pandering to vicious instincts will encounter effective public disapproval or yield to the influence of a preponderant professional condemnation.

OREGON NEWSPAPER CONFERENCE

Adopted 1922, explanatory matter omitted:

THE OREGON CODE OF ETHICS FOR JOURNALISM I. SINCERITY; TRUTH

1. We will put accuracy above all other considerations in the written word, whether editorial, advertisement, article, or news story.

2. We will interpret accuracy not merely as the absence of actual mistatement, but as the presence of whatever is necessary to prevent the reader from making a false deduction.

3. In an ethical attitude toward truth, we will be open at all times to conviction, for the sincere journalist, while fearless and firm, will never be stubborn; therefore we will never decline to hear and consider new evidence.

4. If new evidence forces a change of opinion, we will be as free in the acknowledgment of the new opinion as in the utterance of the old.

5. We will promote a similar attitude in others toward truth, not asking or permitting employes to write things which as sincere journalists we would not ourselves write.

II. CARE; COMPETENCY; THOROUGH NESS

6. By study and inquiry and observation, we will constantly aim to improve ourselves, so that our writings may be more authentic, and of greater perspective, and more conducive to the social good.

7. We will consider it an essential in those we employ that they not merely be of ethical attitude, but reasonably equipped to carry out their ideals.

8. We will make care our devotion in the preparation. of statements of fact and in the utterance of opinion.

9. We will advocate in our respective communities the same thoroughness, sound preparation, and pride of craft, that we desire in ourselves, our employes, and our associates.

10. We are accordingly the active enemies of superficiality and pretense.

III. JUSTICE; MERCY; KINDLINESS

11. We will not make "privileged utterance" a cloak for unjust attack, or spiteful venting, or carelessness in investigation, in the cases of parties or persons.

12. We will aim to protect, within reason, the rights of individuals mentioned in public documents, regardless of the effect on "good stories" or upon editorial policy.

13. We will deal by all persons alike so far as is humanly possible, not varying from the procedure of any part of this code because of the wealth, influence, or personal situation of the persons concerned, except as hereinafter provided.

14. It shall be one of our canons that mercy and kindliness are legitimate considerations in any phase of journalism; and that if the public or social interest seems to be best conserved by suppression, we may suppress; but the motive in such instances must always be the public or social interest, and not the personal or commercial interest.

15. We will try so to conduct our publication, or to direct our writing, that justice, kindliness, and mercy will characterize our work.

IV.

MODERATION; CONSERVATISM; PROPORTION

16. We will endeavor to avoid the injustice that springs from hasty conclusion in editorial or reportorial or interpretative practice.

17. We will not overplay news or editorial for the sake of effect when such procedure may lead to false deductions in readers' minds.

18. We will regard accuracy and completeness as more vital than our being the first to print.

19. We will try to observe due proportion in the display of news to the end that inconsequential matter may not seem to take precedence in social importance over news of public significance.

20. We will in all respects in our writing and publishing endeavor to observe moderation and steadiness.

21. Recognizing that the kaleidoscopic changes in news tend to keep the public processes of mind at a superficial level, we will try to maintain a news and an editorial policy that will be less ephemeral in its influence upon social thought.

22. We will resist outside control in every phase of

our practice, believing that the best interests of society require intellectual freedom in journalism.

23. We will rise above party and other partisanship in writing and publishing, supporting parties and issues only so far as we sincerely believe them to be in the public interest.

24. We will not permit, unless in exceptional cases, the publishing of news and editorial matter not prepared by ourselves or our staffs, believing that original matter is the best answer to the peril of propaganda.

VI. PUBLIC SERVICE AND SOCIAL POLICY

25. We will keep our writings and our publications free from unrefinement, except so far as we may sincerely believe publication of sordid details to be for the social good.

26. We will consider all that we write or publish for public consumption in the light of its effect upon social policy, refraining from writing or from publishing if we believe our material to be socially detrimental.

