ust to the rest of the public. Nothing more
quickly destroys the character of a journal, begets distrust of it, and
so reduces its value, than the well-founded suspicion that its editorial
columns are the property of advertisers. Even a religious journal will,
after a while, be injured by this.

Yet it must be confessed that here is one of the greatest difficulties of
modern journalism. The newspaper must be cheap. It is, considering the
immense cost to produce it, the cheapest product ever offered to man.
Most newspapers cost more than they sell for; they could not live by
subscriptions; for any profits, they certainly depend upon
advertisements. The advertisements depend upon the circulation; the
circulation is likely to dwindle if too much space is occupied by
advertisements, or if it is evident that the paper belongs to its favored
advertisers. The counting-room desires to conciliate the advertisers; the
editor looks to making a paper satisfactory to his readers. Between this
see-saw of the necessary subscriber and the necessary advertiser, a good
many newspapers go down. This difficulty would be measurably removed by
the admission of the truth that the newspaper is a strictly business
enterprise, depending for success upon a 'quid pro quo' between all
parties connected with it, and upon integrity in its management.

Akin to the false notion that the newspaper is a sort of open channel
that the public may use as it chooses, is the conception of it as a
charitable institution. The newspaper, which is the property of a private
person as much as a drug-shop is, is expected to perform for nothing
services which would be asked of no other private person. There is
scarcely a charitable enterprise to which it is not asked to contribute
of its space, which is money, ten times more than other persons in the
community, who are ten times as able as the owner of the newspaper,
contribute. The journal is considered "mean" if it will not surrender its
columns freely to notices and announcements of this sort. If a manager
has a new hen-coop or a new singer he wishes to introduce to the public,
he comes to the newspaper, expecting to have his enterprise extolled for
nothing, and probably never thinks that it would be just as proper for
him to go to one of the regular advertisers in the paper and ask him to
give up his space. Anything, from a church picnic to a brass-band concert
for the benefit of the widow of the triangles, asks t