"Will the reader like this?" is the question that he must ask himself at every stage of his work. Unless he can convince himself that the average person who reads the periodical to which he proposes to submit his article will like what he is writing, he cannot hope to sell it to the editor.
UNDERSTANDING THE READER. Instead of thinking of readers as a more or less indefinite ma.s.s, the writer will find it advantageous to picture to himself real persons who may be taken as typical readers. It is very easy for an author to think that what interests him and his immediate circle will appeal equally to people in general. To write successfully, however, for the Sunday magazine of a newspaper, it is necessary to keep in mind the butcher, the baker, and--if not the candlestick-maker, at least the stenographer and the department store clerk--as well as the doctor, lawyer, merchant, and chief. What is true of the Sunday newspaper is true of the popular magazine.
The most successful publisher in this country attributes the success of his periodical to the fact that he kept before his mind"s eye, as a type, a family of his acquaintance in a Middle-Western town of fifteen hundred inhabitants, and shaped the policy of his publication to meet the needs and interests of all its members. An editor who desired to reach such a family would be immeasurably helped in selecting his material by trying constantly to judge from their point of view whatever pa.s.sed through his hands. It is equally true that a writer desiring to gain admittance to that magazine, or to others making the same appeal, would greatly profit by visualizing as vividly as possible a similar family. Every successful writer, consciously or unconsciously, thus pictures his readers to himself.
If, for example, an author is preparing an article for an agricultural journal, he must have in his mind"s eye an average farmer and this farmer"s family. Not only must he see them in their surroundings; he must try to see life from their point of view. The att.i.tude of the typical city man toward the farm and country life is very different from that of the countryman. Lack of sympathy and insight is a fatal defect in many an article intended by the writer for farm readers.
Whatever the publication to which an author desires to contribute, he should consider first, last, and all the time, its readers--their surroundings, their education, their income, their ambitions, their amus.e.m.e.nts, their prejudices--in short, he must see them as they really are.
The necessity of understanding the reader and his point of view has been well brought out by Mr. John M. Siddall, editor of the _American Magazine_, in the following excerpt from an editorial in that periodical:
The man who refuses to use his imagination to enable him to look at things from the other fellow"s point of view simply cannot exercise wide influence. He cannot reach people.
Underneath it, somehow, lies a great law, the law of service. You can"t expect to attract people unless you do something for them. The business man who has something to sell must have something useful to sell, and he must talk about it from the point of view of the people to whom he wants to sell his goods. In the same way, the journalist, the preacher, and the politician must look at things from the point of view of those they would reach. They must feel the needs of others and then reach out and meet those needs. They can never have a large following unless they give something. The same law runs into the human relation. How we abhor the man who talks only about himself--the man who never inquires about _our_ troubles, _our_ problems; the man who never puts himself in _our_ place, but unimaginatively and unsympathetically goes on and on, egotistically hammering away on the only subject that interests him--namely _himself_.
STUDYING NEWSPAPERS AND MAGAZINES. Since every successful publication may be a.s.sumed to be satisfying its readers to a considerable degree, the best way to determine what kind of readers it has, and what they are interested in, is to study the contents carefully. No writer should send an article to a publication before he has examined critically several of its latest issues. In fact, no writer should prepare an article before deciding to just what periodical he wishes to submit it. The more familiar he is with the periodical the better are his chances of having his contribution accepted.
In a.n.a.lyzing a newspaper or magazine in order to determine the type of reader to which it appeals, the writer should consider the character of the subjects in its recent issues, and the point of view from which these subjects are presented. Every successful periodical has a distinct individuality, which may be regarded as an expression of the editor"s idea of what his readers expect of his publication. To become a successful contributor to a periodical, a writer must catch the spirit that pervades its fiction and its editorials, as well as its special articles.
In his effort to determine the kind of topics preferred by a given publication, a writer may at first glance decide that timeliness is the one element that dominates their choice, but a closer examination of the articles in one or more issues will reveal a more specific basis of selection. Thus, one Sunday paper will be found to contain articles on the latest political, sociological, and literary topics, while another deals almost exclusively with society leaders, actors and actresses, and other men and women whose recent experiences or adventures have brought them into prominence.
It is of even greater value to find out by careful reading of the entire contents of several numbers of a periodical, the exact point of view from which the material is treated. Every editor aims to present the contents of his publication in the way that will make the strongest appeal to his readers. This point of view it is the writer"s business to discover and adopt.
a.n.a.lYSIS OF SPECIAL ARTICLES. An inexperienced writer who desires to submit special feature stories to newspapers should begin by a.n.a.lyzing thoroughly the stories of this type in the daily papers published in his own section of the country. Usually in the Sat.u.r.day or Sunday issues he will find typical articles on topics connected with the city and with the state or states in which the paper circulates. The advantage of beginning his study of newspaper stories with those published in papers near his home lies in the fact that he is familiar with the interests of the readers of these papers and can readily understand their point of view. By noting the subjects, the point of view, the form, the style, the length, and the ill.u.s.trations, he will soon discover what these papers want, or rather, what the readers of these papers want. The "Outline for the a.n.a.lysis of Special Articles" in Part II will indicate the points to keep in mind in studying these articles.
