" <';!'!!:-, „ 
 
 Kill 
 
BV 653 .R4 1913 
 Reisner , Christian 
 
 Fichthorne, 1872-1940. 
 Church publicity 
 
OTHER BOOKS BY THIS AUTHOR 
 
 THE PREACHER-PERSUADER 
 
 WEEK-DAY PRAYERS 
 
 SOCIAL PLANS FOR YOUNG PEOPLE 
 
 16ino, net, 35 cents 
 16mo, net, 35 cents 
 12mo, net, 75 cents 
 
 WORKABLE PLANS FOR WIDE-AWAKE CHURCHES 
 
 12mo, net, il.OO 
 
CHURCH PUBLICITY 
 
 THE MODERN WAY 
 TO COMPEL THEM TO COME IN 
 
 BY y 
 
 CHRISTIAN F. REISNER 
 
 THE METHODIST BOOK CONCERN 
 NEW YORK — CINCINNATI 
 
Copyright, 1913, by 
 CHRISTIAN F. REISNER 
 
 IV 
 
TO 
 
 BISHOP HENRY WHITE WARREN 
 
 AND THE 
 
 REV. JAMES W. ALDERMAN, D.D., 
 
 TO WHOM THE AUTHOR IS MOST INDEBTED 
 FOR INSPIRATION, ADVICE, AND CORDIAL 
 FRIENDLINESS WHEN STRENGTH FROM 
 SUCH AID WAS VITALLY NEEDED, THIS BOOK 
 IS DEDICATED WITH GREAT GRATITUDE. 
 
CONTENTS 
 
 chapter page 
 
 Introduction — Why This Book? 1 
 
 I. Why Should Churches Advertise? 13 
 
 II. Does Publicity Pay? 34 
 
 III. The Minister Who Advertises 59 
 
 IV. Marks of a Good Publicist 77 
 
 V. Learning How to Advertise 88 
 
 VI. The Newspaper's Cooperation Secured 100 
 
 VII. Paid Newspaper Advertising 119 
 
 VIII. Making the Church Prominent 148 
 
 IX. Phrases, Appeals, and Flavor in Advertising 166 
 
 X. Employing "Cuts" for Emphasis 187 
 
 XI. Out-Door Advertising 205 
 
 XII. Morning Worship and Midweek Service Methods 236 
 
 XIII. Featuring the Sunday Night Service 257 
 
 XIV. Groups, Speakers, and Subjects for Sunday Night .... 273 
 
 XV. Aiding Sunday Schools and Children by Advertising . . . 297 
 
 XVI. Attracting Adults to Bible Classes 327 
 
 XVII. Drawing Nonprofessors into Revival Meetings 345 
 
 XVIII. Permanent Membership Reminders 366 
 
 XIX. Employing Printed Bulletins and Booklets — Effective 
 
 Distribution 394 
 
 Index 409 
 
 vii 
 
INTRODUCTION— WHY THIS BOOK? 
 
 Here is a pithy poem: 
 
 _, Early to bed and early to rise \ 
 
 inen ^^^ ^^^^ have made people rich, healthy, and wise; ] 
 
 ?^^ But at present the man who would fain make his mark 
 
 ^^ Has got to keep hustling till long after dark. 
 
 Another is hke it : 
 
 All things come to him who waits, , 
 
 But here's a rule that's slicker — I 
 
 The man who goes for what he wants 
 Will get it all the quicker. 
 
 And one more is: "All things come to him who hustles while 
 he waits." The business man feels the truth of the strain and 
 stress expressed in these words. 
 
 Some complain that church work is difficult. That is true. 
 But so is business. It was never more so. Shall we allow 
 commercial institutions to forge ahead while ^ the 
 Church church, with any kind of an excuse, lags behind? 
 ^^. Jesus did not permit his cause to be buried. He 
 
 ComJ^^^^ drove out temple thieves, preached from a boat, 
 pared and fed the five thousand so that they could com- 
 
 prehend further preaching in an outdoor service. 
 The Rev. C. S. Long, D.D., says, *'John the Baptist, Jesus, and 
 Paul were even called sensationalists in their day." It is not 
 permissible to deal in *'claptrap." Under no circumstances 
 can a church retain its name and fail to give men news from 
 God. "Unless men are lifted out of sin, the organization is 
 a club and not a church," says Mr. W. J. Stitt, a prominent 
 layman of New York. 
 
 That is true. But we dare not sit back in smug satisfaction 
 because the blunt or kindly gospel is preached. Jesus com- 
 manded when those invited and expected did not come, "Go 
 out and compel them to come in." The church sometimes 
 rocks itself to sleep with affirmations of its indispensability. 
 
2 CHURCH PUBLICITY 
 
 That is true, but the world must be made to feel it. It is 
 the salt, but to save it must be brought into contact with the 
 world. 
 
 Dare we content ourselves by making excuses for the empti- 
 ness of the churches.'^ If there is a way to fill them for the 
 hearing of the "Word," we must search until that way is 
 found, and work until we are spent to exhaustion in giving 
 the way a full test. A friend, now the president of a great 
 college, said while a much-wearied pastor: "I had rather be 
 a beacon light for a few years than to be a tallow dip for 
 thrice that number." Dr. Goodell, starting out for a revival 
 at Calvary Church, New York city, purposed that success 
 should come or "there would be a funeral in the parsonage." 
 
 Thousands of business men are shortening their lives to 
 drive a commercial institution to success. Shall church 
 representatives be less prodigal.^ Jesus might have saved 
 himself. Ministers are the best risk for life insurance com- 
 panies. Part of that is due to the simple life. But when 
 we get the passion of our fathers it will be less true. 
 
 The Rev. George H. Combs, D.D., pastor of the splendid 
 Christian Cathedral on Independence Avenue, Kansas City, 
 Mo., built and backed by the noble layman, R. A. Long, 
 has hitherto expressed himself as a marked conservative about 
 advertising. He has, however, vision, and is open to all the 
 best movements, and so is seeing its possibilities. Earle 
 Pearson, advertising director of the Redpath-Horner Bureau, 
 recently heard one of his sermons and reported him as saying: 
 "What would you think of a business institution down town 
 that spent as much as $350,000 on a building, stocked it 
 with goods, manned it or womaned it with clerks, and then 
 made an allowance of $300 a year for advertising? At that 
 ratio the modern business house spends not less than $35,000 
 for advertising each year, or ten per cent. I am asking the 
 members of this church for $5,000 to be spent each year for 
 publicity, so that we can better use the opportunities we have." 
 
 A new mail-order house was organized in New York city 
 at the beginning of 1913. The paid-in capital stock was 
 $1,000,000. It took seven months to get up and print the 
 first catalogue. That catalogue alone cost one half million 
 dollars. The firm evidently built on a broad foundation, 
 determined to do a large business; but publicity was vital 
 with them. 
 
INTRODUCTION— WHY THIS BOOK? 3 
 
 Mr. G. C. Shane, of the firm of Shane Brothers & Wilson, 
 millers, in Philadelphia, went to foreign lands for the purpose 
 of getting fresh, strong material from actual experience to use 
 in an advertising campaign for missionary money. In opening 
 one of his little pamphlets, which he employed to advertise 
 his own local church, he says, quoting a minister: " *It is the 
 devil's method; I don't believe in advertising. It is used to 
 promote fakes and humbugs.' " Then our friend adds, com- 
 menting on the preacher: "What a good friend the devil has 
 in that preacher! What a lot of work he saves the old boy by 
 not allowing his church to advertise! People three blocks 
 away do not know that church is there. We are not going 
 to miss a good thing that is really good because the devil saw 
 it first. We are not going to lose the power of advertising 
 because the devil used it first. It is a method the devil uses, 
 but it is not his." He then goes on to demonstrate how a busi- 
 ness man can awaken people by using a few bright and strongly 
 printed words. 
 
 The church is too much afraid of getting out of beaten 
 paths. The devil has been allowed to preempt too many 
 useful methods. Mr. Wesley would not allow musical instru- 
 ments in his churches. What would we do without the aid of 
 music now? We in our day may make an equally foolish 
 mistake. 
 
 The publisher of the Financial World stated recently in an 
 address at Philadelphia that $100,000,000 are stolen every year 
 from people who can least afford it, through the 
 ^hi^^Ad^'^' "^^^^s ^^ fraudulent advertising. He stated, further: 
 vertising "Advertising is objectionable if it in any manner 
 perpetrates a fraud upon the public, is couched in 
 indecent language, is viciously illustrated, advertises harmful 
 products, or is sponsored by an advertiser who is known to 
 be unfair in his dealings with the public." 
 
 It is only recently that newspapers have begun to think of 
 viseing their advertisements. W. C. Freeman went with the 
 New York Mail only six years ago, with the understanding 
 that he was not to accept any advertisements which were not 
 absolutely correct in their statements. He has had phenom- 
 enal success, and now dozens of newspapers all over the 
 United States follow the same rule. Mr. Freeman is as devoted 
 to the advocacy of honesty in advertising as any minister is to 
 his pulpit work, and his influence is now national. The New 
 
4 CHURCH PUBLICITY 
 
 York Tribune has just employed him to manage its adver- 
 tising, and will authorize him to be literal in his interpretation 
 of this rule. It is thought that a newspaper which prints only 
 advertisements with exact truth in them will have unusual 
 value to the people. Firms found in its columns will have 
 a steady patronage of trustful patrons which no other institu- 
 tion can secure. No firm can now last long which does not 
 tell the absolute truth. All successful advertising is built 
 on the truth. 
 
 Quite recently it was the privilege of the writer to dine at 
 the home of the widely known advertiser O. J. Gude, to 
 talk over the advisability of churches advertising. Mr. 
 Freeman, Mr. Joseph Appel, the director of Mr. 
 Advertis- Wanamaker's advertising, and a number of other 
 Specialists splendidly skilled publicists besides the host were 
 present. Five hours of earnest discussion were car- 
 ried on as to the need and advisability of church advertising, 
 and it was not a spiritual attitude which led to the unani- 
 mous conclusion that the day was at hand for the church to 
 push itself to the front, since men in their deepest hearts 
 needed it. 
 
 J. Ritchie Patterson, one of the most successful teachers 
 of an adult Bible class, the Epworth, in Western Avenue 
 Methodist Church, Chicago, who is unusually 
 Books on trained for church publicity, writes: "I handle 
 Ad^^r-*^ all the new books in the Chicago Public Library, 
 tising' ^^^ twenty years I have watched for light on 
 church advertising, and have studied everything 
 I could get hold of. A few advertising books have chap- 
 ters on church advertising, but very few, and they of little 
 value." 
 
 William F. Cochran, of Baltimore, who has so gladly ex- 
 pended large sums of money for religious publicity, and for 
 J. advertising facts in the interest of the Anti-Saloon 
 
 Approval League, writes: "I am glad to hear that you are 
 getting up a book on the matter of church adver- 
 tising. It is an uncultivated field." 
 
 The Rev. James M. Gage, of Chicopee Falls, Mass., writes 
 (Dr. Gage is the pastor of a church in a small town who is 
 doing a splendid publicity work): "I believe we do not have 
 enough of the right kind of advertising for the highest success 
 of the church." 
 
INTRODUCTION— WHY THIS BOOlC? 5 
 
 For many years the writer has made a specialty of pro- 
 gressive church plans — buying every book discovered and going 
 through it. There is absolutely nothing on church 
 Author s advertising yet discovered except the book by 
 sive Plans Charles Stelzle on the Principles of Church Adver- 
 tising. Recently the Men and Religion Campaign 
 appointed a committee on Religious Publicity. This commit- 
 tee was composed almost entirely of laymen. They gave some 
 general suggestions, but nothing very concrete. Laymen alone 
 cannot do effective church advertising; they must be yoked 
 with ministers. 
 
 One pastor writes, when asked why the church has neglected 
 or refused to advertise: "Because the men who compose the 
 official boards of most churches give only a fraction of their 
 time to the promotion of the interests of the church as com- 
 pared with the time they devote to the promotion of their 
 business interests; hence the temporal affairs of the church 
 have been uniformly neglected." I do not believe that is quite 
 correct. It is true, however, that no layman can successfully 
 advertise the church unless he gives himself to it vitally until 
 he thoroughly understands the business. It requires a peculiar 
 specialist to catch the spirit, find the language, and employ 
 the methods that will win a substantial and fruitful hearing 
 for the church. 
 
 With this conviction growing through sixteen years* pastorate 
 in aggressive cities, where tremendous effort was necessary 
 to get a hearing, the writer has gathered up the 
 Prepara- courage to put out a book on church advertising, 
 this Book ^^^ preparation has gone on for some years. The 
 final forms had to be worked up in the midst of 
 multitudinous activities in a large New York city church. 
 The output, however crude it may be, is from the heart. 
 The conviction is intense that the church must wake up 
 and employ publicity methods. The day was never so 
 ripe for this work. Men are hungry for Christ. They will 
 fall in love with him if they can be brought into a warm, 
 brotherly, spiritual atmosphere. We must indeed "compel" 
 them to come in. 
 
 More than one hundred and fifty ministers in all parts of 
 the United States and in every Protestant denomination were 
 sent a long series of questions. Many answered patiently, 
 intelligently, and promptly. A large number, however, did not 
 
6 CHURCH PUBLICITY 
 
 reply at all. Others did not give answers that could be used. 
 The replies received would alone have made a book. It was 
 necessary, therefore, to edit carefully. The following men are 
 quoted: 
 
 Milo Atkinson, Centennial Christian, Bloomington, 111. 
 
 Louis F. Bausman, Methodist Episcopal, Fairton, N. J. 
 
 W. E. Biederwolf, D.D., Winona Lake, Ind. 
 
 B. A. Bowers, First Baptist, Cape May, N. J. 
 
 Thomas S. Brock, Broad Street Methodist Episcopal, Burlington, N. J. 
 
 J. Whitcomb Brougher, D.D., Temple Auditorium Bldg., Los Angeles, Cal. 
 
 E. Howard Brown, Earlham, la. 
 
 F. H. Brunstetter, Shamokin, Pa. 
 
 W. W. Bustard, D.D., Euclid Avenue Baptist, Cleveland, O. 
 
 E. H. Byington, D.D., West Roxbury, Mass. 
 
 John L. Cairns, Methodist Episcopal, Littleton, N. H. 
 
 Charles L. E. Cartwright, D.D., Methodist Episcopal, Pittsburgh, Pa. 
 
 W. H. Christ, Evangelical, West Bethlehem, Pa. 
 
 George Hamilton Combs, D.D., Christian, Kansas City, Mo. 
 
 Sydney Herbert Cox, D.D., Central Congregational, Philadelphia, Pa. 
 
 George Rowland Dodson, D.D., Church of the Unity, Saint Louis, Mo. 
 
 J. Stanley Durkee, South Congregational, Brockton, Mass. 
 
 George A. Duvall, D.D., Gordon, Pa. 
 
 Charles A. Eaton, D.D., Baptist, New York. 
 
 Orien W. Fifer, D.D., Grace Methodist Episcopal, Des Moines, la. 
 
 Maurice Penfield Fikes, D.D., Baptist, Detroit, Mich. 
 
 J. M. Gage, Methodist Episcopal, Chicopee Falls, Mass. 
 
 Fred K. Gamble, Calais, Me. 
 
 J. L. Gardiner, D.D., Methodist Episcopal, South Bend, Ind. 
 
 Charles C. Garland, Concord, N. H. 
 
 Andrew Gillies, D.D., Methodist Episcopal, Minneapolis, Minn. 
 
 R. B. Guild, D.D., Congregational, Topeka, Kan. 
 
 A. C. Hacke, Congregational, Dickinson, N. D. 
 
 E. W. Hart, D.D., Methodist Episcopal, Philadelphia, Pa. 
 
 F. W. Hart, Methodist Episcopal, Chardon, O. 
 
 George W. C. Hill, North Congregational, Saint Johnsbury, Vt. 
 
 A. R. Holderby, Moore Memorial Presbyterian, Atlanta, Ga. 
 
 Horace L. Jacobs, D.D., First Methodist Episcopal, Altoona, Pa. 
 
 Clarence O. Kimball, D.D., First Methodist Episcopal, Manhattan, Kan. 
 
 Frank B. Lane, First Baptist, Vineland, N. J. 
 
 F. R. Leach, D.D., Grace Baptist, Milwaukee, Wis. 
 
 J. W. Lee, First Methodist Episcopal, Gloucester City, N, J. 
 
 H. Addis Leeson, D.D., Ypsilanti, Mich. 
 
 Adna Wright Leonard, D.D., First Methodist Episcopal, Seattle, Wash. 
 
 M. H. Lichliter, D.D., Grace Methodist Episcopal, Baltimore, Md. 
 
 Clarence S. Long, John Chambers Memorial Presbyterian, Philadelphia, Pa. 
 
 R. S. MacArthur, D.D., Emeritus Pastor Calvary Baptist, New York. 
 
 Daniel L. Marsh, D.D., Methodist Episcopal, Sewickley, Pa. 
 
 M. A. Matthews, D.D., First Presbyterian, Seattle, Wash. 
 
 M. O. McLaughlin, D.D., United Brethren, Omaha, Neb. 
 
 M. B. McNutt, Presbyterian, Glen Ellyn, 111. 
 
 John E. Miles, Baptist, Waverly, N. Y. 
 
INTRODUCTION— WHY THIS BOOK? 7 
 
 Johnston Myers, D.D., Immanuel Baptist, Chicago, 111. 
 
 A. Hamilton Nesbitt, Methodist Episcopal, Palenville, N. Y. 
 
 Leopold A. Nies, D.D., Methodist Episcopal, Boston, Mass. 
 
 S. A. Northrup, D.D., First Baptist, Kansas City, Kan. 
 
 George W. Owen, D.D., First Congregational, Hyde Park, Mass. 
 
 Warren G. Partridge, D.D., Fifth Baptist, Troy, N. Y. 
 
 William H. Phelps, Methodist Episcopal, Battle Creek, Mich. 
 
 A. F. Ragatz, D.D., Christ Methodist Episcopal, Denver, Colo. 
 
 William A. Rolle, Southern Presbyterian, Lafayette, La. 
 
 Henry Edward Rompel, D.D., Belvidere, 111, 
 
 C. H. Rust, D.D., Second Baptist, Rochester, N. Y. 
 
 C. H. Ryder, D.D., Cor. Sec. American Missionary Association, New York.] 
 
 M. L. Sanders, D.D., Methodist Episcopal, Colville, Wash. 
 
 J. F. Shaw, D.D., Trinity Methodist Episcopal, Paterson, N. J. 
 
 Charles M. Sheldon, D.D., Congregational, Topeka, Kan. 
 
 Harold Paul Sloan, Methodist Episcopal, New Brunswick, N. J. 
 
 U. F. Smiley, D.D., Second Presbyterian, Camden, N. J. 
 
 C. J, Stacy, Presbyterian, Elberton, Ga. 
 
 Allen A. Stockdale, D.D., Union Congregational, Boston, Mass. 
 
 N. W. Stroup, D.D., Dist. Supt., Methodist Episcopal, Cleveland, O. 
 
 A. B. Taylor, Methodist Episcopal, North Cohocton, N. Y. 
 
 Worth M. Tippy, D.D., Epworth Methodist Episcopal, Cleveland, O. 
 
 W. R. Ward, Presbyterian, Mount Gilead, O. 
 
 Robert Watson, D.D., Presbyterian, Cincinnati, O. 
 
 D. E. Weigle, D.D., Pastor of Messiah Lutheran, Philadelphia, Pa. 
 Herbert J. White, D.D., First Baptist, Hartford, Conn. 
 
 C. H. Woolston, D.D., Baptist, Philadelphia, Pa. 
 
 Thomas J. J. Wright, Trinity Methodist Episcopal, Millville, N. J. 
 
 L. M. Zimmerman, D.D., Lutheran, Baltimore, Md. 
 
 The following laymen also replied to the same questions or 
 a different list: 
 
 H. M. Blossom, President, Insurance Agency Company, Saint Louis, Mo. 
 
 Edward Crusselle, of Atlanta, Ga. 
 
 William R. Gardiner, of Fenton & Gardiner, Advertisers, 286 Fifth Avenue, 
 
 New York. 
 W. R. Hotchkin, Advertising Director, Gimbel Brothers, New York. 
 W. H. Johns, Vice-President, George Batten Company, Advertisers, 381 
 
 Fourth Avenue, New York. 
 Burt E. Lyon, Troy, N. Y. 
 Walter W. Manning, Advertising Manager, McClure Publishing Company, 
 
 New York. 
 Harold Spencer, Chairman Publicity Committee, First Baptist Church, 
 
 Hartford, Conn. 
 T. B. Spencer, Advertising Director of the New York Sun. 
 H. L. Towle, of Philadelphia, Pa., Chairman of the Publicity Committee 
 
 of his church. 
 Louis Wiley, General Manager of the New York Times. 
 
 Whenever these men are quoted in the body of the book 
 the name alone will be given, so that if the reader wants to de- 
 
8 CHURCH PUBLICITY 
 
 termine the denomination to which any one of them belongs 
 or in what town he is located, this list, presented in alphabet- 
 ical order, can be consulted. 
 
 The universal cry of these men is for help in church adver- 
 tising. Most of them declare that churches are too much 
 , p impoverished to undertake publicity work. Many 
 for^Help ^^^^ ^^^ *^^^' directness, and human flavor, in 
 advertising, that will command a hearing and 
 bring results. Some '*ad" writing school will get a reputation 
 and do untold good when it puts on an exclusive department 
 for religious publicity. A bright and aggressive minister, 
 recently employed by a large group of prominent churches to 
 devise and perfect church efficiency, admitted to the writer 
 after an interview that he had never before realized the value 
 of church advertising. 
 
 It will be immediately objected that a country church or 
 one in a small town cannot use publicity methods. Do not 
 be deceived. That is not a fact. They can employ 
 Possible them more effectively than the city because the 
 Kinds of country is not so completely smothered with them. 
 Churches The Rev. A. Hamilton Nesbitt at Palenville, N. Y., 
 a town of six hundred population, sent me a 
 dozen varieties of effective printing used to wake up that 
 small town and build up his church. Here are some of them: 
 
 A big poster sheet the size of a newspaper with the head- 
 line large, "A Homelike Church." At the bottom, a blank 
 space on which could be painted by hand the topics for 
 Sunday. 
 
 A big bill advertising an excursion at a special rate, run 
 for the privilege of the whole town, from Palenville to the 
 river and then up the river to Kingston Point and back. 
 
 A bill giving full particulars about a remarkable bazaar 
 to be held. 
 
 A window card of striking form telling of the regular services 
 in the church. 
 
 A window card giving the rules of the Men's Club, which 
 had been organized in a vacant store, which was turned into 
 a club room. 
 
 A complete program of a concert filled with advertisements 
 of the stores just like one put out in the city. 
 
 A complete ticket describing a trip around the world with 
 coupons, promising that the following countries will be repre- 
 
INTRODUCTION— WHY THIS BOOK? 9 
 
 sented: Hill Countries of the Himalayas, In Darkest Africa, 
 Land of the Koran, Darkest Chicago, The Land of the Incas. 
 It was promised that these places would be reproduced by 
 pictures, costumes, and scenery, Thursday nights, running 
 from December 5 to April 24. 
 
 Coupon tickets used in a contest in the Sunday school. 
 Blotters pertinent and well worded in an effort to draw people 
 into the church. They were placed in the rooms of summer 
 residents. 
 
 Post cards specially attractive to rural communities. Book 
 marks giving helpful Scripture references. A calling card 
 that had unique features about it. 
 
 There were also many others that gave strong invitations 
 to the services. To cap it all, he issued for that little town 
 a splendid annual report of the church. The first page was 
 "In Memoriam" to the members of the church who had passed 
 away. 
 
 The Rev. George A. Duvall, of Gordon, Pa., a town of 
 twelve hundred inhabitants, has exhibited similar energy with 
 equal success. 
 
 The Rev. T. B. Young, at Red Hook, N. Y., a town of 
 one thousand people, put new life into his church and com- 
 munity by adopting his own publicity methods in the same 
 spirit. 
 
 Dozens of instances might be noted, for many of the pastors 
 who have furnished copy to appear in the book are located 
 in the smaller towns. Let no one turn away from reading this 
 book, thinking it is directed to city churches. It is prepared 
 with the conviction that all kinds of churches can use pub- 
 licity for the glory of God. 
 
 A personal word may not be amiss. Appointed pastor of 
 beautiful Grace Church, Denver, where some of the strongest 
 preachers in Methodism had failed to secure a 
 alE ^^°^' Sunday night audience, new methods seemed im- 
 ence perative. After trying other more conservative 
 
 methods more than three years, *'The Happy Sun- 
 day Evening," with strong publicity features, was evolved. 
 Details of the publicity campaign inaugurated and carried out 
 cannot here be given and proper modesty observed, but suf- 
 fice it to say that two thousand people were received into 
 the church, and there was never a Sunday night when empty 
 seats were available. ^ 
 
10 CHURCH PUBLICITY 
 
 Three years ago, with a clear understanding on the part of 
 the splendid business men who compose the officiary of Grace 
 Methodist Episcopal Church, New York city, the writer 
 came on as pastor. The same methods employed in Denver 
 could not be immediately installed. Gradually they were in- 
 augurated, and to a man the officials have stood by and be- 
 lieved in the plan. Over one thousand new members have 
 been added, and an audience which had averaged two hundred 
 now runs over one thousand regularly. Nearly two million 
 pieces of advertising matter have been put out, including every 
 kind that could be discovered which was within the range 
 of the meager financial resources which every church faces. 
 These experiences have deepened the conviction concerning 
 the power of publicity. 
 
 These facts need emphasis. 
 
 First. The pastor or the church will find the money for 
 some vital publicity work if they will look for it. Scores of 
 business men believe in it. A normal audience will 
 ta^ t°p' t ^^SP^^^ ^it^ ^ special offering. The writer's official 
 board gives him one Sunday night's loose collection 
 a month. This has grown to large dimensions and is always 
 augmented by special appeals to those who believe in publicity 
 work. Outsiders who are not affiliated with your church, or 
 even any church, will aid in this new method of attracting an 
 audience. 
 
 Second. Every kind of a town and community will respond 
 to publicity work. A better opportunity is open in the small 
 towns than in the city. It is foolish and dangerous to shift 
 responsibility by the declaration that such methods as are 
 found in this book will fit only the city. They have been tried 
 in every kind of a community and worked remarkable results 
 without exception. 
 
 Third. The ordinary pastor who will follow lines of train- 
 ing that are open to him can write telling copy. He should 
 read a few good books, watch display advertising in the daily 
 papers and magazines, and study the effect of the printed 
 matter he does get out upon the people themselves. His 
 mental training and his ability to preach to the masses equip 
 him so that if he will put himself at it he can be an effective 
 advertiser. 
 
 Fourth. Any preacher will be made over if he secures an 
 audience. A company of laymen who are not church attendants 
 
INTRODUCTION— WHY THIS BOOK? 11 
 
 and are acquainted with the modern methods of approved 
 advertisement, suggested that a "Blue List" of preachers 
 should be arranged. That is not necessary. Many known 
 cases could be cited where men were inspired, thrilled, made 
 young, turned into effective preachers by being given a large 
 and popular audience. There are exceptions, but when laymen 
 discover such a case, changes can easily be arranged. 
 
 Fifth. There was never a time when laymen of vision and 
 consecration were so eager to help in this campaign. The 
 Baltimore News, with the aid of one or two laymen, inaug- 
 urated a half-page and page display advertisement for the 
 general religious life of the city. This was immediately 
 followed by another group of laymen who did the same work 
 in Philadelphia. Then groups of men in Chattanooga and 
 other cities took it up. Strong laymen all over the country 
 are waiting for leadership in this particular direction. The 
 minister must be the religious leader always. Laymen are too 
 busy. They are not trained along specialist lines. 
 
 Sixth. The pastor need not write the copy, but he should 
 direct the campaign as he directs every other campaign in the 
 church which is to eventually strengthen his particular branch 
 of the kingdom of God. He must not be afraid of criticism; 
 he must be willing to take responsibility. He must forget the 
 past successes or failures, and push toward the prize of his 
 high calling. Scores and scores are doing that. Hundreds 
 more are ready to go forward. 
 
 Shall we not pray together that the messages which are 
 collected and the material which has been cemented together 
 in this book may help bring others into the campaign .^^ The 
 writer would not dare spend his time and strength at this 
 task if he did not believe that it was to result in advancing 
 the kingdom of God. 
 
CHAPTER I 
 
 Why Should Churches Advertise? 
 
 Arthur Brisbane, in a page editorial concerning adver- 
 tising, says: 
 
 Very old, indeed, is advertising. The rainbow in the clouds, accord- 
 Advprti«s ^^^ ^^ Scripture, was one of the early advertisements. It 
 • . ~ promised that men should not be destroyed with a Flood 
 AnriPTit again. In that advertisement, brilliant in color, magnificent 
 in size, Supreme Power announced the fact that that par- 
 ticular Flood was to be the last Flood. 
 
 The oldest advertisement in existence is preserved in the 
 British Museum. It is a published reward for a fleeing 
 slave and is on papyrus over 3,000 years old. The first 
 advertising circular issued in modern times was entitled 
 Packwood's Whim, and appeared in 1796. The first ad- 
 vertising illustration or picture is still remembered by some. 
 It represented a Hessian boot so thoroughly polished by a 
 certain kind of shoe blacking that its top could be satisfac- 
 torily used for a mirror. The first food advertisement ap- 
 peared in 1870. 
 
 Soon after Mr. Bonner had started the New York Ledger 
 he one day walked over to the Herald office, with the line: 
 
 "Read Mrs. Southworth's new story in the Ledger." 
 ■^ profit- He was a poor scribe and had written on it *'One 
 £^®j. line." The management read it wrong and thought 
 
 it said "One page." This statement, therefore, 
 filled a whole page. When Mr. Bonner saw it he was panic- 
 stricken and tried to stop it, for he did not have money 
 enough to pay for it. But, fortunately, that could not be 
 done. Immediately two editions of the Ledger were ex- 
 hausted, and soon its financial success was assured. ^ He 
 soon became, for his day, the world's greatest advertiser, 
 spending as much as $27,000 a week. 
 
 IS 
 
14 CHURCH PUBLICITY 
 
 In 1856 P. T. Barnum offered to become the manager 
 of an advertising agency if guaranteed a salary of $1,000 a 
 B urn's Y^^^' ^^^ proposition was refused and so he went 
 Offer ^^^^ business for himself. To-day there are many 
 
 advertising writers who are paid as much as 
 $20,000 annually. 
 
 According to Mr. Houston, John Wanamaker took in $24.75 
 the first day he was in business. He immediately took $24 
 of it to the newspaper and bought advertising 
 Wana- space. He now spends probably close to $1,000,000 
 Start ^ year for advertising. Herbert N. Casson has 
 
 calculated that at the present time $2,000,000 a 
 day, or 4 tons of gold, is spent in advertising by various con- 
 cerns. 
 
 It will be seen from the foregoing that the advertising business 
 is a new industry, and it is, therefore, not to be wondered at 
 Tljg that the church has not taken it up. Quacks and 
 
 Church fakirs quickly take hold of a new thing that turns 
 Conserva- the money immediately. The church is the most 
 ^^^® conservative organization on earth. Lincoln was 
 
 heartbroken when he found that twenty of the twenty-three 
 ministers in Springfield were opposed to his candidacy for 
 President. But while the church moves slowly it always 
 moves certainly. When it does take up the work of publicity 
 the world can be assured that there will be a message back 
 of it and a power that will drive that message home to the 
 hearts of the people. 
 
 Mr, Gude, at the dinner described before, emphasized the 
 fact that the church has always advertised, since every steeple 
 not only marks the institution as such, but gradually lifts the 
 eye toward the sky and reminds folks of the God whom they 
 are to worship. The *'conference" of advertisers agreed that 
 nothing could endure which did not have truth as its basis. 
 That made all advertising vital and permanent. Since this 
 was true, the church, having all truth, or the measuring rod 
 for all truth, should push its cause into the minds of the 
 people. No institution has as great a right, the members 
 of the * 'conference" concluded, since it was so certain of its 
 ground. 
 
 Mr. Gardiner, of Fenton & Gardiner, expert advertising 
 agent, gives in a letter a very clear analysis. It is as 
 follows : 
 
WHY SHOULD CHURCHES ADVERTISE? 15 
 
 The bell in the steeple sufficed on those old Sunday mornings, when 
 life was simpler and men's minds were less distracted by brain-fagging 
 business competition for six days, and a belief that the seventh 
 should be devoted to physical upbuilding rather than a readjustment 
 of spiritual ideals. The old church bell was a powerful advertisement, 
 recalling to men's minds the inevitable moment when the body and the 
 soul should dissolve their brief partnership. It also spoke of friendly 
 fellowship. 
 
 The church has lost ground because its summons has been drowned 
 out, because the invitation of the golf-links has been most temptingly 
 The Bell P^* forth in beautiful, well-kept broad acres, whose grass- 
 an Earlv covered fair greens seem, to the careless thinker, God-given 
 Publicist ^^^ consoling, rather than presenting only a continuance 
 of the strife of the week. It has lost ground because the 
 automobile and motor boat manufacturer have profited by the power 
 of advertising to its fullest degree. 
 
 The church should advertise because advertising, intelligently pre- 
 sented, offers the readiest and perhaps the only method of getting its 
 neglected case before the public — it offers the only substitute for the 
 old church bell; and because every man who plays golf or motors on 
 Sunday, to the neglect of his church, returns at eventide with the great 
 question in his heart of whether God is offended by his neglect. Your 
 advertisement will answer that question. 
 
 Important Henry L. Stoddard, the owner of the New York 
 Opinions Evening Mail, says: 
 
 It should advertise to reach and interest more people than the present 
 manner of appeal does. It should give a plain and direct statement of 
 what a man will hear there to inform and inspire him. 
 
 Mr. I. B. Spencer, the advertising director of the New 
 York Sun, answers: 
 
 To awaken the dying spirit of religion in the minds of those who give 
 more attention to getting money than to the salvation of their souls — 
 to appeal to the very young women — the future guardians of the home. 
 
 Mr. W. W. Manning of the McClure Publications, Inc. : 
 
 The church should tell to everyone who wishes to lead a decent life 
 of the power of religion to guide their head and strengthen their heart in 
 the great crises of life. I think the church has neglected or refused to 
 advertise because they thought, that it was below their dignity; that all 
 people should know what religion was, when they had not analyzed the 
 fact that hundreds of thousands of children have been born and raised 
 without knowing that such a thing existed even in our most populated 
 districts. 
 
 Ten years ago the bank which would advertise caused sus- 
 picion about its solidity. Now none can do business without it,. 
 
16 CHURCH PUBLICITY 
 
 and people are afraid of the one that does not pubhsh its 
 condition and facts proving its sohdity. Canada last 
 year drew one hundred thousand families away 
 Important fj-om the United States by advertising its farm 
 tiorfs^ ~ lands. Russia has just employed an American 
 expert to advertise its resources, as its competitor 
 and former enemy, Japan, has been doing. 
 
 The Bell Telephone Company is an independent corporation 
 in New York. It has, however, advertised until one is looked 
 upon as being decidedly behind the times who does not have 
 a telephone. Consequently, they have five hundred thou- 
 sand instruments in use, or an average of one to every ten 
 people in the great city. Mr. J. B. Ellsworth, their adver- 
 tising director for the United States, declares that publicity 
 has relieved the company, as well as many other corpora- 
 tions, of much popular hate by showing that they have no 
 secrets from the people. 
 
 Dr. Wentworth, of Corona, Cal., wrote recently that it 
 took $200,000 in advertising to double the sales of oranges 
 in the Middle States, but they w^ere thus kept before the 
 people, and it paid. 
 
 Poland Spring water first exhibited its beneficial qualities 
 on stock which drank it when turned into the pasture. The 
 alert eldest son immediately had the water analyzed and, 
 using his power of publicity, turned the spring into a money 
 mine. 
 
 Thomas Lipton started with $500 capital. With $250 he 
 adorned three white pigs with pink ribbons and put on them 
 a sign, *'We are going to Lipton's pink tea." They were 
 driven through the streets. This and other publicity exhausted 
 one half his capital, but in a few hours his stock was sold and 
 he had money for new stock. Thus he began his great busi- 
 ness. 
 
 The White Pine Lumber Mills combined on an advertising 
 campaign. As a result they turned people away from build- 
 ing houses with bricks back to wood, and soon their mills, 
 which had largely been idle, were running night and day. 
 
 John Cotton Dana, librarian at Newark, has advertised 
 the facilities of his institution and publicly declared the insti- 
 tution as open to inquirers. This advertising has greatly 
 increased the number of readers, as well as those using its 
 facilities. 
 
WHY SHOULD CHURCHES ADVERTISE? 17 
 
 Bakeries have combined to publish the fact that home- 
 made bread was unhealthy. Inspected milk has been marked 
 with danger signals by those who advertise pure 
 ^^Portant brands which they put up. 
 
 Grape juice and other non-intoxicating beverages 
 widely advertised are greatly helping forward the cause of 
 total abstinence. 
 
 Lloyd George carried on his campaign for the removal of 
 the food tax by the use of placards posted everywhere. 
 
 Des Moines in two years' advertising secured ten factories 
 and saw fourteen hundred new houses go up. Duluth, Minn., 
 found a new method of attracting population by studying and 
 teaching gardening and farm trucking until it has become 
 noted for that, and has thus greatly increased the population 
 as well as the happiness of those who live there. The 
 Chamber of Commerce managed it. 
 
 The National Anti-Tuberculosis Society, according to Mr. 
 Houston, in 1912 raised $19,000,000 as a result of their 
 pubhcity campaign. They spent over $2,250,000 simply in 
 warning and in a publication of facts to draw in money. 
 Because of this wide expenditure their income increased in 
 1912 over 1911 twenty-nine per cent. 
 
 If these things which are to add to the happiness, the liberty, 
 the health, and the usefulness of the population, increase 
 their power by publicity, what reason is there that the church 
 may not do the same.f^ We are to publish the gospel — the 
 gospel is to make men happy. Everything that increases man's 
 happiness in a genuine way aids in carrying out the purpose 
 of the gospel. If the gospel is requisite to make people happy, 
 we must as certainly compel them to recognize that fact as 
 we compel them to recognize the fact that they must use 
 good milk, breathe right air, live in the best towns, and give 
 their money to the needy. 
 
 Mr. H. S. Houston, of Doubleday, Page & Co., in the splendid 
 address given at the advertisers' convention at Dallas a year 
 ago, uses a fine illustration of the fact that the 
 hi^^Gl^d church has brought liberty to mankind through a 
 Tidings form of advertising that was effective in its day. 
 He tells of a visit to the Strassburg Cathedral, 
 where he saw the chain that once held fast one of the few Bibles 
 in existence. He remarks, "At that time there were robber 
 barons on the Rhine, and the Dark Ages held Europe." 
 
18 CHURCH PUBLICITY 
 
 He then lifted his eyes across the street and saw the place 
 where the Gutenberg Press originated, and remembered that 
 when this Bible was unchained, was printed and scattered 
 abroad, liberty came to the world through the light and 
 righteousness of the published Word. 
 
 The laymen are more ready to advertise than the minister. 
 
 Many of the latter are afraid of being called "sensational." 
 
 They are not cowardly in this fear, but simply 
 
 Sensa- imagine that it will weaken their "thrust," and thus 
 
 render them ineffective preachers of the gospel. 
 
 Jesus made the masses hear him. He did things that 
 attracted attention. He did not do them to demonstrate his 
 own power. He employed them as a method of 
 A "^^ . gathering folks to whom he could preach the gospel. 
 Publicists H^ used a boat as a pulpit and he employed a whip 
 to drive out the thieves from the temple, and so 
 set the people to talking about him. Paul sang in prison 
 and preached in the prisoner's box. He appealed to Caesar 
 when his funds ran out, so that he could be sent down to Rome 
 and preach there, and while there went about the streets, 
 chained to a soldier, preaching to people. He went to the 
 seaside, where the people gathered, to deliver his message. 
 He wrote letters with his own hand. Some think the "thorn 
 in the flesh" was a crippled sight, for in one instance he says, 
 "See how large a letter I have written" (meaning large letters). 
 
 Luther did not hide his candle under a bushel when he 
 nailed up his ninety-five Theses and again and again publicly 
 condemned the organized corrupt Roman Church and pro- 
 claimed the truth as he saw it in the ears of all the world. 
 
 John Wesley was a superb publicist. He preached on his 
 father's tombstone, went into the midst of howling mobs, where 
 thousands were gathered, and proclaimed the truth, hired an old 
 foundry and turned it into a church, peddled books on medicine, 
 and published his sermons to be scattered broadcast at cost. 
 
 General Booth was driven out of three Methodist denom- 
 inations because he was determined to have people know that 
 g he had a saving gospel. He spoke to a mere hand- 
 
 Modern ^^ until he went through the streets carrying a 
 Publicists placard declaring that a converted drunkard, a 
 reclaimed gambler, and a saved outcast woman 
 would tell how the Lord's power cleansed and made new people 
 of them. That drew the crowd. 
 
WHY SHOULD CHURCHES ADVERTISE? 19 
 
 Gipsy Smith tells in his Life how that he held meetings in 
 a large Salvation Army building with forty or fifty present, 
 until he hired a band, employed signs, and gathered the crowd, 
 and then he had scores of conversions. 
 
 Henry Ward Beecher was one of the best publicists of his 
 day. He made himself felt and heard everywhere by one 
 method or another. 
 
 D. L. Moody coveted the cooperation of the newspapers 
 and sent them "copy" gladly. 
 
 "Billy" Sunday would have cut off nine tenths of his use- 
 fulness if he did not know how to secure wide publicity for 
 his work. 
 
 J. Wilbur Chapman, in his great Boston campaign, the 
 most remarkable evangelistic revival in ten years in its results, 
 had his brother with him, who had been trained as an expert 
 advertising man, to handle every bit of the publicity work. 
 Thousands of dollars were spent in keeping people informed 
 concerning the meetings and endeavoring to draw them in. 
 
 Rev. John F. Carson, D.D., the ex-moderator of the General 
 Assembly of the Presbyterian Church, recently said in an inter- 
 view: 
 
 There are legitimate methods of publicity which the church may em- 
 ploy. The church that would adapt its ministry to the conditions of the 
 age must avail itself of the services of the daily press. In urging this 
 I am thoroughly loyal to the general method of Christ and his disciples. 
 This was their method: They always employed the best ways known to 
 their age for gaining publicity for their message. Had the newspaper 
 been in existence, they would have used it. 
 
 Charles Stelzle, widely known, said in a newspaper inter- 
 view in New York, some months ago: 
 
 The supreme duty of the modern church is to get new business. The 
 church must realize that it is in exactly the same position as any other 
 solicitor of custom, and it must advertise its goods. 
 
 On a recent Sunday evening, close together, spoke two men. 
 The one had a little handful and the other had a packed 
 
 house. Strange to say, it was the inferior man who 
 Mod^^t^ spoke to the crowd. He had advertised widely. 
 
 There is no manner of question but that the min- 
 ister who advertises will get an unenviable notoriety. That 
 is the price he pays for leadership in the Christian world. 
 Jesus could no longer get privacy after he had declared the 
 whole counsel of God. His plans were spoiled four times 
 
20 CHURCH PUBLICITY 
 
 when he endeavored to get his disciples apart for the com- 
 munion hour when the transfiguration occurred. Wherever 
 he went people broke through to hear and to touch him. No 
 one is under sharper scrutiny than the minister of the gospel, 
 but because of that fact he is able to make his light shine. 
 He shows his own strength and the power of the gospel that 
 he preaches by always patiently and gladly putting himself 
 into the forefront, not for his own sake, but for the sake of 
 his Lord. 
 
 As the Rev. D. E. Weigle aptly and strongly puts it, *'The 
 minister sacrifices everything else. Why not his modesty .f^'* 
 
 The whole question of when a minister is a sensationalist 
 in a right sense and when in a wrong sense is discussed under 
 the chapter "The Minister Who Advertises." 
 
 An editorial in an influential daily well said recently, "The 
 advertising man is the clerk that speaks to the hundreds and 
 thousands of your customers who read his words." 
 Newspaper \Yi^at a power, then, the newspaper man holds! 
 For example, who can estimate the influence of the 
 Hearst papers and magazines? Shall we not as ministers 
 covet the privilege of knowing the newspaper man and secur- 
 ing, as far as possible, his cooperation. In so doing we may 
 help some who need us most. 
 
 The Paulist Fathers, as is well known, undertake to secure 
 converts from Protestantism. Roman Catholics have many 
 times told the writer that it was absolutely unnec- 
 r^th^r essary for them to advertise, since their churches 
 Advertise were always packed full. The Paulist Fathers, 
 however, recently put out thousands of cards for 
 their "revival" meetings in New York city. These cards 
 were striking and bound to draw people in. Here are some 
 of the subjects named: "The Attitude of the Catholic Church 
 toward the Bible," "The Pope, His Authority and Infalli- 
 bility," "A Merciful God and an Eternal Hell," "Marriage 
 and Divorce," "Why I am a Catholic." It will be seen that 
 these subjects appeal strongly to human interest and will pull 
 in the curious. 
 
 Cardinal Prince Hohenlohe told James Creelman after his 
 interview with Leo XIII some years ago that the only danger 
 in the Pope remaining closed in the Vatican was that the 
 people would forget him. "Methods must be employed," he 
 said, "to have him discussed," 
 
WHY SHOULD CHURCHES ADVERTISE? 21 
 
 Our Christian Science friends also insist that they do not 
 advertise. Is there any organization that gets into the daily 
 
 papers as much as they do? No one can quite 
 Christian understand how they secure nearly half pages for 
 Methods complete publication of sermons. They own a 
 
 daily paper and see to it that it wears the name 
 "Christian Science Monitor." They issue countless pamphlets 
 and have a monopoly on the copyright. They send lecturers 
 all over the country and do not hide the fact when they arrive. 
 They issue exclusive invitations, thus making one believe that 
 he is a privileged person. 
 
 Even China has caught the knack of advertising. 
 Even in Here is the copy from an interesting card circulated 
 China widely in Canton, when Dr. John R. Mott spoke 
 
 there : 
 
 Greatest speaker modern times; President World Student Federation; 
 General Secretary International Y. M. C. A.; Master of Arts, America; 
 Doctor of Laws, England; F. R. G. S., (character used very choice, sig- 
 nifying virtue and greatness.) Second day, second month, second year 
 of the republic. Seven-thirty P. M. at theater on the eastern Bund. 
 Dr. Mott has condescended to make an address at our request. We 
 shall give him a hearty welcome. "He will come in state." Please 
 show your tickets when you come. Disperse after the meeting. Women 
 and children excluded. Under the auspices of the Canton Y. M. C. A. 
 
 It Brings The Rev. H. E. Rompel, D.D., writes of a re- 
 Success vival campaign in a small town : 
 
 I put signs on the sides of delivery wagons. I had a big sign for the 
 church. In the newspaper, I had the top strip above the name of the 
 paper and then some locals each week. I got out a few dodgers about 
 6x9 to announce specials and I had a postal card throughout the thirty- 
 day campaign. This meeting got away from me and ran for ten weeks 
 instead of for thirty days. We turned away people every night for lack 
 of room. 
 
 The Rev. D. E. Weigle, D.D., pastor of a Lutheran church in 
 Philadelphia, writes me: 
 
 We inaugurated a vigorous publicity campaign a few months ago. 
 Every possible method we could secure was employed. As a result the 
 Sunday night service was increased from seventy to an average of five 
 hundred. We have drawn in the unchurched and at Easter took in 
 sixty new members. The Sunday school doubled in one year. But 
 this is just the beginning. We are going to advertise more vigorously 
 than ever. 
 
 A group of laymen in the First Baptist Church of Hartford 
 found their pastor preaching to eighty people. His sermons 
 
22 CHURCH PUBLICITY 
 
 were strong, human, attractive, and forceful. A little 
 group concluded that if the people could once hear him 
 they would come again. An Evening Service Committee was 
 born to advertise and boost these services. The chairman 
 of that committee writes as follows: "To-day our evening 
 service is the biggest thing of its kind in Hartford." And 
 this in spite of the fact that they have the same preacher 
 who before publicity work was done spoke to eighty people. 
 
 After a ten-months publicity campaign the Calvary Presby- 
 terian Church in Buffalo, located in a downtown neighbor- 
 hood, added eighty-two members and multiplied the audience 
 five times. The last is the most significant thing, because 
 if people continue to come long enough to a really vital 
 church they will later become members. 
 
 The merchants of Bingham ton, N. Y., decided unanimously 
 to buy the usual space in the daily papers on a certain Satur- 
 day. They then proposed to turn this space over to the 
 ministerial association for church advertising. This alert or- 
 ganization promptly accepted. On a specified Saturday all 
 the advertising space in the daily papers was filled up with 
 church advertising. The following Sunday showed a thirty 
 per cent increase in attendance. 
 
 While the writer was a pastor in Denver the secretary of 
 the Y. M. C. A. assigned him the task of securing a men's 
 audience for an evangelistic speaker. A series of six meet- 
 ings was planned for Sunday afternoons. The old Coliseum, 
 which seated about five thousand, and where the prize fights 
 were usually held, was selected. A campaign for "The Man 
 on the Street" was inaugurated. Street-car banners, window 
 cards, newspaper advertising, and similar things were em- 
 ployed. Not a single announcement was sent to a pastor of 
 a church. This would have filled up the auditorium with 
 church people. "Secular" advertising was alone employed. On 
 the first Sunday the building was packed, and one half of 
 the men owned up that they had not been inside a church 
 for years. 
 
 Probably the first men's parade in the United States was 
 inaugurated in Denver, when Gipsy Smith was there. The 
 writer was the chairman of the Publicity Committee 
 1°"^® - , in charge of the campaign. The auditorium, seat- 
 Methods ^^S twelve thousand people, was engaged. People 
 in Denver do not go to church very largely. They 
 
WHY SHOULD CHURCHES ADVERTISE? 23 
 
 like the out of doors, and it is immensely attractive. A brisk, 
 determined, and persistent campaign of publicity was carried 
 on for two months before Gipsy Smith arrived in Denver. 
 A picture post card uniquely designed and worded, was put 
 into every house in the city. A painted placard showed his 
 unusual face and stated crisp facts. Every known method 
 was employed. 
 
 The Sunday parade of men was a climax to secure the attend- 
 ance of men. The leading pastors, one of them an ex-national 
 officer in his denomination, refused to march in the parade. 
 When the "Gipsy" arrived, he said to them, 'T will lead it, and 
 expect you to stand by me.'* They did it promptly, and were 
 delighted to find that there was no sensationalism about it. 
 People stood quietly on the sides of the streets. Thousands 
 saw the two thousand pass along the streets, going toward the 
 religious meeting. It demonstrated how easily it could be 
 done and how impressive the result. The effect was that 
 immediately the idea was taken up in all sections of the 
 country. 
 
 Four downtown pastors in Seattle planned an evangelistic 
 campaign without the aid of an evangelist. The ministers 
 preached on successive nights. A company of laymen organ- 
 ized to do publicity work. A daily paper agreed to cooperate 
 and fill columns with news and pictures. A number of big 
 banners were strung across the streets. The church members 
 were solicited for the names of people in the city who were 
 lukewarm spiritually or who had no religious life. Pertinent 
 and personal invitations were continuously sent to this large 
 list. Street meetings were held in automobiles in various sec- 
 tions of the city. Fifteen minutes before the services bombs 
 were fired to remind people of the meetings. Skyrockets were 
 shot off soon after that. Red lights were burned on prominent 
 corners. A brass band was hired to march through the streets. 
 Three hundred men, each carrying a red light, followed the 
 band. The procession stopped on different corners while the 
 band played and the men solicited bystanders to attend the 
 meetings. This tremendous publicity campaign was bound to 
 awaken the community. The churches were packed until peo- 
 ple were turned away every night. Three thousand cards 
 were signed exhibiting reconsecration or conversion and the 
 churches received over five hundred members as a result of 
 four- weeks meetings. 
 
24 CHURCH PUBLICITY 
 
 Benjamin Mickle Brown, of Chicago, makes a living as a life 
 insurance broker, and spends much of his time and a large 
 share of his income as the pastor of a church where 
 Facts and j^^ pushes unusual publicity methods. He made a 
 tions^^' striking experiment. He paid $100 for a display- 
 space in the Chicago Tribune and printed in large 
 headings the words "God's Word," "Jesus is coming." And 
 then came the words of the Scripture found in First Thessa- 
 lonians, chapter 4, verse 13, to chapter 5, verse 11. At the 
 bottom he announced that there were meetings every night 
 at seven o'clock in the big tent. Afterward Mr. Brown said 
 that two of his personal friends met him on the street and 
 admitted that they were converted from reading that pas- 
 sage of Scripture on the advertising page. 
 
 Mr. Brown then made a strong appeal, through influential 
 letters of introduction, to both Mr. Wanamaker and Mr. 
 Rockefeller, Jr., urging them to start a publicity campaign 
 for the advancement of the kingdom of God on earth. In 
 his letter to Mr. Wanamaker Mr. Brown said: 
 
 I believe there is no man in America who would more readily grasp 
 the idea or who could more effectively lead the church in the adoption 
 of publicity plans for advancing the interest of the kingdom. 
 
 He suggests to Mr. Rockefeller: 
 
 At $500 a page a fifty-two weeks' campaign in a great New York daily 
 would cost $25,000. But you would have vitally reenforced every agency 
 for good in New York city and the idea would be copied, I firmly believe, 
 throughout the world. 
 
 Mr. W. C. Freeman, known everywhere for his work in 
 purifying advertising methods and in standing for righteous- 
 ness as a basis for all promises made in "copy," proposed 
 to the writer that an appeal be made to Mr. Carnegie and 
 some other millionaires to found such a fund with a good 
 publicity man as agent. There is no manner of question but 
 that the greatest open door for usefulness to-day is along the 
 line of religious publicity. With even $50,000 a year, and 
 a good manager, every denomination in the country could be 
 strengthened and men could be driven to thought about 
 religion. There is absolutely no alert and strong news agency 
 for the gathering of material which daily papers could 
 use. 
 
 The general manager of the New York Times said to the 
 
WHY SHOULD CHURCHES ADVERTISE? 25 
 
 writer at a banquet in New York, "The churches have the best 
 kind of news if we only knew how to get at it." 
 
 The writer knows of six young men who have been converted 
 as the result of the phrase, *'A Homelike Church." One was 
 walking along the streets in Denver when a large 
 Converts painted board opposite the library caught his eye. 
 Adv°er-^ The phrase, "A Homelike Church," stuck in his 
 tising" mind. He had grown wild and had gotten away 
 
 from the training of his home and the religion of 
 his youth. He was lonely and friendless though not penniless. 
 "Homelike," he said to himself. *'I wonder if I would feel 
 like I did in the old church at home." He came in. One of 
 the young men immediately greeted him. It happened that 
 the church service had been dismissed, but the young man soon 
 opened the question of personal religion, and finally brought 
 the stranger to the pastor. In a little while he was on his 
 knees and back in fellowship with his Lord, and sent away to 
 be a happy and successful business man. 
 
 While in Saint Augustine, on a little rest trip some months 
 ago, a young man at the dining table said to the writer, "So 
 you are Christian F. Reisner," and told me this story: "I 
 had been in ^New York city many months. In the South 
 I attended church. I got out of the habit in the metropolis. 
 One day, three miles away from your church, I noticed a bill- 
 board advertising your services. It revived old memories and 
 set my conscience to work. I looked up the nearest church to 
 me and began regular attendance." This one illustration, met 
 accidentally, leads one to conclude that there were many other 
 similar cases. 
 
 Mr. Hotchkin, the advertising director of Gimbel Brothers, 
 answers the question, "Why has the church neglected or re- 
 fused to advertise.^" as follows: 
 
 The fact that advertising has been neglected in church work has been 
 a tremendous loss. Unquestionably, this is because there is a very large 
 and influential class of churchmen and laymen who consider 
 Reasons it undignified for a church to advertise. There are other true 
 for Neg- and faithful souls who believe that the religion of Christ should 
 lect be a drawing power in itself. Unfortunately, there is a third 
 
 class, the greatest peril, in my mind, that exists to-day against 
 the growth of the church, which does not want, and would not tolerate, 
 the attendance in their various churches of the people who might be 
 attracted by advertising. 
 
 A Saint Louis pastor seems to carry out the last reason 
 
26 
 
 CHURCH PUBLICITY 
 
 given by Mr. Hotchkin when he declares that "advertising 
 will bring the sensation-seekers." When they do come we 
 ought to give them the right kind of a sensation and cure them 
 of being tramps, or else give them such strong meat that they 
 will not come back again. The first visit gives us the chance 
 at them with the gospel. 
 
 The following bill, claimed by Mr. Hubbard, in 
 
 Objection- The Fra, to have been posted in a Western city, is 
 
 able disgustingly cheap and undignified, though it tried 
 
 "Copy" to be exceedingly pious. The name of the church 
 
 is omitted, so that it cannot be located. 
 
 ARE YOU GOING? 
 
 WHICH ROUTE WILL YOU GO? 
 
 Great Salvation Route 
 
 FROM 
 
 Eartn to Heaven 
 
 Scenery Unsurpassed 
 
 via 
 
 Mt. Calvary, The River of Life, 
 
 Paradise Garden, Mountains of 
 
 Hope, Tablelands of Great Joy, 
 
 Tke Plains of Infinite Peace, 
 
 Passing the Valley of 
 
 THE SHADOW OF DEATH 
 BY DAYLIGHT 
 
 Reaching the Grand Central De- 
 pot of the Universe of the City 
 of God, AVithout Change of Cars 
 
 DEPOT: Corner Repentance 
 and Faith Avenues. 
 All Cars First-Class. 
 
 FARE: THE BLOOD OF 
 CHRIST 
 
 No Reduced Rates. 
 
 " Believe on the Lord Jesus Christ, and thou 
 shah be saved." — Acts xvi : 31. 
 
 Damnation Route 
 
 THE 
 
 Quick Route to Hell 
 
 Scenery Fearful 
 through 
 
 Dismal Swamp, Murderers' Gap, 
 Hangman's Gorge, with Specials 
 from East Aurora and IngersoU 
 Park, Dime Novel Ave., Theater 
 and Ballroom St., Rumsellers' 
 and Drunkards' Hall, Blasphe- 
 mers' Hall and Gamblers' Cafe. 
 
 Lightning train from Suicide 
 
 Ave. Extra train on Sunday, 
 
 All trains reaching the Valley 
 
 of the Shadow of Death at 
 
 MIDNIGHT 
 
 DEPOT: Head of Broadway St. 
 of Unbelief 
 
 FARE: THY SOUL 
 
 Trains itops at Worldly Depot, where 
 
 Proud, Formal Church Members Take 
 
 Sleepers for Hell 
 
 " He that believelh not shall be damned." 
 
 —Mark xvi : 1 6. 
 
WHY SHOULD CHURCHES ADVERTISE? Tl 
 
 A pastor may be so dignified as to make himself ridiculous. 
 He may walk so straight as to be only a stick. Dignity 
 is valuable only when it stamps a coin in circulation. Real 
 character and ability will usually safeguard us against 
 clownishness. The man who does things and is Chris tly at 
 the same time is looked up to more than the man who stands 
 on the stool of prerogatives. Of course there must be an 
 element of sensible dignity about the advertising. Here is 
 a case, with names omitted, that actually occurred which 
 illustrates the wrong kind of advertising. 
 
 On the score board of a Sunday baseball game in the West 
 
 appeared the words: "If you're a fan, go to Church 
 
 and hear the Rev. Dr. line out a few hot ones." 
 
 It ought not to have been displayed at a Sunday baseball 
 game, and the reference is too cheap for the purpose in hand. 
 The custom of pasting Scripture texts around every place, 
 which is more common in England than in this country, also 
 takes away the power from the Bible's message. 
 Clerical and ^^- ^' H. Johns, of the George Batten Com- 
 Medical pany, answers the question as to the church's neg- 
 "Ethics" lect of advertising, as follows: 
 
 Probably for the same ethical feeling that governs the medical pro- 
 fession. 
 
 The day will probably come when even the doctor will have 
 a dignified and forceful way of making it known in scattered 
 regions that afflicted people can be cured, and that the 
 untrained man in the small town may be mistaken in his 
 diagnosis. The writer has a dear friend whose home has been 
 forever blasted because an unskilled physician in a small 
 country town was called in to give treatment at a critical 
 time. If a physician has a certain remedy for some pain- 
 giving, misery-insuring ailment, he ought to be counted 
 unethical if he does not make it known everywhere. The 
 day will come when the quacks will be hounded out of every 
 community. 
 
 It is certain that thousands of men and women are in misery 
 and are destroying themselves and the souls of others because 
 they do not know that the brotherly Christ came to make joy 
 abound in their hearts and homes here and now. The church 
 has changed its emphasis and the world does not know it. There 
 is healing for every ill, and if we are worthy successors to the 
 
28 CHURCH PUBLICITY 
 
 Great Physician, we must go into all the world and publish 
 the good news to every creature. 
 
 Mr. Herbert L. Towle, of Philadelphia, strikes into a weak 
 point when he says that frequently the church is merely pushing 
 itself or its denomination rather than pushing forward what it 
 is doing. The Rev. L. M. Birkhead, of Saint Louis, some 
 weeks ago in a sermon declared that "in the future we must 
 test a man's orthodoxy, not by what creed he accepts, but by 
 what life he lives. There ought to be heresy of living instead 
 of a heresy of doctrine." When the church is really lifting 
 men and pushing the fact forward that they can lift others, 
 then it will be perfectly ethical to use every possible bit of pub- 
 licity. 
 
 One question sent to ministers was: What objection tO 
 church advertising do you meet ? In the quotations here 
 given it should be understood that we are not necessarily 
 giving the personal judgment of those quoted, simply the 
 objections they have heard. 
 
 William A. Rolle: 
 Oh' t'nnci ^ have not met with any serious objection worth men- 
 Off ^ d tioning, as I try to educate my people in the need and re- 
 
 Unerea suits of advertising. 
 
 J. L. Gardiner: 
 
 None. My Official Board heartily indorses all legitimate advertising. 
 
 Others meet the objection that it is too expensive, like the 
 following : 
 
 Charles A. Eaton: 
 
 Its cost, compared with its results. 
 
 M. H. Lichhter: 
 
 Permanent returns to the church in membership and income not com- 
 mensurate with the outlay in expense. 
 
 H. A. Leeson: 
 
 The expense. Ordinarily church boards will not venture a great deal. 
 
 A. Hamilton Nesbitt: 
 
 Some people think money thus spent might be put to a better use. 
 
 Others have to meet the objection that it secularizes religion 
 And the church: 
 Milo Atkinson: 
 
 It secularizes religion. 
 
 B. A. Bowers: 
 
 It makes the church worldly. 
 
WHY SHOULD CHURCHES ADVERTISE? 29 
 
 M. P. Fikes: 
 
 Puts church on a par with commercial houses, etc. 
 
 Clarence O. Kimball: 
 
 They rest mainly on the feeling that it is a secularization of the church, 
 an entering into competition which smacks of the commercial. And 
 this is true. But what are you going to do about it? A condition, and 
 not a theory, confronts us. The difficulty is not with the advertising, 
 but with the conditions which make it necessary. 
 
 John L. Cairns: 
 
 Fills the church with a nonpaying congregation. Crowded out of 
 one's own seat. 
 
 Others meet the charge that it is undignified: 
 
 J. Whitcomb Brougher: 
 
 That it is undignified. 
 
 E. W. Hart, Philadelphia: 
 
 "Live" advertising considered undignified for a church. 
 
 R. S. MacArthur: 
 
 Some say it reduces the church to the level of theaters and opera houses. 
 These objections are groundless. 
 
 It is unnecessary since the gospel is itself drawing: 
 W. E. Biederwolf : 
 
 The biggest one is, "It is not necessary." The devil comes along 
 with something the natural man wants, and he paints the town red to 
 let them know he is coming. The church comes along with something 
 the natural man don't want, and thousands of pastors seem to think a 
 mere announcement of the project from the pulpit is quite enough. 
 
 L. F. Bausman: 
 
 It is not relying on the Holy Spirit for success. 
 
 Others object that it draws folks away from other churches 
 and thus introduces a harmful competition : 
 
 E. H. Byington: 
 
 Tends to take people away from other churches, which is the fact to 
 a degree, and thus introduces what is really unchristlike competition. 
 
 John E. Miles: 
 
 None — except from other ministers and other church members, where 
 they see the crowds going to the church that advertises. 
 
 Some folks consider that it is rooted in the pastor's egotism: 
 
 E. Howard Brown: 
 
 If pastor does it himself, it is for pride and personal glory. 
 
 A. F. Ragatz: 
 . That frequently the ad is far better than "goods delivered." 
 
30 CHURCH PUBLICITY 
 
 Some find it causes a shudder because new: 
 
 O. W. Fifer: 
 
 People shrink from the spectacle of church advertising because not 
 familiar with it. 
 
 D. E. Weigle: 
 
 We did not have to do this years ago. Our fathers would not have 
 done this. 
 
 Harold Spencer (layman): 
 
 "Let well enough alone" is common, Clyde Fitch once had one of his 
 characters object to a new interpretation of Hades by the stage parson, 
 and he closed his declamation by saying, "The hell that was good enough 
 for our grandfathers is good enough for me." 
 
 Let us consider some objections: "It reduces religion to a 
 too common level." It will be a fine thing when the gospel 
 is carried into every part of life and into all sec- 
 Objections tions of the towns, villages, country, and home, 
 ered Another says that "It takes away its sacredness." 
 
 It is sacred only when it works on the souls of people, 
 as yeast is good only when it makes bread rise. It is not 
 kept sacred by isolation. Another says that "It secularizes 
 it when we seem to put it on the basis of competition with 
 commercial institutions." We ought, rather, to say that 
 when we bring religion alongside of them it ought to be power- 
 ful enough to spiritualize them. The strongest usually pre- 
 dominates. Men must remember that they can be pious in 
 church only when they are pious at their places of business. 
 
 Some one suggests that the church is the only institution 
 dealing in its line, and that if people want any of its goods 
 they know where to come. The Southern Pacific Railroad, 
 suggests Mr. Stone in his book, is the only railroad running 
 along the coast. Yet it advertises persistently to create busi- 
 ness — to get the people into the desire for traveling so that they 
 will use the line. People will not come to the church unless we 
 show them that they need the things the church has to offer. 
 
 R. H. Macy & Co., in New York, illustrated further a point 
 by a recent advertisement. They sell the goods manufactured 
 by the blind and make no profit on them. They advertise as 
 follows: "Since the burden of the blind is not their blindness but 
 their idleness, will you help?" That one sentence has given 
 the writer, for example, a new attitude toward blind people. 
 Near his church is an institute for them, and constantly they 
 are standing in front of the building in utter helplessness. 
 
WHY SHOULD CHURCHES ADVERTISE? 31 
 
 This introduced thoughtfulness which will result in sympathy 
 and aid. 
 
 All ought to choose to attend school, but we have pro- 
 bationer officers, compulsory educational laws, and increas- 
 ingly we are trying to hold the children by attractive methods 
 and the tying up of their peculiar interest to subjects which 
 they will follow gladly. Universities are employing publicity 
 agents. Every kind of a school must advertise 2 it is to 
 succeed. 
 
 Cereal firms at the Paris Exposition had colored "aunties" 
 making pancakes. It was the first time that the natives of 
 Europe had seen them. The cakes were given away, and thus 
 an appetite was created which helped sell the goods. Bicycles 
 were sent into China by American firms and presented to the 
 people without cost so that they could learn how to use them 
 and then lead others to want them. In the same way Ameri- 
 can farm machinery was exhibited in the public squares in all 
 European cities until they were gradually introduced. How 
 many foods and patents have their start in communities and 
 even in the country by the work of "demonstrators"! As Mr. 
 W. H. Johns, of the George Batten Company, says concerning 
 the church, "It must advertise in order to widen its influence 
 for good. It is its duty." 
 
 Some may complain of cost. There are a few small souls 
 who try to figure out how much it costs to save a man, because 
 when the year is done there have been only a certain net 
 number added to the membership, and they distribute the 
 expenses to those few. Do we forget that it costs to keep 
 people saved and that every church person restrains hundreds 
 who are outside of the church.^ Advertising may not bring in 
 literal cash, but it widens the church's influence, sets hundreds 
 to thinking and restrains many who would go deeper into sin 
 whom we never know about. Mr. Gardiner puts the case 
 wisely and pertinently when he says : 
 
 I should work upon the man who needs spiritual rest and believes 
 he needs physical relaxation — who works hard with his mind through 
 the week, gets seven nights' sleep, and devotes Sunday to what he con- 
 siders bodily relaxation, while his soul is simply crying out for the con- 
 solation he can get only in the house of Christ. 
 
 If other commodities appeal to an innate need of man with 
 confidence, the church may certainly do so. All souls are hun- 
 gry. As Mr. Gardiner further says: 
 
32 CHURCH PUBLICITY 
 
 Every church has the passive friendship of the public or its half-active 
 friendship, which should render an intelligent advertising program more 
 than ordinarily productive. 
 
 We are as certain of a response as the mother is when she gives 
 her hungry child tasty and strengthening food. If we fellow- 
 ship with our Master, he will give us the bread to distribute, 
 in order that no one, even though there be multitudes, shall 
 go away hungry. 
 
 A publicity committee in a certain Western town put out 
 the following statement as display advertising in the newspaper : 
 
 WHAT PREACHERS DO FOR US. 
 
 BY ARTEMUS WARD (Charles F. Browne)— 1834-1867. 
 
 SHOW me a place where there isn't any meetin' -houses 
 and where preachers is never seen, and I'll show you a 
 place where old hats air stuffed into broken winders, 
 where the children air dirty and ragged, where gates have no 
 hinges, where the wimmen air slipshod, and where maps of the 
 devil's wild land air painted upon men's shirt-bosums with 
 tobacco jooce ! That's what I'll show you. Let us consider 
 what the preachers do for us before we aboose 'em. 
 
 Recently Mr. A. W. Shaw, who founded System, celebrated 
 the tenth anniversary of that magazine. Twelve men, who 
 
 during seven previous years had formerly been con- 
 ^^ nected with the magazine, in charge of different de- 
 
 tunity" partments, are now holding responsible positions 
 
 with other firms. They wanted to show their love 
 for Mr. Shaw in an unusual way, different from presenting 
 him with a loving cup, a diamond ring, or some such material 
 gift. They purchased one whole page in the Chicago Daily 
 Tribune. They wrote a glowing tribute to the life and success- 
 ful grit of Mr. Shaw in founding the magazine. System. In 
 addition they secured the signatures of ten of the most prom- 
 inent business men in Chicago expressing high appreciation 
 of Mr. Shaw. They then declared their own indebtedness to 
 
WHY SHOULD CHURCHES ADVERTISE? 33 
 
 him for the training and spirit he had inspired in them. When 
 the whole page was filled up with these words, they had their 
 signatures reproduced, together with the notation of the high 
 positions which they now held. In other words, these men 
 bought space to give their testimony to a man who had helped 
 them succeed in business. 
 
 What a fine thing it would be if a company of Christian 
 men could buy a page in a "daily" frequently, and thus testify 
 to the thousands of readers concerning the friendship of Jesus, 
 and the happy results of companionship with him and obedi- 
 ence to his directions which are always flavored with love. 
 Such a testimony would do more good than sermons by a score 
 of preachers in pulpits that run along normally as they have 
 been doing for the past centuries. 
 
CHAPTER II 
 
 Does Publicity Pay? 
 
 It is sadly true that every church must hesitate over this 
 question. The ordinary church officials will risk little until 
 they can foresee the "way out." That is usually wise. Un- 
 wisely made church debts hamper advancement. Sometimes, 
 however, they are a blessing: they whip up to the highest 
 activity. But when both ends are meeting by steering close 
 to the wind few new things will be undertaken. Especially 
 is that true if all the other churches around are having no bet- 
 ter success in getting an audience. One of the great blessings 
 of a progressive church lies in the "pace" it sets. Other churches 
 can no longer excuse poor audiences when one in the neighbor- 
 hood is commanding a hearing. 
 
 It is often hard for the business man to decide what exact 
 form of advertising brings him the largest and most permanent 
 returns. It is more difficult for the church to know definitely 
 what results come from publicity work. The following ques- 
 tion was sent out to ministers: Can you expect 
 
 Sicrease ^^ increase the actual collections by as 
 
 Collections? much as you expend for advertising, or 
 
 " are some of the results beyond computation? 
 
 Many frankly admitted that it was impossible to tell. 
 
 Milo Atkinson: 
 
 Most instances are beyond computation. We cannot tell. 
 
 F. H. Brunstetter: 
 
 Can't say. Have never given it a suflScient test. 
 
 G. H. Combs: 
 
 No reckoning. 
 
 O. W. Fifer: 
 
 I personally believe it would pay. Conservative men doubt it. I am 
 confident that the money would be well invested. The returns are more 
 than immediate. 
 
 34 
 
DOES PUBLICITY PAY? 35 
 
 Some are equally insistent that it brings in an actual increase. 
 
 J. Whitcomb Brougher: 
 
 We spend $1,200 a year for advertising, keep our church jammed with 
 3,000 people, get an average of $200 a Sunday in loose collections over 
 and above all regular contributions. The $25 a week spent for advertis- 
 ing brings in $100 at least, so we make $75 on the proposition and have 
 the people to preach to besides. 
 
 W. E. Biederwolf: 
 
 Pueblo, Colo., ministers opposed hiring the opera house and orches- 
 tra for one meeting on the ground of expense; this expense was assumed, 
 and it was rather heavy, and special advertising used, and the place was 
 packed, much to their astonishment, and the collection paid the rent, 
 orchestra, advertising, and left them something besides. 
 
 C. S. Long: 
 
 Spent $60 on publicity in October, 1912, and received $400 in con- 
 tributions and pledges in special offerings outside the regular weekly 
 contribution. 
 
 A. W. Leonard: 
 
 Some of the results I believe to be beyond computation, although I 
 am convinced that the loose change collections are very much larger 
 when the church spends some money on advertising. 
 
 D. E. Weigle: 
 
 Yes, I have done it. Our loose change increased from $3 to $25. 
 
 Charles L. E. Cartwright: 
 
 Yes, every time. 
 
 George A. Duvall: 
 
 My increase has been tenfold or more of expense, and then the results 
 are incomputable. 
 
 M. H. Lichliter: 
 
 Many of the results are beyond computation, but every special effort 
 to advertise the church has had an appreciable effect on the collections. 
 "It pays to advertise." 
 
 N. W. Stroup: 
 
 Would say experience would demonstrate the fact that when adver- 
 tising is wisely done, it more than pays in extra collections, aside from 
 the influence of reaching more people. 
 
 J. L. Gardiner: 
 
 The consequent increased collections pay for the advertising. Then 
 you have the advantage of having more people to preach to without 
 any extra expense. 
 
 L. F. Bausman: 
 
 My official men believe it actually helps in actual collections because 
 of increased interest. 
 
36 CHURCH PUBLICITY 
 
 Others think that the financial consideration is unimportant. 
 H. L. Towle (layman) : 
 
 This is putting the cart before the horse. It is useless to advertise for 
 the mere purpose of increasing attendance. Most churches are attended 
 as much as they deserve to be, some of them a great deal more. 
 
 Allen A. Stockdale seems to have the extreme in mind. 
 He says: 
 
 No; if you turn one somersault, you must turn two the next time, 
 and sooner or later you break your neck. 
 
 Harold Paul Sloan seems to fear the same thing: 
 I do not think that expensive advertising would pay in a medium- 
 sized church. The people who are attracted by such methods are usually 
 small givers. 
 
 A large number of whom the following are representatives, 
 insist wisely that the financial returns can neither be computed 
 nor are they of prime consideration. 
 
 George R. Dodson: 
 
 The collections and attendance are somewhat increased, but we do not 
 think about that. We want the public to know the kind of work we 
 are doing and the questions we discuss and not suppose we are interested 
 in old theological controversies as much forgotten by us as witches or 
 bows and arrows. 
 
 Edward Crusselle (layman) : 
 
 I have never figured on returns in cash. If I got a new member or 
 a convert, just one, I would consider a month's continuous advertising 
 fruitful. 
 
 Horace L. Jacobs: 
 
 On this I cannot speak — crowds and character are outside monetary 
 estimate. 
 
 Clarence O. Kimball: 
 
 They say in Holland that "Paint costs nothing." Of course they 
 mean the right amount of paint. Under the same limitation it might 
 be said that advertising costs nothing. The law of diminishing returns 
 applies. But some results cannot be tabulated. 
 
 A. B. Taylor: 
 
 Both are true. Attendance is better; and we can never know in this 
 world the good results of the printed sheet, many of which do good 
 while they do not lead to church attendance. 
 
 Thomas J. J. Wright: 
 
 An advertisement, like a tract, may turn the course of some person's 
 life. We make a mistake in measuring the results by the collection plates. 
 They will yield returns some day to the kingdom of God. 
 
DOES PUBLICITY PAY? 37 
 
 Sydney Herbert Cox: 
 
 No, the average increase of attendance is not equaled by increased 
 collections. But the results are beyond tabulation. Those who object 
 to expense rarely ever examine the causes that brought a new member in. 
 
 Since the profitableness of publicity cannot be settled by 
 Does it ^^^ collections alone, a related question was asked: 
 Increase ^0®^ successful church advertising secure an 
 Member- audience or add to the church membership? 
 ship or A number very promptly and forcefully answered 
 
 Audience, jj^ ^j^^ affirmative for both, insisting that otherwise 
 it could not be given the title "successful." 
 
 J. Whitcomb Brougher: 
 
 It certainly does. We claim the largest regular congregation in the 
 world. Had nearly 500 additions to the church this last year. 
 
 W. E. Biederwolf: 
 
 If it did the first without the second, the preacher would only be half 
 on to his job. 
 
 Allen A. Stockdale: 
 
 Successful advertising does — that's why it is successful. 
 
 Sydney Herbert Cox: 
 
 If it doesn't, it isn't successful advertising. 
 
 George W. C. Hill: 
 
 Probably; else how can it be called "successful" in any proper degree.'' 
 
 Fred K. Gamble: 
 
 Keeping the church in people's minds keeps them thinking about 
 religion. 
 
 George A. Duvall, from his temperament, would get the 
 members, but he only mentions the audience. He says: 
 
 It has in my work, even increasing attendance forty per cent. 
 
 A few insist that getting members does not necessarily fol- 
 low from getting an audience : 
 
 Charles A. Eaton: 
 
 The former, but not necessarily the latter. 
 
 A. F. Ragatz: 
 
 It secures the audience. In a few cases it has added members. 
 
 J. F. Shaw: 
 
 It secures an audience, but in my experience adds little to the per- 
 manence of church membership. 
 
 Another small group say that membership increase is an in- 
 direct result. 
 
38 CHURCH PUBLICITY 
 
 Milo Atkinson: 
 
 Increases audience and doubtless indirectly adds to membership. 
 
 M. H. Lichliter: 
 
 It secures an audience certainly, but only indirectly adds to the church 
 membership. That is brought about by more personal methods. 
 
 H. A. Leeson: 
 
 It will secure attendance and indirectly increase church membership. 
 
 A strong group emphasize the fact that a vital gospel must 
 be preached and the individuals be followed up if results are 
 to be secured. 
 
 Thomas S. Brock: 
 
 The people who go to church want "Good News." They get the bad 
 news six days a week, and most people are hungry for the gospel. That 
 never fails. Of course it should be preached in modern form. 
 
 A. W. Leonard: 
 
 It aids in securing an audience and adds to the membership in pro- 
 portion to the ability of the preacher to present the gospel of Jesus Christ 
 as the Divine Saviour from sin. 
 
 Thomas J. J. Wright: 
 
 It will do neither if unaccompanied with a gospel message and a warm 
 religious life in the church. 
 
 E. H. Byington: 
 
 It increases the audience. Whether it increases the church member- 
 ship depends on what is given the people when they come, and the way 
 the work is followed up. 
 
 John L. Cairns: 
 
 My own experience has proven that by following the advertising with 
 personal work, the membership has been increased one third in less than 
 three years. 
 
 R. B. Guild: 
 
 It secures, first, the audience. Then it is up to the preacher to get 
 them again and again until they are at work. 
 
 As the result of the backwardness of "Boards" to invest 
 in publicity plans the pastor must, as a rule, devise some 
 special means to secure funds. Mr. Louis Wiley, of the New 
 York Times, does not think that pastors should experience 
 any diflficulty in securing money for the trial effort. He writes : 
 
 The church can easily secure money for the trial effort if the matter 
 is presented properly to a sensible body of business men — the success- 
 Securins' ^^^ business men who give you their active support in every 
 p J movement which you inaugurate for the advancement of your 
 
 work. I say, very easily, because successful business men 
 know that the right kind of advertising is not an expense, but is an in- 
 vestment which yields all it costs, with a fair profit. 
 
DOES PUBLICITY PAY? 39 
 
 To find out the methods most commonly employed for 
 securing funds, the following question was sent out to minis- 
 ters: How do you secure funds for advertising purposes? 
 
 The vast majority get it from the regular budget by enforc- 
 ing its legitimacy and necessity. 
 
 M. P. Fikes: 
 
 A part of our annual budget. It is as legitimately a part of current 
 expenses as the pulpit or office force. 
 
 The following, among others, agree with Mr. Fikes: 
 Charles A. Eaton, J. Whitcomb Brougher, A. W. Leonard, 
 Andrew Gillies, L. F. Bausman, M. H. Lichliter, Worth M. 
 Tippy. 
 
 Another group by one means or another increase the collec- 
 tions enough to pay for the advertising: 
 
 E. H. Byington: 
 
 My church officers have learned that a wise advertisement always 
 increases the collection more than the cost of the advertisement, and so 
 they do not object to the expenditure. 
 
 Thomas S. Brock: 
 
 Depend on the increased collections, and when they run short make 
 a special plea to the congregation for an additional offering with the 
 understanding that it will be used to advertise. That brings the money. 
 
 John L. Cairns: 
 
 From loose collections given by the very people drawn by the advertising. 
 
 The writer has asked the official board of the two churches 
 where he has advertised for the loose collection of the first Sun- 
 day night of the month. Dr. H. J. White's Publicity Com- 
 mittee receives the collection from every Sunday night. 
 
 A great many pay the whole bill out of their own pocket, 
 some permanently or others for teaching purposes. 
 
 F. H. Brunstetter: 
 Principally out of my own pocket. 
 
 Fred K. Gamble: 
 
 If I cannot persuade the official board, I pay bills myself. 
 
 A. B. Taylor: 
 
 I give a tenth of my salary for religious work, and pay the expenses 
 of my limited advertising from that fund. 
 
 George A. Duvall: 
 
 I pay a good bit of it myself. 
 
 W. H. Christ: 
 
 From church in part by convincing them of its profitableness. To do 
 
40 CHURCH PUBLICITY 
 
 this I personally pay for some of the advertising myself and let them 
 see the good resulting. 
 
 John E. Miles: 
 
 First year paid it out of my own pocket. The trustees saw it paid 
 to advertise, and put the item in the budget. 
 
 Others sohcit it personally or through a committee 
 Frank B. Lane: 
 
 Personally solicit. 
 
 M. L. Sanders: 
 
 At first by securing cooperation of a few privately, until need is recog- 
 nized by the masses. Then public collection for remainder of year. The 
 next year a part of the regular budget. 
 
 H. L. Towle (layman): 
 
 Prefer to get private subscriptions, on the ground that money used 
 for such work and money used for advertising this work ought to be kept 
 separate. A dollar used properly for advertising ought to produce as 
 much as $10 in contributions where these are solicited. 
 
 One has generous laymen: 
 
 G. R. Dodson: 
 
 It is voluntarily offered by generous laymen. 
 
 Various organizations are called on to help. 
 
 E. W. Hart, Philadelphia: 
 
 Sometimes different organizations in the church will be responsible for 
 the advertising expenses of a campaign covering a month. 
 
 Mr. W. W. Manning, the advertising director for McClure's 
 Company, gives the following advice as to methods of secur- 
 ing funds: 
 
 I think that the church members should be educated on some of the 
 fundamentals of publicity, as I think they would like that word better 
 Somfi than the word "advertising"; and I believe that the ladies 
 
 « . , of your church and men's club could run some entertain- 
 
 Methods nients for the expressed purpose of getting this money. This 
 plan, it seems to me, is better than trying to secure a phi- 
 lanthropist, because people invariably appreciate what they have to work 
 for from within or without. 
 
 The church is not a charitable institution. It is more 
 vitally necessary than the city or State government. No pa- 
 triot either neglects it or doles out gifts as to a profitless insti- 
 tution. It offers a chance to emphasize the love nature as the 
 giving of tokens to dear ones at home does. It puts unselfish- 
 ness on the throne and so insures largest and steadiest happi- 
 ness. It sets the moral standards of the community. It fur- 
 
DOES PUBLICITY PAY? 41 
 
 nishes comfort when sorrow and death comes. It flavors all 
 social life. 
 
 The Saturday Evening Post had a series of articles on "The 
 Business Methods of the Church," by James H. Collins. An 
 advertising expert, whose name it w ould not be fair to give here, 
 furnished the basis for one of the stories. He is connected 
 with a suburban church. He took charge of the finances. He 
 made a list of all the families in town. He then put after 
 those that attended his church a certain amount which he 
 would ask them to subscribe, ranging from twenty-five cents 
 to $5 a month, according to their means. He then made a 
 list of the heads of one hundred families who did not go to 
 any church regularly. This proportion he claimed for his 
 church. After each name he set a certain amount. He called 
 on one who usually gave a couple of dollars on the score of 
 duty or charity, but this idea of contributing a certain amount 
 struck him as odd and he claimed exemption because he did 
 not go to church, insisting that those who went to church 
 ought to support it. Here is the argument given by the 
 business man: 
 
 "I never go to church, you know," he explained; "not that 
 I have any prejudice in the matter — far from it! Let every 
 man, woman, and child do as he or she pleases in religion, but 
 I don't find a church necessary, and it seems to me that those 
 who do use the church ought to support it." 
 
 "Now, see here, Mr. Smith," said the trustee. "You don't 
 attend church on Sunday; but suppose your daughter were 
 going to be married — where would you have the ceremony 
 performed? Suppose there was a death in your family — 
 would the church be necessary to you then? Your children 
 come to our Sunday school, but you know how far their pennies 
 and nickels go to meet expenses. It's just a question of 
 whether the church is necessary enough to you to be con- 
 tinued in the community or whether you want it to shut up 
 shop.'; 
 
 Smith admitted that the matter had never been put to him 
 in that light before, and willingly paid his assessment, as did 
 many others approached in the same way. 
 
 A special fund might well be used to advance the same kind 
 of argument in display space and so lay the basis for a fairer, 
 and steadier, support. 
 
 Mr. W. R. Hotchkin implies that people have not yet ex- 
 
42 CHURCH PUBLICITY 
 
 hibited full-hearted belief in the mission and work of the 
 church. He says: 
 
 Money could be secured for publicity purposes if the members of your 
 congregation believed in the religion they profess. If they will give money 
 . for apparel, entertainment, automobiles, or other less ex- 
 
 J*^^" pensive luxuries, and will not consent to be taxed for a work 
 
 arances ^^ ^^^^ ^^^^^ ^^^^ ^^^ j^^^. christians; they do not believe in 
 in ^e<5Ur- a future life; they do not believe that their soul's salvation 
 ingJJUnas j^p^nds upon the religion they profess; they do not believe 
 that it is part of their religious duty to go out into the world and preach 
 the gospel. If they cannot go themselves, and cannot neglect other 
 business to do this, it would seem that if they believed in their religion 
 at all, they would be glad to feel that they were doing their duty by con- 
 tributing a little money each week to have the newspapers do this work 
 for them. 
 
 The whole question of church finances is a big one. Ad- 
 vertising experts ofttimes forget that there are many heavy de- 
 mands upon the church members, and there are very few who 
 feel the duty strongly enough to give it regular support. They 
 slide off responsibility by dropping in a few pennies the few 
 times they attend. Even many church members refuse to 
 pledge regular amounts for weekly payments. 
 
 Publicity concerning the economical use of the money con- 
 tributed will do much good. If a compact statement of the 
 wide usefulness insured by the few dollars contributed to the 
 church could be placed commandingly before the eyes of in- 
 telligent humanity, more money would come into the treasury 
 of the church. 
 
 When it is recalled that the average salary paid the min- 
 isters in the United States is under $700, while most of them 
 are college or university graduates who could in other occupa- 
 tions make three or four times that salary, other men begin to 
 see the spirit of sacrifice and become anxious to match it as 
 far as possible. It is no longer true that God will expect more 
 of the minister than he will of the professing Christian, or even 
 the one who owns to being a decent human being with a be- 
 lief in God as his Father. What more intrinsic right has the 
 layman to an automobile than his pastor? If both are working 
 hard and for the ultimate purpose of uplifting humanity, should 
 they not both have aids to happiness and rest.^ The whole 
 question of church support hinges on an answer to ques- 
 tions of this kind. If the church is a fifth wheel to a wagon, 
 of course the pastor is a useless appendage to civilization and 
 must take merely what happens to come in. We must, there- 
 
DOES PUBLICITY PAY? 43 
 
 fore, convince the world that the church is actually creating a 
 tremendous amount of happiness that would otherwise not be 
 possible. 
 
 Much of its charity work must be covered up, both for the 
 sake of those who are helped and to ward off professional 
 beggars. To break the sense of self-respect of 
 Th^t^WU ^^^ aided by publishing the fact is to help make 
 jjglp him a permanent pauper. The writer knows a 
 
 church that spends $1,500 a year for helping the 
 poor and sick and hungry, besides sending hundreds of chil- 
 dren away for the summer, and dares not publish the fact 
 because the church would be thronged with those who make 
 it their business to "work" such institutions. 
 
 Every church is constantly putting heart into discouraged 
 people, and thus saving them from becoming burdens on the 
 community by arousing them to self-help. The church goes 
 into sorrow-smitten places and turns the affliction into a feeder 
 of character that builds instead of destroys citizenship. The 
 minister is called when homes are about to be rent by dissen- 
 sion. Again and again the church cheats the divorce courts by 
 bringing both sides of the house to compromise and to clean up 
 the bad living that caused the trouble. Scores of homes would 
 be utterly wrecked if it were not for the religion that the church 
 brings in and for the arbitration work of the clergymen or of 
 trusted Christian friends. The church teaches the children re- 
 ligion, and so lays the basis for character when parents and 
 adults neglect it. The church stands for moral laws as a solid 
 body. It has saved New York State from being afflicted with 
 the legalized soul-destroying disease of race-track gambling as 
 carried on in pool-selling. It has backed the Anti-Saloon League 
 until one half of the population of this country are in dry terri- 
 tory. It has gone with the gospel of hope to prisons and 
 transformed lawbreakers into nation helpers. It has cradled, 
 taught, and built the great leaders in the history of modern 
 civilization. 
 
 The church holds out the goal of a better day, never per- 
 mitting men to stand still in satisfaction. It defends the weak 
 and warns the strong concerning a judgment when use of talent 
 must be accounted for. 
 
 People have forgotten these facts, and publicity methods 
 should be employed to remind them, so that they will support 
 the church gladly and certainly. We must, therefore, cease 
 
44 CHURCH PUBLICITY 
 
 using the word "beg" in raising money for religious institu- 
 tions. We ought to refuse many gifts that are proffered in the 
 name of charity when given to the church in its original or- 
 ganization. We have a right to lay on the hearts of men who 
 do not regularly support the institution that they cannot merit 
 the name good citizens and refuse to do so. 
 
 These facts may be pushed forward prominently in the 
 pulpit, in the newspapers, and by other forms of publicity, 
 and thus money will be secured more easily for larger useful- 
 ness by the church. 
 
 A good representative Finance Committee, noted for unself- 
 ish devotion to the church and for careful business methods, 
 will give strength to all money-getting campaigns. The pledge 
 card employed is quite important. Here is one which the 
 writer has used: 
 
 WEEKLY OFFERING PLEDGE 
 
 FOR THE SUPPORT of CHRIST'S GOSPEL 
 
 GRACE METHODIST EPISCOPAL CHURCH 
 
 WEST 104TH STREET NEW YORK CITY 
 
 "Upon th: first day of the week let every one of you lay by him In store as God has prospered him." 
 
 -I Cor. 16:2 
 
 I will pay $ per week toward the current expenses of 
 
 Grace Church, taking this opportunity of showing my gratitude to 
 God and of working with Him for the world's uplift through the 
 medium of His body, the Church 
 
 No. Address- 
 
 This subscription is to continue as long as I am a member of Grace Church. If the 
 Lord prospers me, I >vill increase my subscription later. If reverses come and I am 
 compelled to diminish it, I will notify the Financial Secretary. 
 
 A Presbyterian church at Richmond Hill, L. I., found it- 
 self facing a deficit, and purchased space in three local papers 
 to declare its dilemma. It gave a detailed statement of income 
 and expenditure and urged the community to come out on the 
 
DOES PUBLICITY PAY? 45 
 
 following Sunday morning prepared to contribute by cash or 
 pledges. The first Sunday brought in $702.25 of the $1,000 
 asked, and the remainder was soon received. This frank put- 
 ting of a situation is certain to tell. 
 
 No official board should have secrets. No individual or com- 
 mittee has a right to make contracts that cannot be openly 
 known. Frequent, clear-cut statements of income and expend- 
 iture should be made to the whole congregation. The com- 
 munity, when apprised of the money required and the methods 
 used in expending it, will be more than glad to proffer help. 
 
 The Rev. I. M. Schaeffer, of Ashland, Pa., suggests a table 
 that paves the way for high-class giving and pledging. The plea, 
 
 Successful ^^ *^^^ .P^^°' ^^ ^^^ ^^^^ member to contribute so 
 Plans much time a week for the advancement of the king- 
 
 dom. In Korea a plan like this was worked for the 
 native converts, and at a certain period, by thus arranging 
 things, they personally approached every individual in the king- 
 dom and invited him to become a Christian. Mr. Schaeffer 's 
 plan is to have folks contribute the money equivalent of their 
 time to the support of the church. This enables the minister 
 to represent them in that "time." He has worked out this 
 table. Calculating labor at nine hours a day, on a salary of 
 $3.60 per day the income would be forty cents an hour. If, 
 then, he gave but one hour a week for the advancement of the 
 kingdom of God, he would contribute forty cents. If he earned 
 but twenty cents an hour, or $1.80 a day, he would, if giving 
 one hour a week, contribute twenty cents a week. This table 
 published helped people to see that they can, if really in love 
 with their church, contribute one or two hours a week income 
 for the support of the church. Here is the table together with 
 Mr. Schaeffer's comment as printed on his pledge card: 
 
 
 Ihr. 
 
 Khr. 
 
 Hhv. 
 
 
 J3 . 60 per day 
 
 $0.40 
 
 $0.20 
 
 $0.10 73^m., 
 
 $0.05 
 
 3.00 per day 
 
 .33 
 
 .17 
 
 .08 10 m., 
 
 .06 
 
 2 . 70 per day 
 
 .30 
 
 .15 
 
 .07)^ 10 m., 
 
 .05 
 
 1 . 80 per day 
 
 .20 
 
 .10 
 
 .05 
 
 
 Compare your wages with the above table, then take a look at your 
 weekly ofiFering envelope and see how much time each week you | are 
 giving to the cause of the Christian Church. Be honest with yourself 
 and with your God, and if you think then that you are doing your part 
 as a member of the church, we will have nothing further to say. If you 
 feel after such comparison that you are not doing your share in winning 
 the world for your Master, get right with your conscience. 
 
46 ' CHURCH PUBLICITY 
 
 Rev. Robert Knapp also prepared a plan which made clear 
 the devotion shown by the gift. Here it is: 
 
 " We take thought for things honorable, not only in the sight of the 
 Lord, but also in the sight of men." R. V., 2 Cor. 8:2i. 
 
 NO STREET 
 
 I Hereby Agree to Pay 
 
 A PENNY A DAY, OR MORE 
 
 For one year, beginning April 1st, for the Regular Expenses 
 and BeneYOlences of the I>lethodist Episcopal Church, Catskill, N. Y. 
 
 Cents Pe r Day 
 
 ~T0 
 
 Cents Per Day 
 Cents Per Day 
 Cents Per Day 
 Cents Per Day 
 Cents Per Day 
 
 Cent Per Day 
 
 Sign your Full Name on the above lines, according as you are 
 willing to pay, fifteen, ten, five, four, three, two cents a day or less, 
 and return at once to any member of the Official Board, or place it 
 on the collection plate. GIVE STREET AND NUMBER (at the top 
 of this card) WHERE YOU WISH THE COLLECTOR TO CALL. 
 
 Some people will think $5 large if they give it at one time, 
 but when told that only two cents a day amounts to $7.30 
 a year, they will very promptly raise the promise to that 
 much. 
 
 The First Baptist Church of Vineland, N. J., makes it mean 
 something to belong to that church , and on a card giving the 
 
DOES PUBLICITY PAY? 47 
 
 requirements for membership, among other things demanded 
 are the following: 
 
 The First Baptist Church expects each member to contribute regularly 
 and systematically, as the Lord prospers him, to the work of the church. 
 Failure to thus contribute for a period of six months will 
 Failure be made a subject for investigation. 
 
 Disci- Failure to contribute for a period of one year will be consid- 
 
 plined ered sufficient ground for termination of membership. Ex- 
 
 ceptions to above financial obligation shall be granted in cases 
 deemed worthy by the Board of Deacons, either by excuse from contribu- 
 tion or granting an amount equivalent to at least 3 cents per week per 
 member from the Deacons' Fund to meet said member's obligation. 
 
 A Every person admitted to the Methodist Church 
 
 Metrwdist m^gt answer the following question : 
 
 Question : Will you contribute of your earthly substance, 
 according to your ability, to the support of the gospel and the various 
 benevolent enterprises of the church.^ 
 Answer: I will. 
 
 These provisions are wise; but, sad to say, many churches 
 are afraid to give real force to them. No one gets good out 
 of church, and, consequently, does not count much as a mem- 
 ber until he regularly contributes. 
 
 It takes more devotion to give two cents a week gladly 
 because it is all one can give than it does for many other folks 
 to make larger sacrifice and give twenty-five cents a week. It 
 was not easy for the widow to put in her two mites. It cut 
 into her pride to do so. She might have done like many others, 
 not give anything at all, because she could not give more, 
 but then she would have lost the commendation and failed 
 to have been an example to the world, and so lo^t the blessing. 
 People must be made to see that it is a duty to take up the 
 cross of giving a * 'little" gladly, rather than refusing to give 
 anything. 
 
