Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1914-06-24
REC|TE DUTY Of
NEWSPAPER TO
ITS ADVERTISERS
Advertising Men at Convention
Adopt Standards for Pub
fishers to Follow.

TORONTO. Ont. June 24-The fol-
lowing standards of newspaper prac-
tise were adopted unanimously yes
terday by the newspaper section of
the Associated Advertising Clubs of
the World:
1t is the duty of the newspaper.
/. To protect the honest advertiser
and the general newspaper reader
from deceptive or offensive advertis-
ing.
. To sell advertising as commod-
itv on the basis of proved circulation
and the service the paper will render
the manufacturer or the merchant,
and to provide the fullest information
as to the character of such circula-
ton and how procured.
g. To maintain uniform rates. ac-
cording TO classification, and to pre-
sent those rates a far as possible on
uniform card.
1. To accept no advertising which is
antagonistie to the public welfare.
The daily newspaper section APP
proved of the following recommended
tons by T.. H. Baker, of Cleveland:
1. Print all the worth while news.
> Print it without bias.
). Print IL with a sense of RESPONSE
bility
4. Print all the legitimate advertis-
ing that good business methods can
gather.
5. Print regularly a detailed state
ment of net paid circulation.
8. And the very pith of it all is sin
certify, alike to advertisers and to
readers.
The convention devoted yesterday
TO the newspaper and publication
fields in all phases and there was
much plain speaking. M. z. Gould,
of New York, declared for newer
standards in newspaper advertising
and for the patronage of the papers
that are conducted upon higher lines
Gustave Geese of New York, de-
handed truth not alone in the adVer-
Using columns but also in the news
and editorial pages.
Considerable attention too was paid
to the women readers. The speakers
maintained that three-fourths of the
readers of all advertisements are
feminine. n. c. Klein. of st. Paul,
directed the trend of the discussion to
the agricultural paper section by his
address on THE Farmers Wife" in
the newspaper section, over which
Jason Rogers, of New York. pre-
sided
In a vigorous and inspiring talk
Ebert H. Bak. of the Cleveland Plain
Dealer, president of the American
Newspaper Publishers Association,
outlined what he believed to be the
true functions of daily newspaper |
and condemned the modern tenden- |
cies of the yellow" press.
"Clean pages are the best policy" |
was the declaration of f. L. Clifford, |
of the Minneapolis Journal. who |
wound up the discussion With a mill
tant speech.
millions OF people look to their
newspapers for the truth he de- |
clared, land they should get the
truth. The newspaper is published |
under the publishers name and real |
~ belongs to the people. 1t is a crime |
for a newspaper, no matter how pow
erful or weak it may be. to lie to the
people, TO cheat the people. to sell |
them gold bricks, rotten securities.
shoddy merchandise or poisons.
You can't fool the woman" pro-
oeeded Mr.. Clifford amid laughter and
applause. She doesn't want news
paper in her home that isn't square,
that isn't clean, and bear in mind that !
the women are the ones, these days, 4
that your newspaper must make al
lance with, a friendly confident al
lance"
Chairman Rogers was greeted by Il
prolonged cheering when he urged the
advertising man to patronize news /
papers which stood for truth and i
cleanliness.
Many publishers think said he. \
that they cannot get along without
fake business. We want to form an
allegiance with the newspaper that Il
does not accept advertising tainted II
by fraud. no matter whether it comes
from a bankrupt bunco man, a stock Il
manipulation or a rich piano pirate.
We want TO support the paper l
with ideals in its editorial and news l
columns. the paper that stands for
something. The immoral the fraudu-
lent, the dangerous. should be driven |
~ Il o..ar... rallhIirn ton r1,n..i.ra -