In order to get a broader knowledge of the scope and character of special feature stories, a writer may well extend his studies to the magazine sections of the leading papers of the country. From the work of the most experienced and original of the feature writers, which is generally to be found in these metropolitan papers, the novice will derive no little inspiration as well as a valuable knowledge of technique.
The methods suggested for a.n.a.lyzing special feature stories in newspapers are applicable also to the study of magazine articles.
Magazines afford a better opportunity than do newspapers for an a.n.a.lysis of the different types of articles discussed in Chapter V. Since magazine articles are usually signed, it is possible to seek out and study the work of various successful authors in order to determine wherein lies the effectiveness of their writing. Beginning with the popular weekly and monthly magazines, a writer may well extend his study to those periodicals that appeal to particular cla.s.ses, such as women"s magazines, agricultural journals, and trade publications.
IDEALS IN FEATURE WRITING. After thoughtful a.n.a.lysis of special articles in all kinds of newspapers and magazines, the young writer with a critical sense developed by reading English literature may come to feel that much of the writing in periodicals falls far short of the standards of excellence established by the best authors. Because he finds that the average uncritical reader not only accepts commonplace work but is apparently attracted by meretricious devices in writing, he may conclude that high literary standards are not essential to popular success. The temptation undoubtedly is great both for editors and writers to supply articles that are no better than the average reader demands, especially in such ephemeral publications as newspapers and popular magazines.
Nevertheless, the writer who yields to this temptation is sure to produce only mediocre work. If he is satisfied to write articles that will be characterized merely as "acceptable," he will never attain distinction.
The special feature writer owes it both to himself and to his readers to do the best work of which he is capable. It is his privilege not only to inform and to entertain the public, but to create better taste and a keener appreciation of good writing. That readers do not demand better writing in their newspapers and magazines does not mean that they are unappreciative of good work. Nor do originality and precision in style necessarily "go over the heads" of the average person. Whenever writers and editors give the public something no better than it is willing to accept, they neglect a great opportunity to aid in the development of better literary taste, particularly on the part of the public whose reading is largely confined to newspapers and periodicals.
Because of the commercial value of satisfying his readers, an editor occasionally a.s.sumes that he must give all of them whatever some of them crave. "We are only giving the public what it wants," is his excuse for printing fiction and articles that are obviously demoralizing in their effect. A heterogeneous public inevitably includes a considerable number of individuals who are attracted by a suggestive treatment of morbid phases of life. To cater to the low desires of some readers, on the ground of "giving the public what it wants," will always be regarded by self-respecting editors and authors as indefensible.
The writer"s opportunity to influence the mental, moral, and aesthetic ideals of hundreds of thousands of readers is much greater than he often realizes. When he considers the extent to which most men and women are unconsciously guided in their ideas and aspirations by what they read in newspapers and magazines, he cannot fail to appreciate his responsibility. Grasping the full significance of his special feature writing, he will no longer be content to write just well enough to sell his product, but will determine to devote his effort to producing articles that are the best of which he is capable.
CHAPTER III
FINDING SUBJECTS AND MATERIAL
SOURCES OF SUBJECTS. "What shall I write about?" is the first question that inexperienced writers ask their literary advisers. "If you haven"t anything to write about, why write at all?" might be an easy answer.
Most persons, as a matter of fact, have plenty to write about but do not realize it. Not lack of subjects, but inability to recognize the possibilities of what lies at hand, is their real difficulty.
The best method of finding subjects is to look at every person, every event, every experience--in short, at everything--with a view to seeing whether or not it has possibilities for a special feature article. Even in the apparently prosaic round of everyday life will be found a variety of themes. A circular letter from a business firm announcing a new policy, a cla.s.sified advertis.e.m.e.nt in a newspaper, the complaint of a scrub-woman, a new variety of fruit in the grocer"s window, an increase in the price of laundry work, a hurried luncheon at a cafeteria--any of the hundred and one daily experiences may suggest a "live" topic for an article.
"Every foot of ground is five feet deep with subjects; all you have to do is to scratch the surface for one," declared the editor of a popular magazine who is also a successful writer of special articles. This statement may be taken as literally true. Within the narrow confines of one"s house and yard, for instance, are many topics. A year"s experience with the family budget, a home-made device, an attempt to solve the servant problem, a method of making pin-money, a practical means of economizing in household management, are forms of personal experience that may be made interesting to newspaper and magazine readers. A garden on a city lot, a poultry house in a back yard, a novel form of garage, a new use for a gasoline engine, a labor-saving device on the farm, may afford equally good topics. One"s own experience, always a rich field, may be supplemented by experiences of neighbors and friends.
A second source of subjects is the daily newspaper. Local news will give the writer clues that he can follow up by visiting the places mentioned, interviewing the persons concerned, and gathering other relevant material. When news comes from a distance, he can write to the persons most likely to have the desired information. In neither case can he be sure, until he has investigated, that an item of news will prove to contain sufficient available material for an article. Many pieces of news, however, are worth running down carefully, for the day"s events are rich in possibilities.
