FREE BOOKS

Author's List




PREV.   NEXT  
|<   89   90   91   92   93   94   95   96   97   98   99   100   101   102   103   104   105   106   107   108   109   110   111   112   113  
114   115   116   117   118   119   120   121   122   123   124   125   126   127   128   129   130   131   132   133   134   135   136   137   138   >>   >|  
nce and listen with thrills to the silliest stuff purporting to proceed from Plato or Daniel Webster or Abraham Lincoln, when in the Public Library, a few blocks away are important and authentic messages from those same persons, to which they have never given heed. Such a message derives interest and significance from circumstances outside itself. Very few books create their own atmosphere unaided. They presuppose a system of abilities, opinions, prejudices, likes and dislikes, intellectual connections and what not, that is little less than appalling, if we try to follow it up. Dislike of books or indifference toward them is often simply the result of a lack of these things or of some component part of them. We must supply what is lacking if we are to arouse a desire for books in those who do not yet possess it. I say that such a labor is difficult enough to interest him whose pleasure it is to essay hard tasks; it is noble enough to attract him who loves his fellow-man; success in it is rare enough and glorious enough to stimulate him who likes to succeed where others have failed. Advertising may be good or bad, noble or ignoble, right or wrong, according to what is advertised and our methods of advertising it. He who would scorn to announce the curative powers of bottled spring-water and pink aniline dye; he who regards it as a commonplace task to urge upon the spendthrift public the purchase of unnecessary gloves and neckties, may well feel a thrill of satisfaction and of anticipation in the task of advertising ideas and of persuading the unheeding citizen to appropriate what he has been accustomed to view with indifference. To get at the root of the matter, let us inquire why it is that so many persons do not care for books. We may divide them, I think, into two classes--those who do not care, or appear not to care for ideas at all, whether stored in books or not; and those who do care for ideas but who either do not easily get them out of storage or do not realize that they can be and are stored in books. Absolute carelessness of ideas is, it seems to me, rather apparent than real. It exists only in the idiot. There are those to be sure that care about a very limited range of ideas; but about some ideas they always care. We must, in our advertisement of ideas, bear this in mind--the necessity of offering to each that which he considers it worth his while to take. If I were asked what is the most fundamentally int
PREV.   NEXT  
|<   89   90   91   92   93   94   95   96   97   98   99   100   101   102   103   104   105   106   107   108   109   110   111   112   113  
114   115   116   117   118   119   120   121   122   123   124   125   126   127   128   129   130   131   132   133   134   135   136   137   138   >>   >|  



Top keywords:

stored

 

indifference

 

interest

 

persons

 

advertising

 
aniline
 

bottled

 

powers

 

curative

 
announce

spring

 
accustomed
 

satisfaction

 

anticipation

 

unnecessary

 

thrill

 

neckties

 

gloves

 

purchase

 

public


spendthrift

 

persuading

 

unheeding

 

citizen

 

commonplace

 

advertisement

 

limited

 

exists

 

necessity

 

fundamentally


offering

 
considers
 

classes

 

divide

 

inquire

 
carelessness
 

apparent

 

Absolute

 

easily

 

storage


realize

 

matter

 

create

 

atmosphere

 

message

 

derives

 
significance
 

circumstances

 

unaided

 

connections