In selecting material, in developing the article, and in testing the completed product, therefore, it is important to have a definitely formulated purpose.

THREE GENERAL AIMS. Every special article should accomplish one of three general aims:  it should (1) entertain, or (2) inform, or (3) give practical guidance.

The same subject and the same material may sometimes be so treated as to accomplish any one of these three purposes.  If the writer’s aim is merely to help readers pass a leisure hour pleasantly, he will “play up” those aspects of a topic that will afford entertainment and little or nothing else.  If he desires to supply information that will add to the reader’s stock of knowledge, he will present his facts in a manner calculated to make his readers remember what he has told them.  If he proposes to give information that can be applied by readers to their own activities, he must include those details that are necessary to any one who desires to make practical use of the information.

When, for example, a writer is about to prepare an article, based on experience, about keeping bees on a small suburban place, he will find that he may write his story in any one of three ways.  The difficulties experienced by the amateur bee-keeper in trying to handle bees in a small garden could be treated humorously with no other purpose than to amuse.  Or the keeping of bees under such circumstances might be described as an interesting example of enterprise on the part of a city man living in the suburbs.  Or, in order to show other men and women similarly situated just how to keep bees, the writer might explain exactly what any person would need to know to attain success in such a venture.  Just as the purpose of these articles would vary, so the material and the point of view would differ.

ENTERTAINING ARTICLES.  To furnish wholesome entertainment is a perfectly legitimate end in special feature writing.  There is no reason why the humor, the pathos, the romance, the adventure, and mystery in life should not be presented in special feature stories for our entertainment and amusement, just as they are presented for the same purpose in the short story, the drama, and the photo-play.  Many readers find special feature stories with real persons, real places, and real circumstances, more entertaining than fiction.  A writer with the ability to see the comedies and the tragedies in the events constantly happening about him, or frequently reported in the press, will never lack for subjects and material.

WHOLESOME ENTERTAINMENT.  The effect of entertaining stories on the ideas and ideals of readers ought not to be overlooked.  According to the best journalistic standards, nothing should be printed that will exert a demoralizing or unwholesome influence.  Constructive journalism goes a step further when it insists that everything shall tend to be helpful and constructive.  This practice applies alike to news stories and to special articles.