Kansas Historical Quarterly
William Allen White:
Country Editor, 1897-1914
by Walter Johnson
February, 1947 (Vol. 15 No. 1), pages 1 to 21.
Transcribed by lhn;
digitized with permission of the Kansas Historical Society.
WHEN two run-away Emporia boys were apprehended
by the police of Kansas City in 1913 and queried as to their reason for leaving
Emporia, the older boy stated thoughtfully: "Well, there's nothing there but
William Allen White, and we got tired of hearing of him."
[1]
Long
before this event, Emporia was known to the outside world as the home of Bill
White. His political success on the national and state scene and his ability to
write editorials that sparkled with excellent prose and pungent phrases had made
him the leading citizen of the town within a few years from the day that he had
acquired the Gazette on borrowed money.
White's great asset was his ability to express
himself in a distinctive editorial style. "Taking the hide off somebody" was his
particular delight. "We're all beef eaters, especially Bill White," an Emporian
told Sam Blythe in 1907, "and that's what makes him the first-class fighting man
he is. . . . He's a good deal of an idealist, but he can dream and fight at the
same time, which, I take it, is a good mixture for any man. He does things and
says things in his paper that make us hopping mad, but nobody ever accuses him of
doing anything for any motive except that of his own conscience. He gets preachy,
and that makes me tired. He gets personal, and that makes some others tired.
Still, he's a vital force in Kansas, and Kansas knows it. Besides, what bully
stories he can write! How I wish he would write more of them and let somebody
else do the preaching." [2]
(1)
2 KANSAS HISTORICAL QUARTERLY
The Emporia editor remarked in 1926 that the
years from 1895 to World War I were "the most fruitful and happy years of my
life." [3] A
considerable portion of the money that he received from his countless
magazine articles and books was poured into improving the Gazette,
constructing an office building, and buying a home for his family. For all of
White's belief that small town papers, which devoted themselves to local news and
local color would be a success, he had to pour a share of his outside earnings
into the Gazette. If he had spent his full time running the paper, he
undoubtedly could have earned a moderate yearly income. But to travel as
extensively as he did, to take lengthy vacations in Colorado, to own a
comfortable home and entertain out-of-town guests with great frequency
necessitated a far larger income than the Gazette could have produced. The
twentieth century trend toward more and more expensive machinery for the back
shop, too, required a larger sum of money than an ordinary Emporia editor might
have had at hand. The purchase of such machinery would have forced most editors
to borrow from the banks, but White had sufficient outside income to free himself
of any bank control of the paper.
By 1904 the Gazette, now the principal
paper of Lyon county, had a circulation of 2,000 daily and 2,000 weekly copies.
Six years later, when White was in the thick of the progressive fight, the paper
reached a 3,000 circulation. After the failure of the Emporia Republican, no
other daily was able to threaten White's newspaper supremacy. Not only did White
have money coming in from outside writing, but he was a hard working, shrewd
newspaper man. "Look at that face, pink and white, fat and sweet, as featureless
and innocent as a baby's bottom!", remarked a town enemy in 1899. "But by God
don't let that fool you!"
During the bitter days of the insurgent revolt
against Taft, White's political enemies, both in Emporia and in the state backed
a rival paper, the Emporia Journal. On January 16, 1909, the following
editorial appeared in the Gazette:
There is something sad
in the announcement of the Emporia Daily Journal that it has printed its
"last copy." Because, on the whole, Emporia has never had a more sincere,
conscientious attempt to establish an independent, uncontrolled daily newspaper.
Editor Mickey has done his best, and his best has had this immense advantage over
the best of many other predecessors-it has been clean, honest, and unprejudiced.
No one controlled him. And his inability to make it go, carries with it no stigma
of failure. He has fought a manly fight, and insofar as one wins who maintains
his integrity, he has
3 WHITE: COUNTRY EDITOR, 1897-1914
won. But those who tempted him into this venture, by
telling him what marvelous success he might achieve fighting the Gazette,
deserve censure for their treachery. They abandoned him cruelly. They gave no
support to his venture. They saw him spending his own good money and offered no
help. They should bear whatever of opprobrium attaches to his failure-not he; for
his is no failure. He was talked into a foolish venture by men with axes to
grind. They found an honest man, and they left him to find out their perfidy. But
what an old story this all is in this profession. No American town, north, south,
east or west, is too large-or unfortunately too small-to have this very tragedy
enacted. Every newspaper, in the nature of things, makes enemies. To tell the
truth it must make enemies. But its enemies, often, are the best thing about a
newspaper. They are its assets. They are its chief source of strength in a town.
But when they see a newspaper man about to enter a town, they flock to him with
stories, and tell him what a snap it will be to do up the other editor. They
exaggerate the other man's mistakes. They make the new man believe that the town
is just naturally yearning for a bright, newsy, crisp, spicy paper. These
adjectives are as old as the business. Always they are the same. They are the
sticky flypaper upon which a new editor always lights to his sorrow. And then,
when once he is down, the adjectives pull him to his death. If he is bright, his
new-found friends criticise him. If he tries to be newsy, they ask him to
suppress items. If he makes his paper crisp and different, they say he is too
fresh, and if he would make it spicy, they say he is indecent. In the end, he
prints his valedictory.
White became convinced from his own experience
with these papers backed by his political enemies that a newspaper did not
succeed upon "its political beliefs, but upon its ability to get reliable news
quickly to the people." White always discouraged his progressive friends from
launching a paper "as a political and not as a business venture." When a paper
was the only daily in a given town, White firmly believed that its news columns
should be opened equally to both sides in a controversy. During an important
election over a street car franchise in 1911, for instance, White adopted the
policy of giving space one day to one side and the next day to the other side as
the only way of being fair to the community.
