Public Opinion Part 18

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This insistent and ancient belief that truth is not earned, but inspired, revealed, supplied gratis, comes out very plainly in our economic prejudices as readers of newspapers. We expect the newspaper to serve us with truth however unprofitable the truth may be. For this difficult and often dangerous service, which we recognize as fundamental, we expected to pay until recently the smallest coin turned out by the mint. We have accustomed ourselves now to paying two and even three cents on weekdays, and on Sundays, for an ill.u.s.trated encyclopedia and vaudeville entertainment attached, we have screwed ourselves up to paying a nickel or even a dime. n.o.body thinks for a moment that he ought to pay for his newspaper. He expects the fountains of truth to bubble, but he enters into no contract, legal or moral, involving any risk, cost or trouble to himself. He will pay a nominal price when it suits him, will stop paying whenever it suits him, will turn to another paper when that suits him. Somebody has said quite aptly that the newspaper editor has to be re-elected every day.

This casual and one-sided relationship between readers and press is an anomaly of our civilization. There is nothing else quite like it, and it is, therefore, hard to compare the press with any other business or inst.i.tution. It is not a business pure and simple, partly because the product is regularly sold below cost, but chiefly because the community applies one ethical measure to the press and another to trade or manufacture. Ethically a newspaper is judged as if it were a church or a school. But if you try to compare it with these you fail; the taxpayer pays for the public school, the private school is endowed or supported by tuition fees, there are subsidies and collections for the church. You cannot compare journalism with law, medicine or engineering, for in every one of these professions the consumer pays for the service. A free press, if you judge by the att.i.tude of the readers, means newspapers that are virtually given away.

Yet the critics of the press are merely voicing the moral standards of the community, when they expect such an inst.i.tution to live on the same plane as that on which the school, the church, and the disinterested professions are supposed to live. This ill.u.s.trates again the concave character of democracy. No need for artificially acquired information is felt to exist. The information must come naturally, that is to say gratis, if not out of the heart of the citizen, then gratis out of the newspaper. The citizen will pay for his telephone, his railroad rides, his motor car, his entertainment. But he does not pay openly for his news.

He will, however, pay handsomely for the privilege of having someone read about him. He will pay directly to advertise. And he will pay indirectly for the advertis.e.m.e.nts of other people, because that payment, being concealed in the price of commodities is part of an invisible environment that he does not effectively comprehend. It would be regarded as an outrage to have to pay openly the price of a good ice cream soda for all the news of the world, though the public will pay that and more when it buys the advertised commodities. The public pays for the press, but only when the payment is concealed.

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Circulation is, therefore, the means to an end. It becomes an a.s.set only when it can be sold to the advertiser, who buys it with revenues secured through indirect taxation of the reader. [Footnote: "An established newspaper is ent.i.tled to fix its advertising rates so that its net receipts from circulation may be left on the credit side of the profit and loss account. To arrive at net receipts, I would deduct from the gross the cost of promotion, distribution, and other expenses incidental to circulation." From an address by Mr. Adolph S. Ochs, publisher of _the New York Times,_ at the Philadelphia Convention of the a.s.sociated Advertising Clubs of The World, June 26, 1916.

Cited, Elmer Davis, _History of The New York Times,_ 1851-1921, pp. 397-398.] The kind of circulation which the advertiser will buy depends on what he has to sell. It may be "quality" or "ma.s.s." On the whole there is no sharp dividing line, for in respect to most commodities sold by advertising, the customers are neither the small cla.s.s of the very rich nor the very poor. They are the people with enough surplus over bare necessities to exercise discretion in their buying. The paper, therefore, which goes into the homes of the fairly prosperous is by and large the one which offers most to the advertiser. It may also go into the homes of the poor, but except for certain lines of goods, an a.n.a.lytical advertising agent does not rate that circulation as a great a.s.set, unless, as seems to be the case with certain of Mr. Hearst's properties, the circulation is enormous.

