Since the humble beginnings of the first newspaper in the Colonies,
, established in 1690 by Benjamin Harris, most all of them have been guided in their operations by the social responsibility theory of the press. This notion is so basic and fundamental that it is unarguable in principle. However expressed, it means that the purpose of a newspaper is to report the news. To the professional journalist, it is much more than just a goal. It is a social responsibility based on the First Amendment of the U. S. Constitution. Perceived threats to this philosophical principle are met with fierce resistance in the streets and in the courts, but most often in the columns of individual publications. Today, the emerging application of the marketing concept in the operation of many newspapers appears as such a threat, and has evoked quite a negative reaction in some quarters. All one need do is to glance at some of the titles of recently published articles like "Supermarketing the Newspaper", “Beware the Market Thinkers", and "News Doctors" to be left with the general impression that marketing and good newspapers are mutually exclusive.