Arizona republican., 1914-03-19

out the account and stood ready to assist the reader in getting full re- paration.
 We will not accept financial ad- l vertising from any concern not well | known to be reliable and, usually, l only after careful investigation, not only for the purpose of protecting our readers but because by publish ing fake financial and promotion matter, we know we would lose much of the large volume of such business that We annually carry from reputable bankers and important financial concerns
 We do not claim that we. of the 1 Globe, practice a superior grade of i honesty in advertising. but plainly say whenever questioned on the sub !, ject that we have found it to be good l business policy to keep out the crooks. In nearly every case I know of, every time a newspaper has cut off a few hundred or thousand dol 1 lars worth of questionable business it has soon got in its place several | times as much of new unobjection- able advertising.
 As 1 have already stated newspa- pers are rapidly catching on to the profitable side of the proposition and finding out that as they create a greater confidence on the part of readers in the advertising they pub fish their publications become more profitable to advertisers and the vol ume of business carried gradually increases.
 The Christian Science Monitor of Boston, maintains a most rigid code of ethics against objectionable and fraudulent advertising, such as could hardly be expected in a strictly com mercial newspaper, but it carries a large volume of business. gives it's advertisers wonderful results, and every time it refuses an ad as ob- jectionable it gets two or three new ones of the right sort.
 Down in New Orleans the Item has taken a strong stand for de- cency in advertisers and is showing an increased volume whioI shows that it pays in dollars and cents to l pldN ldIl Wllll DOlH duNeTllSeTS ana readers. In Minneapolis the Journal, likewise, has taken strong posi- tion in the matter and is showing an increasing quantity of business
 Newspapers in other cities are having the same experience. Strange as it may seem, in nearly every case the newspaper that stands for hon esty and decency on the advertising it carries, usually also stands for absolute honesty regarding it's cir culation claims.
 Another phase of the subject which is well worth the considera- tion of any publisher desiring to keep good faith with his readers, is the treatment of advertising pur- pOsely designed to closely initiate reading matter. The new postof- flee law requires that all such be plainly labelled by the addition of the word advertisement Following the style of the Kansas City Star, we have adopted a rule providing for the insertion of a classification line Advertisements to be run on top of every ad which in any possible way initiates reading matter
 For the purpose of a better gen. eral understanding of the matter as to what is generally considered ob-
 jectionable advertising I am now ad- dressing query to number of , high grade newspapers in all sec
 tiOns of the country which may lead |, to an expression of opinion which
 may be of use to other publishers.
 We will probably always have
 cheap and nasty sensational news
 papers, just as we will always have l quacks and fakirs in all lines of ac- tivity; but through the efforts of | reputable publishers it is going to i be possible for legitimate advertisers ? to create a larger demand for their , goods for every dollar spent in ad- } vertising because they are not com pelled to compete with crooks and