The Past Through Tomorrow

CHAPTER FIVE

"MONTY-"

"Yeah, Chief?"

"Have you ever heard this song?" Harriman hummed, "The Moon belongs to everyone; the best things in life are free-," then sang it, badly off key.

"Can't say as I ever have."

"It was before your time. I want it dug out again. I want it revivçd, plugged until Hell wouldn't have it, and on everybody's lips."

"O.K." Montgomery took out his memorandum pad. "When do you want it to reach its top?"

Harriman considered. "In, say, about three months. Then I want the first phrase picked up and used in advertising slogans."

"A cinch."

"How are things in Florida, Monty?"

"I thought we were going to have to buy the whole damned legislature until we got the rumor spread around that Los Angeles had contracted to have a City-Limits-of-Los-Angeles sign planted on the Moon for publicity pix. Then they came around."

"Good." Harriman pondered. "You know, that's not a bad idea. How much do you think the Chamber of Commerce of Los Angeles would pay for such a picture?"

Montgomery made another note. "I'll look into it."

"I suppose you are about ready to crank up Texas, now that Florida is loaded?"

"Most any time now. We're spreading a few snide rumors first."

Headline from Dallas-Fort Worth Banner:

"THE MOON BELONGS TO TEXAS!!!"

"-and that's all for tonight, kiddies. Don't forget to send in those box tops, or reasonable facsimiles. Remember-first prize is a thousand-acre ranch on the Moon itself, free and clear; the second prize is a six-foot scale model of the actual Moon ship, and there are fifty, count them, fifty third prizes, each a saddle-trained Shetland pony. Your hundred word composition 'Why I want to go to the Moon' will be judged for sincerity and originality, not on literary merit. Send those boxtops to Uncle Taffy, Box 214, Juarez, Old Mexico."

Harriman was shown into the office of the president of the Moka-Coka Company ("Only a Moke is truly a coke"-~ "Drink the Cola drink with the Lift"). He paused at the door, some twenty feet from the president's desk and quickly pinned a two-inch wide button to his lapel.

Patterson Griggs looked up. "Well, this is really an honor, D.D. Do come in and-" The soft-drink executive stopped suddenly, his expression changed. "What are you doing wearing that?" he snapped. "Trying to annoy me?"

"That" was the two-inch disc; Harriman unpinned it and put it in his pocket. It was a celluloid advertising pin, in plain yellow; printed on it in black, almost covering it, was a simple 6+, the trademark of Moka-Coka's only serious rival.

"No," answered Harriman, "though I don't blame you for being irritated. I see half the school kids in the country wearing these silly buttons. But I came to give you a friendly tip, not to annoy you."

"What do you mean?"

"When I paused at your door that pin on my lapel was just the size-to you, standing at your desk-as the full Moon looks when you are standing in your garden, looking up at it. You didn't have any trouble reading what was on the pin, did you? I know you didn't; you yelled at me before either one of us stirred."

"What about it?"

"How would you feel-and what would the effect be on your sales-if there was 'six-plus' written across the face of the Moon instead of just on a school kid's sweater?"

Griggs thought about it, then said, "D.D., don't make poor jokes. I've had a bad day."

"I'm not joking. As you have probably heard around the St~reet, I'm behind this Moon trip venture. Between ourselves, Pat, it's quite an expensive undertaking, even for me. A few days ago a man came to me-you'll pardon me if I don't mention names? You can figure it out. Anyhow, this man represented a client who wanted to buy the advertising concession for the Moon. He knew we weren't sure of success; but he said his client would take the risk.

"At first I couldn't figure out what he was talking about; he set me straight. Then I thought he was kidding. Then I was shocked. Look at this-" Harriman took out a large sheet of paper and spread it on Griggs' desk. "You see the equipment is set up anywhere near the center of the Moon, as we see it. Eighteen pyrotechnics rockets shoot out in eighteen directions, like the spokes of a wheel, but to carefully calculated distances. They hit and the bombs they carry go off, spreading finely divided carbon black for calculated distances. There's no air on the Moon, you know, Pat-a fine powder will throw just as easily as a javelin. Here's your result." He turned the paper over; on the back there was a picture of the Moon, printed lightly. Overlaying it, in black, heavy print was:

"So it is that outfit-those poisoners!"

"No, no, I didn't say so! But it illustrates the point; six-plus is only two symbols; it can be spread large enough to be read on the face of the Moon."

Griggs stared at the horrid advertisement. "I don't believe it will work!"

"A reliable pyrotechnics firm has guaranteed that it will-provided I can deliver their equipment to the spot. After all, Pat, it doesn't take much of a pyrotechnics rocket to go a long distance on the Moon. Why, you could throw a baseball a couple of miles yourself-low gravity, you know."

"People would never stand for it. It's sacrilege!"

Harriman looked sad. "I wish you were right. But they stand for skywriting-and video commercials."

Griggs chewed his lip. "Well, I don't see why you come to me with it," he exploded. "You know damn well the name of my product won't go on the face of the Moon. The letters would be too small to read."

Harriman nodded. "That's exactly why I came to you. Pat, this isn't just a business venture to me; it's my heart and soul. It just made me sick to think of somebody actually wanting to use the face of the Moon for advertising. As you say, it's sacrilege. But somehow, these jackals found out I was pressed for cash. They came to me when they knew I would have to listen.

"I put them off. I promised them an answer on Thursday. Then I went home and lay awake about it. After a while I thought of you."

"Me?"

"You. You and your company. After all, you've got a good product and you need legitimate advertising for it. It occurred to me that there are more ways to use the Moon in advertising than by defacing it. Now just suppose that your company bought the same concession, but with the public-spirited promise of never letting it be used. Suppose you featured that fact in your ads? Suppose you ran pictures of a boy and girl, sitting out under the Moon, sharing a bottle of Moke? Suppose Moke was the only soft drink carried on the first trip to the Moon? But I don't have to tell you how to do it." He glanced at his watch finger. "I've got to run and I don't want to rush you. If you want to do business just leave word at my office by noon tomorrow and I'll have our man Montgomery get in touch with your advertising chief."

The head of the big newspaper chain kept him waiting the minimum time reserved for tycoons and cabinet members. Again Harriman stopped at the threshold of a large office and fixed a disc to his lapel.

"Howdy, Delos," the publisher said, "how's the traffic in green cheese today?" He then caught sight of the button and frowned. "If that is a joke, it is in poor taste."

Harriman pocketed the disc; it displayed not 6+, but the hammer-and-sickle.

"No," he said, "it's not a joke; it's a nightmare. Colonel, you and I are among the few people in this country who realize that communism is still a menace."

Sometime later they were talking as chummily as if the Colonel's chain had not obstructed the Moon venture since its inception. The publisher waved a cigar at his desk. "How did you come by those plans? Steal them?"

"They were copied," Harriman answered with narrow truth. "But they aren't important. The important thing is to get there first; we can't risk having an enemy rocket base on the Moon. For years I've had a recurrent nightmare of waking up and seeing headlines that the Russians had landed on the Moon and declared the Lunar Soviet-say thirteen men and two female scientists-and had petitioned for entrance into the U.S.S.R.-and the petition had, of course, been graciously granted by the Supreme Soviet. I used to wake up and tremble. I don't know that they would actually go through with painting a hammer and sickle on the face of the Moon, but it's consistent with their psychology. Look at those enormous posters they are always hanging up."

The publisher bit down hard on his cigar. "We'll see what we can work out. Is there any way you can speed up your take-off?"