viii 
PREFACE 
regulated competition in each licensing area. Let 
them combine to defeat this common enemy—if con- 
ceivable and possible, under a unified command. 
Together they should achieve a resounding victory. 
[ntemperance could be still further reduced, alcoholic 
disease could be almost eliminated, national efficiency 
could be enhanced, and the trade could be prosperous 
and secure, through the avoidance of wasteful com- 
petitive expenditure. 
That this paradoxical combination is no unattainable 
ideal is proved by the fact that since 1913 drunkenness 
has diminished by 60 per cent. whilst the profits of 
Brewery Companies have increased by go per cent. 
Not an unsatisfactory result, even allowing for the 
change in the value of money and for capital additions. 
Clearly the endeavour of reformers must be to attain 
the advantages of united management without the 
disadvantages and dangers of State purchase. There 
is no insuperable difficulty in attaining this com- 
bination provided that the principle of unity of direc- 
tion is attained within each area. If the licensee 
of a given area is secure from undesirable competi- 
tion, he can proceed to reforms which are com- 
mercially impossible if he is exposed to be under- 
cut by a less well-conducted rival. He will no 
longer have the inducement to develop his trade 
by a redundant number of licensed houses. On 
the contrary, his interest will lead him to economise 
rent, overhead charges, heating and light by concen- 
trating business in a number of public houses under 
the most efficient management. It goes without saying 
that severe public control by the licensing authority 
will be necessary, and that the non-attainment of the