Arizona republican., 1916-09-21
Newspaper Responsibility


 It is nearly four years since The Republican first undertook it's advertising columns and while the process of cleaning up been rather tedious and at times almost painfully expensive, the net results indeed gratifying It has been found that deceptive or indecent advertising was eliminated a channel had been created through which much new business of the desra ble. char obtained Today there but a of daily newspapers in the United States whose standards high those of The Arizona Repub Ican. although each year, almost every month we might say fast is the clean advertising movement spreading, sees many well-Snown newspapers placing careful restrictions around their advertising columns. Publishers are beginning to realize that when they accept the money the quack doctor the fake sanarum the patent medicine shark, the snide bargain house the dishonest operator they going partnership with these leeches and not only accessories but accompices in the crime The old idea, "let the reader beware" is becoming unpopular and the great newspapers of the country that if they retain the confidence of their readers, without which newspaper prosper that they must adopt; and live up to, such motto that which the New York Tribune has admirably a right call it's First last the truth; news editorials advertisements"
 The elimination of indecent, dishonest and dis gusting advertisements benefits newspaper it's adver- tsng patrons and it's readers in ways than apparent the place there class of ad vertisers which is eXactng and insistent in it's demands for imitation reading notices at display rates, for secret longtime contracts for special positions and extra service the patent medicine tribe. Their business is difficult to handle, in the composing room as well in the business office. and but those who have actually taken the step appreciate much the elimination of this class of copy helps to simplify the problem of newspaper make up" which is of such vital importance in de- termining the state of mind of the newspapers read What intelligent grocer would display some choice oranges in a window filled with rotten fruit and expect to make many sales? Can you imagine ciean-shaven neatly dressed salesman taking dirty diseased throat along with him when calling some prospect? Of course not and yet this is the very condition that confronts the honest advertiser whose neat carefully written and honest advertise ment is placed next near the nasty, repellant dishonest advertisement of Dr. Somebody's Cure-all The great advertisers of this country, notably the automobile manufacturers, becoming convinced advertising is by the company it keeps" and the advertising orders of the Chalmers Motor Company for instance, read This advertisement will be paid for if placed the page with any medical advertising"
 A newspaper best serves it's interests by pro- tecting those subscribers and advertising patrons Not only should it shield it's unwary from the dishonest advertiser but it should force unfair competition upon its honest patrons the value of whose advertising space decreases in proportion the readers lose confidence in the medium Neither a newspaper hold prestige render public it is controlled in any way by advertisers. Such a newspaper soon ceases to be of any value advertising medium and knows this better than the alert advertiser. When the public of tba c1oc nd which sometimes exist between the cash-box and the editorial department there will be less of tendency those papers which are still indifferent to the demands of decency.