An article on fire prevention, for instance, is appropriate for the month of October just before the day set aside for calling attention to fires caused by carelessness. Months in advance, a writer might begin collecting news stories of dangerous fires resulting from carelessness; and from the annual report of the state fire marshal issued in July, he could secure statistics on the causes of fires and the extent of the losses.

To secure material for an article on the Christmas presents that children might make at a cost of twenty-five cents or less, a woman writer jotted down after one Christmas all the information that she could get from her friends; and from these notes she wrote the article early in the following summer. It was published in the November number of a magazine, at a time when children were beginning to think about making Christmas presents.

Articles on ways and means of earning college expenses are particularly appropriate for publication in the summer or early fall, when young men and women are preparing to go to college, but if in such an article a student writer intends to describe experiences other than his own, he may well begin gathering material from his fellow students some months before.

Anniversaries of various events, such as important discoveries and inventions, the death or birth of a personage, and significant historical occasions, may also be antic.i.p.ated. The fiftieth anniversary of the arrival of the first railroad train in Kansas City was commemorated in a special feature story in the _Kansas City Star_, published the day before the anniversary. The day following the fifty-sixth anniversary of the discovery of petroleum in Pennsylvania, the _New York Times_ printed in its Sunday magazine section a special article on the man who first found oil there. The centenary of the launching of the first steam-propelled ship to cross the Atlantic, was commemorated by an article in the Sunday edition of the _Providence Journal_. _Munsey's Magazine_ printed an article on the semi-centennial of the discovery of the process of making paper from wood pulp.

By looking over tables giving dates of significant events, writers will find what anniversaries are approaching; or they may glean such information from news stories describing preparations made for celebrating these anniversaries.

KEEPING LISTS OF SUBJECTS. Every writer who is on the lookout for subjects and sources of material should keep a notebook constantly at hand. Subjects suggested by everyday experiences, by newspaper and magazine reading, and by a careful study of special articles in all kinds of publications, are likely to be forgotten unless they are recorded at once. A small notebook that can be carried in the pocket or in a woman's hand-bag is most convenient. Besides topics for articles, the t.i.tles of books, reports, bulletins, and other publications mentioned in conversation or in newspapers, should be jotted down as possible sources of material. Facts and figures from publications may be copied for future use. Good t.i.tles and interesting methods of treatment that a writer observes in the work of others may prove helpful in suggesting t.i.tles and methods for his own articles. Separate sections of even a small notebook may conveniently be set aside for all of these various points.

FILING MATERIAL. The writer who makes methodical preparation for his work generally has some system of filing good material so that it will be at hand when he wants it. One excellent filing device that is both inexpensive and capable of indefinite expansion consists of a number of stout manilla envelopes, large enough to hold newspaper clippings, printed reports, magazine articles, and photographs. In each envelope is kept the material pertaining to one subject in which the writer is interested, the character of the subject-matter being indicated on one side of the envelope, so that, as the envelopes stand on end, their contents can readily be determined. If a writer has many of these envelopes, a one-drawer filing case will serve to keep them in good order. By constantly gathering material from newspapers, magazines, and printed reports, he will soon find that he has collected a considerable amount of information on which to base his articles.

CHAPTER IV

APPEAL AND PURPOSE

a.n.a.lYZING THE SUBJECT. When from many available subjects a writer is about to choose one, he should pause to consider its possibilities before beginning to write. It is not enough to say, "This is a good subject; I believe that I can write an article on it." He needs to look at the topic from every angle. He ought to ask himself, "How widespread is the interest in my subject? How much will it appeal to the average individual? What phases of it are likely to have the greatest interest for the greatest number of persons?" To answer these questions he must review the basic sources of pleasure and satisfaction.

WHAT INTERESTS READERS. To interest readers is obviously the prime object in all popular writing. The basis of interest in the news story, the special feature article, and the short story is essentially the same. Whatever the average person likes to hear and see, whatever gives him pleasure and satisfaction, is what he wants to read about. In order to test all phases of a given subject from this point of view, a writer needs to keep in mind the fundamental sources of satisfaction.

