The Detroit times., 1916-04-13
PAGE

sPUa q, sss sA R'i Prosss: e"
s lsi %s 4spor 70 the ,s.
ara no, lay before you t9 o. 4, upSSildins
has attracted constituency Of snsstsnt IA
home readers p adyer.nE snS e sprss,eaIy
all OF which is in the home and Is enrolled
by name me 9s ap cur as matter Of dsnts prefer
ence and principle; and that inevitably. Their
sHissd savsrtisihs estxans.
Taking into account what i costs the Times
an higher tes Frads .sryiss, tSs disparity in q
cost line ,ss IN ths
Of The r.s s ARE lSs. to
saIs supsshcisily \and skerticaIly. YOU will
svsT Z Sre nas esv. foT
the field that The Times Moreover your copy
se en s eee eu,standlSg display than !, can re-
c-iye in the pages OF unclean prints nnraeneSS
with advertisements that are both lnky ana
AZ a matter OF fact and experience there is
lust as much difference between the clean
newspaper and the one that accepts SnythIng
biz or guttcr-snipe and the regularly issued
The Dry Goods Economist. pre-eminenty
the merchants paper In the United states
puts this searching question 70 ns resusrs
under the caption. ~ our Ad s Efficiency
-po you permit "a "a be Impaired ~ the
fskey ads which newspaper pnsitsser" toe
Sm on. ,. pic ns" TO Sc. ys"r name ana rep
ntntien put on a level with those OF een.
Germs which live by decetvi"g the puhiier
Edward 4 Fiene. Boston's greatest mcr-
chant rebukes the sheer that this IL only the
ideaiistic twitter Of impracticables. when he
declares:
..Then the drawing power of sdvertis-
Ing IL affected by the character of the
n" nd. NO matter how tr~tHfui. l. seen
alongside ef lot of ssintnx stock ads or
pmny Thi. In an uneen~cieus process In
the readers mind, but IL b. YER, real
-And ansiiy. the drawing power OF an
nd. depends ,sry xrssuy nSs. %. Esar RAJ
paper"
There are some Advertisements that suffer
ed,m FOR they have no rsp,ation TO lose
There others Of such proven tFustworthi-
and consecutiyely that they have survived the
corrupting influence OF evil associations But
skill and character in the manufacturing
neId-wiil be neweome, in The daily news s%
picion and mistndgment II IL ~ found con-
ststsmen,s ' in The Business sections Of the
While the rngersolI spirit OF public service
and the ingersoii passion for progress have
been perfecting a dependable utility. which
unethical columns OF an unexpurgated press:
The Times has been developing a medium OF
Character and iniSsnee an enec,iTe and con-
yincins means OF getting your message s s
sdvsntsseous to appeal to in the interest OF
prtdeful. tradc-marked product.
Therefore I believe the appropriation set
apart for Detroit can be invested in The
Times with full assurance that IL VIII serve
your purpose rratifyirgly In practical re-
suits as ~ could do in any other medium, and
at the same time leave you the tne reflection
OF having added practice to presehment IN
fulillment OF your long espousal OF clean and
truthful advertising
When all advocates OF truth in advertising
eviuce sufficient zeal for the cause to buy
that kind when they To market. the battle
will be won; and they will get their reward
larged acceptance and fruitfulness OF all
legitimate advertising.
Eellcose newspapers that clamor for blood
shed pull of fair-sixed battle in their
the sway OF Nammon in their Advertising
departments. Ii viii mean the loss OF column
after column. the reduction OF rations and
other salient set-backs. but IL they yearn for
carnage they will md this warfare-a at home
well worth while; and they will really be
battling for human rishts-the right OF the
advertiser and reader to separate themselves
from the society OF charlstans and thimble-
riggers.
the other farseeing proponents of advertise
ing good faifh--Frailey OF CampbeIFs Soups.
DeWeese of Natural Food. Dcbbs ef Co
Cola. LAFetra OF Royal Baking Pow
word OF II. O., Erskine OF Douglas shoe. King
OF the Goodyear Tire. Mears OF the Winton.
Murphy OF the Chalmers. Ericsson OF the
Rock Island Roberts of the Chicago, MIL
waukee d St Paul Morton Of Memo Corset,
Bond of white House Coffee, Aehenbach OF
late and many other national advertisers who
are standing splendldly by their coors in
The Times untsinted columns?
Very sincerely yours.
n ~ n - ITaIDN