From The Sleepwalkers: How Europe Went to War in 1914, by Christopher Clark (Harper, 2013), pp. 229-231:
It remained unclear how the public opinion within articulate elites with direct access to the press related to the attitudes prevailing among the masses of the population. War scares and jingo campaigns made good newspaper copy, but how socially deep were they? It was a grave mistake, the German consul-general in Moscow warned in December 1912, to assume that the belligerence and Germanophobia of the Russian ‘war party’ and the Slavophile press were characteristic of the mood in the country, for these circles entertained only ‘the loosest connection with the actual tendencies of Russian life’. The problem with German newspaper coverage of these issues, the consul argued, was that it tended to be written by journalists with little experience of Russia and a very narrow range of elite social contacts. In May 1913, the Belgian minister in Paris, Baron Guillaume, acknowledged the efflorescence of ‘a certain chauvinism’ in France. It could be observed not just in the nationalist papers, but also in the theatres, reviews and café-concerts, where numerous performances offered jingoist fare that was ‘calculated to over-excite spirits’. But, he added, ‘the true people of France do not approve of these manifestations . . .’
All the governments, with the exception of Britain, maintained press offices whose purpose was both to monitor and, where possible, to shape press coverage of issues touching on security and international relations. In Britain, the foreign secretary appears to have felt little need to convince (or even inform) the public of the merits of his policies and there were no official efforts to influence the press; many of the major newspapers received handsome subsidies, but these came from private or party-political sources, rather than from government. This did not, of course, prevent a dense network of informal relationships from developing between Whitehall officials and key journalists. The picture in Italy was rather different. Giovanni Giolitti, prime minister (for the fourth time) in 1911–14, made regular payments to at least thirty journalists in return for supportive coverage of his policies. The Russian foreign ministry acquired a press department in 1906, and from 1910 Sazonov orchestrated regular tea-time meetings at the ministry with the most important editors and Duma leaders. Relations between the Russian diplomats and some favoured newspapers were so close, one journalist reported in 1911, that the ministry of foreign affairs in St Petersburg ‘often seemed a mere branch office of the Novoye Vremya’. The newspaper’s editor, Jegorov, was often to be seen in the ministry’s press bureau, and Nelidov, chief of the bureau and himself a former journalist, was a frequent visitor to the paper’s editorial offices. In France, the relationship between diplomats and journalists was especially intimate: nearly half of the foreign ministers of the Third Republic were former writers or journalists and the ‘lines of communication’ between foreign ministers and the press were ‘almost always open’. In December 1912, when he was prime minister of France, Raymond Poincaré even launched a new journal, La Politique Étrangère, to promote his views on foreign policy across the French political elite.
Semi-official newspapers and ‘inspired’ articles planted in the domestic press to test the climate of opinion were familiar tools of continental diplomacy. Inspired journalism masqueraded as the autonomous expression of an independent press, but its effectiveness depended precisely on the suspicion among readers that it emanated from the seat of power. It was universally understood in Serbia, for example, that Samouprava represented the views of the government; the Norddeutsche Allgemeine Zeitung was considered the official organ of the German Foreign Office; in Russia, the government made its views known through its own semi-official journal, Rossiya, but also ran occasional inspired campaigns in other more popular papers, like Novoye Vremya. The French foreign ministry, like the German, disbursed cash to journalists from a secret fund and maintained close ties with Le Temps and the Agence Havas, while using the less serious-minded Le Matin to launch ‘trial balloons’.
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Official manipulations of the press also took place across national borders. Early in 1905, the Russians were distributing around £8,000 a month to the Parisian press, in the hope of stimulating public support for a massive French loan. The French government subsidized pro-French newspapers in Italy (and Spain during the conference at Algeciras), and during the Russo-Japanese and Balkan Wars the Russians handed out huge bribes to French journalists. The Germans maintained a very modest fund for supporting friendly journalists in St Petersburg and plied newspaper editors in London with subsidies in the hope, mostly disappointed, of obtaining more positive coverage of Germany.
