Strong Points Favoring Newspaper Publicity
By W. L. Burgan
IN an excellent article on “How to Advertise a Church,” in the Standard of January 30, Frederick A. Leach gave some thoughts well worth putting into practice. Among other things, he said:— “Most churches are antiquated in their methods of work. They are afraid to go out of the beaten tracks. Jesus said, ‘Go out . . . and compel them to come in.’ The church has the truth and must make men feel it. Shall the church excuse itself for empty pews if there is a way to fill them? Men are shortening their lives for business, why not for the church? Many a good pastor is preaching to empty pews. This should arouse not only the man in the pulpit, but the man of the pew as well. They alike should set themselves to the task of filling the pews. To say it cannot be done and make excuses will not free either from blame. Churches which are advertising judiciously and continuously are reaching the people.” In speaking of the different kinds of advertising that should be employed, he spoke particularly of the newspapers, as follows:— “The church will also do well to use regular advertising space in the newspapers. Many church members will not give their time to word-of-mouth advertising, and the only practical substitute is advertising. This is a dignified, inexpensive, and effective medium of reaching the people. There is no question but that one of the biggest powers in the world today is the newspaper. That is why many politicians purchase an ‘organ.’ Every pastor should cultivate the editors of his community. He will find them, as a rule, ready and anxious to coöperate with the church in its work. Not only will they give liberal space for news items, but special advertising rates. Regular advertising space should be used by the church and paid for. This is the most effective way of reaching the entire community. It also carries the impression that the church and pastor are alive and up-to-date. Much thought and time should be given to the wording of the advertisement as well as the sermon theme. People will be attracted by a striking wording of a subject. The pastor should be a specialist in church advertising.” Much emphasis should be put on the thought, “Every pastor should cultivate the editors of his community. He will find them, as a rule, ready and anxious to coöperate with the church in its work.” The writer of these lines also wished to convey the thought that news items which are published free of charge should be prepared for the editors. It is encouraging that some of our workers in various parts of the world are meeting with interesting experiences as a result of their activity in giving phases of the message through the newspapers. In a recent letter from Elder T. G. Bunch, president of the Southern Oregon Conference, he tells some encouraging things as the result of the newspaper work that has been done in his territory. He says:— “I have just heard of some of the good results of the press work in our conference, and pass the news on to you. I met one of our canvassers a few days ago who told me that while canvassing back in the hills, he found a family all stirred up over the Eastern Question. Wondering how they had heard about it in such an out-of-the-way place, he asked them. They had read a report of a meeting I held in Medford. They were taking one of the Medford dailies which gave a synopsis of my sermon on the Eastern Question. On the strength of this, the canvasser sold them two ‘Thoughts on Daniel and the Revelation.’ I expect to send them literature, and hope to see them in the truth soon. “In one county in our conference where we have as yet done nothing, but plan to send a worker soon, one of our lay members has been writing a series of articles on the signs, for the largest paper in the country. This series of articles has already continued over three months. One brother from that section writes, ‘Very often we hear of or meet persons who have followed these articles right through and are interested in them.’ “This will no doubt help materially in opening up our work in that field. “One of our ministers wrote an article recently, protesting against the attempted muzzling of the press. Portions of his article were reprinted in a paper three hundred miles away, and commented on. “A similar article by another of our workers stirred the ministers of the town to action. They called a meeting of the ministers, thanked our worker for calling their attention to the dangers of such legislation, took up the matter in their respective churches, secured signatures, and sent in a number of petitions. Our worker was invited to speak in some of the churches. “My faith in the newspapers as an important means of giving this message is still increasing.” It is hoped that others will make use of the newspaper to hasten the message telling of the Lord’s return.