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[TIMES' WAR ON THE CROONS AND FAKIRS IS REVIEWED OEfORE ADVERTISING MEN > James Schermerhom Speaks at Banquet of American Asso ciation in Buffalo ) . 1 PAGES CAN BE KEPT CLEAN ‘ Blames Honest Advertisers For Giving Appearance of Relia * bility to Scoundrels BUFFALO, N. Y.. Feb. I.—The twelfth annual meeting ot the Asso ciation of American Advertisers closed with a banqeut at Hotel Iroquois last night. The speakers were George W. Coleman, president of the Associated Advertising Clubs of America; Jason Rogers, publisher New York Globe; W. B. Hoyt, attorney New York Cen tral; Thomas Fulmer, Woman's World. Chicago; J-oroy Kulrinan, edl lor Advertising and Selling; Adver tising Manager Clymer of McClure's Magazine; Thomas A. Dockrell, New York: William A. Blakelee, district attorney of Pittsburg, and James richermerhorn, publisher of The De troit Times. , In introducing Mr. Schermerhom, the todStmaster. Bert Moses, of New York, .suld he had lea the tight for cleatfi advertising in the United States through the Detroit Times and on the rostrum." Mr. Scnermerhorn's subject was, "Who makes fraudulent advertising effective?" He Baid, In part: Tht answers to this question- are not m numerous and various and clamor ous ns they wire to the query of our ihildhood. "Who killed Cock ItoblnT' Although they may have much to do In determining who in to kill the goose that lays the golden egg for both ad vertiser and publisher. Open ('onfeaaion is good for the soul, and tills is the season of brave reso lution*. wnen strong men shrive them selves before Janua. god of the gates of the New* Year. . Lei us as publishers and advertisers. In the language of the litany of pub licity. here and now declare that we have done many things we ought not to have done and huve left undone those things we should have done, and there is no health in us. And the things done and the things left undone by you. advertisers and publishers, fix upon you the responsi bility for fraudulent advertising be coming effective. "1 don't call any names," said the sitter-in at a poker game, "but there is a one-eyed cuss here dealing from the bottom of the pack and if hg don’t stop it I’ll shoot Ids other eye rut." I’tti not seeking to be offensively di rect and personal when I say that those who are making fraudulent ad A Try Tells Why! For a time this new food was served exclusively to guests of the famous Post Tavern at Battle Creek, a hotel noted for its excellent table. Now it is offered to the general public for use in the home. Post Tavern Special is a particularly pleasing blend of the rich field flavors of wheat, rice and corn and should be served hot, as a porridge. Grocers sell it. Tomorrows Breakfast » % Made by POSTUM CEREAL CO„ LTD., BATTLE CREEK. MICH. vertising effective are sitting at this dinner tonight. „ The bad penny does not return of It* own momentum. Monteone has to help It along on its round trip. Tlm lea.l dollar Is the most dangerous In the bauds of the honest man and In the society of genuine coin of the realm. The glib gentleman who has corner lots to sell In the queen city of the west, where the only industry Is the crossing of two railroads, likes to come Into our midst splendidly credentialed A card to the leading club Is an essen tial part of his thimblerigging equip ment; or a letter from his home banker or pastor answers very well. Rascality dearly loves to wear tne robes of respectability and hobnob with leading citizens. Grafters get their opportunity from standing in the congregation of the righteous or sit ting In the seat of the futthful So long us you a're willing to lend I tile Influence of your legitimate bu*l- I ness to| bolster up some unmitigated ' fraud in mediums that <to not care, 1 cunnot see tlmt you* have any Just grievance against the humbugs Unless you are protected by a repu tation that Is known of all men. to the public view you are birds of a feather because you (lock together. The fable of the one bad apple that spoiled the hnrrelful doesn't apply ' here; but the sac t that your advertis ing Is know’ll to be dependable is •bound to beguile some trustful - soul 1 into believing that he is getting a , barrel without n single unsound apple i In it. You want to make the disreputable tremble by going after them with the I statutes, but hadn’t you better stop fel. low shipping with them first? Will you not be In a better position to have the law on undesirables If you flrst refuse to hold companionship