Although White believed that the news columns
should present all sides of a question, he was absolutely convinced that the
editorial page should have a definite point of view. At a time when many American
papers were starting to neglect their editorial page, White gave his editorials
the very best writing that he could command. His expressive, vigorous language
frequently stirred the wrath of his opponents. In 1899, for instance, a gentleman
named Luther Severy, failing to secure the Republican nomination for mayor, ran
as an independent. White turned his scathing editorial pen on the man, and one
day as he passed Severy, Severy struck him on the
4 KANSAS HISTORICAL QUARTERLY
back of the head with a heavy cane and knocked him to the ground. A bystander
later called White a coward, and White struck this fellow in the face. The crowd
that quickly gathered broke up the fight and White and Severy were taken into
court for fighting and using abusive and indecent language. Severy plead guilty,
and his fine was paid through a subscription circulated by White's enemies. White
was acquitted of any guilt in the affair. When Severy tried to claim, however,
that White was facing him when he struck, White noted in an editorial that
Without desiring to question the veracity of the two
gentlemen who swore that
Severy was standing in front of W. A. White when he struck the blow that felled
him, the Gazette desires to offer in evidence, as exhibit "A," one head,
size 7 3/8 with a large lump directly in the back, and one $35 suit of clothes
with mud down the front and not a spot behind, as exhibit "B."
[4]
Although other Kansas editors expressed sorrow
over the incident, the rival Republican announced that it was just what White
deserved since the Gazette was "too free in its criticisms of persons and
things." [5]
Then, Severy was presented with a new cane [6] in the Republican office!
Such
physical mishaps as the Severy affair, however, never tempered the vigorous
language that White used in his editorials.
When White first started his career in
country-town journalism, papers were usually owned by a particular economic group
and the editor simply served as their mouthpiece. White, always seeking
individual freedom, was wary of placing himself in such a position. Although he
had had to borrow money to buy the Gazette, his outside earnings soon
freed him of any responsibility to Emporia's wealthy for the Gazette's
editorial position. For the rest of his lifetime, he carried out the following
editorial creed: "What we want, and what we shall have is the royal American
privilege of living and dying in a country town, running a country newspaper,
saying what we please when we please, how we please and to whom we please." [7] At
about the
turn of the century, White was offered all the printing of a great railroad. "It
would have made me inde pendently rich," White recalled. But he knew that by
taking it he would have lost his freedom. He would rather work hard at
editing
5 WHITE: COUNTRY EDITOR, 1897-1914
and writing and be free to speak his mind than to eat the "exotic food" of the
plutocrats and have to execute their policies. [8]
White was extremely sensitive to any attempts at
influencing his editorial policy. When there was a fight between two telephone
companies in Emporia, one company tried to use an intermediary to secure a
favorable editorial. In a state of indignation, White wrote the company on May
25, 1900, that
if you have any communication to make regarding the
policy of the Gazette, or its editorial announcements, kindly make them
directly to me, and not to some other party in this town whom you may fancy has
some influence with me. . . . It is particularly annoying to me, and it must be
very annoying to anyone else, to assume that anyone is responsible for anything
in the Gazette except the man who owns it.
White not only believed that an editor should be
a teacher, preacher, philosopher, and friend to all, but he told his readers that
no honest newspaperman should truckle to his constituency. When the readers were
wrong on a question, the editor should say so and not take the easy way out of
agreeing with them. "Every paper that amounts to anything makes people violently
angry" was his firm conviction.
[9] When he was asked in 1903 to analyze why
his
paper was a success, he observed that
it seems to me that the essence of success in a
newspaper is wisely directed courage. All the struggles I have had have been due
to mistakes I make in temporizing with evil. Whenever the Gazette has been
brave and fair it has been easy enough to get money to pay off Saturday night,
but when the Gazette has acted the demagogue, it has been hard work to
make the paper go. Character is the one essential to running a successful
newspaper, whether the success is financial or political. The best epigram ever
made about a newspaper was made by the late Secretary of Agriculture Sterling
Morton who said: "A newspaper's foes are its assets and its friends its
liabilities." It is the man who wants you to keep something out that eats the
vitality out of the bank account. . . [10]
Consistency in editorial opinion was no virtue
to White. He was never reluctant to change a point of view when new facts
appeared. What he desired was to reflect the events of the day in the light of
the truth as he understood the truth. But, as he so often demonstrated, "The
Gazette has no policy today, that it will not abandon tomorrow, if the
facts change, upon which yesterday's stand was taken." [11]
6 KANSAS HISTORICAL QUARTERLY
White could write editorials in many moods. A fellow Emporian was once quoted
as saying that
Bill, you know, considers himself a sort of moral
regenerator for the town, the State, the Republican party and the nation at
times, and when he is in one of those moods he makes the fur fly. . . . You get
different lights on Bill White. Sometimes you think he takes himself so seriously
that it must be painful to him, and at other times he seems to be as frivolous as
one of our society buds. Once in a while he writes an essay that is so solemn and
so full of high lights and uplifts that you think he has taken a running jump and
landed in a pulpit somewhere, and then he sets the town to grinning and guessing
with a paragraph like this one I find on the first page of to-day's
Gazette: "An Emporia man and an Emporia young woman are giving
considerable attention to the same vacant house. Their friends are looking every
morning in the mail for the invitations." [12]
White frequently used the device of printing a
rumor about himself, and then editorializing on the subject. On April 8, 1905, he
remarked that there was a rumor that he kept liquor in his cellar. ,'This is a
malicious and unspeakable falsehood," White declared. "The liquor is kept in the
pantry, between the dining room and the kitchen. Why not tell the truth? It is
also alleged that the editor of the Gazette has the gout, caused by high
living. Yesterday for dinner he had home-picked sour-dock, mustard, dandelion,
horseradish and beet-top greens, boiled bacon, and potatoes, corn bread and
onions. Would you call that high living? Another lie nailed!"
