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390 are, indeed, mildly flattered to do so, besides being the only ones who can. It is a prime requisite to conciliate a large body of readers.

This latter characteristic is particularly evident in the didactic portion of the periodical literature. This didactic literature, running on discussions of a quasi-artistic and quasi-scientific character, is, by force of the business exigencies of the case, designed to favor the sensibilities of the weaker among its readers by adroitly suggesting that the readers are already possessed of the substance of what purports to be taught and need only be fortified with certain general results. There follows a great spread of quasi-technical terms and fanciful conceits. The sophisticated animal stories and the half-mythical narratives of industrial processes which now have the vogue illustrate the results achieved in this direction.

The literary output issued under the surveillance of the advertising office is excellent in workmanship and deficient in intelligence and substantial originality. What is encouraged and cultivated is adroitness of style and a piquant presentation of commonplaces. Harmlessness, not to say pointlessness, and an edifying, gossipy optimism are the substantial characteristics, which persist through all ephemeral mutations of style, manner, and subject-matter.

Business enterprise, therefore, it is believed,