-three, and biff—you are hit between the eyes by a powerful gentleman wearing a collar, or swat—you are slapped on the cheek by a lady in a union-suit. You stagger down this narrow column, as one who runs the gauntlet of a band of Indians with clubs; and then