A suggestion from Kansas Bull Moosers that he
run for governor prompted the following editorial on January 13, 1914:
A number of Progressives at Lakin, more kind than
considerate, yesterday resoluted in favor of this man White, of Emporia, for
governor. They wanted him to run as a Progressive candidate. To which the
Gazette says no-a thousand times no. For we are on to that man White, and
without wishing to speak disrespectfully of a fellow townsman, who, so far as we
know, may be at least outwardly decent in the simpler relations of life-perhaps
he pays his debts when it is convenient, and he may be kind to his family, though
that's not to his credit, for who wouldn't be-and he may have kept out of jail,
one way or another for some time; without, as we say, desiring to speak
disrespectfully of this man, we know that he's not the man either to run for
governor or, if such a grotesque thing could be imagined, to serve as
governor. He can't make a speech. He has a lot of radical convictions which
he sometimes comes into the Gazette office and exploits, which are
dangerous. He has been jawing politicians for twenty years until he is a common
scold, and he has set up his so-called ideals so high that the Angel Gabriel
himself couldn't give the performance that this man White would have to advertise
on the bills. So, in the words of the poet, nix on Willyum Allen. The
Gazette's nose is
7 WHITE: COUNTRY EDITOR, 1897-1914
hard and cold on the proposition to make him
governor. He is a four-flusher, a ring-tailed, rip-snorting hell-raiser and a
grandstander. He makes a big noise. He yips and kioodles around a good deal, but
he is everlastingly and preeminently N. G. as gubernatorial timber-full of knots,
warts, woodpecker holes, and rotten spots. He would have the enmity of more men
who have walked the plank politically than any other man in Kansas, and his
candidacy would issue an irrevocable charter in Kansas for the Progressive party
to be the official minority report world without end. Men and women would be
trampled to death at 7 o'clock election morning, trying to get at the polls to
cast the first vote against him and at night. perfectly good citizens, kind
fathers and indulgent husbands, would risk a jail sentence to get in at least ten
votes against him as repeaters. It may be that the Progressive party needs a
goat, but the demand doesn't require a Billy-goat! Now is the time for all good
men to come to the aid of the party. But this man White is a shoulder-galled,
sore-backed, ham-strung, wind-broken, string-halted, stump-sucking old stager
who, in addition to being no good for draft and general purposes, has the
political bots, blind-staggers, heaves, pinkeye and epizootic. Moreover, he is
locoed and has other defects.
This editorial prompted The Literary Digest to remark that ". William
Allen White, the well-known Kansas institution, acted wisely when he defeated
himself recently for the Progressive nomination for governor. . . ."
[13]
White was not only a superb editorial writer,
but he was a shrewd businessman. Gradually, as his earnings increased, he
delegated more and more responsibility to his staff, but at all times he was
aware of what was taking place in the various parts of the office. His business
acumen was revealed when he constructed a new building for the Gazette on
the lot next to where the government planned eventually to build a post office.
This gave the Gazette a vantage point for collecting news and made its
office building space a desirable location for rental purposes.
"The country newspaper," White once wrote in
Harper's Magazine, "is the incarnation of the town spirit. . . . The
newspaper is in a measure the will of the town, and the town's character is
displayed with sad realism in the town's newspapers. A newspaper is as honest as
its town, is as intelligent as its town, as kind as its town, as brave as its
town."
[14] The Gazette was primarily a local
paper. Although it carried Associated Press dispatches, the bulk of the paper was
devoted to local happenings. This did not mean, however, printing malicious
gossip and scandal. White had nothing but scorn for yellow journalism, with its
scare headlines and vivid articles on the seamy side of life, which was then
flowering in the
8 KANSAS HISTORICAL QUARTERLY
big urban centers under the guidance of William Randolph Hearst. An honest
editor, White believed, should not print malicious gossip until it was a matter
of court record. Vile stories should be handled in such a way that they could be
read aloud in the family circle.
[15] News is what the newspapers play up,"
white declared in an editorial. "moreover, the newspapers should be regulated.
some day the people will appoint or elect or hire town managers, and the business
of the town managers, among other things, will be to go after the newspapers.
details of murders, hangings, suicides, sex crimes, highway robberies,
burglaries, and crimes of violence generally should be suppressed, under the
police power of the state. newspapers could quit if they would. the community
should make them quit, and some day the good sense of the people will organize
and go after the newspapers just as it has gone after offenders in other walks of
life."
[16]
One phase of the new yellow journalism that
White abhorred was the growth of comic strips. He was to keep them out of his
paper until after World War I. He proved to be a poor prophet in 1909, however,
when he declared that ". . . In a year or two they will be as rare as the
shinplasters of half a century ago."
[17]
Anyone who objected to the policy of the
Gazette was encouraged to express his views in a column entitled "The
Wailing Place." White, however, would not publish unsigned communications nor
those which stirred religious or racial hatreds. He refused a diatribe against
the Catholic church one day because, as he informed his correspondent, ". . . The
Catholic Church in Emporia I do not regard as a serious menace. . . . I do not
believe in stirring up religious feeling in an otherwise quiet community, when
the community life does not seem to justify it."
White enjoyed nothing better than deflating
Emporia's pompous citizenry. Shortly after he acquired the Gazette, he
decided to drop the term professor because every teacher wanted the title. There
was one teacher at the Normal school who raised a rumpus with White because the
term wasn't used any longer before his name. White, however, was unrelenting.
Then, when the Spanish-American War came, this teacher organized a company at the
Normal and became a captain. At this point, White began to refer to him as the
professor, rather than as the captain, which made the teacher furious.
WHITE: COUNTRY EDITOR, 1897-1914 9
White demanded simplicity in style from all of
his reporters. The Gazette style book written by Laura M. French, the city
editor, listed as positive "dont's" such phrases as "At death's door"; "on the
sick list"; "joined in holy wedlock"; "departed this life"; "tokens of respect";
and, "the last sad rites." Another important "don't" for all Gazette
employees was "Don't use Mr. White's name-say the Gazette, or cut it out
altogether if you can't say Gazette. You might lose your job
otherwise."
