Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1918-02-19
Injustice OH Part o, Government

NJlTH1N few weeks tho government will
w launch its third Liberty loan campaign
for money to meet the expenses of tho war.
This issue in all probability will be larger than
either OF the two preceding ones. and since the
money to pay for the issue must be subscribed
by the peLple--a large proportion of 1t by the
wage-earning classes--a necessary feature OF
the drive Will be one of the most intensive adj
Tertising campaigns in the history OF the coun-
try. 1t is announced that the newspapers and
their advertising patrons will be urged to con-
tribute still greater amounts Of space than
they have donated in the two previous CAM
paigns toward making the loan a success.
In the previous campaigns the government
refused 10 authorize expenditures for news
paper advertising to promote the success of
tho loans But with patriotism unexampled
in its remuneration of business considerations
the newspapers combined with the great bust
ness organizations OF the country to furnish
the publicity for which the government re-
fused 10 give any remuneration. It is true
that Congress authorized liberal anpropra-
ton to meet the expense OF selling the bonds,
but put the whole matter of spending this
money up TO Secretary OF the Treasury Nc
Adoo, who did not buy newspaper space.
The result OF this voluntary unremuncrated
movement in sending the subscriptions OF the
first and second Liberty loans above the maxi
mum quota set for the country, demonstrated
the matchlcsS power of paid newspaper adver-
Using in selling to the American public. In
the second moro forcibly, moro definitely even
than in the floating Of the first Liberty loan,
the newspaper revealed its peculiar talent for
gripping the man in the street and the woman
IN the home and making them buy an adver-
tised product. Newspaper advertising put the
real selling drive into the great organization
OF varied craftsmanship that actually conveyed
the bonds to tho buyers. There was never
national campaign of advertising to match it,
Though the government INDUCED in no adycr.
Using OF any kind, other than posters it was
the beneficiary Of newspaper advertising do
mated TO it. by loyal business men, either in
space or actual contributions. amounting in
value to between 100000 and S3,OOO000
These same business interests will show like
zeal and patriotism in promoting the success
or the next and future Liberty loans Their
support Will be as unselfsh in the past But
Is not the government demanding too much
when it asks them to bear the whole burden nj
cost of this necessary publicity? The value Of
newspaper advertising in educating and in
huenclng the masses quickly and thoroughly
having been recognized Is ndispensa bic to the
success OF these public loans, the government
VIII SNOW Doth Il lack OF business judgment
and contempt for the principle OF fairness in
app0Ttoning the burdens OF the war il II ocs
not reverse the policy il has heretofore pur-
sued and economic in the expense Of selling
Inc bonds by taking advantage of the dirnc;
results to bo obtained through paid newsponar
advertising. To refuse TO SET aside an ammo.
pfiaton !oH this pnrnoso would be equivalent
10 triliHg with the public interest 10 cav
nothing OF he injustice 10 the patriotic spirits
who have supported tho costs of success for
the previous loans