Yet the business man and the librarian both need publicity, and that which each should secure varies from the other only in degree, not in kind nor in the object primarily to be attained by it, namely, the patronage of the public. The merchant seeks this patronage for his own ends of private gain; the librarian, for ends which he knows to be of higher value and of greater consequence to the life of the community. The former offers for sale an article which he has manufactured or purchased, and to the use of which he sets out to convert the public by methods which have been found effective, though they are expensive. The latter buys his goods, not, let us hope, with quite the same purpose of securing only such as are likely to appeal to the passing fancy of his constituency. His aim being higher than the mere gratification of tastes and desires, he applies higher standards to his purchases. His business is selection. Every book that he adds to the library he first selects out of all that are offered, and each selection is fortified and backed by his deliberate judgment that that particular book will be a good one for his public. He knows why it is so, and now it becomes his business to convince his patrons that it is so, and to induce them to profit by the selection which he has made. How does he go about it? His task is both easier and more difficult than that of the merchant. Easier, because he asks nothing more intrinsically valuable than time and thought; more difficult, because to most people the use of a book is not yet so proximate a need as a safety razor or even a cake of soap. In common with the merchant he is striving to secure that indispensable element upon which every human transaction between two parties must rest, namely, the confidence of those with whom he seeks to deal: confidence in his motives, in his judgment, and in the value of the service which he offers to perform. And while the merchant constantly faces the danger of losing the faith of the public through the easily aroused distrust of the value of that which he offers, the librarian finds even greater difficulty in overcoming the fear that his design is the philanthropic one of uplifting and improving their mental condition instead of merely amusing them. While the one must combat the lurking suspicion of his customers that he may be "doing" them, the other must dissimulate lest he be discovered in the act of "doing them good."