American Newspaper

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THE AMERICAN NEWSPAPER

By Charles Dudley Warner

Our theme for the hour is the American Newspaper. It is a subject in
which everybody is interested, and about which it is not polite to say
that anybody is not well informed; for, although there are scattered
through the land many persons, I am sorry to say, unable to pay for a
newspaper, I have never yet heard of anybody unable to edit one.

The topic has many points of view, and invites various study and comment.
In our limited time we must select one only. We have heard a great deal
about the power, the opportunity, the duty, the "mission," of the press.
The time has come for a more philosophical treatment of it, for an
inquiry into its relations to our complex civilization, for some ethical
account of it as one of the developments of our day, and for some
discussion of the effect it is producing, and likely to produce, on the
education of the people. Has the time come, or is it near at hand, when
we can point to a person who is alert, superficial, ready and shallow,
self-confident and half-informed, and say, "There is a product of the
American newspaper"? The newspaper is not a willful creation, nor an
isolated phenomenon, but the legitimate outcome of our age, as much as
our system of popular education. And I trust that some competent observer
will make, perhaps for this association, a philosophical study of it. My
task here is a much humbler one. I have thought that it may not be
unprofitable to treat the newspaper from a practical and even somewhat
mechanical point of view.

The newspaper is a private enterprise. Its object is to make money for
its owner. Whatever motive may be given out for starting a newspaper,
expectation of profit by it is the real one, whether the newspaper is
religious, political, scientific, or literary. The exceptional cases of
newspapers devoted to ideas or "causes" without regard to profit are so
few as not to affect the rule. Commonly, the cause, the sect, the party,
the trade, the delusion, the idea, gets its newspaper, its organ, its
advocate, only when some individual thinks he can see a pecuniary return
in establishing it.

This motive is not lower than that which leads people into any other
occupation or profession. To make a living, and to have a career, is the
original incentive in all cases. Even in purely philanthropical
enterprises the driving-wheel that keeps them in motion for any length of
time is the salary paid the working members. So powerful is this
incentive that sometimes the wheel will continue to turn round when there
is no grist to grind. It sometimes happens that the friction of the
philanthropic machinery is so great that but very little power is
transmitted to the object for which the machinery was made. I knew a
devoted agent of the American Colonization Society, who, for several
years, collected in Connecticut just enough, for the cause, to buy his
clothes, and pay his board at a good hotel.

It is scarcely necessary to say, except to prevent a possible
misapprehension, that the editor who has no high ideals, no intention of
benefiting his fellow-men by his newspaper, and uses it unscrupulously as
a means of money-making only, sinks to the level of the physician and the
lawyer who have no higher conception of their callings than that they
offer opportunities for getting money by appeals to credulity, and by
assisting in evasions of the law.

If the excellence of a newspaper is not always measured by its
profitableness, it is generally true that, if it does not pay its owner,
it is valueless to the public. Not all newspapers which make money are
good, for some succeed by catering to the lowest tastes of respectable
people, and to the prejudice, ignorance, and passion of the lowest class;
but, as a rule, the successful journal pecuniarily is the best journal.
The reasons for this are on the surface. The impecunious newspaper cannot
give its readers promptly the news, nor able discussion of the news, and,
still worse, it cannot be independent. The political journal that relies
for support upon drippings of party favor or patronage, the general
newspaper that finds it necessary to existence to manipulate stock
reports, the religious weekly that draws precarious support from puffing
doubtful enterprises, the literary paper that depends upon the approval
of publishers, are poor affairs, and, in the long run or short run, come
to grief. Some newspapers do succeed by sensationalism, as some preachers
do; by a kind of quackery, as some doctors do; by trimming and shifting
to any momentary popular prejudice, as some politicians do; by becoming
the paid advocate of a personal ambition or a corporate enterprise, as
some lawyers do: but the newspaper only becomes a real power when it is
able, on the basis of pecuniary independence, to free itself from all
such entanglements. An editor who stands with hat in hand has the respect
accorded to any other beggar.

