The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1916-04-01
SATURDAY. APRIL i. 1916.
The Journal Will Eliminate
Advertising of Objectionable Kind

The Journal, in keeping with its policy
of publishing clean home newspaper, tree
from ali that is Objectionable, has decided
to eliminate so far as possible from its col
Emns advertising. of doubtful character,
such as doubtful stock and financial promo
tons. Objectionable medical Advertising
and Personal and Help Wanted advertise
ments which make extravagant and inn
probable offers.
There is no advertising section of
newspaper which better deserves the pat
ronage Of the public than does the Want
Ad Page, but it is fact that in no other
section of a paper is it necessary to exer-
else such discrimination and care as IN the
Want AID columns The Journal is in the
business of publishing a newspaper to
make money, but not for this purpose
alone The publishers of this paper do not
believe that The Journal or any other
newspaper has the right to advertise any
business which will not bear fullest in,
vestigation
Tn the past it has been the policy of most
newspapers of the country to run advertis-
ing without demanding guarantee of the
advertisers But more and more is it be-
coming the custom of papers of the better
they consider legitimate in its appeal. elm
mating announcements of the man who adj
vertises Get Rich-Quick schemes, so-called
business opportunities and Help Wanted
advertising that makes its appeal to the
credulous and the unfortunate.
In line with others newspapers of the
country, The Journal has been conducting
Investigations into certain classes of adver-
Using, and has found that in its columns
as in. other newspapers, advertising has
been carried which if not of a dangerous
character, is of such a nature that it has no
place in a high class publication Picture
playwrights offered fifty dollars for their
plans. oil stock advertisements designed to
appeal to those ignorant of real conditions
in the oil sections of the country, offers of
twenty-five dollars or more for newspaper
or magazine material turned out in spare
time, and various other schemes with
which the INSCRIPTIONS advertiser sets his
net to catch the shekels of the unwary
have not borne investigation.
The Journal does not charge that all such
advertising is deceptive, but it does main
tain that only such advertising as is entire
ly free from possible misinterpretation and
is reasonable in its claims should be given
sspace, and in line with its established
policy, it will in the future bar from its
pages advertising which in its opinion is If
any way dangerous or misleading in char
acter.
In doing this. The Journal realizes that
it will lose each year thousands of dollars
gust as other newspapers all over the coun
try which reject such advertising, are losing
money through the stand they are taking
But The Journal believes that in the enc
this policy will not only be best for the
readers of this paper, but best for Til,
Journal, for no paper can truly succeed
which makes money through the gu1libility
or the misfortunes of others. The Journa
\ has always endeavored to keep its columns
clean and free from that which is danger
Gus in any way, and in eliminating tn
Want Ads which cannot be vouched for
The Journal believes that it is not only do
ing wise thing, but is taking step tina
in the end will be greatly appreciated B,
The Journal readers, giving them an as
surance of the good faith of this paper.
The Journal believes that the day vii
come when no newspaper in the countr-
will carry advertising which is not strict
what it claims to be-