Tips From A Century Ago: Write Clearly and Don’t Plagiarize

Planning on starting an email newsletter? Here are some tips on how—from 100 years ago.

That’s when the House Organ Association held a convention in 1918. It was co-sponsored by the Direct Mail Advertising Association, now known as the Data & Marketing Association.

Old-timers remember house organs–they were the magazines companies published to keep their customers informed. They served the same purpose as email newsletters. Here are some lessons from that October 1918 event, held in the closing weeks of World War I:

Don’t lift content from other publications. The prevailing attitude in 1918 was: “Why waste time rewriting or pay for stuff when there was plenty of it going the rounds for the mere trouble of taking it?”

Don’t steal artwork, another widespread practice. “It doesn’t make a tinker’s darn difference how much gray matter, sweat, time, ink, experience, execution and money was involved if a certain design or illustrated ‘looks good’ or is “just the thing” to illustrate some new fangled clock whose alarm tickles your toes—Use It! Trace it or photography it direct—but use it!” the speaker said.

Make sure that articles are relevant and engaging—they weren’t in most house organs. “Most are over-weighted with ponderous lectures by men who know their own departments, but unfortunately do not know how to WRITE,” a speaker complained.

The conference was organized into tracks like House Organs for Salesmen, House Organs for Dealers, and House Organs for Customers. The most crowded session was the one titled, “Why House Organs are essential in War time.” (It was because editors “have steadily made use of articles designed to aid in the organization of the country for war”).

Wisdom from the ancients.

 

Take The Best and Leave the Rest

By Ray Schultz

Max Shulman should be alive to see this. The creator of Dobie Gillis wrote a story in 1948 or so in which Dobie has to turn in an English paper or flunk out of college.

Fortunately, his girlfriend works in the library, and she loans him her pass. The night before the paper is due, he goes down into the deepest stacks, finds a dust-covered book of essays that hasn’t been checked out since 1920, copies one in its entirety and hands it in.

But this backfires. His professor is so impressed with the piece that he enters it into in a statewide competition. Dobie is a finalist, and wins a trip to the state capital. Then it turns out that one of the judges, a bearded, white-haired old man who can barely walk, is the author. Dobie has visions of the electric chair.

The winner is announced—it isn’t Dobie. But as he is leaving, the old man stops him and says, “Mr. Gillis. I’m very flattered that you chose my old essay to copy. Of course, you understand I couldn’t give you the prize.”

Such was college humor in the 1940s (as well as I can remember the story). And the punchline was that Dobie, who inspired a generation of high school goof-offs on TV, got away with plagiarism.

Not everyone does. You can be expelled from school, fired from your job, have your book recalled or be turned into a national laughingstock while your husband runs for president. But Benny Johnson has.

Remember Benny? He was fired by BuzzFeed in 2014 after readers found “41 instances of sentences or phrases copied word for word from other sites,” as editor Ben Smith put it in a blog post, according to Mashable. Unlike Dobie, who at least stole a distinguished essay, Benny allegedly copied listsicles and other trashy material.

It should have been a career destroyer. But he landed on his feet—he’s now working for IJReview. And he was outraged last May because Gawker threw in a little sneer about the plagiarism after he beat them on a story, according to Betsy Rothstein writing in The Daily Caller.

“This is the 4th time this year that Gawker has been forced to aggregate news that I broke,” he wrote on Facebook, according to Rothstein. “This must be hard for their editors who so joyously cheered my ‘demise’ in journalism. Every time they have to push one of my stories, they leave me a little love letter at the bottom of the article. Like Babe Ruth said, ‘It’s hard to beat a person who never gives up.’”

These days, there are two capital offenses in journalism: making up facts, and plagairism. If you believe the folklore, both practices were more common years ago, and you were just as likely to be fired for missing a story while sleeping off a hangover.

How did Benny survive in the age of instant online scrutiny? Probably because he draws traffic.

Well, far be it from me to deny redemption to Benny, or anyone. But spare me the excuse that he never went to J school, as some apologists have suggested. Do you have to go to J school to learn that it’s wrong to murder or steal? Most of us are taught in first grade not to copy our friend’s test papers.

Related posts:

41 Shades of Gray

Enough Storytelling—Let’s Tell the Truth

Trump’s Brand of Content

By Ray Schultz

Content is king, and Donald Trump is the king of content. So said The New York Times in an article two weeks ago.

