Grand Forks herald. [volume] (Grand Forks, N.D.) 1916-1955, 1917-06-05
GRATING FREE
PUBLICITY IS
ARRANT FRAUD
Advertising Clubs of World
at St. Louis Hear
Discussion.

st. Louis, Mo-, June 5.-Newspapers
were urged by Louis Wiley. business
manager of the New York Times, in
an address he delivered before the
annual convention Of the Associated
Advertising Clubs Of the World, here
today to follow the advice of Presi-
dent Wilson in calling for registra-
ton for universal military service, and
to draw close in n compact front
against the common foe" This foe to
the prosperity of newspapers. Mr..
Wiley pointed out, as seeker Of free
publicity. To rout this enemy of pub
fishers, Mr.. Wiley said there was
needed not only determination but a
united front. 1t could not be achieved
If each publisher pursued a private
purpose.
Free publicity, he declared, is H.
statute which requires that reading
matter for which money is paid shall
be plainly marked AS an advertise
ment. Besides, he declared, it wal a
deception upon the readers of the
newspaper.
Every newspaper reader" he con-
tinued, has a right to expect that
the articles printed in the news col
umns shall be generally news. The
printing Of advertisements, puffs.
statements which are not news under
the Euise of news, unless they are
labeled as advertisements. as required
readers use confidence in inc general
~ desert such publications.
I'm almost every sphere of activity
there Is a press agent whose duty II
Is to take newspaper managers un-
aware. Advertising is disguised as
news to trap the guilless editor.
Best Rule for Editor.
1.-THE best rule for an editor is tc
treat news as news. If a thing hat
whether OR not 1t helps the advertiser
but 1t should never be printed as new
simply because it helps the advertiser
The mere fact that an advertiser ha.
some connection with the news should
not hinder its publication.
There were cases., said Mr.. Wiley
in which advertisers had threatened
free publicity was given. Weak-mind
ed publishers had submitted to thi'
sort Of "blackmail" but, he added
mo self-respecting newspapermal
will allow an advertiser to dictate
what he shall or shall o print AM
he certainly will defy any impertinen
individual who threatens loss of pat
ronage unless favors are granted"
The public. Mr.. Wiley said, has NJ
use for the paid "write-up" and les
respect for the newspaper thai pub
fishes 1t and the misguided publishe
who prostitutes his news columns t.
secure advertising constantly find
himself in hot water.
The American Newspaper Publish
ers association, said Mr.. Wiley. is con
Quoting a campaign against tn
"malefactors of great and devious in
dustry among the advertising agent
who try to utilize the news column
for free Advertising" The bureau o
advertising of hat association ha,
found that the giving of free publicit
is a to the further develop
ment of advertising. THE fact tina
so many publishers are still givini
away their news space to matters tina
should be exploited through paid ad
vertising has hampered the bureau i
its work Of developing newspaper &C
vertising," he asserted.
The committee in charge Of the bu
reau of advertising suggested tn
adoption of q plan to bring abou
agreements between publishers in ev
cry city putting up the bars againe
free publicity. Community agreement
Of this sort seem advisable. Every on
admits that in this respect it is tim
that the newspapers reform them
/ selves. M ~H