Page:American Journal of Sociology Volume 5.djvu/392

 378 THE AMERICAN JOURNAL OF SOCIOLOGY

make the largest possible profits. It is safe to say that nearly all the evils connected with the press flow not so much from their partisan nature as from their commercial aspect. The average newspaper is not started in order that particular princi- ples may be properly and systematically advocated, but in order that profits may be made by advocating particular principles. The proprietor who goes into the business of newspaper publish- ing to make money must do what all men of business do — please the public and give it what it demands. Since there are many publics, there are consequently many species of newspapers. The existence and prosperity of sensational and reckless news- papers indicate the existence of an audience or constituency which revels in sensations and likes vulgur and nasty stuff. Between such newspapers and their constituencies there is a con- stant process of action and reaction. The newspaper degrades and corrupts taste far from refined at the outset, while this con- tinuous descent necessitates the continuous lowering of the standard. There is a downward education as well as an upward education. Habituate readers to scandal, filth, and vulgarity, and clean journalism will seem insipid and flat to them. Indulge in vituperation, violence, and slander, and moderation and sobriety will be construed as weakness and lack of virility.

Now, it would be idle and thoughtless to ask publishers to apply philanthropic principles to newspapers. Business enter- prises they must remain, and financial success must be the main consideration. But does financial success justify everything? Even in ordinary business this will not be seriously contended for. In every business there are things which honest people will not allow themselves, limits which they will not overstep. Reve- nue may be temporarily swelled by fraud, adulteration, and humbug, but the reputable merchant or manufacturer will con- sider no source of profit that is not legitimate. Similarly the reputable publisher of a newspaper, if he have principles and a high conception of the function of journalism, will sacrifice cer- tain increments of revenue to the requirements of morality and truth. In other words, a certain standard must be adopted first, and circulation must depend on the size of the constituency that