New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1916-04-23
IMPROVEMENTS IN THE PAPER
Suggestions in Substitution for mo More
Liquor Advertisement"
To the Editor Of The Tribune.

To the Editor Of The Tribune.
Sir: Whether you accept liquor adver-
tsemcnts or not is question on when
should hesitate TO comment had you not
invited il. So long as the production ana
sale of alcoholic drink form part OF the ma
tional industries sec no reason why those
50 engaged should not be permitted TO adj
vcrtise. And yet if you think they should
not you surely have the right to refuse their
announcements. At least it would involve a
strain 10 find a vice in your action. ~ IT
satisfies your conscience you arc to be con
graduated, for this is always a pleasure.
IL is in this connection, however, that
make bold 10 enter a plea of caution. You
may have observed how in politics those of
our friends who embrace prohibition are dis
posed to regard the abolition OF alcoholic
drink as inclusive Of more wisdom and virtue
than the rest Of us can find in it. They credit
it with measure Of good which it does not
reach. We look at the Hon. William J. Bryan
and the Hon. Joscphus Daniels and some
times wish they might take drink, for the
good Of us all. We note their persistent
abstinence and seek in vain for other mani
out this single virtue they would have no
following and they might enjoy envisble
privacy dear to the philosopher. Surely no
one would deny the merits of abstinence
from alcohol, especially to those to whom
drink is an injury but we should bear in
mind that it is of all virtues the noisicst and
the most frequently avaled of in substitu
tion for other shortcomings.
Now, except in regard TO The Tribunes
policy concerning Japan and the japanese, |
have great respect for its editorial wisdom.
can find no ethical fault in its conduct and
read it with diligence and Joy every morn
ing. And IL the acceptance of liquor an
nouncements would offend the editorial con-
science | pray you 10 give no heed TO what
follows. II, on the other hand, il be regarded
merely as matter Of policy then I suggest
that you take back the liquor advertisements
and substitute the following improvements as
more desirable:
First-Refuse, in spite Of the devil and all
his works. to break up reading matter and
scatter it in blocks promscuously over the
paper. There is but one place and only one
for each word in every article published, and
that is the place next following the word
that precedes il. A modest index on the first
page would allow important reading matter
TO be placed elsewhere.
Second-Dccrease the size OF scare head
type and increase that of the text.
Third-Lct up on Marjorie. You will spoil
that child.
Fourth-Extend the field OF The Advisor
so that he may teach the gospel of good taste
TO your advertising patrons, "a we'll as the
gospel of integrity. Let him show how Of
fcnsive 20 good taste are advertisements
which disturb the continuity Of your own
text Let him show how wrong and how un-
profitable it is to offend reader by placing
an advertisement in a corner, for instance,
where the next word Of what he is reading
should be. Explode the childish fallacy Of
next TO reading matter and shame the
magazines back into civilization again. II
you were TO tell advertising agencies that
you refuse 10 publish advertisements except
in their proper classified places it might cost
more than the deletion Of liquor announce
ments, but it would be great treat to your
aesthetic conscience. And 10 your readers it
would be such a comfort, such JOY and so
great delight that believe we should rise
as with one accord and call you blessed.
ELLWOOD HENDRICK.
New York, April IS, 1916.