The American Journal of Sociology/Volume 29/Number 3/The Natural History of the Newspaper

by Robert Ezra Park

THE AMERICAN

JOURNAL OF SOCIOLOGY

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Volume XXIX NOVEMBER 1923 Number 3

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THE NATURAL HISTORY OF THE NEWSPAPER

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ROBERT E. PARK
The University of Chicago

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ABSTRACT

The natural history of the press is a history of a surviving species. It is one of the most characteristic fruits of enlightenment, due to the extension of the opportunities of education to the masses of the population.

The modern newspaper is a product of city life; it is no longer merely an organ of propaganda and opinion, but a form of popular literature. The journal of opinion was largely a business man's newspaper. The so-called independent press added to its public the so-called artisan class. The yellow press was created mainly to capture immigrants, and women.

It was this increase of circulation that made the newspaper—formerly a subsidized organ of the parties an independent business enterprise, an envelope and carrier for advertising.

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I. THE STRUGGLE FOR EXISTENCE

The newspaper has a history; but it has, likewise, a natural history. The press, as it exists, is not, as our moralists sometimes seem to assume, the wilful product of any little group of living men. On the contrary, it is the outcome of an historic process in which many individuals participated without foreseeing what the ultimate product of their labors was to be.

The newspaper, like the modern city, is not wholly a rational product. No one sought to make it just what it is. In spite of all the efforts of individual men and generations of men to control it and to make it something after their own heart, it has continued to grow and change in its own incalculable ways.

The type of newspaper that exists is the type that has survived under the conditions of modern life. The men who may be said to have made the modern newspaper—James Gordon Bennett, Charles A. Dana, Joseph Pulitzer, and William Randolph Hearst—are the men who discovered the kind of paper that men and women would read and had the courage to publish it.

The natural history of the press is the history of this surviving species. It is an account of the conditions under which the existing newspaper has grown up and taken form.

A newspaper is not merely printed. It is circulated and read. Otherwise it is not a newspaper. The struggle for existence, in the case of the newspaper, has been a struggle for circulation. The newspaper that is not read ceases to be an influence in the community. The power of the press may be roughly measured by the number of people who read it.

The growth of great cities has enormously increased the size of the reading public. Reading which was a luxury in the country has become a necessity in the city. In the urban environment literacy is almost as much a necessity as speech itself. That is one reason there are so many foreign-language newspapers.

Mark Villchur, editor of the Russkoye Slovo, New York City, asked his readers how many of them had read newspapers in the old country. He found that out of 312 correspondents only 16 had regularly read newspapers in Russia; 10 others from time to time read newspapers in the Volast, the village administration center, and 12 were subscribers to weekly magazines. In America all of them were subscribers or readers of Russian newspapers.

This is interesting because the immigrant has had, first and last, a profound influence on the character of our native newspapers. How to bring the immigrant and his descendants into the circle of newspaper readers has been one of the problems of modern journalism.

The immigrant, who has, perhaps, acquired the newspaper habit from reading a foreign-language newspaper is eventually attracted to the native American newspapers. They are for him a window looking out into the larger world outside the narrow circle of the immigrant community in which he has been compelled to live. The newspapers have discovered that even men who can perhaps read no more than the headlines in the daily press will buy a Sunday paper to look at the pictures.

It is said that the most successful of the Hearst papers, the New York Evening Journal, gains a new body of subscribers every six years. Apparently it gets its readers mainly from immigrants. They graduate into Mr. Hearst's papers from the foreign-language press, and when the sensationalism of these papers begins to pall, they acquire a taste for some of the soberer journals. At any rate, Mr. Hearst has been a great Americanizer.

In their efforts to make the newspaper readable to the least instructed reader, to find in the daily news material that would thrill the crudest intelligence, publishers have made one important discovery. They have found that the difference between the high-brow and the low-brow, which once seemed so profound, is largely a difference in vocabularies. In short, if the press can make itself intelligible to the common man, it will have even less difficulty in being understood by the intellectual. The character of present-day newspapers has been profoundly influenced by this fact.