The recognition of the fact that the newspaper is a private and purely
business enterprise will help to define the mutual relations of the
editor and the public. His claim upon the public is exactly that of any
manufacturer or dealer. It is that of the man who makes cloth, or the
grocer who opens a shop--neither has a right to complain if the public
does not buy of him. If the buyer does not like a cloth half shoddy, or
coffee half-chicory, he will go elsewhere. If the subscriber does not
like one newspaper, he takes another, or none. The appeal for newspaper
support on the ground that such a journal ought to be sustained by an
enlightened community, or on any other ground than that it is a good
article that people want,--or would want if they knew its value,--is
purely childish in this age of the world. If any person wants to start a
periodical devoted to decorated teapots, with the noble view of inducing
the people to live up to his idea of a teapot, very good; but he has no
right to complain if he fails.

On the other hand, the public has no rights in the newspaper except what
it pays for; even the "old subscriber" has none, except to drop the paper
if it ceases to please him. The notion that the subscriber has a right to
interfere in the conduct of the paper, or the reader to direct its
opinions, is based on a misconception of what the newspaper is. The claim
of the public to have its communications printed in the paper is equally
baseless. Whether they shall be printed or not rests in the discretion of
the editor, having reference to his own private interest, and to his
apprehension of the public good. Nor is he bound to give any reason for
his refusal. It is purely in his discretion whether he will admit a reply
to any thing that has appeared in his columns. No one has a right to
demand it. Courtesy and policy may grant it; but the right to it does not
exist. If any one is injured, he may seek his remedy at law; and I should
like to see the law of libel such and so administered that any person
injured by a libel in the newspaper, as well as by slander out of it,
could be sure of prompt redress. While the subscribes acquires no right
to dictate to the newspaper, we can imagine an extreme case when he
should have his money back which had been paid in advance, if the
newspaper totally changed its character. If he had contracted with a
dealer to supply him with hard coal during the winter, he might have a
remedy if the dealer delivered only charcoal in the coldest weather; and
so if he paid for a Roman Catholic journal which suddenly became an organ
of the spiritists.

The advertiser acquires no more rights in the newspaper than the
subscriber. He is entitled to use the space for which he pays by the
insertion of such material as is approved by the editor. He gains no
interest in any other part of the paper, and has no more claim to any
space in the editorial columns, than any other one of the public. To give
him such space would be unbusiness-like, and the extension of a
preference which would be unjust to the rest of the public. Nothing more
quickly destroys the character of a journal, begets distrust of it, and
so reduces its value, than the well-founded suspicion that its editorial
columns are the property of advertisers. Even a religious journal will,
after a while, be injured by this.

Yet it must be confessed that here is one of the greatest difficulties of
modern journalism. The newspaper must be cheap. It is, considering the
immense cost to produce it, the cheapest product ever offered to man.
Most newspapers cost more than they sell for; they could not live by
subscriptions; for any profits, they certainly depend upon
advertisements. The advertisements depend upon the circulation; the
circulation is likely to dwindle if too much space is occupied by
advertisements, or if it is evident that the paper belongs to its favored
advertisers. The counting-room desires to conciliate the advertisers; the
editor looks to making a paper satisfactory to his readers. Between this
see-saw of the necessary subscriber and the necessary advertiser, a good
many newspapers go down. This difficulty would be measurably removed by
the admission of the truth that the newspaper is a strictly business
enterprise, depending for success upon a 'quid pro quo' between all
parties connected with it, and upon integrity in its management.

