Chapter 176: The Times

"Since this periodical involves the Restoration Society, those scholars wanted to ask Zhang Pu about it. A man named Zhou Zhong made a special trip to Taicang. Zhang Pu agreed to have the Restoration Society's Current Affairs Essays published and also promised to write the inaugural editorial, but he said the periodical could not be named after the Restoration Society." He Xianya set down his teacup and wiped the tea from the corner of his mouth with his sleeve.

Pang Yu thought it over. A storm was brewing at court. If what Ruan Dacheng and the others said was true, this Zhang Pu certainly wouldn't be entirely oblivious. Not using the Restoration Society name was the safer move. Also, this periodical was something novel; Zhang Pu likely wanted to see what effect it would have first.

From what Pang Yu had gathered recently, aside from the Dibao, civilian newspapers in the Ming Dynasty were concentrated in the Capital. At the Anqing docks, he had collected two or three different mastheads, the Capital Gazette being the most common. These were also issued by private newspaper offices, but their content mainly consisted of selected imperial decrees and official appointments and dismissals — nothing that broke beyond the scope of the Dibao.

There were some small papers in the Jiangnan region, but their circulation was very limited. A newspaper made up of Current Affairs Essays like this had never been seen before, so Zhang Pu's caution was understandable.

"Look at Zhang Pu — a scholar with no official rank or post, who went to great lengths to stir up such a large literary society. He must be a man who cares deeply for his reputation, and this newspaper offers him real, tangible benefits. This way, he can sit at home and have his Current Affairs Essays spread across the realm, without spending a single coin." Pang Yu smiled. "Not using the Restoration Society name is no problem. We can just add 'Restoration Society's so-and-so' next to the author's byline. These are all minor details. Whether he calls for subscriptions within the Restoration Society and has members in every region handle sales — that is what matters most. Only Zhang Pu has that kind of rallying power. Without that, this newspaper would lack distribution channels, and publishing it would be meaningless."

"He has agreed to this as well, letting the society members in Nanjing handle it. Before I left Nanjing, everyone was discussing it at the Restoration Society Society Gathering. Young Master Fang, Wu Yingji, and the others have already been writing letters to all regions, informing their close Restoration Society associates and telling them to prepare for this."

Pang Yu rubbed his hands together with some excitement and couldn't help but stand up and pace around twice. "The Restoration Society has thousands of scholars spread across the realm. Many of them have goods and boats on the Grand Canal, and many also have shops at the docks along the Great River and the Grand Canal. This makes the cost of distributing the newspaper the lowest. Once the papers arrive locally, we'll rely on these people to disseminate them to the local scholars. It will quickly spread throughout the Ming Dynasty. This network is absolutely essential."

Pang Ding had been waiting on the side. Seeing Pang Yu so unusually excited, he couldn't help but ask, "Young Master, what use is it for this periodical of yours to spread across the whole Ming Dynasty?"

"In our Great Ming Dynasty, all the people with money are among the literati. It will naturally be useful later."

Pang Ding turned to He Xianya and asked, "Then how much silver will this periodical cost each month?"

"If we print it in Nanjing, the price is cheaper. Nanjing has a great many bookshops, and the printing quality is also the best. Only the woodblock engraving is slightly more expensive. If we engrave the blocks in Nanjing, it's calculated by the leaf. Each leaf costs one Mace and one fen of silver, no more than one Mace and two or three fen per leaf. The printing cost is two Mace of silver per thousand leaves. Only the paper specifications haven't been settled yet. Fang Yizhi said each issue must use at least six pages of Petition Paper, but the exact number is up to you to decide, Second Brother."

Pang Yu let out two hearty laughs. "Six pages is nowhere near enough. Naturally, I want it to be larger. But no matter what kind of Petition Paper we use, it won't be too expensive. From the look of it, the newspaper itself isn't costly. The greatest expense is the labor for distribution. With the Restoration Society's network, our main tasks will be typesetting, printing, and shipping."

Seeing Pang Yu's delight, He Xianya chimed in to add to the mood. "Unlike what you predicted, Second Brother, they had no suggestions at all regarding typesetting. The three typesetting methods you instructed me about were never discussed with them."

Pang Yu was slightly taken aback. According to his initial discussions with Fang Yizhi, half the layout would be reserved for current affairs commentary, while the content for the other pages would be arranged by Pang Yu himself. Since coming to this Ming Dynasty, the periodical was one of the few things that had gone smoothly. Pang Yu felt his luck was beginning to turn.

"They don't even know what the periodical will look like, so naturally they won't care about the layout. Letting me arrange it myself is even more convenient. The front page of the first issue must use Zhang Pu's inaugural editorial to rally the Restoration Society's popularity. During this initial phase, the front page must feature Restoration Society Current Affairs Essays, using articles by the society's famous members. Half of the other pages should also be given to the Restoration Society. Anyone whose article is used will be paid a manuscript fee."

"Then what will you print in the remaining half, Young Master?"

"Find some stories about keeping faith and honoring righteousness — tales of the ancients, things the scholars already know. With the Restoration Society name attached, as readers see it over time, it will make the newspaper's image seem trustworthy. As for the remaining space, print some ghost and spirit stories, and serialize a novel."

Both men asked in unison, puzzled, "What do you mean by serialize?"

"It means not publishing it all at once, but splitting it across many issues." Pang Yu closed his eyes. "There was a man who built a major newspaper on just that."

Pang Ding asked skeptically, "Young Master, what novel do you have that's worth publishing?"

Pang Yu said confidently, "The Legend of the Shu Mountain Swordsmen. I guarantee they'll love it."

