St. Johnsbury Caledonian. [volume] (St. Johnsbury, Vt.) 1867-1919, 1881-01-07
Reform in Advertising.


From the Northampton Gazette
The announcement 10y the Gazette,
of its purpose to exclude all ill-lOoking
advertising cuts and other unsightly
contrivances for making advertisements
extraordinarily conspicuous, has met
with hearty response. Some of our
subscribers have expressed their thanks
for the decision. Some of our friends
of the press have also responded with
loud amens, and several have an
nounced their purpose to adopt the
same course. If a considerable number
of the best papers would come to the
same decision, the evil complained of
would speedily receive its death blow
Let the good work go on. The reform
is sure to triumph, and no one will be
hurt. The Paper World, published at
HOlyOke, copies what the Gazette said,
ana remarks us follows =
"The above is right to the point
Newspapers and periodicals are fIe-
quently crowded with tlaring, glaring,
and painfully ugly and awkward ad-
vertisements and advertising cuts which
put them on the level of Il circus poster.
Publishers groan inwardly and smile
outwardly, and meekly allow them
selves to be browbeaten into complete
subsection by advertisers who show
themselves utterly devoid Of good
Judgment and taste concerning the
manner in which their truck of various
kinds shall be represented in public
print. This class of advertisers are
unable to get it through their heads
that it is as much for .heir own person.
nj mt it =. 20 h. 4
terest of publishers, that all advertise
ments be neatly and tastefuly set forth
so that the eyes of readers shall be ir-
resistibly attracted 10y the display, and
not at once repelled, as they unques-
tionably are by the kind of advertise
ments we condemn. Shrewd readers
| also conclude that the business which
employs clap-trap methods of calling
attention to itself is not first class. and
they are right. An A No. reputable
business is always advertised in Il be-
coming and reputable manner. Pub
fishers have delayed decided action in
this matter far too long. Let them as
a body act at once firmly and sharply
in the right direction, and the evil will
be killed almost Immediately, without
the ultimate loss of any advertising
patronage which is really worth retain
ing
The Hudson, II. Y. Daily Register
copies what both the Gazette aud the
Paper World said, and backs it up as
follows =
"We fully indorse all our cotempora-
ries say above, and hail with JOY Il
movement to abolish the hideOus class
of advertising referred to. 1t has be
come nuisance to newspaper publish
| ers and newspaper readers, and is in
! crcasing to such au extent that unless
speedy action is taken by publishers to
check it, there will be hardly deceut
looking newspaper in America. 1t
sacrifices good taste, good judgment,
and, III many cases, common decency.
We have long contemplated excluding
| this unsightly style of advertising from
our columns, and shall do so on the first
| of January next, after which date no
contracts of that kind will be received.
JudiciOus advertisers will have the good
sense to readily see that their an
nouncements can he displayed in good
taste and clean print far more attract
i've and fully as conspicuous, as the bar
JULIUS anu ItpuiSlNO ClItIdCiCIS anu
illustrations they have fallen into the
foolish habit ofusing. Let all respectable
newspapers join in this needed reform,
and it will not be many months before
this ''hideOusness in advertising" will
be left wholly to the patent outsides
and obscure bantlings of the cross
roads, where it originated"
Springfield Republican The North
ampton Gazette does sensible thing
in excluding from its advertising col
umns hereafter the ugly cuts and black
lines demanded by some advertisers,
and which so completely destroy the
typographical attraetiveness of news
paper. This is "A step that was taken
by The Republican many years ago. and
one which all publishers who have any
regard for the comfort of their readers
would be glad to take if they had the
courage.