It is recommended that no definite policy as to advertising be fixed in preliminary stages, but the matter left to the directing board. There is a great deal of advertising, relating to books, liberal organizations and political movements, which adds to the interest of a publication; also there is some commercial advertising which would not seek to control policy. A definite declaration contained in advertising contracts, to the effect that the contract carries no expectation of editorial favors, and rigid adherence to this principle should suffice. The deficits here figured would be covered by one or two pages of advertising per week, so it is not necessary to figure a permanent deficit on the paper.
The income from subscriptions has been figured without agents’ commissions and premiums, on the understanding that the paper will rely on volunteer labor for canvassing. For the same reason the sum of one hundred thousand dollars may be set as the maximum cost of establishing the paper.
The above represents the combined views of three different persons, all qualified experts. As suggested, I will leave the questions of detail to be worked out by the governing board. It appears that we may have an honest paper if we will give one hundred thousand dollars in cash, and will pledge, say thirty thousand dollars a year for two years to cover a possible deficit.
Such are the figures. I believe that this amount of money can be raised, and I purpose to set out and raise it. To every reader of this book I say: Will you help, and if so, how much? Presumably nobody will want to cut out a page from a book, so I will not print a stock subscription blank. I ask that you write me a letter as follows:
Upton Sinclair,
Pasadena, California:
Assuming that you are able to raise the total necessary endowment fund and permanent annual subsidy for the “National News,” and that you name an organization committee satisfactory to us, we, the undersigned, agree to contribute to the project as follows:
Then give, in vertical columns, names; addresses; the number of subscribers that each signer undertakes to obtain, on a basis of not more than one dollar per year; the amount of money that each signer will contribute to the endowment fund; the amount that each will contribute each year to make up the permanent deficit.
Please do not send money for the paper. I will let you know when I reach that stage, and meantime I do not want the responsibility of keeping money. If you are enough interested in the plan to care to help in advertising it, printing circulars and soliciting pledges from people of means, I will be glad to receive such money and to account for it. If I succeed in raising the necessary sum, I will name an organization committee, and have a charter prepared, and submit the whole matter to you for endorsement.
Sometimes people criticize my books as being “destructive.” Well, here is a book with a constructive ending. Here is something to be done; something definite, practical, and immediate. Here is a challenge to every lover of truth and fair dealing in America to get busy and help create an open forum through which our people may get the truth about their affairs, and be able to settle their industrial problems without bloodshed and waste. Will you do your share?