17. A master printer should not make estimates for work that he cannot do, and when he is devoid of experience in certain branches of printing, should not attempt to price them. It is always unsafe and often unjust to give prices upon a class of work for which the cost is not positively known and has to be guessed at.

18. Always have the courage to ask fair remuneration. for any work offered, resting assured that it will be more profitable to be without a job than to secure one in which there is a temptation to resort to questionable methods in order to avoid a financial loss in its execution.

19. Estimates calling for detailed specifications of separate value of the paper, composition, electrotyping, presswork, ruling, binding, etc., should always be refused. These details the customer has no right to. They are the printer's property, and to be swift in giving them away is one of the surest methods of provoking unfair competition.

20. When requested to make estimates for work, or submitting proposals in answer to advertisements, the intelligent printer should endeavor never to lose sight of the fact that the only price proper to make is the one that he would make were the work entrusted to him without any estimates having been requested on it. His estimated figures should be made on the basis of 1,000 ems, per token, and per pound for paper that he has adopted for his minimum for the class of work, while carefully studying the subject with the figures of his previous year's business before his eyes, and while safely shielded from the exciting influences which arise when the estimate fiend is so close upon him-always consoling himself when he loses the job with the thought that if he had encumbered himself with the work at a low figure he would have incapacitated himself from doing what may presently come along at a remunerative rate.

21. A master printer should always contend that he is entitled, when asked for an estimate, to know the names of all who are to be requested to bid on the work. A glance at the names is often sufficient to show him whether it is worth the trouble to make the necessary calculations. He should also insist upon his right, if he desires it, to know all the prices offered for the work, and to whom and at what prices it was awarded.

22. The man who asks for a bid upon work, and before receiving it shows the figures made by another bidder, should be marked; it can be depended on, if he will show you another's bid he will show yours to a third party. He wants you to do the job, if you will do it for less than anyone else.

OUR DUTY TO OUR WORKMEN

23. In the conduct of our establishment it should be our constant endeavor to elevate the moral character and ameliorate the financial condition of our workmen who are engaged with us. This interest in their welfare is one of the best methods of preventing strikes and lockouts, which do such untold damage to both the proprietor and the journeyman.

24. While it should be the firm and unalterable determination of every printer not to be dictated to by labor organizations when their demands are unfair, or which substitute the will of a prejudiced majority for the conservative teachings of common sense and justice, we should be slow to condemn the action taken by the journeymen, as it is possible that the influences controlling them may be more than they are able to resist.

25. Any action which tends to decrease the rate of wages should be looked upon with as much distrust as is an effort to increase them. We should always remember that the proper place for us to look for remuneration is from the business we do at a legitimate profit, and not from what we can save on the per diem of the wage worker, or from what we can make out of each other.

26. In the treatment of apprentices or boys who are in our employ we should be ever careful as to whose hands they are in, as they are often influenced for good or for bad by the example of the foreman under whom they work.

27. When an apprentice is taken, it should be considered our duty, if he prove unapt or unteachable, to advise him to seek another line of trade. It often occurs that a poor printer would have made a good blacksmith or shoemaker; therefore, either trade, as well as the boy, would be benefited by taking him away from the trade for which he is unfitted,

28. When we conclude that the apprentice we have taken is competent to learn the business and that he will learn it in such a manner as to reflect credit upon those who taught him, as well as himself, no effort should be spared to make him all he should be as a workman and a good citizen. By so doing we add to our own happiness, his prosperity, and help the future generation of employing printers along a very troublesome road.

PUBLIC UTILITIES
See also Railways, Electric; Telephones

PUBLIC UTILITIES ADVERTISING ASSOCIATION
Adopted Dec. 18, 1923:

STANDARDS OF PRACTICE

Realizing our obligation and responsibility to the public, to the seller of advertising service, the advertising agent and our own organization, we, as public utility advertisers, pledge ourselves as follows:

(1) To consider the interests of the public foremost, and particularly that portion thereof which we serve;

(2) To claim no more, but if anything, a little less, in our advertising, than we can deliver;

(3) To refrain from statements in our advertising, which, through actual misrepresentation, through ambiguity or through incompleteness, are likely to be misleading to the public, or unjust to competitors;

(4) To use every possible means, not only in our own individual advertising, but by association and co-operation, to increase the public's confidence in advertised statements;.

