New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1916-02-13

part this no doubt due to the misuse Of the term guaranteed ad
ycsing by publications which eager to inspire ian
than to usifv it. Take for example The Washington Herald
which, with great flourish Of mpcts announced Its new poy
guaranteed advertising beginning with the new year. once e
ii has been printing this legend conspcuousIy:
"As first announced January 1915. The Herald guar
anecs full moneys worth the purchasers OF articles advertised
the display columns of this paper by Washington merchant
This is described by the ecnthuscd business of the
paper as one of the radical steps made by any newspaper
anywhere order to insure the public worth from advc
tsemens appearing in columns
WE'LL won't quarrel with the word radical 1t has too many
interpretations But the too modest referring to
its eIarantee as one of the most radical steps 1t really two
steps not one step and desep What doesn't the
most striking feature abou, does guarantee full money
worth without specifying who to decide the moot question OF
worh from any Washington merchant Ian amazing maon adj
vesing the display columns "a still astonishing quallca
TOM Why conhne moneys worth to display advcrtns3 What
The erads idea exempns its CLASSIFIED advertising from the
saeguad2 Cannot reader be wnded completely and extern
svey by three line Business Opportunity ad as by hatpage
display If The Washington Herald has doubts the point The
tribune Bureau of Investigations readily resolve them AS to
limiting the undertaking to local merchants alone the purpose of
this is clear 1t is to permit The Washington Herald to take toll of
sickness and fear through the heavy patronage of fake medicines
To be sure does accept any medical absurd than
Dufys Malt Whskey filthy than Big gonorhra
because there is nothing absurd filthy the market
As for its vrtuous and RADICAL claims the English tongue
free and unrestricted The Washington Herald chooses term
guarantee has undoubted right to do
So would have an equal right call it picked herring
parallel of latitude And there would be Just about much
and accuracy in
Now take look at Mr. W J. Thompson and his Gentle
Mr. Thompson Of most fervent little guarantee
aunter and offers pnze tor the best suggestion to
strengthen his guarantee. Here it its present form
Advertisers will send exactly what they offer their adve
sements The Conference.-The guarantee Subscribers
can buy from advertisements The Genoman with absolute
safety In case of any misrepresentation will pay your
back promptly if the advertiser does not
Do you get the Joker that broad and generous offer? lies
IN the word Misrepresentation Who determine what
stues Misrepresentation? Why Mr. Thompson and his Gentle
woman presumably. And it just possible that Mr. Thompsons
mind may be bit biased the point Judging from the kind Of
representation which his Genewoman holds forth Under the
assurance of absolute safety Mr. Thompson advese fake
drink cures cures, how find underground treasure
Ets goe piles and rupture cures piano playing taught
hour Just about the collection of fraudulent and swndng
free offers that have encountered Lovne Lovne to
win Sveehea guaranteed by the maker well the publ
cation That's the sort of real lady Mr. Thompsons Gentle
woman Isl and that's the kind of filth and trash that be safely
included the species of guarantee based upon meprsena
ton with the fake publisher the of final decision
But for bland and lambke righteousness read The Columbus
Dpach Look the head of the editorial page. where daily
raises this naive beat;