[The] function of advertising within learned journals is not to inform but to make possible lower subscription rates for a privileged segment of our population and to support journals in a fashion to which they would otherwise have no opportunity to become accustomed.

It is no doubt true that subscription prices of some journals would be increased without advertising revenue; but this seems as slight a cost as truth has ever incurred. It is not much of a brave new world in which the costs of necessary information for physicians and scientists are made lower by higher prices of medications for the ill and in which impartial truth and shoddy contrivance rub shoulders in the heady atmosphere of intellectual work.

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