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Captain Arthur left files of Boston papers for Captain Thompson, which, after they had been read and talked over in the cabin, I procured from my friend the third mate. One file was of all the Boston Transcripts for the month of August, 1835, and the rest were about a dozen Daily Advertisers and Couriers of different dates. After all, there is nothing in a strange land like a newspaper from home.
Welles' vagueness as to this term, "You know, the conception that if you're going to get hair brushes or rubber coats or mattresses or what-not enough for humanity manufactured, the only way is to have the group engaged in it form a wolf-pack, hunting down the public to extract from it as much money as possible. The salesmen and advertisers take care of this extracting.
Farmers look in to advertise a cottage or a house in the village to let, and stay to explain the state of the crops, and the why and the wherefore of So-and-so leaving his tenancy. The largest advertisers invariably put off their orders till the morning of the paper going to press, from sheer inattention.
The advertisers will profit from it in dollars and cents through the much greater psychological effectiveness of their announcements, the editors will be the gainers by being able to present a harmonious, sympathetic, restful magazine, and the great public will be blessed by the removal of one of the most malicious nerve irritants and persistent destroyers of mental unity.
Their power does not, therefore, clash in the main with that of the owners, but the fact that advertisement makes a paper, has created a standard of printing and paper such that no one save at a disastrous loss can issue regularly to large numbers news and opinion which the large Capitalist advertisers disapprove.
Bradford had to try hard every week to get it out by the end; he had collected from several delinquent advertisers; whittled out three new capital letters, and also the face of Mr. Bradford and one of his legs; taken charge with especial interest of the department of Lost and Found and was now ready for other duties. On this evening of the ball he was sitting in the office.
Dashing young devils they were, handsome, well-knit fellows with the figures of Greek gods and the faces of movie heroes. Any one of them could have named his own price from the advertisers of collars. They were the sort of young men you see standing grandly beside the full-page picture of the seven-seater Magnifico car in the magazines.
It is understood on all hands that the advertisers keep the newspapers going and that the arrangement is mutually beneficial. Not that either party can dictate to the other in matters outside of its own province.
"RUSKIN," said Slip, "decrees that not only should one give to beggars, but that one should give kindly and deliberately and not as though the coin were red-hot." The Mandril threw himself wildly into the argument. He told us dreadful stories of beggars and their ways of advertisements he had seen in which the advertisers undertook to supply beggars with emaciated children at so much per day.
But so it is that in Homoeopathic works and journals and gossip one can never, or next to never, find anything but successful cases, which might do very well as a proof of superior skill, did it not prove as much for the swindling advertisers whose certificates disgrace so many of our newspapers.
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