The Twin Falls times. [volume] (Twin Falls, Idaho) 1905-1916, 1915-07-23

even decent homes, how can we expect
to build business by using such pub
locations? We have also found that
the publication that carries lot of
advertising with disgusting illustra-
tons, or that tells disgusting stories of
ills and aches, is not a desirable paper
for our line. A paper that is willing
to print advertising without regard to
its truthfulneSs, is bad for us. For
instance, ii we ran our advertisement
alongside roofing advertisement in
which they offer ridiculous guaran-
tee of rs Years and up, and where they
are in reality selling as cheap pro-
duct as they can buy, we cannot ex-
pect to get a square deal. The res
possibility behind such guarantee
would generally be represented by no
more than a cheap desk, and such con-
Germs in the past have failed, owing
everybody that would give them credit,
and leaving all their guarantees unse-
cured Where papers have opened up
their columns to such advertisers,
they have allowed their readers to be
imposed upon--they have permitted
fakirs to secure business in sufficient
volume to have an influence with the
manufacturer who really needs order
and viii take chance OF selling such
fakir and give him credit that is not
warranted by his standing. Then.
when failure comes, as it always has
come, the legitimate manufacturer has
beAt, hurt; the influence OF the paper
in tfis cornmunity has been hurt. The
mere feet that the goods have been
advertised III that paper doesn't carry
the proper ifis1lente, and certainly the
paper that acceNed' tife business and
started the ball rolling is the principal
offender and should not receive en-
couragement from legitimate adver-
tiser who must put responsibility be-
hind his advertising, and WHO is in
the game to stay
l must touch upon the subject OF CO.
operation. The kind that Is usually
asked for and the kind that is usually
offered IS of very small benefit, ac-
cording to otir best Judgment and ex-
perlence. The newspaper cannot sell
roofing. probably any better than the
footing man could edit the newspaper.
Therefore, each should perform his
own dtsties. We find there is nothing
worse foT business than to have a
poor representative in the field trying
to represent rs. But, the newspaper
man can and should build his own
game just as We build ours. He
should make every fair effort to have
the people of his community believe
that any article advertised in his pa
per has at least fair newt. otherwise
he would not accept it; that the rep
reservations made are reasonable at
Yeast, and can be fairly rated as
(, uthful, and therefore, that anything
s1h rertised in his paper is something
il5a, they can safely buy and should
iAw in preference to unknown goods,
i,,n hat dealers and jobbers of the
.a,A,ss,, nifty would then readily believe
Mad am, thing advertised in such paper
,hosssII handled by them. Every
bing An the line of cooperation
,,or5I ,,s,,s.. 5 should take this general
~, 49, IN "a opinion, rather than try
Z col a. ms. ocular line of goods, or
ven to tfS u boost that particular
W. -, ~ Ugly urge newspapers
!, J "ouiu soIcA n width of column
:, 49, p. 2 ulaf .Ia OF have to prepare
! 49, "a .s woufu' re pieces of copy
sny uiiieIehV sh matters would
,;,a !, ~ tnese usands of dol
Gus OF tno, tisers usually
~ ,as ~ as VIZ adVe1 for the year
ny of it that is Wastt4A