this consideration could hardly have had much weight with him. I
very strongly advised him to abandon the project, pointing out to
him that a large expenditure would be necessary to carry on the magazine
In accordance with my views,--that I could not be concerned in it
on any other understanding, and that the chances of an adequate
return to him of his money were very small. He came down to Waltham,
listened to my arguments with great patience, and the told me that
if I would not do the work he would find some other editor.
Upon this I consented to undertake the duty. My terms as to salary
were those which he had himself proposed. The special stipulations
which I demanded were: firstly, that I should put whatever I pleased
into the magazine, or keep whatever I pleased out of it, without
interference; secondly, that I should, from month to month, give
in to him a list of payments to be made to contributors, and that
he should pay them, allowing me to fix the amounts; and, thirdly,
that the arrangement should remain in force, at any rate, for two
years. To all this he made no objection; and during the time that
he and I were thus bound together he not only complied with these
stipulations, but also with every suggestion respecting the magazine
that I made to him. If the use of large capital, combined with wide
liberality and absolute confidence on the part of the proprietor,
and perpetual good humour, would have produced success, our magazine
certainly would have succeeded.
In all such enterprises the name is the first difficulty. There
is the name which has a meaning and the name which has none--of
which two the name that has none is certainly the better, as it
never belies itself. The Liberal may cease to be liberal, or The
Fortnightly, alas! to come out once a fortnight. But The Cornhill
and The Argosy are under any set of circumstances as well adapted
to these names as under any other. Then there is the proprietary
name, or, possibly, the editorial name, which is only amiss because
the publication may change hands. Blackwood's has, indeed, always
remained Blackwood's, and Fraser's, though it has been bought and
sold, still does not sound amiss. Mr. Virtue, fearing the too
attractive qualities of his own name, wished the magazine to be
called Anthony Trollope's. But to this I objected eagerly. There
were then about the town,--still are about the town,--two or three
literary gentlemen, by whom to have had myself editored would
have driven me an exile from my country. After much discussion, we
settled on St. Paul's as the name for our bantling--not as being
in any way new, but as enabling it to fall easily into the ranks
with many others. If we were to make ourselves in any way peculiar,
it was not by our name that we were desirous of doing so.
I do not think that we did make ourselves in any way peculiar,--and
yet there was a great struggle made. On the part of the proprietor,
I may say that money was spent very freely. On my own part, I
may declare that I omitted nothing which I thought might tend to
success. I read all manuscripts sent to me, and endeavoured to judge
impartially. I succeeded in obtaining the services of an excellent
literary corps. During the three years and a half of my editorship
I was assisted by Mr. Goschen, Captain Brackenbury, Edward Dicey,
Percy Fitzgerald, H. A. Layard, Allingham, Leslie Stephen, Mrs.
Lynn Linton, my brother, T. A. Trollope, and his wife, Charles
Lever, E. Arnold, Austin Dobson, R. A. Proctor, Lady Pollock, G.
H. Lewes, C. Mackay, Hardman (of the Times), George Macdonald, W.
R. Greg, Mrs. Oliphant, Sir Charles Trevelyan, Leoni Levi, Dutton
Cook--and others, whose names would make the list too long. It
might have been thought that with such aid the St. Paul's would have
succeeded. I do not think that the failure,--for it did fail,--arose
from bad editing. Perhaps too much editing might have been the
fault. I was too anxious to be good, and did not enough think of
what might be lucrative.
It did fail, for it never paid its way. It reached, if I remember
right, a circulation of nearly 10,000--perhaps on one or two occasions
may have gone beyond that. But the enterprise had been set on foot
on a system too expensive to be made lucrative by anything short of
a very large circulation. Literary merit will hardly set a magazine
afloat, though, when afloat, it will sustain it. Time is wanted--or
the hubbub, and flurry, and excitement created by ubiquitous
sesquipedalian advertisement. Merit and time together may be
effective, but they must be backed by economy and patience.
I think, upon the whole, that publishers themselves have been the
best editors of magazines, when they have been able to give time
and intelligence to the work. Nothing certainly has ever been done
better than Blackwood's. The Cornhill, too, after Thackeray had
left it and before Leslie Stephen had taken it, seemed to be in
quite efficient hands--those hands being the hands of proprietor
and publisher. The proprietor, at any rate, knows what he wants and
what he can afford, and is not so frequently tempted to fall into
that worst of literary quicksands, the publishing of matter not for
the sake of the readers, but for that of the writer. I did not so
sin very often, but often enough to feel that I was a coward. "My
dear friend, my dear friend, this is trash!" It is so hard to speak
thus--but so necessary for an editor! We all remember the thorn
in his pillow of which Thackeray complained. Occasionally I know
that I did give way on behalf of some literary aspirant whose work
did not represent itself to me as being good; and as often as I did
so, I broke my trust to those who employed me. Now, I think that
such editors as Thackeray and myself,--if I may, for the moment, be
allowed to couple men so unequal,--will always be liable to commit
such faults, but that the natures of publishers and proprietors
will be less soft.
Nor do I know why the pages of a magazine should be considered to
be open to any aspirant who thinks that he can write an article,
or why the manager of a magazine should be doomed to read all that
may be sent to him. The object of the proprietor is to produce
a periodical that shall satisfy the public, which he may probably
best do by securing the services of writers of acknowledged ability.
CHAPTER XVI BEVERLEY
Very early in life, very soon after I had become a clerk in St.
Martin's le Grand, when I was utterly impecunious and beginning
to fall grievously into debt, I was asked by an uncle of mine, who
was himself a clerk in the War Office, what destination I should
like best for my future life. He probably meant to inquire whether
I wished to live married or single, whether to remain in the Post
Office or to leave it, whether I should prefer the town or the
country. I replied that I should like to be a Member of Parliament.
My uncle, who was given to sarcasm, rejoined that, as far a he knew,
few clerks in the Post Office did become Members of Parliament. I
think it was the remembrance of this jeer which stirred me up to
look for a seat as soon as I had made myself capable of holding one
by leaving the public service. My uncle was dead, but if I could