with them in the columns of the newspapers that carry both your business and theirs? It doesn’t sound very righteous to call upon the authorities to cotne and arrest our boon companions, our day by day cronies in the advertising columns. Ho you are not only companions to the crook but cappers for him. as well, so long as you travel with him. The first condition, then, of this slm- Rler solvent of the problem to which onest advertisers have addressed themselves, Is to get out of the news papers that hold the confidence man to be aa acceptable as you are Don’t stand by In the next column consenting to his ensnaring of victim*. Mr. Hugh t’halmers hus served notice upon offending newspapers in Detroit that in no case is the copy of the Chalmers Motor Cos. to go on the same page as objectionable medical and financial advertising This is a start, hut I think Mr. Chalmers is too conservative in bis deference to the speed laws He ought to go farther. If by using the same mediums that thev use. you are making the scheme i of fraudulent advertisers effective, you lean do much to destroy their effective- I ness by refusing to use such mediums. Incidentally this will deflect your advertising Into newspapers that have been keeping their pages clean for you with the lpng-cherlshed hope that some day you would get so on tire for honest publicity that you would buy some of It. In nearly every city In the country It is now possible to procure news paper space for legitimate advertising without Joining a confederacy of scoundrels and it seems to me that rebuking the offending publications and recognizing those that .ire pro gressive. is a far better plan than look ing to congress or the legislature for relief. There is an old maxim that applies here —"the world Is governed too much." We se© the force of this every da?/ in the fruitless attempts to make ■L ✓ WSm\ir~</ r I \f m \w ■ |i in ifciigg THE DETROIT TIMES: THURSDAY. FEBRUARY 1, 1912. people commercially righteous by I statutes. My own belief Is that legi«- I Intioa should he the last. Instead of the I tlrst reliance of those who look for a I better order of things socially or In dustrially. We should exhuust every other re- I sourer; wo should and« our level best by | example and precept to make adver tising universally ethical and believable before putting another law upon the statute-books, there to stand as a token of our lethargy or Cowardice. l-aws to be effective must represent the collective will of the people and this collective will must be continually expressed by a free press. Hucli emi nent men. Indeed, as Kdmund Burke and Thomas Jefferson, have given newspapers a place above all other forcts of government In Imparting sta bility to democratic institutions. What hope Is there of enacting a , federal advertising law that will be effective until the newspapers, so seri ously itffected by such legislation, are convinced of the wisdom and Indlapen- Habllity of the proposed legislation? Un<jl they have been touched by a de©j, -sens© of responsibility for the Im position upon their readers through unscrupulous advertising, it Is not con ceivable that .(hey will rally enthusias tically for a measure aimed directly at Ihelr revenues T|iere is nothing either in the courts’ delays n "justice travels with n leaden heel") or In the discussion now wag ing us to whet Iter existing business laws should be enforced—after a long period of numbering—to encourage an appeal to Interstate regulation for the correction of advertising Ills * If a statute such as Printers' Ink recommends should be enacted and then be permitted to lapse Into passivity until the predatory tendencies of ad vertisers prod some executive Into reviving It. forthwith there would arise . a wall that he was destroying pros- I perlty and Influential advertisers would solemnly Hver that they couldn't toll w’hetlmr they were obeying or vio lating the law—thus encouraging some statesman to declare that there were good advertisers ami bad advertisers, and to propose u commission to sepa rate the sheep from the goats! I it’s only after every other solution j fails that we should rush in where angels fear to tread. It was a blunt disciple of Blaekstono who willed his fortune to fools anti knaves, deposing and saving, "from such I got It and to such I give It." I prefer the late Bussell Wage's sys | tern of colinseittig with a lawyer. It 1 Is re lated that he laid a case In detail i before a high-priced attorney and was ■ assured by that worthy that he