New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1917-04-22
By c. E. T. SCHARPS

I'll L.r. of hats and balls telling about the correct
ness of manufacture of these implements OF the national
Automobing alone sports is treated by 100 many news
papers business and not the recreation or he ~
sands Of caro-
This distorted point of the bottom OF the socaled
automobile news sections which exist to-day in far too many
newspapers Free publicity furnished by automobile makers
their advertising agents and their dealers hasoeen Pertteo
ro so big that there apparently tor little In the way Oh
actual and information those newspapers are
an exception which the standard of running department OF
motor car for motorists instead of bulletin OF trade PuS
reading notices and write-ups
Behind the publication of much of this tree publicity the
mpled-not always deicatey mped-theat OF automobile
advertisers that failure will be punished by withdrawal
Of advertising Such advertisers the newspapers to snow
that sort Of gratitude which is lively OF future tavorS
Thew wave the club business Office favor the news columns
Of those newspapers that weak enough to be influenced
; done too in apparent defiance of Federal law which
bbts the publication of reading matter under promise or pay
nent of money other valuable consideration unless marked
advertisement This law has been in existence since W.
That has been violated by automobile advertisers as
70 can only be assumed by those who have had any
experience of the methods employed by such advertisers WIN
plant-not place-automobile advertising
earut example of methods given in recent CORE
spondence The Tribune and the Hal Motor lar
Of Cleveland Mr. c. Weed is advertising manager OF the Ta
Copanv whose advertising The Tribune does not carry The
reasons for this will be clear after reading Mr. Weeds letter.
Il am very sorry that The Tribune the list but
in measure it The Trbunes fault During New YORK
show week personally interviewed the automobile eao1
each the New York papers and told them that we intended
to put very representative campaign in the spring but
that going to advertise NeW YO[k show week
II also told the editors of these New York papers. IN
Guiding The Tribune that would be unable all of the
papers in New York which could carry Hal Twelve advertising
advanageousy and that going to pick papers by the
nt and acts of COOPERATION as shown the Hal Motor Car
Company during show week Our schedule explains the
result
As a result of his invitation compete cooperation
basis for Hal advertising Mr. Weed selected the Times Sun and
Post in New York
When The Tribune expressed its surprise that the advertising
was being distributed the basis of free publicity received at show
time Mr.. Weed wrote further
Il did not make up my New York schedule the basis
Of cooperaion received during the New York show entirely
OF you understand that there paper in New
York which really felt must regardless OF what they
did for Fortunately for however, the automobile
editor of that paper position in the right light and
boosted the Hal Twelve the skies during the week in fact
got just much mention and hearty cooperation did
any other motor manufacturer to-day, even Overland
"O the other FIVE papers which could have used
good advantage there but little selection far as
could a that time Our appropriation would allow
all Of them. and the attitude that they expressed
toward the Hal Motor Car Company weak automatically
eliminating some.
Mr. Weeds of the Overland brings readily to mind
that alone the smaller companies that adhere this system
planting advertising and ignoring merit AT show time the WHY'S
Overland Company of whose products The Tribune
paid its compliments by matching the advertising claims
with the merits of the usually does the largest amount of
advertising of single When the automobile show
of the New York newspapers the advertising
representatives OF the WysOverand Company table
giving not the amount of paid advertising by the various
pane the show but listing compared agate line
the of free publicity given alone the Overland but
all the other companies from the prominent the
parativey small.
On the basis of that comparison those which do
up standard satisfactory the WHY'S Overland
Company removed from the advertising list for the
Of the show week has its bearing the Overland schedule
for the months A fine example from the biggest
featuring company in the industry outside of Ford
Ia. 49,
in New York which, having made the list have be
dropped from They have long since learned the lesson of
operation and hardly likely anything but commenda
ton from the Company for having come
with the rest of the boys.
Advertising agencies anxious show their influence
impress client acting under mistaken idea of service
WELD the publicity club Some
agency with number of active the combined
weight of these force publicity for inactive Ii
is all part of the game.
LIZ. IL