"Well, it can keep 'em private for its own good, can't it? How many readers care whether E.M. Pierce's daughter ran over a woman or not? What difference does it make to them? They'd be just as well satisfied to read about the latest kick-up in Mexico, or the scandal at Washington, or Mrs. Whoopdoodle's Newport dinner to the troupe of educated fleas. But it makes a lot of difference to E.M. Pierce, and he can make it a lot of difference to us. So long as he pays us good money, he's got a right to expect us to look out for his interests."
"So have our readers who pay us good money, Mr. Shearson."
"What are their interests?" asked the advertising manager, staring.
"To get the news straight. You've given me your theory of journalism; now let me give you mine. As I look at it, there's a contract of honor between a newspaper and its subscribers. Tacitly the newspaper says to the subscriber, 'For two cents a day, I agree to furnish you with the news of your town, state, nation, and the outside world, selected to the best of my ability, and presented without fear or favor.' On this basis, if the newspaper fakes its news, if it distorts facts, or if it suppresses them, it is playing false with its subscribers. It is sanding its sugar, and selling shoddy for all-wool. Isn't that true?"
"Every newspaper does it," grumbled Shearson. "And the public knows it."
"Doubted. The public knows that newspapers make mistakes and do a lot of exaggerating and sensationalizing. But you once get it into their heads that a certain newspaper is concealing and suppressing news, and see how long that paper will last. The circulation will drop and the very men like Pierce will be the first to withdraw their advertising patronage. Your keen advertiser doesn't waste time fishing in dead pools. So even as a matter of policy the straight way may be the best, in the long run. Whether it is or not, get this firmly into your mind, Mr. Shearson. From now on the first consideration of the 'Clarion' will be news and not advertising."
"Then, good-night 'Clarion,'" pronounced Shearson with entire solemnity.
"Is that your resignation, Mr. Shearson?"
"Do you want me to quit?"
"No; I don't. I believe you're an efficient man, if you can adjust yourself to new conditions. Do you think you can?"