II. THE FIRST NEWSPAPERS

What is a newspaper? Many answers have been given. It is the tribune of the people; it is the fourth estate; the Palladium of our civil liberties, etc.

On the other hand this same newspaper has been characterized as the great sophist. What the popular teachers did for Athens in the period of Socrates and Plato the press has done in modern times for the common man.

The modern newspaper has been accused of being a business enterprise. "Yes," say the newspaper men "and the commodity it sells is news." It is the truth shop. (The editor is the philosopher turned merchant.) By making information about our common life accessible to every individual at less than the price of a telephone call we are to regain, it is urged—even in the complicated life of what Graham Wallas calls the "Great Society"—some sort of working democracy.

The advertising manager's notion is again something different. For him the newspaper is a medium for creating advertising values. The business of the editor is to provide the envelope which encloses the space which the advertising man sells. Eventually the newspaper may be conceived as a sort of common carrier, like the railway or the post office.

The newspaper, according to the author of the Brass Check, is a crime. The brass check is a symbol of prostitution. "The brass check is found in your pay envelope every week—you who write and print and distribute our newspapers and magazines. The brass 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."

This is the conception of a moralist and a socialist—Upton Sinclair.

Evidently the newspaper is an institution that is not yet fully understood. What it is, or seems to be, for anyone of us at any time is determined by our differing points of view. As a matter of fact we do not know much about the newspaper. It has never been studied.

One reason we know so little about the newspaper is that as it exists today it is a very recent manifestation. Beside, in the course of its relatively brief history, it has gone through a remarkable series of transfigurations. The press today is, however, all that it was and something more. To understand it we must see in its historic perspective.

The first newspapers were written or printed letters; newsletters they were called. In the seventeenth century English country gentlemen used to employ correspondents to write them once a week from London the gossip of the court and of the town.

The first newspaper in America, at least the first newspaper that lasted beyond its first issue, was the Boston News-Letter. It was published by the postmaster. The village post office has always been a public forum, where all the affairs of the nation and the community were discussed. It was to be expected that there, in close proximity to the sources of intelligence, if anywhere, a newspaper would spring up. For a long time the position of post-master and the vocation of editor were regarded as inseparable.

The first newspapers were simply devices for organizing gossip and that, to a greater or less extent, they have remained. Horace Greeley's advice to a friend who was about to start a country paper is as good today as it was then.

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. It does seem to me that most country journals are oblivious as to these vital truths. If you will, so soon as may be, secure a wideawake, judicious correspondent in each village and township of your county, some young lawyer, doctor, clerk in a store, or assistant in a post office who will promptly send you whatever of moment occurs in his vicinity, and will make up at least half your journal of local matter thus collected, nobody in the county can long do without it. Do not let a new church be organized, or new members be added to one already existing, a farm be sold, a new house be raised, a mill be set in motion, a store be 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.

What Greeley advises friend Fletcher to do with his country paper the city editor of every newspaper, as far as it humanly is possible, is still trying to do. It is not practicable, in a city of 3,000,000 and more to mention everybody's name. For that reason attention is focussed upon a few prominent figures. In a city where everything happens every day, it is not possible to record every petty incident, every variation from the routine of the city life. It is possible, however, to select certain particularly picturesque or romantic incidents and treat them symbolically, for their human interest rather than their individual and personal significance. In this way news ceases to be wholly personal and assumes the form of art. It ceases to be the record of the doings of individual men and women and becomes an impersonal account of manners and life.

The motive, conscious or unconsious, of the writers and of the press in all this is to reproduce, as far as possible, in the city the conditions of life in the village. In the village everyone knew everyone else. Everyone called everyone by his first name. The village was democratic. We are a nation of villagers. Our institutions are fundamentally village institutions. In the village, gossip and public opinion were the main sources of social control.

"I would rather live," said Thomas Jefferson, "in a country with newspapers and without a government than in a country with a government and without newspapers."

