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Kelvin's stake is now worth more than £300m, despite flogging about £20m of shares last year, which makes him just about the only seller in the Square Mile.
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If you were to describe the music industry to an alien in "140 characters or less", "flogging people songs about coupling up" would still just about do it; now, as then.
It's bright and neat on the ethics of storytelling – Martin has qualms about flogging his subject to the glossies, as well as about the whole notion of the "human interest story" – but it never gets too meta.
The report is not just about flogging a dead horse.
It is a market like any other: fantastically lucrative, flogging dreams, silent about failure.
"You are actually talking about flogging channel 4 not floating it," he said.
Which should give him time to rev his engine up again as he sets about flogging his autobiography.
Mack's museum maintains the official record of events, but the plaza below is where the conspiracy theorists ply their trade, flogging $5 £33) pamphlets about "what really happened".
What, after all, is so heroic about flogging your country's nuclear secrets and surplus kit to the likes of North Korea, Libya and Iran?
Sure, from the publisher's point of view, the main motivation is marketing, but at its best, this phenomenon isn't just about flogging books or getting autographs.
There were to be talks about China's rise (a shared concern), about Afghan stability after American combat troops leave in 2016 and even about flogging India some weapons.Events rapidly intruded.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com