large/7264/free_press_1206_librivox_64kb_mp3/freepress_05_belloc_64kb_1
large/7264/free_press_1206_librivox_64kb_mp3/freepress_05_belloc_64kb
English
7264
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. 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
mense complexity of the real world material, friction, and a million other things affect the ideal parallelogram of forces; and in economics other conscious passions besides those of mere avarice affect exchange: there are a million half-conscious and sub-conscious motives at work as well. The large advertiser still _mainly_ paid for advertisement according to circulation, but he also began to be influenced by less direct intentions. He would not advertise in papers which he thought might by their publication of opinion 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. M OF FORCES IN THE IMMENSE COMPLEXITY OF THE REAL WORLD MATERIAL FRICTION AND A MILLION OTHER THINGS AFFECT THE IDEAL PARALLELOGRAM OF FORCES AND IN ECONOMICS OTHER CONSCIOUS PASSIONS BESIDES THOSE OF MERE AVARICE AFFECT EXCHANGE THERE ARE A MILLION HALF CONSCIOUS AND SUBCONSCIOUS MOTIVES AT WORK AS WELL THE LARGE ADVERTISER STILL MAINLY PAID FOR ADVERTISEMENT ACCORDING TO CIRCULATION BUT HE ALSO BEGAN TO BE INFLUENCED BY LESS DIRECT INTENTIONS HE WOULD NOT ADVERTISE IN PAPERS WHICH HE THOUGHT MIGHT BY THEIR PUBLICATION OF OPINION 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
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