The Nonpartisan Leader Newspaper, July 26, 1920, Page 12

~ By the Editor of the Leader i 41 S TN S SRR Don’t Blame th_e_;fliAdvertiser - for Controlling the Press o The laws of business rule in business. If an advertiser finds it’s good business Y to demand that the newspaper or magazine shape its editorial policy to suit him,” LY that’s what he 'will demand. If he finds it isn’t good business to interfere with o edil;cofial policy he will lay off—in other words, he will give the editor a chance 1 to be honest. ‘ : The Big Advertisers Haven't ’ Y'et 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 all 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 {Cém- 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 public respect for him, for his business and for the servile publications which he supports. The Thing Is All in Your ‘Hands; . 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 thisis 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. = T A word on behalf of the Leader: You can help your cause powerfully by letting advertisers in the % "‘L Ledder know your- appreciation of their independent stand. The ‘big argument is to buy from them. [ g b ‘g? *_When you notice that an advertiser is giving his business to others and nof to the Leader, find out why. & = : : *3" )