Evening star. [volume] (Washington, D.C.) 1854-1972, 1912-03-18

Judicious advertising Is the latest phase
Of the movement for religious progress
In the awakening of the churches Of the
United States and other Christian ma
tons. Heads Of religious organizations OF
all kinds are coming to full realization
that II the pleasure-loving world has to
be constantly reminded of amusement at
fractions, 1t also needs to be reminded of
religious attractions in the churches.
Religious advertising is not entirely
new idea, but it is only within the present
decade that churches have become awake
to the need of publicity as well as bust
ness system, IL the church Is to keep up
with the advances made in lines of ma
terial endeavor in the twentieth century.
Auxiliary organizations connected 9 with
the churches like the men and religion
forward movement. the Young Mems
Christian Association and the laymen's
missionary movement, are doing much to
demonstrate the value Of newspaper ad-
vertising in attracting people to religious
meetings.
Church publicity is yet in primitive
stage Of development, experts say, and
the ideal methods and mediums will not
be absolutely determined until each kind
of religious organization has learned by
tanned. That much has been and Is being
done through church advertising Is no
longer q matter for doubt. and now the
only questions which demand the con-
sideration Of church officers are the kinds
and number Of mediums which can be
used wisely with the appropriation avail
able for advertising.
There are many ways in which a
church can advertise, but religious in
stitu 1 o n
Several Ways in which h ave
Which to Advertise. aiu dunn have
found the newspaper to be the best
medium for results. and the most
economical Along with newspaper
publicity, many churches put consider
able money into the publication of
weekly bulletin and miscellaneous an
nouncements. including cards in street
cars. blotters. calendars and cards dis.
tributed in hotels and public places
where strangers congregate. The old
est and at the same time an important
medium for the announcement of serv-
ices Is the name board in front Of the
church. The form and style of this
board. and the condition in which it is
kept, govern the attraction of the
of people who pass the aver
age church each day.
Newspaper publicity for churches is
of two kinds, the insertion of adver-
tisements to be paid for at regular
rates and according to the amount of
space used, and, secondly. the pub
LEGATION of important news connected
with the work of the church. Church
news. If 1t is really news. is gladly
published by newspapers without
charge. Events out of the ordinary, like
the visit Of religious leaders from
other cities and churches, dedications
and memorial exercises, are some of
the subjects which make available
news copy for local publication.
Paid newspaper advertisements fall
into three classes: First, the usual four
or five line notice published in a CLASH
fed column with other church notices;
second. display advertisements, in
which more space is used and an op-
portunity is afforded for the selection
of various styles Of type; and. third,
advertisements, which mark
the latest development in church
publicity. This new type Of advertise
ment is used where a number of
churches unite to pay for large dis
play advertisement. which calls atten-
ton to the services. of no church in
particular, but in general ito all of
some one community or some denomi-
nation. Cooperative advertisements
classified card notices of services at
the several churches.