Letters, Oct. 15, 1934

(4 of 5)

Imitative Advts. (Cont'd)

Sirs: ... I heartily agree with Messrs. Gorov, Walker and Little [TIME, Oct. 1]. I think you make a great mistake and antagonize your readers by allowing your advertisers to use your distinctive style as a subterfuge to attract your readers' attention.

T. A. HULFISH, 2ND

Mt. Rainier, Rid.

Sirs: "Has reader sentiment changed?" For one, yes.

My first reaction to ads in TIME style: "That's clever."

My second reaction, after reading several such ads: "Not interested, skip that, no time for it."

And now: "Never read them of choice, but start one now and then by mistake and become mildly annoyed."

HOYT PALMER

Brookhaven, L. I.

Sirs:

Reader Walker is right. No advertiser has the privilege to ape TIME's "rugged individualism" without added recompense to TIME's subscribers. I, mercenary, unabashed, suggest that Brothers Milshire, Heinz, Parker House, et al—if they must employ this subtle means of deception—send free to each and every TIME subscriber, weekly, a trade sample of their product.

JOHN R. CLARK

Hartford, Conn.

Sirs:

. . . TIME is a success because its style is distinctive. TIME advertisers should not be permitted to trade on this editorial individuality to the extent that readers are hoaxed.

JOHN H. MILLER

New York City

Sirs:

STUDENTS OF GERAGHTY CLASS IN ADVERTISING VOTE APPROVAL OF TIME'S NEWS ADS. CLASS IN JOURNALISM SEES NO CONFUSION WITH TIME SPRIGHTLY SAUCY NEWS. WE ARE HAPPY TO SETTLE THIS AND ANY OTHER BOTHERSOME QUARREL. LEMONS ENROUTE TO READERS GOROV WALKER AND LITTLE.

JOHN B. GERAGHTY

Philadelphia, Pa.

Sirs:

Anybody who can't distinguish between the ads and the editorial text! Why even the ink smells differently.

ELDON HALDANE

Atlanta, Ga.

Sirs: . . .

Although I have never been confused, I agree with Mr. Walker that the advertiser does not rate the added stimulation. . . .

I would be happy to see its discontinuance.

ALBERT C. DUERR JR.

South Charleston, W. Ya.

To the first hundred readers who registered their reactions to TIMEstyle advertisements, sincere thanks. After study of the letters, many of which make able suggestions. TIME will adopt a precise policy. —ED.

Huntley Haberdashery

Sirs:

The article appearing on p. 16 of your issue of Oct. 8, in which my name and picture appear, is inaccurate, untrue, grossly misleading, per- sonally abusive and professionally damaging. As you hide your Washington correspondent under a cloak of anonymity, the responsibility becomes wholly . . . TIME'S. I regard it as distinctly and inexcusably libelous.

T. A. HUNTLEY

United States Senate

Washington, D. C.

Reader Huntley was reputed to have made a bet with No. 2 Democratic Boss Emil Hurja: a hat, shoes, shirts, neckties that Senator David Reed (whose secretary Reader Huntley is) would beat Democrat Guffey in Pennsylvania. Since current odds at 7-to-5 favor his boss to win, TIME congratulates Reader Huntley on his highly moral abstinence from collecting a wardrobe in the manner indicated.—ED.

Peaceful Irénée

Sirs:

How does it happen Vice Chairman of the Board du Pont's name is so generally spelled with two "E's," thus, Irénée? Isn't that the feminine? . . .

CAMERON M. PLUMMER

Bolivar, Tenn.