Liquor Ads

I am writing to ask you to discontinue my subscription to your magazine. The reason for this is your printing of liquor advertisements. I refer to the advertisement on p. 30 of the Oct. 23 issue, which just came to my desk. You are certainly a bit previous in this advertising, being unable to wait until it is constitutional to allow such advertising to appear. You evidently cannot wait to increase your revenue from this iniquitous source.

In sharp contrast to your policy is the announced policy of the Chicago Tribune which recently stated editorially that it would re fuse to carry liquor advertisements, when the 18th Amendment is repealed. The Kansas City Star has made a similar announcement, I learn from a reliable source. A great national advertising agency has also recently refused to continue its advertising contract with the Canada Dry Ginger Ale, Inc., because the company will sell beer and whiskey after repeal. I refer to N. W. Ayer & Son, Inc.

The president of this agency, Wilfred W. Fry, predicted that the return of the liquor traffic will "divert an important share of America's mass purchasing power from essential commodities." He stated that he did not ''wish to classify our clients with the liquor business. . . . We regret the condition which necessitates this step, but on a strictly business basis we are certain we are right." He says further: "The moral questions in repeal can be left out entirely, but from a purely business standpoint, we cannot see a very happy result in the return of liquor. The liquor business has not changed. When the 36th State has been lined up, it will be run by the same old crowd in the same old way."

I believe that in the long run, the wisest publications will be those who follow the above stands. At any rate, since you are already al lowing liquor advertisements, your policy is probably settled. Since it is, you may discontinue my subscription upon receipt of this notice.

WILBUR H. FOWLER, D. D.

The First Methodist Church Findlay, Ohio

... In recent weeks, I have been more than pained. I have been utterly disgusted at the appearance of booze advertisements in your pages. 1 know human nature and the liquor gang sufficiently well to know that no longer can TIME readers depend upon the impartiality and disinterestedness of its news. One could thus paraphrase a famous saying of Jesus: "Where an editor's treasure is there will his editorial policy be, also." Surely when even the blatant, sensational, money-grabbing Chicago Tribune openly announces it will not accept liquor ads, we have a right to expect even as much from our beloved TIME. . . .

HOWARD T. HOLROYD

San Luis Potosi, Mexico

Sirs:

... I said I liked TIME but would not subscribe to it because it contains liquor ads. As a recent issue contained at least three ads of beer, vermouth and the like I am unable to understand why you could not easily see just what I meant. . . .

In plain words if you are willing to help make drinkers and drunkards of my family your paper is unworthy a place in my home.

WILLIAM R. HUTTON

Rosalia, Kan.

Sirs:

... 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:

Friday evening. Our radio batteryless because I can't afford new ones. The wife tired from a trying day with the youngsters. I tell her to sit down and rest and I'll get supper. Decide on eggs scrambled with chipped beef and chopped celery. Light the oil stove and put double boiler on to heat. Twenty minutes to six already. Our time is two hours behind Eastern Standard. Eggs mixed, celery chopped, beef shredded, ready for cooking. Light oil lamp, set table, put on bread, preserves, butter, milk, catsup, sugar and cream. Put two tablespoons coffee (think that's right) in drip pot and put two cups water on to boil. Nearly six. Egg mixture put over now boiling water and stirred. Done in four minutes. Five after six and we are eating, I with an eye on the clock. Twenty-six after and my dishes are at the sink. "Don't think I'll go, the children would not take their naps this afternoon," says the Mrs. The Chewy goes at the second turn of the starter and I'm out over the cattle guard and the culvert over the first irrigation ditch. Over a second, third and fourth, all graded as the ditch beds are above the valley here. Now to step on it. First mile gone, slow down for another grade culvert, the second mile nearly a straightaway. Indian wagon raising an infernal dust is soon past. A glance to the left at the sun setting over cotton fields and scattered palms, bare purple mountains in the distant background. She's doing 58. Cut the gas for the turn into the irrigation plant enclosure. No pump Diesels throbbing, so Doran will have the radio going. Barely miss a skunk near the settling basin, screech to a stop behind Clary's new Ford 8 parked in front of the engineer's quarters. A little late, but "1933 marches on" into the yawping of ''Hooey'' P. Long's latest.

