large/7264/free_press_1206_librivox_64kb_mp3/freepress_05_belloc_64kb_35
large/7264/free_press_1206_librivox_64kb_mp3/freepress_05_belloc_64kb
English
7264
He was indeed _compelled_ to do so unless he had enormous revenues from other sources, and ran his paper as a luxury costing a vast fortune a year. For in this industry the rule is either very great profits or very great and rapid losses  losses at the rate of £100,000 at least in a year where a great daily paper is concerned. HE WAS INDEED COMPELLED TO DO SO UNLESS HE HAD ENORMOUS REVENUES FROM OTHER SOURCES AND RAN HIS PAPER AS A LUXURY COSTING A VAST FORTUNE A YEAR FOR IN THIS INDUSTRY THE RULE IS EITHER VERY GREAT PROFITS OR VERY GREAT AND RAPID LOSSES LOSSES AT THE RATE OF A HUNDRED THOUSAND POUNDS AT LEAST IN A YEAR WHERE A GREAT DAILY PAPER IS CONCERNED
e got greater and greater, and the loss, if you failed, more and more rapid and serious. Advertisement became more and more the basis of profit, and the giving in one way and another of more and more for the 1d. or the 1/2d. became the chief concern of the now wealthy and wholly capitalistic newspaper proprietor. Long before the last third of the nineteenth century a newspaper, if it was of large circulation, was everywhere a venture or a property dependent wholly upon its advertisers. It had ceased to consider its public save as a bait for the advertiser. It lived (_in this phase_) entirely on its advertisement columns. V Let us halt at this phase in the development of the thing to consider certain other changes which were on the point of appearance, and why they were on the point of appearance. In the first place, if advertisement had come to be the stand-by of a newspaper, the Capitalist owning the sheet would necessarily consider his revenue from advertisement before anything else.  CHAPTER FIVE OF THE FREE PRESS BY HILAIRE BELLOC RECORDING BY SHAW MC LEAN LET US HALT AT THIS PHASE IN THE DEVELOPMENT OF THE THING TO CONSIDER CERTAIN OTHER CHANGES WHICH WERE ON THE POINT OF APPEARANCE AND WHY THEY WERE ON THE POINT OF APPEARANCE IN THE FIRST PLACE IF ADVERTISEMENT HAD COME TO BE THE STAND BY OF A NEWSPAPER THE CAPITALIST OWNING THE SHEET WOULD NECESSARILY CONSIDER HIS REVENUE FROM ADVERTISEMENT BEFORE ANYTHING ELSE
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