Pieces of news as diverse as the following may suggest excellent subjects for special articles: the death of an interesting person, the sale of a building that has historic a.s.sociations, the meeting of an uncommon group or organization, the approach of the anniversary of an event, the election or appointment of a person to a position, an unusual occupation, an odd accident, an auction, a proposed munic.i.p.al improvement, the arrival of a well-known person, an official report, a legal decision, an epidemic, the arrest of a noted criminal, the pa.s.sing of an old custom, the publication of the city directory, a railroad accident, a marked change in fashion in dress.
A third source of both subjects and material is the report of special studies in some field, the form of the report ranging from a paper read at a meeting to a treatise in several volumes. These reports of experiments, surveys, investigations, and other forms of research, are to be found in printed bulletins, monographs, proceedings of organizations, scientific periodicals, and new books. Government publications--federal, state, and local--giving results of investigative work done by bureaus, commissions, and committees, are public doc.u.ments that may usually be had free of charge. Technical and scientific periodicals and printed proceedings of important organizations are generally available at public libraries.
As Mr. Waldemar Kaempffert, editor of _Popular Science Monthly,_ has said:
There is hardly a paper read before the Royal Inst.i.tution or the French Academy or our American engineering and chemical societies that cannot be made dramatically interesting from a human standpoint and that does not chronicle real news.
"If you want to publish something where it will never be read," a wit has observed, "print it in an official doc.u.ment." Government reports are filled with valuable information that remains quite unknown to the average reader unless newspapers and magazines unearth it and present it in popular form. The popularization of the contents of all kinds of scientific and technical publications affords great opportunities for the writer who can present such subjects effectively.
In addressing students of journalism on "Science and Journalism," Dr.
Edwin E. Slosson, literary editor of the _Independent_, who was formerly a professor of chemistry, has said:
The most radical ideas of our day are not apt to be found in the popular newspaper or in queer little insurrectionary, heretical and propaganda sheets that we occasionally see, but in the technical journals and proceedings of learned societies. The real revolutions are hatched in the laboratory and study. The papers read before the annual meetings of the scientific societies, and for the most part unnoticed by the press, contain more dynamite than was ever discovered in any anarchist"s shop. Political revolutions merely change the form of government or the name of the party in power.
Scientific revolutions really turn the world over, and it never settles back into its former position.
The beauty and meaning of scientific discoveries can be revealed to the general reader if there is an intermediary who can understand equally the language of the laboratory and of the street. The modern journalist knows that anything can be made interesting to anybody, if he takes pains enough with the writing of it. It is not necessary, either, to pervert scientific truths in the process of translation into the vernacular. The facts are sensational enough without any picturesque exaggeration.
The field is not an unprofitable one even in the mercenary sense. To higher motives the task of popularizing science makes a still stronger appeal. Ignorance is the source of most of our ills.
Ignorant we must always be of much that we need to know, but there is no excuse for remaining ignorant of what somebody on earth knows or has known. Rich treasure lies hidden in what President Gilman called "the bibliothecal cairn" of scientific monographs which piles up about a university. The journalist might well exchange the muckrake for the pick and dig it out.
Nothing could accelerate human progress more than to reduce the time between the discovery of a new truth and its application to the needs of mankind.... It is regarded as a great journalistic achievement when the time of transmission of a cablegram is shortened. But how much more important it is to gain a few years in learning what the men who are in advance of their age are doing than to gain a few seconds in learning what the people of Europe are doing? This lag in intellectual progress ... is something which it is the especial duty of the journalist to remove. He likes to score a beat of a few hours. Very well, if he will turn his attention to science, he can often score a beat of ten years.
The three main sources, therefore, of subjects and material for special feature and magazine articles are (1) personal observation and experience, (2) newspapers, (3) scientific and technical publications and official reports.
PERSONAL OBSERVATION. How a writer may discover subjects for newspaper feature articles in the course of his daily routine by being alive to the possibilities around him can best be shown by concrete examples.
A "community sing" in a public park gave a woman writer a good subject for a special article published in the _Philadelphia North American_.
In the publication of a city directory was found a timely subject for an article on the task of getting out the annual directory in a large city; the story was printed in a Sunday issue of the _Boston Herald_.
A glimpse of some children dressed like Arctic explorers in an outdoor school in Kansas City was evidently the origin of a special feature story on that inst.i.tution, which was published in the _Kansas City Star_.
A woman standing guard one evening over a partially completed school building in Seattle suggested a special feature in the _Seattle Post Intelligencer_ on the unusual occupation of night "watchman" for a woman.
While making a purchase in a drug store, a writer overheard a clerk make a request for a deposit from a woman who desired to have a prescription filled, an incident which led him to write a special feature for the _New York Times_ on this method of discouraging persons from adding to the drug store"s "morgue" of unclaimed prescriptions.
From a visit to the Children"s Museum in Brooklyn was developed a feature article for the _New York Herald_, and from a story-telling hour at the Boston Museum of Fine Arts was evolved a feature story for the _Boston Herald_ on the telling of stories as a means of interesting children in pictures.