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We must not exaggerate this element. For one thing the power represented by the great Capitalist Press was a power equal with that of the great advertisers. For another, there was no clear-cut distinction between the Capitalism that owned newspapers and the Capitalism that advertised. The same man who owned "The Daily Times" was a shareholder in Jones's Soap or Smith's Pills. The man who gambled and lost on "The Howl" was at the same time gambling and winning on a bucket-shop advertised in "The Howl." There was no antagonism of class interest one against the other, and what was more they were of the same kind and breed. The fellow that got rich quick in a newspaper speculation—or ended in jail over it—was exactly the same kind of man as he who bought a peerage out of a "combine" in music halls or cut his throat when his bluff in Indian silver was called. The type is the common modern type. Parliament is full of it, and it runs newspapers only as one of its activities—all of which need the suggestion of advertisement.

The newspaper owner and the advertiser, then, were intermixed. But on the balance the advertising interest being wider spread was the stronger, and what you got was a sort of imposition, often quite conscious and direct, of advertising power over the Press; and this was, as I have said, not only negative (that was long obvious) but, at last, positive.

Sometimes there is an open battle between the advertiser and the proprietor, especially when, as is the case with framers of artificial monopolies, both combatants are of a low, cunning, and unintelligent type. Minor friction due to the same cause is constantly taking place. Sometimes the victory falls to the newspaper proprietor, more often to the advertiser—never to the public.

So far, we see the growth of the Press marked by these characteristics. (1) It falls into the hands of a very few rich men, and nearly always of men of base origin and capacities. (2) It is, in their hands, a mere commercial enterprise. (3) It is economically supported by advertisers who can in part control it, but these are of the same Capitalist kind, in motive and manner, with the owners of the papers. Their power does not, therefore, clash in the main with that of the owners, but the fact that advertisement makes a paper, has created a standard of printing and paper such that no one—save at a disastrous loss—can issue regularly to large numbers news and opinion which the large Capitalist advertisers disapprove.

There would seem to be for any independent Press no possible economic basis, because the public has been taught to expect for 1d. what it costs 3d. to make—the difference being paid by the advertisement subsidy.

But there is now a graver corruption at work even than this always negative and sometimes positive power of the advertiser.

It is the advent of the great newspaper owner as the true governing power in the political machinery of the State, superior to the officials in the State, nominating ministers and dismissing them, imposing policies, and, in general, usurping sovereignty—all this secretly and without responsibility.

It is the chief political event of our time and is the peculiar mark of this country to-day. Its full development has come on us suddenly and taken us by surprise in the midst of a terrible war. It was undreamt of but a few years ago. It is already to-day the capital fact of our whole political system. A Prime Minister is made or deposed by the owner of a group of newspapers, not by popular vote or by any other form of open authority.

No policy is attempted until it is ascertained that the newspaper owner is in favour of it. Few are proffered without first consulting his wishes. Many are directly ordered by him. We are, if we talk in terms of real things (as men do in their private councils at Westminster) mainly governed to-day, not even by the professional politicians, nor even by those who pay them money, but by whatever owner of a newspaper trust is, for the moment, the most unscrupulous and the most ambitious.

How did such a catastrophe come about? That is what we must inquire into before going further to examine its operation and the possible remedy.

VI

During all this development of the Press there has been present, first, as a doctrine plausible and arguable; next, as a tradition no longer in touch with reality; lastly, as an hypocrisy still pleading truth, a certain definition of the functions of the Press; a doctrine which we must thoroughly grasp before proceeding to the nature of the Press in these our present times.

This doctrine was that the Press was an organ of opinion—that is, an expression of the public thought and will.

Why was this doctrine originally what I have called it, "plausible and arguable"? At first sight it would seem to be neither the one nor the other.

A man controlling a newspaper can print any folly or falsehood he likes. He is the dictator: not his public. They only receive.

Yes: but he is limited by his public.

If I am rich enough to set up a big rotary printing press and print in a million copies of a daily paper the news that the Pope has become a Methodist, or the opinion that tin-tacks make a very good breakfast food, my newspaper containing such news and such an opinion would obviously not touch the general thought and will at all. No one, outside the small catholic minority, wants to hear about the Pope; and no one, Catholic or Muslim, will believe that he has become a Methodist. No one alive will consent to eat tin-tacks. A paper printing stuff like that is free to do so, the proprietor could certainly get his employees, or most of them, to write as he told them. But his paper would stop selling.

It is perfectly clear that the Press in itself simply represents the news which its owners desire to print and the opinions which they desire to propagate; and this argument against the Press has always been used by those who are opposed to its influence at any moment.

But there is no smoke without fire, and the element of truth in the legend that the Press "represents" opinion lies in this, that there is a limit of outrageous contradiction to known truths beyond which it cannot go without heavy financial loss through failure of circulation, which is synonymous with failure of power. When people talked of the newspaper owners as "representing public opinion" there was a shadow of reality in such talk, absurd as it seems to us to-day. Though the doctrine that newspapers are "organs of public opinion" was (like most nineteenth century so-called "Liberal" doctrines) falsely stated and hypocritical, it had that element of truth about it—at least, in the earlier phase of newspaper development. There is even a certain savour of truth hanging about it to this day.

Newspapers are only offered for sale; the purchase of them is not (as yet) compulsorily enforced. A newspaper can, therefore, never succeed unless it prints news in which people are interested and on the nature of which they can be taken in. A newspaper can manufacture interest, but there are certain broad currents in human affairs which neither a newspaper proprietor nor any other human being can control. If England is at war no newspaper can boycott war news and live. If London were devastated by an earthquake no advertising power in the Insurance Companies nor any private interest of newspaper owners in real estate could prevent the thing "getting into the newspapers."

Indeed, until quite lately—say, until