before the newspaper; but Russia and middle Europe developed the book and newspaper almost together, with the result that they have never unscrambled the two forms. Their journalism exudes the private point of view of the literary mandarin. British and American journalism, however, have always tended to exploit the mosaic form of the newspaper format in order to present the discontinuous variety and incongruity of ordinary life. The monotonous demands of the literary community --that the newspaper use its mosaic form to present a fixed point of view on a single plane of perspective --represent a failure to see the form of the press at all. It is as if the public were suddenly to demand that department stores have only one department. The classified ads (and stock-market quotations) are the 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 accepts the press as a form of the book and regards industry as group political action, is not likely to seek entertainment in the news. Even in America, literate people have small skill in understanding the iconographic varieties of the ad world. Ads are ignored or deplored, but seldom studied and enjoyed. Anybody who could think that the press has the same function