THE SPECTATOR for June-July, 1914, though somewhat trite in title, is the first number of a magazine notable for its quality. Walter John Held is without doubt one of the most enterprising youths who have ever joined the ranks of the association, though his views on paid subscriptions and advertisements show his still imperfect acquisition of the true amateur spirit. Mr. Held mistakes commercial progress for artistic development, believing that the aim of every amateur in his ascent toward professional authorship is to write remunerative matter. He therefore considers a publisher’s advancement to be best shown in ability to extract an odd penny now and then from a few subscribers who really subscribe only out of courtesy. We wish that Mr. Held might come to consider amateur journalism in its higher aspects; as a medium for improvement in literature and taste; an aid to the cultivation of the art for its own sake in the manner of gentlemen, not of cheap tradesmen. The selection of commercial prosperity as a goal will ruin any true literary progress, and dull the artistic aspiration of the student as soon as his mercenary instincts shall have been satisfied. Besides, there is really no sound business principle in the so-called “sale” of little papers. No youth could ever found or sustain a real magazine of substantial price and more than nominal circulation. The various ten-cents-a-year journals which some[19] “amateurs” try to edit are no logical steps toward actually professional publishing. The latter comes only after literary skill has been attained, and literary skill must at first be developed without regard for immediate monetary profit.
[ This passage reflects his views on amateur journalism as compared to professional]
This passage is a foundational text for understanding the philosophy of the Amateur Journalism movement, and it is quintessential H.P. Lovecraft. At its core, it outlines a sharp, elitist divide between “Art for Art’s Sake” and “Commercialism.”
The “Gentleman” vs. The “Tradesman”
The reviewer (Lovecraft) views the UAPA not as a business school, but as a literary gymnasium. His critique of Walter John Held is based on a few key aristocratic ideals:
* The Amateur Spirit: To Lovecraft, “Amateur” does not mean “unskilled”; it means “motivated by love” (from the Latin amator). He believes that once you introduce money—even an “odd penny”—you corrupt the purity of the work.
* The Aristocracy of Letters: He uses the phrase “in the manner of gentlemen, not of cheap tradesmen.” This reflects an 18th-century mindset where writing for money was seen as slightly “vulgar.” A gentleman writes to improve his “literary taste” and “intellectual vigor,” not to fill a ledger.
* The Fallacy of the “Ten-Cent” Paper: He argues that these tiny subscription fees are a farce. Since no amateur can actually run a profitable magazine, trying to charge for it is just a “logical error.” He believes one should develop skill first, and only when that skill is perfected should one look toward the professional, remunerative world.
Comparison of Ideologies
| Feature | The “Amateur” View (Lovecraft) | The “Commercial” View (Held) |
|—|—|—|
| Primary Goal | Self-improvement and artistic purity. | Growth, circulation, and revenue. |
| Success Metric | Refinement of prose and “rhetorical taste.” | Ability to attract paid subscribers. |
| Writing Style | Classical, formal, and elevated. | Pragmatic and “remunerative.” |
| Final Objective | Perfection of the craft before entering the world. | Using the amateur press as a business launchpad. |
Historical Irony
There is a profound irony in this passage. Lovecraft spent much of his later life struggling in extreme poverty, often refusing to “sully” his work for commercial appeal, yet he spent years as a “ghostwriter” and revisionist for hire—effectively becoming the “tradesman” he warned Held against, just to survive.
Walter John Held, on the other hand, was following the “American Dream” model of the early 20th century: using a hobby to learn the mechanics of the marketplace.
In a twist of fate that aligns perfectly with the reviewer’s debate over “commercialism,” Walter John Held did not become a famous literary figure, but he arguably “made it big” in the very world the critic (H.P. Lovecraft) warned him against: business and industry.
While his literary “spectating” largely faded after the amateur years, Held pursued the “mercenary instincts” the reviewer loathed and found considerable professional success.
His Career Beyond Amateur Journalism
The “enterprising youth” described in the 1914 review transitioned into the professional world exactly as his early focus on advertisements and subscriptions suggested he would.
* Advertising & Marketing: Walter John Held moved into the corporate sector, eventually becoming a notable executive. He spent a significant portion of his career with Standard Oil of California (now Chevron).
* The “Tradesman” Triumphs: Far from being “ruined” by commercial prosperity, Held became a respected expert in business correspondence and office management. He even authored professional books and articles on these topics, such as The Great Task of Making the Office Pay.
* Literary Footprint: His name survives in the literary world today primarily because of the critique you shared. Because H.P. Lovecraft was the one who “roasted” him in the UAPA’s Department of Public Criticism, Held is immortalized as the pragmatic foil to Lovecraft’s high-minded “gentlemanly” ideals.
The Irony
The irony is twofold:
* Lovecraft, who championed “Art for Art’s sake” and detested writing for money, died in poverty with his genius largely unrecognized.
* Held, who was mocked for wanting to “extract an odd penny,” achieved the stability and professional status that the “commercial” mindset he was criticized for usually aims to secure.