If public opinion is to continue to govern in the future as it has in the past, if we propose to maintain a democracy as Jefferson conceived it, the newspaper must continue to tell us about ourselves. We must somehow learn to know our community and its affairs in the same intimate way in which we knew them in the country villages. The newspaper must continue to be the printed diary of the home community. Marriages and divorce, crime and politics, must continue to make up the main body of our news. Local news is the very stuff that democracy is made of.

But that, according to Walter Lippmann, is just the difficulty. "As social truth is organized today, so he says, "the press is not constituted to furnish from one edition to the next the amount of knowledge which the democratic theory of public opinion demands. .... When we expect it to supply such a body of truth, we employ a misleading standard of judgment. We misunderstand the limited nature of news, the illimitable complexity of society; we overestimate our own endurance, public spirit, and all-round competence. We suppose an appetite for uninteresting truths which is not discovered by any honest analysis of our own tastes. . . . . Unconsciously the theory sets up the single reader as theoretically incompetent, and puts upon the press the burden of accomplishing whatever representative government, industrial organization, and diplomacy have failed to accomplish. Acting upon everybody for thirty minutes in twenty-four hours, the press is asked to create a mystical force called 'public opinion' that will take up the slack in public institutions."^[1]

It is evident that a newspaper cannot do for a community of 1,000,000 inhabitants what the village did spontaneously for itself through the medium of gossip and personal contact. Nevertheless the efforts of the newspaper to achieve this impossible result are an interesting chapter in the history of politics as well as of the press.

III. THE PARTY PAPERS

The first newspapers, the news-letters, were not party papers. Political journals began to supersede the news-letters at the beginning of the eighteenth century. The news with which the reading public was most concerned at that time was the reports of the debates in parliament.

Even before the rise of the party press certain prying and curious individuals had made a business of visiting the Strangers' Gallery, during the sessions of the House of Commons in order to write up from memory, or from notes taken down surreptitiously, accounts of the speeches and discussions during an important debate. At this time all the deliberations of parliament were secret, and it was not until 100 years later that the right of reporters to attend the sessions of the House of Commons and record its proceedings was officially recognized. In the meantime reporters were compelled to resort to all sorts of subterfuges and indirect methods in order to get information. It is upon this information, gathered in this way that much of our present history of English politics is based.

One of the most distinguished of these parliamentary reporters was Samuel Johnson. One evening in 1770, it is reported, Johnson with a number of other celebrities was taking dinner in London. Conversation turned upon parliamentary oratory. Someone spoke of a famous speech delivered in the House of Commons by the elder Pitt in 1741. Someone else, amid the applause of the company, quoted a passage from this speech as an illustration of an orator who had surpassed in feeling and beauty of language the finest efforts of the orators of antiquity. Then Johnson, who up to that point had taken no part in the discussion, spoke up. "I wrote that speech," he said, "in a garret in Exeter Street."

The guests were struck with amazement. He was asked, "How could it have been written by you, sir?"

"Sir," said Johnson, "I wrote it in Exeter Street. I never was in the gallery of the House of Commons but once. Cave had interest with the doorkeepers; he and the persons employed under him got admittance; they brought away the subjects of discussion, the names of the speakers, the side they took, and the order in which they rose, together with notes of the various arguments adduced in the course of the debate. The whole was afterward communicated to me, and I composed the speeches in the form they now have in the Parliamentary Debates, for the speeches of that period are all printed from Cave's magazine."^[2]

Someone undertook to praise Johnson's impartiality, saying that in his reports he seems to have dealt out reason and eloquence with an equal hand to both political parties. "That is not quite true," was Johnson's reply. "I saved appearances tolerably well; but I took care that the Whig dogs should not have the best of it."

This speech of William Pitt, composed by Johnson in Exeter Street, has long held a place in school books and collections of oratory. It is the famous speech in which Pitt answered the accusation of the "atrocious crime of being a young man."

Perhaps Pitt thought he delivered that speech. At any rate there is no evidence that he repudiated it. I might add that, Pitt, if he was the first, was not the last statesman who is indebted to the reporters for his reputation as an orator.

