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 Khayyam said:—­

“A Loaf of Bread—­”
“MONKEY-NUTTO-BRAN”
Contains the whole of the husk.

“A Flask of Wine—­”
A Wise Host
PLUMES HIMSELF
on his
CHATEAU VINAIGRETTE.

“A Book of Verse—­”
“PURPLE PIFFLE.”
By
PERCIVAL DRIVEL.

* * * * *

“No submarines were sighted, but the vessel’s commander steered a
tortoise course through the danger zone.”—­Newfoundland Paper.

Far, far better than turning turtle.

* * * * *

    “Metra laughed and deposited herself bewitchingly among the cushions on
    the davenport.”—­London Magazine.

Personally, we prefer a roll on the top of an American desk.

* * * * *

“By Regulation 35B of the Defence of the Realm Regulations, it is an offence for any person having found any bomb, or projectile, or any fragment thereof, or any document, map, &c., which may have been discharged, dropped, &c., from any hostile aircraft, to forthwith communicate the fact to a Military Post or to a Police Constable in the neighbourhood.”—­Scotsman.

Why this mistrust of Scottish policemen?

* * * * *

EARLIER FOOD PROBLEMS.

Peace, I remember, had her alimentary perplexities not much less renowned than war.  At any rate I can think of two.

The first was some years ago, in Yorkshire, on one of those sultry and stifling days of August which in winter, or even in such a March as we have been suffering, one can view as something more desirable than rubies, but which in actual fact are depressing, enervating, and the mother of moodiness and fatigue.  We had left Chop Yat early in the morning after a night of excessive heat in beds of excessive featheriness