large/7264/free_press_1206_librivox_64kb_mp3/freepress_04_belloc_64kb_1
large/7264/free_press_1206_librivox_64kb_mp3/freepress_04_belloc_64kb
English
7264
When it was discovered how powerful the effect of suggestion upon the readers of advertisements could be, especially over such an audience as our modern great towns provide (a chaos, I repeat, of isolated minds with a lessening personal experience and with a lessening community of tradition), the value of advertising space rapidly rose. WHEN IT WAS DISCOVERED HOW POWERFUL THE EFFECT OF SUGGESTION UPON THE READERS OF ADVERTISEMENTS COULD BE ESPECIALLY OVER SUCH AN AUDIENCE AS OUR MODERN GREAT TOWNS PROVIDE A CHAOS I REPEAT OF ISOLATED MINES WITH A LESSENING PERSONAL EXPERIENCE AND WITH A LESSENING COMMUNITY OF TRADITION THE VALUE OF ADVERTISING SPACE RAPIDLY ROSE
y through a newspaper than in any other fashion. He paid the newspaper to publish the thing that he wanted known, as that he had a house to let, or wine to sell. But it was clear that this was bound to lead to the paradoxical state of affairs from which we began to suffer in the later nineteenth century. A paper had for its revenue not only what people paid in order to obtain it, but also what people paid in order to get their wares or needs known through it. It, therefore, could be profitably produced at a cost greater than its selling price. Advertisement revenue made it possible for a man to print a paper at a cost of 2d. and sell it at 1d. In the simple and earlier form of advertisement the extent and nature of the circulation was the only thing considered by the advertiser, and the man who printed the newspaper got more and more profit as he extended that circulation by giving more reading matter for a better-looking paper and still selling it further and further below cost price. ELY THROUGH A NEWSPAPER THAN ANY OTHER FASHION HE PAID THE NEWSPAPER TO PUBLISH THE THING THAT HE WANTED KNOWN AS THAT HE HAD A HOUSE TO LET OR WINE TO SELL BUT IT WAS CLEAR THAT THIS WAS BOUND TO LEAD TO THE PARADOXICAL STATE OF AFFAIRS FROM WHICH WE BEGAN TO SUFFER IN THE LATER NINETEENTH CENTURY A PAPER HAD FOR ITS REVENUE NOT ONLY WHAT PEOPLE PAID IN ORDER TO OBTAIN IT BUT ALSO WHAT PEOPLE PAID IN ORDER TO GET THEIR WARES OR NEEDS KNOWN THROUGH IT IT THEREFORE COULD BE PROFITABLY PRODUCED AT A COST GREATER THAN ITS SELLING PRICE ADVERTISEMENT REVENUE MADE IT POSSIBLE FOR A MAN TO PRINT A PAPER AT A COST OF TWO DOLLARS AND SELL IT AT ONE DOLLAR IN THE SIMPLE AND EARLIER FORM OF ADVERTISEMENT THE EXTENT AND NATURE OF THE CIRCULATION WAS THE ONLY THING CONSIDERED BY THE ADVERTISER AND THE MAN WHO PRINTED THE NEWSPAPER GOT MORE AND MORE PROFIT AS HE EXTENDED THAT CIRCULATION BY GIVING MORE READING MATTER FOR BETTER LOOKING PAPER AND STILL SELLING IT FURTHER AND FURTHER BELOW COST PRICE
large/7264/free_press_1206_librivox_64kb_mp3/freepress_04_belloc_64kb
file
download/librilight/large/7264/free_press_1206_librivox_64kb_mp3/freepress_04_belloc_64kb.flac