large/7264/free_press_1206_librivox_64kb_mp3/freepress_05_belloc_64kb_13
large/7264/free_press_1206_librivox_64kb_mp3/freepress_05_belloc_64kb
English
7264
In pure Economics exchange is exactly balanced by the respective advantages of the exchangers; just as in pure dynamics you have the parallelogram of forces. IN PURE ECONOMICS EXCHANGE IS EXACTLY BALANCED BY THE RESPECTIVE ADVANTAGES OF THE EXCHANGERS JUST AS IN PURE DYNAMICS YOU HAVE THE PARALLELOGRAM OF FORCES
he annoyance caused to other advertisers, who would note his independence and fear friction in their own case. He would prefer to retain his income, persuade his readers to buy poison, and remain free (personally) from touching the stuff he recommended for pay. As with patent medicines so with any other matter whatsoever that was advertised. However bad, shoddy, harmful, or even treasonable the matter might be, the proprietor was always at the choice of publishing matter which did not affect _him_, and saving his fortune, or refusing it and jeopardizing his fortune. He chose the former course. In the second place, there was an even more serious development. Advertisement having become the stand-by of the newspaper the large advertiser (as Capitalism developed and the controls became fewer and more in touch one with the other) could not but regard his "giving" of an advertisement as something of a favour. There is always this psychological, or, if you will, artistic element in exchange. DIRECTLY THE WHOLE OF IT FROM THE ANNOYANCE CAUSED TO OTHER ADVERTISERS WHO WOULD NOTE HIS INDEPENDENCE AND FEAR FRICTION IN THEIR OWN CASE HE WOULD PREFER TO RETAIN HIS INCOME PERSUADE HIS READERS TO BUY POISON AND REMAIN FREE PERSONALLY FROM TOUCHING THE STUFF HE RECOMMENDED FOR PAY AS WITH PATENT MEDICINES SO WITH ANY OTHER MATTER WHATSOEVER THAT WAS ADVERTISED HOWEVER BAD SHODDY HARMFUL OR EVEN TREASONABLE THE MATTER MIGHT BE THE PROPRIETOR WAS ALWAYS AT THE CHOICE OF PUBLISHING MATTER WHICH DID NOT AFFECT HIM AND SAVING HIS FORTUNE OR REFUSING IT AND JEOPARDIZING HIS FORTUNE HE CHOSE THE FORMER COURSE IN THE SECOND PLACE THERE WAS AN EVEN MORE SERIOUS DEVELOPMENT ADVERTISEMENT HAVING BECOME THE STAND BY OF THE NEWSPAPER THE LARGE ADVERTISER AS CAPITALISM DEVELOPED AND THE CONTROLS BECAME FEWER AND MORE IN TOUCH WITH ONE ANOTHER COULD NOT BUT REGARD HIS GIVING OF AN ADVERTISEMENT AS SOMETHING OF A FAVOUR THERE IS ALWAYS THIS PSYCHOLOGICAL OR IF YOU WILL ARTISTIC ELEMENT IN EXCHANGE
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