HERBERT D. CANNON

Colorado River Indian Agency Parker, Ariz.

Dogies

Sirs:

In your issue of Oct. 23, p. 45, under Music and an account of Mr. Billy Hill's song entitled "The Last Round-Up," I was interested in the footnote stating that the word "dogie" means a yearling and giving its pronunciation. The pronunciation is correct but you are mistaken as to the meaning of the word. It does not signify a yearling but means any young animal that has lost its mother in the nursing period and is either reared by hand or left to shift for itself. It may be applied to a calf, a horse, or a lamb. The animal usually shows its lack of proper nourishment, being pot-bellied with a dull lustreless coat and a general appearance of undernourishment. The word is also used as an adjective, the term "dogied'' meaning having lost its mother and showing the effect in lack of growth and poor proportions. Cowboys when driving a herd find the small weak animals in the rear of the herd as they weaken and drop back so that in their songs in speaking of "roll along or git along, little dogies" they refer to the last of the herd commonly called the "drags" which have to be urged to keep up with the herd.

F. W. MITCHELL Roswell, N. Mex.

Your footnote to comment on "The Last Round-Up" (Oct. 23, Music) reminds me that out here we like to define a dogie: a little calf that's lost its mother and whose father's run off with another cow.

W. B. SCHAW JR.

Sacramento, Calif.

Sirs:

... To be more exact, a dogie is a calf whose mama has died and whose papa has run off with another cow.

Tammany's Ahearn

'"SPLENDID YOUR ACCOUNT OF NEW YORK CITY POLITICAL SITUATION [TIME OCT. 23] BEST I HAVE READ EX-SENATOR EDWARD J AHEARN HAS NOT ALONE YOUTH AND VITALITY BUT COUPLED WITH SHREWD POLITICAL ACUMEN TO RESURRECT AND) REHABILITATE TAMMANY HE WAS BORN AND BRED INTO POLITICS

MARTIN RUBIN

New York City

Biggest Western Bank

TIME USUALLY IS CORRECT IN ITS

STATEMENTS BUT WE HAVE CLASSICAL AUTHORITY THAT EVEN JOVE NODS OCCASIONALLY STOP TIME NODDED IN ISSUE OF OCTOBER 23 WHEN ON PAGE 49 IT STATED CONTINENTAL ILLINOIS WITH $630,000,000 IN DEPOSITS IS THE LARGEST BANK WEST OF MANHATTAN STOP BANK OF AMERICA NATIONAL TRUST AND SAVINGS ASSOCIATION WITH HEAD OFFICE IN SANFRANCISCO WITH ITS $767,000,000 OF DEPOSITS AS OF JUNE 30 1933 IS THE LARGEST BANK.

WEST OF MANHATTAN AND IS FOURTH

LARGEST BANK IN UNITED STATES STOP NO CALIFORNIAN COULD ALLOW YOUR STATEMENT TO PASS WITHOUT CORRECTION.

WILL C. WOOD

Oakland, Calif.

Alcatraz Swim

Sirs:

In TIME for Oct. 23 under the title Crime, 'Hardest Jail." the following statement is made: "Its" rocky sides rising sheer as a battleship, swept by tidal currents too strong for any man to swim, a little island called Alcatraz dots the broad expanse of San Francisco Bay."

Perhaps the currents are too strong for men to swim, but they fail to have that effect on women. Within the past three weeks, three young San Francisco girls have negotiated the distance between Alcatraz Island and the mainland.

Miss Doris McLeod, on Thursday, Oct. 19, swam from the shore to the island and then around it. She started from pier 45 on the embarcadero, bucked the tide all the way out and half the way back and landed at the South End Rowing Club in two hours flat.

