:48:26
American Housekeeping,
that's our competitor.
:48:28
They imitate us in all departments.
Format, layout and contributors.
:48:32
Now they've instituted a Betty Kane
column, a complete steal on Elizabeth Lane.
:48:36
Imitation is the sincerest flattery.
:48:38
That is not all.
Betty Kane is going to have a baby.
:48:40
- No.
- Yes, sir.
:48:41
- We've got to nip it in the bud.
- The baby?
:48:43
I'll tell you how we can kill
two birds with one stone.
:48:46
- Murder.
- My dear sir.
:48:48
Last May, our circulation
jumped 200,000.
:48:51
Think of it, 200,000 new readers
with one issue.
:48:53
- Do you know why?
- I can't imagine. Another brandy?
:48:56
Thank you.
:48:57
Because your wife had a baby.
:49:00
She did? I mean, we did?
:49:01
Twenty-three pages
of new advertisements, all baby food.
:49:06
Her fan mail went up 100 percent.
:49:08
A hundred percent. Think of it.
:49:10
Other new mothers all over
the country were interested.
:49:13
That is the key of my success
in the magazine field.
:49:15
Human interest, home appeal.
Do you follow me?
:49:17
- Yes. Go ahead. It's very interesting.
- One baby, 200,000.
:49:20
Two babies, 400,000.
Babies boost circulation.
:49:23
Now, Betty Kane is going to have
her baby in September.
:49:26
We can steal their thunder
and boost circulation at the same time...
:49:30
...if we beat her to it.
:49:31
- Beat her to it?
- Have another baby, Sloan.
:49:34
Have another baby. Any hopes?
:49:37
Mr. Yardley, Elizabeth's
a very busy woman.
:49:39
And having babies to boost
your circulation takes time.
:49:42
Take all the time you need, my dear sir,
all the time you need.
:49:45
Well, thank you.
:49:47
- Yes, Nora?
- Telephone for you, Mr. Sloan.
:49:50
Oh, excuse me, Mr. Yardley.