on it--_the readers match the
medium_.

No gun can hit a target _outside_ of its range. No newspaper can aim its
policy in _one_ direction and score in _another_. No advertiser can find
a different class of men and women than the publisher has found for
himself. He is judged by the company he keeps. _If he lies down with
dogs he will arise with fleas._

The Cellar Hole and the Sewer Hole

A coal cart stopped before an office building in Washington and the
driver dismounted, removed the cover from a manhole, ran out his chute,
and proceeded to empty the load. An old negro strolled over and stood
watching him. Suddenly the black man glanced down and immediately burst
into a fit of uncontrollable laughter, which continued for several
minutes. The cart driver looked at him in amusement. "Say, Uncle," he
asked, "do you always laugh when you see coal going into a cellar?" The
negro sputtered around for a few moments and then holding his hands to
his aching sides managed to say, "_No, sah, but I jest busts when I sees
it goin' down a sewer._"

The advertiser who displays lack of judgment in selecting the newspapers
which carry his copy often confuses the _sewer_ and the _cellar_.

All the money that is put _into_ newspapers isn't taken _out_ again, by
any means. The fact that all dailies possess a certain physical
likeness, doesn't necessarily signify a similarity in character, and
it's _character_ in a newspaper that brings returns. The editor who
conducts a journalistic sewer, finds a _different_ class of readers than
the publisher who respects himself enough to respect his readers.

What goes into a newspaper largely determines the class of homes into
which the newspaper goes. An irresponsible, scandal-mongering,
muck-raking sheet is certainly not supported by the buying classes of
people. It _may be_ perused by thousands of readers, but such readers
are seldom purchasers of advertised goods.

It's the clean-cut, steady, normal-minded citizens who form the bone and
sinew and muscle of the community. It's the sane, self-respecting,
_dependable_ newspaper that enters their homes and it's the _home_ sale
that indicates the strength of an advertising medium.

No clean-minded father of a family wishes to have his wife and children
brought in contact with the most maudlin and banal phases of life. He
defends them from the sensational editor and the unpleasant advertiser.
He subscribes to _a newspaper which he doe