A good column is one that sells paper. It doesn't matter how beautifully it is written and how much you admire the author... if it doesn't sell any papers, it's not a good column. It's a terrible yardstick to use, but in the newspaper business, that's the whole thing.

The quote “A good column is one that sells paper. It doesn't matter how beautifully it is written and how much you admire the author... if it doesn't sell any papers, it's not a good column. It's a terrible yardstick to use, but in the newspaper business, that's the whole thing” by Herb Caen offers a candid and pragmatic view of journalism from the perspective of a seasoned newspaper columnist. Caen, a Pulitzer Prize-winning writer and beloved voice of San Francisco, understood the stark reality that, in the newspaper industry, the ultimate measure of success is not literary merit but commercial viability.

This quote speaks to the tension between artistic integrity and market demands. Caen acknowledges that while beautiful writing, insight, and admiration for the author are important, they mean little if the column fails to attract readers and drive sales. He refers to this standard as a "terrible yardstick" because it reduces journalistic value to monetary outcomes, yet he admits it is the primary measure of success in the business of newspapers.

The quote originates from Caen’s reflections on his own long career writing for publications like the San Francisco Chronicle. Known for his wit, charm, and cultural observations, Caen built a loyal readership over decades. Despite his literary skill, he understood that survival in journalism depended on engagement, readership, and the ability to keep a paper financially afloat. His words highlight the hard truth that media, while creative and informative, is also a business.

Ultimately, Caen's quote serves as both a warning and a reality check for writers and journalists. It reminds them that in the publishing world, success often hinges on audience impact more than craftsmanship. His reflection is not a dismissal of good writing, but a recognition that economic pressures often dictate editorial decisions in ways that can overshadow artistic excellence.