ADVERTISEMENTS IN NEWSPAPERS AND PERIODICALS. Memo. by President of the Board of Trade.

9. An alternative approach would be to refuse allow commercial advertising to rank as a business expense for purposes of taxation. But this would be an indirect and uncertain method, and I do not recommend it. 10. I, therefore, propose - (a) that no special action should be taken against prestige advertising as such, (b) that, in order to save newsprint and diminish the constant appeals to the public to spend money, the Minister of Supply might be invited to reduce the present fraction of their space which newspapers and periodicals are permitted to devote to commercial advertisements, and to reduce correspondingly the amount of newsprint allotted to them, (c) that newspapers or periodicals, whose survival was endangered by this restriction, should be allowed, on appeal to the Minister of Supply and if, after examination by accountants, their case in his judgment was proved, a higher quota of advertising space.