had a ! sure case—he Just couldn't lose. *I thank you very much,” said Mr. Sage, i "I gave you the oilier fellow's side of It. You have saved me some costly i lltigat'lon.” I attended recently a reception given to the supreme court of Michigan at the Lawyers’ club In Detroit, and I ex plained that my relations with that august tribunal had neen most satis factory because I had never had any relations with It. I reaffirmed my be lief hi the Scriptures, where It Is writ ten If any man take away thy coat give him thy cloak, also—lt Is cheaper than giving the care to a lawyer. And who soever shall compel the© to go a mile, go with him twain —It Is preferable to going to the supreme court. This Is one reason why I dissented from the proposal of F’rlnters’ Ink that a uniform statute against dishonest advertising be enacted. The other was a matter of profes sional pride and professional experi ence. I did not want It to come to pass that the fourth estate was made honest by statutory enactment. I know from experience that a dally newspaper can keep Itself unspotted from advertising fraud if It wants to. It Is Just a matter of exercising the same care In protecting the health and \ TIRED SOCIETY TRIES THE WINTER SPORTS OF CHILDHOOD With all its wealth and power high society is compelled to turn to the simple games of childhood to shake off the ennui that luxury or useless ness breeds. The latest is coasting—minus the hard work of pulling the sleigh back fcmi' ♦ - • / . - r~~T >c I ijtfr hlT**! to the top of the hill after a glide. Society hitches Its sleds to a high powered automobile which drags them to the top of the bill. One of the pictures above shows Mrs. W. R. Betts riding on her hus band's bac4t in a bob-sled race at swagger Tuxedo pnrk, near New York. The course is one mile long and the Betts made It In one minute, six and one-flfth seconds. Among those who contested with them were R. B. Hives. Miss Rose Kane, Miss Helen Rogers, J. M. Rutherford. Miss Helen Seton, Winthrop McKim. Mrs. pooketbooks of its readers as every well-regulated journal observes In sparing Itself the penalty of a false publication agulnst the reputation of a citizen. There Is nothing Intricate or baffling about It. The sources of accurate Information are always at hand; and In cases that are not entirely clear, there Is that familiar editorial guide-post. “When In doubt, don't.” Man looketh upon the outward things, but the Almighty and the au ditor of the Association of American Advertisers looks Into the innermost recesses of the soul. It la all right to send your sleepless expert Into our midst to satisfy your selves that our circulation Is Just what we claim It to be; but I think you should let us send our investigator in- / I J. M. Rutherford and half a dozen other fashionable Now Yorkers. Another popular winter sport at Tuxedo is skating, the escort propell ing a sliding chair in which his lady rides in comfort. Bobsledding is one of the choice winter games of society folks who visit Switzerland in winter. Above is a phtograph Just received, showing the duchess of Marlborough toboggan ing on the Wenger Alps. The duchess, who was Consuelo Vanderbilt, Is wearing a velvet hat, sweater, trous ers and thick, woolen overshoes. to your office, factory or laboratory to Hatlsfy ourselves that your copy is Just what it ought to be—providing we are not able to settle that point without an investigation. Turn about Is fair play. Wo have added to the editorial staff of The Times an advertising editor. He was a star man at Yale, studied fiscal and fiduciary matters there. It is a tradition that young men come out of the great eastern universities entirely unequipped for business-get ting. We can guarantee that this grad uate w'as a howling success as a busi ness-loser, for us. He took a sort of post-graduate course In the Cobalt region, whose golden glorl** were so rapturously chanted by Julian Haw thorne: and his scent for Investment chicanery was so keen that there was never occasion for contrition In The Times’ office when one magnificent frame-up after another was brought to light by the postal authorities. On the contrary, we saved our investigat ing readers thousands of dollars by giving them the plain, unvarnished truth about the enticing propositions presented in the other Detroit papers; The facts were always easy of access In local banks, brokers' offices, crsdlt and reporting agencies, as well as In the standard financial publications. Our advertising Investigator also turned