 We ought increasingly to insist that people give a portion 
 of their income. Many spiritually-minded leaders are convinced 
 T'th* ^^^^ everyone ought to tithe or give one tenth of the 
 
 income. While that may be impossible of universal 
 adoption, we ought to secure the pledge of the membership to 
 set aside a certain proportion, or at least keep an intelligent 
 account of what they do give to religious and charitable causes. 
 That alone will sometimes enforce the fact that they do not 
 give nearly as much as they think. The writer after a series 
 
48 CHURCH PUBLICITY 
 
 of sermons on * Tithing" circulated the following pledge card, 
 which was signed by many : 
 
 1 . I believe that the Scripture teaches proportionate giving, and that 
 one-tenth of my income is the least that 1 should pay to church and 
 charitable causes. 
 
 Name 
 
 Address 
 
 2. As a trial I will for six months systematically pay one-tenth of my 
 income to church and charitable causes. 
 
 Name 
 
 Address 
 
 3. I agree to set aside a fixed proportion of my income for charitable 
 and religious causes, and will keep an account of my payments to such causes. 
 
 Name 
 
 Address 
 
 Grace Methodist Episcopal Church, New York City 
 
 Good financial publicity work had been done by selling one 
 hundred and fifty copies of the fascinating story which teaches 
 tithing, called The Victory of Mary Christopher. 
 
 We must help busy men to see amounts clearly. The 
 writer employed the plan of showing what income was neces- 
 sary to pay a certain amount to the church weekly. For ex- 
 ample, twenty-five cents a week means for the year a contri- 
 bution of $13 to the church, or ten per cent on an annual in- 
 come of $130. (See table, page 49.) 
 
 Furnish an envelope for Self-Denial Week, into which people 
 can place money accumulated by denying them- 
 rf ^^"al selves, as did their Lord in his earthly journey. Pas- 
 sion Week is an appropriate time for such a plan. 
 (See sample envelope, page 50.) 
 
 Many men are beginning to feel the stewardship of wealth. 
 
 One of the greatest railroad men in the world said to the wTiter 
 
 some months ago: "The change in attitude of the 
 
 Stew- jjjgjj Qf wealth is remarkable. They no longer talk 
 
 about what they own, but increasingly recognize 
 
 that they are but stewards of property." That is the Chris- 
 
DOES PUBLICITY PAY? 
 
 49 
 
 NAME. 
 
 NO. 
 
 DIRECTIONS 
 
 Please draw a line through the amount in the left hand column which 
 you are willing to promise as a weekly offering to the Lord for this 
 Conference year. If none of the amounts meet with your approval, use 
 one of the blank spaces, and insert such an amount as you see fit. 
 
 A Weekly Payment 
 
 Means for the 
 
 Or 1-lOth of a Yeariy 
 
 of 
 
 Year 
 
 Income of 
 
 01 
 
 52 
 
 5 20 
 
 02 
 
 1 04 
 
 10 40 
 
 03 
 
 1 56 
 
 15 60 
 
 04 
 
 2 08 
 
 20 80 
 
 05 
 
 2 60 
 
 26 00 
 
 07—1-2 
 
 3 90 
 
 39 00 
 
 10 
 
 5 20 
 
 52 00 
 
 12—1-2 
 
 6 50 
 
 65 00 
 
 15 
 
 7 20 
 
 72 00 
 
 17—1-2 
 
 8 50 
 
 85 00 
 
 20 
 
 10 40 
 
 104 00 
 
 22—1-2 
 
 11 70 
 
 117 00 
 
 25 
 
 13 00 
 
 130 00 
 
 30 
 
 15 60 
 
 156 00 
 
 35 
 
 18 20 
 
 182 00 
 
 40 
 
 20 80 
 
 208 00 
 
 45 
 
 23 40 
 
 234 00 
 
 50 
 
 26 00 
 
 260 00 
 
 55 
 
 28 60 
 
 286 00 
 
 60 
 
 30 20 
 
 312 00 
 
 65 
 
 33 80 
 
 338 00 
 
 70 
 
 36 40 
 
 364 00 
 
 75 
 
 39 00 
 
 390 00 
 
 80 
 
 41 60 
 
 416 00 
 
 85 
 
 44 20 
 
 442 00 
 
 90 
 
 46 80 
 
 468 00 
 
 95 
 
 49 40 
 
 494 00 
 
 1 00 
 
 52 00 
 
 520 00 
 
 1 25 
 
 65 00 
 
 650 00 
 
 1 50 
 
 78 00 
 
 780 00 
 
 1 75 
 
 91 00 
 
 910 00 
 
 2 00 
 
 104 00 
 
 1040 00 
 
 2 25 
 
 117 00 
 
 1170 00 
 
 2 50 
 
 130 00 
 
 1300 00 
 
 This subscription to commence September 1st, 190. . Please return 
 this card next Sunday at Church, or mail to J. B. Banton, 56 Railroad 
 Building. 
 
 Name. 
 
50 CHURCH PUBLICITY 
 
 (Hang in plain sight) 
 
 o 
 
 PASSION WEEK 
 
 SELF DENIAL 
 
 i ENVELOPE I 
 
 APRI L 9 TO 16, 1911 
 
 In Memory of tHe Supreme Sacrifice of Jes\is. 
 
 Who loved me and gave Himself for me." — Gal. 2:20. 
 
 For Christ also hath once suffered." — i Pet. 3:18. 
 
 He that spared not His own Son, but delivered Him up for us 
 
 all." — Rom. 8:32. 
 
 For I have given you an example." — John 13:15- 
 
 Could ye not watch with me one hour?" — Mt. 26:40. 
 
 THE SUGGESTION: 
 
 Read " The Last Week " daily so that you may have a clear 
 picture of the events. Let them picture the face of the Sacri- 
 ficing Saviour. This will lead to valuable self inspection and 
 a resulting improvement. 
 
 DENY SELF: 
 
 Pleasure, expensive clothing, excess food. Place the money 
 thus saved in this envelope so that it may be used in advanc- 
 ing the Kingdom of Jesus who gave Himself. Bring the en- 
 velope with you on Easter Sunday morning. Unless otherwise 
 specified it will be used for special work in Korea. 
 
 Grace Methodist Episcopal Ciiurch 
 
 W. 104th St., New York City 
 "A HOME-LIKE CHURCH" 
 
 P. S. There is no space for a name on the envelope. Only 
 our all-seeing Friend knows the measure of the sacrifice repre- 
 sented in the offering. 
 
DOES PUBLICITY PA^ ? 51 
 
 tian attitude. Publicity of the right sort will enforce it increas- 
 ingly. A good many men, catching that truth in a practical 
 way, have concluded that they have no right to save any- 
 thing from their income. John S. Huyler, the famous candy 
 man, was one of the most notable exponents of that policy. 
 He seldom gave money in his own name, lest he get credit, and 
 he counted himself only the channel through which his heavenly 
 Father poured out treasure into needed places. It was re- 
 liably reported at the time he left this earth that his outgiving 
 amounted to $1,000 a day, and he was not an abundantly 
 rich man. 
 
 Mr. Hyde, the manufacturer of Mentholatum, some years 
 ago concluded that he would save nothing outside of his living 
 expenses, but turn it all into the Lord's treasury. He believed 
 that the recipe which made it possible for him to manufacture 
 this highly useful and money-making commodity came as an 
 answer to prayer, and this helped the decision. He has been 
 able to do limitless good, supporting workers in foreign fields 
 and cooperating widely in the work of the Y. M. C. A. He 
 told the writer recently: "Frequently brokers come to me urg- 
 ing that they have a splendid opening for investment. I reply, 
 'I have one much better.' 'O,' they say, 'but this pays seven 
 per cent and eight per cent.' I again assert that mine pays 
 much more than that and then explain that it is all invested in 
 the King's business and brings returns a hundredfold here, and 
 in the end life everlasting." He is one of the happiest men 
 the earth has. No money could purchase the joy which flows 
 into his heart and which radiates out to everyone else. He is 
 a fine advertisement of this attitude toward money. Other 
 men have been influenced by him. In his native town is a 
 bank cashier who lost his only child. As a result of the affliction 
 he too turned to the same policy and is gathering an equal 
 amount of happiness. 
 
 Mr. T. D. Collins, the lumber man of Pennsylvania, long 
 ago adopted a similar policy and lives simply in order that he 
 may pour out everything he can make for the advancement of 
 religion. He recently, for example, gave to Boston University 
 School of Theology $100,000 to endow a chair in Missions. The 
 benefit of such a policy is shown in the fact that all of these 
 men have strong and spontaneous influence wherever they 
 go, and have a winsome character of rare beauty and fra- 
 grance. 
 
52 CHURCH PUBLICITY 
 
 It is not sufficient to ask people to give money to different 
 causes. Condensed statements concerning the benefits to be 
 gathered call for finest publicity experts. Here is 
 Facts ^^^ reverse side of a pledge card headed, *'Let the 
 
 Reverse Side of this Card Speak to You Before You 
 Write Your Name." The pledge was for benevolences. The 
 reverse side read : 
 
 Enlarging Harvests of Money and Men 
 
 Last yccOiT the native Christians in heathen lands, working for a wage 
 of one twentieth of that of the American laborer, increased their gifts 
 for self-support from $1,623,000 to $2,670,000, a gain in one year of $1,- 
 047,000. 
 
 It took one hundred years — 1796 to 1896 — to secure the first million 
 converts in the heathen world. 
 
 It only took twelve years — 1896 to 1908 — to secure the second million. 
 
 The number of conversions during the past year indicates that six 
 years will be sufficient to win the third million. 
 
 More money means more missionaries, and more missionaries means 
 more millions of converts. 
 
 The Anti-Tuberculosis campaign, as before stated, raised in 
 1912 $19,000,000 and spent $2,200,000 in publicity work. As 
 
 a result of this publicity work their income increased 
 Human twenty-nine per cent. In the same way, the church 
 Stories should reproduce many of its human interest stories. 
 
 One cannot number the hearts that are healed and the 
 people saved even from suicide, as well as the homes that are 
 preserved in happiness by the work of the church. It ought 
 to be possible to put out human interest stories with assumed 
 names or typical facts that would command the attention and 
 support of many men who now give nothing to the organized 
 church. 
 
 Here is one actually used that relates the facts. Dr. Durkee 
 reproduced it with a "plate" as though it were an actual letter. 
 People who would take it up would think some one had lost 
 it. It was written in India ink and reproduced. The wording 
 will be repeated here, simply to show what is possible. Very 
 few would lay down such a piece of printing when it was on or- 
 dinary letter paper, such as a young man would use. Here is 
 the letter: 
 
 My Dear Friend: 
 
 We had such a delightful experience a few weeks since, one so unex- 
 pected, that we determined to tell our friends all about it. 
 
 Saturday night found Jack and me held up in one of those shoe towns 
 
DOES PUBLICITY PAY? 5S 
 
 of Massachusetts with nothing to do but stay over Sunday. You know 
 how cordial folks are in our Southern sunny home and you can appre- 
 ciate how we dreaded a New England Sabbath greeting. 
 
 When we read the newspaper accounts of the various church services 
 my friend reminded me of the many window cards he had noticed an- 
 nouncing special services at the South Congregational Church and also 
 of the electric sign in Cawpello, which in bright, illumined letters bids 
 a cordial welcome. We were struck by the force of this appeal and de- 
 cided to hear Dr. Durkee, of the South Congregational Church. 
 
 Sunday morning at 10:20 found us at the church. Two gentlemen 
 met us at the upper landing and extended their hands with a glad smile, 
 chatted a moment, inquired our names, accompanied us to the auditorium 
 and introduced us to the chief usher, who chatted with us a moment, 
 then introduced us to another usher and he in a friendly way led us to 
 one of the finest sections of the church. 
 
 When we sat down Jack whispered to me: "Say, this is great! Talk 
 about New England being cold!" I wish you could have felt the sense 
 of worship inspired by the service. Everything blended. The sermon 
 drove straight to the heart. The music intensified one's emotions until 
 we should not have been surprised to see Christ of Nazareth come in to 
 speak with us. Indeed, he seemed to come in. 
 
 Many people greeted us after the benediction, urging us to come to 
 the Sunday School Department, see the world famous picture "Christ 
 among the Children," and stay to the Pastor's Bible Class. From the 
 gallery we looked down upon what seemed like a thousand children (the 
 school numbers over 1,400). 
 
 This letter is already too long. Forgive me, but if ever you are in 
 Brockton, Mass., over Sunday, be sure to go to the South Congregational 
 Church, South End. 
 
 Sincerely yours, 
 
 Fred. 
 
 P. S. I inclose a picture of the church and pastor. 
 
 February fourteenth. Nineteen Twelve. 
 
 Advertisers count a human interest story that brings out 
 their "line" the best form of publicity. 
 
 We cannot begin too early to get the children 
 
 . . interested in church support. The writer enforces 
 
 Children tithing in every children's training class he teaches. 
 
 Everyone is also urged to make a pledge, if it is only 
 
 a penny a week. 
 
 Morris K. Jesup, who left millions to the church at his 
 
 decease, attributed his liberality to the promise secured from 
 
 him by a dying man of wealth who urged him to begin in early 
 
 life to pay regularly to the church. Mr. Colgate, in the midst 
 
 of a prayer for help while walking to New York with his bundle 
 
 over his shoulder to find his first job, pledged to God that one 
 
 tenth of his first money should be given to religious work. He 
 
 kept that promise by laying aside ten cents of the first dollar 
 
54 CHURCH PUBLICITY 
 
 earned, at hard labor. Eventually, he gave away half of his 
 income and finally all of it. 
 
 Children can create much enthusiasm for a cause. When 
 the campaign was on in Denver for the Y. M. C. A. building 
 fund, the writer was asked to inaugurate a movement to secure 
 the cooperation of the boys. The following card plan was 
 prepared. It contained spaces for ten names. On the back 
 of it was the following: 
 
 "HOLLER FOR A DOLLAR" 
 
 Every boy who brings in ten names of boys or girls and at least a dollar 
 from each on this card will be given a "Captain" button and have his 
 name posted in Headquarters and published in the papers. All boy or 
 girl givers' names will be placed in the corner stone. 
 
 You must get the money from boys or girls under 18 years of age and 
 give to Headquarters the name and address of each one who gives, and 
 money must accompany the names. Get canvassing cards at Head- 
 quarters, 17th and Champa Streets. 
 
 BOY BOOSTERS 
 
 Y. M. C. A. BUILDING FUND 
 
 Coltedor^s 
 Name 
 
 Address 
 
 
 
 
 AMOUNT 
 
 CONTRIBUTORS 
 
 
 Name 
 
 $ 
 
 Address 
 
 
 
 
 
 
 na/e: holleir for a dollar 
 
 (over) 
 
 Various rewards were offered and great enthusiasm aroused. 
 Toward the last a boys' band, with as many boys following as 
 could be secured, marched through the streets of the city, giv- 
 ing their yell and stopping before office buildings with a great 
 wagon holding tin pans, while the boys and others urged people 
 to throw dollars from the windows into the tin pans. Hun- 
 dreds of dollars were gathered up in this way. The boys also 
 brought in other hundreds. But, deeper still, they interested 
 their parents by their campaign and by their yell, "Holler 
 
DOES PtJBLICITY PAY? 
 
 55 
 
 for a Dollar," and by the badges which they wore. The public- 
 ity element was better still than the actual money which they 
 brought in. They pleaded for the building as a requisite of 
 their upbringing, and this struck into hearts. 
 
 The writer has found it effective to employ the young people 
 and children in raising money. By their spirited manner 
 they overcome obstacles, and before it is known catch the 
 support and backing of older people. In Kansas City, Kan., 
 a stock-selling plan was inaugurated. Children were given 
 shares of stock to sell at ten cents. People who bought these 
 shares then hung them up or showed them, and thus had a 
 picture of the church before them. When the boy or girl sold 
 ten shares he was given one share of Preferred Stock to keep 
 and frame as a souvenir. A long list of rewards was prepared 
 to give those who had sold the most stock or those who had 
 sold a certain amount. 
 
 Rev. Frank H. Brunstetter prepared a striking 
 Pictorial ^^^ ^^ enforce the crippling power of the debt for 
 which a campaign was on: 
 
56 CHURCH PUBLICITY 
 
 The First Christian Church at Atchison, Kan., had drawings 
 made of the exterior and interior of their proposed new church. 
 From these stereopticon views were made and thrown on the 
 screen, so that people might see what was possible if the con- 
 tributions were sufficient. 
 
 The writer reproduced the picture of a planned rebuilding 
 and printed it on a postal card with the words: *T will give 
 $ toward making this possible." 
 
 The Rev. J. W. Brougher, of the great Baptist Temple, Los 
 Angeles, Cal., reproduces a ship on the platform of his great 
 auditorium to secure money. It is made fourteen feet high and 
 twenty feet long and is a miniature reproduction of a like ship 
 in San Francisco harbor, with two mastheads and masthead 
 lanterns with intermittent flashlights. In the body of the ship 
 are shown the cabin, funnel, whistle, steering wheel, anchor, 
 foghorn, the flags of all nations, including the new flag of the 
 republic of China. The Los Angeles Tribune contained the 
 following in regard to Dr. Brougher's plan : 
 
 The eighth annual cruise of the good ship Glad Tidings, celebrating 
 the 1911 Rally Day of the Temple Baptist Bible School, occurred yester- 
 day at the Temple auditorium. 
 
 The exercises took the form of the cruise of the ship carrying the 
 apostle Paul and his associates missionaries on their last journey from 
 Jerusalem to Rome, through the Mediterranean Sea, including the 
 wreck of the ship and struggles of the men as described in the book of 
 the Acts of the Apostles. 
 
 The ship Glad Tidings occupied the pulpit of the church and the sail- 
 ors of the craft were impersonated by members of the "Temple Men," 
 an organization of the school, dressed as Roman soldiers and sailors. 
 
 The narrative of taking ship, Paul's w^arning, the fourteen days' storm, 
 the treachery of the sailors, Paul's unfaltering faith, the beaching of the 
 ship, and the rescue of all on board was told in song and story. 
 
 Lessons from the cruise were shown by Dr. Robert J. Burdette, pastor 
 emeritus, who pointed to the unfaltering faith of the apostle Paul during 
 the hours of distress, and urged upon his auditors the value of good cheer 
 as an asset in their daily vocation. 
 
 At the close of Dr. Burdette's remarks, the ship's chest was opened 
 and all were given the privilege of contributing something to the support 
 of the church missions in foreign lands, and a large fund was raised. 
 
 While this is a bit spectacular, it is very effective. Of 
 course the daily papers gave it publicity and drew the crowd, 
 and the crowd, when they thus saw what the money was to 
 be used for, were moved by the enthusiasm of the occasion 
 and gave a large sum. 
 
 Dr. Northrup employs the picture of a beautiful little girl 
 
DOES PUBLICITY PAY? 57 
 
 that would touch anybody's heart and would command at- 
 tention, in his campaign for church funds. Worked into the 
 picture itself are the words, "Mother says,'* and underneath the 
 picture the words, "Don't turn down Dr. Northrup's appeal, 
 and I say, *Please don't.' " 
 
 It might be feasible for localities to expend a little money 
 in the effort to draw in more to be used for regular religious 
 publicity. The experiment would not cost much. 
 General ^^^^ [^ would be almost certain to catch the eye of 
 Funds some to whom it would appeal. A central com- 
 
 mittee could be formed by all the churches, which 
 would announce that if funds were sent in, a campaign 
 would be inaugurated to force home the need and the value 
 of the church as a whole. When Mr. Towle carried on his 
 campaign, money came from every. place in sums from $1 to 
 $500. A convict in an Ohio jail sent $1.50. A judge in 
 Illinois, a cowboy in Colorado, and a miner in Alaska were 
 among the contributors. The convict wrote : 
 
 I am thankful that I was sent to jail, for in prison I have learned to 
 read and write. I used to pay all the money I had into the treasury 
 of the devil, but now I want to give it to the treasury of the Lord. 
 Your work for the young missionaries deserves reward, and I am send- 
 ing you $1.50, all the money I have in the world. 
 
 The Rev. Charles R. Watson, the secretary of the Mission- 
 ary Board in whose interest Mr. Towle worked, writes: 
 
 The wonderful response to this advertising campaign has silenced 
 those who at first condemned it. Their eyes have been opened to the 
 
 possibilities of this magical force which can do in a few short 
 Criticism months what pulpit appeals try in vain to accomplish. It 
 Silenced reaches men from a new side and awakens their attention 
 
 and interest in church affairs because it puts the needs of 
 the church in business language. It is the straight talk of one business 
 man to another. It can be regarded as an established fact that church 
 advertising pays. 
 
 He was referring to the actual income of money. In the 
 same way, the local churches could secure money for wider 
 publicity if they would show the value and necessity of it. 
 There is no question that the people will respond promptly and 
 generously to a lucid and attractive type of publicity. They 
 want the facts. Show them the need. Outline clearly the 
 possible advantageous results. Make the appeal concrete and 
 specific, and the necessary money will soon be forthcoming. 
 The "cuts" and copy employed by Mr. Towle are interesting: 
 
58 
 
 CHURCH PUBLICITY 
 
CHAPTER III 
 
 The Minister Who Advertises 
 
 A wise man has said: *'He who is over timid of criticism is 
 like a man who fears to travel in the summer because of the 
 flies.'* Some will immediately dub the minister who adver- 
 tises a cheap sensationalist. A few who place his profession 
 with that of the physician will class him as an "unethical" 
 practitioner. 
 
 He will, in this day at least, be lifted to prominence, and 
 woe be unto him if he does not walk circumspectly. If he is 
 to stand the strain of eye scrutiny and gossip- 
 nized^ and searching, together with the extra work of publicity 
 Criticized ^^^ ^^^ wider opportunity it brings, then he must 
 be clean and consistent in life, restful and confident 
 in faith, and sincere and noble in ideals. Nothing will ex- 
 pose a sham or wear down a shoddy thing more quickly than 
 publicity. 
 
 It is delightful to live in the cloister of a small and sheltered 
 church and ease the spur of a vital religious ambition by ex- 
 cuses about others' failures, or natural timidity, or personal 
 convictions — but it is, nevertheless, fully selfish. Jesus met 
 the multitudes and employed the methods that insured 
 gathering them. He too enjoyed the sheltered home at 
 Bethany and the sweet solitude of the mountains, but his 
 Father's business would not permit him to stay there. He 
 must be hailed as King through the public streets one day* 
 and be jeered at as an impostor by a mob a few hours later. 
 If any man will come after him, he must deny himself and 
 take up his cross. And if a man is not willing to forsake father 
 and mother, ease and home itself for him, then he had better 
 turn back. 
 
 The minister must be a public man and give up nearly all 
 seclusion. He becomes the people's servant. The one who 
 advertises will find full hands — a dozen will come for help 
 where one came before. Stones will be flung. Darts will cut 
 
 59 
 
60 CHURCH PUBLICITY 
 
 into the heart. But blessed are ye when men "say all manner 
 of evil against you falsely, for my sake," said the Master. 
 
 This kind of a minister must examine himself closely and 
 often. He will make mistakes if he retains human traits, but 
 these errors will themselves give him touch with 
 Self- his fellows. He stands for a cause and not for his 
 
 Examina- rights. Patience is not inconsistent with sensitive- 
 Essential I16SS. He need not be ox-like to endure. A testy 
 temper will unseat him as a leader. A weathered 
 writer says, "The most powerful remedy against sudden starts 
 of impatience is a sweet and amiable silence." The giant oak 
 laughs at storms because well anchored. Why does he employ 
 publicity? What is his purpose in pushing forward so regularly 
 and persistently .f* Does he feast on mere public notice as the 
 "society bubble" does.^^ Has he a secret ambition to attain 
 ecclesiastical preferment.'^ Has he an aimless mania for the 
 unique? He must cross examine himself mercilessly. 
 
 He is to be more than a "voice." Some are weakly humble. 
 Ralph Connor's "Shock," ex-football player, who can lay out 
 with a fist blow the thieving gambler, is more nearly a Chris- 
 tian than Hall Caine's spineless John Storm, who counts his 
 love for Glory Quayle an unholy thing. 
 
 A group of most distinguished advertising experts recently, 
 after long discussion, agreed that the minister must of 
 necessity push himself forward for the sake of his church. 
 He must lend himself to give the personal flavor to church 
 publicity; that alone gives it the human color and magnetism. 
 What would Henry Ward Beecher have done as an anti-slave 
 advocate if he had hidden behind the name of his church? 
 So also with Spurgeon, and Parker, and Brooks. It is the 
 names Gunsaulus and C adman and Hillis that draw. 
 
 As Mr. W. W. Manning, layman and advertising expert, 
 says: "I think a minister, by the very nature of his calling, 
 must feature his own personality. His congregation, and 
 those whom he attracts to his service, will quickly learn 
 whether he is interested in a broad, humanitarian effort to 
 help others, or whether he is endeavoring to enlarge his con- 
 gregation for his selfish gain. This is a simple equation in 
 character." 
 
 So every vital preacher is a sensation creator. If he is 
 not, then his truth falls flat. Without an emotional arouse- 
 ment there is no effective activity. But he is to arouse 
 
THE MINISTER WHO ADVERTISES 61 
 
 right emotions — ^to create the sensation that Harriet Beecher 
 Stowe did in crying out against slavery in Uncle Tom's Cabin, 
 a book of fiction carrying a gospel message. The motive settles 
 the question. As Thomas a Kempis says, " God considers 
 
 rather the greatness of one's motive than the great- 
 tan^e^of ^^^^ ^^ one's performances." Then Seneca adds a 
 Motive g^^^ admonition: *'So live with men as if God 
 
 saw; so talk with God as if men heard." Another 
 adviser says, "An excellent rule is to suspect the propriety of 
 every communication where the personal feelings or circum- 
 stances of the speaker form part of the subject." 
 
 One very important request sent out was: Give your defi- 
 nition of a sensational pastor or minister. 
 
 This term or epithet so promptly frightens the 
 tionali^t? ^^^ ^^^ ^^ considering taking up publicity methods 
 
 that no more important subject was presented. A 
 pastor located in a small New York State town came to the 
 writer and described the location of his church, emphasizing 
 the fact that few of the community attended, and asked, 
 "What can I do to get an audience?" He was answered, 
 conservatively, " Prepare an attractive concert program by 
 the children of your Sunday school." His eyes brightened 
 hopefully as he admitted the possibility and advantages. 
 But when the further word came — " and advertise it," he 
 drew back with horror. " Why, then I will be called a sen- 
 sationalist." Poor man! that giant drove him out of the 
 promised land. Let us settle the question. 
 
 The replies evidenced the fact that the request was differ- 
 ently interpreted. Here is a group of replies defining the 
 term altogether in the bad sense. A few of them, while they 
 agree with the definition, still reveal enough animus to betray 
 the fact that all publicity-seeking methods mark a man down. 
 Some seem to take it for granted that a great preacher will 
 always have a great audience, and the other kind can, by no 
 manner, secure a hearing of size. Here is a group of peculiarly 
 striking replies from ministers of different denominations: 
 
 Dr. Allen A. Stockdale, who is the pastor of a large Con- 
 gregational church in Boston, which is always full, says: 
 
 The "sensational" minister is a cross between a paint pot and a bellows. 
 He is himself most fooled concerning his helping of men. 
 
 Dr. D. E. Weigle, of Philadelphia, a Lutheran pastor, who 
 
62 CHURCH PUBLICITY 
 
 has tremendously enlarged his church by wide and varied 
 publicity methods, declares : 
 
 One who says some ridiculous thing, so that the papers will publish 
 it next day. A preacher last week advertised the subject, "Going Some." 
 The dignity of the sacred gospel should never be dragged to the level 
 of the street. We grovel in that all week and want to get above that 
 Sunday. 
 
 Dr. Charles A. Eaton, the long-time successful pastor of a 
 great Baptist church in New York, and formerly Mr. Rocke- 
 feller's pastor in Cleveland, says: 
 
 One who endeavors to secure quantity rather than quality in his results. 
 
 Dr. Worth M. Tippy, pastor of Epworth Memorial Methodist 
 Church in Cleveland, one of the largest in his denomination, 
 gives his definition as follows : 
 
 One who exploits himself; who uses unusual phrases, extravagant 
 expletives; who denounces and crusades, and works by himself; who uses 
 to the limit for publicity whatever he is doing, and handles cooperative 
 efforts for the same purposes. 
 
 From an objectionable standpoint, it occurs to me that 
 Dr. Arthur F. Ragatz, of Denver, just about describes the 
 features which deserve the name in the worst sense of the 
 term. He says: 
 
 One who uses sensational themes or methods for popularity's sake, 
 and fails to clinch the truth or to present gospel truths when he has 
 the people. 
 
 A faker is one who is always making loud promises which he 
 cannot fulfill. The definition, therefore, of Dr. O. W. Fifer may 
 well be considered. He writes: 
 
 One who advertises what he cannot deliver. One who puts a foolish 
 title to a serious message. One who seeks notoriety by the use of excep- 
 tional or improbable events; and, second, one who uses coarse sugges- 
 tions or slangy topics and treats them in much the same way; third, one 
 who intrudes itself at the expense of the message. 
 
 All of the definitions are so exact and full of worth that 
 nothing better can be done than to give many here: 
 
 Milo Atkinson: 
 
 One who seeks merely to stand in the glare of the lime-light. There 
 are times when it is necessary for the preacher to stand thus, but such 
 occasions are different from seeking such publicity. 
 
 E. Howard Brown: 
 
 A man who wants and seeks notoriety for himself. Says things on 
 purpose to bring upon himself persecution or popularity. 
 
THE MINISTER WHO ADVERTISES 63 
 
 John L. Cairns: 
 
 The man who becomes so absorbed in the message that he forgets 
 he is delivering it for the Lord and not for his own honor and aggran- 
 dizement. 
 
 W. H. Christ: 
 
 One who seeks personal notice rather than the cause which he is en- 
 gaged in. 
 
 Charles L. E. Cartwright: 
 
 One who does not preach the gospel — who takes his holy oppor- 
 tunity for Jean Valjean, Ben-Hur, Ten Nights in a Bar Room. 
 
 George Rowland Dodson: 
 
 By doing loud, noisy, or queer things he seeks to be talked and read 
 about. 
 
 J. Stanley Durkee: 
 
 One who fancies that he can improve on Christ's method of preaching 
 the gospel. Who seeks to feed his people on "wind." 
 
 George A. Duvall: 
 
 A sensational pastor is one who through lack of power, personality, 
 or perception has to resort to crude oddities in order to get a hearing, 
 private or public. 
 
 M. P. Fikes: 
 
 One whose themes and usual treatment thereof indicate that he is 
 more concerned to get the crowd to the church than in getting the church 
 into the crowd. Preaching for men, instead of for souls, for cash instead 
 of character. Who uses the Bible only to serve as an excuse for occupy- 
 ing the pulpit. 
 
 R. B. Guild: 
 
 One who leads people to expect something marvelous, but who cannot 
 deliver the goods. 
 
 F. K. Gamble: 
 
 One who had rather exploit himself than his message. 
 
 A. R. Holderby: 
 
 One who employs claptrap methods, and who plays the buffoon to 
 secure his crowd. 
 
 F. R. Leach: 
 
 One who is in the limelight for bis own glory and profit. 
 
 Clarence S. Long: 
 
 One who is satisfied with superficial and passing interest, or personal 
 notoriety, and therefore aims his advertising to appeal to the baser im- 
 pulses and to these only momentarily. 
 
 M. B. McNutt: 
 
 A sensational pastor or minister is one who caters to the morbidly 
 Qmotional io maa. 
 
64 CHURCH PUBLICITY 
 
 Daniel L. Marsh: 
 
 One who in a cheap manner discusses nonbiblical themes for the sake 
 of notoriety. 
 
 Leopold A. Nies: 
 
 A man who announces and discusses topics before the public which 
 are not related to religion, or religious topics, in a vulgar manner. 
 
 George W. Owen: 
 
 One who overworks the appeal to transient interest. 
 
 William H. Phelps: 
 
 A sensational minister is one who advertises boldly and continuously 
 goods which he cannot deliver. 
 
 C. H. Ryder: 
 
 One who has little to advertise. 
 
 H. P. Sloan: 
 
 One who does things that detract from the people's sense of the 
 majesty of God in a service. 
 
 C. J. Stacy: 
 
 One who announces "Short Cuts to Hell," "Out of the Frying Pan 
 into the Fire," etc., as his subjects. 
 
 H. L. Towle, a layman of Philadelphia, writes : 
 
 One who employs odd or startling devices to attract attention, with 
 nothing in his addresses or his work to justify the attention after it has 
 been attracted. 
 
 The Rev. Dr. M. H. Lichliter has spoken a true word in 
 this declaration about "motive": 
 
 Sensationalism is not primarily a matter of method, but of motive; 
 it is to be identified, not in the preacher's sermon theme, but in his 
 objective. A "sensational" preacher is one who seeks to attract atten- 
 tion to himself. 
 
 The Rev. W. R. Ward says: 
 
 It depends almost entirely on the man. Some men can do things 
 without criticism which would be quite out of order for others. 
 
 Sam Jones could be ridiculous and still do effective work, 
 while others who aped him cheapened both their profession 
 and their methods. We are not to imitate but to bring out 
 in a natural way our own personality. 
 
 Dr. Andrew Gillies gives as his definition: 
 
 One who startles or amuses by a departure from the conventional. 
 
 Here is a group that easily lead from the bad interpretation 
 of the term into the good meaning of it: 
 
THE MINISTER WHO ADVERTISES 65 
 
 Clarence O. Kimball: 
 
 A conventional preacher may be sensationally advertised, and a sen- 
 sational preacher may be conventionally unadvertised. 
 
 J. W. Lee: 
 
 When a pastor descends to level of vaudeville, going beyond good 
 taste, but never if he tries to attract in a straightforward manner. 
 
 Henry Edward Rompel: 
 
 I have never met him; but I should say he is the one who does the unnat- 
 ural, the trashy — introduces the false — not the one who causes sensation. 
 Truth will do that in many quarters. 
 
 Johnston Myers: 
 
 There are two kinds of sensationalism; one, which impresses the truth 
 by some startling method; and the other, which advertises the man. 
 The first is commendable always. 
 
 W. E. Biederwolf: 
 
 The man who creates a sensation — and heaven help the preacher 
 who doesn't! We ought all to be sensational preachers. Some preachers 
 think that to be sensational they must be slangy and vulgar. God de- 
 liver us from all such! 
 
 We must not be afraid of the term. The Rev. Charles M. 
 Sheldon, D.D., the author of In His Steps, in his answer to 
 the question, says: "One who creates a sensation. It may be 
 either a good one or a bad one." 
 
 The Rev. Sydney Herbert Cox says, "One who tells the truth 
 strikingly, as did Jesus Christ." 
 
 The minister who is worthy the name of "preacher" is thereby 
 entitled to the term "sensational." He must be strong enough 
 to bear the wrong interpretation and at the same time gladly 
 enforce the right interpretation. 
 
 It is interesting, therefore, to get emphasis of the word un- 
 der consideration. 
 
 Dr. M. A. Matthews, of the First Presbyterian Church, 
 Seattle, Wash., just retired as the moderator of the General 
 Assembly of the Presbyterian Church, and the pastor of one 
 of the greatest churches in the world, says: 
 
 In the true sense, if a preacher preaches the whole gospel, he will create 
 a sensation. The minister who does not preach the Bible, and does not 
 create a sensation thereby, has no right in the pulpit. 
 
 Dr. J. Whitcomb Brougher, who succeeded "Bob" Burdette 
 in the marvelous Baptist Tabernacle in Los Angeles, Cal., 
 also gives a splendid reply: 
 
 One who believes that Jesus Gbrist is the solution of every problem 
 
66 CHURCH PUBLICITY 
 
 known to human experience, and therefore applies the gospel of Christ 
 to subjects that are of vital interest to the people. 
 
 Dr. R. S. MacArthur, the president of the World Baptist 
 Association and so long the effective pastor of Calvary Church, 
 New York, says: 
 
 There is a sensationalism that is eminently commendable. All de- 
 pends upon the motive which dominates the action and the spirit which 
 governs the pastorate as a whole. The minister ought to avoid the melo- 
 dramatic and cheap theater style of sensation. 
 
 The Rev. John E. Miles's final phrase is too often true and 
 leads to unfair and cutting criticism: 
 
 The man that "draws the crowd," "delivers the goods," "wins the 
 souls" — and is the envy of his brother ministers. 
 
 The Rev. A. H. Nesbitt, pastor in a small town, puts the 
 whole truth briefly : 
 
 The pastor who tries to impress the greatest number for the greatest 
 good. 
 
 The Rev. W. W. Bustard, D.D., says about the same thing: 
 
 The right kind of sensational minister is one who can and does create 
 enough interest to get people to attend his church, and then says the 
 right thing in the right way which will help them the most and bring 
 them back again. 
 
 The Rev. Herbert J. White, D.D., tersely says: 
 
 One who has vitality enough to reach the people and shock the Pharisees. 
 
 Here are a few more definitions of the term "sensational.'* 
 
 E. H. Byington: 
 
 One who attracts public attention to himself by unusual and some- 
 what startling methods and utterances. 
 
 H. Addis Leeson: 
 
 The thing that fits a man becomingly and belongs to his tempera- 
 ment and method and is natural to him will save him ordinarily from 
 sensationalism. 
 
 A. W. Leonard: 
 
 In my opinion, there are very few sensational preachers. A man 
 may announce an interesting subject, and one that is unique, and yet 
 preach the gospel. 
 
 S. A. Northrup: 
 
 The best definition I can give is Christ's ministry; he was always 
 sanely and wisely sensational. There was scarcely a day in his three 
 years' ministry that he did not perform some deed that the Pharisees 
 called "sensational." 
 
THE MINISTER WHO ADVERTISES 67 
 
 A. B. Taylor: 
 
 One who makes his church and the gospel he preaches so interesting 
 and so evidently necessary that the people attend and support it. 
 
 The whole thing hinges on the sincerity and high motive 
 of the minister. When he is utterly devoted to the purpose 
 of having men and women introduced to the Christ as a Saviour, 
 he may use any method that will not defeat that end. 
 
 Bourke Cockran gave at a college commencement a defini- 
 tion of eloquence, as "sincerity." This one word seemed to 
 carry his whole thought. He amplified it by saying, "When 
 one is sincere, he will use the fewest possible words, the best 
 and cleanest illustrations, and the simplest and most direct 
 speech." 
 
 The minister will cultivate his personality to the highest 
 possibility. He will accumulate all the magnetism, knowledge, 
 humanity, and heart power within his reach. He will then 
 direct them to the end of bringing results for the kingdom 
 in whose service he is enlisted. He will be so engrossed at this 
 task and so devoted to his ideal of service that he will neither 
 seek for personal aggrandizement nor strive for Czar-like power 
 and develop a stubborn egotism. Neither Vvill he be moved 
 by flings that are unfounded and that would otherwise sour 
 his heart's love and embitter his soul. 
 
 If careful examination convinces him that his motive is 
 high, he may without any hesitation employ every bit of 
 possible publicity, even though it pushes his name forward, 
 as long as in the end it advances the kingdom and the church 
 which he serves. 
 
 A minister who advertises will, of course, be criticized, but 
 that gives good publicity if he is true-hearted. He is a poor 
 herald if he is not. Jesus predicted it: "Blessed are 
 Concern- y^^ when men shall revile you, and persecute you, 
 cmn " ^" ^^^ ^^^11 ^^y ^^1 manner of evil against you falsely y 
 for my sake." The following question was also sent 
 out to the group of ministers: Why is a minister criticized 
 who undertakes to advertise his church in a modern 
 way.^ 
 
 Here are a few of the replies in groups : 
 
 Because people have made religion too unnatural^ too completely 
 divorced from the everyday doings. 
 
 J. Whitcomb Brougher: 
 
 Because people have tried to keep business and religion divorced- 
 
68 CHURCH PUBLICITY 
 
 A. C. Hacke: 
 
 I think often because of the attempt to draw the line between "sacred" 
 and "secular." "We haven't been used to it." 
 
 Charles M. Sheldon: 
 
 The church is reckoned as different from the world. 
 
 Because church people are naturally very conservative. 
 
 Sydney Herbert Cox: 
 
 Because church people who have always been church people are usually 
 the most conservative of all classes. 
 
 C. O. Kimball: 
 
 The natural resentment of some outsiders toward all genuine religious 
 enterprise, and the ever-present suspicion as to motive. A progressive 
 preacher is criticized no more than a progressive politician. 
 
 S. A. Northrup: 
 
 Any minister is criticized who keeps out of the ruts and uses original 
 ways and means to attract the outsider to Christ and the church. 
 
 C. H. Rust: 
 
 Many times because the church does not appreciate the need of change 
 in applying old truths. 
 
 Because it spoils the spirit of worship, 
 
 Harold Paul Sloan: 
 
 It strains my own sense of the dignity of divine worship. It is an 
 appeal to human interest, and confesses that men do not realize the 
 supreme duty and privilege of worshiping God. 
 
 Because modern methods of advertising themselves are criticized. 
 
 Allen A. Stockdale: 
 
 For the simple reason that modern methods of advertising business 
 have come in for severe criticism. 
 
 Because of the jealousy of other ministers. 
 
 W. E. Biederwolf: 
 
 Because of jealousy on the part of some preachers who are not 
 "delivering the goods" themselves. 
 
 M. H. Lichliter: 
 
 He is usually criticized by men who are themselves making no effort 
 to meet the needs of the age, and who, as a direct consequence, are com- 
 pelled to face decreasing congregations. 
 
 Because a pastor frequently does foolish things when doing pub- 
 licity work; it overbalances him. 
 
 O. W. Fifer: 
 
 Because it is difficult not to be a fool under great publicity. 
 
THE MINISTER WHO ADVERTISES 69 
 
 Not awake to the most vital need of the church. 
 Clarence S. Long: 
 
 Perhaps the critics have never had deep religious beliefs themselves 
 to make them believe the church has anything worth advertising. 
 
 Andrew Gillies: 
 
 Because of religious inertia and a failure to understand the scope of 
 religion. 
 
 Henry Edward Rompel: 
 
 Cannot adapt themselves to new additions — afraid to take the initiative. 
 
 Dr. R. S. MacArthur gives a good test to use under fire. 
 He writes : 
 
 If his ideals are lofty and his aims altruistic, he may well be indifferent 
 to criticism. 
 
 The following interrogation was given to the pastors: Do 
 your best business men object to aggressive church 
 advertising? 
 
 . . Seventy-seven replied, and only one of this num- 
 
 of Bus?-^ ber answered with a simple "Yes." He is known 
 
 ness Men ^^ ^ newspaper publicist of unusual success. Only 
 
 four others find opposition, and these all qualify 
 
 their statement: 
 
 George Rowland Dodson: 
 
 To aggressive advertising, I think they object. 
 
 H. Addis Leeson: 
 
 I have not found that they are especially favorable to it. Although 
 I expect that they see the need more readily than others. 
 
 R. S. MacArthur: 
 
 They probably would, if we advertised on billboards and in flaring 
 newspaper notices. 
 
 E. H. Byington: 
 . Some do, even among the men who use it most in purely business affairs 
 in which they are interested. 
 
 Seventy-two report that their business men do not object. 
 They, however, require eflSciency, as Dr. Stockdale opines: 
 Not a bit — but they want it to be truly effective advertising. 
 
 If not, then we dare not hesitate as pastors to lead forward. 
 
 We can by investigation convince ourselves that results 
 are sure. It is ours then to "dare." The layman will quickly 
 follow when we have demonstrated. Some will underwrite the 
 trial. Hence: 
 
70 CHURCH PUBLICITY 
 
 Leopold A. Nies: 
 
 I am now raising $200 for winter's advertising. 
 
 If not opposed, some of them will favor a trial. 
 
 The "Board" of the First Methodist Episcopal Church, 
 Cleveland, O., voted to spend $1,000, and appointed C. C. 
 Robbins, of the Cleveland Crane Company, as chairman of 
 the Publicity Committee. He immediately found ten men 
 who agreed to give $100, if the effort did not pay. They were 
 not called upon. 
 
 Concern- ^ searching question asked the ministers was: 
 ing Per- Do you consider it unwise to secure personal 
 sonai notices coupled with and so insuring publicity 
 
 Notices fQj. the church you serve? 
 
 The following replied that it was not permissible: 
 
 G. H. Combs: 
 
 Most unequivocally and unreservedly. 
 
 Charles L. E. Cartwright: 
 
 Yes — it is undignified, unmanly. 
 
 Horace L. Jacobs: 
 
 My name never appears in a word about my church services. 
 
 The following think that we must push the church only: 
 
 Thomas S. Brock: 
 
 Personal notices should be avoided. My rule is, "Say anything about 
 the church you want, but say nothing about me." 
 
 John L. Cairns: 
 
 I do. I am of no value to my parish save as their pastor, and my 
 personality should be lost in that of my Master. 
 
 Worth M. Tippy: 
 
 I don't believe in seeking much publicity. The best way is to do 
 such work in the community that one will be given recognition without 
 seeking it. There is a reasonable publicity, however. 
 
 J. L. Gardiner: 
 
 This is a matter that the preacher must be very careful about. I 
 generally try to keep myself in the background and the church in the fore. 
 
 Fred K. Gamble: 
 
 Notices concerning the pastor are helpful to the church. The minister 
 who attempts to secure such notices for himself is usually unpopular 
 in the newspaper office. 
 
 Thomas J. J. Wright: 
 
 The less publicity centers in the man and the more it centers in the 
 church the better. This is true of the Catholic Church. 
 
THE MINISTER WHO ADVERTISES 71 
 
 Dr. Biederwolf thinks facts must back the statements: 
 It seems to me to be perfectly proper as long as the truth is told. 
 
 Dr. Cox says that it must not discount another. 
 
 If personal views, not statistics of success that may seem to discount 
 neighboring churches and ministers, are printed it is all right. 
 
 The following think it permissible when balanced by rare 
 tact and taste: 
 
 Milo Atkinson: 
 
 It requires a good degree of tact and sense of the fitness of things to 
 make it eflfective in the best way. 
 
 J. Stanley Durkee: 
 
 A very judicious use and after much experience. 
 
 M. P. Fikes: 
 
 Within proper bounds, I see no reason why such publicity is not 
 legitimate. 
 
 R. S. MacArthur: 
 
 It is a matter of taste; if good taste be not violated, such notices may 
 help churches. 
 
 Johnston Myers: 
 
 No, if the purpose is to advertise the church and not the man. 
 
 Mr. T. B. Spencer, of the New York Sun, writes in regard 
 to this subject, as follows: 
 
 He should not depart from the habits and manners of good breeding 
 at any time. The great sober masses are not impressed by clowns, and 
 the bizarre and extraordinary appeal only to the infinitesimal few with 
 a tendency toward the unconventional. 
 
 The following people think that the personality of the 
 minister must be used to interest the people: 
 
 J. Whitcomb Brougher: 
 
 People are more interested in the preacher than they are in the church. 
 
 Clarence O. Kimball: 
 
 No. Personal items are always read. Nine tenths of the space of a 
 daily is given to the personal. In fact, under certain definitions, it is all 
 personal. And the papers will always print the personal. But vanity must 
 be curbed. Here, again, sense is at a premium. 
 
 M. H. Lichliter: 
 
 No. If the notices are dignified. The best advertisement of the min- 
 ister's church is the activity of the minister in educational, civic, or 
 social affairs. His frequent appearance on public occasions attracts 
 hearers on Sundays. 
 
 D. E. Weigle: 
 
 I secure personal notice wherever I can, in order that my church may 
 
7S CHURCH PUBLICITY 
 
 receive the benefit. I am holding positions on boards, etc., not because 
 I am crazy about the work, but because my church receives the benefit. 
 We sacrifice everything — why not our modesty? 
 
 Allen A. Stockdale: 
 
 Public notice is good. I frequently write "Base Ball" poetry which is 
 always printed on the sporting page. The men read that page and many 
 come to my church afterward. 
 
 Mr. W. R. Hotchkin, the advertising manager of Gimbel 
 Brothers, New York, agrees that it is legitimate for the minister 
 to seek personal publicity. He says: 
 
 Perhaps I would be more liberal than many others. There is no ques- 
 tion at all that the personal reputation of a clergyman is one of the largest 
 possible attractions in securing an audience, and this, to my mind, 
 means that it is not only advisable but it is the duty of every clergy- 
 man who has the ability to make for himself a large reputation in his 
 community. In doing this he does not have to do anything sensational, 
 but he should take a very large and progressive interest in things done 
 in his city. He should accept opportunities to make addresses that will 
 add to his reputation; he should write articles for the newspaper, if he 
 is able to do so, that will command public attention. The larger he can 
 make his own reputation the larger the good he can do for his church 
 and for the cause of religion. In doing this he need not be theatrical, 
 but he should be willing to secure legitimate publicity whenever he has 
 a strong statement to be made for the public good, or whenever he has 
 the opportunity to give a strong, forceful opinion on any subject of 
 public interest. When a man has secured a large public reputation for 
 his sound logic and the good work that he has done he commands the 
 respect of both men and women, and has a tremendously enlarged 
 opportunity to do good in his profession. 
 
 John Wanamaker has now been in business fifty years. He 
 
 finds that personally prepared advertising cuts into memory as 
 
 does nothing else. Consequently, he is still writing 
 
 of Person-^ letters which appear in the page advertisements of 
 
 ality ' his store. 
 
 The great string of "Claflin Department Stores," 
 scattered over the United States, retains the local name. The 
 men after whom the business was named are also employed so 
 that local people may still feel the personality of the institu- 
 tion. If it should be called some general name, that personal 
 color would be gone. It sounds much better to say "James 
 McCreery & Co.," and we feel as though we were dealing with 
 individuals. If it should be known only as "The Claflin Cor- 
 poration," the whole tone and the long history of that store 
 would be lost. 
 
 The advertisements which catch our eye are those which 
 
THE MINISTER WHO ADVERTISES 73 
 
 promise that the manager or the proprietor will respond. 
 Elbert Hubbard has succeeded amazingly because he sends out 
 circular letters declaring that he himself will see that a special 
 book is sent if we buy it. The personal tone has made him 
 strong and put thousands of dollars into his pocket. 
 
 Paul said, "Follow me as I follow Christ.'* Jesus gathered 
 round him a few men who would have given their last drop of 
 blood to protect him and imparted training and truths by 
 personal touch. The personality of David was alone able to 
 hold the nomadic tribes of Israel together. The minister has 
 a perfect right to develop his personality to the full limit if he 
 will always keep that personality subject so the orders of his 
 liOrd, in whose service he is. The church over which he pre- 
 sides must give the gospel. Simple lectures are not sufficient. 
 Mere amusement for a Sunday evening is beneath the title 
 which his building wears, much less the one he himself is sup- 
 posed to adorn. 
 
 Concern- The first question in the list sent to ministers 
 ingAdver- was: May the chuTch use any legitimate ad- 
 tising vertising methods which the business man 
 Methods employs? 
 
 Seventy-eight replied and seventy-five answered affirma- 
 tively, some, of course, with qualifications, and only three 
 gave a negative. 
 
 George Hamilton Combs, answered : 
 
 Frankly, no. 
 
 Allen A. Stockdale, does very effective publicity work, but 
 replied : 
 
 No. Some advertising hurts business in the end — some advertising 
 secures temporary curiosity but does not result in permanent interest. 
 
 Worth M. Tippy also counsels conservatism: 
 No, the church must be restrained in its advertising or it will lose 
 respect and confidence. 
 
 The Rev. George Hamilton Combs, D.D., as noted else- 
 where, is asking his church for a publicity fund of $5,000 a 
 year. The other two favor conservative methods. It would be 
 fair, therefore, to conclude that the whole seventy-eight favor 
 it. We may profitably notice some replies. These make no 
 reservations : 
 
 C. H. Rust: 
 
 Not only may, but must if she is to meet the conditions of our times. 
 
74 CHURCH PUBLICITY 
 
 Andrew Gillies: 
 
 It may and should. 
 
 M. P. Fikes: 
 
 Yes, I see no reason why the church should not acquaint the com- 
 munity with the name and nature of the goods she has to deliver. 
 
 Mr. Harold Spencer (layman) : 
 
 I believe that the church may use any kind of legitimate advertising^ 
 
 The following are just as certain and employ further with 
 full confidence the analogy of the business institution: 
 
 D. E. Weigle: 
 
 Certainly. We must be about our Father's business. The church is 
 a great corporation, and her vestrymen are directors organized for the 
 transaction of the most vital business because of its bearing upon our 
 eternal destiny. 
 
 William A. RoUe: 
 
 Yes, the church is in the business of saving souls and making men and 
 women, and there is no other institution in the same business in any 
 community. 
 
 John L. Cairns: 
 
 The business man, convinced of the purity and value of his product, 
 has the right to use every legitimate method of bringing it into use and 
 prevent the use of inferior articles; if this be true of material things, how 
 much do we need the same in spiritual things! 
 
 Clarence S. Long: 
 
 Yes. The King's business is just as deserving of legitimate adver- 
 tising as any other. 
 
 Henry Edward Rompel: 
 
 I see no reason why not. We have infinitely more than they have to 
 offer, and am sure it will appeal to the people if presented properly, 
 
 F. R. Leach: 
 
 Yea, it is in the world's biggest business, and it should be pushed. 
 
 Some advise caution and conservatism to a greater or less 
 degree, as the following : 
 
 L. M. Zimmerman: 
 Yes, within proper bounds. 
 
 Charles M. Sheldon: 
 
 Yes. I am not altogether positive yet as to kind or extent. 
 
 C. J. Stacy: 
 
 Yes, provided they are used in a "churchlike" way. 
 
 R. B. Guild: 
 
 Yes, provided it is adapted to the business of the church as the high- 
 class advertiser in the commercial world does. 
 
THE MINISTER WHO ADVERTISES 75 
 
 A. W. Leonard: 
 
 Yes, with emphasis on the word "legitimate" and from the standpoint 
 of the church. 
 
 M. H. Lichliter: 
 
 Certainly, within the limits of dignity. 
 
 There is a question, however, whether we ought to be de- 
 tained by a mere local atmosphere as the Rev. E. Howard 
 Brown suggests: 
 
 Yes, if local sentiment will bear it. 
 
 We may and ought to educate such folk out of a false 
 conservatism. 
 
 If business institutions are able by advertising to compel 
 the purchase of useful commodities, sometimes first creating 
 a demand for them, surely the church which brings about 
 "godliness," "profitable to all things," has a right to use it. 
 The minister has a right to use any legitimate plan, place, 
 or person that enables him to reach the goal. Mr. Gardiner 
 as an expert speaks this cheering word: 
 
 Ministers have been timid about undertaking a task in the performance 
 of which they might appear awkward. Advertising of this sort does 
 require special ability, carefully trained. But the writing of sermons 
 does also. 
 
 Advertising a church is not an easy matter by any means. But min- 
 isters are essentially men of learning, thinkers, and skilled in the use of 
 words. They should be particularly apt in cultivating an advertising 
 style which would be interesting and reflect credit upon the church. 
 
 Human interest in advertising copy is just as indefinite and elusive 
 as it is in a sermon; but the minister who can preach a sermon worth 
 while — one which has the compelling quality of human interest — can 
 write an advertisement worth while if he puts his mind to it. 
 
 Real human interest copy is always set in very plain style, of necessity, 
 for the mind of the reader must be kept unconscious of the fact that any 
 attempt is being made to compel him to read. The kind of type the eye 
 is most accustomed to is the thing to use. 
 
 Mr. O. J. Gude, a hard-headed business man, writes a per- 
 sonal note as follows: 
 
 But the church, like a commercial institution, cannot profit by pub- 
 licity unless it can supply to the people something that the people 
 want — unless it gives a something back to the people for the time the 
 people give the church. It must study the spiritual need of the average 
 individual just as the wise commercialists study the material needs of 
 the average of mankind, and then it must find a way to fill that need so 
 that the people will come again and again, and these repeat visits will prove, 
 not only the success of the publicity method, but the fundamental correct- 
 ness of the general policy of the particular church that holds this increased 
 attention. 
 
76 CHURCH PUBLICITY 
 
 Mr. Herbert N. Casson enforces the wisdom of getting 
 advice from the "outsider" by a strong incident. A baby 
 gocart manufacturer who claimed proudly that he 
 2^*side 2^aj p^|. out $30,000 the preceding year ridiculed 
 the efficiency adviser to a stranger. The stranger 
 happened to be such a specialist, but listened for thirty minutes 
 and then said, " I will either tell you something profitable 
 or pay for the dinners." He proceeded: "You have never 
 stopped to think that all your gocarts are bought by women 
 and not by men. Yet you have never asked a woman, not 
 even your wife, how it ought to be made. You have doubt- 
 less put no pocket in it nor a place for a milk bottle or a 
 napkin, and there is nothing in front for the baby to look at. 
 
 "Very likely your head salesman, and even your advertising 
 writer, are unmarried, baby less men. And yet you wonder 
 why your customers cause you so much trouble." The man- 
 ufacturer was dumfounded and concluded: "If that is what 
 you fellows call the outside point of view, it has got fortune- 
 telling beaten to a frazzle." 
 
 If only the minister could be helped out of a narrow view 
 by some such specialist! He can frankly consult "outsiders" 
 and friendly business men and expert publicists. They are 
 all of them ready to help — and their viewpoint and sugges- 
 tions will be pricelessly helpful. 
 
CHAPTER IV 
 
 Marks of a Good Publicist 
 
 Theodore Roosevelt has often been charged with employ- 
 ing press agents. He never needed to do so. He is intensely 
 human and keeps in tune with the multitude. He possesses a 
 tremendous personality and employs all his gifts for public 
 service. In general, any publicist must be so human that he 
 knows men, and then can clothe his message in their language — 
 simple, direct, and appetizing. 
 
 But let us call in our witnesses. One of the questions 
 propounded ministers was: What qualifications are essen- 
 tial to make a successful advertiser for the 
 tionsofan ^^"^^^ ^^^ religion? Many missed the point, 
 Advertiser ^^^ most of them exhibit an insight worthy of con- 
 sideration. From advertising samples sent it would 
 appear that many of them have knowledge without zeal. It is 
 much easier to define than to do. Many, as will be seen in 
 later illustrations, could stand the test of the definitions. But 
 here are the replies: 
 
 G. H. Combs: 
 
 "Hustle" — for ever and ever. Controlled by sanity and an instinctive 
 sense of what is fit. 
 
 Worth M. Tippy: 
 
 The qualities that make an ad writer plus experience in religious work. 
 
 D. E. Weigle: 
 
 We must associate more with the scoffers so that we can get their 
 point of view, for they are the lost sheep, not your vestry. 
 
 M. P. Fikes: 
 
 A clear, definite, sympathetic appreciation of people and their prob- 
 lems, and well-defined conviction that the church is able to meet those 
 needs. 
 
 Louis F. Bausman, Fairton, N. J. (a smaller town) : 
 
 Fearless of criticism. Alert in catching on to any device or method 
 
 (legitimate of course) used in business world or professional life — know 
 how to put things in a striking, catchy way. 
 
 77 
 
78 CHURCH PUBLICITY 
 
 W. E. Biederwolf (very successful evangelist): 
 A real acquaintance with the principles of advertising. A readiness 
 to use anybody else's plan or scheme of advertising if it is good. A care- 
 ful study of all known methods. 
 
 R. S. MacArthur: 
 
 The advertiser should be up to date with the most approved methods 
 of advertising in the business world, adapting these methods to the re- 
 quirements of church life. 
 
 John E. Miles, Waverly, N. Y. (a smaller town) : 
 
 Same as in the business world — artistic, clean, striking, attractive. 
 
 Leopold A. Nies: 
 
 Let a man put himself in the place of the man he wishes to reach. 
 Then obtain and advertise those things in such a way as to arrest the 
 man's attention. Take your public into your confidence. 
 
 M. H. Lichliter: 
 
 Accurate knowledge of present tendencies. Ability to phrase themes 
 in a striking manner to attract attention. A good "mixer" — a man 
 who speaks the language of his own day. 
 
 M. B. McNutt, Naperville, 111. (a smaller town) : 
 
 Foresight, tact, enthusiasm, good cheer, common sense, perseverance. 
 
 Charles A. Eaton: 
 
 Genuine character and good sense and taste. 
 
 George A. Duvall: 
 
 A soul on fire with zeal for the advancement of the kingdom of Christ 
 combined with fine business tact. 
 
 Here follows the basis, but hardly the qualifications, for 
 insuring a connecting-up publicity: 
 M. A. Matthews: 
 
 An unimpeachable life, a Holy Ghost-filled preacher, and a church in 
 which every member has a burning passion for souls, 
 
 Thomas S. Brock: 
 
 A good, live business man is doing that kind of work for himself with 
 suggestions from a preacher who studies such methods to get his church 
 before the community. 
 
 J. Whitcomb Brougher: 
 
 The church advertiser needs the same qualifications that the good 
 business advertiser has. 
 
 F. H. Brunstetter: 
 
 Same as in business, to which add a loyal devotional spirit. 
 
 E. H. Byington: 
 
 An avoidance of phrases which, however correct, have in them nothing 
 attractive. 
 
MARKS OF A GOOD PUBLICIST 79 
 
 This reply has a little reserve in it; Jesus was not afraid of 
 ill-founded conservatism : 
 
 E. H. Brown: 
 
 One must go after men and use everything possible but not go so far 
 as to bring condemnation from conservatism. 
 
 Orien W. Fifer: 
 
 Instinctive sense concerning a "catchy" phrase. Inherent honesty. 
 Quickness of perception about an idea or an opportunity. 
 
 John L. Cairns, Littleton, N. H. (a smaller town in con- 
 servative New England) : 
 
 A consecrated business ability with determination to succeed. 
 
 S. H. Cox: 
 
 Deeply spiritual religion, uninterrupted common sense, tact, taste, etc. 
 
 W.H.Christ: 
 
 One who is acquainted with the business man's way, who knows the 
 spirit, aim, and character of the church and its members. 
 
 George Rowland Dodson: 
 
 Something worth advertising in the first place, then good sense and 
 good taste. 
 
 J. Stanley Durkee: 
 
 Absolute honesty, something to give, and never advertising a thing 
 unless literally true. 
 
 R. B. Guild: 
 
 Must know what the church's most important work should be or is. 
 Must understand the attitude of those he is to reach. 
 
 F. K. Gamble: 
 
 Reverence and invention. 
 
 Andrew Gillies: 
 
 Originality, simplicity, initiative, honesty. 
 
 F. W. Hart, Chardon, O.: 
 
 Ordinary sense — some observation of the art of advertising — and practice. 
 
 E. W. Hart, Philadelphia, Pa.: 
 
 Ability to evolve catchy phrasings, and adapt up-to-date business 
 advertising schemes to church work. 
 
 C. S. Long: 
 
 1. Have something to advertise and be in earnest about letting other 
 people know. 
 
 2. Know your people, their leading interests and tastes. 
 
 3. Fit your appeal to catch their attention. 
 
 4. Never fail to "make good" if you do succeed in getting them. 
 
 Daniel L. Marsh: 
 
 Aggressiveness, originality, aptness at phraseology, a passion for the 
 work of saving men. 
 
80 CHURCH PUBLICITY 
 
 A. C. Hacke, Dickinson, N. D. (smaller Western town) : 
 Sympathy with the church and the people. Be sure the church makes 
 good according to every ad. A judgment such as can maintain the 
 dignity of the church without making its advertisements prosy. A keen 
 sense of humor. 
 
 J. W. Lee: 
 
 Must have suggestive mind and be a keen observer of methods. 
 
 S. A. Northrup: 
 
 A sensitive, resourceful make-up; a study of business ads in news- 
 papers and magazines. 
 
 C. H. Woolston: 
 
 Brevity, brightness; study the signs of great business houses. 
 
 William A. Rolle: 
 
 A keen eye, clear head, and sensible mind to know just how far to go 
 and when to stop, and with all know how to say much in a few words. 
 
 C. H. Rust: 
 
 Ability to phrase attractively. 
 
 M. L. Sanders: 
 
 Much the same as writing headlines for a newspaper. 
 
 Allen A. Stockdale: 
 
 Soul food, mind food, and fellowship where the people can get it. 
 
 H. L. Towle (layman): 
 
 A knowledge of the methods which advertising and publicity experts 
 have found to be essential, coupled with a real message and absolute 
 sincerity in following it. Most advertising men are only half way 
 sincere, anyway, in work of this sort, and church men do not know how 
 to advertise, or have nothing to say worth the attention of the public. 
 
 Edward Crusselle (layman) : 
 
 First, he must believe in his own message. 
 
 Second, when he gets people to come they must not be disappointed. 
 
 Third, he must be alert and discriminative as to his medium of publicity. 
 
 Harold Spencer (layman): 
 
 It seems to me that anyone may qualify to be more or less successful if 
 they will see how successful business firms advertise and adapt the 
 methods to their own use. Of course a "nose for news" is of great value 
 and aids in thinking of ads that have not been used before. 
 
 No man can have all these traits. The best of 
 
 Three them never exist in one man. He will grow into 
 
 Essentials them by practice. Three alliterative words contain 
 
 the main essentials. He must be sincere, spiritual, 
 
 and speak the common language. 
 
 First. If he is sincere, criticism will not cut deeply. Be- 
 ing sure that he is right, he will hold steady. He cannot *'take 
 things easily" or be lazy. He must hustle to the limit of his 
 
MARKS OF A GOOD PUBLICIST 81 
 
 ability and opportunity. Eyes and ears will be open for new 
 methods. Defeat will be unrecognized. Determination will 
 put iron into his expressions. Directness will mark his sen- 
 tences. People will know what he is about. No workable 
 plan will escape him. Forceful optimism will exude from his 
 declarations and his personality. He will stand for sturdy 
 manliness and a natural religious life. 
 
 Second. Spirituality will keep him honest. He will be 
 thoughtful in the sentences he puts out and the promises he 
 makes. Deep conviction will breathe from his words. He 
 believes intensely that the world needs religion and cannot do 
 without it. He has been thrilled by a personal religious 
 experience. He knows that God speaks to men. He is certain 
 that the church has a message for to-day. He is confident that 
 men will enjoy religion if they really hear it and experience it. 
 He has had experience in religious work. The worst mistreat- 
 ment by a daily paper the writer ever experienced was that 
 carried out by a green reporter hired by a Y. M. C. A. in 
 a great city to be its press agent. He had worldly skill but 
 no knowledge of the work from a real experimental stand- 
 point. The minister's spirituality will give him taste so that 
 he will not be vulgar or undignified in the best sense of the 
 term, and it will save him from being sleepily prosy. 
 
 Third. Speaking the common language will bring him an 
 audience. His vocabulary will be this-worldish, not other- 
 worldish. He will study his locality. He will know the people 
 he is to reach. He will find the phrases they employ. He 
 will pick up the illustrations with which they are familiar. 
 He will not be afraid to take up anybody else's plans. He will 
 practice brightness and brevity. He will get hold of human 
 interest stories. Like his Master, the common people will hear 
 him gladly because he knows them and speaks to them in their 
 tongue. He will put himself in their place and wonder what 
 he would think if he read the advertisements prepared. 
 
 The second question propounded ministers also fits under 
 this head. It was: Why is SO much church advertising 
 fruitless and hence wasted? Some of the replies would dis- 
 courage efforts. Dr. Brougher puts it too strongly. He says: 
 
 Fruitless They don't advertise, they simply announce. There is 
 
 Advertis- not one preacher in ten thousand who really knows how to 
 ing advertise, and there is not one church in a hundred that has a 
 
 good advertising man or woman in it. 
 
82 CHURCH PUBLICITY 
 
 Possibly his ten thousand is a figure of speech. At any rate, 
 it suggests a fact: a vast amount of church advertising is 
 wasted because it is cheap, prosy, pointless, unimpressive in 
 language, form, and circulation. A few, like Dr. R. S. Mac- 
 Arthur, differ with the writer. He says: 
 
 I doubt the statement that much of the church advertising is useless. 
 Doubtless there is waste in every department of life's activity, but not 
 more in church life than elsewhere. 
 
 Dr. G. R. Dodson seems to take the position that it fails 
 because church advertising itself is unwise and harmful. He 
 says: 
 
 It offends the people who really care for what a church stands for. 
 It attracts only the sensation-seekers, who always go to the greatest 
 show. A mere audience is not worth much. 
 
 W. W. Manning, of the McClure Publications, Inc., says: 
 
 Men and women are selfish. Some admit it, most of them do not. What- 
 ever form your appeal takes, your arguments should always be on the benefits 
 to the individual who makes the effort. What can they get from the cost 
 of their effort that they are not now enjoying? A personal call wins one 
 kind of a person; a short, earnest letter wins another; newspaper adver- 
 tising catches the stranger who is lonesome, and who appreciates the 
 welcome you have for him; a brochure mailed to a selected list, showing 
 the minister, the church, the subjects discussed in an attractive way, is 
 another appeal for help, and preferment as regards position in the church, 
 either spoken or written, appeals to another class. The principal thing, 
 I believe, is a consistent, varied message to a selected list as far as you 
 can frame it. 
 
 Harold Spencer, the layman, tells a sad truth: 
 
 I think that the waste in church advertising is due to the fact that 
 many times it is shoved on to the pastor to perform, who cannot take the 
 time that the work demands. Then, too, the person, if a layman, may 
 not be fitted for the work. 
 
 Some day church officials will give pastors secretarial help, 
 so that they can give attention to such a vital matter as 
 church advertising. What H. W. Stone, the remarkable 
 Y. M. C. A. secretary at Portland, Ore., in his book, Asso- 
 ciation Advertising, says about secretaries who are too busy 
 to advertise applies to pastors: "Most secretaries find time to 
 do whatever they are most interested in." 
 
 D. E. Weigle says: 
 
 Not persistently followed up. The business cannot go on a small 
 scale. Ten dollars will be lost, but a hundred will bring the result. 
 Keep at it. I did for a year tiU things began to break my way. 
 
MARKS OF A GOOD PUBLICIST 83 
 
 Dr. S. H. Cox insists that it is not the pastor's work. He says : 
 
 It is commonplace, conventional, pointless, not concise, and often not 
 really true. Also, too much of it is left to ministers which is not the 
 minister's job. 
 
 One group fixes the blame on the wording, form of expression, 
 and absence of interest color. Here they are: 
 
 Charles A. Eaton: 
 
 Because stereotyped and formal. 
 
 G. H. Combs: 
 
 In more than one sense it is "cheap," it is commonplace, it is unin- 
 telligent. 
 
 O. W. Fifer: 
 
 It is dry. Topics are not unique, but are more or less trite. Few 
 pastors can condense. They make advertisements too long. 
 
 Andrew Gillies: 
 
 It is conventional and does not contain interest. 
 
 Mr, Edward Crusselle (layman) : 
 
 It is not addressed to the people that need it, in the first place, and 
 it is "namby-pamby" and too tame. Church advertising should be along 
 the line of "We have something you want. Come here and get it!" 
 
 E. H. Byington: 
 
 When I have a subject which cannot be put in a form to make people 
 want to come, I preach it, but do not advertise it. That would be wasting 
 effort and money. 
 
 Thomas S. Brock: 
 
 Because it follows usual paths and does not get out of the rut. 
 Some people never read the usual notices in the papers simply because 
 they are "usual." 
 
 J. Stanley Durkee: 
 
 It lacks point and uses religious bombast. 
 
 M. P. Fikes: 
 
 Does not frequently advertise what hungry hearts need. Too much 
 sameness, not enough variety. Poor composition and worse presswork. 
 Bears the imprint of cheapness. 
 
 M. O. McLaughlin: 
 Too bunglesome and wordy. 
 
 E. W. Hart: 
 
 Not "catchy" enough. Old things are advertised in a stereotyped 
 way. As a result, they are not read. 
 
 Henry Edward Rompel: 
 
 No definite aim; done with a careless, thoughtless fling. No brains 
 in it — no plan; done because others do it. 
 
84 CHURCH PUBLICITY 
 
 C. S. Long: 
 
 Because some of it is burdened with preaching. 
 
 The next cluster of replies seem to find the chief fault in 
 the type and outline forms: 
 
 Charles C. Garland: 
 
 Sometimes overcrowded; too small type, cheap paper and work; no 
 catchy phrases. 
 
 N. W. Stroup: 
 
 Very much of the advertising is cheaply printed and slovenly put 
 together. 
 
 Leopold A. Nies: 
 
 It's dead. It's like saying a grand thing in a monotone. Advertising 
 should interpret thought by means of display type. 
 
 William A. RoUe: 
 
 Because of the poor way in which it is gotten up. 
 
 J. L. Gardiner: 
 
 Our church pays a heavier rate than any other in the city in one of our 
 local papers to advertise our Sunday service, because our church heads the 
 list and our ad is in heavy type. 
 
 Even these objections might be overcome and still best 
 results be unachieved if the distribution is poor; hence the 
 following replies are pertinent: 
 
 W. E. Biederwolf: 
 
 Not attractive. Not wisely distributed. Sometimes the thing delivered 
 is not worth the advertising. 
 
 Worth M. Tippy: 
 
 Badly written and not intelligently directed. 
 
 J. M. Gage: 
 
 It may miss for not being put out at the right time, the strategic moment; 
 and, again, because it is not put out in the best way for that particular 
 thing it is to advertise, that is, perhaps a poster when a neat card addressed 
 to individuals would be wiser, etc. 
 
 Then the work must be followed up in a personal and pur- 
 poseful way, so these warnings are valuable: 
 
 E. Howard Brown: 
 
 1. So poorly worded or written. 2. Failure to place it where needed. 
 3. Failure to follow up and expect results. 
 
 A. Hamilton Nesbitt: 
 
 It is fruitless because it is not followed up by personal work afterward. 
 
 But all publicity work is worthless unless the people receive 
 satisfying supplies when they come. The church must keep 
 
MARKS OF A GOOD PUBLICIST 85 
 
 the Master's feast spread. It is so often true that the 
 "husthng" preacher utterly neglects his study. One well- 
 known church builder, who could paint and paper parsonages 
 and who had a remarkably bright brain, did not have enough 
 books to fill a bushel basket. Mr. Harold Spencer, a splendid 
 publicist, a layman in the First Baptist Church, Hartford, 
 well says: 
 
 A church may paste three sheets on every billboard in town, and pay 
 for headlines in the dailies, and on the first night there will be a good 
 audience, but unless those who come are attracted at once, it means that 
 on the following Sunday your new clientele has evaporated. Of course 
 you know that there are two things that will make or break a service. 
 Paradoxically, it is the music first, and then the speaker. It will almost 
 invariably be the music that attracts, and often the speaker that after- 
 wards secures a more substantial hold on the listener. 
 
 The strong statements in these further replies to the ques- 
 tion must carry great weight : 
 
 Allen A. Stockdale: 
 
 Because the sheep will not return to an empty trough. 
 
 M. A. Matthews: 
 
 Because they have nothing to advertise. 
 
 Daniel L. Marsh: 
 
 Too often the goods are not delivered. Even a church cannot fool the 
 public all the time. 
 
 Thomas J. J. Wright: 
 
 The merchants must have the goods, ditto the church. 
 
 Fred K. Gamble: 
 
 Talks big and fails to deliver the goods. The service ought to more 
 than back up the claims. 
 
 John L.- Cairns: 
 
 Lack of pertinency; stereotyped methods; lack of cooperation between 
 pastor and people; a bright board outside the church cannot make up 
 for a lifeless and uncordial congregation. 
 
 J. F. Shaw: 
 
 Because the sermon and the service falls far below the high-sounding 
 tones of the billboard. It is like the steamboat Sam Jones used to tell 
 about whose whistle was so big that every time the whistle blew the engine 
 stopped. 
 
 W. W. Bustard: 
 
 Because there is nothing unusual about it to attract attention, and in 
 the service nothing different than in other churches. 
 
86 CHURCH PUBLICITY 
 
 Advertising must have some positive traits. It must draw 
 people to a worthful service. The sermon dare not be dry. 
 It can be rich with facts and humanly toned illus- 
 Ad^^^H^^ trations. Newspapers and daily experiences will 
 in/ ~ §^^^ incidents that will open eyes and hearts for 
 the planting of good seed. The sermon must, of 
 course, have thought in it. There must be life in its delivery 
 and heart power enough to make it thrilling. Nothing but 
 the best preparation will suflBice. Hugh Price Hughes rather 
 than preach weakly, frequently employed the same sermon, 
 which was interesting and full of thought power. Spurgeon 
 used many of his illustrations again and again. 
 
 The advertised attraction ought to be unusual and worth 
 while. Grace Church had Mr. Hinshaw, of the Metropolitan 
 Opera Company, one Sunday night, and the next Sunday 
 night Hans Kronold, one of the greatest 'cellists in the coun- 
 try, and they contributed their services after they learned the 
 purpose of the "Happy Sunday Evening." 
 
 First. Show the things you will actually give. Harry W. 
 Stone, in his advertising book, tells of a Y. M. C. A. secretary 
 with a small reading room who secured two billboards in a 
 small town, and pasted on them the front page of every daily 
 paper and every magazine in his reading room. That looked 
 large. It immediately doubled the attendance. 
 
 Cheap, scrawny, or undignified cuts and illustrations should 
 be avoided. Overly pious and monotonous language and unat- 
 tractive type are equally bad. Better put out two or three 
 high-quality pieces of printing than many cheap ones. That 
 does not mean expensive. It does mean that while they may 
 be put out on cheap paper, they yet have the worth of thought 
 as shown in wording and arrangement. 
 
 Second. Secure good circulation of the printed matter. It 
 does not pay to send out an indifferent careless boy to throw 
 bills around miscellaneously. If the Brotherhood or if the 
 Young People's Society can be shown that this work ought to 
 be done for the glory of God, they could add tremendously to 
 the advertising value if they would distribute the material. 
 
 In Kansas City the members of the Y. M. C. A. made a 
 plan for the whole town to be called on in one day by the 
 membership. The whole membership should be inspired to 
 cooperate. The person back of the printed sheet makes it 
 potent. 
 
MARKS OF A GOOD PUBLICIST 87 
 
 Third. Follow up the cases persistently. One must carry 
 on a campaign of advertising. It is not sufficient to do it 
 spasmodically. The church must be cordial when folks come. 
 This friendliness should express itself by future and further at- 
 tention. Take names at the door for personal contact later. 
 Canvass the audience for addresses; otherwise, the publicity 
 will have small effect and will fall flat. 
 
 In short, provide the best possible services, make their 
 merits known at all hazards, and close the transaction only 
 when adherents are secured and are permanently cooperating. 
 
CHAPTER V 
 
 Learning How to Advertise 
 
 One or two city Y. M. C. A.'s have opened "Ad" classes 
 for church workers. E. H. Packard, a layman of Boston, has 
 devoted his unusual talents, time, and money to the 
 rb^ , cause. A few ministers have developed the trait 
 Publicists ^^ ^ marked degree, but they can be counted on 
 the fingers of two hands. Laymen have done pub- 
 licity work for mass social service movements, but no great 
 specialist in church publicity has yet appeared. W. C. Free- 
 man proposes that some wealthy man, instead of endowing a 
 peace fund or building a college, start a big foundation whose 
 income shall be used for church publicity. No more prom- 
 ising door now stands open. Such a foundation would not 
 only awaken the country but it could also train ministers every- 
 where by correspondence courses and by sending a corps of 
 specialists for ten-day institutes in various communities. The 
 small field of specialists may make the brave promise of this 
 chapter very disappointing. 
 
 A question sent to ministers was: What form 
 p^w^ ^t ^^ study or observation have you found help- 
 Work*^^ ^ ^^1 ^^ increasing your ability to do effective 
 publicity work? 
 
 The Associated Advertising Clubs of America is dominated 
 by high class men, most of them actively engaged in church 
 work. At every annual convention they now fill the pulpits 
 on Sunday and talk on honesty in advertising. The president 
 for an important period was Mr. George W. Coleman, an 
 active and consecrated Christian layman of Boston. The 
 members of an ad club usually have lofty ideals, and hence 
 are sympathetic with the efforts of the church to do public- 
 ity work. It is therefore natural and commendable for min- 
 isters to affiliate themselves with these organizations. In view 
 
 88 
 
LEARNING HOW TO ADVERTISE 89 
 
 of the foregoing, the answer of Dr. L. A. Nies is suggestive. 
 He says : 
 
 Attend the ad men's annual convention. I learned more there in 
 four days than I ever read elsewhere. 
 
 Dr. J. W. Brougher agrees with him as follows: 
 
 I belong to the Advertising Men's League. I listen to them discuss 
 
 the best methods of advertising, hear lectures on advertising. I read Ads 
 
 and Sales, by Casson — this book is great. 
 
 Dr. M. H. Lichliter evidently has the same good judgment. 
 He says: 
 
 Careful review of press articles, reading of advertising journals. Con- 
 versation with successful ad men. I am an honorary member of the 
 Advertising Men's League. 
 
 Mr. Burt E. Lyon, a professional advertiser, is a graduate of 
 the best schools that may aid in training. Here they are: 
 Page-Davis Chicago Ad Course, Chicago College of Advertising, 
 George Powell School of Advertising, Scranton International 
 Correspondence Schools, Sheldon's Business Building Course, 
 School in Chicago. 
 
 Other pastors show wisdom in consulting specialists for 
 detailed campaigns. As for example, the following: 
 
 Worth M. Tippy: 
 
 I watch advertising and have the help of specialists who are in my 
 congregation. 
 
 Herbert J. White: 
 
 The Y. M. C. A. religious leaders are wide-awake fellows in advertis- 
 ing; and young newspaper men are helpful if you can get on the right 
 side of them. 
 
 Thomas S. Brock: 
 
 I have been helped most by Y. M. C. A. and the big evangelistic cam- 
 paigns. 
 
 Andrew Gillies: 
 
 Eight years of business experience. 
 
 S. H. Cox: 
 
 Watching the methods of successful clean merchants, honest publishing 
 houses, and church leaders who really win men to Christ. Also constant 
 reading of strong books and homiletic magazines that offer religious 
 delicatessen. 
 
 Business men's methods win or they would not be employed. 
 Hence these answers are worthy of note: 
 
 R. S. MacArthur: 
 
 Observing the methods of the best business men, especially those who 
 
90 CHURCH PUBLICITY 
 
 employ experts in writing and issuing advertisements. Many of them 
 put much ingenuity into their advertisements. 
 
 A. R. Holderby: 
 
 A study of the legitimate methods of the business world. The most 
 slipshod institution in the world is the average church. Hence the poverty 
 and poor success of our churches. 
 
 If an advertisement affects us, it is likely to affect some one 
 else. Words, phrases, or forms that make us look the second 
 time are the kind that we should employ if we can get hold of 
 them. A large group of men find their training in watching 
 other signs, wherever they can find them, and in gathering 
 samples from every source. Notice these replies: 
 
 O. W. Fifer: 
 
 I watch the better class of billboards, try to look at the printers' 
 magazines, and note the card advertising of great firms. The firms which 
 change style of advertising frequently repay close observation. 
 
 John E. Miles: 
 
 Study ads, newspaper headlines, book titles, headings of chapters, 
 unusual and striking combination of words. 
 
 A. B. Taylor: 
 
 The art of printing, especially with a view to attractiveness and origin- 
 ality. 
 
 F. H. Brunstetter: 
 
 Always secure samples when visiting another church. Save all I can 
 get; keep them in a box for suggestions. 
 
 J. W. Lee, D.D.: 
 
 Keeping in touch with up-to-date printers. Always reading advertise- 
 ments of all kinds; jotting down a phrase, catchword, and grinding it 
 up in my own mill. Keeping touch with men who are doing things for 
 the kingdom. 
 
 C. S. Long: 
 
 Read successful business ads in newspapers and magazines. The same 
 things that made a success there are what we need in church advertising 
 to-day. What holds your eye will hold others. A little sketch in the 
 body of a piece of church advertising will save it from the fire or waste 
 basket. 
 
 E. W. Hart (Philadelphia) : 
 
 I had previously twelve years' newspaper and advertising experience. 
 I would advise the study of city church ads, and writing to metropolitan 
 brother pastors for bunches of their "job-work" ad matter. 
 
 Another group of men subscribe for daily and trade papers, 
 peruse magazines, and read every available book. Here's 
 what they say: 
 
LEARNING HOW TO ADVERTISE 91 
 
 C. H. Woolston: 
 
 Taking advertising journals and looking at the signs in store windows 
 and daily papers. 
 
 Daniel L. Marsh: 
 
 Scott's Psychology of Advertising. Various firms' forms of advertis- 
 ing, for example, the Ward Bread Company. 
 
 J. M. Gage: 
 
 In my own case I was once a publisher of a country weekly and made 
 a specialty of the ad feature; got some experience there. I now read 
 System and notice all good ad methods and note them for future use or 
 reference. 
 
 J. F. Shaw: 
 
 I read all the newspapers I can aflFord to take. I take at least five, 
 from the four corners of the world, to catch the trend of thought. 
 
 W. W. Bustard: 
 Study of newspapers. 
 
 J. Stanley Durkee: 
 
 By carefully studying the advertising methods of the great shoe con- 
 cerns in our city, taking the "publicity magazine" System, and such like 
 methods and magazines. 
 
 W. E. Biederwolf : 
 
 I have read several good books on the subjects — your own writings on 
 the subject, and Charles Stelzle's Principles of Successful Church Adver- 
 tising. The study and observation of commercial signs in street cars and 
 elsewhere. 
 
 But, after all, an advertisement is not effective unless it 
 Must ^^^ ^^^ particular people we are after. The following 
 
 Apply group, therefore, set themselves to adapting the 
 
 Locally copy to the people whom they want to reach. 
 
 A. Hamilton Nesbitt (located in a small town): 
 
 Study of the attitude and disposition of business men, etc., who are 
 not members of the church, getting into touch with them on other matters 
 and then gradually working up an interest in the church. 
 
 WilHam A. RoUe: 
 
 To appeal to men of certain vocations I use phrases of that vocation, 
 and often get suggestions from secular advertisements. 
 
 Henry Edward Rompel: 
 
 I have read the papers, the magazines, looked into the show windov/s, 
 watched the billboards, read the signs in the street cars, studied the 
 people. Use little words, get to the thing, say it, say it well, shut up — it 
 is done. I have been feeling my way, the church, the town, then blazed 
 — and got the crowd. 
 
92 CHURCH PUBLICITY 
 
 M. L. Sanders: 
 
 Find out what the people need and adapt the methods of the up-to-date 
 advertiser in the business world to cause the people to see it your way. 
 I select topics (religious) suggested by'current events, such as, for example, 
 a great wreck at sea, which suggests the wreck of a soul. 
 
 Mr. Edward Crusselle (layman) : 
 
 Simply studying the public mind; studying the wants of the public and 
 endeavoring to supply them in our church. 
 
 The Rev. J. L. Gardiner, D.D., well calls attention to the fact 
 that the wording of the pulpit theme is very important. He says : 
 
 I have always found that it pays to study the wording of a pulpit theme. 
 Put it in the most attractive form. Put it in a form that will incite in- 
 terest. 
 
 Dr. Banks was accustomed to spend much time in shaping 
 and reshaping the wording of his sermon theme. The right 
 putting will itself draw people. 
 
 Finally, we can tell whether we are on the right track only 
 by testing the effect of our advertising on people. Various 
 , "schemes" are employed by commercial institutions 
 
 Uie Effect ^^ discover whether they are really getting results 
 by particular advertising. They will, for example, 
 put the address with the added note, Room 10, so as to see 
 how many see a particular piece of "copy." Three of the re- 
 plies put emphasis upon the particular form put out. 
 
 N. W. Stroup: 
 
 We studied the effect of using special music which had been well ad- 
 vertised, special soloist, or the effect on attendance of paid advertising 
 in the papers. 
 
 E. H. Byington: 
 
 Watching the effect of my own advertisements. 
 
 FredK. Gamble: 
 
 I study the place that gets the crowd. 
 
 Here are some valuable words from advertising experts: 
 Mr. Gardiner, of Fenton & Gardiner, in answering a question 
 says: 
 
 A national church organization might well maintain a national adver- 
 tising bureau, from which help could be readily furnished to ministers all 
 ETTiprt over the country. One series of advertisements would fit 
 
 Advirft ^^^ community — an entirely different series would be re- 
 
 quired for another community. But all the communities 
 of the country would be embraced in a dozen classifications; and series of 
 advertisements to fit each classification could be prepared and furnished 
 in ready-to-print form. 
 
LEARNING HOW TO ADVERTISE 93 
 
 There were special foundries for the old church bells, the earlier pub- 
 licity method. There could be special foundries for the advertising which 
 is to take their place. 
 
 Arthur Brisbane, the noted editor, gives "four great points 
 in advertising'*: 
 
 First. Your advertisement must be seen. If it is not looked at, it is 
 lost. Make it CONSPICUOUS. 
 
 Second. Your advertisement must be read. If it is not read, it is 
 wasted. Make it SIMPLE. 
 
 Third. Your advertisement must be understood. If it is not under- 
 stood, it is again wasted. Make it PLAIN. 
 
 Fourth. PF^^r YOU WRITE MUST BE BELIEVED. The power 
 of convincing is the greatest power. He who can make others believe, 
 and who is sincere and believes himself, first of all, is the successful man 
 in every line. 
 
 He is describing that put out for the business house. But 
 it exactly and concretely defines successful church publicity. 
 
 Mr. Louis Wiley, general manager of the New York Times, 
 writes : 
 
 The church should avoid sensational forms of advertising — the kind 
 which represents noise, but no real substance. 
 
 T. B. Spencer, the advertising director of the New York Sun, 
 gives this advice: 
 
 The church should avoid anything of the spectacular. Religion, it 
 seems to me, is a sacred thing, which must be dealt with in a clean, intelli- 
 gent way. 
 
 Mr. W. R. Hotchkin discusses the subject more fully: 
 
 Unquestionably, the best method of reaching the attention of the public 
 is through the newspapers. This is the most dignified method and gives 
 the possibility of the strongest argument. Circular advertising is the next 
 best method, but I have never seen a church circular written and prepared 
 in a manner that would be influential in securing attendance at church. 
 
 Church advertising should do nothing sensational; nothing that should 
 lead any reader of the advertising to forget for a moment the seriousness of 
 religion. It should never for a moment use as an attraction anything that 
 was not above criticism. And, above all, there never should be permitted 
 the plastering on billboards and walls of texts and phrases which would 
 make religion seem to be a cold or unattractive thing. 
 
 I have seen advertising that was intended for newsboys using such texts as 
 "Have you been washed in the blood of the Lamb?" A phrase that is un- 
 questionably understood only by a theological mind, and a sentiment 
 which repels because it makes the outsider think that religion can appeal 
 only to people of entirely different character from ordinary human 
 beings. The repellent, unsympathetic, dogmatic, and theological things 
 should be confined to meetings of the church membership. It is useless 
 in trying to attract the attention of people outside of the church. And 
 
94 CHURCH PUBLICITY 
 
 you might as well lock your church doors against the public as to repel 
 them by this sort of advertising. 
 
 Mr. Herbert N. Casson, in his book, Ads and Sales, says 
 some pertinent things: 
 
 The object of the advertiser is to teach the buying public a new habit. 
 Now, a habit is formed by something that you have seen (1) Recently, 
 (^2) Vividly, (3) Often. (Page 69.) 
 
 If an advertisement is to be a success, the public must be made to 
 (1) Look, (2) Like, (3) Learn, (4) Buy. (Page 77.) 
 
 The headline should not consist of more than four words, for the reason 
 that the human eye can only see four things at once, which fact has been 
 ascertained by experiments in psychology. (Page 78.) 
 
 In the matter of colors it has been learned by psychologists that red 
 attracts most eyes. (Page 78.) 
 
 Here are a few striking headlines quoted by Mr. Casson : 
 
 What ARE you worth from the neck up? 
 
 Step out of the dinner pail class. 
 
 Let us raise your salary. (Page 79.) 
 
 While the Wright Brothers were being much discussed Gold Dust issued 
 a cut showing twins riding an aeroplane with the words "Right Brothers." 
 (Page 80.) 
 
 After a study of 8,000 advertisements from weekly and monthly adver- 
 tisements I find that the faults are traceable to two things, laziness (dashed 
 off without study, plan, or hard work), and conceit (written to please the 
 advertiser himself). (Page 91.) 
 
 Here are big figure facts that strike in: 
 
 84,000 Ingersoll watches, the capacity of the testing room by R. H. 
 IngersoU & Brothers. 
 
 List of thirteen Royal users of the Pianola. 
 
 Photo of 366-foot chimney, the highest in America, by Eastman Kodak 
 Company. 
 
 "100,000 of its stoves now in use," says Kalamazoo Stove Company. 
 
 A pair of shoes made every second by Hamilton-Brown Shoe Company. 
 
 (Page 101.) 
 
 The writer has recently tried this plan on church cards very 
 effectively; for example: "100,000 people have entered Grace 
 church doors in eight months." 
 
 Here are quoted examples of the best slogans: 
 
 "Don't Travel, Telephone." 
 
 "A Kalamazoo Direct to You." 
 
 "The Watch that made the dollar famous." (Page 103.) 
 
 One advertisement in the Saturday Evening Post which occupied 
 two pages had only thirteen words in it — Six hundred dollars a word! 
 (Page 105.) 
 
 A timely advertisement appeared when the American fleet went round 
 the world. It showed the ships passing the rock of Gibraltar and under- 
 
LEARNING HOW TO ADVERTISE 95 
 
 neath the words, "The Fleet Protects the Nation; Prudential Life In- 
 surance Protects the Home." (Page 106.) 
 
 A good heart throb advertisement is that of Kellogg's Toasted Corn 
 Flakes showing a sweet-faced girl clasping a sheaf of corn and this head- 
 line "The Sweetheart of the Corn." (Page 118.) 
 
 Mr. Casson insists that the power of the cartoon is not yet 
 fully recognized in advertising circles. 
 
 A wasteful form of advertising is distinguished by (1) an abundance of 
 matter in small type, (2) white type on a black surface, (3) an obscuring 
 of the lettering to secure a decorative effect. "Tiffany" and "Lord & 
 Taylor" make a fad of small and obscure type. (Page 128.) 
 
 The following sentences illustrate the order of efficiency: 
 
 First. Buy your gloves from me. Second. These gloves are the best. 
 Third. Cut down your glove bill. 
 
 The ideal advertisement is like a harpoon: It has a sharp point. It 
 is thrown at the right instant. It is aimed at the right place. It hits. 
 It sticks. It pulls. It lands the thing aimed at. At the least cost, and 
 with the least effort, it does the work. That is eflBciency. (Page 138.) 
 
 It is almost unnecessary to add any word to this 
 Summary fine list of suggestions. They may possibly be 
 summarized as follows: 
 
 First. Study display advertising. Big institutions hire 
 skilled experts, and their output must of necessity be of the 
 highest type. They purchase large space and hence can be 
 watched easily. Billboards are compelled to make quick im- 
 pressions, hence the wording on them must be pertinent and 
 piercing. Street car cards are talking to listless people and 
 can be heard only when they reach the emotions through a 
 strong line of some human interest. Trade papers are read 
 by busy men who hurriedly glance through them and will stop 
 only for the advertisements which stand out compellingly. The 
 magazines are so cheap that they are merely scanned in this 
 day, and it is therefore the rare expert who can interest us in 
 his publicity. There is probably no better school for the 
 minister purposing to do effective advertising than these large 
 forms of display work. 
 
 Second. He should gather samples from all sources. Any 
 kind of advertising copy wherever found belongs to him. If 
 it is dedicated to a wrong cause, he can reconsecrate it. Special- 
 ists will be flattered if he seeks their cooperation, since he ap- 
 peals to the desire which is in every man's heart to use his tal- 
 ents to count for good. I believe it is possible in every city to 
 form a publicity board of counselors for a church campaign. 
 
96 CHURCH PUBLICITY 
 
 Interest in the church may be thus aroused in the minds of 
 speciaUsts by this kind of work. They will certainly lend their 
 best powers to it. Strange to say, scores of advertising special- 
 ists are the sons or grandsons of ministers. Something about 
 their training fitted them for this work. 
 
 LEARNING HOW TO ADVERTISE 
 
 As before declared there are few books of actual helpfulness 
 for church advertising. The following, however, 
 Ad?ert?s'^ ^11 ^^^^ elements of merit i^ 
 
 ing Advertising as a Business Force, by Professor P. T. Chering- 
 
 ton, the latest, most practical and complete book on the subject. 
 
 Ads and Sales, by H. N. Casson. 
 
 Advertiser's Handbook, International Correspondence Schools. 
 
 Advertising Data Book, by John Lee Mahin. 
 
 Analytical Advertising, by William A. Shryer. 
 
 Effective Magazine Advertising, by F. Bellamy. 
 
 Financial Advertising, by E. St. Elmo Lewis. 
 
 How to Advertise a Retail Store, by A, E. Edgar. 
 
 Imagination in Business, by L. F. Deland. 
 
 Influencing Men in Business, by W^ alter D. Scott. 
 
 Library of Advertising, six volumes, by A. P. Johnson. 
 
 Modern Advertising, by E. E. Calkins and R. Holden. 
 
 Poster Advertising, by G. H. E. Hawkins. 
 
 Practical Publicity, by Truman A. De Weese. 
 
 Principles of Practical Publicity, by Truman A. De Weese. • 
 
 Principles of Advertising, arrangement by F. A. Parsons. 
 
 Principles of Successful Church Advertising, by C. Stelzle. 
 
 Psychology of Advertisitig, by Walter D. Scott. 
 
 Pushing Your Business, by T. D. MacGregor. 
 
 Relative Merits of Advertisements, by E. K. Strong. 
 
 Retail Advertising, by F. Farrington. 
 
 Science of Advertising, by Edwin and Thomas Balmer. 
 
 Specialty Advertising, The New Way to Build Business, by Henry S. 
 Bunting. 
 
 Theory of Advertising, by Walter D. Scott. 
 
 Two Thousand Points for Financial Advertising, by T. D. MacGregor. 
 
 Typography of Advertisements, by F. J. Trezise. 
 
 Printers' Ink and Advertising and Selling are two valuable 
 periodicals for the pupil in publicity. 
 
 The following printers are specialists in church printing: 
 
 Joseph E. Bausman, 542 East Girard Avenue, Philadelphia, Pa. 
 
 Woolverton Printing Company, Osage, la. 
 
 Stephen E. Masten, 2628 Broadway, New York, does most of the 
 writer's card printing, while the A. T. De la Mare Printing Company, 
 2 Duane Street, New York, does the "Announcer" and "Calendar" work. 
 
 1 Any one of them may be ordered of your denominational publishing houae. 
 
LEARNING HOW TO ADVERTISE 97 
 
 Many denominations have their own printing houses fully 
 equipped to do the very best class of work. 
 