The significant thing about this incident is that it illustrates the manner in which, under the influence of the parliamentary reporters, something like a constitutional change was effected in the character of parliamentary government. As soon as the parliamentary orators discovered that they were addressing not only their fellow-members but, indirectly, through the medium of the press, the people of England, the whole character of parliamentary proceedings changed. Through the newspapers the whole country was enabled to participate in the discussions by which issues were framed and legislation was enacted.

Meanwhile, the newspapers themselves, under the influence of the very discussions which they themselves instigated, had become party organs. Whereupon the party press ceased to be a mere chronicle of small gossip and came to be what we know as a "journal of opinion." The editor, meanwhile, no longer a mere newsmonger and humble recorder of events, found himself the mouthpiece of a political party, playing a role in politics.

During the long struggle for freedom of thought and speech in the seventeenth century, popular discontent had found literary expression in the pamphlet and broadside. The most notable of these pamphleteers was John Milton, and the most famous of these pamphlets was Milton's Areopagitica: A Defence of the Liberty of Unlicensed Printing, published in 1646; "the noblest piece of English prose" it has been called by Henry Morley.

When the newspaper became, in the early part of the eighteenth century, a journal of opinion, it took over the function of the political pamphlet. The opinion that had formerly found expression in a broadside was now expressed in the form of editorial leading articles. The editorial writer, who had inherited the mantle of the pamphleteer, now assumed the rôle of a tribune of the people.

It was in this rôle, as the protagonist of the popular cause, that the newspaper captured the imagination of our intelligentsia.

When we read in the political literature of a generation ago references to "the power of the press" it is the editor and the editorial rather than the reporter and the news of which these writers are thinking. Even now, when we speak of the liberty of the press, it is the liberty to express an opinion, rather than the liberty to investigate and publish the facts, which is meant. The activities of the reporter, upon which any opinion that is relevant to existing conditions is likely to be based, are more often regarded as an infringement of our personal rights than an exercise of our political liberties.

The liberty of the press for which Milton wrote the Areopagitica was the liberty to express an opinion. "Give me the liberty," he said, "to know, to alter, and to argue freely according to conscience, above all liberties."

Carlyle was thinking of the editorial writer and not of the reporter when he wrote: "Great is journalism! Is not every able editor a ruler of the world, being a persuader of it?"

The United States inherited its parliamentary government, its party system, and its newspapers from England. The rôle which the political journals played in English politics was re-enacted in America. The American newspapers were a power with which the British government had to reckon in the struggle of the colonies for independence. After the British took possession of New York City, Ambrose Serle, who had undertaken to publish the New York Gazette in the interest of the invaders, wrote as follows to Lord Dartmouth in regard to the patriot-party press.

Among other engines which have raised the present commotion, next to the indecent harangues of the preachers, none has had a more extensive or stronger influence than the newspapers of the respective colonies. One is astonished to see with what avidity they are sought after, and how implicitly they are believed by the great bulk of the people.^[3]

It was nearly a century later in the person of Horace Greeley, editor of the New York Tribune during the anti-slavery struggle, that the journal of opinion reached its highest expression in America. America has had better newspaper men than Horace Greeley, although none, perhaps, whose opinions exercised so wide an influence. "The New York Tribune" says Charles Francis Adams, "during those years was the greatest educational factor, economically and morally, this country has ever known."

IV. THE INDEPENDENT PRESS

The power of the press, as represented by the older type of newspaper, rested in the final analysis upon the ability of its editors to create a party and lead it. The journal of opinion is, by its very nature, predestined to become the organ of a party, or at any rate the mouthpiece of a school.

So long as political activities were organized on the basis of village life, the party system worked. In the village community, where life was and still is relatively fixed and settled, custom and tradition provided for most of the exigencies of daily life. In such a community, where every deviation from the ordinary routine of life was a matter of observation and comment and all the facts were known, the political process was, at any rate, a comparatively simple matter. Under these circumstances the work of the newspaper, as a gatherer and interpreter of the news, was but an extension of the function which was otherwise performed spontaneously by the community itself through the medium of personal contact and gossip.