As White's social viewpoint broadened, he began
to alter the type of advertising that he would publish in his paper. Around 1909,
for instance, he began to drop patent medicine advertisements. A year before he
had defended such advertising, but by 1909 he was declaring that "I should like
to see the whole patent medicine business wiped off the earth. . . ."
[19]
Peruna, lemon extract, and Hostetter's Bitters were among those dropped by the
Gazette. By 1912, White was informing the American Tobacco Company that he
would not accept their advertising any longer either, if it continued to carry
such phrases as "Now is the time to learn to chew if you are ever going to."
[20]
It was such attitudes as these, actually costing White the loss of considerable
income, that led the Wichita Eagle to remark that "If at times he seems to take
it upon himself to be a sort of public conscience, it is because he holds himself
to stern standards, and would have in others what he demands of himself."
[21]
White's editorial outpourings as well as his
news columns were devoted to making the Gazette a local interest paper.
Although his editorials on national affairs attracted widespread attention, he
was apt to write many more editorials about local people and events. A wide
variety of items were touched on in these editorials. Sometimes he would praise
the flowers of a citizen or tell his readers how to prepare this or that food.
When one family lost their little daughter in 1903, he wrote a touching editorial
declaring that
there is something in the death of a little child,
something in its infinite pathos that makes all human creatures mourn. Because in
every heart that is not a dead heart, calloused to all joy or sorrow, some little
child is enshrined-either dead or living-and so child love is the one universal
emotion of the soul, and child death is the saddest thing in all the world
[22]
When families celebrated wedding anniversaries or contributed in some way to
the betterment of the town, they were sure to have a
10 KANSAS HISTORICAL QUARTERLY
Gazette editorial devoted to them. These editorials, praising the virtues
of his neighbors, White considered to be
the best form of editorial expression. . . . It
teaches the writer to formulate his understanding of what are fundamental virtues
in men. . . . It brings the community to a realizing sense of the worth and value
of its citizens. And habitually practiced for a generation, it cements to a
paper, friendships which are as much a part of its capital assets as its
machinery. [23]
Typical of the cementing type of editorial that
he wrote was one praising the Welsh community in Emporia: ". . . The Welsh people
of this community," he declared, "have lived here for over a generation. They
have been the best single strain of blood in our Emporia life. . . . They are the
salt of the earth, and Emporia is a better, cleaner, kindlier town because it is
the home of these people." [24]
Frequently, the editorial column became
"preachy." He enjoyed nothing quite so much as telling the women of the town how
to cook. Baked beans properly cooked, he believed, were a feast worthy of the
gods. But those housewives who substituted canned beans for the home-cooked baked
variety, he asserted, "should be loaded into a patrol wagon and taken to jail. .
. . Canned beans are clammy and tasteless. . . . Beans are no good unless they
are cooked at home, in an oven, with a real fire in the stove. . .
[25]
Every once in a while, the editor of the
Gazette would launch a crusade to clean up the town. In 1897, he sallied
forth against the "joints" that were selling bootleg liquor. He printed a list of
these spots and then wrote that
Day after day the joints sell liquor here-each day
getting a little bolder, and the Law and Order League snores on in the sweet
unconsciousness of its dreams. . . . There is talk of a public meeting to discuss
ways and means for closing these joints. . . . Will the minister whose wealthy
church members rent buildings for saloons dare to come to this meeting and
denounce this business?
A few days later he sarcastically asserted
that
Let's have the joints and then we can have some
variety in town. An occasional murder-a nice interesting wife murder that will
give us something to talk about. . . . Let's have the joints. They are illegal.
Their presence violates the law. The dignity of the courts is torn down. Mob law
is encouraged. Law breaking in other lines is stimulated.
[26]
WHITE: COUNTRY EDITOR, 1897-1914 11
White could shift in his editorial writing from
a didactic mood to an hilarious mood with the greatest of ease. As a result, his
editorial column varied from day to day according to the spirit of the editor.
After preaching the need of social responsibility and the importance of
supporting progressive political measures for days at a time, he would suddenly
write an editorial like the following:
A new dress, called the lampshade dress, is headed
this way. It looks like a horror. . . . Yet . . . It isn't what a woman wears;
it's what she is that drives us crazy. . . . Put rings in her nose, stripe her
forehead, scar her face, or put her in the plug hat of the simple child of the
forest, and she still remains the most wonderful thing our blessed Lord ever made
[27]
As early as the first decade of the twentieth
century, White was being looked upon by many as the spokesman of small town
Middlewestern America. Feature articles about the Emporia editor began to appear
in urban papers and nation-wide magazines, and his views on a variety of subjects
were reprinted with regularity. All of these tendencies were greatly increased in
the years between the two World Wars, but they had started long before 1914. An
article in the New York Sun on October 20, 1910, hailed White as being "as much a
part of Kansas as her cornstalks and sunflowers," and observed that "He thinks
Kansas is the real United States, and had rather be the mouthpiece of Kansas'
thought . . . than to be the richest man in the State or an United States
Senator." By remaining in the small town, when his generation were flocking to
the city, he eventually became not only the spokesman for Kansas but for much of
the Middlewest. He always maintained that the reason he stayed in Emporia was
that people were more sociable and friendly. Emporia was a personal world where
neighbors' joys and sorrows were shared with others. Furthermore, class lines
were not hard and fast like in the big city. In Emporia the town carpenter had
influence with the banker, but White asked, "Does the Bronx plasterer have
influence with J. P. Morgan?"
A man who lived a life with real neighbors,
White believed, would take more with him at death than the man who lived in a
metropolitan center filled with strangers. Moreover, he once wrote that
what we can't see is how a man who can have one
hundred feet of lawn and a kitchen garden to sprinkle with the hose every evening
after work, can permit himself to be locked up in a long row of five and six
story cell houses, with nothing to distinguish one cell-house from the other but
the number on the front door.
