Samuel Johnson recognized the character of avertising quite early. he noted in 1761 that “advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises and by eloquence sometimes sublime and sometimes pathetic.”
And he saw that competition ruled the economy on the consumption side as much as on the production side: “He that has resolved to buy no more finds his constancy subdued . . . he is attracted by rarity . . . seduced by example and influenced by competition.” Buyers “catch from example the contagion of desire.”
And he discerned a lust for novelty so great that criminals were “to be hanged in a new way.”
Dear Reader,
Can I be direct with you?
War abroad. Socialists on the rise. AI upending human life. Endless uproar online. The modern attention economy doesn’t want readers — it wants users enslaved to the tyranny of the present.
First Things is the antidote: literary excellence, timeless truths, and a fixed point of reference in a culture that has lost its bearings.
But we can’t do it without readers like you.
Our goal: Raise $150,000 by November 1 to sustain First Things in the year ahead.
Your gift anchors readers in the permanent things.
Make your Fall Campaign gift now using the button below.
If you have any questions or would like more information, please contact Giovanni Del Piero, Director of the Editor’s Circle, at gdelpiero@firstthings.com or 212-627-1985.
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