A newspaper which angers those whom it pays best to reach through advertis.e.m.e.nts is a bad medium for an advertiser. And since no one ever claimed that advertising was philanthropy, advertisers buy s.p.a.ce in those publications which are fairly certain to reach their future customers. One need not spend much time worrying about the unreported scandals of the dry-goods merchants. They represent nothing really significant, and incidents of this sort are less common than many critics of the press suppose. The real problem is that the readers of a newspaper, unaccustomed to paying the cost of newsgathering, can be capitalized only by turning them into circulation that can be sold to manufacturers and merchants. And those whom it is most important to capitalize are those who have the most money to spend. Such a press is bound to respect the point of view of the buying public. It is for this buying public that newspapers are edited and published, for without that support the newspaper cannot live. A newspaper can flout an advertiser, it can attack a powerful banking or traction interest, but if it alienates the buying public, it loses the one indispensable a.s.set of its existence.

Mr. John L. Given, [Footnote: _Making a Newspaper_, p. 13. This is the best technical book I know, and should be read by everyone who undertakes to discuss the press. Mr. G. B. Diblee, who wrote the volume on _The Newspaper_ in the Home University Library says (p.

253), that "on the press for pressmen I only know of one good book, Mr. Given's."] formerly of the New York Evening Sun, stated in 1914 that out of over two thousand three hundred dailies published in the United States, there were about one hundred and seventy-five printed in cities having over one hundred thousand inhabitants. These const.i.tute the press for "general news." They are the key papers which collect the news dealing with great events, and even the people who do not read any one of the one hundred and seventy-five depend ultimately upon them for news of the outer world. For they make up the great press a.s.sociations which cooperate in the exchange of news. Each is, therefore, not only the informant of its own readers, but it is the local reporter for the newspapers of other cities. The rural press and the special press by and large, take their general news from these key papers. And among these there are some very much richer than others, so that for international news, in the main, the whole press of the nation may depend upon the reports of the press a.s.sociations and the special services of a few metropolitan dailies.

Roughly speaking, the economic support for general news gathering is in the price paid for advertised goods by the fairly prosperous sections of cities with more than one hundred thousand inhabitants.

These buying publics are composed of the members of families, who depend for their income chiefly on trade, merchandising, the direction of manufacture, and finance. They are the clientele among whom it pays best to advertise in a newspaper. They wield a concentrated purchasing power, which may be less in volume than the aggregate for farmers and workingmen; but within the radius covered by a daily newspaper they are the quickest a.s.sets.

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They have, moreover, a double claim to attention. They are not only the best customers for the advertiser, they include the advertisers.

Therefore the impression made by the newspapers on this public matters deeply. Fortunately this public is not unanimous. It may be "capitalistic" but it contains divergent views on what capitalism is, and how it is to be run. Except in times of danger, this respectable opinion is sufficiently divided to permit of considerable differences of policy. These would be greater still if it were not that publishers are themselves usually members of these urban communities, and honestly see the world through the lenses of their a.s.sociates and friends.

They are engaged in a speculative business, [Footnote: Sometimes so speculative that in order to secure credit the publisher has to go into bondage to his creditors. Information on this point is very difficult to obtain, and for that reason its general importance is often much exaggerated.] which depends on the general condition of trade, and more peculiarly on a circulation based not on a marriage contract with their readers, but on free love. The object of every publisher is, therefore, to turn his circulation from a medley of catch-as-catch-can news stand buyers into a devoted band of constant readers. A newspaper that can really depend upon the loyalty of its readers is as independent as a newspaper can be, given the economics of modern journalism. [Footnote: "It is an axiom in newspaper publishing--'more readers, more independence of the influence of advertisers; fewer readers and more dependence on the advertiser' It may seem like a contradiction (yet it is the truth) to a.s.sert: the greater the number of advertisers, the less influence they are individually able to exercise with the publisher." Adolph S. Ochs, _of. supra._] A body of readers who stay by it through thick and thin is a power greater than any which the individual advertiser can wield, and a power great enough to break up a combination of advertisers. Therefore, whenever you find a newspaper betraying its readers for the sake of an advertiser, you can be fairly certain either that the publisher sincerely shares the views of the advertiser, or that he thinks, perhaps mistakenly, he cannot count upon the support of his readers if he openly resists dictation. It is a question of whether the readers, who do not pay in cash for their news, will pay for it in loyalty.

