Page:History of American Journalism.djvu/420

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one or another of my competitors; and next, turning suddenly on each, I would ask, "By the way, what paper do you read on Sunday?" Then came stammering and hesitation, to be sure; but not once, during the years this went on, did I fail to find that, with the single exception of some of the clergy, the men who were exhorting me to continue setting a noble example for Sabbath observance by not publishing on Sunday, were themselves quietly gratifying their own craving to know what was going on by reading some Sunday paper!

Other papers by costly experience learned the same facts and then resumed their Sunday issues. The Sunday paper, as it is understood to-day, did not appear until the early eighties. Its development and enlargement were due to several causes. The department stores, finding the Sunday edition an especially valuable advertising medium, increased their space to set forth the bargain attractions of the coming week. The auxiliary presses purchased by papers for use in cases of emergency were utilized for the Sunday edition to print additional supplements in which were portrayed numerous interesting phases of city life. At about this time, S. S. McClure, founder of the magazine which bears his name and later editor of The Evening Mail, of New York City, began to retail to the newspapers, for simul- taneous publication on Sunday, novels and short stories by writers who had previously sold their manuscripts only to the better-class magazines. In addition to fiction, special articles about men and matters of moment were similarly syndicated for use in the Sunday papers. While McClure was developing his syndicate service, Morrill Goddard, whom Pulitzer had placed in charge of the Sunday edition of The New York World, was applying psychology to newspaper-making. Goddard, knowing the value of the optical center, began at once to develop the il- lustrated features and to enlarge the size of the pictures until they spread all over the pages. From his knowledge of psychol- ogy, he knew what features would give readers a thrill, and he emphasized such articles so much that people came to buy the paper on Sunday not so much for its news as for its special articles. Thus was the pace set for the feature editors who fol- lowed in Goddard's footsteps.

Sunday journalism was strangely influenced by a Puritan