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1wr WHITE RIBBON ECHOES - *: * How the Popular Magazines Are * * "Going Dry," by Zillah * * Foster Stevens. All-Story, McClure's Magazine, American Boy, Modern Priscilla, American Magazine, Munsey's Maga zine, Arena, New Idea Woman's Ma gazine, Argosy, New England Maga zine, Century, Ocean, Circle, Outlook, Colliers, Railroad Man's Magazine, Country Life in America, ;Curreut Literature, Review of Reviews, De lineator, Saturday Evening Post, De signer, Serap-Book, Everybody's Magazine, St. Nicholas, Garden Maga zine, Suburban Life, Good House keeping, Success Magazine, House keeper, Uncle Remus's Magaztne, Housewife, Woman's Home Compan ion, Ladies" Home Journal, Woman's Magazine, Ladies' World, World To day, Literary Digest, Youth's Com panion, Living Age. "We do not publish any advertis ing matter pertaining to intoxicating liquors. This publication will not lend itself as the medium to introduce into the family circle habits other, than good." This announcement from the editor of a popular monthly magazine is full of significance. for it represents the attitude, not of a single magazine, but of a 1arger proportion of the lead ing secular weekly and monthly peri odicals in the United States. It is a fact not fully appreciated that, so far as their advertising sections are con cerned, our great magazines are. rap idly ''going y." A list was com piled comprising sixty of the more prominent secular family magazines. Strictly agricultural and other class papers, whether trade or religious publications, were not eonsidered, it being the purpose to limit this in quiry to the secular weekly or month ly of general interest. Each editor or publisher was requested to state the advertising policy of his publication, and was definitely asked whether his periodical accepted or refused adver tisements of intoxicating liquors. 'And in the term intoxicating li quors,'' ran the inquiry, ''we include beer and other malt liquors used as drinks.'' Replies were prompt and cordial. They proved that the typical magazine of the United States, only did not ''lend itself as the medium to introduce habits other than good," but it goes farther, so far as liquor advertising is concerned, it will not sell itself as such a "medium.'.' We ought to estimate at its full value this fact, that in a majority of our best magazines money cannot buy adver-I tising space. for intoxicating liquors,1 beer included. Charaeter, not cash, is the first requisite for admission into these advertising sections. Of the sai'. editors :to whom the inquiry v' sent, forty, or sixty-six and two-third.t per cent., put themselves on record as absolutely excluding liquor adver tisements. Tue list of these is as given at the head of this article. Extracts from the letters received in reply are interesting 'and signifi ant, as showing the extent. to which discrimination is exercised. Every body's ~Magazine writes: "Every-' body's eliminates from its advertising columns advertising of whiskies, beers, ales, patent medicines, cigarettes, and ~financial investments which are open to question. During the year 1906 we declined over $200,000 worth of objectionable advertising tendered us. We are actuated by a prigeiple. We do not desire to -promote the ,ale of intoxicating liquors or of eigaret tes. We turned down .$20,000O worth of cigarette atavertising in on.a year." Another magazine speaks for itself: "The Literary Digest declines to ;W ept advertisements of whiskey, malt1 Ibeverages, malt extracts, bitters, a.nd all other intoxicating liquors o- com pounds; also cigarettes, &'e. Adver tising space to the extent of $25.000i per year we regularly sacrifice in furtherance of this policy." The Living Age 'Writes: "No mon ey could buy the insertion of liquor advertising in The Living Age. We would suspend publication first."' The C'entury (omi'ny zives ut e:' an"e t, tiS unrserved eelaraQ': 'The Century Magazine is a "'total