Custer County Republican. (Broken Bow, Neb.) 1882-1921, 1907-06-20
ARE CLOSELY ALLIED
ADVERTISING AND JOURNALISM"
SUBJECT OF INTEREST
ING LECTURE.
Delivered by Robert E. lreton in New
York-How Effective Advertis-
ing Should Be
Written.

Robert Emmett Ireton, associate
editor of the Wall Street Journal lee
tured last week on Journalism and
Advertising" before the class in adj
vertising of the Y. M. G. A. Twenty
third street branch.
advertising and journalism" said
Mr.. Ireton, "are closely allied, and the
advertisement writer is entitled to
share in the recognition and dignity
that are accorded his editorial breth-
rem. Journalism could not exist with
out advertising. The prosperity OF
every great paper is measured by the
amount of advertising it carries.
Subscription and street and news
agents sales may pay for the ink,
paper and cost of distribution, but to
the advertising returns must the pub
Usher look for practically every other
expense, and for his profits likewise.
If this important truth does not close
ly identify the advertisement writer
with the news-gathering and news
distributing profession, then, indeed,
'twere idle to argue further. But the
question is not an open one.
Testimony of the highest is at
iland to establish this connection, and
recently at a banquet in the Hotel
Waldorf, the hope was expressed by
one of the speakers that the time
would come when on every newspaper
there would be established an editor
OF Advertising This same speaker
claimed, and very logically, too, that
advertising was the basis of journal
ism. In this he was undoubtedly cor
rect. Another writer, who is reputed
to be in receipt of the largest salary
ever paid an editor, admitted that he
frequently derived inspiration for his
editorials from newspaper advertise
ments.
Forty years ago newspapers were
insignificant mediums, reeking with
politics and personalities, badly writ
ten, poorly edited, and carelessly,
when not slovenly, printed. To-day,
they are permeated with the Spirit of
News, and, in the vast majority of
cases, are intelligent, instructive and
accurate recorders of the worlds
events. The men who edit them real
ize their duty to the public and meas
urably discharge it. They also real
ize their duty to the publishers and,
like good business men, endeavor to
make their papers pay, They try to
give the reader by honest open meth
DDS a good and attractive paper, the
product of brains, energy, persever'
ance, human sympathy, art, trained
judgment and special knowledge.
More than anything else they strive
for truth, accuracy and fairness.
This transition imposes on the adj
vertisement writer a high degree OF
responsibility. The news and adver
tisement columns should be compile
mentary. One should be as free from
objection as the other and on the
shoulders of the advertisement writer
falls this burden.
He should aim to write the truth
and only the truth in his advertising
copy.
HE should avoid exaggeration, mis-
representation and deception,
HE should not run to extremes IL
his writing, nor incline to sensational
display. The best results are achieved
by moderation. and once the public
is deceived or offended the possibilit!
OF regaining its favor is small in
deed.
He should look upon his calling a
an educational force to teach the pub
he economy. frugality and business
principles. To tell them what to buy