large/7264/free_press_1206_librivox_64kb_mp3/freepress_05_belloc_64kb_29
large/7264/free_press_1206_librivox_64kb_mp3/freepress_05_belloc_64kb
English
7264
For another, there was no clear cut distinction between the Capitalism that owned newspapers and the Capitalism that advertised. The same man who owned "The Daily Times" was a shareholder in Jones's Soap or Smith's Pills. The man who gambled and lost on "The Howl" was at the same time gambling and winning on a bucket shop advertised in "The Howl." FOR ANOTHER THERE WAS NO CLEAR CUT DISTINCTION BETWEEN THE CAPITALISM THAT OWNED NEWSPAPERS AND THE CAPITALISM THAT ADVERTISED THE SAME MAN WHO OWNED THE DAILY TIMES WAS A SHAREHOLDER IN JONES'S SOAP OR SMITH'S PILLS THE MAN WHO GAMBLED AND LOST ON THE HOWL WAS AT THE SAME TIME GAMBLING AND WINNING ON A BUCKET SHOP ADVERTISED IN THE HOWL
pitalism as a whole; still less in those whose opinions might affect his own private fortune adversely. Stupid (like all people given up to gain), he was muddle-headed about the distinction between a large circulation and a circulation small, but appealing to the rich. He would refuse advertisements of luxuries to a paper read by half the wealthier class if he had heard in the National Liberal Club, or some such place, that the paper was "in bad taste." Not only was there this negative power in the hands of the advertiser, that of refusing the favour or patronage of his advertisements, there was also a positive one, though that only grew up later. The advertiser came to see that he could actually dictate policy and opinion; and that he had also another most powerful and novel weapon in his hand, which was the _suppression_ of news. We must not exaggerate this element. For one thing the power represented by the great Capitalist Press was a power equal with that of the great advertisers. NION ULTIMATELY HURT CAPITALISM AS A WHOLE STILL LESS IN THOSE WHOSE OPINIONS MIGHT AFFECT HIS OWN PRIVATE FORTUNE ADVERSELY STUPID LIKE ALL PEOPLE GIVEN UP TO GAIN HE WAS MUDDLE HEADED ABOUT THE DISTINCTION BETWEEN A LARGE CIRCULATION AND A CIRCULATION SMALL BUT APPEALING TO THE RICH HE WOULD REFUSE ADVERTISEMENTS OF LUXURIES TO A PAPER READ BY HALF THE WEALTHIER CLASS IF HE HAD HEARD IN THE NATIONAL LIBERAL CLUB OR SOME SUCH PLACE THAT THE PAPER WAS IN BAD TASTE NOT ONLY WAS THERE THIS NEGATIVE POWER IN THE HANDS OF THE ADVERTISER THAT OF REFUSING THE FAVOUR OR PATRONAGE OF HIS ADVERTISEMENTS THERE WAS ALSO A POSITIVE ONE THOUGH THAT ONLY GREW UP LATER THE ADVERTISER CAME TO SEE THAT HE COULD ACTUALLY DICTATE POLICY AND OPINION AND THAT HE HAD ALSO ANOTHER MOST POWERFUL AND NOVEL WEAPON IN HIS HAND WHICH WAS THE SUPPRESSION OF NEWS WE MUST NOT EXAGGERATE THIS ELEMENT FOR ONE THING THE POWER REPRESENTED BY THE GREAT CAPITALIST PRESS WAS A POWER EQUAL WITH THAT OF THE GREAT ADVERTISERS
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