Postal service -- United States -- Second-class matter
Lest the reader think my adverse criticism of the commissioners too
harsh, or not in keeping with the dignity of the gentlemen composing that
1906-7 commission, I shall here quote a few of the paragraphs it presents
as basis for its recommendation. The reader will oblige by carefully
noting the italics. They are mine, and, following the quotation, I shall
comment on some of those italicized phrasings and statements:
“Not only does the element of fiction constitute the (1)
_propulsive force behind the expansion of second-class matter_,
but it serves at the same time (2) _to undermine the main
statutory check upon the commercial exploitation of the second
class_. Being free to make up a periodical which contains nothing
but fiction, publishers find ready at hand the very thing with
which to interlard and _disguise the advertising matter_, for the
sake of which the publication is really issued. This they could
not do if the advertisement carrying text was required to be news
matter or critical matter of a current nature. (3) _Deprive the
mail-order journals of the right to cloak_ their advertising with
fiction and require them to publish something in the nature of
a newspaper or review with expensive news-gathering apparatus
and an editorial staff and (4) the _mail-order advertising
journal will completely disappear_. It lives only by reason of
two things, the cheapness of its fiction, with which it cloaks
its advertising, and the cheapness of the postal rate which that
fiction cloak enables it to obtain.
“The distinction between the fiction-carrying periodical and the
nonfiction-carrying periodical (5) _is precisely the distinction
between a periodical fulfilling the purposes of the act and the
publication which, although periodical in its form, has no true
periodicity in its essence_.
“Another consequence of the expansive power of fiction is
found in the confusion of the newspaper and magazine types and
the unhealthy exaggeration of the modern newspaper, as shown
especially in its Sunday editions.
“The newspaper is rapidly being extended into the magazine field
at the sacrifice both of the postal revenue and the (6) _true
mission of the newspaper. The miscellaneous matter contained
in the Sunday issue of a newspaper must of necessity lack the
quality to make it socially and educationally valuable._” (Page
37.)
Public-domain text, read in full here on John Shaqi.
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