Subjects and phases of subjects that attract readers may, for convenience, be divided into the following cla.s.ses, which, however, are not mutually exclusive: (1) timely topics, (2) unique, novel, and extraordinary persons, things, and events, (3) mysteries, (4) romance, (5) adventure, (6) contests for supremacy, (7) children, (8) animals, (9) hobbies and amus.e.m.e.nts, (10) familiar persons, places, and objects, (11) prominent persons, places, and objects, (12) matters involving the life, property, and welfare of others, (13) matters that affect the reader's own success and well-being.

Timeliness. Though not absolutely essential, timeliness is a valuable attribute of any subject. Readers like to feel that they are getting the latest facts and the newest ideas, in special feature articles as well as in the news. A subject need not be discarded, however, because it does not make a timely appeal. It may have interest in other respects sufficiently great to compensate for its lack of timeliness.

Many topics that at first glance seem quite unrelated to current activities are found on closer examination to have some aspects that may be brought into connection with timely interests. To a writer keenly alive to everything that is going on in the world, most subjects will be found to have some bearing on what is uppermost in men's minds. Emphasis on that point of contact with current ideas will give to the article the desired timeliness.

NOVELTY. When a person, object, or circ.u.mstance is unique, it arouses an unusual degree of interest. The first person to accomplish something out of the ordinary, the first event of its kind, the first of anything, arrests attention.

Closely a.s.sociated with the unique is the extraordinary, the curious. If not absolutely the only one of its kind, a thing may still be sufficiently unusual to excite an uncommon degree of interest. Novelty has a perennial charm. Careful study of a subject is often necessary to reveal the novel and extraordinary phase of it that can best be emphasized.

MYSTERIES. The fascination for the human mind of whatever baffles it is so well known that it scarcely needs elaboration. Mysteries, whether real or fict.i.tious, pique curiosity. Even the scholar and the practical man of affairs find relaxation in the mystery of the detective story.

Real life often furnishes events sufficiently mysterious to make a special feature story that rivals fiction. Unexplained crimes and accidents; strange psychical phenomena, such as ghosts, presentiments, spiritism, and telepathy; baffling problems of the scientist and the inventor--all have elements of mystery that fascinate the average reader.

ROMANCE. The romance of real life is quite as interesting as that of fiction. As all the world loves a lover, almost all the world loves a love story. The course of true love may run smooth or it may not; in either case there is the romantic appeal. To find the romantic element in a topic is to discover a perennial source of attraction for all cla.s.ses of readers.

ADVENTURE. Few in number are the persons who will not gladly escape from humdrum routine by losing themselves in an exciting tale of adventure. The thrilling exploits in real life of the engineer, the explorer, the soldier of fortune, the pioneer in any field, hold us spellbound. Even more commonplace experiences are not without an element of the adventurous, for life itself is a great adventure. Many special feature stories in narrative form have much the same interest that is created by the fict.i.tious tale of adventure.

CONTESTS FOR SUPREMACY. Man has never lost his primitive love of a good fight. Civilization may change the form of the contest, but fighting to win, whether in love or politics, business or sport, still has a strong hold on all of us. Strikes, attempted monopolies, political revolutions, elections, championship games, diplomacy, poverty, are but a few of the struggles that give zest to life. To portray dramatically in a special article the clash and conflict in everyday affairs is to make a well-nigh universal appeal.

CHILDREN. Because we live in and for our children, everything that concerns them comes close to our hearts. A child in a photo-drama or in a news story is sure to win sympathy and admiration. The special feature writer cannot afford to neglect so vital a source of interest. Practical articles on the care and the education of children also have especial value for women readers.

ANIMALS. Wild or tame, at large or in captivity, animals attract us either for their almost human intelligence or for their distinctively animal traits. There are few persons who do not like horses, dogs, cats, and other pets, and fewer still who can pa.s.s by the animal cages at the circus or the "zoo." Hunting, trapping, and fishing are vocations for some men, and sport for many more. The business of breeding horses and cattle, and the care of live stock and poultry on the farm, must not be overlooked in the search for subjects. The technical aspects of these topics will interest readers of farm journals; the more popular phases of them make a wide general appeal.

