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396 realization that practically every fraudulent scheme depends upon false advertisements and that the withdrawal of such means of reaching the public would greatly handicap their operation. This campaign for truthful advertising is resulting in a great change in the nature of advertisements carried by many newspapers and in the conservative tone which is becoming more and more a characteristic of the advertising of legitimate business. Its effect is also to be seen in the fraudulent advertising laws which have recently been passed by many State legislatures and by Congress in legislating for the District of Columbia. It may be stated in this connection that widespread public interest has been aroused in this fraud-order work which has formed a subject for numerous syndicated articles of a highly commendatory character published throughout the country, as well as many favorable editorials, some by the leading daily metropolitan papers of all shades of political opinion. There have been no adverse newspaper comments so far as I have observed.

For the passage of the honest advertising laws mentioned in the paragraph just quoted especial credit should be given to Printer's Ink, a weekly journal published in the interest of advertising, and to the Associated Advertising Clubs of the World.

By an act of August 24, 1912, it was provided:—

"It shall be the duty of the editor, publisher, business manager, or owner of every newspaper, magazine, periodical, or other publication to file with the Postmaster-General and the postmaster at the office at which said publication is entered, not later than the first day of April and the first day of October of each year, on blanks furnished by the Post-Office Department, a sworn statement setting forth the names and post-office addresses of the editor and managing editor, publisher, business managers, and owners, and, in addition, the stockholders, if the publication be owned by a corporation; and also the names of known bondholders, mortgagees, or other security-holders; and also, in the case of daily newspapers, there shall be included in such statement the average of the number of copies of each issue of such publication sold or distributed to paid subscribers during the preceding six months. Any such publication shall be denied the privileges of the mail if it shall fail to comply with the provisions of this paragraph within ten days after notice by registered letter of such failure."

This regulation was somewhat bitterly attacked on the part of both rural and metropolitan journalism. There appeared shortly after it went into effect numerous editorials similar