“Mr. Trump is not running a campaign in the modern sense…Rather, he oversees a prolific content production studio that has accomplished what every major media conglomerate is trying to pull off with mixed success,” Jim Rutenberg wrote in the Times.

That was, of course, before the Orlando massacre, and Trump’s emotional meltdown, in which he seemed to blame Barack Obama for the attack. But it still stands.

Trump isn’t big on position papers. Instead, he gives us is stream-of-consciousness spewing–every bleat and gurgle that come out of his mouth. Who cares if they add up to incandescent BS?

Well, there must be a buck in it. Two Rubio retainers, Alex Conant and Will Holley, have opened an agency devoted to Trumpspeak: Firehouse Strategies, Rutenberg reports. Blowing hot air will soon be a mainstream marketing tactic.

But Trump isn’t the first “hypnotic, post-literacy” verbal artist. There was one before him.

Adolf Hitler.

Mind you, I’m not comparing Trump, a common bigot, to Hitler, whose crimes were the most monstrous in human history. What we’re talking about here is communications.

“Together with his actual ability to manipulate an audience, Hitler also showed an intuitive sense which amounted to genius that the spoken word was going to be of core significance than the written word in the coming years, “wrote in A.N. Wilson in “Hitler,” a sincere but slight bio of the monster.

Just as Trump eschews paper documents, so did Hitler.

“From the beginnings of Communism in the early nineteenth century to its crisis or unraveling in the 1970s, Communism remained, among other things, a doctrine whose texts, like the Koran or the Talmud, could be endlessly re-perused by the Doctors of the Church, and interpreted in a literary way,” writes Wilson, who coined the “post literacy” phrase. “They belonged to the vanishing world of the text; Hitler belonged to the oral future, the future which contained Walt Disney, television and cinema.”

According to Wilson, Hitler said that “the greatest revolutions in this world have never been directed by a pen! [The irony appears heavier in German, because the word for pen is feather.] No, the only thing the pen has been able to do is provide theoretical foundations. But the power which has always set rolling the greatest religious and political avalanches in history from time immemorial has been the magic power (die Zauberkraft] of the spoken word.'”

Wilson continues: “Zauberkraft. From the beginning he saw himself as a magician. In fact, his sense of the power of the spoken word, the word blared through a loud-hailer, the word broadcast on radio and in film, was very far form being some ancient truth which had rolled down the ages from time immemorial.”

And Hitler didn’t have to know much to do it.

“He made clever use of his reading, but that reading was extremely limited,” Wilson wrote. “Indeed, it was the very fact of his limitations which gave him such strength. He had few abilities and it was these which carried him along.”

Sounds familiar doesn’t it?

 

41 Shades of Gray

By Ray Schultz

Another hot shot writer is in trouble for alleged serial plagiarizing. Benny Johnson was fired by BuzzFeed last Friday after readers found “41 instances of sentences or phrases copied word for word from other sites,” as editor Ben Smith put it in a blog post, according to Mashable.

There’s no reason for gloating, although I suspect some grizzled reporters are doing just that. I can hear them asking if Johnson, BuzzFeed’s viral politics editor, ignored the ethical training given out in J-school.

But it’s the wrong question, given the nature of BuzzFeed and Johnson’s alleged offense. Maybe Johnson didn’t even go to J-school.

He seemed to specialize in what are now called “listicles” – trashy, specious lists, as in: “7 Signs That Your Dog Is Having an Affair.” Like the best content curators, he borrowed liberally from others, but without crediting his sources, Smith admitted.

Yikes. It’s bad enough to plagiarize renowned works of fiction or history. But listicles?

Yet “curation” apparently is the basis of BuzzFeed’s business model. Adrian Chen wrote on Gawker in 2012 that BuzzFeed has “built a lucrative business on organizing the internet’s confusing spectacle into listicles easily comprehended by even the most numbed office workers.” Chen added, though, that “many are highly derivative rip-offs from other sites, cleaned up and reproduced without crediting their sources.”

Has it changed since then? Maybe. “Go to BuzzFeed.com and click on any one of its lists. In very fine print, buried below each photo, there will be a link to another site — usually Reddit,” Dylan Byers sneers on politico.com.

Byers also offers this explanation for how Johnson went wrong:

“When BuzzFeed reporters wrote, they were subject to the same rules as everyone else. Sure you could draw facts from elsewhere — everyone does — but you had to write it in your own language.

