The St. Joseph observer., 1920-08-21
DISHONEST ADVERTISING
What Black and White Has TO Say of
the Show Advertisement Published
I'm the News Press.

10 SKIN game perpetrated upon the
citizens Of St Joseph by one of our
most esteemed institutions-one to
whom we look for news. that has the
semblance Of truth, from which to
formulate our thoughts and actions
We say this because the press OF the
country should be and Is the greatest
force that we have for the moulding
of public opinion and action.
''If this is so, shouldn't the public
have the right 70 expect truthful
statement of facts and not be per-
suaded b. misstatement in editorials
and fake advertising, to spend their
money upon things that did not live
up to the stories and advertisements?
Shouldn't we be able to read our
newspapers without taking their mes
sage with a grain of salt? Should
we expect them to be hand in hand
with those that are trying TO defraud?
For isn't that just what is happening
when they print stories and run ad-
vertisements of firms that are trying
to fleece the public? Have they
right to just sell space and contanri-
nate the truthful message Of the
legitimate advertisers?
'If the newspaper publisher had a
number Of city lots to seil--had gain
ed the confidence of several good,
reputable people and persuaded them
to buy-would he be doing the right
thing to turn around and sell adjacent
| lots to people of ill repute-just to
| fill up the space? We think not, and
yet the public of st. Joseph were ,e-
Gently told about a first visit of
show which as AN attraction comes
! well recommended To repeat the
newspaper verbatim: The Yankee
Robinson Show has been having a
| highly prosperous season and the in
| dications were that the tents will be
filled to capacity for each of the per-
formances in st. Joseph Notice the
| plugging for this show, as everyone
knows that people like to go where
the crowds go. Mind you. this little
boost for business after the show had
already fallen down on the free street
parade.
Let's read further: The boast is
made that the shows collection of
wild animals is the most extensive on
tour You who were there-did you
see the 1000 performing animals, ad-
vertised? Did you see 600 people
with the show. 500 horses and 40 per-
| forming polar bears? Still more:
The Yankee Robinson Show is said
to have the most capable battery of
clowns that have ever been seen with
a tent exhibition If you call four
or five clowns capable battery, then
we'll grant the excellent press agent
of the show that his statements,
vouched for by the newspaper, are
/ correct. But mark you. after we have
been persuaded to bite of the apple
our friend tells us in a ome-back to
clear his skirts. People will bite.
though, especially at circus Small
wonder that we bite when our fore
teller of events lays it on so thick
highly recommends. without bother
ing to see if their assertions are true
just to fill up the space.
Another highly edifying statement
which tells of the papers interest in
the people whom it serves; There
was much complaint by those that
bought tickets for the concert. but
anybody who remains for the con-
cert ought to be stung, old timers
say Looks like that was the atti-
tude of the publication who would
br glad to pan off such stuff on our
people and our city. For what kind
of advertisement can this give to the
city? Think of our many farmer
friends that left their work to make
a day of it in the city-just to be
stung by this travesty. How will
they feel after being forced to pay 25
cents for an ice cream cone and be
taken in in other ways? Won't they
discount other such stories in the fu-
ture-won't they even discount the
other advertisements in this news
sheet just because of this people-wiIl-
bite attitude?
when man writes a thing in a
letter-when he puts it down in black
and white. with his name to it-he
wants it to be the truth. Legitimate
advertisers are just as anxious that
nothing misleading or untruthful
shall appear IN their advertisements
down in black and white over their
store name. Truth isn't the best pol
icy-it's the only policy. Should the
merchants then have To be associated
with fake ads like the one referred
tor Should the public be influenced
to buy, by its friend the press. fraud
ulent goods7 BY all means no-lets
help to build a greater confidence In