You ask me a pretty difficult question--I have no absolute rule for
saying yes or no to a short story and, as far as that goes, I don’t
think any other editor has. There are such things in magazine offices
as editorial policies, but if they are good editorial policies they
must be more or less elastic, subject to change without notice and not
very well defined anyway. Folks come in and ask me what kind of stories
_Pictorial Review_ likes. The only answer I can give is “good stories.”
If they ask why I buy this story and not that, I would say because I
think it more interesting than the other, but to go further and to ask
me to explain precisely why it is the more interesting is too much for
me. There may be editors who can sit down and in a magic manner tell
just exactly why they bought this story and refused that, but they must
be smarter editors than I am. I really cannot do it with sincerity or
conviction and do not try.
Do I buy stories because I like them myself or because I think our
readers will like them? That’s another sticker. I generally buy stories
because I like them myself, because if I disregarded my own taste and
tried to pick out a story that our readers would like and which I
didn’t like, I would be hopelessly at sea all the time.
I would really feel ashamed of myself were I to publish a story which I
personally thought to be piffle just because I thought it would “sell
the magazine.”
Moreover, I don’t think any editor knows just what his readers like
or _might_ like except in a general way. We have no exact way of
telling and my experience has been to follow my own judgment and, when
the Circulation Manager comes along and tells me the circulation of
the magazine is increasing by leaps and bounds, I am then licensed to
feel that my judgment must have been good. Because I am just a plain,
ordinary type of person and there must be hundreds of thousands and
millions of people in the country like me; and what interests me will
quite generally interest them, at least I have found it so. Don’t
take from this that the Circulation Manager comes along every month
and tells me the circulation of the magazine is increasing by leaps
and bounds, but sometimes he does, and then I know a certain story or
serial in the magazine got across in a big way; but what does that
mean? It doesn’t mean that I can go out off-hand and get another
story just like it and ring the bell again. We don’t buy stories that
way--writers do not write them that way--I wish they did because the
editor’s job would be easy.
Public-domain text, read in full here on John Shaqi.
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