Hearing, speaking and Association

Verse 1.5.10: Srila Prabhupada is talking about 3 different activities...hearing, speaking and association.
There are different kinds of literature for different types of men of different mentality. Mostly the market literatures which attract men of the crow's categories are literatures containing refused remnants of sensuous topics. They are generally known as mundane talks in relation with the gross body and subtle mind. Spiritually advanced men who are compared to the swans do not take pleasure in such dead literatures, which are sources of pleasure for men who are spiritually dead.

NOI also describes on this, about activities that helps people in Krishna Consciousness
Verse 1) Vacho-vegam: everyone wants to speak, unless one person controls the urge to speak, one cannot understand Krishna Consciousness. Otherwise it is toad croaking.
If we control this urge, then the rest of the urges can be controlled.
Activities that kill out Krishna Consciousness:
Verse 2) Attyahara, prajalpa (speaking about mundane matters)

Srila Prabhupada is then saying association is important. Materially minded take of worldy minded people or on the other hand spiritually oriented people take association of Krishna's devotees.
Verse 3) Association of the right quality should be picked.

One should therefore pick association of paramhamsa's, wrt hearing, speaking and association.