The Minneapolis journal. [volume] (Minneapolis, Minn.) 1888-1939, 1902-02-20
DOES "JOLLYING" PAY:

A good many country editors seem to
think that in order to get and hold patron
gage It Is necessary to "jolly' the public.
The ~5olly," In its broadest sense, is the
granting of favors gratis, the giving of
something Tor nothing. In its more limited
application or perhaps in it's generally
accepted sense, it is the application of
f1attery for the purpose OF keeping patrons
good-natured, with the hope of securing
additional business.
The 'sjoIly'' Is the logical outgrowth of
the universal desire to get something for
nothing. AS a corollary to this PROPOSE
ton may be stated that the more a man
has of what he considers a good thing,
the more he wants Man is selfish ami
NAL. He takes everything he can get his
hands on and reaches out for more When
ever he finds he can work" a fellow NOR
tai for something, he does it. especially
when he can get that something without
giving value received.
In the performance of his duty in pla-
cling before the public at stated intervals
faithful record of the happenings of the
community in which he resides, the editor
Is liable, metapherically speaking, to tread
: on somebody S corns. The grocer may put
sand in his sugar, but the public will con-
t1nue to Datronize him. But Just let an
editor print a story about leading patron
kissing the servant girl or making love to
another mans wife, and see how quickly
he Will sail into the sanctum with blood in
his eye, stop his paper, withdraw his ad-
vert1sing and threaten to click the edi-
tor" Hence the necessity, as some editors
see 1t, Of employing the "jolly.''
How often does the publisher suppress a
piece of news because he fears the loss of
patronage should he print it. How fire.
Quently an editor colors news to meet the
demands of an influential advertiser or
subscriber, fearing financial loss should
he state the facts boldly and fearlessly.
Editors are not wanting, even in Mime
sofa, who state some facts and omit others
in order to punish an enemy or to ''jolly''
a friend. The occurrence Is not infre-
quent where an editor, in order to reclaim
a patron who has been alienated by plain
speaking, carefully avoids publishing any
thing that can possibly offend that former
patron and lays on the ''taffy' whenever
occasion offers. Persons whose patronage
Is desired, the editor often endeavors to
attract by a liberal application of fattery.
Does this pay? Decidedly not. The
mission of the newspaper is to print the
news without fear Or favor. with due re-
gard of course, to the Importance of Sc
curing the facts, especially where reputa-
tions are at stake. No possible good can
come from suppressing facts except when
unfit for publication or when their publ
cation may defeat the ends Of justice.
Of news never pays. Once favor man in
this way and he will always expect it.
The coloring of news items is never
justifable. While the editor may win the
temporary good will Of the person thus
favored, yet he will ultimately be held in
contempt by the one into whose good
graces he would initiate himself.
Complimentary mention, when such
mention is deserved, is right and proper;
but the indiscriminate application of
'taffy' lowers the editor in the estima-
ton OF the public and rarely, If ever is
of value to hdm In dollars and cents The
writer once gave certain business man a
puff which that person worked to a
finish as a free advertisement, and within
month bought years supply of sta
tiomery of an outside firm, alleging that
his "uncle," who was in the printing busi-
ness, had made him special rates.
The columns of his newspaper are the
EDITORS stock in trade. He has space to
sell the same as the grocer keeps sugar
for sale. The idea that the columns of a
newspaper are to be given away is erro-
neous. The man who wants to get some
thing for nothing is eternally hanging
around the newspaper Office and the more
favors he receives the more he demands.
1t is doubtful If publisher ever per-
manently increased his business by this
practice Of saying complimentary things
gratis about anyone who is able to pay
space valuable or cheap as he wishes. He
cannot increase the bulk of his business
by giving away advertising-and hattery
is advertising-and the sooner he real
ICES that fact the better off will he be.
and the higher will be the estimation in
which his paper is held.
A. M. Welles,
Redwood Reveille.