Printing Advertising Quotes

News is something somebody doesn't want printed; all else is advertising.

It was a mug. And it had a joke printed on it. It said, Engineers don’t cry. They build bridges and get over it.” Someone laughed then. Isabel or perhaps Gonzalo—I wasn’t sure. With all that crazy banging, my heart had somehow moved up my throat and to my temples, so it was hard to focus on anything besides its beating and Aaron’s voice. “And you know what I did?” he continued, bitterness filling his tone. “Instead of laughing like I wanted to, instead of looking up at her and saying something funny that would hopefully make her give me one of those bright smiles I had somehow already seen her give so freely in the short day I had been around her, I pushed it all down and set the mug on my desk. Then, I thanked her and asked her if there was anything else she needed.” I knew I shouldn’t feel embarrassed, but I was. Just as much as I had been back then, if not more. It had been such a silly thing to do, and I had felt so tiny and dumb after he brushed it away so easily. Closing my eyes, I heard him continue, “I pretty much kicked her out of my office after she went out of her way and got me a gift.” Aaron’s voice got low and harsh. “A fucking welcome gift.” I opened my eyes just in time to watch him turn his head in my direction. Our gazes met. “Just like the big jerk I had advertised myself to be, I ran her out. And to this day, I regret it every time it crosses my mind. Every time I look at her.

The hallmarks of a potentially successful copywriter include: Obsessive curiosity about products, people and advertising. A sense of humor. A habit of hard work. The ability to write interesting prose for printed media, and natural dialogue for television. The ability to think visually. Television commercials depend more on pictures than words. The ambition to write better campaigns than anyone has ever written before.

ABANDON ALL HOPE YE WHO ENTER HERE is scrawled in blood red lettering on the side of the Chemical Bank near the corner of Eleventh and First and is in print large enough to be seen from the backseat of the cab as it lurches forward in the traffic leaving Wall Street and just as Timothy Price notices the words a bus pulls up, the advertisement for Les Miserables on its side blocking his view, but Price who is with Piece and Piece and twenty-six doesn't seem to care because he tells the driver he will give him five dollars to turn up the radio, "Be My Baby" on WYNN, and the driver, black, not American, does so.

An ad for cigars appears in 100,000 newspapers; sales of that brand increase by 3% for a short time thereafter. A new play receives a viciously negative review in a theatrical journal that prints 500 copies; the playwright shoots himself. Who’s the better writer?

On the prow of the wagon, in an attempt to attract business among the Quarterites, Ignatius taped a sheet of Big Chief paper on which he had printed in crayon: TWELVE INCHES (12) OF PARADISE. So far no one had responded to its message.

He'd call him up that night. Tell him. What? That he could gut a cod while he talked about advertising space and printing costs? That he was wondering if love came in other colors than the basic black of none and the red heat of obsession?

that only something that a person didn’t want to see in print was news, and everything else was advertising.

The new breed of reporter doesn’t drink, doesn’t smoke, doesn’t have sex beyond reproducing, and most importantly—doesn’t believe. They don’t believe they are there to question everything. They are there to print whatever is told to them. The news is dead, my friend. Buried under a mountain of full color advertising, and six-digit deposit slips.

In the week I promised myself I should naturally read, for to the habitual reader reading is a drug of which he is the slave; deprive him of printed matter and he grows nervous, moody, and restless; then, like the alcoholic bereft of brandy who will drink shellac or methylated spirit, he will make do with the advertisements of a paper five years old; he will make do with a telephone directory.

Well, I wasn't going to abuse him. I was only going to ask: Is there any quality which distinguishes his work from that of twenty struggling writers one could name? Of course not. He's a clever, prolific man; so are they. But he began with money and friends; he came from Oxford into the thick of advertised people; his name was mentioned in print six times a week before he had written a dozen articles. This kind of thing will become the rule. Men won't succeed in literature that they may get into society, but will get into society that they may succeed in literature.

