There has always been a wide difference of opinion between physicians and newspaper men as to the propriety of advertising. There has been occasional newspaper comment relative to the much talked of, but little understood, Principles of Ethics. It has been assumed that it militates against the advertising function of the newspaper because one of its principles states that: "It is incompatible with honorable standing in the profession to resort to public advertisement or private cards inviting the attention of persons affected with particular diseases; to promise radical cures; to publish cases or operations in the daily prints, or to suffer such publications to be made; to invite laymen (other than relatives who may desire to be at hand) to be present at operations; to boast of cures and remedies; to adduce certificates of skill and success, or to employ any of the other methods of charlatans." The true physician