Chemistry Reference
In-Depth Information
mained 'honorary president' and an influential advisor until his death in
1944.
Partial self-sufficiency - in both content and finances - became a key
to success. This model of popularization differs from that advocated by
many scientists, then and now, for it emphasizes reactivity to audience
preferences. Although incorporated as a not-for-profit entity, the organi-
zation was never wholly funded by Scripps. He espoused a liberal vision
of the free flow of ideas but his philanthropy was rooted firmly in capi-
talism. If Science Service charged a fair price for its products, then the
clients would value its news more; and if forced to sell those products,
the organization would be more sensitive to the clients' needs and pro-
fessional standards. If no newspaper or magazine wanted to buy the sto-
ries, then the organization should not survive. Science Service, its first
director explained, “is sufficiently endowed to be independent and yet it
is intended to be self-supporting although prohibited by its charter from
making profits.”
7
Or, as one trustee wrote:
It is a non-profit-making institution, and if it charges enough for the pro-
duction of its service to keep going,
then assuredly the fact is patent that
it is not subsidized; and, moreover, enjoying a real income, it can afford
to actually produce not only well-written copy, but copy that has first
been verified-that is authentic and UP-TO-DATE
. Constant improve-
ment - or death - is assured by the necessity to charge rates commensu-
rate with the service rendered.
8
Only the news products ever really met these financial goals during the
first decades; most other projects were subsidized by the news sales or
endowment income.
Scripps donated $30,000 per year (supplemented by other occasional
gifts) from 1921 until his death in 1926. His family trust continued the
same annual payment for the next thirty years. By late 1924, endowment
income and product sales contributed about equally to support opera-
tions, and the managing editor predicted that they might “eventually in-
crease the income from the sale of the product to such an extent that the
7
E.E. Slosson to R.S. McBride, McGraw-Hill Book Co., Inc., April 5, 1921; SIA
RU7091, Box 9, Folder 6.
8
Underlining in original. H.L. Smithton to W.E. Ritter, January 2, 1924; SIA RU7091,
Box 23, Folder 6.