THE ORGANIC FOODS MYTH A few decades ago, a woman tried to sue a butter company that had printed the word 'LITE' on its product's packaging. She claimed to have gained so much weight from eating the butter, even though it was labeled as being 'LITE'. In court, the lawyer representing the butter company simply held up the container of butter and said to the judge, "My client did not lie. The container is indeed 'light in weight'. The woman lost the case. In a marketing class in college, we were assigned this case study to show us that 'puffery' is legal. This means that you can deceptively use words with double meanings to sell a product, even though they could mislead customers into thinking your words mean something different. I am using this example to touch upon the myth of organic foods. If I was a lawyer representing a company that had labeled its oranges as being organic, and a man was suing my client because he found out that the oranges were being sprayed with toxins, my defense opening statement would be very simple: "If it's not plastic or metallic, it's organic." Most products labeled as being organic are not really organic. This is the truth. You pay premium prices for products you think are grown without chemicals, but most products are. If an apple is labeled as being organic, it could mean two things. Either the apple tree itself is free from chemicals, or just the soil. One or the other, but rarely both. The truth is, the word 'organic' can mean many things, and taking a farmer to court would be difficult if you found out his fruits were indeed sprayed with pesticides. After all, all organisms on earth are scientifically labeled as being organic, unless they are made of plastic or metal. The word 'organic' comes from the word 'organism', meaning something that is, or once was, living and breathing air, water and sunlight. So, the next time you stroll through your local supermarket and see brown pears that are labeled as being organic, know that they could have been third-rate fare sourced from the last day of a weekend market, and have been re-labeled to be sold to a gullible crowd for a premium price. I have a friend who thinks that organic foods have to look beat up and deformed because the use of chemicals is what makes them look perfect and flawless. This is not true. Chemical-free foods can look perfect if grown in your backyard. If you go to jungles or forests untouched by man, you will see fruit and vegetables that look like they sprouted from trees from Heaven. So be cautious the next time you buy anything labeled as 'organic'. Unless you personally know the farmer or the company selling the products, don't trust what you read. You, me, and everything on land and sea are organic. Suzy Kassem, Truth Is Crying

It was getting harder, however. American magazines still looked shiny and lively, but by the early 1960s, writers like Flora were sensing trouble. With television's exploding popularity, more and more people were staring at screens instead of turning pages. Big corporations like car manufacturers were pulling their advertising dollars out of print and spending them on the airwaves. Magazines were bleeding ad pages and readers, and editors scrambled to balance budgets by retooling audiences.

Years ago in 1959 when Dellinger was already an editor on Liberation (then an anarchist-pacifist magazine, of worthy but not very readable articles in more or less vegetarian prose) Mailer had submitted a piece, after some solicitation, on the contrast between real obscenity in advertising, and alleged obscenity in four-letter words. The piece was no irreplaceable work of prose, and in fact was eventually inserted quietly into his book, Advertisements for Myself, but it created difficulty for the editorial board at Liberation, since there was a four-letter word he had used to make his point, the palpable four-letter word which signifies a woman’s most definitive organ: these editorial anarchists were decorous; they were ready to overthrow society and replace it with a communion of pacifistic men free of all laws, but they were not ready to print cunt.

that only something that a person didn’t want to see in print was news, and everything else was advertising.

It was a mug. And it had a joke printed on it. It said, Engineers don’t cry. They build bridges and get over it.” Someone laughed then. Isabel or perhaps Gonzalo—I wasn’t sure. With all that crazy banging, my heart had somehow moved up my throat and to my temples, so it was hard to focus on anything besides its beating and Aaron’s voice. “And you know what I did?” he continued, bitterness filling his tone. “Instead of laughing like I wanted to, instead of looking up at her and saying something funny that would hopefully make her give me one of those bright smiles I had somehow already seen her give so freely in the short day I had been around her, I pushed it all down and set the mug on my desk. Then, I thanked her and asked her if there was anything else she needed.” I knew I shouldn’t feel embarrassed, but I was. Just as much as I had been back then, if not more. It had been such a silly thing to do, and I had felt so tiny and dumb after he brushed it away so easily. Closing my eyes, I heard him continue, “I pretty much kicked her out of my office after she went out of her way and got me a gift.” Aaron’s voice got low and harsh. “A fucking welcome gift.” I opened my eyes just in time to watch him turn his head in my direction. Our gazes met. “Just like the big jerk I had advertised myself to be, I ran her out. And to this day, I regret it every time it crosses my mind. Every time I look at her.” He didn’t even blink as he talked, looking straight into my eyes. And I didn’t think I did either. I didn’t think I was even breathing. “All the time I wasted so foolishly. All the time I could have had with her.

