Page:A hundred years hence - the expectations of an optimist (IA hundredyearshenc00russrich).pdf/97

 newspaper advertisements as a way of announcing its need of clerks, warehousemen, labourers and assistants of all kinds, commerce, even if it could manage without advertisements of the sort more commonly thought of when the nuisance of them is being condemned, could hardly keep up its organisation at all. Thus, so far from this feature of our newspapers being a grievance, it is both directly and indirectly a boon to all who read them. And when we remember in addition that the cost of the paper and printing alone in a copy of most newspapers exceeds the price at which each copy is sold by the proprietor, so that the whole cost of newsgathering, the whole cost of editing, the fees of contributors and artists, and the cost of pictures and engraving, as well as the profit which induces persons to embark upon an enterprise so troublesome and precarious as newspaper-publishing, must be obtained from the cost of advertisements and from this alone, we cannot doubt that the enormously developed newspaper of a hundred years hence will "give us bold advertisement," even as now, and that our descendants will have the intelligence to be very glad that it does so.

This being unquestionable, we can hardly think that we have made a complete forecast of the newspaper of the future unless we consider what sort of advertisements it will contain, and