CHAPTER XXII

THE CONSTANT READER

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THE loyalty of the buying public to a newspaper is not stipulated in any bond. In almost every other enterprise the person who expects to be served enters into an agreement that controls his pa.s.sing whims. At least he pays for what he obtains. In the publishing of periodicals the nearest approach to an agreement for a definite time is the paid subscription, and that is not, I believe, a great factor in the economy of a metropolitan daily. The reader is the sole and the daily judge of his loyalty, and there can be no suit against him for breach of promise or nonsupport.

Though everything turns on the constancy of the reader, there does not exist even a vague tradition to call that fact to the reader's mind.

His constancy depends on how he happens to feel, or on his habits. And these depend not simply on the quality of the news, but more often on a number of obscure elements that in our casual relation to the press, we hardly take the trouble to make conscious. The most important of these is that each of us tends to judge a newspaper, if we judge it at all, by its treatment of that part of the news in which we feel ourselves involved. The newspaper deals with a mult.i.tude of events beyond our experience. But it deals also with some events within our experience. And by its handling of those events we most frequently decide to like it or dislike it, to trust it or refuse to have the sheet in the house. If the newspaper gives a satisfactory account of that which we think we know, our business, our church, our party, it is fairly certain to be immune from violent criticism by us. What better criterion does the man at the breakfast table possess than that the newspaper version checks up with his own opinion? Therefore, most men tend to hold the newspaper most strictly accountable in their capacity, not of general readers, but of special pleaders on matters of their own experience.

Rarely is anyone but the interested party able to test the accuracy of a report. If the news is local, and if there is compet.i.tion, the editor knows that he will probably hear from the man who thinks his portrait unfair and inaccurate. But if the news is not local, the corrective diminishes as the subject matter recedes into the distance.

The only people who can correct what they think is a false picture of themselves printed in another city are members of groups well enough organized to hire publicity men.

Now it is interesting to note that the general reader of a newspaper has no standing in law if he thinks he is being misled by the news. It is only the aggrieved party who can sue for slander or libel, and he has to prove a material injury to himself. The law embodies the tradition that general news is not a matter of common concern, [Footnote: The reader will not mistake this as a plea for censorship.

It might, however, be a good thing if there were competent tribunals, preferably not official ones, where charges of untruthfulness and unfairness in the general news could be sifted. _Cf. Liberty and the News,_ pp. 73-76. ] except as to matter which is vaguely described as immoral or seditious.

But the body of the news, though unchecked as a whole by the disinterested reader, consists of items about which some readers have very definite preconceptions. Those items are the data of his judgment, and news which men read without this personal criterion, they judge by some other standard than their standard of accuracy.

They are dealing here with a subject matter which to them is indistinguishable from fiction. The canon of truth cannot be applied.

They do not boggle over such news if it conforms to their stereotypes, and they continue to read it if it interests them. [Footnote: Note, for example, how absent is indignation in Mr. Upton Sinclair against socialist papers, even those which are as malignantly unfair to employers as certain of the papers cited by him are unfair to radicals.]

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There are newspapers, even in large cities, edited on the principle that the readers wish to read about themselves. The theory is that if enough people see their own names in the paper often enough, can read about their weddings, funerals, sociables, foreign travels, lodge meetings, school prizes, their fiftieth birthdays, their sixtieth birthdays, their silver weddings, their outings and clambakes, they will make a reliable circulation.

The cla.s.sic formula for such a newspaper is contained in a letter written by Horace Greeley on April 3, 1860, to "Friend Fletcher" who was about to start a country newspaper: [Footnote: Cited, James Melvin Lee, _The History of American Journalism,_ p. 405.]