In 1960, The New York Times printed an advertisement titled “Heed Their Rising Voices” that attempted to raise money to defend Dr. Martin Luther King Jr. against perjury charges in Alabama. Southern officials responded by going on the offensive and suing the newspaper. Public Safety Commissioner L. B. Sullivan and Governor Patterson claimed defamation. A local jury awarded them half a million dollars, and the case was appealed to the U.S. Supreme Court. In a landmark ruling, New York Times v. Sullivan changed the standard for defamation and libel by requiring plaintiffs to prove malice—that is, evidence of actual knowledge on the part of the publisher that a statement is false. The ruling marked a significant victory for freedom of the press, and it liberated media outlets and publishers to talk more honestly about civil rights protests and activism.

The hard work and big money you used to spend on frequent purchases of print and TV advertising now move to repeated engineering expenses and product failures. If anything, marketing is more time-consuming and expensive than it used to be. You’re just spending the money earlier in the process (and repeating the process more often). This is worth highlighting: The Purple Cow is not a cheap shortcut. It is, however, your best (perhaps only) strategy for growth.

Lots of people are not in the business you think they’re in. Xerox, for instance, is in the business of selling toner cartridges. All that mucking about they do developing high-tech copying and printing machines is just creating a commodity market in toner cartridges, which is where their profit lies. Television companies are not in the business of delivering television programmes to their audience, they’re in the business of delivering audiences to their advertisers.

I wanted to tell Sam this. I wanted to tell him all of it, in beautiful handwritten letters or at least in long, rambling emails that we would later save and print out and that would be found in the attic of our house when we had been married fifty years for our grandchildren to coo over. But I was so tired those first few weeks that all I did was email him about how tired I was. I'm so tired. I miss you. Me too. No, like really, really tired. Like cry at TV advertisements and fall asleep while brushing my teeth and end up with toothpaste all over my chest tired. Okay, now you got me. I tried not to mind how little he emailed me. I tried to remind myself that he was doing a real, hard job, saving lives and making a difference, while I was sitting outside manicurists' studios and running around Central Park. His supervisor had changed the rota. He was working four nights on the trot and still waiting to be assigned a new permanent partner. That should have made it easier for us to talk but somehow it didn't. I would check in on my phone in the minutes I had free every evening but that was usually the time he was heading off to begin his shift. Sometimes I felt curiously disjointed, as if I had simply dreamt him up. One week, he reassured me. One more week. How hard could it be?

1] News is something somebody doesn't want printed; all else is advertising.” 2] Don't be afraid to make a mistake, your readers might like it." 3] Putting out a newspaper without promotion is like winking at a girl in the dark -- well-intentioned, but ineffective.

While early print ads were straightforward product announcements (“EATON’S HIGHLAND LINEN: THE FRESHEST AND CLEANEST WRITING PAPER”), the new personality-driven ads cast consumers as performers with stage fright from which only the advertiser’s product might rescue them.

Direct marketers, of course, realize that measurement is the key to success. Figure out what works, and do it more! Mass marketers have always resisted this temptation. When my old company approached the head of one of the largest magazine publishers in the world and pitched a technology that would allow advertisers to track who saw their ads and responded to them, he was aghast. He realized that this sort of data could kill his business. He knew that his clients didn’t want the data because then their jobs would get a lot more complex. Measurement means admitting what’s broken so you can fix it. Mass-media advertising, whether it’s on TV or in print, is all about emotion and craft, not about fixing mistakes. One reason the Internet ad boomlet faded so fast is that it forced advertisers to measure – and to admit what was going wrong.

Earlier that day, a typewriter bomb had exploded at a black market skin house over on Eel Street, sending words raining through the cardboard walls of the boudoirs and tattooing copies of the Machinist’s ‘Twelve Terms’ on the bodies of whores and patrons alike. Forty pieces of merch ruined. Their bodies had been obliterated by language, all traces of their sexuality buried beneath a storm of words. There was something horrific about the sight of those who had survived a typewriter attack. Their faces scarred with text, as if they had become hostages to some awful advertisement. A few of the victims took to working the streets around the library where bibliophiles sometimes paid them to satisfy their fantasies amid the desolate hush of the reading rooms and the deserted stacks where the only witnesses to this erotic pantomime of the blank body and its printed partner were other words.

