Page:A hundred years hence - the expectations of an optimist (IA hundredyearshenc00russrich).pdf/96

 widely and attentively newspapers are read, the greater will be the revenue they are able to command from this source. Moreover, they would be incomplete without this feature. The unreflecting newspaper-reader, who anathematises his favourite journal because its weight and bulk are increased by the presence of advertisements which he does not want, seldom takes into account the fact that there are plenty of his fellow-readers who do want them, or some of them, and that he himself is often in the same predicament. Thousands of copies of newspapers are bought every day in order to consult advertisements which they are known to contain. A man who purposes to take his family to a concert often buys The Daily Telegraph because he knows that The Daily Telegraph has more concert announcements in it than any other paper, and that it is in fact a practically complete directory to all the current musical opportunities of the Metropolis. Another man, who wants a secretary, or a steward for his estate, probably orders The Times because he knows that the best class of secretaries and stewards advertise in The Times for employment. One hardly goes to the theatre or buys a supply of coals without looking at the daily paper for information; and assuredly this information is not inserted without being paid for; in other words, it forms part of the advertisements. Deprived of