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allies among the advertisers themselves. In all of these changes

he finds records of an awakened business conscience and ofhigher standards ofbusiness and of newspaper morality. Even if he can

not accept the statements that many advertisers have made in the past, in that fact he finds encouragement through the reali zation it brings of growing intelligence and higher morality. It is not simply the advertisement itself with whose authoritative

ness he is concerned, he is even more concerned with all the in fluences that have made it what it is. These influences are the primevalbed rock and as such they are his chief records. The influences at work to secure honest advertisements are

therefore of primary importance. These have been the news

papers and magazines themselves with the slogans, “ First to last - the Truth - News- Editorials — Advertisements,” and

“ Only Advertisements Fit to Print;" their guaranteed adver tisements,87 and rewards offered for information leading to the arrest and conviction of any one who may have obtained money

through false or misleading advertisements printed in their columns; their rejection individually and collectively of large

classes of advertisements ; 88 the Advertising Men 's League; the 87 See pamphlets published by The Tribune Association, - How itWorks, 1915 ; The Adams Articles, 1916 ; “ Keeping the Faith ,” 1916.

88 The New York Times declines advertisements involving fraudulent or doubtful financial offerings, attacks of a personal character, large guaranteed dividends, offers of something for nothing, guaranteed cures, matrimonial

offers, fortune tellers, objectionablemedical advertising, offers of extravagant salaries, and it offers $ 100 reward for information leading to the arrest and

conviction of any person publishing an advertisement in the Times contain ing false or misleading information. It announces that advertisements submitted for insertion in its automo bile exchange are subject to censorship and that information is welcomed

from readers of doubtful or misleading announcements; that satisfactory bank and business references are required before the acceptance of any

advertisement for insertion in its Business Opportunities columns. - Adver tisements, April, 1922.

Others have included advertisements of patent medicines, massage,

palmists, traps for purchasers or investors, loan sharks, questionable schemes , fraudulent or doubtful financial offerings, bucket shops, large guaranteed

dividends, want advertisements that request money for samples or articles, home sewing, addressing envelopes, suggestive books, matrimonial offers, personals, attacks of a personal character, and whiskey and other liquors.

The Associated College Newspaper Publishers, representing thirty -nine institutions, voted unanimously at their annual meeting, August, 1915, to bar liquor advertisements from their papers and re-affirmed their regulation

banning proprietary advertising. – New York dailies, August 28, 1915.