Page images

gling out manufacturers of drug products for the imposition of additional or special handicaps with respect to advertising.

The prepared medicine industry neither asks nor expects special favors from Congress, but it respectfully protests against unnecessary discrimination. If and when Congress in its wisdom concludes that all advertising should be under Federal censorship, manufacturers of packaged medicines will be fully prepared to observe both the letter and the spirit of such general requirements as may be imposed. All that the industry asks is that it receive like treatment with other industries.

6. Some manufacturers already voluntarily disclose their active ingredient formulas but there is strong objection in the trade to such a requirement in the new bill. It is felt that to require public disclosure of the quantities of ingredients and the publication of working formulas, thereby inviting trade piracy and jeopardizing valuable and honestly acquired good will, would impose an unnecessary handicap that would be to the ultimate disadvantage of the purchasing public.

7. No valid objection is seen to a requirement in the new bill that each manufacturer of foods, drugs, and cosmetics file with the Food and Drug Administration information as to his experience and responsibility, as well as to the nature of such products as he is selling or expects to sell to the public. But no necessity or sound reason is apparent for a permit system that, in effect, would give to the Secretary of Agriculture power to compel every manufacturer to agree to any terms the Secretary might impose, regardless of what might be their arbitrary or unduly harsh nature, upon penalty of the destruction of his good will pending judicial relief if he resisted.

The United Medicine Manufacturers of America, Inc., a trade association composed of representative manufacturers throughout the United States, hereby pledges its full and unconditional support to any measure that will add in any degree to the protection of the public health and the advancement of the public interest. All that the industry asks of the Congress of the United States is that due consideration be given to its rights and that the good will of honest manufacturers be not subjected to danger of complete destruction merely because of the propensities of a few willful violators.

Respectfully submitted.


The next witness is Mr. C. C. Parlin, of Philadelphia, representing the National Periodical Publishers. Mr. Parlin.


Mr. PARLIN. Mr. Chairman, I am Charles Coolidge Parlin, manager of the Division of Research of the Curtis Publishing Co., representing the National Publishers' Association, which is composed of about 150 publications with an aggregate circulation of 50 million. I submit herewith a list of the members.

The CHAIRMAN. It will be included in the record.

(The membership list is as follows:)


Advertising Age, 537 South Dearborn Street, Chicago, Ill.

American Bankers Association Journal, 22 East Fortieth Street, New York,

American Boy, 7430 Second Boulevard, Detroit, Mich.

American City, 470 Fourth Avenue, New York, N. Y.

American Hairdresser, 386 Fourth Avenue, New York, N.Y.

American Journal of Nursing, 450 Seventh Avenue, New York, N.Y.

American Medicine, 18 East Forty-first Street, New York, N.Y.

American Mercury, 730 Fifth Avenue, New York, N.Y.

American Trade Publishing Co., 45 West Forty-fifth Street, New York,

Bakers' Weekly

Cracker Baker

Architectural Record, 119 West Fortieth Street, New York, N.Y.
Asia, 468 Fourth Avenue, New York, N.Y.

Atlantic Monthly, 8 Arlington Street, Boston, Mass.

Best's Insurance News, 75 Fulton Street, New York, N.Y.

Better Homes and Gardens, Des Moines, Iowa.

Boys' Life, 2 Park Avenue, New York, N.Y.

Casket and Sunnyside, 487 Broadway, New York, N.Y.
Chief, The, 2 Lafayette Street, New York, N.Y.

Child Life, 536 South Clark Street, Chicago, Ill.

Choir Leader, 501 East Third Street, Dayton, Ohio.

Conde Nast Publications, 420 Lexington Avenue, New York, N.Y.:
House and Garden

Vanity Fair


Confectioners Journal, 437 Chestnut Street, Philadelphia, Pa.
Credit and Financial Management, 1 Park Avenue, New York, N.Y.
Crowell Publishing Company, 250 Park Avenue, New York, N.Y.:

Collier's Weekly
Country Home

Woman's Home Companion

Cumulative Book Index, 958 University Avenue, New York, N.Y.
Curtis Publishing Co., Independence Square, Philadelphia, Pa.:
Country Gentleman

Ladies' Home Journal

Saturday Evening Post

Delineator, 161 Sixth Avenue, New York, N.Y.

Dun and Bradstreet Monthly Review, 290 Broadway, New York, N.Y. Econostat, The, 21 West Street, New York, N.Y.

Electrical Contracting, 520 North Michigan Avenue, Chicago, Ill.

Etude, The, 1712 Chestnut Street, Philadelphia, Pa.

Farm Journal, Washington Square, Philadelphia, Pa.

Field and Stream, 578 Madison Avenue, New York, N.Y.

Financial Age, 132 Nassau Street, New York, N.Y.

Financial World, 53 Park Place, New York, N.Y.

Florists Exchange and Horticultural Trade World, 448 West Thirtyseventh Street, New York, N.Y.

Forbes Magazine, 120 Fifth Avenue, New York, N.Y.

