'So far from that, Miss Dora, I was only waiting for an opportunity to tell you how exceedingly delighted I have been with the last two weeks' instalments. In all seriousness, Iconsider that story of yours the best thing of the kind that ever came under my notice. You seem to me to have discovered a new genre; such writing as this has surely never been offered to girls, and all the readers of the paper must be immensely grateful to you. I run eagerly to buy the paper each week; Iassure you I do. The stationer thinks I purchase it for a sister, I suppose. But each section of the story seems to be better than the last. Mark the prophecy which I now make: when this tale is published in a volume its success will be great. You will be recognised, Miss Dora, as the new writer for modern English girls.'
The subject of this panegyric coloured a little and laughed.
Unmistakably she was pleased.
'Look here, Whelpdale,' said Jasper, 'I can't have this; Dora's conceit, please to remember, is, to begin with, only a little less than my own, and you will make her unendurable. Her tale is well enough in its way, but then its way is a very humble one.'
'I deny it!' cried the other, excitedly. 'How can it be called a humble line of work to provide reading, which is at once intellectual and moving and exquisitely pure, for the most important part of the population--the educated and refined young people who are just passing from girlhood to womanhood?'
'The most important fiddlestick!'
'You are grossly irreverent, my dear Milvain. I cannot appeal to your sister, for she's too modest to rate her own *** at its true value, but the vast majority of thoughtful men would support me.
You yourself do, though you affect this profane way of speaking.
And we know,' he looked at Dora, 'that he wouldn't talk like this if Miss Yule were present.'
Jasper changed the topic of conversation, and presently Whelpdale was able to talk with more calmness. The young man, since his association with Fleet & Co., had become fertile in suggestions of literary enterprise, and at present he was occupied with a project of special hopefulness.
'I want to find a capitalist,' he said, 'who will get possession of that paper Chat, and transform it according to an idea I have in my head. The thing is doing very indifferently, but I am convinced it might be made splendid property, with a few changes in the way of conducting it.'
'The paper is rubbish,' remarked Jasper, 'and the kind of rubbish--oddly enough--which doesn't attract people.'
'Precisely, but the rubbish is capable of being made a very valuable article, if it were only handled properly. I have talked to the people about it again and again, but I can't get them to believe what I say. Now just listen to my notion. In the first place, I should slightly alter the name; only slightly, but that little alteration would in itself have an enormous effect.
Instead of Chat I should call it Chit-Chat!'
Jasper exploded with mirth.
'That's brilliant!' he cried. 'A stroke of genius!'
'Are you serious? Or are you ****** fun of me? I believe it is a stroke of genius. Chat doesn't attract anyone, but Chit-Chat would sell like hot cakes, as they say in America. I know I am right; laugh as you will.'
'On the same principle,' cried Jasper, 'if The Tatler were changed to Tittle-Tattle, its circulation would be trebled.'
Whelpdale smote his knee in delight.
'An admirable idea! Many a true word uttered in joke, and this is an instance! Tittle-Tattle--a magnificent title; the very thing to catch the multitude.'
Dora was joining in the merriment, and for a minute or two nothing but bursts of laughter could be heard.
'Now do let me go on,' implored the man of projects, when the noise subsided. 'That's only one change, though a most important one. What I next propose is this:--I know you will laugh again, but I will demonstrate to you that I am right. No article in the paper is to measure more than two inches in length, and every inch must be broken into at least two paragraphs.'
'Superb!'
'But you are joking, Mr Whelpdale!' exclaimed Dora.
'No, I am perfectly serious. Let me explain my principle. I would have the paper address itself to the quarter-educated; that is to say, the great new generation that is being turned out by the Board schools, the young men and women who can just read, but are incapable of sustained attention. People of this kind want something to occupy them in trains and on 'buses and trams. As a rule they care for no newspapers except the Sunday ones; what they want is the lightest and frothiest of chit-chatty information--bits of stories, bits of description, bits of scandal, bits of jokes, bits of statistics, bits of foolery. Am Inot right? Everything must be very short, two inches at the utmost; their attention can't sustain itself beyond two inches.
Even chat is too solid for them: they want chit-chat.'
Jasper had begun to listen seriously.
'There's something in this, Whelpdale,' he remarked.
'Ha! I have caught you?' cried the other delightedly. 'Of course there's something in it?'
'But--' began Dora, and checked herself.
'You were going to say--' Whelpdale bent towards her with deference.
'Surely these poor, silly people oughtn't to be encouraged in their weakness.'
Whelpdale's countenance fell. He looked ashamed of himself. But Jasper came speedily to the rescue.
'That's twaddle, Dora. Fools will be fools to the world's end.
Answer a fool according to his folly; supply a ******ton with the reading he craves, if it will put money in your pocket. You have discouraged poor Whelpdale in one of the most notable projects of modern times.'
'I shall think no more of it,' said Whelpdale, gravely. 'You are right, Miss Dora.'
Again Jasper burst into merriment. His sister reddened, and looked uncomfortable. She began to speak timidly:
'You said this was for reading in trains and 'buses?'
Whelpdale caught at hope.