 Third. Read the newspaper carefully. The headlines cost 
 much thought. A gifted and trained man does this work. 
 Many folks gather the whole column from these words. Rarely 
 fortunate is the minister who has had a training as a reporter. 
 He will know how to get the news in his head to the heart of 
 the people. He should mingle with all kinds of folks and 
 talk with them, without announcing his profession. Men who 
 wear a garb are never able to get close up to the masses who 
 walk on the street. The Rev. Dr. C. H. Walworth of Pough- 
 keepsie, N. Y., trained himself into rare popularity by mingling 
 with all he met — field hands, shop tailors and employees of 
 great mills, and other classes of people while they did not sus- 
 pect his vocation, and so gathering sermon material. 
 
 It is well for the minister to pay a clipping bureau to furnish 
 him all references to himself in the daily papers. This need 
 
 not feed his pride. In fact, it will frequently punc- 
 Employ a ^^j.^ j^jg boastfulness. It will, however, enable him 
 Bureau ^^ ^^^ what the people notice, for the paper always 
 
 answers the popular demand. This will help him to 
 discover the sermon subjects that had widest circulation. 
 No one ever graduates as an advertising expert. He learns 
 every day; so will it be with the clergyman. 
 
 In order to find how many pastors were able to utilize the help 
 of laymen, the following question was sent out: Have you 
 
 had a Cooperative Publicity Committee of 
 A Public- Laymen ? Many of the pastors answered simply, 
 Hdttee"^' "No." As for example: Daniel L. Marsh, A. F. 
 
 Ragatz, U. F. Smiley, Charles M. Sheldon, N. W. 
 Stroup, C. H. Woolston, and Thomas J. J. Wright. Fifty-six 
 answered that they did not have a Publicity Committee, while 
 twenty-one answered "Yes." Some merely said "Yes," but did 
 not define. Some had an apparently independent committee 
 which carried on the publicity work of the church without the 
 cooperation of the pastor. Here are answers: 
 
 Sydney Herbert Cox: 
 
 Yes, six men and three young women. An advertising man as 
 chairman. 
 
 J. Stanley Durkee: 
 
 Yes. Made up of some of the leading advertising experts of Brockton 
 shoe firms. 
 
98 CHURCH PUBLICITY 
 
 J. F. Shaw: 
 
 Yes, I have, especially in great evangelistic effort, when I lay almost 
 the entire responsibility upon them. 
 
 Others seem to assign the committee to particular tasks, as 
 for example, George Rowland Dodson: 
 
 Yes, this committee has sermons published from time to time which 
 are widely distributed. Some of the sermons I have written and pub- 
 lished in religious journals are widely copied. 
 
 The Rev. Leopold A. Nies put them in charge of the church 
 paper : 
 
 Yes. Five laymen who publish the weekly Herald, three laymen who 
 issue calendar. But one man, I have, who is an expert in advertising. 
 
 The Rev. Henry Edward Rompel, D.D., depends upon his 
 committee to work on the daily papers: 
 
 We have a Publicity Committee which keeps the papers posted on the 
 movements of the pastor and the church. 
 
 The Rev. E. H. Byington, D.D., says concerning the employ- 
 ment of a committee: 
 
 Only once. For me it pays better to get their advice, and handle 
 the thing myself. It should be left to others only when they are 
 especially adapted to it. 
 
 The Rev. J. Whitcomb Brougher, D.D., would seem to 
 imply that he left the matter wholly in the hands of his com- 
 mittee, but one who measures his personality will understand 
 that he, as he should, directs it. He very emphatically says: 
 
 Always have an Advertising Committee with men on it who know 
 how to advertise. The head of my committee is the head of the biggest 
 advertising company in the city. Better pay a professional ad writer to 
 handle your advertising and have it done effectively, if you cannot get 
 volunteer service. 
 
 The Rev. Worth M. Tippy, D.D., very frankly owns the 
 difficulties in the plan of having an independent committee: 
 
 Yes, but I found a committee in the way. I now use my Executive 
 Committee in general policy, and publicity men in particular cases. 
 
 The Rev. D. E. Weigle, D.D., states the matter as it should 
 be: 
 
 No, I do this myself, for I am conceited enough to think I can do it a 
 little better than they, for I am more interested. 
 
 I will have a press agent this fall. My work is becoming too multiplied. 
 
 Dr. R. S. MacArthur's plan is a good one: 
 
 I have not, but I have frequently consulted with experienced men on 
 best methods of advertising. 
 
LEARNING HOW TO ADVERTISE 99 
 
 The Rev. R. B. Guild, D.D., seems to agree with him: 
 Only when I had a good advertiser in the congregation. 
 
 There may be cases where one layman is peculiarly gifted 
 and is in such hearty sympathy with the spirit of the min- 
 ister that he could do the work as Mr. Edward Crusselle, 
 who says: 
 
 I am the Publicity Committee of my church. 
 
 The condition described by Rev. Allen A. Stockdale, D.D., 
 is ideal. He declares: 
 
 No. Not that they were conscious of; but they all belong to that com- 
 mittee unconsciously. 
 
 The Rev. S. A. Northrup, D.D., put the case bluntly and 
 yet as it usually must be. He says: 
 
 No, sir. I manage the whole business myself. 
 
 Most ministers must look after the matter as closely even 
 as does Dr. Sanders, who writes: 
 
 No. I am printer by trade. I write my own copy and frequently 
 tell the printer exactly what I want, even to buying the "cuts," 
 arrangement of design and the color of ink. 
 
 Normally, the pastor ought to secure the advice and co- 
 operation of every possible individual, but in the end he must 
 keep his own hand upon it, for he can best estimate its power 
 and measure the goal toward which he is working. That, 
 of course, is not an infallible rule. If there is a Publicity 
 Committee, it must constantly work in closest sympathy 
 with the pastor. His veto ought to settle most matters with- 
 out a protest. Such a pastor ought to be willing to bear the 
 responsibility of putting out unusual printed matter, as well 
 as take the blame for rejecting proposed publicity methods. 
 Of course, if the minister is extreme and ill balanced, he needs 
 kindly yet firm treatment. If he is overly conservative, then 
 a strong course of intelligent reasoning and patient prodding 
 will bring him to his senses. Careful persistency will make a 
 good publicist out of a potent preacher. 
 
CHAPTER VI 
 
 The Newspaper's Cooperation Secured 
 
 Two years ago it was the writer's privilege to ad- 
 Ready for dress the New England Conference at Cambridge, 
 Coopera- Mass., on the subject of " Church Advertising." 
 tion Incidentally in the address, something like the fol- 
 
 lowing was declared: 
 It is a great mistake for clergymen to keep aloof from newspaper men 
 and to refuse to be interviewed. Everybody reads the newspapers, and 
 if you want to get your interest before the public, you must secure the 
 cooperation of this important agency. They will always treat you fairly 
 if you give them reason for doing so. 
 
 This statement was telegraphed to the New York Times 
 and reproduced on the front page. In less than six weeks, a 
 clipping bureau had gathered one hundred clippings from daily 
 papers all over the United States, among them the New Or- 
 leans Picayune; the Saint Louis Post Dispatch; Indianapolis 
 News; Ogden (Utah) Standard; Waco (Tex.) Herald; Oklahoma 
 City Times; Tacoma Ledger; Oakland (Cal.) Tribune. All sec- 
 tions and sizes of towns were represented. Without exception 
 the papers were pleased with the statement and expressed 
 their glad willingness to form a closer partnership. A few 
 declared that the relation was intimate already. Most of 
 them, however, realized that there did not exist the sympathy 
 between the preacher and the daily paper that should be en- 
 forced. The Men and Religion questionnaire disclosed the 
 fact that 103 of 124 newspaper men who replied declared that 
 they would welcome a conference of newspaper men and church 
 leaders, locally. 
 
 The newspaper has led in many reforms, and when such 
 are under way the pastor ought to be very prompt in cooper- 
 ating. 
 
 As Mr. Schermerhorn, the owner of the Detroit Times, says 
 in a personal letter: 
 
 Wide-awake clergymen should lose no time in joining forces with the 
 publisher when he is going after some social or political evil that is un- 
 
 100 
 
NEWSPAPER'S COOPERATION SECURED 101 
 
 mistakably vicious. They should align themselves promptly on the 
 patriotic and wholesome side where a clear-cut issue is presented by an 
 unafraid press. Let the preacher commend in his sermon whatever the 
 newspaper has tried to do for civic betterment on Saturday. Newspaper 
 columns that are closed tight against theology generally find room for 
 pulpit discussion of civic or social ills, especially if the deliverances run 
 parallel with their own policies. 
 
 When the racing interests were determined to restore that 
 iniquitous sport in New York State during Gover- 
 Appreciate nor Dix's administration, one newspaper in New 
 Recogni- York city made a vigorous, persistent, and coura- 
 tion geous fight against it. The writer called on the 
 
 owner near the end of the fight, which was won. 
 He remarked: 
 
 I was glad to get your letter the other day commending the position 
 of our paper in its fight against the restoration of racing. It may interest 
 you to know that not a single other minister wrote me, nor did I get much 
 strength from the moral interests of this city. 
 
 That declaration ought never to be possible. The minister 
 often urges his members to write a criticizing note to legislators 
 and papers. Would it not be wise and Christian for him to 
 urge them to commend good things that appear in the dailies.^ 
 The Union Place Methodist Church in Union Hill, N. J., did 
 a tactful and fair thing by inserting the following notice in its 
 Sunday bulletin: 
 
 A Recognition. This church is indebted to the management of the 
 Hudson Dispatch for their continuous generosity in devoting space to the 
 events of our church societies. And their handling of our Mock Trial 
 was especially fine. Did you see the paper on Friday morning? 
 
 The Evening Globe so persistently followed the loan sharks 
 in New York city that the Legislature was compelled to pass 
 a law and they were stopped from their blood- 
 Reforms leaching methods. When Jacob A. Riis started 
 his campaign for playgrounds on the East Side he 
 was a newspaper reporter. He was able to secure the cooper- 
 ation of the daily papers, and by patient publicity, clothing 
 facts in human interest stories, Mr. Riis won his fight for 
 playgrounds, and received the title from Theodore Roose- 
 velt, "The most useful citizen of New York." 
 
 Mr. Tennant, the managing editor of the Evening World, 
 told the writer of an experience he had while the elder Mr. 
 Pulitzer, the owner of the paper, was alive. He had managed 
 a campaign against a railroad and its coal property. When 
 
102 CHURCH PUBLICITY 
 
 success was crowning his efforts he met Mr. Pulitzer one day, 
 who smilingly said, "Did you know that I have many thous- 
 ands of dollars stock in the company you are so vigorously 
 fighting?" Mr. Tennant at first feared he would be con- 
 demned for his fight, but Mr. Pulitzer immediately said, "You 
 are right, and I am perfectly willing to lose the money as long 
 as that is so." 
 
 It is not true that all newspapers are selfish. Unfortunately, 
 many of them are primarily after the dollar; but, thanks to 
 the church and its gospel, the day is coming in when even com- 
 merce is recognizing that honesty is the best policy, and that 
 godliness is profitable for all things. The newspaper now is 
 beginning to find that it will pay financially if it renders 
 largest service to the community along righteous lines. 
 
 Two or three New York dailies will not print church news in 
 their columns unless the church carries a stereotyped ad in the 
 section devoted to that purpose, but their number 
 Advertis- jg gradually decreasing. Most of the dailies are 
 ing §1^^ t^ secure real news and print it as they will 
 
 Notices any other kind. Nevertheless it is interesting to 
 note what Mr. Gardiner, the advertising expert, says : 
 
 What has taken the place of the old church bell as the chief advertise- 
 ment of the church? The newspaper, with a few columns devoted to 
 "Church Notices." Church notices, all written by the same reportorial 
 hand, in which an attempt is made to give no individual church an 
 advantage in publicity over any other church. This has done some good, 
 in a perfunctory way, because any publicity must accomplish something. 
 Being purposely colorless, these religious notices have lacked utterly 
 human interest. Their chief usefulness has been that of a church direct- 
 ory for those whose purpose to attend services was already formed. 
 
 In addition to this fact, the church has in the past suffered 
 much from the " cub " reporter. He has known nothing 
 about the church or religion. He has garbled the news 
 badly. He has frequently imagined that it was a mark of 
 unique ability to play the facts up in big, bald style. When 
 the church spends more money for paid advertising, and comes 
 into closer contact with the paper, and furnishes worth while 
 news, it can begin to command better reporters. The New 
 York Mail, for example, has an earnest Christian man who 
 gives himself wholly to the gathering of church news and shapes 
 it up with a sympathetic spirit and hand. This is also true 
 of the Evening Post, and it is becoming increasingly true of the 
 Evening Sun and the Tribune and the Press. The Brook- 
 
NEWSPAPER'S COOPERATION SECURED 103 
 
 lyn Eagle has always stood out as specializing in this depart- 
 ment. The Philadelphia North American has been following 
 up the paid advertisements purchased by a committee of lay- 
 men with splendid two-column editorials. 
 
 The Rev. Charles B. Allen, the district superintendent 
 of the Methodist Episcopal Church in Detroit, has organized 
 the churches of that denomination into a solid 
 AsSened ^^^^ ^^^ publicity. A young minister with the 
 to Write ^i^t of preparing " copy " in newspaper style was 
 selected to edit the church news before it was sent 
 to the dailies. The papers were delighted and published most 
 of it literally. Dr. Allen writes : 
 
 Laymen were much pleased with the results, and although nothing 
 more was happening than always was happening in Detroit, it began to 
 get the attention of the people in a way to fasten their attention. My 
 opinion is that it would pay us to secure for Detroit the entire time of a 
 man like the Rev. Mr. Marsh and pay him his salary to keep advertising 
 and church matters properly before the general public. 
 
 E. R. Rice, the secretary of the great Vaughn Class, of the 
 Calvary Baptist Church in Washington, D. C, 
 Sunday writes : 
 
 ocnool To-day the class has a press agent whose business it is to 
 
 P hf* * t ^^* ^^ opportunity escape of getting before the public. W. 
 irUDilClSt -^ Greene is our press representative and one of the best 
 reporters in the city. He makes his news interesting read- 
 ing, consequently the papers are willing to accept it. 
 
 The day is coming when the church can demand better space 
 and a more sympathetic treatment. It has already begun, 
 one hundred and one of the one hundred and thirty-three 
 papers answering a question declare that they run more re- 
 ligious copy than formerly. 
 
 Some ministers are very prompt to criticize and condemn 
 
 daily papers. They have insisted that it was due to an innate 
 
 and fixed unfriendliness. In order to discover how 
 
 Ill^fu^^^ ^^^ ^^^^ feeling extended, a question was sent out as 
 
 follows: Why, in your judgment, do the daily 
 
 papers appear so unfriendly to the churches ? 
 
 Most of the replies took the matter up in full, and by far the 
 largest majority insisted that the paper was friendly, or else 
 when unfriendly it was due more to the attitude, careless- 
 ness, or incompetency of the minister. Only a few can be 
 quoted, but they will evidence the attitude of the rest. Some 
 hold that the minister is too ready to condemn the daily papers. 
 
104 CHURCH rUBLICITY 
 
 Milo Atkinson: 
 
 Sometimes preachers condemn without knowing all the facts, and thus 
 get the ill will of the papers. 
 
 B. A. Bowers: 
 
 The pulpit has in too many cases blown the paper up. 
 
 L. M. Zimmerman: 
 
 Churches too often nag the papers, and do little to encourage and help 
 the press. 
 
 A few from different standpoints conclude that when it does 
 exist it is due to the commercial spirit of the day which re- 
 quires, first of all, that the newspapers shall make money 
 and that, therefore, free notices must in one way or another 
 help the advertiser. 
 
 E. Howard Brown: 
 
 Fear of financial loss from liquor interests and worldly business men; 
 lack of Christian experience. 
 
 Orien W. Fifer: 
 
 As a rule churches represent hostility to certain lines of business which 
 advertise well. Lately such advertisements are refused space in best 
 newspaper. 
 
 Thomas S. Brock: 
 
 My experience has been that they are not unfriendly if you have the 
 money to pay the regular rates. They are commercial and want full 
 rates. They forget that the church is .a public institution. 
 
 M. H. Lichliter: 
 
 Because the ministers fail to get into friendly personal relations with 
 reporters and editors. 
 
 Mr. H. M. Blossom: 
 
 They don't — except as they are "bored" for free ads. 
 
 The Rev. Charles A. Eaton, D.D., who was himself a news- 
 paper man, and has always been very friendly with them, puts 
 his finger on the real and deep cause where an apparent un- 
 friendliness exists. He says: 
 
 Because they stand for complete secularity of life. 
 
 Some editors imagine that religion is a sort of artificial thing 
 that does not have to do with the everyday life. They hold 
 that the nespaper is to be a history of the happenings of the 
 Now. We must demonstrate how thoroughly religion enters 
 into the sorrows and joys of home life and the work day, 
 the business dealings and the pleasure plans of common man- 
 kind. Out of this grow the other reasons given. 
 
NEWSPAPER'S COOPERATION SECURED 105 
 
 W. H. Christ: 
 
 Because they think very few are interested in church projects. 
 
 Sydney Herbert Cox: 
 
 Because the average minister demands space often for pink teas, which 
 are not news. The average editor confuses religion with sectarianism or 
 theology, or both. 
 
 M. A. Matthews: 
 
 Because ministers do not know how to prepare manuscripts, truthful 
 church notices, and other matters for the papers. 
 
 Many of the difficulties could be removed, however, if the 
 ministers would thoroughly cultivate the newspaper in a hum- 
 ble yet not cringing way, but with the recognition that the 
 editor may be serving God and man as certainly as the min- 
 ister. These men, therefore, are not far amiss. 
 
 E. W. Hart (Philadelphia) : 
 
 Pastors and churches are about as unfriendly in attitude to the 
 newspapers as the newspapers are to them. Seldom do the editors receive 
 any commendation for publishing church news. 
 
 J. Whitcomb Brougher: 
 
 Because the preachers and churches do not keep on friendly terms 
 with the editors and reporters. 
 
 G. H. Combs: 
 
 I hardly think it is "unfriendliness" — rather indifference and a failure 
 to recognize any news value in religious happenings. 
 
 S. A. Northrup: 
 
 Because pastors do not appreciate and pay attention to reporters who 
 call upon them for data and facts about church work and sermons. 
 
 J. F. Shaw: 
 
 The preacher should make a special call now and then on the editor 
 when he has no church news to be inserted. 
 
 D. E. Weigle: 
 
 Most ministers are too independent and think the papers owe them 
 notice. The right kind of a preacher gets more notice than he wants, 
 
 A number suggested that unfriendliness was caused by Roman 
 Catholic influence. The writer has met this objection, and 
 Newspa- ^^^^ has noticed for years that Roman Catholic news 
 pers and is prominent in every daily paper in the land. Hence 
 Roman a question asked the ministers was : Why do Ro- 
 Cathoii- jjja^n Catholics secure so much favorable at- 
 ^^^^ tention in dailies? 
 
 A great many exaggerated statements are made as to the 
 reason for this situation. Some declare that Roman Catholics 
 
106 CHURCH PUBLICITY 
 
 own most of the daily papers. Others insist that this is not 
 so. One is positive that they have bought up the Associated 
 Press. The manager of this organization, Melville W. Stone, 
 happens to be the son of a Methodist minister, and he him- 
 self is not ashamed to be affiliated with the church. Two 
 or three charge that the papers are either manned by Catho- 
 lics or by skeptics. That is not true in New York city. 
 
 The writer knows personally six of the managing editors 
 of great dailies in the city, and all of them are Christian men 
 and members of the church. A large number of newspaper 
 men are sons of ministers who are worthy of their fathers. Tal- 
 cott Williams, the head of the Pulitzer School of Journalism, 
 is a very devout man who speaks freely and regularly on reli- 
 gious subjects. These men are all Protestants too. 
 
 Let us look closely at some of the reasons given. A good one 
 that comes close to the real facts is pointed out by the following: 
 
 Charles A. Eaton: 
 
 Because they are a political and financial force. They are Catholics 
 first every day. 
 
 Sydney Herbert Cox: 
 
 Because Roman Catholic mechanics dominate the press rooms and 
 editorial staffs. Where this is not so the men are skeptical and indifferent. 
 
 D. E. Weigle: 
 
 Catholics are more loyal to the church. 
 
 This easily leads to the other fact, that the church is a very 
 compact organization and its members stick together: 
 
 J. Whitcomb Brougher: 
 
 They stick together and are recognized as a powerful influence in 
 the commu-nity. 
 
 Orien W. Fifer: 
 
 Their swift and solid political action, their constant attention to all 
 forms of publicity, and the secret method of their determined action. 
 
 George W. Owen: 
 
 Partly because they represent a large constituency. 
 
 A. B. Taylor: 
 
 Because of the Roman Catholic reading constituency, who hang to- 
 gether better than the Protestant readers. 
 
 J. F. Shaw: 
 
 Because they are in politics, and most newspapers are in the same 
 business. 
 
 They know, too, how to value the power of influence. 
 
NEWSPAPER'S COOPERATION SECURED 107 
 M. H. Lichliter: 
 
 Usually are in close touch with the business management of the great 
 dailies. 
 
 F. R. Leach: 
 
 They get in touch with the editors more than the Protestant minister. 
 
 Leopold A. Nies: 
 
 Often through their advertisers. Then, too, they make a row when 
 things of note do not appear. 
 
 Because of their high estimate of the newspaper, they are 
 careful to uncover news and prepare it in the best possible 
 way. It is interesting therefore to read replies of the fol- 
 lowing, who come both from little towns and cities : 
 
 E. W. Hart (Philadelphia) : 
 
 They cultivate editors and reporters, and are careful to prepare full 
 accounts of their affairs, saving reporters and editors time, and insuring 
 accuracy. 
 
 A. C. Hacke: 
 
 My personal opinion is that it is part of their propaganda. 
 
 M. A. Matthews: 
 
 Because they have press agents and use blackmailing methods. 
 
 A. F. Ragatz: 
 
 Catholic announcements are so full of the "out of the common" that 
 the reports make good reading. 
 
 Allen A. Stockdale : 
 
 Their methods are more newsy than so many dead Protestant churches. 
 
 Because of the pessimism manifested in some quarters con- 
 cerning the cooperation of the daily paper, this 
 Do News- question was asked the pastors: Have you had 
 He?p? ^^ experience where the daily paper cooperated 
 in a religious or moral campaign? 
 
 Very few took the negative attitude. Some did declare that 
 when the fight was against the liquor forces the advertisers 
 compelled the paper to take a negative attitude. It is often 
 true that the financial interests want to keep a town "wide 
 open," and will frequently compel the owner of the paper to 
 lie down when a moral fight is on to close up the bad insti- 
 tutions in the town. 
 
 Some very encouraging replies, however, were received. 
 Very many of the ministers had experiences where cooperation 
 came through united revival effort. Here are some specifi- 
 cations: 
 
108 CHURCH PUBLICITY 
 
 W. E. Biederwolf: 
 
 In Piqua, O., the Piqua Daily Call devoted one and two and sometimes 
 three pages daily to the meetings in progress, and on Mondays four pages, 
 and on one occasion asked me to edit the paper, which I did. The same 
 was done in Lorain and Akron, O., and elsewhere. 
 
 Fred K. Gamble: 
 
 Large space for sermons and items of interest in revival campaign. 
 Prohibition campaign in Maine helped by many papers. 
 
 William H.Phelps: 
 
 Papers did great work in our three union revival campaigns. One 
 had a special reporter at work. 
 
 Allen A. Stockdale: 
 
 Yes, in the Men and Religion Forward Movement. Press did splendid 
 work. 
 
 Robert Watson: 
 
 Gave us good cooperation in Sam Jones and Gipsy Smith evangelistic 
 campaign and in "The World in Cincinnati." 
 
 Others secured help for social service campaigns and efforts 
 to improve conditions: 
 
 Clarence O. Kimball: 
 
 Yes. In Spokane we never could have won our great fights for 
 Sunday closing, for various municipal reforms, and for philanthropic 
 movements without the cooperation of the Spokesman-Review and 
 Chronicle. Nor could we have secured commission form of government 
 in Walla Walla, thus overthrowing the ancient whisky ring, without the 
 help of the Evening Bulletin. 
 
 A. W. Leonard: 
 
 Yes, the Post-Intelligencer of this city cooperated with the church 
 forces two years ago in an effort to do away with the red-light district. 
 
 R. S. MacArthur: 
 
 Yes, I have cooperated with the New York Tribune and other New 
 York papers on the moral side of political questions. 
 
 S. A. Northrup: 
 
 The Kansas City Star aided me and a Catholic Bishop in closing a 
 Sunday theater which was ruining boys and young men. 
 
 C. H. Woolston: 
 
 The Philadelphia North American writes items for the ministers against 
 rum and bad government. 
 
 George Rowland Dodson: 
 
 I have asked, and received in some measure, the cooperation of the 
 Saint Louis press in promoting the work of the Saint Louis Society of 
 Social Hygiene, of which I am president. 
 
 The Protestant Church has yet to learn what it can accom- 
 
NEWSPAPER'S COOPERATION SECURED 109 
 
 plish through the daily papers when it unitedly demands certain 
 things. Nothing is so susceptible to public opinion as the daily 
 paper. It is not to be wondered at that a number of pastors 
 write that the paper that was a 'Vet" sheet in the town before 
 local option banished the saloons afterward became a " dry " 
 sheet. Dr. Fifer declares: 
 
 Union labor papers became more careful in general criticism as a result 
 of personal interviews. In a country town papers came to church support 
 quickly. 
 
 Convinced that friendliness would secure cooperation, another 
 
 question which brought remarkably practical replies 
 
 Securing f^.^^ ^j^^ pastors was: What methods have 
 
 Friendship y^u employed to secure the friendship of 
 
 local paper authorities? 
 
 Almost every answer out of the seventy-five received has a 
 good suggestion in it. It will not be necessary, however, to 
 mark out the replies, since they are so absolutely clear that 
 anyone can see the point quickly. The writer has made a 
 careful study of newspaper men. He graduated from a city 
 editor's desk into the ministry. Many friends are in charge of 
 newspapers or doing reportorial work. At no time has he been 
 mistreated or refused any kind of fair cooperation. The most 
 human people on earth are those who work on daily papers. 
 In fact, if they did not keep their humanity near the surface 
 they could not catch the drift of things and so get the news 
 which the people wanted and also be able to pump it out of 
 folks who had it. A preacher must be immensely human if 
 he is able to fulfill his mission. Consequently, there ought to be 
 the warmest possible sympathy between these two classes of 
 people. It is exceedingly wise to cultivate the reporters and 
 become their genuine friends. Hence these replies are signifi- 
 cant: 
 
 Andrew Gillies: 
 
 Personal touch with the newspaper men and cheerful assistance when- 
 ever I can render it. 
 
 F. W. Hart: 
 
 I furnish them travel .articles free. 
 
 W. H. Christ: 
 
 Patronizing them with church printing. 
 
 A. C. Hacke: 
 
 Furnish them items of church news when I have them. 
 
110 CHURCH PUBLICITY 
 
 Horace L. Jacobs: 
 
 Report often what I observe about the city, and many personals. 
 
 J. W. Lee: 
 
 Always frank with them. Putting them on the trail of any kind of 
 news. Sometimes thanking them in public. 
 
 Orien W. Fifer: 
 
 By telling frankly all I know, then asking the withholding of any portion 
 apt to cause embarrassment by premature publicity. 
 
 S. A. Northrup: 
 
 Never turn down a reporter night or day or even at two o'clock in the 
 morning; if a pastor is in possession of any facts or data of general interest, 
 call up some reporter and give them to him; take pains to aid him to get 
 any news of public concern. 
 
 William H. Phelps: 
 
 Send in occasional good "finds" which they might appreciate or use. 
 
 But we must under no circumstances fawn and gush. They 
 quickly sense an insincere attitude. They cannot be easily 
 "worked." The splendid set of replies which follows emphasizes 
 the proper attitude one should take for genuine and mutually 
 helpful cooperation: 
 
 GeorgeW. C.Hill: 
 
 Have asked only for what the church has a right to expect as a proper 
 and necessary institution of the community. 
 
 G. H. Combs: 
 
 Personally I treat newspaper men as I do all others, and never for a 
 moment place myself in the attitude of a prospective viewpoint of news- 
 paper notice and comment. 
 
 M. A. Matthews: 
 
 Treat them fairly, honestly, fearlessly, and sympathetically. 
 
 Daniel L. Marsh: 
 
 I am always a friend to them — and I am a man. 
 
 Allen A. Stockdale: 
 
 I have always played a fair game and have remembered that all were 
 men. 
 
 J. Whitcomb Brougher: 
 
 Never get mad at any misrepresentations or mistakes that appear 
 in the paper about me and my church. 
 
 Clarence O. Kimball: 
 
 I always know personally the editor-in-chief, and learn what is the 
 power behind the throne — back of him. 
 
 W. E. Biederwolf: 
 
 I always make a friendly call on the editor soon after entering a city. 
 
NEWSPAPER'S COOPERATION SECURED 111 
 
 I ask him to introduce me to his manager and city editor, etc. I see that 
 he gets a good share of our paid advertising. I thank him in the public 
 meeting. 
 
 M. H. Lichliter: 
 
 Friendly conferences with representatives of the press. Luncheons 
 with editors. Whenever possible give a good outside "story" to the 
 reporters. 
 
 D. E. Weigle: 
 
 I carry my notices to these men, and, calling every week, they know 
 me well. I could not do this without the use of an automobile; thus I 
 do it in a hurry — and it pays. 
 
 Sydney Herbert Cox: 
 
 In difficulties go direct to the city editors and chief authorities. 
 
 Newspaper men are absolutely trustworthy if put on their 
 mettle and honor. It is best to be perfectly frank with them, 
 telling them all the facts and then notifying them what they can 
 use and what not to give to the public. In this way they 
 can get the atmosphere of a story and easily leave out things 
 which must not be told. We must be glad to freely give 
 interviews whenever requested. A minister ought never to be 
 too busy to see a newspaper man, and at no time should he 
 turn down a request for an article if it is possible for him to 
 accede to it. 
 
 Another question propounded to the ministers was: Have 
 you been mistreated by garbled or maliciously written 
 
 newspaper reports? 
 M'^\ t Seventy-seven replied. Thirty-six, with various 
 
 ments *" kinds of explanations, said "Yes," while forty-one, 
 without equivocation, said "No." The answers, 
 when beyond a mere yes or no, are very varied so that they 
 cannot even be classified. 
 
 The Rev. W. E. Biederwolf, when it did occur, felt sure it 
 was traceable to evil spirits. He says: 
 
 Many times, deliberately lied about, etc., but never by a reputable 
 paper or by an editor of much character. Sometimes the editor of a 
 strong paper has the spirit of the devil in him. 
 
 Others, like Dr. MacArthur, hold that it comes to a public 
 man: 
 
 Yes, frequently; every man in public life is often misrepresented, and 
 politicians as frequently as ministers. 
 
 But newspapers are fair and ready to correct it: 
 
112 CHURCH PUBLICITY 
 
 J. Whitcomb Brougher: 
 
 Yes, but a friendly visit to the editor's office and the placing of a 
 big display ad the next week in his paper will change all that. 
 
 Sydney Herbert Cox: 
 
 Very rarely; always got courteous adjustment by going courteously 
 after it; not going as an outraged dignitary, etc. 
 
 It is seldom malicious but is, as a rule, traceable to inex- 
 perienced reporters: 
 
 Orien W. Fifer: 
 
 Accounts garbled by inexperienced reporters not familiar with church 
 methods, vocabulary. 
 
 S. A. Northrup: 
 
 Never; I run off two hundred or six hundred words on my typewriter 
 (if requested to report sermon or address), then no misrepresented reports 
 are possible. 
 
 Many agree with the writer that real and malicious mis- 
 representation rarely, if ever, occurs. Hence: 
 
 Allen A. Stockdale: 
 
 Only once in five years, in Boston, and I am in the papers as much as 
 any other minister. 
 
 Henry Edward Rompel : 
 
 Only twice that I know of, and then they were ready to correct if I 
 said so. 
 
 Often no deeper than the headline, says Dr. Lichliter: 
 
 Seriously at times not by the reporter but by the headliner, who failed 
 to catch the significance of the news matter. Frequently misrepresented. 
 
 Many imagine that church news is not acceptable. The 
 
 real truth, as before hinted, is that much of it is not put up in a 
 
 newsy form, or is of little consequence. One other 
 
 Real News inquiry which the clergymen answered was : Have 
 
 AccSted yo^ found it difficult to get real church news 
 
 into the papers? 
 
 Of the seventy-eight who answered only eight said it was 
 difficult, while seventy insisted that it wasn't. Dr. Kimball 
 says: 
 
 Never. They want it. News is their business. But it must be NEWS. 
 
 Dr. Stroup says: 
 
 No; but, on the other hand, find that our best papers are glad to get an 
 account of things that are really being done. 
 
 Of course we may differ with the authorities, as Dr. Ward 
 suggests: 
 
NEWSPAPER'S COOPERATION SECURED 113 
 
 Not "real news" in the strict sense. Of course the editor and I do not 
 always agree on this point. 
 
 Poorly prepared copy often shuts it out, as Mr. Spencer 
 of the Hartford First Baptist Church says : 
 
 A hurriedly written scrawl, in badly written script with many errors 
 of punctuation and spelling, deserves the wastebasket, but copy written 
 on the typewriter, properly condensed and well edited by the writer, is 
 always received, and usually with thanks. 
 
 It is unwise to single space typewritten copy, for then it 
 makes it impossible for the newspaper man to edit without 
 
 rewriting the whole thing. The writer lost many 
 SDace^ opportunities for publicity by trying to save paper 
 
 until a reporter friend said, "Double space your 
 typewritten matter, and many times it will be used, because it 
 can be handled quickly and edited or reshaped when in that 
 form." 
 
 There are so many topics on which a newspaper man might 
 seek an interview. Once in a while it is legitimate to suggest 
 
 such a thing. 
 IirS^vie s There is now a big question as to whether one 
 
 should submit to an interview for a Sunday news- 
 paper. C. J. Marr, president and general manager of the 
 Publishers' Press, some months ago sent out a letter to a widely 
 
 scattered number of religious leaders. He asked 
 Sunday them if a Sunday magazine "insert," prepared to 
 apers ^^ ^j^^ ^^^^ daily paper, but having in it religious 
 news and articles on religious subjects, would be valued 
 and acceptable. Without an exception, all of these men 
 answered in the affirmative. They thought such a maga- 
 zine to be inserted in the Sunday paper would be exceedingly 
 valuable. We recognize that the people are reading the paper, 
 and since it is all prepared on a week day, we may use its 
 columns to get truth into the minds of the readers. The 
 Monday paper, which everyone freely reads without question, 
 has all of its work done on a Sunday. If we consent to inter- 
 views, it will be necessary for us to swallow our reserve and 
 native modesty and be willing to endure all kinds of publicity. 
 The interviewer may be perfectly fair with us, while some 
 other paper may copy and twist what has been said. Enough 
 good publicity will, however, come from such procedure to 
 more than offset the harm. 
 
114 CHURCH PUBLICITY 
 
 A Saint Louis pastor, fearing this indescribable injury from 
 misrepresentation, writes : 
 
 For some years I have exerted myself to keep out of the Saint Louis 
 papers for the reason that they garble my reports, use sensational 
 headlines, omit qualifying statements, and so tend to make me appear 
 queer and erratic. This injured me, because my capital is, in part, the 
 public confidence. 
 
 The writer has had a number of whole page illustrated 
 stories in the different Sunday papers. His natural 
 S^orie^/ tendencies were against it, and for a long time 
 rebellion kept this form of publicity out of service. 
 Dr. Minifie, who is now the pastor of the church in Boston 
 made remarkable by the spiritual ministrations of Dr. A. J. 
 Gordon, seems to agree with the writer heartily. 
 
 Dr. Brougher, of Los Angeles, covets the newspaper publicity 
 which calls for pictures and exact quotations. The man who 
 p , permits this sort of thing will be called a self -pusher, 
 
 Abstracts ^^^ ^^ may bear that opprobrium, if sure in his 
 own heart that his purpose is unselfish. For years 
 the writer has prepared a brief typewritten abstract of his 
 evening sermon and mailed it to the daily papers. It has 
 secured tremendous publicity and enabled the writer to speak 
 to millions, through the medium of the printed sermon in 
 the daily paper, that could never have been reached by his 
 small voice in the church auditorium where he spoke. 
 
 The Publicity Committee of the First Baptist Church at 
 Hartford prepares the abstract and sends it out. For a long 
 time a friend of the writer's performed that office and saved 
 his '*face" by inclosing a little note saying he felt sure such a 
 sermon would be valued. Dr. Lichliter, one of the most 
 scholarly and successful pastors in his denomination, does not 
 hide the fact that his custom is to prepare an abstract of his 
 sermon, and in the same way give them to the reporters. Other 
 public men do that regularly; why should the minister stand 
 on timidity, or so-called humility, and lose the chance of bring- 
 ing the gospel to thousands? 
 
 Nothing could be better than for the ministerial student to 
 be trained on a newspaper. Mr. Moody used to say that every 
 New a er ^^^^ter should be a reporter at least six months if 
 TraiiSnff ^^ would be best prepared to preach. 
 
 In the interrogations used to form the basis for 
 this book, the writer endeavored to find how many ministers 
 
NEWSPAPER'S COOPERATION SECURED 115 
 
 had been newspaper men. Among those who had actually 
 worked at the business were some of the most successful. In 
 that group, we find such men as J. Whitcomb Brougher, 
 Orien W. Fifer, Charles A. Eaton, Clarence O. Kimball, 
 Clarence S. Long, M. H. Lichliter, and A. B. Taylor. Many 
 others write regularly for the daily papers. Some of them 
 gladly submit editorials which appear without their names. 
 Others submit stories which are newsy and attractive. Dr. 
 Dodson says: 
 
 For ten years in California I had from one to two columns at my disposal 
 every Monday and filled the space with condensed reports of my 
 sermons. This multiplied my influence and the publisher told me 
 that it increased his circulation, and that the Monday sales were always 
 the largest. I have had editorial control for periods of ten days to two 
 weeks once or twice. 
 
 S. A. Northrup shows his friendliness: 
 
 Often write for local and metropolitan dailies by request and well paid 
 for same; if called up by phone for a hundred or more words on a given 
 subject, I sit up till midnight to prepare it, or go at it at once and give 
 it immediate delivery — if not called for. 
 
 A. B. Taylor helps in the same way on a rural paper: 
 I write notes for the local country weekly in order to get church items 
 printed, giving the paper other items of news as a sort of reward. 
 
 Clarence O. Kimball had a good training: 
 
 In my boyhood I served in every capacity in a country printing office, 
 from devil up to editor. 
 
 Orien W. Fifer was similarly prepared: 
 
 I served quite a period as a reporter on a daily paper before entering the 
 ministry. 
 
 The writer would conclude: Let the minister be always 
 ready to give interviews. First, let him know the managing 
 editor of the paper and impress his willingness to cooperate. 
 Many garbled interviews result from sending green 
 Prepared reporters to be tried out on the local parson. If the 
 views" pastor has demonstrated his friendliness and ability 
 
 to the managing authorities, such a trial will not be 
 made. Usually write down carefully the things which are to 
 be quoted. Enforce this rigidly if the interviewer is of second- 
 grade ability. 
 
 Furnish all possible news to the dailies exalting the social 
 life of the church. People everywhere are looking for helpful 
 fellowship. The New York Globe once printed the plaint of a 
 lonely man in New York. A gentleman who had been glad- 
 
116 CHURCH PUBLICITY 
 
 dened by the social life of Grace Church answered it with a 
 well- written, cheerful letter, which was also printed. Inter- 
 rogations came and the friendless author eventually joined the 
 church, happy and cheery because of the social and religious 
 life which he found. Many people have a notion that the 
 church is open on Sunday only to warn sinners of future 
 punishment and to demand an impracticable piety. 
 
 The writer accepted the position as chairman of a publicity 
 committee during the time that the Board of Home Missions 
 and Church Extension Society met in New York. Hitherto 
 the meeting had received a three- or four-inch notice in the 
 
 daily papers when it occurred annually. A com- 
 Profes- petent ex-city editor, who was resting for a few 
 Hell? weeks, was hired to help and the newsgatherers were 
 
 aided vigorously. At the end of six days, more 
 than twenty-five columns of newsmatter had been clipped 
 from the New York papers, besides much more that had been 
 sent over the country by telegraph. Interviews with far West 
 missionaries, questionnaires propounded to bishops and secre- 
 taries, and news notes of various kinds were furnished until the 
 daily papers were glad to print the copy. 
 
 Let the minister write signed editorials. While a pastor 
 
 in Denver the writer wrote a series of articles for young people. 
 
 The first one was on "To Succeed — Lay Hold, 
 
 S^fSaf ^^ Hang On, and Hump." A little later a football 
 
 Articles game or two furnished lessons for an epigrammatic 
 
 article. Then for another paper a series of brief 
 prayers for each day during Passion Week were prepared. 
 This started a style of composition that led to the writing of 
 "Week-Day Prayers." Sermons may easily be related to news 
 events. The old prophets clothed their message in the inci- 
 dents of the day. We can do no better. The New York 
 factory fire, for example, furnished an opportunity for a telling 
 message to greedy and materialistic citizens. 
 
 Prepare manuscript copies of addresses for reporters. 
 Many great messages are delivered by pastors to a gathered 
 handful, when a slight effort would put him on a forum where 
 all the readers of the local papers would hear him! 
 
 Frame the sermon topics to arouse sane curiosity. 
 Pertinent gpeak on current happenings from a religious stand- 
 Topics point. The old prophets did it. People want to know 
 
 what the church thinks. Here are suggestive topics ; 
 
NEWSPAPER^S COOPERATION SECURED llT 
 
 Baseball and Religion, 
 
 Do Riches Shut Out of Heaven? 
 
 Did God send Punishment in the San Francisco Earthquake? 
 
 A Bible Union Labor Man. 
 
 Are Political Bosses Necessary? 
 
 Sunday Theater-Going. 
 
 Does it Do any Good to Pray? 
 
 "Why Do Ministers Sons go Wrong? 
 
 Are Socialists Infidels? 
 
 Emotional Religion. 
 
 Is there a Personal God? 
 
 The Judgment Day. 
 
 Lincoln's Religion. 
 
 Nothing so emphasizes news as illustrative pictures. Secure 
 such pictures, and even the largest city daily will be glad to 
 
 secure them if they illustrate a human interest story. 
 Attractive ^y^en first coming to New York an automobile trip 
 tions ~ ^^^ planned by the City Missionary Society to take 
 
 a company of folks to all the churches which it had 
 founded. The writer's laddie was but one year old and was 
 carried in his arms. One of the newspaper reporters asked the 
 privilege of taking a picture of the pastor with the boy in his 
 arms. This, of course, appeared in the daily papers. It did 
 no one any harm, but gave publicity. The finest photograph 
 of the boy at that age is the one which was afterward furnished 
 by the reporter to the pastor, and enlarged. Here is a list 
 of a few pictures which have appeared in daily papers illustrat- 
 ing the work of Grace Church, Denver, and Grace Church, 
 New York: 
 
 The pictures of lady and men violinists, cornetists, cellists, harpists, 
 mandolinists, etc. 
 
 Group pictures of Sunday school classes. Brotherhood banquets, and 
 photographs of home talent plays and individuals taking part in them. 
 
 Groups of foreigners formed in Sunday school classes and large com- 
 mittees of laymen who are known in the city. 
 
 Sunday school classes costumed for drills. 
 
 Prominent musical aggregations such as orchestras, bell ringers, glee 
 clubs. 
 
 Peculiarly beautiful children or groups, either in ordinary dress or in 
 special costume attire. 
 
 Pictures of church calendars or other unique printing. 
 
 Pictures of the church interior and exterior, and of the pastor and 
 employees or officers of the church. 
 
 As suggested in another chapter, the papers can often be 
 persuaded to cooperate in some new plan devised by the 
 church. While in Denver the Denver Post furnished roses 
 
118 CHURCH PUBLICITY 
 
 annually for a great Sunday night service. Naturally the paper 
 gave it much publicity, and thus helped gather a great crowd. 
 In New York, Roberson, the travelogue man, was 
 Help, with secured for a series of lectures. The Evening Globe 
 Plan^^^^ management agreed to cooperate by printing a cou- 
 pon in the paper on the front page announcing the 
 location and the lecture and carrying on the inside a story, 
 a column in length, about Mr. Roberson's pictures and worth 
 as a lecturer. Everyone who brought a coupon to the church 
 was admitted for ten cents; without this coupon, the admission 
 was twenty-five cents. This was a valuable piece of publicity 
 and did not injure the paper either, for the pictures were of the 
 highest type. 
 
CHAPTER VII 
 
 Paid Newspaper Advertising 
 
 The News- Mr. Louis Wiley, the general manager of the 
 paper Excels ^^^ York Times, one of America's greatest papers. 
 Circulars '4. £ u r- 1- > 
 
 writes as lollows: 
 
 Church members will not give their personal time to the word-of-mouth 
 advertising of the special work of the church, and the only practical sub- 
 stitute for personal work is advertising. A notice of special meetings 
 should be sent through the mails to every member of the church, but 
 general advertising of the church should appear in the daily papers, be- 
 cause this is the most dignified, appropriate, and effective medium for the 
 purpose. To reach two hundred and fifty thousand men and women 
 through the mails would cost $5,000 for postage alone, not taking into 
 account the cost of advertising matter inclosed, envelopes, addressing, 
 etc., while the same number of persons could be reached through a daily 
 newspaper, with an advertisement of excellent size, every week for a year, 
 by the expenditure of the same sum. An advertisement in a clean news- 
 paper, which enters the home, would receive more careful and thoughtful 
 attention than a circular through the mails. 
 
 Mr. W. C. Freeman, known wherever advertising men live, 
 made an estimate for a group of retailers who wanted to do 
 united advertising. He computed that if ninety-five 
 Ad°e ? dealers put up $600 a year, they could buy one page 
 tising' ^^^h ^^y ^^ the week in four separate papers in New 
 York city. Can anyone estimate the influence of 
 such a campaign if carried on by the churches in a city.^ 
 Of course in a smaller town a much less amount of money 
 would accomplish great results. Even New York could be 
 thus impressed, and there are surely one hundred churches 
 which could put aside from their budget $600 for newspaper 
 publicity. 
 
 E. H. Packard, of Roslindale, Mass., who has given himself 
 p - unreservedly to religious publicity, has prepared a 
 
 the^Press striking illustration which helps enforce the fact 
 that newspapers have an incalculable power : 
 119 
 
ISO 
 
 Ust 
 
 JEdlthn 
 
 CHURCH PUBLICITY 
 
 Last 
 Edition 
 
 ,lt?«»«eo' 
 
 
 g^otii^nt^^ 
 
 l-KI- K 1 <.►•<»♦ 
 
 In this day of cheap newspapers it is difficult to drive a truth 
 home in one paper. Most people read several. In a careful 
 investigation made under the direction of Mr. Scott, in Chi- 
 cago, it was found that people read papers as follows: 14 per 
 cent one paper, 46 per cent two papers, 21 per cent three 
 papers, 10 per cent four papers, 3 per cent five papers, etc. 
 
 There is no question but that one of the biggest powers in 
 the world to-day is the daily newspaper. That is why many 
 politicians purchase an "organ." It also explains why editors 
 are so frequently put into public office. The newspaper man 
 
PAID NEWSPAPER ADVERTISING 121 
 
 is intelligent, square, and sympathetic, well equipped to know 
 the will of the people and to put it into thought. His very 
 training gives him the ability to read their needs. 
 
 It is sadly true that few papers have the personal strength 
 to mold opinion along moral lines. Such moral strength, how- 
 ever, is increasing since papers are cleaning up and are draw- 
 ing into their service men of high principle. While usually 
 the daily paper seeks primarily to completely represent the 
 community, nevertheless, as they do so, they influence the 
 community at the same time. 
 
 The writer knows of a smaller town where the church has 
 never had any standing simply because the editor and owner 
 of practically the only daily there was a skeptic and soured at 
 religion and ministers. He turned every bit of news to ridicule 
 religion. He impugned the motives of every churchman. He 
 gloried in the downfall of the professing Christian. Some time 
 ago he gave up the business and the town has felt the first re- 
 vival known since his advent. Two new churches are being 
 erected, while two others will shortly arise and build. A one- 
 hundred-thousand-dollar Y. M. C. A. building is also in course 
 of construction, while a hospital, started by popular subscrip- 
 tion, is being erected. The saloons, though illegal, continued 
 to exist, but have now been completely banished, and that 
 town of 15,000 is absolutely *'dry." No better illustration of 
 the power of a newspaper could be discovered. 
 
 The Philadelphia North American, even in that large city, 
 has helped tremendously in cleaning up the community and in 
 shaking off the grip of the grafters. That statement might 
 be made of many papers over the country. 
 
 One question propounded to the group of ministers was, 
 Does the matter printed in the daihes have any influ- 
 ence on your own opinions? While the answers 
 Do News- n^ay have in mind the news matter, they also must 
 fluence ^^ necessity include the advertisements, since they 
 Opinions? make up so large a part of the daily paper. Sixty- 
 six of the ministers answered. Of this number 
 thirty-nine admitted that the daily did influence them, while 
 twenty-seven denied it. When a newspaper does have an in- 
 fluence on anyone, the advertisements are bound to count 
 tremendously. Especially is this true if the management of 
 the paper is high grade. The New York Mail, for example, 
 under the advertising management of Mr. Freeman, admitted 
 
122 CHURCH PUBLICITY 
 
 no advertisement which did not tell the complete and un- 
 equivocal truth. The Philadelphia North American also, in 
 order to keep its principles high and its breath sweet, refuses 
 a long line of questionable advertisements. A newspaper is 
 much like a man — it cannot have a strong influence unless it 
 is absolutely sincere. 
 
 The Rev. Thomas S. Brock feels that the masses, not the 
 leaders, are influenced. He saj^s: 
 
 Very little on me, but I think they influence the rank and file of the 
 people who do not take time to think much. 
 
 The Rev. Clarence O. Kimball, D.D., pays the dailies a very 
 high compliment: 
 
 Yes, and so it has on everybody else. The newspapers are the greatest 
 moral power in the world to-day. They are in intimate touch with the 
 people; the church at large is not — there comes the rub and the apparent 
 antagonism. 
 
 The Rev. Johnston Myers, D.D., a minister who preaches 
 to the masses, says : 
 
 Newspaper articles influence all who read them. 
 
 Many would agree with the specifications of the following 
 group : 
 
 Orien W. Fifer: 
 
 In some papers when the editor's personality is known the editorial 
 influence is strong. 
 
 S. H. Cox: 
 
 Yes, in a paper that has culture plus religion, as, for example, the Boston 
 Transcript and Springfield Republican. 
 
 Fred K. Gamble: 
 
 Only when signed by a man I know. 
 
 M. H. Lichhter: 
 
 Very little, except in a thoughtful editorial column, or when signed. 
 
 J. Whitcomb Brougher: 
 It depends on the paper. 
 
 It does not seem possible for anyone who fairly faces the 
 question to deny that everyone is affected to some degree by 
 the things which appear in the papers. The position of the 
 following, therefore, seems wholly tenable: 
 
 Allen A. Stockdale: 
 
 All facts influence the mind. The papers can give the people facts. 
 
 B. A. Bowers: 
 
 Some things printed influence me. 
 
PAID NEWSPAPER ADVERTISING 123 
 
 D. E. Weigle: 
 
 Yes, though I take most things with a grain of salt. 
 
 J. L. Gardiner: 
 
 Somewhat — perhaps unconsciously. 
 
 The religious and moral element of any community can 
 compel the newspapers to clean up and thus become a medium 
 of uplift. The good people of a far Western city 
 Influ- YiSid a contest with a newspaper which had the mis- 
 
 the News- t^ken notion that the sporting element was alone to 
 paper be pleased. The Methodist pastor headed an organ- 
 
 ization of all the churches and protested against the 
 vicious policy of the paper. The proprietor could not at first 
 be convinced and continued on old lines, but they fought 
 on. A group of business men warned the owner that they 
 would take $10,000 worth of advertising away from him if 
 he- did not cease publishing objectionable notices. He replied 
 that this kind paid him too well, and he would not discontinue 
 them. Fifty thousand club and church women united in a 
 boycott of the paper. The paper tried to laugh the women 
 out of court; then the business men rallied to support their 
 wives. A Christian man headed a company and started a 
 new and high-purposed paper, which began with 32,000 circu- 
 lation and soon ran to 55,000. The "stubborn" paper lost 40 
 per cent of its subscribers. The proprietor recognized the 
 community's demand, and, like a true newspaper man, which 
 he is, made a complete change of front, and now prints one of 
 the best church pages in the country. He immediately threw 
 his whole force back of a union revival campaign in a way 
 seldom equaled. Four downtown pastors who had fought 
 him were associated in it. 
 
 The writer has before him a copy of the paper issued at 
 that time. At least one third of the front page is taken up 
 with pictures and heavy type announcements concerning 
 these special services, while two whole pages on the in- 
 side of the paper are taken up with further pictures taken 
 by staff photographers and by sermons literally quoted 
 and by interviews with the ministers and with laymen and 
 with announcements of the unusual methods of advertis- 
 ing. Four inches is taken clear across one page at the top 
 to make the following unusual announcement, in large dis- 
 play type: 
 
124 
 
 CHURCH PUBLICITY 
 
 Fireworks Will Be Repeated Tonight in Front of Church 
 
 ^usine»s (i^ommxHee (l^onsi^ets ^osstbilitg ©£ ^laing foiling "j^itlures 
 
 Not only will the fireworks display be repeated to- 
 night at 7:30 o'clock in front of Plymouth Church, but 
 a plan is now being considered which if adopted-will re- 
 sult in the use of motion pictures prior to the service. 
 It is announced that the fireworks display tonight will 
 be much more elaborate than that of the opening night 
 and red fire will be a special feature. If the plan for 
 the 'movies** is carried out the picture program, which 
 will be of a religious nature, will be an open air affair, 
 the pictures being thrown onto a screen outside the 
 building. 
 
 At the bottom of another page was this large and striking 
 cartoon aimed at the saloons which had once been his chief 
 support and which must have taken dire offense at the sug- 
 gestion : 
 
 FEET THAT WILL NEVER ADVANCE 
 
 Thi whiskey-drinker who spends his time with his foot on the rail of k b«r vill never get anywhere— except to the poor- 
 house or the alcoholit ward. While others are marchtng to prc^pe-itiy B<d happiness he is marking time until progress passes him 
 by forev^. 
 
 The owner of a great daily paper which cooperated 
 with the ministers of his city in telling the other dailies to 
 quit giving salacious details of divorce trials and "playing 
 up" the sewage news of the city, in a personal letter suggests 
 to the writer: 
 
 You might ask the ministers if they ever tried hot water, instead of cold. 
 
PAID NEWSPAPER ADVERTISING 125 
 
 upon the heads of publishers. It isn't a bad idea for the pulpit once in a 
 while to bring the editors upstanding for their derelictions. I think 
 ministers and churches should be more courageous in telling newspapers 
 when they are wrong. They stand too much in awe of the press. 
 
 The Detroit Times had the cooperation of all the ministers 
 of the city in its effort to compel the publication of clean news 
 alone in the daily papers of that city. It issued a "special" 
 of four pages which was put into every home in the city. 
 These pages were filled with letters from business men and 
 religious leaders condemning the publication of nauseating 
 details of crimes. The publisher, Mr. James Schermerhorn, 
 who had also rejected liquor advertisements, of course, had a 
 storm of opposition and persecution come down upon his 
 head from the worst element. He fought as a Christian soldier 
 in the campaign and won out splendidly, not only compelling 
 the other dailies to clean out their columns, but also making 
 his own paper a financial success. 
 
 The Philadelphia North American announces that its 
 
 rejection of certain kinds of advertising during 
 
 Journal- ^^^ ^^^^ ^^^ years has cost in income which those 
 
 ism ^^^ would have brought, $250,000 a year. They 
 
 announce as follows: 
 
 We have the records in huge scrapbooks. Proposals and contracts 
 ranging from $1 to $9,000, each bearing the plain irrevocable stamp "De- 
 clined," and the total amounting to $250,000. 
 
 They list among the excluded classes of advertising the 
 following : 
 List of ^ Liquors of all kinds. 
 
 Advertise- Crooked or questionable stock-selling schemes, whether in 
 ments oil, mining, wireless, cement, electric, or other propositions. 
 
 Exclu4ed Stock market tips and pools and racing tips. 
 
 Crooked or doubtful land exploitations, whether in Florida, 
 California, Cuba, Porto Rico, Mexico, or the New Jersey swamps. 
 
 Fake puzzle and "coupon" schemes for selling pianos and other mer- 
 chandise. 
 
 Fly-by-night dealers in faked furs, raincoats, etc. 
 
 Fake jewelry and water offers. 
 
 Books actually or pretendedly obscene or suggestive. 
 
 Astrologists, clairvoyants, palmists, fortune-tellers, salary loans, and 
 chattel loans. 
 
 Divorce lawyers. 
 
 In medical advertising — all remedies containing opiates or alcohol in 
 habit-forming quantities; dosed soothing syrups and other dangerous 
 preparations for children; "cures" or the use of the word "cure" in any 
 sense; all treatments offered for "private diseases"; announcements con- 
 
126 CHURCH PUBLICITY 
 
 taining offensive or unsightly pictures; imitations of newspaper features, 
 such as "advice columns." 
 
 Excluded from its classified columns advertisements are the following 
 classes: 
 
 Salary loans, chattel loans, medical, matrimonial, divorce lawyers, 
 clairvoyants, "Gyp" horse dealers, doubtful financial, racing tips, stock 
 market tips. 
 
 As is widely known, this daily is owned by the Christian 
 merchant price, John Wanamaker. 
 
 William H. Page, of Doubleday, Page & Co., now United 
 States Ambassador to Great Britain, said to his partner Her- 
 bert Houston, one day, "No publication is better than its 
 worst advertisement." 
 
 Mr. W. C. Freeman for a long while wrote a column, in his 
 original way, insisting on the necessity of honesty in advertis- 
 ing for success. The policy so grew that when he ceased it 
 one hundred and twenty-two daily papers had contracted for 
 them, and regularly gave them a prominent place presumably 
 as an expression of the paper's policy. 
 
 The New York Times constantly publishes this statement : 
 "One hundred dollars reward will be paid for any kind of 
 misrepresentation found in the advertisements of the Times." 
 
 It is not to be wondered at, therefore, that many newspapers 
 themselves find it thoroughly consistent, as well as wise, to 
 purchase space in other daily papers. Everybody 
 Conven- reads them; they fill up spare time in a valuable 
 Interest- way. They can be purchased for a penny, and 
 ing because cheap can be thrown away — one need 
 
 not be cumbered carrying them around. They 
 contain something on almost every subject. They have 
 crowded the magazine out of the field, to some extent, for 
 that reason, since now they even contribute stories. They 
 are worded in simple modern English and in short, meaty para- 
 graphs, quickly comprehended. 
 
 It is no wonder that Dr. Northrup said in a letter to the 
 writer : 
 
 I clip the best things in my daily every day for my scrapbook. It is 
 better than a library. It makes a pastor up-to-date, so that he can 
 become an all-around preacher. 
 
 Only hermits now do without reading the daily paper. Con- 
 sequently, the publicist who desires to get a hearing must w 
 one way or another speak through the papers. 
 
PAID NEWSPAPER ADVERTISING 127 
 
 The Rev. Worth M. Tippy, D.D., who directs a great 
 church in Cleveland, says: 
 
 We think that window cards and dodgers are not valuable, but that 
 newspapers are. 
 
 Dr. Brougher, who, as before noted, preaches to as 
 ^°™r. many as any other man in America, finds it necessary 
 
 Worth ^^ ^^^ publicity methods to keep his crowds large, 
 so he says: 
 I advertise through the newspapers all the time. 
 
 Dr. Gardiner shows his efficiency in a smaller town: 
 
 I was chairman of the committee in Trenton one year ago that adver- 
 tised the union services of the thirteen Methodist churches of our city. 
 We secured at a special rate one quarter of a page in each one of 
 our three daily papers for four weeks. We kept the church filled each 
 night and let Trenton know that Methodism was alive. 
 
 William F. Cochran, Jr., a young Episcopalian layman of 
 Baltimore, who is also a man of consecrated means, was 
 ,_. . ,, awakened to the power and harm of the saloon by 
 
 isp ay .^^ ability to defeat the Anti-Saloon League bill 
 which allowed communities to vote whether they would have 
 the saloon or not. He then announced his purpose to use every 
 available means in his power to get the people this privilege. 
 He began by buying space on the first page of the Baltimore 
 Sun. Two striking advertisements are here reproduced. The 
 one showing the whisky bottle had a space at the top of the 
 first page, taking up 6x14 inches; the one headed "The Man 
 Who Made Money Out of It" carried a space also on the front 
 page, 10x434 inches (see pages 128 and 129). 
 
 All over the country the Men and Religion Campaign Com- 
 mittees was advised to purchase space in the daily papers. 
 The Y. M. C. A. headquarters have a score of large scrapbooks 
 filled with clippings from the daily papers. In Atlanta, Ga., 
 they vigorously attacked the "red light" districts with a series 
 of well- worded statements in display type form, three columns 
 wide, and usually taking four fifths of the whole page. They 
 drove truth home with tremendous power; if one began to 
 read the display head the remainder would surely be perused. 
 
 Unity Church in Montclair, N. J., did two things with a dis- 
 play advertisement. First, it announced a moving-picture 
 entertainment, the proceeds of which would be used for the 
 benefit of playgrounds in connection with the church. A 
 little farther down, in smaller type, in the same display space, 
 
128 
 
 CHURCH PUBLICITY 
 
 fk iKt Eipasiw ftilstoie in tie lurM 
 
 This cartoon and editoriat (the cartoon redrawn slightly lighter to conform to 
 ThC'Sjin's rules) appeared April 3, 1913, on the editorial page of the .Vew YqrkEven. 
 V*g Jhumal — a newspaper with abnosi a million circvlation daily. 
 
 Do you know any young man who 
 is investing money in a tombstone like 
 this? If so, hand him this picture. 
 
 Here is the tombstone that stands at 
 the head of tens of thousands of graves. 
 You cannot see it as you enter the grave- 
 yard, but the relations of the man in the 
 prave know that the tombstone is there. 
 
 This is the tombstone that costs more 
 money than aU other kinds of tombstones 
 put together. 
 
 This is the tombstone that stands 
 above ruined hopes, broken families, dis- 
 appointments, bitterness and all misery 
 
 If you \frant to do something useful, 
 without too much trouble, cut out this 
 picture and paste it up where it will be 
 seen by those that need it. 
 
 The huge bottle and the small glass, 
 the weak will, the blasted career— and 
 then the grave with the tombstflne — that 
 is the story. 
 
PAID NEWSPAPER ADVERTISING 
 
 129 
 
 '' THE MAN WHO MADB 
 MONEY OUT OF IV 
 
 (An Editorial -From Collier's Weekly.) 
 
 (TTjN CHRISTMAS NIGHT a ne^o in Washington, 
 ^-^ D. C, committed the most hideous crime in the 
 world under circumstances so revolting that mere 
 allusion to it is painful. "When the prisoner was ar- 
 raigned the next day, and the court made "the formal 
 demand thkt he plead, he replied, according to the ac- 
 count in the Washington "Times": 
 
 "I just don't know how to plead." 
 
 "Did you do this act or not ?" inquired Clerk Sebbinq, se- 
 verely. 
 
 "I drxmk so much liquor that night I don't remember," re- 
 plied the prisoner, cowering before the gaze of the court and 
 those about him. 
 
 Our idea of effective journalism- would be for the 
 "Times" to have its reporters investigate just what 
 brand of liquor this negro drank, find out the manufac- 
 turer and print his photograph and his name, with the 
 simple legend : * * This is the man who profited by the 
 crime." The man, of course, would turn out to be a 
 highly respectable citizen of Louisville or Baltimore or 
 some other of the great whisky-manufacturing centers ; 
 at the very moment when the tragedy that be stimulated 
 was blighting a family in Washington he was sitting 
 snugly and happily at the head of His Christmas table, 
 surrounded by his family whom Ee keeps secure from 
 crime with all the safeguards that money can provide. 
 In Louisville and Baltimore to be a manufacturer of 
 whisky carries no odium ; wealth^cleanses all. 
 
 NHTP "^^ Editorial from CoIHer's, a' National weekly of tre- 
 
 2\Ky J J^. mendous circulation and great Influence, Is pnbllglied 
 Id order that the people of Baltimore may see what the people of the 
 rest of the country think about the liquor traffic and wealth which la 
 obtalaed through the lafllctlon of an Injury -u^n the public. 
 
 With the broadening conception of the meaning of the GOLDEN 
 RULE the time Is not far distant when the possessor of money derlTed 
 from a traffic which ruins the bodies and destrojs the souls o* his fel- 
 lowmen cannot go anywhere without being conscious of disapproval 
 expressed in covert comment concerning the source of his wealth. 
 
 The real obstacle fo temperance re* 
 form is not -the man who wants to drink 
 ligudr, but the man who^ FOR PROFIT, 
 seeks to exploit the drinker* s weakness 
 and appetite. 
 
130 
 
 CHURCH PUBLICITY 
 
 Play- appeared an editorial on "The Housing Problem in 
 
 grminds Montclair Is a Problem of Rent." Then came a 
 cheaper P^^^ ^^^ cheaper rent, so that the common people 
 Rent who wanted homes could also locate in Montclair. 
 
 Thousands of dollars are wasted every year by 
 advertising copy that is poorly prepared. That is doubly 
 true of the church, since it is not able to employ expert 
 "copy" makers or to purchase worthy space either in location 
 or amount. 
 
 Since Dr. Brougher says that he has the help of the best 
 advertising expert in Los Angeles, it will be well to reproduce 
 his advertising which occupied a space 6x63/2 iiiches. 
 
 Unique Sermons by Dr. Brougher 
 
 II A. M. 
 
 TOMORROW 
 
 "How to Be 
 Appreciated'' 
 
 Is Praise and Flattery worth 
 while? Is it right to ap- 
 plaud in church? 
 
 7:30 P. M. 
 
 "How to Keep 
 a Secret" 
 
 Which keeps a secret the 
 better— man or woman? 
 
 at Temple Baptist Auditorium 
 
 Theater Beautiful— 5th and Olive SU. 
 
 Special Music Both Services 
 
 Morning: 100 in Great Vested Choir — 
 Grand Anthem — Quartette — Organ 
 Recital— Brilliant Duet by Mrs. Rob- 
 ert Smith and Geo. H. "Bemus. 
 
 Night: Organ Recital and Baptism ^t 
 7:15 — Contralto Solo,, Miss Jennie 
 Price Jones — Anthem by the Great 
 Choir— Gospel Solo, Mrs. Robt. Smith. 
 
 I Byron's Hawaiian Troubadours Play ^ 
 
 Special Selections at Night 
 Saxaphone Quartette and Harp Solo 
 
 3000 Free Seats — Come With the Crowd 
 
 While it is snappy, and filled with features that are bound 
 to attract and breathes the air of enthusiasm, it yet strikes 
 the writer that there are too many words for the space occupied. 
 There are, however, so many comnaendable things about it 
 
PAID NEWSPAPER ADVERTISING 
 
 131 
 
 Easter Gifts 
 
 Huyier's 
 
 Bonbons Chocolates 
 
 that one will seldom see a church advertisement more com- 
 pelling in its power. 
 
 The Rev. Andrew Gillies, D.D., has shown wisdom and 
 skill both in the wording of his advertisement, which is 
 only three inches long, and 
 in its location amidst other 
 kinds of advertisements (page 
 132). ^ 
 
 It is difficult to make the 
 strong impression which must 
 be made in this day by the 
 use of a small amount of space. 
 
 During the Easter time 
 advertising period "Huylers" 
 purchased a whole page in the 
 New York Times, costing 
 nearly $1,000, and put but 
 eight words in the entire space 
 as herewith shown. 
 
 One could not forget that 
 advertisement in the midst of 
 the pages of compelling mat- 
 ter to draw customers that 
 appear during the holiday 
 season. 
 
 Mr. Gardiner, expert, gives 
 good advice to the church 
 that is cramped by small financial resources when he says : 
 
 What is the most likely form to attract the man who does not ordinarily 
 attend church? The newspaper advertisement. If you cannot afford 
 several papers, take one good one — even if your church is local to a com- 
 munity and the paper covers the whole of a great city. Your church will 
 soon lose its local character, and its members will awaken to a new im- 
 portance attaching to their membership. You do not have to advertise 
 the whole year — take it in seasons of a few months at a time, if necessary. 
 
 A group of laymen, in a few of the prominent cities, club 
 together and buy a whole page for religious advertisements. 
 
 The top half is filled with a general awakener for 
 CI^^^'t^^ those who are ignoring the church, while the lower 
 gether ' ^^^^ usually carries the church notices in display 
 
 form. At times, the advertising display work 
 covers the whole page: 
 
 Sales Agents E'veryivhere 
 
132 
 
 ..46. 
 
 lemer an.l 
 , largest depos- 
 sli^htly in the 
 cent of the Mc- 
 savings accounts 
 f -mount to about $5U0 
 
 CHURCH PUBLICITY 
 
 Cas Victims 
 
 1^0113 teal fc. 
 ttetided the cou 
 National Real Estc 
 at that time ihe secure^ 
 1911 nieetinfj of the org, 
 
 NEW TOBOGGAN SLIDE 
 
 "wo Are Likely to 
 
 'Tom Ac.ci- 
 nts. 
 
 fijfSfifi .ont a life, 
 
 rendered two vor- j 
 
 1,10 aecideilts gecur- 
 
 ^;lccks in the tame, 
 
 p.' iiinitor at th' 
 iVa:, \rho roomed { 
 rcnth, was found • 
 •i'iidy and by the I 
 •it arrived the | 
 j'(s cock was dif- : 
 ' net turned suf- 
 ■'« f3ow of jras. 
 [. Johnson, who 
 ome of Mrs. T, 
 t avenue south, 
 . in their room 
 » result of gas 
 taken to the i 
 it was report- j 
 .vorable for re 
 
 ies Family, 
 used the death 
 tKq and three 
 407 Warsaw 
 lay morning. I 
 ^uffocated, ran. ' 
 'ians worked J 
 Jdren for an j 
 ^f danger. ' 
 fr^m eX' ' 
 
 Icy Incline at Lake Harriet for P 
 Use Is Complete. 
 
 The tobcg^ran slide at Lake Harriet, 
 on which tobogaans mav favel over 
 250 feet of a glazed incline, at the 
 rate of a mile a iiiinutc, was opened 
 last night. A force of park -employes 
 spent the dav (living tlj« finishing 
 totirhgis. tft the slide. 
 
 Toboggans with a seating capacity 
 of live persons can be used. The blide 
 18 open to . all. Superintendent 
 Wrrth .stat-'d that ice thicken.. d two 
 inches on the lar^^er lakes. Thursday 
 Sight. 
 
 11^ 
 
 The Reasonableness 
 of Religion" 
 
 Six Burnuicr Sermons Oalivered Sun- 
 day £venin£8 
 
 — By— 
 
 DR. ANDREW GILLIES 
 
 In the 
 
 HENNEPIN AVENUE CHURCH 
 
 (Mftbodlst EpiEcopal) 
 
 J>tTFONT AND FRANKLIN AVES. 
 
 Bejrlnnltii? the series tomori'ow even- 
 Jug, wiU appear 
 
 "The Unreasonableness 
 of Jesus." 
 
 A stronp Quartet and Chorus Cho}r 
 will furnish the music. The hour la 
 Eight o'clock. You are welcome. 
 
 11' 
 
 TODAY, MATINEE 
 Martin Beck 
 
 MM£. SARAH Bl 
 
 AND HER CO> 
 In "ONE CHRISTM. 
 
 AND A COMPLETE VAUi 
 
 Prices f»r this fc. 
 
 EveniiiSB, $1.50, $1 
 
 Sullivan 
 
 6— BIG 
 
PAID NEWSPAPER ADVERTISING 
 
 133 
 
 "The Houses in Our Midst" 
 
 Reason, Law and Experience Demand Their 
 Suppression. 
 
 Thirty-Three Reasons for Hurried Readers 
 
 NOTE! 
 
 The H 
 
 FIRST— Future Inmalea must come from homes In our mIdBt. 
 Treaties between clvUlzed nations prevent the Importa. 
 tlon of glrla. 
 UnltM States Btatutea forild their being' brought from 
 
 "The HousesJn_;f!i_^^ 
 
 MW AND REUGION BULLETIN 
 
 No. 19 
 
 •The H 
 
 ouses in 0^ Midst" 
 
 •Aiderm 
 
 an Candler Hits the 
 
 and Dr 
 
 Nail 
 
 ^n the Coffin of the 
 
 ^ves It Nearly Horn, 
 
 on the Head 
 
 Social Evil 
 
 Atlanta 
 
 sj;i«-j:i25il^S. Candler i3a.en:.aronheViceC 
 
 tne Vice Commission of At. 
 
 ^e of a clear-headed famih-i^ 
 
134 
 
 CHURCH PUBLICITY 
 
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PAID NEWSPAPER ADVERTISING 
 
 135 
 
 
 
136 
 
 CHURCH PUBLICITY 
 
 Soldier or Camp-follower? 
 
 Some persons join the Church, the better to fight God 's battles 
 
 In which class are YOU? 
 
 
 yourMoneyVYoi, 
 
 ^ Life! 
 
 _.,, "»• made a !,„_ . ."'■"J' and 
 
 '"•tead. 
 
 
 '^>^:z^B^:^:=5f^l 
 
 J8 October iai|. 
 
PAID NEWSPAPER ADVERTISING 
 
 137 
 
 THE CHRISTIAN UNION HERALD 
 
 lAogast 15. 1912 
 
 Shall We 
 Lift Them or 
 Drop Them? 
 
 A lew wetks more, and the time limit for tictioo 
 on Gujranwala School will expire. Until the recent 
 Y. P C. U. Convention the school's plight seemed 
 indeed desperate — the money was coining in so slowly. 
 That convention pledge of $2,500.00 turned the scale. 
 With prompt and earnest work. Gu)ranwala can be 
 .saved to fulhl its splendid mission: and our Church 
 can be saved from the stigma of neglecting the task it 
 assumed. 
 
 "That's (inel " you say. "Bully for the Young 
 People's Christian UnionI" 
 
 Just sol II it were not lor the generous emotions 
 of those blessed children of ours, keeping our own hearts 
 warm, how long would this callous world be worth 
 
 But. Friend — you of the majority 
 
 BuUy for YOU"? 
 te them into action 
 
 who have given 
 
 nothing — who is saying 
 intentions are good— tran 
 .your 6Kar« .of thanks I 
 
 You would give your own boy twelve dollars for 
 a velocipede. Here you can save a soul for a like sum. 
 But you can give the velocipede any time, whems 
 Gujranwala will be tost unless you, and a good many 
 others like you, step forward promptly to its rescue. 
 The buildings must be ready in December: the work 
 must start in October: the money must be raised NOW. 
 
 Gujranwala is the only Christian High School in 
 • district of 330.000 souls. Tfunk what its abandonment 
 
 $3,626 Raised 
 
 $2,485 Pledged 
 
 The Y. P. C. U. has hardly had time to start raising 
 the $2,500 it has pledged: but two gifts of $5 and $10 
 have come in. $3,611 has come in from other sources. 
 $6,374 remaiiu to be raised 
 
 Dr. Charla* R. Watson, 200 N. ISth Street, Philadelphia will receive and promptly 
 ■oknowlad< your Cift If you can't spare $12, send what you can at onoe. 
 
138 CHURCH PUBLICITY 
 
 One week the Philadelphia North American advertisement 
 carried the headline "Philadelphia's Noblest Music." The last 
 
 line read: "In case of Death, Sickness, or other 
 Songs Trouble,^ any of the City's Ministers will be glad 
 
 Itemized ^^ help." Between these two lines are printed the 
 
 words of "The Seven Best Hymns as tested by the 
 Favor of Christians through Generations." The seven printed 
 are: Rock of Ages; When I Survey the Wondrous Cross; Jesus, 
 Lover of my Soul; Evening Hymn — All Praise to Thee, My 
 God, This Night; Jesus, I my Cross Have Taken; Sun of my 
 Soul, Thou Saviour Dear; Morning Hymn — Awake, My Soul, 
 and with the Sun. 
 
 Another headline in the same paper, running clear across, 
 was "Why Not Go to Church?" Under this startling head 
 
 appeared the valuable and pertinent copy repro- 
 OuesSon ^^^^^ ^^ ^^^ following page in large enough type to 
 
 cover the whole half page. 
 The writer of the Philadelphia North American " copy " 
 
 employs less material with a good many pertinent 
 Provoking questions. Here is another section from a half page 
 
 ad that arouses thought in that paper: 
 
 PERHAPS you insist that you don't PRETEND to be religious? 
 
 Well, there are some mighty good men who make no profession of 
 religion. 
 
 But, honestly, don't you know that you have adopted A LITTLE 
 CREED OF YOUR OWN, and that you really consider yourself superior 
 to a lot of other fellows in this old world who have already passed through 
 about the same experiences that you are meeting, but who are now banded 
 together for the purpose of organically trying to bring more cheer and 
 gladness to thousands of burdened hearts? 
 
 The CHURCH is, after all, the best agency in the world for human 
 helpfulness. Why not join it? 
 
 The Baltimore News strikes across its page the words "A 
 Challenge to our Business Men," while the subordinate line, 
 
 immediately under it, is: "The Church and its Rela- 
 Saioon ^^^^ ^^ ^^^ Custom of Licensing a Recognized 
 Cartoon Evil." Under this is a cartoon showing a saloon 
 
 keeper with a banner hanging to a beer bottle 
 marked "Personal Freedom," while behind him attached to 
 chains which he holds and being dragged through the streets is 
 a picture of a woman, an old father, a young man, a husband 
 with a child and some others showing agony as they are being 
 dragged along at a rapid gait. At the top of the cartoon, are 
 
PAID NEWSPAPER ADVERTISING 
 
 139 
 
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140 CHURCH PUBLICITY 
 
 the words: "A Personally Conducted Tour to ." In the 
 
 midst of this half page ad are the two following paragraphs, which 
 are worthy of reading and must have made an impression: 
 
 THE SUPREME COURT DECIDES: 
 
 In summing up his decision in the case of Crowley vs. 
 Christenson, 137 U. S. Rep. 86, Justice Field said: 
 
 * ' By the general concurrence of every civilized and Christian 
 community, there are few sources of crime and misery equal to the 
 dram shop. * * * The statistics of every State show a greater 
 amount of crime and misery attributable to the use of ardent 
 spirits obtained at these retail hquor saloons than any other source. 
 * * * There is no inherent right in a citizen to thus sell intoxi- 
 cating liquor by retail; it is not a privilege of a citizen of a State 
 or a citizen of the United States. As it is a business attended with 
 great danger to the community, it may, as already said, be entirely 
 prohibited, or be permitted under such conditions as will limit 
 to the utmost its evils." 
 
 In a series of decisions, the liquor dealers met defeats of the 
 most vital and overwhelming character. 
 
 They irrevocably lost all of their main contentions as to the 
 impairment of contracts, as to taking property without compensa- 
 tion, as to police powers of the State, as to the Fourteenth Amend- 
 ment, and as to the inherent or natural rights of man. 
 
 CHAIRMAN OF THE CHICAGO VICE COMMISSION: 
 
 " I have never been in any agitation against the saloon as an 
 organization (I speak of this to show I am without bias), and yet, 
 during the past twelve or fourteen months I have become abso- 
 lutely convinced that this is the most damnaljle institution 
 at present existing in our social life. It is the greatest 
 supporter of the Social Evil and the house of prostitution that exists. 
 It is the greatest reaper of the profits of the Social Evil." 
 
 BISHOP ANDERSON OF CHICAGO: 
 
 " Take the question* of intemperance. It is considered old 
 fashioned to preach about it * * * Many, many sins of the 
 worst character seem to be inseparably associated with the saloons 
 and intemperance; in controversies over its suppression, ask your- 
 seK this: Which side has the most selfishness in it, and which side 
 the most unselfishness. And then, after that is settled, vote for 
 the latter, and you will be going in the right direction." 
 
 BISHOP BRENT OF THE PHII.IPPINES : 
 
 " Can any Christian afford to abstain not only from that which 
 directly or indirectly encourages it, but also from planned and 
 intelligent attack upon it ? " 
 
PAID NEWSPAPER ADVERTISING 141 
 
 Think of the effect of such copy on the community that will 
 read a daily paper. They cannot escape when it covers, with 
 a striking headline, a whole half page. 
 
 Smaller cities can do effective "Union" advertising. Atchison, 
 Kan., sixteen thousand in population, has been peculiarly fortu- 
 nate in having determined ministers to lead forward. 
 vStisintf ' ^^^ summer the Presbyterian pastor, the Rev. 
 in Towns P^- Alexander, proposed union summer meet- 
 ings alternately in the two parks. Only one other 
 pastor would join, but these two fortunately went ahead. The 
 next summer all but two pastors joined the compact. One of 
 these remained in the warm church while the second ran an 
 independent meeting at the amusement park. The latter 
 caught an unreached crowd and so had some basis for breaking 
 away. The other pastors were alert and advertised energetically 
 and with success. Where the combined congregations before 
 did not equal two hundred, more than eight hundred now attend 
 regularly. Here are samples of display space, showing also the 
 special drawing music, purchased on the front page of the local 
 paper. The space used was 4x43^ inches. 
 
 DON'T FORGET 
 
 The Union Service at Reisner Park, 
 Sunday, 8 P. M., July 20 
 
 Hear Rev. J. W. 5cott on 
 
 (( 
 
 The Reflected Life" 
 
 Hear Prof. Wm. Davies in a Cornet 5olo. 
 
 Hear Prof. Bruno Heinecke in a Violin Solo. 
 
 Hear Prof. Henry Loudenback's Grand Union Chorus. 
 
 "Whosoever heareth, let him say^ Come." 
 
 RKISNKR PARK 
 
m CHURCH PUBLICITY 
 
 Beautiful City Park 
 
 SUNDAY, JULY 13, 8 P. M. 
 
 Union Services to which every citizen and church in 
 Atchison is asked to join. 
 
 Sermon by Rev. Myron Baker, Ph.D. Subject: 
 
 II 
 
 Our Banners-National and Christian 
 
 99 
 
 Union Orchestra and Chorus under the direction of 
 Profs. Meinecke and Loudenback. 
 
 Union Young People's Service at 7. 
 
 Everybody Invited 
 
 Many towns of two thousand and three thousand can 
 attract attention to the church and rehgion by similar union 
 services. While lecturing on the Redpath-Horner 
 Out of Circuit the writer suggested at Caldwell, Kan., 
 dav Nights ^^^^ ^^^ churches arrange to leave the plank seats 
 in place and electric light the grounds. It was ac- 
 cepted and the first union Sunday night services began at 
 Kinsley, Kan. ; the local band was engaged to help in the Sun- 
 day evening services. Nothing will show the strength of the 
 churches and enforce their demands on the public attention like 
 such sensible out-o'-door union meetings made interesting by 
 program and cool location. Iced water should be passed in the 
 audience and a happy spirited service carried out. 
 A Striking It is very important to have telling copy. Small 
 " Space " space with striking "set-up" will command atten- 
 Form tion. Here is an unusually good one (page 143). 
 
 It is not, as will be noticed, a religious advertisement, and 
 yet it suggests possibilities. Even the words "Don't Go to 
 Bed" might be aptly applied to the following sentence: "Until 
 
PAID NEWSPAPER ADVERTISING 143 
 
 Don't Go 
 To Bed 
 
 until ydu have -written ytrar reasons why every home should hav© 
 a telephone. Xwo good reasons are better than six ordinary^ Ten 
 telephones to be given away. Time Is, growing short. Tes, old bub- 
 scribers or ailybody may enter contest except company's employes; 
 Either side of the river. ' 
 
 Address "Best Reasons Contest," 
 314 Vine St. 
 
 you have said your prayers, taught by your Mother, and given 
 a thought to your heavenly Father who has cared for you 
 
 during the day. If you go to Church on Sunday at 
 
 Church, it will help you to make life's trials build your bet- 
 ter nature." 
 
 Here is a good illustration, taken from a display 
 ComDosi- ^^ ^^^ ^^ ^ large Western paper, of how not to do 
 tion it- First appears the pastor's name and then the 
 
 words, taking all this space: 
 
 Extends to you a cordial invitation to the Sunday services at the First 
 M. E. Church, corner First and Wyandott Streets. Morning, 11 o'clock. 
 Evening, 7:30 o'clock. Music at both services under the direction of 
 Samuel J. Cune. 
 
 The location and the musical director have both been changed 
 so that they could not be identified. There is nothing striking 
 about this advertisement. The pastor's picture makes it 
 somewhat notable, but the wording ought to be more com- 
 manding and penetrating. 
 
 ^ , The Rev. L. F. Bausman, in a small town m 
 
 ling At- New Jersey, strikes a little closer to the real thing. 
 tention He puts into a good sized space similar sized 
 words : 
 
 Attention! Men! 
 
144 CHURCH PUBLICITY 
 
 then the subordinate line: 
 
 Have you Religion in your Wife*s Name? 
 
 and then under that: 
 
 That is the custom of Men who Fail to Meet 
 
 Their Obligations. 
 
 What are Your Obligations to God? 
 
 Come to Fairton M. E. Church, etc. 
 
 The best skill, together with the modern touch, is vitally 
 necessary in the preparation of display advertising. The 
 wrong kind is absolutely worthless. 
 
 One of the leading lines of the display advertisements for 
 Des Moines is : 
 
 This Advertisement is for Young Men. 
 Possibly He Is YOUR Son. 
 
 Every parent is anxious concerning the future of the son 
 and would naturally be attracted by the wording, and read it 
 in the hope that it might make a good opening for the young 
 man. 
 
 We must be equally apt in commanding the attention of the 
 particular wares the church has. As Mr. Gardiner says: 
 
 There is truly a ready market for church wares, if the church analyzes 
 it and advertises for it, using not only newspaper publicity, but all the 
 methods of follow up and auxiliary advertising used by the merchant and 
 manufacturer. 
 
 When the University of Pennsylvania Glee Club appeared 
 in the writer's church he secured space for a display announce- 
 ment of the fact in the Columbia Spectator, a daily paper 
 issued for the Columbia students, which institution is only 
 twenty blocks from the church. This brought the atten- 
 tion of college students to the fact that another institution's 
 musical organization was to sing in their neighborhood, and 
 it was footnoted that at the close there would be a students' 
 reception. 
 
 Benjamin Mickle Brown, of Chicago, paid $100 for a space 
 about 7x11 inches in the Chicago Tribune, which has a 
 circulation of two hundred and fifty thousand. In this he merely 
 printed a passage from the Bible while an invitation to his 
 church was put in small type at the bottom (page 145). 
 
 When William Hinshaw, the celebrated basso, with the 
 Metropolitan Opera Company, was secured for Sunday night 
 services, the writer purchased a three-line display space 
 announcement section of seven daily papers. It was very 
 
PAID NEWSPAPER ADVERTISING 145 
 
 GOD'S WORD 
 
 JESUS IS COMING 
 
 L THESSALONIANS. Chapter 4, Verae 18 to Chapter B, Verae II 
 But toe would not have you ignorant, brethren, con* 
 cemtng them that fall asleep; that ye sorrow not, even 
 as the rest, which have no hope. For if we believe that 
 Jesus died and rose again, even so them tilso that are 
 fallen asleep In Jesus will God bring with him. For 
 this we say unto you by the word of the Lord, that we 
 that are ntioe, tfiat are left aivla thm tttming trfike 
 Lord, shall In no wise precede them that are fallen 
 asleep. For the Lord himself shall descend from 
 heaven, with a shout, with the voice of the archangel, 
 and with the trump of God: and the dead in Christ 
 shall rise first: then we that are alive, that are left, 
 shall together with them be.caught up in the clouds, 
 to meet the Lord in the air; and so shall we ever be 
 with the Lord. Wherefore comfort one another with 
 these words. But concerning the times and the sea* 
 sons, brethren, ye have no need that aught be written 
 unto you. For yourselves know perfectly that the day 
 of the Lord so cometh as a thief in the night. When 
 they are saying. Peace and safety then sudden dcsthuc' 
 tion cometh upon them, as travail upon a woman with 
 child; and they shall in no wise escape. But ye, 
 brethren, are net in darkness, that that day should 
 overtake you as a thief; for ye are ail sons of light, 
 and sons of the day; we are not of the night, nor of 
 darkness, so then let us not sleep, as do the rest, but 
 lei us watch and be sober. For they that sleep sleep 
 in the night; and they that be drunken are drunken in 
 the night. But let us, since we are of the day, be sober, 
 putting on the breastplate of faith and love; and for a 
 helmet.the hope of salvation. For God appointed us not 
 unto wrath, but unte the obtaining of salvation through 
 our Lord Jesus Christ, whp died for us, that, whether 
 we wake or sleep, we should live together with him. 
 Wherefore exhort one another, and build each other 
 up, even as also ye do. 
 
 —Paul unto the Cburch of the ^Thcssalonians. 
 
 ONWARD PaESBYTERIAN CHUSCH EVEBY N IGHT AT 7 O'CLOCK 
 
 OHIO and LEAVITT STS. meetings in 
 
 11 A. M.— SUNDAY SERVICES— 8 P. M. •• R I r" X F VT '* 
 
 REV. BENJAMIN MICKLE BROWN. Pastor ** * *-* 1. IV 1^ * 
 
 UBa»m. Uw Smct qUUGQ Td. Rudolph 77S W. HURON and II. HPYN8 
 
146 CHURCH PUBLICITY 
 
 profitable, since at the service one hundred held up their hands 
 as having seen that particular advertisement. Here is the 
 advertisement : 
 
 HINSHAW SI"GRACE|j;:nr'c^^^^^ 
 
 Human interest stories have immense attractiveness. Here 
 
 is one printed by the Portland, Oregon, Association 
 
 Human -j^ regular advertising space. It so pictures the 
 
 Stories experiences of countless others that one is likely 
 
 to read it to find out the outcome. 
 
 OFFICE OF THE SECRETARY EMPLOYMENT DEPARTMENT 
 
 Y. M. C. A. 
 
 Young man, stranger seeking employment ($20 his total cash asset): 
 If I pay you $5 for employment membership, I will have only $15 between 
 me and starvation. 
 
 Secretary: If you pay $5 employment membership, you will have the 
 Y. M. C. A., with all its resources, between you and starvation. 
 
 Result — Young man joined Association. In less than a week he had 
 satisfactory employment. 
 
 Record for Nine Months Ending September 30th 
 
 Call for men 1,751 
 
 Positions filled 1,316 
 
 Employment membership guarantees member will secure employment 
 or refund of membership fee; gives two months' full membership privileges, 
 ten months' social privileges, and undertakes to keep member employed 
 during the full term of membership without further charge. Constant 
 demand for Clerical, Technical, and Commercial Men. 
 
 A very successful copy-producer, on hearing the story about 
 the young man brought back to the church by the phrase '* A 
 Homelike Church," told in another part of this book, suggested 
 this headline: "Are You the Man?" and under that, retailing 
 the story as briefly and as humanly as possible. 
 
 Mr. Spencer, the publicist for the First Baptist Church, 
 Hartford, Conn., gives one of its plans, as follows: 
 
 On Friday and Saturday we will use a want ad something like this: 
 Wanted — ^1,000 people to fill the First Baptist Church on Sunday evening. 
 Mrs. Susan Lord Brandegee, cellist, and Henry E. Bonander, organist, 
 will present a half hour's recital before the evening service. Seats free. 
 Apply to Ushers. 
 
 The writer has it in mind when the way opens, to try a display 
 
PAID NEWSPAPER ADVERTISING 147 
 
 advertisement asking for money for religious publicity. The 
 Anti-Tuberculosis organization thus secures money for carry- 
 ing on its work of warning. The charity organization 
 Advertise ^qq^ \}^q same. The church ought also to be able 
 Fund ^^ make out a case showing how it has helped folks 
 
 and how further publicity will draw people into 
 the church. If the value of such publicity could be burned 
 into the conscience of some disciples of Christ who have 
 means, it would only be a short time before the church would 
 be given money for display advertisements in the daily papers. 
 This is the most effective kind of publicity for the church to do. 
 It is the kind that is least done because it is most expensive. 
 It offers a chance to preach the gospel that no other pulpit 
 in the land provides. 
 
CHAPTER VIII 
 
 Making the Church Prominent 
 
 - The church should be recognized as the heart of the com- 
 munity. There is no reason why it should simply be noticed 
 
 on Sunday. It ought and must make itself felt all 
 OnW?^^ through the week. It may then, in its religious 
 
 background, form the moral mirror for the com- 
 munity. It is not a political institution, yet it has a right to 
 speak concerning politics and the men who want office. It 
 is not primarily a civic betterment organization, yet it may 
 profitably help clean up and beautify a community from a 
 civic standpoint. Such things not only show the practicability 
 of the religion for which the church stands, but it also compels 
 folks to talk about the church and thus give it a publicity that 
 will lead to consideration. While the writer was a pastor in 
 
 Kansas City, Kan., the superintendent of public 
 H^^^w^k- schools, Mr. L. E. Wolfe, proposed a plan to secure 
 Illustrated ^^^ cooperation of the school children in beautifying 
 
 the lawns and gardens of cities — and finally formed 
 an organization and proposed that the writer, then pastor of 
 London Heights Methodist Church, should be the president. 
 After careful consideration, consent was given. The mayor 
 cooperated with the president and superintendent to raise a 
 fund of $1,200. This fund was cut up into numerous prizes 
 for best lawns, cleanest alleys, most artistic vine-training on 
 porches, the choicest flower bed in a front yard, the best vege- 
 table garden, and countless other things that set hundreds of 
 children to work cleaning up and beautifying the city. The 
 kind of good for which the church stood was being done. At 
 the same time the president was recognized as the pastor of 
 a specific church. 
 
 The' Rev. A. Hamilton Nesbitt, at Palenville, N. Y., dis- 
 covered that the railroad was about to raise the rates to a town 
 where many of the citizens traveled. He immediately inter- 
 viewed the electric road and secured the promise of a permanent 
 
 148 
 
MAKING THE CHURCH PROMINENT 149 
 
 rate from tliem. He then, with a committee from his church, 
 visited the railroad authorities and told them that if they raised 
 the rate the patronage of the town would all be given to the 
 electric line. In this way he held the fare-charge to its 
 former price. Of course the people were grateful to the pas- 
 tor of this particular church, and because he had demonstrated 
 ability they were ready to listen to his sermons. 
 
 The Rev. Ernest Williams, D.D., in Chicago, found that 
 houses of ill repute were creeping up to his very parsonage and 
 getting about his church. They ridiculed his protest. He 
 had red blood. He organized a force of detectives among his 
 men. Soon the "madams" found him, authorized as a special 
 officer, swooping down upon them with a corps of police, after 
 gathering evidence that compelled their conviction. He thus 
 routed them out of his neighborhood. He did it in such a 
 sincere and manly way that there was no show of the spec- 
 tacular about it. He earned the respect of even the out- 
 lawed class. It was not remarkable that shortly afterward he 
 was elected to the Legislature on a Prohibition ticket from a 
 neighborhood never suspected of having such sentiments. 
 
 The Rev. Wilkie C. Clock, while a pastor in a country neigh- 
 borhood where dairying was common, arranged an institute 
 at his church to explain the best method of handling milk and 
 of making butter and of caring for stock. This benefited the 
 community and earned their gratitude. The pastor at 
 Dunkerton, la., did the same, but added a brass band and 
 followed it with agriculture pamphlets and a Chautauqua 
 course. 
 
 The pastor of the First Reformed Church in Coxsackie, N. Y., 
 arranged a harvest home festival. He secured Dr. W. H. 
 Jordan, "Director of the New York Agricultural Experiment 
 Station at Geneva, New York.'* He urged all the farmers to 
 drive in to hear Dr. Jordan. He then announced that supper 
 would be served at five o'clock, and that ice cream and cake 
 would be on sale during the afternoon. The farmers were 
 bound to hear something of practical benefit, and they were 
 compelled to come to the church building to get it. 
 
 A retired Methodist preacher in Kansas became the greatest 
 corn-raising specialist in all that community. A pastor planned 
 a similar festival and invited this specialist to give them the 
 benefit of his information. He also arranged with helpers of 
 farmers such as seed and implement dealers to make exhibits. 
 
150 CHURCH PUBLICITY 
 
 There is no more lonely place than the ordinary small-town 
 depot. The church may make itself felt helpfully by placing 
 in the depot a reading rack of papers and a good Bible, which 
 some belated traveler may pick up because it is there. At 
 Wheatland, 111., a Sunday school class of girls met the trains 
 and helped young girls from one depot to another when they 
 changed cars. They wore "Travelers' Relief" badges, which 
 also named the church. 
 
 The pastor of the Methodist Church at Palenville, N. Y., 
 found that the men had no place to go for sociality. He dis- 
 covered an empty storeroom which could be rented cheaply. 
 He organized the men of the town without reference to his 
 church and raised enough money to properly equip it with 
 wholesome amusements, even to a pool table, and opened this 
 room as a reading and game room. He saw to it that 
 church men predominated and governed it in vital things. 
 Men were compelled to keep their language clean in this atmos- 
 phere, and since many Christian men came, there was always 
 a suggestion of the manly Christ. The leaven was thus 
 brought in contact with needy hearts. Later he became man- 
 ager of the local ball club and stopped Sunday games. 
 
 Liberty, N. Y., a town of twenty-two hundred population, 
 has the best arrangement, for its size, that the writer knows. 
 The Rev. William Ackroyd, the efficient pastor of the Methodist 
 church there, under whose control the hall is, writes a descrip- 
 tion of it. It was erected by the most prominent merchant of 
 the town, who is also president of the bank, Mr. J. C. Young, 
 as a memorial to his mother, and hence it is called, "The Louise 
 Kimball Young Memorial Hall." A small work for boys was 
 conducted in a building near by, and this gave a suggestion to 
 Mr. Young to keep his promise to his mother, who had urged 
 him to do something for her old church. The building and 
 grounds with furnishings cost about $20,000. It has a large 
 gymnasium, a fine parlor, shower baths in the cellar, and 
 three or four splendid rooms fitted up for reading and games 
 and meeting rooms. The boys are organized from the young 
 man down to the little fellow, while the girls are organized 
 from the adult Camp Fire girls down to the smaller ones. These 
 young people go into camp annually at White Lake near by. 
 The Brotherhood organization and all the ladies' societies of the 
 church meet in the building. The women of the town have also 
 organized a social club, which gathers here regularly. While 
 
MAKING THE CHURCH PROMINENT 151 
 
 the boys and girls must attend some Sunday school, many of 
 them are Jews and Roman CathoHcs. The Methodist Church 
 is in control, and Mr. Young pays a large share of the running 
 expenses, though there are dues from all the organizations that 
 meet there, and the hall is frequently rented. Dr. Ackroyd 
 is enthusiastic in the belief -that this hall connected with his 
 church has been of untold benefit to the town a^ a whole. Of 
 course the church which backs and directs it must get the credit. 
 While Dr. Mills was pastor of First Methodist Church, 
 Boston, he inaugurated a Sunday afternoon social. He was 
 in the midst of a boarding house neighborhood, where there 
 were numberless young people, likely to be lonely and home- 
 sick. He began with a mere handful, but the attendance soon 
 ran to two or three hundred. Many of them stayed to the 
 Epworth League service at six-thirty o'clock and to the after- 
 service. He announced it as follows: "Everv Sunday after- 
 noon from 5 to 6:30, singing, chatting, social lunch, and a 
 homelike time for you." That drew people in and gave the 
 membership a chance to do personal work in the interest of 
 religion. These young people, after having a good time, 
 went out to be publicity agents for that church. 
 
