- Vigorous, but not vicious.
- Interesting, but not sensational.
- Fearless, but fair.
- Accurate as far as human effort can obtain accuracy.
- Striving ever to gain and impart information.
- As bright as possible, but never sacrificing solid information for brilliancy.
- Looking for the uplifting rather than the depraved things of life.
We should work to have the word RELIABLE stamped on every page of the paper.
The place to commence this is with the staff members: First, getting men and women of character to do the writing and editing; and then training them in our way of thinking and handling news and other reading matter.
If you make an error you have two duties to perform—one to the person misrepresented and one to your reading public. Never leave the reader of The News misinformed on any subject. If you wrongfully write that a man has done something that he did not do, or has said something that he did not say, you do him an injustice—that's one. But you also do thousands of readers an injustice, leaving them misinformed as to the character of the man dealt with. Corrections should never be made grudgingly. Always make them cheerfully, fully, and in larger type than the error, if there is any difference.
The American people want to know, to learn, to get information. To quote a writer: "Your opinion is worth no more than your information." Give them your information and let them draw their own conclusions. Comment should enlighten by well marshaled facts, and by telling the readers what relation an act of today has to an act of yesterday. Let them come to their own conclusions as far as possible.
No issue is worth advocating that is not strong enough to withstand all the facts that the opposition to it can throw against it. Our readers should be well informed on both sides of every issue.
Kindly, helpful suggestions will often direct officials in the right, when nagging will make them stay stubbornly on the wrong side. That does not mean that there should be any lack of diligence in watching for, and opposing, intentional criminals.
A staff can be good and strong only by having every part of it strong. The moment it becomes evident that a man, either by force of circumstance or because of his own character, does not fit into our organization, you do him a kindness and do justice to the paper by letting him know, so he can go to a calling in which he can succeed, and will not be in the way of filling the place with a competent man.
No one on the staff should be asked to do anything that will make him think less of himself or the paper.
MAKE THE PAPER GOOD ALL THE WAY THROUGH, so there will not be disappointment on the part of a reporter if his story is not found on the first page, but so he will feel that it must have merit to get into the paper at all. Avoid making it a "front-page paper."