The Press: Rhapsody in Blue

Must a fan dancer don bra and panties in a newspaper advertisement even though she doffs them in her act? Should a newspaper refuse to accept ads for a controversial bestseller? Could Macy's guarantee to undersell Gimbels on Page 23, while Gimbels guaranteed to beat Macy's on Page 24? Should the new antihistamine drugs be allowed to advertise that they can "cure" colds?

To such knotty but important questions, newspapers have found no absolute answer. Each paper answers them in its own way, and in doing so the U.S. press has gradually evolved a...

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