New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1917-02-25

bro 70 publishers Of other newspapers information concerning
the reliability of advertised claims and promises particularly IN INC
medical and financial fields Thus among the smaller papers Oh
the Middle West Tribune Standards have come to be strong IN
Auencc.
Yet ground for the suspicion that The tribune does
not hold advertising writers to those same high
which pescrbes for others At the present time is advertising
other local papers serial story its own oun
% issue This story is described large dp advertisements
as one the literary treats story or to-day WV
Style Romance And this story thus clearly peo 10
brand fiction what? ctona hzze OF SIX years ago
To advertise 9 book upodate l9l style story OF
par with offering xyearold hat or suit as the
latest cry fashions When of the standing OF The
Tribune INDUCES schock practices OF this sort the cause OF
decent advertising wounded in the house of its friends
Small wonder that big book representative here said
to me, apropos of this astonishing lapse
What chance have with straight advertising against
their crooked advertising?
The Tbunes chief rival in the morning held he Herald
while less careful of the interests its readers yet gives nd'spu
table evidence of against the notorious takers
the medical field and entitled the credit of refusing con-
siderable volume of advertising which could get tor the
askngdoubtless without the asking since the cuea' with
their advertising opportunities steadily narrowing would be only
glad gain admtance OF The Herald standing
finance however the papers optimism might strike as bit
excessive There for example oil stock which holds out
lure of 300 the original investment and oil and gas
company which alleged be earning at the rate OF OOo on
stock mention snguary blind and mystic
offer which to intend to pay S3o per
month for every $50 invested All of which, OF course may be So
proof the But unless had proof OF the tact
should dislike that of advertising in any paper IN
which interested.
OF course there's Hearst morning Hearst and evening
Hearst And Hearst Hearst wherever you find him. through
his Chicago columns there parade the long list OF medical mum
mers Orangene with its content OF dangerous hearde
prcsant drug down through the yelled consumption ake
Eckman Alternative the boozeure of Swamp Root secret
drink cure rupture and bust developer to the offer OF tree
lessons in drugless healing
In the evening newspaper field The News strong influence
standards Its policy is similar that OF The Chicago
Tribune ike its morning rival wholly above criticism.
slips from the straight path far enough accept Nuxaed lron
that blatant pzegher testimonial supported fake But the
whole maintains a fairly strict guardianship its columns
former days. did the Post Possibly its good have
corrupted las the copybook maxm through the evil
of The Indianapolis Star under the same
ownership For whereas used to be the ceanest advertising
medium Chicago its columns to some though not
the worst the medical takers In this searching
the part newspaper publishers fortunately unusual to
find paper relaxing ethical code And The Post has not yet
gone far but that little cleaning up will put it back
with the best of the local press.
Though not Hearst paper The Journal is little if any, better
the local Hearst representatives Peuna not too bad for
Mr. Dufys Malt Whiskey the Brooks Rupture
The Doctors (Ouac Advice in the form of fake prescriptions
Furthermore financial advertising standards about
medical Taken all all Chcagos journalism judged on
the basis of advertising standards will fairly to New
York If there is paper which will quite to the
standards
The Tribune, the other hand there is quite openly
reckless reputation and the confidence Of its readers
The World or The Evening Telegram.
In the field of retail merchandising through the printed word
Chicago entitled high rank Marshall Field Co. the
first great general America out for the highest
and standards of accountability by dscardng
all value claims and comparative prices Carson Pre Scott Co.
another notable example Of strict reliability Indeed all of the
department impress with the moderation and
servatm of their claims Apparently the Chicago public doesn't
Ike to be fooled Taking the advertising signs and pacards
State Street the local shopping thoroughare criterion
compared with Fifth Avenue should that Chicago made
quite as good showing New York. To be there
spnklng offers and startling reductions and
wandering eye greeted exactly cheered by the old
familiar Of SIS clothes for but the whole the dollar
traps and far between The birth of the Genus Sucker
must be lower than the provebial in Chicago
Some day the forces which should naturally coordinate for
honest advertising going get together Chicago the Ad
vesng Association with its work already under the honor
able dealing merchant who has much stake and that
part local press which stands firm the basis of protecting