Page:The Newspaper and the Historian.djvu/140



The press thus guarantees on the one hand protection to its readers from advertisers seeking to promote their own selfish ends,

and on the other hand it guarantees its advertisers a reliable circulation. It sometimes goes even farther than this and gives its

readers a guarantee that all goods advertised in its columns are what they purport to be; if they are found to be otherwise than as advertised, the newspaper will itself refund the money paid if the advertiser does not do so .8 It gives its subscribers much information in regard to domestic and foreign postal rates for newspapers, and in regard to the best ways of remitting money for subscriptions or advertising. It informs its contributors, actual or would - be, of the best way of preparing manuscript, warns them

against anonymous con

tributions, but sometimes asserts with vehemence and even asperity that “ all unsolicited manuscripts, articles, letters and

pictures sent to The Tribune are sent at the owner's risk and The Tribune company expressly repudiates any liability or responsi bility for their safe custody or return ." 9 Newspapers often state the various forms of printing and

kindred enterprises carried on in connection with the publication of a paper, including commercial printing, ruling, binding, oc casional book publishing, and job printing of every description. This information in regard to its business activities becomes, especially in the case of the paper with a necessarily small circu

lation, a guarantee of its independence in a financial way of both its circulation and its advertising. The newspaper itself thus presents on its business side a wide range of guarantees as to its credibility and reliability. Many of these guarantees may seem

to the casual reader of minor im

guaranteed only the figures of circulation contained in the report of the Association.

This Association discontinued service May 21, 1914, and its place has been taken by the Audit Bureau of Circulations. 8 The New York Tribune at the head of its editorial columns carries this

guarantee: “ You can purchase merchandise advertised in THE TRI BUNE with absolute safety - for if dissatisfaction results in any case THE TRIBUNE guarantees to pay your money back upon request. No red tape,

no quibbling. We refund promptly if the advertiser does not .” The Good Housekeeping Magazine has for some years carried a similar guarantee.

New York Tribune, Janua