But as our cities expanded and life grew more complicated, it turned out that political parties, in order to survive, must have a permanent organization. Eventually party morale became a greater value than the issues for the determination of which the parties are supposed to exist. The effect upon the party press was to reduce it to the position of a sort of house organ of the party organization. It no longer knew from day to day just what its opinions were. The editor was no longer a free agent. It was of this subjugated Tribune that Walt Whitman was thinking when he coined the phrase, "the kept editor."

When, finally, the exigencies of party politics, under conditions of life in great cities, developed the political machine, some of the more independent newspapers revolted. This was the origin of the independent press. It was one of the independent papers, the New York Times of that day, that first assailed and eventually overthrew, with the aid of a cartoonist, Thomas Nast, the Tweed Ring, the first and most outrageous of the political machines that party politics in this country has so far produced. Presently there was a general breaking away, particularly by the metropolitan as distinguished from the country papers, from the domination of the parties. Party loyalty ceased to be a virtue.

Meanwhile a new political power had arisen and found expression in the press. This power was embodied, not in the editorial and the editorial writer, however, but in the news and the reporter. In spite of the fact that the prestige of the press, up to this time, had rested on its rôle of champion of popular causes, the older newspapers were not read by the masses of the people.

The ordinary man is more interested in news than he is in political doctrines or abstract ideas. H. L. Mencken has called attention to the fact that the average man does not understand more than two-thirds of what "comes from the lips of the average political orator or clergyman."

The ordinary man, as the Saturday Evening Post has discovered, thinks in concrete images, anecdotes, pictures, and parables. He finds it difficult and tiresome to read a long article unless it is dramatized and takes the form of what newspapers call a "story." "News story" and "fiction story" are two forms of modern literature that are now so like one another that it is sometimes difficult to distinguish them.

The Saturday Evening Post, for example, writes the news in the form of fiction, while the daily press frequently writes fiction in the form of news. When it is not possible to present ideas in the concrete, dramatic form of a story, the ordinary reader likes them stated in a short paragraph.

It is said that James E. Scripps. of the Scripps, McRae League, which specializes in afternoon papers in secondary cities, built up his whole string of papers upon the basis of the very simple psychological principle that the ordinary man will read newspaper items in the inverse ratio to their length. His method of measuring the efficiency of his newspapers, therefore, was to count the number of items they contained. The paper that had the largest number of items was the best paper. This is just the reverse of Mr. Hearst's methods; his papers have fewer items than other papers.

The old-time journalist was inclined to have a contempt for news. News was for him simply material upon which to base an editorial. If God let things happen that were not in accordance with his conception of the fitness of things, he simply suppressed them. He refused to take the responsibility of letting his readers learn about things that he knew ought not to have happened.

Manton Marble, who was editor of the New York World before Joseph Pulitzer took it and made it yellow, used to say there were not 18,000 people in New York City to whom a well-conducted newspaper could offer to address itself. If the circulation of the paper went above that figure he thought there must be something wrong with the paper. Before Mr. Pulitzer took it over the circulation had actually sunk to 10,000. The old New York World preserved the type of the old conservative high-brow paper down to the eighties. By that time in the larger cities the political independent newspapers had become the accepted type of journal.

Long before the rise of what was later to be called the independent press, there had appeared in New York two journals that were the forerunners of the present-day newspapers. In 1883 Benjamin Day, with a few associates, started a paper for "mechanics and the masses generally." The price of this paper was 1 cent but the publishers expected to make up by larger circulation and by advertising the loss sustained by the lower price. At that time most of the other New York papers were selling for 6 cents.