the searchlight upon the larg est Installment house In the city, showed how nefarious Its system of substitution and switching was, how merciless Its pound-of-flesh propensity of Jerking beds from under smallpox patients and stoves with fires in them from humble kitchens in requltement for a meagre unpaid Installment. De spite pressure from its advertising office and from the Chicago advertising agency handling its mall order business and from its attorneys, we continued the revelations of Its extortionate and relentless operations for the announced period of a week, and then stopped only because of the fact that hundreds of complaints wo had asked for were repetitions of the same old story. The outcome of this publicity was the elimination of the more flagrant forms of chicanery on the part of this “palace of Illusions.’’ But for The Times the general public would never have known how unreliable It was, for It always started two phonographs when ijatomora came In to air their grievances Our advertising editor thought the good old Jubilee refrain, “Steal away, steal away,’* should have been among the records, producing an effect like the quick-witted passenger brought shout during a frightful storm at sea when he sought to reassure the terror-stricken by starting a Vlctrola. The very first selection that came out was. “A Grave In the Deep." It’s a gay life our advertising editor has led, showing up friction heaters and Florida lands, rotary engines and rubber plantations. Not long ago a prominent advertising ngoney of na tional reputation sent all the Detroit dnllles an order for 14,000 lines for the Advanced Medical Science Cos., copy to be furnished by the doctors when they arrived with thHr wonderful Instru ment for reading the Internal human mechanism like an open book back wards, from the appendix to the table of contents Every other Detroit newspaper took the agency’s credit as a guarantee of good fnith and began to run the two column readers tinder heavy Gothic captions claiming all kinds of miracu lous results for the X-ray contrivance. Our Investigator, in one reading of the copy, found statement* so sadly at variance with fundamental fact* of medical practice that he held up the copy; later he found from the records that the "chief of staff’’ was not a reg istered physician. He asked to have the Advanced Medical Science Cos. waited upon by a committee of local physicians, which was refused. Then lie sent The Times correspondent at the t’ntverslty of Michigan—a husky Athlete In the pink of condition—to be oxamlncd. The advanced medical sci entists haw through him, but not through the trick. After getting the first to on an examination and treat ment fee of s?>•*. they found him In a* cancerous condition and urged him to lose no time In coming back with the 14ft for further attention. He came back with a warrant for the fakers’ arrest on a charge of practicing with out a certificate —but someone tipped off the matter and they had lied with their marvelous pnruphernallA—the only thing of the kind In the world. After The Times had told the story of this miserable imposition, the paper received an appeal from a poor man out In the state asking our assistance to recover the |?fi that had been hlrlied from him through the advertis ing In the eoltimn* of our contempor aries. It Is too bad there Isn’t a scan hlight that can he turned In on newspaper offices to reveal Just how loatbesotne Is this process of exploit-- Ing their trustful and unfortunate readers. Just now our Yale alumnus Is delv ing deep Into the magic properties of Or. Hercules Panrhe’s "Oxydonor,” alias nickel-plated gas pipe charged with charcoal and sulphur, hermetlcally setled and sporting a yard or more of electric cord. The cord attached to the ankle of the patient upon retiring, banishes all maladies; they fly as « thief In the night. Eminent practltlon. era and chemists tell us that this beau tiful little cylinder, price IIS. Is as efficacious as a cold potato tied to the pedal extremity or a specific for a ringworm on g woodsn-leg Yet the circulation manager brought the sad news that half a hundred sub scribers had left us because we made light of the hasting virtues of this ben efaction to mankind IT# looked Into this and found a possible explanation of tht resentment In the fast that the owners of the magical tubse wars rant- Ing them to tholv afflicted neighbors for a month, h’oine system this for I getting testimonials and lusty cham pions of the baldest kind of a fake. I