The Pacific commercial advertiser. [volume] (Honolulu, Hawaiian Islands) 1885-1921, 1900-03-23
SHELDON At
HIS DESK
Advent of a Christian
Daily Paper.
REMARKABLE INNOVATIONS
Not Much News in the Paper and
the Advertisements Carefully
ESpurgated.

TOPEKA (Kas). March 9-As the
time approaches for Rev. Charles NJ.
Sheldon to begin editing the Topeka
Capital as he believes Jesus would,
there is evidence In abundance that the
experiment is being watched with in
terest by the entire civilized world.
Subscriptions have been received from
nearly every country Of the globe. The
edition will be reproduced In England.
New York, Chicago and Kansas City.
II will be translated into several Ian
guages aud significant portions OF II
republished in foreign countries. To-
night the subscription list of the Shell
don edition nearly reached 100000.
According to his arrangement with
the Capital, Rev. Sheldon not only has
the right to blue pencil all news and
editorials. but all advertisements as
we'll, and the way he has been killing
ads during the past week is a caution.
He has set apart ten columns for local
adyC rtisers and ten columns for foreign
duNtIlAStIs- ilt - tAN oeaN SNN6N -
wnat sort of advertising st1ff shall be
printed. Every advertising cont act
Tor the She don week contains pro-
yislonal clause; the 'ad' must pass
muster with Sheldon.
| During the past two weeks Sheldon
has devoted cons adorable time in pass
ing upon the character or advertising
ma ter tor publication in the Christian
Idally. He has turned down much more
than he has o. nd. Not a single
patent medicine lad" Will appear dur
ing the week. Some patent medicines
have good qualities, SneIdon admits
but he SAYS so many are frauds that he
mas not the time 10 pick out the good
iron the bad. and in order TO be on th'
safe side will cut them AL out.
Electric-belt and magnetic healine
ads have shared the same late. Neithel
win he permit any suggestive cut TO D'
lrun with ads. He turned down corse
company's ad because he believes thal
tight lacing Is injurious TO the heAlti
and that women should not wear cor
sets. and also for the further reason
that a picture OF a woman hitting on
corset in an advertisement Is not onl!
coarse. but suggestive. tie also blue
lpenciled an ad for the Keeley institute
He has no faith in the keeley liquo
cure. he is one Of those who stu elm
to the idea that the whisky habit
not a disease. and therefore does no
demand medical treatment. He Is
moral suasionist.
b Nearly every .ead.ng magazine IN IN
r country has sent advertising copy {
run sheldon week, but Sheldon ha
checked the most Of them on the ad
missible list. He viii not advertise
b magazine that contains viii. ky advei
! Itisements or advertisements containin
suggestive cuts. He has hurriedl
! scrutinizrd each magazine that has az
o nIied for space and cut out all thos
which do not come up 20 the standar
required by him. He has also refuse
Ito insert advertisements from kansa
l CITY retail houses. because. he s7ys, IN
, Kansas CITY houses compete with I'
peka merchants. and IL r. the duty OF
, newspaper TO stand by its home me-
5 chants.
I sTwenty-dollar suits going Il
g sl3. 9s" ads will be conspicuous by the
: absence. Sheldon says these ads al
{ faIsehoods on their face, and he vi
p not tolerate them The women's pas
q OF the Capital in the Sunday editlo
e will contain no cuts OF fashionab
e society women In decollete costume
: nor will there be any illustrations
a "the latest in hosiery or garters.'
e Sheldon will not get penny Tor
: services during the week. That vi
:. one OF the conditions precedent 70 h
II going into the scheme. but so per cei
a OF the profits. under the contract. hoV
d ever. Is 10 be turned over 70 charity.
. The First Issue.
II TOPEKA. Kans., March TT
main purpose Of the paper will be
> influence its readers 70 seek first q
d kingdom OF God"
p The Rev. Charles NJ. Sheldon, vi
2 today assumed editorial and bus'ne
? control Of the Daily Capital. which
"a will retain one week. will make this
D. Inouncement in his editorial leader. on
D. lining HIS policy tomorrow mornin
m The Capital. during this time. viii be
al newspaper" the word 'news' bel
TO defined BY Mr.. Sheldon as anything
1.-The wav OF current events that the pu
lie ought 70 know for its moral a.