Chicago eagle. [volume] (Chicago, Ill.) 1889-19??, 1915-10-16
GOVERNMENT ~ Adv. AGENCY

The bold attempts of the Organized
Advertising Agencies to lead the pub
lie and control public sentiment be-
cause of their advertising graft makes
a license of $1,000 year for these
fellows almost necessity In order
to know who they are and what stand.
ing they have.
On October 6. 1915, n. d. Cochran,
the able and Independent editor OF the
Day Book, printed the following ed
itorial in his interesting newspaper
about some features of the growing
tyranny of the Advertising Agency
Trust:
THE American Newspaper Publish.
ers' Association Is making night
against free publicity. or free adver'
Using, and issues series Of period.
zeal bulletins calling attention to the
firms and advertising agents that are
trying to work the papers for free
ads.
I'm Bulletin No. 1866. dated New
NOTk, OCIOUeT (, j uhu thS Aoao"s"e
statement: Newspaper men having
the future OF the business at heart
should give heed to some present tend.
encies that indicate that the view
point of the agent is undergoing a
change. Not long ago 1t seemed that
advertising would soon be generally
sold on the basis Of merchandise and
that the cut rate would entirely dis.
appear. There seems to have been
some reaction.
"It is said that Armour's new cam.
paign will be confined to newspapers
that print Armour recipes In the news
columns. The Associated Film Sales
Corporations advertising, II 1t ever
does appear, Is to be confined to
newspapers that accept inspired con.
tributions for the dramatic columns.
The Mahin Adv. Co. sends copy Tor
three free advertisements with a con-
tract for the advertising Of the Pacific
Coast Condensed Milk Co. The Morse
International Agency asks an add
tional five per cent on Eno's advertis
ing because of the high rate of ex
change
This illustrates the tendency OF the
advertiser to control the news col
umns of the press and shows how ad
yertisers are trying to force the news
papers they patronize to help them IN
II fiuence their readers.
For instance, Armour won't adver
tise in a newspaper unless that news
,i, Ia, columns raci
pes prepared by Armour, which un
doubtedly mean recipes that create
the impression that the recipe vii
not work unless Armour products ar
used
1.-THE policy of the Film Sales Coz
poration means that 1t wants TO get II
feet into the news trough as well a
the advertising columns and hav
something 10 say about the kind o
dramatic news the paper gives it
readers.
In the same bulletin ] find the TO
lowing: The Advertising Associt
ton OF Chicago is to elect officers o
October II. One ticket known as tn
blue ticket Is in the field with a prin
cd IleuEt CONTAINING pIdHhSi anu taii
attention to plank No, 4, which is a
follows: ITO secure for the Advel
Using Association OF Chicago full an
complete publicity in the local an
national press. To do this W
PLEDGE you the services of a ma
OF known strength and national e'
perience without cost to this associf
ton
There Is a persistent effort all tn
time by advertisers and their agent
10 influence the news and editoria
policy of newspapers by giving az
vertising contracts 10 the newspaper
that obey orders and Withholding
from those that don't. Comparativel
few newspapers are strong enoug
TO turn these demands down, and tn
result Is that many papers are force
into partnership with their advertii
ers 10 charm the dollars, dimes an
pennies out OF the pockets of news
paper readers.
zone OF our national jokes Is tina
We have a free press"