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THE ALBUQUERQUE MORNING JOURNAL, TUESDAY, JANUARY 10, 1911.
Some Smgpnooung Pemopg Enquired if we were "hiring' a certain "weekly' paper to abuse us. Of course every time a spot iijjlit is turned on from any source it offers a splendid chance to talk alxnit the merits of the products, but 'pon honor now, v e are not hiring that " Weekly." The general reader seldom cares much for the details of "scraps." A few may have read lately some articles attacking us and may be inter ested in the following : Some time ago a disagreement arose with a "Weekly." They endorsed our foods by letter, but wanted to change the form of advertising, to which we objected. ' The "Weekly" discontinued inserting our advertisments while they were negotiating for some changes they wanted in the wording and shape of the advertisements, and during this correspondence our ivan.iger gave instructions to our Advertising Department to emit advertising altogether in that "Weekly." Quite a time after the advertising had been left out, an editorial attack came. We replied in newspapers and the scrap was on. Then came libel suits from both sides, and some harsh words. Generally tiresome to the public. That "Weekly" has attacked many prominent men and reputable manufac turers. Our Company seems prominent enough for a sensational writer to go after, hunt for some little spot to criticise, then distort, twist and present it to the public under scare heads. So an attorney from New York spent more or less time for months in LSatlle Creek hoping to find impurities in our foods, or dirt in the factories. After tireless spying about he summoned twenty-five of our workmen and took their testimony. Kverv single one testified that the foods are made of exactly the gra'n and ingredients printed on the packages; the wheat, barley and coin being the choicest obtainable all thoroughly cleaned the water of the purest. and every part of the factories and machinery kept scrupulously clean. That all proved disappointing to the "Weekly." There are very few fac tories, hospitals, private or hotel and restaurant kitchens that could stand the close spying at unexpected times and by an enemy paid to find dirt or impurities of some kind. In any ordinary kitchen or factory he would find something to magnify and make a noise about. Hut be failed utterly with the Postum Works and products. Twenty to thirty thousand people go through the lactones annually and wc never enquire whether they are there to spy or not. It makes no difference to us. He next turned to discover something about our advertising that could be criticised. , . An analysis of the methods and distorted statements of the "Weekly" may interest some readers, sq we take up the items one by one and own them out for inspection. .Ve will "chain up" the harsh words and make no reference in this article to the birth, growth and methods of the "Weekly" but try to confine the discussion to the question now at issue. Some Facto. Battle Creek, Michigan, December 30, 1910. We the undersigned certify that never to our knowledge has a testimonial letter Jhtii printed by the Postum Cereal Co., Ltd., which did not have behind it a genuine letter signed, and believed to be an honest statement. To the best of our knowledge and k'lief the Company has received upwards of fifty thousand, (50,000) genuine testimonial letters. This Company has never knowingly made nor permitted an untruthful statement regarding its products or its methods. M. K. HOWE. Treasurer. (With Company alxmt 14 years.) I, . J. LAMSOX. Inspector of Advts. (With Company about 9 1-2 years.) K. C. (1RAXDIN, Advertising Manager. (With Company about U vears.) K. M. STL'.RKKTT, M. I)., Physician in charge of Scientific Dept. (With Company alxnt 4 1-2 years.) CHKSTOX SYKK. Advt. Writer. (With Company aUmt 3 ears. ) CHARLES W. (iRKEX, Advt. Writer. (With Conyany i.bait 5 vears.) HARRY E. HURT, General Sup't. (With Company about 13 years.) II. C. HAWK. Assistant to Chairman. (With Company alxntt 7 years.) , C. W. POST, Chairman. (With Comphny 16 years, from the ix'gin- ninS-) . , , . .. ... .v J A .. IHSTOKTION NO. 1 stated that n have been accustomed to advertise Grape-Nuts and Postum as "cure-alls for everything.'' It has never been the policy of this company to advertise Grape-Nuts or Postum to euro anything. Wo say that In cases where coffee disagrees and is causing sickness Its dismissal will remove the cause of the trouble, and wo suggest the use of Postum for the reason that It fur nishes a hot pnlatable morning bev erage, and contains natural elemen'.s from the grain which can bo used by nature to assist in rebuilding nerve centers that coffee may have broken down. 1 ' Likewise Grape-Nuts food does not cor" anything, but It does assist na ture tremendously in rebuilding, pro vided the undlgestlble food that has been used Is discontinued and Grape Nuts taken Jn its