The Glenwood post., 1914-12-26
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CoNDa101D m p00nD AAUB1
Whatever Colo.el Hsary Wasteson,
publisher Of the Lo&isville (Ky.) COu-
rier Journal says is Of interest to the
American people in general. When he
speaks Of nattess thst eoAeera the
.ewspaper pshaisAers he apPsak to .
body Of Hea vAo regard hin . one Of
their own a.A whs eagerly istea to
his uerAA
Colonel Wattessoa Asss not like ths
press aSes4, a.seher ss.tineat that
biAds hin closely 70 tAe neUsPsper fra
ternity, end ~ asys % II . recent Is
sue Of the Csseisr-Jssraal. He spoke
to his resdees - fellows.
A sPaaisA sseAAss e.ss observed
that all royal and nsbae 6paniards
agreed that the public vas ~ ass and
should be ridden. The only point ap-
Or VIA disagrss.asst was possible
was who should occupy the saddle.
AL special interests agree that the
press Of our country is an ass, but
there 10 10 Disagreement about who
shall ride it. Tie various interests are
in hearty agreement that every one
who has need Of free advertising, or
publicity" as it is called, shall make
free and unlimited use of the news
columns. 1t is due to the folly of the
press that the burden Of free adver-
tking has been long and patiently
borne. 1t is time, surely, to rebel. The
interests of the newspaper as . busi'
ness enterprise, the conscience of the
press as gatherer and distributor Of
news, the reasonable demand Of the
reader that advertising shall bear a
label, are influences which should COM
bine to put an end to the riding Of the
ass by everybody and anybody who
wants publicity.
Even the ridess are beginning, many
Of them, to grasp the fact that they
have made inordinate demands upon
good nature. In . recent speech e. A.
Moree, representing the State Charities
Aid association Of New York, At the
charities eonferenees in Philadeiphi
stated that attempts to fileh valuable
space from newspspers sAould Be- ..
bandoned even by organizations fight
ing tuberculosis.
"DV Ter a0ees-''
Mr.. Moree is quoted ~ follows:
eve do not ask the stationer to con-
tribute the paper We use. We do not
ask the owsers Of tie building We oe-
eupy to eoatribute our quarters. But
We do ask the newspapers to do the
equivalent by giving us space, which
is like money to them.
"Buy Paee. Advertise your work
- business houses do, sHd you will ct
tie beH publicity n the world. sad
you will ease little Of the resentment
that the newspapers are beginning to
feel for you. If you do anything worth
q picayune the newspapers will priat II
ss news and without your solicitation. "
Advertising that il frankly advertis-
ing commands respect Advertising
which parades as news not only lessons
the respect Of the public for news
tpapers as vehicles of information, but
also breeds contempt in the mind Of
the reader who might, if properly ip-
preached, become interested in the en-
terprise, the commodity, the article,
the individual advertised.
Nowadays a very considerable pro-
portion of the readers Of the press
quickly recognize and Is quickly e.
sent publicity articles' designed to
impose upon them by passing off sd-
vertising as news.
The paid advertisement challenges
attention and disarms criticism. 1t is
| "a open and aboveboard claim for cor
sideration, not an effort to trade upon
. lack Of iatelligeace, more often pre-
uped than actual among readers.
Publicity bureaus are often - expen-
sive that paid advertising would be
less costly. The press could ssd should
greskly reduce the volnne ~ free pab-
lieity. The result would Be none Ia
forming and felisble noWs aoaunnA
1Aat rsfsrn would be worth nsss tAaa
~ advertising which wosld sspPasss
~ free pubfeity nasqaefsdisg -
news.1The Anefiean Hfsss. 81 9Ht7to7
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