Akin to the false notion that the newspaper is a sort of open channel
that the public may use as it chooses, is the conception of it as a
charitable institution. The newspaper, which is the property of a private
person as much as a drug-shop is, is expected to perform for nothing
services which would be asked of no other private person. There is
scarcely a charitable enterprise to which it is not asked to contribute
of its space, which is money, ten times more than other persons in the
community, who are ten times as able as the owner of the newspaper,
contribute. The journal is considered "mean" if it will not surrender its
columns freely to notices and announcements of this sort. If a manager
has a new hen-coop or a new singer he wishes to introduce to the public,
he comes to the newspaper, expecting to have his enterprise extolled for
nothing, and probably never thinks that it would be just as proper for
him to go to one of the regular advertisers in the paper and ask him to
give up his space. Anything, from a church picnic to a brass-band concert
for the benefit of the widow of the triangles, asks the newspaper to
contribute. The party in politics, whose principles the editor advocates,
has no doubt of its rightful claim upon him, not only upon the editorial
columns, but upon the whole newspaper. It asks without hesitation that
the newspaper should take up its valuable space by printing hundreds and
often thousands of dollars' worth of political announcements in the
course of a protracted campaign, when it never would think of getting its
halls, its speakers, and its brass bands, free of expense. Churches, as
well as parties, expect this sort of charity. I have known rich churches,
to whose members it was a convenience to have their Sunday and other
services announced, withdraw the announcements when the editor declined
any longer to contribute a weekly fifty-cents' worth of space. No private
persons contribute so much to charity, in proportion to ability, as the
newspaper. Perhaps it will get credit for this in the next world: it
certainly never does in this.

The chief function of the newspaper is to collect and print the news.
Upon the kind of news that should be gathered and published, we shall
remark farther on. The second function is to elucidate the news, and
comment on it, and show its relations. A third function is to furnish
reading-matter to the general public.

Nothing is so difficult for the manager as to know what news is: the
instinct for it is a sort of sixth sense. To discern out of the mass of
materials collected not only what is most likely to interest the public,
but what phase and aspect of it will attract most attention, and the
relative importance of it; to tell the day before or at midnight what the
world will be talking about in the morning, and what it will want the
fullest details of, and to meet that want in advance,--requires a
peculiar talent. There is always some topic on which the public wants
instant information. It is easy enough when the news is developed, and
everybody is discussing it, for the editor to fall in; but the success of
the news printed depends upon a pre-apprehension of all this. Some
papers, which nevertheless print all the news, are always a day behind,
do not appreciate the popular drift till it has gone to something else,
and err as much by clinging to a subject after it is dead as by not
taking it up before it was fairly born. The public craves eagerly for
only one thing at a time, and soon wearies of that; and it is to the
newspaper's profit to seize the exact point of a debate, the thrilling
moment of an accident, the pith of an important discourse; to throw
itself into it as if life depended on it, and for the hour to flood the
popular curiosity with it as an engine deluges a fire.

Scarcely less important than promptly seizing and printing the news is
the attractive arrangement of it, its effective presentation to the eye.
Two papers may have exactly the same important intelligence, identically
the same despatches: the one will be called bright, attractive, "newsy";
the other, dull and stupid.

We have said nothing yet about that, which, to most people, is the most
important aspect of the newspaper,--the editor's responsibility to the
public for its contents. It is sufficient briefly to say here, that it is
exactly the responsibility of every other person in society,--the full
responsibility of his opportunity. He has voluntarily taken a position in
which he can do a great deal of good or a great deal of evil, and he,
should be held and judged by his opportunity: it is greater than that of
the preacher, the teacher, the congressman, the physician. He occupies
the loftiest pulpit; he is in his teacher's desk seven days in the week;
his voice can be heard farther than that of the most lusty fog-horn
politician; and often, I am sorry to say, his columns outshine the
shelves of the druggist in display of proprietary medicines. Nothing else
ever invented has the public attention as the newspaper has, or is an
influence so constant and universal. It is this large opportunity that
has given the impression that the newspaper is a public rather than a
private enterprise.

It was a nebulous but suggestive remark that the newspaper occupies the
borderland between literature and common sense. Literature it certainly
is not, and in the popular apprehension it seems often too erratic and
variable to be credited with the balance-wheel of sense; but it must have
something of the charm of the one, and the steadiness and sagacity of the
other, or it will fail to please. The model editor, I believe, has yet to
appear. Notwithstanding the traditional reputation of certain editors in
the past, they could not be called great editors by our standards; for
the elements of modern journalism did not exist in their time. The old
newspaper was a broadside of stale news, with a moral essay attached.
Perhaps Benjamin Franklin, with our facilities, would have been very near
the ideal editor. There was nothing he did not wish to know; and no one
excelled him in the ability to communicate what he found out to the
average mind. He came as near as anybody ever did to marrying common
sense to literature: he had it in him to make it sufficient for
journalistic purposes. He was what somebody said Carlyle was, and what
the American editor ought to be,--a vernacular man.

