bedrock of the press. Should an alternative source of easy 
access to such diverse daily information be found, the press will 
fold. Radio and TV can handle the sports, news, comics, and 
pictures. The editorial, which is the one book-feature of the 
newspaper, has been ignored for many years, unless put in the 
form of news or paid advertisement.

     If our press is in the main a free entertainment service 
paid for by advertisers who want to buy readers, the Russian 
press is in toto  the basic mode of industrial promotion. If we 
use news, political and personal, as entertainment to capture 
ad readers, the Russians use it as a means of promotion for 
their economy. Their political news has the same aggressive 
earnestness and posture as the voice of the sponsor in an 
American ad. A culture that gets the newspaper late (for the 
same reasons that industrialization is delayed) and one that