“At some point, Johnson probably got lazy and started inserting text into his posts the same way he had been inserting photographs — by pressing Ctrl+C and Ctrl+V. His mistake was that he forgot to put quote marks around it and add “according to.”

That seems right, although it’s all part of a viral content system designed for people with short attention spans.

And let’s not forget Johnson’s worst alleged offense:plagiarizing Wikipedia.

I used to joke that I’d fire any reporter who used Wikipedia as a source. There are too many small factual errors (and probably many big ones). It’s a slipshod practice.

But if you do sneak it in, at least have the courage to admit it. I’d hate to be the editor who had run an apology for ripping off Wikipedia.

Don’t think this is limited to listickle writers—book authors and academics also quote Wikipedia, which in fairness doesn’t purport to be a primary source. When did everyone get so lazy?

Here’s some free advice. If BuzzFeed is indeed focused on curation, it should source everything—it’s as simple as that. There’s nothing wrong with compiling a content sampler if you attribute pickups and include links.

For their part, writers should follow Robert Caro’s rule and source every single quote or paraphrase. Don’t worry if it bogs the copy down.

And Benny Johnson? One can guess that he enjoyed his moment in the sun. Or maybe he didn’t—it had to be stressful. Either way, what’s his future?

Fallen journalists rarely make it back—there are too few jobs even for good reporters. But that may be changing, along with other things in publishing. A clever person with a good business head could start his own site, or find another one to hire him. And like other nine-day wonders on the Internet, he may find that he is forgiven as long as he drives traffic and dollars. So much for ethics.

 

 

 

 

Enough Storytelling–Let’s Tell the Truth

By Ray Schultz

Abraham Lincoln was in a good mood as he got ready to go to the theater. The war was over, he’d shown the Rebels. He threw back a shot of bourbon. Now it was time for some fun.

Now, what’s wrong with that paragraph, besides the fact that it’s a total fabrication? Two things. First, it trivializes a tragic historical event. Second, there’s no way to know what Abraham Lincoln was thinking.

Still, I expect some writer to concoct a scene like this because that’s what the market demands (or so we’re told). We’ve entered the era of storytelling. And there’s no room for anything that slows down the narrative–like truth or attributions.

Maybe they’re right. But since most narrative I see moves slowly anyway (some of it is interminable, in fact) I’d just as soon we return to the journalistic basics. There are worse things than being dull and honest.

An Inexact Science

H.L. Mencken of Baltimore was 19 or so when he “took in the massive fact that journalism is not an exact science.” A rival reporter named de Bekker, rather than leave his barstool to report on a stevedore’s death, made up the facts on the spot, starting with the deceased’s name.

“Who gives a damn what it was?” de Bekker asked the two young competitors who were drinking with him. “The fact that another poor man has given his life to engorge the Interests is not news: it happens every ten minutes. The important thing here, the one thing that brings us vultures of the press down into this godforsaken wilderness is that the manner of his death was unusual–that men are not kicked overboard by mules every day. I move you, my esteemed contemporaries, that the name of the deceased be Ignaz Karpinski, that the name of his widow be Marie, that his age was thirty-six, that he lived at 1777 Fort avenue, and that he leaves eleven minor children.”

All three journalists present reported those sad facts, “along with various lively details that occurred to de Bekker after he had got down another beer,” Mencken recalled. And since their accounts were identical, they were applauded by their editors the next day for their unusual accuracy.

Making up facts is the cardinal sin of journalism. And while it was charming in Mencken’s telling, it’s now a surefire career destroyer (except in the blogosphere).

Another form of journalistic distortion is found in posed news photos, and in Time Inc.’s old March of Time documentaries. Case in point: Time’s 1938 feature on life inside Nazi Germany. In one scene, storm troopers collect money from ordinary Germans. Another shows nuns in a prison cell. But both scenes were shot in Hoboken, New Jersey, as I learned during a panel discussion at MOMA featuring Time archivist Bill Hooper.

The New Journalism

Does that mean that March of Time’s stepchildren, TV shows like 60 Minutes, fake their coverage? Uh, I didn’t say that… But the more daring the storytelling, the more careful one has to be about adhering to the journalistic rules.

This issue was hotly debated during the era of the so-called “New Journalism.” Not that it was a new idea, but reporters like Tom Wolfe, Gay Talese and Jimmy Breslin showed that non-fiction could be written in narrative form like fiction. To do it, they had to find what Wolfe called the “objective correlative”—the telling detail.

