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.