States there was civil war raging, and, moreover,
the Yankees don't like any commercial trespassing
upon their own preserves. Mexico is
more than fully represented already by the
joint-stock banking interest, and so is Canada.
Besides, I wanted something new, something
which had not yet come before the share-taking
portion of the British public, and
which would excite curiosity as well as interest.
The Republics of Southern America
were better known than trusted in London, and
the people of those countries had an unpleasant
way of wiping out debts with the knife: a mode
of settlement which no City-educated general
manager we should send out, was likely to
approve of. Where, then, to turn for a name to
my new bank? Strange to say, the selection of
a distinctive denomination for my as yet
imaginary establishment, gave me much more
anxiety than the probability of its ultimate
success. I knew full well that if I could once
set the concern on foot, it would pay me, even if
its existence terminated in three months. I
was to be the promoter of the bank, and as such
would be entitled to my promotion-money the
day the shares were allotted to the public. I
neither hoped nor wished for any appointment
in the establishment. So soon as my fee for the
promotion was paid me, the whole affair might
collapse immediately for aught my interests were
concerned. And once I got the machinery at
work, I felt quite sure that I should succeed in
bringing the shares out to the public. As it
was, I was stopped for want of a name with
which to head my prospectus.

In common with all men who read their daily
paper, the reports of different missionary
societies came under my notice from time to
time. At the period I was about to start my
new bank, there was a story going round the
religious periodicals respecting half a dozen
or more gentlemen who, having gone out to
Patagonia for the purpose of civilising the
natives, had been killed and eaten by that ungrateful
population. The tale was true, and
was circumstantially told, giving a detailed account
of the natural productions of the country,
and its great adaptability for commercial enterprise.
As I read the paper, it struck me that
the name of this savage land could be turned to
account, and I therefore determined to call my
proposed establishment the "BANK OF PATAGONIA"
(LIMITED).

Before writing out the prospectus, it was
only prudent to put myself in funds with which
I should be able to print the paper when it was
ready. Here my former experience did me
good turn. I remembered well the day when I
had been in want of a situation, and had been so
nearly entrapped into paying for what was a
purely imaginary appointment.* If other promoters
had got me to nibble at the bait on their
hook, might I not be able to catch a fish of some
value for myself? I therefore at once proceeded
to advertise to the following effect:
WANTED FOR A FOREIGN BANK, a
Gentleman fully competent to conduct the duties
of Secretary at the Head Office in London. Salary liberal.
Applications (by letter only), with copies of testimonials,
to be sent to A. F., care of Mr. Scott, Solicitor, 28,
Weststreet, E.C.
* See " Promoters of Companies," page 110, vol. xi.

Having at the present time of writing given
up the profession of promoter, I don't mind
telling gentlemen just starting in that business
a secret or two in the little-understood science
of successful advertising. It will be seen by the
foregoing notice, which I sent to all the most
respectable weekly and daily papers, that I gave
no hint that any payment was so much as expected
from the gentleman who would obtain
the situation of secretary. Yet I knew full
well that without a good round sum down, no
man should obtain the appointment. The words
"fully competent to conduct the duties," made
those who read the advertisement believe that
it was by no means every sort of person who
would find acceptance with "A. F.," whose
address was " care of Mr. Scott." This, moreover,
made us certain to have numerous applications
from men imperfectly educated, for such
men always believe themselves to be fit for any
situation under the sun. I had always observed
that the less a man of this kind, who has
got any money, knows, the more willing he is to
pay. We did not—at least I did not, for once
the concern was started I should make it over to
the directors, who might please themselves—
want a man for secretary who was too well educated,
nor one who was possessed of too much
worldly knowledge. What I required was a gentleman
with good address, and who, by his very
simplicity of manner, would persuade intending
shareholders that the promoters of the concern
could not be very "deep" men, or they would have
had a more knowing secretary. Then there was
also the question of money. Of that most needful
commodity I had none, and my friend, Mr.
Scott, solicitor, had very little more. It was
absolutely necessary that some one should have
the sinews of war at his command, otherwise
we ran a very ugly chance of failure at the
outset.

But we were not long without applications
in reply to our advertisement. The latter appeared
in two or three of the daily papers one
Monday morning, and before noon the postman
had delivered at Mr. Scott's office between forty
and fifty letters addressed to " A. F.," all of which
contained copies of testimonials, and were from
gentlemen who declared themselves "fully competent
to conduct the duties of secretary" to
any "Foreign Bank" upon the face of the
globe. These letters I looked carefully over,
and collected them in batches of half a dozen,
replying to each of the writers by stating
an hour at which I could see them the next
day, or the day after. Thus I hoped to see all
the applicants myself, and be able to judge of
their respective qualifications, without having
too many of them together at one time in the
office of my friend and fellow-labourer, Mr.
Scott. But by the time I was about to leave
the City in the afternoon, there were as many