Evening star. [volume] (Washington, D.C.) 1854-1972, 1917-06-09
No Discriminatory Punitive Tax.

NO Olstllulndtoiy uuitife AoA'
The Senate finance committee has
been asking newspapers whether they
prefer to be taxed on their advertising
or on their mail circulation by an in
crease in the second class rates. The
great body of newspapers answer this
question Yankee fashion by asking,
"Why should we be blistered with dis
criminatory punitive tax of either
kind,,
The newspapers are treated like pris-
oners WHO are asked whether they pre-
fer to be hanged or shot, and who re-
ply that they really prefer not TO be
killed at all
The question of an increase of the
second-class mail rates should be deter
mined on its merits In the form pro-
posed it is held to be inequitable and
against the traditional policy of govern
ment on which the cheap rates encour-
aging and promoting newspaper eircu-
1ation are based. If the increase is thus
inequitable and in violation of settled
public policy it should not be made.
If. however, the cheap second-class
rates are viewed as an inequitable privi-
aege enjoyed by certain publications, the
enjoyment of this privilege cannot be
justly paid for by special tax on ad-
yertising, for the reason that this tax
burden does not fall upon those who
enjoy the cheap mailing rate privilege
or in proportion to the degree of en-
joyment of that privilege. There is no
relation whatever between volume Of
advertising and mail circulation. 1t is
obviously and grossly unjust to make
the great body Of American newspapers,
which use the mails for less than 16 per
cent of their circulation (many reach
ing by mail only 9 or 3 per cent of their
readers. pay through an advertising
tax for the retention and continued ex-
tensive enjoyment Of cheap mailing rates
by magazines and other periodicals and
by fraction of the newspapers.
Each war tax should stand on its own
bottom. If increase in mail rates is
not proper war tax, is inequitable and
against public policy do not make it.
The advertising tax is not logically in
any sense substitute for increase Of
mailing rates. and unless there is some
reason why the newspapers should be
ain0lod ont frnkya ~ 1,,c
made to suffer q discriminatory and
punitive tax, the advertising tax should
not be imposed
Neither the newspaper itself nor the
newspapers sale of advertising space
represents an undesirable and hurtful
business. which in the public interest
should be burdened with taxes to the
extent of its ability to bear tax burdens,
or whose death, if the business Is taxed
out of existence, would represent pub
lie benefit.
There is no luxury inviting taxation
anywhere about the newspapers sale Of
space for publicity to advertisers, small
and great, to the many poor and the few
rich. Advertising is not q luxury for
the enjoyment Of the wealthy. It is the
silent voice that tells the thrifty where
and how to buy. It is necessity in the
economic distribution and merchandise
ing of goods. This service to the com
snunity touches every home, and any tax
npon this service must ultimately be
transferred to poor and rich alike.
Most American newspapers are patri-
otic and self-sacrifcing, ready to bear
cheerfully their full share Of the COM
mon burden. If all business Is to be
taxed alike no word Of complaint will
be heard distinetively from the newspa-
pers. But the imposition Of discrim-
,3natory and punitive tax carries with it
ye slur. A slurring tax on advertising
at this time reeks peculiarly of ingrati-
tude as well as injustice.
|, The publishing business Is conspicu-
tously the industry which has given free
" to the government Of that which it has
to sell 1t has donated advertising space
ITO the value Of hundreds Of thousands of
fdollars for the patriotic purpose Of rails
ling recruits for the Army, Navy and Ma
rine Corps, to float the liberty loan and
ito sustain the Red Cross and other sup
porting branches Of the national de-
Tense. 1t is now proposed that the gov
ternment reciprocate by singing out ad-
Sertising publicity as one non-lux-
urious, non hurtful commodity to be spe-