IDEALS IN FEATURE WRITING.  After thoughtful analysis 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 assumes 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.