When Charles A. Dana was asked what was the first essential in publishing a newspaper, he is said to have replied, “Raise Cain and sell papers.” Whether the story is true or not, his answer comes as near a general definition of the governing principle in newspaper offices as you are likely to get.
Strictly speaking, there is no such thing as ethics of the press. Each newspaper editor, publisher, or proprietor—whoever is the controlling spirit behind the types, the man who pockets the profits, or empties his pockets to make good the losses—his will, his judgment, his conscience, his hopes, necessities, or ambitions, constitute the ethics of one newspaper—no more! There is no association of editors, no understanding or agreement to formulate ethics for the press. And if there were, not one of the parties to it would live up to it any more than the managers of railways live up to the agreements over which they spend so much time.
The general press prints what the public wants; the specific newspaper prints what its editor thinks the class of readers to which it caters wants. If he gauges his public right, he succeeds; if he does not, he fails. You can no more make the people read a newspaper they do not want than you can make a horse drink when he is not thirsty. In this respect the pulpit has the better of the press. It can thrash over old straw and thunder forth distasteful tenets to its congregations year after year, and at least be sure of the continued attention of the sexton and the deacon who circulates the contribution-box.