[28]
12 KANSAS HISTORICAL QUARTERLY
Although White received many fabulous offers-as
high as twenty-five thousand dollars a year from the Chicago Tribune-to
desert country journalism for big city newspapers, he chose to remain in Emporia.
Had he gone to New York or Chicago, he would have been only one of a number of
good newspaper editors. But, by remaining as editor of the Gazette, he was
unique. Here was a man, middle class America began to think, who refused to
succumb to the flesh pots of the wicked city. Mark Sullivan expressed this
feeling when he wrote that ". . . from the point of view of national well-being,
a thousand young William Allen Whites in a thousand Emporias would serve America
well." [29]
Although White may have enjoyed small town life,
there also seems little doubt that he was canny enough to see that by remaining
in Emporia he had a pulpit for reaching the American people unlike any he could
ever have in the city. To leave Emporia would mean the end of his powerful
influence, an influence that grew immeasurably from 1914 to 1944. For all of
White's enjoyment of his neighbors in Emporia, the White family spent a great
deal of time away from Emporia even in the years prior to 1914. After the
Gazette was on its feet financially, the Whites were able to leave town
for long intervals and turn the paper over to the capable staff that they had
assembled. The Gazette actually served as a training center for many
future editors. Among the young Gazette reporters who later went on to
their own papers were Roy Bailey, editor of the Salina Journal; Rolla
Clymer, editor of the El Dorado Times; Oscar Stauffer, operator of a chain
of papers including the Topeka State Journal; and John Redmond, editor of
the Burlington Republican. Charles M. Vernon, one of White's favorites,
later became manager of the Los Angeles office of the Associated Press and Burge
McFall became a leading Associated Press correspondent during World War
I.
White's "boys," although many of them disagreed
with his political views, were always fond of their ex-boss. Roy Bailey wrote him
on February 15, 1928:
Dear "Father" White:
One of the fine things about the graduates of the "Gazette school of
Journalism" is that no matter how much they may disagree with their professor,
who taught them what they know, they always remain loyal to him, and never allow
a difference of opinion to interfere with their personal
affections.
WHITE: COUNTRY EDITOR, 1897-1914 13
Oscar Stauffer, whom White helped secure a post
on the Kansas City Star, told him that ". . . whether I ever amount to
anything more than a pimple it is to you I owe that little. You were better to me
than I deserved a hundred times."
[30] Walt Mason once remarked that
It is the sincere belief of those who work, year in
and year out, with Will White, that the world does not hold a bigger or finer
man. Some of those who work with him don't agree with him on many things, and
every once in a while they hold indignation meetings and pass resolutions to the
effect that he is off his trolley. . . [31]
White was extremely patient in teaching his
young reporters how to handle the news and how to write in simple but effective
language. Calvin Lambert, who started as a reporter on the Gazette in
1909, recalled that I never knew a man who had more patience with his employes.
The Gazette always had a flock of cub reporters, usually students, and of
course they made many mistakes and wrote abominably. He never fired a reporter,
and encouraged each of them in his work. However, at all times, Mr. White was The
Boss, and when errors appeared in the paper, he didn't hesitate to call us down.
Sometimes he stopped the press to correct errors and we never repeated that
particular blunder. . . . As a cub reporter I once had a hectic love affair. One
afternoon Mr. White called into the newsroom: "Where's Cal?" Another reporter
explained that I had gone to the Santa Fe station to see my girl go through.
Several days later Mr. White again called for me and was informed that I again
had gone to the station to see my girl go through. "My Gawd," said the Boss, with
a twinkle in his eyes, "that girl must be going through in sections!" [32]
A Gazette-trained reporter, Brock
Pemberton, went into New York City journalism and later became famous as a
Broadway producer. Brock was almost a member of the White family since his mother
was the sister of Bent Murdock of the El Dorado Republican and Marsh Murdock of
the Wichita Eagle. He worked as a reporter on the Gazette while attending
college and just after he had graduated. He left for New York in 1910. Using a
letter of introduction from White to Franklin P. Adams, columnist for the New
York Mail, Pemberton secured a post on the Mail. "I don't carry much weight with
the authorities on the Mail-they consider me a harmless, half-sane chump who
tries to be funny-," Adams wrote White, "but you may feel sure that I'll do all I
can for Brock." [33]
14 KANSAS HISTORICAL QUARTERLY
Three people assumed the responsibility of
running the Gazette, when the Whites were out of town-Laura French, Walter
Hughes, and Walt Mason. When White purchased the Gazette, Hughes, a boy of
seventeen, was working as the printer's devil. Over the years, White relied more
and more on Hughes, making him business manager of the paper from 1907 until his
death in 1932. Laura French who came to the Gazette a few weeks after
White had acquired it, served as city editor from 1903 to 1919. Miss French had
charge of training the cub reporters and watching the style of the paper. White
once referred to her as ". . . the best newspaper woman that I ever knew, who
trained all the boys whom we'll have produced that were worthwhile. . . . [34]
The third principal member of the Gazette
staff, Walt Mason, became well known to the outside world. Mason was a newspaper
legend before he settled down on the Gazette. White referred to him
variously as the "poet laureate of American democracy" and "the Homer of modern
America, and particularly of Middle-Western America, the America of the country
town." [35] Walt Mason's folksy prose-poems were widely
read by pre-World War I America. Mason's addiction for liquor had cost him job
after job up until the time that he started work on the Gazette. He had
tramped all over the West writing columns, doing all sorts of work for a handout,
never lasting more than a month or two at a job. "For when he got drunk," White
observed, "boy he got drunk! And he literally God damned himself out of a job by
quarreling with his boss whoever it was."
[36] In 1907, when Mason left a Nebraska town
to take the Keeley cure, one citizen observed that "the town let its most
distinguished citizen go without regret."
While he was at the Keeley Institute, he read an
article by White. "It was a good article," Mason wrote later, "so full of humor
and kindliness that I thought he was a man who might understand."