HOBBIES AND AMUs.e.m.e.nTS. Pastimes and avocations may be counted good subjects. Moving pictures, theaters, music, baseball, golf, automobiles, amateur photography, and a host of hobbies and recreations have enough enthusiastic devotees to insure wide reading for special feature stories about them.

THE FAMILIAR. Persons whom we know, places that we constantly see, experiences that we have had again and again, often seem commonplace enough, even when familiarity has not bred contempt; but when they appear unexpectedly on the stage or in print, we greet them with the cordiality bestowed on the proverbial long-lost friend. Local news interests readers because it concerns people and places immediately around them. Every newspaper man understands the desirability of increasing the attractiveness of a news event that happens elsewhere by rinding "local ends," or by giving it "a local turn." For special feature stories in newspapers, local phases are no less important. But whether the article is to be published in a newspaper or a magazine, familiar persons and things should be "played up" prominently.

THE PROMINENT. Many persons, places, and objects that we have never seen are frequently as real to us as are those that we see daily. This is because their names and their pictures have greeted us again and again in print. It is thus that prominent men and women become familiar to us.

Because of their importance we like to read about them. If a special feature article in any of its phases concerns what is prominent, greater attractiveness can be given to it by "playing up" this point, be it the President of the United States or a well-known circus clown, Fifth Avenue or the Bowery, the Capitol at Washington or Coney Island, the Twentieth Century Limited or a Ford.

LIFE AND WELFARE OF OTHERS. Sympathy with our fellow beings and an instinctive recognition of our common humanity are inherent in most men and women. Nowhere is this more strikingly shown than in the quick and generous response that comes in answer to every call for aid for those in distress. So, too, we like to know how others feel and think. We like to get behind the veil with which every one attempts to conceal his innermost thoughts and feelings. Our interest in the lives and the welfare of others finds expression in various ways, ranging from social service and self-sacrificing devotion to gossip and secret confidences.

These extremes and all that lies between them abound in that "human interest" upon which all editors insist.

This widespread interest in others affords to the writer of special articles one of his greatest opportunities, not only for preparing interesting stories, but for arousing readers to support many a good cause. To create sympathy for the unfortunate, to encourage active social service, to point the way to political reform, to show the advantages of better industrial conditions, to explain better business methods--all these are but a few of the helpful, constructive appeals that he may make effectively.

He may create this interest and stir his readers to action by either one of two methods: by exposing existing evils, or by showing what has been done to improve bad conditions. The exposure of evils in politics, business, and society const.i.tuted the "muck-raking" to which several of the popular monthly magazines owe their rise. This crusading, "searchlight" type of journalism has been largely superseded by the constructive, "sunlight" type. To explain how reforms have been accomplished, or are being brought about, is construed by the best of the present-day journals to be their special mission.

PERSONAL SUCCESS AND HAPPINESS. Every one is vitally concerned about his own prosperity and happiness. To make a success of life, no matter by what criterion we may measure that success, is our one all-powerful motive. Happiness, as the goal that we hope to reach by our success, and health, as a prime requisite for its attainment, are also of great importance to every one of us. How to make or save more money, how to do our work more easily, how to maintain our physical well-being, how to improve ourselves mentally and morally, how to enjoy life more fully--that is what we all want to know. To the writer who will show us how to be "healthy, wealthy, and wise," we will give our undivided attention.

Business and professional interests naturally occupy the larger part of men's thoughts, while home-making is the chief work of most women.

Although women are entering many fields. .h.i.therto monopolized by men, the home remains woman's peculiar sphere. The purchase and preparation of food, the buying and making of clothing, the management of servants, the care of children--these are the vital concerns of most women. They realize, however, that conditions outside the home have a direct bearing on home-making; and each year they are taking a more active part in civic affairs. Matters of public health, pure food legislation, the milk and the water supply, the garbage collection, the character of places of amus.e.m.e.nt, the public schools, determine, in no small degree, the success and happiness of the home-maker.

Since the dominant interests of men and women alike are their business and their home, the special writer should undertake to connect his subject as closely as possible with these interests. To show, for example, how the tariff, taxes, public utility rates, price-fixing, legislation, and similar matters affect the business and home affairs of the average reader, is to give to these political and economic problems an interest for both men and women far in excess of that resulting from a more general treatment of them. The surest way to get the reader's attention is to bring the subject home to him personally.