 It is the custom of Grace Methodist Church to take roses to 
 the hospitals where the poorer patients are sent. The ladies 
 themselves give the roses to individuals and tie around them 
 an announcer which is full of news concerning the church. 
 This unnoticed class are so appreciative that they remember 
 this attention and are grateful to the church which renders it. 
 
 It was once customary in New York city for the churches to 
 manage great boat excursions. While the writer was a pastor 
 m Denver he was able to arrange with the Moffat Road, just 
 opened through virgin mountain territory, one of the first 
 excursions of the Summer. Other schools were secured, but 
 only as the cooperators with Grace Church. All kinds of 
 publicity was sought, and every time the name of the church 
 was worked in. Six big trainloads were taken. Every pos- 
 sible arrangement was made to secure the comfort and pleas- 
 ure of the crowd. They had all gone on an excursion managed 
 by a church, and, having had an unusually good time, went 
 back with gratitude to that church which had managed it. 
 Mr. Nesbitt followed a similar plan in his town of five hun- 
 dred population very effectively. 
 
 It pays to do a few things of size rather than many little 
 
152 CHURCH PUBLICITY 
 
 things, and thus push the church prominently into the minds of 
 the people. The church has a right to preempt all the holidays. 
 Many will be lonely and unnoticed if something of a general 
 sort is not arranged at the church. Only a few will be invited 
 out. Splendid entertainments and socials can be arranged for 
 Saint Patrick's Day, Washington's Birthday, Saint Valentine's 
 Day, and so on. 
 
 The writer has found it particularly apt to have an enter- 
 tainment on the evening of a holiday. It is markedly true 
 especially in the city, that people are tired out from loafing 
 during the day. When night comes they are ready to go 
 some place. The theatres are always packed, hence it has 
 been the custom at Grace Church to provide motion pictures 
 or another sort of entertainment on these evenings. The 
 audience room has always been filled, and usually by stran- 
 gers, who are grateful for a happy and clean place to spend 
 the evening. 
 
 This is the day for banquets. Eating always increases 
 sociability. The church has a right to have the most not- 
 able banquets in the city. While the writer was 
 Banquets ^^^ pastor of Grace Church, Denver, the Methodist 
 Brotherhood arranged a banquet with the follow- 
 ing program: 
 
 Toasts 
 Toastmaster, Judge D. B. Liddell 
 
 Invocation Christian F. Reisner 
 
 Close by repeating together John Wesley's "grace at meat" as follows: 
 "Be present at our table, Lord, 
 
 Be here and everywhere adored. 
 These creatures bless, and grant that we 
 May feast in paradise with thee." 
 
 Toasts 
 
 "How Can the Church Help the State?" 
 
 His Honor, Governor John F. Shafroth. 
 "How Can the Church Help the City?" 
 
 His Honor, Mayor Robert Speer. 
 "How Can the Church Help the Schools?" 
 
 Superintendent of Schools, Dr. C. E. Chadsey. 
 "How Can the Church Help the World?" 
 
 Bishop Henry W. Warren. 
 "My Impressions of Denver Church Life." 
 
 Rev. C. B. Wilcox, D.D., Pastor Trinity Methodist Church. 
 
 The newspaper reported the speeches of these public officials 
 prominently and the men became permanent friends of the 
 
MAKING THE CHURCH PROMINENT 153 
 
 church. Former Governor Shafroth is now the United States 
 senator from Colorado. 
 
 The Methodist Brotherhood of Grace Church, New York 
 
 city, through the kind cooperation of the late Mayor William 
 
 J. Gaynor, arranged another notable banquet of toasts : 
 
 Invocation, Rev. Allan MacRossie, D.D. 
 
 Toasts 
 
 Christian F, Reisner, Toastmaster 
 
 General subject — "The Church and the City" 
 
 His Honor, Mayor William J. Gaynor 
 
 "The Church and Civic Administration" 
 
 Chief Justice Isaac Franklin Russell 
 
 "The Courts" 
 
 Commissioner Ernest J. Lederle 
 
 "Health" 
 
 Commissioner Raymond B. Fosdick 
 
 "Accounts" 
 
 Commissioner Rhinelander Waldo 
 
 "Police" 
 
 Commissioner Joseph Johnson 
 
 "Fire" 
 
 Commissioner William H, Edwards 
 
 "Street Cleaning" 
 
 No better publicity is possible. These men were afterward 
 steadily the friends of the church, and were able to show their 
 friendliness in many ways. 
 
 It is surprising how gladly public officials will attend a church 
 dinner. Religious leaders stand off too cautiously. We do 
 not commend the administration in toto because we invite 
 them, but we do strengthen their moral purposes. At the close 
 of the Gipsy Smith meeting in Denver the Executive Com- 
 mittee gave a dinner to the Denver city officials, who so 
 graciously assisted with the Gipsy Smith evangelistic meeting. 
 The policemen, the firemen, the superintendent of the audi- 
 torium, and other public officials were invited. The church 
 can have no better publicity agents than public officials when 
 they feel kindly disposed. 
 
 In the same way it is well to ask prominent public officials 
 
 to speak at church. The Hon. Frank Moss, who 
 
 nent^Men ^^^^^^icted the gunmen in the Rosenthal case in 
 
 Speak New York city, is a prominent Methodist. His 
 
 son is a minister. He speaks very effectively Sunday 
 
 night in many churches. 
 
154 
 
 CHURCH PUBLICITY 
 
 When William Jennings Bryan lectured in Grace Church, 
 Mayor Gaynor was invited and accepted the position of chair- 
 man, and introduced him. Many notable men were in the au- 
 dience. Banquets can be arranged in small towns and be just 
 as attractive. Here is a program: 
 
 Toasts 
 
 1. On Methodism — 
 
 A. In Chicopee Falls, C. J. Sheaver, Official Board. 
 
 B. In America, E. F. Spear, Epworth League. 
 
 C. Abroad, Jennie Brill, Standard Bearers. 
 
 2. What We Owe the Women — 
 
 Mrs. Wheaton Bosworth, Ladies' Circle. 
 
 3. The Angels of the Triangle — 
 
 Benj. Simpson. 
 
 4. Address — 
 
 Attorney A. J. Morse, Northampton. 
 
 5. Team Work— 
 
 Dr. J. P. Kennedy. 
 
 The following is a good sample: 
 
 "All ye are l>(elhren."-M*l. 23-6 
 of the 
 
 Warren Chapter 
 
 V 
 
 Methodist Brotherhood 
 
 GRACE ^p7s"c?.^p'^I CHURCH 
 
 Comer Btnnock and W. I3lh 
 
 DENVER 
 
 CHRISTIAN F. REISNER. D. D. 
 
 Friday, December lOth, 8 p. m. 
 
 EVANS CHAPEL 
 
MAKING THE CHURCH PROMINENT 155 
 
 Nobby ^^^ -^^^- ^^^^^^ A. Duvall, D.D., of Gordon, 
 
 Card I*^-' prepared a nobby form for young people — 
 
 23/^x3 inches when folded: 
 
 fsscnn Coasta 
 
 Products of the Desert "Welcome," 
 
 Toastinaster Ch'arles Rice. 
 
 Girl's Names 
 Sidewalk Slippers 'With Clusters 
 
 "Response," 
 Mabel Balliet. 
 "The League and the Past,' 
 (2ijiiig Mrs. Arthur Hubler. 
 
 "The League and the Present," 
 .Small Boy's Standby Viola Wintersteen. 
 
 Crystallized Nectar Infant's Delight 
 
 "Our Poet," Tillie Smith. 
 "The League and the Church," 
 Communication Cordial ^^'^'^'^ Constantino. 
 
 "Prospects," Pastor, G. A. Duvall. 
 Condensed Sweetness Business. 
 
 It ought not to be left to the Chamber of Commerce or 
 
 some miscellaneous group to give recognition to 
 
 Teachers' ^^™^ '^^^^^ public servant who has unselfishly 
 
 Receptions ^o^ght for righteousness in a community. One 
 
 church suggested what many should do by the 
 
 following service: 
 
 Show Your Appreciation 
 
 of our 
 
 Brockton Public School Teachers 
 
 by your presence at the 
 
 RECOGNITION SERVICE 
 
 South Congregational Church, April 30, 7 P.M. 
 
 The Quartet, Women's Chorus, Girls' 
 
 Chorus, and Organ 
 
 In many towns auditoriums are erected for union evangelistic 
 services. Before they are torn down public meetings with a 
 
 religious flavor can be held in them which will be un- 
 Union denominational, and so offer a chance to put some 
 
 Taber- prominent men on record. When the Gipsy Smith 
 nacles meetings had closed in Portland a peace meeting was 
 
 arranged, with addresses by David Starr Jordan, 
 
156 
 
 CHURCH PUBLICITY 
 
 Governor West, and Mayor Rushlight. The choruses arranged 
 for the revival services were also utilized. This compelled the 
 objector to recognize that the churches were inter- 
 ested in other great questions, and at the same 
 time enabled the implanting of important truths. 
 Another very wise pastor made the following pro- 
 gram for a watch-night service: 
 
 Public 
 Men at 
 Watch- 
 night 
 
 MASS 
 MEETING 
 
 MEN 
 BOYS 
 
 BAPTIST 
 CHURCH 
 
 THE LAST NIGHT OF THE OLD YEAR 
 
 FIVE MINUTE ADDRESSES BY 
 
 J. F. Shoemaker G. A. R. 
 
 E. T. Kelsey S. of V. 
 
 C. H. Reynolds P. O. S. of A. 
 
 W. R. Weller I. O. O. F. 
 
 F. A. Bell F. and A. M. 
 
 W. T. Clarke Pres. B. B. 
 
 John Essington Miles Minister 
 
 "THEME 
 
 THE CALL OF THE NEW YEAR TO THE MANHOOD 
 
 AND BOYHOOD OF WAVERLY. 
 MEET IN SCHOOL ROOM SEVEN THIRTY 
 
 On the other side of this card was announced a service for 
 women and girls, with the following program: 
 
 The Last Night of the Old Year 
 Five-minute Addresses by Representatives from 
 The Sunshine Club 
 Auxiliary of the S. of V. 
 Patriotic Order of America 
 Woman's Christian Temperance Union 
 Lodge of Rebekahs 
 Order of the Eastern Star 
 and other speakers. 
 
 Theme 
 The Call of the New Year to the Womanhood and Girlhood of Waverly. 
 
MAKING THE CHURCH PROMINENT 15T 
 
 While in the West, the writer discovered a remarkable 
 travelogue lecturer who was willing to come into his church 
 
 for two or three weeks. Mr. F. R. Roberson was 
 Travel- ^j^^g secured, and opened in the early fall. The time 
 Lecturer ^^^ ^^^ very propitious, but persistent advertising, 
 
 with beautiful pictures and a rarely gifted lecturer, 
 soon gathered the people in. Hundreds attended who had 
 never before known that a church was located at the point they 
 
 1500 SEATS 
 
 Will 100 01 mm 
 
 For ten cents you can visit a whole country 
 in one evening at Grace Methodist Church, 
 W. 104th, Bet. Amsterdam and Columbus 
 as follows : 
 
 Dec. 2 1 . Grand Canyon 
 
 22. Mexico 
 
 23. Turkey and Tripoli 
 '• 26. Holland 
 
 27. India 
 
 28. Norway 
 
 29. Bavaria and the Alps 
 
 30. Passion Play 
 
 ROBERSON'S MARVELOUS 
 
 TRAVELOGUES 
 MOVING cotSgBD PICTURES 
 
 P. S.— A few reserved seats at 25c. 
 
 P.S. — Kahn Musical Family, Sunday night, 
 December 24th. 
 
 found it. Mr. Roberson was secured the second year and 
 continued his high-class entertainment. The people were 
 grateful because such a lecturer was brought in their midst 
 
158 CHURCH PUBLICITY 
 
 and they were permitted to attend at small cost. Many actual 
 members of the church were secured as a result of these two 
 series of travelogues. Thousands of advertising cards were 
 distributed to announce it and people did not repel or reject 
 them who would have done so if it had been an announcement 
 of a church service. Even the public school children were 
 given hundreds of them to take home. 
 
 All cannot secure as strong an entertainer as this, but neither 
 will they be competing against the tremendous attractions 
 of the great metropolis. The Rev. Frank B. Lane, 
 Enter- pastor of the First Baptist Church, Vineland, N. J., 
 Course prepared a series of four entertainments placed 
 one month apart. He sold a full-course ticket to 
 the four at twenty-five cents, while a single admission was 
 ten cents. On all the announcements he pushed forward 
 the fact that the church offered a spiritual home for all kinds 
 of people. 
 
 The Centenary Methodist Church in Chicago ran such an 
 entertainment every Thursday evening, under the auspices 
 of a special committee. They were announced as follows: 
 Entertainments, Travelogues, Musicales, Illustrations, and it 
 was declared that they were free to those who had tickets, 
 which could be secured every Sunday morning at the Sunday 
 school. 
 
 The Rev. T. R. Wallace, D.D., at Middletown, N. Y., 
 arranged a series for every Saturday night. He secured the 
 best possible talent, and soon his auditorium was packed and 
 standing room was at a premium. He used the occasion to 
 send a letter of announcement to every member of his church 
 weekly. They were interested in the attraction and did not 
 forget that it was at their own church. This made them feel 
 good as they found the whole town was talking about it, and 
 so they were proud of being members of that particular church. 
 They thus became more loyal and regular in Sunday attend- 
 ance and talked about the church more generally. 
 
 Courses can be effectively arranged even in small towns. As 
 before noted, the Rev. A. H. Nesbitt, at Palenville, and the 
 Rev. T. B. Young, at Red Hook, N. Y., ran such courses. 
 The Rev. M. B. McNutt writes that he ran a lyceum course 
 in a country community. 
 
 When Messrs. Stimson and Dix were running for governor 
 of New York the writer secured an interview with each one. 
 
MAKING THE CHURCH PROMINENT 159 
 
 and out of it gave a fifteen-minute prelude, in which an esti- 
 mate of the candidate's character and a resume of his views 
 
 were given, without emphasizing any preference, 
 dates De- ^^^ article was largely biographical. Of course the 
 scribed papers were glad to announce the attraction, and 
 
 also to get the material. Both men were thus in- 
 terested in the church. One became governor, the other secre- 
 tary of war, and could be commanded for help. 
 
 Grace Church purchased a complete motion picture outfit. 
 Every Saturday night five reels are shown, and the cooperation 
 
 of an entertainer or a good lyceum company is 
 Picture ?ecured. No admission is charged, but a silver offer- 
 Plant i^g is taken at the door. This averages a little over 
 
 ten cents. It was less embarrassing to take it there 
 than it was to pass boxes through the audience, and a larger 
 per capita of income was insured. A plan will now be inau- 
 gurated with a course-ticket admitting to fifteen Saturday night 
 entertainments which will be sold for $1. This will create a 
 guarantee fund which will make it possible to hire talent 
 which will not come on a percentage basis. It is notably true 
 that the regular church members do not attend the Saturday 
 night entertainment. It is largely strangers. The regular 
 services are announced and printed material is distributed, 
 in the hope that these visitors may be brought back to the 
 church services. 
 
 There are tremendous possibilities in motion pictures for the 
 church. They can be used effectively Sunday night and in 
 the Sunday school and for entertainments. The Motiograph 
 machine^ was purchased, because after investigation it seemed 
 less likely to be easily damaged and yet at the same time 
 renders excellent service. It has fulfilled all promises. Scores 
 of churches are putting in complete motion picture plants and 
 are defeating the cheap theater with its detestable pictures, or 
 else are driving it to improve in the character of the films 
 shown. In some smaller towns where objectionable pictures 
 are shown four or five churches combine and rent a store 
 building and fit up a plant to show clean, delightful, and in- 
 structive pictures. 
 
 A catalogue of absolutely unobjectionable reels can be 
 secured by addressing the Educational Department, General 
 Film Company, 200 Fifth Avenue, New York city. 
 
 1 Manufactured by the Enterprise Optical Manufacturing Company, Chicago. 
 
160 CHURCH PUBLICITY 
 
 During the last national campaign the Chelsea Methodist 
 Church, in New York city, secured a representative from 
 each of four of the political parties to speak in one 
 Political evening and declare why his candidate should be 
 Party elected. The program included the following: 
 
 Sft^ver^' Democrat, Hon. Joseph D. Baucus; Republican, D. 
 W. Steele, Jr.; Prohibition, Dr. T. Alexander Mac- 
 Nicholl (candidate for Governor); Progressive, Judge Albert 
 Dulan. 
 
 The writer employed the same plan while in Denver, and 
 limited the audience to men. The Socialists were given 
 representation and came in large numbers. It is a very 
 effective and fair method. It enables some people to see the 
 candidates and to hear the cause presented who would prob- 
 ably not otherwise give the matter strong consideration. 
 
 A brilliant lecturer was a candidate for Congress many 
 months before the time of nomination. He offered to lecture 
 without charge on a non-political subject. The writer sug- 
 gested that he be allowed to send out ten thousand postal 
 cards to the voters of the community announcing the lecture at 
 Grace Church. Of course the lecturer was to foot the bill. 
 This made possible personally addressed postal cards to be 
 sent to a great numi3er of people who would not otherwise 
 notice the church. 
 
 Election night it was found that one of the Redpath Lyceum 
 Company's best entertainment groups could be secured. Ar- 
 rangements were made with a daily paper to receive 
 Election returns. The meeting began in the Sunday school 
 Returns pqqj^j^ ^^t soon the crowd was so large that it was 
 adjourned to the auditorium, which was packed. The people 
 were given a great deal of fun interspersed with the an- 
 nouncement of the returns. Scores came to the church 
 rather than stand on the streets to hear how the election was 
 going. They had such a delightful evening that they will 
 never forget the church. A number of people wrote personal 
 cards commending the plan. During the early part of the 
 evening a young man was stationed in front of the church to 
 announce the returns with a megaphone, while by his side 
 was posted a blackboard. This gathered the crowd outside, 
 and then they were constantly invited to come inside where 
 they would hear the returns equally well and have an enter- 
 tainment at the same time. No admission was charged, but 
 
MAKING THE CHURCH PROMINENT 161 
 
 a collection was taken. This made a handsome return be- 
 cause the people were so grateful. 
 
 The people must have entertainment. In the stress of this 
 day it is more necessary than ever. The theater too often ap- 
 peals to the lower nature to get the thrill demand- 
 Courses ^^* Independent organizations running lyceum 
 Profitable courses must pay rental for buildings and also get 
 out independent advertising. The church has an 
 auditorium and means which can be used with small additional 
 cost to be employed in publicity. When people are brought 
 to the church for any cause whatsoever they are likely to come 
 again. That visit will remind them of early training or former 
 habits. It will at least stir up the latent desire for religion 
 which is in every life. If this spark is kindled, it may lead 
 the person to a religious dedication. 
 
 Then, too, the church is to serve the community. It is 
 absolutely sinful to have a building costing from $10,000 to 
 $500,000 idle much of the time. Of course its very presence 
 is an advertisement that some men believe in and worship 
 God and are willing to sacrifice to make that fact known. 
 But there are so many unhappy and discouraged people on 
 earth that if we serve God and humanity we must cheer them in 
 every possible way. The writer does not have much sympathy 
 with the institutional church which forgets the emphasis on 
 vital religion. He does believe, however, that these helps can 
 be employed to secure hearers for a spirited and vital gospel. 
 
 It will be found very attractive if arrangements can be made 
 with a conservatory in the city to give one or a series of con- 
 certs in the church. Such an institution is glad 
 vatorv^' usually to demonstrate what its teachers and pupils 
 Concerts ^^^ ^^' ^^^ ^^^^ ^^^ without expense. They secure 
 a good deal of advertisement from it and bring their 
 friends with them, while strangers are attracted by good 
 music. The New York School of Music and Art and the 
 Conservatory of Musical Art and the Von Ende Music School 
 have all responded to such a plan in New York. 
 
 It is possible that the first-class music dealer of the city 
 would also be willing to arrange a high-grade concert for the 
 advertisement his store would get out of it. He could 
 command artists that the church could not afford to hire. 
 Always the church takes a loose collection at the door to pay 
 for opening the room. 
 
162 • CHURCH PUBLICITY 
 
 The church should be the most social institution on earth. 
 Jesus performed his first miracle at the gala social occasion of 
 the Jews, the wedding at Cana. The writer will not under- 
 take to give detailed plans here, since most of them were 
 shaped up for his book, Social Plans for Young People. 
 
 Home talent playlets accomplish much good if carefully 
 
 guarded. Young people enjoy acting in these things, and they 
 
 do little more than they would in reciting a piece 
 
 t^^ t ^^ school or taking part in a dialogue. All their 
 tainment friends are interested. Preparation draws their at- 
 tention away from other things and ties it up to 
 the church. They make friendships in the church and so con- 
 tinue their loyalty. Even the older folks get much happiness 
 out of reproducing them. "The Village Post Office" was given 
 at Grace Church, with four members of the official board 
 taking prominent parts. It did not hurt their dignity or stand- 
 ing; it, rather, gave them a tighter grip on the young people 
 who were delighted to discover that they had not lost their 
 youth. 
 
 It is well to bring in the glee club of the college which the 
 local church patronizes. Recently a splendid group of young 
 men came from Pennington Seminary, the pre- 
 CoUege paratory school located at Pennington, N. J. They 
 Clubs ^^^S Sunday night, and at the close met a great 
 
 many young people who will now be interested in 
 that school. Advertising church schools helps the church, for 
 stanchest members are made in such institutions. 
 
 The Glee Club from Wesleyan University gave a Saturday 
 night concert in the same way, and since then the young people 
 have a definite longing to know more about a school which 
 could send out such a fine company of young men. It is the 
 church's business to see that young people are kept at school, 
 so that they may be better prepared to serve the world. It is 
 easy to draw in the alumni of such schools when the glee clubs 
 appear. 
 
 It is our business to use every possible method to catch 
 
 different kinds of people. One method will attract attention 
 
 from one person, w^iile it will require an entirely 
 
 ^*^At ^^" different method to catch another person. The 
 
 tendants commercial institution employs everything possible 
 
 to win the thought of prospective customers. The 
 
 church must do the same. Some method must be devised to 
 
MAKING THE CHURCH PROMINENT 163 
 
 arouse the church, so that it will take care in a vital way of 
 the people who thus come iifto its atmosphere, and even into 
 its membership, for if these people are made happy, they will 
 „ , come back again and bring others with them. 
 
 N^giit Fel- The Rev. A. Hamilton Nesbitt describes a Sun- 
 lowship day night plan followed in his small town: 
 
 Once a month we have a half hour after evening service 
 in lecture room, serve ice-cream and cake or some other light refreshments 
 and have some one give a short talk on live topic and give summer 
 boarder and resident chance to exchange ideas on church work. 
 
 When college glee clubs appear at Grace Church they are 
 invited to sing a few good songs in the parlors at the 
 close so that the alumni may meet each other and prospective 
 students may be discovered. Strangers are also drawn into ac- 
 quaintanceship circles. Frequently personal work leads to con- 
 versions. Nothing is so valuable for publicity purposes as the 
 resultant happiness. 
 
 There ought to be no objection to drawing people into an 
 entertainment where they are made happy and where they are 
 refreshed, and at the same time reminded that the church has 
 furnished it all. 
 
 Outside of the advertising matter which is sent out, the very 
 fact that people are drawn in who would not otherwise go to 
 a church gives the best kind of publicity. It removes prejudice, 
 and that is a long step toward securing a customer. 
 
 The "White Church" announced a whole week in the fall 
 
 with many attractions to draw in the people and 
 
 Att f awaken them to be good publishers of the happy 
 
 Week ^^^ interesting time possible at that church. The 
 
 program read as follows: 
 
 A Great Rally Week from September 24th to October 1st, inclusive. 
 Program 
 Monday, 7:45. Men's Night, under the auspices of the Tri- 
 
 angle. 
 E. W. Lord of Boston, formerly Commissioner 
 of Education in Porto Rico, will address 
 the meeting. 
 Tuesday, 8 to 10, Reception to the Choir, by the Ladies' Vestry 
 Circle. 
 A short entertainment. Ice cream and cake 
 will be served. 
 "Wednesday, 7:45. Young People's Social under the auspices of 
 the Epworth League and the Standard 
 Bearers. 
 
164 CHURCH PUBLICITY 
 
 Thursday, 7:30. Entertainment under the auspices of the 
 Sunday School, and reception to all the 
 parents of the children and to all former 
 students. 
 
 Friday, 7:15. Reception to the District Superintendent and 
 
 his wife. 
 7:45. Banquet followed by Toasts and Addresses 
 
 by Attorney A. J. Morse, Northampton, 
 and Dr. J. P. Kennedy, District Superin- 
 tendent. 
 
 Saturday, 3:00. Junior League Social. A good time for boys 
 and girls. 
 
 One of the best methods the writer has ever tried led to the 
 selection of three captains who were each given a committee 
 of twelve and put in charge of one third of the 
 "Captains" membership. Each group was then to give a social, 
 and Mem- ^^i^g ^^d soliciting only the people on its list. 
 Divisiwis They were to vie with each other in giving the 
 best supper and in the uniqueness of the menu cards 
 and programs and social plans at the close. 
 
 The first group put the name of some one after the food item 
 which that person specially liked, for example, 
 
 ^^^ apple pie a la mode was a la Reisner. 
 
 The third group, headed by Samuel Williams, who controlled 
 a great printing plant, happened to be the one in which the pas- 
 tor's family was included. It prepared a beautiful little booklet 
 with a surprise cut on the front page, with no name attached, 
 reproducing the pastor, his wife, and only little laddie. The 
 back of the book contained a number of blank pages after a 
 most excellent program, and the people were given twenty min- 
 utes in which to secure signatures. At the end of that time 
 the one who had secured the most was rewarded. This book- 
 let furnished a delightful souvenir of the occasion, and was 
 long kept in the home, and thus constantly reminded folks 
 who saw it of the church. 
 
 Nothing is so effective as a real friendly church supper, given 
 not primarily to make money but to increase friendship. In 
 Battle Creek, Mich., once a month everyone brings 
 SuDDer provisions for a church supper. They do it much 
 as it is done at a neighborhood picnic. The pro- 
 visions are all spread on a table in cafeteria style, so that the 
 people can help themselves. In Plymouth Church, Buffalo, 
 N. Y., a church supper is held every Wednesday night for four 
 or five months. The ladies are divided into enough groups so 
 
MAKING THE CHURCH PROMINENT 165 
 
 that one group has charge every Wednesday evening without 
 caHing on any a second time. This group must furnish all 
 the provisions. Those who care to eat supper come at six- 
 thirty o'clock and sit down together. No charge is made, it 
 being supposed that everyone does his part at least once dur- 
 ing the period. At seven-fifteen o'clock all the diners break up 
 into groups in various rooms to study missions, the Bible, or so- 
 cial service textbooks. At eight o'clock they gather for the 
 midweek pra.yer service. The great strength of this plan is 
 the sociability which occurs which has made that a notable 
 church. As a result, the year these suppers were given four 
 hundred new members joined the church. Everybody went 
 out to tell of the happy time they had had until the whole 
 neighborhood was talking about the cordiality exhibited at 
 the Wednesday night services. They happily mixed practical 
 religion with it so that people were able to identify the hap- 
 piness as the fruits of religion. 
 
 The church has the right to employ every legitimate method 
 to push itself into high prominence in the community. It must 
 not allow itself to be counted of no importance or to be made 
 insignificant. It is the heart, the vital center, the fountain 
 head of the best life of any community. It must demonstrate 
 that fact if it is to remain worthy of the name. 
 
CHAPTER IX 
 
 Phrases, Appeals, and Flavor in Advertising 
 
 Twenty thousand men in America are now employed to 
 write advertising copy. They expend more than $290,000,000 
 - -- . annually for newspaper space alone. It seems almost 
 Army presumptuous, therefore, for a minister to attempt 
 
 instruction along this important line. But among 
 the twenty thousand not a single one is employed to do 
 church publicity work, though some may do it incidentally. 
 The writer will therefore be sure that few experts in his own 
 field can claim authority to cut his proposed measuring tapes 
 to pieces. He will, accordingly, venture some rules and sug- 
 gestions after vigorous practice in church advertising for 
 fifteen years and a limited amount of study and wide obser- 
 vation. 
 
 The advertising man is himself little over twenty-five 
 years old. True, the British Museum has a published reward 
 
 for a runaway slave dating back to 3000 years 
 Advertis- ^^^ printed on papyrus, but that is hardly adver- 
 Modern tising. Chambers' Magazine for 1835 tells us that 
 
 "a few merchants are beginning to buy space in 
 newspapers to publish prices." A. T. Stewart, according to 
 /Elbert Hubbard, wrote his own advertisements. Here is a 
 sample : 
 
 Mr. A. T. Stewart begs to inform the people of New York that he has 
 just received a few cases of Irish linens, especially selected for him in 
 Belfast. These will be open on the sidewalk, in front of the Palace of 
 Business, and offered to the first-comers at fully ten per cent below the 
 figures which the same goods will bring after they are carried into the store. 
 
 Less than a half a dozen years more will see the church 
 with a developed force of publicists. Dr. Weigle will em- 
 ploy a man to give all his time to publicity work. But 
 against the better day, let us look for a few timely suggestions 
 as to form. 
 
 166 
 
PHRASES IN ADVERTISING 167 
 
 Everyone looks for the editors' personal talks in current 
 
 p , magazines. We all read after the man who writes 
 
 Flavor ^^ though he were sitting by our side. Hence the 
 
 skilled advertising expert, Mr. W. W. Manning, 
 
 says, concerning the minister: 
 
 His appeal should be an individual one. His personality, without 
 being featured, should raise a desire in everyone who reads, because they 
 will come to the church to hear him define religion. 
 
 Again he says: 
 
 The word "you" is the biggest word in the language. What you can 
 get from what I have got to give. 
 
 That is why the W. L. Douglas shoe has been such a success. 
 No one can think of it without seeing Mr. Douglas's face. Few 
 of us who read the display advertisements of Mr. Wana- 
 maker, fail to turn to that space which he personally writes. 
 
 A Baltimore pastor made a striking impression by having his 
 hand photographed. It is always held out with a pose of 
 welcome that cannot be forgotten. 
 
 Here is a card which was put out by a layman who was 
 working up attendance at a Bible class: 
 
 HELLO! This is J. Leslie Purdom, President 
 of the Harvard Methodist Club. You are a 
 Harvard student are you not? That is good, 
 I just want to call your attention to the lecture 
 in the Epworth M. E. Church, Sunday Nov. 
 13 at 12:10 P M., by Prof. J. H. Ropes of the 
 Harvard Divinity School. Prof. Ropes is a 
 profound scholar, and an enthusiastic speaker, 
 
 and I am sure that this lecture will be of special interest to you. 
 
 You will be there you say? Thank you, I am glad you are 
 
 coming. What is it? Oh, yes! The subject is: "What is the 
 
 Literary Study of the Bible." Good-bye. 
 
 The wording must show a knowledge of men; 
 oi'men^^^ as Mr. W. R. Hotchkin says: 
 
 We must in some human way open a man 's heart to the 
 new thought that we wish to inject, but it must not be such a text as 
 "Believe in the Lord Jesus Christ, and thou shalt be saved," because that 
 must come after conviction. 
 
168 CHURCH PUBLICITY 
 
 As Mr. W. W. Manning says: 
 
 Men or women must be shown that you know what their Sunday habits 
 are. You should show an understanding of their point of view from their 
 standpoint. If they believe that you are human and are engaged in helping 
 them in an unobtrusive, brotherly manner, they'll respond to your appeal 
 for a portion of their time. 
 
 Through it all there must be the element of confidence, 
 the feeling that you have something they ought to 
 Confident j^^g^j. ^^^ something which will strengthen, develop, 
 tion " ^^^ satisfy them. Mr. W. R. Hotchkin puts it clearly 
 from a business man's point of view, and thus it is 
 stronger than if one in the preaching profession said it. Here 
 it is: 
 
 You must command the attention of men to the fact that there is some- 
 thing in life and in the universe that is beyond their comprehension; that 
 there is something greater than being born to-day and being eliminated 
 to-marrow or in seventy years. And it is needless to say that the ordinary 
 theological presentation of this subject will not get through the com- 
 prehension of the ordinary man. And if you can get a man's mind to 
 recognize and accept this thought you have made a beginning in getting 
 him to recognize and to begin to create in his own mind the thought of 
 divinity and the necessity for every man to give consideration to a subject 
 that he ordinarily repels and forgets. You must catch a man's mind with 
 an invisible cobweb and week by week and month by month increase the 
 strength of the line until at last the cobweb becomes a cable. This re- 
 quires a very high order of ability and knowledge of human nature. 
 
 The facts just stated easily lead to the all-inclusive statement 
 that the wording must appeal to the emotions as well 
 
 as to the intellect. As Herbert M. Harwood, 
 Enwtl^ons Publicity director of the University of Iowa (the 
 
 advertising of a university is a new departure), says, 
 in an article in The Poster: 
 
 One of the most interesting lessons that psychology has taught the 
 advertising man is that the appeal must be both to the intellect and to 
 the emotions. There must be a mixture of each in the successful "copy." 
 
 Mr. W. H. Johns, the worthy son of a Methodist minister and 
 a widely known advertising expert of the firm of the George 
 Batten Company, puts it concretely, and completely when he 
 says, concerning the form of advertising to attract the man 
 who does not go to church, "Logic, cold facts, warmly presented." 
 
 The church has the right to stress the fact that man needs 
 religion as he needs a drilled brain or a well-fed body. Happi- 
 ness and eflSciency are not fully possible without religion. 
 Beasts may, but man cannot live without bread from God. 
 
PHRASES IN ADVERTISING 169 
 
 But the advertising of the church must have a strong emo- 
 tional element in it. It must be "loaded" for the game hunted. 
 It must be worded to reach that part of the man which it 
 can satisfy and build up. It must be aimed and phrased 
 well. Apt wording is of priceless value. 
 
 A recent copy of System, the well-known magazine, gives 
 a plan for soft-drink dealers to employ in advertising. Instead 
 of playing up the flavor or the quenching power of the drinks, 
 he would put forward the words "It's wet." That appeals to 
 the man who is dry for a drink, and at the same time it is 
 so unusual that he will not forget it. 
 
 Here is a sentence the writer recently used on summer print- 
 ing that approaches the same purpose: "Iced Great Bear 
 Spring Water in Individual Cups." This was for summer 
 services. 
 
 A young traveling man engaged to sell hooks and eyes in 
 Philadelphia one day brought in a phrase fitting the product — 
 It was: "See that Hump.^^" He submitted rhymes 
 that^^Fit ^^ work with it which were adopted and employed 
 for wide advertising. It was so unique and so ex- 
 actly described the hooks and eyes that it immediately worked 
 an immense success. Two years in succession this sales- 
 man demanded larger pay and received it. The third year 
 he asked for an interest in the business, and when refused 
 said that he would resign, but when he told them that he had 
 patented the phrase, "See that Hump?" and would take it 
 with him, they gave him stock in the company. 
 
 It is said, playfully, that John D. Rockefeller washes with 
 "Gold Dust" and uses "Diamond Tires" for his automobile. 
 
 Two brothers control the phrase, "Butter Krust Bread." 
 It is so appetizing a couplet that bakers pay good prices to 
 use it in varied localities, and in addition sign an agreement 
 to employ this same firm in a special advertising campaign. 
 Of the same character is Ward's "Tip-Top Bread." 
 
 Some years ago Peet Brothers, of Kansas City, had expen- 
 sive designs of swans sailing on water and other similar 
 pictures made to illustrate their Water Queen Soap. 
 
 J. W. Jenkins, who has built the largest piano business in 
 the West, in conversation with Mr. Peet one day suggested, 
 "Why don't you take the phrase, 'Water Queen washes 
 Clean' ?'* It was adopted and came into large and profitable 
 usefulness. 
 
170 CHURCH PUBLICITY 
 
 Des Moines in its advertising adopted a phrase of rare 
 strength. It is "City of Certainties." 
 
 The Larkin Company, which sells millions of dollars' worth 
 of goods by a unique mail order plan, uses the form "Factory 
 to Family." 
 
 A group of experts were discussing terms recently. One 
 remarked that the following was the best phrase he ever knew : 
 "Good morning. Have you used Pears' Soap?" All agreed 
 that in family and business life no one was unfamiliar with 
 this term. Immediately one of the keenest turned to another 
 who had remarked that his wife always' greeted the family in 
 the morning with that phrase, with the question, "Do you use 
 Pears' Soap?" and he had to admit that he did not. It was 
 then discovered that none in the group did. Apparently, while 
 the phrase was popular, it was not so effective in selling the 
 soap. 
 
 Some years ago "Sunny Jim" appeared on the walls of 
 buildings and in papers and wherever one turned. People 
 were nicknamed for him. Strange to say, that "Force" which 
 he was supposed to advertise did not increase its sale. One 
 in looking at or talking about "Sunny Jim" never thought of 
 the breakfast food which he was supposed to advertise. There 
 was nothing about him to remind one of it. On the other 
 hand, when one was hungry, he almost invariably saw a picture 
 of shredded wheat with strawberries or other kind of fruit in 
 bright colors appetizingly spread over it. While shredded 
 wheat was not talked about so generally as was "Sunny Jim," 
 when it was mentioned it always related itself to hunger, 
 and that made it effective. 
 
 The writer's brother is a manufacturing confectioner. He 
 wanted a phrase that would fit candy. After some thought, the 
 following was given him : "Good Goodies." One cannot say this 
 phrase without the water of anticipation coming into the mouth. 
 
 Another very apt advertising term which has been successful 
 to a very large degree is "Syrup of Figs." Figs are appetizing 
 and also serve as a laxative. The repugnance connected with 
 preparations to be taken for that purpose is removed by the 
 pleasing reference to figs, hence many people accept and enjoy 
 the anticipation and taste because of the word "figs." 
 
 An advertising specialist worked for three solid weeks en- 
 deavoring to get a headline to advertise an instrument to help 
 deaf people. He finally succeeded in securing this telling 
 
PHRASES IN ADVERTISING 171 
 
 sentence: "The deaf now hear whispers." Would anyone who 
 was afflicted with deafness or who had a friend thus crippled 
 forget this phrase? 
 
 Some place in the West there is a sign with six or eight capital 
 letter *'E's," with the words "in shoes" spelled out after it. 
 The unique form, together with the appeal to comfort ("Ease") 
 make this a telling form. Another shoe dealer catching a com- 
 mon cartoon fad says: "The man who put ee's in feet." 
 
 The phrase "A Homelike Church," which the writer originated 
 ten years ago when becoming pastor of a church in Denver, 
 has seemed to be apt and worthful. It strikes to the heart 
 at once. It opens the fact that the church cultivates life's 
 best things in fellowship, purity, and character-food. It 
 carries tender and winsome thoughts. It arouses best 
 memories. A number of young men have been wooed away 
 from wildness back to right living by it. 
 
 It is easy to cover up good advertising with too many 
 words. Mr. Scott in his Psychology of Advertising reproduces 
 m an illustration, enforcing a certain edible which 
 
 Profuse i^ profusely overcovered with fruit. He refers to 
 the fact that so much fruit kills the advertisement 
 by taking away its tempting powers. Churches often do that. 
 I have before me one which has these phrases together: 
 
 Everyone invited. 
 
 Come and bring a friend. 
 
 Good music. 
 
 Good address. 
 
 Another card has these words piled up: 
 Hearty welcome. 
 Cheerful services. 
 Good music. 
 Homelike church. 
 
 Still another combines all these declarations In one para- 
 graph : 
 
 This church has: 
 
 Songs of Praise. 
 
 A good Fellowship. 
 
 Invitation for all the people. 
 
 Nothing but love for each other. 
 
 Taken Christ into happy partnership. 
 
 Perseveringly entered into all Church work. 
 
 A motto: "All for Each and Each for All." 
 
 Unusual interest in the boys and girls. 
 
 Large and growing membership, and more to follow. 
 
 Stated Sunday services and on Thursday evenings. 
 
172 
 
 CHURCH PUBLICITY 
 
 A New York church which neglected advertising until its 
 neighbor drew audiences by doing so, headed the card "A 
 Hearty Welcome" and closed it "Come and welcome." It 
 would be better to study three hours to get a three- or 
 four-worded phrase, and then put out two thousand cards, 
 than it would be to put out five thousand which are filled 
 with words that carry no pertinent and heart-stirring "thrust" 
 about them. 
 
 T. B. Spencer, the advertising director of the New York Sun, 
 writes that one must have "copy with an aura." The word 
 "aura" is a peculiarly pat one. It suggests the aroma of 
 fragrance, the scent that appeals to appetite. 
 
 The Rev. F. T. Keeney, D.D., the pastor of the First 
 
 Methodist Church, Syracuse, N. Y., is peculiarly skilled in 
 
 _, , , preparing "drawing" copy. His circular "Easy to 
 
 cfe'lrnels ^^^d," "Easy to Like," "At the Center of the 
 
 City" illustrates his kind of printing. 
 
 SYRACUSE, N. Y. 
 
 yftJEFIKST 
 METHODI^ 
 
 IE CHURCH AT THE 
 
 .CENTER OF THE 
 
 '&■ 
 
 W 
 
 f^^Tot^^ 
 
 BETWEEN FAYETTE PARK AND COURT HOUSE 
 
 TWO BLOCKS FROM BEST HOTELS. POST OFFICE 
 
 AND CITY HALL. 
 
 ONE BLOCK FROM Y. M. C. A. AND 
 
 CARNEGIE LIBRARY. 
 
 NEW Y W. C. A. OPPOSITE 
 
 [over] 
 
PHRASES IN ADVERTISING 
 
 173 
 
 f^M 
 
 1 A Warm 
 I Welcome Is 
 I What This 
 I Thermometer 
 1 Registers 
 
 I 
 
 •CI 
 
 8 P.M. 
 EVENING 
 SERVICE : 
 
 7.15 P. M. I 
 CHRISTIAN t 
 ENDEAVOR t 
 
 3 P.M. 
 SUNDAY 
 SCHOOL 
 
 11A.M. 
 MORNING 
 SERVICE 
 
 The Westminster Presbyterian Church of Baltimore presents 
 a cut accompanied by wording that is worthy of imitation: 
 
 Roman CathoUcs may 
 command church attend- 
 ance or plant a fear 
 which will compel mem- 
 bers to come, but that 
 is not possible to Protes- 
 tants. The first owns an 
 infallible human author- 
 ity, the latter emphasizes 
 the individual choice. 
 
 The mayor of Wyo- 
 ming, O., a suburb of 
 C i n c i n nati. 
 
 Orders ^^^^ hundred 
 i n h a bitants, 
 recently made an ex- 
 periment which would 
 not work everywhere, 
 nor would it work reg- 
 ularly. Mayor W. B. 
 Hay, a member of the Presbyterian Church, issued a procla- 
 mation and scattered it on pink placards all over the city, 
 calling on every man, woman, and child to attend some church 
 service on the following Sunday. Golf links, usually filled, were 
 deserted and all the churches filled. 
 
 The church must draw people to it. The "copy" must help 
 Human *^ accomplish that. Mr. William R. Gardiner, 
 Drawings advertising expert, of the firm of Fenton & Gardiner, 
 New York, writes: 
 
 You have to awaken interest in human hearts and the only way that can 
 be done is by human interest copy. It cannot be done by cold argument, 
 no matter how logical that argument may be. It cannot be done by 
 dogmatic or orthodox religious statement. It cannot be done by pointing 
 out the unpleasant results apt to follow one's neglect of his church 
 duties. 
 
 9.50 A. M. * 
 SUNDAY t 
 SCHOOL I 
 
 I 
 
 SUNDAY I 
 SERVICES * 
 
 Welcome The simple cut used by the Brotherhood of John 
 Illustrated Chambers Memorial Church, with the words under 
 it, "The Church that gives you the Glad Hand'* 
 IS effective: 
 
174 
 
 CHURCH PUBLICITY 
 
 
 /-'^''^>L /"^(l/ 7^A 
 
 /f hL 
 
 Wi\ 
 
 
 
 1 
 
 1 ii 
 
 1 
 
 kW 
 
 The Church That Gives You the Glad Hand 
 
 Dr. Fikes has printed 
 on his announcement 
 board in front of the 
 church : 
 
 This church is maintained 
 for those who do not belong 
 to it. If you are sick in heart 
 or body, lonesome, hopeless or 
 friendless, come in. 
 
 Appealing 
 Words 
 
 Dr. Keeney 
 has a very tell- 
 ing set of words together. 
 Here they are in the form 
 he puts them out : 
 
 DO YOU WANT 
 
 Rest, 
 Strength, 
 A cure for care 
 Help to carry the load, 
 Something worth while to think 
 about and live for ? 
 
 COME AND JOIN IN THE SONGS 
 AND WORSHIP 
 
 at the First Church, next Sunday 
 and you will carry a song away. 
 
 AlUteration is always good if it at the same time has a point. 
 Here is a phrase the writer has used much: "Come and Cure 
 Care." Either put such phrases in black type or in itaUcs, 
 so that they will stand out. 
 
PHRASES IN ADVERTISING 175 
 
 Cobpera- The singing must be spirited and unanimous. 
 Shieinff "^^ service is effective where people sit to hear both 
 ^^ sermon and singing. The music not only melts 
 the company into unity and so prepares them for the message, 
 but it also scatters the cheer of the few to the many. Nothing 
 will thrill and gladden an audience like unanimous cooperation. 
 No evangelist has ever succeeded without a singing mate. 
 Moody had his Sankey, and Chapman his Alexander. Hence 
 words suggesting singing are valuable: 
 
 Thrilling singing. 
 Songs you used to sing. 
 Singing that warms. 
 
 Of course this carries the idea of happiness. Some Baraca boys 
 have a fine phrase — "A jolly, joyous bunch." The church 
 „ •!•+.• must be friendly or belie the name which means broth- 
 Vital erliness. Sociality and spirituality are Siamese twins. 
 We must offer pertinent cheer along this line and then 
 deliver it. Here are three phrases that offer cordiality: 
 
 Never a stranger but once, and then only for a minute. 
 
 Friend-making meetings. 
 
 The church where your welcome holds out. 
 
 The "nowness" of the service is advertised in this term 
 employed by a United Brethren Church: "Sermons morning 
 and evening for live people who live on earth to-day." 
 
 Churches may profitably have mottoes which will advertise 
 both their purpose and their atmosphere. "It floats" is readily 
 recognized as belonging to Ivory Soap. The phrase also 
 marks the fact that it is pure, and therefore floats. 
 Locatinff Various purposes may be expressed by church 
 Terms mottoes. It may be to give the location. Then 
 the word "church" will carry the meaning of help- 
 fulness. Here are a few used: 
 
 Dr. J. Stanley Durkee: "The church with the electric sign." 
 
 Dr. H. J. White has wisely placed his name prominently 
 in connection with his church, and hence uses the alliteration: 
 "White— Sunday night." 
 
 Rev. J. M. Gage says: "Our church had been painted white. 
 I found the people saying 'O, that is the white church,' so I have 
 adopted that and use it on all advertising." 
 
 Marking '^^^ ^^^- ^' ^' ^"^^' ^•^" ^^thodist pastor 
 
 Activity ^^ New York city, has coined the phrase, happily: 
 
 "The homelike church on Washington Heights," 
 
176 
 
 CHURCH PUBLICITY 
 
 Dr. H. E. Rompel, while in Chicago carried the wording', 
 *'The stone church around the corner." 
 
 Another sentence may suggest the unanimity of activity. 
 The Rev. Milo Atkinson has the phrase, "Everything this 
 church does, every member has a part in the doing." 
 
 Dr. Caswell, while pastor of Fenimore Street Methodist 
 Church, Brooklyn, used the phrase, "A church of the people, 
 for the people, by the people." 
 
 Another of Dr. Rompel's phrases is "The church for the 
 people; the people for the church." 
 
 A series of union meetings In Little Falls, N. Y., 
 nei? employed a happy alliteration, "A lifting force for 
 
 Little Falls." 
 The First Methodist Church in Charlestown, W. Va., has 
 the motto, "A helpful church home." 
 
 A Y. M. C. A. declares itself, "Everything that's good for 
 men." 
 
 Another energetic church has words that express the fact 
 that energy is evident in the services held there. Here they are : 
 
 The First Baptist Church 
 at Vineland, N. J., uses the 
 words, "The always busy 
 church." While a church at 
 Wenatchee, Wash., employs 
 the term, "T h e 
 church that does 
 things." 
 
 Here are a few phrases 
 that give invitation to stran- 
 gers: 
 
 In Syracuse: "A sunny 
 home for students and stran- 
 gers." This is made peculiarly 
 pointed by having on it in 
 proper color a Syracuse Uni- 
 versity pendant. 
 
 Dr. Charles A. Eaton, lo- 
 
 __ _^. cated in the hotel 
 
 Heartiness -1,1.1, j • 
 neigh borhood in 
 
 New York, employs the phrase, 
 
 ' 'The strangers' Sabbath 
 
 home." 
 
 YOU'RE ALIVE 
 WE'RE ALIVE 
 
 Be Thankful 
 
 COME TO A CHURCH 
 THAT IS ALIVE— 
 
 The First Methodist 
 
 S. State and E. Onondaga Sts. 
 
 X 
 
 ALWAYS OPEN 
 
 Invitation 
 
 •^ 
 
PHRASES IN ADVERTISING 177 
 
 Of course, every church must welcome folks heartily. Dr. 
 C. O. Kimball says: 
 
 "The church of the cordial welcome" has been used by me for years. 
 I am not sure but that I originated it. It came into my mind years ago 
 upon reading a story by Elizabeth Stuart Phelps. In two cities I have 
 made the name so familiar that none other need appear on my stationery. 
 
 Dr. Andrew Gillies's phrase is,"The church of the open hand." 
 
 Dr. Shaw puts on all literature, "A church with a message 
 and a welcome." 
 
 Dr. O. W. Fifer uses, "A church that welcomes everybody," 
 and "The Cheery, Cordial, Comfortable Church." 
 
 A Springfield, Mo., church has this gladdening form: "Glad 
 hearts, glad faces, glad hands." 
 
 Dr. Partridge puts it, "A free and open church." 
 
 The particular seasons may be taken advantage of. For 
 instance, the Asbury Church at Camden, N. J., announces 
 the summer service like this, "A cool church with warm hearts," 
 while Dr. Jacobs says, "The church is comfortable and cool 
 and cordial with courtesy." 
 
 The At- Some mottoes are strong in describing the regular 
 
 mosphere atmosphere ot the church. Dr. Pace, of the First 
 Methodist Church, Saint Paul, employs the words, 
 "Everybody's friendly." Another calls it, "The friendly 
 church." Another, "We promise you an enjoyable service 
 among a friendly sort of people." 
 
 The First Baptist Church of Vineland says, "Here is a church 
 home for you." A Philadelphia church carries the term, "A 
 church home for the work-day people." 
 
 Dr. C. H. Woolston, the Baptist, uses the question, "Are 
 Worthful ^^^ married.^ If so, come and treat your family 
 Combi- to. our homelike services." Dr. F. B. Lane uses 
 nations this striking form, "Meetings for twenty nights." 
 
 Meetings For Twenty Nights 
 
 20 Golden Words 
 
 Pray-for-myself. 
 I WILL -^^^y"^or-my-unsaved-friends-by name-each- 
 
 Not-criticise. 
 Back-up-the- Pastor. 
 
178 CHURCH PUBLICITY 
 
 The Men's Bible Class of Norwood, Ohio, print on their 
 letter heads, '*Class motto — To help men to live," and on the 
 other side of the letter heads, "Working motto — Heart work, 
 head work, leg work wins." 
 
 A Cairo pastor put on the back of his Christmas greetings 
 the following lines quoted from Dr. Van Dyke: 
 
 Four Tkings f^ ^ 
 
 " Four things a man must learn to do, 
 If he would keep his record true ; 
 \ To think without confusion clearly, 
 
 ^ To act from honest motives purely, 
 \ To love his fellow-man sincerely, 
 Tl To trust in God and Heaven securely. 
 
 Rev. F. K. Gamble puts out strongly on a postal card, 
 
 „ - 'Tt takes practice to live a good life — Get the 
 
 Purposeful j^^^i^,. 
 
 The Waugh Berean Bible Class strikes out in red letters on 
 all their printing, "Each man get a man." The Adult Bible 
 Class of Guelph, Ontario, everywhere employs the motto, 
 *'We can if I will." 
 
 The mind might well be used to frame sentences that will 
 drive truth home because brief and rich with meaning. Here 
 is a good one: 
 
 Summer Sunday Sense. 
 
 A Good Sunday Means a Better Monday. 
 
 Here is a fine form for a revival meeting: 
 
 We 
 
 Will 
 
 
 
 
 
 
 
 WARM 
 
 UP— Your Heart 
 
 
 
 
 
 
 WAKE 
 
 UP_Your Min 
 
 d 
 
 
 
 
 
 STIR 
 
 UP 
 
 —Your 
 
 Conscience 
 
 Character ^^' ^- "^- Duvall put out a fine truth carrier in 
 Tests "Old truths in new clothes," Another sentence- 
 
 coiner has given us: 
 
PHRASES IN ADVERTISING 179 
 
 H 
 
 elp Everybody 
 inder Nobody 
 
 A sermon subject card on "Giddy Young Folk" had at the 
 end the words, "Smile Sensibly." This would lead silly gig- 
 glers to question themselves. 
 
 The Rev. A. W. Renton, of California, Pa., uses this: 
 
 You are invited to be a worker and not a shirker, in California Meth- 
 odist Episcopal Church. 
 
 Mr. O. J. Gude has in his office a motto. It has an interesting 
 origin. He discovered that a number of his men had fallen into 
 ^ a rut. They were satisfied with their salaries and 
 
 Q.Q?i°^ ^^ did their ordinary round of duties faithfully but 
 
 monotonously. They had no ambition for improve- 
 ment, and hence his business was not growing. He reorganized 
 and put the institution into departments with a head in charge 
 of each one. Several unambitious but capable men were 
 either put in secondary places or given a discharge with salary 
 until they could find another position. Then he put up his 
 motto, and insisted that everyone who worked for him must 
 abide by it. The motto was, "Grow or go." Anyone in his 
 employ whom he could not promote was not the kind of person 
 he wanted. 
 
 It is very important to study setting out prominently words 
 that will command attention and compel the recipient to read 
 
 the rest of the card. The writer has put out over 
 HeadlinS^ ^"^^ million cards in New York city. They are 
 
 distributed at subway and elevated stations and 
 put into mail boxes. It has required much ingenuity to prepare 
 something that would not be flung away quickly. It is difficult 
 to describe the wording on such cards, since the display work 
 is that which makes them impressive. The size of the book 
 will not allow of the reproduction of many. 
 
 The Epworth Methodist Church in Cleveland issued a folder 
 
 closing together like two doors, with a little paster 
 9j?"^^^?y holding them shut. On the outside were the words, 
 Arousea ^^y^YiSit the Gospel Can Do for the Blues." Natur- 
 ally, one would tear off the little paster and read the inside, 
 which contained a pointed and sensible few- worded sermon 
 on the necessity of religion for man's health. 
 
180 
 
 CHURCH PUBLICITY 
 
 Will THERE BE WAR? 
 
 Sunday night. May 25th. Seven 
 
 kNISH War Camps will attend G 
 
 Bet Columbus and Amsierdam. Tt 
 
 fcafcAwCT^-^ 
 
 AR£ YOU TIRED? 
 
 University 
 I peonsylvanm 
 
 
 WHAT CAN I DO? 
 Future Punishment 
 ACE 
 
 NOTICING MAN. 
 
 Ji& 
 
 Id Advcnise? Checrma- 
 luslc . Next Sunday nlgni Mr Hln- 
 of the Metropoliitn Grand Opera 
 Co. Grace Meihodist Church, W. 104. 
 im and Columbus, June I. 
 
 AI BEAR S^ Mfcxou^ito w- 
 
 OYSt TOOLED 
 
 ns Sept. 34. , 
 
 ORTHEESS 
 
 GfacBttrciimM*, 104111 ;rr 
 
 ards 
 
 1913 
 
 My Failures 
 
 Is the tcnnon tubject at 11 A- M Dec. 39th, 
 
 Mr. Burrcst and Mr*. Paasovrr reader duct. 
 
 Vetted choir ting*. 
 
 WASTED MONEY 
 
 U the Happy Sunday Evening (7i4S) talk •ut» 
 
 jecl at Grace Mrthodin Epiicopal Church. T. 
 
 ICMlh St. Bet Amsterdam and Columbua, 
 
 Christiaa P, Reitncr, with old fashioned 
 
 religioua longs by the Washington Brt»» 
 
 Negro Jubilee Singers 
 
 11. Soiufdiy CTcninf. 
 
 r"«^ 
 
 IMMORTAL 
 
 ABE YOU? 
 Find Out 
 
 Thursdan, Jan. 23rd. 
 
 skilled and gifted, plays. 
 II ii DDIOT Friday: Responsible 
 
 MISS MORRISON 
 
 150 Cliildren Sent to tlie Country 
 
 Itcle ihat does such things? Thou: 
 
 ■ m Cod every Sunday. 
 
 Brass Band from Street Oep'i. pi 
 ■elections. Commissioner Edwards i 
 ly ■( Grace Methodist Church, W. 
 Columbus &i 
 
 Christian P. Reisoer't 
 
 A (LEAN NfW YORK 
 
PHRASES IN ADVERTISING 181 
 
 While in Denver the writer prepared a set of motto cards 
 Motto which he found were placed on desks and stuck in 
 
 Cards various places by the members and by strangers. 
 
 They were the subjects of a series of sermons. For example: 
 
 Why Worry? 
 
 Why Smile? 
 
 Why Swear? 
 
 Quit Your Meanness. 
 
 Talk Happiness. 
 
 Each of these phrases was set up in large type in blue ink on a 
 white card, while underneath in smaller letters came the descrip- 
 tion of the service where these subjects would be used. Natur- 
 ally, that piece of advertising which is kept long is able to con- 
 stantly witness for the church. 
 
 In another card in red ink appear the words, "This is Red, be- 
 Double cause we want it read!" The rest of the card was 
 Meaning printed in black and contained an ordinary announce- 
 ment that made the red ink carrying this phrase stand out. 
 
 Questions which arouse curiosity are very valuable. It 
 Drawing is legitimate to employ them for the purpose of 
 Folks' compelling folks to read the rest of the statement. 
 
 Interest j^- jg generally wise to print one large line that will 
 arouse curiosity and print the rest in such small type that one 
 cannot glance over it and throw the card away, but must put 
 it in the pockets to read at home. A sentence illustrating 
 this principle which seemed to have power was, "Are you 
 happy now?" 
 
 ARE YOU HAPPY NOW? 
 
 A cheery service with heart helping music is open with a homeliKe w^elconie 
 at the Wappy Sizncfay evening. 7:45, Dec. 17th. The Cecelia String Q\aartet 
 
 plays several selections. Two cKor\as choirs, soloist, cometist and thrilling 
 audience-singing. Sermion talK: "Christmas Shopping." Five business men an- 
 swer in personal telegrams "Why am I a Christian?" Morning w^orship w^ith 
 sermoni "Elmotion^l Religion." Grace Methodist Episcopal Church, West 104th 
 Street, between Amsterdam and Columbus Avenues. 
 
 fcofcAu^^^UA/' 
 
182 CHURCH PUBLICITY 
 
 *'Will you hear it?" was a phrase employed, and then below 
 
 a description was given of a concert to be given on a Sunday 
 
 night by a band when the Interborough employees would attend. 
 
 A scientist was to give an entertainment in the church, 
 
 and one of his claims was that he would show how 
 Cook with Qj^g could cook with ice. The cut of a chunk of 
 
 ice with the letters spelling "Ice" marked into the 
 cut, was secured and the card in large letters was headed, 
 "Cook with Ice." Naturally people would read the rest of 
 such an unusual statement. 
 
 It is wise to make the subject extremely attrac- 
 Common tive. One of the best the writer has employed was 
 yues ions ^^^ ^^^^ which asked the question, "Why do Min- 
 ister's Sons Go Wrong.^" "Why do" was printed very small, 
 while" the rest appeared large. 
 
 Why do 
 
 MINISTER'S SONS 
 
 GO WRONG? 
 
 the short talk subject at the 
 Happy Sunday Evening at Grace 
 Methodist Church, W. 104th St. 
 Bet. Amsterdam and Columbus. 
 October 22nd, at 7:45. 
 
 LETTERS READ FROM, WOODKOW WILSON, Secretary of the Interior FISHER, District Attorney 
 WHITMAN, Senator BRISToW, Supt. MAXWELL and other noted sons of ministers. 
 
 Morning sermon:- "SLUMS and CHURCHES" 0vJAfeii>5KAjuM^ """^ """"'^^ """"^ ^*"'^'""' "'^""'^ ^^^ 
 
 iS mkfixSm^^ 
 
 Another was, "What Are You Good For.^" with the line under- 
 neath it: "Right answers are rewarded." That led to inquiry. 
 Another struck immediately at the religious life 
 Personal g^^^ ^.^^g ^^^ offensive, though it did so. It was, 
 Experience ^j^ 3„ ° 
 
 Do you pray.'' 
 
 Another startling form asked, "Are you a Hypocrite?" and 
 then the " Warm-up- the-heart Revival meeting" was an- 
 nounced. 
 
 At a rose service, the two sentences stood out, "A 
 Happy Smile," with some fine print between, and at the end. 
 
PHRASES IN ADVERTISING 
 
 183 
 
 "A Rose Presented." These two large lines were thus associated 
 and one naturally wanted to know what stood between. 
 
 "Sin Cure" was a phrase employed for revival meetings. 
 This appeared in large red letters on much printing, with finer 
 description given below. 
 
 A very telling folder is before me which has nothing on the 
 outside but the words, "Something New." New things always 
 Investiffate ^^^^^^^ people. When you open it, on one side 
 is shown a picture of the Centennial Christian 
 Church, and above it the words, "The New Church." On the 
 other side the picture of the Rev. Milo Atkinson, and above 
 that, "The New Minister." He had just come to be the pastor 
 of a new church. 
 
 The writer preached a morning series of sermons on the 
 Three Per- Trinity. A little cardboard folder had nothing on 
 sons in the front or the back but the words "Three persons 
 One in One," as shown here: 
 
 Naturally, a person reading 
 this would want to know what 
 it meant, and whether religious 
 or not, would open to see what 
 was on the inside. Here, in a 
 very dignified form, were an- 
 nounced the subjects, as follows, 
 "The Heavenly Father," "The 
 Human-Bodied Son," "The 
 Earth-Dwelling Holy Spirit." 
 
 At another time, a series of 
 evening sermons were preached 
 Seven "P.?^ ^^^ following 
 
 Devils evils as subjects: 
 
 "Lying," "Betting," 
 "Swearing," "Drinking," "Im- 
 purity," "Selfishness," "Pride." 
 The outside of the little square 
 folder had nothing upon it but 
 the words, "Cast out the" and 
 the word "Devils," and between 
 this was the figure "7," so that 
 it read: "Cast out the 7 Devils." 
 Naturally, anyone would want to 
 see what was inside. | 
 
 THREE 
 
 persons in 
 
 ONE 
 
184 CHURCH PUBLICITY 
 
 A study of the Apostles' Creed was made at a series of 
 
 Wednesday evening services. On the back of the Httle folder 
 
 announcing this was the picture of a cobweb and 
 
 i"f , the words, "Don't be a Back Number." This was a 
 Cobweb T 1 • 4.- 
 
 nappy combmation. 
 
 "DO YOU KNOW?" 
 
 Don t te a 
 Back Number 
 
 There are various methods of getting up messages so that 
 they will force a way into the mind. Mr. W. H. Johns, the 
 advertising expert, in advising concerning a striking 
 Valiw phrase, said that it should have "dignity, plus 
 
 force," while Mr. T. B. Spencer of the New York 
 Sun said that it should have "dignity and normality." He 
 added: "Anything that is undignified and excites ridicule should 
 be avoided by the church." 
 
 Mr. Robbins, the advertising genius of the Cleveland Crane 
 and Engineering Company said recently in his little periodical 
 called Craneing: "The cleverest ad writer is he who can write 
 a line that will make people think a column." 
 
 There is a gentlemen's furnishing store in a prominent Western 
 city that breaks all the rules of dignity and taste by a sign which 
 S c 'lee- ^^ exceedingly striking and memorable. The owner 
 of the haberdashery is named "Pray." Naturally, 
 such an institution will supply the wants of men. He there- 
 fore appropriates a religious phrase to call attention to his 
 
PHRASES IN ADVERTISING 185 
 
 business. On an electric sign over his store he has the words, 
 *Tray for men." Comment is unnecessary. 
 
 It is wise to take advantage of a locality to use certain 
 phrases. Dr. G. A. Duvall in a railroad town called his re- 
 Local ^^^^^ meeting by the term, "The R. R. meetings." 
 Terms ^^ ^^^^ ^^^^ ^P terms that would be understood 
 by railroad men. Instead of being railroad meetings 
 they were "rich revival" meetings. 
 
 Dr. White prepared a notable bit of advertising, imitating 
 the chewing gum. On the outside of the wrapper were the 
 Imitation ^^^^^. "Chew this over; the flavor lasts. Dr. H. 
 of "Gum" ^' White's compound for human ills," and on the 
 back of the folder were "Delivered at the First 
 Baptist Church, Corner Main and Talcott Streets, every Sun- 
 day evening at 7:30." Inside was a little piece of cardboard 
 (imitating gum) announcing the opening of the Sunday night 
 services. The young people did the necessary folding. Many 
 persons kept this piece of printing for days to show people and 
 even to hand it out for gum as a little trick for fooling folks. 
 
 Chew I>R- WHITE'S ^he 
 
 This Compound Flavor 
 
 ^^^^ For Human Ills ^^sts 
 
 Delivered at the First Baptist Church 
 
 Corner Main and Talcott Streets 
 
 Every Sunday Evening ^t 7.30 
 
 OCTOBER 27— 
 
 Opening of Season. 
 
 Big Music Festival. 
 (See over) Organ Recital 7 p. m. 
 
186 
 
 CHURCH PUBLICITY 
 
 Type and Here are a few unusual ways framing facts so 
 Figures that they will stay with folks : 
 
 I- HOPE -2 -C-U -THERE 
 
 EVERY- NIGHT-U-R- INVITED - 2 - COME 
 
 up 
 
 TO HEAR 
 
 CAPTAIN 
 
 R. D. Thompson 
 
 SAY, MEN 
 
 l-rl = 2 
 
 COME 
 
 AND BRING 
 
 A FRIEND 
 
 Mother, Father, Sister 
 Brother — Anyone 
 
 it in IDind 
 
 There is no limit to possibilities of ingenuity in 
 ^'b^f t'^°^' d^'^i'^i^g advertising forms. With such a great 
 subject as religion one can draw on every field, 
 and commonplace cards, folders, etc., should be avoided. 
 
CHAPTER X 
 
 Employing **Cuts" for Emphasis 
 
 Dr. S. a. Northrup writes, "I have spent $500 for original 
 cuts." Many pastors cannot afford to do that often, though 
 tithing money would frequently be well invested in such sup- 
 plies. The Rev. F. K. Gamble writes, "I use original cuts 
 made from drawings by the pastor." 
 
 The Rev. A. F. Ragatz employs cartoons very skillfully 
 in his preaching. He is rarely gifted in this direction and can 
 do notable work artistically. Hence he can produce pointed 
 designs for cuts. Few have that gift, and must, 
 DesSrS^ therefore, choose from among those at hand, and 
 these are frequently ill adapted for effective church 
 publicity. Either they are too solemnly other-worldish or 
 else they are cheap and undignified. But cuts are so valuable 
 that we must use them, even though they do not fit our specifi- 
 cations. 
 
 The newspapers know the demands, and so they increasingly 
 illustrate. Church papers have been driven to it. Dr. G. P. 
 Eckman has greatly popularized The Christian Advocate by 
 wisely acceding to this demand. The dailies are filled with 
 ridiculous and at times teachful cartoons. The Hearst papers 
 have wielded a tremendous power among the foreigners by 
 talking to them in pictures. Mr. Hearst's recent enforcements 
 in magazine and daily against "drinking" carry a tremendous 
 influence and ought to be commended. The church must have 
 pictures. Some early day a wise dealer will produce apt illus- 
 trations and create and cultivate a trade in "cuts" with the 
 churches. Meanwhile we must do the best we can. 
 
 Mr. Scott in The Psychology of Advertising has a very 
 
 valuable discussion concerning the kind and pur- 
 
 of^uts^^P^^^ of illustrations. The writer does not promise 
 
 to quote Mr. Scott literally, but will agree to make 
 
 the instructions line out with the convictions that came from 
 
 reading the book. 
 
 187 
 
188 CHURCH PUBLICITY 
 
 First. Cuts must leave an agreeable impression. It is 
 best to emphasize most strongly, as a rule, the benefits of 
 religion rather than the damages of sin. Mr. Scott gives a 
 good illustration by two cuts (pages 40, 41). One is an adver- 
 tisement of Thomas Cook & Sons, describing the warmth of 
 Egypt. It pictures two old people bundled up, sitting with 
 hands and feet outstretched before a fireplace. This empha- 
 sizes the disagreeableness of winter. The other represents 
 two people happily seated in a train, and below the advertise- 
 ment it is declared that they are headed for California, where 
 every month is June. The suggestion of flowers draws one to a 
 definite place, while the shivering of winter enforces the present 
 condition, without forcefully suggesting a means of escape 
 from it. 
 
 The church may well learn that lesson. A happy religion is 
 the one which will draw folks and transform lives. Moody 
 began by preaching hell fire. He quickly changed and em- 
 phasized the love of God. A joyful church service will draw 
 young people as honey -hear ted flowers do the bees. Illustra- 
 tions may strongly emphasize the sociality of the church. 
 People cannot enjoy the social life of a vitally spiritual in- 
 stitution without either changing their ways or slipping out 
 of the atmosphere. While the writer's churches have always 
 been marked by remarkable sociality, in sixteen years there 
 has not been a scandal turned up nor has a scoundrel rooted 
 himself in the congregation. 
 
 Mr. Paterson, the teacher of the Ep worth Bible Class in 
 Chicago, has a happy faculty of getting out cuts to advertise 
 the New Year's social of his class. He put beside the words 
 "A Rousing Time" the picture of a boy sitting up in bed just 
 aroused, while before him is a large alarm clock represented as 
 striking, vigorously, six o'clock. At the bottom, in a neat line, 
 are the words, *'This is the first new leaf to turn over." The 
 getting up on time, the coming to the social, the program inside 
 which they see when they turn the leaf over, are all suggested 
 by the cut, and it all brings to the heart a good feeling. For 
 another New Year's "sociable" which he advertised, he pic- 
 tures "1912" going along the road with a broken automobile 
 and a whiskered old man, while just above him is a chubby 
 faced lad riding an aeroplane, marked "1913." The whole 
 picture makes one feel thoroughly, wholesomely happy. It 
 follows : 
 
EMPLOYING "CUTS" FOR EMPHASIS 189 
 
 n 
 
 SOCIABLE 
 
 OF THE 
 
 Ep^vopth Bible Class 
 
 Wednesday, Jan. 1, l»13,at T P.M. 
 
190 
 
 CHURCH PUBLICITY 
 
 At the eighteenth anniversary of his class, he showed a group 
 of young ladies, bright, vivacious and happy, looking through 
 an old rail fence, while back of them are trees and bushes and 
 at their feet are berry vines. On the rail fence are the words: 
 **We are just Eighteen Years Old — Epworth Bible Class, 
 1893-1911." There is good cheer and winsome welcome in the 
 picture, which we present here. It is also apt for illustrating 
 the program which gives the exercises occasioned by this 
 anniversary occasion. 
 
 THE EPWORTH BIBLE CLASS 
 
 EIGHTEENTH ANNIVERSARY CLASS EXERCISES 
 
 To all 
 Classes 
 
 Second. The illustrations should, as far as possible, appeal 
 to all classes of people. Mr. Scott refers to the fact that the 
 notable advertisement for "Rough on Rats" where 
 the whole family join in the chase, is valuable though 
 ugly because it carries a thought to every member 
 of the household. Each one finds his face there, and so re- 
 members the advertisement. In the same way we must under- 
 take to reach children, old folks, young people, and the sturdy, 
 hustling business man with some kind of a picture. 
 
EMPLOYING "CUTS" FOR EMPHASIS 191 
 
 I'LL SHOOT YOU! 
 
 AND HAVE MV 
 
 'iCTUnC FtNISHEO i 
 
 Children always awaken the best in everyone. Their pic- 
 tures please and so secure the aid 
 of memory if attached to adver- 
 tising. Here is a pertinent form 
 for a particular business. It is 
 artistic, suggestive, and note- 
 worthy, and the brief wording 
 also helps to make it live as a 
 reminder. 
 
 George C. Shane, the busi- 
 ness man who carried on such a 
 splendid publicity campaign for 
 missionary money, has now gone 
 abroad to see the fields himself 
 and gather pictures with his ko- 
 dak. He made tremendous im- 
 pressions by the different kinds 
 of pictures he employed in his 
 former campaign. He felt the 
 need of securing others together 
 with first-hand information, so 
 that he might appeal to all 
 classes of people on his return. 
 
 When the Glee Club of New York University, consisting of 
 seventy young men, sang, at a good deal of expense, a large cut 
 and a small card cut of the seventy young men were made and 
 used widely. This kind of a picture revived the youth of the 
 men and attracted the attention of the older women and was 
 not ignored by the younger ones. Nothing is fresher and 
 more magnetic to the eye than a group of fine, clean-cut college 
 fellows. At another time, when two girls and a boy — sisters 
 and brother — remarkable artists and very young, were to 
 play, their pictures were printed with finest half-tone work, 
 while nothing but small type was put under it. Everyone will 
 notice the picture of a child, and when they cannot readily see 
 what the pictures are printed for, they will naturally begin to 
 read the fine print. If then, it is worded well enough to carry 
 the eye along, the whole matter will be fixed in the mind. 
 
 A splendid, strong woman's face was shown, with the words 
 above it, "Hear Her^ Whistle." That was so unusual a thing 
 for a woman to do in church that all adults were compelled 
 to follow the advertising below the picture. 
 
 -•OSSENISSlSyCO. 
 
 •ATISFKCTORY SUPPLIES SET ME SMILINQ 
 
192 CHURCH PUBLICITY 
 
 Aji unusually talented and artistic young woman furnished a 
 cut showing her playing on the harp. The harp requires rare 
 art, and she so completely fitted together with it that the 
 picture made a delightful impression in every mind that was at 
 all aesthetic, and drew them personally toward the place where 
 her services were to be rendered. 
 
 When the Australian Boys' Band was secured arrangements 
 were made for a parade on the streets Saturday afternoon. 
 Every boy and girl in all the neighborhood came out to see 
 and to follow them. We sent the band through many streets 
 and had it end up at the church and give a free concert inside. 
 This sent every boy and girl home to talk about the church where 
 they heard the music. 
 
 At the annual men's service we provide a button for all 
 of our own men to wear. They then fill their pockets and put 
 one on every other man who promises to attend the service 
 on a certain Sunday night. The button is 
 simple and has on it the words, "One of 400," 
 with "Grace Church" below. Here it is. 
 
 One button is printed in red and one in 
 white. The Brotherhood chooses sides, and 
 
 5^^ *^y ^^ t^^ ^^^ ^^ effort is made to see which side 
 
 will get the more men attending that night 
 wearing its button. 
 
 Third. The illustration should, if possible, appeal to the 
 experience of the one who receives it. At the time we held 
 one of our annual baseball services, "Hal" Chase was the 
 manager of the "Yankees" and was very popular. One of his 
 best pictures, in baseball suit, was secured and a cut made. 
 This was printed on one side of a card with the words at the 
 top "Happy Hal, the Captain," and below, "Turn me over 
 but don't turn me down." On the reverse side was an invita- 
 tion to the baseball service at the church. Almost everyone 
 these days knows something about baseball, and a response 
 was insured. 
 
 On the opposite page is an illustration from far-off Alaska 
 that exhibits fitness. It was distributed among "placer" min- 
 ers. They enjoyed it because some terms they alone under- 
 stood. It was therefore very personal. All can thus direct 
 copy "to the local community." 
 
 Mr. Scott illustrates a lack of aptness in illustrations by 
 reference to "Buster Brown" stockings, which are likened in 
 
EMPLOYING "CUTS" FOR EMPHASIS 193 
 
 Oa.cJfL -uQuv gold, hoji ctr fd read fmk 
 
 
 ro coM€ TO r/f£ Ai£r/foo/ar £:p/<scopau c/ft/^CM 
 
 O'CkOCKt TO ^ /i£C£/'T/0/i TO OUfi Y/'S/rO/iS 
 
 . /iLt. or /^o/iTJL/i/vo, o/{E.QO//. aooa y>^t/s/c ^m» 
 
 ^ 7?£r/i£S//AI£NrS JL£>9yj£ Y04//f f^KS, /fO^iC. 
 
 fJ-/'' 
 
 COME TO y^lL TMe: SJ^f^v/C^S SUNO^tY, 9£^ 
 
 value to 5 per cent gold bonds. He remarks that the women 
 are to buy the stockings and they have no experience with gold 
 bonds. He calls up another illustration which led him per- 
 sonally to buy some Japalac. 
 It pictures a young lady who 
 seems, though unskilled and 
 with ordinary garments on, to 
 be able to wonderfully brighten 
 the floor with a can of Japalac. 
 He thought himself as capa- 
 ble as this girl, and remem- 
 bered that his floors needed 
 treatment, and so found it 
 easy to follow the suggestion 
 and buy the can. 
 
 Simple illustrations similar 
 to the one here shown can be 
 
 secured in great variety and rp* j 
 
 by wise employment can be 1 imC StllCl lHOney 
 made to carry many phases ■ 1 
 
 of truth. wasted 
 
 "Time and Money Wasted" — let that be the heading; then 
 
194 
 
 CHURCH PUBLICITY 
 
 put under it any paragraph that you may desire to employ. 
 For example: "Some say church support brings that con- 
 clusion. No experienced and posted man will make that state- 
 ment. Churches build big folks.'* 
 
 "You will land a happy 
 heart, if you make some one 
 else happy." Of course these 
 illustrations are crude, but 
 their very crudity makes it 
 possible to get into some minds 
 that could not be reached any 
 other way. They are not 
 undignified, but because it is 
 unusual for them to be used by 
 a church they command at- 
 tention that could not be se- 
 cured in any other way. They 
 ^^ * ^)) have been extensively used by 
 
 x''^ 1" u the Rogers, Peet Company, 
 
 and can now be purchased 
 from the Stone- Van Dresser 
 Company, New York city. 
 The use of colored inks is very important. Dr. Wentworth 
 insists: "Never use black ink. Many colors — blue, brown, 
 purple, red, and gold — attract.'* That is possibly a little ex- 
 treme, though there is much in it. When a strawberry festi- 
 val is to be advertised, it would be, for example, very appro- 
 priate to print on white cards with red ink. 
 
 Fourth. Take it for granted that people will listen to authori- 
 tative declarations, and speak in the illustrations as though 
 people were waiting for the advice which you offer. Mr. 
 Scott calls attention to one of the anti-coffee ads. The face 
 of a paternal and posted physician is shown who looks at you 
 in the attitude of giving advice and declares, 'Tf coffee don't 
 agree, use Postum Food Coffee." This is convincing without 
 arousing an oppositional spirit. 
 
 Why not print a picture of a little laddie at his mother's 
 knee, in the attitude he would take while saying, "Now I lay 
 me down to sleep ".^^ Underneath this heart- tender illustration, 
 ask simply the question, "Have you said your prayers .f^" It 
 would move many an adult to begin to ask himself questions. 
 A pastor gifted in drawing has prepared a striking map 
 
 You will land a 
 
EMPLOYING "CUTS" FOR EMPHASIS 195 
 
 showing four seas, in order as follows: the Dead Sea, the Black 
 Sea, the Red Sea and the White Sea. Above this cut he puts 
 the words, "The geography of salvation." Below it come ap- 
 propriate sermon topics. The uniqueness attracts, while its 
 wording drives to thought. See it and be convinced: 
 
 THE GEOGRAPHY OF SALVATION 
 
 THE PLAN SALVATION PORTRAYED BY FQUR GREAT SEAS 
 
 1. The Dead Sea — Represents Sin Which Brings Eternal Death 
 
 2. The Black Sea— Represents the Defilement of Sin 
 
 3. The Red Sea— Represents the Blood of Jesus 
 
 4; The White Sea- Represents the Whiteness Which Comes From the Blood 
 
 For further information hear the sermon next Sunday night and 
 read the other side of this card 
 
 tfs 
 
 ^bs 
 
 Jfree Spiritual ©Ispensati? 
 
 Now open every night 
 
 except Saturday at the 
 
 M. E. Chureh 
 
 Gordon 
 
 Pa. 
 
 V 
 
 All 
 
 soul diseases 
 
 may be treated 
 
 and permanently cured 
 
 absolutely free by consulting 
 
 ITbc (3rcat ipb^sician 
 
 IRigbt 
 Mitb 
 
 006? 
 
 Another card draws the eye to it by picturing a red heart in 
 
196 
 
 CHURCH PUBLICITY 
 
 the middle and asking the question, "Is Thy [cut of a heart in 
 red ink] Right With God?" If the question stopped with 
 *Ts Thy Heart Right?" the fine print which is strikingly sane 
 would be more likely to be read. 
 
 Here is a cut from Stone-Van Dresser, New York City, 
 which can be used effectively. 
 
 The two cuts "Let us Impress" and "Think It Over" also 
 come from the same source and can be employed as leaders. 
 
 Let us impress 
 
 Think it over 
 
 Come In 
 
 No Rented Pews 
 
 The best seat in the 
 house is yours, if you 
 reach it first. 
 
 We extend the glad 
 
 hand to all 
 
 hands 
 
 Fifth. Cuts with a double meaning are often attractive, 
 since they will leave an interrogation in a person's mind. I 
 mean, of course, that the suggestion must be thoroughly whole- 
 some. Any kind of vulgarity is of course unthinkable. Mr. 
 
EMPLOYING "CUTS" FOR EMPHASIS 197 
 
 Scott pictures a striking illustration that is bound to be re- 
 membered. It is an advertisement for Packer's Tar Soap. 
 Two little kiddies are bundled up in the midst of winter while 
 snow is under their feet. One has just been making a snowball, 
 and the other is pulling his sled. For some reason (and that 
 fact draws attention) neither one of them has a glove on the 
 hand. One is breathing warmth onto his fingers. Underneath 
 are the words, "Winter chaps." It is easy to draw the con- 
 clusion that the soap advertised will heal the chapped hands 
 of the little "chaps." 
 
 It has been the writer's misfortune to be constantly crippled 
 by lack of funds for publicity work. It has, therefore, been 
 necessary for him to use the simple cuts found in the ordinary 
 print shops, but even then, it is possible to devise unique forms. 
 For example, print the picture of a chair, and put underneath 
 it the words: "This will be reserved for you to-night," oi-, 
 "This comfortable seat is yours if you attend." 
 
 On another card is a cut of a "watch" and under it the words, 
 "And be there." Nothing else appears on the outside of the 
 folder, and, naturally, people will wonder why a church is 
 putting out a picture of a watch. They will not at first recog- 
 nize that it stands for the word "Watch." Another card pic- 
 tures a rooster crowing, and underneath the words, "Listen 
 to me." Of course one will open to the inside, and there he 
 will see the advertisement of the church. 
 
 Dr. Lilburn Merrill, now the chief probation officer at Seattle, 
 was at one time with a church in Chicago, managing boys' 
 work. He devised all kinds of striking advertising for boys, 
 and succeeded in getting great crowds. On page 198 is one in 
 which he uses the term among the boys, "Don't be a lemon." 
 
 Dr. Stratton of Baltimore, had his hand photographed and 
 cuts made of the photograph of various sizes. This he used 
 effectively on printing. People are bound to look at the hand, 
 wondering why it is held out until they read: "This is the hand 
 of our pastor. Dr. John Roach Stratton, extended in hearty 
 welcome to you at all the services of the Seventh Baptist 
 Church." 
 
 The Rev. Milo Atkinson has issued a unique invitation card, 
 (see page 198). The letters stand for "The Centennial Chris- 
 tian Church." 
 
 Sixth. The illustrations may suggest action either of the 
 hands, feet, brain or heart. Mr. Scott illustrates action secured 
 
198 
 
 CHURCH PUBLICITY 
 
 h 
 
 H 
 
 onT be e, 
 kEMODt! 
 
 U the 
 
 %M-'' 
 
 \ 
 
 
 f\eein\ 
 
 ? 
 
 C. C. CHURCH 
 
 INVITES 
 
 YOU 
 
EMPLOYING "CUTS" FOR EMPHASIS 199 
 
 by an advertisement of Keer's Photograph Studio. It pictures 
 the back of the head of a beautiful woman. Underneath it 
 the words, "Guess who she is and receive a reward." "Keer," 
 as a result of this, has countless inquiries and guesses in the 
 effort to get the prize. As might be expected, interest was 
 aroused, though the beauty of his work was not shown by a 
 picture. 
 
 The attitude of the man pictured in the little sketch, while the 
 question, "Why take Chances.^^'* is asked, shows that he is 
 about to use his hands at a wrong task and the condition of 
 face recalls the agony which is certain to follow from gambling. 
 
 WHY TAKE CHANCES? 
 
 Some risk to prove themselves "game." 
 Gambling is stealing. Wrong use of time and 
 talents is as bad. A bold defense of sin 
 marks an ill-balanced mind. If sin is ever 
 necessary God is not a Father but a fiend. 
 Why take chances in ruining the soul's hap- 
 piness here and meeting a bitter tomorrow 
 after death. Love only asks best effort. 
 Flighteousness reaps rewards. Warm up the 
 heart in the revival at Grace Methodist Church. 
 W. 104th Str., between Columbus and Am- 
 sterdam, every evening, 7:45, NOW. 
 
 Congregational 
 Church 
 
 7 o'clock Sunday Evening 
 
 The South Congregational Church issued a little tag which 
 teases the mind with questions but in the end leads one's feet 
 
200 
 
 CHURCH PUBLICITY 
 
 to the circle to which the card invites them. It is particularly 
 strong because so few words are used. Look at it carefully. 
 Mr. Stone in his Association Advertising has a thought-pro- 
 voking cut showing a jackscrew marked "Y. M. C. A." under a 
 town. Two men, supposed to be Y, M. C. A. secretaries, are 
 turning the jackscrew and thus lifting the town. One could never 
 forget that the Y. M. C. A. claimed to be lifting the town, and 
 most probably would begin to investigate. 
 
 The same plan is employed when a quartet which had traveled 
 around the world was advertised in a circle to represent the 
 fact that they had "sung around the world." Here it is: 
 
 Dr. Cartwright, of Pitts- 
 burgh, appealed effectively 
 to memory . by a series of 
 simple little cuts illustrat- 
 ing practical sermons. The 
 first was on "The Home," 
 and showed a mother sit- 
 ting before a fireplace with 
 children about her knees. The second was on "The Church," 
 and pictured the outlines of Dr. Cartwright's church. The third 
 was upon "The School," and here was delineated the little 
 building which was attended in boyhood in the country. The 
 fourth was on "The Nation," and was marked by a cut of a 
 beautiful American flag. These cuts were very small and inexpen- 
 sive and yet they made impressive these ordinary subjects. 
 
EMPLOYING "CUTS'* FOR EMPHASIS SOl 
 
 POOR 
 
 RICH 
 
 Some years ago the writer found a cut which has been ef- 
 fectively used, showing a bee resting on the back of a hand. 
 It was easy to put under this 
 '*on hand," and so it was, *'Be 
 on hand," as follows: 
 
 The cut of a telephone can 
 be secured from the telephone 
 company any time and all kinds 
 of words can be put under it. 
 For instance, *T called you up 
 to tell you." 
 
 A cunning little illustration of 
 two kittens pulling at two sides 
 of a wishbone was quite effective 
 on the back of a New Year's 
 letter when underneath it ap- 
 peared the words, "Good 
 Wishes." Something about the 
 playfulness of the kittens and 
 the whole air of the picture 
 made one feel good, and thus jJNyjRY |2 JO JANUARY 26, 1908 
 
 enabled the words to go to Every Evening (except Saturday) 
 
 the heart. Study the impres- (Look inside) 
 
 sion: HOT^T"? 
 
 (Bmh WiBl}tB 
 
 The simple cut of squares with the question above them, 
 "Do you see six or seven squares?" has been used many times, 
 but does not lose its force, because it still tempts one to be 
 exact in the number of squares beheld. Phrases can be worked 
 
20S CHURCH PUBLICITY 
 
 up which will connote with the puzzle itself. How many do 
 you see? 
 
 The little cut at the right of the squares teases the mind 
 and causes one to keep it to put before some other eye. It was 
 taken from The Psychology of Advertising. If you look at it 
 one way it is a duck, if you look at it another way it is a rabbit. 
 
 Seventh. The very best cuts are those which themselves sug- 
 gest the subjects to be enforced. As Mr. Scott says, "The 
 headlines must have some relation to what follows." The 
 illustration ought also to cooperate with the declaration. He 
 notes that an advertisement of "Venus" drawing pencils at- 
 tracts attention to the picture, but does not leave the impres- 
 sion that it is primarily to actually advertise a pencil. On the 
 other hand, the "Nabisco brand" is made effective by the light, 
 airy, pretty maiden who suggests the name. Her make-up 
 is consistent with the article which she is proclaiming. In 
 the same way he marks out the fact that Ivory Soap ads always 
 appear in situations of cleanliness and by outlines remind one of 
 a pure, sweet atmosphere. 
 
 The owl is generally supposed to illustrate wisdom. This 
 little sketch, therefore, which finds him perched on a sign with 
 the imprinted words, "Get wise," is in line with the afore- 
 mentioned advice. Try it (page 203). 
 
 Dr. Wentworth has produced a picture of himself preaching 
 vigorously but with a happy and winsome smile on his face. 
 This appears in a folder without his name, and the words below 
 it: "If you imagine that our religious festival demands a long 
 
EMPLOYING "CUTS" FOR EMPHASIS 203 
 
 face, just have your eyes 
 opened by dropping in to- 
 night at 7:30." It will be 
 noticed that he calls the 
 service "festival" instead of 
 religious service, though it 
 is a vitally gospel service. 
 Here are three cuts that 
 are tremendously effective, 
 even though they are what 
 some would style strongly 
 religious. They appeal to 
 the heart and call up mem- 
 ories which cooperate with 
 highest resolves. One can be 
 employed for an Old Folks' 
 Service, and is bound to bring 
 to mind memories of one's 
 own father and mother: 
 
 Read the other side and plan to 
 
 store up and warm up. 
 Sure returns. Invest. 
 
 The following is to remind us of earnest prayer, the clasped 
 hands express petition with rare force: 
 
 draper Heague 
 
 31 ^gree to Winitt with my pastor and 
 other members of the League in Prayer; 
 morning, noon, and night for a revival of 
 religion in this church. I will also sustain 
 the Special Services by my presence and 
 cooperation to the best of my ability. 
 
 Name, 
 
204 CHURCH PUBLICITY 
 
 The last is illustrative of the topic "Mother's Bible," and 
 pictures a book with a pair of glasses lying upon it. Here it is: 
 
 Mother's Bible 
 
 There's a dear and precious book, 
 Tho* it's worn and faded now. 
 
 Which recalls the happy days of long ago. 
 When I stood at mother's knee 
 
 With her hand upon my brow. 
 
 And I heard her voice in gentle tones. 
 
 Mr. Bausman, the Philadelphia church printer who devised 
 the above cuts, also furnishes a card which clearly reproduces 
 a suitcase. Many churches use it as an invitation at the 
 hotels. It ought to be effective. 
 
 We have a right to pick up illustrations anywhere that will 
 aid us in publicity work. We can find them employed in all 
 kinds of advertising. We can, however, never do best work 
 until we discover some one who has the spirit and the skill 
 to produce just the things needed to-day. There are many 
 general cuts which could be devised, but every local church 
 needs some one to give the color needed in a community to a 
 particular illustration. 
 
CHAPTER XI 
 
 Out-Door Advertising 
 
 Mr. O. J. GuDE, the greatest outdoor advertising specialist 
 The in the world, prepared a statement for the con- 
 Church ference called at his home mentioned in the intro- 
 Spire duction. It opens as follows: 
 
 The fundamental of advertising is to make things known. The greatest 
 advertising organization in the world, that of the Associated Advertising 
 Clubs of America, a body comprising 10,000 members in 136 cities, has 
 for its symbol and motto the one word — TRUTH. 
 
 If Advertising means to make the truth known about things, the church 
 should not hesitate to use so important a factor in spreading its doctrine. 
 
 But, in fact, the church does advertise. 
 
 Its tall spire pointing skyward is an outdoor announcement to all that 
 pass by, whether interested or uninterested, that underneath that steeple 
 is a house of worship, and peculiarly, by this steeple manifestation, the 
 church demonstrates the potentiality of outdoor advertising, and drives 
 home the logic that this method of publicity forces upon those who believe 
 as well as upon those who do not believe the knowledge that this is a church. 
 
 When the church advertises in other ways than through its steeple, 
 prominence of location, magnificent architecture, splendid paintings, 
 beautiful music, and conventional newspaper notices, it will only be aiming 
 at more modern and more effective advertising than its centuries of previous 
 effort. 
 
 It looks as though, in present day church economies, the great need is 
 to interest the uninterested, and, therefore, it would seem that outdoor 
 advertising were the most logical and effective method of accomplishing 
 this end. 
 
 One of the questions sent out to ministers was: Have you 
 tried an electric sign on the church or steeple? 
 
 This would appear to be a form of outdoor adver- 
 Electric tising generally accepted as dignified and desirable. 
 The best business interests now employ it at a 
 tremendous cost. The Kellogg Breakfast Food people pay 
 $25,000 a year for the privilege of putting their electric sign 
 on the roof of a building that touches Broadway, in New York 
 city. The sign itself cost $20,000 more and the light con- 
 sumption is large. 
 
 The Men and Religion Campaign secured space and displayed 
 telling signs with such words on as : 
 
 205 
 
206 
 
 CHURCH PUBLICITY 
 
OUT-DOOR ADVERTISING 207 
 
 Not to allay but to help satisfy social unrest is one aim of present-day 
 Christianity. Think things over and you will go to church. 
 
 Sport is pleasure, but it is not pleasure enough for a well-rounded man. 
 Man has a body but he is a living spirit. 
 
 Christianity is for all men and for all of a man. Go to church next 
 Sunday and find out. 
 
 The church wants men in her work for man, and "I am my brother's 
 keeper." 
 
 These words and others faced the thousands in the daytime 
 from roof tops and sides of buildings, and at night were flashed 
 out by electric lights. On page 206 is seen one such sign which 
 appeared on *'The Great White Way" of Broadway's wonder- 
 ful array of electric signs. Now can be seen there the White 
 Rock sign shown on page 208. 
 
 Practically all of the ministers favored electric signs. Some 
 
 had them, others were securing them, but still others could 
 
 not afford them. Two, however, seemed not to 
 
 Ministers consider them desirable. The Rev. George H. 
 
 Combs, D.D., said: 
 
 Used electric sign for a while and abandoned it. My judgment is that 
 it "cheapened" the church. 
 
 The Rev. Allen A. Stockdale, D.D., said: 
 
 An electric man in the pulpit is better than an electric sign on the steeple 
 — some churches have an arc light on the steeple and a candle in the pulpit. 
 
 The Rev. A. W. Leonard, D.D., of the great First Methodist 
 Church, Seattle, answered the question: 
 
 We are just now receiving bids for the erection of an electric sign on 
 the top of the dome of the church which will be 44 feet long and 27 feet 
 high, with letters 6 feet in length. The sign will read "First Methodist 
 Church," and it will be possible to read it not only from the various parts 
 of the city but far out in Puget Sound. Passengers on steamers coming 
 into port at night will be able to read the sign clearly. The pastor and 
 business men of our church believe it will pay. 
 
 Other pastors answered as follows: 
 
 M. H. Lichliter: 
 
 Electric sign with the word "COME" above the name of the church. 
 
 Johnston Myers: 
 
 Yes. The word used is "Peace." 
 
 W. E. Biederwolf : 
 
 Yes. "God is Love," "Welcome," "Biederwolf Meetings." 
 
 R. S. MacArthur: 
 
 Assuredly. Several churches in Atlanta, da., have the name of the 
 church conspicuously seen by day, and especially so by night, when the 
 letters are brilliantly illuminated. So has the Dom Evangelica, the great 
 
208 
 
 CHURCH PUBLICITY 
 
OUT-DOOR ADVERTISING 
 
 209 
 
 Baptist Church in Saint Petersburg, Russia. It also has the sentence, 
 "Bog yest luhov,'' "God is love." This is a commendable method of ad- 
 vertising. 
 
 D. E. Weigle: 
 
 No, but we will. I am going to have a sign some day that will spell 
 out Scripture verses — "Come unto me all ye," etc. 
 
 M. O. McLaughlin: 
 
 We are just now making an electric sign — "Your Church Home. 10 a. m. 
 — Welcome — 8 p. m." 
 
 Of the total number who replied twelve had used electric 
 signs, seven intended to, thirteen expressed themselves strongly 
 in favor of, and forty, with the exception of the two quoted, did 
 not express themselves one way or the other. 
 