place. CHARGE NO. 2 states that the passage of the National Food & Drugs Act compelled us to drop from the packages some acti-M t'ons regarding the nutritive value of Grape-Nuts. We have never been "compelled" to make any change. Since the beginning it has been a universal rule to print clearly on every package exactly what the con tents hp made of. Refore the passage of the Pure Food Law the packages slated that Grape-Xuts food was made of wheat and barley. We did not esteem the small amount of Bait and yeast us of value enough to speik of but after the new Law came in we became as technical as the officials at Washington and add ed the words "yeast" and "salt," al though we have rlo recollection of be ing asked to. We believed that our statement that Grnpe-Xutg will supply elements to nourish the brain and nerve centers Is true and bring authorities to sup port tile fact. Some state chemists believed this a gross exaggeration and Inasmuch as the Food Dept. at Washington could easily harass grocers, pending a trial n the disputed question, we conclud ed that much the better way would "e to eliminate from our packages such claims, however certain we may e that the claims are true. Another statement objected to read as follows: "The system will absorb a greater amount of nourishment from one pound of Grape-Nuts than ten pounds of meat, wheat, oats or bread." Some Department chemists deceive themselves as well as the public. "Calorie" Is the word which doflnes tinlt of heat determined by the amount necessarv to raise one kilo gram of water one degree centigrade, "n this hasls a table of calories is prepared showing the percentage of nlrferent kinds of food. Butter shows 50; GrHpe-Nuts 396: milk 0.70. Re memher the statement tfn the pack age spoke of the nourishment the S'tem would absorb, but did not Peak of the calories of heat contain ' it. for the heat is not nourlsh m,'nt, and the nourishment cannot be 1 judged by the number of heat units, notwithstanding the fact that certuln chemists would have the public be lieve so. , , v As an Illustration: Attempt to feed a man sixty days on butter alone, with its 8.60 calorics. The man would die before the experiment had run sixty days. Then, take Grape-Nuts with' 3.9G anil milk with 0.70, the two combin ed equal 4.66 about one-half the number, of calories contained In but ter. The man fed for sixty days on this food would he well nourished, and could live not only sixty days, but six months on that food alone, and we do not hesltatp to say from our long knowledge of the sustaining pow er of the food that a man at the end of alxty days would he of practically the same weight as when he started if he be a man of normal weight. We will suppose that from his work he lost a pound a day and made up a pound each day from food. If that premise prove to be truo the man In sixty days' time would make Blxty pounds of tissue to replace what had been lost, and this would be done on Grape-Nuts and milk with half the number of calories of butter, up on which no one can sustain life. Therefore, we have reason to be lieve that our contention Is right thnt concentrated food like Grape-Nuts, which Is partlv digested and ready for easy assimilation by the body, pre sents more nourishment that the sys tem will absorb than many other forms of food, and we will further say that in cases of digestive troubles whero meat, white bread and oats cannot be digested, that Grape-Nuts and milk contain more nourishment that the system will absorb than many pounds of these other foods. DISTORTION NO. 3 charges that our testimonials were practically ail paid ror and rewritten in Flattie Creek. These testimonials were demanded hv the opposing lawyers. Naturally this demand wai refused, for they are held in vaults and kept safe to prove the truth, and are not to be delivered up on demand of enemies. Testimony at the trial brought out the fact that we never printed a sin gle testimonial that we did not have the genuine letter back of. Many of these letters come spontaneously. A record was kept of twelve hundred and four (1204) letters received In one month from people who wrote that they had either entirely recover ed their health or been benefited by following our suggestions on food and beverages. On three or four occasions In the past ten or twelve years we printed broadcast In papers offers of prizes to users of Postum and Grape-Nuts two. hundred 11.00 prlsses. one nun dred $2.00, twenty of $5.00 and five of $10.00 each, stutlng thnt each lish names literally scores of letters came from doctors. Wo kept our word and neither printed their names or surrendered the letters. . Right hero notice an "imitation spasm." The "Weekly" says: "Post got those testimonials by advertising fop .them. In New York he used for that purpose the New York Magazine of . i i ' whose editor is now In the Federal Penitentiary for fraudul ent use of the malls. For example, Post announced