ABSTRACT
A newspaper can flout an advertiser, it can attack a powerful banking or traction interest, but if it alienates the buying public, it loses the one indispensable asset of its existence. Therefore the impression made by the newspapers on public matters deeply. A newspaper which angers those whom it pays best to reach through advertisements is a bad medium for an advertiser. And since no one ever claimed that advertising was philanthropy, advertisers buy space in the publications which are fairly certain to reach their future customers. These buying publics are composed of the members of families, who depend for their income chiefly on trade, merchandising, the direction of manufacture, and finance. Ethically a newspaper is judged as if it were a church or a school. The taxpayer pays for the public school, the private school is endowed or supported by tuition fees, and there are subsidies and collections for the church.