 Trinity Methodist Church, Denver, has a striking sign which 
 is close to the Broadway Theater sign. In the night they both 
 stand out in contrast to each other in the midst of the busy 
 streets and the hotel district: 
 
 TRINriY 
 METHODIST 
 
 dROADIlAY 
 
 i ' 
 11 
 
 
 Two five-hundred-watt Tungsten lamps have been attached 
 to the spire of the Immanuel Baptist Church in Chicago. The 
 lamps will burn from dusk to dawn, and so will be a star of 
 promise and hope to many through the night as they outline 
 
210 
 
 CHURCH PUBLICITY 
 
OUT-DOOR ADVERTISING 
 
 211 
 
 the church steeple and so remind of a Father-God. Another 
 Baptist church installed a cluster of five lights which were 
 made to flash on and off every two minutes to enforce the birth- 
 rate in open-doored China. These were installed during the 
 sessions of the Northern Baptist Convention. 
 
 When the Advertising 
 Men's Club, composed of 
 ten thousand members, and 
 organized to demand that 
 truth be the basis of all 
 advertising, met in Balti- 
 more, Md., the immense 
 electric sign, reproduced on 
 page 210, costing $15,000, 
 was erected on the most 
 prominent building of that 
 city by the O. J. Gude Com- 
 pany. 
 
 While in Denver the 
 writer was able to put up 
 an electric sign over the 
 door with the word "Grace" 
 marked out with electric 
 bulbs, while above it was 
 the phrase, "A Homelike 
 Church" and underneath 
 was the pastor's name. 
 The latter two lines were 
 
 simply painted on a sign, but they were visible at night also 
 when the other word was spelled out with electricity. Here 
 it is. 
 
 In New York the writer was able to secure through the co- 
 operation of another outside friend, a splendid electric sign on 
 the top of the square steeple. It spells out by flashing from 
 one side to another, on the four sides of the steeple, the word 
 "Grace." It can be seen by hundreds of thousands of people, 
 since the church steeple is on an eminence. It is the best 
 single piece of advertising the writer has ever done. There 
 have been more comments about it. It has flashed into the 
 eyes of careless people the fact that they were staying home 
 while a church, while attractive services, were near at hand. 
 It has revived thoughts of early training. It has put a mirror 
 
212 
 
 CHURCH PUBLICITY 
 
 in front of faces that were turned toward shameful sin. 
 usefulness cannot be estimated. 
 
 Its 
 
 ■■ ^^^^' 
 
 
 
 M 
 
 l^m^ A 
 
 
 
 
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 ii^ 
 
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 wL 
 
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 f^4 'IH^B^^^^^^^^^I 
 
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 y '^^^H^^^H^^^I 
 
 I 
 
 
 1 
 
 Marked 
 and Un- 
 marked 
 Churches 
 
 Very few stores refuse to put the name of the firm on the 
 building so that one can identify it when looking for it. Yet 
 the majority of churches leave themselves so un- 
 marked that it is very difficult to discover whether 
 they are even a Protestant church, much less find 
 out when services are being held. In some sections 
 of the South local church officials will not even 
 allow a bulletin board on the church. The name of the church 
 ought to be shown by a dignified sign and a list of all the regular 
 services be marked with the time for holding. That is generally 
 recognized. There is, however, large opportunity for variety 
 in making the bulletins which bring special subjects forward 
 or impressive facts to light. The Epworth Bible Class has a 
 design on the bottom of its bulletin board showing a circle, 
 while the words inside read, "Come into Our Circle " (page 213). 
 The bulletin board on the front of the Second Avenue Baptist 
 Church in New York city, of which Rev. R. F. Y. Pierce, D.D., 
 
OUT-DOOR ADVERTISING 
 
 ns 
 
 is the remarkable pastor, shows services in seven different 
 languages throughout the Sabbath day. In front of each 
 service is a watch dial on 
 
 f THE \ 
 
 I ^-^ CLASS - 
 
 I Mars H£m sun. 
 
 which is marked the hour 
 for the service to begin. 
 The hands can be made 
 movable if the hour is to 
 change. Opposite the clock, 
 on the other end of the 
 specific announcement, is 
 reproduced the flag of the 
 country from which these 
 foreigners come. The an- 
 nouncement is first in En- 
 glish and then in the lan- 
 guage of that particular 
 nation. (See page 214.) It 
 is an interesting sign. 
 
 This makes a full day, 
 and the announcement 
 board itself is well adapted 
 to attract attention. 
 
 Mr. Herbert L. Towle, 
 an advertising specialist, 
 who it will be remembered 
 raised $19,000 for the For- 
 eign Board of the United 
 PresbyterianChurch to send 
 out seven new missionaries 
 by advertising, put upon his 
 home church corner a bulle- 
 tin board 7x33^ feet wide. The upper portion of this board is 
 devoted each week to a sermonette in one or two sentences. 
 Here are two of them: "A Boy's Career" is the large line at 
 the top, then the following: 
 
 Depends on his character. Before sixteen character is molding. After 
 sixteen careers are shaped. Take the important thing first. 
 
 The second board had: 
 
 Your childhood was spent in a religious family. 
 Your children need the same good influence. 
 
 The second half of the board contains the subjects for Sunday. 
 (For reproduction, see page 215.) 
 
214 
 
 CHURCH PUBLICITY 
 
 , <g7 RtvRoBERTF.Y Pierce D.D. M- i 
 
 ^ I>ASTOR. 
 
 wiV'WEL.COJME TO ^LI, 
 
 Many churches have large signs at the front when special 
 programs are to be announced. The Rev. Charles Wentworth 
 
 makes a happy suggestion 
 which the writer has tried. 
 He says : 
 
 High-school art- 
 Bulletins ists can easily be 
 and used and willdraw 
 
 Devices appropriate ear- 
 
 to o n s well . 
 Young people with unusual 
 gifts along this line find great 
 joy as well as training in mak- 
 ing high-toned cartoons to 
 illustrate the subjects. These 
 can be fastened on the bulle- 
 tin board, and will command 
 more attention than the ordi- 
 nary printed sign. 
 
 It is well to put one or 
 two electric bulbs over 
 the printed cartoons, so 
 that at night passers-by 
 can read the announce- 
 ments with ease. 
 
 If a flag pole is pushed 
 out over the sidewalk,flags 
 with letters on them, an- 
 nouncing the "Happy 
 Sunday Night" service, 
 or the midweek service or 
 the revival service can be 
 hung out a day or two 
 before that particular 
 meeting. Dr. Cartwright 
 keeps the American flag 
 on his staff out in front 
 of the church all the time. 
 The writer tried the other 
 
 method, and kept it up until a neighboring saloon cafe copied 
 
 it, and then he had to put the flags away. 
 
 It is customary in many cities to put a big net across the 
 
 street bearing advertising copy. This form is used strongly in 
 
 political campaigns. The writer employed this method for his 
 
OUT-DOOR ADVERTISING 
 
 215 
 
 revival services, securing permission to fasten the rope holding 
 one side through the windows of the apartment houses on the 
 other side of the street. The other ends were fastened to the 
 church. The first year a number of Jews who lived in the 
 apartment houses across the street objected to the publicity 
 brought to the apartment house because the sign was across 
 the street. The second year many of them had removed and 
 Gentiles had taken their places, and hence the difficulty dis- 
 appeared. This commands the attention of people who go 
 along adjacent streets, for as they look down the side street 
 they will notice the sign and read it. Here is the wording on 
 this particular sign: 
 
 WARM UP 
 
 THE HEART 
 
 REVIVAL 
 
 7:45 NOW 7:45 
 
 The Rev. W. E. Biederwolf, D.D., the noted evangelist, 
 reports that during his campaign he had stereopticon views of 
 
216 CHURCH PUBLICITY 
 
 the Tabernacle, speaker, crowds pouring in, etc., thrown across 
 the street on a screen. 
 
 While in Denver, under the direction of the Ministerial 
 Alliance, the Rev. Mr. Houghton, rector of Saint Mark's, 
 in conjunction with the writer, arranged for outdoor meetings 
 during the evenings of Passion Week. Pictures of the life 
 of Jesus were shown with the stereopticon, while announcement 
 was made and frequently a picture and invitation to the dif- 
 ferent churches was given. The churches advertised distrib- 
 uted the expense. The following Sunday showed a large 
 increase in attendance over any Easter service known in the 
 history of the city. Thousands of people stood in reverential 
 quiet looking at pictures and listening to the explanation given 
 through a megaphone. It would be easily possible to make 
 it more attractive in these days by employing motion pictures 
 of high-class subjects and giving explanations in the same 
 way. 
 
 Many of the pastors used various kinds of painted signs 
 and announcements, the latter being distributed about the 
 community or located at principal points in the village, town, 
 or city. The following ministers explain their plan: 
 
 Henry Edward Rompel: 
 
 I had a large billboard, about 9x12 feet, one block from the church, 
 at a transfer corner, and where a through route and trunk route of the 
 street cars passed. Here many people passed. I had a good painter 
 to put up the subjects. Little else but name of church and where located, 
 with extras as music, etc., was noted. 
 
 Clarence S. Long: 
 
 A sign was fixed to the wall of a factory one block away from the church, 
 on the corner of a much-used avenue, where illuminated bulletins were 
 posted. It drew scores to our services. 
 
 M. P. Fikes: 
 
 In former years, yes. Used boards 3x6 feet, well printed and located 
 in congested center of city, usually in property of church members. 
 
 M. H. Lichliter: 
 
 Bulletin boards on vacant lots near car lines with index finger pointing 
 toward Church — and a word of cordial invitation. 
 
 N. W. Stroup: 
 
 Yes, to some extent we used a bulletin board placed at various centers 
 in the parish, where the people passed in going to their business. 
 
 Leopold A. Nies: 
 
 Yes. Boards 2j^x43^ feet in eight localities. Works well, but is 
 expensive. I now use two boards in front of church with topics on, or 
 any special features. 
 
OUT-DOOR ADVERTISING 
 
 217 
 
 Milo Atkinson: 
 
 Easel boards placed in conspicuous positions throughout our com- 
 munity bearing announcements of sermon topics, special services, special 
 music, etc. A neat painted sign, terse, easily read and seen frequently 
 as folks pass by daily, soon leaves its impress on the mind. 
 
 A. F. Ragatz : 
 
 I have drawn some large announcements in cartoon style a few times 
 and placed about in the neighborhood. 
 
 The writer has made good use of permanently painted bill- 
 boards in conspicuous locations. This can be potently em- 
 ployed in cities of every size. Even in the village a permanent 
 sign, well worded, near the post office or the general store 
 will command attention from the visiting farmers and the 
 shopping villagers. 
 
 Through the kind cooperation of James A. Curran in Denver, 
 and the permission of the property owner a sign about 15x7 
 feet was put up across from the Public Library and kept 
 freshly painted by Mr. Curran. On it was a picture of the 
 church, while underneath it were the words, **A Homelike 
 Church." In the upper lefthand corner, was a picture of a 
 clock, with the words over it, '*Now is the time.'* On the 
 
218 
 
 CHURCH PUBLICITY 
 
OUT-DOOR ADVERTISING 
 
 219 
 
 right were the words, "Grace M. E. Church, two blocks south" 
 and other words found in the reproduction (see page 217). 
 
 A young Hebrew looked up the writer's church in New York 
 after seeing this sign in Denver and has become a regular 
 attendant. 
 
 When the writer came to New York city he was able through 
 a friend to secure two large permanently painted signs in 
 notable locations. One of them, right next door to the Christian 
 Science Church, is reproduced here (see page 218). 
 
 When the annual revival campaign was on, similar painted 
 signs were placed in different directions from the church. 
 One was worded, "Revival Meetings," and underneath that a 
 picture of a clock with the words on it, "Now is the Time.?^" 
 and then below the clock: "At Grace Church, 2 Blocks 
 West. Dr. Cassell, Music Leader. Christian F. Reisner, 
 Preacher." 
 
 When Gipsy Smith was expected in Denver, painted signs 
 were contracted for to cover a 24-sheet space to announce his 
 coming. The picture of his head and shoulders was 7x5 feet in 
 size with wording as shown in cut. Such a sign is signally at- 
 tractive. 
 
 L^ 
 
 rWEET 
 
 ctirrino 
 Speaker 
 
 GIPSYSMIl 
 
 AUDIT0RIUN:|1arcK7^2 m 
 
 CVCDVARERNOONa 
 
 EVENING T.' 
 
 C^lfp UP 
 
 CHORUS OF 1000 lead by OCHHORN 
 
 JT (N MH 
 
 A young college graduate in Lincoln was led to give himself 
 to independent mission work. He had a strong conviction 
 
220 
 
 CHURCH PUBLICITY 
 
 viOMVERBEUEVETH | 
 
 gilMVICraMUlfE' 
 
 that if Scripture verses were put out where everybody could 
 see them, they would be compelled to think their way into 
 the kingdom of God. He had a little money willed him and 
 immediately spent it in having placed upon the side of a build- 
 ing occupying a space 
 100x25 feet wide, a 
 Scripture verse as fol- 
 lows: "Jesus said, *Be 
 ye also ready, for in an 
 hour that ye think not 
 the Son of man cometh." 
 A Saint Louis layman 
 bought space on bill- 
 boards for pasting paper 
 to carry Scripture verses 
 in the same way (shown 
 at the left). 
 
 The writer does not 
 believe that such pub- 
 licity is effective. It 
 rather tends to cheapen 
 the Scriptures and so 
 weakens their power of 
 impression. 
 
 Window-card advertising is now so generally employed and 
 so often becomes a nuisance to merchants that it is not worth 
 general use. When it is selected, however, the copy should be 
 so carefully prepared as to be striking. 
 
 The University Place Presbyterian Church in New York 
 city has at its corner a drinking fountain with a sanitary mouth 
 piece. This is a great benediction to the neighborhood for 
 thirsty people cannot always spend money to get a quencher. 
 This plan might be well followed in smaller towns, especially 
 if the church is located where the people pass by in numbers. 
 In this way they are compelled to stop before the building, 
 and thus they will notice it and not easily forget it later. Or 
 the churches can club together and put one in a central location 
 with a sign designating the cooperative organizations. 
 
 When J. Wilbur Chapman was in Philadelphia he ordered 
 a design of rare force and beauty here shown. Such a card 
 will undoubtedly attract attention whether hung in a window 
 or displayed at any other point. 
 
 m^^ 
 
OUT-DOOR ADVERTISING 
 
 2.^1 
 
 imultaneoud 
 
 ^ % 
 
 % ^ 
 
 J^IARCH I APRIl/ 100^ 
 
 ij, Wilbikr Ciiapman 
 
 OIRE.CXOR 
 
 ASSfSTEO BY 
 SEVENTY FIVE 
 EVANOEUSTS 
 AND SINOERS 
 
 ICINGS 
 5VSINES^ 
 
222 CHURCH PUBLICITY 
 
 The following copy made an impressive half sheet window 
 card: "Be Good'* appeared in large type, while under it: "Have 
 you heard about" and then "him and it?" 
 
 Be Good 
 
 Have You Heard About "^ p 
 
 Then came a large photo, 7x9 inches and under it, "Williams 
 and Sutherland." 
 
 WILLIAMS and SUTHERLAND 
 
 Talker His Singer 
 
 and WIDEAWAKE 
 
 UNION REVIVAL MEETINGS 
 
 XDl33eir6 tabernacle 
 
 20th and Lawrence Sts. OcL 25 — NoV. 21 
 
 "It is time to seek the Lord" 
 
 It would be impossible to boil this copy down much more 
 and state the necessary facts. 
 
 In writing advertising one must always ask the four questions 
 What? Where? When? and Who? These four interrogations 
 must have a reply in the "copy." The card just outlined 
 was for a union campaign in Denver, while the following was 
 for the writer's own annual revival service. The same size 
 picture of the singer was in the center of a half-sheet window 
 card, at the top in red ink, in large letters ''Get Well," while 
 underneath it in a small type, *'in heart." Underneath the 
 picture, in small letters, the name of the singer, "Professor 
 L. D. Eichhorn." Below that a large "H," and after the upper 
 
OUT-DOOR ADVERTISING 223 
 
 half of the "H" was spelled out '*ear," after the lower half 
 *'im," so it read, the large "H'* doing for both words, "Hear" 
 and "Him," and then after that in large letters, "Sing, at Grace 
 M. E. Church, corner Bannock and West 13th Street, Revival 
 Meetings, January 10th to 24th, Christian F. Reisner, Speak- 
 er." The red ink and the black half-tone made the contrast 
 so great that people were bound to read it. It was placed in 
 many private house windows and the red words caused folks 
 to look back to see if a contagious disease was placarded. 
 
 It is well to put such cards in factories, blacksmith shops, 
 post offices, and other places where people are likely to loiter. 
 
 The Rev. A. R. Holderby writes: 
 
 We have a number of neatly printed and attractive cards, 10x12 inches 
 framed and in glass to hang in hotels boarding houses, medical colleges, 
 barber shops, etc. 
 
 WHY N OT? 
 
 GRACE "^^ll'S^^ TODAY 
 
 MORNING WORSHIP Su 1 1 
 
 Sermon Subject 
 
 HAPPY SONDAY EVENING 745 
 
 '* Something Different " 
 
 SPECIAL 
 FEATURE 
 
 TALK 
 SUBJECT 
 
 WHERE? WHO? 
 
 The writer has prepared a half-sheet window card so that the 
 morning sermon topic can be printed on a sheet of paper and 
 pasted in the proper place, as well as the special feature and the 
 talk subject for the Sunday night service. These cards are 
 
2M CHURCH PUBLICITY 
 
 then framed and placed in prominent store windows from 
 Saturday night to Monday, along Broadway and other fre- 
 quented streets. (See reproduction, page 223.) 
 
 The Rev. Dr. Paul B. Jenkins, of Immanuel Presbyterian 
 Church, Milwaukee, has been from youth a genius in adver- 
 tising, starting in his first pastorate in Kansas City. He 
 placed a card in the regular advertising space in every street 
 car in Milwaukee. The card bore a handsome picture of the 
 church and for a "catch word" only the unanswerable invitation 
 of Philip to Nathanael, *'Come and see." It commanded so 
 much notice and comment that the advertising company which 
 controlled the space realized that it attracted attention to their 
 other advertisements, and extended the time for which the card 
 was to remain to three times the length of the period for which 
 it was contracted and paid for. 
 
 The Union Signal, issued by the W. C. T. U., has a striking 
 story of a publicity exhibit in the store windows of Germany. 
 It says: 
 
 The German temperance party secures the use of vacant store windows 
 and fills them with a great variety of charts, tables, mottoes, quotations, 
 brochures, models, posters, alcoholized organs, and the like. "The passing 
 public," says the Indian Temperance Record,"gathers about such a display 
 as flies collect about sugar, and just that element in the community which 
 could never be dragged into a temperance meeting gets the instruction 
 it most needs." How extraordinarily effective such exhibitions are can be 
 gathered from the following incident: Eight days after the opening of the 
 exhibition a representative of the great Frankfort brewery approached 
 Mr. Jentzsch, the institutor of the display, begging him to remove the labels 
 from the beer bottles in the windows. Next door to the exhibit was a 
 butter and cheese store, which had also done a large business in bottled 
 beer up to the day on which the exhibition had opened. Since then it 
 had not disposed of a single bottle. On every side the brewer was hearing 
 the remark: "We shan't drink any more of your beer. It contains a 
 poison. Just go to the exhibit on Braubachstrasse and you'll see!" 
 
 In some instances explanatory lectures are given on the 
 sidewalk before the window. Pamphlets are sold on the inside 
 which carry out the statements placarded in the window. 
 The Redpath-Horner Lyceum Bureau adopted a similar plan 
 to advertise its Chautauquas in the West. A publicity agent 
 secured the privilege of using a vacant window. He then 
 gathered window cards, advertising matter, and everything 
 obtainable that would describe the talent to appear on the 
 program of the Chautauqua. These he artistically pasted 
 on the window until the very arrangement would attract 
 attention to the printed matter which would give information. 
 
OUT-DOOR ADVERTISING 5225 
 
 The Rev. Dr. Williams, the pastor of Washington Street 
 Church, Poughkeepsie, N. Y., gets permission from one of 
 his members to use a large store window on Sunday for similar 
 announcements. He fills this with signs and other reminders 
 of the special program which will be carried out at his church 
 during that day. 
 
 The Redpath-Horner Chautauquas frequently secure the 
 right to use a window and decorate it like the following: 
 
 
 
 
 ^^^SlkSSur^ 
 
 '^- 'r^ ^- 
 
 XirS 
 
 ■- 1 
 
 i 
 
 ^i^Ul^ Z6*i '^ 
 
 "'■ ■ "i 
 
 i|:io|li 
 
 a 
 
 1 
 
 ^'b'9|rifl^^^NIHII^mHMH||^^^L 1^ 
 
 f 
 
 
 1S3^ 
 
 ^ 
 
 ..i^Mpin: 
 
 :i 
 
 ^^^Mi X'A*" 
 
 M' 
 
 K 
 
 tWiMeO 
 
 ;: J 
 
 BHpf NATIONAL : 
 
 ■VP^I 
 
 t 
 
 Qta^g...'"-"'»B 
 
 lam M^^^ 
 
 
 
 u 
 
 ''■9 '" "''' 'H fl^ 
 
 IB-iW^'.' 
 
 ^Ka^ 
 
 H 
 
 Wm 
 
 k 
 
 
 SSS;i 
 
 
 I "- -- -'^ 
 
 ■^?* 
 
 The writer in addressing an ad club in the West once sug- 
 gested that the manufacturers fill empty store windows with 
 exhibits of things made in that town. They would thus take 
 away the ugliness and the dirt of an empty store window. 
 At the same time it could be arranged with the owner to con- 
 spicuously post a sign announcing that the store was for rent. 
 The room would look much more attractive if the window 
 were tastefully adorned than it would if the show space were 
 filled with dust and dirt, and so the owner would be more 
 likely to rent it promptly. In addition to these two things, 
 the manufacturer would help his business by calling attention 
 to his goods, and help the town to a feeling of pride when they 
 remembered that such things were manufactured there. 
 
 Such a window could be fixed up by a church with photo- 
 graphs of the work ior childreja and witji young men gath- 
 
226 CHURCH PUBLICITY 
 
 ered in the gymnasium classes. If there is sioyd work, the 
 manufactured articles could be shown. If there is a sewing 
 school, the products of that department could be exhibited. 
 If there is a cooking class, the members might upon a certain 
 day place foods in the window and sell them at night. Apt 
 cartoons by high school pupils pushing some department would 
 also help. 
 
 It is certain that splendid publicity can be done in any 
 town, small or large, by fixing up the empty store windows 
 effectively to call attention to the fact not only that the church 
 has things to offer, but that it is aggressively at work com- 
 pelling folks to notice that fact. 
 
 A writer in System, offering an advertising plan, suggested 
 to a shoeman that he finish the window floor in white muslin, 
 lead it up to the center and there expose but one dainty 
 pair of woman's shoes. It is not necessary to fill a window 
 with many things. If it could be tastefully arranged with even 
 white muslin and a simple sign shown in the center, it would 
 carry force, because the eye would be drawn by the unusualness 
 of only one thing and that one thing would be remembered. 
 
 The writer is a strong advocate of billboard publicity for the 
 church. He was surprised to find so little opposition to this 
 method of publicity. This question was asked: 
 As to Do you object to the use of billboards or large 
 
 Billboards painted signs other than those adjacent to the 
 church? Seventy-seven replied, and seventy of 
 them were not opposed to it, though some, like the following, 
 insisted that there should be good taste exhibited: 
 
 R. B. Guild: 
 
 The billboard must be controlled or adjacent signs may introduce 
 features that will spoil all good influence. 
 
 J.F.Shaw: 
 
 I would not object to such signs, providing they were kept away from 
 the door of the neighboring church and did not have the appearance of a 
 circus sign or moving-picture show. 
 
 JohnE. Miles: 
 
 No. • Not if done in an artistic manner. Crude werk excites ridicule. 
 
 Those who did object do not seem to be beyond the reach 
 of argument. It will be interesting to hear what they have 
 to say: 
 
 M. P. Fikes: 
 
 My objection is a general one, namely, that all billboards are a nuisance, 
 and make our streets and landscapes hideous. 
 
OUT-DOOR ADVERTISING 227 
 
 Robert Watson : 
 
 Object to "billboards" on general principles. 
 
 G. H. Combs: 
 
 Broadly, the whole matter is not within the category of ethics, but of 
 good taste. 
 
 L. M. Zimmerman: 
 
 Personally, I dislike extra billboards, but this is only a matter of taste. 
 
 G. R. Dodson: 
 
 Such methods not in accord with the feeling and taste of our people. 
 
 Allen A. Stockdale : 
 
 I do object — because of the false expectations which such methods 
 produce. A red sermon must always go with a flashing billboard. 
 
 S. A. Northrup: 
 
 I object to the use of billboards unless for union revival or something 
 of the sort. 
 
 Another class are very certain that billboards will bring the 
 people : 
 
 E. Howard Brown: 
 
 No. I think it pays, if you want the people. 
 
 S. H. Cox: 
 
 Thomas Dixon and I, when associated in People's Church, New York, 
 did it. Drew crowds. 
 
 The Rev. Charles C. Garland is certain that we ought to use 
 them. It is rather an expensive undertaking, as a rule, hence 
 not many of the men have employed them. The following 
 ministers have used them: 
 
 W. E. Biederwolf : 
 
 Posters 3 feet by 18 inches bearing the words in red "Biederwolf is 
 coming." Large sheets 10 feet by 12 feet on the regular city billboards 
 tell all about the meeting. 
 
 C. H. Woolston: 
 
 Yes, during the summer season I use the billboards used by the show 
 houses. 
 
 Johnston Myers: 
 
 Have used regular billboards. 
 
 M. O. McLaughlin: 
 
 We have billboards along the street car lines — "Hartford United Breth- 
 ren Church — Sunday services 10 a. m., and 8 p. m. All seats free." 
 
 D. L. Marsh: 
 
 Posters bearing my picture and picture of the church announcing special 
 
CHURCH PUBLICITY 
 
 Most of the leaders who have cooperated so graciously in 
 making this book possible, who do not use the billboard, can 
 see no objection and would readily employ it if needed. For 
 instance, the Rev. J. Whitcomb Brougher says: 
 
 No. Newspaper advertising for me is better and cheaper. 
 
 The Men and Religion Movement found the billboards 
 valuable in many cities. The Rev. Dr. Samuel G. Smith, 
 the noted pastor of People's Church, Saint Paul, Minn., put 
 out an eight-sheet bill on December 3, giving his program for 
 that month of sermons and speakers, among them Dr. Camp- 
 bell, of London. 
 
 Some years ago the writer prepared an article on billboard 
 advertising which was printed in the "organ" of that "pro- 
 fession." One of the bill-posters in Ohio wrote Mr. Curran, 
 of Denver, giving the following facts: 
 
 The article urging church publicity on billboards led me to appeal to 
 the local Presbyterian church for business in advertising their Sunday 
 evening service, and as an outcome, I became acquainted with the church 
 and finally joined. In "We Boys" Sunday School Class, out of a member- 
 ship of one hundred and seven, I was the only one who was perfect in 
 attendance for the whole year. 
 
 It is not necessary to argue here for the value of the bill- 
 board for church advertising. It is no excuse to conclude 
 that bad things are pushed forward on billboards. Printers' 
 ink is used for the worst institutions the devil can devise. 
 Nor is it suflBcient to refrain from using billboards because 
 they spoil the beauty of the town and the neighborhood. We 
 must patiently use the means at hand to advance our cause 
 so long as the means in themselves are not bad. 
 
 People read billboards while waiting for the street car. 
 They notice them as they walk by or drive along or catch them 
 from the street car window. The mind usually is not hurried, 
 as it is when glancing over the newspapers. One or two of the 
 unusual signs are likely to stay in our minds. As a rule, we 
 are either fresh in the morning, with no work crowding our 
 hands as during the day, or we have finished it, and are joy- 
 fully going home at eventide. 
 
 The billboards are so unsual for religious advertising that the 
 surprise of finding it there will help print its message on the 
 mind. Religion is so mixed with secular things that people 
 are compelled to recognize that they can go nowhere nor do 
 anything without remembering that everything contributes 
 
OUT-DOOR ADVERTISING 
 
 ^29 
 
 to character. Often one is compelled to wait for a street car, 
 and if something nearby commands the attention, it eases the 
 patience. That reminder brings good thoughts, ill temper is 
 more quickly banished and gratitude turns toward the subject 
 that helps. The "copy," of course, must not cheapen or make 
 ridiculous the great and impressive fact of religion, but that 
 will not require us to avoid the use of real, human language. 
 The writer employed an eight-sheet regularly in Denver for the 
 annual revival, as shown below. 
 
 The year after the writer began billboard work in Denver, 
 which with a few exceptions has been recognized as the first 
 time that method of publicity was used by the church, the Epis- 
 copalians of that city employed it. They issued a bill announc- 
 ing the Lenten services at all the churches. A little later the 
 
230 
 
 CHURCH PUBLICITY 
 
 officials of the magnificent 
 Cathedral arranged to ad- 
 vertise their Lenten serv- 
 ices in the way here shown : 
 A cut showing the church 
 and large enough to cover 
 a four-sheet was designed 
 and made by the Smith- 
 Brooks Company, of Den- 
 ver. This appeared always 
 in billboard work, while two 
 sheets at the top took the 
 catch line and two sheets 
 below took the descriptive 
 matter. On the one before 
 me the catch line is, "Warm 
 up the Heart! Revival 
 Meetings,'* while the de- 
 scription is "Every Evening 
 at7:30. Short, Spicy 
 Speeches," and then the 
 subjects are given for two 
 
 weeks, as shown (page 229). 
 When Gipsy Smith came 
 to Denver an eight-sheet 
 was pasted in three hundred 
 locations. It read: 
 
 GIPSY SMITH 
 
 The Renowned Evangelist 
 
 Speaks and Sings 
 
 Every afternoon at 3:00 
 
 evening at 7:30 
 
 at the Auditorium 
 
 March 7 to 22 
 
 Seats Free 
 
 Hear Eichhorn and Chorus of 
 
 1,000 
 
 When the writer came to 
 New York city he immedi- 
 ately began to advertise the 
 Sunday evening service. 
 
OUT-DOOR ADVERTISING 
 
 231 
 
 JBVIIIlif » Ei^lfllfll 
 
 GRACE 
 
 METNdilsfiiitiieii 
 
 
 pi 
 
 i 
 
232 CHURCH PUBLICITY 
 
 An eight-sheet was arranged for, which appears on page 
 231. 
 
 The word "happy" appeals always. Every city and many 
 towns are filled with lonely people who are sad and blue. Such 
 a promise is bound to draw them, and we must not disappoint 
 the attendants. 
 
 When the revival campaign came on, a sixteen-sheet was ar- 
 ranged for, headed with the words, "How're Your Habits.^" 
 
 When the fall work began three hundred eight-sheets were 
 ordered and the New York Bill Posting Company, of which 
 organization Barney L. Link is president and Mr. Taylor gen- 
 eral manager, gave them most excellent space on Riverside 
 Drive and Broadway and a few in the lower business section. 
 They were pasted three and four together, thus giving the 
 effect of a twenty-four-sheet. They carried the lead words, 
 "WHY NOT.?" The church was not even located. Interested 
 people would inquire and have little difficulty in discovering it. 
 That very fact aroused a question that persisted till answered. 
 
 VHY NOT?VHY NOT?VHY NOT? 
 
 CO TO CHURCH CO TO CHU itCH CO TO CHURCH 
 
 GRACE i 
 IffiTHODmi^. -__^^ 
 
 home'like home uke .home like 
 HEiRTEH_ HEIRT|II_ HEARTEM, 
 
 UP Eiiiin ip SHIUP 'EH 
 
 Dozens of incidents could be told showing that this kind of pub- 
 licity compelled attention to the church, and the writer, after 
 careful investigation, could discover no cheapening caused by it. 
 
 It is now quite common to have parades to advertise great 
 religious movements. The most notable was the one in the 
 Parades interest of prohibition in Chicago, which was led by 
 and General Frederick D. Grant. It was so impressive 
 
 Wagons that the saloon power was greatly frightened and 
 put forth tremendous effort to block the growth of sentiment 
 against them. 
 
OUTDOOR ADVERTISING 
 
 S33 
 
CHURCH PUBLICITY 
 
 Dr. BieJerwolf describes such a plan which he frequently 
 employs, as follows: "We have a great civico-religious parade 
 headed by electric cross 10x6 feet." 
 
 Both Dr. Rompel and Dr. Shaw put large cards on the sides 
 of delivery wagons in the town where they have been pastors 
 while in a special campaign. The writer secured from Turner, 
 "The World moves, so does Turner," in Denver, two or three 
 of his largest vans, putting sleigh bells on the horses and a 
 large sign on the side of the van to advertise the Gipsy Smith 
 meetings. 
 
 The Redpath-Horner Company organize immense auto pa- 
 rades of business men in the towns where they hold their Chau- 
 tauquas. The farmers and business men now have autos so 
 commonly that it is easy to get many to cooperate. These 
 parades go through the roads and villages contributory to the 
 Chautauquas which this great company manage. They carry 
 banners announcing the program, but also stop at the differ- 
 ent towns to invite the merchants and the residents to attend.^ 
 
 This plan could easily be carried out for a revival campaign 
 in a town of from four to ten thousand people. Every church- 
 man who owns an automobile could turn out for a parade 
 which would pass through all the streets, and stop at frequent 
 intervals to invite the people along the sidewalk. They could 
 also go to nearby towns. Such a plan could be employed in 
 even the smallest town. It might even be effective in the 
 great cities, for with banners and a band an impression could 
 be made. 
 
 The writer placed cloth signs on the sides of street cars in 
 Denver (page 235). They were very effective, because the cars 
 ran into various sections of the city and the sign would be 
 certain to be seen by a great many people. 
 
 Lest some pastor of a small town turns away hopelessly, it 
 may be well to remind him that all of these methods can, to 
 some extent at least, be used in every community. For in- 
 stance, the Rev. M. B. McNutt says that he uses large cards 
 printed with colored craj^ons by the boys and posted at cross- 
 roads and public places in the country, while the Rev. Thomas 
 J. J. Wright says that he uses heavy black straight type with 
 
 1 At Cooper, Tex., the local Chautauqua Committee sent forty-one auto loads of 
 children out over the country to yell and advertise. Why not promise to take all the 
 pupils (boys and girls) in the Sunday school who did not miss from September to July 
 on an auto ride through the country? Then placard the auto and turn the happy 
 kiddies loose, and hundreds would talk about that church. 
 
OUT-DOOR ADVERTISING 
 
 S35 
 
 good effect on a country circuit when reproduced on a bill. 
 The Rev. George A. Duvall, D.D., prepared red window cards 
 printed in black, with this headline, "Danger Signal." He 
 was holding a revival meeting and, calling it the "R. R. Meet- 
 ing," was endeavoring to get the railroad men to attend. When 
 they saw this tacked up on fences by the side of an auction 
 card they were bound to stop and look at it. As before men- 
 tioned, the Rev. A. Hamilton Nesbitt, at Palenville, uses 
 one-sheet sizes and half sheets effectively to hang up in the 
 country stores and tack on the sides of buildings and put up 
 in windows where the building is not occupied. 
 
 We must not get discouraged over our particular task. 
 There is a way to get effective publicity for every church in 
 the land. We cannot exactly duplicate anyone else in this 
 matter any more than in our preaching. Jesus used outdoor 
 advertising extensively, and so caught the masses. When 
 we employ the kind that will catch the masses of our day we 
 will surely be imitating him, if at the same time we give the 
 masses the gospel that binds up the broken heart and sets the 
 captive free. 
 
CHAPTER XII 
 
 Morning Worship and Midweek Service Methods 
 
 The advertising for the morning service should carry more 
 dignity than that which is employed to gather in the "un- 
 churched" Sunday night. The two services should 
 Dignity y^^ ^^ absolutely different that each will catch a 
 Morning different class of people — people who cannot or 
 will not worship in the other service. 
 
 Many who would be offended by the vigor and novelty 
 prescribed for a winning Sunday night service, ought to be 
 considered in the plans and spirit of the morning worship. 
 Certain prejudices cannot be easily eradicated, and they do 
 not necessarily mark one as narrow. Broad-gauged men will, 
 however, be satisfied if the morning service observes these 
 prejudices and pointedly endeavors not to offend those thus 
 constituted. If markedly reverential and ritualistically orderly, 
 it will also help create an atmosphere of worship for the other 
 services which are less guarded. 
 
 No service should lack the spirit that thrills the heart. The 
 fact must be brought out in many ways that God is there. 
 But the morning worship hour should be specially aimed at 
 the building up of the members and the furnishment of workers. 
 Strong meat can be served and vital doctrines should be fear- 
 lessly treated. Many churches now robe the minister. That 
 has even come into the Methodist denomination. The robed 
 choir may well be common in all churches, since it does away 
 with the variety of dress and the contrast of the rich and poor 
 in their difference of raiment. 
 
 The ritual when heartily entered into by all, serves to melt 
 the miscellaneous audience into oneness and thus opens the 
 way for the planting of truth. Protestants are too much 
 afraid of the use of the cross and the habiliments of worship. 
 We have a right to the best cathedrals, the richest liturgy, 
 the stateliest music, and the most ornate orderliness, if it ends 
 
 236 
 
MORNING AND MIDWEEK METHODS 237 
 
 in emphasizing the presence of God, sweetens the bitter, glad- 
 dens the sad, and enriches the poor in spirit. 
 
 The great danger with a ritual is that it becomes in itself 
 an end rather than a means. There can be nothing better 
 than to make the morning service exceedingly churchly. That 
 fact should be published in the advertising by the exact word, 
 the character of the copy, and the form it takes. That kind 
 of publicity is essential as a foundation for more widely spread- 
 ing the usefulness of the church. All helps to this end should 
 be welcomed as of primary importance. 
 
 Some Methodist churches even put in kneeling stools. That 
 is a suggestive and helpful thing to do. People are too prone 
 to break the reverence of the room by looking around or sit- 
 ting bolt upright during prayer. Dr. Stockdale, recognizing 
 the neglect of outward reverence in many of the New England 
 churches, publishes in the back of his Announcer the following 
 
 note: 
 
 Bowing in Prayer. The true secret of getting the most out of our 
 service is in being conscious of God. After entering the pews it is well 
 to bow the head in prayer and with all thoughts of conversation out of 
 the mind, spend the first moments of the service in silent and reverent 
 meditation. The music rendered on our splendid organ is a great help 
 to such worship and high thought. With thoughts of the world and 
 business dropped for a while, the mind feeds upon thoughts of God and 
 highest life. 
 
 This custom is more common in the East than in the West. 
 It ought to be generally copied. It is spiritually stimulating. 
 
 The writer employs the following prayer of confession at 
 the opening of the service: 
 
 General Confession: "Almighty and most merciful Father, we have 
 erred and strayed from thy ways like lost sheep. We have followed too 
 much the devices and desires of our own hearts. We have left undone 
 those things which we ought to have done and we have done those things 
 which we ought not to have done. Spare thou us, O God, who confess 
 our faults, and lead us, O most merciful Father, that we may hereafter 
 live a godly, righteous, and sober life; to the glory of thy holy name. 
 Amen." 
 
 It and many similarly beautiful forms can be found in An- 
 cient Collects and other Prayers, by William Bright, D.D. 
 
 The recessional at the close, with a seated audience and a 
 few moments of silent prayer, while the benediction is pro- 
 nounced before the people rise, is a very effective method. 
 
 The public prayer requires thought and heart cultivation. 
 It should reveal God, include the immediate audience, and 
 
238 CHURCH PUBLICITY 
 
 bring the two vitally together, as well as broaden the vision 
 of the people so that their service will be more far-reaching. 
 
 While the general order of service is provided for most 
 denominations, either by legislation or custom, yet many 
 features can be incorporated that will enrich the service. All 
 parts of the program followed should be vital and leading, 
 never used perfunctorily nor monotonously. People must 
 be taught to cooperate and to value their part. If the ushers 
 whisper and visit and the auditors are listless and careless, the 
 whole service will suffer. 
 
 If we can have an atmosphere fragrant with the presence of 
 God and stimulating with the ozone of purity, people are going 
 to be so helped by it that they will go out and tell others and 
 bring them in. Our advertising of a worshipful service will 
 be fully met by the service itself, and thus we will have the 
 basis for good publicity. 
 
 It is very important to secure, as far as possible, the regular 
 attendance of the membership. It is not sufficient to merely 
 Method secure the enrollment of their names. Dr. Cart- 
 for Wright at North Avenue Methodist Church, 
 
 Securing Pittsburgh, with a membership of twelve hundred. 
 Attend- h^s divided the whole into twenty-two districts. 
 ance rp^^ ^^^ ^^^ ^^^^ women are placed over each 
 
 district for at least a year's time. Before each quarterly 
 communion the men call at every home announcing the 
 communion, and carrying with them printed matter of 
 interest to members. This gives a personal touch with the 
 membership that is bound to bring results. This is a practical 
 application of the old Methodist class leader's plan. The 
 system might be augmented by quarterly or annual socials 
 for all the particular districts. When a new member comes in, 
 the captain should immediately see that from three to five 
 in his district call upon that member. Nothing so cements 
 the loyalty of a new member to his church as a number of calls 
 by other members at the very beginning. The Rev. C. E. 
 Patillo while at Troost Avenue Methodist Episcopal Church, 
 South, Kansas City, Mo., fixed one Sunday when an effort 
 would be made to secure the attendance of every member in 
 the church at a particular evening service. In the morning 
 he announced that he had twelve motor cars pledged to go 
 after the older people or those at too great a distance to get 
 out at night. A list of two hundred who could not otherwise 
 
MORNING AND INIIDWEEK METHODS 239 
 
 come was made up. These twelve motor cars rushed around 
 and brought every one of them in, so that practically the entire 
 membership attended service that one Sunday night. 
 
 On a fixed Sunday night when Gipsy Smith was to speak in 
 Grace Church, and it was certain that scores would be turned 
 away, the pastor sent out a letter to all members of the 
 church inclosing a blank card which when filled out with the 
 name and address would admit them fifteen minutes before the 
 doors were opened for general admission. Those who came 
 then entered through the side door and handed cards in with 
 their last addresses on them. Before the general doors were 
 opened the pastor was then able to say a few direct words to 
 many members who rarely attended. They counted it an 
 unusual privilege to be sure of the best seats when every- 
 body else wanted to get in and when many must be turned 
 away. Hence they came in numbers, and some of them thus 
 started did not cease. 
 
 Mrs. Gertrude Gurray, of East Orange, N. J., is credited with 
 originating the idea of printing the pastor's sermons and dis- 
 tributing them the following week to those who by reason of 
 illness or other affliction were not able to get to church. 
 
 Dr. E. E. Higley, of Denver, preached a series of sermons 
 on "The Prodigal Son," putting them in the form of a story. 
 He gave one of the chapters in the morning and the next chapter 
 at night. This continued-story effect drew them out again 
 in the evening. 
 
 The Rev. George A. Duvall followed the same plan, preaching 
 on "The Strange Case of Dr. Jekyl and Mr. Hyde." At 
 eleven o'clock he announced his subject, "The Author and His 
 Story," and at seven o'clock "An Interpretation of the Story." 
 
 The Rev. E. G. Piper reproduced an old-fashioned Methodist 
 love feast ticket, and sent out a letter to all the membership 
 promising that everyone who attended the love feast at a 
 fixed day should have a copy of the old-fashioned ticket with 
 the name properly inscribed. 
 
 Many pastors now make much of the administration of the 
 communion. That is impossible where it comes every month. 
 If it occurs quarterly, a strong appeal may be made for unan- 
 imous attendance. 
 
 Some special occasions appropriately fit into a morning hour, 
 but usually the time should be employed by a pastor to effec- 
 tively build up his people. 
 
A 
 
 240 CHURCH PUBLICITY 
 
 Old Folks' Day may be made a profitable time. Many who, 
 through childishness or imagined frailty, will not attend at any 
 other time will do so when told that this service has 
 Special been specially arranged for them, and they are guests 
 pf^^' c\ ^^ honor. If the young people are sent after them 
 SiSects^ with automobiles, enduring lessons of patience, to- 
 gether with visions of an inexplainable happiness, 
 will be given them. 
 
 The evening service may then be made a * 'Harvest Home" 
 festival. The decorations of autumn leaves, vegetables, wheat, 
 and corn appropriately placed can be rearranged for the evening 
 service to be rendered by the young people or to be utilized 
 by the pastor's special sermon. 
 
 Children's Day fits into the morning hour. When babies 
 are christened the Christian home is glorified. If the children 
 render a brief program, the need of religious education is 
 magnified. If the pastor can aptly add a blackboard talk and 
 print lessons upon the interested minds of the children who 
 come in numbers because it is their service, he may also plant 
 fruit-bearing seed in hearts made tender by the presence and 
 exercises of the children. 
 
 Recently late on Friday the writer discovered that Bishop 
 Francis J. McConnell had just landed by boat from Mexico, 
 having gone through the revolution there. It was easy to 
 print over the regular card, ready to be distributed, the an- 
 nouncement that Bishop McConnell, just back from Mexico 
 City, would tell of the revolution as he personally saw it. 
 This opened the way for a missionary suggestion and appeal. 
 
 The wTiter has the general plan of preaching on subjects in 
 the fall that will in a measure prepare for the revival period in 
 January. The spring morning sermons are then directed at 
 training the new converts and deepening the faith in the awak- 
 ened minds of believers. Mixed in with the fall sermons, as 
 vital in the preparation for a genuine revival, are subjects 
 dealing with the benevolent enterprises of the church. The 
 morning sermon, if it is aimed at the churchgoing people, to 
 a greater or less extent will, of course, deal with churchly sub- 
 jects, though they may be worded in a popular way. Here is 
 a series on *'How to Be Happy," taken from the Beatitudes 
 inMatt. 5. 3-6: 
 
 Happy in Discouragement. Happy in Disappointment. 
 
 Happy in Sorrow. Happy in Doubt. 
 
MORNING AND MIDWEEK METHODS 241 
 
 This was extensively advertised by a little folder which 
 appealed to the curiosity, since the outside had only the words, 
 *'For Honest Hunters" "Sunday Mornings," while in small 
 type were the words, "Happy inside." And a little red heart 
 between these two words holding the two folds of the card 
 together so that it might mean the heart was happy inside, 
 or there was a happy announcement inside of the folder. A 
 reproduction will be found on page 242. 
 
 A real photograph postal card showing the outside and inside 
 of the church, together with the pastor's picture and an in- 
 vitation announcing the subjects reproduced in writing at the 
 bottom, was mailed to a large list of society folks in Denver. 
 It was expected that they would be specially interested in 
 happiness. This was a fall series. 
 
 A spring series in Denver began on February 24, with the 
 subject "Christian Science." This was immediately followed by : 
 
 Is Prayer Useless? 
 
 An Up-to-date Bible. 
 
 Who Is a Christian.'* 
 
 Heaven and Hell. 
 
 Easter and Death. 
 
 Was Christ Divine.? Happiness. 
 
 Blotters announcing these practical subjects were printed and 
 distributed by a college student in the business offices of the 
 city. They were placed directly on the desks. In addition, 
 one hundred one-sheet bills were posted in conspicuous locations 
 every Monday morning announcing the particular subject for 
 the coming Sunday morning. 
 
 Another spring series in Denver dealt with the Shepherd's 
 Psalm. It was announced through the medium of a beautiful 
 souvenir post card appropriate to the occasion and mailed out 
 by hundreds through the cooperation of members. Incident- 
 ally, a little note across the bottom of the card stated: "This 
 card is the compliments of the Denver Dry Goods Company," 
 which meant that this company paid for the printing. 
 
 The subjects in New York were made up from questions 
 gathered by conversation and other methods. Here is the list: 
 
 Did Jesus Perform Miracles? John 11. 14-44 
 
 Are Jesus's Teachings Practical? Matt. 5. 1-2 
 
 Were Christ's Sufferings Real? Mark 15. 34-37 
 
 Did the Resurrection actually Occur? 1 Cor. 15. 3-8 
 
 Is the Pope Infallible? Mark 10. 17-22 
 
 Was Paul the Author of Christianity? 2 Cor. 4. 5-10 
 
 Will Jesus Return Again? Acts 1. 9-11 
 
242 
 
 CHURCH PUBLICITY 
 
 One winter after a revival series the church officials insisted 
 on the pastor going to Florida for a rest. While there he thought 
 out his spring series and wrote a form for a plate which also 
 gave a personal greeting and included the subjects herewith 
 named. This was put on a Saint Augustine souvenir post card 
 and sent to every member of the church, as well as some outside 
 friends. The plan secured valuable access to their attention, 
 since the post card, being rare, was valued and kept, even 
 though it contained a series of sermon topics. Dates were 
 given, and the members chose the ones they desired to hear. 
 Here are the sermon subjects: 
 
 Backsliders Doomed. 
 Good Health. 
 Church Neglecters Lost. 
 Roman Catholics and the Bible. 
 Time Wasted in Prayer, 
 Worthless Silent Christians. 
 What Sins are Punished. 
 Harmful Pleasures. 
 
 Here are two series of morning sermons preached by the 
 
i\[ORNING AND MIDWEEK METHODS 243 
 
 Rev. H. Addis Leeson at the Ypsilanti Methodist Church on 
 Sunday morning: 
 
 A Man and His Talent 
 
 The One-Talent Man, the Malady of Distrust. 
 The Two-Talent Man, the Worth of the Average. 
 The Five-Talent Man, the Burden of Privilege. 
 
 The Writers of Our Four Gospels 
 
 AND How They Came to Write Them ^ 
 
 Matthew-An Accountant Whose Footings Have an Eternal Value. 
 
 Mark - -A Runaway Youth, Who Ran Up Against an Enduring 
 Life Task. 
 
 Luke A Beloved Physician, Whose Pen Won for Him an Im- 
 mortal Name. 
 
 John A Son of Thunder, Who Became the World's Greatest 
 
 Mystic. 
 
 Dr. Cartwright followed his series styled "The Next Life Se- 
 ries" through both morning and evening. He also reproduced 
 a quotation and special music to be rendered (pages 244, 245). 
 
 Here are a miscellaneous lot of morning sermon topics used 
 at Grace Church, New York city, that are capable of adver- 
 tising : 
 
 Why Be Church Members. 
 
 Faith with Eyes. 
 
 Is there a Personal God? 
 
 Poverty and Gratitude. 
 
 A Worthless Bible. 
 
 Temptation Conquered. 
 
 Deny the Supernatural. 
 
 Misery Cured. 
 
 Does Fear Make People Good.? 
 
 Who Enter Heaven.? 
 
 Forgiving Others. 
 
 Cure for Complainers. 
 
 Does God Notice Individuals. 
 
 Protestant Sacraments. 
 
 Who Tempts Us? 
 
 Good in Christian Science. 
 
 Prayers God Can Answer. 
 
 Partners with God. 
 
 How Can any Church Have a Revival? 
 
 Does High Society Hurt Religion? 
 
 Most of the advertising suggested in other places in the book 
 can be employed to strengthen the morning service. As a 
 rule, however, it is built out of the people attracted Sunday 
 night. They should be drawn there for deeper heart cultiva- 
 tion and for settling in the eternal verities. 
 
244 CHURCH PUBLICITY 
 
 trntttint 
 
 to be preacdeb in tfje 
 
 i^ortJi labenue iW. €. Cfjurtti 
 
 ^ortd iSbenue anb iSrcf) ^trrettf 
 
 ^. ^., 3pitts;bursf), $enn£(pltjania 
 
 iReb. Cbatf. l. Carttorigfjt, $f).B-, pastor 
 
 Alas for him who never sees 
 The stars shine thro' his cypress-trees. 
 Who, hopeless, lays his dead away, 
 Nor looks to see the breaking day 
 Across the mournful marbles piay; 
 Who hath not learned in hours of faith 
 The truth to flesh and sense unknown, 
 That Life is ever Lord of Death 
 And Love can never lose its own. 
 
 tifje "^ext life" &tx\t^ 
 
 April 9.— A. M.— Subject of sennon: " DOES DEATH END ALL?" 
 
 "After life's battle — God, like a good general, sounds the recall." 
 
 Special Music — If a Man Die Chas. McPherson 
 
 APRIL 9.— P. M.— Subject: "HEAVEN BEGINS HERE." 
 "Eden with its angels bold, 
 
 Love and flowers and coolest sea. 
 Is less an ancient story told 
 Than a glowing prophecy." 
 
 Special Music — God Hath Appointed a Day Tours 
 
 APRIL 14.— GOOD FRIDAY— 8:15 P. M. 
 
 The church choir, under the auspices of the Epworth League, will give 
 the customary Good Friday choral service. The cantata this year will 
 be "The Seven Last Words" by Theodore Dubois; soloists, Miss Jane 
 McKelvie, soprano; Walter C. Earnest, tenor; and John R, Roberts, 
 baritone. 
 
 APRIL 16.— A. M.— Subject: "THE RESURRECTION." 
 
 "O change! Stupendous change! 
 There lies the soulless clod. 
 The light eternal breaks. 
 The new immortal wakes, 
 Wakes with his God! " 
 
MORNING AND MIDWEEK METHODS 245 
 ^()e "iOtext Hiit** ^erietf— Continueb 
 
 Special Music: 
 
 Organ Prelude — Christ is risen J. S. Bach 
 
 Anthem — Now is Christ risen West 
 
 Offertory — O Day so joyful Bach 
 
 Anthem — Christ our Passover Goss 
 
 Postlude — O Lamb unspotted Bach 
 
 APRIL i6.— P. M.— Subject: "THE MOMENT AFTER DEATH." 
 
 "There is no death; what seems so is transition." 
 Special Music: 
 
 Organ Prelude — Chorale in A Cesar Franck 
 
 Anthem — Worthy is the Lamb Handel 
 
 Anthem — Awake, thou that sleepest Stainer 
 
 Offertory — Adagio B Franck 
 
 Hosanna — Granier Miss McKelvie 
 
 Anthem — As it began to dawn G. C. Martin 
 
 Postlude — Finale F sharp major Franck 
 
 APRIL 23.— A. M.— Subject: "OUR ANGEL FRIENDS." 
 
 "No! I have friends in Spirit-land, 
 Not shadows in a shadowy band. 
 Not others, but themselves are they!" 
 Special Music: 
 
 Angel Voices E. Vine Hall 
 
 Pilgrims of the night Westbrook 
 
 APRIL 23.— P. M.— Subject: "THE JUDGMENT." 
 
 "Yes, every secret of my heart 
 Shall shortly be made known, 
 And 1 receive my just desert 
 For all that I have done." 
 Special Music: 
 
 Hosanna in the highest Stainer 
 
 The offertory for this evening will be the Bach "Aria" for violin and 
 organ; violinist, Mr. Theodore Rentz. 
 APRIL30.— A. M.— Subject: "THE BLESSED DEAD." 
 "Their toils are past, their work is done. 
 And they are fully blest ; 
 They fought the fight, the victory won, 
 And entered into rest." 
 Special Music: 
 
 No Shadows Yonder Gaul 
 
 April 30.— P. M.— Subject: "THE HOLY CITY." 
 "In the bright, eternal city 
 Death can never come; 
 In His own good time He'll call us 
 
 From this life, the Home Sweet Home." 
 Special Music: 
 
 a. For Thee, O dear, dear Country Gaul 
 
 b. Thine is the kingdom Gaul 
 
 c. Jerusalem, high tower, thy glorious walls Buck 
 
246 CHURCH PUBLICITY 
 
 The Midweek Service 
 The midweek service is one of the big problems in church 
 life to-day. People ride long distances to get home and are 
 
 satisfied to sit still when the evening dinner is over 
 Vivacious |f ^-j^^y ^q ^qi have some other vital engagement. 
 Vital T^^ ^^y ^^ general testimony is gone. It has been 
 
 overworked. Unless new life and method are 
 inaugurated, the prayer meeting will drag along like a de(?repit 
 old man or be absolutely discontinued, as it has been in some 
 churches. It may be vital with teaching power and vivacious 
 with fresh life. It must be very practical and strongly spiritual, 
 with a good flavor of sociability. It does little good to scold 
 the Sunday audiences. It is much worse to pound those who 
 do attend and thus hope to bring in others. 
 
 %ct Xns Ipra^ 
 
 Can I afford to neglect PRI- To honor my Lord and Saviour. 
 
 VATE prayer? 
 Can I afford to neglect FAMILY To help my OWN SOUL. 
 
 prayer ? 
 Can I afford to neglect the To help OTHERS who NEED 
 
 WEDNESDAY NIGHT my help. 
 
 Prayer Meeting of MY OWN 
 
 CHURCH? To help my own CHURCH. 
 
 I will make an honest and earnest effort to attend the Wednesday 
 evening PRAYER MEETING each week and will DEFINITELY 
 INVITE OTHERS to do the same. 
 
 Name 
 
 Address - - - 
 
 The first essential is that the service itself, whether it be 
 
 composed of ten or a hundred, shall be fresh and interesting 
 
 and worth talking about. Then the advertising "copy" put 
 
 out, which is certain to draw some, will be effective, for the 
 
 people will discover there the something which their lives need. 
 
 There is a real need for the midweek service in this busy, 
 
 straining day. It ought to have two characteristics 
 
 Essentials — ^^^^ teaching power and a markedly friendly 
 
 atmosphere. 
 
MORNING AND MIDWEEK METHODS U1 
 
 Dr. George Clarke Peck while at Saint Andrew's Church, 
 New York city, secured the pledges of nearly one hundred to 
 Securing attend regularly. This started him out strongly 
 Attend- in the fall and so gave him a stimulus for the whole 
 ance year; he, of course, planned a menu both appetizing 
 
 and nutritious. 
 
 The pledge card on page 246 was circulated by another pastor 
 in the effort to drive home the feeling of responsibility. 
 
 The Rev. Willis P. Odell, D.D., pastor of Saint Mark;s 
 Methodist Church, Brookline, Mass., sent out this letter to his 
 whole membership: 
 
 $u l»ark'$ metbodlst episcopal CDurcb 
 
 BROOKLINE, MASS. 
 
 Dear Friend: — 
 
 Will you pardon a word of pastoral suggestion ? The Midweek Service 
 — can yfou afford to cut it out ? Thomas was absent once rvhen the Lord 
 came to a meeting, and he missed a great deal. Your presence is needed at 
 the rveekl^ service, but you need the fellowship of the Church much more. 
 To develop spiritually one must use the appropriate means. Are you grow- 
 ing in grace and in the graces as you should ? We ought to be better people 
 as we get older. Jlre you content with your progress P Let us not forsake 
 the assembling of ourselves together for mutual encouragement. Let us exhort 
 one another, and so much the more as secularities crowd in upon our precious 
 time — time getting daily shorter for that soul enrichment which will presently 
 be found to be our choicest possession. 
 
 Mayf I hope to see you at this week s prayer meeting ? 
 
 Most cordially your pastor, 
 
 WILLIS P. ODELL. 
 
 The writer conducts his own training class for adult candidates 
 for church membership. He urges their attendance at the 
 midweek prayer meeting by letter, call, and personal appeal. 
 The questions there considered help train them. At the close 
 of prayer meeting they are gathered into a special class where 
 doctrinal matters are taken up clearly and directly in pre- 
 paration for the reception into full connection. Hence the 
 following subjects used in springtime have a double purpose: 
 they instruct the new converts and train church workers. 
 Here is one set built around the Apostles' Creed: 
 
248 
 
 CHURCH PUBLICITY 
 
 191 1 
 
 What Do You Know 
 
 ABOUT RELIGION? 
 
 The Modern Christian's BeiieF 
 WEDNESDAYS 
 
 8 p.m. 
 
 Questions in the Apostles' Creed Answered 
 
 Feb. 15, CAN GOD DO ANYTHING? 
 " I believe in God the Father Almighty, 
 Maker of Heaven and earth:" 
 
 FEB. 22, IS CHRIST THE ONE DIVINE 
 SON OF GOD? 
 
 "And in Jesus Christ, his only Son our 
 Lord; who was conceived by the Holy 
 Ghost, bom of the Virgin Mary;" 
 
 MARCH 1, WHY DID JESUS DIE ON 
 THE CROSS? 
 
 "suffered under Pontius Pilate, was 
 crucified^ dead and buried;" 
 
 MARCH 8, HOW DO WE KNOW 
 JESUS AROSE AGAIN? 
 
 "the third day he rose from the dead; " 
 
 MARCH 15, WHEN WILL THE JUDG- 
 MENT OCCUR? 
 
 "he ascended into Heaven, and sitteth 
 at the right hand of God the Father 
 Almighty; from thence he shall come to 
 judge the quick and the dead." 
 
 MARCH 22, HOW DOES THE HOLY 
 SPIRIT HELP Us? 
 
 "I believe in the Holy Ghost;" 
 
 MARCH 29, CAN THE ROMAN CATH- 
 OLIC CHURCH FORGIVE SINS? 
 
 "the holy catholic Church, the com- 
 munion of saints; the forgiveness of 
 sins;" 
 
 APRIL 5, HOW DO I KNOW THERE IS 
 A FUTURE LIFE? 
 
 "the resurrection of the body; and the 
 life everlasting." 
 
 GRACE METHODIST 
 
 "A HOMELIKE CHURCH" 
 W. 104th St., Bet. Amsterdam and Columbus 
 
 Pastor 
 
 0U^jujJpK^ 
 
 Leads 
 
 HEARJ^EN NOW 
 
 The writer has endeavored to gather his subjects from the 
 people, and to take up the questions which are constantly 
 Some bothering them. Here is a set for successive Wednes- 
 
 Subjects day nights in preparation for a revival service: 
 
 Why is it that so few attend prayer meeting.^ 
 
 "What is the cause of the general religious indifference? 
 
 The greatest Christian movement to-day. 
 
 Are revival meetings unwise? 
 
 How can revival meetings be brought about? 
 
 Can everyone do personal work? 
 
 Will it do any good to pray for the unconverted? 
 
 What do I mean to do? 
 
MORNING AND MIDWEEK METHODS 249 
 
 Here is another cluster that strike at practical problems: 
 
 Six Subjects for the Soul School 
 
 The Garden of Eden and Free Will— Gen. 2. 16, 17. 
 
 What is "Faith" and Doubt?— Ileb. 11. 6. 
 
 Was Jesus Only a Man.?— 1 Cor. 12. 3. 
 
 When Do I Sin.?— James 2. 10. 
 
 When Should I Pray.? — James 5. 16. 
 
 How Does the Holy Spirit Help Us.?— Rom. 8.20. 
 
 Here is the outside of the little folder which contained the 
 above prayer meeting topics: 
 
 WEDNESDAY, 8 P. M. 
 
 BRAIN "o mm mm 
 
 One of the most satisfying series was announced for six 
 weeks, but ran for nearly five months. It was a chronological 
 study of the life of Jesus. Each evening the pastor gave a 
 twenty-minute talk reviewing in logical order the events of 
 the life of Jesus and driving home a local and present-day 
 truth. 
 
 The service was varied each evening. One evening it would 
 be given over to thanksgiving, when for ten minutes people 
 mentioned things for which they were grateful. Another eve- 
 ning everyone was asked to read a verse of their favorite song. 
 Another evening, Scripture would be quoted. Another evening 
 a question like the following: "Why am I glad that I'm a 
 
250 
 
 CHURCH PUBLICITY 
 
 Christian?" was propounded, to be answered by separate 
 testimony. Another evening twenty minutes was given to 
 short petitions by many people. Another evening a question 
 Uke "What most impresses me about the Hfe of Jesus?" would 
 be asked. No set and regular program was followed. No one 
 knew what was coming next. 
 
 Here is the program which was issued: 
 
 WEDNESDAYS, 8 P.M. 
 
 SIX WEEKS WITH THE 
 MAN AND SAVIOR. JESUS 
 
 March 5th, 
 
 "GIVES UP HIS HOME" 
 
 March 12th, 
 
 "FOUNDS OUR CHURCH" 
 
 March 19th, 
 
 "BECOMES UNPOPULAR" 
 
 March 26th, 
 
 "FACES HIS ENEMIES" 
 
 April 2ncl, 
 
 "GETTING READY TO DIE" 
 
 April 9th, 
 "OVERCOMES SUFFERINGS" 
 
 GRACE ?ptt! CHURCH 
 
 W. I04th St., Bel. Amsterdam and Columbus 
 
 P. S. Questions answered nightly. Church 
 Membership Class at 9 P. M. 
 
 The writer was long ago impressed by a statement of Bishop 
 Luccock, who declared that in his prayer meeting he stood 
 every minute like a general in command so that he could take 
 
MORNING AND MIDWEEK METHODS 251 
 
 advantage of every turn of the service. It must not get in 
 a rut. No half dozen people should be allowed to do the talking 
 and praying. 
 
 Here are subjects taken up in prayer meeting at different 
 times: 
 
 What Constitutes a Good Person? 
 
 What my Trials and Hard Experiences Have Taught Me. 
 
 Can Everyone Find Contentment? 
 
 What My Home Did for Me. 
 
 How to Keep off the Blues. 
 
 The Value of a Friend. 
 
 A Scripture Verse that Brought me Comfort at Some Time. 
 
 Thoughts from Easter. 
 
 The Best Human Character in the Bible and Why. 
 
 The Best Chapter in Matthew. 
 
 It is exceedingly difficult to get the ordinary audience to 
 ask questions. They have thought about problems at other 
 periods but at this particular hour they do not recur. They 
 forget to note them down at home. The writer, therefore, 
 prepared a list of questions which was distributed every Wednes- 
 day night. Ten or fifteen minutes was then allowed to question 
 answering. Anyone in the audience merely called out a number 
 and the pastor read the question and then undertook to answer 
 it. For example, some one would call out "34." It is "Why 
 are we Baptized?" and an answer was then shaped and given. 
 Here is the complete list: 
 
 Questions concerning the Religious Life for the 
 
 **(^m} leriatr" 
 
 CONDUCTED BY A^Aajj^^^ THE PASTOR AT THE 
 MID WEEK PRAYER MEETING EVERY WEDNESDAY 
 
 AT EIGHT P. M. 
 
 (grace iMetfjobisft Cpis^copal Cfturcfj 
 
 West 104th Street, between Columbus and Amsterdam Avenues, New York City 
 
 "A HOMELIKE CHURCH " 
 
 1. Is the world growing worse ? 
 
 2. Can we prove the divinity of Christ ? 
 
 3. Gould Christ sin when on earth ? 
 
 4. Will Jesus return again ? 
 
252 CHURCH PUBLICITY 
 
 5. Was Jesus a Socialist ? 
 
 6. Was the atonement necessary ? 
 
 7. Was Jesus a real man ? 
 
 8. How can there be three persons in one in the Trinity ? 
 
 9. Is it necessary for a Christian to believe in the Trinity ? 
 
 10. Why did God choose Israel ? 
 
 11. How do I know God loves me? 
 
 12. Can we prove the existence of God ? 
 
 13. Is there a personal God? 
 
 14. Is God all powerful? 
 
 15. How does the Holy Spirit help ? 
 
 16. How shall I use the Bible ? 
 
 17. Is the Bible Inspired more than any other Book? 
 
 18. Should we keep the Ten Commandments ? 
 
 19. How shall I consider the story of the Garden of Eden ? 
 
 20. Was the "flood" a literal inundation ? 
 
 21. Who wrote the Bible ? 
 
 22. How do we know the Bible is dependable ? 
 
 23. How do some people injure their nerves by doing church work? 
 
 24. Is the church endangered ? 
 
 25. What difference is there between the Roman Catholic and the Protes- 
 
 tant Churches? 
 
 26. Why do so few people go to church ? 
 
 27. Is it possible to do religious work for self glory rather than for the 
 
 glory of God? 
 
 28. Is it not possible to do too much church work, and thus neglect 
 
 necessary social duties ? 
 
 29. Is the church needed in modern society? 
 
 30. What place has heredity and environment in making character ? 
 
 31 . Can God compel people to do right ? 
 
 32. » Do we actually have free will ? 
 
 33. Will all people eventually be saved ? 
 
 34. Why are we baptized ? 
 
 35. Why do we use the communion service ? 
 
 36. Is divorce permitted by the Methodist Church ? 
 
 37. How should I treat the beggar appealing to me ? 
 
 38. How can we help the homeless stranger out of work and sin enslaved ? 
 
 39. Should I try to persuade Jewish girls to accept the Christian faith when it 
 
 will create discord in their homes? 
 
 40. Is there a life after death ? 
 
 41. Will I know my loved ones after death? 
 
 42. What is conditional immortality? 
 
 43. How long after death before the soul goes into the presence of God ? 
 
 44. Who is a heretic ? 
 
 45. What truth does Christian Science teach us ? 
 
 46. What is divine healing? 
 
 47. May we expect miracles in these days ? 
 
 48. What is a miracle ? 
 
 49. How can we get more faith ? 
 
 50. What is faith ? 
 
 51. What is sinful doubt ? 
 
 52. Who are infidels ? 
 
MORNING AND MIDWEEK METHODS 253 
 
 53. When should I smile? 
 
 54. What is the unpardonable sin ? 
 
 55. How will God punish wrongdoing ? 
 
 56. Why does God permit sin to exist ? 
 
 57. Is there a future punishment? 
 
 58. Does forgiveness remove the effects of sin ? 
 
 59. What is original sin ? 
 
 60. What harm does profanity do ? 
 
 61. What is the most deadly sin ? 
 
 62. Can we get forgiveness without pardoning others? 
 
 63. What punishment will bad people meet ? 
 
 64. Why is suffering permitted ? 
 
 65. Is it right to desire riches ? 
 
 66. Are all prayers answered ? 
 
 67. What good can trouble do us ? 
 
 68. How can I find rest for tired nerves ? 
 
 69. What good does it do to pray ? 
 
 70. Is it right to tithe our income? 
 
 71. Does everyone need to be converted ? 
 
 72. When do I sin ? 
 
 73. Does the fear of punishment drive people to become Christians ? 
 
 74. Can any man be a Christian ? 
 
 75. How should I treat people who talk about me behind my back? 
 
 76. Is man worth saving? 
 
 77. Evidence that one is converted? 
 
 78. Who will be lost ? 
 
 79. Why do the Jews so generally reject Jesus Christ as the Messiah ? 
 
 80. Why is it wrong to lie ? 
 
 8 1 . Where is heaven ? 
 
 82. Will the heathen be lost ? # 
 
 83. Why is gambling wrong? 
 
 84. Is war wrong? 
 
 85. Is capital punishment wrong ? 
 
 86. Why should I attend church regularly ? 
 
 Just after the Roman Catholics had ended a mission in the 
 big convention hall in Denver hundreds of little cards reading, 
 " 'What do the Roman Catholics Believe.^^' Midweek Service, 
 February 10th, February 17th," were distributed. Then 
 came another "What do the Methodists Believe.^" for Wednes- 
 day, February 24th. These made two related and apt sub- 
 jects just after the whole town was talking about Catholics 
 and when some Protestants were turned into Roman Catholics. 
 
 The Rev. Frank W. Luce, D.D., of First Methodist Church, 
 Cleveland, Ohio, announced the following list of subjects: 
 
 Some Experiences of an Itinerant Minister in the Orient 
 Personality and Early Life of Saul. 
 His Part in a Disgraceful Lynching. 
 A Miracle on the Damascus Road. 
 
254 
 
 CHURCH PUBLICITY 
 
 The Suspicions of the Jerusalem Church and the Discovery of a Man. 
 
 A Rich Layman and His Support of a Missionary. 
 
 Saul's Second Missionary Trip, with Barnabas and John Mark. 
 
 The Conversion of a Roman Dignitary and the change of Saul's name. 
 
 Paul's "ups and downs" at Antioch and Lystra. 
 
 A Religious Quarrel and What Came of It. 
 
 A Tiresome Trip to Europe by Paul and Silas. 
 
 The Sensational Jail Delivery at Philippi. 
 
 Paul at Athens, the Center of Greek Culture. 
 
 Paul's Episcopal Visitation of the Churches. 
 
 The Exciting Riot in Jerusalem. 
 
 Paul in chains before Felix the Governor. 
 
 A Prisoner Preaches Effectively to a King. 
 
 A Trip to Rome at Government Expense. 
 
 Paul's Two Years' Residence in Rome. 
 
 A Headless Body on the Appian Way. 
 
 A Crown of Glory in the Hands of a Righteous Judge. 
 
 Modern The Rev. F. H. Brunstetter arranged a modern 
 
 Saints set of subjects bound to arouse thought as follows: 
 
 Prayer Service 
 
 AT THE 
 
 ME-TMODIS-r CHURCH 
 
 SOME PRESENT DAY^AINTS. 
 
 ST. ANDREW 
 
 Andrew Carnegie, Philanthropist. 
 Stewardship plus Money. 
 
 ST. MARK 
 
 Mark Twain, Writer. 
 
 Stewardship plus Talents. 
 
 ST. THOMAS 
 
 Thomas A. Edison, Inventor. 
 Stewardship plus Nature. 
 
 ST. JOHX 
 
 John H. Vincent, Educator. 
 Stewardship plus Trained Brains. 
 
 ST. "TEDDIE" 
 
 Theodore Roosevelt, The Martin 
 Luther of America. 
 
 Dr. 
 
 Programs 
 
 Durkee, at South Brockton, Mass., prepared a varied 
 program which he put out in his usual form of striking 
 display and wording. Here is his program : 
 
MORNING AND MIDWEEK METHODS 255 
 
 PRAYER MEETING TOPICS. 
 
 B 
 
 October 3. Favorite Scripture, Why ? 
 
 "Thy word is a lamp to my feet." 
 
 October 10. What each department wishes to accompHsh this year. 
 Four-minute talks. 
 
 1. Women's Societies, Mrs. Archie Do ten and Mrs. Rufus 
 
 Keith. 
 
 2. Men's Club. Mr. H. Ernest Knowles. 
 
 3. C. E. Societies. 
 
 Junior, Miss Esther Keith. 
 Intermediates, Miss Mabel Davis. 
 Y. P. S. C. E., Mr. Wilbur Childs. 
 
 4. Sunday Schools, Dr. Wirt. 
 
 5. From the standpoint of the pastor, Dr Durkee. 
 
 October 17. What I have learned from the sermons, since vacation. 
 Three-minute talks by Mr. Sydney Packard, Deacon George 
 Howard, Miss Lillian Leach. 
 
 October 24. Opening night of the great Christian Endeavor Convention. 
 This church joins in the welcome. 
 
 October 31. Preparatory lecture. " Friendship's Appeal." 
 " This do in remembrance of me." 
 
 Read Luke 22: 14-23. 
 
 November 7. What prayer does for me. 
 
 Dea. John Wentworth, Mrs. Nellie Hayward, Mr. Lewis 
 Pierson. 
 
 November 14. " Problems that puzzle people." 
 
 I. The Bible and modern scholarship. 
 
 November 21. Turkey in picture and story. 
 
 Letters from Mr. and Mrs. Harlow. (Supported by this 
 church in Turkey.) 
 
 November 28. My Thanksgiving. 
 
 December 5. What I gleaned from the sermons of the month. Three- 
 minute talks by Miss Esther Dow, Mr. Jacob Dobreff, Miss 
 Clara Keith, Mr. Richard Knowles. 
 
 December 12. The book of Daniel. 
 
 December 19. My Christmas ! 
 
 December 26. Lessons from the year. 
 
 January 2, 1913. Preparatory lecture. " Friendship's Request." 
 " Abide ye here and watch with me." 
 
 Read Matthew 26:36-46 
 
256 CHURCH PUBLICITY 
 
 Nothing appeared on the outside but the two flaps folded over 
 looking like a door and the two words ''Open the Door." 
 Of course one would turn inside to see what was there. 
 
 The Rev. Elmer E. Higley, D.D., inaugurated a new method 
 which made more profitable an old and helpful plan. He 
 appointed two people to act as hosts at the midweek service. 
 These two were to prepare some simple refreshment to be used 
 for a social time at the close. 
 
 The writer caught at this plan and appointed four couples 
 as hosts and hostesses, limiting the expense to $1 a couple. 
 This, of necessity, required a very simple kind of refreshments 
 as it gave them but $4 with which to provide for two hundred. 
 One night they had a grape-juice lemonade, and another night 
 ice cream cones, and another night regular lemonade with 
 delicious cakes, etc. The attendance was augmented remark- 
 ably because the social atmosphere at the close was so delight- 
 ful. The spiritual atmosphere was richer than ever and new 
 friendships were made and old ones cemented. The plan is 
 a tremendous success and worthy of imitation. 
 
 The midweek service should accentuate the familyhood of 
 the church. It is a gathering of the sons and daughters of our 
 heavenly Father who meet for mutual helpfulness and require 
 human cheer as certainly as they need spiritual uplift through 
 the appropriation of religious truths. 
 
CHAPTER XIII 
 
 Featuring the Sunday Night Service 
 
 Most churches are empty Sunday evening. Many should 
 only attend one service a day. They are away all week in the 
 Sunday hurry of the day's demands, and hence really require 
 Night some time to cultivate their families. Others are 
 
 Opportu- so nerve-worn and rushed through the week that 
 ^^*y they loaf Sunday morning. This class will likely 
 
 go some place Sunday evening. The theater is very attractive, 
 and life's humdrum must be broken up. All are not degenerates 
 who attend these places of amusement. It would be foolish 
 to charge that. The purveyors of amusement are wise in 
 their day and generation; they draw folk and ease their con- 
 science by putting on religious motion picture films or features, 
 or else by calling the whole thing a "sacred" concert. 
 
 We must demonstrate what the church is to the community. 
 There is some way to drive that truth home. Mr. Herbert N. 
 Casson was employed to demonstrate the financial value of 
 the New York Telephone Company to Buffalo. The company 
 was paying out $4,000 a day. He proposed that every ex- 
 penditure be made in new small bills, and change be made in 
 freshly coined silver. In six weeks $200,000 had thus been 
 paid out and everyone in town had received some of it. Then 
 space was purchased in the daily papers and the headline, 
 "Have you noticed the new money?" was used to introduce 
 the subject of regular expenses. Of course everyone read it 
 with interest, and was pleased — and remembered. 
 
 Shall the church refrain from active competition? As 
 Should ^^' ^^^^^^^^^ advertising expert, with a religious 
 Compete spirit, well says: 
 
 with I should enter into active competition with every other 
 
 Amuse- form of Sunday amusement and recreation, and make niy 
 mentS appeal in behalf of the mental recreation and the inspira- 
 
 tion which my church afforded and which the other forms 
 of Sunday amusement lacked. 
 
 257 
 
258 CHURCH PUBLICITY 
 
 It would be well to emphasize the word inspiration here 
 rather than amusement. As Mr. Hotchkin, another 
 Invigorat- advertising expert, wrote: 
 
 ing Men think that they get the recreation and inspiration 
 
 they need from playing golf. They must be shown that 
 they get a better kind as real and as invigorating from a vital religious 
 service. 
 
 We have a right to use attractions to draw people into the 
 Sunday night service and then give them the vital gospel. 
 When Jesus was driven from the temple, his Father's house, 
 he went out into the open and spoke where the masses assembled. 
 We must get a hearing. If attractions or features or unusual 
 things draw the people in, we have a right to use them if then 
 we can have a chance to preach the gospel to them. There 
 is no reason why the church located amidst the theaters that 
 are packed Sunday night should not also be full, even though 
 to secure such results may require a shattering of traditions, 
 bring the burden of heavy work, and call out every power and 
 intuition. The religious instinct and make-up of man is on 
 the church's side. If we can offer them something attractive, 
 refreshing, and inspiring, we can surely gain their support. 
 
 It does not excuse us to declare that "our fathers" did not 
 do it. They employed methods which were as unusual in their 
 day as the ones now to be proposed are counted in our day. 
 If "our fathers" were alive, they would not be satisfied with 
 empty seats. We do not need to be frightened away from any 
 method that results in transforming lives and in gaining dis- 
 ciples for Christ. That will be the test of every plan proposed. 
 Innate feelings, false squeamishness, the fear of criticism, the 
 love of ease must all give way before this higher purpose. 
 
 Thirty-five years ago, when Austin Phelps published his 
 Theory of Preaching, the Sunday evening problem had appeared, 
 and to cure it he advised a large use of expository 
 and^^^ preaching. He explained the cause by saying that 
 Meeting once the people had no commentaries or Bible 
 Difficulties helps, but now they "are so abundant that people 
 will stay at home Sunday evenings to study their 
 Bibles." What would he say to the thousands of things that 
 now divert attention and in the face of the wide need of Sunday 
 fresh air for city folks, together with golf, automobiles, yachting, 
 baseball, Sunday newspapers, family gatherings, and the gen- 
 eral carelessness about church attendance? 
 
THE SUNDAY NIGHT SERVICE 259 
 
 A good many pastors, recognizing the fact that they are 
 limited in mental power and in the time to prepare two ser- 
 mons, over against the fact that most people get enough wor- 
 ship out of one service and want to stay home at night, have 
 given up the night service, or else make very little of it and are 
 satisfied with a handful of folks. These pastors ought to be 
 wakened to the fact that there are thousands of folks who will 
 not go to church in the morning. They are ready to go some 
 place Sunday night. They are rested, and tired of lying around 
 the house. They want something different from their work 
 of the week. They are afraid to go to church in the morning 
 for fear they will be made fun of. They can be won with the 
 right kind of appeal. It is not necessary, therefore, for us to 
 have our own membership at night. 
 
 If we are to make recruits for the kingdom, we must catch 
 folks who do not ordinarily attend church. They will not 
 come in the morning. If we are "fishers of men," we must get 
 a night audience. From this audience we can get decisions for 
 Christ. We must expect, therefore, to take up methods that 
 will be noticed by the unchurched folks. Of course they 
 may at first ofl^end some of the regular attendants, but that 
 will wake them up and help call in the unchurched. 
 
 If the audience cannot be secured in the local church, then, 
 like many other pastors who have tried it out, that pastor 
 should go downtown to a theater or to a hall with his fine choir 
 and with his best trained workers. In every village, town, 
 and city in the country there are multitudes who can be drawn 
 into the attractive Sunday night service. 
 
 The Rev. A. Hamilton Nesbitt, at Palenville, N. Y., a town 
 of six hundred people, demonstrated that fact during a recent 
 winter. T. B. Young, a pastor in the town of Red Hook, 
 N. Y., with a population of one thousand, also made the effort 
 to secure special talent, and by advertising it succeeded in 
 filling his church. 
 
 The Rev. T. R. Wallace, D.D., at Middletown, N. Y., had 
 a partially filled audience room Sunday nights. He began 
 to engage all kinds of lyceum talent for Saturday night, with 
 the prdviso that they remain over for the Sunday night service. 
 He organized a group of young people to mail letters to the 
 membership and other folks whose names he could get every 
 week. During the winter he thus sent out thirty -five thousand 
 letters. As the result, standing room was at a premium both 
 
S60 CHURCH PUBLICITY 
 
 Saturday night and Sunday night, and scores joined the church. 
 He took a silver offering on Saturday night. At the end of the 
 season he figured up and found a deficit of just exactly forty 
 cents after he had paid all the talent for Saturday night and all 
 the advertising bills. This did not count the extra collections 
 and subscriptions that were received in the Sunday services. 
 Dr. T. H. Baragwanath found that such talent also filled his 
 church Sunday night. 
 
 First. The audience room should be bright. The 
 ^^^^ . colors need not be gaudy, neither should they be 
 sites dead. light up well. Freshen with paint and 
 
 varnish frequently. 
 / Second. The service should be happy. Singing must not 
 / drag. A heavy ritual will be vetoed. Morose predictions will 
 be kept in the cellar. The scolding will be carried on by dumb 
 people. A good sweet laugh will hurt no one. Faces smil- 
 ing with cheer will sunshine the hearts of those who attend. 
 Everyone will get a genuine welcome. Reserved seats will be 
 unknown. It will be a happy Sunday evening. 
 
 Third. The service will be popular. The writer has never 
 seen any profit in abusing the Catholics or the Jews or any 
 other nationality. All classes ought to feel at home. Some 
 method for permitting the individuals to express themselves 
 will be employed. Congregational singing helps. A story 
 sweet with laughter will not injure the atmosphere. x\nyone 
 ought to feel free to send up a question. The collection, if 
 enforced, will bring out the best offering from every individual. 
 That helps. Where one puts his money he will be interested. 
 Two Sunday night service collections at Grace Church, New 
 York, were reported by the treasurer, William Overton: One 
 amounted to $101.40, and had 741 nickels, 298 dimes, 92 
 quarters, and 355 pennies, and only 8 halves and 4 dollars. 
 Another time it was $65.55 and there were 66 quarters, 164 
 dimes, 446 nickels, and 235 pennies. 
 
 Fourth. The preacher must be optimistic. Faith will make 
 him so. He will then be helpful, energetic, earnest, alert, 
 industrious, and always at it. He will expect to use his per- 
 sonality, his magnetism, his nerves, his brain, his heart, 
 his spiritual power, and everything to make the service come 
 to highest power. He cannot fritter away his strength with 
 Sunday afternoon engagements. He will be wrung out when the 
 Sunday work is done. He will preach a vital gospel. He must 
 
THE SUNDAY NIGHT SERVICE S61 
 
 have met Jesus Christ personally and believe that he is the 
 power of God unto salvation unto everyone that belie veth. 
 He will declare that fact in soine way or other every Sunday 
 evening. Nothing will be allowed to cut that off. 
 
 Now we may fully and freely take up the features which are 
 to be employed to advertise the Sunday evening service; to 
 -, . give it publicity among folks so that they will want 
 
 f^6d<t}Ur6S , 
 
 to come. 
 
 Plan a campaign running over several weeks. In fact, at 
 every Sunday night service there ought to be an announcement 
 of the special feature for the next one or two weeks. Keep 
 the interest as intense as it is in a continued story that compels 
 you to buy the next edition of a magazine. Here are five 
 campaigns planned in different cities, running from New York 
 to a town of a few hundred population. 
 
 After the writer had secured Edward Payson Weston, the 
 world-known walker, to speak in the service, the Aida Trumpet 
 Trio and some other high-class talent was also engaged. A 
 striking folder with half-tone pictures of this unusual talent 
 was put into all the elevator apartments. Cards and ordinary 
 •printing matter cannot be placed in these large houses. Per- 
 mission must be secured from the superintendent for even a 
 better piece of printing. On the front page was the picture of 
 the pastor. Four other pictures of the talent, with a descrip- 
 tion, made it very attractive. The morning service was also 
 pushed forward. Different kinds of people were likely to be 
 attracted by each thing featured. Here is the program: 
 
 Edward Payson Weston 
 
 Recently Returned from a Round Trip Walk to San Francisco 
 
 Tells anecdotes of Trip, preceding the short sermon by Dr. Reisner on 
 
 "The Walks of Jesus" 
 
 A Sunshiny Service 
 
 That was February 19. 
 On February 26: 
 
 Beautiful Aida Trumpet and String Trio 
 
 Misses Edna White, Norma and Cora Sauter 
 
 They have appeared with Madame Schumann-Heink, Carl Dufft, 
 
 Paul Dufault, and Mme. Bernice de Pasquali 
 
 March 5: 
 
 Clarence de Vaux-Royer 
 
 Internationally Noted and Trained Violinist 
 
 Ysaye, his teacher, said, "You play with much expression, 
 
 and have great talent." 
 
262 CHURCH PUBLICITY 
 
 Then followed a number of other quotations concerning his 
 gifts. 
 
 March 12: 
 
 Miss Dasa Harmon 
 
 Bell Ringer 
 
 Twenty-eight beautiful bells will be used to play "The Palms,'' "Largo," 
 
 "Meditation" (Bach-Gounod), "Lead, Kindly Light." 
 
 Then came the following section of general advertising: 
 
 HEARTEN WITH US— EVERY W^EEK 
 
 Sunday — 
 
 II A. M, Homey Morning Worship 
 2:45 p. M. Stimulating Sunday School 
 7:45 P. M. Happy Sunday Evening 
 Monday — Young Men's Gymnasium Class 
 
 Tuesday — Young Women's Gymnasium Class ([)irection of Prof. May Child) 
 Wednesday — Midweek Prayer Meeting — Study of Modern Beliefs 
 Friday — A Friendship Social by Various Organizations 
 
 Numerous Entertainments and other Meetings 
 
 CLurcL Office 131 West 104 Telephone RiversiJe 868 
 
 **A Homelike Church" 
 
 The Rev. Charles L. E. Cartwright, Ph.D., pastor of North 
 Avenue Methodist Episcopal Church, Pittsburgh, Pa., an- 
 nounced the following campaign: 
 
 July 7th.— The Home 
 
 Special music and a list of patriotic leaders 
 
 who would attend were then given. 
 July 14th. — The Church 
 
 Special Music 
 
 Two Odd Fellow Lodges attend. 
 July 21st. — The School 
 
 Special Music 
 
 Three Lodges of the Knights of the Golden Eagle and 
 
 Two Lodges of the Knights of Malta attend. 
 July 28th. — The Nation 
 
 Special Music 
 
 Two Posts of the G. A. R. and 
 
 Sons of Veterans attend. 
 
 He then gave a paragraph of general attractions as follows: 
 
THE SUNDAY NIGHT SERVICE 
 
 26S 
 
 A more cordial church is not in Pittsburgh. All 
 find a welcome here. 
 
 Membership about 1,150. 
 
 Sunday School between 1,600 and 1,700. 
 
 Epworth League 425. 
 
 Two Choirs — 90 voices. 
 
 Two Orchestras — 40 players. 
 
 Active Brotherhood. 
 
 Splendid organizations of women. 
 
 Boys' Club— Girls' Club. 
 
 Every-night Reading Room. 
 
 Something going on all the time. 
 
 Our Slogan- 
 
 FOR GOD AND MAN, 
 
 FOR HOME AND NATIVE LAND 
 
 In Denver, following the "rose" service, which will be 
 described later, there was announced a series of sermons on 
 Subjects flowers, and at the same time the musical attractions 
 and Music were given and the Sunday morning topics outlined : 
 
 GRACE METHODIST EPISCOPAL CHURCH 
 
 A "Homelike Church" 
 
 Corner Bannock and W. 13th Avenue 
 
 feoi;c4xA>w D. D. 
 
 Happy Sunday 
 
 Sxibjects 
 
 'Flowers for the Discouraged M/-v«7 
 
 Is. 35-1 1>IUV. 
 
 Evening, 7.30 
 
 Music 
 
 I C Miss Ida Askling, V^iolinist and 
 * ^ Teacher 
 
 " Flowers for the Needy 
 Lk. 4-18 
 
 Nov, 
 
 22 Child Pianist (13 yrs. old) Mamie 
 ^■^ Kolinsky, pupil of Miss Grossmayre 
 
 Flowers for the Sad 
 Jer. 31-12 
 
 «. ^„ Lyric Quartet — 1st and 2nd Violins 
 
 l\OV. 2}f Cello, Contra, Bass Guitar; from 
 Linn School of Music 
 
 'Flowers for the Young 
 Eccles. 12-1 
 
 Dec. 6 
 
 $1,000 Italian Harp, accompanied 
 by Piano and Violin 
 
 Flowers for Bad Folk 
 Isaiah 42-1 :3 
 
 r^P^r* I ^ Cello, Violin and Piano, direction 
 
 C. T. West 
 
 Homey Morning Worship, 10.30 
 
 Nov. 22 — Gov. Buchtel preaches Dec. 6 — " Our Trustworthy Friends" 
 
 Nov. 29 — " America as a World Power" Dec. 13 — " Patriotic Americans" 
 
 C M E E: R I M C3 
 
 :rvices 
 
264 CHURCH PUBLICITY 
 
 The Baptist Church of Waverly, N. Y., a town of five thou- 
 sand, demonstrated that even in a town of that size an attract- 
 ive program could be arranged, as follows: 
 
 NDAY OWEET 
 RVICE >i^lNGlNG 
 
 PEOPLE'S LjAPPY OU 
 OPULAR rloUR Oe 
 
 Series of Sunday Evening Sermons 
 
 THE HOME BUILDERS 
 
 October 29 — An Old Fashioned Home 
 
 Solo, Mrs. Bird "God Give Us Homes" 
 November 5 — A Plea for Courtship After Marriage 
 
 Solo and Chorus "When Love Shines In" 
 November 12 — Father — God's Gentleman 
 
 Baraca Chorus "If All Were Brothers True" 
 November 19 — Mother — The Queen of the World 
 
 Berea Chorus "If All Were Mothers True" 
 November 26 — Son — Young America 
 
 Boys' Chorus "My Mother's Prayer" 
 December 3 — Daughter — An American Beauty 
 Girls' Chorus "Home Lights" 
 
 WELCOME SMILE AT THE 
 
 F«IENDLY HAND CLASP nAD-TICT r'LJIIDr'LJ 
 COMFORTABLE SEAT B A P I I 5 I C M U HU M 
 
 .CHEERY — COME AGAIN WAVERLY, N.Y. 
 
 7:jo - Sixty Minutes Long - 8:jo 
 
 It is never impossible to get some kind of talent. Nothing 
 is more magnetic than the children and young people of your 
 own church. They enjoy getting ready. Their parents, 
 relatives, and friends will attend. Their sweet personalities 
 will prepare the atmosphere for preaching. At least two such 
 services are put on at Grace Church every year. The pro- 
 gram can frequently be augmented by special talent. One 
 year we found a little boy over in New Jersey who was a marvel- 
 ous impersonator, and also discovered a three-year-old sister 
 of one of our Sunday school scholars who could sing in Welsh, 
 and a boy violinist of rare gifts, the son of the newsdealer on 
 the corner. These three were featured in the advertising, as 
 follows : 
 
 Ten- Year-Old Boy (Prodigy) Impersonator, 
 
 Three- Year-Old Girl Sings in Welsh, 
 
 and Boy Violinist, Provide Brief Concert. 
 
THE SUNDAY NIGHT SERVICE 265 
 
 The Congregational Church at Hyde Park, Mass., arranged 
 a very attractive series as follows: 
 
 WONDERFUL SERIES FOR MARCH 
 
 March 3 
 
 Orchestral Symphony 
 
 Hyde Park Orchestral Club 
 
 Address 
 
 "The Life and Religious Message of Mendelssohn" 
 
 Solo: "Lord God of Abraham,"- from "Elijah" 
 
 March 10 
 
 "An Incident in the Life of a Crusader" 
 
 Chalk talk in colors 
 
 Musical Illustrations 
 
 March 17 
 
 "The New Turkish Empire." Illustrated 
 
 Stereopticon Lecture by the Rev. H. H. Riggs, 
 
 of Harpool, Turkey 
 
 The latest developments in this great empire struggling 
 
 for birth to religious and civil freedom 
 
 March 24 and 31 
 
 "The Best Story of All." Illustrated 
 
 Finest stereopticon views obtainable 
 
 Special and appropriate music. 
 
 The same church was turned over on December 24 to a con- 
 cert by the Sunday school. 
 
 The writer discovered that the "East Side Parish," in New 
 York, which has a Chinese mission, could furnish a choir of 
 twenty Chinese children. They were invited, and the fact that 
 twenty Chinese children would sing was extensively advertised. 
 It was extremely attractive. At the same time the mission 
 secured publicity. 
 
 The Rev. Clarence E. Allen, D.D., pastor of Richmond 
 Avenue Methodist Church, Buffalo, in his series announced 
 two subjects as follows: 
 
 February 11. — Boys' Night. 
 
 "Lincoln the Great Scout." 
 
 Boy Scouts will usher. 
 March 10.— Girls' Night. 
 
 "The Story of Esther." 
 
 Young Women of the Standard Bearers and the 
 
 Queen Esther Circle will usher. 
 
 The Rev. Harold Paul Sloan, of New Brunswick, N. J., finds 
 it effective to use object lessons. He describes one as follows: 
 
 I had the "Vision of Angels." It was a sort of tableau, three ladies, 
 dressed in flowing white robes, spread white wings. Behind this was a 
 
^66 CHURCH PUBLICITY 
 
 twinkling electrical star. The whole was illuminated with a deep blue 
 light thrown from a lantern. While the picture was displayed the choir 
 sang "Silent Night." Apart from this light the church is in darkness. 
 I find that these sermons are uniformly attractive, and that they do not 
 at all detract from the spirit of worship. I have a list of a score or more 
 that I have used in this church. 
 
 The music is very important. In the writer's judgment, 
 it is better to have a chorus choir that will secure congregational 
 singing, even though it is not as high in order as a quartet. 
 Most pastors that get a popular audience recognize this to be a 
 fact. The West End Presbyterian Church, New York, where 
 the Rev. A. Edwin Keigwin, D.D., has been such a phenomenal 
 success, is enlarging this year and is planning to do away with 
 its quartet and to put in a robed choir. 
 
 Mr. Spencer, the energetic layman of the First Baptist 
 Church, Hartford, writes: 
 
 A big share of the success has been due to the music. We organized 
 a chorus that has given us excellent service, and realizing the drawing 
 value have arranged for some added musical attraction each week. For 
 March we will have, first, a violinist, a male quartet, a cellist, a cantata, 
 and a violin and cello combined. In April we are arranging one evening 
 for a quartet of cellos, a very beautiful combination with the organ. All 
 of these are the best that we can get for the possibilities of our treasury, 
 and it has been worth it. 
 
 It is ideal if the church can also have a leader who can organize 
 an orchestra to help regularly Sunday nights, or at least fre- 
 quently. Professor W. J. Whiteman, in charge of the music 
 in Trinity Church, Denver, organized a large orchestra which 
 plays every Sunday in the Sunday school and often helps in 
 other services. Hugh Price Hughes opened his great West 
 London Mission with only three members, but one of them was 
 a great musician, who at once organized an orchestra, as well 
 as a choir. The writer has steadily endeavored to reach this 
 goal, and has had only fair success. The orchestra ought to be 
 a regular thing in the Sunday night service. In many towns it 
 can be organized by finding players who can be taught easily. 
 
 Dr. Woolston announces his special Sunday night ser- 
 mons, as follows: "Concluding each evening with beautiful 
 vesper service, illustrated songs, heart pictures, chimes." 
 
 While the writer was a pastor in Denver, and during the 
 
 first year in New York, all of the extra musical talent secured 
 
 for Sunday night came without expense. Some 
 
 T^ 1^^?^ were satisfied with the publicity, others were appealed 
 
 to along the line of cooperation in making people 
 
THE SUNDAY NIGHT SERVICE 267 
 
 happy. A special fund was later raised among interested people 
 outside of the church. This cannot begin to pay the talent 
 which is secured. Most of it comes on the basis of cooperating 
 in cheering lonely folks. This will appeal to the best talent 
 in the city which money cannot secure. It will bring Catholics, 
 Jews, Christian Scientists, and others to your help. 
 
 Every community has some kind of procurable special music. 
 Persistent search will discover it. Here are a few special 
 features employed. They are the drawing card for the Sunday 
 night service. People will come to hear them and thus an 
 opportunity will be secured to preach happily. 
 
