Perner held it to his ear. In his youth he had lived on a farm.
"Twenty-horse-power vibrator," he announced, after listening.
"Stem-winder and -setter," continued Barrifield, undisturbed. "Perfect time."
The article was pa.s.sed around.
"Didn"t they have any thicker ones?" asked Livingstone.
"Well, of course," a.s.sented Barrifield, "it _is_ a trifle thicker than a fine gold watch, but it"s a perfect gem in other respects. The manufacturer of it told me he had carried one of them a year, and that it hadn"t varied a second in that time."
"Maybe it was stopped," suggested Van Dorn, but Barrifield ignored this libel.
"Every boy will want one of the "Whole Family" watches," he went on. "We can sell a barrel of them in every town."
"How many of them come in a barrel?" interrupted Livingstone.
Barrifield leaned across the table.
"And I can buy them," he said eagerly, "I can buy them for seventy-five cents! Think of it! Seventy-five cents! A five-dollar watch, given with the finest weekly paper ever offered, for only one dollar a year!"
"How will you do that?" asked Perner.
"That leaves us twenty-five cents for the paper."
"Why, you know, we"ll add something for postage and packing, as I said before."
"Yes, and it will take something. By the time you get a box on that thrashing-machine, properly nailed and mailed, it will cost twenty-five cents." Perner"s business experience was manifesting itself.
"Oh, pshaw, Perny!" protested Barrifield, "it won"t cost half so much.
We can get boys and girls for three dollars or so a week to attend to all that."
Perner closed his eyes for an instant and saw in fancy an army of youthful clerks packing various premiums for mailing. Then, remembering the difficulty with which he had managed even a small business with less than a dozen a.s.sistants, he sighed. He knew that big businesses really _were_ conducted, and with a science and precision that was a constant source of wonder to him. Perhaps Barrifield knew the secret of their management.
"Even if it did cost that," proceeded Barrifield, "think of the quant.i.ty of them we will sell, and the immense circulation it will give us. We could afford to lose a little on each and make it back on the advertising."
Perner knew nothing of advertising, except that a certain paper received five thousand dollars a page for each issue, and Barrifield had a.s.sured them that the circulation of the "Whole Family" would be more than twice as great. He subsided, therefore, while Barrifield drew from his overcoat pocket a flat package of considerable size and weight. He undid the strings carefully, and a leather-bound, limp-covered book lay before them.
"That," he said triumphantly, "is the Bible!"
Van Dorn reached for it and turned some of the leaves curiously.
"First one Van ever saw," said Perner.
Livingstone took up the book with thoughtful regard.
"Do you really think we"d better use this as a premium?" he said hesitatingly. "It seems to me that it--that it"s too--that it"s overdoing it." Livingstone"s smooth face flushed a little. "I mean that it"s been overdone already," he added hastily and with confusion.
"Oh, my dear boy," said Barrifield, "the Bible is never overdone. This is a finer one than Frisby used, and I can get it for just what the watch costs. The" Whole Family" and the great Instructor"s Bible, worth both together five dollars, all for one dollar!"
"You don"t mean to say that _this_ won"t cost postage!" said Perner.
"Not a great deal. Book postage is cheap,--very cheap,--and think how many of them we will sell and how much good they will do! One half-million Bibles and the "Whole Family"--"
"You didn"t bring the gun along, did you?" interrupted Van Dorn.
Just then the dishes were served, and the premiums were for the moment put aside. The talk, however, continued. Barrifield spoke of other premiums he had been considering and upon which he had secured "special inside figures" on large quant.i.ty. He no longer mentioned hundreds and thousands in relation to the new paper. He was reveling in millions that were as real to him as if they were already to his credit at the banker"s. Presently he reviewed once more the story of Frisby and the "Voice of Light," whose cry in the wilderness had brought fortune so promptly to his aid.