"I. Begin with a clear conception that the subject of deepest interest to an average human being is himself; next to that he is most concerned about his neighbors. Asia and the Tongo Islands stand a long way after these in his regard.... Do not let a new church be organized, or new members be added to one already existing, a farm be sold, a new house raised, a mill set in motion, a store opened, nor anything of interest to a dozen families occur, without having the fact duly, though briefly, chronicled in your columns. If a farmer cuts a big tree, or grows a mammoth beet, or harvests a bounteous yield of wheat or corn, set forth the fact as concisely and unexceptionally as possible."

The function of becoming, as Mr. Lee puts it, "the printed diary of the home town" is one that every newspaper no matter where it is published must in some measure fill. And where, as in a great city like New York, the general newspapers circulated broadcast cannot fill it, there exist small newspapers published on Greeley's pattern for sections of the city. In the boroughs of Manhattan and the Bronx there are perhaps twice as many local dailies as there are general newspapers. [Footnote: _Cf._ John L. Given, _Making a Newspaper,_ p. 13.] And they are supplemented by all kinds of special publications for trades, religions, nationalities.

These diaries are published for people who find their own lives interesting. But there are also great numbers of people who find their own lives dull, and wish, like Hedda Gabler, to live a more thrilling life. For them there are published a few whole newspapers, and sections of others, devoted to the personal lives of a set of imaginary people, with whose gorgeous vices the reader can in his fancy safely identify himself. Mr. Hearst's unflagging interest in high society caters to people who never hope to be in high society, and yet manage to derive some enhancement out of the vague feeling that they are part of the life that they read about. In the great cities "the printed diary of the home town" tends to be the printed diary of a smart set.

And it is, as we have already noted, the dailies of the cities which carry the burden of bringing distant news to the private citizen. But it is not primarily their political and social news which holds the circulation. The interest in that is intermittent, and few publishers can bank on it alone. The newspaper, therefore, takes to itself a variety of other features, all primarily designed to hold a body of readers together, who so far as big news is concerned, are not able to be critical. Moreover, in big news the compet.i.tion in any one community is not very serious. The press services standardize the main events; it is only once in a while that a great scoop is made; there is apparently not a very great reading public for such ma.s.sive reporting as has made the New York Times of recent years indispensable to men of all shades of opinion. In order to differentiate themselves and collect a steady public most papers have to go outside the field of general news. They go to the dazzling levels of society, to scandal and crime, to sports, pictures, actresses, advice to the lovelorn, highschool notes, women's pages, buyer's pages, cooking receipts, chess, whist, gardening, comic strips, thundering partisanship, not because publishers and editors are interested in everything but news, but because they have to find some way of holding on to that alleged host of pa.s.sionately interested readers, who are supposed by some critics of the press to be clamoring for the truth and nothing but the truth.

The newspaper editor occupies a strange position. His enterprises depend upon indirect taxation levied by his advertisers upon his readers; the patronage of the advertisers depends upon the editor's skill in holding together an effective group of customers. These customers deliver judgment according to their private experiences and their stereotyped expectations, for in the nature of things they have no independent knowledge of most news they read. If the judgment is not unfavorable, the editor is at least within range of a circulation that pays. But in order to secure that circulation, he cannot rely wholly upon news of the greater environment. He handles that as interestingly as he can, of course, but the quality of the general news, especially about public affairs, is not in itself sufficient to cause very large numbers of readers to discriminate among the dailies.

This somewhat left-handed relationship between newspapers and public information is reflected in the salaries of newspaper men. Reporting, which theoretically const.i.tutes the foundation of the whole inst.i.tution, is the most poorly paid branch of newspaper work, and is the least regarded. By and large, able men go into it only by necessity or for experience, and with the definite intention of being graduated as soon as possible. For straight reporting is not a career that offers many great rewards. The rewards in journalism go to specialty work, to signed correspondence which has editorial quality, to executives, and to men with a knack and flavor of their own. This is due, no doubt, to what economists call the rent of ability. But this economic principle operates with such peculiar violence in journalism that newsgathering does not attract to itself anything like the number of trained and able men which its public importance would seem to demand. The fact that the able men take up "straight reporting" with the intention of leaving it as soon as possible is, I think, the chief reason why it has never developed in sufficient measure those corporate traditions that give to a profession prestige and a jealous self-respect. For it is these corporate traditions which engender the pride of craft, which tend to raise the standards of admission, punish breaches of the code, and give men the strength to insist upon their status in society.