[37]
Immediately, Mason wrote White that "I have taken all of the post graduate work
that Dr. Keeley's well-known institution has to offer; and have tried noble
resolves and found myself buying sealskin sacks for the brewer's daughter. I have
tried everything but a prohibition town and I want to come to Emporia for my
board and keep." The Whites happened to be in Colorado when the letter
WHITE: COUNTRY EDITOR, 1897-1914 15
came, but White told Mason to go to Emporia and help out around the paper
until he returned.
Walt Mason worked on the Gazette as no
other man ever worked. He turned in
so much stuff that the printers could not run it all. Gradually, as he conquered
his craving for liquor, he began to pay off the debts that he had accumulated
over the years. He brought to the Gazette indomitable energy, a gift for
rhyming, and absolute business honesty. He had a difficult struggle to keep away
from liquor the first year or two. Every once in a while he would tell White that
he was going to Kansas City. White would then call a friend on the Star and ask
him to meet Walt's train and stay with him all the time to make sure that he did
not get drunk.
[38] Mason later gratefully wrote that "Had
it not been for the cheery sympathy of Mr. White in those dreary days, I'd have
given up trying."
[39] On October 26, 1907, when the Whites
were out of town, the front page needed more copy for the star head. Laura French
asked Mason if he couldn't fill the space. Ten minutes later he handed her a
prose rhyme:
FAIR WEATHER SUNDAY
Let us all proceed tomorrow humbly to the house of
prayer. The prediction from Chicago says the weather will be fair. After rain
that saved the wheat crop comes the genial smiling sun; let us seek the sanctuary
when the long week's work is done. When the weather clerk is certain that the
Sabbath will be fair, there is no excuse for staying from the house of praise and
prayer.
This verse evoked such favorable comment that he
wrote more verses for the next week's issues. When White returned, he was
overjoyed in spite of the fact that he had once laid down a rule against poetry
appearing in the Gazette. Mason wrote his rhymes without reflection and
without hesitation. White encouraged him by stating that "No other man in all
this western country has done such good work as you have in the past year. You
have got the
16 KANSAS HISTORICAL QUARTERLY
real stuff in you. . . ." [40] During 1908, White persuaded George M. Adams to
syndicate Mason's rhymes. Before long not only was he composing his syndicated
poems, but he was writing a daily short story for the Chicago Daily News, a book
review page for the Kansas City Star, and reams of material for the
Gazette. Adams also published several books of his poems, and by 1920
Mason had acquired enough money to retire to California, where he continued
writing his rhymes until his death in 1939.
As part of the role of a country editor, White
was a booster for
Emporia throughout his lifetime. With an acute sense of responsibility, he told
his readers on February 27, 1911:
Those who have lived during the half century now
passed, put something here
beside houses and streets and trees and material things. They put practical work
in politics, in religion, in education, in business, in the social organization
to make this a good town. Emporia did not just grow. To have a clean town meant a
fight, every day in the year for someone; it meant sacrifice for scores of men
and women-sacrifice of time and money and health and strength. To have all these
schools and churches meant that thousands gave freely and in a great faith
without material results in sight, that we who now enjoy what we have, might reap
where we have not sown.
This town is the child of many prayers. This town
is the ideal realized only after those who dreamed the ideal, laid them doom to
rest with the dream still a dream. This town is the fruit of great aspiration,
and we who live here now, have a debt to posterity that we can pay only by still
achieving, still pursuing; we must learn to labor and to wait, even as they
learned it who built here on this townsite when it was raw upland prairie. It is
well to think on these things.
When the Hutchinson News once scornfully
referred to Emporia as a town dominated by petticoats, White quickly turned the
charge to Emporia's credit by saying that this meant that the town had no
saloons, no town drunkards, no riotous living, and no whisky paupers to
support.[41] He took the lead in raising money for
community projects. Although not a member of the Methodist church, he helped them
buy an organ. He headed many drives to raise funds for the Y. M. C. A. One day
when Secretary of the Treasury William G. McAdoo stopped in Emporia, White
persuaded him to speak at a luncheon to raise money for the "Y". "Hell," said
McAdoo, "I'll go, but I wouldn't do it for anyone else but Old Bill White." Not
only did he make a speech, but he gave a hundred dollars to the campaign.
[42] The College of Emporia also received
money from White and many times he secured bequests for the col-
WHITE: COUNTRY EDITOR, 1897-1914 17
lege from outside sources. White served as the first president of the Current
club, a men's discussion group launched in 1900, and he was also a significant
figure in the Chamber of Commerce and the Rotary club. White was a vigorous
proponent of the doctrine of "Buy Emporia Goods." On January 20, 1897, he
declared that
Eat nothing but biscuits made from Emporia flour. .
. . Eat nothing but Emporia bacon and ham, and Lyon county eggs. . . . Put on an
Emporia over-coat over an Emporia suit of clothes. If the money spent in Kansas
City for cheap tailoring were spent here thirty tailors would find work here who
are now living in the big city. . . .
Fifteen years later he urged a dry goods store
to buy printing from him because
when they bought outside that money was forever lost to Emporia. Until his death
the slogan "Buy Emporia Goods" appeared from time to time in the Gazette.
Yet, during the last twenty odd years of his life, he knew that world trade was
necessary for American and world prosperity, and although he advocated the
lowering of protective tariffs by all nations, with delightful inconsistency he
urged all Emporians just to buy Emporia-made goods!
"Personally White is the most unattractive man
in Emporia and that is saying
much!" one person remarked in 1909. "You see him as he comes rolling down the
street on his way to the `Gazette' office, and you wonder that he ever did
anything but sit in the shade of a tree, and drink lemonade. His clothes look as
if they had been planned and cut out by the town tinner. His hat is the most
impossible structure in the world. The face is the ordinary fat man's face, and
is usually covered with a short stubble of sandy beard, and a sheepish smile.
There is a half suppressed twinkle in the eye that suggests an overgrown boy. . .