He added fresh details recently obtained, and told how during the first month, when he had been waiting for his advertising to appear, he had been obliged to mortgage his household effects at five per cent. a week in order to live. He had received one thousand dollars in the first mail after the advertising appeared. And when that mail was brought in and laid on his desk he didn"t have a dollar in his pocket--not a dollar. As Barrifield proceeded, any vague doubts of success that had crept into the minds of his listeners disappeared. They began the work of organization forthwith, and Van Dorn, who had faith in Perner"s literary judgment, proposed that he be the editor. Perner, in turn, proposed Van Dorn as art editor, with Livingstone as his a.s.sistant. Barrifield was to be nominally business manager, though, for the reason that his present position consumed most of his time, and as the business offices for convenience were to be in the studios occupied by the other three, the management, such as it was, would for a while fall mostly upon Perner, who referred once more to his ten years" successful experience, and a.s.sumed his double responsibility with some dignity.
A consideration of the first number"s contents was then taken up, with the result that they were to prepare it mostly themselves. They were on familiar ground now, and Perner and Van Dorn each displayed some evidence of fitness for their respective positions. There must be two stirring serials, one of which they would buy. Barrifield knew where one could be had. Livingstone could do the pictures for this story. The other would be more in Van"s line.
Then they lighted cigars and went back to the premiums, and Barrifield launched into the details of his recent explorations and discoveries in the vast jungles of Premium Land. He had examined and priced everything, from a nut-cracker to a trip abroad. Presently he began to spread a number of these things on the table, which the waiter had once more cleared. Besides the watch and Bible, there was a fishing-kit, all but the rod, which was described fully in a leaflet, a bicycle lamp, a pamphlet outlining a tour through the Holy Land, sample pages of a cook-book, and a pair of ear-m.u.f.fs.
Barrifield arranged these on the cloth, explaining as he did so that a beautiful box kite had been too large to bring, as was also a gun of which he could get a limited quant.i.ty--a hundred thousand or so--at a ridiculously low figure. Van Dorn picked up the ear-m.u.f.fs curiously.
"What do these cost?" he asked.
"Forty-eight cents a pair by the gross. Special inside figure because I told him we would want a quarter of a million pairs."
Van Dorn looked at them a little closer.
"The fellow I saw must have stolen his," he said, "for he was selling them yesterday on Broadway for twenty-five cents a pair."
"Impossible, Van! They couldn"t be the same, you know," protested Barrifield, earnestly. "There are many qualities of ear-m.u.f.fs. These are the very best-double-elastic, wire-set and-bound, storm-proof m.u.f.fs.
They cost forty-six cents to make--the manufacturer told me so. What you saw was a cheap imitation."
Barrifield put an end to further discussion on this point by calling attention to the bicycle lamp--something new and superior to any in use.
He had been attracted by it in a sporting-goods window on Na.s.sau Street.
The price had been steep,--too steep for a premium, of course,--but he had made up his mind that if he could get on the "inside" he would find a price there within their reach. He had got on the inside. He had pursued the elusive "inside" even to Hoboken, and captured it there in the very sanct.i.ty of the factory--the president"s private office.
"The president was a fine, big, smooth-faced man with one of these rich, hearty laughs," he explained, "and we had a long talk together. I told him we had a new scheme that would put us in a position to use a quarter of a million of these lamps the first year, and that we had been considering another make--which was true."
"It was," said Van Dorn, "and it would have been equally true to have said that we"ve been considering every known article of commerce, from a mouse-trap with two holes to a four-masted schooner."
"That caught him right away," continued Barrifield, regardless of this interruption. "He said he wanted to get started with a new thing like ours, and that he was going to let us on the inside. He had a talk with the manager, and came back and made me a net cash price of eighty-seven cents! Think of it! Eighty-seven cents for a two-dollar lamp! Given with the "Whole Family" one year--fifty-two weeks--for one dollar and one new subscriber!"
Perner the businesslike was calculating.
"That would be two dollars we would get in all," he said, "for two subscriptions, two premiums, postage, and handling. Counting, say, seventy-five cents for the other premium, and twenty-five cents for postage and handling, we would have just thirteen cents left for our two subscriptions."
"By gad!" said Livingstone, weakly.
"But the advertising is where we come in," insisted Barrifield, eagerly.
"And besides, everybody won"t take lamps, either."
Van Dorn was smiling queerly.
"No," he said; "and if they did we can get them over at Cutten & Downum"s for sixty-seven cents apiece. I saw them there yesterday."