Arizona republican., 1918-11-25
Political Advertisinq

A day or two ago The Republican printed th' confession of a local candidate for office of his version 10 the doctrine, Tt pays advertise" He had neglected advertise in his campaign, depend ing upon an extensive acquaintance and his success full record as a candidate for twenty years He beaten by seven votes by who is a eompara tive newcomer who however, advertised
 In line with this we have the following from the Editor and Publisher"
 Half million dollars in political advertisements in newspapers distributed the entire state of Massachusetts the recent election, in the opinion of Charles J. OMaley, president of the OMaley Ad- vertsing and Selling Co.,, who played an important part in the advertising campaign.
 T am fully convinced that in future political cam pagns the candidates office will Use more news paper space than the past. and it will certainly be disnifcd and more enlishtening and will make for cleaner politics in the city, state and nation, said Mir. OMalley in interview with Editor and Pub fisher the election result had been announced
 Heretofore he said, the politician believed that the spellbinder nvincibe. The old timer learned that people moved by the voice than the written word but these views obsolete the old-fashioned fortress against modern artillery.
 "Thc newspaper advertisement today is read all most as carefully as the news story or editorials Politicians unable to gather crowds into poorly ventilated halls in the number they did years ago. People the these men through he paid medum of advertising columns, and have not he time the inclination to attend rallies. This evidenced in the last campaign.
 There were few instances in state politics where there was much money spent in legitimate adver- lsing as that in the campaign just ended. The paper columns throughout the state were utilized to their fullest capacity in telling the merits demerits of candidates, amendments etc"
 There is another phase of this comparatively new and interesting subject which has yet Ipon. The corrupt practices acts states and he federal government limit the expenditures of can lidates in political campaigns In the enactment of .hese laws campaign advertising not given much thought In those days there comparatively lit tie of such advertising. Such done was in newspapers of the party to which the candidate be- longed and was regarded a financial concession to partisan newspapers rather than as political invest ment which would produce returns in votes It was -aher looked upon a substantial evidence of party -cguarity.
 The expenditures aimed at in corrupt practices acts were such tended to corrupt voters by brib- ing by treating and by gifts. It designed to pre- vent the purchase of office seats in the senate had been notorously purchased. Great corporations had bought governorshps judgeships seats in con- sress and wherever else they desired influence
 Political advertising such a small item that 1t was not thought worth while to exempt expendi- lures for it in limiting the total expenditures But since then it has become important em Many candidates and generally successful ones make t the chief, if not the sole item. There really should be no limit by law it any more than there should be limit on the amount that a merchant may spend for advertising.
 It is possible, Of course, for candidate to spend much more for advertising than he ought to spend Even good thing may be ovcrdone. A candidate may spend enough to suspicion and secure instead of votes, revulson of sentiment That was 2xemped in the late campaign in this state in the -ase of one of the proposed constitutional amend mcnts. Very large spent and honestly, and openly spent with the purpose, we have not the slightest doubt. of educating the voters-informing rnem regarding matter which had not previously en- gagged their attention Expenditure in such adyer- Using does not come under corrupt practices acts which restrict only candidates expenditures The people were told, though, and led believe, that there was something sinister in the great expendi- ture Half the money expended, we believe would have done more good.
 Political advertising. like commercial advertising E should be judicous and should be as carefully pre- pared. In this connection though it is rather ir- relevant believe that The Republican is one of the pioneers a medium of political advertising that is of the advertising of candidates of all parties It was begun long ago that there was some doubt in