abstainer" so far as its advertising pages are concerned, abstaining even frmi eordials, eider. beer and other malt liouors. "St. Nicholas joined the Band of Hope in its early infaner, and has never~ broken its pledge." And, in the same strain speaks the American Magazine: "The American faazi,w does not take advertising f 'nt xicating liquors of any sort. a have rfused the malt extracts en. though I do not know wvhether' yproperly come under that eate )II ~i1 L 0 I. Il ki. i dc,"W . We ! want hita to gt goud and propet things. Our statistics of the past year showed that we had tefused ovei $50,000 worth of advertisements That had actually appeared in other maga zines of fair standing." Suburban Life writes: "We be lieve that this policy is, not onlN from a moral standpoint, but alsc from a business standpoint, advanta geous. Not all the periodicals listed her discriminate against "malt extracts.' One magazine states explicitly thal while it rules against cigarettets whiskey, beer, and patent medicines, it "does not throw out a meritoriouE food article because of its malt basis,' mentioning in this connection a wide. advertised "Best Tonic.'" But the ruling against "malt extracts" is ex tending. Speaking for two great papers, the Curtis Publishing Company says: "Neither the Ladies' Home Journal nor The Saturday Evening Post car ries any advertising of intoxicating liquors in any form." In a letter thirty-seven words short, the Frank A.' Munsey Company an nounces the policy controlling its six magazines: "None of the Munsey magazines. including The Munsey, The Argosy. The All-Story. The Ser. ,-Book. The Railroad Man's Ma gazine. and Ocean. accept advertise ments of beers. w liquors, or patent medicines.' Worthy of note is the announce nient of the Housewife. On ethical grounds it takes its anti-liquor-advei tising stand: "Realizing that we have a great responsibility and a certain positive duty to perform in.-connee tion with our subscription list." Such letters. all in this strain, from the forty peridocals listed, prove conclusively that the majority of high class weeklies and monthlies in the United States are now saying. "No admittance" to advertisements of in toxicating liquors, even when these seek to buy their way into advertis ing sections. Several points in these letters of reply deserve special com ment. The number of magazines refusing liquor advertising. T,his list is not complete; it claims only to be typi cal. Yet if forty out of sixty (about sixty-seven percent) of these repres entative magezines bar liquor adver tising, it is safe to conclude that the same standard is followed by a ma jority of all reputable magaiines. Therefore, no one now, in selecting hi list of periodicals for- subscription. fa 's himself shut up to a choice be "een magazines full of liquor adver tising, or no magazines a.t all. In the nearly sixty-seven per cent of "dry'' rnagazines he has a wide field for se letion. He may present to each member of his family, no matter what Sare. s, - or variety of taste maga -- that rei,se to "lend themselves as the rii -->n to introduce into the family habits other than god.'' The high character of the "dry" magazines. No charge of inferiority an be brought against them. A class represented by such papers as com prise the published list may just claim to offer everything that stands for excellence. It is worth noting, too, that the "dry'' poliey prevails in magazines predominated by masculine interests and masculine affairs. The Saturday Evening Post, Colliers, Everybody's, The American Magazine, Success, and others like them, deal largely with men's affairs and men's interests. Yet alcoholic advertising is as rigidly ex luded from their columns, as fre,m the columns of The Ladies' --Home Jom'nal, the Housewife, or the Wo man's Home Companion. In this list of forty, the names of some old favorites fail to appear. An examination of their advertising sec tions will probably tell the reason