Albuquerque morning journal. [volume] (Albuquerque, N.M.) 1903-1926, 1914-10-16
CHANGES MADE
BY WAR SHOWN
IN NEWSPAPERS
Quality Of Advertising Takes
on Different Form From
That Preceding Beginning Of
AoStilitieS,


London. oct, ~. --- The advertising
columns Of the London daily papers
tell their own story Of the war II
the censor went so far az To block out
every other line Of Information. SEA
long rs he lcft tho ads" intact the
reader would still not lack inslruc-
ton as 20 what war means To Eng
3 land. lie would sin find a great
deal of pathos and grim humor,
/ Fears at first entertained BIS the
newspapers and periodicals that adj.
lycrtisine might be abandoned on ac-
count of the wars effect on business
now appear 60 have been rroundlcss
There have been LOSSES, indeed. In
one line. and gains in another. with
the net result that there Is today af.
ter two full months OF the war. svem-
ingly no serious diminutlOn Of the
amount OF space sold at the usual
rates for advertising
Change In ADVERTISING
The most notable change hns been
In the character of the advertising II
is distinctly war advertising. Of that
sort II IL more extensive than has ever
been known IN the history of British
journalism The greatest space gain
{ Ia probably In the small al line.
+ Two OF more pages, usually the first
and last. of the leading morning pa
pers are. as from time immemorinl,
crowded with fine print announce
ments with only bold initial letter 20
relieve the monotony
The conspicuous new feature IL the
KILLED in Action" or the Roll OF
Honor section. Alongside the fa-
miliar string Of births. deaths and
marriages. il has now become daily
occurrence to find In many Of the pa
pers a good part OF a column taken
mp with such announcements az this
Killed in action In tho
battle of the AiHne, about the 18th
September. Arthur ncddome Read
secretary Lieut. Somerset, light nfan'
TRY. the denrly-lovcd son of the late
Robert r. Read and Mrs Read, Ava
lon. sutton, Surrey, and grandson OF
the late Col. 4. H. Beddomo and Mrs
llcddome. Sisplra puincy
suggests Phase of War.
There Is not column and hardly
an advertisement among the hundreds
ION the page but what directly or indi'
rectly. suggests some phase of th'
war The Personal columns. "a
ever. are enlgmas except to those wht
have shared the secret of eommuniea'
ton hy this means. but they often fla
yor of patriotism. When one reads
"Dearost. Am praying for YOU. Away.
loyal Love- he may easily imagine
II To he nome awcethearts possibly
vain attempt to get "a word To her sol
der lover. she knows not just where
But one needs to exercise no imag
nation to see the effect of the war In
other instances Taking personal
column haphaxard one finds near the
top such an appeal aa this;
Il want to buy German helmet
what offersg'
There are mnny suggestions of how
one may help the troops In training
such as this.
"Will anybody lend a pack of bar
fcrs or bugles to regimcntal mess
to be hunted by the Officers until or
dered broad2''
Wounded Relatives.
There are those who want to locate
wounded relatives, such as this
I "If anybody has news of Major A,
/ #. Harg the Kings own Scottish Bor-
dcrers, wounded at lie Chateau, Au-
gust 2Gth. viii they please commune
/ cute with
gentlemen idle through the war
appear frequently In the appeals Tor
employment. one such addressing
/ his card particularly to Americans
says he would like to take q party OF
three touring anywhere through Greal
Britain.
An advertiser holding post under
military authority asks II "a kindly
disposed lady or gentleman will lend
him rs pounds for special family pro-
vision VIII repay by insiallmcnts Of
10 shillings week
There Is such q one az this to reflect
the busy days at the war office:
Officer at war office long hours
desires TO let or exchange his house
one hour from London
Many young men sign themselves
to such appeals as this
win any one provide motor biey-
Gle, with pound weekly for camp ex-
pcnses and for WIFE to enable me to
join the motor corps?
No mattcr whore ono may pe go
ing abroad, il seems, he believes his
departure presents rare opportunities
to extend British trnde. There are
several announcements like this
"Englshman going to America,
would Introduce or sell English goods
OF merit on reasonable terms
The reader Is struck by the number
nf Embellishments In FrenCh and