The Press: First Drink

With a nervous eye on nearby Evanston, national headquarters for the W.C.T.U., the Chicago Daily News (circ. 588.576) quietly decided last week to drop its 81-year-old ban on alcohol ads. The last total abstainer among Chicago's four major dailies, the News will come only halfway off the wagon: it will accept wine and beer ads but will not cash in on the more profitable hard-liquor market; e.g., the Chicago Tribune last year earned an estimated $490,000 from wine and beer ads v. $1,790,000 from liquor accounts. Said a News staffer: "We are learning to drink by easy stages."

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