Took me out to the Ho"burm Restaurant, George,--dinner, and we had champagne, stuff that blows up the back of your nose and makes you go SO, and he said at last he"d got things worthy of me--and we moved here next day. It"s a swell house, George. Three pounds a week for the rooms.
And he says the Business"ll stand it."
She looked at me doubtfully.
"Either do that or smash," I said profoundly.
We discussed the question for a moment mutely with our eyes. My aunt slapped the pile of books from Mudie"s.
"I"ve been having such a Go of reading, George. You never did!"
"What do you think of the business?" I asked.
"Well, they"ve let him have money," she said, and thought and raised her eyebrows.
"It"s been a time," she went on. "The flapping about! Me sitting doing nothing and him on the go like a rocket. He"s done wonders. But he wants you, George--he wants you. Sometimes he"s full of hope--talks of when we"re going to have a carriage and be in society--makes it seem so natural and topsy-turvy, I hardly know whether my old heels aren"t up here listening to him, and my old head on the floor.... Then he gets depressed. Says he wants restraint. Says he can make a splash but can"t keep on. Says if you don"t come in everything will smash--But you are coming in?"
She paused and looked at me.
"Well--"
"You don"t say you won"t come in!"
"But look here, aunt," I said, "do you understand quite?... It"s a quack medicine. It"s trash."
"There"s no law against selling quack medicine that I know of," said my aunt. She thought for a minute and became unusually grave. "It"s our only chance, George," she said. "If it doesn"t go..."
There came the slamming of a door, and a loud bellowing from the next apartment through the folding doors. "Here-er Shee Rulk lies Poo Tom Bo--oling."
"Silly old Concertina! Hark at him, George!" She raised her voice.
"Don"t sing that, you old Walrus, you! Sing "I"m afloat!""
One leaf of the folding doors opened and my uncle appeared.
"Hullo, George! Come along at last? Gossome tea-cake, Susan?"
"Thought it over George?" he said abruptly.
"Yes," said I.
"Coming in?"
I paused for a last moment and nodded yes.
"Ah!" he cried. "Why couldn"t you say that a week ago?"
"I"ve had false ideas about the world," I said. "Oh! they don"t matter now! Yes, I"ll come, I"ll take my chance with you, I won"t hesitate again."
And I didn"t. I stuck to that resolution for seven long years.
CHAPTER THE THIRD
HOW WE MADE TONO-BUNGAY HUM
I
So I made my peace with my uncle, and we set out upon this bright enterprise of selling slightly injurious rubbish at one-and-three-halfpence and two-and-nine a bottle, including the Government stamp. We made Tono-Bungay hum! It brought us wealth, influence, respect, the confidence of endless people. All that my uncle promised me proved truth and understatement; Tono-Bungay carried me to freedoms and powers that no life of scientific research, no pa.s.sionate service of humanity could ever have given me....
It was my uncle"s genius that did it. No doubt he needed me,--I was, I will admit, his indispensable right hand; but his was the brain to conceive. He wrote every advertis.e.m.e.nt; some of them even he sketched.
You must remember that his were the days before the Time took to enterprise and the vociferous hawking of that antiquated Encyclopedia. That alluring, b.u.t.ton-holing, let-me -just-tell-you-quite-soberly-something-you-ought-to-know style of newspaper advertis.e.m.e.nt, with every now and then a convulsive jump of some attractive phrase into capitals, was then almost a novelty. "Many people who are MODERATELY well think they are QUITE well," was one of his early efforts. The jerks in capitals were, "DO NOT NEED DRUGS OR MEDICINE," and "SIMPLY A PROPER REGIMEN TO GET YOU IN TONE." One was warned against the chemist or druggist who pushed "much-advertised nostrums" on one"s attention. That trash did more harm than good. The thing needed was regimen--and Tono-Bungay!
Very early, too, was that bright little quarter column, at least it was usually a quarter column in the evening papers: "HILARITY--Tono-Bungay.
