New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1917-05-20

fax. and pomn.r throwing it out when discovered than The
New York Times The Dispatch is plane with The New
Orleans Item for honest Standards and even more drastic IN "
refuses all patent medicine advertising on the
ground that most of such advertising bad and that hash at
command Gas The Orleans Item ha) the technical skill and
knowledge distinguish the reputable from the deceptive Like
all publications which begin by eliminating the most deceptive
class of ads inevitably to other copy
Classified advertising turned down suspicion must prac
tcay be able legitimacy when it offered tor pubioa
ton The Dispatch Financial and stock advertisements unless
their known the management have hard time gaming
admittance Even So an occasional bad actor will slip past
This spring of the RayAzona Copper Mining
Company was offered to Business Manager Ross Beaumont The
wording it looked like fair proposition he
accepted it, Now The Dispatch of those Offices which all
departments interested keeping the columns free OF decp
ton no other method wholly successful by the way SO
when insertion of the Ray Editor Edwards
an article Los Angeles paper decidedly unavoabc to the
he communicated with Mr. Beaumont who ordered all
further ads held pending investigation That is he the
benefit the doubt the advertiser but to the reading public
Request for information the California commission
which had investigated the company elected unfavorable
report Exit permanently RayArzona from The Dispatch there
by saving money for its readers
In every instance where newspaper the patent
medicine devil the patent medicine devil camos get back into
the newspaper proved with The Dispatch dozen of the
chief quackec of the from time to time essayed the
The method illustrated by the quack booze medicine
Tana which making big local drive just before reached
Dallas all the papers except The Dispatch One day the
sentative in charge of the local field for anac dropped upon
Manager Beaumont and delivered himself of this unsup
ported soloquy:
Tanlac isn't doing what it ought to in this pause for
efect) what's the with pause for rehcction
think maybe it's don't copy The Dispatch
opeful pause You don't take medical copy I'm told Pause
less hopefully Oh well (sgh) spose that's why don't get
better results. exit
Although The Dispatch making money and thereby proving
that clean advertising be made the local field the
other daics exhibit of following its lead Apparently the
easy of quackery and fraud their Yet
long before The Dispatch the field they had local
ample of the best standards of journalism in the
conducted by Frank P. Holland Farm and Ranch and HIo
lands Magazine Mr. Holland guarantees the reliability of all his
advertisements He afford to. His columns OO16 clean
Even the classified department. where many otherwise strict
publishers fall into model of censorship the interests
the reader If the local religious press wishes purge itself of
the eproach Justly expressed by the Rev. Mr. James could do
no better than enlist Mr. Hollands aid unofficial
have authority that he would undertake the task but
have yet of his type in journalism who wasnt
than willing lend hand any other publication honestly
endeavorng clean up its columns.
Mercantile advertising here is in peculiar Most of the
reputable and deal honestly with their patrons deeds
They would like deal honestly words equal be-
honesty their medium But there also policy
be considered And they afraid that strict honesty
really the best policy Therefore, without exception the big
indulge value claims based upon nothing substantial
the rainbow lighted clouds of commercial imagination You
get (f you're of simple and trusting dpoon) $85
for $685. $500 gloves for $45 $495 cloaks for 50 98
81 90 value neckes for 90 and down
through the DID, stale familiar list of all kinds Of merchandise for
what worth almost anywhere the main shopping district
of Dallas
The advertising manager of of the leading and
perhaps the its advertising explained
that he would like values altogether Che had really
reduced this type of exploitation greatly but that he feared the
competition of less conscientious merchants.
Besides" he added there where you We almost
Tab ill
bought sell $45 for low $3.50 In that called
EN- $45 values and right
Why did you sell them at such reductonp" asked
The silk market broke he explained.
Then the other able or were forced 10
make similar reductions2
Yes.
And although garments of the yours were sell
ing like reductions all around you still consider that you
were justified in calling goods aCOrth $459
Certainly he reorted They were meant to sell at that
weren't they? And they would have if the market hadn't
cracked"
And there stopped before blank wall of argument So