large/7264/free_press_1206_librivox_64kb_mp3/freepress_04_belloc_64kb_6
large/7264/free_press_1206_librivox_64kb_mp3/freepress_04_belloc_64kb
English
7264
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. 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
st importance: Capitalist also in origin, and, therefore, inevitably exhibiting all the poisonous vices of Capitalism as its effect flourished from more to more. This factor was _subsidy through advertisement_. At first the advertisement was not a subsidy. A man desiring to let a thing be known could let it be known much more widely and immediately 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. HE UTMOST IMPORTANCE CAPITALIST ALSO IN ORIGIN AND THEREFORE INEVITABLY EXHIBITING ALL THE POISONOUS VICES OF CAPITALISM AS ITS EFFECT FLOURISHED FROM MORE TO MORE THIS FACTOR WAS SUBSIDY THROUGH ADVERTISEMENT AT FIRST THE ADVERTISEMENT WAS NOT A SUBSIDY A MAN DESIRING TO LET A THING BE KNOWN COULD LET IT BE KNOWN MUCH MORE WIDELY AND IMMEDIATELY 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
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