Like Mountain Air in the Veins." The penetrating trio of questions: "Are you bored with your Business? Are you bored with your Dinner. Are you bored with your Wife?"--that, too, was in our Gower Street days. Both these we had in our first campaign when we worked London south central, and west; and then, too, we had our first poster--the HEALTH, BEAUTY, AND STRENGTH one. That was his design; I happen still to have got by me the first sketch he made for it. I have reproduced it here with one or two others to enable the reader to understand the mental quality that initiated these familiar ornaments of London.
(The second one is about eighteen months later, the germ of the well-known "Fog" poster; the third was designed for an influenza epidemic, but never issued.)
These things were only incidental in my department.
I had to polish them up for the artist and arrange the business of printing and distribution, and after my uncle had had a violent and needless quarrel with the advertising manager of the Daily Regulator about the amount of display given to one of his happy thoughts, I also took up the negotiations of advertis.e.m.e.nts for the press.
We discussed and worked out distribution together first in the drawing-room floor in Gower Street with my aunt sometimes helping very shrewdly, and then, with a steadily improving type of cigar and older and older whisky, in his smuggery at their first house, the one in Beckenham. Often we worked far into the night sometimes until dawn.
We really worked infernally hard, and, I recall, we worked with a very decided enthusiasm, not simply on my uncle"s part but mine, It was a game, an absurd but absurdly interesting game, and the points were scored in cases of bottles. People think a happy notion is enough to make a man rich, that fortunes can be made without toil. It"s a dream, as every millionaire (except one or two lucky gamblers) can testify; I doubt if J.D. Rockefeller in the early days of Standard Oil, worked harder than we did. We worked far into the night--and we also worked all day. We made a rule to be always dropping in at the factory unannounced to keep things right--for at first we could afford no properly responsible underlings--and we traveled London, pretending to be our own representatives and making all sorts of special arrangements.
But none of this was my special work, and as soon as we could get other men in, I dropped the traveling, though my uncle found it particularly interesting and kept it up for years. "Does me good, George, to see the chaps behind their counters like I was once," he explained. My special and distinctive duty was to give Tono-Bungay substance and an outward and visible bottle, to translate my uncle"s great imaginings into the creation of case after case of labelled bottles of nonsense, and the punctual discharge of them by railway, road and steamer towards their ultimate goal in the Great Stomach of the People. By all modern standards the business was, as my uncle would say, "absolutely bona fide." We sold our stuff and got the money, and spent the money honestly in lies and clamour to sell more stuff. Section by section we spread it over the whole of the British Isles; first working the middle-cla.s.s London suburbs, then the outer suburbs, then the home counties, then going (with new bills and a more pious style of "ad") into Wales, a great field always for a new patent-medicine, and then into Lancashire.
My uncle had in his inner office a big map of England, and as we took up fresh sections of the local press and our consignments invaded new areas, flags for advertis.e.m.e.nts and pink underlines for orders showed our progress.
"The romance of modern commerce, George!" my uncle would say, rubbing his hands together and drawing in air through his teeth. "The romance of modern commerce, eh? Conquest. Province by province. Like sogers."
We subjugated England and Wales; we rolled over the Cheviots with a special adaptation containing eleven per cent. of absolute alcohol; "Tono-Bungay: Thistle Brand." We also had the Fog poster adapted to a kilted Briton in a misty Highland scene.
Under the shadow of our great leading line we were presently taking subsidiary specialties into action; "Tono-Bungay Hair Stimulant" was our first supplement. Then came "Concentrated Tono-Bungay" for the eyes. That didn"t go, but we had a considerable success with the Hair Stimulant. We broached the subject, I remember, in a little catechism beginning: "Why does the hair fall out? Because the follicles are f.a.gged. What are the follicles?..." So it went on to the climax that the Hair Stimulant contained all "The essential principles of that most reviving tonic, Tono-Bungay, together with an emollient and nutritious oil derived from crude Neat"s Foot Oil by a process of refinement, separation and deodorization.... It will be manifest to any one of scientific attainments that in Neat"s Foot Oil derived from the hoofs and horns of beasts, we must necessarily have a natural skin and hair lubricant."
