by Ayn Rand
After a moment, Wynand said : "Thanks." It was the only time in his life that he felt gratitude to anyone. The gratitude was genuine--a payment for a lesson he would never need again. But even the editor knew there was something very wrong in that short "Thanks," and very frightening. He did not know that it had been an obituary on Gail Wynand.
Wynand walked back to the Gazette, feeling no anger toward the editor or the political machine. He felt only a furious contempt for himself, for Pat Mulligan, for all integrity; he felt shame when he thought of those whose victims he and Mulligan had been willing to become. He did not think "victims"--he thought "suckers." He got back to the office and wrote a brilliant editorial blasting Captain Mulligan. "Why, I thought you kinda felt sorry for the poor bastard," said his editor, pleased. "I don't feel sorry for anyone," said Wynand.
Grocers and deck hands had not appreciated Gail Wynand; politicians did. In his years on the paper he had learned how to get along with people. His face had assumed the expression it was to wear for the rest of his life: not quite a smile, but a motionless look of irony directed at the whole world. People could presume that his mockery was intended for the particular things they wished to mock. Besides, it was pleasant to deal with a man untroubled by passion or sanctity.
He was twenty-three when a rival political gang, intent on winning a municipal election and needing a newspaper to plug a certain issue, bought the Gazette. They bought it in the name of Gail Wynand, who was to serve as a respectable front for the machine. Gail Wynand became editor-in-chief. He plugged the issue, he won the election for his bosses. Two years later, he smashed the gang, sent its leaders to the penitentiary, and remained as sole owner of the Gazette.
His first act was to tear down the sign over the door of the building and to throw out the paper's old masthead. The Gazette became the New York Banner. His friends objected. "Publishers don't change the name of a paper," they told him. "This one does," he said.
The first campaign of the Banner was an appeal for money for a charitable cause. Displayed side by side, with an equal amount of space, the Banner ran two stories: one about a struggling young scientist, starving in a garret, working on a great invention; the other about a chambermaid, the sweetheart of an executed murderer, awaiting the birth of her illegitimate child. One story was illustrated with scientific diagrams; the other--with the picture of a loose-mouth girl wearing a tragic expression and disarranged clothes. The Banner asked its readers to help both these unfortunates. It received nine dollars and forty-five cents for the young scientist; it received one thousand and seventy-seven dollars for the unwed mother. Gail Wynand called a meeting of his staff. He put down on the table the paper carrying both stories and the money collected for both funds. "Is there anyone here who doesn't understand?" he asked. No one answered. He said: "Now you all know the kind of paper the Banner is to be."
The publishers of his time took pride in stamping their individual personalities upon their newspapers. Gail Wynand delivered his paper, body and soul, to the mob. The Banner assumed the appearance of a circus poster in body, of a circus performance in soul. It accepted the same goal--to stun, to amuse and to collect admission. It bore the imprint, not of one, but of a million men. "Men differ in their virtues, if any," said Gail Wynand, explaining his policy, "but they are alike in their vices." He added, looking straight into the questioner's eyes: "I am serving that which exists on this earth in greatest quantity. I am representing the majority--surely an act of virtue?"
The public asked for crime, scandal and sentiment. Gail Wynand provided it. He gave people what they wanted, plus a justification for indulging the tastes of which they had been ashamed. The Banner presented murder, arson, rape, corruption--with an appropriate moral against each. There were three columns of details to one stick of moral. "If you make people perform a noble duty, it bores them," said Wynand. "If you make them indulge themselves, it shames them. But combine the two--and you've got them." He ran stories about fallen girls, society divorces, foundling asylums, red-light districts, charity hospitals. "Sex first," said Wynand. "Tears second. Make them itch and make them cry--and you've got them."
The Banner led great, brave crusades--on issues that had no opposition. It exposed politicians--one step ahead of the Grand Jury; it attacked monopolies--in the name of the downtrodden; it mocked the rich and the successful--in the manner of those who could never be either. It overstressed the glamour of society--and presented society news with a subtle sneer. This gave the man on the street two satisfactions: that of entering illustrious drawing rooms and that of not wiping his feet on the threshold.
The Banner was permitted to strain truth, taste and credibility, but not its readers' brain power. Its enormous headlines, glaring pictures and oversimplified text hit the senses and entered men's consciousness without any necessity for an intermediary process of reason, like food shot through the rectum, requiring no digestion.
"News," Gail Wynand told his staff, "is that which will create the greatest excitement among the greatest number. The thing that will knock them silly. The sillier the better, provided there's enough of them."
One day he brought into the office a man he had picked off the street. It was an ordinary man, neither well-dressed nor shabby, neither tall nor short, neither dark nor quite blond; he had the kind of face one could not remember even while looking at it. He was frightening by being so totally undifferentiated; he lacked even the positive distinction of a half-wit. Wynand took him through the building, introduced him to every member of the staff and let him go. Then Wynand called his staff together and told them: "When in doubt about your work, remember that man's face. You're writing for him." "But, Mr. Wynand," said a young editor, "one can't remember his face." "That's the point," said Wynand.
When the name of Gail Wynand became a threat in the publishing world, a group of newspaper owners took him aside--at a city charity affair which all had to attend--and reproached him for what they called his debasement of the public taste. "It is not my function," said Wynand, "to help people preserve a self-respect they haven't got. You give them what they profess to like in public. I give them what they really like. Honesty is the best policy, gentlemen, though not quite in the sense you were taught to believe."
It was impossible for Wynand not to do a job well. Whatever his aim, his means were superlative. All the drive, the force, the will barred from the pages of his paper went into its making. An exceptional talent was burned prodigally to achieve perfection in the unexceptional. A new religious faith could have been founded on the energy of spirit which he spent upon collecting lurid stories and smearing them across sheets of paper.
The Banner was always first with the news. When an earthquake occurred in South America and no communications came from the stricken area, Wynand chartered a liner, sent a crew down to the scene and had extras on the streets of New York days ahead of his competitors, extras with drawings that represented flames, chasms and crushed bodies. When an S.O.S. was received from a ship sinking in a storm off the Atlantic coast, Wynand himself sped to the scene with his crew, ahead of the Coast Guard; Wynand directed the rescue and brought back an exclusive story with photographs of himself climbing a ladder over raging waves, a baby in his arms. When a Canadian village was cut off from the world by an avalanche, it was the Banner that sent a balloon to drop food and Bibles to the inhabitants. When a coal-mining community was paralyzed by a strike, the Banner opened soup-kitchens and printed tragic stories on the perils confronting the miners' pretty daughters under the pressure of poverty. When a kitten got trapped on the top of a pole, it was rescued by a Banner photographer.
"When there's no news, make it," was Wynand's order. A lunatic escaped from a state institution for the insane. After days of terror for miles around--terror fed by the Banner's dire predictions and its indignation at the inefficiency of the local police--he was captured by a reporter of the Banner. The lunatic recovered miraculously two weeks after his capture, was released, and sold
to the Banner an expose of the ill-treatment he had suffered at the institution. It led to sweeping reforms. Afterward, some people said that the lunatic had worked on the Banner before his commitment. It could never be proved.
A fire broke out in a sweatshop employing thirty young girls. Two of them perished in the disaster. Mary Watson, one of the survivors, gave the Banner an exclusive story about the exploitation they had suffered. It led to a crusade against sweatshops, headed by the best women of the city. The origin of the fire was never discovered. It was whispered that Mary Watson had once been Evelyn Drake who wrote for the Banner. It could not be proved.
In the first years of the Banner's existence Gail Wynand spent more nights on his office couch than in his bedroom. The effort he demanded of his employees was hard to perform; the effort of himself was hard to believe. He drove them like an army; he drove himself like a slave. He paid them well; he got nothing but his rent and meals. He lived in a furnished room at the time when his best reporters lived in suites at expensive hotels. He spent money faster than it came in--and he spent it all on the Banner. The paper was like a luxurious mistress whose every need was satisfied without inquiry about the price.
The Banner was first to get the newest typographical equipment. The Banner was last to get the best newspapermen--last, because it kept them. Wynand raided his competitors' city rooms; nobody could meet the salaries he offered. His procedure evolved into a simple formula. When a newspaperman received an invitation to call on Wynand, he took it as an insult to his journalistic integrity, but he came to the appointment. He came, prepared to deliver a set of offensive conditions on which he would accept the job, if at all. Wynand began the interview by stating the salary he would pay. Then he added: "You might wish, of course, to discuss other conditions--" and seeing the swallowing movement in the man's throat, concluded: "No? Fine. Report to me on Monday."
When Wynand opened his second paper--in Philadelphia--the local publishers met him like European chieftains united against the invasion of Attila. The war that followed was as savage. Wynand laughed over it. No one could teach him anything about hiring thugs to highjack a paper's delivery wagons and beat up news vendors. Two of his competitors perished in the battle. The Wynand Philadelphia Star survived.
The rest was swift and simple like an epidemic. By the time he reached the age of thirty-five there were Wynand papers in all the key cities of the United States. By the time he was forty there were Wynand magazines, Wynand newsreels and most of the Wynand Enterprises, Inc.
A great many activities, not publicized, helped to build his fortune. He had forgotten nothing of his childhood. He remembered the things he had thought, standing as a bootblack at the rail of a ferryboat--the chances offered by a growing city. He bought real estate where no one expected it to become valuable, he built against all advice--and he ran hundreds into thousands. He bought his way into a great many enterprises of all kinds. Sometimes they crashed, ruining everybody concerned, save Gail Wynand. He staged a crusade against a shady streetcar monopoly and caused it to lose its franchise; the franchise was granted to a shadier group, controlled by Gail Wynand. He exposed a vicious attempt to corner the beef market in the Middle West--and left the field clear for another gang, operating under his orders.
He was helped by a great many people who discovered that young Wynand was a bright fellow, worth using. He exhibited a charming complaisance about being used. In each case, the people found that they had been used instead--like the men who bought the Gazette for Gail Wynand.
Sometimes he lost money on his investments, coldly and with full intention. Through a series of untraceable steps he ruined many powerful men: the president of a bank, the head of an insurance company, the owner of a steamship line, and others. No one could discover his motives. The men were not his competitors and he gained nothing from their destruction.
"Whatever that bastard Wynand is after," people said, "it's not after money."
Those who denounced him too persistently were run out of their professions: some in a few weeks, others many years later. There were occasions when he let insults pass unnoticed; there were occasions when he broke a man for an innocuous remark. One could never tell what he would avenge and what he would forgive.
One day he noticed the brilliant work of a young reporter on another paper and sent for him. The boy came, but the salary Wynand mentioned had no effect on him. "I can't work for you, Mr. Wynand," he said with desperate earnestness, "because you ... you have no ideals." Wynand's thin lips smiled. "You can't escape human depravity, kid," he said gently. "The boss you work for may have ideals, but he has to beg money and take orders from many contemptible people. I have no ideals -but I don't beg. Take your choice. There's no other." The boy went back to his paper. A year later he came to Wynand and asked if his offer were still open. Wynand said that it was. The boy had remained on the Banner ever since. He was the only one on the staff who loved Gail Wynand.
Alvah Scarret, sole survivor of the original Gazette, had risen with Wynand. But one could not say that he loved Wynand--he merely clung to his boss with the automatic devotion of a rug under Wynand's feet. Alvah Scarret had never hated anything, and so was incapable of love. He was shrewd, competent and unscrupulous in the innocent manner of one unable to grasp the conception of a scruple. He believed everything he wrote and everything written in the Banner. He could hold a belief for all of two weeks. He was invaluable to Wynand--as a barometer of public reaction.
No one could say whether Gail Wynand had a private life. His hours away from the office had assumed the style of the Banner's front page--but a style raised to a grand plane, as if he were still playing circus, only to a gallery of kings. He bought out the entire house for a great opera performance--and sat alone in the empty auditorium with his current mistress. He discovered a beautiful play by an unknown playwright and paid him a huge sum to have the play performed once and never again; Wynand was the sole spectator at the single performance; the script was burned next morning. When a distinguished society woman asked him to contribute to a worthy charity cause, Wynand handed her a signed blank check--and laughed, confessing that the amount she dared to fill in was less than he would have given otherwise. He bought some kind of Balkan throne for a penniless pretender whom he met in a speak-easy and never bothered to see afterward; he often referred to "my valet, my chauffeur and my king."
At night, dressed in a shabby suit bought for nine dollars, Wynand would often ride the subways and wander through the dives of slum districts, listening to his public. Once, in a basement beer joint, he heard a truck driver denouncing Gail Wynand as the worst exponent of capitalistic evils, in a language of colorful accuracy. Wynand agreed with him and helped him out with a few expressions of his own, from his Hell's Kitchen vocabulary. Then Wynand picked up a copy of the Banner left by someone on a table, tore his own photograph from page 3, clipped it to a hundred-dollar bill, handed it to the truck driver and walked out before anyone could utter a word.
The succession of his mistresses was so rapid that it ceased to be gossip. It was said that he never enjoyed a woman unless he had bought her--and that she had to be the kind who could not be bought.
He kept the details of his life secret by making it glaringly public as a whole. He had delivered himself to the crowd; he was anyone's property, like a monument in a park, like a bus stop sign, like the pages of the Banner. His photographs appeared in his papers more often than pictures of movie stars. He had been photographed in all kinds of clothes, on every imaginable occasion. He had never been photographed naked, but his readers felt as if he had. He derived no pleasure from personal publicity; it was merely a matter of policy to which he submitted. Every corner of his penthouse had been reproduced in his papers and magazines. "Every bastard in the country knows the inside of my icebox and bathtub," he said.
One phase of his life, however, was little known and never mentioned. The top floor of the building under his penthouse was his private art gallery.
It was locked. He had never admitted anyone, except the caretaker. A few people knew about it. Once a French ambassador asked him for permission to visit it. Wynand refused. Occasionally, not often, he would descend to his gallery and remain there for hours. The things he collected were chosen by standards of his own. He had famous masterpieces; he had canvases by unknown artists; he rejected the works of immortal names for which he did not care. The estimates set by collectors and the matter of great signatures were of no concern to him. The art dealers whom he patronized reported that his judgment was that of a master.
One night his valet saw Wynand returning from the art gallery below and was shocked by the expression of his face; it was a look of suffering, yet the face seemed ten years younger. "Are you ill, sir?" he asked. Wynand looked at him indifferently and said: "Go to bed."
"We could make a swell spread for the Sunday scandal sheet out of your art gallery," said Alvah Scarret wistfully. "No," said Wynand. "But why, Gail?" "Look, Alvah. Every man on earth has a soul of his own that nobody can stare at. Even the convicts in a penitentiary and the freaks in a side show. Everybody but me. My soul is spread in your Sunday scandal sheet--in three-color process. So I must have a substitute--even if it's only a locked room and a few objects not to be pawed."
It was a long process and there had been premonitory signs, but Scarret did not notice a certain new trait in Gail Wynand's character until Wynand was forty-five. Then it became apparent to many. Wynand lost interest in breaking industrialists and financiers. He found a new kind of victim. People could not tell whether it was a sport, a mania or a systematic pursuit. They thought it was horrible, because it seemed so vicious and pointless.
It began with the case of Dwight Carson. Dwight Carson was a talented young writer who had achieved the spotless reputation of a man passionately devoted to his convictions. He upheld the cause of the individual against the masses. He wrote for magazines of great prestige and small circulation, which were no threat to Wynand. Wynand bought Dwight Carson. He forced Carson to write a column on the Banner, dedicated to preaching the superiority of the masses over the man of genius. It was a bad column, dull and unconvincing; it made many people angry. It was a waste of space and of a big salary. Wynand insisted on continuing it.
