The pictures seemed to have little in common. One was a store, where a girl dressed like April Horn was demonstrating home freezers. One was a series of shots of kitchens. Burckhardt caught a glimpse of what looked like the cigar stand in his office building.
It was baffling and Burckhardt would have loved to stand there and puzzle it out, but it was too busy a place. There was the chance that someone would look their way or walk out and find them.
They found another room. This one was empty. It was an office, large and sumptuous. It had a desk, littered with papers. Burckhardt stared at them, briefly at first-then, as the words on one of them caught his attention, with incredulous fascination.
He snatched up the topmost sheet, scanned it, and another, while Swanson was frenziedly searching through the drawers.
Burckhardt swore unbelievingly and dropped the papers to the desk.
Swanson, hardly noticing, yelped with delight: "Look!" He dragged a gun from the desk. "And it's loaded, too!"
Burckhardt stared at him blankly, trying to assimilate what he had read. Then, as he realized what Swanson had said, Burckhardt's eyes sparked. "Good man!" he cried. "We'll take it. We're getting out of here with that gun, Swanson. And we're not going to the police! Not the cops in Tylerton, but the F.B.I., maybe. Take a look at this!"
The sheaf he handed Swanson was headed: "Test Area Progress Report. Subject: Marlin Cigarettes Campaign." It was mostly tabulated figures that made little sense to Burckhardt and Swanson, but at the end was a summary that said:
Although Test 47-K3 pulled nearly double the number of new users of any of the other tests conducted, it probably cannot be used in the field because of local sound-truck control ordinances.
The tests in the 47-K12 group were second best and our recommendation is that retests be conducted in this appeal, testing each of the three best campaigns with and without the addition of sampling techniques.
An alternative suggestion might be to proceed directly with the top appeal in the K12 series, if the client is unwilling to go to the expense of additional tests.
All of these forecast expectations have an 80% probability of being within one-half of one per cent of results forecast, and more than 99% probability of coming within 5%.
Swanson looked up from the paper into Burckhardt's eyes. "I don't get it," he complained.
Burckhardt said, "I don't blame you. It's crazy, but it fits the facts, Swanson, it fits the facts. They aren't Russians and they aren't Martians. These people are advertising men! Somehow-heaven knows how they did it-they've taken Tylerton over. They've got us, all of us, you and me and twenty or thirty thousand other people, right under their thumbs.
"Maybe they hypnotize us and maybe it's something else; but however they do it, what happens is that they let us live a day at a time. They pour advertising into us the whole damned day long. And at the end of the day, they see what happened-and then they wash the day out of our minds and start again the next day with different advertising."
Swanson's jaw was hanging. He managed to close it and swallow. "Nuts!" he said flatly.
Burckhardt shook his head. "Sure, it sounds crazy, but this whole thing is crazy. How else would you explain it? You can't deny that most of Tylerton lives the same day over and over again. You've seen it! And that's the crazy part and we have to admit that that's true-unless we are the crazy ones. And once you admit that somebody, somehow, knows how to accomplish that, the rest of it makes all kinds of sense.
"Think of it, Swanson! They test every last detail before they spend a nickel on advertising! Do you have any idea what that means? Lord knows how much money is involved, but I know for a fact that some companies spend twenty or thirty million dollars a year on advertising. Multiply it, say, by a hundred companies. Say that every one of them learns how to cut its advertising cost by only ten percent. And that's peanuts, believe me!
"If they know in advance what's going to work, they can cut their costs in half-maybe to less than half, I don't know. But that's saving two or three hundred million dollars a year-and if they pay only ten or twenty per cent of that for the use of Tylerton, it's still dirt cheap for them and a fortune for whoever took over Tylerton."
Swanson licked his lips. "You mean," he offered hesitantly, "that we're a-well, a kind of captive audience?"
Burckhardt frowned. "Not exactly." He thought for a minute. "You know how a doctor tests something like penicillin? He sets up a series of little colonies of germs on gelatin disks and he tries the stuff on one after another, changing it a little each time. Well, that's us-we're the germs, Swanson. Only it's even more efficient than that. They don't have to test more than one colony, because they can use it over and over again."
It was too hard for Swanson to take in. He only said, "What do we do about it?"
"We go to the police. They can't use human beings for guinea pigs!"
"How do we get to the police?"
Burckhardt hesitated. "I think-" he began slowly. "Sure. This is the office of somebody important. We've got a gun. We'll stay right here until he comes along. And he'll get us out of here."
Simple and direct. Swanson subsided and found a place to sit, against the wall, out of sight of the door. Burckhardt took up a position behind the door itself
And waited.
The wait was not as long as it might have been. Half an hour, perhaps. Then Burckhardt heard approaching voices and had time for a soft whisper to Swanson before he flattened himself against the wall.
It was a man's voice, and a girl's. The man was saying, "-reason why you couldn't report on the phone? You're ruining your whole day's tests! What the devil's the matter with you, Janet?"
"I'm sorry, Mr. Dorchin," she said in a sweet, clear tone. "I thought it was important."
The man grumbled, "Important! One lousy unit out of twenty-one thousand."
"But it's the Burckhardt one, Mr. Dorchin. Again. And the way he got out of sight, he must have had some help."
"All right, all right. It doesn't matter, Janet; the Choco-Bite program is ahead of schedule anyhow. As long as you're this far, come on in the office and make out your worksheet. And don't worry about the Burckhardt business. He's probably just wandering around. We'll pick him up tonight and-"
They were inside the door. Burckhardt kicked it shut and pointed the gun.
"That's what you think," he said triumphantly.
It was worth the terrified hours, the bewildered sense of insanity, the confusion and fear. It was the most satisfying sensation Burckhardt had ever had in his life. The expression on the man's face was one he had read about but never actually seen: Dorchin's mouth fell open and his eyes went wide, and though he managed to make a sound that might have been a question, it was not in words.
The girl was almost as surprised. And Burckhardt, looking at her, knew why her voice had been so familiar. The girl was the one who had introduced herself to him as April Horn.
Dorchin recovered himself quickly. "Is this the one?" he asked sharply.
The girl said, "Yes."
Dorchin nodded. "I take it back. You were right. Uh, you-Burckhardt. What do you want?"
Swanson piped up, "Watch him! He might have another gun."
"Search him then," Burckhardt said. "I'll tell you what we want, Dorchin. We want you to come along with us to the FBI and explain to them how you can get away with kidnaping twenty thousand people."
"Kidnaping?" Dorchin snorted. "That's ridiculous, man! Put that gun away; you can't get away with this!"
Burckhardt hefted the gun grimly. "I think I can."
Dorchin looked furious and sick-but oddly, not afraid. "Damn it-" he started to bellow, then closed his mouth and swallowed. "Listen," he said persuasively, "you're making a big mistake. I haven't kidnapped anybody, believe me!"