What a master stroke of business it would be for the Arrow Collar people to advertise in Life that handsome Langhorne Gibson, son of Publisher Charles Dana Gibson, seldom appears in public with his neck encased in any collar other than Arrow's gracile model, Kebo.

What a master stroke if the Lambert Chemical Co. could secure insertion in the New York Times of an advertising display assuring the public that its product, Listerine, is faithfully used (as an after-shaving lotion) by Publisher Adoplh S. Ochs.

How masterly if copy...

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