What's in a Name?

Review and Herald Publishing Association · Takoma Park Station, Washington, D. C. · Feb 10, 1910

What's in a Name?

SOMETIMES it may not be unreasonable to scorn the mere name of anything with the question, “What’s in a name?” But when it comes to considering the name of a paper or a book, the answer to the question must always be, “Very much indeed.” The Protestant Magazine, for instance, possesses a very strong selling feature in its name. As a practical illustration of the value of the name of the Protestant Magazine, we quote from one of our very active and successful periodical workers, Henry S. Hall, as follows:—

“Those of our circle who have had experience in canvassing, find that the very name sells the papers to Protestants, without a word of explanation, while it causes most of non-Protestants to reject it all the more quickly. Thus, in both instances results are obtained quickly. Our company has a few members who are neither in the truth nor experienced in canvassing, but they have no difficulty in selling one dollar’s worth of the Protestant Magazine in two or three hours.”