I repeat the words, "Sleepy, drowsy, sleepy, deeper and deeper to steep," in a loud, deep voice, staring hard at the subject in the meantime. He is trained to this and passes into the sleep much slower than he would were I trying some experiment on him. He knows that this is a "grand stand play" and that he will be the object of much comment; therefore, he will do well to pass into the sleep without any hitch.

I now impress on the audience - and eventually upon the subject -the fact that he will not feel anything at all. I then take the needle and thread and proceed to sew his lips together. However, I have already stated that I cannot make anything hut a human being out of this subject and he will be as open to blood infections as anyone. With this point ever in view, I will always observe one point, and that is keeping the needles I use antiseptic. The best and safest way is to get a little bichloride and dissolve a tablet in a two ounce bottle of water. Then push the needles through the cork and keep them in this water.

THE RUBBER NOSES.

After I have sewed him up so that the crowd can plainly sec the process and the stitches, I have Mr. Harris help me and we lift him into the casket and pull a fancy quilt about him to keep him warm during the night and the next day. Of course. I do not leave in the stitches. I then relieve him of his cataleptic condition. I am now free fur the rest of the time, up to the hour of the entertainment; the Seeds of advertising have all been pretty well sown, and the rest of the time I must improve to the best of my ability in making my advertisement stronger.

As I step away from the window to get a cigar and smoke with Harris and a few of the local celebrities, I notice that the tickets for the coming evening are nearly all sold. And experience has taught me that when the reserved seats are sold, there is no danger of the rest of the house being empty. There are not more than twenty vacant seats on the chart. That means that by tomorrow night, there will be calls for about twenty more than we have. It is better so.

I have taken Belleville as an ideal town. There will be many in which we will have a small audience; there may be some where we will not nearly clear our expenses. But if we can strike such towns as Belleville often we are making a good deal of money out of our enterprise.

The successful advertiser is he who works along psychological lines. He is the man who knows how to approach the public in a practical manner and yet, were you or I to ask him what his theory is regarding advertising, he would laugh and say that he had never thought of the theory; he would tell us that he is a practical man and never pays any attention to theory. It is this practical set that we must pattern after when it comes down to real enterprise. There is the theoretical man who jumps into a fortune; but he is just as apt to have another theory and jump out again. Student, while we are awaiting the passing of the hours, let us become acquainted with this great thing - the show advertisement.

In Belleville, as in every other town, we have approached the people in several different ways. In the first place, Harris and I realize that we cannot conduct a successful business unless we get into the right territory. How often I have heard salesmen and showmen talking about different parts of the country. Some say that it is "good" and some declare that it is "bad," referring to the town or the county or state, as the case may be. Thus, when I step into the Belleville House, and have got into a pleasant conversation, a gentleman who is introduced as Mr. Lewis, asks me if I have ever been in Pennsylvania.

I assure Mr. Lewis that I have been in that state several times and that I have crossed and recrossed it enough times to make a complete geographical drawings of its mines, creeks, tunnels, "et al!"

"What is your opinion of Pennsylvania, Professor?" asks Mr. Lewis.

"Well," I return," I like the western part of the state first rate. For instance, all the territory between Washington and Altoona or Tyrone. Pittsburgh was always a good town. But the eastern part is not right up-to-date, according to my estimation. I will except the country around Scranton and Wilkes-Barre. That is and always was pretty good. But we will take Hazleton, Pottsville, Reading, Lancaster and many other towns in that section. I don't like them".

"That is where I disagree with you," says Mr. Lewis, "I have always found that very section you condemn very good territory. The western part is not bad, but it isn't up to the eastern in my estimation".

Thus we find that our opinions differ greatly in this respect. The cause is easy to trace. I had always found the state just so because I based my judgment of it upon my success financially. It is ever so. Mr. Lewis based his opinion of the state upon his acquaintance with it from a financial standpoint.

Student, I again advise you to study your territory before you bill it. Then you will have some idea of what your advertising will do. But you might bill a "poor" town for your business and where would you be? You might as well have put out some of the cheapest paper and kept in doors during your entire stay in town.

But, knowing that Belleville and the country through which we are playing, is all "good" for our business, we proceed to bill it accordingly.

That is, first we have some six and eight sheet stands. They are lithographs in black and white and colors. Some give scenes from the River Nile and show mystery in all its splendor. Others give the funny phases of the show. Besides these, I have large lithographs of myself posted alongside the others.

Through the town we have had bills distributed; they being in the form of folders, printed on good paper and bearing my portrait and a lot of press testimonials. These are read in half the houses into which they are placed and they attract a great deal of attention in the stores.