Talent doesn't starve any more. Even art gets enough to eat these days. Artists draw your magazine covers, write your advertisements, hash out rag-time for your theatres. By the great commercializing of printing you've found a harmless, polite occupation for every genius who might have carved his own niche. But beware the artist who's an intellectual also.

The maker of an advertised article knows the manufacturing side and probably the dealers side. But this very knowledge often leads him astray in respect to customers. His interests are not in their interests. The advertising man studies the consumer. He tries to place himself in the position of the buyer. His success largely depends on doing that to the exclusion of everything else. This book will contain no more important chapter than this one on salesmanship. The reason for most of the non-successes in advertising is trying to sell people what they do not want. But next to that comes lack of true salesmanship. Ads are planned and written with some utterly wrong conception. They are written to please the seller. The interest of the buyer are forgotten. One can never sell goods profitably, in person or in print, when that attitude exists.

[Howard Roark] was asked for a statement, and he received a group of reporters in his office. He spoke without anger. He said: 'I can't tell anyone anything about my building. If I prepared a hash of words to stuff into other people's brains, it would be an insult to them and to me. But I am glad you came here. I do have something to say. I want to ask every man who is interested in this to go and see the building, to look at it and then to use words of his own mind, if he cares to speak.' The Banner printed the interview as follows: 'Mr. Roark, who seems to be a publicity hound, received reporters with an air of swaggering insolence and stated that the public mind was hash. He did not choose to talk, but seemed well aware of the advertising angles of the situation. All he cared about, he explained, was to have his building seen by as many people as possible.

These are all common principles of salesmanship. The most ignorant peddler applies them. Yet the salesman-in-print very often forgets them. He talks about his interest. He blazons a name, as though that was of importance. His phrase is, “Drive people to the stores,” and that is his attitude in everything he says. People can be coaxed but not driven. Whatever they do they do to please themselves. Many fewer mistakes would be made in advertising if these facts were never forgotten.

In order to stop the spread of these revolutionary ideas through books to disenfranchised people, the government in England enacted legislation called “the taxes on knowledge.” First, the Stamp Act of 1712 made printed materials expensive, hoping to price them out of the hands of women and poor people. Taxes were placed on paper and advertisements, so “the bigger the book, the bigger the tax.”[9] Similarly, the stamp duties on newspapers and pamphlets were understood to be “targeted attacks on the reading matter which the state feared most.”[10]

Censorship diminished, and copyright was originated. Moreover, the early years of the eighteenth century gave rise to a galaxy of new phenomena that included the printed handbill, printed receipts, printed tickets, printed advertisements, and posters. At the same time there was a surge in the production of political pamphlets, broadsides, books for children, and even street maps. Alexander Pope satirized the rage for print in his poem The Dunciad (1728–43); he mockingly suggested that its democratizing power had brought ‘the Smithfield Muses to the Ear of Kings’. Johnson echoed Pope’s sentiments, complaining that ‘so widely is spread the itch of literary praise, that almost every man is an author, either in act or in purpose’.3

I saw Mr. Prospero constantly, and always in distress; now soaked to the skin pathetically grinding the handle of his camera in an impenetrable pall of rain; now prostrate under the bare feet of a stampeding mob, like a football in a rugger scrum, now lamed, now groaning with indigestion, now shuddering in high fever. He became a figure from classic tragedy, inexorably hunted by hostile fates. After we had been in Addis Ababa some time a copy of a poster arrived from America advertising his news reel. It represented a young man of military appearance and more than military intrepidity standing calmly behind his camera while bombs burst overhead and naked warriors rolled interlocked about his knees. In vast letters across this scene of carnage was printed : " O.K., BOYS, YOU CAN START THE WAR NOW PROSPERO IS THERE.

The great danger in the South comes precisely from the fact that the public is not informed. Newspapers shirk notoriously their editorial responsibilities and print what they think their readers want. They lean with the prevailing winds and employ every fallacy of logic in order to editorialize harmoniously with popular prejudices. They also keep a close eye on possible economic reprisals from the Councils and the Klans, plus other superpatriotic groups who bring pressure to bear on the newspapers’ advertisers. In addition, most adhere to the long-standing conspiracy of silence about anything remotely favorable to the Negro. His achievements are carefully excluded or, when they demand attention, are handled with the greatest care to avoid the impression that anything good the individual Negro does is typical of his race.

