Arizona republican., 1917-01-28
Political Advertisinu

Herbert Parsons recently turned his attention to political advertising in the newspapers He was con sidering the of money in elections. He thinks that money used election day in the country for getting out the vote'-that is to say. for bringing distant voters to the posis about right He says that men who live far away should be put an equality with those who live hand" that this proposition is so self-evident that can be reasoned out. It might be said part of the political duty of American citizen get himself to the polls on election day Or it might be said that those living in rural section distant from the village might have additional polling place of their Usually the outside farmer conrives have personal business to transact in the village election day thus make the one trip both his political duty and his private affairs. In theory the privilege helping to make the government under which one lives is so precious that no one should bak at the time trouble required to make of this privilege but this theory. like most others. works differently
 Mir Parsons turns from this use of money in elec- tions to what he regards a serious use saying:-
 "The greatest future danger of money spending however, is not money spent get out the vote but money spent, in accordance with precedent estab lished this year. for newspaper advertising If that Is not legisated against once it will be something very difficult to correct because the newspapers not favor it's correction The will tend to make campaigns always approach the limit and therefore regularly very expensive
 People do not realize how serious matter this is They do not realize how they affected by ad- vertsing. and therefore how money spent that way gets them Newspaper advertising would probably not defeat extraordinary could not afford it, but between of anything like equal ability money spent in that direction is going to place at q great disadvantage the who cannot afford to spend it.
 Nor is it any answer say that the news columns are open in of any unfairness. News paper advertising is done last It is very con- spicuous--more conspicuous than columns unless they be frstpage headlines. The answer of the op- posing candidate, unless possibly he be presidential candidate is not frstpage headline stuff The only way he can equal publicity for his side is to buy as much advertising space himself The man with wealth and wealthy has an enormous advantage"
 Mir. Parsons has had ample experience in the political field. is not without knowledge if he is without guile and his testimony to the efficiency of political advertising is impressive He evidently is of the opinion that public meetings with torica attractions and their brass band and parade embellishments, are not in it with the newspaper ad- vertisement. The difference is, conjecture that the voter has to out to the political meeting where as the political advertisement seeks him out in his home or office. There is also another difference. political meeting at the shortest is matter of an hour or two. while political advertisement is l matter of five ten minutes longest In point of direct and efficient political appeal the news paper advertisement lays the public meeting flat