Opinions with an
Page 18
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Advertising Motif
AN increasing number of letters sent to us with the object of their being published in this journal contains what is often referred to as " concealed advertising," but in some cases the concealment is so slight as to be virtually transparent.
Quite frankly, we deplore this form of publicity, which is usually intended not to bring to the notice of our readers some special aspect of road transport, its practise and politics, but some particular • product, the market for which the writer wishes to enlarge. We are in sympathy with those suppliers who, because of the paper shortage, or for other reasons, find it difficult to obtain appropriate advertising space. We would be better pleased, however, if they were quite candid concerning this, instead of endeavouring to disguise free adVertising as authentic "opinions" letters.
As a trade journal, we naturally refer to articles, equipment, tools, etc., which we consider will be of interest and value, not to speak of complete vehicles—goods and passenger—of which we publish descriptions and road tests.
We believe also that the average reader is inclined to feel " diddled " if, in the. middle of perusing son-le matter which he may consider to be of common interest, he finds a definite reference to a particular "selling line" and realizes that this is the main object.
Letters for publication should refer to subjects of interest to the whole or at least a large section of the industry, be topical expressions of personal views (except when they come froth an association or particular company), and, preferably, be of such a nature that they will help towards solving the many problems with which road transport is confronted.
We pay no attention to anonymous communications, which merely show a lack of trust in the integrity of the staff producing this journal, or a wish to throw upon us the onus for anything said. Occasionally we have received letters which have proved to have been written under false names. Such an action is despicable and dishonest.
Incidentally, correspondence for publication should be written clearly, on one side only of the paper, and as signatures afe sometimes so difficult to decipher, the narhe should be added in block letters. We, of course, reserve the right to modify the wording where essential, and to make grammatical corrections.