The gentle sameishness of the milk swishing into the hand-bowl seemed to have soothed the burglar very much. He went on milking in a sort of happy dream, while the children got a cup and ladled the warm milk out into the pie-dishes and plates, and platters and saucers, and set them down to the music of Persian purrs and lappings.
[Illustration: "HE WENT ON MILKING IN A SORT OF HAPPY DREAM."]
"It makes me think of old times," said the burglar, smearing his ragged coat-cuff across his eyes; "about the apples in the orchard at home, and the rats at threshing time, and the rabbits and the ferrets, and how pretty it was seeing the pigs killed."
Finding him in this softened mood, Jane said:--
"I wish you'd tell us how you came to choose our house for your burglaring to-night. I'm awfully glad you did. You _have_ been so kind. I don't know what we should have done without you," she added, hastily. "We all love you ever so. Do tell us."
The others added their affectionate entreaties, and at last the burglar said:--
"Well, it's my first job, and I didn't expect to be made so welcome, and that's the truth, young gents and ladies. And I don't know but what it won't be my last. For this 'ere cow, she reminds me of my father, and I know 'ow 'e'd 'ave 'ided me if I'd laid 'ands on a 'apenny as wasn't my own."
"Look here," said Cyril, "these cats are very valuable--very, indeed. And we will give them all to you if only you will take them away."
"I see they're a breedy lot," replied the burglar; "but I don't want no bother with the coppers. Did you come by them honest, now--straight?"
"They are all our very own," said Anthea. "We wanted them; but the confidement----"
"Consignment," whispered Cyril.
"----was larger than we wanted, and they're an awful bother. If you got your barrow and some sacks or baskets we would be awfully pleased. My father says Persian cats are worth pounds and pounds each."
"Well," said the burglar, and he was certainly moved by her remarks, "I see you're in a hole; I've got a pal--I'll fetch him along, and if he thinks they'd fetch anything above their skins, I don't mind doin' you a kindness."
Then he went, and Cyril and Robert sent the girls to bed and sat up to wait for his return. It soon seemed absurd to await him in a state of wakefulness, but his stealthy tap on the window awoke them readily enough when he returned. And he did return, with the pal and the barrow and the sacks. The pal approved of the cats, now dormant in Persian repletion, and they were bundled into the sacks and taken away on the barrow, mewing indeed, but with mews too sleepy to attract public attention.
[Illustration: "THEY WERE BUNDLED INTO THE SACKS."]
"I'm a fence, that's what I am," said the burglar, gloomily; "I never thought I'd come down to this and all acause er my kind 'art."
Cyril knew that a fence is a receiver of stolen goods, and he replied, briskly:--
"I give you my word the cats aren't stolen. What do you make the time?"
"I ain't got the time on me," said the pal; "but it was just about chucking-out time as I come by the Bull and Gate. I shouldn't wonder if it was nigh upon one now."
When the cats had been removed and the boys and the burglar had parted with warm expressions of friendship there remained only the cow.
"She must stay all night," said Robert. "Cook'll have a fit when she sees her."
"All night?" said Cyril. "Why, it's to-morrow morning if it's one. We can have another wish!"
So the carpet was urged, in a hastily-written note, to remove the cow to wherever she belonged and to return to its proper place on the nursery floor. And the cow could not be got to move on to the carpet. So Robert got the clothes-line out of the back kitchen and tied one end very firmly to the cow's horns and the other end to a bunched-up corner of the carpet, and said, "Fire away!"
And carpet and cow vanished together, and the boys went to bed tired out, and only too thankful that the evening at last was over.
Next morning the carpet lay calmly in its place, but one corner was very badly torn. It was the corner that the cow had been tied on to.
_What Is a Good Advertisement?_
What is a good advertisement? The question was recently asked of the readers of _Tit-Bits_, who were desired to select the best twelve advertisements which appeared in this magazine during six months--the competitor selecting the greatest number of advertisements which corresponded to the choice of the majority being rewarded with a substantial prize. The grounds on which the competitors based their opinions were probably, consciously or unconsciously, very much alike in most instances. It is interesting to consider what these grounds were. We reproduce on this and following pages reduced facsimiles of the twelve winning advertisements, which will serve to illustrate the several points which go to make up a good advertisement.
