The Memphis appeal. [volume] (Memphis, Tenn.) 1886-1890, 1888-08-19
DANA'S MAXIMS.
Advertisements as News Matter.
Tho Opinions of the Editors of Lead
Ing Newspapers.
General Sentiment Against Advor-
tisemonts in a News Guise.
False Pretonso Ia Fatal TO Both Ad-
vertiser and Paper.
Compilation OF Authoritative Opinions
OF Great valuo aud Inter.
est to All Patrons OF
Newspapers.

AZ the recent meeting of the Wisconsin
Editorial association. Mr. Charles \. Dana.
the editor Of the New York Sp delivered
an address ON Journalism, which has at.
tmctcd the critical consideration Of news.
paper men generally and has won Tor Mr.
Dana no end Of appreciation. In the course
Of his address, Mr. Dana submitted the fol.
lowing rules for the conduct Of newspaper
us the fruit OF his experience,
pNNNs uANtMS.
I, Get the news and all the news aud nothing but
| thcncws
?. Copy nothing from another publication with.
| out complete credit
o. Never priut interview without the kuoul
edge aud consent of the PARTY Interviewed
Mover print paid Advertisement us urws mat
| ter let every advertisement appear us au ad,ct
usrmcni no sailing under false culur
.. Never attack the weak or the d,icnorlc,s.
either by argument by inycclivc or by udi,uc.
unless there Is some absolute public necessity ior 30
doing
G., Fight for your opinions. hut don't believe they
contain the whole truth ur the only truth.
e. support your Part, Il you have one. but DO
not thuk nl the good men nrc Ia u aud an the bad
ones outside Ut A.
r. Ahoyc ALL know aud believe that humanity IL
advancing nnd that thcrc Is progress Iu human lite
aud human affairs. AMI that o. sup ns Cod lives
the iutuV will be- gUatcr aud better than the
present ur the past
The New York H,rdH has devoted special
attention to the fourth maxim and has
solicited the views of the editors ui the lead.
ing papers OF America on the subject II
has discovered almost entire uunnimity of
Endorsement uf Mr. nnnas position. Iuu
| Arrr,I gives herewith the views ui many uf
them, and does rn In order that the alycr.
tscrs NJ Memphis may give them earnest
consideration.
| oriNioNa
| iInnro White. NJ the Sew York Fnrnl Pot
The pusi would newer admit tn W news columns
| paid udNvrtisvm,ut hs nyws matter u newer has
| dnnc 49, and v never Will Moreover u hns umy
| aud aEalu criticised other newspapers tut doing
that sgti ui lining ani u cosli not Nyry veil anurd
| " Nuluiy iisli un That question now
| usNaid Auyuiuuvt, ui the Ncw Notk grnis
| Le'uHu Paid advertisements published us news
atv stmpl, itaud sud deception urariircd uuUr
The patrons ui the thvJt lu which thcy uppU1r Al
| vrftisrmCuts might properly appear iu The new
| columns ~ q nuwspsrcf ~ advertisements, pu,
and staple, printed iu tu,h va that even che
mosi iucNprfirnntd ~ superficial reader could NOT
mistake thcif character"
Elpin Fleming, II the nuntlo Cdrriar "Thc
| principle IH sound. Hul some time u viii probably
| prevail in The newspaper world"
| A tinlfbui. uf the Washington Pot The NJ
| Nrfiisvmvuts ui y newspaper should De- 30 dispnNul
that %, r' lcr may Know Hta rIHuyr that hs b. hg
iur solicited hF The hfm uf iuivf,st 90 De- benefited
by his patronage uf fuIUnu, aud uy fhBt only Ihp
| news columns ui paper thuull hy t,s,f,vl iuf
| thvif legitimate nee alone
| k,fliu e. murray. editor NJ the Norfolk VA
| fHHduHTt The news al,rtilsrmrut BE- irlusluu
| AMI suHtr. Il should D. discarded Advertise
| mruts Should lvaf Distinguishes marx. The
genuine colin Of news should never b. counter
clinton 4 snowdcn Of the Chicago Tins, 1--WE
never punt ANYTHING o. nons matter thai is not
leEiiimai'ly such THIS oluns 4 adopted In ori,f
a. protect our rga'lcf, who want to tuuw What b.
