The daily morning journal and courier. [volume] (New Haven, Conn.) 1894-1907, 1897-01-08
ADVERTISING CHURCH SERVICES.

!
the People.
Nathaniel C. Fowler, Jr., of New
| York, has some very decided ideas on
the advertising of church services be-
cause he believes that religion and
what religion stands for are commodi-
ties, and therefore must be handled
along the better lines of handling other
commodities. He has lately delivered
an address upon religious publicity
which was rather unique in character
and which we reproduce in part:
I wish it distinctly understood that
am not bringing the holiness of Chris
! tianlty down to the level of common
barter, for | am attempting the argu-
ment that all that is good in the hand
| ling of business and in the construc-
ton of advertising can be. and should
be, applied to the spreading Of Chris
tianity. 1 must for the time, and with
every effort to avoid irreverence, dis
cuss the advertising Of churches from
commercial point of view.
Something for nothing never has
been business and never will be busi-
ness. Something for nothing never has
been and never will be part of Chris
tianity's motion. Salvation is not free.
If 1T We're free it would not be worth
having. The redeemed sinner would
rot respect himself, nor would he be
respected If he did not make an effort
| to reciprocate Religion must be paid
| for If it be for sale it must be COM
| modify. If 1t be a commodity it must
be handled and advertised along the
better lines developing other comnodi-
| ties.
The difference between the commodi-
| ty of religion and the commodity of
| trade is that one Is an absolute necessi-
| ty and the other commercial conven-
| fence Religion and that which reli-
| gion gives must be paid for Salvation
| cannot be procured without an honest
| repentance and firm desire to do good
| work at a sacrifice. Repentance, sac
rifice intention and work are the legal
tenders in the purchase of salvation.
No sensible person. religious or 9TH
erwise, dares to speak lightly OF adver-
Using, To condemn advertising be-
cause certain kinds of it are of lower
order, is as uncharitable as to condemn
all books because some books are UNI
naturally immoral or unnaturally NOR
al. The circus style of advertising,
with the sensation left in it and with
the lies taken out of it, is successfully
used by the new and old Salvation Ar
mics, and If you are fair enough to es-
innate its character by the good it
does, it may be far better than the gilt
edge program of the Easter service of
bonnets.
Advertising is the presentation of
anything by any medium of connection.
1t travels by paper and press, by word
of mouth, by paint and brush, by wire
and by everything that will hold or
transmit words, sounds or characters.
If this is advertising, and the world
says it is, then the first chapter of Cen
esis was the first advertisement. The
Bible is the grandest, the most exhaus-
tive, the most sensible, and the best
written and most effective advertise
ment ever conceived. Every chapter of
the Bible Is a glorious advertisement of
Christian morality and Of the benefits
Of goodness. In every book Of the BIZ
BILE there are the most beautifully writ
. ttii, lllS iIfUSl tiiittIa anu Tue DTlRnI-
est of glowing descriptions Of the mag
rificence of heaven and of the myrads
Of attractions for the benefit of the
blessed. rhe advertisements in the BIZ
BILE are of unanswerable argument and
defy the competition of the devil and
meet him upon his own field of action.
The word advertise" is used twice
in the Bible, once in Numbers xiv: IA,
where it says, Il will advertise thee
what this people will do to their people
in the latter days" and a similar pas
sage appears in Ruth, iv: 4, This early
mention of advertising places publicity
upon a platform deeper and broader
than that of the present day and con-
siders advertising the presentation or
announcement of anything. The best
advertisements, as well as the best ar
guments of every kind, are modelled af-
ter Biblical logic. There is not any
good in the unknown good. 1t is the
connection between the use of good and
the good itself that produces good.
Advertising connects the good with the
use of the good. II it We're not for adj
vertising people would not connect
with each other, good things would be
unknown, and there would be as many
nationalities as there are families
Without advertising, the little that is
would be too isolated to grow. and the
little at the start would be as little at
the end.
There could not be universal saliva
ton without the advertising of Chris
tianity every sermon, every good
word. is but the advertising of good
The conservative church is not founded
upon Christianity, and it is not the
kind of church that Christ told his dis
ciples to establish. Christ never adver-
tised nor tolerated exclusiveness
Even Caesar fed upon common market
meat From the beginning of Christ's
ministry to the end of it he told those
within range Of his voice to announce
the glad tidings of salvation, and tc
tell folks how to get it. AS every an
nouncement is an advertisement, these
commands were of the nature of adj
/ vertising.
Here is a picture. painted with q
: brush of unwelcone truth. There is q
, building with giIded entrance and bril-
liant interior. All is brightness there
The doorway is enticingly decorated
| A. To,