Not According to the Code

Even a stranger to the big town walking for the first time through London, sees on the sides of the houses many names with which he has long been familiar. His precognition has cost the firms those names represent much money in advertising. The stranger has had the names before him for years in newspapers and magazines, on the hoardings and boards by the railway side, paying little heed to them at the time; yet they have been indelibly impressed on his brain, and when he wishes soap or pills his lips almost automatically frame the words most familiar to them. Thus are the lavish sums spent in advertising justified, and thus are many excellent publications made possible.

When you come to ponder over the matter, it seems strange that there should ever be any real man behind the names so lavishly advertised; that there should be a genuine Smith or Jones whose justly celebrated medicines work such wonders, or whose soap will clean even a guilty conscience. Granting the actual existence of these persons and probing still further into the mystery, can any one imagine that the excellent Smith to whom thousands of former sufferers send entirely unsolicited testimonials, or the admirable Jones whom prima donnas love because his soap preserves their dainty complexions--can any one credit the fact that Smith and Jones have passions like other men, have hatreds, likes and dislikes?

Such a condition of things, incredible as it may appear, exists in London. There are men in the metropolis, utterly unknown personally, whose names are more widely spread over the earth than the names of the greatest novelists, living or dead, and these men have feeling and form like unto ourselves.

There was the firm of Danby and Strong for instance. The name may mean nothing to any reader of these pages, but there was a time when it was well-known and widely advertised, not only in England but over the greater part of the world as well. They did a great business, as every firm that spends a fortune every year in advertising is bound to do. It was in the old paper-collar days. There actually was a time when the majority of men wore paper collars, and, when you come to think of it, the wonder is that the paper-collar trade ever fell away as it did, when you consider with what vile laundries London is and always has been cursed. Take the Danby and Strong collars for instance, advertised as being so similar to linen that only an expert could tell the difference. That was Strong's invention. Before he invented the Piccadilly collar so-called, paper collars had a brilliant glaze that would not have deceived the most recent arrival from the most remote shire in the country. Strong devised some method by which a slight linen film was put on the paper, adding strength to the collar and giving it the appearance of the genuine article. You bought a pasteboard box containing a dozen of these collars for something like the price you paid for the washing of