The assertion has been made recently, publicly, and with evidence
adduced, that the American newspaper is the best in the world. It is like
the assertion that the American government is the best in the world; no
doubt it is, for the American people.

Judged by broad standards, it may safely be admitted that the American
newspaper is susceptible of some improvement, and that it has something
to learn from the journals of other nations. We shall be better employed
in correcting its weaknesses than in complacently contemplating its
excellences.

Let us examine it in its three departments already named,--its news,
editorials, and miscellaneous reading-matter.

In particularity and comprehensiveness of news-collecting, it may be
admitted that the American newspapers for a time led the world. I mean in
the picking-up of local intelligence, and the use of the telegraph to
make it general. And with this arose the odd notion that news is made
important by the mere fact of its rapid transmission over the wire. The
English journals followed, speedily overtook, and some of the wealthier
ones perhaps surpassed, the American in the use of the telegraph, and in
the presentation of some sorts of local news; not of casualties, and
small city and neighborhood events, and social gossip (until very
recently), but certainly in the business of the law courts, and the
crimes and mishaps that come within police and legal supervision. The
leading papers of the German press, though strong in correspondence and
in discussion of affairs, are far less comprehensive in their news than
the American or the English. The French journals, we are accustomed to
say, are not newspapers at all. And this is true as we use the word.
Until recently, nothing has been of importance to the Frenchman except
himself; and what happened outside of France, not directly affecting his
glory, his profit, or his pleasure, did not interest him: hence, one
could nowhere so securely intrench himself against the news of the world
as behind the barricade of the Paris journals. But let us not make a
mistake in this matter. We may have more to learn from the Paris journals
than from any others. If they do not give what we call news--local news,
events, casualties, the happenings of the day,--they do give ideas,
opinions; they do discuss politics, the social drift; they give the
intellectual ferment of Paris; they supply the material that Paris likes
to talk over, the badinage of the boulevard, the wit of the salon, the
sensation of the stage, the new movement in literature and in politics.
This may be important, or it may be trivial: it is commonly more
interesting than much of that which we call news.

Our very facility and enterprise in news-gathering have overwhelmed our
newspapers, and it may be remarked that editorial discrimination has not
kept pace with the facilities. We are overpowered with a mass of
undigested intelligence, collected for the mast part without regard to
value. The force of the newspaper is expended in extending these
facilities, with little regard to discriminating selection. The burden is
already too heavy for the newspaper, and wearisome to the public.

The publication of the news is the most important function of the paper.
How is it gathered? We must confess that it is gathered very much by
chance. A drag-net is thrown out, and whatever comes is taken. An
examination into the process of collecting shows what sort of news we are
likely to get, and that nine-tenths of that printed is collected without
much intelligence exercised in selection. The alliance of the associated
press with the telegraph company is a fruitful source of news of an
inferior quality. Of course, it is for the interest of the telegraph
company to swell the volume to be transmitted. It is impossible for the
associated press to have an agent in every place to which the telegraph
penetrates: therefore the telegraphic operators often act as its
purveyors. It is for their interest to send something; and their judgment
of what is important is not only biased, but is formed by purely local
standards. Our news, therefore, is largely set in motion by telegraphic
operators, by agents trained to regard only the accidental, the
startling, the abnormal, as news; it is picked up by sharp prowlers about
town, whose pay depends upon finding something, who are looking for
something spicy and sensational, or which may be dressed up and
exaggerated to satisfy an appetite for novelty and high flavor, and who
regard casualties as the chief news. Our newspapers every day are loaded
with accidents, casualties, and crimes concerning people of whom we never
heard before and never shall hear again, the reading of which is of no
earthly use to any human being.