It was, however, the enterprise of James Gordon Bennett, the founder of the New York Herald, who set the pace in the new form of journalism. In fact, as Will Irwin says in the only adequate account that has ever been written of the American newspaper, "James Gordon Bennett invented news as we know it." Bennett, like some others who have contributed most to modern journalism, was a disillusioned man, and for that very reason, perhaps, a ruthless and cynical one. "I renounce all so-called principles," he said in his announcement of the new enterprise. By principles he meant, perhaps, editorial policies. His salutatory was at the same time a valedictory. In announcing the purposes of the new journalism he bade adieu to the aims and aspirations of the old. Henceforth the editors were to be news gatherers and the newspaper staked its future on its ability to gather, print, and circulate news.

What is news? There have been many answers. I think it was Charles A. Dana, who said, "News is anything that will make people talk." This definition suggests at any rate the aims of the new journalism. Its purpose was to print anything that would make people talk and think, for most people do not think until they begin to talk. Thought is after all a sort of internal conversation.

A later version of the same definition is this: "News is anything that makes the reader say, 'Gee Whiz!'" This is the definition of Arthur McEwen, one of the men who helped make the Hearst papers. It is at the same time the definition of the latest and most successful type of journal, the yellow press. Not all successful journals are, to be sure, yellow. The New York Times, for example, is not. But the New York Times is not yet a type.

V. THE YELLOW PRESS

There seem to be, as Walter Lippmann has observed, two types of newspaper readers. "Those who find their own lives interesting" and "those who find their own lives dull, and wish to live a more thrilling existence." There are, correspondingly, two types of newspapers: papers edited on the principle that readers are mainly interested in reading about themselves, and papers edited upon the principle that their readers, seeking some escape from the dull routine of their own lives, are interested in anything which offers them, what the psychoanalyists call "a flight from reality."

The provincial newspaper with its record of weddings, funerals, lodge meetings, oyster suppers, and all the small patter of the small town represents the first type. The metropolitan press, with its persistent search in the drab episodes of city life for the romantic and the picturesque, its dramatic accounts of vice and crime, and its unflagging interest in the movements of personages of a more or less mythical high society, represents the latter type.

Up to the last quarter of the nineteenth century, that is to say, up to about 1880, most newspapers, even in our large cities, were conducted on the theory that the best news a paper can print is a death notice or marriage announcement.

Up to that time the newspapers had not yet begun to break into the tenements, and most people who supported a newspaper lived in homes rather than in apartments. The telephone had not yet come into popular use; the automobile was unheard of; the city was still a mosaic of little neighborhoods, like our foreign-language communities of the present day, in which the city dweller still maintained something of the provincialism of the small town.

Great changes, however, were impending. The independent press was already driving some of the old-time newspapers to the wall. There were more newspapers than either the public or the advertisers were willing to support. It was at this time and under these circumstances that newspaper men discovered that circulation could be greatly increased by making literature out of the news. Charles A. Dana had already done this in the Sun, but there still was a large section of the population for whom the clever writing of Mr. Dana's young men was caviar.

The yellow press grew up in an attempt to capture for the newspaper a public whose only literature was the family story paper or the cheap novel. The problem was to write the news in such a way that it would appeal to the fundamental passions. The formula was: love and romance for the women; sport and politics for the men.

The effect of the application of this formula was to enormously increase the circulation of the newspapers, not only in the great cities, but all over the country. These changes were brought about mainly under the leadership of two men, Joseph Pulitzer and William Randolph Hearst.

Pulitzer had discovered while he was editor of the St. Louis Post Dispatch that the way to fight popular causes was not to advocate them on the editorial page but to advertise them—write them up—in the news columns. It was Pulitzer who invented muckraking. It was this kind of journalism which enabled Pulitzer, within a period of six years, to convert the old New York World, which was dying of inanition when he took it, into the most talked about if not the most widely circulated, paper in New York City.

Meanwhile, out in San Francisco Mr. Hearst had succeeded in galvanizing the old moribund Examiner into new life, making it the most widely read newspaper on the Pacific Coast.

