The quality of "timeliness" is one of the things which makes it
especially difficult to distinguish among new books. There is in this
day an ever increasing tendency to treat all topics of popular
discussion in ways which profess to be imaginative, and especially in
the narrative form. The novel with a theory and the poem with a purpose
are so enveloped with the glamour of immediate interest that they appear
to be of an importance far beyond that which belongs to their real
merit. Curiosity to know what these books have to say upon the questions
which most deeply interest or most vitally affect humanity is as natural
as it is difficult to resist. The desire to see what a book which is
talked about is like is doubly hard to overcome when it is so easily
excused under the pretense of gaining light on important questions. Time
seems to be proving, however, that the amount of noise made over these
theory-mongering romances is pretty nearly in adverse ratio to their
worth. We are told in Scripture that wisdom calleth in the streets, and
no man regardeth, but the opposite seems to be true of the clamors of
error. The very vehemence of these books is the quality which secures
to them attention; and it is impossible wholly to ignore them, and yet
to keep in touch with the time.
It is the more difficult to evade pretentious and noisily worthless
writings because of the great ingenuity of the advertising devices which
force them upon the attention. The student of genuine literature
naturally does not allow himself to be led by these, no matter how
persuasive they may be. The man who bases his choice of books upon the
advertisements is like him who regulates the health of his family by the
advice of a patent-medicine almanac. It is not easy, however, to escape
entirely from the influence of advertising. If we have seen a book
talked about in print, been confronted with its title on a dazzling
poster, if it has been recommended by the chief prize-fighter in the
land, or damned by the admiration of Mr. Gladstone, we are any of us
inclined to read it, just to see what it is like. The ways by which new
publications are insinuated upon the attention are, too, so impalpably
effective, so cunningly unexpected, that we take our opinion from them
without realizing that we have not originated it. The inspiration and
stress of soul which in Greece begot art, bring forth in our day
advertising, and no man can wholly escape its influence.
Public-domain text, read in full here on John Shaqi.
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