One seminal example of the genre is Breslin’s 1963 article,  A Death in Emergency Room One. The beginning:

The call bothered Malcolm Perry. ‘Dr. Tom Shires, STAT,’ the girl’s voice said over the page in the doctor’s cafeteria at Parkland Memorial Hospital. The ‘STAT’ meant emergency. Nobody ever called Tom Shires, the hospital’s chief resident in surgery, for an emergency. And Shires, Perry’s superior, was out of town for the day. Malcolm Perry looked at the salmon croquettes on the plate in front of him. Then he put down his fork and went over to a telephone.

“‘This is Dr. Perry taking Dr. Shires’ page,’ he said.

“‘President Kennedy has been shot. STAT,’ the operator said. “They are bringing him into the emergency room now.

Perry hung up and walked quickly out of the cafeteria and down a flight of stairs and pushed through a brown door and a nurse pointed to Emergency Room One, and Dr. Perry walked into it. The room is narrow and has gray tiled walls and a cream-colored ceiling. In the middle of it, on an aluminum hospital cart, the President of the United States had been placed on his back and he was dying while a huge lamp glared in his face.

To read that piece even now is to feel the enormity of the event. But Breslin wasn’t in the emergency room as it unfolded (nor in the cafeteria)—that scene is, to the best of my knowledge, based on interviews with participants. Yet it was published within 48 hours of the assassination.

In another powerful story, Breslin profiled an unemployed Vietnam vet, a Congressional Medal of Honor holder, who had crawled through enemy fire to save wounded fellow solders. The hero’s life unravels as older men at the VFW ply him with drinks.

Were these accurate depictions? They apparently were, but they couldn’t have been easy to do, given that facts don’t always lend themselves to narrative. Even time sequences have to be exact, as writer Janet Malcolm found out—she was criticized for a scene in which the subject says in person things he actually said later on the phone.

Then  there’s the ever-present threat of libel. No wonder Breslin and Wolfe sought a larger canvas—in fiction.

In Cold Blood

Truman Capote moved in the opposite direction. His book, “In Cold Blood,” on the murder of the Clutter family in Kansas, was the world’s first nonfiction novel, he claimed.

It doesn’t matter what it was called.  This was narrative the way it should be done, as you can tell from the very first paragraph:

The village of Holcomb stands on the high wheat plains of western Kansas, a lonesome area that other Kansans call ‘out there.’ Some seventy miles east of the Colorado border, the countryside, with its hard blue skies and desert-clear air, has an atmosphere that is rather more Far West than Middle West. The local accent is barbed with a prairie twang, a ranch-hand nasalness, and the men, many of them, wear narrow frontier trousers, Stetsons, and high-heeled boots with pointed toes. The land is flat, and the views are awesomely extensive; horses, herds of cattle, a white cluster of grain elevators rising as gracefully as Greek temples are visible long before a traveler reaches them.

Capote, one of our finest prose writers, finished  the book with a scene that brought closure to the story: The detective who worked on the case encounters a friend of one of the victims in the cemetery. “The message is clear: life continues even amidst death,” wrote Capote’s biographer, Gerald Clarke.

The only problem is that it never happened. Unethical? Most journalists would say so. But, as Norman Mailer observed at the time, “Truman must have his tone.”

Sorry, Kid, You’re No Truman Capote

Some might wink at Capote’s transgression—he wrote an American classic. But consider what has followed. These days, everything has to be written like fiction, even history, yet few writers have Capote’s gift for narrative or Breslin’s flair or reportorial doggedness.

Writers must now entertain above all else. Serious topics take on a storybook quality—it’s almost as if readers lack the attention spans to handle more complex forms of information. But not everything can be dramatic or entertaining.

At least a few journalistic malefactors—those caught making up stories—were driven by this need to startle and/or amuse, I believe. Not that this makes it forgivable—or even sensible. Few writers can invent anything better than what happens in reality.

Egregious factual liberties are also taken, I suspect, with that staple of self-help magazine articles: The composite character. They are simply not believable. How can you check?

Then there’s plagiarism. Some well-known historians have been caught using almost identical language to that of other writers. I wonder if they left out attributions that should have gone in because they got in the way of the story.

In narrative, as in all other forms of nonfiction writing, there are no substitutes for precision and clarity.