The herald and news. [volume] (Newberry S.C.) 1903-1937, 1908-12-04
WHITE RIBBON ECHOES
How the Popular Magazines Are
:'Going Dry" by Zllah
Foster Stevens.
: x ! i \ x * X X y * = j:

All-Story, Mcclure S Magazine
American Boy, Modern Priscilla,
American Magazine, Munsey's Maga-
zine, Arena, New Idea Woman's Ma
gazine, Argosy, New England Maya
zine, Century, Ocean, Circle, Outlook,
Golfers, Railroad Mans Magazine,
Country Life in America, Current
Literature, Review of Reviews, De-
lineator, Saturday Evening Post, De-
signer, Scrap-Book, Everybody s
Magazine, St. Nicholas, Garden Maga-
zine, Suburban Life, Good House
keeping, Success Magazine, House
keeper, Uncle Remus's Magazine,
Housewife, Woman's Home Compan-
ion. ladies' Home Journal, Woman's
Magazine, Ladies World, World To-
day, Literary Digest, Youths Com
panion, Living Age.
I'VE do not publish any adVertss-
ing matter pertaining to intoxicating
LIQUORS. This publication will not
lend itself as the medium to introduce
into the family circle habits other
than good"
This announcement from the editor
Of a popular monthly magazine is full
Of significance, for it represents the
attitude, not Of a single magazine,
but Of Larger proportion Of the lead
inc secular weekly and monthly peri
odicals in the United States. 1t Is
fact not fully appreciated that, so far
as their advertising sections are con-
cerned, our great magazines are rap
idly "going dry" A list was COM
piled comprising sixty Of the more
prominent secular family magazines.
Strictly agricultural and other class
papers, whether trade or religious
publications, were not considered, 1t
being the purpose to limit this IN
ouirv to the secular weekly or month
" of general interest. Each editor or
publisher was requested to state the
advertising policy Of his publication,
and was definitely asked whether his
periodical accepted or refused adver-
tisements Of Intoxicating liquors.
"And in the term intoxicating Ii
quors,' ran the inquiry, awe include
beer and other malt liquors used as
drinks.'' Replies were prompt and
cordial. They proved that the typical
magazine Of the United States, only
did not "lend itself as the medium
to introduce habits other than good,
but it goes farther, so far as liquor
advertising is concerned, it will not
sell itself as such "medium. We
ought to estimate at its full value this
fact. that in majority Of our best
magazines money cannot buy adver-
tising space for Intoxicating liquors,
beer included. Character, not cash, Is
the first requisite for admission into
these advertising sections. Of the
si=-tv editors to whom the inquiry ""S
sent, forty, or sixty-six and two-thlrd>
per cent, put themselves on record
as absolutely excluding liquor adver-
tisements. The list Of these is as
given at the head Of this article.
Extracts from the letters received
in reply are interesting and signifi-
cant, as showing the extent to which
discrimination is exercised. Every
body's Magazine writes: "Every-,
body's eliminates from it's advertising
columns advertising of whiskies, beers,
ales, patent medicines, cigarettes, and
financial investments which are open
to question. During the year 1906
we declined over 100000 worth Of
objectionable advertising rendered
Us. We are actuated by principle.
We do not desire to promote the >ale
Of intoxicating liquors or Of clgaret-
tes. We turned down $20,900 worth
of cigarette advertising in one year. ="
Another magazine, speaks for itself:
"The Literary Digest declines to ae-
cept advertisements of whiskey, malt
beverages. malt extracts, bitters. AID
all other Intoxicating liquors o. com
pounds: also cigarettes, &c. Adver-
tising space to the extent Of $225.oOo
per year we regularly sacrifice IN
furtheranee Of this policy
The Living Age Writes: "No Mon
ey could buy the insertion Of liquor
advertising in The Living Age. We
would suspend publication first.'
The Century Company gives utter
an@e t. this unreSewed declarat'9n:
"The Century Magazine is a "total
abstainer' so far as its advertising