[13] H. L. Mencken on Journalism, _The Nation_, April 26, 1922. [14] “The Behavior of Crowds” (page 193). [15] W. Trotter, “Instincts of the Herd in Peace and War.” [16] It should be explained at the very outset that Mr. Trotter does not use the term “herd” in any derogatory sense. He approaches the entire subject from the point of view of the biologist and compares the gregarious instinct in man to the same instinct in lower forms of life. [17] “Instincts of the Herd in Peace and War” (page 32). [18] _Ibid._ [19] “Public Opinion” (page 81). [20] “Instincts of the Herd in Peace and War” (page 38). [21] _Ibid._ (page 112 _et seq._). Italics mine. [22] Bleyer, “The Profession of Journalism” (page 269). [23] “Public Opinion” (page 354). [24] “Public Opinion” (page 292). [25] “Instincts of the Herd in Peace and War” (page 62). [26] Given, “Making a Newspaper” (pages 306–307). [27] “Press Tendencies and Dangers,” _Atlantic Monthly_, January, 1918. [28] “The Behavior of Crowds” (pages 23–24). [29] Walter Lippmann, “Public Opinion.” [30] Mr. Given’s definition of the qualifications of a good reporter applies very largely to the qualifications of a good public relations counsel. “There is undoubtedly a good deal of truth,” says Mr. Given, “in the saying that good reporters are born and not made. A man may learn how to gather some kinds of news, and he may learn how to write it correctly, but if he cannot see the picturesque or vital point of an incident and express what he sees so that others will see as through his eyes, his productions, even if no particular fault can be found with them, will not bear the mark of true excellence; and there is, if one stops to think, a great difference between something that is devoid of faults and something that is full of good points. The quality which makes a good newspaper man must, in the opinion of many editors, exist in the beginning. But when it does exist, it can usually be developed, no matter how many obstacles are in the way.” [31] “Public Opinion” (page 160). [32] Given, “Making a Newspaper.” [33] “What Is News?” by Will Irwin, _Collier’s_, March 18, 1911 (page 16). [34] Italics mine. [35] “Making a Newspaper” (page 168). [36] “What is News?” Will Irwin, _Collier’s_, March 18, 1911 (page 16). [37] “What is News?” by Will Irwin, _Collier’s_, March 18, 1911 (pages 17–18). Italics mine. [38] “Making a Newspaper,” by Given (pages 59–62). [39] Given, “Making a Newspaper” (page 57). [40] “Public Opinion” (pages 339–340). [41] “All the News That’s Fit to Print,” _Collier’s_, May 6, 1911 (page 18). [42] “Public Opinion” (page 344). [43] _Times Book Review and Magazine_, January 1, 1922. “Men Who Wield the Spotlight,” by Charles J. Rosebault. [44] “The Behavior of Crowds” (pages 128–129). [45] “History of the _New York Times_” (pages 379–380). Transcriber’s Note