And we also did admirable things with our next subsidiaries, "Tono-Bungay Lozenges," and "Tono-Bungay Chocolate." These we urged upon the public for their extraordinary nutritive and recuperative value in cases of fatigue and strain. We gave them posters and ill.u.s.trated advertis.e.m.e.nts showing climbers hanging from marvelously vertical cliffs, cyclist champions upon the track, mounted messengers engaged in Aix-to-Ghent rides, soldiers lying out in action under a hot sun. "You can GO for twenty-four hours," we declared, "on Tono-Bungay Chocolate."
We didn"t say whether you could return on the same commodity. We also showed a dreadfully barristerish barrister, wig, side-whiskers, teeth, a horribly life-like portrait of all existing barristers, talking at a table, and beneath, this legend: "A Four Hours" Speech on Tono-Bungay Lozenges, and as fresh as when he began." Then brought in regiments of school-teachers, revivalist ministers, politicians and the like. I really do believe there was an element of "kick" in the strychnine in these lozenges, especially in those made according to our earlier formula. For we altered all our formulae--invariably weakening them enormously as sales got ahead.
In a little while--so it seems to me now--we were employing travelers and opening up Great Britain at the rate of a hundred square miles a day. All the organisation throughout was sketched in a crude, entangled, half-inspired fashion by my uncle, and all of it had to be worked out into a practicable scheme of quant.i.ties and expenditure by me. We had a lot of trouble finding our travelers; in the end at least half of them were Irish-Americans, a wonderful breed for selling medicine. We had still more trouble over our factory manager, because of the secrets of the inner room, and in the end we got a very capable woman, Mrs. Hampton Diggs, who had formerly managed a large millinery workroom, whom we could trust to keep everything in good working order without finding out anything that wasn"t put exactly under her loyal and energetic nose.
She conceived a high opinion of Tono-Bungay and took it in all forms and large quant.i.ties so long as I knew her. It didn"t seem to do her any harm. And she kept the girls going quite wonderfully.
My uncle"s last addition to the Tono-Bungay group was the Tono-Bungay Mouthwash. The reader has probably read a hundred times that inspiring inquiry of his, "You are Young Yet, but are you Sure Nothing has Aged your Gums?"
And after that we took over the agency for three or four good American lines that worked in with our own, and could be handled with it; Texan Embrocation, and "23--to clear the system" were the chief....
I set down these bare facts. To me they are all linked with the figure of my uncle. In some of the old seventeenth and early eighteenth century prayerbooks at Bladesover there used to be ill.u.s.trations with long scrolls coming out of the mouths of the wood-cut figures. I wish I could write all this last chapter on a scroll coming out of the head of my uncle, show it all the time as unfolding and pouring out from a short, fattening, small-legged man with stiff cropped hair, disobedient gla.s.ses on a perky little nose, and a round stare behind them. I wish I could show you him breathing hard and a little through his nose as his pen scrabbled out some absurd inspiration for a poster or a picture page, and make you hear his voice, charged with solemn import like the voice of a squeaky prophet, saying, "George! list"n! I got an ideer. I got a notion! George!"
I should put myself into the same picture. Best setting for us, I think, would be the Beckenham snuggery, because there we worked hardest. It would be the lamplit room of the early nineties, and the clock upon the mantel would indicate midnight or later. We would be sitting on either side of the fire, I with a pipe, my uncle with a cigar or cigarette.
There would be gla.s.ses standing inside the bra.s.s fender. Our expressions would be very grave. My uncle used to sit right back in his armchair; his toes always turned in when he was sitting down and his legs had a way of looking curved, as though they hadn"t bones or joints but were stuffed with sawdust.