large/7264/free_press_1206_librivox_64kb_mp3/freepress_04_belloc_64kb_0
large/7264/free_press_1206_librivox_64kb_mp3/freepress_04_belloc_64kb
English
7264
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. 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
a better-looking paper and still selling it further and further below cost price. 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. It became a more and more tempting venture to "start a newspaper," but at the same time, the development of capitalism made that venture more and more hazardous. It was more and more of a risky venture to start a new great paper even of a local sort, for the expense 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. RE READING MATTER FOR BETTER LOOKING PAPER AND STILL SELLING IT FURTHER AND FURTHER BELOW COST PRICE 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 IT BECAME A MORE AND MORE TEMPTING VENTURE TO START A NEWSPAPER BUT AT THE SAME TIME THE DEVELOPMENT OF CAPITALISM MADE THAT VENTURE MORE HAZARDOUS IT WAS MORE AND MORE OF A RISKY VENTURE TO START A NEW GREAT PAPER EVEN OF A LOCAL SORT FOR THE EXPENSE 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 ONE DOLLAR OR THE HALF DOLLAR BECAME THE CHIEF CONCERN OF THE NOW WEALTHY AND WHOLLY CAPITALISTIC NEWSPAPER PROPRIETOR
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