program for Easter. The head line in that ad was, “He is not here, for He is risen,” then the announcement of the sermon and music for the day, the suggestion that folks should attend the Lord’s house on that day, and then the closing statement, the same as the headline, “He is not here, for He is risen.” This dignified piece of advertising brought the crowds, made more impressive the great Easter service. and caused many people to attend the great Easter service who never attend church at other times. There was nothing sensational about it, unless the mere fact that a half page of space was used could be called sensational. The important thing is that you see to it that the advertising adds to the dignity of the service rather than detracts from it.
SOME USELESS PUBLICITY
As you travel along the highway, certain phrases are seen on the fences, rocks on the hill sides, and bridges. Signs that read, “Prepare to meet God” or “Where will you spend eternity?”, “Jesus saves,” and such like. They are not at all desirable in church publicity. They breathe of fanaticism. When we read them we immediately conclude that a religious crank was the author. It is my conviction that they do more harm than good. Let me say here, not because of the personnel of the crowd to which I am addressing myself. but because it is my firm conviction that it is absolutely true after years of advertising in church work, that the best means of advertising is the daily and weekly papers. It adds dignity to your cause, it reaches the greatest number of people, and it links the church with the greatest influence in the world today, outside of the church itself.
Church advertising should be timely. The preacher who greets his friends on the street with “Is it well with your soul?" or “Are you prepared to die?” and kindred questions is very untactful and soon becomes the joke of the community, but his action is no more untactful and uncalled-for than that of the minister who in his publicity campaign uses grotesque and unseemly methods in advertising his dignified work. If a man’s soul is worth saving, and if his salvation depends upon his hearing about Christ and obeying him. and -I am sure we would all say that the above questions demand an affirmative answer, then any legitimate means that will bring this man and the needed message together should not be despised.
III. SANE ADVERTISING ON THE PART OF THE CHURCH BRINGS BUSINESS INTO CLOSE TOUCH WITH THE CHURCH
The church that tries to operate on a penny basis may expect penny results. One great lesson needed by the world is that the church is not a charitable institution. but that it gives value received, or at least should do so, for money invested. There are more business and professional men in the church today than ever before in all the world’s history-You may doubt this on first thought, but I invite careful investigation. The reason for this is that business methods are being employed by the church in her work. The books of a modern church are kept with the same care and accuracy that the books of a bank or business firm are kept. Some of the methods used in the past in this line are lamentable. Much of the church property in this country today, especially in the smaller communities, could not be sold without court proceedings, be cause of the loose business methods employed in the past. It would be impossible to find a deed to the property.
Under this division I want to call attention briefly to some of the methods used in advertising Christian work.
(1) Electric Signs. This method is being used more extensively each year in different localities. One of the largest signs in the city of New York is the sign of one of the great downtown churches. The expense of installing such a sign, together with the cost of operation, has made such a means prohibitive in most instances It is a splendid way, however,
(Continued on page 53)