Pang Ding and He Xianya exchanged a glance. What Pang Yu said seemed to make some sense. In this late Ming period, the social atmosphere was open, and all kinds of historical romances and novels were extremely popular. The more fantastical, the more readers they had. If it was well-written, many people would indeed enjoy it. But this "Shu Mountain Swordsmen" thing of Pang Yu's — the name didn't sound all that appealing.

Pang Ding stole a glance at Pang Yu. This newspaper seemed to be nothing but money going out; he couldn't see any money coming in. He had no idea what the Young Master was so happy about, but he didn't want to dampen Pang Yu's enthusiasm.

He Xianya, however, probed cautiously, "I still don't understand what Your Honor intends to use this periodical for. But if it truly proves to be of great use, once the Restoration Society sees the benefits, and since all those distribution channels are in their hands, they could just kick us aside and do it themselves."

Pang Yu paused for a moment, then pointed a finger at He Xianya. "A good reminder. We'll first rely on the Restoration Society to capture the market. Once we have the market, we'll build our own channels. My third brother truly has a sharp mind."

He Xianya hurriedly demurred with a few modest words. Encouraged by Pang Yu, his enthusiasm was high, and he continued speaking to Pang Yu. "When I negotiated with the Restoration Society, I also prepared for this point. Anqing should handle some of the printing as well. Therefore, I agreed with the Restoration Society that once the layout is finalized, we will print in both Anqing and Nanjing. Newspapers for Huguang, Jiangxi, and Guangxi will be shipped from Anqing. Newspapers for Jiangnan, Zhejiang, Fujian, and the Grand Canal will be shipped from Nanjing."

Pang Yu nodded with satisfaction and turned to Pang Ding. "Go see if Jiao Guozha is around. Tonight, the three of us brothers will have a drink together."

Pang Ding knew Pang Yu had matters to discuss. He ducked his head and went out, pulling the door of the Study shut behind him.

With only the two of them left in the room, He Xianya also knew Pang Yu had something to say. He stood up and waited respectfully.

"Third Brother, you've worked hard on this trip." Pang Yu paused for a moment, considered his words carefully, and then said, "Earlier, Third Brother mentioned wanting to become the constable chief of Tongcheng, and then purchase a clerical official rank through the Donation Tribute. I originally thought it was suitable and planned to recommend you to County Magistrate Yang. But after thinking it over repeatedly, I've realized it's not quite appropriate. Now that I am no longer in Tongcheng, if the Roving Bandits return, Tongcheng is in danger of being breached. Third Brother and I are as close as brothers. No matter what, I cannot let Third Brother be placed in a Danger Zone."

He Xianya's eyes shifted. "What does Second Brother mean…?"

"These are not peaceful times. Being a clerical official in Tongcheng was a good post in previous years, but now…" Pang Yu looked at He Xianya. "I won't hide it from you, Third Brother. Right now, I am short of reliable people, especially talented men like you. So I want to ask Third Brother to come to Anqing and help me."

He Xianya kept his head down and said nothing. Pang Yu did not press him for an immediate answer. He took two more steps inside the room and said, "I've been in Anqing for over a month. The Garrison Command already controls the docks. Liu Ruogu manages the Brokerage, and Jiang Fan manages the Canal Gang. Given time, all of these positions will be more prestigious than a clerical official's post, let alone a clerical post in Tongcheng."

"What does Second Brother want me to manage?"

"For now, manage the affairs of this periodical. There will be other major matters later, but it's too early to speak of them now. If, in the future, Third Brother truly still wishes to be that clerical official, I will arrange it for you."

He Xianya hesitated for a moment, then finally bowed. "I will follow Second Brother's lead."

Pang Yu breathed a sigh of relief. Compared to the plans in his mind, he was currently short of hands everywhere, especially people he could trust.

"Then Third Brother, make another trip to Nanjing. Confirm with the Restoration Society the people receiving the newspapers in each location. The shipping and distribution methods must be clear and precise. Find a foothold in Nanjing to establish a newspaper office, recruit some staff, and mainly handle typesetting and printing matters." Pang Yu paused for a moment, then added, "As for the transport matters in Nanjing, we cannot rely entirely on the Restoration Society. This periodical must be kept firmly in our own hands. There are boats traveling on the river year-round. The Nanjing docks have a huge flow of people. Passengers on boats have nothing to do; having a newspaper to read is a bargain. We can also sell it ourselves at the docks. If it's hard to sell at first, we can even give it away. Whenever we see a boat, we'll give them a copy. Right now, there is only one goal: to make a name for this periodical and capture the market first."

"I understand what Second Brother means." He Xianya looked up at Pang Yu. "Then the name of this periodical…"

"It will be called the Jiangnan Times. Before you leave for Nanjing, I will give you the layout and content for the first issue."

"Then I will first go to Tongcheng to bring my family to Anqing."

Pang Yu went over and patted him on the shoulder. "Perfect timing. Tomorrow I am leading troops to Tongcheng. On the way back, you won't even have to move your own luggage."

He Xianya looked up in surprise. Troops normally never left their garrison. Pang Yu suddenly transferring troops to Tongcheng — aside from the considerable expense, the local authorities would not welcome it either.

"What is Second Brother taking troops to Tongcheng for?"

Pang Yu said seriously, "This matter has been approved by both Pi Daren and Yang Erming. I need to drill the troops in march mobility, to see how fast this army of mine can move, and to familiarize the soldiers with the roads and terrain. Incidentally, it will also let the common people everywhere know that Anqing doesn't just have a yamen — it also has an Anqing Garrison Commander."