have gone Into the adventures of our advertising editor to this extent to prove it is quite i»ossible for any me tropolitan newspaper to protect its pagea from everything savoring of de ception and charlantanry. And It Is not only his plain business obligation to do this, but It Is in harmony with the highest ideals of the publisher, namely, to be of service to his fellows. Beneath the inurk of this night how many sad hearts, how many blighted lives a great city like this holds—how many that have felt the hurt and pain of contact with defeat, poverty and disappointment. You see It In the tense feature* of ni*n and the tired eyes of frail women. Doss the sight of these care - encumbered fellow - creatur e s awaken only helpless sympathy and soft, unavailing pity? I say It should send us to our own place determined to do our work more and more in the spirit of Justice- and brotherhood toward all who walk the earth —the advertiser to vow he shall offer for sale nothing that Is not sanc tioned by the only true test of a fair exchange, service for service; the oub- Usher to vow that the struggle of his people for health and happiness Is not to be hampered by the admission of the spurious or the sinister to his col umns. This Is the struggle that provides a moral equivalent for the heroiams of war. You remember the pointed ques tion of the Fourth of July orator — “Gentlemen, did you ever have any war experience—-outside of your Immediate families?" 1 aay to you. publishers, did you ever have any war experience In side of your Immediate calling? Ever have the messengers return with tid ings of dismay? How this out post has fallen. this bastion si- t lsnced? How this engagement has gone against you or that your ad vance has been out off by reason of the loss of 10-lnch. 10-tnch or 60-lnch guns (at regular card rates), not cap tured but vlelded voluntarily under the higher code of warfare? Have you noticed the ammunition and the rations runulng low as pay-day drew near, while the advertisers and agencies recognised the Independence of the adversary? Wen, if you have, you will agree with me that peace hath her combats that try the soul no less than war. school"teacher turns , OUT TO BE LIVE WIRE Csb(lxm4 from Page Oao. 11188," one of them suggested. He seema to have raised some sort of a row at Princeton.” "Nothin* to it," another replied. "He knows that school game; he don’t know anything about politics. Be sides, If he gets cocky, we’ll dangle the presidency under his nose and he’ll behave." So the bossee nominated Woodrow WUson. Almost Immediately Wilson went out and began telling the people that the bosses were bad Indians and that the first thlpg to do in the reformation of the state was to kick the bosses out. Wilson was piling up a few thous and votes or so every day with this line of converse—and Bmlth was try ing to quiet the gajig by telling them it was nothing but pre-election guff for vote-getting purpose s—when George I* Record a progressive Re publican of Newark, propounded to the candidate his now famous list of questions. For the purpose of putting WUson in a hole and showing him to be the candidate of the Democratic "Overlords" —Smith and his crown— Record wrote Wilson a letter. Wilson had been hammering the "Board of Guardians’’—the Republican bosses— and Record thought he’d paralyze Wil son with this (among other) ques tions: ; "Wherein do the relations to the special Interests of such leaders (the Board of Guardians) differ from the relations to the same Interests of such Democratic leaders as Smith, Nugent and Davis?*’ Answer —"They differ from the oth ers In this, that they are In control of the government of the state while the others are not and cannot be if the Democratic ticket is elected." "And cannot be if the Democratic ticket ia elected! "Don’t you Imagine that gave Jim Smith a shock? But that wasn’t all. Here was another question: "Do you admit that the boss system exists as I have described it? If so, Low do you propose to abolish it? Here was his answer to that. "Os course I admit it. Its exist ence is notorious. I have made it my business for years to observe and un derstand that system, and I hate it as thoroughly as I understand -t. You are quite right in saying that the sys tem is bi-partisan, that it has virtual ly destroyed representative govern ment and In Its place set up a govern* ment of privilege. I would propose to abolish It by the above reforms (pri mary law. corrupt practices law, equal taxation and public service com mission), by the election to office of SAN ER&N CISCD . Premier Train to California From Union Passenger Station, Chicago, every evening at 8:30; arrives Ssn Francisco 2:10 p. m. third day—6B hours of solidj comfort enroute* over the Chicago, Milwaukee & St Paul Union Pacific Southern Pacific Line Electric lighted throughout—has library observation car. drawing-room, compartment and standard sleep ing cars and through dining car. The China and Japan Mail —another electric lighted train via same route leaves Chicago daily at 9:50 p. m. Dtimfitrw Cm/ijtrmm ittermturt mmJ full ii/kosms may 4# teemrta frem H. W. STIINHOFF, Michigan Passenger Agent. 