"Let no man envy us the celebrated title we have assumed, or charge us with arrogance, as if we bid the world expect great things from us. Must we have no power to please, unless we come up to the full height of those inimitable performances? Is there no wit or humour left because they are gone? Is the spirit of the Spectators all lost, and their mantle fallen upon nobody? Have they said all that can be said? Has the world offered no variety, and presented no new scenes, since they retired from us? Or did they leave off, because they were quite exhausted, and had no more to say?"
Defoe did not always speak so respectfully of the authors of the Spectator. If he had been asked why they left off, he would probably have given the reason contained in the last sentence, and backed his opinion by contemptuous remarks about the want of fertility in the scholarly brain. He himself could have gone on producing for ever; he was never gravelled for lack of matter, had no nice ideas about manner, and was sometimes sore about the superior respectability of those who had. But here he was on business, addressing people who looked back regretfully from the vulgarity of Mist's and Applebee's to the refinement of earlier periodicals, and making a bid for their custom. A few more sentences from his advertisement will show how well he understood their prejudices:—
"The main design of this work is, to turn your thoughts a little off from the clamour of contending parties, which has so long surfeited you with their ill-timed politics, and restore your taste to things truly superior and sublime."
"In order to this, we shall endeavour to present you with
such subjects as are capable, if well handled, both to divert
and to instruct you; such as shall render conversation pleasant,
and help to make mankind agreeable to one another."
"As for our management of them, not to promise too much for ourselves, we shall only say we hope, at least, to make our work acceptable to everybody, because we resolve, if possible, to displease nobody."
"We assure the world, by way of negative, that we shall engage in no quarrels, meddle with no parties, deal in no scandal, nor endeavour to make any men merry at the expense of their neighbours. In a word, we shall set nobody together by the ears. And though we have encouraged the ingenious world to correspond with us by letters, we hope they will not take it ill, that we say beforehand, no letters will be taken notice of by us which contain any personal reproaches, intermeddle with family breaches, or tend to scandal or indecency of any kind."
"The current papers are more than sufficient to carry on all the dirty work the town can have for them to do; and what with party strife, politics, poetic quarrels, and all the other consequences of a wrangling age, they are in no danger of wanting employment; and those readers who delight in such things, may divert themselves there. But our views, as is said above, lie another way."
Good writing is what Defoe promises the readers of the Universal Spectator, and this leads him to consider what particular qualifications go to the composition, or, in a word, "what is required to denominate a man a good writer". His definition is worth quoting as a statement of his principles of composition.
"One says this is a polite author; another says, that is an excellent good writer; and generally we find some oblique strokes pointed sideways at themselves; intimating that whether we think fit to allow it or not, they take themselves to be very good writers. And, indeed, I must excuse them their vanity; for if a poor author had not some good opinion of himself, especially when under the discouragement of having nobody else to be of his mind, he would never write at all; nay, he could not; it would take off all the little dull edge that his pen might have on it before, and he would not be able to say one word to the purpose."
"Now whatever may be the lot of this paper, be that as common fame shall direct, yet without entering into the enquiry who writes better, or who writes worse, I shall lay down one specific, by which you that read shall impartially determine who are, or are not, to be called good writers. In a word, the character of a good writer, wherever he is to be found, is this, viz., that he writes so as to please and serve at the same time."