The Mt. Sterling advocate. (Mt. Sterling, Ky.) 1890-current, 1921-06-14
P. m. Gen. Hays Clears
Up Point Of Doubt

masters will be grateful to Post
MASTER General Hays for the pro-
mitigation Of Order No. 1857, issued
May 23rd, which defines what is to
be measured as advertising in the
computation Of postage charges on
second-class matter going to the va
rious zones. After a careful read
ing Of the order, which is given be-
low, no publisher nor postmaster
should be in any doubt, as the ruling
is clear and complete:
What is and what is not advertis-
ing in publications entered as sec
ond-class matter whose advertising
portion is subject to zone rates.
Office of the Postmaster General
Washington, May %, 1921
Order No. 1857
Hereafter, with respect to publica-
tons entered as second class matter,
the question as to whether, under the
law Of October 3, 1917, requiring a
higher rate Of postage on the por-
ton devoted to advertisements than
on the portion devoted to matter
other than advertisements, editorial
and other reading matter is advertis-
ing will be decided by whether or not
the publisher has been, or is to be,
directly or indirectly compensated,
either by money or other valuable
consideration, for its insertion. In
all cases where the publisher has
not been, and is not to be, compen-
stated such matter will take the rate
of postage for other than advertis-
ing. In all cases where the pub
Usher has been or is to be compen-
stated in any form whatever the ad-
vertising rate of postage will be
charged. Articles, items and notices
in the form Of reading matter in
serted in accordance with custom
or understanding, explicit or tacit,
that a "reader" is to be given the
advertiser or his products in the
publication in which the display adj
vertisement appears are advertising
within the meaning of the law.
Display advertising is obvious in
its character and must pay the adj
vertising mailing rate.
Attention specifically called to
the law of 1912, which requires that
editorial or other reading matter for
which the publisher is compensated,
directly or indirectly, must be plain
ly marked with the word Advertise
ment."
The Postmaster General desires it
to be thoroughly understood by all
publishers that this law of 1912 is
most earnestly called to thier atten-
ton and will be most vigorously en-
forced by his department.
This ruling puts it up squarely to
each publication to label all matter,
other than display advertisements,
for the publication of which money
or other valuable consideration is
paid, accepted, or promised, with the
word Advertisement" printed in
full.
Finally, in this connection, atten-
ton is called to the fact that when a
newspaper or periodical advertises
its own services or issues, or any
other business of the publisher, in
the form of either display advertise
ments or editorial or reading mat
ter, this is advertising within the
meaning of the law and the publisher
must expect to paw the advertising
mailing rate thereof.
WILL Fl. HAYS,
Postmaster General.
1t will be noticed that Mr. Hays
also calls particular attention to the
law of 1912 which requires that the
word advertisement" (printed in
full and not abbreviated to "Adv.")
shall be used in connection with edi-
torial or other reading matter "for
the publication of which money or
other valuable consideration is paid,
accepted or promised"