New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1917-05-13
Bv SAMUEL HOPKINS ADAMS

h ,,b;cb s = house cleaning implement Indeed their
paen was essentially adventure house cleaning AS Is usual
operations there woman involved but she
kept in the backsroundfor awhile In the course OF their oo
b, three vono men with broom conved to sweep gooo
many OF the sky OF advertising and that there
pretty clear that sky to-day this city is largely due TO
their efforts.
All of which is Introductory Mr. James NJ Thomson pro
,e,or and publisher: Mr. A. c. Newmycr business manager and
Mr. Marshall Ballard managing editor OF The New Orleans item
Also the Temporarily quiet figure in the background WIS "
lard Mention their and that OF The Item IN any 0oh'
ton of patent medicine quacks and will elicit comment "h
b not 70 he apped to any respectable gentlemen let
alone lady.
If one goes back far enough the prime responsibility TOR all
the troubemakng would to rest with the ASSOCIATED o
vcising Clubs the World In 9 Mr. Newmyer was chairman
The on National Education Of this body and as such
had good deal do with the truth in advertising
Also he wore in lapel the Truth emblem OF he ~ ~
W. In huge organization there are thousands OF members
wearing the emblem who have thought OF ransang into
~ and few who actively oppose principle Mr. NeVsmyer
is not of either school To him the emblem meant something vital
in the practice advertising But how to reconcile that meaning
with the columns of the newspaper whose business oe "
directed? That a tough problem
One morning he took resolution then long look at Ills
A c W. button next a long breath and finally plunge into
the advertising columns of The Item Now even IN w. Inc
Item had principles Of its own 1t did not accept Veh
cures private disease miraclemonge cancer nor con
SUMPTION cures But practically everything else went Inc
MANAGER with the Truth button found himself confronted
with the standard booze remedies exploited as cures lot inc
standard dangerous headache drugs baby dop hao
forming cough remedies and horde OF medical
irving their best through print and illustration to trick the public
into believing them genuine reading matter he got out MS
shears and he clipped and clipped and clipped Bearing the
accumulated pile he beook himself to the managing editor oes
upon which he deposited his load OF fraud and poison
Look those over, he suggested
Il don't need to. returned Mr. Ballard know en- hey
make me sick.
"Why?"
Cba1acericaly the news expert began with technical
objection In the first place they always trying to initiate news
and and to get special position for their matter
and that roesse up my makeup Half the pages look like crazy
quilt
And in the second place.?
I'm the second third fourth and nth place they re lot OF
damned quacks and takers
Can prove it?"
Before becoming newspaper man Mr. Ballard had been IN
slctor chemistry in medical college he " graduate OF
Johns Hopkins where he specialized chemistry therefore ne
has the technical knowledge applicable phase of the patent
medicine problem.
1T can be proved all right" said he Then reading what
was in his mind he added: How much would cost
to throw the bad ones9
Tell me which the bad and I'll tell you the cost
Let, take it up Mrs Ballard suggested the managing
editor.
Accordingly conference was held between the two news
paper men the the background from which devel
opcd tentative blacklist With pencil and they then made
rough estimate of the loss advertising consequent
upon excluding the listed advertisements The figure was I'M
prve not to say oppressive The to set the mat
Ter before Proprietor Thomson since he after ALL the one who
>od have , stand the loss The department heads
uuested their chief important matter OF
policy They asked dine Mr. Thomson, house and to
take up the matter aftcrward
Over the Managing Editor Ballard opened up on his
chief by asking whether he read The Item. Now. Mr. Thorn
not only newspaper proprietor; he is also practical
pc newspaper and ask Of this species whether he
reads his paper is almost a casuS belE.
of read it, he returned Il read all of it
day Except the he added aftcrthough
Except the advertisements repeated Ballard You don't
pay any attention to the advertisements
Il look at EN-. But | don't read en-.
Neither did until recently. MIR. Newmye does We've
come here that wee like to read to you.
"Al right shoot. said Thomson. rcsignedly
The managing editor started with intimate details
about digestive processes of species adapted after
consideration The proprietor wrgged The reader then switched
to grateful testimonial by lady whose extremely public dscrp
ton of her extremely private symptoms suggested cub reporter