that an empty church cheapens the cause far more than any consistent publicity that fills it. It is true that some unwise form of advertising may bring reproach upon the church just as the same kind of publicity cheapens a business. I read some time ago, where a certain man by the name of Pray was the owner of a men's furnishing store. He took advantage, as he thought, of his peculiar name to advertise his business and used the slogan, "Pray for Men." Of course it was unwise procedure, and he cheapened and really ruined his business by this unthoughtful plan. However, because of his failure we must not reason that all haberdashers should refuse to advertise. Some preachers make fools of themselves and their congregations by unthoughtful statements in advertising, but we should not refuse to advertise for this reason.
ADVERTISE HEAVILY IN AUTUMN
A question often asked is, "How much should we advertise?" That depends upon the size of the town, local conditions and the special attraction of the church. It is my contention, however, that we want to keep continually at it, with an occasional extra large ad. For example, in the autumn time, at the opening of the church work after the summer quiet and vacation, the church is wise that spends considerable money in large advertisements. A great opening program that can be announced to the city at large and that will interest a great number of people should be planned and much space should be used. It directs the attention of the people toward the church and brings the greatest number there. I think I suggested that the church and the preacher should be sure they have something to advertise and that they should be very sure they do not disappoint the public. "You can fool all the people a part of the time, and part of the people all the time, but you cannot fool all the people all the time," surely applies to advertising. I gave a lecture before a company of young preachers some time ago on this subject. In a few weeks a fine young man came to me and complain ed that my contention had not worked in his particular case. I asked for his story, which was that for three weeks he had advertised a somewhat sensational theme in the paper in the little town where he ministered. He said the first Sunday evening the house was filled. He was de lighted and came again using more space the second week and still more the third. By the end of the third week the crowd was as small as it was at the beginning of the experiment. The young man blamed it on the advertising, when as a matter of fact the trouble was with himself. The people had read a real interesting advertisement, and had listened to a very uninteresting sermon. A sensational theme failed to have an interesting development. The young man had promised more than he could give, and the disastrous results that followed were inevitable The fault was not with the plan used but with the inability on the part of the young man to deliver the goods.
RESULTS TAKE TIME
Another word of caution, it seems to me, is, that we must not expect results too soon. Many have begun the plan, and have likewise given it up, because it did not bring results in a single effort. Were I to advise ministers in a plan of advertising it would be that no plan covering less than three months time should be countenanced. Let the church underwrite such an effort regardless of the results, and all things else being equal, the minister being able to measure up to the standard set by the display ads, I can guarantee that the advertising will pay for itself twice over. Our own local church pays as high as $200 in a single month for advertising during evangelistic effort, and an average of $50 regularly the year through, and it pays us many times over. The preacher who fails in this up-to-date method has missed the chance of his life.
The closing point in this part of the discussion will be one to which you newspaperman will respond with a fervent amen. It is that churches should pay for
