cities, especially of the evening papers, will show that almost every edition has numerous departments which aim to make bad homes good and good homes better. There can be no question that the introduction of such features has made the newspapers better advertising mediums and doubtless numerous newspapers adopted them for that reason. The late Mayor Gaynor, of New York, knew whereof he spoke when he said to a gathering of Gotham newspaper men, "A paper going into the home is worth a hundred littering the streets or clogging the sewers of the city." Advertisers also know this fact. In addition, a newspaper which goes into the home must have the ethics of a gentleman or the good American housewife puts the sheet into the kitchen range.
POSTAL REGULATIONS
When the Postal Department first began to enforce the sections of the Revised Statutes which forbid the delivery of mail and the payment of money orders to concerns which advertise fraudulent schemes to obtain money under false pretenses and promises, there was a distinct lack of cooperation in work on the part of many newspapers. The reason was undoubtedly the enormous amount such concerns paid for newspaper advertising which was often their greatest item of expense. In commenting on this fact an official report of the Solicitor of the Postal Department asserted:—
In one case the evidence showed that several hundred thousand dollars had been paid for advertising during a period of eighteen months, as high as fifty thousand dollars having been paid in a single month; and it was developed in a number of cases that fabulous amounts have been spent for this purpose. It will be readily seen, therefore, that the financial interests of some publications will be seriously affected by the loss of this class of advertising if the loss is not made up in another way, and it is not expected that hearty cooperation can be enlisted at once from all publishers.
This lack of cooperation was shown in the suppression of news relating to the issuance of fraud orders by the Postal Department. On this point the report to which reference has just been made said:—
