American cultural invasion, but the permanent impact was minor. In radio, British audiences had no choice apart from the upscale programming of the BBC, a government agency which had a monopoly on broadcasting. John Reith, an intensely moralistic engineer, was in full charge. His goal was to broadcast, "All that is best in every department of human knowledge, endeavour and achievement.... The preservation of a high moral tone is obviously of paramount importance." Sports The British showed a more profound interest in sports, and in greater variety, than any rival. They gave pride of place to such moral issues as sportsmanship and fair play. Football proved highly attractive to the urban working classes, which introduced the rowdy spectator to the sports world. New games became popular almost overnight, including golf, lawn tennis, cycling and hockey. Women were much more likely to enter these sports than the old established ones. The aristocracy and landed gentry, with their ironclad control over land rights, dominated hunting, shooting, fishing and horse racing. Cricket reflected the Imperial spirit throughout the Empire (except Canada). Test matches began by the 1870s; the most famous are those between Australia and England for The Ashes. Reading As literacy and leisure time expanded after 1900, reading became a popular pastime. New additions to adult fiction doubled during the 1920s, reaching 2800 new books a year by 1935. Libraries tripled their stock, and saw heavy demand for new fiction. A dramatic innovation was the inexpensive paperback, pioneered by Allen Lane at Penguin Books in 1935. The first titles included novels by Ernest Hemingway and Agatha Christie. They were sold cheap (usually sixpence) in a wide variety of inexpensive stores such as Woolworth's. Penguin aimed at an educated middle class "middlebrow" audience. It avoided the downmarket image of American paperbacks. The line signalled cultural self-improvement and political education. However the war years caused a shortage of staff for publishers and book stores, and a severe shortage of rationed paper, worsened by the air raid on Paternoster Square in 1940 that burned 5 million books in warehouses. Romantic fiction was especially popular, with Mills and Boon the leading publisher. Romantic encounters were embodied in a principle of sexual purity that demonstrated not only social conservatism, but also how heroines could control their personal autonomy. Adventure magazines became quite popular, especially those published by DC Thomson; the publisher sent observers around the country to