The Washington times. [volume] (Washington [D.C.]) 1902-1939, 1925-08-07
MO TIVE IS
T]HELP
MEN
Refuses 81 900 a Page to
Write Ads-Giving Life to
Editorial Work
By r. G: PATTERSON


opposite Doctor Frank Crane at a
broad flat-topped desk in his COM
modious study, / was impressed
by the great breadth and depth of
his human sympathy, his anxiety
to serve his fellow men. OF course
! knew that originally the church
had been his calling and that as
young man he had dedicated his
life to such a service. But I had
felt that possibly it was either a
latent literary talent asserting it
self or desire to preach through
the press rather than from the
pulpit that switched his course
and converted him into one of the
worlds foremost newspaper fea-
ture writer's. 1t was surprising
to learn it was wholly another
motive that changed his career
sincere sympathy for human
foibles and q deep-seated yearn-
ing to serve mankind.
Long Sermons Unpopular
Early in my life as preacher, Z
he told me when I asked how it
came about, "T learned that people
didn't want to hear long sermons.
So I made mine short. They never
ran over twenty-five minutes. In
that space I generally tried to de.
velop five outstanding points. Grad
ually I discovered even this was
too much. In overhearing COM
ments about them after their de-
livery it became apparent to me
that most people carried away only
one point, never more than two.
The other three were wasted"
Doctor Crane opened volume of
his editorials lying on the desk to
show me the brevity Of his articles.
One Point at Time
y This set me to thinking he
proceeded. ''If people only seemed
to grasp one point at a time, why
not give it to them just that way?
But I found that the clear and
concise development of one point
was not enough even for a short
twenty-five minute sermon. I also
learned that some let their atten-
ton wander when sitting through
any sermon, no matter how long
or short
There always would be a few
who would lose something essential.
felt if they could see this one
point briefly stated right before
their eyes in print it would i'm
press it on their minds as no
speaker could possibly do"
So Doctor Crane resigned his pas
torate in Worcester, Mass, and
came to New York to try out his
idea. It was a bold step. But he
was willing to risk il as he was
convinced he had something SER
yiceable for the world. Although
prior to that time he had written
considerably for church periodicals
he practically was unknown. He
tramped the beaten paths to edi-
torial offices, finding it difficult to
get a hearing.
Finally a syndicate editor thought
he would take a chance on this
Crane stuff He wasn't at all sure
it would go-rather doubted it, in
fact-and offered Doctor Crane 81
q day to write six editorials a week.
This wasn't even a clergyman's sal
airy. But it was all he could get,
so Doctor Crane accepted it, SO
great was his faith in his idea and
his desire to serve people by help
ing them solve their daily diff
culties.
That was less than fifteen years
ago Today his editorial probably
is the biggest syndicated feature IN
the world. !
First Offer Rejected
When his reputation had grown
90 that his editorials began COM
handing some attention Doctor
Crane offered his services exclusive
ly to prominent metropolitan pub
Usher and editor for $500 year
and was willing to sign a contract
for that amount annually for life.
But the editor did not feel Doctor
Cranes fame or ability warranted
such a salary and rejected the Of
fer. This SAME editor now is pay
ing many times $500 a year for
merely certain territory rights in
Doctor Cranes daily editorials.
Doctor Cranes idea took a deep
hold on the public. He was per-
suaded to sign longtime con-
tract with a syndicate which issued
a blanket service consisting Of a
number Of features, all of which
had to be ordered to get any one
of them. Naturally this had it's
limitations for Doctor Crane, con-
siderably narrowing the newspaper
audience Jhe wished to reach.
During this period, however, his