Punch, or the London Charivari, Volume 152, June 20, 1917

by Various

THE DISSUADERS.

For many years—ever since the first piece of chalk was applied to the first wall and advertising began its bombastic career—the advertiser's tendency has been to commend his wares, if not to excess, at any rate with no want of generosity. Everyone must have noticed it. But war changes many things besides Cabinets, and if the paper famine is to continue there will shortly be a totally novel kind of advertising to be seen, where dissuasion holds the highest place. For unless something happens those journals which have already done much to reduce circulation will have to do more and actually decry themselves. Such counsels as those which follow may before long meet the eyes, and, it is possible, influence the minds, of the great B.P.:—

The Proprietors of THE TIMES Urge you to spend your money elsewhere. THE TIMES may have the best foreign correspondence, the latest news, the greatest variety of letters (in types of all sizes), the funniest dramatic criticisms, the sternest leading articles, and the only newspaper proprietor now acting as a plenipotentiary in America; BUT you are implored not to buy it. Remember its virtues for future use, when skies are brighter, but disregard them to-day. We appeal to the great-hearted Public to make a real effort and refrain from buying THE OBSERVER. Sunday may be only half a Sunday without it; But indulge in a little self-sacrifice. Not only eat less bread But Read less Garvin. DOWN SPECTATORS! Give THE SPECTATOR A WIDE BERTH. There are reasons why it must be published regularly But there are no reasons why you should buy it. There is no better, saner, or soberer Critic of Life; but what of it? We print all the latest Canine and Feline news; but never mind. If you won't, as seems probable, down your glass, down your Spectator.

HELP TO WIN THE WAR BY NOT BUYING THE DAILY CHRONICLE. Whatever Sixpenny weekly you buy don't let it be THE NATION. Owing to its persecution by the present incapable Government The Nation is achieving an embarrassing popularity. Please forget it. Let your only NATION Be your determi- Nation NOT TO BUY IT. THE PROPRIETORS OF THE STAR urge you not to buy it any more until the War is over and paper is cheap again. Buy The Evening News instead. DON'T BUY THE SPHERE. IT IS ONLY SEVENPENCE A WEEK, BUT DON'T BUY IT. It is full of Pictures of the War, but you can do without them. It has punctual literary judgments of astounding finality by "C.K.S.," but they can wait. Do anything in reason, but don't buy The Sphere.

The depreciation, you observe, is not always quite whole-heartedly done. But it must be remembered that the habit of self-praise cannot be broken down in a minute, and this is only a beginning.

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