excerpt from a lecture by HIs Divine Grace A.C.Bhaktivedanta Swami Prabhupada
Just like in newspaper you hear so many news. But if you hear something about Krsna, that is the only perfect thing. That news has been published in this morning, many papers, "Krsna..., the leader of the Krsna movement," or "This Hare Krsna movement." There is some vibration of the word "Krsna." That makes the atmosphere purified, surcharged. So many thousands and millions of people will read "Krsna." Willing or unwillingly, they'll read "Krsna." That is their profit. Variyan ena te prasnah, loka-hitam [SB 2.1.1]. Immediately, they once utter the word "Krsna," they become benefited. Never mind what is the news. Oh, we don't care for that. (laughter) But because they will utter the word "Krsna," that is our profit. That is our profit for Krsna consciousness movement.
Srimad-Bhagavatam 2.1.1-5 -- Melbourne, June 26, 1974