Daily Kennebec journal. [microfilm reel] (Augusta, Me.) 1870-1975, 1919-03-14
A Ray Of Common Sense

A Ray Of Common Sense
AT last the Massachusetts press as
sociation has opened its eyes for a
moment. pronounced resolution and,
presumably. has gone back to sleep.
The resolution adopted is against CIV
ing space TO war committees and
agencies" and We assume, will in
clude the slop sent out by the horde
Of self advertisers in the multiple
government departments and bureaus.
The Bay State press association
will now do well (for its membership
and it's advertising patrons) il it will
take the same stand on the ''publi-
city" of moving picture companies.
automobile makers. etc, etc. Don't
they give such advertisers their
Then why donate space for the read
ing rot to fool their readers. who find
Az oAS. Oh ~ IL IL &c q pa VI SAC
paid-for advertising why not comply
with the law instead of evading it I'M
der the guise Of department."
So much sophistry and swindle is
put out by some newspapers in this
publicity advertising that the pub
lie is losing confidence in news re-
ports. and respect for anything they
find in Z newspaper. The hidden adj
vertising. to be absorbed unconscious
ly by the reader. is the most disgust
ing and exasperating Of all when one
forms the habit Of looking for it N
everything one reads.
Tho newspapers themselves arc to
blame for the burden Of publicity"
cheating and space stealing and beg
ging that now overwhelms every edi-
tor and newspaper business Office.
They have fallen easy marks to the
sophistry Of advertising sharks and
shazpeFA And Uncle Sam. under the
present regime Of bureaucracy and
paternali@. has become the most
persistent space-begging nuisance
that csutteRs newspaper Offices. This
department and bureau and agency
rot is always news" and urgent"
and the publishers duty" to spread
to the public.
But it 10 not the duty Of the army
Of space-beggars and self advertisers
who put 1t out to work for nothing.
Nor Is it the duty Of those who
furnish the supplies that are wasted
in uncounted millions Of dollars an
nually. to turn such supplies over to
the government free-but rather to
exact handsome profit above cost.
Why. then, does the philanthropy
begin the moment this dishonest
scheme Of influencing the public
reaches the newspaper plant? Why
should the government or other ad-
vertisers refuse to pay. and try to
beg or steal the rest Of the legitimate
cost, just at the point where the whole
scheme could be made effective and
valuable?
Ninety per cent, at least, Of ALL
this government information" sent
out in hundreds Of thousands of tons,
is pure waste because of adopted
policy of attempting to bum the vital
part Of the venture.
The waste in every one Of the big
drives amounts to scaadalous shame
largely because Of the department
and bureau heads determination to
steal that which vitalizes the whole
movement-the newspaper advertise
ing.
a striking case in point is now be.
fore the public-the income tax pub
lici.y" scandal. Yes. scandal" for it
is nothing less-the volume of incon-
SIotSLt. t)iS, <,
misleading. backing and filing. ruling
and receding. nonsense sent out from
all directions. official and unofficial,
only small percentage Of the mix
ture reaching the public and leaving
it confused and Disguised. The re-
suit is inestimable waste OF time, sup
plies and mail facilities. tenth
Of the mass put out officially (all 9TH
er suppressed and PAID FOR, so
that every announcement should go
in every newspaper and be read con-
secutively and with confidence by its
readers. would make the difference
between the present inarticulate, inef-
ficient and hated tumble and a real
system Of business. accuracy and
public respect
He Beat Germany at Her Own
Game.
Caption Public Ledger Editorial