Devoted to the Propagation and Defense of New Testament Christianity
June 24, 1954

Fighting The Liquor Evil

R. H. Martin, Pittsburgh, Pennsylvania

The U. S. Brewers Foundation recently sent out to its members and constituents a booklet, "The A.B.C. of Beer Advertising," which presses home the alleged fact that beer is largely a home afair and that the mother in the home must be enlisted in the great company of those who believe that "Beer Belongs in the Home."

The brewers are now spending as much as $120,000,000 a year in advertising to increase the sale and consumption of their products. Much of this advertising is focused upon the American home with a view to making beer drinkers of the mothers of America, and of American youth as well.

The National Temperance and Prohibition Council in carrying forward the Crusade Against Alcoholic Beverage Advertising, is asking those interested in the Crusade to Concentrate their efforts for the present upon home magazines which accept beer advertisements but refuse liquor advertisements; in particular, the Woman's Home Companion and McCall's Magazine. In both of these magazines there was a considerable decrease in the number of their beer advertisements and in the revenue derived therefrom in the year 1963 as compared with 1952.

Woman's Home Companion — Beer Advertisements

1952 — Number Beer Ads. 11 Revenue $209,650.00
1953 — Number Beer Ads. 5 Revenue $86,100.00
Decrease 6 Decrease $123,550.00
1952 — No Beer Ads. in January and December issues.
1953 — No Beers Ads. in January, March, April, August, October and December issues.
1952 — No. Beer or Wine Ads. 14 Revenue $243,200.00
1953 — No. Beer or Wine Ads. 9 Revenue $145,420.00
Decrease 5 Decrease $97,780.00

McCall's Magazine — Beer And Wine Advertisements

Woman's Home Companion — Editor, Woodrow Wising, 640 Fifth Avenue, New York 19, New York.

McCall's Magazine — Editor and Publisher, Otis Lee Wiese, 230 Park Place, New York 17, New York.

We urge communications be sent the editors of these two magazines:

Commending them for not accepting liquor ads. Commending them for the large decrease both in the number and revenue of their beer, or beer and wine ads in 1953 over 1952. Appealing to them to cease the publication of all alcoholic beverage advertisements to protect the American home against invasion by the wine and beer interests. And to join that large number of high grade magazines which refuse to support the alcoholic beverage industry by advertising their products. Of this number, there are twelve (Ladies' Home Journal, Saturday Evening Post, Better Homes and Gardens, etc.) which have a combined circulation of 41,000,000 and which receive revenue of $174,000,000 from non-alcoholic advertising — all able to survive and prosper without any financial support from traffic in intoxicating liquors.