27. We will regard our privilege of writing for publication or publishing for public consumption as an enterprise that is social as well as commercial in character, and therefore will at all times have an eye against doing anything counter to social interest.

28. We believe it an essential part of this policy that we shall not be respecters of persons.

VII. ADVERTISING AND CIRCULATION

29. We will coöperate with those social interests whose business it is to raise the ethical standard of advertising.

30. We will discourage and bar from our columns advertising which in our belief is intended to deceive the reader in his estimate of what is advertised....

31. We will not advertise our own newspaper or its circulation boastfully, or otherwise, in terms not in harmony with the clauses of this code of ethics....

32. We will not make our printing facilities available for the production of advertising which we believe to be socially harmful or fraudulent in its intent.

JOURNALISM, ADVERTISING

ASSOCIATION OF NEWSPAPER ADVERTISING
EXECUTIVES

Adopted 1921; approved in 1922 by Assoc. Advertising
Clubs:

STANDARD OF MERCHANDISING PRACTICE FOR NEWSPAPERS

First-To study the local market and trade territory and be able to report intelligently thereon for both local and national advertisers.

Second-To furnish such information for prospective advertisers and to make market investigations which may be general in scope and applicable to many accounts, but to insist that the identity of the proposed advertiser be made known before reporting information compiled on a specific line.

Third-To endeavor to educate the dealer in better merchandising methods and to insist that advertised goods be furnished customers rather than "just as good" substitute.

Fourth-To encourage adequate merchandising by supplying data, maps, route lists to the trade for the use of salesmen of the manufacturer or advertiser who has made a bona fide contract for advertising space.

Fifth-To decline requests for service that are clearly not within the province of newspaper, such as selling goods or other canvassing, or the payment of bills for printing and postage of letters, broadsides, etc.

MASSACHUSETTS PRESS ASSOCIATION

Adopted Feb. 12, 1923:

CODE OF ETHICS

Whereas, Newspaper space is a commodity on which publishers of newspapers and their employees depend for their livelihood, and

Whereas, The scope and uses of newspaper publicity have been misunderstood and abused to the extent that there has been a wide public misconception of the limits to which a news

paper is justified in extending free use of its space, and in order to effect a code of advertising and publicity ethics which shall be just and equitable to publishers and to the public, the Massachusetts Press Association has adopted the following for the guidance of its members:

In General: Inasmuch as the preparation and distribution of free publicity in plate or other form for government, charitable, business or public interests, entails services for which others are compensated, it is agreed that such material shall be regarded as unpublishable within the meaning of this code, unless appearing as advertising matter and paid for at card rates. It shall not be considered in accordance with the principles of this Association and our profession to allow to one customer privileges or rates for advertising not granted another customer for like service, nor shall cut rates or agency commission be allowed direct advertisers. In conformity with the Standard of Merchandising Practices for newspapers, adopted in 1921 by the National Association of Newspaper Executives, requests for services that are clearly not within the province of newspapers shall be declined. Such requests including selling goods or other canvassing, or payment of bills for printing and postage of letters, broadsides (socalled) or the preparation of same within the publisher's own office at no expense to the advertiser or his agent.

No special services entailing the furnishing of lists of dealers in certain lines of trade, surveys, etc., shall be furnished without the identity of the prospective advertiser being made known and a bona fide advertising contract being furnished by said advertiser or his agent, but this shall not be construed to operate against the furnishing to recognized agencies or their clients general information concerning the field in which the publisher does business.

And for the further guidance and assistance of the members of this Association, the various classifications of publicity are hereby defined as follows:

Political: Announcements of statements advocating election or defeat of a candidate for public office shall be deemed advertising matter, charged at political advertising rates and labelled "political advertising" in accordance with the statutes of Massachusetts. Statements made by candidates at political rallies and which would form part of the report of same which said newspaper would publish in the course of its service to the readers of its territory shall not be deemed to be in this classification.

Automobile: Inasmuch as it is not the custom to extend free privileges of news columns to other lines of business