Forum, 441 Lexington Avenue, New York, N.Y.

Gospel Trumpet, Fifth and Chestnut Streets, Anderson, Ind.

Domestic Engineering, 1900 Prairie Avenue, Chicago, Ill.

Gregg Writer, 270 Madison Avenue, New York, N.Y.

Grit, Williamsport, Pa.

Harper's Magazine, 49 East Thirty-third Street, New York, N.Y.

Hat Trade Publishing Co., 1225 Broadway, New York, N.Y.:

American Hatter

Millinery Trade Review

Heating, Piping, and Air Conditioning, 1900 Prairie Avenue, Chicago, Ill. Hotel Management, 220 East Forty-second Street, New York, N.Y.

Household Magazine, Capper Building, Topeka, Kans.

Instructor, The, Dansville, N.Y.

International Magazine Co., Fifty-seventh Street and Eighth Avenue, New York, N.Y.:

American Architect


Good Housekeeping
Harper's Bazaar

Motor Boating

Keystone, 1505 Race Street, Philadelphia, Pa.
Laundry Age, 1478 Broadway, New York, N.Y.
Life, 60 East Forty-second Street, New York, N.Y.
Literary Digest, 354 Fourth Avenue, New York, N.Y.
McCall's Magazine, 230 Park Avenue, New York, N.Y.

McGraw-Hill Publishing Co., 330 West Forty-second Street, New York N., Y.

[blocks in formation]

Macfadden Publications, 1926 Broadway, New York, N.Y.:

Physical Culture

True Story

Machinery, 140 Lafayette Street, New York, N.Y.

Modern Beauty Shop, 608 South Dearborn Street, Chicago, Ill.
Modern Hospital, 919 North Michigan Avenue, Chicago, Ill.
Motion Picture Publications, 1500 Broadway, New York, N.Y.:
Motion Picture

Movie Classic

National Petroleum News, 1213 West Third Street, Cleveland, Ohio
National Provisioner, 407 South Dearborn Street, Chicago, Ill.
National Sportsman, 408 Massachusetts Avenue, Boston, Mass.
National Underwriter, A-1946 Insurance Exchange South, Chicago, Ill.
National Sportsman, 408 Massachusetts Avenue, Boston, Mass.
National Underwriter, A-1946 Insurance Exchange South, Chicago, Ill.
Nation's Business, 1615 H Street, N.W., Washington, D. C.

Needlecraft Magazine, Augusta, Maine.

News-Week, 1270 Sixth Avenue, New York, N.Y.

New Yorker, The, 25 West Forty-fifth Street, New York, N.Y.

New York Lumber Trade Journal, 285 Madison Avenue, New York, N.Y. Northwestern Miller and American Baker, 118 South Sixth Street, Minneapolis, Minn.

Open Road for Boys, 130 Newbury Street, Boston, Mass.

Outdoor Life, 111 East Hitt Street, Mount Morris, Ill.

Parents' Magazine, 114 East Thirty-second Street, New York, N.Y.

Movie Makers, 105 West Fortieth Street, New York, N.Y.

Penton Publishing Co., Penton Building, Cleveland, Ohio.:

Abrasive Industry.


Marine Review.

Power Boating.


Periodical Publishing Co., 200 Division Avenue, North Grand Rapids, Mich.:

Furniture Manufacturer

Furniture Record and Journal

Photo-Engravers Bulletin, 166 West Van Buren Street, Chicago, Ill.
Pictorial Review, 214 West Thirty-ninth Street, New York, N. Y.
Pipe Line News, 1217 Hudson Boulevard, Bayonne, N.J.

Playthings, 381 Fourth Avenue, New York, N.Y.

Popular Mechanics, 200 East Ontario Street, Chicago, Ill.

Popular Science Monthly, 381 Fourth Avenue, New York, N.Y.
Postage and The Mailbag, 200 Fifth Avenue, New York, N.Y.
Pottery, Glass & Brass Salesman, 160 Fifth Avenue, New York, N.Y.
Printers' Ink Monthly, 185 Madison Avenue, New York, N.Y.
Progressive Farmer and Southern Ruralist, Birmingham, Ala.
Publishers Weekly, 62 West Forty-fifth Street, New York, N.Y.
Review of Reviews, 233 Fourth Avenue, New York, N.Y.

Robbins Publishing Co., 9 East Thirty-eighth Street, New York, N. Y.
Advertising and Selling.

American Printer.

Gas Age-Record.

Rudder, The, 9 Murray Street, New York,N.Y.

Saturday Review of Literature, 25 West Forty-fifth Street, New York, N.Y.

W. R. C. Smith Publishing Co., 1021 Grant Building, Atlanta, Ga:


Southern Power Journal.

Southern Hardware and Implement Journal.

Specialty Salesman Magazine, 307 North Michigan Avenue, Chicago, Ill.
Sportsman, The, 60 Batterymarch, Boston, Mass.

