But the advertiser has a secondary interest. The newspaper willy-nilly deals with ideas, such as they are. No idea inimical to the advertiser’s business or in general to the business system of which he is a dependent part must be allowed in the paper. Therefore all newspapers are controlled by the advertising department, that is, the counting-room. They are controlled negatively and positively. We are discussing general characteristics and have not space for detailed evidence. But one or two cases will suffice. An example of the coercion of the newspaper by the advertiser was recently afforded by the Philadelphia press. The Gimbel Brothers, owners of a department store, were charged by United States Government officials with profiteering. The only Philadelphia paper that made anything of the story was the _Press_, which was owned by Mr. Wanamaker of the rival department store. The other papers ignored the story or put it in one edition and then withdrew it. If there is an elevator accident in a general office building, it is reported. If there is a similar accident in a department store, it is usually not reported. When the New York _Times_ (April 25, 1921) prints a short account of the experience of four Wellesley college students who disguised their intellectual superiority and got jobs in department stores, the head-line tells us that they “Find They Can Live on Earnings,” though the matter under the head-line does not bear this out. Perhaps it does no harm to suppress, or fail to publish, news of accidents and to make out a good case for the living and working conditions of shop-girls. These are minor matters in the news of the world and their importance would appear only if they were accumulated in their tediously voluminous mass.