American Falls press. [volume] (American Falls, Idaho) 1907-1937, 1911-01-21

from men and women as TO the means by
which they recovered health as of ire
mendous value to those in search of it.
Our business has been conducted from the
very first day upon lines Of strict integ-
rity and we never yet have published a
false testimonial Of human experience.
Many of these letters covered numerous
sheets; some. if printed. would spread
over half a page of newspaper. If We
would attempt to print one such letter in
every one Of the thousands Of papers and
magazines we use, the cost for printing
TINT one letter would run into many thou
sands Of dollars.
We boil down these letters exactly as
n newspaper writer boils his n~ews,-stick-
ing sacredly to the important facts and
eliminating details about the family and
other unimportant matters. This work
OF boiling down. or editing, is done
honestly, and with a full knowledge of
our responsibility. but notice the art
Of the "twister" in the way he presents
to his readers this matter of testimonials.
Distortion No. q. This is a bad one.
Tt reads as follows: ''The only famous
physician whose name was signed to a
testimonial was produced in Court bv
Golfers and turned out to lie a poor old
brokendown homeopath. who is now work
ing in a printing establishment. He re-
ceived ten dollars $1,000 for writing his
testimonial"
We win WAGER ten thousand dollars
lSlO.000.C0l with any Investigator that we
have. subject TO inspection of any fair
committee, upwards of three hundred
$500 communications from phvsicians,
many Of them expressing the highest com
mendation Of our products. hut these win
f,,t pntrr ~ ..-,, L., t...o1 1900. A.. H.
publisher for his use.
Notice the statement in this charge:
Tho only famous physician whose name
was signed to Postum testimonial. etc"
The truth is. this Or. Underwood was
one Of a grcat many physicians who have
not only written commendatory words
about the value cf our foods, but every
now and then some physician writes an
article on coffee or on food. and sends it
TO us with n suggestion Of compensnticn
for his time and medical knowledge.
Previous to the time whom we employed
physicians in our own business, we &C.
IN article on coffee. always insisting that
the article be on honest expression of his
opinion and research.
The weekly" hunted M this physician.
and because he seemed TO lie noor, and
- ~ %lNS. NfONeldoWn. mad HIM
brought to Court to he exposed before a
Jury MS the "onlv physician that had ever
endorsed Crepe-Nrts" Int much to the
chagrin Of the "W~etlv." whom our attor-
news asked him If the article he wrote
about coffee was true he replied, yes
Statement No. 3 reads: "The heolth
officers Of Mich. Milne. Penn, New
Hmm. and ether states in their official
bulletins have for wears been den2uncing
as p~eposterous and fraudulent the claims
made by the Postum Cereal Company"
We 10 rot recall any criticism except
from Mich, Penn, Maine and S. Dakota.
The average reader might think that
the opinions expressed by the Stnte OH
Gals are ALWAYS correct. but that con-
elusion is not borne out by facts.
As en- Illustration: About thirteen wears
sgo the Dairy and Food Commission of
fer some personal reason printed
n severe criticism on us for making Pos
q Rarley according to his official
nc market price and selling too
hi~h. He WINS shown there was never n
rrein Of harley used in @stum. His re-
port wos f'lse ami misleading. The gov
ernor dismissed him.
We believe that most Of the state