Gloria Scigliano swam from the shore to the island on the same day: time, 57 minutes. Miss Anastasia Scott, daughter of an Army sergeant stationed on the island, negotiated the distance in 47 minutes earlier in the week. In line with efforts of criminals who might attempt this means of escape, she started from the island. The feat was also accomplished by one Mabel Green as far back as 1923. . . .

MARTIN W. HALEY

San Francisco, Calif.

Sirs: ,

There has been a loud squawk out here by the "More Holy than Thou" crowd against the adoption of this prison for the purpose of housing these intractable Federal thugs. While I cannot imagine any community inviting this "attraction" into its midst I do think that these protests are out of order. Convicted criminals must be imprisoned somewhere. I his somewhere must necessarily be in the proximity of some community. If the Government wants to use Alcatraz let the people of the San Francisco Bay area accept it just as citizens we accept unpleasant taxes, jury duty and compulsory military duty in wartime. This prison problem is one phase of our national crime problem and according to last reports San Francisco is still an integral part of the good old U. S. A. So let's accept cheerfully the burdens as well as the benefits of our citizenship.

H. W. SPENCER

Oakland, Calif. As for your statement '"that only one prisoner has escaped since 1858," why try to compare a military prisoner to a criminal prisoner? The military prisoner hasn't the friend and money for which to spring him while, as the records show, the criminal prisoner uses friend, money and all other types of schemes to make his escape. Remember, the Golden Gate does not always see the beautiful sunset but is enveloped in a heavy fog a great number of days during the year. A prisoner with enough "guts'' could on one of these foggy nights plan his getaway, swim a short distance to a confederate in a boat and disappear under the blanket of fog, until he is caught again. Just because a man is a criminal does not signify he is a nitwit. They have just as much brains as the B.H.'s [Big Heads] and although they use them in a different way--i.e. against law and order-- they are not leaving them rust whether in a penitentiary or loose in their mansions. . . . ALFRED G. ROGERS

San Francisco, Calif.

Inconsistent Obstetricians

Sirs:

In my new issue of TIME (Oct. 16), I read on p. 34 that the Central Association of Obstetricians and Gynecologists, meeting in Mil waukee last week, congratulated Mae West for popularizing plump female figures, called her style "a boon to motherhood." Such inconsistency is positively nauseating. When I was a girl, doctors spent a great deal of time warning young girls of the terrible consequences of wearing corsets and pulling in their waists.

Let those silly doctors admire Mae West but they mustn't tell our daughters that her corseted waist and padded hips are any boon to motherhood!

MRS. GEORGE W. HUNSICKER

Allentown, Pa.

Brickley Pupil

Sirs:

In connection with the Brickley article in the Sports section of TIME, Oct. 23, I thought that it was very interesting to note that on the very day TIME came out one of Brickley's and Mills' pupils was making football history. Bob Greene who has been coached by Brickley and Mills during the past weeks won a thrilling game with 30 seconds to play when he booted a perfect angular 40 yd. dropkick to give Bronxville a 9-to-7 victory over Pelham. I thought you might be able to use this, so I'm passing it along.

BILL MOORE

Bronxville, N. Y.

Bath & Ceiling

Upon us has been showered an avalanche of letters from readers of TIME, asking for information about the new Stay-Rite tie of leather letters from Bogalusa, La., to Bangor, Me . . from doctor, lawyer, merchant, chief.

And from one reader of The Weekly Newsmagazine, written upon the letterhead of Hotel Redwood, Bogalusa, we learn that ceilings and bath are provided for the comfort of guests. Here, it would seem, is a service overlooked by Mr. Statler and other inn owners that should be featured in advertising. Who could resist the appeal of a ceiling with every bath?

C. W. GARRISON

Stay-Rite Tie Co. Milwaukee, Wis.

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