Altogether, you would say that the man was made of putty, were it not for a
certain firmness about the jaw indicating that there is steel beneath this flabby
exterior, and plenty of it, too. . , ." [43]
During these years before the first great war,
White used to wear pants that had
been patched and a battered hat that was jammed down on his head of sandy colored
hair. Assuming a completely democratic attitude, he and the family drove about in
an old rickety two-seated rig drawn by their feeble horse, Old Tom, when they
could easily have afforded an automobile. The tramp poet, Harry Kemp, observed
that
18 KANSAS HISTORICAL QUARTERLY
Whether this exterior appearance . . . was sincere
or affected in him I never could quite tell. I am almost inclined to believe it
was not done for effect. . . . If it was an affectation, his personal attitude
toward the people with whom he came into contact was not-in his office everybody
loved him, and worked for him with that easy efficiency that comes of good will
and respect. . . .
[44]
Whenever White was out of town, Mrs. White took
charge of the Gazette.
"Mrs. White is of medium height, slight, dark-eyed and sympathetic, intensely
interested in her husband's work and of great assistance to him," declared the
Buffalo Express, on December 28, 1901. Sallie White carefully watched for news
items and wrote them herself or telephoned them to a reporter. During the first
year or two of son Bill's life, Sallie frequently deposited Bill in a waste
basket while she worked in the office. An old-time carrier boy once recalled that
whenever White left town. Mrs. White made "us step lively and toe the mark."
[45]
In 1900 the Whites revealed their growing
affluence by buying "Red Rocks," a fine
house that had been built of red stone shipped from the Garden of the Gods in
Colorado. They remodeled and improved the house and lived in it for the rest of
their lifetime. After a serious fire in 1920, the house was rebuilt along broad
and comfortable lines partially designed by Frank Lloyd Wright. Famous for their
hospitality, the Whites had a highly amusing experience during their second year
in Emporia. In 1896, when Congressman Charles Curtis visited Emporia, they had
him to dinner and White recalled the following incident:
We were running our
house on $5 a week in those days and Sallie budgeted everything. So she bought a
chicken, cooked it, removed all the bones, placed it in a crock and covered it
with melted cheese and cracker crumbs_ oh, yes, and with mushrooms. Those
mushrooms-ah! We debated quite a while over whether we should buy a 75-cent can
or a 35-cent can. I wanted the 75-cent can; Sallie's will was her way and we
compromised on the cheaper assortment. Even at that it meant I had to go without
a couple of 10-cent shaves to pay for this delicacy. Well, sir, Congressman
Curtis came. Sallie and I were quite proud. Pretty soon I could see she was
trying to catch my eye. She nodded her head toward the congressman's plate. I
looked. Ye godsl There he was-deftly removing the mushrooms from his portion of
chicken, placing the discarded fleshy fungi on the side of his plate-mushrooms
for which I must sacrifice two shaves that week! The next noon when I got home
from the office Sallie met me at the kitchen door. She saw the look on my face.
"Yes," she said, "I've retrieved the mushrooms-they're waiting for you."
[46]
PUBLISHED WORKS OF WILLIAM A. WHITE 19
People with national and international
reputations visited the Whites in Emporia, and the townspeople became accustomed
to seeing Edna Ferber, Ida M. Tarbell, and Anne Morgan walking the streets of the
town. "When your world is awry and hope dead and vitality low and the appetite
gone," Edna Ferber once wrote, "there is no ocean trip, no month in the country,
no known drug equal to the reviving quality of twenty-four hours spent on the
front porch or in the sitting room of the Whites' house in Emporia. . . ." [47]
John S. Phillips of McClure's Magazine and later the American
Magazine recalled that "I once said to the novelist W. D. Howells . . . that
my wife and I had been visiting the Whites in Emporia and that I did not know any
more delightful place to visit in this country. Howells replied: I do not know
any pleasanter place to visit in the world. . . ."
[48]
The White's two children, Bill and Mary, were as
different as the Kansas prairies and the Rocky Mountains. Bill, as a boy, was
shy, quiet, and retiring. He grew up in the Gazette office, and very early
took a route to deliver papers. In 1910, when White heard that Ed Howe's son Gene
was now working on his father's paper, the Emporia editor wrote Gene that ". . .
I shall be mighty proud when my boy, Bill, gets that far along. I don't think
Bill will be worth very much. He is a good boy and that is the trouble. He is too
good a boy and does not make me any trouble and I am afraid he won't make anybody
else any trouble. . . ."
Mary, four years younger than Bill, was a
vigorous tomboy. As a baby she had been
so frail that her parents encouraged her to be an outdoor girl. She soon became a
wild, carefree horseback rider. White wrote Franklin P. Adams on December 8,
1914, that Mary has not sold her pony yet. She was out riding on it the other day
and some people came along with an automobile and honked and made a loud noise
and the pony sidestepped and threw her off. She got up . . . and they came back
and making a loud noise and honking and the pony bucked her off again. Her mother
asked, "Well, Mary, didn't they stop and see what was the matter?" And Mary said,
"No, Mother, but what could you expect? They were riding in a Ford l" Otherwise
Mary is real well.
Mary was not a warm, affectionate child like
Bill. When she would enter the Gazette office, her father would say, "Give
your old father a kiss," but she would refuse. Bill was their grandmother's
favorite.
20 KANSAS HISTORICAL QUARTERLY
Madame White would place the two children in their rockers and she would sit
in
hers and read the classics to them by the hour.
The White home was a pleasant place to relax
after a hard day at the
Gazette office or after a hard day of writing articles and books. Playing
with the children, listening to Mrs. White read aloud, or pounding on the piano
were the chief sources of diversion. Once when visiting George Lorimer of the
Saturday Evening Post, White became fascinated with Lorimer's phonograph record
collection. He, himself, began to collect records, and developed the lifelong
habit of relaxing by playing the records and accompanying them at the same time
on the piano. During the bitter fight between Roosevelt and Taft in 1912, White
wrote his old friend and political opponent, Charles F. Scott, that
. . . And finally, brethren, have you got a
phonograph, a Victor? You ought to have one and you ought to get a twelve-inch
record called "Schubert's Unfinished Symphony" and then when you come home at
night after reading a paper like the Gazette that puts you out of sorts .
