The Detroit times., 1911-08-01

, be but one answer Ii newspapers and
advertisers have the correct vision OF
mutuality
THAT answer. whether a relate 10
the quantity Of ciFoutatton=nr-the
quality OF the copy must be. the truth.
The publisher who sells anything IL 80
than the truth TO the buyer OF circula-
ton. sells his honor In the barsain
but the truth Into the newspaper space
he contracts for barters away his good
name and the publishers, too.
The trustful reader pays. but Peter
The advertiser ls for truth nightly
part OF the time. lie makes the pub
Usher swear on the Book when he de-
olares his circulation.
The newspapers have no association
TO insist upon guaranteed copy. They
send forth no representatives TO verify
statements. They demand no afnda-
Wits. Where Ignorance Is biz. tbs folly
The American newspapers no longer
regard II as editorial cleverness 10 ex-
pioIt a lot OF things that are not ,.
They do not fall back upon the
II cannot say how the truth may be.
II tell -the- tahle-as-,tMere- told 10
me-"
Accuracy Is the subscription depart
ment's best adding machine.
But with the growth OF newsgather-
ing efficiency and the evidence or
ethical emphasis upon every side. the
advertising columns of too many news
papers disclose the truth as more or a
stranger than nction.
That publisher must be like a man
riding backwards In q Detrsit automo.
bile and never seeing thing until
he has passed IL. who does not look
upon commercial honesty as quite AZ
thoroughly up to the minute as an
auto plate machine.
believe this ~ the place and the
time TO come with plea for an ethical
test OF advertising. Splendidfy your
years to give to the advertising craft
the dignity and tone or a profession.
IL you are TO become a profession, you
must here and now formulate a code.
That code need spell but one word.
truth. and all other worthy things shall
be added unto you. :.
II IL hitting place TO thus exait
your calling. Truth took entire charge
was no bcnzoate OF buncombe In the
copy from Concord and Lexington.
from Bunker Hill and the Boston Tea
Party.
was sincere; the series OF patriotic ad-
yertisements pulled" tremendously
all around the world and are "produc-
ing" TO this hour.
aspire to truth not only for truths
sake. but because something OF the
soul of the artist and poet should be
I'm his work. The advertiser is really
the literary exponent Of an sse OF
fables OF Galland and Grimm are being
outdone In the astonishing achieves
ments OF the business world.
So the advertiser must be true to his
task--as true as the historians. dram
atists and poets who have embalmed
the very mood and temper OF their
times IN imperishable literature.
What the drama OF Shakespeare was
sethan age; the lays OF Macauley to
the clash OF Roman arms. the epic and
allegory to the early upward struggles
Of faith. the advertisement Is to the
material marvels of this commercial
be impressive IL should be true.
The epochs are Identified by docu-
mentary remains, also. Here Is tab
let with cuniform inscriptions--a mes
sage from ancient Assyria.
shsssshs aa:ssS |. oi. n the Middle Kingdom
Here IL q stone pipe with elongated
stem--a copper-colored Carnegie of
the colonial age won peace prize
handed out on arbitration.
We fancy the arcnaeologist Of anoth-
er epoch scrutinizing Ebert Hubbard's
essay on man Ufully insured) or Arthur
Brisbape's dissertation on rubber heels
or William Frceman's rhapsody on the
sayory eScellcnce OF the Rector cuisine.
and. declaring with a joyful antiquar-
Ian squeak, Aha, something from the
Columbian era-it must be. nay II Is,
IL this convention IL to be OF the ma
tura OF an aviation meet for truth
crushed TO earth. II is important that
you establish the ingredients Of adver-
pend the munihcent sum OF $1,000 q
year to secure the services Of an emil
nent pharmacologist
But beg OF you not TO leave II to a
committee on personnel II you desire
dependable guidance
truth" said iesting Plate. and would
not stay for an answer"
II REQUIRES no mudslinging at
oozy bed OF the river wye to give
Bacon the credit for this
And the great essayist proceeds to
furnish ar answer:
who practice II not that clear and
round dealing is tho honor Of mans
nature; and that mixture OF falsehood
Is like the alloy In coin OF gold and sill
the better, but II embaseth II. There
IL no vice that doth -eeyeF- q man as
to be found false and perndious."
VIII you accept Bacon's answer to
jestine PilateY Or do you think there
can bs reasonable and an unreason-
able restraint OF truth--with six
months notice TO correct the latter7
IL the truth, the whole truth and
nothing but the truth 10 too drastic
that you have and give the poor In
order to gain eternal life--this Ia rhe
time TO establish a twilight zone be-
tween the day Of truth and the night
OF falsehood
But be brave and be expiicit- breth-
rem IL you cannot stand the daylight
come out courageously for twilight.
Shall the cut-on rule or the curtailed
adv continue to mark the passing OF
day Into the gloaminga
Or shall we adopt the cut-out rule
and print nothing that we shrink from
assuming full responsibilities. for7
Would we say by word of mouth to
per's daily visits. Allow us 20 present
our highly esteemed friend and patron,
but bear In mind he ls separated from
us by double dash7''
present customer who 10 entitled to
your most favorable consideration-
a-d-vT eN
If you declare for reasonable re-
sts the S nSmssy of rsrs es wSs ns arc IS
poisoned by q nostrum or feeced by
wildcat Investment proposition, before
the pervision may be said to be unrea-
sonable.
II you Ak a twilight xone. let Il also
be fxed how many times the soheft.
els and Burrs must be thrown out or
the mails and thrust into dungeons be-
fore fore The heir copy passes passes out OF the
In the witching hour when the reign
Of truth gives way TO the rule OF rea-
son." let II be understood how long a
certain grandmotheriy curist must lie
a-moidertng In the grave before COM
IN