why. The 'minority report, the report of the twenty not named--reveals that some of our oldest friends among periodical publications still admit li quor advertisements. It is suggested that every interested peso satisfy himself concerning the position of any mma :zine, 0 er h)v examining the~ advertisin2 sectiorn of that maga zine, or1 h'' :vire-in 0 c ouen reene' enl-oed for rely) to the edi tor of the publication. C'ourtesy is the unfailing eharacteristic of an edi tor. and no editor will commit the dis conrptesy of igni ring your stamped and addres~sed en1velope. Sever-al edi tors. in the minority of twenty. re ported that they had ''not vet made up their minds." or did not ''yet see their way cle:'r." or hd "1 'adopted 1iZh t hln lSOme ofi thee niodicals ta set tled nosition-Fmrm the Sun rday Scoonn Time Alton. Il FOR ALL , CPEATION THE AF Connect the Ark, our trad With a liniment, NOAH'S LINIM and you have the world's greatest remi external aches and pains. One trial v For RheumatisM Sciatica, Lame Back, Stiff joints an, Strains, Sprains, Cuts, Brises. Colic, Cramps, Indigestion and Muscle Achesand Pains. The genuine has Noah's Ark $z.o by a dealers in medicines. Guaranteed or money r NOAH REMEDY CO. RICHMOND, VA., ANO BO Sold and Guaranteed by Gik FEW PEOPLE PAY CA THEE Our customers ki A check account Bank will elimin difficulties of us funds as you wisk Your business wil comed.. . THE EXCHANGE B of Newberry, J. D. DAVENPORT, M President. YouMeka No When You Purchase GOODS FROM We bought when goods were and we sell at mtOch LOWE the everlasting Bargain Day1 The nimble nickel is more a than the slow dollar. Cbm pare quality and you w that the greatest G EN UINE always to be found at 0. K LE T1 The Fair and Squa First shipment of fa I gc ods Never no oetter, nor cheape t AH. Liv edin Coman., .e .tteREL acinliera ttne by tehat allon.ic N< TFhe C Special Sale IK e mark, vnwk,M iIIineru ENT dy for all Interna &M At pricesi to move e fill convince you. New Things in Hats, SMuscles, which we price Sec , Toothache, and all Net, Bor. most need them. A on every package. 25c., Soc. and -unded. Sample by mail free. than the lowest. ITON, MAU8., U.A.A. N MASPrices Lower ler & Weeks. Big Lot Trimmed Hat. Big Lot Trimmed Hat.c Big Lot Trimmed Hatc BILLS Big Lot Trimmed Hats Big Lot Baby Caps ai Hats at 19c., 49c. a iE DA oWe intend moving ev< house. PRICEE ow th is. Collars, Belts, Combs . 1 lot Ladies' Collarv iw t.his. I lot Ladies' CollaN" ath tny 1 lot Ladies' Belts, wc ate a1 lot Ladies' Belts, wc ing your 1 lot Ladies' Hand Ba 1I lot Ladies' Hand Ba I lot Ladies' Hand Ba 11 be wel- 1 lot Ladies' Hand Ba . . . . Big lot Veil Pins, wort All Combs reduced 33 kNKWe positively will sell N "h..ITOYS-Big Lot E S. C- Making room for Big L ,L. SPEA RMAN, Drums, etc. Come to Cashier your FALLI 3 at the LOWEST iiefalia R PRICES than HIGH sel lers. ppreciated by US WEBE R arl ill invariably find WA BARGAINS are WA re Dealer. and TYS arrived. ~r. COME. EWILL youupandpu ne rfeFor sale CH IVER LLS.Get our pric *The SE wberry. S. C*. P I reatest Of the Season OF and Notions tery article. We have lots of rrimming and Small Notions, tally low in season when you Trimmed Hats priced lower Than the Lowest worth $7.50, special $4.49. , worth $5.00, special $3.24. , worth $3.50, special $1.98. worth $1.50 & $2, special 98c. id Children's Ready-to-Wear nd 69c., worth double. .ry piece of Millinery in the RIGHT. and all small Notions must go. rorth 35c., special 19c. each. vorth 75c., special 39c. each. rth 65c., special 39c. each. rth 35c., special 19c. each. gs, worth $2.00, special $1.19. gs, worth $1.50, special 75c. gs, worth 75c., special 39c. gs, worth 25c., special 19c. h 50c. special 19c. 1-3 per cent. these goods for less. IOLIDAY Goods-TOYS > Holiday Goods-D 311s, Toys, see our line. Prices Right. iwo Hair Harventiog Co's GRADE d COLUMBUS IX, PARKLH ON & JONES ' IGIES C. F RE,E MACINES. EAP FOR CASH. es before Buying. 4zler Co.