news aud what not aud 4 the only safe Que 10 pur
| sue
Iloratlo W Seymour ~ tho Chicago H,ran Tho
| Hfrtd pHinis nothing o. news matter that II not
| such. h.adinr MATER ad,cuisenenu ar put in
difrwut iyp- aud the typr II the head lnyt b. a1o
din,fyui from that Pot over news iicms thIs -
| iof the protection ~ The f"aicJ Who should have
SINE means u knowing What be- IL getting Zoe bic
| money"
v,aiot y lawson. Of the Cblraro Noa. an
| nuuuuui cnUhstiUllly that uu trading mHitrt ~
| ~ aivynlsiug natuw was allowed 10 the columns
marked
3 n Inerncs oi the Kansas Ciiy Jauraai
| while MANY IHtFn violate The Idea ui Ne naua
there ran uuIf bel one tiir ~ the question. trrit
| innate advertisements ate the unly uu,s that should
apl,sl No. l'l, H. s',l voc ',, n M
| thD psIor aud the advertiser"
IatcveIl lhilllT'. ~ the flushufg Dig.tiSi
y am opposed 10 disguised 'nlf ~ o. ih''g Whirl
| nsws h,IIrty that IN even rsse ahCfy ru1iun
| iss ulrht tbr ~ should b. plainly marked This
| b. ihius In aororiannc with NJ hnuas idcas
Iuslph Utuuuuf editor IN shi'i ~ the HnHhrs
| trf If fIp.uf ~ am ugiins false ptUi'uog in
| ANYTHING aud therefore sFsiu,t iaiso pf,tcnrr In
journalism aud even against ialsc pf,tcnoc 10 ~
| yuttIsluF'
| col IolE iohn,on. oi me Louisville CoWl1
| Journal "thrW should ~ be- gvou nrWsUapeta
| plarU iuf everything Hnd rNrNillnE should D.
| kptt iu iis place. advertisements Included
| Nt oliver Cromwell NJ the iuuIs,llic rJn.
mur.H saiI Advertising. : thIus. should IN
| spmt way o. clearly marked hs such itis iuc ~
| the frairf that hg should know whether The facts
| have ilssu rulUfrd iuf monvy
~ Gilsnn. NJ tho baltimore Nufs NJ psnat
| maNiiHs ufy tmlurnily tuund Hui " generally
rauItd uut would Sl'N atu the puts IN public rstl
| nation I 10 not believe iu thU iusrfiiuu oi patti
si,rulssmsns a. ueNt matter aud mini hgw
| ought a. D. general agreement ~ abandon III
such irregular bushes mvthu'i,'
col pspp 81 the Boston Jos,sli = would scll
| my tfaUr VI rari rates. ~ upln'nns sui iuiuru
| msuts money " friendship oirli not buy"
John " HOLMES. II me loitnn Hoad ~ ~
hs advertising j. concerned bold That nothing
| should aprcnt ln % hsw. tnlumw ri pah ~
uue,s its married a. such, 10 that the reader will
| undrutaui a.
Paitlrs wslsh Of the Augusta tGaD Chf1aid.
o1utldCfs news aiysnisrmgnt, aud any srll.ug ui
editorial columns o. outside u legitimate journal
ism.
William " Moore n the Augusta tGaD Nr,u
believe only iu taif business advertising aud huu
L ff1AmFfIrHu journalism. I've lnIAH Win hitiaNnf
/ uu iufsirfu CuffnafhmguN upon De- true aud tlah
umisd iiCIs " the legitimate nrwsraIef
| n u Iipny. ~ the Jackson tMissl Clarion
| fsiJ0 anil The public pflutf ui Mississippi y
/ have rad tHr manimf, published then aud hrun.
| i'll iniufsa them. I thint they arr sound 10 ne
f4fs aud the cuffeot hnsit Zoe successful urWtpa
| ~ tupsrif1ttufc. The urufpatFf world IL e..
| isfiaiiy indebted 10 NJ bans iuf his fourth mas
| In iNotef tp ptlnta pald advertisement HH utas
mattst ! have risidly aihrpd a. thai rule dur
iuF q ugwtpapsf experience ~ seventeen traIs
F0f whIls had Efvai trouble win advertisers,
bnt have done nov Al patrons ~ ihe CLARION
IsdJff understand that thgY cannot have faii
| notices inserted among pure reading matter ut any
| prize 10 shur that ~ pfafiiru What W. pita.h
IN this ONE. Ssh that sou ctbminc Any issuy ~
ILs pApef found IN ~ hlcl. lrligc La1s u1Ui,
| tIriAiy aihsfgd 10 the rules frgulrur ndtrfiisyn
10 oTrupy tls fan 81 The paper ssl nsliU for alNy
tIsluE purposes thsn auy Publisher DO Wlt
. ststs On this question itiAhd with llHlsrHi
Iauufti ani Dams ] have never published uuis1r
Inc frFuIaf advertising columns black ne
, notice nc inserted an advertisement 90 The mnfru
ot ttr tap,ft atths bead OF bottom ~ q Iugr. sod
d t1u may add I never will iof love 90 MONEY
. t-IIsfs sntsnisen should bs made "a Understand
. tbsttHry cannot take entire couitol Of the nrus
| f4fIf business, that every ESTABLISHMENT should
spisaf e. 40 advertisement aud ~ H. pupcf place
4 I1 fHT 81 ofilsing columns tonis 81 NY fishi,
' ~, lam yfsnky ou this subject bul. W u a. u
! nai I make 30 exception about adtefthins
MAJ L Martin, Of the Jackson ksw hlt,isig
fIfa sali i bcllsye that nana IL Tight yet
.f.ia fA NEARLY all aaalutl hls