The sun., 1913-10-01
ADVICE TO MAGAZINE EDITORS.
A Faithful Reader Heetis Their Caii for
Volunteer He1D.

nave ItCtutly WpittNl W tWo VI tHt eb''P'i
priced magazines. suggesting slight
change of editorial policy. but although
suggestions from faithful readers are
anxiously asked for by these magazines
in delightful little heart to heart chats
wherein the humble editors abase them
selves in the presence Of the naughty
subscribers 1 have failed to receive ae
Acknowledgement of my communication IN
any way: nor has my suggestion been
adopted ciandestinely, that is to say,
without giving me credit.
would scarcely ne human II I did
not resent being ignored In this marnnr.
for have been a faithful reader OF these
magazines for several years.
From the time they conceived the idea
Of reforming society have stood by them
| was their champion during the incu-
baton period. when we brooded over the
wickedness Of the world; I witnessed the
pa ins OF parturition when "A score or reme-
dies to advance the common good were
brought forth to the beating OF tomtoms
and the clashilg OF cymbals with anxious
eye watched these casual offspring at
tain a few sickly years, neglected and for
gotten; heard their faint whimperings as
they struggled for existence. and finally
saw them laid away In unmarked graves
And during all this time I had faithsin
the 'uplft," although ! could not quite
fathom all the details
Then came a change.
Well do l remember the gratitude felt
when read that my beloved magazines
that had so long been restricting my diet
to spiritual and moral pabulum were
about to minister to my material needs :
that the common people. having listened
TO moral preachments for several years
and having at last felt the force OF them
were now in a position to pay some at
| 70 n their phvgCa1 welfare.
II struck me at once that this was q
notable departure.
And the method: Simplicity itself
The Intelligent subscriber must enter
into the vast commercial life OF the coun-
try and feel the heart throbs OF trade he
must glimpse the chosen marts OF the
world as exhibited from time to time IN
the advertising pages Of his own maga-
zine. a magazine Of the highest ideals.
published for him and his wife and his
| children and entered at the Post ONCE
Department as second class matter.
In other words. he must know what and
where to buy.
Here was a new realm to revel in. So
long had I been exploring the labyrinth
of civic Righteousness seeking what
should do to be saved politically that at
first the proposed innovation seemed some
what mean and sordid
But | soon became deeply interested.
eagerly as l once read the exposes Of
legislative. executive and judicial corrup-
ton. and | find them soothing and rest
ful and full OF calm assurance. They are
rich in optimism and faith in human ma
ture. Man is no longer wholly vile, but
instead credulous animal, with trading
instincts and desire to reap the benefits
OF civilization.
feel that have ersonal acquaint-
ance with many tradesmen. think |
have the finest collection Of catalogues
in the world. Occasionally ] buy some
thing. but OF course tina, is unimportant.
can mention offhand hundreds OF ar
tices for sale in the United States, giving
, the trade name OF each article. the loca
ton Of the plant whore 1t is manufactured,
the number of catalogues issued year
and thousand other details.
1t is as interesting as collecting an
tques or postage stamps or rare coins.
For some time now ] have enjoyed
reading these magazines as l neTer did
before. They give zest to life. The
world seems brighter no longer do I see
things as through glass darkly.
Instead OF feeling like reformer. feel
like a human being.
or course II will be understood tuat
read nothing but the Advertisements the
rest I avoid in memory of those stern
exacting days when I brooded over polt-
ical corruption.
And now l come to my suggestion that
has been received by the editors with such
surprising Indifference.
| suggested that they cease to scatter
through their advertising pages what Is
commonly known as "'eadinc matter"
Nothing Is more ammo ing than to m.
ish one advertisement ard then glance at
the next column or rage only 10 discover
a paragraph Or two of some serial or
short story insolently staring you in the
face.
Its not only annoying, it's positively
dis roncertlng
II breaks the continuity ot ones
thought. 1t spols the hours enjoyment.
II interfer.s with a calm. judicial analysis
OF the psychology OF advertising.
urjhermore IL is an affront to the eve
II loohs. and is. fragmentary, cheap and
inartistic.
Then. again. II is unfair to the adver-
tiscr, for those to whom he appeals should
have the privilege Of reading what hc has
to say without being distracted 10y alien
matter.
To throw ones magazine down in hun
because ones interest in the advertising
has been momentarily distracted by a
half column insertion of fiction may not
he good form, bu, 1t is evidence OF annoy
ance that these magazine editors should
not lightly disregard.
AZ hrst glance such a display Of temper
may seem silly. hut It is we'll to rcmcm-
her that the average human animal Is
s'mpl" and !mpuls!ve in his likes anG dis
likes.
| In these day cf strenuous magazine
competition every conscientious editor
should feel II his duty TO give his readers
hat they want SIMON CRpgt
| ALRANv. September 80