Having at last got sight of your editor, treat him considerately. Since you have conquered you can afford to show mercy. Explain yourself tersely, and let your visit be brief. Strive to impress by your directness and business-like thought and action.
Chapter IX
Notes on the Leading Types of Papers
In a previous chapter I have emphasised the urgency of examining with care and regularity all the principal papers. Nothing is more important to the outside contributor than a thorough comprehension of their various policies and their essential differences. Many beginners, with a quite creditable literary technique, render all effort futile by omitting to study what I may call the characters of the publications to which they offer MSS. They know papers (except the one or two which they happen to read for pleasure) merely by name. They may by chance have some dim notion, gathered from hearsay, of the aim and spirit of this paper or that--but accurate, direct information concerning these things, they possess none. Having written an article, they send it to the first paper whose name enters their heads, without giving a single thought to the question of suitability. By such beginners the Standard, the Sun, and the Morning Advertiser are recognised merely as so many dailies, the Saturday Review, Tit-Bits, and the Bazaar merely as so many weeklies, and the Strand, Macmillan's Magazine, and the Fortnightly merely as so many monthlies; and no doubt when their stuff has been refused by the Standard, they blithely forward it to the Sun, and so on.
Since the early failures of every aspirant are without doubt largely due to the neglect of this branch of journalistic learning, let me once more lay stress on the fact that every paper differs from every other paper in its needs--in what it demands from the outside contributor. Each paper has its own public, its own policy, its own tone, its own physiognomy, its own preferences, its own prejudices. These must be studied--as one would study a subject like zoology. And as in zoology, to acquire a useful knowledge, it is necessary to classify. The press divides itself naturally into a few distinctive groups, an acquaintance with whose characteristics will form the best, indeed the only, foundation for that wide, detailed erudition ultimately to be obtained through years of experience and observation. Of these groups I will briefly mention the most important.
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Perhaps of all the different kinds of papers, that most useful to the beginner is the "popular weekly" class, chiefly represented by Tit-Bits, Answers, Pearson's Weekly, Cassell's Saturday Journal, and Success. These papers pay liberally and promptly (one or two of them before publication), and they do not exact from the contributor a high literary standard. Their matter falls into two main divisions: articles beginning with "How"--broadly, "How the other half lives;" and articles enumerating curious facts and incidents--for example, "Peers who have become Cabmen." If you can evolve novel and striking subjects, and have the patience to collect such information as may be necessary to work the subjects out, you may fairly rely upon gaining entrance sooner or later to the columns of these papers, however elementary your technique. Here is also a busy market for short melodramatic stories--stories for which "action" and a certain ingenuity of plot are the only essentials. Do not imagine that the editors of this sort of periodical are easily pleased. Although they care nothing for the graces of style, they know precisely what they want, and they insist on getting it.
Next to the popular penny weeklies as prey meet for the aspirant, I name the three "Gazettes," the Pall Mall, the Westminster, and the St. James's. These--the first two especially--make a point of their hospitality to the outside contributor. They appeal of course to a cultured class, and they are catholic in their tastes--ready for anything provided it is topical and well done. They pride themselves on being literary, and therefore good style is essential. In this particular, and also in their habits of returning rejected MSS. with promptness, and of paying regularly without demanding the delivery of an account, they differ from most of the penny morning papers. With them may be bracketed the Globe and the Evening Standard, both celebrated in Grub Street for a regular daily un-editorial article, to which I have referred in Chapter VI. When you have contributed a "turnover" to the Globe, you may congratulate yourself. The Evening Standard article has less pretensions.
Save as receptacles for short stories of a lurid inferior kind, the halfpenny evening papers have little interest for the outside contributor. The Echo is an exception, showing a fondness for short, quiet, topical articles of a rather serious nature.
Among morning papers, the most attractive to the outside contributor is the Daily Mail, one of the best-edited newspapers in the world. The Daily Mail does not ask itself on receiving an unsolicited contribution: "Is it our custom to publish things of this kind"? No, it scorns precedent and is always anxious for novelty. It demands absolute freshness, a great deal of verve, and the strictest brevity. It makes a feature of very short interviews and articles on topics of the hour. On its seventh page, under the title "The Daily Magazine," room is usually found for matter of a general nature--glorified Tit-Bits confections. If the Daily Mail has a weakness, it is for statistical articles of an international character, illustrated by ingenious diagrams--articles in which Great Britain by hook or by crook is made to surpass and outvie every other country.