suggested that they could perhaps do more to publicise the unique social attractions of racing – the sunny ‘social microclimate’ of racecourses. With a look of horror, one of the racecourse managers protested, ‘But that would be boasting!’ Trying to keep a straight face, I said, ‘No, I think nowadays it’s called “marketing”,’ but the modesty rule proved stronger than any of my arguments, and he and a number of his colleagues remained unpersuadable.
