Advertising—An Analogy

In the leading editorial of the first issue of The Christian Science Monitor its Founder, Mary Baker Eddy, enunciated the policy of the new publication in a brief statement (The First Church of Christ, Scientist, and Miscellany, p. 353): "The object of the Monitor is to injure no man, but to bless all mankind." Launched as a newspaper, the Monitor, in addition to publishing the world's news, was to carry advertising; and according to the clear mandate of its Founder, this advertising certainly should be of help to mankind, even as are the contents of the news columns. The unique position occupied by the Monitor, after more than twenty-five years of successful operation under this policy, acclaimed by journalists, educators, and religionists, attests the wisdom and foresight of its Founder.

It is especially interesting to observe the standards set up governing the acceptability of advertising copy for publication. In its "Hand-book for Advertising Representatives," The Christian Science Publishing Society instructs these agents that advertising is acceptable only from reliable corporations; that certain types of advertising may be accepted only where the advertiser is known to maintain a high standard in the conduct of his business.

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The New Commandment
August 31, 1935
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