Page:The Life of the Fields, Jefferies, 1884.djvu/251

Rh the title to the printer's address. The local papers are ploughed steadily through, just as the horses plough the fields, and every furrow conscientiously followed from end to end, advertisements and all. The brewer's, the grocer's, the draper's, the ironmonger's advertisements (market-town tradesmen), which have been there month after month, are all read, and the slightest change immediately noted. If there were any advertisement of books suitable to their taste it would be read in exactly the same manner. But in advertising for country people one fact must be steadily borne in mind—that they are slow to act; that is, the advertisement must be permanent. A few insertions are forgotten before those who have seen them have made up their minds to purchase. When an advertisement is always there, by-and-by the thought suggested acts on the will, and the stray coin is invested—it may be six months after the first inclination arose. The procrastination of country people is inexplicable to hurrying London men. But it is quite useless to advertise unless it is taken into account. If permanent, an advertisement in the local press will reach its mark. It is this permanency which gives another value to the circular and the poster; the circular is folded up and preserved to" be looked at again like a book of reference; the poster remains on the dry wall of the barn, and the ink is legible months after it was first put up.

Having now informed the hamlets of the books which are in existence, if complete success is desired, the next step should be to put specimens of those books before the eyes of the residents. To read of