Of the importance of presenting a subject in such a manner that the reader is led to see its application to himself and his own affairs, Mr.

John M. Siddall, editor of the _American Magazine_, has said:

Every human being likes to see himself in reading matter--just as he likes to see himself in a mirror.

The reason so much reading matter is unpopular and never attracts a wide reading public lies in the fact that the reader sees nothing in it for himself. Take an article, we'll say, ent.i.tled "The Financial System of Canada." It looks dull, doesn't it? It looks dull because you can't quite see where it affects you. Now take an article ent.i.tled "Why it is easier to get rich in Canada than in the United States." That's different! Your interest is aroused. You wonder wherein the Canadian has an advantage over you. You look into the article to find out whether you can't get an idea from it. Yet the two articles may be basically alike, differing only in treatment.

One bores you and the other interests you. One bores you because it seems remote. The other interests you because the writer has had the skill to translate his facts and ideas into terms that are personal to you. The minute you become personal in this world you become interesting.

COMBINING APPEALS. When the a.n.a.lysis of a topic shows that it possesses more than one of these appeals, the writer may heighten the attractiveness of his story by developing several of the possibilities, simultaneously or successively. The chance discovery by a prominent physician of a simple preventive of infantile paralysis, for instance, would combine at least four of the elements of interest enumerated above. If such a combination of appeals can be made at the very beginning of the article, it is sure to command attention.

DEFINITENESS OF PURPOSE. In view of the multiplicity of possible appeals, a writer may be misled into undertaking to do too many diverse things in a single article. A subject often has so many different aspects of great interest that it is difficult to resist the temptation to use all of them. If a writer yields to this temptation, the result may be a diffuse, aimless article that, however interesting in many details, fails to make a definite impression.

To avoid this danger, the writer must decide just what his purpose is to be. He must ask himself, "What is my aim in writing this article?"

and, "What do I expect to accomplish?" Only in this way will he clarify in his mind his reason for writing on the proposed topic and the object to be attained.

With a definitely formulated aim before him, he can decide just what material he needs. An objective point to be reached will give his article direction and will help him to stick to his subject.

Furthermore, by getting his aim clearly in mind, he will have the means of determining, when the story is completed, whether or not he has accomplished what he set out to do.

In selecting material, in developing the article, and in testing the completed product, therefore, it is important to have a definitely formulated purpose.

THREE GENERAL AIMS. Every special article should accomplish one of three general aims: it should (1) entertain, or (2) inform, or (3) give practical guidance.

The same subject and the same material may sometimes be so treated as to accomplish any one of these three purposes. If the writer's aim is merely to help readers pa.s.s a leisure hour pleasantly, he will "play up"

those aspects of a topic that will afford entertainment and little or nothing else. If he desires to supply information that will add to the reader's stock of knowledge, he will present his facts in a manner calculated to make his readers remember what he has told them. If he proposes to give information that can be applied by readers to their own activities, he must include those details that are necessary to any one who desires to make practical use of the information.

When, for example, a writer is about to prepare an article, based on experience, about keeping bees on a small suburban place, he will find that he may write his story in any one of three ways. The difficulties experienced by the amateur bee-keeper in trying to handle bees in a small garden could be treated humorously with no other purpose than to amuse. Or the keeping of bees under such circ.u.mstances might be described as an interesting example of enterprise on the part of a city man living in the suburbs. Or, in order to show other men and women similarly situated just how to keep bees, the writer might explain exactly what any person would need to know to attain success in such a venture. Just as the purpose of these articles would vary, so the material and the point of view would differ.

ENTERTAINING ARTICLES. To furnish wholesome entertainment is a perfectly legitimate end in special feature writing. There is no reason why the humor, the pathos, the romance, the adventure, and mystery in life should not be presented in special feature stories for our entertainment and amus.e.m.e.nt, just as they are presented for the same purpose in the short story, the drama, and the photo-play. Many readers find special feature stories with real persons, real places, and real circ.u.mstances, more entertaining than fiction. A writer with the ability to see the comedies and the tragedies in the events constantly happening about him, or frequently reported in the press, will never lack for subjects and material.