. . put that old symphony on the machine and clink it off. . . . It will do you a
power of good. I am probably as intense in my convictions as any one and probably
a little more uncharitable than I should be . . . but when I get out home and get
the old phonograph to going and run out Wagner's big, beautiful pieces, I seem to
get away from the cares that infest the day, and whatever corrosion of worry and
weariness that may infect my innards seems to pass. . .
[49]
White, of course, was more than just an ordinary country editor. His consummate
skill as an editorial writer distinguished his paper from other small town
journals. Furthermore, his amazing energy led him to produce such a remarkable
and varied number of magazine articles and books that he gained an
ever-increasing national following. His active political career, too, in local,
state, and national politics helped to distinguish him from other country
editors. Where they had only local influence and power, White by the first decade
of the twentieth century had a significant national prestige and an
ever-expanding influence. The Emporia editor enjoyed his three careers of
editing, writing, and politics so thoroughly,
and he approached each with such
incomparable vitality, that he was indeed a unique and unrivalled country editor.
After the defeat of the Kansas Bull Moose ticket in 1914, an opponent of William
Allen White dedicated a poem to him, which re-
PUBLISHED WORKS OF WILLIAM A. WHITE 21
veals something of the respect that the people of Kansas had for their
nationally
known, roly-poly editor:
We have known you many years, Allen
White;
Read you through both smiles and tears, Allen White;
You're a treat in every line,
But in politics you shine.
In defeat you are sublime, Allen White.
When your man is counted out, Allen White,
You don't tear your hair and shout, Allen White,
There has no one heard you yell
That the country's gone to hell;
Rome, for you, has never fell, Allen White. . ,
[50]
Notes
EDITOR's NOTE: This article is a chapter of Dr. Walter Johnson's biography
William Allen White and His America to be published by Henry Holt March
15, 1947. Dr. Johnson is assistant professor of history at the University of
Chicago. He is editor of The Selected Letters of William Allen White,
published by Holt in January, 1947.
1. The Advance, Chicago, v. 66 (November 27,
1913), p. 403.
2. Samuel G. Blythe, "William Allen White," The
Saturday Evening Post,
Philadelphia, v. 179, June 15, 1907, pp. 20, 22.
3. To Helen Mahin, October 7, 1926.
4. Emporia Gazette, April 8, 1899.
5. Emporia Daily Republican, April 7, 1899.

6. Ibid., April 14.
7. Emporia Gazette, December 6, 1911.
8. White to Frank Buxton, December 22, 1938; to
writer, interview, November 27, 1941.
9. Emporia Gazette, December 27, 1902; October
21, 1901.
10. To the Success Company, October 9, 1903.

11. Emporia Gazette, December 19, 1913.
12. S. G. Blythe, loc. cit.
13. Literary Digest, New York, v. 48 (March 21,
1914), p. 642. 
14. Harper's Magazine, New York, v. 132 (May,
1916), p. 888.
15. Emporia Gazette, October 12, 1903.

16. Ibid., June 2, 1911.

17. Ibid., January 4, 1909.

18. To F. W. Ives, February 3, 1914.
19. To E. C. Franklin, November 19, 1909.
20. September 19, 1912.
21. October 29, 1905.
22. February 5, 1903; two collections of white's
editorials have been published:
The Editor and His People (New York, 1924), edited by H. O. Mahin, and
Forty Years On Main Street (New York and Toronto, 1937), edited by R. H.
Fitzgibbon.
23. Fitzgibbon, op. cit., p. 50, footnote. 
24. Emporia Gazette, February 11, 1911. 
25. Ibid., February 25, 1911.
26. Ibid., May 5, 17, 1897.
27. Ibid., June 23, 1913.
28. William Allen White, "Emporia and New York,"
American Magazine, New
York, 63 (January, 1907), p. 261.
29. Mark Sullivan, The Education of an
American (New York, 1938), p.
116.
30. September 15, 1911. 
31. Kansas Historical Society, Kansas
Scrap-Book, Biography, W," v. 10, p.
438. 
32. Emporia Gazette, February 1, 1944.
33. May 5, 1910.
34. To B. W. Crone, July 19, 1935; to Charles Scott,
May 8, 1926.
35. W. E. Connelley, ed., History of Kansas
Newspapers (Topeka, 1916), pp.
114-116; William Allen White, "What Happened to Walt Mason," American
Magazine v. 86, September, 1918, p. 19.
36. To Charles Driscoll, April 5, 1932.
37. Walt Mason, "Down and Out at Forty-Five,"
American Magazine, v. 86,
September, 1918, p. 20.
38. James Lawrence of the Lincoln (Neb.) Star
to writer, interview December 29, 1944.
39. "Down and Out at Forty-Five," loc. cit.,
p. 82.
40. June 24, 1908.
41. Emporia Gazette, March 29, 1897.

42. Ibid., February 1, 1944.
43. F. L. Pinet, "William Allen white-Kansan,"
Kansas Magazine, Wichita, July, 1909, p. 2.
44. Harry Kemp, Tramping on Life (New York,
1923), pp. 250, 251.

45. Fred Lockley to White, November 8, 1935.
46. A. J. Carruth in the Topeka State Journal,
December 10, 1938.
47. Edna Ferber, A Peculiar Treasure,
p. 227.
48. Goshen (N. Y.) Democrat, February 10,
1939.
49. January 9, 1912; See interview of James Francis
Cooke with William Allen
White, "What Music Has Done for Me," Etude, Philadelphia, v. 56 (December,
1938), p. 779 ff.
50. Kansas City (Mo.) Times, March 17, 1915,
contributors' column.
Home | Kansas Historical Quarterly List of Articles, 1931-1977
|