Benjamin Day, with a few associates, started a paper for "mechanics and the masses generally." The price of this paper was 1 cent but the publishers expected to make up by larger circulation and by advertising the loss sustained by the lower price. At that time most of the other New York papers were selling for 6 cents.
It was, however, the enterprise of James Gordon Bennett, the founder of the New York Herald, who set the pace in the new form of journalism. In fact, as Will Irwin says in the only adequate account that has ever been written of the American newspaper, "James Gordon Bennett invented news as we know it." Bennett, like some others who have contributed most to modern journalism, was a disillusioned man, and for that very reason, perhaps, a ruthless and cynical one. "I renounce all so-called principles," he said in his announcement of the new enterprise. By principles he meant, perhaps, editorial policies. His salutatory was at the same time a valedictory. In announcing the purposes of the new journalism he bade adieu to the aims and aspirations of the old. Henceforth the editors were to be news gatherers and the newspaper staked its future on its ability to gather, print, and circulate news.
What is news? There have been many answers. I think it was Charles A. Dana, who said, "News is anything that will make people talk." This definition suggests at any rate the aims of the new journalism. Its purpose was to print anything that would make people talk and think, for most people do not think until they begin to talk. Thought is after all a sort of internal conversation.
A later version of the same definition is this: "News is anything that makes the reader say, 'Gee Whiz!'" This is the definition of Arthur McEwen, one of the men who helped make the Hearst papers. It is at the same time the definition of the latest and most successful type of journal, the yellow press. Not all successful journals are, to be sure, yellow. The New York Times, for example, is not. But the New York Times is not yet a type.
V. THE YELLOW PRESS
There seem to be, as Walter Lippmann has observed, two types of newspaper readers. "Those who find their own lives interesting" and "those who find their own lives dull, and wish to live a more