As one might gather from a painting of him scowling in a tall stovepipe hat, Day saw himself as a businessman, not a journalist. ''He needed a newspaper not to reform, not to arouse, but to push the printing business of Benjamin H. Day.'' Day's idea was to try selling a paper for a penny - the going price for many everyday items, like soap or brushes. At that price, he felt sure he could capture a much larger audience than his 6-cent rivals. But what made the prospect risky, potentially even suicidal, was that Day would then be selling his paper at a loss. What day was contemplating was a break with the traditional strategy for making profit: selling at a price higher than the cost of production. He would instead rely on a different but historically significant business model: reselling the attention of his audience, or advertising. What Day understood-more firmly, more clearly than anyone before him-was that while his readers may have thought themselves his customers, they were in fact his product.

Those captivated by the cult of celebrity do not examine voting records or compare verbal claims with written and published facts and reports. The reality of their world is whatever the latest cable news show, political leader, advertiser, or loan officer says is reality. The illiterate, the semiliterate, and those who live as though they are illiterate are effectively cut off from the past. They live in an eternal present. They do not understand the predatory loan deals that drive them into foreclosure and bankruptcy. They cannot decipher the fine print on the credit card agreements that plunge them into unmanageable debt. They repeat thought-terminating clichés and slogans. They are hostage to the constant jingle and manipulation of a consumer culture. They seek refuge in familiar brands and labels. They eat at fast-food restaurants not only because it is cheap, but also because they can order from pictures rather than from a menu. And those who serve them, also often semiliterate or illiterate, punch in orders on cash registers whose keys are usually marked with pictures. Life is a state of permanent amnesia, a world in search of new forms of escapism and quick, sensual gratification.

The popular 2020 documentary The Social Dilemma illustrates how AI’s personalization will cause you to be unconsciously manipulated by AI and motivated by profit from advertising. The Social Dilemma star Tristan Harris says: “You didn’t know that your click caused a supercomputer to be pointed at your brain. Your click activated billions of dollars of computing power that has learned much from its experience of tricking two billion human animals to click again.” And this addiction results in a vicious cycle for you, but a virtuous cycle for the big Internet companies that use this mechanism as a money-printing machine. The Social Dilemma further argues that this may narrow your viewpoints, polarize society, distort truth, and negatively affect your happiness, mood, and mental health. To put it in technical terms, the core of the issue is the simplicity of the objective function, and the danger from single-mindedly optimizing a single objective function, which can lead to harmful externalities. Today’s AI usually optimizes this singular goal—most commonly to make money (more clicks, ads, revenues). And AI has a maniacal focus on that one corporate goal, without regard for users’ well-being.

If “bullshit,” as opposed to “bull,” is a distinctively modern linguistic innovation, that could have something to do with other distinctively modern things, like advertising, public relations, political propaganda, and schools of education. “One of the most salient features of our culture is that there is so much bullshit,” Harry Frankfurt, a distinguished moral philosopher who is professor emeritus at Princeton, says. The ubiquity of bullshit, he notes, is something that we have come to take for granted. Most of us are pretty confident of our ability to detect it, so we may not regard it as being all that harmful. We tend to take a more benign view of someone caught bullshitting than of someone caught lying. (“Never tell a lie when you can bullshit your way through,” a father counsels his son in an Eric Ambler novel.) All of this worries Frankfurt. We cannot really know the effect that bullshit has on us, he thinks, until we have a clearer understanding of what it is. That is why we need a theory of bullshit. Frankfurt’s own effort along these lines was contained in a paper that he presented more than three decades ago at a faculty seminar at Yale. Later, that paper appeared in a journal and then in a collection of Frankfurt’s writings; all the while, photocopies of it passed from fan to fan. In 2005, it was published as On Bullshit, a tiny book of sixty-seven spaciously printed pages that went on to become an improbable breakout success, spending half a year on the New York Times bestseller list.

