Norwich bulletin. [volume] (Norwich, Conn.) 1895-2011, 1911-03-28
ADDRESS ON CLEAN J0ljRllb LISl|
George Setting Forth the Claim and Benefit Of Bet.
ter and Constructive Journalism.

! be other than pessimfstic of mankind
| achievements.
Mechanical Genius.
Mechanical genius instead of editor
! ial ability must be credited With the
rapid development of modern Journal
ism, and although modern editors as a
class are of great ability their ener-
| gfes are .hampered by what is termed
business policy.
| The steady perfection of the print
! ing press and all the labor saving de :.
| vices for newspaper making, while
| they have been the motive power OF
| journalistic extension, have at the same
time forced the newspaper publisher
| to make up for his plant expenditures
| In extraordinary circulation and adj
vertising revenue. Before he could get
| advertising he must have circulation.
and circulation is secured through an
appeal to the greatest number
Thirty years ago a newspapers con-
tents were extremely small compared
with the contents of the newspaper of
today: but in those days editors and
publishers were glad to have their
publications measured by the standard
of their editorial championship, thor
oughness and comprehensiveness and
not upon basis of having carried SO
| many thousand agate lines of adver-
Using more than their contemporaries
Tho mechanical development of the
newspaper making the setting of guam
titles of type and printing of many
pages at once possible, also establish
ed a new definition of news, because
the gaping columns must be filed, and
behold, news aoecame the vivid portray
al Of scandal crime, disaster and all
the untoward conditions that feed on
morbidity. Thus it is seen that the
commercial spirit in journalism which
was forced upon publishers through
I
troll precipitated wide departure from
the fundamentals of Journalism and
made them depend for their very ex-
istence upon the purveying of this
character of journalism.
New Policy Through Evolution.
The news policy of clean journalism
must be established through evolution
rather than through revolution. The
starting p0int of this reform for
America must be in the great news
distributing centers, New York CITY,
Fully 80 per cent of the news reports
of the great American press associa-
tons is made up from the proof sheets
of the New York daily papers. Give
thought to the class of newspapers in
our metropolis and all will agree that
with one or two exceptions they are
far from conservative.
This evolution is now in progress,
and one clean newspaper has been the
cause elevating the tone of an en-
tire news report of one. of the great
globe circling. news corporations, be-
cause of it's insistence upon the cen
sorship of news matter sent over the
wires.
1t was in the metropolis likewise
that the comic sections of Sunday
newspapers SO destructive to the NOR
ais and manners of youth were origin
ated, and the harmful influence that
has been spread through this avenue
alone in journalism is hard to meas
ure.
Seeks to Build Up.
The crusade for clean journalism
came about through the logic of events
and in response to the widespread de-
sire for wholesome, constructive dali
ly newspaper Clean journalism pre-
eminentiy fills the growing desire for
,wholesomeness. It seeks only to build
up not to tear down, the social fabric,
to promote every agency that makes
for human enlightenment and better
ment. AS result clean journalism is
continually uncoverins sources Of news
that have been overlooked or neglect
ed.
But reform in the news does not
fully meet the need The character OF
advertising accepted and the general
business policy of the modern news
paper as well must be improved il the
ideal in journalism is to be attained.
The average American advertiser is
today confronted by the question:
chant, publisher and agent is now en-
gagged in a careful but nevertheless
vigorous battle for conservation of the
elemental force of publicity.
The elemental force of advertising
we must term confidence TIE nler-
chant must have the confidence of. the
shopping public. To gain this he must
tell the shoppers the truth about his
merchandise. The newspaper and mag
az51e publisher wants the confidence
of both the reading public and the ad-
yertiser. To gain this he must rein
state his publication in the good
graces of public opinion.
Advertisers Must Tell the Truth.
If the advertiser with marketable
product will tell the truth about his
goods, 70 per cent of the battle for
business is gained.
Advertising has several standpoints
even after it gets into the class known
as good advertising. To the advertis-
ing writer good advertising is well
displayed advertisement: to the seller,
good advertising is ONE that brings
him trade; but TO the buyer, good adj
vertising is an advertisement that is
backed b. moral quality, and that is
the kind and the only kind of adver-
Using that has the right to go into
homes. Get the advertisers to tell the
truth.
Necessary for the Home.
The home is the bulwark of society.
As it's high standards are maintained
and Influences bro;dened, the nation
will progress. The character Of read
ing matter going into homes is fair
gauge of their standards. In every well
ordered home clean newspaper is a
necessity. Clean journalism in the
home is WELDING its most potent inflI-
snce; and Intentionally as we'll, clean
journalism is beyond estimate in mon
etary value to the family.
A daily article of an ethical and in
the best sense RELIGIOUS character log