Only by the simplest rules of psychology can he edit rightly so that he may lead, and to the average editor of to-day, it is to be feared, psychology is a closed book.

His mind is all too often focussed on the circulation and advertising, and all too little on the intangibles that will bring to his periodical the results essential in these respects.
The editor is the pivot of a magazine.

On him everything turns.

If his gauge of the public is correct, readers will come: they cannot help coming to the man who has something to say himself, or who presents writers who have.

And if the reader comes, the advertiser must come.
He must go where his largest market is: where the buyers are.