Evening star., 1937-04-16
DEBATE
EDITORIAL PAGE
MenCken Declares Writers
Must Employ "Art of Show
man" for Appeal.

Newspaper editorial writer's must
1ploy "the arts of the Snowman"
in order to appeal to their readers,
Henry L. Mencken, sage of Balti-
more" and one Of the founders Of
the American Mercury, asserted today
in an address before the American
Society of Newspaper Editors
Leading off with the statement he
found 1t impossible to imagine any
sound reason" for reading the editorial
pages. Mencken contended 'the great
masses are shy Of logic and can be
reached only by appeals to their
feelings.
That appeal" he said. can never
be made by intellectual devices. I
see no reason why a newspaper, in
seeking to put over an idea, should
not make use of the expedients already
in use by its advertisers and even by
its feature writer's"
Mencken spoke for the negative
on the question Are Editorials Ef-
fective?"
The affirmative was taken by Edison
K. Bixby. editor Of the Springfield
(Mo) News-Leader. Bixby's defense
Of the editorial page was based on the
poll he conducted among his own
readers just after the general election
on whether the page should be abol-
ished. His poll attracted national
attention, coming at time when edi-
torial pages had been under fire.
Darts From Bixby.
Mencken's flow of pungent phrases
and catch words was equalled by that
OF Bixby
After the election. Bixby said, I'VE
asked our readers to determine
whether the editorial page should be
given a burial befltting its years of
impotency.
Even the partisan replies" he de-
clared, pleaded for the life Of the
editorial page" Referring to the So
called power OF the press" Bixby con-
tended, THE press never had the
power or ability to lead the masses
with ring through the nose"
At this point Bixby sighted rotund
and bespectacled Roy A. Roberts, man.
aging editor OF the Kansas City Star
and original backer and sponsor Of
ex-Gov. Landon for President, and de-
clared:
There sits that great Christopher
Columbus, Roy Roberts, the discoverer
Of ALI NJ Landon. Yet, the Star lost
its own States, Missouri and Kansas,
to Roosevelt. 1t has been powerful
for years for the cause Of clean gov
ernment, yet in Kansas City Tom
Pendergast has erected a great politi-
| cal machine. Great as the Star is,
its editorials aren't accepted at their
| face value"
When President Marvin Creager
called for discussion Of the speeches
by Mencken and Bixby, the meeting
turned into an open forum on the
Kansas City Star. One editor arose
to declare that Boss Pendergast rose
to power by doing favors, big and
little, for the little and big citizens
Of Kansas City.
The climax came when Roberts took
the rostrum to explain that news
paper is in business to "get circula-
ton and advertising" and II it wants
to win elections, it must set up a po-
htical machine
In an election the organization
| is worth IS per cent and the news
paper Is per cent. Two organisations
are an ideal situation, then you may
swing the balance Of power.
1--WE expect to lose, but If we do
win we're probably worse of than II
We had lost. The louder we scream
the fewer votes we get," Roberts as
serted, almost out Of breath.
Roberts contended newspaper edi-
toriak carry great weight ION the
issues and on programs for Their
cities, but when it comes to men, they
get licked.
People seldom vote from theil
minds. Generally" said the noted
editor. "they vote from their bellies.
THE pull Of the other pages Is
plain enough" Mencken said. "The
editorial page, by which I mean the
section of actual editorials, meets nc
such need (as the other pages). It
Is, basically, an attempt to subject
public questions to logical analysis
and logical analysis Is something that
nine human beings out OF ten are
incapable Of and hence uninterested
in. Their thinking u not done BY
that process"