The Providence news. (Providence [R.I.]) 1891-1906, 1895-06-11
NORTHUMBERLAND.

lDc hlltllllO 4hNhiNdA o~NS
after its brothers in the profession who
get free advertising in the newspapers.
Outside the medical profession we
laymen have often smiled to ourselves
at the little tricks Of those medicos who
protest with loud voice against their
brother the doctor who uses newspa-
per space in which to advertise
his art. According to the written or
unwritten code of ethics OF the profess
sion, it is unprofessional fer doctor to
advertise as ordinary tradesfolk adver-
tise. We believe the same rule is APP
piled in measure in the legal profes-
sion, although the insertion of a simple
"card" of the attorney at law
is not considered a viola
ton of whatever code may ex-
ist. Dentists and specialists of one
kind and another advertise, although we
believe that the medical code aims to
include them, and few, who choose to
ally themselves more intimately than
their fellows with the medical profes-
sion, refrain from the "hateful practice"
of advertising.
Aud yet we never heard of any OF our
good friends, the doctors. objecting to
little free advertising in connection with
the story of some readable operation or
critical case that they pulled through.
and, indeed, we have known some very
estimable doctors who occasionally
write little paragraphs for the press, re-
lating some good bit of news and adding
thereto that DIR. So-and-So attended, or
sewed SO many stitches in the wound,
or applied the usual remedies, or ex-
pressed the opinion that the case was
or was not serious, or probed for the
bullet, or something of that sort The
reporter is usually grateful for the news
and never makes objection to mentioning
the doctor who chances to figure as
prominent feature Of interest in it.
And it is these doctors that our con-
temporary. The Medical Weekly. gets
after with very sharp stick, not to say
a club. In one issue Of newspaper 1t
finds mention of worthy practitioners
that fill it with horror and move it to
remark that the encomiums printed
"show how closely allied they
are to quack announcements." 1t
calls attention to this nnocent-looking
free advertising as ''fagrant violation
of the code of ethics in the use of news
paper Advertising" and calls bait in
this heinous scheming, whereby the
writers are praised and the skill ex-
tolled "of the few medical men who
have the requisite pull 10 obtain this
publicity, while their confreres Of equal
ability languish in obscurity."
While we don't see, why, in this ad-
vertising age, the doctors shouldn't seek
to reap the advantage Of profitable
methods of advertising, we are glad, the
medical code of ethics being opposed tc
this admirable method Of procuring
reputation and business, that
journal of tho medical pro-
fession undertakes to expose the
underhand practices that get around the
code while not directly violating it. We
have pleasure in commenting The
Atlantic Medical Weekly for its position
in the matter and trust its efforts to
maintain the code, strictly as well as
literally, may be crowned with success.
AS it well observes, comment is need
less, but it is evident there is rottenness
elsewhere than in Denmark" You may,
indeed, bet your bottom dollar on that,
esteemed contemporary
And some day, perhaps. we may look foi
an abandonment of the code that is al
ready played with with appalling speed
and looseness. Folk advertise today who
never advertised before, and those who
have always advertised now use whole
columns where before only few
squares were availed Of. We
have already indicated the entrance
| of dentists, specialists, and the lega
fraternity into the fallow advertising
field, although much of this is done eau
tiously and conservatively, and evidently
with a code OF ethics, like Damoclesar
sword always before the eyes and ovel
the neck. Newspaper advertising is no
of itself an evil thing. 1t con
teammates nobody who INDUCES il
it. is, after all. only larger way o
the word Of mouth method. Printer
ink has replaced the town crier; that
all. Any merchant will tell you that h,
thinks the most of the advertising tina
pleased customer affords who goes ant
reports TO q friend that his house sell
goods cheaper than the same goods cal
be purchased elsewhere and he only use
newspaper space TO accomplish NOR
quickly, and spread more widely, Tin
information that is passed around b.
word of mouth. If Mrs. A. is cured o
a dire case of fever, or Mr.. b, has hi
| broken arm set i'm an eNDeditiou