thence breathes England_.

* * * * *

[Illustration: _Baker._ "WHAT'S WRONG WITH THE LITTLE CHAP?"

_Mother._ "I GIVE IT UP. I'VE GIVEN HIM A BUN--I DON'T KNOW WHAT MORE 'E
WANTS. I CAN'T GET 'IM TO REALISE THERE'S A WAR ON."]

* * * * *

CO-OPERATIVE ADVERTISEMENTS.

In view of the restriction of the paper supply it has been suggested that
advertisers should unite in cultivating the available space on a co-operative
intensive system.

For example, the various proprietors of three popular brands of cigarettes,
instead of having a page advertisement each, might combine in one single
page, like this:--

THREE OF THE BEST.

_You cannot consider yourself a connoisseur of
cigarettes unless you are able to distinguish at
one and the same time the individually exquisite
flavours of_
"THE BRASS HAT"
"THE OFFENSIVE."
"THE GAS ATTACK."

_THERE IS NO OTHER PERFECT BLEND._

These cigarettes are smoked in our patent
"Trident" cigarette-holders.

Of all Tobacconists.

You see? Not only does each manufacturer still obtain the same sale for his
cigarettes, but he actually gains a third share in the profits of a new
accessory--the triple cigarette-holder.

Of course ingenuity of this sort is not required when the advertisers are
not in any sense rivals. All that is then necessary is what we may call the
_economic common factor of appeal_. For instance:--

ARE YOU ON OUR WAITING LIST?

The War Office | The Cricklewood
Car. | Crematorium.

_As soon as we are through with our urgent
contracts we shall be happy to serve you._

Finally, we note that there are innumerable classifications of
_complementary trades_ which are, of course, eminently suited to
co-operative advertising. We append two samples of what may be done in
this direction.

I.

_If you want to GET an Engagement as Mistress_--
Solicit an interview at the
HOUSEWIVES' HOSTEL.

_If you want to KEEP an Engagement as Mistress_--
Have the whole of your Servants' Suite
CREATED BY
THE CLASSY FURNISHING CO.

* * * * *

II.

As Omar Khay