(5) To refrain from attacking competitors in our ad

vertising; (6) To refrain from imposing upon the seller of advertising service unjust, unreasonable and unnecessarily irksome requirements;

(7) To furnish to publishers, when requested, technical information which will help them keep reading pages and advertising columns free from mis-statements;

(8) To refrain from and discourage deceptive or coercive methods in securing free advertising, and to do everything possible to aid the publisher to keep his columns free and independent;

(9) To require standards for ourselves equal to those we set for others;

(10) To stand unequivocally for "Truth in Advertis

ing."

PUBLISHING

NATIONAL PUBLISHERS ASSOCIATION

Adopted Dec. 20, 1923:

PUBLISHERS' CODE OF ETHICS AND BUSINESS PRACTICES

We pledge ourselves to TRUTH, first and always, as the paramount obligation of the publisher-to Truth in our editorial columns and our advertising pages to Truth in every relationship with subscriber and advertiser, in every representation to the public in the printed word, the written word or the spoken word.

We pledge ourselves to JUSTICE-justice to our readers by keeping our editorial pages free from self-interest or commercial bias-Justice to our fellow publishers by the strict avoidance of unfair or disparaging competition-Justice to the advertiser and subscriber by keeping our dealings with them free from discrimination of any kind-Justice to advertising by accepting it only when we believe it will be a profitable investment for the advertiser.

We pledge ourselves to COURAGE-Courage to maintain editorial independence-to refuse advertising which is false, malicious or misleading-Courage to protect advertising against unfair taxation that would restrict its service as a builder of sound and broadly distributed property-Courage to condemn every fraudulent, tricky or questionable practice and to uphold all sound agencies that work for the betterment and elevation of our standards.

Inspired by the FAITH placed in our publications by the vast army of readers who look to us for leadership and enlightenment, and by the Faith of thousands of advertisers who regard our publications as vital factors in the promotion of American business and industrial prosperity, we pledge ourselves to an unswerving adherence to TRUTH, JUSTICE and COURAGE, and an unwavering fidelity to the fields we serve.

SUBSCRIPTION BOOK PUBLISHERS' ASSOCIATION Adopted May 21, 1924, at meeting under auspices of Federal Trade Commission:

TRADE PRACTICE SUBMITTAL

1. Resolved, That we disapprove any editorial policy whereby the listing of any name as editor or contributing editor tends to practice deception on the public.

2. Resolved, That as to all books, the use of only the last date of copyright, and eliminating all previous copyright dates, is condemned.

3. Resolved, That books bound in substitutes for leather should not be represented as being bound in leather or in any way which tends to carry the inference that leather bindings are used.

4. Resolved, That the same or essentially the same set of books should not be sold simultaneously under different titles; that books should never be sold under a title that will mislead as to contents, or under a title which tends to confusion with some previously published work.

5. Resolved, That the marking-up of the price of books and the use of the so-called "raised" contract be condemned; that representing that the price asked is below the usual price, or that the price will soon be increased, when such is not the fact, be also condemned.

6. Resolved, That when so-called extension revision or continuation service is offered, the contract made with the purchaser shall state precisely what the service is, that such service is sold at a price distinct and apart from the books which it is designed to keep up to date, that the books shall be sold at a stipulated price, and the service shall be sold at a stipulated price; that in case such service is sold to continue over a period of years the service shall actually be furnished as promised to such subscriber without the use of coupons or other form of request.

7. Resolved, That the practice of representing that a certain number of books have been set aside for advertising purposes, to be given free, when such is not the fact, is condemned; and that the practice of representing that a certain number of selected persons in each community have been designated to secure a book or a set of books, or any form of service, free, when such is not the fact, is clearly misrepresentation, and is condemned.

8. Resolved, That the offering of membership in societies, clubs and other organizations, which in fact do not exist, in connection with the sale of books be condemned; that a service