257. Typographical Style.—The prospective society editor will find it well, however, to study and to follow at first the typographical style of the society column in her paper. Some newspapers run each wedding, engagement, or social affair under a separate head. Others group all society stories under the general head of Society, indicating the different social functions, no matter how long the write-ups, only by new paragraphs. Sometimes this necessitates paragraphs a half-column long. In preparing lists of names in society reports, the editor should group like names and titles together. That is, she should group together the married couples, then the married women whose names appear alone, then the unmarried women, and finally the men. An illustration is the following:
Among the several hundred guests were Mr. and Mrs. S. Bryce Wing, Mr. and Mrs. Felix D. Doubleday, Mr. and Mrs. Lewis Gouvernour Morris....
Among the debutantes and other young women present were Misses Gretchen Blaine Damrosch, Priscilla Peabody, Irene Langhorne Gibson, Rosalie G. Bloodgood....
The young men present included Messrs. Lester Armour, Edward M. McIlvaine, Jr., Edgar Allan Poe, William Carrington Stettinius, Nelson Doubleday, Herbert Pulitzer....
258. Spurious Announcements.—A word may be said in conclusion about getting society news. One of the first precautions to a prospective society editor is not to accept announcements of engagements, marriages, and births of children from any others than the immediate persons concerned. In particular, one should beware of such news given by telephone. Too many so-called practical jokes are attempted in this way on sensitive lovers and young married couples. Many newspapers have printed forms for announcements of engagements and weddings. These are mailed directly to the families concerned and require their signatures.
259. Sources for Society News.—In cases of important news, such as weddings and charity benefits, the editor generally has little difficulty in obtaining all the facts needed. Some social leaders are naturally good about giving one details of their parties. Others, however, shun publicity even to the extent of denying prospective luncheons, dinners, and card parties—particularly if they are small—after all plans have been made, and the details may be had only after they know the reporter has definite facts. To get these first facts is often one's hardest task. Frequently one can acquire the friendly acquaintance of some one in society who likes to have her name appear with the real leaders. Men, too,—even husbands,—often are not so reticent about their immediate social affairs and are glad to give pretty society editors advance tips of coming events. But the best sources are the caterers, the florists, and the hair-dressing parlors. The caterers are engaged weeks in advance. The florists provide the decorations. And the hair-dressing parlors are hotbeds of gossip. By visiting or calling regularly at these places one generally can keep abreast of all the society news in town. But always when getting news from such sources—or from any other for that matter—one must be sure of the absolute accuracy of all addresses, names, and initials. If one is not careful,—well, only one who has seen an irate mother talk to the city editor before the ink on the home edition is dry can appreciate the trouble that will probably result.
XVIII. FOLLOW-UPS, REWRITES
260. "Follow-ups."—"Rewrites" and "follow-up" stories are news stories which have appeared in print. The distinction between the two is that "follow-ups" contain news in addition to that of the story first printed, while "rewrites" are only revisions. Few news stories are complete on their first appearance. New features develop; motives, causes, and unlooked-for results come to light in a way that is oftentimes amazing. Sometimes these facts appear within a few hours; again they are days in developing; and occasionally, after they have developed, the story will "follow" for weeks, months, and even years without losing its interest. The Thaw, Becker, and Charlton stories ran for years. The first item about the Titanic disaster was a bulletin of less than half a stick; yet the story ran for months.
261. Constructive Side of "Follow-ups."—A reporter, therefore, must not consider a story ended until he has run to ground all the possibilities or until the new facts have ceased to be of interest to a large body of readers. Indeed, it is in the "follow-up" that the reporter has one of his greatest opportunities to prove himself a constructive journalist. There is every reason, too, for believing it will be in the "follow-up" that the big newspaper of the future will find its greatest development. At present, stories often are dropped too quickly, so quickly that the really constructive news is lost. A great epidemic sweeps a city, taking an unprecedented toll of life and entailing expenditures of hundreds of thousands of dollars. All the reporters grind out pages and pages of copy about the plague, but few follow the physicians and scientists through the coming weeks and months in their unflagging determination to learn the causes of the disease, to effect cures, and to prevent a recurrence of it as an epidemic. Yet such news is constructive and is of greater value probably to the readers than the somewhat sensational figures of the plague. For the scientists will conquer in the end, and all along the way their improved methods of cure and prevention will be of educational value to the public. So also with strikes, wrecks, fires, commercial panics, graft and crime exposures, etc.; the reporter is advised to follow the story through the weeks to come, not necessarily writing of it all the while, but holding it in prospect for the constructive news that is sure to follow.
262. Following up a Story.—The first story which the new reporter will have to follow up he will some day find stuck behind the platen of his typewriter. It will have been put there by one of the copy-readers who has read the local papers of the preceding morning or afternoon and has clipped this article as one promising further developments. The first thing to do is to read the whole story carefully. (As a matter of fact, the reporter really should have read and should be familiar with the story already. Familiarity with all the news is expected of newspaper men at all times.) Then he should look to see if the reporter writing the story has played up the real features. In his haste to get the news into print, the other reporter may have missed the main feature. A delightful case in point is a "follow-up" of an indifferent story appearing in a New York morning paper: