An Editor who was always vaunting the purity, enterprise, and fearlessness of his paper was pained to observe that he got no subscribers. One day it occurred to him to stop saying that his paper was pure and enterprising and fearless, and make it so. "If these are not good qualities," he reasoned, "it is folly to claim them."
Under the new policy he got so many subscribers that his rivals endeavoured to discover the secret of his prosperity, but he kept it, and when he died it died with him.