For a look at the ghastly fate that may befall speechwriters who fail to get their client’s message across, consider the current advertising gambit of a youthful entrepreneur in Seattle.

Ben Rogovy, 22 years old with a degree in economics, is the sort of young man that Ebenezer Scrooge would have traded his nephew for. Barely out of college, he’s found a way to simultaneously promote sin, exploit the poor, make a profit and achieve world-wide notoriety – all for just a few bucks and a bag of peanut butter and jelly sandwiches. As far as his detractors are concerned, the only way Mr. Rogovy could sink any lower would be to apply to law school.

Mr. Rogovy is the owner of PokerFaceBook.com, a web site that that connects poker players from around the world. To promote the site, Mr. Rogovy has been paying local panhandlers a few dollars each to let him attach his neat, printed sign to their own tatty, hand-lettered appeals for handouts. He calls the practice “bumvertising” -- and has prudently trademarked the name.

When he finds what he calls “good, consistent beggars” who will stand on busy intersections from dawn till dusk, Mr. Rogovy will throw in some bottled water, a package of cookies, a sandwich or some other bonus to sweeten the deal.

The do-gooders, of course, are shocked, but Mr. Rogovy has no patience with sentimentality. Where the bleeding hearts saw only the wretched and the helpless Mr. Rogovy, with his cool, rational economist’s eye looked on the same unfortunates and saw … “so much untapped labor.”

Maybe the bums agree. Judging from the positive response he’s received from Seattle’s indigent, it would seem that more than a few of the city’s down and out see Mr. Rogovy’s campaign as their chance to break into advertising. Indeed, the first panhandler that Mr. Rogovy approached with his offer had only one question of his prospective boss: “Do you have any tape?”

With enthusiasm like that, it appears that the only thing that can harm Mr. Rogovy’s scheme is success. If the practice catches on, it’s only a matter of time before the bums start demanding more money, shorter hours and paid benefits -- and price themselves out of the market. After all, it’s a dog-eat-dog world out there.