There is then the advertisement column of the local press. The local press has never been used for the advertisement of such books as are suitable to country readers, certainly not for the class hitherto chiefly borne in view and for convenience designated villager. The reason why such books have not been advertised in the local press is probably because the authors and publishers had no idea of the market that exists in the country. For the most part readers in town and the suburbs only glance at the exciting portions of papers, and then cast them aside. Readers in the villages read every line from the first column to the last, from the title to the printer's address. The local papers are ploughed steadily through, just as the horses plough the fields, and every furrow conscientiously followed from end to end, advertisements and all. The brewer's, the grocer's, the draper's, the ironmonger's advertisements (market-town tradesmen), which have been there month after month, are all read, and the slightest change immediately noted. If there were any advertisement of books suitable to their taste it would be read in exactly the same manner. But in advertising for country people one fact must be steadily borne in mind--that they are slow to act; that is, the advertisement must be permanent. A few insertions are forgotten before those who have seen them have made up their minds to purchase. When an advertisement is always there, by-and-by the thought suggested acts on the will, and the stray coin is invested--it may be six months after the first inclination arose. The procrastination of country people is inexplicable to hurrying London men. But it is quite useless to advertise unless it is taken into account. If permanent, an advertisement in the local press will reach its mark. It is this permanency which gives another value to the circular and the poster; the circular is folded up and preserved to be looked at again like a book of reference; the poster remains on the dry wall of the barn, and the ink is legible months after it was first put up.