| Book Review | The Journal of American History, 94.2

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| Book Review | The Journal of American History, 94.2 | The History Cooperative

Book Review

Freedom from Advertising: E. W. Scripps's Chicago Experiment. By Duane C. S. Stoltzfus. (Urbana: University of Illinois Press, 2007. xii, 187 pp. $40.00, ISBN 978-0-252-03115-1.)
From 1911 to 1917 the Day Book championed workers, criticized department stores, and called out the poor reporting of other newspapers throughout Chicago. Although it rendered only one profitable month, Duane C. S. Stoltzfus argues that "its content, rather than its financial troubles and short lifespan, may be the best measure of its contribution to the practice of journalism" (p. 4). By focusing on working-class concerns, the paper redefined news in Chicago.	1
The publisher Edward W. Scripps sought to prove the viability of an inexpensive, advertising- free tabloid that appealed to the working- class reader with lowbrow cartoons, stories, sensational crime stories, and tireless support for the laborer. Stoltzfus shows that Scripps long regarded the American press as elitist, controlled by advertising interests, and ignoring the needs of the common people, whom he called "the 95%" (p. 24). He had already taken steps to reduce advertising's influence on his other papers, such as by banning patent medicine advertising. The Day Book was to be the first in a chain of adless papers, serving as a model for other publishers.	. . .

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