It was under Mr. Hearst that the "sob sister" came into vogue. This is her story, as Will Irwin told it in Cottier's, February 18, 1911:

Chamberlain (managing editor of the Examiner) conceived the idea that the city hospital was badly managed. He picked a little slip of a girl from among his cub reporters and assigned her to the investigation. She invented her own method; she "fainted" on the street, and was carried to the hospital for treatment. She turned out a story "with a sob for the unfortunate in every line." That was the professional beginning of "Annie Laurie" or Winifred Black, and of a departure in newspaper writing. For she came to have many imitators, but none other could ever so well stir up the primitive emotions of sympathy and pity; she was a "sob squad" all by herself. Indeed, in the discovery of this symphathetic "woman writing," Hearst broke through the crust into the thing he was after.

With the experience that he had gained on the Examiner in San Francisco and with a large fortune that he had inherited from his father, Hearst invaded New York in 1896. It was not until he reached New York and started out to make the New York Journal the most widely read paper in the United States that yellow journalism reached the limit.

Pulitzer's principal contribution to yellow journalism was muckraking, Hearst's was mainly "jazz." The newspaper had been conducted up to this time upon the theory that its business was to instruct. Hearst rejected that conception. His appeal was frankly not to the intellect but to the heart. The newspaper was for him first and last a form of entertainment.

It was about the time the yellow press was engaged in extending the newspaper habit to the masses of people, including women and immigrants—who up to this time did not read newspapers—that the department store was beginning to attract attention.

The department store is, in a sense, a creation of the Sunday newspaper. At any rate, without the advertising that the Sunday newspaper was able to give it, the department store would hardly have gained the vogue it has today. It is important in this connection that women read the Sunday paper before they did the dailies. The women are buyers.

It was in the Sunday newspaper that the methods of yellow journalism were first completely worked out. The men who are chiefly responsible for them are Morrill Goddard and Arthur Brisbane. It was Goddard's ambition to make a paper that a man would buy even if he could not read it. He went in for pictures, first in black and white and then in colors. It was in the Sunday World that the first seven-column cut was printed. Then followed the comic section and all the other devices with which we are familiar for compelling a dull-minded and reluctant public to read.

After these methods had been worked out in the Sunday paper, they were introduced into the daily. The final triumph of the yellow journal was Brisbane's "Heart-to-heart editorials"—a column of predigested platitudes and moralizing, with half-page diagrams and illustrations to re-enforce the text. Nowhere has Herbert Spencer's maxim that the art of writing is economy of attention been so completely realized.

Walter Lippmann, in his recent study of public opinion, calls attention to the fact that no sociologist has ever written a book on news gathering. It strikes him as very strange that an institution like the press, from which we expect so much and get so little of what we expect, should not have been the subject of a more disinterested study.

It is true that we have not studied the newspaper as the biologists have studied, for example, the potato bug. But the same may be said of every political institution, and the newspaper is a political institution quite as much as Tammany Hall or the board of aldermen are political institutions. We have grumbled about our political institutions, sometimes we have sought by certain magical legislative devices to exercise and expel the evil spirits that possessed them. On the whole we have been inclined to regard them as sacred and to treat any fundamental criticism of them as a sort of blasphemy. If things went wrong, it was not the institutions but the persons we elected to conduct them, and an incorrigible human nature, who were at fault.

What then is the remedy for the existing condition of the newspapers? There is no remedy. Humanly speaking, the present newspapers are about as good as they can be. If the newspapers are to be improved, it will come through the education of the people and the organization of political information and intelligence. As Mr. Lippmann well says, "the number of social phenomena which are now recorded is small, the instruments of analysis are very crude, and the concepts often vague and uncriticized." We must improve our records and that is a serious task. But first of all we must learn to look at political and social life objectively and cease to think of it wholly in moral terms! In that case we shall have less news, but better newspapers.

The real reason that the ordinary newspaper accounts of the incidents of ordinary life are so sensational is because we know so little of human life that we are not able to interpret the events of life when we read them. It is safe to say that when anything shocks us, we do not understand it.

1. Walter Lippmann, Public Opinion, pp. 361-62.
2. Michael MacDonagh, The Reporters' Gallery. Pp. 139-40.
3. George Henry Payne, History of Journalism in the United States, p. 120.