in fhat magazine In 1907, etc.," (then follows our priae competition), ( ' ' s We used nearly alt of the papers who have not only written commen datory words about the value of our foods, but every now and then some physician writes an article on coffee or on food, and sends It to us with a suggestion of . compensation for his time and medical knowledge. Previ ous to the time when we employed physicians In our own business, we oc casionally employed a doctor to write an article on coffed, always Insisting that the article bo an honest expres sion of his opinion. and research The "Weekly" named up thlB phy sician and bocause!,'he seemed 'to1 b poor; 'hud as It mtVs,' "brokendOWn," had him brought f(V Court to be ex posed before a Jury ad the "only phy sician that had ever endorsed Grape Nut." but much to th0 . chagrin of the "Weekly" when our attorneys ask ed him if the article he wrote about coffee was true, he replied, "yes." STATEMENT NO. 5 reads: "The health offlcors of Mich., Maine, Penn., New Harap., and ether states In their official bulletins have for years been denouncing as preposterous and fraud ulent the claims made by the Postum Cereal Company." We do not recall any criticism except from Mich., Penn., Maine and 8. Dakota. The average reader might think that the opinions expressed by the . ...,.- r r I I ,. I .. i . . i . . . Our business has been t"E" ?." " . " ' ' . '. ... facts. und magazines in New York and the rest of America, but the sensational writer gives the impression to his readers that th0 only magazine we used was one "whose "ir !s now In the Federat Penitentiary," etc., some- tning that we know nothing of the truth of now, and never did. Bonce was bought In the magazine spoken of on a business basis for the reason that it went to a good class of read ers. The incident seems to have fur nlshed an opportunity for a design ing writer to deceive his readers. We look upon honest human testi mony from men and women as to the means by which they recovered hoalth as of tremendous value to those in search of it. conducted from the very first day up on lines of strict integrity and we never yet have published a false tes timonial of human experience. Many of these letters covered numerous sheets; some, if printed, would spread over half a page of newspaper. If we would attempt to print one such lct- mnpt bp nn honest letter with name and address. We agreed not to pub lish names, but to furnish them to enquirers by letter. These letter writ ers very generally answered those who wrote to them, and verified the truth of the statements. Under this agreement not to pub- ter in every one of the thousands of papers and magazines we use. the cost for printing that one letter would run into many thousands of dollars. We boll down these letters exactly as a newspaper writer bolls his news, sticking sacredly to the import ant facts and eliminating details about the family and other unimport ant matters. This work of boiling down or editing' is done honestly, and with a full knowledge of our responsi bility but notice the art of the "twis ter" in the way he presents to his readers this matter of testimonials. DISTORTION NO. 4. This is a bad one. It reads as follows: "The only famous physician whoHe name was slgnod to a testimonial was produced in Court by Colliers and turned out to be a poor old brokendown homeo. path, who Is now working In a print ing establishment. He received ten dollars ($10.00) for writing his testi monial." We wilt wager ten thousand dollars ($10,000.00) with any investigator that we have, subject to inspection of any fair committee, upwards of three hundred (300) communications from physicians, many of them expressing me nignesi commendation or our products, but these will not now nor ever be turned over to the publisher for his ue. Notice the statement in this charge: "The only famous physician whose name was signed to Postum testimoni al, etc." The truth Is, that Dr. Underwood was ono of a great many physicians As an illustration: About thirteen years ago the Dairy and Food Com mission of Michigan for some person al reason printed a severe criticism on u for making Postum of ltorlev (according to his official chemist) at market price and selling too high. lie was shown there was never n grain of barley used in Postum. .His report whs false and misleading. The gov ernor dismissed him. We believe that most of the state officials are honest, and tin the other hand we are firmly convinced that some of their coiicluslong cannot be substantiated by facts in scientific re search. They never criticize the purity of our foods, for so much we ure thank ful. If our conclusions In regard to Its being a brain food differ from their s, and we are both honest, they have rather the advantage, because under the law they can order us to elimi nate from the package any statement If It disagrees with their oolnlon. Otherwise they would harass grocers. SPASM