large/7264/free_press_1206_librivox_64kb_mp3/freepress_05_belloc_64kb_7
large/7264/free_press_1206_librivox_64kb_mp3/freepress_05_belloc_64kb
English
7264
The advertiser came to see that he could actually dictate policy and opinion; and that he had also another most powerful and novel weapon in his hand, which was the _suppression_ of news. THE ADVERTISER CAME TO SEE THAT HE COULD ACTUALLY DICTATE POLICY AND OPINION AND THAT HE HAD ALSO ANOTHER MOST POWERFUL AND NOVEL WEAPON IN HIS HAND WHICH WAS THE SUPPRESSION OF NEWS
ect 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." 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. OSE 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 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
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