The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1913-06-10

falsehood is an examination of tbs
claims of each paper, and if the ole
style of internal examination is con-
| tinued without the addition of outside
| examination which shall be participat L
| ed in by representa- ives of all the
newspapers affected in each city,
| believe that a number of the best
newspapers of America will decline
longer to participate in this farce.
| Publisher Also Suffers
/ "Out of this distressing situation
distressing alike to publisher and ad-
vertiser. have grown a number OF
| ana logous evils No man likes to ex-
INSCRIPTIONS competitor. No man
likes to submit to an analysis of his
business when he knows that that
analysis may fall into the hands of a
dishonest competitor who will be Civ
en- a chance TO prepare a statement,
the excellence of which will be linn
tied only by his moderation in the
use of the multiplication table
Lack of Cooperation.
This lack of cooperation between
publisher and advertiser has been a
bad thing, not only for the party of
the second part The decent man,
whose veracity and whose honor is
questioned. and whose truthful state
ments are placed in the scale with
those of an untruthful Individual,
sometimes is in the frame of mind not
conducive to the cooperation that
should exist between publisher and adj
vertiser. Cooperation is essential and
in my judgment. the keynote of the
coming successful newspaper of Amer
lea will be personal service and CO.
operation. not only personal service to
and cooperation with its readers, but
with its advertisers.
Co-Operation Essential.
This same policy of service and CO.
operation I believe should apply equal
ly to the advertiser. We are endeavor-
ing to put this belief into practical
operation. We are endeavoring to show
and demonstrate to various advertisers
opportunities that exist for them in
the territory in which the Chicago
Tribune is printed We have set
aside fund of $4,000 for use this year
for this purpose. this being in addition
to the 10000 or more that We shall
spend in advertising our advertising.
Il believe the service of a paper to
the advertiser should not start and end
with the publication of his advertise
ment, just as 1 believe that the duty
of a paper to IT'S readers does not start
and end with the publication simply
of the news of the world. We get
approximate 1000 letters week from
readers asking advice on all con-
ceivable topics. When we receive Z, 10
asking information and advice as to
the problems that confront them. I
shall feel that we are fulfilling our
destiny
Remove Suspicion.
Remove the clouds of suspicion, ex-
tend the helping hand one to the other.
fight with instead of against each other
and our joint troubles will largely
vanish. The closer we get together the
better it will be for all of u.s.
Answers Kelley.
Today's forenoon session of the con-
vention of the Associated Advertising
clubs of America was devoted to de-
partmental meetings, of which there
were twelve in progress aat the same
time in the different company rooms at
the Fifth Regiment Armory-
Papers We're read and discussed on
subjects bearing on the several depart
rnents of advertising,
Later there was a general session de-
voted to vigilance and educational
committee work.
Baltimore Md. June 10Louis Wiley
of New York in his address replied to
remarks by James Kelley of Chicago.
who had said among other things that
it was an astonishing commentary on
the ethics of one of the greatest in
dustries in the world-that its business
integrity was at so low an ebb that
newspapers havetto submit to the third
degree to have esta blished which, if
any of them, are telling the truth about
what they have to sell.
says Newspaper Ethics High.
Mr. Wiley regretted the ''unwar-
ranted severity of Mr.. Keeley's attack
upon reputable business. a business as
reputably conducted as any other in
this broad land The standard of
ethics in the newspaper calling is as
high as that in any other"
Demand Not Encouraged.
Continuing Mr. Wiley said: THE re-
cent demands of an advertisers as
ISOLATION to newspaper publishers to
submit to an examination of their books
and press room for verification of their
circula ton statements. or upon refusal.
forfeit advertising orders have not met
with encoura cement from many self
respecting newspaper publishers.
An Insult to Newspaper.
IF an advertiser is in doubt about
the value of a newspapers circula ton
it is his privilege and duty to seek in
formation in any way he can obtain it;
but it is an insult to the newspap per
to ask it to submit to an examination of
its books and to suggest that a certifi-
cate of the association will be supplied
if the statement of the newspaper is
found to be true.
Newspapers Wrecked
Advertisers have not been defrauded
by the rates charged them for news