Standard Publishing Co., Eighth and Cutter Streets, Cincinnati, Ohio:
Christian Standard.


Starchroom Laundry Journal, 415 Commercial Square, Cincinnati, Ohio.
Sunday School Times, 325 North Thirteenth Street, Philadelphia, Pa.
Theatre Arts Monthly, 119 West Fifty-seventh Street, New York, N.Y.
Time, 135 East Forty-second Street, New York, N.Y.

Toilet Requisites, 18 Rockefeller Plaza, New York, N.Y.

Travel, 4 West Sixteenth Street, New York, N.Y.

United Publishers Corporation, 239 West Thirty-ninth Street, New York,

Automobile Trade Journal.

Automotive Industries.

Boot and Shoe Recorder.

Dry Goods Economist.

Hardware Age.

Iron Age.

Jewelers' Circular.

Optical Journal and Review of Optometry.


Upholsterer and Interior Decorator, 373 Fourth Avenue, New York, N.Y.
Variety, 156 West Forty-sixth Street, New York, N.Y.

War Stories, 100 Fifth Avenue, New York, N.Y.

Weekly Underwriter & Insurance Press, 80 Maiden Lane, New York, N.Y.
Yachting, 205 East Forty-second Street, New York, N.Y.

Mr. PARLIN. This includes the names of practically all magazines with large advertising revenue.

The National Publishers Association voices the hearty approval of legislation to protect health and also voices its hearty approval of legislation, to prevent false advertising of foods, drugs, and cosmetics. Leading magazines actively worked for the Food and Drugs Act of 1906. They would today, I believe, be actively working for this bill if it had been confined to phases needful to protect health and to stop false advertising.

Mr. Chairman, you have stated that you did not write the bill and that many amendments will be made to the bill.

The CHAIRMAN. As I said, if I had my way, they would be made. You must remember I have colleagues on the committee. Mr. PARLIN. We will accept the amendment.

It is quite possible, Mr. Chairman, that after you have rewritten the bill, if your colleagues allow you to do so, we may be as strongly in favor of it as we are now opposed to it.

Since advertising for the first time faces the imposition of a Federal criminal statute, I beg leave before offering objections to particular clauses, very briefly to state a few facts concerning advertising which I think are essential to have in mind in interpreting the specific objections we offer to this bill.

Manifestly, selling and advertising and manufacturing have grown up in this country hand in hand. Advertising is not a mere adjunct to business, it is a vital part of business. It furnishes the forward look, the imagination, the enthusiasm. It expresses the hopes, the aspirations and the executive thinking of concerns, both great and small.

Advertising not only prepares the way for sales, it vitalizes every part of the business. Furthermore, advertising sets up for concern a high standard of quality from which the manufacturer dare not depart. In these standards the manufacturer comes to take great pride, and out of this fact, more than any other, has come the marvelous evolution to better products which has been one of the outstanding features of our day and generation.

What got the cat out of the sugar barrel, converted bulk goods into packaged form, and changed unsanitary food shops into neat, attractive, and wholesome grocery stores? With all due deference to good work done by Federal and State Governments, I believe I am quite right in asserting that advertising was the largest factor in producing this transformation. When manufacturers attractively advertised the sanitary and appetizing qualities of their packaged foods, the public would no longer tolerate unsanitary and unappetizing sales methods.

What produced the finest food factories in the world? Again, with due credit to good work by Federal and State Governments in insisting that all factories live up to minimum standards, may I claim primary credit to advertising for producing exceptional factories including many of the finest food kitchens in the world?

So, I might go on from industry to industry, and in the end I would feel justified in declaring to you as my belief that the greatest single factor in making American economic life what it is today has been advertising.

May I also say that as advertising has grown powerful, it has improved in character and tone? Forty years ago a large part of national advertising would not measure up to modern standards. Today only a small portion deserves elimination through criminal statute.

There is no popular demand to curb the great advertisers. They are not in the Chamber of Horrors. Their brand names are household words. Among all classes, advertised products are held in respect and their producers are looked upon as benefactors.

No person is compelled to buy advertised products. The great American public of its own free will and accord gladly and enthusiastically buys advertised products because advertised products give excellent value at reasonable prices.

Forty years ago the wise person read advertising with suspicion. He had sent a dollar and been buncoed. The wise person today reads advertising discriminately and believingly. He is not deceived by a bit of imagery; he does not readily fall for quackery; he quickly detects a false note, but fundamentally he reads product advertising with confidence. He has not been buncoed. He has bought advertised products and found them satisfying.

May I tell you why advertising has improved and why the readers of advertising quite consistently obtain worthy products? It is not the result of policing. It has been brought about by the very simple fact that no manufacturer can afford to advertise a product for which he cannot win repeat customers and, at least in most lines of merchandise, no manufacturer can win repeat customers unless his product has merit and a reasonable price.

May I also say one other thing. For the span of more than a generation, a considerable number of publications have made a sincere effort to protect their readers against unworthy products and untruthful advertising. These publications will lose little if any

« PreviousContinue »