'Let me describe my reading of the Daily Sketch. I first look and read beneath the front page pictures. The chief news feature on page 3 is read carefully and any other bits with attractive (usually unusual ) headings. Then through the rest of the paper in order, reading all the cartoons and beneath most of the pictures. On a normal day I should not bother to read any more except perhaps a glance at the sports page and a look at the share movements.'