advertiser. Reader surveys have astonished even publishers 
with the revelation that the roving eyes of newspaper readers 
take equal satisfaction in ads and news copy. During the 
Second War, the U.S.O. sent special issues of the principal 
American magazines to the Armed Forces, with the ads 
omitted. The men insisted on having the ads back again. 
Naturally. The ads are by far the best part of any magazine or 
newspaper. More pains and thought, more wit and art go into 
the making of an ad than into any prose feature of press or 
magazine. Ads are news . What is wrong with them is that they 
are always good  news. In order to balance off the effect and to 
sell good news, it is necessary to have a lot of bad news. 
Moreover, the newspaper is a hot medium. It has to have bad 
news for the sake of intensity and reader participation. Real  
news is bad  news, as already noted, and as any newspaper 
from the beginning of print can testify. Floods, fires, and other