THE DAY BOOK
N. D. COCHRAN
EDITOR AND PUBLISHER.
500 SO. PEORIA ST. CHICAGO, ILL.
lelepnones Circulation. Monroe 3828
SUBSCRIPTION By Carrier In Chicago.
30 cents a Month. By Mall. United
States and Canada. JS 00 a Year.
Entered fcs second-class matter April
21. 1914. at the postofflce at Chicago,
UL. under tho Act of March 3, 1879.
TRUTH IN ADVERTISING After
all, despite the mass of lies that ap
pear daily in advertisements, there
has been a marked movement away
from the misrepresentation in recent
years. It is a good sign now that ad
men themselves are insisting on more
of it The newspapers themselves
or some of them really started the
movement; and some of the progres
sive magazines were pioneers in the
are many newspapers now
that refuse to publish the ads of the
venereal disease quacks, of clairvoy
ants, palmists, massage parlors, can
cer and consumption cures and va
rious patent medicines that once
were advertised as cures.
National and state pure food laws
have played an important part by ex
posing fakes that were palmed off on
the public through the liberal use of
advertising space. The medical pro
fession has helped in the exposure of
For years there was a generally ac
cepted theory that newspaper pub
lishers assumed no responsibility for
claims made in advertisements and
that there was no obligation on the
part of publishers to protect their
readers from fakes and frauds.
Various influences are knocking
that immoral theory in the head and
newspaper and magazine readers are
insisting on responsibility on the part
of publications. ,.. .
The truth is that readers have a,
right to expect publishers to protect?
them from crooked advertisers, and
the newspapers that won't do it wilt,
steadily lose that which makes news-
paper properties valuable and that?
is GOOD WILL. i
In time it will become as immoral,
and illegal to poison a reader's mind
with impure or adulterated informa-'
tion as it is now to poison their bodies3
with adulterated food. '
SHORT ONES t
Possibly the reason Anthony Conw
stock was fired was that things that.,
seemed salacious, obscene and inde
cent 20 years ago are now considered!
modest and respectable.
A Wisconsin farmer put dynamite t
in rat holes in the barn to kill rats,j
He blew the barn to smithereens, but)
what's the odds, so long as he got
the rats? 1
Now that the movement to sellj
beers and light wines and cut outj
whisky has been launched we expectf
war between Peoria and Milwaukee..
One hundred years ago Waterloo
now Ypres; 100 years from now j
well everyone ought to rejoice that?
they won't be alive then. j
Judging from "E. Bersaglieri," the
canto patriotico of the Italian troops,3
each nation is afflicted with its Irvingj;
Patient I am having awful pains
in my back. Can't you give me some-I
thing to relieve it? 1
Doctor Sure. Take this medicine7
half an hour before you feel the pains
coining onj . fc
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