Well before the end of the 20th century however print had lost its former dominance. This resulted in, among other things, a different kind of person getting elected as leader. One who can present himself and his programs in a polished way, as Lee Quan Yu you observed in 2000, adding, “Satellite television has allowed me to follow the American presidential campaign. I am amazed at the way media professionals can give a candidate a new image and transform him, at least superficially, into a different personality. Winning an election becomes, in large measure, a contest in packaging and advertising. Just as the benefits of the printed era were inextricable from its costs, so it is with the visual age. With screens in every home entertainment is omnipresent and boredom a rarity. More substantively, injustice visualized is more visceral than injustice described. Television played a crucial role in the American Civil rights movement, yet the costs of television are substantial, privileging emotional display over self-command, changing the kinds of people and arguments that are taken seriously in public life. The shift from print to visual culture continues with the contemporary entrenchment of the Internet and social media, which bring with them four biases that make it more difficult for leaders to develop their capabilities than in the age of print. These are immediacy, intensity, polarity, and conformity. Although the Internet makes news and data more immediately accessible than ever, this surfeit of information has hardly made us individually more knowledgeable, let alone wiser, as the cost of accessing information becomes negligible, as with the Internet, the incentives to remember it seem to weaken. While forgetting anyone fact may not matter, the systematic failure to internalize information brings about a change in perception, and a weakening of analytical ability. Facts are rarely self-explanatory; their significance and interpretation depend on context and relevance. For information to be transmuted into something approaching wisdom it must be placed within a broader context of history and experience. As a general rule, images speak at a more emotional register of intensity than do words. Television and social media rely on images that inflamed the passions, threatening to overwhelm leadership with the combination of personal and mass emotion. Social media, in particular, have encouraged users to become image conscious spin doctors. All this engenders a more populist politics that celebrates utterances perceived to be authentic over the polished sound bites of the television era, not to mention the more analytical output of print. The architects of the Internet thought of their invention as an ingenious means of connecting the world. In reality, it has also yielded a new way to divide humanity into warring tribes. Polarity and conformity rely upon, and reinforce, each other. One is shunted into a group, and then the group polices once thinking. Small wonder that on many contemporary social media platforms, users are divided into followers and influencers. There are no leaders. What are the consequences for leadership? In our present circumstances, Lee's gloomy assessment of visual media's effects is relevant. From such a process, I doubt if a Churchill or Roosevelt or a de Gaulle can emerge. It is not that changes in communications technology have made inspired leadership and deep thinking about world order impossible, but that in an age dominated by television and the Internet, thoughtful leaders must struggle against the tide.

Fine art galleries are the excellent setups for exhibiting art, generally aesthetic art such as paints, sculptures, and digital photography. Basically, art galleries showcase a range of art designs featuring contemporary and traditional fine art, glass fine art, art prints, and animation fine art. Fine art galleries are dedicated to the advertising of arising artists. These galleries supply a system for them to present their jobs together with the works of across the country and internationally popular artists. The UNITED STATE has a wealth of famous art galleries. Lots of villages in the U.S. show off an art gallery. The High Museum of Fine art, Alleged Gallery, Henry Art Gallery, National Gallery of Art Gallery, Washington Gallery of Modern Art, Agora Gallery, Rosalux Gallery, National Portrait Gallery, The Alaska House Gallery, and Anchorage Gallery of History and Art are some of the renowned fine art galleries in the United States. Today, there are on the internet fine art galleries showing initial artwork. Several famous fine art galleries show regional pieces of art such as African fine art, American art, Indian fine art, and European art, in addition to individual fine art, modern-day and modern fine art, and digital photography. These galleries collect, show, and keep the masterpieces for the coming generations. Many famous art galleries try to entertain and educate their local, nationwide, and international audiences. Some renowned fine art galleries focus on specific areas such as pictures. A great variety of well-known fine art galleries are had and run by government. The majority of famous fine art galleries supply an opportunity for site visitors to buy outstanding art work. Additionally, they organize many art-related tasks such as songs shows and verse readings for kids and grownups. Art galleries organize seminars and workshops conducted by prominent artists. Committed to quality in both art and solution, most well-known fine art galleries provide you a rich, exceptional experience. If you wish to read additional information, please visit this site