NO. A MAYS: "The most dangerous thing In the world for one threatened with appendicitis Is to eat any food whatever. Notwithstanding he knew that danger, C. W. Post ad vertised Grape Nuts at fifteen cents a package for those so threatened." This Is. Intended to muddle the reader Into believing that we nut out Grape-Nuts as a cure for appendici tis. . , . . , Mr. Post, himself, has had probably as wide, experience its any other man in American In the study and obser vation of food as related to the diges tive Organs, and we proved In court by the physicians and surgeons on the wltnoHM stand that the predominating cuuso of appendicitis Is undigested food, and that It Is necessary to quit eating rood and when the liodv re quires food again, use a pre-diecsted food, or at lee.st one easy of digestion. Dr. Ochnesner In his work on au- pendlcltls refers dlroctly to the use of the well known pre-dlgested foods that can be obtained on the market Ho also brought out tho Interesting tact that in "alter treatment It la ad vantageoug to tuke on u pre-dlgeBted 100(1. The price of the package (referred to by the weekly) Is not known by us to nave any relation to tho ques tion. Our advice to stop 'using indigest ible food In bowel troubles and to use Grape-Nuts foot) has' been a great messing to tens of thousands of peo plo, and we hope will continue to bless a good many more In the suc ceeding years. NO. 7 Is a live wire. It refers to C. W. Post and his studies and expe rience In "Suggestive Therapeutics," or "Mental Healing" which further lead to a most careful and systematic study of the effect of the mind on the digestive and other organs of the body. He attended clinics in Europe and fitted himself for u future career In which he has become known as ono of the food exports of the world, fitted to Judge both from the material as well as the mental side of the ques tion. For about eight year previous to 1891 ho was nn Invalid. In that year, after being under the care of several well known physicians ho wag quick ly healed, by what to him was a cu rious ami not well-understood meth od. Sufficient to say he became a well man, weighing about 18! pounds. This experience challenged Ills In vestigation into causes of disease and their amelioration. Those studies und experiences developed a very profound mi ii reverence for n Supreme Power w h I 1 1 (In cell) opeiules upon the human be ing, and thl reverence for the Infin ite became to him a form of religion winch Included honesty of purpose towards his fellow uiun. A statement which will be indorsed by everyone who knows hi in closely, He will make a public announce ment In detail of these 'facts and the Postum company will cause that latoment to be published In newspa pers and magazines in due time. We suggest the reader look for It. We have two suits pending against the "weekly," total $.'0,0ii.ot. We haven't "devoted" the sum to any particular purpose yet. ITEM NO. 10 is a discovery that wheat bran Is a part of Postum. Hut the criticism neglected to men tion that for years every Postum package announced In plain type thnt the outer covering of wheat (bran), mv.de part of the beverage. They lgnoranlly fell Into a trap here, not knowing enough of food value to know that "Take-lllHstaso" the article used by physicians tin world over for ''starch indigestion" is made from 'Iwheat bran." Ho wc use that part of the wheat berry, liecaune It contains the element needed to develop the valuable dias tase in mainline tore. Good Postum Is Impossible without this part These aelf-uppnlutcd critics do make some laughuble blunders through ignorance, but be putlent. ITEM II is an Illustration of the squirming and twisting of the aonen- PREVARICATION NO. H. "Post spends nearly u million a year In ad vertising and relies on that to keep out of the newspapers the dangerous nature of the fraud he is perpetrating on the public." The Postum company does pay out upwards oT a million a year for trade announcements. Newspaper men be lieve our statements truthful or they would not print them. Large num bers of newspaper men use our pro duets. They are capable nf telling the ptt- llc whether or lint we "(ii-iIim" tin in. It may have escaped notice that we dMe "bribe" that particular weekly. NO. 9 ststes that the amount of the verdict will 'be devoted by the 'weekly' to exposing fraud." This Is, almost real hum or. tioiial writer delivering distorted mat ter to his readers. While on the witness stand Mr, Post testified to his studies In Anat omy, Physiology. Dletles and Psychol ogy all relating to the preparation and digestion of food. Asked to name authorities studied he mentioned six or eight from memory, and comment ed on some clinical experience cover ing several years In annual Journeys to Kurope. Now notice the distortion. iCopy from the printed criticism.) Ha (Cost) pointed out a pi lo of books In possession of his attorneys us the very ones lie had read." (Notice "Tho very ones he had read," leading the reader to believe that they wero the only ones.) Did you consult the books from these editions?" was asked. From those und various editions," answered Post. 1 The attorney picked up hook after book from the pile and showed tho title pages to the Jury all except two had been published since lllOfi. This Is an example of distortion and false coloring to produce an un favorable Impression." The facts are Mr. post purposely Introduced the latest editions that could be obtained of prominent au thorities to prove by them the truth of his statements regarding appendi citis and the nnalysls of brain, also the lut'-st conclusions In regard to the action of the digestive organs. These works are: t Human Physiology, by Itaymond. Physloli gleal Chemistry, by Simon. Digestive Glands, by Pawlow. .Manil Hook of Appendicitis, by OchBiicr. Physiological Chemistry, by Ham- niarsten. Itloehenilc System of Medicine, by C.'iiey. The "Weekly" carefully eliminates from Its printed account, testimony regarding the years of research and study by Mr. Post In fitting himself Tor bis work, mid would bail the render of the distorted article to be- llovff Unit his education began since 1 305. DISTORTION NO. I'i reports Mr. Post as a. "dodging witness." His eyo is not of tho shifty kind observed In the head of one of his chief critics. On the witness stand Mr, Post looks quietly but very stead ily straight Into the cycij of the hag gling, twisting lawyer, trying by all his art to ask double-hivrroled ques tions und bulldoze and confuse tho witness. The "dodging" It seems cotmlsted of replying, "I don't know." Opposing counsel holds a bo.ik In his hand while he queries:- "I want to know If llieri Is a sin gle thing in your whole hook hero that suggests any particular kind of food." Then followed some discussion be tween attorneys. When Mr. Post was allowed to re ply, he Niiid, "I don't know until I read jhu book over to aee." This book. It turns out, was written by Mr. Post1 seventeen years ago and probably has not been road carefully by him In the last 'fifteen years. It woud require a remarkable memory to Instantly say "yes" or "no" as to what u book of 147 page did or did not contain, without reading It over but such conservative and well bal anced answers are construed by sen sation seekers to be "dodging." The attorney sought by every art to Impress the Jury with the fact that Mr. Post's belief in the power or mind In relation to the body branded Id m us unreliable and worse. The following Is quoted from one of the questions: . (Tho lawyer reading from the hunk) The writer of these pages desires to say nothing of himself other than as a simple instrument through which the l.ilvlnn Principle chooses to man ifest Itself by precept und example. Skill In mental practice Is liiilneit In the same way as skill In any de partment oi science by observation, ftudy, experience ftI1,i the ability to evolve loirect conclusions, "Rend carefully, thoughtfully no mure tliun twenty pages dully, Af terward seek un easy position whitr you will not be disturbed. Itelux ev ery muscle. Close your eyes and go Into the silence where mini) Is plastic to the breathings of spirit and where God talks lo the Hon. Tho thoughts from Divine Cni rsi mind come as winged 'iint. lf. and endow you with a healing p'iw er. If you po Into the silence hum ble and trusting, you will come out enriched and greatly utrengthened In body by contact even for a short time with the Father or all lire and all power. You will feel refreshed in ev ery way and food taken will digest readily a the stomach works smooth ly when under tho Influence of a Higher Power." "I ask you If you did not write that, and If you did not believe It when you wrote It.'' For a moment the court room was In absolute silence. Mr. Post slowly leaned forward over the rail, pointed his finger nt the attorney's tnee to emphasize his re ply and with eyes that caused those of the attorney to drop he said, "Yea, I am proud to say I did." It may be remembered that wc were first attacked and have since defended ourselves by placing facts before that great jury The Public. . ' A good "scrap" is more or less comforting now and then, if you know you arc right. In the case lately tried, an appeal has been taken to the higher courts. We have unbounded faith in the ultimate decision of our American Tribunals. ' Our suits against the "weekly" have not yet been tried. They are for libel and $500,000.00 is asked as damages, and may the right man win. , After all the smoke of legal batt le blows away, the facts will stand out clearly and never be forgotten that Postum. Grape-Nuts, and Post Toastics arc perfectly pure, have done good honest service to humanity for years, the testimonials are real and truthful and the business conducted on the highest plane of commercial integrity. "There's a Reason" Poslum Cereal Co., Ltd., Battle Creel:, Mich.