 A boy with a remarkable voice but impoverished parents 
 was discovered in Denver. After trial he was put on and 
 advertised. His second appearance brought an immense crowd. 
 This started him, and in less than two years he was the boy 
 soprano at $1,000 a year in a large New York Episcopalian 
 church. A Jewish lad was likewise found who played the 
 violin with the skill of an artist. He too was featured and 
 started on his career, and is now in New York city, studying 
 under a great master. Dr. E. E. Higley, now pastor of Grace 
 Church, Denver, found another lad, Ben Paderewsky, who 
 commanded large audiences. An East Side lad, twelve 
 years of age, was brought to the great Hippodrome in New 
 York to sing in conjunction with a celebrated tenor. He 
 captivated the audience. The writer discovered him and em- 
 ployed him effectively both for Sunday night and revival serv- 
 ices. People will always come to hear child prodigies. 
 
 By Special Request 
 
 the great teacher and soloist 
 
 Esther Palliser 
 
 of London and New York, will sing one of her 
 
 Great Soprano Solos 
 
 at the morning service 
 
 Dr. J. Whitcomb Brougher, the pastor who preaches to more 
 people every Sunday than possibly any other man in America, 
 as pastor of the Temple Baptist Auditorium in Los Angeles, 
 
268 CHURCH PUBLICITY 
 
 and speaking to three thousand people twice a day, does not 
 cease tremendous and effective publicity. The preceding page 
 shows a special attraction which he advertised with display 
 space in the daily papers. 
 
 The Rev. J. Stanley Durkee, alert and pointed with his 
 advertising, announces : 
 
 SUNDAY EVENING AT 
 5.00 
 
 M 
 
 Another of those grand Vesper 
 Services. Mr. Schuecker, Harpist; 
 Ella Beatrice Ball, Violinist; Church 
 Quartet ; Church Organ. COME. 
 
 The Rev. Leopold A. Nies, D.D., of Tremont Street Church, 
 Boston, has inaugurated the same plan, endeavoring to have a 
 special attraction each Sunday night. Recently he advertised 
 as follows: 
 
 Special Music 
 SIGNOR ANTONIO TERMINIELLO, The Noted Baritone, will sing 
 HISS LOUISE CLASPILL RINEHART, Violinist Virtuoso, will play 
 
 CHORUS AI^D QUARTETTE 
 
 An enjoyable song service, will begin at T.SOp.m. 
 H. R. Newson, Director. Not a dull minute 
 
 Some people are shocked over the notion of whistling in the 
 church. As a lad, the writer's father would not permit him to 
 whistle on Sunday, thinking it was wrong. In Denver it was 
 common to ask the audience to whistle the chorus of songs 
 such as '*Will There Be Any Stars in My Crown.^" To hear 
 
THE SUNDAY NIGHT SERVICE 269 
 
 an audience whistle such a song is to be convinced of the beauty 
 of the method. Whistling for men is as normal as singing is 
 for women and is only done by twisting the mouth another way. 
 Nothing is more beautiful than a whistling solo. Grace Church 
 has heard Miss Helen Bertha Chase a number of times. She 
 is a skilled and gifted whistler, and a consecrated Christian 
 worker, who whistles as earnestly as any devout singer per- 
 forms her task. 
 
 Professor Franz Kaltenborn came first through the interces- 
 sion of a friend, a member of the church. Few artists with the 
 violin can excel him. He was announced as follows: 
 
 PROF. FRANZ KALTENBORN 
 
 who plays a $10,000 Stradivarius Violin. 
 Noted Soloist, Leader Central Park Summer Orchestra 
 
 It is surprising how sympathetic the best musicians are in the 
 effort to furnish a happy Sunday evening. One of the most 
 noted trios in New York city is the Weber String Trio. They 
 never play for less than $100. The leader herself was inter- 
 viewed and became enthusiastic for the service, and then she 
 was able to persuade her associates. It was quite sufficient 
 to announce her as follows: 
 
 STRING 
 
 Celebrated among the Musically posted 
 
 A little later, the cellist of this trio after she had caught the 
 spirit of the Sunday evening service, became willing to play. 
 The Evening Mail had been giving a series of popular concerts 
 at Carnegie Hall, and had Miss Gurowitsch, this cellist, as the 
 soloist, featured to play with the orchestra. It was easy to have 
 them print her picture and to announce that a soloist of the 
 Mail concerts would play at Grace Church. 
 
 In order that some local talent may be suggested to the mind 
 of the reader, a list of attractions is given here : 
 
 Mrs. Hortense Gillet, nationally known harpist. 
 
 A quartet, composed of two men and two boys. 
 
 A. B. King, professional clarinet soloist. 
 
270 CHURCH PUBLICITY 
 
 Park Sisters, cornetists — (they are known all over the United 
 States and are now retired and are living in New York city). 
 
 Valentine Abt, harpist — and his Plectrum Quartet — "reputed 
 as great an artist with the mandolin as Paderewski on the 
 piano." 
 
 MacWatters Male Quartet — "just returned from a trip 
 around the world." 
 
 Schubert Brass Quartet, formerly with Sousa's Band. 
 
 We engage a great deal of talent from lyceum bureaus. By 
 cooperating with the Y. M. C. A. we can give them two Sun- 
 day engagements. The "Redpath" Bureau has most excellent 
 companies whose programs need never be questioned. The 
 Empire Lyceum Bureau, of Syracuse, and the Eastern Lyceum 
 Bureau, of Boston, also furnish good talent. Here are some of 
 the companies we have secured: 
 
 The Chicago Ladies' Orchestra, composed of seven ladies and 
 a gentleman, play excellently and make a very attractive number 
 especially when a group cut is used on an advertising card. 
 
 The Chicago Glee Club, composed of a male quartet and a 
 trombone quartet, have traveled professionally for nine years 
 and give expert work. 
 
 An Indian orchestra of delightful players composed of full- 
 bloods, who render music skillfully and with rare art, draws 
 splendidly. Most everybody wants to see Indians these days. 
 On the week night they dressed in their native costume, but on 
 Sunday night they appeared in regular costume. 
 
 Nothing is quite so attractive as a Glee Club. The Univer- 
 sity of Pennsylvania Glee Club was secured and drew well. 
 Of course, their pictures were printed on window cards and on 
 small cards. They were on a tour and idle that night, and 
 thus we were able to secure them for a comparatively small 
 sum. We then invited all the alumni of the city, with a 
 specially addressed postal card, and at the close had the club 
 sing in the lecture room and served light refreshments. Two 
 splendid young men, college graduates were converted as the 
 result of the service. One joined another New York church 
 and one joined Grace. 
 
 A little later the Glee Club from Pennington Seminary, a 
 secondary Christian school, sang Sunday night and repeated 
 in an after social. Three young men were by this method 
 pulled from business and sent back to school in this institution — 
 one of them to study for the ministry. 
 
THE SUNDAY NIGHT SERVICE 271 
 
 In the same way a male glee club of twenty-two men, fresh 
 from Wales, was secured. No one can excel the Welsh in 
 singing. They happened to have an off Sunday evening. A 
 small sum was guaranteed them. In addition, they were 
 allowed to stand at the door and receive an additional con- 
 tribution from anyone who cared to give it. Their own coun- 
 trymen added considerably to the remuneration. 
 
 Some churches hesitate to employ a brass band, i Where 
 the auditorium is large there can be no objection. The Sal- 
 vation Army's staff band plays attractively. The Post Oflfice 
 Employees' Band packed the church and caught an elevating 
 spirit. The Street Cleaning force was also accompanied by 
 a band of its own, while Commissioner Edwards gave a brief 
 address. In Denver, the boys' band from the State Industrial 
 School was brought in for a Sunday night concert. Many 
 local organizations thus form bands that can be secured. The 
 players are often won to discipleship. It is surprising how the 
 music of a band can be worked in with the services, if one is 
 apt and quick in associating truth with it. There is less ob- 
 jection from the old-time folks than one would expect after 
 they have heard it. Many New York churches invited bands 
 to play after sending "spies" in the band of Grace Church to 
 see how it worked. 
 
 One of the most beautiful attractions securable is the Dunbar 
 Hand Bell Ringers. They ring two hundred silver bells in 
 playing splendid religious selections. Nothing can be more 
 impressive than "Jesus, Saviour, Pilot Me" as they sang it 
 accompanied by the bells. 
 
 Negro jubilee companies, when high-grade in ability, draw 
 strongly. They can sing old-fashioned religious melodies with 
 moving power. A competent company sang once for the 
 writer in Denver and at the close twenty raised their hands 
 for prayer. Among the numbers were two of the colored men 
 in the company. One of them proved to be the son of an 
 African bishop, and he told me years afterward that that night 
 settled his life for God. 
 
 The Rev. Dr. Bascom, of Bound Brook, N. J., found that a 
 clean and large moving picture hall in his town was idle Sunday 
 night. He conferred with the proprietor and arranged to hold 
 a Sunday night service there, using sacred moving pictures to 
 illustrate a strong and vital gospel sermon. He secured the 
 films illustrating compelling biblical stories. The building was 
 
272 CHURCH PUBLICITY 
 
 packed half an hour before the service began and hundreds 
 were turned away. 
 
 In the same way the Rev. L. M. Riley, at Arkansas City, 
 Kan., secured the Aerodrome, an outdoor picture place, for a 
 Sunday night service, and instead of preaching to a handful 
 had hundreds in his audience, to whom he gave the richest, 
 strongest gospel message. 
 
CHAPTER XIV 
 
 Groups, Speakers, and Subjects for Sunday Night 
 
 Many will attend a Sunday evening service to hear a noted 
 man or one who follows a particular profession in which they 
 are interested, who would never attend to hear the 
 Noted minister alone. In the same way others will be 
 
 attracted because their own organization, or one 
 they are drawn toward, attends. Subjects catch certain minds 
 as book titles do varied readers, and must, therefore, be modern 
 and compelling. 
 
 Prominent men often gladly speak at a Sunday night service 
 on some special theme. It is a good thing to bring them out 
 to testify clearly concerning their attitude toward Christ. 
 It puts them on their mettle, so that, as a rule, they strike a 
 higher plane afterward. 
 
 Here is a series at the Congregational Church in Dickinson, 
 North Dakota: 
 
 General Theme: "The Making of a City" 
 
 March 17 — Business Standards Mr. F. G. Reed 
 
 Making the City Attractive .... Superintendent L. R. Waldron 
 
 March 24— Good Roads Mr. B. H. Crawford 
 
 Law Observance Judge W. C. Crawford 
 
 March 31 — Church and School as Business Factors, Attorney Thomas 
 H. Pugh 
 Bearing of Education on Citizenship, Superintendent P. S. 
 Berg. 
 
 Preludes ■^^- -^- ^' KeeUey followed a similar plan with a 
 
 by series of sermons on "Christianity on the Witness 
 
 Laymen Stand" as follows: 
 
 February 7 — What Is a Christian?. Prelude by William Nottingham, 
 of the law firm of Nottingham & Nottingham. 
 
 February 14 — Why Be a Christian.? Prelude by Giles H. Stillwell, Presi- 
 dent of the Board of Education. 
 
 February 21 — How to Become a Christian. Prelude by A. B. Blodgett, 
 Superintendent of Schools. 
 
 February 28 — Why More Men Are Not Christians. Prelude by Lucius 
 M, Kinne, Secretary of the Trust and Deposit Company. 
 273 
 
274 CHURCH PUBLICITY 
 
 The writer sent out a series of letters to prominent men 
 concerning total abstinence. It was advertised that their 
 answers would be read. A prompt personal reply 
 Present ^^^ received from the Lord Mayor of London, who 
 Proxy stated that two days before he had entertained the 
 
 King and Queen at luncheon. It was during corona- 
 tion week. He had been able, for the first time in the history 
 of anyone holding his office, to rise and propose their health 
 while he drank it in lemonade. President Taft also wrote a 
 letter. Several other prominent men did so, and these letters 
 were not only read from the pulpit, but were reproduced all 
 over the country. Pledge blanks were distributed and many 
 young people signed them that night. 
 
 At another time a list of questions was sent to a number of 
 prominent business men and among them was the one, *'Can 
 a man succeed in business and be honest?" It was remarkable 
 how New York's prominent men interested themselves in this 
 question. Many of them wrote with pen and ink and even 
 sent them to the parsonage by special messengers. As the 
 card illustrates features of advertising, we reproduce it: 
 
 SHORT TALK ON 
 
 a: succeed t^ honest 
 
 betters read from New York's eucceseful business men. such as 
 «lohn WanamaKer. R. Fulton Cutting. Robert Ciuet and others. 
 
 25 v!.rH"„l VIOLIN CHOIR 
 
 plays several 
 selections. 
 
 At the Happy Sunday Evenlncr at Grace Methodist Church. West 104th Street. 
 
 Bet. Columbus and Amsterdann. December 3rd, 7:45 P. M. 
 
 Morning- Worship with sermon on "Sins Forg-lven" 
 
 CHRISTIAN F. REISNER. TWO CHORUS CHOIRS 
 
 Just after the election the newly elected congressman (the 
 only Progressive elected on that ticket in the country), W. E. 
 
 Chandler, the State senator, H. W. Pollock, and the 
 Offic^a?s ^* legislative member, Mark Eisner, were invited to 
 
 speak briefly at the opening of the service. The 
 
GROUPS, SPEAKERS, AND SUBJECTS 275 
 
 people were thus able to see and know their lawmakers, and 
 before they went into the lawmaking bodies they declared them- 
 selves for certain reform measures. It turned out that the 
 friendship coming about from such an open meeting, and the 
 assurance that was there given of support, were exceedingly 
 potent in the strain of the actual legislative period. The 
 pastor's sermon talk was on "The Christian Politician." 
 
 Judge Ben B. Lindsey, known everywhere as the boy special- 
 ist, was kept in the city because of the Ohio flood, and late 
 Saturday night agreed to speak for Grace Church. The fact 
 was announced in Sunday morning's papers, and the church 
 was packed. 
 
 Edward Payson Weston, just after returning from his long 
 walk to San Francisco and back, gladly agreed to come and 
 talk on "Total Abstinence." This began a close friendship 
 with the pastor with whom he talked about religion, and to 
 whom he confided that he had not attended a church for twenty 
 years. Of course the church was crowded to hear him, and 
 his message will never be forgotten by young men. He after- 
 ward also attended the regular services. 
 
 Detective W. J. Burns promptly responded in the same way 
 to an invitation. He is a Roman Catholic, but is devout and 
 earnest, and loves all churches. His message was warm, 
 direct, and effective and drew a large class curious to see and 
 hear him who then also listened to the sermon. 
 
 These names but suggest countless other men who can be 
 secured. William Jennings Bryan also spoke. Secretary of 
 the Navy Josephus Daniels has promised to come. Such 
 speakers give a notable publicity through the interested con- 
 versation of the people. In Chicago there is an effective 
 organization called the Chicago Sunday Evening Club. Under 
 its name are the words, "Organized to maintain a service of 
 Christian inspiration and fellowship in the business center 
 of Chicago." Every Sunday night they secure a notable 
 man to deliver an address. The program before me named 
 as the speaker for the evening Governor Charles E. Hughes. 
 There is no city in the land where this cannot be duplicated. 
 It will be surprising how many prominent men are ready to be 
 heard along ethical lines. The Advertising Men's Clubs, 
 which now furnish every pulpit in the town where the National 
 Convention meets, demonstrated this fact, and the writer per- 
 sonally knows of some men who in this way have become 
 
276 
 
 CHURCH PUBLICITY 
 
 interested in the church and are now actively cooperating 
 with it. 
 
 Recently Grace Church had a service devoted to "Why 
 Should the Church Advertise?" Robert H. Ingersoll, who 
 makes the Ingersoll watch, testified concerning the necessity 
 of righteousness in advertising, as did also Mr. John Clyde 
 Oswald, the editor of the American Printer. Whenever these 
 men speak the newspapers report them in full and announce 
 the fact ahead of time. No better possible publicity could 
 be secured than this. Words on the news pages are worth 
 much more than advertising space. Even the church critics 
 begin to think when they notice that such prominent men 
 are willing not only to attend but to speak in church with 
 approval. 
 
 Plan services for special groups of men. An invitation 
 was put into the hands of every policeman in New York city 
 by having the distribution done through head- 
 Special quarters. Mayor Gaynor and Commissioner Waldo 
 Services both wrote a special greeting that was read to the 
 men. The captain of the precinct marched his 
 reserves over and sat with them 
 on the front seat. Another year 
 it will be arranged to have the 
 police band play. No stranger 
 can now ask any policeman in 
 this neighborhood where Grace 
 Church is without getting in- 
 formation. Their work was dig- 
 nified by the service and sermon. 
 A similar service was arranged 
 for the firemen of the city with 
 a brief introductory address by 
 Commissioner Joseph Johnson, 
 himself a member of the Metho- 
 dist Church. An invitation was 
 also sent to all these men, and 
 though few of them were able 
 to be excused to attend, yet all 
 know about it and can now di- 
 rect others to the church. They 
 also feel kindly to the church 
 that thus dignified their work. 
 
 COMMISSIONER 
 
 JOSEPH JOHNSON 
 
 OF THE 
 
 FIRE DEPARTMENT 
 
 SPEAKS 
 
 5000 invitations sent to Fire Department 
 employees. An Orchestra of 20 plays. An 
 indestructable flower presented everyone. 
 Two large chorus choirs. At Grace Metho- 
 dist Episcopal Church, W. 104th St., Bet. 
 Columbus and Amsterdam, Happy Sunday 
 evening, Nov. 3rd, at 7:45. Short talk on 
 
 A BRAVE COWARD 
 
 Morning Sermon:* 
 
 ROBBING the CHURCH 
 
 ELECTION NIGHT RETURNS 
 
 At The Church. 
 Great Redpath Lyceum Company; Eccfes 
 and the Coirege Girls sing and impersonate 
 Free Admission Silver Offering 
 
GROUPS, SPEAKERS, AND SUBJECTS 277 
 
 During a brisk campaign for pensions by the post office 
 employees the writer was present at their annual election, 
 on a Sunday afternoon, and gave them a personal invitation, 
 which was accepted by vote. They sent a band of sixty men to 
 play, and packed the church until scores were turned away. 
 While a plea was made for pensions, the dignity and necessity 
 of the Christian life was also enforced. Few of the mail men 
 are unfamiliar with the existence and location of Grace Church. 
 Outside of the good done, think what help can come from 
 having the friendship of these three classes of public servants; 
 and, in addition, they get so much abuse and so little praise 
 that a church service vital with cheer and stinmlating with 
 truth is bound to make their work easier and their lot happier. 
 
 When the Atlantic Fleet was anchored in the Hudson, 
 through an introductory letter from the mayor, a sailors' 
 service was arranged with Rear Admiral Osterhaus. He 
 deputized one of the ship bands to play. Ten thousand invita- 
 tions were distributed to the sailors through headquarters. 
 How many reminders of home and its religion this brought! 
 
 
 
 Nothing is more popular than the annual baseball service. 
 Last year six prominent members of the "Giants" attended. 
 Something like thirty of the most prominent players were 
 interviewed. It was found that most of them were raised 
 religiously, practically all were teetotalers, and many of them 
 were themselves members of a church. Twenty -five thousand 
 
278 CHURCH PUBLICITY 
 
 cards marked "You're Out" were distributed inside the ball 
 grounds in Brooklyn and Manhattan. 
 
 YouVe Out! 
 
 Baiting the Umpire does no good. Play the Game. "Deliver the 
 goods." No one wants a loser. Train, Get in, Score. Learn 
 something as to how:-Annual Baseball Service Sunday Night 7:45 
 Sept. 22, with nearly all the "Giants" and many Pittsburgers 
 pledged to be present, and a baseball enthusiast preacher, Christian 
 F. Reisner, talking, at Grace Methodist Church, West 104th Street, 
 near 6th and gth "L" road station. "Billy" Sunday sends special 
 message to the "Giants". Music that thrills like victory. Rose 
 presented everyone next Sunday. 
 
 As a result of the service the writer was asked to write a 
 page baseball sermon for Spalding's Book of Rules. 
 
 The vice-president of a New York trust company, who, 
 though a member of the church, had not been in it for fifteen 
 years, came that evening and has not missed a Sunday night 
 service since. Scores of others were brought to the church 
 for the first time and several were converted. The writer has 
 had a number of experiences where he tried to do business 
 and was unknown, when some one would step up and say, 
 "I was at the baseball service." A picture of Christy Mathew- 
 son, premier pitcher, and himself a thorough Christian, who 
 stipulates in his contracts that he will not play on Sunday, 
 was distributed. A. G. Spalding & Brothers gladly provided 
 it. It was tasty and will be kept on many a mantel for weeks 
 to come, and always when they look at it they will see the name 
 of Grace Methodist Church. 
 
 Dr. C. S. Benedict, a well-known physician, a member of the 
 writer's church, constantly refers to the outline of one of the 
 baseball services, because it spelled "Baseball." Though it is 
 simple and crude, and not altogether as attractive as it might 
 be, the writer will venture giving it here because it illustrates 
 good publicity by printing itself on a busy man's mind. 
 
GROUPS, SPEAKERS, AND SUBJECTS 279 
 
 Facts About Losers 
 Booze has caused the downfall of most who fail. 
 Anger rattles, unsettles, and spoils for effective usefulness. 
 Selfishness makes it impossible to do clean work. 
 Excusing is not listened to. The goods must be delivered. 
 
 Facts About Winners 
 Brains are at a premium. 
 
 Alertness for opportunities in the game and steady practice is required. 
 Level-headedness coming from a well-controlled temper and a kindly dis- 
 position is an absolute requisite. 
 Learning is a regular attitude of every man who is to win at all. 
 
 It is remarkable how such an outline stays in the heads of 
 men who are wild over baseball. 
 
 This kind of service began in Denver with the Western 
 League team, when some of the members of that team attended. 
 It can be done in the smallest village where there are baseball 
 players, picking out the best team that is located there. 
 
 Frank W. Fraeauff, then general manager of the Denver 
 Gas & Electric Company, but now a partner in the New York 
 banking firm of Henry L. Doherty & Co., arranged to bring 
 the employees of the gas company to a Sunday night service. 
 The subject was "Turn on the Lights.'* Many analogies could 
 be drawn from the fact that evil folks love darkness rather 
 than light. This has made the writer friends that can never 
 be taken away from him. And all the solicitors and em- 
 ployees even though they failed to attend talked about the 
 service to their friends and thus published abroad the name of 
 the church. 
 
 In the same way a service in Denver was arranged with the 
 A. D. Lewis & Sons Dry Goods Company, so that all their 
 employees attended, and the motto of the store was used as 
 the sermon subject. The ushers from the store assisted and the 
 central part of the church was reserved. The clerks in that 
 store had a church to talk about to their customers. 
 
 Dr. Wliite, in Hartford, preached upon 
 the subject of "Protection," and made it a 
 special service for fire insurance men, invit- 
 ing them particularly. He provided one 
 thousand buttons with his picture upon them 
 and underneath it the words "Dr. White 
 Sunday Night." His laymen took these 
 out, urging men every place to wear them. 
 It naturally led to questions. Courage back of this kind 
 
^80 CHURCH PUBLICITY 
 
 of a button would give many opportunities to preach the gos- 
 pel. 
 
 Dr. Durkee arranged for a similar service for the Gideons, 
 the Cliristian commercial travelers, while a detail from the 
 Boston camp attended. His subject was "A Soldier's Duty,'* 
 and his music was furnished by "Massed Male Quartets." 
 Dr. Northrup, of Kansas City, Kan., has specialized in services 
 for the "Knights of the Grip," and knows scores of them every- 
 where, who stand up for and tell about him. 
 
 George C. Hughes, the city editor of the New York Globe, 
 is the son of a minister and himself affiliated with the church. 
 Recently the writer preached upon the subject, "The Church 
 and the Daily Paper." Mr. Hughes preceded him with words 
 along the line of "The Kind of Church the Daily Paper Likes." 
 This brought together in a friendly way the newspaper men 
 and the minister; it insured hearty cooperation in future days. 
 Mr. Hughes also said some strong things worthy of remembering. 
 Letters were written to managing editors which brought out 
 friendly and pointed replies. 
 
 When the Pennington Glee Club sang, invitations were 
 printed and by prearrangement delivered to every one of the 
 six thousand boys in the two male high schools on Manhattan. 
 One school's colors were black and red and the other orange 
 and blue. The cards were reproduced in these particular 
 colors, and so six thousand boys began talking about the church. 
 At the close of this service the Glee Club was invited into the 
 church parlor and sang two or three good college songs, while 
 the Epworth League served lemonade, and everybody was 
 allowed to get acquainted. Incidentally, two people came to 
 the pastor in that atmosphere to talk about giving themselves 
 to Christ, and two splendid young men were turned toward 
 college. 
 
 Push strongly to get every possible man present at a special 
 service for men. Seat them in the center of the house. Organ- 
 ize a male chorus to sing special selections. It is surprising 
 how many will come to that sort of a service because they can sit 
 together. Cards are circulated by the men who &k sl certain 
 number to be reached in attendance. They have no back- 
 wardness in circulating cards for their own service and pride 
 drives them to reach the fixed number in attendance. 
 
 Nothing has been more successful than the "rose" service 
 inaugurated in Denver some years ago. When it was started 
 
GROUPS, SPEAKERS, AND SUBJECTS S81 
 
 Special 
 Themes 
 and 
 Plans 
 
 in New York city, and everyone was given a blossom as they 
 came in the door, the people immediately reached in their pock- 
 ets to pay for them. It surprised them to know 
 that the roses were free. It is interesting to dis- 
 cover how cheaply roses can be bought at actual 
 wholesale cost. No service is like it. A tag is tied 
 on the blossom up so high and so tight that it cannot 
 be easily removed. It advertises the service and the church 
 and is afterward kept as a souvenir. The preacher who faces 
 an audience where everyone is wearing a rose under a smiling 
 face and, consequently, an open heart is almost sure to plant 
 seed that will grow. The fragrance of hundreds of blossoms 
 enriches the very room. Happiness is created that will not 
 soon be forgotten. 
 
 A neighboring pastor, on hear- 
 ing first of the "rose" service, 
 announced to a group: "I know 
 what I will do next Sunday 
 night. I will preach upon Peter's 
 words about going fishing. Then 
 I am going to offer to give every- 
 one a box of sardines." He created 
 a laugh, but he missed the point. 
 Nothing is given away to get folks 
 to come. The best type of folks 
 attend the "rose" evening. The 
 thing that is given must always 
 contribute to the service. For 
 example, two or three nights after 
 Theodore Roosevelt returned 
 from Africa the subject was, 
 "Theodore Roosevelt, Christian." 
 A fine picture of Mr. Roosevelt 
 was presented to everyone. 
 
 When the Memorial Day serv- 
 ices were held everyone received 
 
 a flag, and the old soldiers 
 
 were given roses, and a motion 
 
 picture, "The Battle Hymn of the Republic," was thrown on 
 the screen. Jack Crawford, an old scout, recited an original 
 poem about the flag. The writer's own little laddie, three 
 and a half years old, recited the Shepherd Psalm; a bugler 
 
 O 
 
 Rose Service 
 
 "The Rose of Sharoo 
 
 May 22, 1910 
 
 "A Home-Like Gburcii" 
 
 io4tb Street near Columbus Ave. 
 Always a 
 
 HAPPY 
 
 Sunday Night 
 
282 CHURCH PUBLICITY 
 
 gave the opening and the closing call. The unusual program 
 delighted the old soldiers and so made it a topic of conversation 
 in many circles. The service itself must be a unity. You 
 cannot get people that are worth while to attend simply because 
 they will get something for nothing. They must learn to give 
 to the service, then they will be able to take something away. 
 Reliable information declares that Mr. Moody gave candy to 
 children to get them to come to Sunday school. It may do 
 with children, but not with adults. We have a right, however, 
 to give anything away that will contribute to the service. 
 A Southern service was arranged one night, and the pastor 
 preached vigorously upon "The Spirit of the South." He 
 had arranged ahead of time for cotton bolls, so that everyone 
 attending could be given one. This simply enforced the 
 Southern atmosphere. 
 
 The first *'rose" service was arranged for by securing the 
 promise of a daily paper in Denver to pay for the roses. Natu- 
 rally, the paper gave the fact wide publicity on the front page, 
 so that the best possible publicity was secured and dozens were 
 turned away from the church. At another "rose" service a 
 department store paid for the blossoms, and announced the 
 fact in the middle of one of its largest display ads. Usually, 
 there is a member or two in the congregation who are glad to 
 pay for the flowers as a memorial to some departed one. At 
 one of these "rose" services, California flowers, photographed 
 in original colors, were shown with a stereopticon. 
 
 City churches can effectively cooperate with country parishes 
 in providing a wild-flower service. Grace Church, New York, 
 has annually filled its altar railing with common daisies. At the 
 close of the service every sprig is carried away eagerly by city 
 folks, who never get their fingers on a field flower. If the 
 country churches could send in bundles of wild flowers, the 
 church could draw the audience and leave a sweet memory 
 in many hearts. 
 
 In the fall, a goldenrod service is effective. In Denver, 
 the owner of a great dahlia farm was glad to furnish hundreds 
 of his most glorious blossoms in the late fall just before the 
 coming of the frost that would kill them. 
 
 Many other special plans promptly come to the alert mind. 
 Most churches give up in desperation during the hot season. 
 It is not necessary. Dr. Eaton's Baptist Church in New York 
 city has a roof garden. The American Church in Manila can 
 
GROUPS, SPEAKERS, AND SUBJECTS 283 
 
 take care of two hundred people on its roof garden, where 
 Sunday evening service is held. The South should employ 
 some such plans for its long heated period. The Methodist 
 church at Tyler will have a roof garden for summer services 
 on its new modern Sunday school building. Why should we 
 not make a plan for such a help in our future architecture? 
 Satan deals out deadly fluids amidst beautiful surroundings 
 because he employs trees, bushes, and vines on roofs of build- 
 ings. Why should the church be behind.^ 
 
 It is easy to make the summer season more attractive both 
 by subject and by comfort. For instance, "A Cool Breeze" 
 with the text "God walked with Adam in the Cool of the Day," 
 enforcing the fact that God can always cool the fever of worry, 
 etc. It is easy to arrange with some spring-water company 
 to provide drinking water if only its particular brand will be 
 advertised. When people ride long distances on street cars 
 to come to a service, and must then wait to take a similar ride 
 to get home before they can have a drink, it is not very pleasant. 
 We found it effective to have young men drift through the 
 audience with drinking water during the song service when we 
 had the old soldiers present. They greatly valued the refresh- 
 ment of cool, pure water. 
 
 A COOL BREEZE 
 
 The subject of a short talk at the HAPPY Sunday EVENING, July 3d. 
 
 at Grace Methodist Church. 104th Street West of Columbus Avenue 
 
 Stereopticon Pictures of the Passion Play 
 
 The writer, while in Denver, arranged with the Moffatt 
 Railroad annually in August to bring down a wagonload of 
 real snow. He then announced that a *'Snow" service would 
 be held and amidst the heat it was piled up on a table in front 
 of the pulpit. Such a service seemed impossible in New York, 
 but a way was soon devised. It was discovered that the 
 flakes on the pipes of a cold storage plant when scraped off 
 looked exactly like snow. One summer morning a pile was 
 
S84 
 
 CHURCH PUBLICITY 
 
GROUPS, SPEAKERS, AND SUBJECTS 285 
 
 seen in front of a cold-storage plant, and then the plan suddenly 
 evolved itself. A good Catholic friend, who owns the place 
 of business, agreed, further, to freeze fruit and flowers on the 
 inside of a solid cake of ice. A pile of the flakes and this cake 
 of ice were placed on a table and put in front of the pastor 
 while he preached upon the text, "As snow in harvest so is a 
 faithful messenger." When properly advertised the novelty 
 will draw a great audience in the midst of summer. 
 
 One year at the "Snow" service it was found possible to 
 secure M. A. Henson, the colored man who was Peary's only 
 companion when he found the North Pole. He showed some 
 slides of photographs secured and told of his experience. An- 
 other year pictures of skiing in Sweden were shown as well as 
 an exhibit of Niagara Falls as it looks in the winter time with 
 the children sliding over it was given. 
 
 The Rev. Frank L. Bausman used a suggestive set of sermon 
 subjects in the springtime, as follows: 
 
 April 17 — Lessons from the Trees. 
 April 24— The Song of the Birds. 
 May 1 — Message of the Flowers. 
 May 8— The Winds of God. 
 
 The wording and timeliness of the sermon subject is very 
 vital. Recently the sermon subject, "Why Christian Science 
 Heals" packed the church, though there was little other at- 
 traction. 
 
 Following the arrest of the labor leaders the subject announced 
 was "Arrested Labor Leaders." It was a good time to push 
 in the truth which Colonel Roosevelt enforced in the short 
 speech he made to a half dozen old soldiers while spending 
 Memorial Day at Marquette during his Ubel suit when he 
 said: "The contemptible arrogance of the rich man who despises 
 his brother because he is poor, and the mean envy of the poor 
 man who hates his brother because he is rich, are born of the 
 same seed. That same poor man made rich would be arrogant. 
 The same rich man poor would be envious." 
 
 Soon after the election of the Rev. George R. Lunn as the 
 mayor of Schenectady, the sermon subject announced was 
 "Are Socialists Infidels?" A great many attended. The 
 preacher was able to take a friendly attitude, standing with 
 them for many things which they demanded, but ending up 
 with the conclusion that Socialism could not gain its end unless 
 first it was able to get men to accept the Fatherhood of God. 
 
286 CHURCH PUBLICITY * 
 
 Right after the Omaha cyclone and the Ohio floods the ser- 
 mon subject announced was "Did God send the Cyclone and 
 Floods?" 
 
 This appeared in large type at the top of the card, while the 
 morning subject appeared at the bottom of the card in equally 
 large type. 
 
 DID GOD %^hT cyclone g FLOODS ? 
 
 Sunday evening topic March 30th; fourth reel of motion picture on 
 **Life of Moses". Songs and Recitations by children. Grace Metho- 
 dist Episcopal Church, W. 104, Bet. Amsterdam and Columbus. 
 
 vU^^aj^^Km^ 
 
 Ritualistic service at 11 A. M. and sermon on the subject 
 
 TIME WASTED IN PRAYER 
 
 Right after the Titanic went down the sermon subject 
 announced was "Were They Heroes.^" It was easy to show 
 that in everybody's soul was the image of God which danger 
 called out. 
 
 Just after the passing of the California alien law the subject 
 announced was "Will There Be War.^" It happened to be 
 the night when seven G. A. R. posts were to attend the Memorial 
 Service. We enforced the fact stated by Colonel Roosevelt, 
 to quote him further in the aforementioned address: "In the 
 training of our manhood and womanhood you must give them 
 of the noble draught you quaffed when you were young — the 
 spirit of justice, kindness, and freedom. Train them to service, 
 not to the pursuit of pleasure, for happiness to be worth any- 
 thing always must be a by-product." 
 
 It was easy to say to the young people that if they were 
 worthy of their fathers, they would use the implements and the 
 means at hand to solve the problems which face them as the 
 fathers did to solve the problems which faced them. 
 
GROUPS, SPEAKERS, AND SUBJECTS 287 
 
 Dr. Willis P. Odell, the pastor of the wealthy Saint Mark's 
 Church, Brookline, Mass., counts it worth while to announce 
 popular subjects with Sunday night attractions to augment 
 his audience: 
 
 The Pastor, Dr. Willis P. Odell 
 
 Will speak on the following Themes : 
 
 March 30. " What can Protestantism learn from Romanism?" 
 April 6. ** What is the matter with Christian Science?" 
 April 13. "What if Christ should actually come to town?" 
 
 The Vefted Choir will sing well-known Gospel Hymns 
 
 Mrs. Dorothy A. Sprague will preside at the organ 
 Mr. Bruce Hdbbs will adt as Precentor 
 
 Miss Linda Marston will play the comet 
 
 Special solos and Quartette numbers 
 
 Editorials were written, columns were published, and a 
 multitude came to hear the sermon when the subject was 
 "Why Do Ministers* Sons Go Wrong .^" with letters from Wood- 
 row Wilson, Secretary of the Interior Fisher, District Attorney 
 Whitman, Senator Bristow, and New York Superintendent of 
 Schools Maxwell, all sons of ministers, as well as many others. 
 The sermon led to an exhaustive study which ended in an 
 article printed in the Epworth Herald. It was found that the 
 sons of ministers succeed eighteen times more than the sons 
 of any other profession or class. 
 
 Dr. Durkee, always alert, on the Sunday near election, 
 
 announced as his sermon theme, "My Platform, My Candidate, 
 
 My Vote." It is usually valuable to get hold of 
 
 ToDics Sunday sermon themes, especially when they are used 
 
 by men who get a Sunday night audience; and so a 
 
 few along varied lines are here reproduced: 
 
 First. Take up the sermons that might be preached on 
 practical themes. The Rev. George H. Combs, D.D., pastor 
 of Independence Boulevard Christian Church, Kansas City, 
 Kan., and one of the greatest preachers in the country, an- 
 nounced the following series: 
 
 Breaking Home Ties. 
 
 Getting a Start in Life. 
 
 Is It Worth While to Win? 
 
288 CHURCH PUBLICITY 
 
 Wearing Your Own Clothes. 
 
 The Hard Pillow 
 
 Politics. 
 
 Dollars. 
 
 Is Success an Accident? 
 
 Fighting Windmills. 
 
 The Scaffolding of Manhood. 
 
 Knowing What You Can Do. 
 
 The City Beneath the Sea. 
 
 The Rev. Frank W. Luce, D.D., pastor of the First Methodist 
 Church, Cleveland, O., went into the city's need as follows: 
 
 Cleveland's Charities and Philanthropies. 
 
 The Forest City's Homes and their Ally, the Public Schools. 
 
 Cleveland's Care for the Unfortunate. 
 
 Prevention and Cure of Disease and Accident. 
 
 Some Gold from Rich but Largely Unworked Mines. 
 
 Our City's Distinctly Religious Work. 
 
 The Rev. Robert Watson, D.D., pastor of the Presbyterian 
 Church of the Covenant, Cincinnati, O., announced the follow- 
 ing, under the general head of "The Compassion of Jesus": 
 
 Introductory Sermon - - - - Alone with Jesus. 
 
 Embarrassment ------ The First Miracle. 
 
 Ignorance -------- The Woman of Samaria. 
 
 Helplessness ------- The Impotent Man. 
 
 Death - - The Widow of Nain's Son. 
 
 Demon Possessed ----- The Demoniac of Gadara. 
 
 Sorrow --------- Jairus's Daughter. 
 
 Sickness - ------- Woman with the Issue of Blood. 
 
 Hunger --------- Feeding the Five Thousand. 
 
 Darkness -------- The Blind Man. 
 
 Sin ---------- The Adulteress. 
 
 Uncleanness The Ten Lepers. 
 
 Selfishness -------- The Rich Young Man. 
 
 Lawlessness ------- The Two Thieves. 
 
 His Crucifiers The Prayer on the Cross. 
 
 Dr. Stockdale, while pastor of Berkeley Temple, had the 
 following suggestive subjects: 
 
 The Over- Anxious Man — 
 
 (Who borrows trouble) 
 The Irritable Man — 
 
 (Who flies to pieces) 
 The Extravagant Man— 
 
 (Who spends too much money) 
 The Triumphant Man — 
 
 (Who wins the race) 
 
 The Rev. J. William Lee, of Gloucester City, N. J., announced 
 the following: 
 
GROUPS, SPEAKERS, AND SUBJECTS 289 
 
 The World's Call for a Real Man. 
 
 A Strong Man, or the Gospel of Health. 
 
 A Wise Man, or the Gospel of Brains. 
 
 A Good Man, or the Gospel of Character. 
 
 A Useful Man, or the Gospel of Service. 
 
 A Far- Seeing Man, or the Gospel of Immortality. 
 
 The next set, might be styled "Sermons of Social Service." 
 The Rev. Charles L. Walworth, D.D., of Trinity Church, 
 Poughkeepsie, N. Y., is a master hand at this task. Last 
 year he visited New York at the time of the clothing-makers 
 strike, and later went to the steel mills in Pennsylvania, to 
 gather his material. He preached a long series, styled "The 
 Home-Building Series." They are on such subjects as "Some 
 Qualifications of a Good Wife," "The Man for a Husband," 
 "The Cost of a Ton of Coal in Poughkeepsie." He sent out 
 a very apt set of questions which are here reproduced: 
 Marriage 
 
 What do you consider are the qualifications of a good husband.'' 
 
 What are the qualifications of a good wife.'* 
 
 What is the most desirable age for marriage? For the man? For 
 woman? 
 
 Do you think a physician's certificate as to good health should be 
 required of those about to marry? 
 
 On what income can a young man in Poughkeepsie afford to marry? 
 
 From your observation, do young people give enough thought to the 
 obligations and responsibilities of marriage and family life before 
 entering matrimony? 
 
 Should schools train girls specifically to be home-makers? 
 The Home 
 
 What do you think are the essentials of an ideal home? 
 
 From your observation, how does the participation of women in indus- 
 trial life affect the home? 
 
 On what income can a man in Poughkeepsie support a family of wife 
 and four children? 
 
 Does the wife or mother usually have proper control of or relation to 
 family income? 
 
 Have we a tenement-house problem in Poughkeepsie? 
 
 Do you know of any houses in Poughkeepsie where the environment 
 is unsanitary or tubercular? 
 
 Do families with children have diflSculty in renting in Poughkeepsie? 
 
 What are the enemies of the home? 
 
 What are the causes of poverty? 
 Divorce 
 
 What are the causes of divorce? 
 
 Is a childless home a factor? 
 
 On what grounds is divorce morally permissible? 
 
 Has a woman a right to divorce from a drunkard, and vice versa? 
 
 What should be the position of the church on this question? 
 
290 CHURCH PUBLICITY 
 
 Children and Family Life 
 
 What is the ideal number of children in a family of moderate means? 
 
 Is parental authority lessening? 
 
 To what extent are children in Poughkeepsie working? 
 (a) Under 14 years of age. (b) Between 14 and 16. 
 
 What plans have you for (a) religious instruction of children? (6) 
 Guiding the reading of children? (c) Supplying amusements for 
 children? (d) Teaching them the vital facts of physical life? 
 
 The Home and the Community 
 
 Have we any unsightly streets, billboards, etc., in Poughkeepsie? 
 
 Is a man who maintains an unsightly or unsanitary property a good 
 citizen? 
 
 Have you ever inspected our moving-picture shows? 
 
 How can the home build up a better, cleaner, safer community life? 
 
 Why should women be interested in civic, economic, and public questions? 
 
 Do women need the vote to back up their influence and the home in- 
 fluence on the community? 
 
 Should the public schools after school hours be made centers for spread- 
 ing the gospel of better social and community life? 
 
 Have you known evil results from (a) street-roving at night? (6) 
 Indecent postals or bill posters? (c) Moving pictures? (d) Sug- 
 gestive pictures? 
 
 Have you any direct knowledge of the effect of any Children's Court 
 with "Big Brothers" and "Big Sisters" to look after arrested boys 
 and girls? 
 
 The Home and the Church 
 
 At what age should children (a) begin going to church? (6) Join the 
 
 church? 
 Is there parental indifference or objection to church attendance? 
 How far is adult attendance affected by (a) legitimate home duties? 
 
 (6) Long working hours during the week? (c) Sunday labor? (d) 
 
 Sunday amusements, paper, automobile, etc.? 
 How can the church better work with the home in bringing children 
 
 to church and the Christian life? 
 How can the church stimulate healthful, normal relationship and 
 
 acquaintanceship between boys and girls? 
 What can the church do to promote healthful social and recreational 
 
 conditions in the community? 
 
 The Rev. Charles Wentworth, of Santa Monica, Cal., also 
 sent out a set of questions as follows: 
 
 1. Do you believe that there should be a more modest costume for 
 bathers, and a stricter censorship for the conduct of the people on this 
 beach? 
 
 2. What is your solution, in a few words, of the American saloon? 
 
 3. In your opinion, what are the three greatest temptations of the 
 average man? 
 
 4. If you were going to hear a sermon, what would you expect — plain 
 truth about the sins and sorrows of life, or purely literary or historical 
 discussion and indirect address? 
 
GROUPS, SPEAKERS, AND SUBJECTS 291 
 
 5. Is it true, in your opinion, that a man cannot be a good business 
 man and be a Christian? 
 
 6. What is the most diflScult problem for you, touching the gospel of 
 Jesus Christ? 
 
 7. Why are not more men in Santa Monica in the churches? 
 
 8. Is doubt or unbelief common? If so, what form does it assume? 
 
 9. As a general fact, leaving out detail, do you believe the Bible? 
 
 10. As a plan to uplift men and redeem society from its vices and follies, 
 would you give Christianity the first place in your judgment for that pur- 
 pose? Why? 
 
 From this he preached a series of sermons on such subjects 
 as "Who is the Devil?" "The Model Preacher," "Can a Man be 
 a Good Business Man and be a Good Christian?" "Is the 
 Message of Christ Adequate for all Men?" "What is the Reason 
 for the Average Man's Indifference?" "The Bible on its Own 
 Merits," "Sins of the Church," "Sins of the Onlooker." 
 
 The Rev. James L. Gardiner, at South Bend, Ind., also gath- 
 ered material through a series of questions and preached four 
 sermons as follows: 
 
 Jan. 5-"Are Our Boys and Girls Safe?" 
 
 Sermon based on Suggestions 
 interested Fathers and 
 
 Jan. 12="Are Our Homes Safe? 
 
 Sermon based on Sugge 
 Lovers of Our Ht 
 
 Jan. 19="ls Our City Safe?" 
 
 Sermon based on Sugge: 
 of Our thoughtfui 
 
 Jan.26="is Our Country Safe?" 
 
 Sermon based on Suggestions of Twenty-five 
 interested Pattiers and Mothers. 
 
 I" 
 
 Sermon based on Suggestions of Twenty-five 
 Lovers of Our Homes. 
 
 Sermon based on Suggestions of Twenty-five 
 of Our thoughtful Citizens. 
 
 Sermon based on Suggestions of Twenty-five 
 Lovers of Our Country. 
 
 The pastor has written one hundred letters to as many interested 
 men and women aslcing them what they consider to be the principal 
 Dangers which to-day threaten Our Boys and Girls, Our Homes, Our City, 
 and Our Country. He has also requested his correspondents to suggest 
 Remedies whereby these Dangers may be overcome. The above Four 
 Evening Sermons will be based on the replies received. 
 
 Pastor John Currie kept blanks in the pews printed with 
 
292 
 
 CHURCH PUBLICITY 
 
 the request urging people to write any questions on them 
 they wanted answered. That is a good plan. To urge folks 
 to ask questions and furnish no cards near at hand makes it 
 difficult for them to do so. 
 
 A number of other men make strong sermons around indi- 
 viduals. Dr. Frank W. Luce, of Cleveland, O., has peculiar 
 strength in making it in the form of a lecture. Here is a recent 
 
 series : 
 
 Modern 
 
 Authors 
 Charac- 
 terized 
 
 Some Links in the Chain of Providential History 
 
 Abraham Lincoln. 
 
 George Washington. 
 
 John Wesley. 
 
 Martin Luther. 
 
 Jerome Savonarola. 
 
 Dr. Philip L. Frick, of Buffalo, also planned 
 out a very attractive series, taking up among them 
 some men still living: 
 
 The Acts of Some Modern Apostles 
 Lord Shaftesbury, Christian Statesman. 
 General Booth, Christian Philanthropist. 
 
 Dr. Grenfell, Christian Physician. 
 
 Booker T. Washington, Christian Educator. 
 
 John S. Huyler, Christian Business Man. 
 
 David Livingstone, Christian Missionary. 
 
 The Rev. M. H. Lichliter, D.D., the pastor of 
 Grace Methodist Episcopal Church, Baltimore, 
 announced while in Saint Louis, the following series 
 on individuals: 
 
 The Literature of Revolt 
 
 Henrik Ibsen. 
 
 Lyof Tolstoy. 
 
 Maurice Maeterlinck. 
 
 George Bernard Shaw. 
 
 The Christian Message in American Poetry 
 
 William Cullen Bryant. 
 
 Henry Wadsworth Longfellow. 
 
 Oliver Wendell Holmes. 
 
 John Greenleaf Whittier. 
 
 James Russell Lowell. 
 
 Walt Whitman. 
 
 Sidney Lanier. 
 
 A Group of Minor Poets. 
 
 A Mans View of Woman's World 
 
 Elizabeth Barrett Browning. 
 
 George Eliot. 
 
 Florence Nightingale. 
 
 Frances Willard. 
 
GROUPS, SPEAKERS, AND SUBJECTS 293 
 
 Another class of sermons deals with tender subjects. Dr. 
 AT d Caswell prefaces his announcement of a Mothers' 
 Theme Service, with some quotations about mothers, as 
 follows : 
 
 All tliat I am my mother made me. — John Quincy Adams. 
 
 All that I am, or hope to be, I owe to my angel mother. — Lincoln. 
 
 Let France have good mothers and she will have good sons. — Napoleon. 
 
 I would desire for a friend the son who never resisted the tears of his 
 mother. — Lacretelle. 
 
 Unhappy the man for whom his own mother has not made all other 
 mothers venerable. — Richter. 
 
 If you would reform the world from its errors and vices, begin by en- 
 listing the mothers. — Simmons. 
 
 When I try -to make myself an infidel I fancy I feel the hand of my 
 mother on my head and her voice in my ear as she taught me to say, "Our 
 Father, who art in heaven." — John Randolph. 
 
 The Rev. L. Frank Bausman, Harrisonville, N. J., announced 
 a series as follows: 
 
 Summer Nights with Jesus 
 The Boy Jesus. A Perfect Bride. 
 
 Jesus and Socialism. A Perfect Bridegroom. 
 
 Dr. Durkee announced the sermon subject * 'After Mar- 
 riage," and then he is quoted as saying, "I will speak out of 
 my heart of hearts and out of the memory of hundreds of 
 happy and sorrowful lives known to me in my ministry." 
 
 The Rev. J. L. Gardiner, while at Trenton, N. J., built 
 many attractive series of sermons on certain books, as follows: 
 Ralph Connor s Stories That Preach 
 
 The Doctor, or the Life that Wins. 
 
 Black Rock, or the Rugged Manliness of True Religion. 
 
 The Sky Pilot, or the Heroic Brotherliness of Christianity. 
 
 The Man from Glengarry, or Five Essentials of the Christian Life. 
 
 The Prospector, or Love Never Faileth. 
 
 Another series he built around poems, as follows: 
 
 The Love that Never Faileth, as described in "Enoch Arden," by 
 Afred Tennyson. 
 
 The Life Worth WhiL% as set forth in "The Psalm of Life," by H. W. 
 Longfellow. 
 
 The Pull of the Old Home, as presented in "The Cotter's Saturday 
 Night," by Robert Burns. 
 
 A Soul's Quest for Religious Certainties, as illustrated in "In Memo- 
 riam," by Alfred Tennyson. 
 
 Humanity's Friend, as described in "The House by the Side of the 
 Road," by Sam W. Foss. 
 
 The Inevitable Hour, as portrayed in "Elegy Written in a Country 
 Churchyard," by Thomas Gray. 
 
294 CHURCH PUBLICITY 
 
 Dr. Luce also constructed an effective series from different 
 authors as follows: 
 
 Gospel Truth in Literature 
 Natural Hindrances to Spiritual Greatness 
 
 Illustration — John Storm, The Christian (Hall Caine). 
 The Power and Peril of Sin 
 
 Illustration — Dr. Jekyll and Mr. Hyde (Robert Louis Stevenson). 
 The Power and Beauty of Self-Sacrifice 
 
 Illustration— The Sky Pilot (Ralph Connor). 
 Suffering for the Sins of Others 
 
 Illustration — The Man Who Laughs (Victor Hugo). 
 Fidelity to Duty Providetially Assigned 
 
 Illustration — A Doctor of the Old School (Ian Maclaren). 
 The Baseness of Ingratitude and the Pathos of Being Misunderstood 
 
 Illustration — Silas Marner (George Eliot), 
 
 When a popular magazine reproduced a long article which 
 discussed whether men should go to church under the dress 
 of a fiction story called "Should Smith go to Church?" the 
 Rev. Harry H. Beattys, of Mount Vernon, N. Y., took it up 
 and prepared a series of sermons as follows: 
 
 Who Is Smith? 
 
 Why Does Smith Not Go to Church? 
 
 Why Shouldn't Smith Play Golf instead of Going to Church? 
 
 Is Smith Wrong or the Church? 
 
 What Shall the Church Do about Smith? 
 
 Here is a series verging on doctrinal subjects that are taken 
 up by the Rev. John E. Miles, at Waverly, N. Y. They have 
 the power of human interest and are sure to draw. No wonder 
 a prominent business man wrote him the request to repeat 
 
 them: 
 
 Struggling Up from the Underworld 
 From "Prize Fighter" to Prince of Soul Winners 
 
 Study in "Wasted Energy." 
 From "Boy Criminal" to a Brave Character 
 
 Study in "Ignoble Ambition." 
 From "Old Born Drunk" to Old Brave Defender 
 
 Study in "Heredity." 
 
 Here are a cluster of sermon subjects aptly put by different 
 experts which are given because they are unusually susceptible 
 for use in advertising: 
 
 Rev. W. R. Ward: 
 
 The Enemies of Christ 
 Judas, the Betrayer. 
 Caiaphas, the Fatal Judge. 
 Pilate, the Coward. 
 Modern Enemies. 
 
GROUPS, SPEAKERS, AND SUBJECTS 295 
 
 Rev. C. H. Woolston, D.D., East Baptist Church, Philadel- 
 phia, Pa. : 
 
 The Right Way Sermons 
 
 How to Take the First Step. 
 
 Prelude: Should a Protestant Wear a Cross? 
 What Keeps You from Jesus? 
 
 Prelude: Has a Christian a Playground? 
 Power to Save and Keep. 
 
 Prelude: Will the Unbaptized Be Lost? 
 The Way that Leads to Heaven. 
 
 Prelude: Is there Salvation Beyond the Grave? 
 
 The Rev. C. A. Barwise, First Baptist Church, Greenpoint, 
 N. Y.: 
 
 Are You Puzzled Regarding Some Matters of Religion? 
 
 The Puzzle of Self. 
 
 The Puzzle of God. 
 
 The Puzzle of the Bible. 
 
 The Puzzle of Conversion. 
 
 The Puzzle of the Cross. 
 
 The Puzzle of the Resurrection. 
 
 The Rev. A. C. Archibald: 
 
 February Excursion: (Four Sunday Nights) 
 Have You Been to Nebo? 
 Have You Been to Jordan? 
 Have You Been to Caesarea? 
 Have You been to Niagara? 
 
 The Rev. Robert J. MacAlpine, Boulevard Presbyterian 
 Church, Cleveland, had the following series of sermons: 
 
 Practical Evening Sermon Series from Bible Characters 
 Timely Lessons from the Downfall of Adam. 
 Golden Rules from the Story of Joseph. 
 Vital Principles in the Greatness of Moses. 
 Modern Glimpses in the Beauty of Ruth. 
 Everyday Cures for the Trials of Job. 
 Practical Lessons from the life of David. 
 Daily Rules from the Wisdom of Solomon. 
 Modern Keys to the Character of Daniel. 
 
 The Rev. G. Mahlon Miller, First United Brethren Church: 
 
 The Ten Commandments 
 First Things First: 
 
 "Thou shalt have no other gods before me." 
 Idolatry — Ancient vs. Modern: 
 
 "Thou shalt not make unto thee any graven image." 
 Profanity — A Senseless Vice: 
 
 "Thou shalt not take the name of the Lord thy God in vain." 
 
S96 CHURCH PUBLICITY 
 
 Shall the Sabbath be Observed? 
 
 "Remember the Sabbath day, to keep it holy." 
 Children vs. Parents: 
 
 "Honor thy father and thy mother." 
 Three Prohibitions: 
 
 "Thou shalt not kill. Thou shalt not commit adultery. Thou shall 
 
 not steal." 
 The Sacredness of Speech: 
 
 "Thou shalt not bear false witness against thy neighbor." 
 Contentment vs. Covetousness: 
 
 "Thou shalt not covet." 
 Christ's Summary: 
 
 "Thou shalt love thy God . . . and thy neighbor." 
 
 We have gone through many words in the effort to picture 
 how to make Sunday evening services attractive. They must 
 
 be attractive if they lend themselves to effective 
 No Easy ^^^^ resultful publicity. It is not suflficient to 
 
 merely arrange good programs, but they must be 
 backed by wise advertising. No one is to exactly imitate 
 another. He is to catch a vision of his own possibilities and 
 determine to reach the highest possible place. Gipsy Smith, 
 in telling the story of his life while lecturing, once said, *Tf 
 I should be asked to stop that organ [pointing to the pipe 
 organ back of him] and put my finger on the 'key' of success, 
 I would put it on 'B' natural." We cannot work just like 
 another, but we can do it. There is a way for every pastor 
 in the country to win an audience. He may not find the 
 way easy, nor find it easy to keep it up when started. Neither 
 does the business man who keeps his business humming. Peo- 
 ple are hungry for the bread of life, but we must get them 
 where they can see it spread out in an appetizing way and in 
 forms that appeal to that particular class. 
 
CHAPTER XV 
 
 Aiding Sunday Schools and Children by Advertising 
 
 Sixteen thousand boys and girls attended the motion- 
 picture entertainments at Grace Church the first eight months 
 of the trial, and the Sunday school attendance was 
 Motion increased thirty-three per cent. Those two facts 
 a^Su^cess ^^^^ ^^ establish the right of the motion picture 
 as a helper of the Sunday school. Everyone readily 
 admits the value of the stereopticon as a teacher. Stoddard's 
 Travelogues have now been succeeded by scores who command 
 immense audiences and do untold good in reproducing the 
 pictures of the lands of the world. Underwood & Underwood 
 have been a blessing to the world through the medium of the 
 stereoscope, with which hundreds of college boys have paid 
 their way through school and thousands have had clear views 
 of all lands. The Rev. Jesse L. Hurlbut, D.D., has been 
 writing for numerous church papers a series of articles enabling 
 one to profitably use the Bible pictures prepared by this firm. 
 The wise teacher of children can make the scenes very real 
 in this way. There was a time when the church had to make 
 excuses for bringing in the stereopticon. A great foreign 
 missionary bureau now provides slides, and is confident that 
 vast interest has been created by the pictures. Why should 
 not the same things in motion create a greater effect.^ Children 
 do not enjoy things where life is absent. There must be 
 movement if their attention is held. It is true that many 
 motion-picture houses reproduce disgusting things and taint 
 the mind of the young with criminal and low suggestions, 
 but that is true of story books, and even of music. But we 
 do not on that account reject the good. 
 
 The General Film Company now has an educational de- 
 partment which furnishes films absolutely devoid of objection- 
 able features and full of instruction for children. Anyone 
 who would hear the six or eight hundred children at Grace 
 Church shout with glee and applaud with wildest enthusiasm 
 would immediately agree that good was done and that every 
 
 297 
 
298 CHURCH PUBLICITY 
 
 last one would go out on the street and to their homes to be 
 good publicity agents for that church. 
 
 It is not difficult to convince one who desires to do good 
 
 in the world that an investment in a motion-picture plant 
 
 would accomplish that in a large way. Four hundred 
 
 Cost of dollars will easily equip a church with a new machine, 
 
 Machine ^ fireproof booth, a good curtain, and everything 
 
 that is necessary. 
 
 At first, children were admitted to the moving-picture 
 entertainments in Grace Church without any charge, but 
 later the following plan was inaugurated and proved much 
 more satisfactory. The children appreciated the pictures, 
 the order was better, and those less likely to be helped were 
 sifted out. The children of the Sunday school are issued 
 a course ticket. This ticket admits them to every Saturday's 
 entertainment. They are permitted to enter first and thus 
 secure the best seats. Everyone else must present a ticket 
 and one cent to be admitted. If they do not have that ticket 
 then they must pay three cents to get in. 
 
 Before the children are dismissed a ticket is distributed which 
 admits them the following Saturday when accompanied by 
 one cent. This ticket advertises the Saturday night enter- 
 tainment, gives the list of motion pictures for the following 
 week and pushes forward the claims of the Sunday school 
 and the church. The child must take that ticket home and 
 keep it for one week. Naturally, he will prize it, the parent 
 will look it over, and thus church advertising will be taken 
 into the home and a value put upon it because it will be needed 
 to admit the child the following Saturday, and is really worth 
 two cents. Two thousand of these are issued. Those not 
 given out on Saturday are distributed at the Sunday night 
 service, so that the adults can give them to any children they 
 desire. Sometimes they are taken out on the streets and given 
 to children. This will bring them for the first time. Many 
 children thus picked up have become enthusiastic workers 
 and church loyalists. 
 
 New methods to make the cards more effective are con- 
 stantly employed. One week a rooster was printed upon the 
 Rewards cards and a reward of $2 was offered for the best 
 for reply as to why that picture was there. The re- 
 
 Explan- ward was divided between a boy and a girl who 
 ation gave the reasons as follows: 
 
SUNDAY SCHOOLS AND CHILDREN 
 
 299 
 
 The boy: — To call us early to church Easter morning. 
 
 The girl: — My idea of the picture of the rooster on the cards means 
 for people to arise early Easter Sunday morning and come to the seven 
 o'clock service. It may also mean victory for the Church of the Lord. 
 And another meaning might be that the services are worth crowing about. 
 
 WHY 
 
 is this picture 
 printed? 
 
 $2 REWARD 
 
 to the toy or girl, who 
 
 gives the best answer in 
 
 50 words. 
 
 THIS TICKET 2 ^'j;?Ts 
 
 WILL Admit r^i s?r.o^"p^'fuWs° 
 
 March 22, 3 P.M. 
 
 Saturday, 
 
 Evening Pro^rain 
 
 episcoPAU CHURCH, West Ifl4th, St."".«*Sl:a-. 
 
 Films shown:- Inhabitants of the Sea. Frontier Hero and Ri- 
 ders of the Plains. Iio, the beggar Boy. Industries of So. Cal- 
 fornia. Ambitious Bootblack andthe Messenger's Dog. 
 
 For ADUI-TS 
 
 SILVER OFFERING 
 
 Motion Rfctures «& Punch and Judy 
 
 PROF. GAPPY, the man who, made all New Jersey Uugh 
 
 P. S. Two CENTS IS CHARGED IN THE AFTERNOON TO PAY FOR PUNCH AND JUDY 
 
 At another time a picture of a chair was put on simply to 
 attract attention! 
 
 DON'T 5TAN0 
 ROUND 
 
 Ifflprove Your Time 
 
 FIND A SEAT 
 
 In Our Sunday School 
 
 REQUURLY 
 
 2:45 P. M. 
 
 H§LMIie Lenox PhilharnioDR Orchestra p 
 
 SEE Motion Pictures 
 
 Silver 
 Offering 
 
 Alice's Adventures in Wonderland, "j 
 Van Bidder's Experiment. I 
 
 Foxy Farmer, Show Your License. I 
 Across Russian Poland, Riding Feats j 
 by Cossacks. Building Barrels, 
 
 Vintage of Languedoc. J 
 
 GRACE 
 
 W. 104, 
 
 20 
 
 lECES 
 
 5 
 
 REELS 
 
 METHODIST 
 CHURCH 
 
 BET. AMSTEROAIM 
 AND COLUMBUS 
 
 (untiitJiTHEiORDREiGNETH-Schnecker 
 
 GIVEN BY CHOIR WITH BASS SOLOIST 
 
 at HAPPY SUNDAY EVENING Service 
 
 Mdy 4tll, dt Z!45, PROGRAM mlJkAxA^^A^ 
 THIS TICKET with ONE CENT will ADMIT ANY BOY OR GIRL 
 
 TO MOTION PICTURES. SATURDAY. MAY 3rd, at 3 P. M. 
 
 (OVER) 
 
300 CHURCH PUBLICITY 
 
 The assistant in charge, who was also a student under Dr. 
 G. A. Coe, prepared a list of questions and employed the 
 
 replies in preparing his thesis on ''Religious Educa- 
 Filmsand tion." A remarkably enlightening lot of replies 
 Education were received. Here are some of the questions 
 
 asked : 
 
 What lesson did the reel "Bell of Justice" teach? 
 Why was "Joseph Sold to His Brethren" shown? 
 The reel "Bell of Justice" aimed to teach kindness to animals. Were you 
 
 led by it to treat any animals more kindly? 
 How have our motion pictures helped you? 
 
 What one moving picture on to-day's program did you like best? 
 Do you go anywhere to Sunday school? 
 Prize for Girls — to one giving the best description of reel "Doll Making" 
 
 in not over 100 words. 
 Prize for Boys — for best sketch of life of "Daniel Boone" in 100 words. 
 
 This must be based solely upon the reel shown. 
 
 The Rev. C. H. Woolston, D.D., of the East Baptist Church, 
 Philadelphia, is the father of the children's entertainment 
 movement. He has gathered hundreds and thousands of 
 children together through the years. He has 
 Ma ^Va ^^ trained himself to be an expert magician and em- 
 ploys his skill to enforce biblical lessons. In this 
 way he has received scores of children, from all nationalities, 
 into his church. As soon as motion pictures came into common 
 use he began to employ them. 
 
 Grace Church holds its entertainments at three o'clock 
 in the afternoon, but Dr. Woolston has his young people gather 
 at seven in the evening and dismisses them at eight. His 
 general title is "Penny Concert," since he charges everyone a 
 penny to get in. He usually distributes a souvenir post card 
 or some other little gift that will help the boys and girls to 
 remember the occasion. He has thrilled them once or twice 
 by taking a baby bear on the platform and putting it through 
 a few tricks. Here is a post card showing him with a huge 
 lion, also one showing him with a baby bear (pages 301 and 
 302). Every child will keep that sort of a post card, and hence 
 it makes splendid publicity. 
 
 Here is a list of things Dr. Woolston advertises: 
 
 New Lantern Pictures. Illustrated Songs. 
 
 New Shadowgraphs. Silver Chimes. 
 
 New Swiss Hand Bells. Girl Aids. 
 
 New Wonder Box. Boy Ushers. 
 
SUNDAY SCHOOLS AND CHILDREN 
 
 301 
 
 Penny Concert Post Card No. 4 
 
 1' 
 
 I HIS is a picture of my big lion friend Atlas at home 
 in his great cage. I spent many hours in this 
 cage with him and by kind words always had him 
 under my control. I have made wild animals a 
 side study and this big lion was my best animal 
 friend. This picture is presented to the children of the 
 Penny Concert to show what kindness will do. 
 
 C. H. WOOLSTON 
 Philadelphia. May 12, 1908 3d Thousand 
 
302 
 
 CHURCH PUBLICITY 
 
 Rev. C. H. Woolston 
 
 AND THE Baby Bear 
 
 Exhibited to the Children, July 7. 1908 at the Tenth Anniversary of the 
 Penny Concert at the East Baptist Church. Girard and E. Columbia 
 Avenues. Philadelphia. Teddy Was 6 Months Old and Was Captured 
 in the Woods in Maine. 
 
SUNDAY SCHOOLS AND CHILDREN 303 
 
 The Rev. Frank B. Lane has also inaugurated a similar 
 plan. He announces bright music, object lessons, magic 
 and mystery, Bible truths, motion pictures, and adds that 
 those who do not have a card will be expected to contribute 
 at least five cents toward defraying expenses. 
 
 Very few pastors have systematically taken up this plan. 
 There are tremendous possibilities in it. No better talking 
 agents can be secured than children. They talk 
 Affent? ^^ home, and will not be shut off when they are 
 enthusiastic about a thing. A gentleman of fine 
 parts was compelled to attend the baseball service at Grace 
 Church about a year ago because his boy would give him no 
 peace until he promised to come, since the lad hoped to catch 
 a sight of one of the "Giants" who had promised to be present. 
 That man has not missed a Sunday night service since. 
 
 Outside the good that can be done the children, who by the 
 thousands roam the streets or shoot craps in the alleys or slide 
 into slimy motion-picture places or gather in cellar gangs, the 
 eternal gratitude of the parents and all lovers of children will 
 be gained for the church. 
 
 The idea was forced home by an experiment with an Austra- 
 lian Boys* Band, traveling through the United States, which 
 after a parade on the streets drew in about eight hundred 
 children. This band returned home and told the story of 
 Grace Church to newspapers in their country who wrote large 
 and grateful accounts of the church. 
 
 In every community it is easy to make a trial of this form 
 of publicity, since it is now easy to hire a motion-picture machine 
 and operator together with a few films at a very small expense. 
 Some years ago Mr. W. D. Downs of the Gano-Downs Com- 
 pany, Denver, went to Europe on a business trip. He carried 
 with him the name and address of every boy who had ever 
 patronized the firm. From different points in Europe, he 
 mailed back a souvenir post card to those boys that had a 
 personal tone of greeting in it. Whenever those boys wanted 
 clothing they would be sure to go to Mr. Downs' store. 
 
 No pastor can afford to ignore the boys and girls in his church 
 and membership. The writer took with him on a far north- 
 western trip the name of every Sunday school scholar and sent 
 them a special souvenir post card. 
 
 We can all remember one of the first cards or letters that came 
 through the post office service addressed personally to us. 
 
304 CHURCH PUBLICITY 
 
 An appeal to the affections does the most good. We are 
 grateful and heart-knit to those who remember us. Here is a 
 fine chance. It would be easy to design a souvenir post card 
 for the boys and girls of the Sunday school for them to use in 
 writing their friends. Many of them would be distributed to 
 friends near at hand who might be secured as "customers." 
 Everyone would retain a sample. 
 
 Dr. Jenkins furnished all the public school children a tasty 
 blotter. His Sunday school issued handsome lead pencils 
 bearing the name of the church as monthly rewards for regular 
 attendance. That is an inexpensive custom. The children 
 would be delighted if a pencil also had their own name printed 
 on it. One dozen might be presented for faithfulness during 
 the quarter. This would serve a double purpose, since at the 
 same time it has the name of the church, and the child showing 
 it would tell where the pencil was secured. 
 
 The craze for buttons has not gone out of style. On Rally Sun- 
 day present everyone who attends a button with a picture of the 
 church on it and some appropriate wording. The 
 Church writer has always been able to persuade a nearby 
 firm to furnish these buttons when the firm was 
 allowed to paste in the back a piece of paper announcing its 
 line of business and location. 
 
 Mr. Scott in The Psychology of Advertising makes some 
 wise suggestions that should be applied to publicity forms 
 here. The acquisitive sense causes adults to patron- 
 Sugges- j^e get-rich-quick schemes, says Mr. Scott. It 
 Scott ^^ ^^^^ present with children. They may be en- 
 
 couraged to lay aside money in mite boxes. Par- 
 ticularly would this be effective if a reward were given for the 
 person who brought in $2, or an unlimited amount that was 
 gathered from most people or was earned by the largest variety 
 of activity. The instinct of saving is strong in children if 
 appealed to rightly. If the church can cultivate it, it will 
 do a double service. Hence the penny savings bank plan 
 writes the name of the church clearly in the child's memory. 
 "The instinct of power," stressed by Mr. Scott, is also strong 
 upon them. The figure of a marching soldier catches the eye 
 of a boy. Every girl aspires to be a teacher who can order 
 pupils to do this or that. That is why the Junior Republic 
 has been such a success. It explains the eflSciency of the 
 organized Sunday school class. It gives a clue to the popu- 
 
SUNDAY SCHOOLS AND CHILDREN 
 
 305 
 
 larity of the Scout movement and Camp Fire Girls. Pictures 
 from such occasions will be certain to attract attention and 
 create a living interest. They ought to be published in win- 
 dow displays and with stereopticon and by cuts to draw other 
 children into the organization. 
 
 Next, the instinct, to quote Mr. Scott, "to do something" 
 is strong in the child as well as in the adult. A tool chest 
 will catch any boy's attention. Many of them construct 
 wireless telegraphy apparatus. They can draw maps or 
 make clay models of water pots and other vessels used in 
 biblical days. Prizes may be awarded for best work along 
 these lines. Girls can dress dolls to be sold for the benefit of 
 missions. They can make scrapbooks for orphan asylums. 
 They can manufacture aprons or little dresses or similar things. 
 The very doing will get them interested in the church for 
 which they are working. Pictures of children working at these 
 things, or "cuts" that suggest some line of activity, will catch 
 the eye of the child and be remembered. 
 
 The "parental instinct" is strong and hence useful in adver- 
 tising. The little girl has her doll buggy, and with great 
 dignity when only five years old puts the little one to sleep. 
 The boy would not deign to do that sort of thing, but he also 
 has his pets. Pity the boy that does not have the privilege 
 of owning a dog, a pony or something like that. He will 
 coddle his dog or his pony 
 in as fatherly a way as 
 an adult will his son. 
 Even babies' pictures at- 
 tract children. Recently 
 the writer borrowed one 
 of the "Eskay Food" cuts 
 of a hundred baby heads 
 and used it on printing in 
 connection with Children's 
 Day. It made an imme- 
 diate and notable impres- 
 sion. Only the inhuman 
 monster will be unmoved 
 by a child's prattle and a 
 
 baby's hand. Hence the ^.^.^.^ -^,.,^,^,^ ... «*«..*... 
 
 picture of the Sunday SUNDAY EVENING AT SEV£M 
 
 school itself is effective. April 7 to June 30^ I9U 
 
306 
 
 CHURCH PUBLICITY 
 
 In Denver a cut was made of two beautiful girls — twins — 
 and this was used on all Sunday school printing. 
 
 Anything "suggesting life" is valuable. Here is a crude 
 cut which appeared on the outside of a program compelling 
 investigation on the inside to see what it stood for (page 305). 
 
 The writer has been in the habit of purchasing a quantity 
 of Scripture Sunday school cards, illustrated. Most little 
 children like to receive picture cards. On the 
 Scripture \y^Q^ of these are printed a picture of the church, 
 Pictures ^^^ pastor's name, and some description of the 
 services. These are carried in the pocket and 
 handed to children on the street, even though they are 
 walking with their parents. The parents are pleased at the 
 attention, notice the card, and are more than likely not only 
 to bring the children to that Sunday school but also to attend 
 the church. 
 
 A Western Sunday school prepared a "Bible Call" and dis- 
 tributed it to the scholars. 
 
 A Bible Call 
 
 Say, my chum, have you 
 seen n Timothy 2:J5? 
 
 I Thessalonians 5:22 will 
 tell you exactly what to do* 
 
 This helps create a Sunday school spirit. One of the most 
 "drawing" features of many schools is the college spirit created 
 by glee clubs, baseball or football contests, and oratorical and 
 debate exhibitions. Nothing creates an esprit de corps so 
 certainly. When a young man or young woman gets into 
 such an atmosphere he or she will be certain to stay until the 
 course is completed and will go out every year to get new 
 scholars. The same spirit may be created in a young people's 
 organization or in the Sunday school. The writer always 
 
SUNDAY SCHOOLS AND CHILDREN 307 
 
 encourages and helps shape up a Sunday school "yeW and an 
 Ep worth League "yell-" These are given vigorously on all 
 sorts of occasions — on picnics, excursions, at baseball games, 
 during socials, and in various other places. The noise at- 
 tracts attention, the young people thus quickly announce 
 their church, and everybody smiles with memories of the past 
 when they too as young people were thus jubilant. 
 
 The First Baptist Church at Hartford prepared a beautiful 
 ribbon bookmark advertising the Rally Day and Home- 
 Coming service. The motto printed on it was 2 Tim. 2. 15 : 
 *'Give diligence to present thyself approved unto God, . . . 
 handling aright the word of truth." Girls would be more 
 likely to keep the bookmark than the boys and would not 
 give it up for many years but would treasure it with a halo 
 of sentiment about it. 
 
 RALLY DAY and HOME COMING 
 
 FIRST BAPTIST CHURCH SCHOOL 
 Hartford, Connecticut 
 
 Sunday, September 29, 1912 
 
 OUR MOTTO— Give diligence to present thyself approved 
 unto God, * * * handhng aright the word of truth. 
 
 —II Tim. 2:15. 
 
 1 
 
 Every church and Sunday school should make the largest 
 possible use of Rally Day. It is an opportunity far too valu- 
 able to be missed or to be passed hghtly by. All possible pub- 
 licity should be given to the projected plans and distribution 
 made with the utmost diligence and wisdom. 
 
 The Rev. W. H. Christ prepared a unique time-table to 
 
 advertise his Sunday school. It is a bit involved for 
 Programs younger children, but would probably attract the 
 
 young people because it is original and full of life. 
 Some such invitation and announcement can readily be de- 
 vised by any wide-awake Sunday school superintendent. 
 
308 CHURCH PUBLICITY 
 
 Rally Day Excursion 
 
 VIA THE ONLY SUNDAY SCHOOL ON 
 WEST BROAD STREET 
 
 Olivet United Evangelical Sunday 
 School, between 6th and 7th Avenues, 
 West Bethlehem, Pa. 
 
 Rev. W. H. Christ, 
 
 Gen' I Supt. 
 
 SUNDAY, DECEMBER 1, 1912 
 
 GOOD FOR ONE FIRST-CLASS PASSAGE-No. 200 
 
 subject to the following: The holder of this ticket 
 is expected to be at the headquarters station, West 
 Broad St. (Olivet church building), by 2 P. M. 
 
 TIME TABLE 
 
 2:00 All on board. 
 
 2:01 Singing by the passengers — No. 39. 
 
 2:05 Prayer by one of the trainmen. 
 
 2:08 Solo — The Gospel Train — by the brakeman. 
 
 2:13 Train rules read by half-fare passengers. 
 
 2:20 Collecting fares and counting tickets. 
 
 2:25 Primary Station. No. 146. 
 
 2:30 Recitation by Bell Boy. 
 
 2:35 Intermediate Junction. Lights on for Cradle Roll Switch. 
 
 2:40 Talk by Conductor. Illustrated by actual railway train 
 
 in motion. 
 
 2:50 Brakemen's Quartette — Life's Railway. 
 
 2:55 Recitation by Railroad Messenger Boy. 
 
 3:00 Singing by passengers — No. 69. 
 
 3:02 Report of General Passenger Agent. 
 
 3:05 Terminal Song. No. 64. 
 
 6.30 
 K. L. C. E. RALLY 
 
 1. Reading, Christian Endeavor Chapter, I Cor. 13. By the 
 
 League. 
 
 2. Singing, the League Song. 
 
 3. Prayer. 
 
 4. Singing. 
 
 5. Reading Topic, Missionary Achievements and What I 
 
 may Do. Phil. 2: 1-16. Led by pastor. Rev. W. H. 
 Christ. 
 
 6. Music (Special). 
 
 7. Discussion Topic. 
 
 8. Singing. 
 
 9. Recitation. 
 
 10. Singing. 
 
 11. Mizpah Benediction. 
 
SUNDAY SCHOOLS AND CHILDREN 
 
 309 
 
 9. 
 
 Anthem by Choi 
 
 Prayer. 
 
 Solo by Mr. Wm. English 
 
 Offertory. 
 
 Announcements. 
 
 Sermon by REV. 
 
 Prayer by pastor 
 
 Hymn. 
 
 Benediction. 
 
 7:30 P. M. 
 
 Praise Ye the Lord. 
 
 W. N. SCHWARZE, B. D., M. 
 Rev. W. H. Christ. 
 
 GENERAL INSTRUCTIONS 
 
 1. Parents are invited to come with their children to insure 
 a safe journey through life. 
 
 2. Do not stand on the platform or attempt to leave the 
 train while it is in motion. 
 
 3. We have careful and courteous trainmen. They are at 
 your service. 
 
 4. Passengers may retain their tickets after allowing the 
 conductor to detach coupon as a remindei that this train makes 
 the same run every Sunday at 2 P. M. 
 
 5. Music furnished free en route 
 
 6. The principal object of this transportation company is to 
 teach the Christian religion and to bring the pupils into the 
 Christian life 
 
 Our aim this year is to have an average attendance of 150 each 
 trip. 
 
 7. No sleeping cars on this train except for Cradle Roll 
 passengers. 
 
 8. Solid vestibule train — nine coaches — observation cars for 
 visitors. 
 
 Note. — If you don't take this trip regularly, you are missing 
 some of the finest scenes and best thoughts in the religious life. 
 
 OLIVET UNITED EVANGELICAL RAILWAY CO. 
 
 HOME SWEET HOME 
 
 OLIVET SUNDAY SCHOOL 
 
 Good for passage on this line for 52 Sundays. 
 
 No Stop Overs. 
 
 Transferable. 
 
 OLIVET UNITED EVANGELICAL RAILWAY CO. 
 
 Good for passage for the whole family on 
 
 RALLY DAY SPECIAL 
 
 SUNDAY, DECEMBER 1, at 2 P. M. 
 
 The above is a complimentary ticket issued by the company, 
 who ask you to accept it and use it, and you will be promised 
 an enjoyable trip. 
 
 Jan. 1. 1913, SPECIAL EVANGELISTIC MEETINGS will 
 be begun in Olivet and continue every night for two weeks. 
 Come, hear Miss Ruth Wolf, the renowned trumpeter, who 
 has played the trumpet several seasons at the great Ocean 
 Grove Camp Meeting. 
 
 NAME OF PASSENGER 
 
 STREET AND NO. HOU3E- 
 
310 CHURCH PUBLICITY 
 
 It is a good thing to in some way or other secure the 
 enthusiastic cooperation of young people in building up an 
 attendance. Contests here are peculiarly valuable. Many 
 publishing houses have prepared sets of cards with coupons at- 
 tached making it possible to hold a red and blue contest. The 
 coupon reads, *'New Scholars Contest. The new scholar pre- 
 senting this coupon at Sunday school is to be credited the holder 
 
 of Coupon Ticket No " The number is to be filled in 
 
 according as the ticket is given out. When a new scholar at- 
 tends he presents this coupon and it is credited to the red side 
 or to the blue side. 
 
 The same plan works excellently with young people's so- 
 cieties, making several things count. For example, new mem- 
 bers, attendance at the devotional meetings, taking part in 
 that service, the largest attended social, and the collecting of 
 dues from every member in the group. 
 
 Nothing is more effective than a well-given and widely 
 announced entertainment by the members of the Sunday 
 school. An orchestra is a great attraction. The North 
 Avenue Sunday School, in Pittsburgh, advertises "largest 
 Sunday school orchestra in the United States," and then 
 reproduces a picture of it. Most Sunday schools now find 
 it very advantageous to secure such an organization. It 
 is most valuable where the members are recruited from the 
 school itself. This helps to unify the various departments 
 of the school and attracts the attention of the parents both to 
 the church and to the school. 
 
 While in Denver, Professor George J. Heckman organized 
 such an orchestra and trained it to the highest musical skill. 
 He secured some outside help and gave a concert on Easter 
 Sunday afternoon which drew in a great many extra people. 
 That is the purpose of all the church organizations. A good 
 Sunday school orchestra can frequently give concerts. It 
 puts responsibility on the organization and gives it a reason 
 for existing. At the same time it enables them to aid in bringing 
 new people within the range of influence. It offers an attractive 
 special thing to advertise. 
 
 Rally Sunday must increasingly be made a great time. 
 Children are attracted in large numbers on the first Sunday, 
 and if some sort of a stimulus is given them not to miss until 
 the school slacks down for the summer, they will likely be held. 
 It will pay to give much thought and large planning to make 
 
SUNDAY SCHOOLS AND CHILDREN 311 
 
 this opening occasion tremendous. Put out pertinent and 
 compelling advertisements in varied forms and widely. The 
 writer encourages a brief program in the afternoon, while the 
 largest emphasis is placed on the evening service, so that the 
 parents are drawn in and are interested to help make the 
 school a success. The afternoon effort ought to be aimed at 
 getting every last possible scholar present. 
 
 The church is always crowded, and hence a ticket sent to 
 the parents of the children admitting them to a reserved section 
 makes them eager to come. Most of us will go to an affair 
 if we have a special ticket of admission, even when we would 
 not attend it otherwise. Here is a ticket thus used: 
 
 (Brace fIDetbobiet lEpiecopal Cburcb 
 
 W. 104, Bet. Amsterdam and Columbus 
 
 An attractive School every Sunday at 3:4:5 P. M. 
 
 Please reserve a place for < 
 
 ( Address - 
 
 in the section reserved for parents and friends of the members of the 
 Sunday School, at the Rally Sunday Service, 7:45 P. M., Oct. 8th. 
 
 PROGRAM BV TM E CHIL.DREN 
 
 _ _ Teacher 
 
 Chas. F. Merritt, Supt. 
 "A Homelike Church *• Christian F. Reisner, Pastor. 
 
 When the Sunday school entertainments are given on Sunday 
 night it is a little bit harder for the teacher, and some parents 
 object, but the total good done far outbalances the objections. 
 Many parents who do not get around early enough in the 
 morning, because of the habit, will not come in the morn- 
 ing. Neither would they come under other circumstances, 
 because they might expose themselves to ridicule for going 
 to church, but at night they are tired of the house and can be 
 covered by the darkness as they go, and they will be glad to 
 attend to hear their children take part. They will also gather 
 in the kinsfolks for miles. 
 
 One service a year can be held in the morning for those who 
 could not possibly attend in the evening hours. But the 
 
312 CHURCH PUBLICITY 
 
 Easter program and the Rally Day program when presented 
 at a Sunday night service gives splendid publicity to the Sun- 
 day school. Everybody enjoys an entertainment given by 
 children. 
 
 The little tots of the primary department issued the fol- 
 lowing on a regular invitation "form" 3x4 inches in 
 JS"^ K size, while the envelope was 2x33/9 inches, with the 
 
 XxlUIXlD !• i> 11 " 
 
 wording as lollows: 
 The Primary & Junior Departments 
 
 R£Qt7E:ST THB HONOR OF YOUR PRBSBNCB 
 AT THE \VEDI>rNQ OP 
 
 MISS JENNIE JUNE 
 
 TO 
 
 MR. TOM THUMB 
 
 ON Friday Evening March the Tenth 
 
 Nineteen Hitndred and Eleven 
 
 at eight o'clock 
 
 at Orace Methodist Episcopax. Chttror 
 
 one hundred and foxtrth street west 
 
 new york city 
 
 A little fellow five years old acted as Tom Thumb with a 
 little mate about the same age. All the company of guests 
 were dressed like adults. The audience room was packed and 
 a repeat engagement was announced to take place three or 
 four days afterward. The second time the room was packed, 
 and everybody went away with a good, sweet feeling in their 
 hearts, and they remembered where they got that feeling, 
 which was at the church entertainment. They came again. 
 
 The reward given for faithfulness may serve as good adver- 
 tisement. The time of enrollment can be made impressive. 
 Here is a certificate given in Denver which many framed. 
 It constantly called up the fact that they had made promises 
 to be faithful in attendance and had set before themselves a 
 certain set of resolutions. On the certificate appeared a cut 
 of the church and the two children, whose faces were always 
 used as trademarks (page 313). 
 
SUNDAY SCHOOLS AND CHILDREN 313 
 
 rr 
 
 5 
 
 5 » 
 
 
 D. J; .E 
 
 = £ 
 
 'i s 
 
 S (3 >2 o 5 
 
 
 
 O 
 
 ^ 
 
 o 
 
 2 
 M 
 
 
 
 
314 CHURCH PUBLICITY 
 
 The writer makes it his rule to arrange for a large Sunday 
 school week-day entertainment of some sort in the spring of the 
 year. The children are eager to take part. The parents are 
 delighted because they are selected and follow the re- 
 hearsals with great interest. A number of people enjoy helping 
 drill and decorate for such an occasion. When the exhibition 
 actually occurs nearly all come out of interest in the exhibit 
 itself, while all the relatives and friends of the children will 
 be certain to come to see how they do it. The talking about 
 the Sunday school during the time of drill will do more telling 
 publicity than any published matter that could be put out. 
 
 One year "A Midsummer Night's Dream" was reproduced 
 by seventy-five boys and girls under the direction of Miss 
 Cora Scott, a specialist who was hired to cooperate with the 
 regular workers of the church. The second year eighty boys 
 and girls were drilled to reproduce Grimm's fairy tale, "Hansel 
 and Gretel." This was under the direction of Miss Helen Guest, 
 another skilled expert. In addition to the interest created, a 
 large amount of money is always cleared for the church. 
 
 Grattan E. Hancock, while superintendent of Grace Sunday 
 School in Denver, worked out a plan to keep the scholars of 
 the Sunday school faithful in their attendance during August 
 and September. A catchily worded card was issued to every 
 scholar on the last Sunday in July: 
 
 Aug. 2 Aug. 9 Aug. 16 Aug. 23 Aug. 30 
 
 o o o o o 
 
 #rate ill. €, ^unbaj> ^tJiool 
 
 ^enber, Colorabo 
 
 Satisfactory Sabbath School SUMMER SERVICE secures 
 a scenic September sylvan session soon. Situate some 
 shady spot and sing sweet songs. Shout shrill soprano 
 sounds. Select several sensible Sunday School scholars and 
 so spend session. 
 
 (Signed) Superintendent. 
 
 Superintendent will punch one each Sunday when present. To those who are present at 
 least eight Sundays of the nine, bring their card and have it punched, a suburban trolley ride 
 will be given free. Date and place will be announced later. Officer* andl teachers are included. 
 We want AT LEAST 300 to go. 
 
 o o o o 
 
 Sept. 6 Sept. 13 Sept. 20 Sept. 27 
 
SUNDAY SCHOOLS AND CHILDREN 315 
 
 Most picnics are held in the middle of the summer. Few 
 city children see the beauties of the country in the fall. There 
 is no more delightful time than when the leaves begin to turn 
 and bed the ground. Children who have not been able to 
 get away from town in the summer are also thus rewarded. 
 Mr. H. E. Barnes, the present superintendent of the same school, 
 has put out a plan for the one picnic given by the Sunday 
 school. It was announced for the first week in August, and 
 a free railroad ticket was to be given to every pupil who at- 
 tended twelve of the thirteen Sundays in May, June, and 
 July. Ten cents was charged for every Sunday missed. No 
 excuses were accepted. The school was thus protected from 
 the expense of any who were not regular in attendance. Such 
 rewards appealed to the anticipation of the child, and they 
 not only spur themselves up by it, but constantly talk about 
 the coming occasion with great delight. 
 
 Various rewards are offered for raising money for attendance 
 or different things in the Sunday school. Promise that the 
 winning group shall have a photograph taken of the whole 
 company, and that each one will be given a picture of his group. 
 That is attractive and will serve as a permanent souvenir of 
 the church and of the little company who worked happily 
 together in some particular contest. 
 
 Charles F. Merritt, the superintendent of the Junior Depart- 
 ment of Grace Methodist Sunday School, has evolved a very 
 effective method of grades, with an attractive goal, that keeps 
 the scholars spurred up. He grades them on attendance, 
 promptness, lesson preparation, attendance at one of the two 
 church services on the previous Sundays, and the bringing of 
 an offering. Each one of these counts one, and the total makes 
 a grade of one hundred. Girls who make an average of ninety 
 for each month for which the record is kept, are given a three- 
 hour automobile ride around the city. Boys who make that 
 grade are taken in a body to see the '*Giants" play baseball. 
 
 It is not sufficient to attract the boys and girls to the church. 
 They must be built into its body in a vital way. Ninety 
 Buildinff P^^ ^^^^ ^^ ^^^ churches, ninety-five per cent of 
 into the the ministers and eighty-five per cent of the mem- 
 Church bers of the church come from the Sunday school. 
 
 The South Congregational Church, Brockton, Mass., issued 
 a beautiful announcement concerning young people's work, 
 containing the picture of the pastor, the Rev. J. Stanley Durkee, 
 
316 CHURCH PUBLICITY 
 
 Certificate 
 of Infant Dedication 
 
 €l)i^ i0 to.Certifp 
 tCfjat _ „ „ 
 
 - of age was publicly dedicated to God 
 
 in the First Baptist Church, Vineland, N. /., by Rev. 
 
 Frank B. Lane, on...^ ...- ^ • 
 
 The Following Was the Prayer of Dedication: 
 
 Unto God the Father, God the Son and God the Holy Spirit we 
 do now solemnly and humbly dedicate thee; praying that in spirit, 
 soul and body thou mayest become wholly the Lord's and ever 
 more live unto Him and serve Him. We also pray that a long 
 
 and useful life may be granted and that ...may 
 
 grow up into the Lordfesus in all things. We pray that the 
 parents may have upon them heavenly grace and benediction, that 
 through Thy help they may be enabled to maintain a consistent 
 and Godly life and thus by example lead their child to afuU and 
 saving knowledge of Jesus Christ, to whom the Father and the 
 Holy Spirit be all honor and glory, world without end.— Amen. 
 
 This Was the Exhortation to Parents: 
 
 Ye are to take care that this child be brought up in the nurture 
 
 and admonition of the Lord and that as soon as ^...shall 
 
 give evidence of. personal faith in Jesus Christ. 
 
 shaU be instructed that it is duty to publicly con/ess 
 
 Him as Saviour and the Lord in the ordinance of the 
 
 Burial Baptism, which is in accordance with the teachings of the 
 New Testament, and may God give you heavenly grace so to do 
 and so bring you and your little ones into the Glory. 
 
 - Pastor 
 
 FIRST BAPTIST CHURCH 
 
 VINELAND. N. J. 
 
SUNDAY SCHOOLS AND CHILDREN 317 
 
 and the director of religious education, Dr. Loyal L. Wirt. 
 On the inside, however, was this remarkable statement: 
 
 The six deacons of this church are C. E. graduates. 
 
 Five of them are ex-Presidents. 
 
 The President of Intermediate Endeavor is a Junior graduate. 
 
 The President of Senior is a Junior graduate. 
 
 That compels the local church to note the importance of the 
 work, and makes it appear worthful to the ambitious youth. 
 Every christened infant in the Methodist church is now re- 
 corded as a prospective member. They do not need to enter 
 into a probationary state, but whenever the pastor receives 
 them into his training class they may be prepared for full 
 membership. 
 
 The Baptist Church does not, as is well known, administer 
 infant baptism. The Rev. Frank B. Lane, at Vineland, has, 
 however, prepared a service of dedication which he follows 
 every year on the Sunday which he calls "Babies' Day." At 
 such times he sends letters to every parent in the church urging 
 them to present their children for this dedicatory service. 
 It is issued in the form of a neat card and is presented to the 
 parent much as is the certificate of baptism in churches where 
 a baby is christened. The form he uses is shown on the pre- 
 ceding page. 
 
 The Rev. George A. Duvall publishes a neat "Junior Com- 
 mencement" program in which the boys and girls who are 
 graduating from the training class follow every 
 Instruc- form as though they were completing a high school 
 Training course. Their class motto is "Beginning, Not 
 Ending." The class colors are white and gold. 
 Then follows the class roll consisting of eleven young people. 
 The following program was rendered, each part being taken by 
 some member of the class who repeated it from memory, thus 
 demonstrating ability: 
 
 Opening Response — "Praise the Lord." 
 
 Song — "Tell Me Again of Jesus." 
 
 Apostles' Creed. 
 
 Prayer. 
 
 Old Testament Lessons: 
 
 Psalm 1. 
 
 Psalm 23. 
 
 Psalm 100. 
 New Testament Lessons: 
 
 Matthew 10. 13-16. 
 
 Matthew 5. 3-12. 
 
318 CHURCH PUBLICITY 
 
 Anthem. 
 
 The Ten Commandment?. 
 
 Books of the Bible. 
 
 Early History of Methodism. 
 
 Church Polity. 
 
 Catechism, questions 51-70. 
 
 Fable with morals. 
 
 Romans 12. 
 
 1 Corinthians 13. 
 
 Presentation of Diplomas and Pins. 
 
 Offering and Announcements. 
 
 Song, "Where the Shepherd Leads I'll Go." 
 
 Doxology and Benediction. 
 
 Such well-trained young people are bound to be vital members 
 of the church who will realize its importance and help to push 
 its interest everywhere. The writer conducts his own train- 
 ing class for young probationers. During the annual revival 
 meeting Decision Day is observed in the Sunday school. All 
 the boys in the Junior and Senior Department are taken to 
 one room, while the girls are taken to another. An intro- 
 ductory service is held in one room, while the pastor is conduct- 
 ing the service in the other. He then goes to the second room 
 for a similar service. The invitation is pushed closely and as 
 many boys and girls as want to make definite decision of open 
 discipleship are invited to come to the front. After this service 
 all the names are taken of those who are not members of the 
 church. They are asked if they desire to join. Those who 
 express such a purpose are then separated and assigned to 
 trusted workers, who call on their parents. If consent is 
 given, their names are recorded as probationers. Many times 
 the parents are thus interested, drawn into attendance, and 
 ultimately join. 
 
 The pastor then plans to spend seven or eight weeks in 
 giving this class of boys and girls careful explanation con- 
 cerning the vital belief of the church as a whole and of the 
 Methodist Church in particular. The class meets on Tuesday 
 afternoon at the close of school and remains in session one 
 hour. The following subjects are discussed: 
 
 The Bible — Why is it different from other books and why do I read it? 
 
 Who is a Christian.? How can I be a Christian.'^ 
 
 Why should I join the Church.? 
 
 What does the Church stand for.? 
 
 Why was it organized? 
 
 What do baptism and the communion stand for? 
 
 What is the history of the Methodist Church? 
 
SUNDAY SCHOOLS AND CHILDREN 319 
 
 What are its peculiar doctrines? 
 
 How was it organized? 
 
 Why should I give money to the church? 
 
 Why should I pray? 
 
 These and related subjects are dealt with clearly and under 
 as simple an outline and with as many illustrations as pos- 
 sible. At the same time the class members are given a little 
 book which presents in simple language the belief of the church. 
 They are also expected to read carefully and to pass a written 
 examination on the Catechism. This fits them to be intelligent 
 advocates of the church. When the class is over they are given 
 fourteen questions to answer and must answer nine of them to 
 pass. If they fail to answer nine of them correctly, they must 
 wait another year and join with the next class. Those who 
 pass are received into the church and are presented with a 
 beautiful little Testament appropriately inscribed, designating 
 the occasion, as well as a tasty and noteworthy certificate, 
 15x17 inches, filled out artistically like a school diploma and 
 signed by the pastor. 
 
 On the morning they are received, they dress in white, 
 meet together, and march two by two into the church. The 
 pastor leads the way, and they are seated on the front seat. 
 The official board is invited inside the altar railing, while the 
 parents of the children are invited to stand back of their own 
 child. 
 
 The writer prepared a simple list of questions to ask them: 
 Why Do You Believe in the Bible? 
 
 Because it has helped folks through the past years, and still describes 
 
 and fits my needs. 
 Why Do You Read the Bible? 
 
 Because it teaches me what to do and what to avoid. 
 Why Should I Obey the Directions of the Bible? 
 
 Because it pictures the way to grow big and useful. 
 Whose Pictures Do I See in the Bible? 
 
 Jesus, the Son of man and the Son of God. 
 What is a Christian? 
 
 One who serves people and trusts the Father as Jesus did. 
 How Can I Be a Christian? 
 
