The herald and news. [volume] (Newberry S.C.) 1903-1937, 1908-12-04

things. Our statistics Of the past
year showed that We had refused over
$4,000 worth of advertisements that
had actually appeared in other maga-
zines Of fair standing."
Suburban Life writes: 'We be-
lieve that this policy is, not only
from a moral standpoint, but also
from a business standpoint, advanta-
geous.
Not all the periodicals listed here
discriminate against "malt extracts. .
One magazine states explicitly that
while it rules against cigarettes
whiskey, beer, and patent medicines.
it "does not throw out a meritorious
food article because Of its malt basis, y
mentioning in this connection wide:
advertised "Best Tonic.' But the
ruling against ''malt extracts" is ex-
tending.
Speaking for two great papers, the
Curtis Publishing Company says:
"Neither the Ladies' Home Journal
nor The Saturday Evening Post car
ries any advertising Of Intoxicating
liquors in any FORM"
In letter thirty-seven words short,
the Frank A. Munsey Company an
nounces the policy controlling its six
magazines: "None of the Munsey
magazines. including The Munsey,
The Argosv, The All-Story, The
| Scr )-Book. The Railroad Mans Ma
sazine. and Ocean. accept advertise
ments of beers. wines. liquors, or
patent medicines.
Worthy of note is the announce
ment Of the Housewife. On ethical
grounds it takes its anti-liquor-adver-
! tising stand: "Realizing that we have
great responsibility and certain
positive duty to perform in "connec-
tion with our subscription list.">
Such letters. all in this strain, from
the forty PERIODICALS. listed, prove
conclusively that the majority Of high
class weeklies and monthlies in the
United States are now saying, "No
admittance' to advertisements Of in
toxicating Liquors, even when these
seek to buy their way into advertis-
Ing sections. Several points in these
letters Of reply deserve special COM
ment.
The number Of magazines refusing
liquor advertising. This list is not
complete; it claims only to be typi-
cal. Yet if forty out Of sixty (about
sixty-seven percent) Of these repres-
entative magazines bar liquor adver-
tising, it is safe to conclude that the
same standard is followed by ma
jority Of all reputable magazines.
!! Therefore. no one now, in selecting
lis list Of periodicals for subscription,
f::"2,s himself shut up to a choice be-
'ween magazines full Of liquor adver-
tising, or no magazines at all. In the
nearly sixtv-seven per cent Of "dry"
magazines he has a wide field for Sc
lection. He may present to each
member Of his family, no matter what
the age. s. OF variety Of taste maga-
. Il that refuse to 'Elend themselves
as the n>":ii';:'n to introduce into the
family habits other than gooa.'
! The high character Of the "dry"
magazines. No charge of inferiority
can be brought against them. A class
represented by such papers as COM
prise the published list may just claim
to offer everything that stands for
excellence.
It is worth noting, too, that the
"dry' policy prevails in magazines
predominated by masculine interests
and masculine affairs. The Saturday
Evening Post, Golfers, Everybody's,
The American Magazine, Success, and
others like them, deal largely with
mems affairs and mems interests. Yet
alcoholic advertising is as rigidly ex-
cluded from their columns, as from
the columns of The Ladies' Home
Journal, the Housewife, or the Wo-
mans Home Companion.
In this list Of forty, the names of
some old favorites fail to appear. An
examination of their advertising Sec
tions will probably tell the reason
why. The minority report, the report
of the twenty not named-reveals
that some of our oldest friends among
periodical publications still admit IL
ouor advertisements. It is suggested
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