Los Angeles herald., 1908-04-12
WILTON LACKAYE
ON PRESS AGENTS


n Me of the most prominent and pre-
tentious of present day stars was
~ recently taken to task in the cd
itorial columns of New York and Bos-
ton newspapers because of the vulgar
methods of advertising employed in
print and on the dead walls by his
press agent. The actor replied that, as
II man with something to sel-to wit,
his performances-he was justified in
calling attention to his wares by any
means that did not involve deception
of the public. He avoided, in his re-
tort, any allusiOn to the point most IN
sisted upon by his critics-that his aim
was so high and his efforts so sincere
in the cause of good theatrical art that
he ought to adopt a more dignlhed
method of advertising himself.
The matter was called to Wilton
Lackayes attention. and his opinion
asked. The star of 1.-THE Bondman"
replied
There is no question that this play
er's press agent is vulgar. There Is no
question that he, himself, is doing his
best TO make his art dignified. But, as
1 see it, he follows the line OF least
resistance. as well as the course OF
the most subtle good taste. in defend
ing his press agent in public. no mat
lCI NlldL may 1ldNG DtNll biS PiiN"'~
opinion of the press agents methods.
Here was one actor, at Ieast. who had
a saving sense of humor which pre-
vented him from asserting that his art
was above his showmanship.
"Kipling tells us that the first sign
post on the Great Main Road reads:
When a woman advertises that she is
virtuous: a man, that he is a gentle-
man, a community, that 1t is loyal;
country. that 1t is law-abiding--go the
other wayl He might have admon-
ished, with equally good philosophy,
against the actor who advertises that
he is artistic. That Is a matter best
left to public opinion. L have hearo
stars bitterly roasted by actors, man
ayers and press agents because they
insisted on looking over and editing the
reading matter and advertisements ap-
pertaining to them. They were accused
of o'erweening vanity. AS matter OF
fact, they were simply seeking TO pro-
tect themselves from the rhetorical ex-
travagances, the rhapsodical flights and
the passionate piffle of their press
agents.
He Knew Latin
"Once upon a time press agent as
signed me by my manager had his
cards engraved with this Latin: We
locissimo &C facilimo cursa omnes res
beata circumfiuebat oratio.' He showed
il to me with great pride On Sunday
night, on my arrival in city where l
was to play that week. / looked at 1t
in amazement, the while seeking to re-
call enough of my school days Latin TO
translate the sentence. Just look
through them,' he said, throwing me
the half dozen Sunday newspapers pub
liShed there, and you'll see the appll-
cation Of my motto
Examination of tho papers showed
Interviews with me or articles signed
with my name on as many subjects as
there were publications. This press
agent had made me express views on
the Behring sea fisheries dispute, the
Thaw trial. Secretary Roots chances as
a presidential candidate, the effect or
the Dingley tariff on plastic arts, the
right of women to vote and Wagner
rank In music. He had not even re-
motely hit upon my real views on any
OF these subjects upon which / hap
pened to possess any views whatso-
ever, but the matter he got into print
clearly showed that he. himself, knew
nothing at all about them. Then the
origin of his Latin motto came to me.
pointed to his card and asked: That's
Seneca, isn't it?'
Yes he replied. 1T means: "His
talk flew with easy speed over every
subject in the world"
HE had, OF course, meant well; so l
made no further comment. But
couldn't help thinking what pity 1t
was that his talk flew over so many
subjects, without ever once lighting!