The true history of fake news

By Tom Standage

Giant man-bats that spent their days collecting fruit and holding animated conversations; goat-like creatures with blue skin; a temple made of polished sapphire. These were the astonishing sights witnessed by John Herschel, an eminent British astronomer, when, in 1835, he pointed a powerful telescope “of vast dimensions” towards the Moon from an observatory in South Africa. Or that, at least, was what readers of the New York Sun were told in a series of newspaper reports.

This caused a sensation. People flocked to buy each day’s edition of the Sun. The paper’s circulation shot up from 8,000 to over 19,000 copies, overtaking the Times of London to become the world’s bestselling daily newspaper. There was just one small hitch. The fantastical reports had in fact been concocted by Richard Adams Locke, the Sun’s editor. Herschel was conducting genuine astronomical observations in South Africa. But Locke knew it would take months for his deception to be revealed, because the only means of communication with the Cape was by letter. The whole thing was a giant hoax – or, as we would say today, “fake news”. This classic of the genre illuminates the pros and cons of fake news as a commercial strategy – and helps explain why it has re-emerged in the internet era.