These articles rejoiced the soul of Gaudissart, who used them as ammunition to destroy prejudices, bringing to bear upon the provinces what his successors have since named, in honor of him, "the charge of the tongue-battery." In those days Parisian newspapers ruled the departments, which were still (unhappy regions!) without /local organs/. The papers were therefore soberly studied, from the title to the name of the printer,--a last line which may have hidden the ironies of persecuted opinion. Gaudissart, thus backed up by the press, met with startling success from the very first town which he favored with his tongue. Every shopkeeper in the provinces wanted the gilt frames, and the prospectuses with Hero and Leander at the top of them.
In Paris, Finot fired at Macassar Oil that delightful joke which made people so merry at the Funambules, when Pierrot, taking an old hair-
broom, anointed it with Macassar Oil, and the broom incontinently became a mop. This ironical scene excited universal laughter. Finot gaily related in after days that without the thousand crowns he earned through Cephalic Oil he should have died of misery and despair. To him a thousand crowns was fortune. It was in this campaign that he guessed --let him have the honor of being the first to do so--the illimitable power of advertisement, of which he made so great and so judicious a use. Three months later he became editor-in-chief of a little journal which he finally bought, and which laid the foundation of his ultimate success. Just as the tongue-battery of the illustrious Gaudissart, that Murat of travellers, when brought to bear upon the provinces and the frontiers, made the house of A. Popinot and Company a triumphant mercantile success in the country regions, so likewise did Cephalic Oil triumph in Parisian opinion, thanks to Finot's famishing assault upon the newspapers, which gave it as much publicity as that obtained by Brazilian Mixture and the Pate de Regnauld. From the start, public opinion, thus carried by storm, begot three successes, three fortunes, and proved the advance guard of that invasion of ambitious schemes which since have poured their crowded battalions into the arena of journalism, for which they have created--oh, mighty revolution!--the paid advertisement. The name of A. Popinot and Company now flaunted on all the walls and all the shop-fronts. Incapable of perceiving the full bearing of such publicity, Birotteau merely said to his daughter,--
"Little Popinot is following in my steps."
He did not understand the difference of the times, nor appreciate the power of the novel methods of execution, whose rapidity and extent took in, far more promptly than ever before, the whole commercial universe. Birotteau had not set foot in his manufactory since the ball; he knew nothing therefore of the energy and enterprise displayed by Popinot. Anselme had engaged all Cesar's workmen, and often slept himself on the premises. His fancy pictured Cesarine sitting on the cases, and hovering over the shipments; her name seemed printed on the bills; and as he worked with his coat off, and his shirt-sleeves rolled up, courageously nailing up the cases himself, in default of the necessary clerks, he said in his heart, "She shall be mine!"
The following day Cesar went to Francois Keller's house in Rue du Houssaye, having spent the night turning over in his mind what he ought to say, or ought not to say, to a leading man in banking circles. Horrible palpitations of the heart assailed him as he approached the house of the Liberal banker, who belonged to a party accused, with good reason, of seeking the overthrow of the restored Bourbons. The perfumer, like all the lesser tradesmen of Paris, was ignorant of the habits and customs of the upper banking circles.
Between the higher walks of finance and ordinary commerce, there is in Paris a class of secondary houses, useful intermediaries for banking interests, which find in them an additional security. Constance and Birotteau, who had never gone beyond their means, whose purse had never run dry, and who kept their moneys in their own possession, had so far never needed the services of these intermediary houses; they were therefore unknown in the higher regions of a bank. Perhaps it is a mistake not to take out credits, even if we do not need them.
Opinions vary on this point. However that may be, Birotteau now deeply regretted that his signature was unknown. Still, as deputy-mayor, and therefore known in politics, he thought he had only to present his name and be admitted: he was quite ignorant of the ceremonial, half regal, which attended an audience with Francois Keller. He was shown into a salon which adjoined the study of the celebrated banker,--
celebrated in various ways. Birotteau found himself among a numerous company of deputies, writers, journalists, stock-brokers, merchants of the upper grades, agents, engineers, and above all satellites, or henchmen, who passed from group to group, and knocked in a peculiar manner at the door of the study, which they were, as it seemed, privileged to enter.
"What am I in the midst of all this?" thought Birotteau, quite bewildered by the stir of this intellectual kiln, where the daily bread of the opposition was kneaded and baked, and the scenes of the grand tragi-comedy played by the Left were rehearsed. On one side he heard them discussing the question of loans to complete the net-work of canals proposed by the department on highways; and the discussion involved millions! On the other, journalists, pandering to the banker's self-love, were talking about the session of the day before, and the impromptu speech of the great man. In the course of two long hours Birotteau saw the banker three times, as he accompanied certain persons of importance three steps from the door of his study. But Francois Keller went to the door of the antechamber with the last, who was General Foy.