Evening capital and Maryland gazette. (Annapolis, Md.) 1910-1922, 1917-10-12
CITY PAPERS GET PAID
FOR ADVERTISING
While Government, Holding Off,
Must Finally Face Issue In
The Country.
BANKERS CRY THAT SPACE
Helps Them And Contribute To Buy II,
Which Demonstrates Necessity
OF Publicity.

The great campaign for the sale of
the second issue of Liberty Bends is
now under way. The issue is three
thousand millions of dollars The eff
| fort is to sell il in twenty-seven days,
and the hope is that five thousand mil
lions instead of three thousand mil
lions viii be subscribed for.
When this is done il will be neces-
sary to float another eight thousand
five hundred millions.
To date the campaign is under way
without paid government newspaper
advertising. Banks, business mems
clubs, motion picture houses, cham
bers of commerce, boy scouts. and
| children's schools are cooperating.
Some OF The Expenditures.
The city newspapers are being paid
handsomely for their advertising
space. and the country newspapers are
being watched to see how much space
they will give away to the govern
ment
Heading the campaign which turns
hundreds of men into great chautau-
qua is William Gibbs McAdoo, Secre-
tary of the Treasury, who will address
the people from coast to coast
Thousands upon thousands of dol
lars already have been spent for va
rious forms of advertising, but moth
ing has been spent on newspaper adj
vertising.
For instance
Five million Liberty Loan posters in
| ten designs have been ordered
There are to be paid for
| Five hundred thousand Liberty
Loan window cards have been ordered.
These are to be paid for.
Five million Liberty Loan window
shield pastors have been ordered.
These are to be paid for.
Twenty million Liberty Loan poster
stamps have been ordered.
These. are to be paid for.
Six million Liberty Loan primers
containing questions and answers
i have been prepared for distribution,
and these, too, will be paid for.
These are the high spots. Not in
any case has the government expect
ed free commodity The printing,
| the paper and the other elements en-
tering into the governments part of
advertising work, including the time
of the men whose labor is involved
are to be paid for, as they should be
So far as newspaper advertising is
concerned, the great city dailies prom
Use to reap rich harvest Pages of
display advertising are appearing in
| them, and every line of it is paid for
not by. the government, but by vari-
our Liberty Loan committees, private
individuals and corporations. The city
newspapers are not giving one line Of
advertising free. They will publish
the news. of course. without charge.
Cities VIII Profit.
The volume of paid city newspaper
| advertising promises to be as great
as it was during the first selling cam
paign Some idea of this may be ga
thered from consideration of the ex-
hibit, just closed, set up on Young's
| Pier at the meeting of the American
Bankers Association last week in At
lantic City. n. j. There newspaper
| advertisements for the first Liberty
Loan were shown for the edification of
the visitors The exhibit was one
eighth of a mile long Not single
penny piece was paid by the govern
ment for this advertising, but not a
single advertisement was published
in city newspapers without pay. The
money was put up, as it must be again
by private subscription. The country
newspapers got nothing. and unless
all plans go somewhat awry the same
system of operation is to float this
next section of the loan.
The country districts do not have
in them the men of wealth to sub
scribe for great advertisements
Hence il the country newspapers ad-
vertise the issue they must do it fol
nothing. which Secretary McAdoc
has admitted is something so unfair
that he will not even make the
request
1t is vitality important that the coun-
try newspapers should view this ques-
ton of government advertising from
the broadest possible viewpoint Ev-
cry editor, as matter of course, edi
torially will support the government
to the last word And the news o.
the loan viii be treated as BELTS it:
Importance as taking in the history O
the world II must not be forgotten
that news is not advertising and conn
try newspapers never will permit th'
lack of advertising to cut down IN,
publication of legitimate news an.
more than they will print free boosts
; for display space
Miss Millikin played several patri