Note 35 — V

The nature of these modifications is an interesting side issue. There is every possibility of papers becoming at last papers of world-wide circulation, so far as the language in which they are printed permits, with editions that will follow the sun and change into to-morrow's issue as they go, picking up literary criticism here, financial intelligence there, here to-morrow's story, and there to-morrow's scandal, and, like some vast intellectual garden-roller, rolling out local provincialism at every revolution. This, for papers in English, at any rate, is merely a question of how long it will be before the price of the best writing (for journalistic purposes) rises actually or relatively above the falling cost of long distance electrical type setting. Each of the local editions of these world travelling papers, in addition to the identical matter that will appear almost simultaneously everywhere, will no doubt have its special matter and its special advertisements. Illustrations will be telegraphed just as well as matter, and probably a much greater use will be made of sketch and diagram than at present. If the theory advanced in this book that democracy is a transitory confusion be sound, there will not be one world paper of this sort only—like Moses' serpent after its miraculous struggle—but several, and as the non-provincial segregation of society goes on, these various great papers will take on more and more decided specific characteristics, and lose more and more their local references. They will come to have not only a distinctive type of matter, a distinctive method of thought and manner of expression, but distinctive fundamental implications, and a distinctive class of writer. This difference in character and tone renders the advent of any Napoleonic master of the newspaper world vastly more improbable than it would otherwise be. These specializing newspapers will, as they find their class, throw out many features that do not belong to that class. It is highly probable that many will restrict the space devoted to news and sham news; that forged and inflated stuff made in offices, that bulks out the foreign intelligence of so many English papers, for example. At present every paper contains a little of everything, inadequate sporting stuff, inadequate financial stuff, vague literary matter, voluminous reports of political vapourings, because no newspaper is quite sure of the sort of readers it has—probably no daily newspaper has yet a distinctive sort of reader.

Many people, with their minds inspired by the number of editions which evening papers pretend to publish and do not, incline to believe that daily papers may presently give place to hourly papers, each with the last news of the last sixty minutes photographically displayed. As a matter of fact no human being wants that, and very few are so foolish as to think they do; the only kind of news that any sort of people clamours for hot and hot is financial and betting fluctuations, lottery lists and examination results; and the elaborated and cheapened telegraphic and telephonic system of the coming days, with tapes (or phonograph to replace them) in every post-office and nearly every private house, so far from expanding this department, will probably sweep it out of the papers altogether. One will subscribe to a news agency which will wire all the stuff one cares to have so violently fresh, into a phonographic recorder perhaps, in some convenient corner. There the thing will be in every house, beside the barometer, to hear or ignore. With the separation of that function what is left of the newspaper will revert to one daily edition—daily, I think, because of the power of habit to make the newspaper the specific business of some definite moments in the day; the breakfast hour, I suppose, or the "up-to-town" journey with most Englishmen now. Quite possibly some one will discover some day that there is now machinery for folding and fastening a paper into a form that will not inevitably get into the butter, or lead to bitterness in a railway carriage. This pitch of development reached, I incline to anticipate daily papers much more like the Spectator in form than these present mainsails of our public life. They will probably not contain fiction at all, and poetry only rarely, because no one but a partial imbecile wants these things in punctual daily doses, and we are anticipating an escape from a period of partial imbecility. My own culture and turn of mind, which is probably akin to that of a respectable mechanic of the year 2000, inclines me towards a daily paper that will have in addition to its concentrated and absolutely trustworthy daily news, full and luminous accounts of new inventions, new theories, and new departures of all sorts (usually illustrated), witty and penetrating comments upon public affairs, criticisms of all sorts of things, representations of newly produced works of art, and an ample amount of ably written controversy upon everything under the sun. The correspondence columns, instead of being an exercising place for bores and conspicuous people who are not mercenary, will be the most ample, the most carefully collected, and the most highly paid of all departments in this paper. Personal paragraphs will be relegated to some obscure and costly corner next to the births, deaths, and marriages. This paper will have, of course, many pages of business advertisements, and these will usually be well worth looking through, for the more intelligent editors of the days to come will edit this department just like any other, and classify their advertisements in a descending scale of freshness and interest that will also be an ascending scale of price. The advertiser who wants to be an indecent bore, and vociferate for the ten millionth time some flatulent falsehood about a pill, for instance, will pay at nuisance rates. Probably many papers will refuse to print nasty and distressful advertisements about people's insides at all. The entire paper will be as free from either greyness or offensive stupidity in its advertisement columns as the shop windows in Bond Street to-day, and for much the same reason,—because the people who go that way do not want that sort of thing.

It has been supposed that, since the real income of the newspaper is derived from advertisements, large advertisers will combine in the future to own papers confined to the advertisements of their specific wares. Some such monopoly is already attempted; several publishing firms own or partially own a number of provincial papers, which they adorn with strange "Book Chat" columns conspicuously deficient in their information; and a well-known cycle tyre firm supplies "Cycling" columns that are mere pedestals for the Head-of-King-Charles make of tyre. Many quack firms publish and give away annual almanacks replete with economical illustrations, offensive details, and bad jokes. But I venture to think, in spite of such phenomena, that these suggestions and attempts are made with a certain disregard of the essential conditions of sound advertisement. Sound advertisement consists in perpetual alertness and newness, in appearance in new places and in new aspects, in the constant access to fresh minds. The devotion of a newspaper to the interest of one particular make of a commodity or group of commodities will inevitably rob its advertisement department of most of its interest for the habitual readers of the paper. That is to say, the newspaper will fail in what is one of the chief attractions of a good newspaper. Moreover, such a devotion will react upon all the other matter in the paper, because the editor will need to be constantly alert to exclude seditious reflections upon the Health-Extract-of-Horse-Flesh or Saved-by-Boiling-Jam. His sense of this relation will taint his self-respect and make him a less capable editor than a man whose sole affair is to keep his paper interesting. To these more interesting rival papers the excluded competitor will be driven, and the reader will follow in his wake. There is little more wisdom in the proprietor of an article in popular demand buying or creating a newspaper to contain all his advertisements than in his buying a coal pit for the same purpose. Such a privacy of advertisement will never work, I think, on a large scale; it is probably at or near its maximum development now, and this anticipation of the advertiser-owned paper, like that of hourly papers, and that wonderfully powerful cosmic newspaper syndicate, is simply another instance of prophesying based only on a present trend, an expansion of the obvious, instead of an analysis of determining forces.