Page:The Life of the Fields, Jefferies, 1884.djvu/250

236 two or three houses. They, too, know its value, and that by it customers are attracted from the most outlying places. People in villages and hamlets pass the greater part of their time out of doors and are in no hurry, so that if in walking down the road to or from their work they see a bill stuck upon a wall, they invariably stop to read it. People on the London railway platforms rather blink the posters displayed around them: they would rather avoid them, though they cannot altogether. It is just the reverse in the hamlet, where the inhabitants lead such monotonous lives, and have so little excitement that a fresh poster is a good subject for conversation. No matter where you put a poster, somebody will read it, and it is only next in value to the circular, appealing to the public as the circular appeals to the individual. Here are two methods of reaching the country and of disseminating a knowledge of books other than the employment of expensive travellers. Even if travellers be called in, circular and poster should precede their efforts.

There is then the advertisement column of the local press. The local press has never been used for the advertisement of such books as are suitable to country readers, certainly not for the class hitherto chiefly borne in view and for convenience designated villager. The reason why such books have not been advertised in the local press is probably because the authors and publishers had no idea of the market that exists in the country. For the most part readers in town and the suburbs only glance at the exciting portions of papers, and then cast them aside. Readers in the villages read every line from the first column to the last, from