it's advertising that the stuff will bring in

"Smeared across the top of a page it'll make a business man laugh as hard as a kid. I know business men. I was one, myself. Sold bar fixtures on the road for four years. And my best selling method was the laughs I got out of 'em. Used to take a bit of chalk and do sketches on the table-tops. So I know what makes 'em laugh. Belly-laughs. You make a business man laugh that way, and you get his business. It ain't circulation alone; it's advertising that the stuff will bring in. Eh?" "What do you think, Mr. Banneker?" asked Severance. "It's worth trying," decided Banneker after thought. "You don't think so, do you, Pop?" "Oh, go ahead!" returned Edmonds, spewing forth a mouthful of smoke as if to expel a bad taste. "What's larceny among friends?" "But we're not taking anything of value, since there's no copyright and any one can grab it," pointed out the smooth Severance. Thus there entered into the high-tension atmosphere of the sensationalized Patriot the relaxing quality of humor. Under the ingenuous and acquisitive Sheffer, whose twins achieved immediate popularity, it developed along other lines. Sheffer--who knew what makes business men laugh--pinned his simple faith to three main subjects, convulsive of the diaphragmatic muscles, building up each series upon the inherent humor to be extracted from physical violence as represented in the perpetrations and punishments of Ruff and Reddy, marital infidelity as mirrored in the stratagems and errancies of an amorous ape with an aged and jealous spouse, and the sure-fire familiarity of aged minstrel jokes (mother-in-law, country constable, young married cookery, and the like) refurbished in pictorial serials through the agency of two uproarious and imbecilic vulgarians, Bonehead and Buttinsky. Children cried for them, and laughed to exhaustion over them. Not less did the mentally exhausted business man writhe abdominally over their appeal. Spread across the top of three pages they wrung the profitable belly-laugh from growing thousands of new readers. If Banneker sometimes had misgivings that the educational influence of The Patriot was not notably improved by all this instigation of crime and immorality made subject for mirth in the mind of developing youth, he stifled them in the thought of increased reading public for his own columns. Furthermore, it was not his newspaper, anyway.