Etiquette

Newspapers, like everything else, have their forms, their customs, their etiquette. One rule of journalistic etiquette is not to subject readers to free advertising. If President Coolidge ate canned peaches at the White House table, the brand of fruit could not be mentioned. If Judge Landis gave a perfecto to George V., the cigar's name would be lost to posterity. Hotels are one of the few classes of business permissible of casual mention.

This taboo, like all others, at times works hardship on the public. It arouses curiosity without allaying it. For example, it was recently news that Philadelphia baseball fans would present Cy Williams with a "new motor car " for his ability as a home-run hitter. Affection it was, pure and simple. Everyone likes to read about affection and, having found it, wants to know how much. Did Philadelphia fans love Cy Williams like a Rolls-Royce or Ford? But for a civil answer the journals said: " A motor car."

The Philadelphia National League Baseball Club had no hesitation in informing TIME that Mr. Williams got a Rickenbacker.