Advertising has flourished under these new conditions. It has multiplied in volume, in prestige and respect. The perils have increased many fold. Just because the gamble has become a science, the speculation a very conservative business.

Source: Scientific Advertising by Claude C. Hopkins

He is saying that the volume and respect of advertising has increased, and the gamble has become a science. But I do not understand the last part of that sentence or perils have increased many fold.

  • First, you need to tell users if they have understood your problem and if their answers have been helpful. If they have, you can upvote their contributions or accept the best answer. Click on the grey checkmark, it will turn green, and the author will receive 15 points. You, the OP, will get 2 points. Secondly, please do not write "Help me understand this sentence/paragraph" in titles, it is meaningless, the text could be anything. Please create more specific titles. Thanks.
    – Mari-Lou A
    Aug 22 '20 at 15:30

If you have quoted the sentence completely, it is incomplete, with two subordinate clauses but no independent clause.

Just because the gamble has become a science [and just because] the speculation [has become] a very conservative business, it is now ....

The words that follow "business" are missing, and they are the main thought

  • The quote is copied perfectly, the OP made no mistake (see the source) but I agree, it is confusing/written poorly.
    – Mari-Lou A
    Aug 22 '20 at 15:25
  • @Mari-LouA Thank you for pointing out that the OP did quote the original exactly. Whatever thought was intended was marred in its utterance, and no wonder the OP was confused. We can guess at plausible meanings, but with little confidence that our guesses match the intention. Aug 22 '20 at 23:55

I think the idea is that advertisers used to be free to try anything because nobody really knew what would work until they tried it. But today, we (mostly) understand what works and what doesn’t, so there is less tolerance (and more peril) for mistakes or failure, forcing them to be more conservative.


It is ungrammatical and a mistake in the source. I've looked at the orginial and I think that the error in grammar is so bad that there is no way to guess what the intended meaning was.

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