New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1917-04-22

f n. New York Office of Ctchhed Cague Chicago
advertising agency a letter of which part follows:
You are scheduled for Vee advertising and we will send 1t
a. soon a. we receive mats plates from the factory
We trust that you will be able cooperate with us
the matter of this publicity alone account OF the adver
Using thew will run during the show account OF the adver
Using run in the past and which will undoubtedly run on the
coming heavier than but account OF the merits and
splendid value offered by the Velic car itself
As matter of fact The Tribune the Vee list and
did not get the advertising them has it since Mr. Charters
letter was manfoded which went to other news
naps in the city, The Tribune included he said under the
impression receive Veie advertising VI course
The Tribune had used the publicity that would have been SO muc
expense for the Vee company and tor Its alert advertising
agency
But the outstanding thing that the were urged
70 make use of the publicity ground that advertising was to
violation the Federal law referred to above unless the
newspapers generally marked advertisement to which no
Jbt n. advertiser would have objected made difference
70 the advertising agent apparently that there such law IL
was Just question of using advertising as PuDhc'y Per'u' VII
The Tribune and other newspapers
is certainly the worst of poor judgment that prompts the
automobile advertisers insist that newspapers shall puosh aoe
pufs if they get advertising Against seVcra
thousand motor car owners the metropolitan district tor IN
. and countless other persons who prospects tor auto
mobiles there are only few hundred automobile dealers IL Is
merely good realize that newspaper let alone TO
news of calculated to interest owners ana
bUes more likely be productive of results to advertisers IMAM
one filled with trade items reading notices ana Quiet ~ e
of exclusive trade interest
Automobile dealers do sell to another lhey
mus. see tina. filled with trade notices do not
appeal to the motoring public but to the trade And the "
doesn't buy cars it sells them :,
These advertisers are reluctant however to give up the IDEA
that the nevsnapes which publish the greatest amount OF factory
items are the mediums in which to advertise hy
70 recognize that of thing appeals to limited NUMBER Oh
nerson-those who the publicity those whose names are
mentioned in and other in the trade VINO study e
mobile columns to see who getting the greatest amount OF CO.
operation. -
There are naturally many reputable automobile manuact
rs who are not sympathy with the free publicity idea but
they adopt the attitude that as long any one else
gets il thew should If they would shut down on the issuing
of so-caed week. and at the most
never sent out anything but actual and real news they would be
the They shortghted as to fail 10 see
that the public of the things being done lhey
must see beyond the reiterated mention of company or
dealers name to type of that effective IN holding the
;,t f the automobist even though mentions trade
Once the public the impression that newspaper can DE
sold by its advertisers and prints personal puey III
preference to legitimate confidence in that publication is
broken down and advertising loses its effectiveness Certainly
any newspaper which balances advertisement with reading
notice cannot have the respect of the reading public The auto
mobile advertiser who his advertising club the
wrong track because destroying the thing he ought most
to cherish
Appvne the acid of value, then, to much OF the
automobile reading published in newspapers to-day
mobile published not of the reader but in that
of the business Office is deception of the reader 1t betrayal
of his proper rights and of the ideals of publishing