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PROGRAM ADVERTISING. ©
A Claim that Abuses Have Been Re-
moved—An Editorial Analyzed.
To the Editor of YALE ALUMNI WEEKLY:
Sir:—To those ignorant of the real
situation in program advertising your
editorial. on “Blackmail.in the Name
of College Advertising,” which ap-
peared in the issue of March 17, will
prove very misleading and prejudicial.
Your columns have recently empha-
sized the fact that every question has
two sides. The force of your con-
demnation would hardly bear this out,
but a statement of the raison d’etre of
stich publications and their develop-
ment in connection with athletic events
aii throw a little light on the other
side.
The “why” or “‘wherefor”’ you have
well stated, in saying that “the original
score card or program was more or
less of a convenience and necessity.”
Now, wherein has it outgrown its pur-
pose? Laying aside some little acri-
mony displayed inthe criticism, the es-
sence of your article seems to be that
the “convenience has been increased
into a complete nuisance,’ in other
words, that the old reproof given to
Yale athletics applies, and that pro-
grams have been overdone.
That this has been true I frankly
admit; but that such is the case at pre-
sent I emphatically deny. The adop-
tion of the undergraduate rule in ath- |
letics was the doffing of the cap to col-
legiate amateurism. The passing of
the programs from the hands of pro-
fessional advertising agents to the
direct control of the athletic association
was a further acknowledgment of the
wisdom of placing college games and
all the accessories directly in the hands
of college men. That ‘‘no use is with-
out its abuse” has apparently been true
of these publications. The evil has
been found, however, and the remedy
has been applied with a cure almost at
band. To spoil this ounce of preven-
tion by a well intentioned attempt to
remedy what has already been re-
nedied,—and mayhaps balk any fur-
ther progress,—is rather discouraging.
For the past two years the programs of
the Track Athletic Association have
been directly managed by its officers,
and last Fall, for the first time, the foot-
ball association pursued the same
method. By this is meant that the edi-
tors of the snuvenirs were merely agents
of the Association without further au-
thority than was expressly granted. Di-
rect responsibility for every statement,
uniformity in prices to advertisers, and
restriction in employment of agents to
college men, so far as possible, has
thus been secured. Bearing these facts
in mind, a short synopsis of your edi-
torial may aid us to reach a little dif-
ferent conclusion.
Your first statement was to the effect
that “these publications are issued sim-
ply for the purpose of securing as much
money from advertisers as can be
drawn out of them by almost any
‘greater or less extent.”
means.”
the least.
convenience and _ necessity,
object is to mulct advertisers.
to catch their ears. _
characteristic of Yale life for every man
to do with all his might what his hands ©
find to do. If he failed in his efforts to
do his level best to carry out the trust
imposed in him, he would be guilty of
the worst kind of negligence. In ad-
dition, you give too little business
acumen to the ordinary advertiser to
say that he is unable to judge of the
merits of the offer presented to him.
To continue, “The publications rest
for revenue largely on blackmail.”
“The man works and levies in the name
of Yale and the average advertiser,
good naturedly or in fear, yields to a
This state of
facts has undoubtedly been true, when
the programs were in the hands of
professionals, but at the present time
it is absolutely false. One instance of
this kind would be taken cognizance
of immediately by the athletic repre-
sentatives, as you well know. The key-
note of a college publication is reci-
procity. The touchstone of this kind
of advertising is business. By one in-
vestment you reach audiences ranging
into the thousands.
The gist of your closing paragraph,
aside from the editorial immunity which
permits strong characterization, lies in
the statement that ‘“‘those who have
legitimate business operations with the
College are unjustly treated and are
forced to consider some means of re-
prisal by which all members of the
University suffer.’ You probably re-
fer to the college publication. But can
not such a work, directly under the
control of the athletic associations, be
also ranked as a college publication?
If so, they all possess correlative rights
and duties. Is it a sin because one
succeeds where another fails?
From a little experience on both
college publications, so called, and on
program work, I can frankly state that
the majority of business men are more
apt to accept the latter than the former
as an advertising medium. Why this
is so, the average college man can
guess. To “say that Yale esprit de.
corps and interest in its display on the .
athletic field had something to do with
this success may not be far from
wrong. - Beyond all these considera-
tions, another way is laid open for men
striving to aid themselves. Far be it
to close up these avenues of financial
rescue. _Men who enter college have
essentially different capacities, and any-
thing that will tend to develop some
latent power should be encouraged
rather than condemned. If the steps
already taken, to prune out the defects
which have existed, may be carried out
rather than retarded, there will no
longer be any further occasion for such
harsh criticism.
eX RAYS:
St. Paul, Minn., March 23, 1808.
It is rather sweeping, to say |
With your assumptions that |
such a program is more or less of a>
it hardly |
seems consistent to say that its sole —
Busi- |
ness men are quick to see the advan- |
tages of an opening with such a large |
body of young men, and the man who |
first shows this, is the one who is apt |
Besides, it is a —
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The school was opened in 1892, with pro-
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Special advantages to students desiring to save
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NEW YORK LAW SCHOOL.
NEW. YORK CITY...-. -
“ DwicuT,. METHOD’: oF INSTRUCTION.
‘Day School, * . 120 Broadway.
Evening School, Cooper Union. : |
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Deeree of LL.B. after two years’ course; of
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For illustrated catalogue address
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