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06911_Field_TCUM T476.txt
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1996-04-10
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923b
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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