Arizona republican., 1918-08-04
JOHN HYDER HAMMERS HOME THE TRUTH IN
 ADVERTISING

Truth n advertising was one of the fundamental principles of MT. Douglas talk the other evening at the Christian Church. This fact was not brought out in as many words, but l, as a merchant, know that the very principle that we are now fighting for, TRUTH, HON. ESTY OF PURPOSE, has just as much to do with my business dealings as it has to do in the WINNING OF THIS WAR. The thing that started the na- tions of the world into this terrible struggle was the years of untruthfuI propaganda the kaiser and the military machine of Germany established for the German people. They did not be- IeVe in the TRUTH IN ADVERTIS. ING. The same thing happens when some Phoenix merchant, with a big advertising campaign written up by some expert, wonderful advertising writer, puts in print, smashing prices, and that in the face of the increasing cost of merchandise.
 Mir. Douglas hit the nail on the head when he said that Barnum was right The American people like to be hum- bugged. But in my estimation when Barnum created that statement we were too young. but now that we have grown up we know now as much as Barnum ever knew. Then why should we start on the run when a big sales announcement is put in print, like rushing to a fire, thinking that we are going to get in on the most wonderful sale that was ever put on in the history of the mercantile business?
 Mir Douglas certainly struck home when he came right out and stated, Stick to the truth. even if the truth hurts" Germany don't believe in the truth and never did. It is up to us to be everything that Germany is not, and 1t is up to us then to stick to the truth. It is better by far to know just how we stand, what our principles are for, what kind of business we stand for what kind of advertising we do, than to kid ourselves along ard fall by the way side. The same principle was brought out vividly by Mir. Douglas in his ex- periences with a New York editor. He called the editors attention to the headline of certain issue of his paper which was not as it should be. And the editors reply was that was the only way the paper could be sold." And the same things are happening every day in the mercantile business. Some
 
 gets up a cleverly written advertise ment and words it with appreciation and sincerity. but the truth is not there. for if it were, the truth would hurt the selling power of that ad.
 My big idea of advertising is to sell s35.00 Hirsh- -Wickwire suits for s35. and s10.00 Wilson Bros. silk shirts fol S1OO0; other standard lines at standard prices.
 We never intend to run any break neck sales and smashing prices. My only desire is to make everyone come out with the truth in advertising. This should be the law for public protec- tion.
 This, like all of my other articles that have been printed from time to time. is not free write-up. I am paying fol these articles. and that with the one idea in mind of getting our legislature 10 eventually pass the truth in adyer. Using bill' that has already been pre-. sented to them. Now is the time of al times when the public should be pro- tected; then let us all get together ant make our newspapers tell us the truth in the ads they carry and the news they print; make our merchants tell us tht truth in the goods they carry and tn, prices they quote, and if you canno force your advertiser to tell you tn, truth. then don't holler.
 NOW ALL TOGETHER FOR THE FOURTH LIBERTY LOAN.
 Adv. JOHN RYDER.