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... At world conferences of both physicians and scientists, alcohol has been pronounced not a stimulant but a poison, and rightfully belongs with strychnine and the rest. Therefore advertising such a poison as a drink for human beings, in my opinion, is not only contrary to the letter of the law, but most of all, to the spirit of the law.
Also, even you must have a laugh at some of the cigaret ads. 1 do. But the one on the back of the current issue disgusts me. I cannot joyfully relate the sacredness of marriage with consumption of nicotine even if it is toasted.
Of course I'm a minister, and therefore have queer ideas, but I hope that you will appreciate my attitude and comply with my request.
J. WILLARD DYE
Belleville, Pa.
Advertising can do two things. It can increase the total consumption of a product. It can divert consumption from non-advertised brands to advertised brands.
TIME has come to the conclusion that the consumption of liquor is not likely to be materially increased or decreased in the months following Repeal. Thus, the primary effect of liquor advertising in the near future will be to divert consumption from non-advertised brands to advertised brands.
TIME believes that the strongest motive in the overwhelming vote for Repeal was the national desire to abolish the bootlegger.
If it is made impossible for reputable liquor firms to advertise, then such a firm loses one of its strongest competitive advantages not only over the bootlegger but also over the disreputable characters who infested the pre-Prohibition liquor business and who may return.
For the present, therefore, it seems clear that reputable concerns must be given a fair chance to establish themselves as decent members of commercial society.
Therefore, TIME proposes to accept liquor advertising under the following conditions :
1) Definite assurance of the good repute of the company wishing to advertise.
2) Rejection of all liquor copy directly urging greater consumption.
3) Rejection of all liquor copy containing "health" angle.
4) Should the Federal Government sign a Code with U. S. distillers, adherence to code provisions against unfair trade practices in advertising.
5) The ability of TIME'S Production Department to produce separate Dry and Wet State editions without sacrificing speed or efficiency of delivery.
Until the U. S. Government and the 48 states decide on their liquor policies, TIME'S policy is of course temporary and tentative.—ED.
Friday Evening Sirs: