When the libel is proved, some general damage is presumed (English and Scottish Co-operative Properties Mortgage and Investment Society Ltd. v. Odhams Press Ltd. [11] ) but there is no reason in principle why evidence should not be admitted to show the gravity of the damage done to a plaintiff's reputation by the making of a defamatory imputation independently established (see per Bowen L.J. in Ratcliffe v. Evans [12] ; Ingram v. Lawson [13] ). A jury is entitled to take into account in assessing general damages the effect of the libel on those who read it (Herald and Weekly Times Ltd. v. McGregor [14] ), bearing in mind that some readers will regard the defamation more seriously than others (Australian Consolidated Press Ltd. v. Uren [15] ). In making its assessment, a jury is properly assisted by evidence that the making of the defamatory imputation found by them had an especially adverse impact upon the plaintiff's reputation in the eyes of some group or class in the community. Of course, care must be taken to ensure that evidence of the attitude of particular groups of classes is not misused: it is neither material to, nor admissible upon, the issue of the defamatory nature of the imputation made. The defamatory nature of an imputation is ascertained by reference to general community standards, not by reference to sectional attitudes. But if the imputation is defamatory according to the standards of the community generally, a particular impact of the defamatory imputation may be proved.