[Illustration: THIS ADVERTISEMENT SECURED THE FIRST PLACE ON THE VOTING LIST.
_WE ASKED YOU TO_ _WATCH THIS EGG_
_YOU ARE ENTERING FOR "TIT-BITS" GREAT COMPETITION._
_PAUSE!_
_HERE'S_
_100 100 100 POUNDS_
_FOR YOU_
_PURE_
_COOK'S SOAPS_
We, as advertisers, are so convinced of the excellence of the "Tit-Bits" Great Competition as a method of gauging the public taste in advertisements, that we have decided to add
_100_ (One Hundred Pounds) to the FIRST PRIZE. _50_ (Fifty Pounds) to the SECOND PRIZE.
and we will send a Case of our High-class Toilet Soaps--value _ONE GUINEA_
--to each of the other Prize Winners
_EDWARD COOK & CO., Ld._ The Soap Specialists. _LONDON._
_YOU SEE, COOK'S ADVICE LIKE COOK'S SOAP IS AS GOOD AS GOLD._ ]
[Illustration: THIS SECURED THE SECOND PLACE.
I hear they want more
_BOVRIL_
REG S.H.B.
_"The glory of a man is his strength."_ _Bovril gives strength to keep well--_ _strength to get well quickly when ill._ ]
Moreover, the question is of interest to a greater number of persons than may appear at first sight. To every advertiser, of course--that is, to every man who has anything to sell, from the big firms who spend colossal sums in making known the merits of their productions down to the smallest village tradesman who puts his "ad" into the local paper--the question of how to make the most efficient use of the means at his disposal is of the greatest moment. But the general public, who have no occasion to use advertisements for the purpose of business, have also a direct interest in the question, for the simple reason that striking advertisements are entertaining to read, while commonplace advertisements are dull. From the same point of view the proprietors of periodical publications are concerned, for it is clearly to their advantage to interest the readers of their advertisements rather than to bore them.
[Illustration: THIRD.
HOE'S SAUCE
"First in merit Everybody likes it"
HOE & CO.. LTD.. MANCHESTER. ]
An advertisement has three things to accomplish before it can be called good. First, it must attract attention; secondly, it must arouse interest; and thirdly, it must leave an impression on the brain--the message must have struck home. It may in some cases make you want a particular article, but in ninety-nine cases out of a hundred its seed lies dormant until the moment arrives for you to make your purchase; and then, if the advertisement has done its work as a good advertisement should do, your brain couples the article with a certain name, and that particular brand stands a very big chance of finding you a purchaser.
[Illustration: FOURTH.
Millions of jars for Millions of people.
_LEMCO_
The amount of beef used in the Liebig Company's factories in a single day is sufficient to feed two million people.
_Always order Liebig as LEMCO._
(To avoid inferior Imitations of the original & only genuine Liebig Company's Extract.)]
[Illustration: FIFTH.
BIRD'S CUSTARD powder
PRODUCES THE RICHEST CUSTARD WITHOUT EGGS.
The unfailing resource of every successful Hostess, and those resonsible for Household management.
RICH IN NUTRIMENT.--DELICATE IN FLAVOR.
_NO EGGS! NO RISK! NO TROUBLE!_ ]
To catch the eye is the first essential of a good advertisement; the first sense to which it appeals is that of sight. The object of the skilful advertiser is to make the space he occupies--whether a page or a portion of a page--the most conspicuous in the publication. Turn for a moment to any page of advertisements you please, open and shut it quickly, and you will generally find that there is one advertisement which has immediately attracted your eye. Let two persons try at the same time, and on comparing notes it will generally be found that the same advertisement has been spotted by both. That one possesses the first essential of a good advertisement more conspicuously than its fellows.
[Illustration: SIXTH.
FRAME-FOOD
BEST FOR BABIES
FROM EARLIEST INFANCY
16OZ. TIN IS.
_FREE TEST_
¼ lb. Sample Tin of _FRAME-FOOD,_ or 3oz. Sample Jar of _"FRAME-FOOD"_ _JELLY,_ sent free on receipt of 3d. to pay postage; both samples sent for pl. postage.