The Free Press

by Hilaire Belloc

Not only was there this negative power in the hands of the advertiser, that of refusing the favour or patronage of his advertisements, there was also a positive one, though that only grew up later.

The advertiser came to see that he could actually dictate policy and opinion; and that he had also another most powerful and novel weapon in his hand, which was the suppression of news.

We must not exaggerate this element. For one thing the power represented by the great Capitalist Press was a power equal with that of the great advertisers. For another, there was no clear-cut distinction between the Capitalism that owned newspapers and the Capitalism that advertised. The same man who owned "The Daily Times" was a shareholder in Jones's Soap or Smith's Pills. The man who gambled and lost on "The Howl" was at the same time gambling and winning on a bucket-shop advertised in "The Howl." There was no antagonism of class interest one against the other, and what was more they were of the same kind and breed. The fellow that got rich quick in a newspaper speculation—or ended in jail over it—was exactly the same kind of man as he who bought a peerage out of a "combine" in music halls or cut his throat when his bluff in Indian silver was called. The type is the common modern type. Parliament is full of it, and it runs newspapers only as one of its activities—all of which need the suggestion of advertisement.

The newspaper owner and the advertiser, then, were intermixed. But on the balance the advertising interest being wider spread was the stronger, and what you got was a sort of imposition, often quite conscious and direct, of advertising power over the Press; and this was, as I have said, not only negative (that was long obvious) but, at last, positive.

Sometimes there is an open battle between the advertiser and the proprietor, especially when, as is the case with framers of artificial monopolies, both combatants are of a low, cunning, and unintelligent type. Minor friction due to the same cause is constantly taking place. Sometimes the victory falls to the newspaper proprietor, more often to the advertiser—never to the public.

So far, we see the growth of the Press marked by these characteristics. (1) It falls into the hands of a very few rich men, and nearly always of men of base origin and capacities. (2) It is, in their hands, a mere commercial enterprise. (3) It is economically supported by advertisers who can in part control it, but these are of the same Capitalist kind, in motive and manner, with the owners of the papers. Their power does not, therefore, clash in the main with that of the owners, but the fact that advertisement makes a paper, has created a standard of printing and paper such that no one—save at a disastrous loss—can issue regularly to large numbers news and opinion which the large Capitalist advertisers disapprove.

There would seem to be for any independent Press no possible economic basis, because the public has been taught to expect for 1d. what it costs 3d. to make—the difference being paid by the advertisement subsidy.

But there is now a graver corruption at work even than this always negative and sometimes positive power of the advertiser.

It is the advent of the great newspaper owner as the true governing power in the political machinery of the State, superior to the officials in the State, nominating ministers and dismissing them, imposing policies, and, in general, usurping sovereignty—all this secretly and without responsibility.

It is the chief political event of our time and is the peculiar mark of this country to-day. Its full development has come on us suddenly and taken us by surprise in the midst of a terrible war. It was undreamt of but a few years ago. It is already to-day the capital fact of our whole political system. A Prime Minister is made or deposed by the owner of a group of newspapers, not by popular vote or by any other form of open authority.