212 Majestic Bldg- Detroit. F. A. MILLER, rantfil fHMMvr Aavnt. CHICAGO Skin On Fire ? Just the mild, simple weak, the well kuown D. D. D. Prescription for Rt zuma, and the Itch is gene. A 25-cent bottle will prove It. We have sold other remedies fo> skin trouble but none that w« oouta guarantee as we can the D. D. D ‘ remedy. If the first regular size SI.OO bottle does not do exactly as we say. it will not cost you a cent. Central Drug Company. men who will refuse to submit to n. and by pitiless publicity.” But there was still more agony sot Smith & Cos. Another question was; "Does the Democratic platform de clare for the choice of candidates for all elective offices by the direct vote system?" Note the answer: "Yes, I so understand it. If It does not, 1 do." Yet here was the shot that gave Smith, Davis and Nugent nervous prostration: Question —"I join you In condemn ing the Republican Board of Guar dians. Will you Join me ia de nouncing the Democratic Overlords as parties to the eame political sys tem?" Answer —"Certainly, I will join you or anyone else in denouncing and fighting any and every one. of either party, who attempts such outrages against the government and public morality." The Record letter—and the candi date's bullseye answers to Us 19 questions —elected Woodrow Wilson governor. He was clamorously inaug urated early In January—and the nezt morning Smith, Nugent and Davis started for Trenton, still cherishing the fond hope that the governor didn’t really mean all thoee crasy, pre-eles tion promises. (In his fourth artlole. Newman tells how Wilson kicked the bosses out of the state house and broke the record for rapid-fire enactment of progressive legislation.) ! “MARSE HENRY” AT OLD TRICKS, SAYS S. W. BEAKES "Col. Henry Watterson, who is In the limelight on account of his at tacks on Gov. Woodrow WUson, has always been one of the most pic tursque figures in politics," said S. W. Beakes, secretary of the Woodrow Wilson league for Michigan. "During the campaign for Cleveland in 1892, Waterson came to Ann Arbor to speak for Cleveland In spite of the fact that he had bitterly opposed him for ths nomination. I had a talk with him just before the meeting and he launched his whole abundant flow of vitupera tive language at Cleveland, but a few minutes later he went out and deliv ered a strong campaign speech In favor of Cleveland, full of praise for his achievements. I do not believe that the attacks that he is making on Woodrow Wilson will have any more effect upon Wilson’s success than his attacks on Cleveland had In 1892." •LAWYERS WANT STATE CAPITOR ENLARGED | The Wayne County Bar association lias Joined with tne Michigan Bar as sociation, the Grand Rapids, Kalama zoo. Marquete. Calhoun and Genesee associations in an effort to have the next legislature provide funds for the enlarging of the state cipitol in Uin sing. It claimed that because of the cramped quarters in whicli the su ipreme court ia housed, that legal busi ness is greatly hampered and deluyed. At the present lime, it cost« the state about SIO,OOO a year rent for offices outside the capitol, and the supreme : court justices are scattered in differ ent buildings. The lawyers will urge upon the legislature the erection of a new wing. « AGED MAN’S LIFE IS GROUND OUT BY CAR i James M. Crawford, 87 years old. father of the wife of Patrolman George M. Wight, was killed by a Fourtoenth-ave. car, at Kenilworth snd Oakland-aves., about 6 o’clock, Wednesday night. His skull was frac tured. He was alive when picked up, but died a couple of hours later in Harper hospital. The fatality occur red while the aged man was on his way from the Wight home. No. 246 Kenilworth-ave., where he had been living since the death of his wife in Warren, Mich., two years ago. to a store in the neighborhood for some lobseco. He was a G. A. R. .veteran. Page Five