New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1917-07-29

Co. arc tending in the same d.
rection. With the tendency IN TINS
direction. it is strange to find a high-
class concern such as John W. Thomas
& Co., the oldest general store IN .he
city. clinging to the stale formulas
formerly priced sold regularly at
and Heretofore which characterize
nearly all of their bargains. Root q
Hapeman. another store catering TO
good class of trade, plays fast ana
loose with credibility by repeated
claims of value. Every Hat Worth
at Least Double Its Sale Price is one
ST their choice offerings. The Nicoiiet
Clothes Shop pipes the tricky tune OF
1926 clothes for 49," and the Miin-
merry Fashion offers eight for ore IN
values, or, if that be insufficient, ten
FOR one. But over the mercantile field
in general the constructive influence OF
the Forum is evident.
In its campaign for higher standards
the Forum has not lacked for news
paper support. From the start it has
had the hearty cooperation of The Trib-
une and The Journal. OF the latter
this was to have been expected.
since The Journal is one OF the cleanest
advertising mediums in the country,
Its owner and editor, II. V. Jones. has
for several years consistently declined
to accept the advertising money Of the
quack and the swindler and has kept
his columns as clean as skill and
watchfuness can do it. To the fake
advertising trade he is justly and UNI
fayorably known as zone of the stiffest
propositions in the game" and they
fight shy of him.
His advertising manager, E. l.. Cliff
ford, Is one of the pioneers of rigid
guardianship of newspaper advertising.
Four years ago The Journal, announc-
ing that it was done forever with OBJ
jectionable and deceptive medical ad-
vertising, cast out the swarm Of blood
suckers that prey on the deluded hopes
of tho sick or frightened. Since then,
unlike some other publications which
establish high standards and then
Lapse away from them gradually, The
Journal has given an increasingly strict
Interpretation to the definition OF OBJ
jectionable" and deceptive" until to-
day no claim or hint of cure OF any
| disease, however yelled, gains admit
lance to its pages. On the medical
side it even rejects the common run oil
cathartics and accepts almost no exter-
nal preparations, carefully watching the
CODY of those few it does accept to see
/ that false claims do not creep in.
| Once in a while The Journal slips
on its financial advertising. But
| this is from inadvertence, not from
lack of principle. 1t carried Harroun
Motors for brief time. but became
| suspicious of the claims and dropped
it. Arizona-Ray also got in. but only
after the copy had been carefully
: edited. Ford Tractor and Emerson
Motors never got line in the paper
except, as to the former, of exposure.
Altogether, The Minneapolis Journal is
entitled to rank among the highest ex
ponents of the new and clean journal
ism. II is an asset to the community
in which it is published and power
full aid to local vigilance work.
Not long after The Journal forswore
the profits of quackery its rival, The
Minneapolis Tribune, announced that
it would not accept misleading or OBJ
jectionable advertisements. Pertinently
inquiring on what basis The Tribune
founded it's judgments, The Journal
pointed out in its contemporary more
than score of examples of major
quackery, including cancer, piles,
goitre, rupture, Dust developer and
a vitalizer. For these to-day one would
search the pages of The Tribune in
vain. In the course Of his search he
would find a good deal of quackery,
! lnCluOlnR lne udHeelOus hHtl-haHiiia'
the absurd Anuric and the claim of
/ Elders tobacco habit cure Gin one
day.; but no representatives of the
| most vicious classes of advertising. and
nothing disgusting or offensive. More
over, every advertisement is plainly and
honestly labelled as such. Some pretty
queer financial propositions creep into
The Tribune from time to time, such
as the Once-Over Tiller, with its golden
hint Of 800 per cent, and the Mime
sofa Food Growers. Inc, which bought
the use Of the Secretary of States
name for stock; but, in justice to the
paper, it must be said that they do not
remain long. The Tribune gets little
cleaner every year. 1t is typical OF
that class of newspaper which is slowly
but perceptibly sloughing off Its ex-
crescences Of evil advertising.
Both The Journal and The Tribune
are members Of the Minneapolis Ad-
vertising Forum, and efficiently further
| Copfipued m naKe IL