Purchase of this book includes free trial access to www.million-books.com where you can read more than a million books for free. This is an OCR edition with typos. Excerpt from book: The Fight For Clean Advertising in the regeneration of "The Delineator's" advertising department, I faced the question of quality, I lost no time debating a policy. The only course I could pursue was the one to which I had so far consistently adhered: all patent medicine, objectionable and doubtful matter must be declined. But where draw the line? Fraudulent advertising is objectionable always, but objectionable advertising is not always fraudulent. There are grades in advertising matter as in conduct. Black and white are easily distinguished; it is with the grays that doubt comes. It happened that one of these neutral cases arose soon after my coming, and I saw in it a chance for an object lesson more forcible than a Niagara of verbal argument. There turned up one day an order for a hair restorer, an advertisement which had found "The Delineator" a friendly medium for years. I decided to decline this order, but I wanted the company to know what I was doing; the official I picked out to consult was bald. As I put before him the large advertisement of the hair restorer, with its " Before" and "After" cuts of a man as ill- thatched as himself, I told him that the order amounted to $3ooo; that we had space for it; that it had run for many years past. I added that to me, however, it seemed a grave error to accept it unless it could do the things it promised. "Do you believe in such things?" I asked. "I!" he exclaimed. "Do you think that if there was a remedy, I 'd have stayed bald for thirty years?" In carrying out this policy, I had a most invaluable assistant in Mr. Balmer, who, with his high ideals, was naturally in sympathy with the idea. There was nothing halfway about our reform. It struck clear to the root of the evil. Many advertisers promised impossible values... --This text refers to the Paperback edition.
Book digitized by Google from the library of University of Michigan and uploaded to the Internet Archive by user tpb. "Otdelʹnyĭ ottisk iz Izvi︠e︡stiĭ otdi︠e︡lenii︠a︡ russkago i︠a︡zyka i slovesnosti Imperatorskoĭ Akademii nauk, t. VI (1901 g.) kn. 3-ĭ, stran. 170-206." Bibliographical footnotes Mode of access: Internet
Book digitized by Google and uploaded to the Internet Archive by user tpb.
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