In this thinly veiled advertising, Pepperdine implores fellow businessman to join him in his pursuit of ethical advertising.  He first discusses the goals of the club, which include business integrity and truth in advertising, with the underlying goal of ensuring people believe every ad they receive.  While this last intent may raise readers’ eyebrows, Pepperdine continues to use an elaborate metaphor comparing the benefits of “ethic” advertising to a purifying, enriching river flowing from it’s mountain home down to the civilized world.  Pepperdine predicts people may question the benefit of this organization, but he fails to provide any concrete evidence of the club’s necessity, pointing out instead that these clubs exist around the world, and citing luncheons and roundtable meetings as primary functions of the club. He concludes by providing contact information for the club’s secretary, and promises to provide more information on the club upon request.