Pulitzer's principal contribution to yellow journalism was muckraking, Hearst's was mainly "jazz." The newspaper had been conducted up to this time upon the theory that its business was to instruct. Hearst rejected that conception. His appeal was frankly not to the intellect but to the heart. The newspaper was for him first and last a form of entertainment.
It was about the time the yellow press was engaged in extending the newspaper habit to the masses of people, including women and immigrants—who up to this time did not read newspapers—that the department store was beginning to attract attention.
The department store is, in a sense, a creation of the Sunday newspaper. At any rate, without the advertising that the Sunday newspaper was able to give it, the department store would hardly have gained the vogue it has today. It is important in this connection that women read the Sunday paper before they did the dailies. The women are buyers.
It was in the Sunday newspaper that the methods of yellow journalism were first completely worked out. The men who are chiefly responsible for them are Morrill Goddard and Arthur Brisbane. It was Goddard's ambition to make a paper that a man would buy even if he could not read it. He went in for pictures, first in black and white and then in colors. It was in the Sunday World that the first seven-column cut was printed. Then followed the comic section and all the other devices with which we are familiar for compelling a dull-minded and reluctant public to read.
After these methods had been worked out in the Sunday paper, they were introduced into the daily. The final triumph of the yellow journal was Brisbane's "Heart-to-heart editorials"—a column of predigested platitudes and moralizing, with half-page diagrams and illustrations to re-enforce the text. Nowhere has Herbert Spencer's maxim that the art of writing is economy of attention been so completely realized.
Walter Lippmann, in his recent study of public opinion, calls attention to the fact that no sociologist has ever written a book on news gathering. It strikes him as very strange that an institution like the press, from which we expect so much and get so little
