The Farmington times. (Farmington, St. Francois County, Mo.) 1905-1926, 1917-09-14
PAID ADVERTISING IN
CONNECTION WITH
GOVERNMENT LOANS

l am receiving numerous communi-
cations as to the attitude of the Treas
ury Department with respect to the
campaign now in progress in the coun-
try to induce the Government to en-
gage in policy of paid advertising in
connection with future issues of the
Liberty Loan. 1t is necessary, there
fore, that the position Of the Depart
ment should be made clear.
InSthe first Liberty Loan campaign
the Department did not pay for any
advertising space in newspapers, street
cars, bill boards, or other mediums.
Some newspapers voluntarily adver-
tised the loan free of cost to the gov
eminent, as did street car, bill board,
and other advertising agencies. In
addition, many bankers, investment
houses, merchants and others, inspir-
ed by the same public spirit, bought
advertising space or gave over the Lib
erty Loan part of the advertising
space for which they had contracted.
There seems to be ar impression
that the Treasury Department in the
first Liberty Loan campaign applied
for free advertising in some papers
and not in Others. That is entirely
erroneous. The Treasury Department
did not ask newspaper publishers for
free advertising, because | realize
that the newspapers only profitable
commodity lis advertising space, and
that there are many papers which ale
not able to give free advertising, es-
pecially in view of the high cost of
print paper.
Newspapers and press associations
loyalty co-operated with the govern
mcnt in the first Liberty Loan. News
and editorial columns were devoted
most generously to the issue. They
carried its message into every home in
America and deserve great praise for
their service of patriotism. The peo-
pie OF the country want to know the
financial needs of the government and
the details of the issues of bonds.
That is news. This information was
given to them in the most comprehen-
sive form possible and the newspa-
pers End press associations have the
satisfaction of knowing that they con-
trlbuted UNNECESSARILY to the success
of the loan. Success could not have
been accomplished without their aid
and cooperation. have no doubt that
the government will have the same
genuine support from them in their
rews and editorial columns in conec-
ton with the second issue.
The question of paid advertising pre-
sents a serious problem for The gov
eminent. The value of such adver-
Using cannot be doubted, and if the
operation could be governed by the
same considerations as those which
determine the action of private enter
priscs, it would be much simpliied,
A private enterprise may advertise in
selected number of mediums most
useful for its purposes, and may con-
troll its expe lditures for that purpose
without any limitation except its own
desires or ability to pay. If the gov
crnment engages in such a campaign
1t must advertise in every newspaper
and periodical in America without
discrimination; all must have equal
treatment. The government must be
thoroughly democratic and impartial
in matter of this sort. To make the
'tuNSi CIoiHS IHorougH ana eHecClVe, IL
should be done on broad and liberal
scale. The cost of such an undertake
ing would be very great, and would
exceed the appropriation which the
Congress has thus far made available
for the sale of Liberty Bonds.
The question is, however, being
carefully considered by the Depart
ment, but obviously final decision
cannot be reached until more light
has been received as to the cost of an
effective advertising campaign, and
until it has been decided what ap-
preparations will be made available
by the Congress for future issues of
Liberty Loan Bonds.-William G. Nc
Adoo, Secretary Of the Treasury. i