The Nonpartisan Leader Newspaper, June 28, 1920, Page 12

A Tilk on Advertising By the Editor of the Leader Don’t Blame the Advertiser for Controlling the Press The laws of business rule in business. Ifan advertiser finds it’s good business to demand that the newspaper or magazine shape its editorial policy to suit him, that’s what he will demand. If he finds it isn’t good business to interfere with editorial policy he will lay off—in other words, he will give the editor a chance to be honest. : The Big Advertisei's Haven’t Yet Had Enough Education Many big advertisers_still think they can control editorial policy and get:away with it. They find some adroit and subservient editors who can fool the people aH the time they are running their papers in the interest of the advertisers only. They can do this only when their readers are asleep at the switch. If the readers are wide awake to their own interests neither the cunning advertiser nor the subservient editor can put it over them. : You Alone Can Protect Your Own Interests Against This Shrewd Combination : You can do it by showing the advertiser that it is bad business to try to control newspapers and magazines in his own interest. You can prove to him that it is short-sighted and unwise. You can show him that any immediate gains he may make by this policy will be wiped out and more than wiped out by the loss of publie respect for him, for his business and for the servile publications which he supports. : The Thing Is All in Your Hands; V-Here’s How You Can Do It Buy your goods from advertisers who print their advertising in papers and magazines you know are free. The test of this is whether a newspaper or magazine dares to criticize the« things the big fellows stand for. When you do this steadily and consistently advertisers will learn that it pays to advertise in free papers, even when they print what the advertisers don’t like; If the public would all do this, advertisers would soon cease trying to club publi- cations into doing what they want. The advertisers would find that when they did get a pub- lication to obey their orders it would lose its influence and its pulling power. %ol e ~— A word on behalf ‘of the Leader: You can help your cause 'fi:)werfully by -letting advertisers in the Leader know your appreciation of their independent stand. e big argument is to buy from them. When you notice that an advertiser is giving his business to others and not to the Leader, find out why. 1N i o . Mention the Leadér When Writing Advertisers ; PAGE TWELVE * Mention the Leader When Writing Advertisers L~