 By hearing about Jesus until my love spurs me to be like him. 
 How Can I Know what to Do? 
 
 Jesus left his Spirit to guide me. 
 Why Do You Join the Church? 
 
 To show that I am proud to be counted Christ's disciple, and to make 
 
 my life count the most. 
 Will You be True to the Name "Christian'' at Work and Play? 
 
 I will, as Jesus shall show me the way and help me. 
 
320 CHURCH PUBLICITY 
 
 Will You Attend Church Regularly and with Your Whole Heart? 
 
 I will plan to do so. 
 Will Yo2i Pray and Read the Bible Sufficiently often to Feed a Healthy Christian 
 Life? 
 
 I will try to thoughtfully do so. 
 Why are Christians Baptized? 
 
 To pledge discipleship and claim the inflow of the divine life at an exact 
 
 time. 
 Will You Expect this Life to Strengthen You when Weak? 
 
 Yes, and I will always keep fresh God's promises of help. 
 Do You Believe that the Teachings and Practices of the Methodist Church 
 are Backed up in the Bible? 
 
 I do as far as I now understand it. 
 Will You be Loyal to the Services arid the Appointed Pastor of Grace Church? 
 
 I will talk and act loyally. 
 Will You Think Carefully about Giving to the Church and the Poor One 
 Tenth of the Money you Receive? 
 
 I will prayerfully study the matter. 
 Will You Endeavor Noiv to Arrange to have some Money to Give the Church 
 and Increase the Amount as Fast as Yoti Can? 
 
 I will make that my habit. 
 Will You Love Christ and his Church and Always Try to act Accordingly? 
 
 By God's help I will. 
 
 At the close he extends to each one the right hand of fellow- 
 ship, calling him or her by name while every member of the 
 official board follows him and does the same, the audience 
 standing meanwhile. It makes a very impressive scene that 
 enforces the responsibility on the parent and helps the boys 
 and girls never to forget it. Of course the printed matter 
 given them is taken out and serves as a constant reminder 
 both to them and their friends of the church to which they 
 belong. Hung in a frame in the home the diploma spurs to 
 high living and inaugurates church conversation. 
 
 Nothing will so keep alive the interest of the boys and girls 
 or make them so enthusiastic in their advocacy of their church 
 as to give them something to do. The Y. M. C. A. 
 Training -j^ Kansas City, Mo., last fall planned to carry a 
 piece of advertising into every house in the city. 
 It consisted of two folders, one a general folder, made up mostly 
 of pictures in regard to the work of the Association, while 
 the other dealt particularly with the night school work. The 
 city was divided into fifteen districts. Each district was 
 assigned to a competent man who acted as captain. These 
 captains found out just how many houses there were in the 
 district, and the number of persons that it would take to call 
 on every one of them inside of an hour and half. It took three 
 
SUNDAY SCHOOLS AND CHILDREN 321 
 
 hundred workers. They gathered on a particular evening 
 and were assigned to their streets, and went out to accompHsh 
 the circularization of the whole city in one evening. Why 
 could not a similar plan be carried out by the Sunday school.^ 
 Older people could be made captains. Younger people would 
 accept positions as assistants. On a given evening a piece of 
 printed matter could be put into every house in the town 
 by a personal caller, who, because of his gentility and by a 
 previous bit of training, would give no offense, but would, 
 rather, leave a good impression. 
 
 A Denver Sunday school cooperated with the Epworth 
 League and kept open house in the church parlors during the 
 afternoon and evening of New Year's Day. They were very 
 proud of the privilege. Many came to see how the young 
 folk would do, and thus were attracted to the church, and, 
 of course, received a hearty and cheering reception, because 
 the young people could give no other kind, as they had their 
 hearts in the matter. A neat little card bearing a picture of 
 the church in pale red ink was sent out to the whole member- 
 ship, as well as to a large mailing list, with the following words 
 on it, printed in black: 
 
 (3^rom lino to Itti f. m. 
 
 In some cities it is permitted to paint signs on the sidewalks, 
 
322 CHURCH PUBLICITY 
 
 or at least to chalk them. Boys who are peculiarly artistic 
 could be sent out into different sections of the city to thus 
 mark the sidewalk. To avoid giving offense the work could be 
 done in the front of houses belonging to members or where the 
 owner gave consent. 
 
 A Missouri Sunday school takes its periodical literature that 
 is returned after being used, stamps the name of the school 
 on the papers and puts them in the depot in a box marked, 
 "Take one and welcome." People who are held up for an 
 hour or two thus have something to read, and naturally are 
 grateful, and hence note the thoughtfulness of the institution 
 which provided for their need. 
 
 The teacher of Pierce Bible Class, at Rock Rapids, la., 
 plans to have his scholars distribute every winter fifty hyacinths 
 among the shut-ins of the town. Everyone who calls at such 
 a house will be shown the flower with the glad statement that 
 such a Sunday school sent it, and the pupils themselves will 
 get so much gladness in their hearts that they will thus be made 
 more worthy workers. 
 
 It has long been the custom at Grace Methodist Church, 
 New York city, to present every member of the Primary and 
 Junior Department a geranium on Children's Day. This is 
 especially appropriate in the city where many children do not 
 get away, and where it is practically always possible for them 
 to keep the flower during the summer season at least. One 
 Bible is then offered to the boy and one to the girl who brings 
 back the most healthy plant in the fall which is the product 
 of his care. Many of them make the attempt, and the fall 
 display is a notable occasion. Parents show all callers the 
 Sunday school plant and point out progress and proudly 
 give evidence of the child's interest in that school. The child 
 also thinks often of the school and church. 
 
 Every Sunday school and young people's organization should 
 be interested definitely in supporting a foreign missionary of 
 some type or other. Dr. Durkee's great school supports Mr. 
 and Mrs. Ralph Harlow in Turkey, and notes the fact that 
 both of them are Christian Endeavor graduates. Dr. Durkee 
 well puts under their names the words, "Christian Endeavor 
 is to my church what West Point is to the United States army." 
 Grace Methodist Sunday School pays one half the salary while 
 the church pays the rest of an American missionary on the 
 island of Sumatra, where he is the first missionary of the gospel 
 
SUNDAY SCHOOLS AND CHILDREN 
 
 3S3 
 
 who has ever located there. His picture is kept prominent 
 in the Sunday school room. At one time during a campaign 
 of money-raising for his support a certificate of stock was 
 issued, as follows: 
 
 ^SESS3S]K^ TEN CENTS ^j^MU:^ 
 
 (Utttifmtt of #tock 
 
 Sunday School Missionary Society 
 
 of 
 
 Grace Methodist Episcopal Church 
 West 104th Street 
 
 Bet. Amsterdam and Columbus Avenues New York City 
 
 Ofljia (dcttiftca 
 
 REV. W. T WARD 
 
 Pcnyang, Malaysia 
 
 OUR FOREIGN REPRESENTATIVE 
 
 TTtat is the owner of one share 
 
 of ten cents of the. Capital Stock of Grace Methodist Episcopal Sunday School 
 Missionary Society and as such a partner in spreading God's good news in New York 
 and America and in the support of the Society's foreign representative, W. T. Ward, in 
 Malaysia. 
 
 Hn IBitncaa HljCrcnf, The said Society has caused this certificate to be 
 issued by its duly authorized officers. 
 
 The S. S. Muaonaiy Sodety raiie* faatitr 
 
 $466. for the above purp>oses. 
 
 '^grx?^mrig^-').i^itm!t)^a.k«m.:^g^ajk 
 
 A pastor in Oklahoma arranged for a chrysanthemum exhibit 
 in his church by contributing plants to everyone who would 
 apply at the particular period when they should be planted. 
 He also gave a pamphlet with printed instructions, without 
 cost. The only condition made to the recipient of the plant 
 was that all the plants were to be brought to the exhibit when 
 the date was finally fixed, which was at a time the plants were 
 in fullest bloom. Admission was charged at the final exhibit 
 and that easily paid all expenses, as well as provided the awards 
 for the best blossom. This furnished an endless topic of con- 
 versation in many homes, and it was always related to the 
 church which has the industry to arrange such a beautiful 
 occasion. 
 
 The Rev. A. N. Chapman, pastor of Epworth Mission, 
 
324 CHURCH PUBLICITY 
 
 Denver, secured a number of vacant lots in the vicinity of his 
 church and assigned them in plots of 40x60 feet to industrious 
 boys and girls who applied. Applicants signed a statement 
 agreeing to comply with the rules and do their best to take 
 good care of the plots and forfeited the space in case they were 
 twice absent at the time appointed for cultivating, unless a 
 good excuse could be given. The church is located among 
 poor people, and the boys and girls find high delight in their 
 work, and at the same time are learning lessons and earning 
 a little money. 
 
 There are many specific organizations for boys and for 
 
 girls that are practical enough to command the at- 
 ^°y^* . tention every place in some form or other. The 
 tions^^^^" Scout and the Camp Fire Girls movements are 
 
 everywhere known. 
 The Knights of Methodism is a boys' organization, com- 
 bining the lodge feature together with the Scout movement, 
 and a vital relationship to the church that is worthy of attention. 
 It is built around the life of Daniel, and has three degrees, 
 with appropriate pledges, regalia, officers, and lodge work with 
 sane religion worked into the ritual. The first degree takes 
 boys from nine to twelve, and is called "The Order of Loyal 
 Princes," while the next includes the lads from thirteen to 
 sixteen, and is called "Victors," and those from seventeen 
 to twenty are classed under "Lion-Hearted." Each boy 
 wears a significant ring on the left little finger. The badges 
 differ according to the order. The work is fitted to age. Full 
 particulars can be gathered by writing to the executive officers 
 of the Methodist Brotherhood, the Board of Sunday Schools, 
 or the Ep worth League. 
 
 The Rev. J. A. Holmes, of Winfield, Kan., a specialist, had 
 his Knights parade in full regalia in fine military form with 
 other organizations at a sane Fourth of July celebration, as 
 well as on the occasion when President Taft visited the city. 
 They made a fine appearance and so drew attention to the 
 
 church they represented. 
 Character Qj^^ ^f ^j^g finest publicity methods the writer 
 for^Bo^ys^^ has ever discovered is a series of questions prepared 
 
 for boys and put out widely to catch their interest 
 and cooperation. The plan opens the thought life to the re- 
 ligious teacher and attracts lads in a memorable way. The 
 advertising bill is self-explanatory: 
 
SUNDAY SCHOOLS AND CHILDREN 325 
 
 FtO^yS OIVLY 
 
 Will You Win One? 
 rrize: oon-test" ror boys 
 
 X. An order for a SUIT OF CLOTHES to be made to measure by 
 Henry A. Ritchie & Co., tailors, 30 Church Street, will be presented to 
 the boy between twelve and sixteen years of age who gives the most 
 satisfactory answers to the following questions. 
 
 2. A boys' beautiful GOLD-FILLED $15 WATCH, 15 jeweled and 
 guaranteed for 20 years, furnished by " Phesay," The Jeweler, 868 
 Amsterdam Avenue, will be presented to the boy giving the second 
 best set of answers. 
 
 3. The best made boys' FOOT-BALL furnished by Alexander 
 Taylor & Co., 16 East 42d Street, athletic supplies, will be presented to 
 the boy giving the third best set of answers. 
 
 THE QUKSXIONS 
 
 1 . If you had $1 ,000, what would you do with the money ? 
 
 2. How does your best boy friend spend his money ? 
 
 3. Where does he go, and what does he do to have fun? 
 
 4. How did you spend each evening last week ? 
 
 5. Why would you like to visit Washington, D. C. and what would you be interested m seeing 
 
 there? 
 
 6. What fights and quarrels have you had, and why ? 
 
 7. What book has given you the most pleasure in reading? 
 
 8. What things do you like and dislike about your boy friend ? 
 
 9. What things do you dislike about the boy whom you dislike most? 
 
 10. Why do you go to school ? (To be answered by school boys.) 
 
 1 1 . Why did you go to work? (To be answered by employed boys.) 
 
 12. What bad habits tempt boys most strongly? 
 
 i 3. Why should you never drink anything with alcohol in it? 
 
 14. Why should you be grateful to your parents? 
 
 1 5. What do you mean to do and be when you grow up? 
 
 THE RULES 
 
 Write only on one side of paper. 
 
 Write your name, address, age your last birthday, and whether at school or employed, on the first 
 sheet. Do not put your name on any sheet contaming your answers. 
 
 The contest is limited to boys over their twelfth birthday and under their sixteenth birthday. 
 
 Answers must be brief, not more than 60 words to an answer, and written without aid from any- 
 one. They must be mailed by October 16th to A. A. Jameson, care Y. M. C. A., 215 West 23d 
 Street. 
 
 After the names have been detached from the answers, the following judges will carehiUy examine 
 them and choose the best : 
 
 THE JUDGES 
 
 Mr. E. M. McBrier, of the firm of F. W. Woolworth & Co. 
 
 Fire Commissioner Joseph Johnson. « <- a 
 
 Mr. A. A. Jameson, Boys' Secretary of the Y. M. C. A. 
 
 Dr. Edward Stitt, District Superintendent of Public Schools. 
 
 Mr. Frank DeKlyn Huyler, President of Huyler Candy Co. 
 
 The best replies wiU be read by Rev. Christian F. R«sner^ P;D-.d«p«lor of GRACE 
 MEXHODIST EIRISCORAL C H U R O H , West 'tWth Stfeet, 
 between Columbus and Amsterdam Avenues, at the Happy Sunday Evenmg Service. October 20lh. 
 at 7:45 o'clock, and the winners will be announced. 
 
326 CHURCH PUBLICITY 
 
 This was printed on thousands of circulars and is itself 
 completely explanatory. In Denver, something like three 
 hundred replies were received. In New York it came at an 
 unfortunate time when the newspapers were filled with com- 
 manding material, and hence the questions were reproduced 
 in only one paper. Nevertheless, a large number of boys took 
 part, and the answers were full of enlightenment concerning 
 the thoughts and ambitions of lads. 
 
 The rewards were worthily bestowed, and subsequent his- 
 tory demonstrated the boys to possess unusual character and 
 ability. The first prize went to an earnest-minded lad in 
 another church, while the second came to one of the finest 
 boys anybody ever saw, who was a member of the writer's 
 church. All the boys talked about the contest and came in 
 groups from all over the city. Naturally, many of them 
 brought their parents. Ordinarily, the daily papers would 
 have played up the questions prominently. The managing 
 editors of several New York dailies so promised. The replies 
 would also have made interesting reading in public print. 
 In Denver the replies were widely quoted by the public press. 
 Many boys talked about and became interested in that church. 
 It can be appropriated in a country community or in a great 
 city. The replies also suggested what kind of advertising 
 would reach boys. 
 
 We must retain by every means possible the enthusiastic 
 cooperation of boys and girls, for they are the best possible 
 publicity agents. 
 
CHAPTER XVI 
 
 Attracting Adults to Bible Classes 
 
 Laymen do most of this kind of publicity work. They care 
 less about an inherited dignity. They use snap and vigor. 
 
 The actual attractions are depicted. A resistless 
 L^ertyof ^^^fi'i^ination breathes through the wording of 
 Laymen their invitation. Some things are almost crude, 
 
 but better that than lifeless. They naturally have 
 more liberty than a minister and can do things that he dare 
 not do. Ralph Welles Keeler, one of the assistant editors of the 
 Sunday school publications of the Methodist Episcopal Church, 
 furnished the writer a list of names such as he had at hand, 
 who were pushing adult Bible classes. All did not reply. 
 The movement is so comparatively new that the material is not 
 abundant. Enough has been gathered however, to suggest 
 remarkable possibilities. When keen, aggressive, gifted busi- 
 ness and professional men put themselves into pushing this 
 department of church work something is certain to happen. 
 One of the best proofs of the power of publicity lies in the 
 fact that wherever a Sunday school class has had an enthusiastic 
 Publicity ^^^ determined publicity or invitation committee 
 Upbuilds it has built up the class, whether the teacher 
 
 was notably gifted or not. A number of classes 
 that were failures became successes as soon as effective 
 publicity methods were adopted. The movement early 
 put a premium on advertising methods by giving a banner 
 at the National Convention for the best display of advertising 
 matter. The class must have some attractions and *'play 
 them up" forcefully. A remarkable class, both in attendance 
 and in spirit, is the Wesleyan Bible Class, of Chicago, with 
 Frank C. Wood as teacher. They announce that, while their 
 class is connected with the Western Avenue Methodist Episcopal 
 Church, it has on its roll representatives of the following 
 denominations: Baptist, Calvinistic, Methodist, Christian, 
 Christian Science, Congregational, Episcopalian, Free Method- 
 ist, Latter Day Saints, Lutheran, Methodist Episcopal (North), 
 
 327 
 
328 CHURCH PUBLICITY 
 
 Methodist Episcopal (South), Presbyterian, Reformed Episco- 
 pal, Roman Catholic, Seventh Day Baptists, United Brethren, 
 United Presbyterian, and some non-church mem- 
 ^^^t?^ bers. To show that the class is constantly at it. 
 Letterhead ^"^ong the memorable events listed on their letter- 
 head are: 
 
 Assisting a classmate through school. 
 
 Tug boat excursion down the drainage canal. 
 
 Erecting a tablet over the grave of a classmate. ^ 
 
 Conducting chapel service at Joliet Penitentiary. 
 
 Raising a $100 Christmas gift for the Old People's Home. 
 
 Dedication of our summer home, "The House in the Woods." 
 
 Sending a sick classmate to the mountains in quest of health. 
 
 Baptism of the children of many of our members in the class room. 
 
 Funeral service of Nellie E. Goodrich in the class room, in the evening. 
 
 Sleigh ride to Park Ridge, with the thermometer twenty-five degrees below 
 zero. 
 
 Twenty-ninth anniversary (Absent Members' Year) when absent members 
 came back from thirteen States. 
 
 Awarding to class of banner for best exhibit of program material at con- 
 vention of International Sunday School Association, Louisville, Ky. 
 
 The program for the regular session is announced as: 
 
 Song service and musical program — 3 to 3:20. 
 
 Study of lesson 3:20 to 4. 
 
 Social 4 to (whenever they leave). 
 
 Here is a simple program outlined on a card sent to all the 
 
 members : 
 
 Chicago, April 3, 1913. 
 Dear Friend: 
 
 The lesson in the Wesleyan Bible Class, Sunday, April 6, will be "Jacob 
 at Bethel." This scene on the Eastern mountain in the long ago was the 
 inspiration of the writer of "Nearer, my God, to Thee." 
 
 The Paulina Male Quartet will sing it. Mrs. Thomas A. Verdenens 
 will tell the story of its authorship. Edward E. Webb, will describe how 
 William McKinley made it the sacred national anthem. Miss Lorena 
 Fox will sing a prayer, which, if answered, will bring men nearer to Cod. 
 The teacher will sum up the lesson by comparing a verse of the text with 
 a verse of the hymn. At the close Newton I. Thomas will lead the one 
 hundred and seventy-five present in singing this deathless song. 
 
 Yours always, 
 
 Frank C. Wood. 
 
 There are six hundred and seventy-five members enrolled. 
 The teacher is a man of remarkable gifts, deep consecration, 
 and tireless energy. The class spends $300 a year for adver- 
 tising, and yet Mr. Wood expresses his conviction that little 
 has been accomplished. Emphasis is put upon the fact not 
 only that they teach the lessons, but about it there is a cheering 
 
ATTRACTING ADULTS 329 
 
 and interesting atmosphere with the promise of true friendship. 
 Mr. Wood says a name once placed on the class roll is never 
 taken off. The teacher corresponds regularly with about 
 two hundred and fifty absent members. 
 
 In 1909 an elaborate program was provided, while all the 
 absent members were invited back to Chicago. Many of them 
 came a long distance or else timed their visit to Chicago to 
 be present at this auspicious occasion. Naturally, every 
 absent member who hears of anyone going to Chicago will be 
 sure to tell them about this class, where they not only fol- 
 low them up while they are there, but follow them with cheer 
 afterward. This class built a headquarters building at the 
 Des Plaines Camp Meeting near Chicago, so that they could 
 have their rallies in the park and also gather there during the 
 camp-meeting period. 
 
 When the Rev. L. M. Birkhead was assistant pastor at 
 Grace Church he arranged a series of addresses by prominent 
 Attract* ve ^^^ along different lines. First he had Edward 
 Programs Payson Weston, the world-renowned walker pre- 
 viously referred to, talk on "Exercise vs. Tonics," 
 then he had Willis B. Davis, who was fighting one of the po- 
 litical bosses of the city, speak upon "Clean Politics,'* and 
 later a well-balanced doctor gave an address on "Social Pur- 
 ity." These addresses were widely announced and drew the 
 curious. 
 
 The Rev. George M. Elsbree, who has an unusual knack for 
 gathering men into a Bible class, emphasizes special topics 
 of present vital interest. For example, one Sunday he spoke 
 upon "Christian Socialism." 
 
 The greatest exponent of this kind of adult Bible class is 
 the Rev. J. Herman Randall, D.D., pastor of the Mount Mor- 
 ris Baptist Church, New York city. The most noted men in 
 the country are brought to this class to speak at ten o'clock. 
 The class is named "Class in Applied Christianity." The 
 chairman of the Reception Committee is Dr. Edward W. 
 Stitt, one of the district school superintendents of New York 
 city, and a leader in educational lines. Though he himself 
 is not a member of that denomination, yet he has associated 
 with him a remarkable group of men who help make this class 
 one of the most notable in the country. A number of names 
 and subjects will be selected from the program issued for three 
 different years. 
 
330 CHURCH PUBLICITY 
 
 The first list contains the following names together with 
 subjects of those who spoke between October 16, 1910, and 
 May 28, 1911: 
 
 "The Problem of Wealth," Josiah Strong, D.D., LL.D., President of 
 the American Institute of Social Service. 
 
 "The. Individual in Society," Franklin H. Giddings, Ph.D., LL.D., 
 Professor of Sociology, Columbia University. 
 
 "The Moral and Religious Aspects of the Immigration Problem," 
 Hon. William S. Bennet, LL.D., Representative in Congress and Member 
 U. S. Immigration Commission. 
 
 "Religion and Higher Education," the Rev. Marion Leroy Burton, 
 Ph.D., D.D., President of Smith College, Northampton, Mass. 
 
 "The Social Influence of the Teacher," William H. Maxwell, Ph.D., 
 LL.D., Superintendent of Public Schools, New York city. 
 
 "The Awakening of a Great City in Its Social Duties to the Young," G. 
 Stanley Hall, Ph.D., LL.D., President of Clark University, Worcester, 
 Mass. 
 
 "The Church and the Social Transition," Walter Rauschenbusch, D.D., 
 Professor of Church History, Rochester Theological Seminary. 
 
 "The White Slave Traffic," Mr. James Bronson Reynolds, Assistant 
 District Attorney, New York city. 
 
 "Religion and Social Justice," Dr. Stephen S. Wise, Rabbi of the Free 
 Synagogue, New York city. 
 
 "Organized Charity," Edward T. Devine, Ph.D., LL.D., Schiff Pro- 
 fessor of Social Economy, Columbia University, General Secretary of the 
 Charity Organization Society. 
 
 "Our Courts — A Factor in Social Service," Hon. Warren W. Foster, 
 Judge of the Court of General Sessions. 
 
 "Influence of the Press," John Temple Graves, A.B., Editor of the 
 New York American. 
 
 "Elements of Success," Mr. James G. Cannon, President Fourth 
 National Bank, New York city. 
 
 The following appear on their program for October, 1911, 
 to May, 1912: 
 
 "How the Worlds Were Made" (Astronomy), Harold Jacoby, Ph.D., 
 Rutherford Professor of Astronomy, Columbia University. 
 
 "The Story of our Planet" (Geology), James Furman Kemp, E.M., 
 Sc.D., Professor of Geology, Columbia University. 
 
 "Matter and Force" (Physics), Percy Hodge, Ph.D., Professor of 
 Physics, Stevens Institute of Technology. 
 
 "The Reign of Nature's Law" (Chemistry), Charles Baskerville, Ph.D., 
 F.C.S., Professor of Chemistry, College of the City of New York. 
 
 "The Mind and its Evolution" (Psychology), James E. Lough, Ph.D., 
 Professor of Experimental Psychology and Methods, Secretary of the 
 Faculty of Pedagogy and of the Collegiate Division, New York Univer- 
 sity. 
 
 "The Modern Conception of Medical Service with a Retrospect," 
 Richard C. Cabot, M.D., Assistant Professor of Clinical Medicine in the 
 Harvard Medical School, Assistant Visiting Physician, Massachusetts 
 General Hospital. 
 
ATTRACTING ADULTS 381 
 
 "Law and Social Justice," George W. Kirchwey, LL.D., Kent Pro- 
 fessor of Law, Columbia University. 
 
 "The Meaning and Progress of Morality" (Ethics), John Dewey, 
 Ph.D., LL.D., Professor of Philosophy, Columbia University. 
 
 "The Evolution of Society" (Sociology), James P. Lichtenberger, 
 Ph.D., Assistant Professor of Sociology, University of Pennsylvania. 
 
 The chairman of the Committee which arranges the speakers 
 is a physician, J. Gardner Smith. He gives a great deal of 
 personal attention to the matter. He distributed with great 
 care over twenty-five thousand programs announcing one list 
 of speakers. In a personal letter he says: *'This wide ad- 
 vertising has drawn many thinking people to the church. 
 One thousand men and women from the city and suburbs 
 have registered. The average attendance is about four hun- 
 dred." 
 
 Saint Mark's Methodist Church at Brookline, Mass., arranged 
 the following topics for its Men's Bible Class (page 332). \ 
 
 When a good feature is secured there must be a method 
 to get the scholars there. The great Bible class at Brazil, 
 
 Building ^^^'* ^^/^^ ^^^ ^^i^^ "P ^^ *^^ ^^^* E. C. Wareing, 
 the Class ^^^ which was one of the largest in the world, 
 was gathered by good publicity. Dr. Wareing, 
 writing about it, said: "At the head of the Membership 
 Committee was placed the chairman of Booster's Club 
 of the city. They adopted the slogan *The Largest Men's 
 Bible Class in the Largest Sunday School in the World.' They 
 took as their motto, *Every Man Bring a Man.' " This 
 Booster then devised methods to publish the purpose of the 
 class and draw in people by every method obtainable. 
 
 The Maximum Bible Class, at Forest Grove, Ore., where 
 is located a university, has a committee meet all trains, and 
 immediately after helping newcomers as much as possible 
 invites them to the class. 
 
 W. C. Johnson, who has a wonderful men's class in Denver, 
 has three automobiles. He frequently starts them around 
 town Sunday morning and stops beside any man who is walking 
 along the street aimlessly and asks him to get into the auto- 
 mobile and go to the class. He frequently starts out himself 
 early and picks up two or three loads, takes them to the class, 
 turns them over to his Reception Committee and goes out for 
 others. 
 
 The Men's Bible Class of the Memorial Presbyterian Church 
 
333 CHURCH PUBLICITY 
 
 MEWS BIBLE CLASS 
 
 In the Auditorium of the Church each Sunday, 12.15 
 
 " Ztt pace of tfje J^ihlt in iHlobern Hilt " 
 
 Oct. 13. "The Bible: Studied. Believed. Obeyed." 
 
 PRESIDENT LEMUEL H. MURUN 
 
 " 20. •• The Message of the PropheU." 
 
 PROFESSOR ALBERT C. KNUDSON 
 " 27. " The Bible and the Religious Press." 
 
 DR. E. C. E. DORION 
 
 Nov. 3. " The Bible and Missions." 
 
 DR. WILUAM F. WARREN 
 
 " 10. "The Bible and the Busy Man." 
 
 DR. DILLON BRONSON 
 
 " 17. " The Bible and the Spiritual Life." 
 
 DEAN LAURESS J. BIRNEY 
 
 " 24. " The Ethic* of Jesus in the Legal World." 
 
 N. PERRY SIPPRELLE, ESQ. 
 
 Dec. 1. "Paul's Message to the Corinthians." 
 
 PROFESSOR WILLIAM G. AURELIO 
 " 8. " The Teaching of Jesus at a Philosophy of Life." 
 
 DEAN WILLIAM M. WARREN 
 
 " 15. " The Bible and the Home." 
 
 DR. CHARLES S. NUTTER 
 " 22. "The Bible and Religious Authority." 
 
 BISHOP JOHN W. HAMILTON 
 « 29. •• The Bible and the Teaching Function of the Church." 
 
 DR. WILUS P. ODELL 
 
 The Class is in charge of Dr. Odell. Opportunity is given 
 at each session for an open discussion of the subject by those 
 present. This card is an invitation to you to join the Clan. 
 
ATTRACTING ADULTS 333 
 
 in Indianapolis, Ind., leaves an invitation in every hotel, which 
 contains a map of that section of the city, including the hotel, 
 marked out to show how one could reach the church. On the 
 other side of this invitation are the words: "A Cole Auto will 
 make trips from the Hotel to the Church between 9 and 9:30 
 A. M. Those who miss the auto are referred to the Diagram, 
 herewith." 
 
 Mr. H. Ralph Steele, the teacher of the Men's Bible Class in 
 Guelph, Ont., tells how they follow up folks as follows: 
 
 Four weeks ago, after having sent invitations to two or three of our 
 congregation, we arranged for six men in the class to call on these men, 
 one each day in the week. Personally I called on them both on Saturday, 
 and found that they had appreciated the other visits. Both these men are 
 now members of the class, and have not missed a Sunday since. 
 
 That kind of persistency will attract any man worth having 
 in a Bible class. 
 
 Here are some rather striking forms of advertising to draw 
 St ikinff ^^ members. It is not all worded smoothly and 
 Cards elegantly, but its very ruggedness will likely make 
 
 it tear its way into memory. 
 
 Class No. 10 at Broadway Methodist Episcopal Church, 
 Camden, N. J., is full of energy. Here is one statement in 
 their own language: 
 
 Nearly 200 Men are Members of Class TEN. We're a happy bunch 
 of optimists! Not boasters but "boosters." We're after 200 more MEN. 
 Will you be one of the 400? It's easy to join. A big, brotherly handshake 
 and a broad smile, your name and address on this card — and — "there 
 you are." "You're one of us." 
 
 Their application card is also terse and notable: 
 
 H you ever get discouraged you need Class 10 
 
 If you never get discouraged Class 10 needs you 
 IS THAT so? 
 
 THAT IS SO! 
 
 It*s up to me to join Class 10, Broadway M. E. Sunday School 
 
 "The Men's Bible Class that's Different." 
 
 Name 
 
 Address 
 
334 CHURCH PUBLICITY 
 
 They print a card 3x5 inches, which is widely distributed, 
 to go with other advertising giving "The Booster's Creed": 
 
 The Booster's Creed 
 
 I am a Booster, because Boosting createth 
 optimism ; and optimism causeth a man to wax 
 joyful with much smiling. Smiling is a tonic, 
 and the big brother of happiness. 
 
 Boosting hath a way of " Getting There " 
 with its hands and feet. It goeth forth in the 
 morning with determination and returneth in the 
 evening with much rejoicing — because it hath 
 made Good while the Sun Shone. 
 
 Boosting is bully. A Good Boost handeth 
 a strong wallop to a Grouch and sendeth Pes- 
 simism to the Boneyard. 
 
 Resolved, I will Boost most for the things 
 most worth Boosting, and the greatest of these 
 just now is Class No. 1 0, Broadway M. E. 
 Sunday School. Therefore will I Boost for the 
 " Men's Class that's different" with great pleas- 
 ure and Earnest Determination, and my Boost- 
 ing shall know no limit. 
 
ATTRACTING ADULTS 335 
 
 They divided the class into three groups called the red, blue, 
 and white. Each member of the group was given a card colored 
 according to the group to which he belonged and printed as 
 follows : 
 
 GLAD-U-KUM 
 
 U-R-A WHITE 
 
 "On Business for the King" 
 
 GET YOUR MAN 
 
 The Wesleyan Bible Class, of Chicago, announced one of 
 its very attractive programs as follows: 
 
 Remember the Hour 
 
 2 O'CLOCK 2 
 
 Abraham on the Mountain. 
 
 Frank Winter on the Violin, 
 rank Wood on the Lesson, 
 rank Gunsaulus on the Rostrum. 
 All of us on the job. 
 
 Eat Early Gome Promptly 
 
 S O'CLOCK 2 
 
 (P, S. By the way, the average attendance per Sunday 
 tor 7 consecutive Sundays is 136.) 
 
336 CHURCH PUBLICITY 
 
 They also describe a very strong list of things on their letter- 
 head, under the word "Advantages": 
 
 Advantages 
 
 If you are in trouble, we will stand by you. 
 
 If you are sick, we will, if necessary, care for you. 
 
 If you move away, we will correspond with you. 
 
 We offer you a hearty fellowship and friendship. 
 
 If you are out of work, we will try to get you a place. 
 
 If you are a stranger, will make you feel at home. 
 
 If you are without a place to stay, we will find one. 
 
 For your physical nature, we have outings, picnics, and 
 excursions. 
 
 For your mental nature, lectures, debates, musicals, and 
 concerts. 
 
 For your spiritual nature, Bible study, prayer meetings, 
 and evangelistic services. 
 
 For your social nature, socials, banquets, reunions, 
 parties, and the teacher's Friday nights "at home." 
 
 A very unusual form is that printed by the Men's Bible 
 Class at Norwood, O. : 
 
 :7^. MeNs' BIBle (Class , 
 
 N'oRVV(M)I) Ohio. juNe 23, 1910 
 Dear Scholar: 
 
 '|aSt SunDi-y Was A PraNner SundAv— 145 \\^l^ IM^-sf'jU—Of u Mich 
 yOu weRe onE- Wc wt-K o;IAd vol' wer tlu-ir- Kuin NcXt SiiNMV. . 
 
 >> ^> I !VI Ro r t A !N T <^- <^ 
 
 X'Xt ^T'NDAV 1- t'H I -St su\ 1 \ '1 h\! N 1 1 'mii Kj*'^t > 
 
 lLt.Mr\ I hr.N. thu' ^ ^ ,i U , I i i . . NOW 
 
 GET HIM." l\tr% ^^li^lAT"^ ,Rii!-fi, |\MCL ' 
 
 We WMt \] n> t. \I >n ^^ bli I<\bi ^ H ^ 
 kL A,>vS \mS a:i 11 Sj rtlso if i t oiir tl . ' \% 
 
 The Standard Publishing Company, of Cincinnati, O., issues 
 postcards, of which the following are samples: 
 
ATTRACTING ADULTS 
 
 337 
 
 ONE OUT 
 
 or OUR 
 
 SUNDAY-SCHOOL CLASS 
 LAST SUIiPAY 
 
 "Was That Somebody You?" 
 
 USTCN TO OUR PLEAOINO. 
 
 3on't jCet that happen Mgatn! 
 
 we WANT 
 
 EVERY MEMBER PRESENT EVERY SUNDAY 
 
 /tlpOKINTCRYOllAa. 
 
 (AND 
 
 BLE56ING 
 
 wnxcoME 
 
 TO YOU 
 
 THROUGH 
 
 WOMmG 
 WITH THE HAPPV GROUP C0MP06ING 
 
 "^"VANT 
 
 DONT DISAIWINT 
 
 3MIES>^HAND SHAKES ^CHEERY GREETINGS 
 
 FOREVamODY nmsunDX/ 
 
 TBAe Occasion?- Why. Its RAIXY DAY. 
 
 Red letter day for our school 
 
 All OFFICERS.TEACHERS ANDPUPIIS PRESENT 
 llTTLE PEOPLE. BIG PEOPLE -ALL PEOPLE 
 Let EVERY MEMBER BE ON HAND EARLY 
 Young AND OlO-MELP MAKE IT A GREAT DAY 
 Do YOUR LEVEL BEST TO BR1N6 A NEW PUPIL 
 Ask YCUR FRIENDS AND NDGHBORS TO cone AIDNGl 
 You ARE TME ONE WE COUNT ON FOR BIG HELP 
 
 WE WANTYDTJ -WE NEEDYDU-WE MUST K 
 
 CONE! 
 
 COME! 
 
 ^E PULL TOGETHER 
 
 end Me Your Ear! 
 
 The best thing 1 can 
 
 possibly tell you about is 
 our splendid Sunday* 
 school and fine class. 
 
 But say— corns around next Suw- 
 day, and let u« SHOW yol 
 
 v/e never kick over 
 the traces 
 
 
 WE SURE MISSED YOU. 
 
338 
 
 CHURCH PUBLICITY 
 
 P.J!jf ^'T^ ^'^^^ ^\'' ^^ ^^^^ ^^P^d«' I^-» issues a unique 
 certificate to new members : unique 
 
 oS^^s coupons:' ^''''' '^' ^°"°^"°^ ^"^ ''"'''='^^'' ^o be taken 
 
ATTRACTING ADULTS 339 
 
 J^Q 4 This Coupon to be retained by bearer and presented to the Secretary in the 
 r?gular Class Session, on Sunday, April Sixth, 1913, at 12:10 o'clock, P. M., 
 as evidence that 
 
 I WAS THERE 
 
 AT^ g This Coupon, when properly punched, will insure the fortunate owner partic- 
 ipation in the profits, past, present and future, of all Side-Shows, Shell 
 Games and Class Stunts operated by the 
 
 P. B. C. 
 
 No 2 "^^^^ Coupon, when accompanied by One Small Red Ticket, costing only 
 Thirty-Five Cents, will entitle the Hungry Holder to a Hilarious Welcome 
 to the Banquet Hall, and a Reserved Seat at the Festal Board, together with a 
 
 Few Things to Eat 
 
 No. 1 "^^^^ Coupon will Admit its lucky Possessor to the Festivities in Celebration 
 of the 
 
 THIRTIETH ANNIVERSARY 
 
 of the Pierce Bible Class, the Noise whereof will begin promptly at 6:30 P.M., 
 Tuesday, April 1, 1913, at the Methodist Meeting House, Corner of Carroll 
 and Fifth Streets, in the Good Old Town of Rock Rapids. 
 
 The All the Bible classes emphasize the social life 
 
 Social strongly. ^ Dr. Rompel, as a key to his work, prints 
 
 ^°^® the following little poem that trains the lips to smile : 
 
 SMILE 
 
 Smile, brother, smile! 
 
 While you smile 
 
 Another smiles 
 
 And soon there's miles 
 
 And miles 
 
 Of smiles 
 
 And life's worth while 
 
 If you but smile. 
 
 Smile, brother, smile! 
 
 The Rev. James N. Eason, D.D., has had one of the most 
 remarkable experiences in gathering in new members at North 
 Church, Columbus, known anywhere. He has demonstrated 
 the power of a social atmosphere to get hold of people. In 
 an interview printed in The Christian Advocate, telling about 
 his work, through which he took hundreds into the church, he 
 says: 
 
 Each Friday night, after the revival service, the pastor would go with 
 his boys' and girls' club and young people's chorus for a coasting party. 
 The hour thus spent proved as helpful as the previous hour at the church. 
 
340 CHURCH PUBLICITY 
 
 for this not only enlisted the interest of the children and the young people, 
 but, somehow, aroused the interest of the entire church. They found 
 their pastor was a real, live man, whose religion was for every day in the 
 week and every hour of the day. 
 
 Nothing opens the heart of the people for the real gospel 
 of Jesus like good cheer created by genuine sociability. 
 
 Dr. Keeney puts out an attractive card 5x2^ inches for a 
 *'Corn Roast" for boys from ten to eighteen. It is on a yellow 
 card printed in green ink and so suggests the corn: 
 
 CORN ROAST 
 
 ROMP ROOM 
 
 First Methodist Church 
 Monday Eve., Sept. 20 
 
 AT 6:00 O'CLOCK 
 
 SUPPER PROGRAM 
 
 Continuous Performance Rendered 
 in Front of the Fire-Place 
 
 Roast Com 
 
 Pie 
 
 Fried Chicken 
 
 Trupie 
 
 Johnny-Cake 
 
 None Such Pie 
 
 Popped Corn 
 
 More Pie 
 
 Admit any First Church boy from 10 to 18 years 
 old who presents this ticket at the door accom- 
 panied by an appetite, and give him a seat at 
 
 THE FIRST TABLE 
 
ATTRACTING ADULTS 341 
 
 The Wesleyan Bible Class, Chicago, announced an "All 
 Fools Social" for April 1, 1913. At the beginning they say: 
 "If you come you will be fooled, and you will be if you don't." 
 Then it announces that ten people will relate the most foolish 
 thing they ever did. 
 
 ALL 
 
 FOOLS 
 
 SOCIAL 
 
 MARCH 1 
 
 ••April Fool!" 
 We Mean 
 
 •*APRIL_1," 1913 
 
 Wesleyan Bible 
 Class 
 
 Western Ave. and Monroe St. 
 
 Fee, 13c. Two for 23c. 
 
 DECKPTION COIVINIITTEK 
 KIGMX OK 'ENI 
 
 EVERY ONEIs asked TO 
 DRESS IN FOOLISH COSTUME 
 
 Lookoutforthepaint 
 
 An invitation always gives an opportunity for notable adver- 
 tising. Much ingenuity has been exercised by adult classes. 
 Some have done the work with water colors. Mr. House- 
 holder, of Kansas City, gets out his invitations on blue print 
 paper like the architects use and hence can make designs of 
 unusual quality. These invitations are made to fit a particular 
 social and need no description here. Others use nobby little 
 sketches instead of fully spelled words. High school students 
 can demonstrate their "drawing" power. If a personal note is 
 written by individuals to those not likely to attend, the im- 
 pression is strengthened. 
 
342 CHURCH PUBLICITY 
 
 The Ep worth Bible Class arranged an attractive "Southern 
 Social": 
 
 "A SOUTHERN SOCIAL" 
 
 will be held Tuesday Evening, Nov. 22, at 8 p. m. 
 in the Chapel Class-rooms 
 
 SOUTHERN TABLEAUX Negro Cabin, Blue and Gray, Lee and Grant 
 SOUTHERN SONGS 
 
 SOUTHERN GAMES - - For Everybody to Take Part In 
 
 SOUTHERN REFRESHMENTS Pumpkin Pie. Coffee and Hoe Cakes 
 
 All for 10 cents 
 
 SOLOS By Thos. R. Williams, R. C. MacDonald 
 
 VOCAL DUET. Guitar Accompaniment Mr. and Mrs. R. C. MacDonald 
 
 CORNET SOLO Paul Selby 
 
 READER 
 
 You will be counted twice if you bring some one with you 
 ALL MEMBERS AND FRIENDS INVITED 
 
 The ink and paper colors were appropriate while the display 
 was compelling. 
 
 The Missionary Education Movement recently had a ban- 
 quet in New York city for officers, members, and friends of 
 the Home and Foreign Mission Boards in United 
 Pla^ns^Lnd ^^^^^^ ?"^^ Canada. C. V. Vickery, one of the 
 Activities secretaries, sent out a circular letter so well prepared 
 that one thought that it was really a personally 
 dictated note, in which he stated his regret at the fact that 
 the recipient was not present. He then adds: *T am inclosing 
 an extra copy of the program, thinking that you may be in- 
 terested in glancing at it, and especially at the closing para- 
 graph giving information concerning the organizations repre- 
 sented." A little booklet is then included. It gives the menu 
 of the food on the first page, with the program of speakers 
 on the second. Either a large number of extra copies were 
 printed when the banquet was arranged or else the little booklet 
 is a reproduction. Nevertheless, this little personal note re- 
 minding one that they were missed, though sent to hundreds 
 
ATTRACTING ADULTS 343 
 
 of people, yet had an effective result in compelling folks lo 
 gather up the facts contained in the booklet. 
 
 The worthy church directory has a beneficial effect in en- 
 forcing responsibility upon members who would not ordinarily 
 own to their friends that they were members of a certain church. 
 In the same way a widely scattered publication of the class en- 
 rollment gives it dignity and strength. Class No. 10, of Cam- 
 den, puts ten members in a squad with a captain in charge. 
 It is the captain's business to see that every member of his 
 squad is present regularly. If absent, he is to send some one 
 to find out the reason. 
 
 A number of classes print a paper, some of them but once 
 a year, others monthly. A few take care of the weekly church 
 bulletin. The Epworth Bible Class, of Chicago, issues a very 
 remarkable monthly styled The Messenger. The first pages 
 are given up to class news. It consists of twenty-four pages; 
 two thirds of the space is given to Chicago Methodism. The 
 general Chicago "copy" is edited by the Rev. William Bernard 
 Norton, an expert newspaper man, who gathers and presents 
 news on these pages that would do credit to any regular church 
 paper in any denomination. Such a paper gives standing to 
 the class which backs it. No ordinary group could edit and 
 send out such a periodical. It is able to make its own announce- 
 ments strong when they appear on the front pages of a paper 
 that people are bound to keep because of its news value. There 
 could be no better publicity method than such a sheet. It 
 would be a fine thing if in many churches the members of the 
 adult class could issue a paper that would scatter the news 
 to all the church membership in a bright and appetizing way. 
 The best way to keep interest in the church and in the class 
 is to retail newsy things about the organization. 
 
 The First Methodist Church of Corinth, Miss., received a 
 prize for the best group picture of a men's Bible class. They 
 reproduced a cut of this group picture on letterheads and on 
 souvenir post cards. It makes a very strong impression when 
 one notes how many men of brains and influence are found in 
 the class. 
 
 The Epworth Bible Class holds an annual Memorial Day 
 service on the Sunday set apart nationally for that purpose, 
 but they honor the members of the class who have died during 
 the year. They also give the names of class members who 
 have lost dear ones during that period. On one such occasion. 
 
344 CHURCH PUBLICITY 
 
 Bishop John H. Vincent spoke on "Grant as I Knew Him." 
 Other suitable speakers and subjects can always be secured for 
 special seasons. 
 
 All the teaching in the Adult Bible Classes will count for 
 little unless thay are trained to do something to relieve suffer- 
 ing on earth. Nothing will develop men like actual contact 
 with weighty problems and needy folk. The Bloor Street 
 Presbyterian Church Men's Bible Class, of Toronto, Canada, 
 supports a native preacher in China and pushes the Pocket 
 Testament League locally. 
 
 The Wesleyan Bible Class, at Chicago, regularly visit the 
 penitentiary at Joliet, HI. They furnish a complete program 
 for the prisoners. Here is an illustration of one which they 
 carried out: First, a piano solo; then a beautiful and appealing 
 "reading," a cornet solo, a sacred duet, a violin solo, closing 
 with "The Holy City," sung by a young prisoner soon to be 
 discharged, while the whole audience joins in the chorus, 
 together with the thirty-five pieces in the orchestra made up 
 of prisoners. 
 
 One of the excellent features of this service is the remarkable 
 descriptive letter sent to every member who was not present 
 and to the more than two hundred who live in scattered places 
 on the earth, picturing the setting and service. Mr. Wood 
 is a master hand at word-painting, using simple and striking 
 language that makes the heart thrill with sympathy for this 
 great company of unfortunates. 
 
 When the flood occurred in Ohio this class immediately 
 arranged to answer the appeal with clothing, groceries, and 
 money. 
 
 Some have criticized the Rev. J. T. McFarland, D.D., one 
 of the greatest Sunday school editors our country has ever 
 seen, because he inaugurated a set of social service subjects 
 for the Sunday schools that want to take them up. There 
 ought to be some way for relating the vital problems of the 
 Now through the teaching of the Bible. It is not sufficient 
 for us to be thoroughly posted in the Scripture. Its study 
 ought to drive everyone to some form of good Samaritan work. 
 No adult class can thrive healthily unless it finds an outlet 
 for the teaching in actual service. Men and women will have 
 confidence in and turn to a church with advocacy and support 
 which helps people and movements in a practical way. 
 
CHAPTER XVII 
 Drawing Nonprofessors into Revival Meetings 
 
 A District organization of a certain denomination in Ohio, 
 consisting of 81 churches, with 4,700 members, with property 
 valued at $500,000, held 16,200 services, with 6,050 
 A Wasted sermons, and incidental expenses of $50,000, and did 
 ment ^^^ have a single convert in a year. At five per 
 
 cent the $500,000 would have accrued $25,000. 
 That amount added to the running expenses, would equal 
 $75,000, which, together with the time of 4,700 members, to 
 say nothing of the pastors, was given for a year without making 
 one single new disciple for the kingdom. Such returns are 
 inexcusable. 
 
 Nothing will so advertise a church as a vital, life-changing 
 revival. When such a meeting is held, where wrongdoers are 
 straightened out, the unhappy are gladdened, and the idle 
 and wasteful are put into the way of efficient living, the com- 
 munity is bound to hear about it. 
 
 It is easy to become formal in our religion. We may philoso- 
 phize so logically that, consciously or unconsciously, we will 
 lose sight of the inexplainable, if not mystical 
 ^®. power which comes through proper methods in a 
 
 Power^ revival, to convict and transform men and women. 
 We have become too final and exact in our expla- 
 nation of religion. Christian Science has commanded a 
 following, in many instances, because men want a religion 
 which is inexplicable; they want some kind of mystery. They 
 expect a power that cannot be altogether explained by the mind. 
 Hence the unreason-able statements of Mrs. Eddy, and the 
 intangible name given to God, draw out a certain kind of 
 faith. We cannot explain religion to the last degree, because 
 we are finite and he is infinite. There is a power back of the 
 mere decision of the will which can break old habits, renew 
 vision, enliven the dead, cleanse the stains, and lift feet out of 
 miry clay on to the solid rock. 
 
 345 
 
346 CHURCH PUBLICITY 
 
 As Harold Begbie, in his Souls in Action, says : "Christianity 
 must be unwaveringly and authoritatively declared by its 
 representatives to be a miracle-working religion; a religion 
 able to cleanse the heart and convert the soul of even the 
 most degraded human being, or its inevitable tendency will 
 be toward the unprofitable region of speculation. Christianity 
 is either superhuman or a mere guess." 
 
 In this busy day, revival services are needed as never before. 
 Time has to be set apart for unanimous thinking along a certain 
 line. Varied interests endeavor to crowd out the 
 Revival consideration of religious matters. Leaving out 
 Needed ^^ account the promise of the Master, "If two of 
 you shall agree concerning a thing, you shall have 
 it," there is also the psychological fact that where many minds 
 think along the same line an atmosphere of rare impressive- 
 ness is created. The Catholics enforce the rights of religion 
 through the forms provided for Lent. The Episcopalians also 
 push forward the claims of the gospel by special services and 
 enforced sacrifices for the same period. Publicity work must 
 establish the necessity of revivals to get the backing of believers 
 and the attention and interest of the doubter. 
 
 When devout, hungry hearts gather for blessing that they 
 may pass on to others they are certain not to be disappointed. 
 As Charles G. Finney wrote: "The connection between the right 
 use of means for a revival and a revival is as philosophically 
 sure as between the right use of means to raise grain and a 
 crop of wheat." 
 
 The prime purpose of such a meeting is to get nonprofessors 
 to openly own allegiance to Christ. That fact is often lost 
 sight of by spending days in whipping church mem- 
 Advertise |3gj,g ^j^(j bemoaning the small attendance. This 
 a eviva j^^jpg harden the few unattached ones who do attend 
 and confirms their careless coldness. The best method to warm 
 a church is to advertise a revival and then immediately go after 
 men and women to secure their open allegiance to Christ. 
 It will require specific, determined, unswerving work. As 
 Luther said, "The Lord is a good worker, but he loves to be 
 helped." 
 
 An important part of that work is publicity. To advertise 
 a revival js to create expectancy, and expectancy is a form of 
 faith. It is not God's fault if results do not come. Work of 
 the right kind will bring men to open discipleship as certainly 
 
REVIVAL MEETINGS 347 
 
 as work of the right kind will bring a crop to the farmer. Of 
 course he must fit his seed to the soil and climate. So must the 
 church and its preachers. 
 
 The question of names is important. That must strike into 
 experience or in some way reach the heart life. Dr. J. Lewis 
 Hartsock called a special series "Gospel Cheer Services." The 
 Rev. Lucius H. Bugbee, D.D., pastor of Center Methodist 
 Church, Maiden, Mass., announced his campaign as "A Con- 
 ference for the Deepening of Christian Life." The writer 
 has always employed the phrase "Revival Meetings." This 
 term takes it for granted that everyone is normally God's son, 
 and whether they have merely grown cold and given up alle- 
 giance, or whether they have not yet openly owned it, they are 
 in the state where they need to have a revival of normal ^nd 
 vital life. It also suggests refreshing times and happiness. 
 
 A companion phrase also came into shape that seems to be 
 effective. Here it is: "Warm-up-the-heart Revival." As a 
 rule, the words "revival meetings" appear alone, and under- 
 neath it the words, "Warm-up-the-heart." This is specially 
 appropriate in winter when the words "warm up" can be played 
 out in large letters while "the heart" is in small type. People 
 are sure to read it. 
 
 Member's The Ypsilanti Methodist Church prepared the 
 Pledge following pledge before the campaign was launched: 
 
 Will you voluntarily sign and preserve this Personal Pledge ? 
 
 Barring sickness and unforeseen circumstances, I pledge myself 
 to be present at at least eight of the twelve services of this series 
 and as many more than this as I am able. 
 
 Signed — - - 
 
 The writer has sometimes employed the following form: 
 
 Prayer League: 
 
 / agree to unite with my pastor and other members of the league, morning, 
 noon, and night, for a revival of religion in this church, and will also sus- 
 tain the special services by my attendance and cooperation to the best of 
 my ability. 
 
 (Signature) 
 
 These printed forms keep the matter clearly before the minds 
 of the members who must be the best backers. 
 
348 CHURCH PUBLICITY 
 
 It is well to hold apart the same period of the year for the 
 
 series of meetings. The people look forward expectantly and 
 
 make their plans accordingly. The writer pre- 
 
 Time empts January, usually from two to three weeks. 
 
 It is then possible to announce it many times during 
 
 the year and thus keep it in the mind to be talked about. 
 
 When the New Year's greeting is sent out a reminder of 
 the meetings is included if not contained in the body of the 
 greeting. Here is a section of the letter sent for the 1913 
 meetings : 
 
 The annual Revival meeting begins January 12th. It will be 
 a time of blessing. Our attitude and action will say how much. 
 Suppose we settle it to sacrifice for three weeks. The subjects 
 are workaday ones. There will be no evangelist but the pastor. 
 He is no longer new. Professor De Loss Smith, long associated 
 with Dr. Schofield, a great evangelist, will lead the singing. We 
 will have a fine, new book. The results are in the hands of the 
 members. "What will we do ? 
 
 May I suggest ? Pray expecting something. Do it much. 
 Come every single night. Settle that. Invite some one every 
 day to become an open disciple. "Write personal letters. Scatter 
 advertising invitations. Attend stocked with pointed remarks on 
 the subject. Push every possible thing aside and do this one thing. 
 I know you will. God is expecting it. 
 
 Together then we go to victory. 
 
 In the King's name, 
 
 Your well wishing friend, 
 
 '@ ^<iCixA)W 
 
 p. S. It will greatly cheer the pastor if you are at the first Communion 
 •ervice (Jan. 5th. at 11). Sermon: "Does God Need Me!" At 7:43 the 
 Chicago Ladies' Quartet play. Prayer meeting Wed. evening, 7:30 to 8: 1 5. 
 
 The result: "And the Lord added to the church dail^ such as should be saved. " 
 
 Acts 2:47. 
 
 The Rev. Frank Albert Domer uses a suggestive method 
 as follows: 
 
REVIVAL MEETINGS 349 
 
 Forty Days' Campaign 
 
 then a little later: 
 
 Our aim: Forty accessions to the church. Forty new members for 
 Sunday school. Forty regular attendants at the midweek 
 Methods service. Forty average attendants in each of the men's Bible 
 classes. 
 
 It is well to set a goal. The writer has often announced a 
 certain number of members to be secured by the campaign. 
 Such a goal arouses ambition and starts people to work who, 
 when thus awakened, will so enjoy it that they will not cease. 
 
 The question of an evangelist is a big one. Usually, his 
 coming opens the way for a kind of publicity otherwise impos- 
 sible. As a rule, the pastor should be his own evangelist. It 
 is too common to dodge this responsibility and so miss the 
 sweet fruitage that comes from that line of activity. Some 
 pastors call in neighboring ministers, and then help them in 
 return, as the farmers did in the old wheat-day harvest time. 
 
 It is at any time legitimate and necessary for the one who is 
 managing the campaign to allow his good and dependable 
 personal traits to be employed in the publicity work. The 
 chapters on "The Newspaper's Cooperation Secured," and 
 "Paid Newspaper Advertising" discuss the use of that medium, 
 while the chapter on "Outdoor Advertising" shows how effec- 
 tively such a medium can be used for best publicity. 
 
 When the pastor himself is the evangelist there are many 
 methods that insure variety, introduce the personal element, 
 and arouse workers. The plan described in Workable Plans 
 for Wide- A wake Churches is still used by the writer, and works 
 better than ever before. It will fit any kind of a community. 
 Captains are appointed for each evening of the week. Divisions 
 of the membership are assigned to each captain. In this way 
 the whole membership is put to work under a different captain. 
 This leader and his group are then made responsible for a par- 
 ticular week night. It is their business to secure the attendance 
 of every member of the church in that particular group. They 
 have charge of the first half hour, say from 7:45 to 8:15. The 
 pastor meanwhile is out calling. The audience is praying ex- 
 pectantly for him. When he comes in it is ripe for his work. 
 Each one of the group works to make that particular group the 
 best in attendance and spirit. Thus scores of publicity agents 
 are talking about the meeting and inviting others there. In 
 addition, they send out postal cards to all the members and urge 
 
350 CHURCH PUBLICITY 
 
 each member to bring some one else. This work alone warms 
 their hearts. Their interest is aroused for that particular 
 meeting, and thus a good atmosphere is created. They find 
 the way to work and keep at it. 
 
 Here is a post card sent out by one of the groups in Grace 
 Church urging all the members of that group to attend on a 
 particular night. It is well worded and will serve as a sample 
 of the others : 
 
 Group '*T to Y" Grace M. E. Church 
 
 The special meetings at Grace Church begin on January 1 4th, 
 and will be held each evening (except Saturday) at 7:45 P. M. 
 You are urged to evidence your interest in the real work of our 
 church by regular attendance at each service, but particularly to be 
 present on Friday evening January 26th, when our group will be 
 in charge of the service. Pray earnestly for the uplifting of our 
 membership and the salvation of others, invite your friends to attend, 
 write to others, lay aside social matters during this season of refresh- 
 ing, attended regularly ALL the meetings, consecrate your talents 
 to His Service and " be a channel of blessing to others." 
 
 Our pastor expects your helping presence. 
 
 Remember the hour, 7:45 P. M., and enjoy the song service 
 and special music each evening. Bear in mind the blessings 
 received in last year's services, and expect a season of blessed 
 victory. With your aid it will be realized. 
 
 Can He depend on you ? CHAIRMAN, GROUP T TO Y " 
 
 In these groups lies much possibility for personal publicity. 
 The name of the captain can be given and his business and a 
 fact or two about his religious experience. A unique feature 
 such as the singing of some boy soloist, or the playing of a 
 violinist, may be put forward for a particular night. 
 
 In the same way two nights of the week may be assigned as 
 follows: Give one to the men and one to the women. Let 
 the two groups see which can secure the larger audience. At 
 such a meeting in Kansas City, Kan., the men undertook to 
 get ninety-nine present to sing Mr. Sankey's hymn, "The 
 Ninety and Nine." 
 
REVIVAL MEETINGS 
 
 351 
 
 Will You Be One 
 
 -OF THE- 
 
 /V\^n to Stng Sankey's 
 Song 
 
 "Tlie Ninety and Nine " 
 
 AT THE 
 
 London Heiglits M. E. Church, 
 
 I5tK and Garfield 
 
 Wednesday Evening, Jan. 10,1906 
 
 Bring your Gospel Hymns containing: 
 the song. 
 
 At least once a week the writer 
 announces a special talk to men. 
 He then conducts the usual serv- 
 ice and has somebody present who 
 can take charge of the women for 
 an after-meeting. The men are 
 requested to stand, and as soon as 
 they do so are directed into an- 
 other room. Here an introduc- 
 tory testimony meeting occurs. 
 The unsaved man is asked to 
 speak freely about his attitude 
 and reason for less definite de- 
 cision. Men will testify in this 
 kind of meeting in the warmth of 
 a revival campaign that will speak 
 at no other time. Others will 
 stand for prayer who could not 
 be brought to decide in a mixed 
 service. In the same way a 
 strong appeal can be made to the 
 ladies. 
 
 The Friday night service is always dedicated to the Sunday 
 school. Teachers are urged to bring their classes and sit 
 with them in a body. Often the whole class will go to the 
 altar, and the two or three who are not out and out will be 
 brought into a clear pathway. 
 
 Cottage prayer meetings are very effective as a preparatory 
 method. The committee in charge of a specific one should be 
 furnished with all the names of members within reach of that 
 location, as well as prospective members. They should then 
 issue a personally written postal card to everyone. In the 
 "group plan," described already, cottage prayer meetings were 
 held and the names were assigned to a selected committee with 
 the promise that this committee would write an invitation with 
 pen and ink. At times they agreed to see or telephone the 
 individuals of their group. During the second week of the 
 regular meetings those who had not attended the first week 
 were carefully followed up personally. 
 
 The Rev. Alexander G. Bennett, pastor of the Methodist 
 church, Salina, Kan., carried revival meetings into neighbor- 
 hoods by the following plan: 
 
352 CHURCH PUBLICITY 
 
 Neighborhood 
 REVIVAL MEETINGS 
 
 WEST SIDE 
 
 The Pastor, Alexander G. Bennett, 
 will speak during the week, Febuary 4-7, 
 as follows: 
 
 Tuesday, 7:30, at the home of Mr. 
 and Mrs. J. H. WRIGHT, 431 South 
 Eleventh. Subject: "Unspotted Peo- 
 ple." 
 
 Wednesday, 7:30, at the home of 
 Mr. and Mrs. O. F. GROSS, 227 South 
 Eleventh. Subject: "The Poor Made 
 
 Rich." 
 
 Thursday, 7 :30, at the home of Mr. 
 and Mrs. A. B. COWDEN, 209 South 
 Baker. Subject: "Lost by One Law- 
 Point." 
 
 Friday, 7:30, at the home of Mr. 
 and Mrs. W. M. MORGAN, 609 State 
 street. Subject: "Can Faith Alone 
 
 Save?" 
 
 Every Methodist in West Salina is 
 urged to attend. Bring your friends. 
 
 Revival Meetings 
 
 will begin in the church, February 10. 
 Please keep in mind when making your 
 engagements. 
 
 The North Avenue Methodist Church in Pittsburgh turned 
 over one evening to be advertised by the Girls' Club, and they 
 issued the following invitation: 
 
REVIVAL MEETINGS 353 
 
 THE GIRLS' CLUB 
 
 of the 
 
 North Avenue Methodist Episcopal Church, 
 
 cordially invites you to attend the 
 Revival Services at the Church, 
 
 Friday^ Evening, January the nineteenth, 
 
 nineteen hundred and twelve 
 
 The Club will have a special part in the meeting 
 
 Special Music 
 
 DAINA THOMPSON, President 
 MILDRED LONG, Secretary 
 
 The pastor of a church in a small New York town announced 
 similar cottage prayer meetings at various homes, named 
 with the subjects, as follows: "Special services to be held during 
 Lent in Brant, N. Y., and vicinity." The subjects were like 
 the following ones: 
 
 "Self vs. Christ as Saviour." 
 
 "The Happiness of Hunger." 
 
 "The Duty and Advantages of Confessing Christ." 
 
 "Excuses." 
 
 "A Great Salvation and Its Neglect." 
 
 While in Kansas City the writer followed the plan of holding 
 a cottage prayer meeting at the home of a new convert. He 
 tried to arrange for a number of congenial people to gather 
 and thus strengthen the young disciple in his own home. 
 
 Neither the pastor nor the evangelist can do all the work. 
 Mass movements are now impossible without the cooperation 
 of personal workers. They are excellent publicity agents. 
 They are necessary also if a real revival is to be assured. "Billy" 
 Sunday always leaves behind him a remarkable force of indi- 
 vidual persuaders. A group of such men in Wichita, Kan., 
 
354 
 
 CHURCH PUBLICITY 
 
 formed themselves into an organization and carried on a cam- 
 paign in all the nearby country schoolhouses and churches. 
 
 Personal workers' training classes are indispensable: Many 
 will do service along this line if given some help. The writer 
 prepared hundreds of cards containing Bible answers to objec- 
 tors and distributed them in the audience. This offered a 
 seeker help and furnished a worker with ammunition. 
 
 OBJE CTIONS ANSW ERED 
 
 Too many hypocrites in Church: Matt. 23, 15 ; Job 20, 5. 
 Christians are inconsistent : Rom. H, J0-X3. 
 Christians have treated me badly : Rom. J 2, 19; Isa. 
 
 59, J849. 
 I am indifferent : Rom. J4, 7 ; Matt. 25, 4J-46. 
 I am troubled with doabts : John 8, J2 ; John 7, J7. 
 There is no God? : Psa. J3, J ; Rom. J, 28-3 J. 
 No one knows about the future: J Cor. 2, 9- J J. 
 God is not just to create and damn: Eccl. 7, 29; 2 Pet. 3,9. 
 I will have another chance: Rom. 2, 2-4; Luke J0,J2-J6. 
 My trouble is a peculiar one : 2 Cor. 9, 8 ; Rom. J, J6. 
 I used to be a Christian, but am not now : Jer. 2, I3 ; 
 
 Luke 22, 32 & 62. 
 I can do as much good out of the church as in it : Matt. 
 JO, 32-33; Mark 16, 17; Acts 16, J8. 
 Some other time will do : 2 Cor. 6, 2; Joshua 24, 15. 
 I am good enough: Isa. 64, 6 ; Rom. 3, 23. 
 I must have a good time : Luke 16, 25 ; Eccl. 11,9. 
 I cann live a Christian : Phil. 4, 13 ; I Cor. JO, J3. 
 I can't hold out: John 10, 28; Isa. 4J, JO. 
 How can I be saved?: Isa. J, J 8!; Rom. JO, JO. 
 I don't feel saved: Psa. 37, 3; I John 5, 9- J 2. 
 What wiU help me?: Heb. JO, 25; John 5, 39; Phil. 4, 6. 
 
 GRACE 
 
 METHODIST 
 EPISCOPAL 
 
 CHURCH. 
 
 West 104th Street, between Amsterdam and Columbus. 
 
 New York. 
 
REVIVAL MEETINGS 355 
 
 A wise pastor invited in a prominent man and issued the 
 following invitation to the men of the community: 
 
 Hon. D. F. Anderson, well-known Youngstown attorney, converted 
 during Billy Sunday's meetings, will speak to men only, at the First 
 Methodist Church, Sunday, February 26, at 2:30 p.m. Other men of the 
 Youngstown Personal Workers' League will assist. Come. 
 
 In Denver, when people were not able to gain admission to 
 the Gipsy Smith meetings, a plan was evolved to secure the 
 attendance of the unconverted. Special tickets were provided 
 and distributed to workers which they were to give to the 
 unconverted. These tickets admitted people thirty minutes 
 before the general opening of the doors. 
 
 Two methods are employed to secure the enrollment of the 
 large Sunday night audience. Two weeks before the special 
 meetings begin an enrolling card, with a small lead pencil 
 attached, is distributed to everyone in the audience. A strong 
 personal plea backs the request that every individual in the 
 house jSll it out. 
 
 I am a Member of a 
 
 Church in New York City 
 
 Name 
 
 
 Address - 
 
 
 
 
 
 (Give the local name as well as denomination) 
 
 I am a Member of a 
 
 Church Outside of New York City 
 
 Name 
 
 
 Address ■ - . . 
 
 Name of Church 
 
 
 (Give Town and denomination) 
 
 I am Not a Member of a Church 
 
 Name — — 
 
 
 Address - 
 
 
 
356 CHURCH PUBLICITY 
 
 It always has been the writer's custom to conduct a careful 
 canvass of the neighborhood. Since the men work during 
 the day ladies were selected for that purpose. It might not 
 be amiss to ask the men to take charge of some sections of 
 territory, doing the work at night and thus seeing which brought 
 in the best results. The names that are promising are called 
 on personally by the pastor. Those that give some promise 
 are kept, and to each one is mailed a personal letter inviting 
 them to the service. Dr. Keeney always keeps a mailing list of 
 two to three hundred men, secured personally and handed in 
 by friends. The writer often during the meeting furnishes 
 blank cards to the audience, asking them to write the names 
 of friends they would like to have invited. 
 
 After the meetings are going for a week or so the whole audi- 
 ence is canvassed by stated workers, who push their way through 
 the pews, speaking to every individual, while the audience sings. 
 They undertake to get those who are not members of some 
 church in the city to sign one of the blanks on the following 
 prayer card : 
 
 I am a church member in New York city, and desire prayer 
 that I may do better service for Christ. 
 
 Name - - 
 
 Address — . 
 
 I am a Christian, but not yet a member of a church in New 
 York city, and desire prayer that I may follow the commands of 
 Christ. 
 
 Name 
 
 Address - - - 
 
 I am not a Christian, and desire your prayer that I may soon 
 become an open disciple. 
 
 Name - - 
 
 Address - - - _ 
 
REVIVAL MEETINGS 357 
 
 These names are then consistently and persistently followed 
 up. Another pastor assigns a selected list of five or six to two 
 people, who pledge to tactfully and steadily follow up these 
 individuals in the effort to bring them to open confession. 
 They may write letters, send tracts, or secure the cooperation 
 of others in reaching them. They, however, pledge themselves, 
 by God's help, to cease working only when these people openly 
 avow themselves as disciples. 
 
 The Rev. F. L. Stewart, D.D., of Elyria, O., has prepared a 
 blank which he distributes during his meetings in which people 
 make definite application for membership in the church. He 
 then follows them up carefully. 
 
 The Rev. A. Edwin Keigwin, D.D., of West End Presbyterian 
 Church, New York city, gives the invitation in a public audience 
 for those who will pledge to join the church at the next com- 
 munion. He has them stand or raise their hands, and then by 
 a wise follow-up system holds them to their promise. 
 
 The wording of the subjects is very important. It is easy 
 to make them cheap or absurd as well as prosy. Both things 
 must be guarded against. Here is a cheap set: 
 
 « u.. J. Mr. Excuse Me, Please. 
 
 Tir,?i*^o+o^ The Devil's Hoodoo Parlors. 
 
 Illustrated Local Train to Hell. 
 
 "The Wall around Hell" is not altogether objectionable, and 
 yet it is a little crude. It is well to strike out subjects that are 
 likely to attract certain classes. On the next page are three 
 cards that illustrate. 
 
 Dr. Luce, of Cleveland, has worded a set which are pertinent 
 and yet dignified enough to satisfy the most critical, as follows : 
 
 The Power of the Gospel. 
 
 The Sigh of the Soul for a Vision of Christ. 
 
 Wisdom in Soul- Winning. 
 
 Run, Speak to that Young Man. 
 
 What Must I Do to be Saved.? 
 
 Varieties of Spiritual Manifestations. 
 
 The Sin that Can Never Be Forgiven. 
 
 The Wages of Sin. 
 
 Meeting God. 
 
 The Riches and Poverty of Christ. 
 
 The Prime Importance of Definite Decision. 
 
 The Time to be Saved. 
 
 What Shall a Man Give in Exchange for His Soul? 
 
 The Rev. Clarence S. Long, of Philadelphia, announced 
 
358 
 
 CHURCH PUBLICITY 
 
 Home Memories 
 
 will be the subject tonight. Thursday, Jonuaiy 25th, 7:43, at the Wanorup. 
 the-Heart revival at Grace Methodist Church. W. I04tk St., Bet. Amtteidun 
 and Columbus. Large chorus choir. Duet by two little girls, Mrs. Passover, 
 soloist. Tomorrow (Friday) subject:- "Feelings in Religion.* Children's chonu 
 
 PASTOR-EVANGELIST 
 
 After DBath Wliat ? 
 
 Only the slugcard and brainless never think about It. Consider It with ut 
 at the closing Revival service, 7:45 P. M. February 2nd. The Thomas Ju- 
 bilee Chorus, professional and well trained, will sing. Two robed Choirt 
 assist in heart warm peoples' singing. 100 new members will join the 
 church. Where? Grace Methodist Episcopal Church, W. 104, Bet. Amster. 
 dam and Columbus. Christian F. Reisner. At 11 A. M. baptism of Infants 
 and Communion service. Short talk on Protestant Sacraments. Saturd(> 
 ■Ighi, Davauli Concert Co. and Motion Pictures. Watch next Sunday. 
 
REVIVAL MEETINGS S59 
 
 the following under the general subject, "In the Shadow of the 
 Cross": 
 
 Judas Iscariot. 
 
 Simon Peter. 
 
 Herod and Caiaphas. 
 
 Pilate. 
 
 Jesus Christ. 
 
 With this he announced as follows : 
 
 Each sermon illustrated with beautiful stereopticon pictures, showing 
 Tissot's and other great painters' conceptions of the events of the Passion 
 Week. 
 
 The Rev. James Maywood announced his subjects as follows: 
 But a Step Between Me and Death. 
 The Great Peace. 
 The Great Fear. 
 Running Past the Signals. 
 Lost — The Sense of Sin. 
 Brain Paths. 
 
 Dr. Woolston has suggested the following strong topics: 
 
 ILLUSTRATED SERMONS 
 
 EAST BAPTIST CHURCH, Girard and East Columbia Avenues 
 
 THE GREAT SINNERS OF THE BIBLE 
 
 Monday Night, February 13 — Pharaoh, the Hard Hearted Sinner 
 
 Tuesday 
 
 Wednesday 
 
 Thursday 
 
 Friday 
 
 Saturday 
 
 14 — Absalom, the Smart Sinner 
 
 1 5 — Belshazzar, the Social Sinner 
 
 16 — Judas, the Sinner Against Light 
 
 1 7 — The Penitent Thief, the Sinner in Prayer 
 
 18 — Testimony Meeting 
 
 The Lewis Singers Assisting 
 
 Pictures which preach. Pictures which will live in memory. Pictures that make plain. 
 Come and see them. You and you family will be made welcome 
 
 Meetings for 50 Nights Winter of 191 1 
 
 Look on the Other Side of This Card and Think it Over 
 
 The writer has counted it wise to put subjects in the fewest 
 possible words. Here are some he has used: 
 
360 CHURCH PUBLICITY 
 
 "Fool, this night thy soul shall be required of thee' 
 "Lay up for yourselves treasures in heaven" 
 
 Revival Meetings — Now-a-day Subjects 
 
 vUjAiLuJ^ D- D- 
 
 WEEK OF JANUARY 12 
 
 Poor People 
 
 Sunday, 7.30 P. M.— Mad Swearers Mk. 14, 66-72 
 Monday— Drinking Men - - - Prov. 23, 29, 30 
 Tuesday — Society Servers - - - Ex. 32, 6 
 Wednesday— Lying Dodgers - - Mat. 27, 24 
 Thursday — Tomorrow People - - Acts 24, 25 
 Friday— Stingy Folk - - - John 12, 1-6 
 
 WEEK OF JANUARY 19 
 
 Rich People 
 
 Sunday, 7.30 P. M.— Church Members. Eph. 2, 18-22 
 Monday — Money Spenders - - Luke 12, 33 
 
 Tuesday— Hard Workers - - Luke 19, 16, 17 
 Wednesday— Friend Makers - - Phil. 4, 1-3 
 
 Thursday— Real Socialists - - -. Mat. 23, 8 
 Friday — Sensible Optimists - - Rom. 8, 31 
 
 Sunday, 7.30— Rewards After Death - 2 Cor. 5, 10 
 
REVIVAL MEETINGS 
 
 361 
 
 HAPPY ? 
 
 *Sij when it is 6aished bri.igeth forth death* James 1.15. 
 
 REVIVAL MEETINGS 
 
 Jan. 12th. to Peb. 2nd. at 7:45. 
 
 W£EK OF JAN. 1 2th. -CAUSES of Misery > 
 
 SUNDAY: II A. M. Sermon. 
 
 7:45 "Future Punishment". Luke 1 3. 27. 
 MONDAY: "Money" Mat. 26. 14-16. 
 TUESDAY: "Pleasure" 2 Pet 2. 13. 
 WEDNESDAY: "Habits" Rom. 6. 16. 
 THURSDAY: "Doubt" Jno. 18. 37-38. 
 FRIDAY: "Careless" Luke 12. 19. 
 
 WEEK OF JAN. I9ih. -A BETTER Way. : 
 
 SUNDAY: 1 1 A. M. Sermon. 
 
 7:45 "Who Is Guilty r James 4, 17. 
 MONDAY: "Rich" Mat. 6. 20. 
 TUESDAY: "Happy" Rom. 14, 22. 
 WEDNESDAY: "Free" Jno. 8. 36. 
 THURSDAY: "Immortal" 2 Tim. 4. 8. 
 FRIDAY: "Responsible" Rom. 2. 6. 
 
 WEEK OF Jan. 26«i.— how f 
 
 SUNDAY. MAM. Sermon. 
 
 7:45 "Pardon For Sins" I Jno. I. 9. 
 MONDAY: "Serve" Mat 20. 9. 
 TUESDAY "Hearty" Luke 10. 27-28. 
 WEDNESDAY: "Pledged" Joshua 24. 15. 
 THURSDAY: "Trust" Psm. 37. 5. 
 FRIDAY: "Talented" Mat. 25. 15. 
 
 SUNDAY. February 2nd. II A. M. Sermon. 
 7:45 "After Death what>" Rev. 20, 
 
 GRACE SS? CHURCH 
 
 Winifh Bet Amsterdam «( 
 . IU4lll, and Columbus. 
 
 Electric Si^n" 
 
 SUufci^A^^a^^ 
 
 Pastor — 
 Evangelist 
 
 DelossSmitli.^'^as 
 
 WARM UP 
 
 the heart 
 
 LARGE CHORUS 
 
 CHOIIL 
 
 When Dr. R. D. Hollington was pastor of Saint Paul's 
 Church, Toledo, he prepared a suggestive form. The plain 
 announcement on the outside drew one easily to look on the 
 inside for further facts. The card was so folded that the two 
 ends came together in the middle of a picture of the church 
 covering the whole front. In other words when the card 
 was opened one half the church was on each side of the opening 
 lid. The words at the top were, "This church will open for 
 you every evening in January." 
 
 Much skill can be shown in preparing the folder which carries 
 the subjects. It is usually unwise to put anything on the 
 
 outside that will betray the contents. In this day 
 Typical ^j^^ people we want to reach will often throw away 
 nients^^^' the folder if it announces on the outside that it 
 
 tells about a revival meeting. One year the pastor 
 employed the following form, which is cheap and possible to 
 everyone : 
 
^62 
 
 CHURCH PUBLICITY 
 
 "DoD't be a tomorrow man" 
 
 
 
 WARM 
 
 R 
 
 UP 
 
 ciS" 
 
 1 "THE HEART" 
 
 it in 
 mind 
 
 1 HOW? 
 
 
 • January 8th to 22nd 1911 
 
 (Inside Irrformitlon ) 
 
 } (Inside inrormation) 
 
 Another year he secured a very sweet picture of two children : 
 a Httle boy is holding two apples behind his back, while he 
 says to the other little lad, "Choose." This word "Choose" 
 aptly formed a motto for the campaign, and yet it did not 
 here suggest religion. It was a sweetening picture, however, 
 and prepared the way for thoughts about religion. 
 
 One year the church spirit was approached by the folder 
 which was marked on the outside by three "cuts," and under 
 each was put the proper designation "The Speaker," "The 
 Singer," "The Place," and the word "Now." That was all 
 that was put on the outside. Naturally people would be curious 
 to know what was inside. 
 
 Dr. Caswell issued a solemnizing form for a greeting at 
 Christmas time. It was as follows: 
 
 Merry Christmas 
 
 and 
 
 Happy New Year 
 
 Christ Day 
 
 My Gift Day 
 
 What Shall I Give my Lord? 
 
 Mother — Father — Sister — Brother^Children 
 
 Shall all be remembered and my Lord forgotten? 
 
REVIVAL MEETINGS 
 
 363 
 
 ~ OLD ff{Sh(l0^i£D- 
 
 HE GAVE HIMSELF FOR ME 
 
 "I gave my life for thee. 
 
 My precious blood I shed. 
 
 That thou might ransomed be. 
 And quickened from the dead; 
 
 I gave, I gave my life for thee. 
 
 What hast thou giv'n for me?" 
 "As for me and my house, we will serve the Lord." 
 The writer prepared a form which commanded attention 
 because the question arose as to how it was created. It was 
 headed "How're your habits?'* As it suggests use along many 
 lines, it is reproduced: 
 
 India ink was used on 
 clear white paper for the 
 original copy. From this a 
 zinc etching was made. 
 The writer handed one to 
 a successful pastor. He 
 read it over and called 
 after the one who had given 
 it to him: **Here, do not 
 go away. You will need 
 your copy to give it to the 
 printer." That illustrated 
 the feeling of most people 
 when they received it. It 
 looked to them as though 
 it was an original form 
 prepared to turn over to a 
 printer to be imitated in 
 display form in regular type. 
 In the same way the writer 
 has prepared postal cards 
 and letters in his own hand- 
 writing. At one time, ten 
 thousand were sent out. 
 One or two who were stran- 
 gers to the pastor tele- 
 phoned in that they had received the personal note and others 
 stopped him on the street to repeat the same word. 
 
 Thirty thousand photograph post cards showing the * 'Gipsy" 
 origin of Gipsy Smith were prepared just before he came to 
 Denver. Under the picture was this description : 
 
 RCVIV/IL 
 
 GRACr 
 
 W/IRM UP 
 
 pirsroif-fvntjKtMsr 
 
CHURCH PUBLICITY 
 
 Born in a gipsy camp. Unable to read at 17. Preaching to thousands 
 at 20. Guest of King Edward at Coronation. 18,000 heard him in 
 St. Louis. 
 
 On the other side was an announcement of the Gipsy Smith 
 meeting with this postscript: "Mail this to a friend." 
 
 Clough Methodist Church, in Denver, prepared a Httle blue 
 tag, 234xlM inches, announcing the revival meetings. These 
 were put on the children at school, who were glad to wear them 
 home, and thus a real announcement was made that was not 
 easily forgotten. 
 
 Professor L. D. Eichhorn is a noted 
 composer of music. He aided the writer 
 at special meetings while in Denver. 
 He furnished a hand sketch of a new 
 song. From this was made a large 
 sheet "cut." The song was then printed 
 and distributed in all the neighborhood. 
 At the top were the words, *'Try this 
 on your piano." At the bottom, the 
 revival meetings were announced. Nat- 
 urally, many people kept it because it 
 was a free sheet of music with real 
 life and art in the music itself. They 
 could not play it without being re- 
 minded of the revival meetings. Its 
 very presence on the piano and in the 
 home made it effective as an advertis- 
 ^ ^ ing medium. 
 
 Briefly worded cloth banners were placed on the sides of 
 street cars. These can be noted in the chapter on "Outdoor 
 Advertising." 
 
 If the church is located near a factory or mill, doubtless 
 arrangements could be made with the management so that the 
 envelopes containing the pay of the employees could be fur- 
 nished by the church. On these envelopes would appear a 
 pointed announcement of the services. 
 
 It is easy to secure stickers on which Scripture is printed to 
 be put on all mail sent out by business houses. Western 
 cities advertise carnivals effectively that way. If it is a union 
 revival, many, if not all, of the merchants would agree to put 
 announcing stickers on their letters and even on the packages 
 sent to customers. Laundries may be furnished bands for shirts. 
 
 o ^ 
 
 REVIVAL 
 
 Clough M. E. Church 
 
 W. First &Katamath 
 
 BEGINNING MAR. 8 
 
 MISS 
 
 inezLBatGhelor 
 
 EVANGELIST 
 
 J.R. Edwards, Pastor 
 
 COME 
 
REVIVAL MEETINGS 365 
 
 It would be easy to prepare little board signs to be nailed 
 on the fences throughout the country districts. Have a stencil 
 made and plane off pieces of boxes. Nail them up while on 
 business or pleasure trips in the country. 
 
 Scores of methods may be employed. The world has no 
 patent on any plan that in itself is right, which succeeds. It is 
 foolish to announce a revival meeting and then blame God 
 because only a few of the faithful attend. It does no good 
 to scold. It is a waste of time to bemoan the fact in prayer 
 or exhortation. Vigorous, fitting publicity methods will bring 
 an audience. If an audience is secured, where the church is 
 hungry for revival, and the members are willing to spend them- 
 selves to the limit in personal work, consecration, prayer, and 
 thoughtful planning, the revival is sure to become a fact, and 
 sheaves will be garnered, the angels will be gladdened, the 
 church strengthened, and. God be glorified. Alert, energetic, 
 purposeful, sanely directed modern advertising would insure a 
 revival to many churches and communities because the other 
 conditions are already present. 
 
CHAPTER XVIII 
 
 Permanent Membership Reminders 
 
 The Rev. J. W. Lee, D.D., long time prominent minister 
 in the Methodist Episcopal Church, South, in an address 
 heard by the writer, when young, said: "I never 
 Never j^g^ touch with my church membership. Whether 
 
 Toifch ^^ ^ vacation, or at special duties, or in my study, 
 I hold them before my mind's eye and think how I 
 may reach and help them." 
 
 That is the ideal attitude. One need not permit such a 
 memory of the people to worry him. It will but help to bring 
 in new ways of gripping the individual tighter, so that the 
 effort to lift up may be more effective. 
 
 While Bishop F. D. Leete, now located in Atlanta, was pastor 
 of the great Central Methodist Church, in Detroit, he was 
 given a vacation for travel in Europe. During that period of 
 three months he wrote with pen and ink, as he was moving 
 about over the country, a postal card to every one of his fifteen 
 hundred members. Of course, many of them framed that card 
 and kept it as a permanent reminder both of Dr. Leete and the 
 church of which he was pastor. 
 
 For years it has been the writer's custom to send a written 
 post card to shut-ins and old people when he goes away on a 
 trip. He has also regularly written a "plate" and had it 
 printed on souvenir post cards to mail to the whole membership. 
 This was not as strong a plan as Dr. Leete's, but was more 
 within the range of the possible. People to-day value the 
 post card. Especially is that true if one goes to a region where 
 his membership seldom goes or has friends to write them. 
 
 A certain kind of humility will keep one from using his own 
 picture. Nevertheless, the membership want it if he is a worthy 
 pastor. Early in the Denver pastorate the writer was lecturing 
 at Winona Lake, and before going had a cut made showing the 
 outside of the church and the pastor's picture, together with a 
 word of greeting written with pen and ink for a "plate" repro- 
 duction : 
 
 366 
 
PERMANENT MEMBERSHIP REMINDERS 367 
 
 Denver is a long distance from New York, and hence not 
 many of the masses there are able to make the trip. Since it 
 is the writer's old home, and a place where he can 
 ^^Touch ^^^^ effectively, frequent visits are made. The 
 Methods mountain burro is typical of the community. Noth- 
 ing gets into the hearts of people like a child. At 
 the risk of wrecking dignity, a photograph was made, showing 
 the pastor leading a burro with the boy astride and Mrs. Reis- 
 ner driving with a stick. Below this printed on the photo- 
 graph were the words, "We have started for New York." 
 This photograph was printed on a photograph postal, not re- 
 produced with a cut. One was then mailed to every member of 
 the church. It was the most effective thing the writer has ever 
 
368 
 
 CHURCH PUBLICITY 
 
 employed. The people by the scores framed the picture. 
 This form gets into the heart and so secures loyal supporters. 
 A keen business man sent word that it was the finest piece of 
 advertising he had ever seen. The announcement on the 
 other side of the post card, written as usual with a pen and 
 reproduced with a plate was as follows : 
 
 Denver, Colo., 8/27/1912. 
 I am starting back to New York after an enriching Western visit. 
 It will gladden me to see you Sunday, September 1st. I will preach at 
 both services. Beautiful stereopticon pictures of Colorado scenery shown 
 in the evening. Every Sunday we will cooperate to make Grace "A Home- 
 like Church." 
 
 Your pastor-friend. 
 
 Christian F. Reisner. 
 
 Two or three such souvenir postal cards are sent to the whole 
 membership annually. Such methods cultivate a love of the 
 people for the pastor, and unless he can have that his words will 
 fall flat and his influence be shortened. It is very easy for most 
 people in this busy life to forget that they are members of a 
 church. 
 
 It is equally true that it will do them good and benefit their 
 friends also if it is known that they are members. If the right 
 kind of a reminder can be placed in a home, it will aid in accom- 
 plishing both of these results. If this reminder is tasty, artistic, 
 
PERMANENT MEMBERSHIP REMINDERS 369 
 
 and at the same time helpful, it will probably secure a good 
 location in the most used room. 
 
 Acting on this conviction, the writer while in Denver had a 
 pen sketch made of the words which Phillips Brooks spoke, 
 as if by inspiration, as follows: " Here is my work to do — not 
 to worry over. 'My work,' I say, but if I can know that it is 
 not my work, but God's, should I not cast away my restless- 
 ness even while I worked on more faithfully and untiringly 
 than ever.^" This was reproduced on a neat card with a hole 
 for hanging it up. Many, however, framed it and kept it 
 permanently. 
 
 One of the splendid specialists in church printing sent the 
 writer a sample of a card that could be used in the same way. 
 On one side is shown a picture of Christ in Gethsemane, on the 
 
 
 
 
 
 
 213. 
 
 — 
 
 SL 
 
 — • 
 
 JO 
 
 __ 
 
 32 
 
 1 
 
 
 Take Your 
 Temperature 
 
 BoiUNG-Enthusiastic, 
 goes to meeting, gets 
 others togo.worksany- 
 wherein meetingorout 
 of meeting. Always on 
 time. 
 
 Blood Heat— Very 
 much alive, goes to 
 meeting, leads the 
 mer-ting. prays, speaks. 
 Usually on time. 
 
 Temperate— Alive, 
 
 goes to meeting, takes 
 part occasionally, usu- 
 ally found on the l^ck 
 seat. Often late. 
 
 FfiEEZi NC-Dying,goe8 
 to meeting occasion* 
 ally, never takes part. 
 
 Z E ft o-Dead, never goes 
 to meeting. 
 
 What is your Temperature.* 
 
370 
 
 CHURCH PUBLICITY 
 
 other one of him staggering under the cross on his shoulders. 
 In the middle is a thermometer reproduction, reminding one 
 that they might estimate their spiritual state. 
 
 Acting on the suggestion of the membership card issued to 
 Y. M. C. A. members, another form was prepared for the 
 New York church. It is of a size that can be carried in the 
 pockets or handbag and so serve as a medium of introduction, 
 as well as a reminder. 
 
 A HOMELIKE CHURCH" 
 
 This Certifies that- 
 is a member in good 
 West 104th Street be 
 therefore worthy of 
 this membership card 
 of fellowship with C! 
 best by praying, pa- 
 Kingdom. 
 New York City 
 
 Grace Met hod i 
 
 ibus and Am 
 
 lowshtp and co-o 
 
 ihi 
 
 nd 
 
 it Episcopal Church, 
 
 am Avenues and is 
 
 (feration. In accepting 
 
 ties and opportunities 
 
 purposes to do 
 
 this branch of the 
 
 Pastor 
 
 There is no time so opportune for a heart-stirring reminder 
 as the holiday season. Many pastors employ Christmas to 
 
 plant reminders with apt cards and letters. The 
 Greetings writer has always taken the New Year time because 
 
 it was not so crowded with gifts, and also from the 
 fact that most people were rearranging their lives by new 
 resolutions or reconsecration. Many splendid ways offer 
 themselves. 
 
 A printing firm in Denver put out a nobby little token that 
 would compel people to talk about it for a few days. It was a 
 red card tag with a little sleigh bell attached with a red string. 
 It was mailed as a post card. The words on it were: 
 
 'Ring out the old, ring in the new" — 
 Any old ring will do — if you ring up 4200 
 for your office supplies and printing. 
 
 Of course one would not want to use that wording, but the tag 
 
PERMANENT MEMBERSHIP REMINDERS 371 
 
 with the little bell on it, if sent with just part of the words, 
 such as "Ring out the old, ring in the new,'* with an added 
 announcement of good wishes, and the name of the church, 
 would make a telling effect. Such a card as that would probably 
 be inexpensive and could be sent to hundreds of prospective 
 members and to friends, not, therefore, limiting it to the mem- 
 bership alone. 
 
 The Rev. R. D. Hollington, D.D., has made himself an expert 
 in taking pictures while on foreign travels to reproduce with the 
 stereopticon for his Sunday night services. While on such a 
 trip he had a picture of himself and wife taken in genuine 
 Oriental costume, he carrying the gun and dressed as an Arab 
 of the Desert, while his wife stood by his side with a waterpot 
 on her shoulder. It was a striking picture that would be 
 certain to be valued by his people. On one side of the New 
 Year's greeting was this picture, while on the other were the 
 following words: 
 
 We would flood your path with sunshine; 
 
 We would fence you from all ill; 
 We would crown you with all blessings. 
 
 If we could but have our will; 
 Aye! but human love may sorely err 
 
 And a power all wise is near; 
 So we only pray, God bless you, 
 
 And God keep you through the year. 
 
 Mr. and Mrs. Richard Hollington. 
 
 The Rev. A. C. Hacke prepared his New Year's greeting on a 
 blotter. In the center was a reproduction of his own face, 
 w hile on one side was a personal word of greeting, and on the 
 other side was the following poem: 
 
 Courage, brother! do not stumble. 
 
 Though thy path be dark as night; 
 There's a star to guide the humble: 
 
 "Trust in God, and do the right." 
 
 Perish policy and cunning! 
 
 Perish all that fears the light! 
 Whether losing, whether winning, 
 
 "Trust in God, and do the right." 
 
 Some will hate thee, some will love thee. 
 
 Some will flatter, some will slight; 
 Cease from man, and look above thee. 
 
 "Trust in God, and do the right." 
 — Norman MacLeod. 
 
372 CHURCH PUBLICITY 
 
 Several years ago while Dr. Louis Albert Banks was pastor 
 of Trinity Church, Denver, he put out as his New Year's greeting 
 a splendid set of resolutions, which could be framed for the 
 wall. Here they are: 
 
 TEN NEW YEAR'S RESOLUTIONS 
 
 1. I will not permit myself to speak while angry. And I will not make 
 a bitter retort to another person who speaks to me in anger. 
 
 2. I will neither gossip about the failings of another, nor will I permit 
 another person to speak such gossip to me. 
 
 3. I will respect weakness and defer to it in the street car, on the train, 
 in the store, and in the home, whether it be in man or woman. 
 
 4. I will always express gratitude for any favor or service rendered to 
 me on the spot and at once. 
 
 5. I will not fail to express sympathy with another's sorrow, or to give 
 hearty utterance to my appreciation of good work by another. 
 
 6. I will not talk about my personal ailments. If my shoulder is rheu- 
 matic or I have the gout in my big toe or my knee joint is stiff, it 
 will be one of the subjects on which I am silent and not open to 
 interview. 
 
 7. I will look on the bright side of the circumstances of my daily life, 
 and will seek to carry a cheerful face and speak hopefully to all 
 whom I may meet. 
 
 8. I will neither eat nor drink what I know will detract from my ability 
 to do my best work and be of the most service to myself or others. 
 
 9. I will speak and act truthfully, living with sincerity toward God 
 and man. 
 
 10. I will strive to be always ready for the very best that can happen 
 to me. I will seek to be ready to seize the highest opportunity to 
 do the noblest work, to rise to the loftiest plane which God and my 
 abilities permit. 
 
 Louis Albert Banks. 
 
 This suggestion bore fruit in the writer's plan, and he fol- 
 lowed the method and wrote several sets of resolutions. Some 
 of them have been widely reproduced, and he will therefore 
 venture to give two of them here. The following set, headed 
 *'Ten Self Commandments," was reproduced in the New York 
 American on its editorial page. While they appeared on the 
 front page of the New Year's letter for that year, they were 
 also printed on a card and hundreds of them given to the 
 audiences before and after New Year's Day, 1911. Doubtless 
 they were hung in many homes and called attention to the 
 church every one of the three hundred and sixty-five days of 
 the year. What better publicity work could there be? 
 
PERMANENT MEMBERSHIP REMINDERS 373 
 
 PJnEHD ™E HAPPY SUNDAY EVENING and 
 TRY RESOLVING; 
 
 [TEN SELF COMMANDMENTS] 
 
 I WILL say a hearty "hello" at half a chance and help everywhere. 
 
 I WILL practice smiling until it becomes a fixed habit. 
 
 I WILL cultivate my heart as y/eW as fill my pocket-book. 
 
 I WILL not forget to say "thank you" to God and Man. 
 
 I WILL swallow three times before talking when angry. 
 
 I WILL not criticise but compliment folk and that not gingerly. 
 
 I WILL choke back complaints about aches, ills and bad luck. 
 
 I WILL take my head and heart to church quite regularly. 
 
 I WILL say my prayers with a child's spirit and an adult's will. 
 
 I WILL daily look myself over and make all possible improvements. 
 
 GRACE METHODIST EPISCOPAL CHURCH 
 
 W. 104th Bet. Amsterdam and Columbus 
 
 New York City 
 
 ^^A JdiAjujfph^ 
 
 It served as a helper of daily life and since it was generally 
 kept it sweetened and enriched the life of the home. 
 
 The set for 1912, marked *'Ten Royal Resolutions," was 
 placed on a perforated card so they could be hung on the wall. 
 
 The mind must be constantly seeking for new avenues to the 
 people's hearts. The preacher is not to reach their heads only. 
 As Dr. Charles E. Jefferson insists, the modern minister has 
 been doing that too much. To quote him : "He has been placing 
 his offerings on the altar of logic and neglecting the God-estab- 
 lished one of sentiment." It seems, therefore, legitimate to 
 employ the last thing which could not be criticized by sane 
 taste, to get a grip on the affections of the people. 
 
 When the writer's laddie was six months old a local photog- 
 rapher took an excellent picture of him seated in a high chair. 
 The privilege was secured of reproducing this as a photograph. 
 The plate was borrowed and turned over to some young men 
 who could do it effectively. They prepared one thousand 
 prints, and this print was pasted on the inside of the New 
 
374 CHURCH PUBLICITY 
 
 1912 
 TEN ROYAL RESOLUTIONS 
 
 I will study the language of gentleness and refuse to 
 
 use words that bite and tones that crush. 
 I will practice patience at home lest my testy temper 
 
 break through unexpectedly and disgrace me. 
 I will remember that my neighbors have troubles 
 
 enough to carry w^ithout loading mine on them. 
 I will excuse others' faults and failures as often and 
 
 fully as I expect others to be lenient with mine. 
 I will cure criticism with commendation, close up 
 
 against gossip and build healthy loves by service. 
 I will be a friend under trying tests and wear every- 
 where a good-will face unchilled by aloofness. 
 I will gloat over gains never but amass only to enrich 
 
 others and so gain a wealthy heart. 
 I will love boys and girls so that old age will not find 
 
 me soured and stiff but fresh and free. 
 I will gladden my nature by smiling out loud on every 
 
 fair occasion and by outlooking optimistically. 
 I will pray frequently, think good things, believe in 
 
 men and do a full day's work without fear or favor. 
 
