New-York daily tribune., 1864-04-09
NEwsPAPER ADVERTISING.

Strictly legitimate commercial advertising is
the announcement of an article of merchandise
for sale. formation or dissolution of co-partner-
ship, the sailing day of vessel, &c. Adyertis-
ing assumes different character, when, to the
simple announcements, are added arguments or
inducements to purchase. This mode OF adyer-
tising is extensively adopted by manufacturers
shopkeepers, and others; and newspapers are
found to be the cheapest and most convenient
medium through which they can thus introduce
their wares to the public. Various methods are
resorted to by advertisers to arrest the attention
of newspaper readers-some using few words
and much space; some cOndensing and employ
ing as little space as possible; Some adopting
rhyme. and some romance. But, however abb
surd such methods may appear to be, or really
are, they are matters which do not necessarily
concern the publisher Of the paper. The adyer-
tiser himself is the only person who is really in-
terested in the form of his advertisement, and
he alone is responsible for its good or bad TASTE
But when advertisers seek to make newspa-
pcrs the medium Of giving publicity to offensive
or mischoyous nOstrums, indecent books, SWIM
ding gift enterprises, other lotteries, no mat
ter how alroitly the rascaties or indecencies
are concealed, the patrons of the paper and the
public, are deeply concerned, and the proprie-
tors may properly he held responsible as parti-
reps oriminis in the oilense, provided they are
cognizant of the real purpose of the advertise
ment
THE TRIBUNE has refused within the last
month advertising of this kind to the amount
of many hundreds Of dollars; and yet, not
withstanding vigilant supervision, we have
failed to draw the line as sharply as We
intend to do in future Hereafter, what
ever seems to us indecent, or merely i'm
proper, or dishonest, we shall refuse to pub
lish without hesitation. In thus rejecting this
kind of patronage, urged upon us as it Is every
day, to an amount which would average from
$500 to $500 per week, we neither wish to
make The TRIBUNE censor for the press nor To
dictate to advertisers the mode in which they
shall DO business; but we assert the right To re-
fuse whatever seems TO us offensive or indecent,
as well as all that we know to be fraudulent or
illegal. On the other hand, we wish 1t To be
distinctly understood that we are not to be held
responsible for all that may appear in our adyer-
Using columns. Moncy-making schemes, com
mercal enterprises, joint-stock or otherwise,
may be presented TO the public, of the character
of which we know nothing, have no means of
knowing and do not pretend to judge. Who
ever gives heed TO such advertisements must
make his own Investigations and act on his own
Judgment, taking nothing for granted because
be- finds these business notices in this journal.
We simply mean to make decent newspaper
if We can-onc that can never give rise to trou-
besome questions among our own children at
our own breaklast-table one in which illusions
will be sought for in vain TO subjects which
among decent people are never topic of con-
vcrsation. If we succeed in pleasing ourselves
on this point, we shall probably please the peo-
ple who read The TRIBUNE.