You can see it still, on the third floor of the Edison labs in West Orange, right across from the huge display of phonographs. It’s the room where the Edison PR and ads were staged and photographed; and right next door is the photo lab where the film was developed. It smells like an old-fashioned photo lab, the pungent chemical aroma of many decades past lingering still.  In line with his vertical integration format for taking an original idea right on through to manufacturing, Edison also did his ads and publicity right there in-house; just another step in the commercialization process. Proud to place his famous umbrella signature on his ads, Edison was often described as a master at garnering as much PR as possible from his inventive work. Suffice it to say, the man knew how to work the system, often using the newspaper and media of the day as much as they tried to use him. No one knew it better … that advertising drives sales, and puts your product in the public eye and mind.