 GRACE METHODIST EPISCOPAL CHURCH 
 
 West One Hundred and Fourth 
 
 New York City 
 
PERMANENT MEMBERSHIP REMINDERS 375 
 
 Year's greeting for that year. A baby picture is valued by 
 everyone, and, needless to say, the whole membership placed 
 this in a conspicuous place in the parlor so that it constantly 
 reminded them of their church and its pastor, cultivating their 
 love for both. 
 
 A stiff cardboard folder was used so that the picture — which 
 was on the inside — would have a good mounting. On the front, 
 or first page, was the personally prepared letter on page 376. 
 
 Another year, the New Year's greeting commanded hours 
 of time to shape it as epigrammatically and brightly as possible. 
 It was then tastefully reproduced on a piece of paper that would 
 look rich in a frame. Many of the members immediately pre- 
 served it in that way. Hence its message spoke to those who 
 came into the house, and witnessed to the fact that the occu- 
 pants of that household were members of Grace Church. The 
 letter began as follows : 
 
 God's good year of 1907 is gone. A better is before us. Each day 
 brings growth to Christ's disciples. Cutting trials are often the sculptor's 
 efforts to shape us into Christlikeness. Complaint crushes cheerfulness. 
 Glowing growth gives God glory. Frowns form frozen furrows. Smiles 
 stimulate sunniness. Believers become big by busy brotherliness. Christ 
 continues to conquer. Heathen nations are gladly bending the knee. 
 Golden sheaves lie near every disciple. Men were never so eager to meet 
 Jesus, Church membership is increasingly a mark of honor. Excuses 
 pale before God's offers. Optimism is on the throne. Victory is in the air. 
 Let us "go up" and possess the land. "Behold now." 
 
 While in Denver, where pictures are not common in most 
 families, since they have moved from East, South, or North, and, 
 consequently, only brought along necessary things, the writer 
 found it wise to prepare an expensive New Year's greeting that 
 would become an actual picture on the wall. It cost $60 to 
 get the artist's designs and have the plate made, but the money 
 was well expended, for almost without exception every member 
 of the church either framed it or hung it immediately in a 
 conspicuous place. A short prayer was composed and the 
 artist worked it in skillfully under a picture of Christ praying 
 in Gethsemane. Around the border a gilt frame decorated 
 with mistletoe, with the berries red and white appeared. The 
 whole made a pleasing, dignified, and uplifting effect for a pic- 
 ture. In the original it required five colors to produce it. 
 Here it appears in one color (see page 377). 
 
 This same cut was afterward used as the center of a church 
 calendar in New York. 
 
376 CHURCH PUBLICITY 
 
 HAX snail I wish for you on tne 
 sill of 1910's open aoor ? 
 
 May you kave for yourself : 
 
 Peace, poise, and patience, 
 Healtn, nope, and nappmess. 
 Courage, cheer, and contentment, 
 Faitk in, fellowskip "witk, and fidelity 
 to Christ. 
 
 May you be towards otners : 
 
 Gentle, gracious, and guileless. 
 Useful, unselfisn, and undaunted, 
 Sympatnetic, serviceful, and sincere. 
 Loyal to friends, loving to foes, and 
 lenient witk tke fallen. 
 
 May you remain : 
 
 Untwisted by prejudice, 
 Untarnisked ty lo>?^ desires, 
 Uncrusned by disappointment. 
 Undismayed by any failure : 
 
 Yours for a joyful year. 
 
 Grace CKurch Parsonage 
 January 1, 1910 
 Denver 
 
 vUk^^Aa^^P^ 
 
PERMANENT MEMBERSHIP REMINDERS 377 
 
S78 
 
 CHURCH PUBLICITY 
 
 The Rev. A. F. Ragatz, as before suggested, is gifted as a 
 design maker. He can do both fun cartoons and truth-carrying 
 ones. He also has the artist's skill. Hence one New Year's 
 greeting exhibited unusual taste, because the words and back- 
 grpund were all done in an original design. 
 
 p}^ te my Mg 
 
 10 
 
 Vcar-> Greeting 
 
 vSIueTEuF^ you v?/ll receive it fa 
 'ij/t SPiWt'I send tf, it v>?r|| rpca^ 
 rporc to you tf}a») cxnyt^tng f^^u^ 
 r7)oney CQq buj/. 
 
 C>KrfsX Wpo&e com 1 9^ v/<r fcave 
 jusccelebra'tecl^di^c io MOO ^ 
 
 l;)cQr»r'(^ c(;ecr», a spi «^*ia o^^pe 
 Q |;>cvp3 ef^l^elp* Q li^ o|^ lo>/c 
 ^K e\/ery doy 19 G^ll lOe. yeoNrT* 
 
 Siqcerely youra 
 
 C\CkC\ 
 
 Denver. Colo. 
 January 1st. 1912 
 
 ^xo* 
 
 ^^fj^r^ 
 
PERMANENT MEMBERSHIP REMINDERS 379 
 
 Time gets increasingly valuable, and hence the long 
 New Year's letter is not commonly read. In 1912 a tasty 
 card 6x4 inches, of eggshell paper and deckled edge, was 
 used to print the brief definition of the term "Christian." 
 It took many hours to boil this down into shape as finally 
 printed : 
 
 ERVICE INSPIRED BY LOVE 
 AND MEASURED BY SACRIFICE 
 MARKS ONE AS A CHRISTIANS 
 HELPFULNESS BRINGS CON- 
 TENTMENT /^LOVING OTHERS 
 INSURES HAPPINESS/* BIBLE 
 RULES LEAD TO FULLEST 
 HEALTH ^ GOD'S WILL IS IN 
 THE SUNSHINE AS CERTAINLY 
 AS IN THE SORROWS ^ WHEN THE FATHER 
 CLOSES A DOOR HE OPENS A/.^ . crp, 
 WINDOWi^FAITH OVERCOMETH ^^^^'^^^^^^^ 
 
 CFIACE METHODIST CHURCH 
 NEW YORK CITY 
 JANUARY 1. 1913 
 
 The above is reproduced one third. 
 
 H. S. Springer, the energetic teacher of Class No. 10, Camden, 
 N. J., sent out the following: 
 
 Many Merry Christmases, many Happy New Years, unbroken friendships, 
 great accumulation of cheerful recollections, affection on earth, and Heaven 
 at last for all of us. 
 
 And this is my Merry 
 Christmas wish to you. 
 
 H. S. Springer. 
 
 The composition of the New Year's letter is always ex- 
 ceedingly valuable. All of us do not have the power to 
 aptly prepare one. At least, we want a change frequently. 
 Hence the wording of several different samples is reproduced 
 here. 
 
380 CHURCH PUBLICITY 
 
 Here is one prepared by the Rev. J. M. Gage: 
 
 NEW YEAR GREETINGS 
 
 OUR WISH — That this may be the brightest, happiest, 
 and most prosperous of all the years for ^ou. 
 
 OUR CHALLENGE— That j;ou make this 
 "Another year of service. 
 
 Of witness for thy love. 
 Another year of training 
 
 For holier work above.'* — Havergai 
 
 OUR PRAYER— That, remembering 
 "The issue of Life to be, 
 
 We weave with colors all our own, 
 And in the fields of destiny 
 
 We reap as we have sown." — Raphael 
 You let Christ be King of your life. 
 
 John 15:5 Phil. 4:13 
 
 No one can quite equal the style of Bishop William A. Quayle, 
 and so one of his splendid greetings is reproduced: 
 
 A NEW YEAR'S RESOLVE 
 By God's good help I mean this year to live the better life. I will pray 
 much, will stir myself up to answer my own prayers, will be slow in faulting 
 others, will hold myself to rigorous account, will love many and will love 
 ardently, will watch the skies and the fields, will enjoy jostling in the 
 throngs of busy men, will answer to my nobler impulses, will strive to 
 defeat my unworthy biases, will enjoy people, will cultivate the spirit of 
 the recluse and the happy dweller amongst men, will keep alive my sense 
 of wonder, will attempt to be in myself daily an invitation of humankind 
 to Christ, will strive so to be that it will be no struggle to do, will enjoy 
 the poetry of books and the sweeter poetry of life, will put myself out 
 where the winds of God may blow across my heart and strive to live so 
 cleanly and so valiantly as that if I live not to see the sunrise of another 
 year, I may see the sunrise of eternity unabashed, unafraid, even elate; 
 for to live shall be Christ, but to die shall be gain infinite and everlasting. 
 
 William A. Quayle. 
 
 Harold Bell Wright, the author of The Calling of Dan 
 Matthews, The Shepherd of the Hills, and three or four 
 others of the greatest selling books of fiction of recent times. 
 
PERMANENT MEMBERSHIP REMINDERS 381 
 
 while the pastor of a Christian Church in Kansas City, Mo., 
 sent out the following New Year's letter: 
 
 My Dear Friends and Others: — 
 
 The sands of 1904 are almost run: before the glass is turned I would 
 say alike to all, I thank you. Life would not be worth while were it not 
 for you. 
 
 You are dear, beyond words, to me, my friends — because you are my 
 friends. You are dear, beyond words to me, others, because — while you 
 do not harm me in the least, you add spice to life and make me appreciate 
 my friends the more. 
 
 I am having printed for all, a beautiful poem that hangs over my desk 
 in "The Den." It is from Dr. Henry van Dyke and seems to me, good 
 enough for anyone. Please accept it with the honest wish that the New 
 Year may come to you with a Gospel of Labor, and that your work may 
 help to make this world a somewhat better place in which to live. 
 
 Sincerely your friend. 
 
 On the other side of the sheet is reproduced this poem by 
 Dr. Van Dyke which is worthy of place here: 
 
 THE GOSPEL OF LABOR 
 
 But I think the King of that country comes out from his tireless host. 
 And walks in this world of the weary, as if he loved it the most; 
 And here in the dusty confusion, with eyes that are heavy and dim. 
 He meets again the laboring men who are looking and longing for him. 
 
 He cancels the curse of Eden, and brings them a blessing instead; 
 Blessed are they that labor, for Jesus partakes of their bread. 
 He puts his hand to their burdens, he enters their homes at night; 
 Who does his best shall have as his guest the Master of life and of light. 
 
 And courage'will come with his presence, and patience return at his touch» 
 
 And manifold sins be forgiven to those who love him much; 
 
 And the cries of envy and anger will change to the songs of cheer. 
 
 For the toiling age will forget its rage when the Prince of Peace draws near. 
 
 This is the gospel of labor — ring it, ye bells of the kirk — 
 The Lord of Love came down from above to live with the men who work. 
 This is the rose that he planted, here on the thorn-cursed soil — 
 Heaven is blest with perfect rest, but the blessing of earth is toil. 
 
 — Dr. Henry van Dyke. 
 
 The wording of the first one the writer sent out as a pastor 
 in New York is here given: 
 
 Greetings, Mt Friend: 
 
 Good cheer to you for all 1911. Words offer poor mediums for heart 
 messages. The sincerest wish of my life is for your truest happiness on 
 every day. God is our Father. We be brethren. Peace was willed us 
 by Christ. Joy is a summer and winter fruit of the Spirit. We have a 
 Companion for every journey. Home is at the end of the race. 
 
CHURCH PUBLICITY 
 
 The old year has been lessonful. God's grace has made growth possible 
 every day. Frightening specters have proved to be fanciful. Strength 
 has come for each separate burden. Sorrows have brought out the luster 
 of promise gems. Happiness has foretasted the Homeland. Personal 
 progress promises perfection. The past assures good to-morrows. 
 
 May the year bring new victories over sin and sloth. Blossoraful 
 beauty is hidden in every heart. Usefulness is uniformly possible. One- 
 talent people are as necessary as the ten. Activity under orders assures 
 returns. Our Leader permits no work to be wasted. His true word 
 roots though growth is gradual. Christ channels blessing through clean 
 lives. 
 
 Only kindness has met me. Heartiest cooperation has come. Hope- 
 fulness dominates. Best days are surely ahead. Past pastors have each 
 left a consecrated heritage. We owe them. The Father wills us victory. 
 We need only to enter hopefully at our best. It is not our work but Jeho- 
 vah's. His wisdom and presence must empower. 
 
 Hearts ache everywhere. Loneliness abounds amidst the city's crowd. 
 Tears burn wrinkle- valleys on the face. Storms assail. Christ the Con- 
 soler Mali be welcomed. Let us rally to our church so faithfully and 
 spiritually that hundreds may see his face. Pray that your pastor may 
 daily get manna from the Master's fingers to dispense. 
 
 God needs you. Grace Church counts on you. I, your fellow servant, 
 draw much strength from your sympathy. Together with the Workman 
 of Galilee let us toil for the best year of life. 
 
 In the name of the Conquering Christ, I am. 
 
 Yours hopefully. 
 
 Christian F. Reisner. 
 
 As a rule, the stereotyped forms prepared by stock printers 
 do not impress as the one which carries the recognizable per- 
 sonal style and flavor of the pastor who prepares it. 
 
 The Rev. George A. Duvall, who so splendidly demonstrates 
 that the pastor in a town of twelve hundred can do all kinds 
 of printing in a telling and profitable way, issues a tasty letter 
 reminding the people of the coming communion and urging 
 them to get ready for it. Attached to this he gives a few 
 items that will appear in his quarterly report, such as deaths, 
 marriages, baptisms, conversions, etc. 
 
 Easter offers a rare opportunity for spiritual awakeners, 
 
 especially if Holy Week is observed. The writer sends out a 
 
 letter of reminder and holds at least three services 
 
 Easter during that week. One year an Easter prayer as 
 
 follows was inclosed: 
 
 AN EASTER PRAYER 
 Our hearts grow glad, O Easter King, as we contemplate thy resurrec- 
 tion. Thou hast robbed death of dread and stopped the sting of sorrow. 
 Stir us by thy sacrifice. Purpose us to plant lilies of hope along all path- 
 ways. Brighten our faces with high endeavor. Sweeten our speech 
 
PERMANENT MEMBERSHIP REMINDERS 383 
 
 with gentleness. Preserve in us the pleasantness of patience. Deliver 
 us from deadening greed. Sunshine our hidden graces into blossom. 
 In the name Victorious. Amen. 
 
 It was tastefully framed by a *'cut" of white lilies, while the 
 background was in purple and so shaped that it could be hung 
 on the wall. 
 
 Another Easter time a card with purple shading was printed 
 and distributed in the audience, with the following on it: 
 
 WHY BE GLAD AT EASTER 
 
 1. Death is defeated; life is endless. 
 
 2. Enemies are harmless; the cross lifted Christ to glory. 
 
 3. Homeland reunions are ahead; fellowship is sweeter when final separa- 
 tion is known to be impossible. 
 
 4. Love makes lawkeeping easy; the Ten Commandents become measuring 
 rules. 
 
 5. Christ's power can conquer every sin; troubled Thomas, persecuting 
 Paul, passionate Peter, outcast Mary all found peaceful pardon. 
 
 This too was perforated at the top so it could be hung on the 
 wall, though the card itself was small, being but 5f/^xS}4: inches 
 in size. 
 
 The calling card should not be cheap or gaudy, else it will 
 not find a permanent place among others that are preserved. 
 It is too common to use the regular calling card 
 Card?^ as a vehicle for advertising. When the pastor 
 himself calls, he should leave a card corresponding 
 to the one left by the most cultured person. It is well to have 
 a plate made in Old English type, to be absolutely correct in 
 form. Localities differ in demand. 
 
 When, however, there is advertising with the card, it should 
 not appear on the front with the name. One is now prepared 
 by the Woolverton Printing and Publishing Company, Osage, 
 la., which folds up, and on the inside is a quotation from 
 Oliver Wendell Holmes on church attendance, and on the 
 other side is one by Washington Gladden on religion, while on 
 the third, or immediately back of the name, is the poem: 
 
 A little bit of patience 
 
 Often makes the sunshine come. 
 A little bit of love 
 
 Makes a very happy home. 
 A little bit of hope 
 
 Makes a rainy day look gay. 
 A little bit of charity 
 
 Makes glad a weary way. 
 
384 CHURCH PUBLICITY 
 
 The assistants of Grace Church use a card form which per- 
 mits of their signature and at the same time brings a personal 
 greeting from the pastor: 
 
 *'^ ||ome=lifee Cfturclj" 
 
 W^ii t£( to remtnb pou ttat tiie tooritersc of ^xntt ilfletijobtstt 
 <£pis(copaI CfjurcJb, powr cl^urcf), arc tfjtnfeing about pou. ©r. 3&etsner 
 tDotUb glablp call persionallp tf not feept con£(tantlp at official butie£(. 
 He toill re£tponb promptlp to pour s^pecial neebd. l^rite or £(peab anp 
 sfugge£(tion£( toljicti pronrisfe to ma6e tlje £(erbice of tfje Sitaff more fjelpful; 
 toe propoise to bo our bes^t. Contribute bp pour pre£((nce to tbe 
 increasing sttrengtf) of tbe cfjurcf). 
 ^eto |9orfe ^incerelp. 
 
 — ias;stijftant to tfje ^atftor. 
 
 I^rite anp fituggesftioniS tobicb map b^lp tbe cburcb; fi(ucb atf itK 
 form of toorsffjip, sfermon tfjemeat, plansf of toorb, etc. 
 
 (^a be maileb or banbeb in; 
 
 Special Dr. Rompel prepared a tasty little bookmark, 
 
 ^°thS - ^^^^ ^^^ following upon it: 
 gestions BOOK MARK 
 
 What to Read 
 
 If you have the "blues," read the Twenty-seventh Psalm. 
 
 If your pocket or pocketbook is empty, read the Thirty-seventh Psalm. 
 
 If people seem unkind, or misjudge you, read the Fifteenth Chapter of John. 
 
 If you are discouraged about your work, read the One Hundred and Twenty- 
 sixth Psalm. 
 
 If you are losing confidence in men, read the Thirteenth Chapter of First 
 Corinthians. 
 
 If you can't have your own way in everything, keep silent and read the 
 Third Chapter of James. 
 
 If you are feeling all out-of-sorts, read the Twelfth Chapter of Hebrews, 
 
 Advertising calendars have multiplied tremendously in 
 recent years. Some secure a home location because a member 
 of the household works for the firm issuing it or is in some way 
 related. That same reason will give the church calendar a 
 
PERMANENT MEMBERSHIP REMINDERS 385 
 
 prior claim upon the home; hence it will pay to give attention 
 to this form of publicity. The church calendar will also find 
 a place in one of the living rooms of a house because it com- 
 ports with the surroundings, while the advertising on many 
 other calendars might not look so well in the same location. 
 Even people who do not attend church imagine that a church 
 reminder about the house gives it a tone of respectability. 
 Hence an advertising church calendar will be placed where 
 people will see it while at ease and when ready to receive im- 
 pressions. It is also very effective in hotels, rooming and 
 boarding houses and in school dormitories. Many institu- 
 tions will allow it to be put in locations that would not permit 
 any other form of advertising calendar. The writer prepared 
 a special design while in Denver and reproduced it in New 
 York because it was apt. The matter of expense can be 
 handled in the calendars by forethought, as in many other 
 things. A small advertisement at the bottom of the calendar 
 will pay for the whole thing. It is worth all it costs to the 
 firm, because that firm could not secure the prominent location 
 in the home if the advertisement were not associated with 
 the church. The pastor should be very careful that the firm 
 having this privilege is worthy of all support. As a rule, it 
 is best to secure a firm in some way related to the church 
 putting it out. If that is not possible, certainly a high-grade 
 institution should be secured. This plan has been worked suc- 
 cessfully for years and is possible in any community. (See 
 page 386.) Stock calendars do not impress as strongly as one 
 specially designed. 
 
 The Rev. Lincoln A. Caswell compelled people to face the 
 following list of strong "reasons" when they looked at their 
 calendar: 
 
 WHY I SHOULD BE AN ACTIVE CHURCH MEMBER 
 
 The noblest and strongest characters the world has ever known have 
 been earnest Christians. 
 
 The Church is the visible means by Avhich God has established the 
 Kingdom of Righteousness. 
 
 Directly or indirectly all Christian influences have come from the or- 
 ganized Church. 
 
 I would not care to live or bring up my children in a place where no 
 Church existed. 
 
 If everyone should follow the example of the non-church member, there 
 would be no Church. 
 
 It is selfish for me to expect to have the benefits of the Church while 
 I am refusing to identify myself with the Church. 
 
386 
 
 CHURCH PUBLICITY 
 
 I need the Church and the Church needs me, therefore I should join 
 it and do all in my power to establish its influence in the community. 
 
 The Son of God gave his life to redeem me, and invites me to join with 
 him in the saving of the world. 
 
 F. M. Barton, of Cleveland, 0., the publisher of the "Ex- 
 positor," prepares a very tasty calendar which has on the back 
 
 "jro.Mvif t>c will f 
 
 bcai Ibis voice, bnrN J 
 en not vjoiir hearts 
 
 "TObcrc two or 
 tbrcc arc o<>tbcre6 
 tooetbcr In ni? name, )t 
 there an) 1 In tbc 
 mi&3t of tbem." 
 
 "fioaneballnotllpc f 
 b? brcaD alone." 
 
 X "Cbatmplovniiobt [ 
 
 ^remain In ?ou an6 I 
 
 3 tbat pour Jo? nilgbt '•■ 
 5 be Mil." 
 
 12 3 4-56 
 
 7 8 9 JO U 12 13 
 
 14- 15 16 17 18 19 20 
 
 21 22 23 24^ 25 26 27 
 
 28 29 30 31 ^^ i-s;"-. ^^. 
 
 MNUARV- FIRST MONTH 
 
PERMANENT MEMBERSHIP REMINDERS 387 
 
 a passage of Scripture to be read by the individual or at family 
 prayers for every day of the year. The Epworth Bible Class, 
 of Chicago, put out a strong calendar, which announced on 
 the back the Christmas Sunday program and the New Year's 
 sociable where was to be produced the "Deestrict School." 
 Under the latter also came all the names of the people having 
 parts. The back of it thus served as a window card until the 
 first of the year, while on the other side was the calendar, 
 showing the Sunday school room, which had been erected by 
 the class for their own use, and the picture of the teacher. 
 
 Famous old John Street Church, New York city, issued a 
 souvenir in the form of a little book. On the front is a picture 
 of the church. On the inside, is a history of the institution 
 and a program of future activities, as well as a greeting from 
 the pastor, the Rev. Louis R. Streeter, D.D. On the back is 
 a calendar for the year. It is so arranged that it can stand 
 in the form of a tent, and thus be used as a calendar. 
 
 The Rev. B. Smith Stall, of West Grove, Pa., issues a small 
 calendar with his picture at the top. Dr. Rompel puts out a 
 new card calendar every month, on which he gives the sermon 
 subjects for morning and evening of that particular month. 
 
 Another pastor issues a calendar with only the Sunday 
 dates on for three months, and then furnishes a resolution 
 which may be signed. This calendar, when hung on the wall, 
 would be a very vivid reminder. 
 
 This is the day of post cards. Mr. Edward H. Packard, 
 of Roslindale, Mass., has prepared a striking set that can be 
 used for framing or placed on the mantelpiece. They contain 
 Scripture mottoes on a background of flowers. One with the 
 scripture, "Watch and pray, that ye enter not into temptation," 
 has as its background a cobweb with a spider at work. 
 
 President Harris Franklin Rail, of Iliff School of Theology, 
 Reading Denver, has prepared very carefully a leaflet which 
 Sugges- he sends to his members and gives to his friends, 
 tions headed as follows: "WTiat to Read." 
 
 WHAT TO READ 
 
 When in sorrow, read John l.'f. 
 When men fail you, read Psalm 27. 
 When you have sinned, read Psalm 51. 
 When you worry, read Matthew 6. 19-3 J^.. 
 Before church service, read Psalm 81^. 
 When you are in danger, read Psalm 91. 
 
388 
 
 CHURCH PUBLICITY 
 
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PERMANENT MEMBERSHIP REMINDERS 389 
 
 When you have the blues, read Psalm. 3 4. 
 
 When God seems far away, read Psalm 139. 
 
 When you are discouraged, read Isaiah 40. 
 
 If you want to be fruitful, read John 15. 
 
 When doubts come upon you, try John 7. 17. 
 
 When you are lonely or fearful, read Psalm 23. 
 
 When you forget your blessings, read Psalm 103. 
 
 For Jesus' idea of a Christian, read Matthew 5. 
 
 For James' idea of religion, read James 1. 19-27. 
 
 When your faith needs stirring, read Hebrews 11. 
 
 When you feel down and out, read Romans 8. 31-39. 
 
 When you want courage for your task, read Joshua 1. 
 
 When the world seems bigger than God, read Psalm 90. 
 
 When you want rest and peace, read Matthew 11. 25-30. 
 
 When you want Christian assurance, read Romans 8. 1-30. 
 
 For Paul's secret of happiness, read Colossians 3. 12-17. 
 
 When you leave home for labor or travel, read Psalm 121. 
 
 When you grow bitter or critical, read 1 Corinthians 13. 
 
 When your prayers grow narrow or selfish, read Psalm 67. 
 
 For Paul's idea of Christianity, read 2 Corinthians 5. 15-19. 
 
 For Paul's rules on how to get along with men, read Romans 12. 
 
 When you think of investments and returns, read Mark 10. 17-31. 
 
 For a great invitation and a great opportunity, read Isaiah 55. 
 
 For Jesus' idea of prayer, read Luke 11. 1-13, Matthew 6. 5-15. 
 
 For a prophet's picture of worship that counts, read Isaiah 58. 1-12. 
 
 For the prophet's idea of religion, read Isaiah 1. 10-18, Micah 6. 6-8, 
 
 Why not follow Psalm 119. 11 and hide some of these in your memory? 
 
 The Rev. A. B. Taylor, at North Cochocton, N. Y., did a 
 timely thing in reproducing the "Religious Utterances of 
 Woodrow Wilson" on the back of his Christmas greeting, at 
 the time Wilson was elected President. 
 
 The Rev. Thomas S. Brock, D.D., the pastor at Burlington, 
 N. J., put out on a tasty card a "One-Minute Sermon on Church- 
 going," as follows: 
 
 ONE-MINUTE SERMON ON CHURCHGOING 
 Text: *'Not forsaking the assembling of ourselves together, as the manner 
 
 of some is." — Heb. 10. 25. 
 Churchgoing is a means of graqe and divinely appointed. It is helpful 
 and restful. A fine investment of your time. It develops the best powers 
 of the man. But how easily neglected! Absence from next Sunday's 
 services will make it easy to stay away the next week. The slightest 
 irregularity in attendance will work serious havoc with a good habit. 
 Then we reach for an excuse. We shall find a plenty except good ones. 
 Most excuses analyzed mean, simply, "I don't wish to." If you will 
 attend church regularly one quarter, you will want to go. Try the remedy. 
 Begin next Sunday. 
 
 The Rev. George A. Duvall put on the back of one of his 
 advertising cards the following: 
 
390 CHURCH PUBLICITY 
 
 A PRIZE DEFINITION OF SUCCESS 
 
 Miss Bessie A. Stanley, of Lincoln, Kan., won a $250 prize by writing 
 the best definition of "What Constitutes Success." It is as follows: 
 
 He has achieved success who has lived well, laughed often, and loved 
 much; who has gained the trust of pure women and the love of little chidren; 
 who has filled his niche and accomplished his task; who has left the world 
 better than he found it, whether by an improved poppy, a perfect poem, 
 or a rescued soul; who has never lacked appreciation of earth's beauty 
 or failed to express it; who has always looked for the best in others and 
 given the best he had; whose life was an inspiration; whose memory a 
 benediction. 
 
 On the back of another he printed this quotation from 
 Benjamin Frankhn: 
 
 Of all tyranny, the most unsupportable is ignorance; of all injustice, 
 the greatest is that of neglect of youth; of all follies, the rankest is indiffer- 
 ence to the future. 
 
 Here is another little phrase which may be valuable on the 
 back of a piece of advertising : 
 
 THE VALUE OF A SMILE 
 
 The thing that goes the farthest toward making life worth while. 
 That costs the least and does the most, is just a pleasant smile. 
 It's full of worth and goodness too, with genial kindness blent. 
 It's worth a million dollars, and it doesn't cost a cent. 
 
 Such valued sentences as these lead people to keep the bit 
 of advertising. That end is sought for by every advertising 
 expert, for it will then continue to speak. The recipient cannot 
 help but turn it over to see where the paragraph originated 
 and then he finds the name of the church. If it is original 
 work, that increases his estimate of the minister; if it is a pe- 
 culiarly pertinent quotation, he still gives him credit for wis- 
 dom in making such a skillful selection. 
 
 Here is a good form to put out with a letter that may be 
 sent to the membership. They will likely keep it where it 
 may be shown, since it is worth while in its meaning, as well 
 as clear in its wording: 
 
 MY CREED 
 I would be true, for there are those who trust me; 
 
 I would be pure, for there are those who care; 
 I would be strong, for there is much to suffer; 
 I would be brave, for there is much to dare; 
 I would be friend of all — the foe — the friendless; 
 
 I would be giving, and forget the gift; 
 I would be humble, for I know my weakness; 
 
 I would look up — and laugh — and love — and lift. 
 
PERMANENT MEMBERSHIP REMINDERS 391 
 
 A similar thing was written by the Rev. Stephen A. North- 
 rup, D.D., for a magazine some years ago, as follows: 
 
 A LITTLE MORE AND A LITTLE LESS 
 
 A little more deed and a little less creed, 
 
 A little more giving and a little less greed; 
 
 A little more bearing other people's load, 
 
 A little more Godspeeds on the dusty road; 
 
 A little more rose and a little less thorn. 
 
 To sweeten the air for the s'ck and forlorn; 
 
 A little more song and a little less glum. 
 
 And coins of gold for the uplift of the slum; 
 
 A little less kicking the man that is down, 
 
 A little more smile and a little less frown; 
 
 A little more Golden Rule in marts of trade, 
 
 A little more sunshine and a little less shade; 
 
 A little more respect for fathers and mothers, 
 
 A little less stepping on the toes of others; 
 
 A little less knocking and a little more cheer 
 
 For the struggling hero that's left in the rear; 
 
 A little more of love and a little less hate, 
 
 A little more of neighborly chat at the gate; 
 
 A little more of the helping hand by you and me, 
 
 A little less of this graveyard sentimentality; 
 
 A little more of flowers in the pathway of life, 
 
 A little less on coffins at the end of the strife. 
 
 The Rev. C. H. Woolston, D.D., put out a beautiful set of 
 commandments at one of his children's services when he empha- 
 sized the attitude which children ought to take toward their 
 mothers : 
 
 MOTHER'S TEN COMMANDMENTS 
 A Mothers' Day Message. 
 Hearken unto these words, my children, 
 for the comfort of Mother and the Glory of God 
 
 1. Thou shalt be obedient unto her good word. 
 
 2. Thou shalt be joyful and show her a sunny face. 
 
 3. Thou shalt be kind and cross words shall be far from thy lips. 
 
 4. Thou shalt be thankful and say it out in words. 
 
 5. Thou shalt be quiet; it comforts mother's head, and gives thee a 
 
 wise head. 
 
 6. Thou shalt be contented when mother has done her best. 
 
 7. Thou shalt be loving always — Kiss mother first. 
 
 8. Thou shalt always be true — as mother has been to you. 
 
 9. Thou shalt be courteous to your mother, for she is the first lady of 
 
 the land to you. 
 10. Thou shalt be good, which is to be a true Christian; so shalt thou 
 dwell in the King's land on high forevermore. 
 
 Mottoes of all kind are in much demand. Good publicity 
 
39S CHURCH PUBLICITY 
 
 may be secured, if care is exercised not to offend by accepting 
 those which are too manifestly crude, by frequently putting 
 out a good motto to be kept on desks or in homes. Here are a 
 few at hand which have good value in them: 
 
 If you have a Good Temper — Keep it. 
 
 If you have a Bad Temper — Lose it. 
 
 If you must rap. Rap up a smile and send it to some one. 
 
 OWL WISDOM 
 
 If YOU want friends, get wealth; 
 If YOU want a job, get a pull; 
 If YOU want to rise, get up; 
 If YOU want to succeed— DO IT! 
 All things come to those who HUSTLE while they wait. 
 
 Four Good Thoughts by Theodore Roosevelt: 
 Fit yourself for the work God has for you to do in this world and lose 
 no time about it. 
 
 Have all the fun that is coming to you. 
 
 Go ahead, do something, and be willing to take responsibility. 
 
 Learn by your mistakes. 
 
 Here are two more: 
 
 Some men's religion is like the buttons on the back of their coats. They 
 have no use for them, but hate to be without them. 
 
 The late Senator Thomas C. Piatt's motto was: 
 
 Be wise rather than eloquent. 
 Be kind rather than polite. 
 Be useful rather than famous. 
 
 Close packed phrases are originating in localities and in the 
 country steadily. It is possible to pick up good ones that will 
 fit titles of sermons or the spirit of the church. 
 andPush Chancellor Henry A. Buchtel gave to the Com- 
 mercial Club in Denver one of the finest permanent 
 mottoes the writer knows. It should characterize the spirit 
 and efforts of the to-day pastor. Here it is: "Smile and 
 Push." Faith will enable him to smile always and fit him 
 to be a conqueror in every situation. Push will characterize 
 energy, high aim, and determination, and will find a way to 
 meet every problem. We must use constantly something to 
 compel even our members to realize that the church is in 
 existence for them, and that it is their church, and that without 
 them it must be weaker. 
 
PERMANENT MEMBERSHIP REMINDERS 393 
 
 Countless hundreds of church members are absolutely worth- 
 less to their organization. Publicity that will command their 
 loyalty and cooperation is more valuable than that which will 
 bring in new members. They sleep in easy satisfaction be- 
 cause enrolled on the records. Responsibility must be enforced 
 and energy aroused — advertising material that mirrors their 
 true state or fires zeal is beyond estimate in value. Better 
 omit other duties to formulate and distribute it. 
 
 Without doubt the various denominational publishing houses 
 have supplies of fit and beautiful greetings, mottoes, and cal- 
 endars. 
 
CHAPTER XIX 
 
 Employing Printed Bulletins and Booklets — Effective 
 Distribution 
 
 It Struck The writer received a letter some time ago which 
 Home contained the following: 
 
 I am sorry to say that I am not a Christian and have not attended any 
 meeting in churches for many years. I found one of the Announcers of 
 your church on the table in the office at the hotel where I am stopping, 
 and thought for once that it would be interesting to see what was going 
 on in churches nowadays. 
 
 Then follows a confession and request for prayer from a very 
 intelligent person. Such incidents drive home the value and 
 the importance of worthful printed Sunday Bulletins or An- 
 nouncers. 
 
 Local Many pastors count a local church paper very 
 
 Church valuable. The Rev. Leopold A. Nies writes as 
 Paper follows: 
 
 At Stanton Avenue we had a strong weekly church paper called the 
 Herald. Twelve hundred copies were issued each week and put in the 
 homes Wednesday by carriers, who were paid. Cost $1,200 per year, but 
 paid for itself in advertising, for which it proved a good medium. Tests 
 were made by advertisers which demonstrated its value to them. Ad- 
 vertisers ask for space. It is a newspaper and does not interfere with the 
 church calendar. 
 
 Others have had a similar experience. The Woolverton 
 Printing Company at Osage, la., makes a specialty of printing 
 such church papers, offering a plan so that they can be made 
 to pay for themselves and even to clear money. Unless there 
 is a situation where a layman will make it possible to issue 
 such a paper without straining the pastor, it is better to put 
 strength and brightness into the printed bulletin for Sunday. 
 The Rev. Pierce A. Crow, himself a natural newspaper man, 
 and constantly keeping his hand in at the business, issues such 
 a stirring, enthusiastic, newsful bulletin that one must read 
 it through and keep it afterward too. Personals ought not to 
 be put into this sheet, but news of vital interest to the local 
 
 394 
 
BULLETINS AND BOOKLETS 395 
 
 church and to the kingdom of God builds courage and opens 
 eyes to possible usefulness. Here is a sample news item in the 
 ''Calendar" of the Central Congregational Church, Philadel- 
 phia: 
 
 Seventy-five per cent of the deaths of employees in the Philadelphia 
 textile industries are due to tuberculosis. Ventilation is generally ignored, 
 in contrast with English mills, where the death rate from this disease is 
 forty per cent lower. 
 
 Although Philadelphia has no tenements, its slum districts are worse 
 even than the worst tenements. In these districts there are nineteen 
 miles of streets without sewers, and the rickety, densely crowded habita- 
 tions have become centers of infection for the whole city. Under the 
 present law, sanitary inspectors can act only on complaints brought. This 
 results in practically nullifying the law. 
 
 Anticipatory items keep interest fresh and alert and insure 
 regular attendance. The writer himself dictates the "An- 
 nouncer" every week and counts it time well spent 
 aWe°^^*' because the people and neighborhood come to value 
 Medium i^' ^^^ ^^us it is able to carry a message and draw 
 people to the church. It is a waste of space to print 
 a list of the church officers and committees every week. This 
 
 i WASHINGTON BROS. t 
 
 I NEGRO JUBILEE QUARTET^ 
 
 * SING AND PLAY 
 
 T OLD-TIME RELIGIOUS SONGS 
 
 ^ AT THE 
 
 t Happy Sunday Evening, 7.45 
 
 ^ Talk Subject; "WASTED MONEY" 
 
 t NEXT SUNDAY, 7.45 P. M. ? 
 
 ^ THE CELEBRATED ^ 
 
 t CHICAGO LADIES' ORCHESTRA ^ 
 
 A Professional Highly Skilled Varied Program ^ 
 
 ^ ~ "MY FAILURES" 4 
 
 A Sermon lubject at 1 1 Mrs. Passover and Mrs. Burress render duet A 
 
 Y VESTED CHOIR Y 
 
 1 Saturday Evening, Moving Pictures ? 
 
 5 3 P.M.. Children— Free 8.15 P.M., Adulte— SUvei Offering J 
 
 ^ Ejitertainer or Concert Company assists A 
 
 A Remember F. G. Smith, the Manufacturer of the Bradbury Pianos. Salesrooms, 142 Fifth x 
 4 Avenue, comer of 1 9th Street Y 
 
396 CHURCH PUBLICITY 
 
 was dropped from the Announcer of Grace Church, and in its 
 place the back is filled with display announcements of special 
 things. See reproduction, reduced three fourths, on page 395. 
 
 It is well to carry a full list of the workers. If the church 
 supports a foreign missionary pastor, that name on the front 
 will do much good. It is also cheering to the volunteer singers, 
 and even attractive to outsiders, if frequently all the names of 
 the volunteer choir are printed. Where the central church is 
 responsible for one or more missions, that also should be noted 
 to draw support and to enhance the estimate of the reader 
 for that particular church. A compact and brief program 
 for the meetings of the whole week should be printed in a con- 
 spicuous place. Further description can go into the news 
 paragraphs. 
 
 The First Baptist Church, of Vineland, N. J., has a happy 
 phrasing for the regular services, as follows: 
 
 Sunday- ^^^^ SERVICES 
 
 10:30 A.M. — The Church Worshipping. 
 12:00 M. —Bible School. 
 
 The Church Studying. 
 6:30 P.M.— The B. Y. P. U. 
 
 The Church Training. 
 7:30 P.M. — The Church Serving. 
 Thursday : 
 
 7:45 P.M. — The Church Praying. 
 Friday Evenings: 
 
 The Church Entertaining. 
 
 Children's Concerts, Socials, etc. 
 
 The names given the church bulletin are multitudinous, 
 Many now place on it only the name of the church and have no 
 further designation. It is important to have an 
 Name and attractive front page. Mr. Scott in his Psychology 
 Up ^" of Advertising emphasizes the fact that all of us 
 have the instinct which recognizes anything that 
 looks well. We are impressed by it. Therefore coarse, crude, 
 cheap printing is not consistent with the position of the church 
 or its purpose in the world. 
 
 It is very poor policy to allow either the exterior or the in- 
 terior of the church building to get dingy. When we see a 
 business house in that condition we immediately conclude that 
 it has little life and prosperity. It is better to do without an 
 Announcer totally than to have one that is ridiculously cheap. 
 One of America's most prominent churches, which had as pastor 
 
BULLETINS AND BOOIO^ETS 397 
 
 a man afterwards a bishop, issued such an Announcer 4x5 inches, 
 printed on the cheapest newspaper stock. 
 
 Dr. Brougher's church Announcer prints on the front page 
 a new bibhcal picture every week, with a Scripture verse under 
 it. Some others at intervals carry such a picture on the inside. 
 Dr. Durkee reproduces, with cuts, the pictures found in his 
 Sunday school room. Many reproduce a half-tone of the 
 church building. This necessitates the use of paper which is 
 not as suitable as it might be for the particular purpose in 
 hand. 
 
 The Westminster Presbyterian Church, of Baltimore, under 
 a picture of its church, appropriately marks out a fact that will 
 make the building memorable, as follows: "This church is the 
 guardian of the remains of Edgar Allan Poe." 
 
 It is becoming increasingly common to reproduce an artistic 
 sketch of the steeple or upper part of the building. When the 
 lamented Dr. Fayette L. Thompson was pastor of the Lindell 
 Avenue Methodist Church, Saint Louis, he had a beautiful 
 sketch made of the two doors entering the church and repro- 
 duced them in tasty colors on the front, while printed between 
 were the words, "Enter into his gates with thanksgiving, and 
 into his courts with praise." 
 
 Dr. A. H. Goodenough of Bristol, Conn., used an artistic 
 reproduction of his church steeple. 
 
 The Rev. Joseph C. Nate photographed his main entrance 
 with the name of the church over it, and used this appropriately 
 on the front of the Announcer. Such a picture suggests that 
 the door is open for all who will come. 
 
 It is well to notice the different special Sundays by a change 
 in dress for the bulletin. Memorial Sunday appropriately 
 calls for a flag. The New Year's edition speaks doubly strong 
 if adorned with mistletoe. The First Congregational Church 
 at Hyde Park, Mass., reproduces the outside and inside of the 
 church on the front of the Announcer. This more forcefully 
 impresses the hominess of the building. 
 
 Here are a few striking details about church bulletins that 
 Note- ^^IP i^^ke them impressive and so aid in publicity, 
 
 worthy The First Evangelical Lutheran Church of Phila- 
 
 Details delphia has the following at the top : 
 
 God's Word and Luther's Doctrine Pure Forever Shall Endure. 
 Dr. Brougher prints the following on the front of his paper : 
 
398 CHURCH PUBLICITY 
 
 A GLAD HAND FOR YOU 
 
 To all who mourn and need comfort — to all who are tired and need rest — 
 to all who are friendless and want friendship — to all who are lonely and 
 want companionship — to all who are homeless and want sheltering love — 
 to all who pray and to all who do not, but ought — to all who sin and need 
 a Saviour, and to whosoever will — this church opens wide its doors, and 
 in the name of Jesus the Lord, says — "Welcome." 
 
 Dr. Anderson, Elm Park Church, Scranton, Pa., has the 
 
 following : 
 
 If thou turn away thy foot from the sabbath, from doing thy pleasure on 
 my holy day; and call the sabbath a delight, and the holy of Jehovah honor- 
 able; and shalt honor it, not doing thine own ways, nor finding thine own 
 pleasure, nor speaking thine own words: then shalt thou delight thyself 
 in Jehovah; and I will make thee to ride upon the high places of the earth; 
 and I will feed thee with the heritage of Jacob thy father: for the mouth 
 of Jehovah hath spoken it. — The Bible. 
 
 The writer puts the following words in the middle of the 
 Announcer : 
 
 This is our Father's house. Feel at home. We are fellow members 
 of his family. Lay ofiF burdens. Relax nerves. Push away anxiety. 
 Breathe prayerfully. Believe for visions. Listen expectantly. Get 
 blessings to be a blessing. God never faileth. 
 
 The New Year's Announcer carried a prayer appropriate for 
 the day, as follows: 
 
 A PRAYER FOR THE NEW YEAR 
 
 We rejoice, our Father, as we meditate on the year's experiences. Thine 
 eye has been upon us. Always the Everlasting Arms were beneath. 
 We wandered often. We even grew weary. We forgot and complained. 
 But progress has been steady. We sit with thee on the threshold of a 
 new year. What does it hold.^ We know not. We rest in thy love. 
 That will insure all good. Prune us when necessary, O Great Gardener, 
 but sustain, also. Flood our souls with a constant sense of thy nearness. 
 Make us brave. Spur us to toil diligently. Check our scowls and snap- 
 ping words. Bathe us often in the calming peace of thy voice. Make 
 our ways straight. Keep us until the finishing hour. In our Elder Broth- 
 er's name. Amen. 
 
 Dr. Bennett, of Salina, Kan., prints on the back of his 
 Announcer a suggestive goal, as follows : 
 
 *'109"— OUR MARK, THIS YEAR 
 To Get: 
 109 New Church Members. 
 109 at Midweek Meeting, Wednesdays. 
 109 Members in Young Worshippers League. 
 109 Members in Epworth League. 
 109 Members in the Brotherhood. 
 109 Members in the W. F. M. S. 
 
BULLETINS AND BOOKLETS 399 
 
 109 Members in the W. H. M. S. 
 109 Subscribers to our "Advocates." 
 $10,900 Subcribed to New Church. 
 "Expect Great Things from God; 
 Attempt Great Things for God." 
 
 Dr. Montgomery, Washington, D. C, prints a weekly motto. 
 Here is one of them: 
 
 MOTTO FOR THE WEEK 
 
 Try it for this week, I beseech you, to preserve yourself in an easy and 
 cheerful frame of mind. Compare the week in which you have rooted out 
 the weed of dissatisfaction with that in which you have allowed it to 
 grow up, and you will find your heart open to every good motive, your 
 life strengthened and your breast armed with a panoply against every 
 trick of fate; truly, you will wonder at your own improvement. 
 
 He adds a few epigrammatic sentences in a paragraph next 
 to the weekly announcements : 
 
 Only little heads get the big head. 
 Spare the rod and get beaten by the child. 
 The man who puts off generally gets put off. 
 The bee that gets the honey doesn't loaf around the hive. 
 The greatest work on earth for a man is to make a man. 
 If you ever find happiness by hunting for it, you will find it, as the old 
 woman did her lost spectacles, safe on her own nose. 
 
 A good suggestion for the stranger is found on Dr. W. P. 
 Odell's Announcer: 
 
 BIDE A WEE 
 
 "If after Kirk ye bide a wee. 
 There's some would like to speak to ye. 
 If after Kirk ye rise and flee. 
 We'll all seem stiff and cold to ye. 
 The one that's in the seat with ye 
 Is stranger here than ye, maybe. 
 All here have got their fears and cares — 
 Add your soul with our prayers; 
 Be ye our Angel unawares." 
 
 While Charles Stelzle was superintendent of the Labor Temple 
 in New York, he always wrote one of his terse human interest 
 stories for the back of the Announcer. The Rev. C. B. Dal ton, 
 D.D., Berkeley, Cal., printed at New Year's time in his Bulletin 
 "Ten Royal Resolutions," reproduced in another place in this 
 book. 
 
 While Bishop Quayle was pastor of Saint James Methodist 
 Episcopal Church, in Chicago, he wrote a prayer, brief and 
 beautiful, for the back of the Bulletin each week. 
 
 The question as to how the church Announcer can be paid 
 
400 CHURCH PUBLICITY 
 
 for will naturally come up. It is no small item of expense, and 
 especially so if it be made attractive. Dr. Caswell gave the 
 back of his Bulletin to advertisers and thus received more than 
 enough to pay for it. The Waveland Avenue Congregational 
 Church in Chicago was fortunate enough to have as a member 
 a printer who was willing to issue the Bulletin free every week, 
 with only this statement at the bottom: "If you appreciate 
 this calendar, send in your printing. One good turn deserves 
 another" (with the printer's name and address). 
 
 It is absolutely necessary to show many people that the 
 church is a vital institution in the community. This can be 
 
 best done by collecting and publishing reports. It 
 Annual jg g^jg^ cheering for the membership to find out how 
 Book much good they have been able to do by putting 
 
 their small contributions together and combining 
 their moments and hours of time. No church is too small to 
 issue such reports. It ought to have a detailed written return 
 from every officer and organization in the church. It is well to 
 include in this the names of the membership. A brief history of 
 the local church ought not to be omitted. *'The White Church," 
 at Chicopee Falls, Mass., issues one just large enough to carry 
 in the inside coat pocket. It often surprises people to look over 
 such a book and discover that a neighbor is also a member of 
 their church. It also puts folks on their mettle when they 
 recognize that people will be watching them as a member of the 
 church. It encourages another one to see that he is not wholly 
 alone in the community. 
 
 Since it is natural for the writer to put his ideal into form as 
 near as possible, the contents of one Year Book issued by Grace 
 Church is here given. The pastor's Foreword briefly describes 
 the helpers and compacts the points in the report to follow. 
 Then comes a brief history of the church, a list of the oflScers 
 and helpers, a report of the church treasurer, with a recapitu- 
 lation of the financial statement of seventeen different organi- 
 zations and funds, so that the whole can be totaled to find out 
 how much money was raised during the year. Then follows 
 *'A History of Methodism," in New York city by the Rev. A. 
 B. Sanford, D.D., an authority; another on *'The Importance 
 of the Sunday School" by Professor Norman E. Richardson, 
 of Boston University School of Theology; and a third article, 
 *Ts Bible Study Worth While.^" by the Rev. F. C. Eiselen, , 
 Ph.D., of Garrett Biblical Institute, Chicago. Then comes a 
 
BULLETINS AND BOOKLETS 401 
 
 written report from every department of the church, together 
 with the officers of the various organizations, as follows : 
 
 The Sunday School. 
 
 Epworth League. 
 
 Pastor's Aid Society. 
 
 Deaconess Department. 
 
 Methodist Brotherhood, Chapter 910. 
 
 The Young Men's Club. 
 
 Woman's Foreign Missionary Society. 
 
 Young Woman's Foreign Missionary Society. 
 
 Woman's Home Missionary Society. 
 
 Queen Esther Circle. 
 
 Queen Esther Junior Circle. 
 
 Home Guards. 
 
 A complete list of the membership is then printed. 
 
 Opposite each news page is one of advertising. This is not 
 ideal, but was necessary at this particular church, for by this 
 means the Year Book of seventy-two pages was paid for and 
 $300 more cleared. 
 
 The pastor was so certain that such a report would do untold 
 good in giving the members something to talk about, and 
 answering the charges of the scoffer that the church did not do 
 anything, that he gave days of time to get it into shape and to 
 insure its success. Business institutions enforce their indis- 
 pensability by publishing abroad the good things they do. It is 
 perfectly legitimate for the church to demonstrate that it is a 
 power in the community through the exhibit of reports. 
 
 It is well for the various organizations to issue little booklets 
 of their own. 
 
 RcpotT ^^ ^4"^^ ^^^^^ ^^^^^ connected with the Norfolk 
 
 Booklets Methodist Church of Guelph, Ont., put out a neat 
 little report of that kind in connection with its annual 
 banquet. The Epworth Bible Class, of Chicago, also expresses 
 its strength by a splendid anniversary souvenir. Its adorn- 
 ment is consistent with the purpose and work of the class and 
 is therefore notable. 
 
 The Brooklyn South District Epworth League, under the 
 leadership of Clarence W. Hodge, its president, issued a re- 
 markable report book of one hundred and fifty pages for its an- 
 nual convention. In the back of the book were blank pages 
 for memoranda. 
 
 The First Methodist Church of Corona, Cal., made a fine 
 combination in celebrating its Quarter-Centennial Jubilee by 
 
402 CHURCH PUBLICITY 
 
 filling the book with pictures advertising the town and com- 
 munity, and thus probably saving itself any outlay. This did 
 not cheapen but rather enhanced the booklet, while it enabled 
 the church to issue a beautiful pamphlet. 
 
 The Rev. Frank B. Lane, of the First Baptist Church, Vine- 
 land, N. J., issued a special song book for his children's meet- 
 ings, paying for it with advertisements. The children would 
 value this booklet because it was given to them as their very 
 own. 
 
 Many churches issue cook books containing recipes written 
 by the different members. That has a peculiar value to the 
 membership, since it interests folk in each other, and furnishes 
 reminders of individuals in the very food that is prepared. It 
 brings forward the name of the church at pleasant periods. 
 
 The Rev. E. Howard Brown prepared an attractive and useful 
 memorandum book with a few facts about the church in it, but 
 also containing many blank leaves. This he distributed freely 
 in the community, where it was highly valued and still offered a 
 medium of publicity. The Rev. Frank E. Whitman, pastor. 
 First Congregational Church, Pocatello, Ida., put a neat ad 
 in two colors on the back of the menu card of the leading 
 confectionery. 
 
 Much publicity is spoiled by poor distribution. Nothing is 
 more important than that the copy prepared be well scattered 
 to the right people at opportune times and secure 
 tion" ^" ^^^ maximum of effect. The writer has made it 
 his rule to distribute about one third of the church 
 Announcer in the neighborhood. In Denver, people watched 
 for the boy to come along with them, so that they might 
 read the news. They thus became interested in the insti- 
 tution, and before they knew it came over to see some of the 
 attractions announced. In New York city the elevator apart- 
 ments will not admit ordinary advertising, but they will accept 
 the little church Announcer which gives the services and features 
 for the week. 
 
 The Rev. D. E. Weigle, D.D., says: 
 
 We print our Sunday program and distribute it to the people for their 
 Sunday morning breakfast. If they have nowhere to go to church, we 
 get them. Mail many in one-cent stamped envelope. 
 
 The Rev. A. Hamilton Nesbitt serves in a country community 
 where there are many summer boarding places. To reach 
 these people he says : 
 
BULLETINS AND BOOKLETS 
 
 403 
 
 I place blotters in every room at all hotels and boarding houses, and 
 I personally distribute other material to the people leaving church after 
 all services, and also distribute the annual report to show people we are 
 alive. 
 
 
 fto\iLr- 
 
 of so. 
 
 rii(?ia\t<c,SiHam «"t 
 
 UP-To-NoW 
 
 Ha 
 
 mQE. 
 
 BifWIOf 
 
 ^^0(?^(f^(;^of?$>/f p ^r ifj-evrrT 
 
 The writer prepared a blotter which was distributed through 
 all the offices in Denver and placed on the desks by a trusted 
 young man. In New York a crude pen drawing made on a card, 
 advertising the Sunday evening service, was photographed and 
 
404 CHURCH PUBLICITY 
 
 reproduced on the back of a blotter. People seeing it on the 
 desk would imagine that some one had laid it down and that it 
 was really made with a pen. It thus became very effective 
 after careful distribution. 
 
 The Presbyterian Brotherhood of the Church of the Covenant 
 in Cincinnati distributed a blotter with a strong invitation 
 printed upon it to all the hotels. 
 
 Immanuel Presbyterian Church, in Milwaukee, places a new 
 blotter on every writing desk in every hotel in that city on 
 Saturday night. This has an immediate effect in bringing 
 hotel guests to that church. The Christian Endeavor Society 
 caught the idea and suggested that picture post cards of the 
 church accompany the blotters, and quickly they brought it to 
 pass. Then blotters were furnished to colleges of the city, 
 while a business house asked for three hundred to put them on 
 the desks of its employees. 
 
 The advertising helper at Grace inclosed an Announcer with 
 the accompanying card in an envelope and addressed it to over- 
 Sunday guests at the nearby hotels and many worthful cases 
 were traced: 
 
 -^/X^ M Ok/ rkjAy6^friAjJ( ^Ji^Judr<JzJ^ oJMa^ Au/uXju^ (lfAm.cJic/ 
 
 'Wf^ Lxlf aX4 J?^ft^AJ (^ ^^^^ (^']'^T(wM.ci<<KJ 
 
 4v<rWA(^Ay -OHi^livM J^Kjju^A*J^ <iutM^a rVtrvf^ ft(iei^j( fyvw^AJUtJ( 
 
 V^ ^^<iJA,I^ m,AXtiJUA/M^A<.>A£A ^ 
 
 Wa^ 
 
 Dr. Cox goes after folk through the mails. He writes: 
 
 I place placards in chief hotels. Mailing list added to each Sunday 
 
 by grasping strangers. Calendars mailed weekly to casual attendants, 
 
 placed in hotels, and in students' fraternity houses. 
 
BULT.ETINS AND BOOKLETS 405 
 
 The writer has had all the Announcers found in the church 
 Monday morning gathered up and turned over to a layman 
 who mails them to a list of folks who are interested in the church, 
 of ex-members who were likely to return to the city, prospective 
 members who do not live near nor attend regularly, and of men 
 of means who have assisted the church in one way or another, 
 or whose friendship is being cultivated for the church, as well 
 as to a few aggressive pastors, who exchange. In this way not 
 a single one is wasted. It does not matter if the paper is a bit 
 soiled and a few days late, it still serves to tie the one receiving 
 it to the local church. 
 
 It is exceedingly difficult for the Christian man to find a 
 wineless club room in this country. The traveling man longs 
 for such a cozy retreat. When one does exist such as "The 
 Federation Club" in Los Angeles, the churches ought to be 
 glad to spread the news in their advertising, so that churchmen, 
 hungry for that atmosphere, could know where to find it. 
 
 Some day the Gideons will take on a new line of work. They 
 will issue some kind of a publication which will give a list of the 
 hotels in the United States which do not have bars. Europe 
 is far ahead of us in that respect, since they have scores of com- 
 fortable temperance hotels. 
 
 The Rev. Thomas J. J. Wright set his ushers at a good task : 
 
 « . J Our ushers' union is now slumming and carrying an ad- 
 
 ^ tb H«s vertising campaign into pool rooms, cigar stores, on street 
 corners, and in hotel bulletins. 
 
 This work will make better ushers of them. They can hand 
 out personal cards while they do the other general work, sug- 
 gesting that the individual receiving it look them up when they 
 come to church and that then they will be given special attention. 
 The ushers will by this plan also learn how to get into close 
 touch with the people they receive at the church. 
 
 One of the most important commissions for the best publicity 
 work is that held by the usher. If he can completely satisfy 
 the person who comes to the church for the first time, that 
 person will feel so good that the service will do him good and 
 he will come back again and also carry away a good word to 
 others. 
 
 A writer in System, suggests to a haberdasher that he send 
 around to a selected list of customers one sock, with the state- 
 ment that if that is brought to his store he will furnish the mate 
 to it for fifteen cents. What wisdom there is in that message! 
 
406 CHURCH PUBLICITY 
 
 Few people would be willing to throw away the one, and fifteen 
 cents seems very small. When they went to the store they 
 would be apt to buy something else. Is there not some similar 
 method which could be devised by the church to get people 
 inside once, so they could taste the happified atmosphere and 
 discover how absolutely helpful it was. 
 
 The church is fortunate indeed which can organize a force of 
 boys into willing messengers. It is usually so diflScult to get 
 young fellows who will honestly deliver advertising matter or 
 go on errands without pay. Several, however, are used by the 
 Rev. George W. Owen, D.D.: 
 
 I have a system of messenger boys who deliver printed matter to the 
 houses in our parish. 
 
 J. Ritchie Patterson, the remarkable teacher of the Ep worth 
 Bible Class, gives his estimate of the best methods for distri- 
 bution, as follows : 
 
 The mail is the best, all-the-year round method of distribution. It is 
 certain; other kinds of distribution depend on the distributor. It reaches 
 the home; is read in the quietude of the family circle, is a subject of dis- 
 cussion and the consequent impression is made and decisions to respond 
 to the printed appeal are made. The mail too is cheap. May be a penny 
 postal or an elaborate folder. You can time the impression most op- 
 portunely — just far enough in advance to be the psychological moment. 
 Here is a principle that I tie to: Go into plenty of description of what is 
 to be given. People need to have a lot of argument and explanation to 
 be drawn to a place to spend a couple of hours. Don't leave much to the 
 imagination. 
 
 He wraps up much wisdom in a small paragraph. His de- 
 clarations are certainly true with a church located in a city. 
 
 The Rev. Fred K. Gamble feels that it is equally true in the 
 rural village. He says : 
 
 Getting a Topics for a week's services printed on post card and 
 
 Mailing mailed to every family in the community (rural village) not 
 List aflBliated with some other church bring the best results. 
 
 The Rev. Charles L. E. Cartwright, D.D., of North Avenue 
 Methodist Episcopal Church, Pittsburgh, has devised a happy 
 plan to secure a mailing list. He calls it "Ask-One-a-Week 
 Circle.'* Each man pledges himself to invite a stranger to 
 church, and then hands a card to the pastor giving the name and 
 address of that stranger. The pastor then sends him a circular 
 letter opening as follows : 
 
 Through a mutual friend, your name has come to me, and I take the 
 liberty to send you, added to your friend's invitation, my own personal 
 
BULLETINS AND BOOKLETS 40T 
 
 invitation to you to pay us a visit at North Avenue Methodist Episcopal 
 Church. 
 
 A mailing list of over three hundred non-members was secured 
 within six months by this method. 
 
 The Rev. F. T. Keeney employs a similar plan. He says : 
 
 A mailing list of from two to three hundred men is constantly available, 
 through the personal acquaintance of the pastor and helpful suggestions 
 from friends, of persons who are entirely outside of church influence, or 
 are only very remotely related to any church. At intervals of two or 
 three months an announcement of some special feature of our work is 
 mailed to each person on this list, with the result of attracting their at- 
 tention, often gaining both their friendship and attendance, and strength- 
 ening thereby the slight tie between them and the church. 
 
 The Rev. Herbert J. White, D.D., employs the following 
 plan: 
 
 Bunches of five post cards announcing next meeting. A bunch to each 
 attendant Sunday before to be addressed, stamped, and mailed by him 
 as a part of his work. This has been a big success. 
 
 The business man never stops his persistency in letter- 
 writing. H. E. Barnes, of the Barnes Commercial School, 
 Denver, is a rare genius at this thing. He has hundreds of 
 young people whose names he secures soon after they enter 
 high school, and these he follows up month after month until 
 they are sure that he knows all about them and are amazed to 
 discover that fact. Naturally, in a little while he draws them 
 into his school. 
 
 In this way, after a little more than half a dozen years, 
 starting with an absolutely new school, he has built up in Denver 
 a school with an enrollment of over one thousand every year. 
 While his brother is a remarkable teacher, yet the organizing 
 genius of H. E. Barnes has much to do with his success. 
 
 Mr. Barnes is now employing the same methods as superin- 
 tendent of Grace Methodist Sunday School. When anyone 
 enrolls they get a personal letter from him, congratulating them 
 on that fact. If they drop out one Sunday, he knows it and 
 they receive a letter. He has a perfect system of different 
 colored cards for different kinds of prospects. An untrained 
 girl can handle them for the mailing of a follow-up letter. 
 
 Great business concerns now gain much of their success 
 through the method of persistently following up people. The 
 Follow Ud ^^^^^^ ^^^ recently organized such a system for 
 for Mem- prospective members. A card is handed to one of 
 bership the assistants, or to a trusted member, to call upon an 
 
408 CHURCH PUBLICITY 
 
 individual. Notations concerning the call are made upon 
 the card. A little later the card is given to another caller. 
 The former notations are before his eyes and enable him to 
 talk intelligently and in a posted way when he does call. This 
 astonishes the individual and opens him to an influence that 
 would be otherwise impossible. This plan has been loosely 
 employed for several years, and it is surprising to find that very 
 few of those who are persistently followed up fail ultimately 
 to join the church. In the future a series of follow-up personal 
 letters will be sent to some who cannot be easily called upon. 
 
 The J. E. Linde Paper Company, New York city, after long 
 experience and careful study, has prepared writing paper in 
 different colors, fitted for various sorts of communi- 
 Colors for nations. For example, they have one called Maltese 
 Pap^r Linen, opaline, of which they say: "For compara- 
 
 tively short letters, paper and envelopes of this size 
 lend an air of distinction. It is bound to react favorably on 
 the person sending it." The Advertising Manager of this 
 company, Mr. W. F. Winslow, very kindly furnished samples of 
 twelve to fifteen colors, each with a similar suggestion. He, 
 however, picked out three, as follows, on which he gave a sug- 
 gestion as to its use. 
 
 There is a buff color on which he states : "This paper is neither 
 expensive nor freaky, but it is sufficiently unusual to command 
 immediate attention." There is a goldenrod color with the 
 following statement on it: "For monthly letters or special 
 letters to regular attendants. This is strong and striking and 
 can be easily seen amongst a pile of correspondence." A soft 
 green paper has on it this statement: "For general correspond- 
 ence. A paper of good quality to insure respect and with a tint, 
 unusual but not loud." 
 
 It is surprising how one is impressed with these facts as they 
 look at the different colored sheets. It is customary for the 
 church to take an ordinary white letterhead and send it out, 
 ofttimes very cheaply. It will pay to send fewer, and, if neces- 
 sary, to make those few rich and thoughtful enough to burn 
 their way deep into memory. It will take a clear brain, pointed 
 thinking, and fine ingenuity to scatter church news, and thus 
 make friends for the cause and for the individual church. 
 
INDEX 
 
 Absent members, correspond with, 329. 
 
 Admission charge, a penny, 300. 
 
 Advertisement paying for a calendar, an, 385. 
 
 Advertisements excluded, dishonest, 122; list of excluded, 125. 
 
 Advertiser, qualifications for a successful, 77. 
 
 Advertising, books on, 96; card, a children's, 299; card, resolutions on 
 an, 373; card, used with motion pictures, 298; cards, illustrations of, 
 358; cards for a Sunday school class, 333; copy, questions for com- 
 plete, 222; do business men object to? 69; form for Sunday evening, 
 261, 262; helps for teaching, 88; helps insure a revival, 346; insures 
 a revival, 365; legitimate? is business, 73; minister's personaHty aids, 
 71;ofifends the conservatives, 30; paragraphs, teachful, 392; person- 
 ally, directing the, 99 ; requirements for successful, 94; samples 
 gathered, 90; sentences, valuable, 207; sermon themes capable of, 
 243; souvenirs presented, 281; stolen by fraudulent, 3; a Sunday 
 school class, 328; talks on church, 276; with the window display, 224. 
 
 Agreeable impression, an, 188. 
 
 Agricultural institute formed, 149. 
 
 Amusement colunui, soloist announced in, 144. 
 
 Anniversary illustration, an, 190. 
 
 Apostles' Creed studied, 184. 
 
 Appeals to reach all classes, 190. 
 
 Appetite awakened, 170. 
 
 April Fool social, an, 341. 
 
 Argument, wasteful and effective, 95. 
 
 Artists, utiUzing local, 197. 
 
 Artists represented, 192. 
 
 Artists utilized, high school, 214. 
 
 Attendants, getting acquainted with, 162. 
 
 Attending church emphasized, 389. 
 
 Attractions, advertise all the, 86; permissible if the gospel is preached, 
 258; the very best, 86. 
 
 Attractive in form, 396. 
 
 Audience, canvassing an, 355; for inferior speaker, larger, 19; increased? 
 is the, 37; personal workers in an, 356; satisfy the, 85. 
 
 Audience room, a bright, 260. 
 
 Auto parade for a Chautauqua, 234. 
 
 Automobiles bringing in members, 238; gathering scholars in, 332. 
 
 Babies' faces, a cut of, 305. 
 
 Band, AustraHan boys', 192; in Seattle, a brass, 23; employed, local, 142; 
 
 objections to a brass, 271. 
 Banks' New Year's resolution, Louis Albert, 372. 
 Banners on street cars, 234. 
 
 409 
 
410 CHURCH PUBLICITY 
 
 Banquet for absentees, a report of a, 342; program in a small town, 154. 
 
 Banquets, notable men speak at, 152. 
 
 Barnum rejected as advertising manager, 14. 
 
 Baseball pictures employed, 192. 
 
 Baseball players at a service, 278. 
 
 Bell an early publicist, the chm-ch, 15. 
 
 Bell ringer's program, 262. 
 
 Benefits the church brings, 43; scattered by advertising, 17. 
 
 Benevolence facts pubhshed, 240. 
 
 Bible characters modernized, 295; prayer meeting subjects on, 253. 
 
 Bible -reading book mark, a, 384. 
 
 Bible themes for adult classes, 332. 
 
 Bibles bring gospel hght, printed, 17. 
 
 Billboard awakens a careless one, 25; in conspicuous location, painted, 
 
 217; copy, dignity in, 229; general copy for, 232. 
 Billboards demand a "red" sermon, 227; objectors to, 226; the peculiar 
 
 value of, 228; those who favor, 227; used for Lenten services, 230; 
 
 used for revivals, 230; used for Scripture, 220. 
 Binghamton merchants give space, 22 
 Blotters in business offices, 241 ; an original design for, 403. 
 Bonner's mistake led to fortune, 13. 
 Book mark, a ribbon, 307. 
 Books on advertising, valuable, 95. 
 "Booster" for a Sunday school class, 331. 
 Booth's first success. General, 18. 
 Boy-Boosters* campaign, 54. 
 Boy musicians draw, 267. 
 Boys, a card for, 198; a corn roast for, 340; information about, 326; making 
 
 crayon-card bulletins, 234; organizations for, 324. 
 Boys and girls into the church, receiving, 319. 
 "Boys' " and "Girls' " Nights, 265. 
 Brevity, a good example of, 199. 
 Brisbane's four points, Arthur, 93. 
 Brooks* words for a card, Phillips, 369. 
 Brougher's display work illustrated. Dr., 130. 
 Bryan lectures in Grace Church, W. J., 154. 
 Bulletin, the front page of the church, 397; used for display advertising, 
 
 395. 
 Bulletin board invitation, 213; with sermon, 215. 
 Bulletin boards, unique, 212. 
 
 Bulletins, mailing out church, 405; striking details from church, 397. 
 Burns speaks. Detective W. J., 275. 
 Burro post card, a mountain, 367. 
 Business men favor advertising, 69. 
 Business methods, studying, 80, 89. 
 "Butter Krust Bread,*' 169. 
 Button, wearing a, 192. 
 Buttons for children, picture, 304. 
 
 Calendar, a church, 385; with Sunday dates, 387. 
 Calling, securing names for, 355. 
 Calling card, a form for a, 383. 
 
INDEX 411 
 
 Canada draws American families, 16. 
 
 Candidates, biographies of, 159; canvass of the town, 86; speak, poHt- 
 ical, 160. 
 
 Card attached to roses, 281. 
 
 Cards for general distribution, illustrations of, 180; ready to be mailed, 
 407; samples of unusual, 186. 
 
 Cartoon against the saloon, 13». 
 
 Certificates with reward coupons, 338, 339. 
 
 Chapman's window card, J. Wilbur, 221. 
 
 Charitable institution, the church not a, 40. 
 
 Chautauqua seats utihzed, 142. 
 
 "Cheap" advertising form, a, 27. 
 
 Cheapening, guard against, 93. 
 
 Chewing-gum wrapper, a, 185. 
 
 Chicago Tribune, space in, 144. 
 
 Child prodigy for Sunday night, 264. 
 
 Children aiding Denver Y. M. C. A., 54; given advertising picture cards, 
 306; remembered with post cards, 303. 
 
 Children's faces effective, 191; garden plan, a, 323; meeting song book, 
 a, 402. 
 
 China advertising John B. Mott, 21. 
 
 Chinese children for Sunday night, 265. 
 
 Christ in Gethsemane, 375, 377. 
 
 Christening certificate, a Baptist, 316. 
 
 Christian, a definition of a, 379; business men, testimonies of, 273. 
 
 Christmas thoughtfidness, compelling, 362. 
 
 Church attendance, one-minute sermon on, 389; building, stereopticon 
 views of proposed, 56; buildings closed, sinful to keep, 161; directory 
 valuable, a, 343; member, reasons for being a, 385; members awakened, 
 worthless, 393; members saved, costs to keep, 30; membership, appli- 
 cations for, 357; membership, training boys and girls for, 317; paper, 
 a note of thanks in the, 101; phrase, a meaningful, 171; wares, dis- 
 playing, 144; why not go to? 138. 
 
 Church advertising, a national school for, 92; no books on, 4. 
 
 Churches combine for page ads, 119, 131. 
 
 Chrysanthemum exhibit, a, 323. 
 
 Circulating the printed matter, 86. 
 
 Civic improvement encouraged, 148, 273. 
 
 Clipping Bureau, employ a, 97. 
 
 Cockran defines oratory, Bourke, 67. 
 
 Collections increased by advertising, 35; show popular interest, 260. 
 
 College, relating the church to the, 162. 
 
 Committee handling the advertising, 98. 
 
 Common expression illustrated, a, 200. 
 
 Communion, letter reminding of, 382. 
 
 Community, serving the, 149. 
 
 Concerts by conservatories, 161; by Sunday school orchestras, 310. 
 
 Confectionery menu, advertising on a, 402. 
 
 Confident in declarations, 194. 
 
 Conservative, church people naturally, 14, 68. 
 
 Conversion illustrated by map, 195. 
 
 Converted through "a homelike church," 25. 
 
 "Cook with ice," 182. 
 
412 CHURCH PUBLICITY 
 
 Copy of sermons, prepare, 113. 
 
 Cordiality phrases, 177. 
 
 Cottage prayer meetings, 351. 
 
 Country boarding houses, blotters in, 403; church maiUng list for, 406; 
 churches, cards for, 234; churches helping city churches, 282; cir- 
 cuits, signs for, 365. 
 
 Creeds compared with deeds, 391. 
 
 Criticism, action under, 59, 60, 69. 
 
 Curiosity awakened, 179, 199. 
 
 Cuts illustrating the subject, 202; pertinently emploj'^ed, conmion, 186, 
 197; that point truth, 190; valuable, original, 187. 
 
 Cyclones and floods, sermons on, 286 
 
 Daily papers influence opinion? do, 121. 
 
 Deaf folk, a phrase for, 171. 
 
 Deficit, advertising campaign to secure the, 45. 
 
 Delivery wagons, cards on, 233. 
 
 Department store employees, a service for, 279. 
 
 Depot reading-rack, 150. 
 
 Detroit Times campaign, the, 125. 
 
 Display ad, a compelling question in a, 139. 
 
 Display ads for missionary money, 136; ads against the saloons, 127; 
 advertising, good location for, 132; advertising, study, 95; advertising, 
 union meetings, 141, 142; campaign against evil resorts, 133; eight 
 words on page of, 131; form of, a disgusting, 26; heads, illustrations 
 of, 58; space for funds, using, 147; work poor, 84. 
 
 Distributing church bulletins, 402. 
 
 Distribution done by ushers, general, 405. 
 
 Doctors do not advertise, why, 27. 
 
 Doctrinal sermon subjects, 243, 244, 245. 
 
 Drinking fountain, the value of, 220. 
 
 Drinking water sent through the audience, 283. 
 
 Ease, suggestions of, 171. 
 
 Easter prayer, an, 382; thoughts awakened, 383. 
 
 Editorial reproduced as a display, 129. 
 
 Editorials for papers, write, 116. 
 
 Editors to face conditions, compelled, 124. 
 
 Eflaciency defined, 95. 
 
 Election night returns given, 160. 
 
 Electric cross for parade, 234; flash sign on church steeple, 212; light 
 on steeple, 209; sign of Associated Ad Club, 210; sign, have you 
 tried one? 205; sign used by "Men and Rehgion," 206; sign used 
 by Trinity Church, Denver, 209; signs used in Denver, 211; signs, 
 ministers favor, 207; signs, objections to, 207; signs, words for, 207. 
 
 Emotions appeal to the, 168, 373. 
 
 Employees of the electric hght plant, a service for, 279. 
 
 Employment bureau advertisement, 146. 
 
 Entertainment courses, 157, 158. 
 
 Entertainments provided for hohdays, 152. 
 
 Envelope for SeK-Denial Week, 50. 
 
 Evangelists aided by pubUcity, 19. 
 
INDEX 413 
 
 Excursions managed by the church, 151. 
 Expense the chief obstacle, 28. 
 Experts' conclusions, a group of, 14. 
 Experts define phrase values, 184. 
 
 Facts that strike in, 94. 
 
 Faith shown by poor giving, small, 42. 
 
 Family prayer calendar, a, 387. 
 
 Feelings aroused, good, 201. 
 
 Financial considerations prevail, 107. 
 
 Fire insurance men, a service for, 279. 
 
 Firemen, service for, 276. 
 
 Flag display, American, 214. 
 
 Flag pole over the sidewalk, 214. 
 
 Flower service, a wild, 282. 
 
 Flowers distributed by Sunday school scholars, 322; given children, 
 
 potted, 322. 
 Folders, no clue on the outside of the, 362. 
 Follow-up system, a, 407. 
 Food suppHed, spiritual, 85. 
 Freeman's honesty campaign, W. C, 3. 
 Friendly with newspaper men, 110. 
 Friend-making assured, 175. 
 Frightened by the term sensational, 61. 
 Fund proposed, an advertising, 88. 
 Funds for advertising, how to secure, 39; drawn by publicity, 57. 
 
 Gaynor attends banquet. Mayor W. J., 153. 
 
 Gipsy Smith campaign, 219; and "B" Natural, 296. 
 
 "Gipsy" Smith post card, a, 363. 
 
 Giving all but living expenses, 51. 
 
 Glee club picture attracts, 191. 
 
 Glee clubs and the Sunday night social, 162. 
 
 Goldenrod service, a, 282. 
 
 Golf, but rehgion needed for recreation, not, 258. 
 
 Gospel preaching not sufficient, 1. 
 
 Grace Church calendar, an illustration of the, 386. 
 
 Graduating form for a membership class, a, 317. 
 
 Greeting, an originally designed, 378; form, a unique. 380; form, an 
 
 unusual, 376; forms, brief, 379. 
 Greetings worth valuing, 375. 
 "Grow or Go" motto, the, 179. 
 Gude's plea for out-door advertising, O. J., 205. 
 
 Hand-drawing, a crude, 363. 
 
 Hand photographed, 167. 
 
 Happy religion depicted, a, 188. 
 
 Happy Sunday Evening, advertising the, 261; billboard, 231. 
 
 Headlines that command attention, 179. 
 
 Heart-gripping message, a, 368. 
 
 Helpfulness announced attractively, 328. 
 
414 CHURCH PUBLICITY 
 
 Holidays preempted, 152. 
 Home, sermon themes about, 293. 
 Home -builders' series for Sunday night, 264. 
 Homes, revivals being held in, 352. 
 Honesty in business, letters on, 274. 
 Hospitals, roses taken to, 151. 
 Hotchkin advises personal notoriety, W. R., 72. 
 
 Hotels, a weekly blotter in, 404; advertising matter in, 394; personal in- 
 vitations for, 404; sending an automobile to, 333. 
 Human interest stories, 146, 173. 
 Humility, inexcusable, 60. 
 Huyler's unselfish giving, John S., 51. 
 Hyde, the manufacturer of mentholatum, A. A., 51. 
 Hymns pubUshed, a Ust of best, 138. 
 
 Illustrated greeting, a beautifully, 377. 
 
 Illustration for money raising, 137; of notable painted sign, 218; of a 
 
 street-car banner, 235; a too profuse, 171. 
 Illustrations in the church bulletin, 397; Mr. Scott's discussion of, 188; 
 
 unusual, 193. 
 Income shown by pledge form, daily, 45. 
 Individuals followed up, 38; sermons built around, 292. 
 Influence of an unfriendly newspaper, 121. 
 Information draws gifts, 52. 
 Inks, suggest colored, 194. 
 
 Interviews granted newspapers. 111; protect yourself in, 115. 
 Invitation, a cheering, 174; form, a nobby, 341; to sailors, a written, 
 
 277. 
 Invitations for the hotels, 204. 
 
 Jesup's liberality explained, Morris K., 53. 
 
 Jesus employed attractive methods, 18; in prayer meeting, the life of, 249. 
 
 Kansas City flower prizes, 148. 
 Keeney's notable card, Rev. F. T., 172. 
 Knights of Methodism, the, 324. 
 
 Labor, the gospel of, 381; question, a ripe, 285. 
 
 Laboring men, pay envelopes for, 364. 
 
 Laymen eager to cooperate, 11; speak at watch-night, 156. 
 
 Laymen's effective advertising, 327. 
 
 Leete sends post cards, Bishop F. D., 366. 
 
 Letter, form for a New Year's, 381; reproduced, an appreciative, 52. 
 
 Letters, concerning a coming revival, 348; from ministers' sons, 287; John 
 
 Wanamaker's advertising, 72; various colors for special, 408. 
 Liberty, N. Y., church house, 150. 
 Lindsey speaks. Judge Ben B., 275. 
 Lipton's fortune started, 16. 
 Liquor interests influence newspapers, 104. 
 
INDEX 415 
 
 Local interest, appeal to, 192. 
 
 Locate, phrases that, 175. 
 
 Location form, a valuable, 172. 
 
 Lodges cooperating Sunday night, 262. 
 
 Logic warmly presented, 168. 
 
 London, a teetotaler, the lord mayor of, 274. 
 
 Luce's prayer meeting subjects, the Rev. Frank W., 253. 
 
 Magazine article series, 294. 
 
 Magazines, display ads in, 90. 
 
 Magic used to teach truth, 300. 
 
 Mail too costly, 119. 
 
 Mailing out church bulletins, 405; invitations, 406; hst, preparing a, 407. 
 
 Man, sermon themes on the imperfect, 288. 
 
 Map illustrating religious progress, 195. 
 
 Matthews on the sensationahst, Dr. M. A., 65. 
 
 Mayor orders church attendance, a, 173. 
 
 Members added by advertising, 37; assigned two evenings, 349; expelled 
 
 for not contributing, 47; only, admission cards for, 239. 
 Membership card, a church, 370; divided for a social, 164; reminder, 
 
 a, 368. 
 Memorial service, a Sunday school class, 343. 
 Men provided for in small town, young, 150; sending invitations to, 407; 
 
 in a separate room during revival, 351; speak, prominent, 153, 275. 
 Men and Religion campaign in Atlanta, 133. 
 Men's meetings not announced in churches, 22; service, a button for, 192; 
 
 service, features for, 280. 
 Menu form, nobby, 155. 
 Menus, unique, 164. 
 
 Merchants of Binghamton give space, 22. 
 Midweek service, the, 246. 
 Minister appointed to rewrite newspaper copy, 103; criticized? why is 
 
 the advertising, 67; turns detective, 149. 
 Ministers interrogated, list of 150, 5; sending sermon abstracts, 114; 
 
 should direct campaign, 11. 
 Minister's personality made prominent, the, 60; training equips to be 
 
 an advertiser, 10, 75. 
 Ministers' sons going wrong, 182. 
 Mission Ship on the platform, 56. 
 Missionary funds, pubhcity gathers, 57, 136. 
 Missions, stock certificate for Sunday school, 323. 
 Modesty sacrificed in publicity, 20. 
 Money for advertising, 10. 
 Money-making for God, 51. 
 Moody attracting with candy, D. L., 282. 
 Moral campaigns, newspapers help in, 108. 
 Morning worship, dignity in, 236. 
 Mother, quotations about, 293. 
 Mother's Ten Commandments, 391. 
 
 Motion-picture hall on Sunday, occupying a, 271 ; plant installed, 159. 
 Motion pictures in smaller towns, 159; Sunday night, 281; unobjection- 
 able, 159, 297. 
 
416 CHURCH PUBLICITY 
 
 Motto cards, 178, 181; a weekly, 399. 
 
 Music, an advertising sheet of, 364; chorus choir best for, 266; dealers 
 
 arrange concerts, 161; for Sunday mornings, 244, 245; for Sunday 
 
 night, a program of, 265. 
 Musical attractions, hst of, 267, 270. 
 Musicians cooperate, noted, 269; helping without cost, 266. 
 
 Needs of the people, study the, 92. 
 
 Negro Jubilee Company, 271. 
 
 New England Conference, address at, 100. 
 
 News items furnished, 110; notes in church bulletin, striking, 395; possi- 
 bihties illustrated, 116. 
 
 Newspaper advertising most valuable, 127; aids union revival, 123; 
 cooperation, plans for, 118; copy prepared, 103, 105; headlines, study, 
 97; men, cultivate, 100, 107, 109; men, Protestants among, 106; 
 o^\Tiers appreciate commendation, 101; page ad reproduced, 135; 
 power illustrated, 120; refuses dishonest advertising, 3; reports, 
 mistreated by. 111; speaks, city editor of a, 280; training for min- 
 isters, 114. 
 
 Newspapers aided in a moral campaign? have, 107; appear unfriendly? 
 why do, 103; furnishing roses, 282; illustrations for, 117; informational, 
 modern, 126; public opinion directed to affect, 101, 109; ready to 
 cooperate, 100; specializing in religious news, 102. 
 
 New Year, illustration for the, 189; a prayer for the,' 398. 
 
 •New Year's greeting, the author's, 381; greetings, 370; letter form, an 
 unusual, 376; resolutions, 372, 374; resolve. Bishop Quayle's, 380. 
 
 New York billboard, an effective, 232. 
 
 Notices? is it unwise to secure personal, 70. 
 
 Objections to church advertising, 28. 
 Officers speak, newly elected, 273. 
 Official board cooperates, the, 10. 
 Officials invited to banquets, 152. 
 Opinions are influenced, admit that, 122. 
 Oratory defined as sincerity, 67. 
 Orcnestra valuable Sunday night, 266. 
 Organizations invited Sunday night, 273. 
 
 Paper, a local church, 394; publishing a church, 98; for special letters, 
 
 variously colored, 408. 
 Parade in Chicago, temperance, 232; "Gipsy" Smith and the first men's, 22. 
 Parents, reserved seats for, 311. 
 Parks, outdoor meetings in, 141. 
 Pastor, using the picture of the, 366. 
 
 Pastor's child, a picture of the, 373; letter about prayer meeting, 247. 
 Pastors who have used billboards, 227; who pay advertising bills, 39. 
 Pay? does pubhcity, 34. 
 Penny-a-Day Form, a, 46. 
 People's Need, phrases for the, 78. 
 Permanent Results, securing no, 63. 
 Persistent Publicity, 82, 87. 
 
INDEX 417 
 
 Personal work, follow with, 84; workers help, 354. 
 
 Personality, let out your own, 60, 167, 296. 
 
 Philadelphia North American excludes advertisements, the, 125. 
 
 Phrase, marks of a valuable, 184; for the revival period, a, 347; "See 
 that Hump" patented, 169; used by Des Moines, 144; 
 
 Phrases that provoke thought, 78, 138; for Sunday night, 263. 
 
 Picnic, a fall-time, 314. 
 
 Picture illustrations in demand, 187. 
 
 Pictures enforcing Bible truths, 297; given for illustration, 117. 
 
 Pierce's remarkable bulletin board, Rev. Dr. R. F. Y., 214. 
 
 Plans employed in a small town, Ust of, 8. 
 
 Piatt's motto. Senator Thomas C, 392. 
 
 Playgrounds and cheaper rents enforced, 127. 
 
 Playlet, home talent, 162. 
 
 Pleasure connected with the church, 151. 
 
 Pledge card, emphasizing daily income on a, 45; suggested form for a, 44. 
 
 Pledges to attend prayer meeting, 246. 
 
 Policemen, service for, 276. 
 
 Political parties represented, 160. 
 
 Pope needs publicity, the, 20. 
 
 Popular services for Sunday night, 176, 260. 
 
 Post card, form for a personal, 367; a very effective, 368. 
 
 Post cards mailed to boys, 303; sent out by groups, revival, 350; sent 
 to shut-ins, 366; for Sunday school classes, 337; valued by children, 
 301, 302. 
 
 Postal card, a photograph, 241. 
 
 Prayer in the bulletin, a weekly, 399; .card form, a usable, 356; of con- 
 fession printed, a, 237; for New Year's, a, 377; for the New Year, a, 398. 
 
 Prayer meeting, new life in, 246; a quiz for, 251; social to follow, 256. 
 
 "Preachers do for us," what, 32. 
 
 Press representative appointed, 103. 
 
 Primary Department invitation, a, 312. 
 
 Printers, Hst of speciahzing, 96. 
 
 Privacy impossible to the minister, 19. 
 
 Prize contest for boys, 325. 
 
 Probationers* class at midweek service, 247. 
 
 Program for a series of prayer meetings, 255. 
 
 Prominent, making the church, 148, 165. 
 
 Public buildings utilized, 155; life misrepresented, men in, 111. 
 
 Publicity committee of laymen, 97; pays the Sunday school, 327; plans 
 for groups, 350; tempts one to be foolish, 68. 
 
 Puzzle Cut, a, 202. 
 
 Quayle's New Year's resolve. Bishop W. A., 380. 
 
 Questionnaire employed by Dr. Walworth, 289. 
 
 Questions for boys, 324; for boys and girls, ritual, 319, 320; for chil- 
 dren at the entertainment, 300; concerning customs, 290; illustrating, 
 199; for prayer meeting, list of prepared, 251, 252, 253; that startle, 
 182; used at prayer meeting, 251, 252, 253; used as preludes, 295. 
 
 Quotations with sermon themes, 244, 245. 
 
 Eailroad rates checked, raise in, 148. 
 
418 CHURCH PUBLICITY 
 
 Rainbow employed for publicity, 13. 
 
 Rail's Bible chapter directions, President H. F., 388. 
 
 Randall's men's class. Rev. J. Hermann, 329. 
 
 Religious contents not marked on outside of folder, 362. 
 
 Repetition, wasteful, 172. 
 
 Reporters, manuscripts prepared for, 116. 
 
 Resolutions scattered, New Year's, 373. 
 
 Responsibility, bear the, 99. 
 
 Returns greatly increased, 35. 
 
 Revival, advertises the church, a, 345; auto parade for a, 234; billboard, 
 
 a, 229; dates fixed, 348; in a small town, a, 21; insuring a, 346; men 
 
 taken alone during a, 351; sermons to prepare for a, 240. 
 , Revival-meeting assigned to a club, a, 353; cards, 358, 363; display 
 
 advertisement, a, 124; phrases, 178, 347; subjects, 357, 359, 361. 
 Revival meetings announced with signs, 219; a goal set for the, 349. 
 Revival services in homes, 352; members pledged for, 347; subjects 
 
 that prepare for, 248. 
 Revivals, a tag card for, 364. 
 Reward card, a nobby picnic, 314. 
 Reward coupons for Sunday school certificate, 338, 339. 
 Riis* fight for playgrounds, Jacob, 101. 
 Ritual for boys and girls, 319. 
 Roberson's Travelogues, 157. 
 Roman Catholics advertise subjects, 20; secure favorable attention? 
 
 why do, 105. 
 Roof garden on a church, a, 282. 
 Rooster cut explained, the, 298. 
 Rose presented to everyone, a, 280. 
 
 Sailors, a service for, 277. 
 
 Saints, present day, 254. 
 
 Saloon pronounced the source of vice, 140; with display ads, opposing 
 the, 127, 129. 
 
 Samples of printed cards, 180; systematized for use, 95. 
 
 Saturday night entertainments, 158. 
 
 Scholars, following up prospective, 333. 
 
 School-teachers, reception for, 155. 
 
 Scripture painted on billboards, 220; painted on building wall, 219; 
 printed as display, 145. 
 
 Seattle laymen and red fights, 23. 
 
 Self -Denial Week, an envelope for, 50. 
 
 Selfishness seeks seclusion, 59. 
 
 Self -pushers, newspaper pubficists called, 114. 
 
 "Sensational" in a bad sense, 61, 62; frightened by the term, 65; min- 
 ister? what is a, 61. 
 
 Sensationalism sometimes commendable, 66. 
 
 Sensationalist, John the Baptist called a, 1. 
 
 Sermon on bulletin board, brief, 213; outlined for baseball service, 278; 
 series, a Sunday morning, 241, 244; subjects, pictures enforcing, 200; 
 subjects from current events, 286; subjects on the Ten Command- 
 ments, 295; theme, phrasing the, 83, 92, 117; themes for Sunday 
 morning, 241, 243. 
 
INDEX 419 
 
 Sermons built out of Answers to Questions, 289, 290, 291; built around 
 books of fiction and poetry, 293, 294; built around noted men, 292; 
 distributing the pastor's, 239; drawing by a continued story, 239; 
 newspapers commended in, 101; put out by committees, 98; in story 
 form, 294; what gleaned from, 255. 
 
 Services, unique phrasing for regular, 396. 
 
 Sign across the street, a net, 214; a notable rehgious, 206. 
 
 Signs in the neighborhood, 216. 
 
 Sin portrayed by map, 195. 
 
 Singing, phi-ases that promise worthful, 175. 
 
 Sinners, Bible time, 359. 
 
 Slogans that are remembered, 94. 
 
 "Smile" couplet, a, 339. 
 
 "Smile and Push," 392. 
 
 Snow displayed, ice and, 285; service, a picture of the, 284. 
 
 "Snow" service in summer, 283. 
 
 Social, the after-church, 163; after prayer meeting, 256; hfe helps re- 
 vivals, 339; room in small town, 150. 
 
 Socialism and Mayor Lunn, 285. 
 
 Socials that attract, 342; Sunday afternoon, 151. 
 
 Southern social, a, 342. 
 
 Souvenirs presented, post card, 301, 302. 
 
 "Space" form, a striking, 143. 
 
 Speakers for Sunday night, noted, 273; for Sunday school class, noted, 330. 
 
 Spiritual thermometer, a, 389. 
 
 Spirituality is vital, 79, 81. 
 
 Springtime, subjects appropriate to, 285. 
 
 Stereopticon views for revival services, 359. 
 
 Stewart's crude form, A. T., 166. 
 
 Stock certificates sold, 55. 
 
 Store windows, use for empty, 225. 
 
 Street, stereopticon views on the, 215. 
 
 Street-car cards, 224. 
 
 Study classes after supper, 165. 
 
 Subjects for the midweek service, 248; for revival meetings, 357; for a 
 Sunday school class, vital, 330, 331; in fewest words, revival, 360. 
 
 Success, a prize definition of, 390; prominent men testify concerning, 274, 
 
 Summer announcement, a, 177; a " snow " service in, 283; Sunday nights, 
 drinking water for, 283; topics, suggested, 283. 
 
 Sunday afternoon socials, 151; closing, newspapers aided in, 108; evenings, 
 should remain at home, 257; morning, a card for, 242; morning 
 distributing in the neighborhood, 402; morning sermon themes, 243 
 morning, special music for, 244; newspapers, interviews in, 113 
 newspapers, religious inserts for, 113; night counter attractions, 258 
 night services for policemen and firemen, 276; night, tableaux and 
 object lessons for, 265; night, using an aerodrome on, 272. 
 
 Sunday school, advertising card for the, 299; aided by motion pictures, 
 the, 297; class, a noted social service, 330, 331; class, noteworthy ad- 
 vertising for a, 333, 334, 335, 336; class illustrations, 188; class service 
 at a penitentiary, a, 344; class year book, 401; class paper, pubhshing 
 a, 343; classes, post cards for, 337; contest, cards for a, 310; decision 
 day, 318; enrollment certificate, a, 313; entertainments, 310; nota- 
 ble "cut" for, 190; papers in the depot, 322; picnic, a free, 315; keeps 
 
420 CHURCH PUBLICITY 
 
 open house, 321; Sunday evening for the, 311; time table, a, 307, 
 
 308, 309. 
 Support, church's right to claim, 43; from nonattendants, compelling, 41. 
 Supreme Court arraigns the saloon, 140. 
 "System's" owner eulogized, 32. 
 
 Tableaux for Sunday night, 265. 
 
 Talent kept over for Sunday, 158. 
 
 Teaching paragraphs, valuable, 390. 
 
 Telephone Company, showing expenditure of money by the, 257. 
 
 Telephone form, the, 167. 
 
 Temperance argument in window display, 224. 
 
 Tender subjects illustrated, 203. 
 
 Testimony valuable, personal, 52. 
 
 Thermometer, a spiritual, 369. » 
 
 Thermometer cut, an impressive, 173. 
 
 Tithing to be enforced, 47; income illustrated, 49; pledge card, a, 48. 
 
 Tom Thumb entertainment, a, 312. 
 
 Topics inserted in window cards, 223. 
 
 Total abstinence secured, letters on, 274. 
 
 Town, can secure special music, every, 267; illustrated, hfting the, 200; 
 newspaper injuring a, 121; pastors used Sunday night attractions, 259. 
 
 Training class for boys and girls, topics treated in, 318; needed, adver- 
 tising, 8; at prayer meeting, subjects for, 251. 
 
 Traveling man's service, 280. 
 
 "Truth," the motto, 210. 
 
 Tuberculosis Society, funds for Anti-, 17. 
 
 Unbelievers* objections answered, 354. 
 
 Unchurched, attract the, 259. 
 
 Unconverted, an audience of the, 22; tickets for the, 355. 
 
 Union services and advertising in smaller towns, 141. 
 
 Vacant lots, signs on fences surrounding, 216. 
 Valued greeting, a, 375. 
 
 Van Dyke's The Gospel of Labor, Dr. Henry, 381. 
 Victory of Mary Christopher, The, 48. 
 
 Wall card, an Easter, 383; a New Year's, 374. 
 
 Walls, framing for the, 375. 
 
 Walworth's Questionnaire, Rev. Charles L., 289. 
 
 Wanamaker's early and subsequent expenditures, John, 14. 
 
 "Want Ad" section used, 146. 
 
 Watch-night program, 156. 
 
 "Week-day Prayers" first in a newspaper, 116. 
 
 Week's program, a whole, 163. 
 
 Welcome, a cut illustrating, 174, 361; poem, a, 399, 
 
 Welsh Glee Club, a, 271. 
 
 Wesleyan University Glee Club, 162, 
 
 Weston, the walker, 261. 
 
 "Whistle, hear her," 191. 
 
INDEX 421 
 
 Whistling hymns, 268. 
 
 Wilson, religious utterances of Woodrow, 389. 
 
 Window Card, brief wording for, 222"; a design for tasty, 221; for homes, 
 
 223; prepared for sermon topics, 223. 
 Window display, advertising in, 224, 226; illustrated, 225. 
 Wishes, good, 201. 
 Word groups, pertinent, 213. 
 Worded poorly, 143; well, 172. 
 Wording for revival sign, 219; for street-car cards, 224; for window 
 
 card, 222. 
 Words, confused by too many, 130, 171; a play upon, 181; put in twenty, 
 
 177. 
 Workers, print list of, 396. 
 
 Year's "goal fixed, the, 398. 
 Yell, a Sunday school, 306. 
 
 Young people, illustration for, 189; held by happy times, 339. 
 Young people's faces attract, 191; talent employed, 214, 226; work, 
 importance of the, 317. 
 
Princeton Theological Seminary-Speer Library 
 
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