Aberdeen herald. [volume] (Aberdeen, Chehalis County, W.T.) 1886-1917, 1902-06-23
THE NEWSPAPER
HORACE TRAUBEL IN "THE PUB.
Lie" ON THE "AvERAGE."
Some Tersc Truths that Confront the "Aver.
age Nswspaperman Every Day. Less
Flatterins Than Untrue. Worth Considera.
ton, if Cynical.

suggested to the manager of a certain
metropolitan daily that the press might
! take its occupation little more serious
/ ly and here and there indulge us with
/ literature OF Il graver class. But he told
me | knew nothing about the practical
/ eNigenclcs OF the trade, and proceeded
cyrically to describe the situation.
An average newspaper is edited for
/ average men. The average man is an
idiot. Therefore, the paper must be
edited for idiots. Therefore the paper
must be idiotic. The people would not
appreciate a good thing ii it was given
them. They do not know ps from qs,
in literature. or care whether q is
crossed or not. They would rather read
evil than virtue. They would rather
read the writings OF fool than of
philosopher. They would prefer sensa-
ton and depravity to the passive epios
of our casual and exemplary experience.
They prefer the unclean to the clean.
!
They would rather their editors used
bad English than good. They would
resent serious discussion. They would
rather have you lie than tell the truth.
They expect to be t1attered. They re-
joice when their confidence is abused
They would rather be swindled than get
what they pay for. They are an i'll
clothed and rather ill-grained lot, and
are not to be encouraged by editorial
diversions into areas OF free and honest
controversy. These are the people. They
are to be grudged all their aspirations.
ThSe,are always to be taken at shortest
measure. They are the eccentric and
cratic fry for whom we edit papers. If
our papers are feeble and dishonest, do
not blame us. Blame the people. We
give the people the sort of paper they
wish.a Ii you think our paper is below
the standard you would set for us, refer
it to the people. When the people de.
mand better article we will furnish it..
We are not inventors. We are pur-
veyors. We do not speculate. We fill
orders. We reflect the pleasure OF the
people. We are up and down, right and
left with the people. Their concern is
ours.
You do not suppose we produce paper
for any abstract reason, or because we
are interested in some unpopular cause?
We are in the business for its results.
We produce newspaper for the same
reason that you make shoes and run a
spirits, and we deck up our little lunch
counter, and we strive to make things as
pleasant as we can for the fellows who
happen in and loaf around our bar. You
do not mean to argue that we should try
on any of the fancy and expensive vir-
tues? There are fools enough in the
world for that service. Look at the re-
form fools everywhere who spend their
last cent for their faith. We do not pre-
sumo or pretend to educate the people.
They do not 60 to school to us. We keep
up with their humors, tickle their pas
sions, concede any sort Of favor to their
palate, and conform to their average
habits. If we did not produce for them
the goods they demand they would de-
sert. Now, as such are the conditions
on both sides, how can you seem sur
prised and upon what ground can you
complain?
The people are not to us the dear peo-
pie. Nor are we to them anything sig
niicant or exalted. Our relations are all
on the ground, without any admixture
of mysteries, refinements or sophistries.
Not one ingredient that should not be
there is permitted in the solution. We
are not doing the people up at so much
per head. Nor are they doing us up by
getting from us what they do not deserve.
Their pennies in the lump make us solid
with the advertiser. The advertiser is
the man we play for. For him we would
slave or die. For him we would 60 to
the stake. For him we would lie, steal,
or beg. For the advertiser is our water
of life. But to get him we must play
fortunes to the pennies. And to get the
pennies we must keep scrupulously free
of all heterodoxy. We must steer our
craft along that rather delicate line which
offends neither Sunday school nor broth
Ell, neither the high nor low. neither the
quick nor halt, of the social order. TAI
gives US the pennies. To be penny wise
here is to be pound solid. The pennies
give us the advertiser. The advertiser
brings bloom to our desert. Now you
have my facts. Who can escape facts?