Page:The Life of the Fields, Jefferies, 1884.djvu/248

234 and putting that method upon one side for the present, there are other means available. There is the post.

The post is a far more powerful disseminator in the country than in town. A townsman picks up twenty letters, snatches the envelopes open, and casts them aside. The letters delivered in the country have marvellously multiplied, but still country people do not treat letters offhand. The arrival o£ a letter or two is still an event; it is read twice or three times, put in the pocket, and looked at again. Suburban residents receive circulars by every other post of every kind and description, and cast them contemptuously aside. In the country the delivery of a circular is not so treated. It is certain to be read. Nothing may come of it, but it is certain to be looked over, and more than once. It will be left on the table, or be folded up and put on the mantelpiece: it will not be destroyed. Country people have not yet got into the habit which may be called slur-reading. They really read. The circulars at present delivered in the country are counted by ones and twos where suburban residents get scores and fifties. Almost the only firms who have found out the value of circulars in the country are the great drapery establishments, and their enterprise is richly rewarded. The volume of business thus transacted and brought to the London house by the circular is enormous. There are very few farmhouses in the country which do not contribute orders once or twice a year. Very many families get all their materials in this way, far cheaper, better, and more novel than those on sale in the country towns. Here, then, is a powerful lever ready to the hand of the publisher.