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230 a choice. As it is, he has to take what chance brings him, and often to be content with nothing, because he does not know what to ask for. If any one ever takes up the task of supplying the country with the sound and thoroughly first-class literature for which it is now ready, he will at least have the certain knowledge that he is engaged in a most worthy propaganda—with the likelihood of a large pecuniary reward. Such profits must of necessity be slow in the beginning, as they are in all new businesses, but they would also be slow in working off. It is a peculiarity of the country to be loyal. If country people believe in a bank, for instance—and they always believe in the first bank that comes among them—they continue to believe, and no effort whatever is necessary to keep the connection. It will be generations in dying out. So with a newspaper, so with an auctioneer—with everything. That which comes first is looked on with suspicion and distrust for a time, people are chary of having anything to do with it; but by-and-by they deal, and, having once dealt, always deal. They remain loyal; competition is of no use, the old name is the one believed in. Whoever acquires a name for the supply of the literature the country wants will retain that name for three-quarters of a century, and with a minimum of labour. At the same time the extent of country is so large that there is certainly room for several without clashing.

In working out a scheme for such a supply, it may be taken for granted that books intended for the villages must be cheap. When we consider the low prices at which reprinted books, the copyrights of