Some little traffic in books, or rather pamphlets, goes on now in rural places through the medium of pedlars. There are not so many pedlars as was once the case, and those that remain are not men of such substance as their predecessors who travelled on foot with jewellery, laces, watches, and similar articles. The packmen who walk round the villages for tradesmen are a different class altogether: the pedlar does not confine himself to one district, and he sells for his own profit. In addition to the pins and ribbons, Birmingham jewellery, dream-books, and penny ballads, the pedlar now produces a bundle of small books, which are practically pamphlets, though in more convenient form than the ancient quartos. They are a miscellaneous lot, from fifty to one hundred and fifty pages; little monographs on one subject, tales, and especially such narratives as are drawn up and printed after a great calamity like the loss of the Atalanta. It is a curious fact that country people are much attracted to the sea, and the story of a shipwreck known to be true easily tempts the sixpences from their pockets. Dream-books and ballads sell as they always did sell, but for the rest the pedlar's bundle has nothing in it, as a rule, more pernicious than may be purchased at any little shop. Romantic novelettes, reprints of popular and really clever stories, numbers of semi-religious essays and so on—some only stitched and without a wrapper—make up the show he spreads open before the cottage door or the servants at the farmhouse. Often the gipsy women, whose vans go slowly along the main roads while they make expeditions to the isolated houses in the fields, bring with them very similar bundles of publications. The sale of books has thus partly supplanted that of clothes-pegs and trumpery finery. Neither pedlars nor gipsies would carry such articles as books unless there was a demand for them, and they thereby demonstrate the growth of the disposition to read.

There are no other persons engaged in circulating books in the actual country than these. In the windows of petty shops in villages it is common to see a local newspaper displayed as a sign that it is sold there; and once now and then, but not often, a few children's story-books, rather dingy, may be found. But the keepers of such shops are not awake to the new condition of things; very likely they cannot read themselves, and it does not occur to them that the people now growing up may have different feelings to those that were general in their own young days. In this inability to observe the change they are not alone. If it was explained to them, again, they would not know how to set about getting in a suitable stock; they would not know what to choose nor where to buy cheaply. Somebody would have to do it all for them. Practically, therefore, in the actual country there are no other traders distributing cheap books than pedlars and gipsy women. Coming in thence to those larger villages which possess a market and are called towns—often only one long street—there is generally a sort of curiosity shop, kept perhaps by a cobbler, a carver and gilder, or brazier, where odds and ends, as old guns and pistols, renovated umbrellas, a stray portmanteau, rusty fenders, and so forth, are for sale. Inside the window are a few old books, with the brown and faded gilt covers so common in days gone by, and on market days these are put outside on the window-sill, or perhaps a plank on trestles forming a bookstall. The stray customers have hardly any connection with the growing taste for reading, being people a little outside the general run—gentlemen with archaeological or controversial tendencies, who never pass a dingy cover without going as far as the title-page—visitors, perhaps, at houses in the neighbourhood wandering round to look at an ancient gateway or sun-dial left from monastic days. Villagers beginning to read do not care for this class of work; like children, they look for something more amusing, and want something to wonder at for their money.

At the post-office there is often an assortment of cheap stationery on sale, for where one cottager wrote a letter a few years ago ten write them now. But the shopkeeper—most likely a grocer or storekeeper of some kind—knows nothing of books, and will tell you, if you ask him, that he never sells any or has any orders. How should he sell any, pray, when he does not put the right sort into his window? He does not think people read: he is occupied with moist sugar. So that in these places literature is at a standstill. Proceeding onwards to the larger market town, which really is a town, perhaps a county town, or at least with a railway station, here one or two stationers may be found. One has a fair trade almost entirely with the middle-class people of the town; farmers when they drive in call for stationery, or for books if there is a circulating library, as there usually is. The villagers do not come to this shop; they feel that it is a little above them, and they are shy of asking for three pennyworth of writing-paper and envelopes. If they look in at the window in passing they see many well-bound books from 5s. to 10s., some of the more reputable novels, and educational manuals. The first they cannot afford; for the second they have not yet acquired the taste; the last repel them. This bookseller, though of course quite of a different stamp, and a man of business, would probably also declare that the villagers do not read. They do not come to him, and he is too busy to sit down and think about it. The other stationer's is a more humble establishment, where they sell cheap toys, Berlin wool, the weekly London papers with tales in them, and so on. The villagers who get as far as this more central town call here for their cheap stationery, their weekly London novelette, or tin trumpets for the children. But here, again, they do not order books, and rarely buy those displayed, for exactly the same reason as in the lesser village towns. The shopkeeper does not understand what they want, and they cannot tell him. They would know if they saw it; but till they see it they do not know themselves. There is no medium between the villager who wants to read and the books he would like. There is no machinery between the villager who wants to read and the London publisher. The villager is in utter ignorance of the books in the publisher's warehouse in London.

The villager who has just begun to read is in a position almost incomprehensible to a Londoner. The latter has seen books, books, books from boyhood always around him. He cannot walk down a street, enter an omnibus, go on a platform without having books thrust under his eyes. Advertisements a yard high glare at him from every hoarding, railway arch, and end-house facing a thoroughfare. In tunnels underground, on the very roofs above, book advertisements press upon his notice. It is impossible to avoid seeing them, even if he would. Books are everywhere—at home, at the reading-room, on the way to business; and on his return it is books, books, books. He buys a weekly paper, and book advertisements, book reviews, occupy a large part of it. Buy what sort of print he will—and he is always buying some sort from mere habit—books are pushed on him. If he is at all a student, or takes an interest—and what educated Londoner does not?—in some political, scientific, or other question, he is constantly on the watch for publications bearing upon it. He subscribes to or sees a copy of one or other of the purely literary papers devoted to the examination of books, and has not the slightest difficulty in finding what he wants; the reviews tell him precisely the thing he requires to know, whether the volume will suit him or not. The reading Londoner is thus in constant contact with the publisher, as much as if the publisher spoke to him across the breakfast table.

But the villager has never heard the publisher's name; the villager never sees a literary review; he has never heard, or, if so, so casually as not to remember, the name of any literary paper describing books. When he gets hold of a London paper, the parts which attract him are certainly not the advertisements; if he sees a book advertised there, it is by chance. Besides which, the advertisements in London papers are, from necessity of cost, only useful to those who frequently purchase books or have some reason for keeping an eye on those that appear. There are thousands of books on publishers' shelves which have been advertised, of course, but are not now ever put in the papers. So that when the villager gets a London paper, as he does now much more frequently, the advertisements, if he sees them, are not designed for his eye and do not attract him. He never sees a gaudy poster stuck on the side of the barn; there are no glazed frames with advertisements in the sheds or hung on the trees; the ricks are not covered, like the walls of the London railway stations, with book advertisements, nor are they conspicuous on the waggons as they are on the omnibuses. When he walks down the village there are no broad windows piled with books higher than his head—books with the backs towards him, books with the ornamented cover towards him, books temptingly open at an illustration: nothing of the sort. There is not a book to be seen. Some few books are advertised in the local press and receive notices—only a few, and these generally of a class too expensive for him. Books of real value are usually dear when first published. If he goes to a stationer's, as already pointed out, for a few sheets of writing paper and a packet of envelopes, he sees nothing displayed there to tempt him. Lastly, he hears no talking about books. Perhaps the most effective of all advertisements in selling a book is conversation. If people hear other people continually alluding to, or quoting, or arguing about a book, they say, "We must have it;" and they do have it. Conversation is the very life of literature. Now, the villager never hears anybody talk about a book.