Internet subscription for $59—seemed reasonable. The second option—the $125 print subscription—seemed a bit expensive, but still reasonable. But then I read the third option: a print and Internet subscription for $125. I read it twice before my eye ran back to the previous options. Who would want to buy the print option alone, I wondered, when both the Internet and the print subscriptions were offered for the same price? Now, the print-only option may have been a typographical error, but I suspect that the clever people at the Economist's London offices (and they are clever—and quite mischievous in a British sort of way) were actually manipulating me. I am pretty certain that they wanted me to skip the Internet-only option (which they assumed would be my choice, since I was reading the advertisement on the Web) and jump to the more expensive option: Internet and print. But how could they manipulate me? I suspect it's because the Economist's marketing wizards (and I could just picture them in their school ties and blazers) knew something important about human behavior: humans rarely choose things in absolute terms. We don't have an internal value meter that tells us how much things are worth. Rather, we focus on the relative advantage of one thing over another, and estimate value accordingly. (For instance, we don't know how much a six-cylinder car is worth, but we can assume it's more expensive than the four-cylinder model.) In the case of the Economist, I may not have known whether the Internet-only subscription at $59 was a better deal than the print-only option at $125. But I certainly knew that the print-and-Internet option for $125 was better than the print-only option at $125. In fact, you could reasonably deduce that in the combination package, the Internet subscription is free! “It's a bloody steal—go for it, governor!” I could almost hear them shout from the riverbanks of the Thames. And I have to admit, if I had been inclined to subscribe I probably would have taken the package deal myself. (Later, when I tested the offer on a large number of participants, the vast majority preferred the Internet-and-print deal.)

Keynes was a voracious reader. He had what he called ‘one of the best of all gifts – the eye which can pick up the print effortlessly’. If one was to be a good reader, that is to read as easily as one breathed, practice was needed. ‘I read the newspapers because they’re mostly trash,’ he said in 1936. ‘Newspapers are good practice in learning how to skip; and, if he is not to lose his time, every serious reader must have this art.’ Travelling by train from New York to Washington in 1943, Keynes awed his fellow passengers by the speed with which he devoured newspapers and periodicals as well as discussing modern art, the desolate American landscape and the absence of birds compared with English countryside.54 ‘As a general rule,’ Keynes propounded as an undergraduate, ‘I hate books that end badly; I always want the characters to be happy.’ Thirty years later he deplored contemporary novels as ‘heavy-going’, with ‘such misunderstood, mishandled, misshapen, such muddled handling of human hopes’. Self-indulgent regrets, defeatism, railing against fate, gloom about future prospects: all these were anathema to Keynes in literature as in life. The modern classic he recommended in 1936 was Forster’s A Room with a View, which had been published nearly thirty years earlier. He was, however, grateful for the ‘perfect relaxation’ provided by those ‘unpretending, workmanlike, ingenious, abundant, delightful heaven-sent entertainers’, Agatha Christie, Edgar Wallace and P. G. Wodehouse. ‘There is a great purity in these writers, a remarkable absence of falsity and fudge, so that they live and move, serene, Olympian and aloof, free from any pretended contact with the realities of life.’ Keynes preferred memoirs as ‘more agreeable and amusing, so much more touching, bringing so much more of the pattern of life, than … the daydreams of a nervous wreck, which is the average modern novel’. He loved good theatre, settling into his seat at the first night of a production of Turgenev’s A Month in the Country with a blissful sigh and the words, ‘Ah! this is the loveliest play in all the world.’55 Rather as Keynes was a grabby eater, with table-manners that offended Norton and other Bloomsbury groupers, so he could be impatient to reach the end of books. In the inter-war period publishers used to have a ‘gathering’ of eight or sixteen pages at the back of their volumes to publicize their other books-in-print. He excised these advertisements while reading a book, so that as he turned a page he could always see how far he must go before finishing. A reader, said Keynes, should approach books ‘with all his senses; he should know their touch and their smell. He should learn how to take them in his hands, rustle their pages and reach in a few seconds a first intuitive impression of what they contain. He should … have touched many thousands, at least ten times as many as he reads. He should cast an eye over books as a shepherd over sheep, and judge them with the rapid, searching glance with which a cattle-dealer eyes cattle.’ Keynes in 1927 reproached his fellow countrymen for their low expenditure in bookshops. ‘How many people spend even £10 a year on books? How many spend 1 per cent of their incomes? To buy a book ought to be felt not as an extravagance, but as a good deed, a social duty which blesses him who does it.’ He wished to muster ‘a mighty army … of Bookworms, pledged to spend £10 a year on books, and, in the higher ranks of the Brotherhood, to buy a book a week’. Keynes was a votary of good bookshops, whether their stock was new or second-hand. ‘A bookshop is not like a railway booking-office which one approaches knowing what one wants. One should enter it vaguely, almost in a dream, and allow what is there freely to attract and influence the eye. To walk the rounds of the bookshops, dipping in as curiosity dictates, should be an afternoon’s entertainment.