As World War I raged on, Jones continued his virulent attacks on La Follette and anyone who supported him while heartily endorsing the formation of Loyalty Leagues. When La Follette criticized war profiteering by armaments manufacturers, Jones responded with charges of price-gouging by small local merchants, which drove some of those businesses to move their advertising to the "Capital Times". In 1918 Jones' trumpeted his opposition to a La Follette-backed candidate for U.S. Senate, urging readers to "DECIDE STATE'S LOYALTY TODAY" in a blaring primary-day headline.