# Public Opinion/Chapter 21

CHAPTER XXI
THE BUYING PUBLIC
1
The idea that men have to go forth and study the world in order to govern it, has played a very minor part in political thought. It could figure very little, because the machinery for reporting the world in any way useful to government made comparatively little progress from the time of Aristotle to the age in which the premises of democracy were established.
Therefore, if you had asked a pioneer democrat where the information was to come from on which the will of the people was to be based, he would have been puzzled by the question. It would have seemed a little as if you had asked him where his life or his soul came from. The will of the people, he almost always assumed, exists at all times; the duty of political science was to work out the inventions of the ballot and representative government. If they were properly worked out and applied under the right conditions, such as exist in the self-contained village or the self-contained shop, the mechanism would somehow overcome the brevity of attention which Aristotle had observed, and the narrowness of its range, which the theory of a self-contained community tacitly acknowledged. We have seen how even at this late date the guild socialists are trans​fixed by the notion that if only you can build on the right unit of voting and representation, an intricate coöperative commonwealth is possible.
Convinced that the wisdom was there if only you could find it, democrats have treated the problem of making public opinions as a problem in civil liberties. "Who ever knew Truth put to the worse, in a free and open encounter?" Supposing that no one has ever seen it put to the worse, are we to believe then that the truth is generated by the encounter, like fire by rubbing two sticks? Behind this classic doctrine of liberty, which American democrats embodied in their Bill of Rights, there are, in fact, several different theories of the origin of truth. One is a faith that in the competition of opinions, the truest will win because there is a peculiar strength in the truth. This is probably sound if you allow the competition to extend over a sufficiently long time. When men argue in this vein they have in mind the verdict of history, and they think specifically of heretics persecuted when they lived, canonized after they were dead. Milton's question rests also on a belief that the capacity to recognize truth is inherent in all men, and that truth freely put in circulation will win acceptance. It derives no less from the experience, which has shown that men are not likely to discover truth if they cannot speak it, except under the eye of an uncomprehending policeman.
​No one can possibly overestimate the practical value of these civil liberties, nor the importance of maintaining them. When they are in jeopardy, the human spirit is in jeopardy, and should there come a time when they have to be curtailed, as during a war, the suppression of thought is a risk to civilization which might prevent its recovery from the effects of war, if the hysterics, who exploit the necessity, were numerous enough to carry over into peace the taboos of war. Fortunately, the mass of men is too tolerant long to enjoy the professional inquisitors, as gradually, under the criticism of men not willing to be terrorized, they are revealed as mean-spirited creatures who nine-tenths of the time do not know what they are talking about.
But in spite of its fundamental importance, civil liberty in this sense does not guarantee public opinion in the modern world. For it always assumes, either that truth is spontaneous, or that the means of securing truth exist when there is no external interference. But when you are dealing with an invisible environment, the assumption is false. The truth about distant or complex matters is not self-evident, and the machinery for assembling information is technical and expensive. Yet political science, and especially democratic political science, has never freed itself from the original assumption of Aristotle's politics sufficiently to restate the premises, so that political thought might come to grips with the ​problem of how to make the invisible world visible to the citizens of a modern state.
So deep is the tradition, that until quite recently, for example, political science was taught in our colleges as if newspapers did not exist. I am not referring to schools of journalism, for they are trade schools, intended to prepare men and women for a career. I am referring to political science as expounded to future business men, lawyers, public officials, and citizens at large. In that science a study of the press and the sources of popular information found no place. It is a curious fact. To anyone not immersed in the routine interests of political science, it is almost inexplicable that no American student of government, no American sociologist, has ever written a book on news-gathering. There are occasional references to the press, and statements that it is not, or that it ought to be, "free" and "truthful." But I can find almost nothing else. And this disdain of the professionals finds its counterpart in public opinions. Universally it is admitted that the press is the chief means of contact with the unseen environment. And practically everywhere it is assumed that the press should do spontaneously for us what primitive democracy imagined each of us could do spontaneously for himself, that every day and twice a day it will present us with a true picture of all the outer world in which we are interested.
2
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 illustrated encyclopedia and vaudeville entertainment attached, we have screwed ourselves up to paying a nickel or even a dime. Nobody 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 institution. 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 attitude 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 institution to live on the same plane as that on which the school, the church, and the disinterested professions are supposed to live. This illustrates 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 advertisements 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.
3
Circulation is, therefore, the means to an end. It becomes an asset only when it can be sold to the advertiser, who buys it with revenues secured through indirect taxation of the reader. The kind of circulation which the advertiser will buy depends on what he has to sell. It may be "quality" or "mass." On the whole there is no sharp dividing line, for in respect to most commodities sold by advertising, the customers are neither the small class 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 analytical advertising agent does not rate that circulation as a great asset, 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 advertisements is a bad ​medium for an advertiser. And since no one ever claimed that advertising was philanthropy, advertisers buy space 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 asset of its existence.
Mr. John L. Given, 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 constitute 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 associations 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 associations 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 assets.
4
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 associates and friends.
They are engaged in a speculative business, 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. 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.
* ↑ The best study is Prof. Zechariah Chafee's, Freedom of Speech.
* ↑ Milton, Areopagitica, cited at the opening of Mr. Chafee's book. For comment on this classic doctrine of liberty as stated by Milton, John Stuart Mill, and Mr. Bertrand Russell, see my Liberty and the News, Ch. II.
* ↑ Cf. for example, the publications of the Lusk Committee in New York, and the public statements and prophecies of Mr. Mitchell Palmer, who was Attorney-General of the United States during the period of President Wilson's illness.
* ↑ "An established newspaper is entitled 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 Associated Advertising Clubs of The World, June 26, 1916. Cited, Elmer Davis, History of The New York Times, 1851–1921, pp. 397–398.
* ↑ 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."
* ↑ 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.
* ↑ "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 assert: the greater the number of advertisers, the less influence they are individually able to exercise with the publisher." Adolph S. Ochs, cf. supra.