four o'clock in the
afternoon
` For instance , just think of all the energy , brains and effort involved in the bringing out of a newspaper . Yet it is only read casually , skimmed over by most people , then tossed on one side and instantly forgotten . It is conceived , born , and it dies all in one day . Do you ever see any one reading a morning paper at , say , four o'clock in the afternoon ? It is hopelessly out of date by that time . ' ` I had n't thought of it like that , ' I pondered . ` Of course , journalism is n't like a business that you can build up and constantly improve ; but you can at least establish a reputation amongst newspaper readers . '