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Yet all this does not go to the root of the matter. For while the economics of journalism is such as to depress the value of news reporting, it is, I am certain, a false determinism which would abandon the a.n.a.lysis at that point. The intrinsic power of the reporter appears to be so great, the number of very able men who pa.s.s through reporting is so large, that there must be some deeper reason why, comparatively speaking, so little serious effort has gone into raising the vocation to the level say of medicine, engineering, or law.

Mr. Upton Sinclair speaks for a large body of opinion in America, [Footnote: Mr. Hilaire Belloc makes practically the same a.n.a.lysis for English newspapers. _Cf. The Free Press._] when he claims that in what he calls "The Bra.s.s Check" he has found this deeper reason:

"The Bra.s.s Check is found in your pay envelope every week--you who write and print and distribute our newspapers and magazines. The Bra.s.s check is the price of your shame--you who take the fair body of truth and sell it in the market place, who betray the virgin hopes of mankind into the loathsome brothel of Big Business." [Footnote: Upton Sinclair, _The Bra.s.s Check. A Study of American Journalism._ p.

116.]

It would seem from this that there exists a body of known truth, and a set of well founded hopes, which are prost.i.tuted by a more or less conscious conspiracy of the rich owners of newspapers. If this theory is correct, then a certain conclusion follows. It is that the fair body of truth would be inviolate in a press not in any way connected with Big Business. For if it should happen that a press not controlled by, and not even friendly with, Big Business somehow failed to contain the fair body of truth, something would be wrong with Mr. Sinclair's theory.

There is such a press. Strange to say, in proposing a remedy Mr.

Sinclair does not advise his readers to subscribe to the nearest radical newspaper. Why not? If the troubles of American journalism go back to the Bra.s.s Check of Big Business why does not the remedy lie in reading the papers that do not in any remote way accept the Bra.s.s Check? Why subsidize a "National News" with a large board of directors "of all creeds or causes" to print a paper full of facts "regardless of what is injured, the Steel Trust or the I. W. W., the Standard Oil Company or the Socialist Party?" If the trouble is Big Business, that is, the Steel Trust, Standard Oil and the like, why not urge everybody to read I. W. W. or Socialist papers? Mr. Sinclair does not say why not. But the reason is simple. He cannot convince anybody, not even himself, that the anti-capitalist press is the remedy for the capitalist press. He ignores the anti-capitalist press both in his theory of the Bra.s.s Check and in his constructive proposal. But if you are diagnosing American journalism you cannot ignore it. If what you care about is "the fair body of truth," you do not commit the gross logical error of a.s.sembling all the instances of unfairness and lying you can find in one set of newspapers, ignore all the instances you could easily find in another set, and then a.s.sign as the cause of the lying, the one supposedly common characteristic of the press to which you have confined your investigation. If you are going to blame "capitalism" for the faults of the press, you are compelled to prove that those faults do not exist except where capitalism controls. That Mr. Sinclair cannot do this, is shown by the fact that while in his diagnosis he traces everything to capitalism, in his prescription he ignores both capitalism and anti-capitalism.

One would have supposed that the inability to take any non-capitalist paper as a model of truthfulness and competence would have caused Mr.

Sinclair, and those who agree with him, to look somewhat more critically at their a.s.sumptions. They would have asked themselves, for example, where is the fair body of truth, that Big Business prost.i.tutes, but anti-Big Business does not seem to obtain? For that question leads, I believe, to the heart of the matter, to the question of what is news.

CHAPTER XXIII

THE NATURE OF NEWS

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ALL the reporters in the world working all the hours of the day could not witness all the happenings in the world. There are not a great many reporters. And none of them has the power to be in more than one place at a time. Reporters are not clairvoyant, they do not gaze into a crystal ball and see the world at will, they are not a.s.sisted by thought-transference. Yet the range of subjects these comparatively few men manage to cover would be a miracle indeed, if it were not a standardized routine.