What is news? What is it that an intelligent public should care to hear
of and talk about? Run your eye down the columns of your journal. There
was a drunken squabble last night in a New York groggery; there is a
petty but carefully elaborated village scandal about a foolish girl; a
woman accidentally dropped her baby out of a fourth-story window in
Maine; in Connecticut, a wife, by mistake, got into the same railway
train with another woman's husband; a child fell into a well in New
Jersey; there is a column about a peripatetic horse-race, which exhibits,
like a circus, from city to city; a laborer in a remote town in
Pennsylvania had a sunstroke; there is an edifying dying speech of a
murderer, the love-letter of a suicide, the set-to of a couple of
congressmen; and there are columns about a gigantic war of half a dozen
politicians over the appointment of a sugar-gauger. Granted that this
pabulum is desired by the reader, why not save the expense of
transmission by having several columns of it stereotyped, to be
reproduced at proper intervals? With the date changed, it would always,
have its original value, and perfectly satisfy the demand, if a demand
exists, for this sort of news.

This is not, as you see, a description of your journal: it is a
description of only one portion of it. It is a complex and wonderful
creation. Every morning it is a mirror of the world, more or less
distorted and imperfect, but such a mirror as it never had held up to it
before. But consider how much space is taken up with mere trivialities
and vulgarities under the name of news. And this evil is likely to
continue and increase until news-gatherers learn that more important than
the reports of accidents and casualties is the intelligence of opinions
and thoughts, the moral and intellectual movements of modern life. A
horrible assassination in India is instantly telegraphed; but the
progress of such a vast movement as that of the Wahabee revival in Islam,
which may change the destiny of great provinces, never gets itself put
upon the wires. We hear promptly of a landslide in Switzerland, but only
very slowly of a political agitation that is changing the constitution of
the republic. It should be said, however, that the daily newspaper is not
alone responsible for this: it is what the age and the community where it
is published make it. So far as I have observed, the majority of the
readers in America peruses eagerly three columns about a mill between an
English and a naturalized American prize-fighter, but will only glance at
a column report of a debate in the English parliament which involves a
radical change in the whole policy of England; and devours a page about
the Chantilly races, while it ignores a paragraph concerning the
suppression of the Jesuit schools.

Our newspapers are overwhelmed with material that is of no importance.
The obvious remedy for this would be more intelligent direction in the
collection of news, and more careful sifting and supervision of it when
gathered. It becomes every day more apparent to every manager that such
discrimination is more necessary. There is no limit to the various
intelligence and gossip that our complex life offers--no paper is big
enough to contain it; no reader has time enough to read it. And the
journal must cease to be a sort of waste-basket at the end of a telegraph
wire, into which any reporter, telegraph operator, or gossip-monger can
dump whatever he pleases. We must get rid of the superstition that value
is given to an unimportant "item" by sending it a thousand miles over a
wire.

Perhaps the most striking feature of the American newspaper, especially
of the country weekly, is its enormous development of local and
neighborhood news. It is of recent date. Horace Greeley used to advise
the country editors to give small space to the general news of the world,
but to cultivate assiduously the home field, to glean every possible
detail of private life in the circuit of the county, and print it. The
advice was shrewd for a metropolitan editor, and it was not without its
profit to the country editor. It was founded on a deep knowledge of human
nature; namely, upon the fact that people read most eagerly that which
they already know, if it is about themselves or their neighbors, if it is
a report of something they have been concerned in, a lecture they have
heard, a fair, or festival, or wedding, or funeral, or barn-raising they
have attended. The result is column after column of short paragraphs of
gossip and trivialities, chips, chips, chips. Mr. Sales is contemplating
erecting a new counter in his store; his rival opposite has a new sign;
Miss Bumps of Gath is visiting her cousin, Miss Smith of Bozrah; the
sheriff has painted his fence; Farmer Brown has lost his cow; the eminent
member from Neopolis has put an ell on one end of his mansion, and a
mortgage on the other.