The Bridgeport evening farmer., 1913-12-15

 ESSENTIAL TO
 CHRISTIANITY Herbert N. Casson Delivers Interesting Address to Big Gathering of Men 
 CHURCH MUST USE
 MODERN PUBLICITY Likens Present Churches to Barren Farms Hiding
 Rich Oil Deposits

Herbert N. Casson, a recognized au-
 thority in this country @on business
 methods, delivered a stirring address
 yesterday afternoon to hundreds of To-
 cal business and professional men of all denomina tions, who had gathered in
 the South Congregational church. In
 his address on How to Fill the
 Churches" MT Casson advocated ad-
 Vertising very strongly, especially
 newspaper advertising.
 He began by comparing our religion
 to a piece of cloth with it's warp and
 wool The warp is the long thread that which never changes; the wool changes every day That the church is not full is your fault-the wool, what
 you are doing. Don't blame God for your own fault. The wool Is transient
 What understands Christianity? Not you-not I-not anyone! Why, we're only beginning to find out little by lit tie what the stars mean
 We're not wearing the same kind of collars our grandfathers wore. We don't live in the same houses, we don't travel in the same way that they did. Yet you're just as good Q man as your grandfather was. Times have changed certain things, but it's not the warp, it's the wool that's changed.
 Christianity is like the wind which blows across the snow-capped Alps, driving 1oefore it the frenzied storm; OH, anu 1CTOfSS the N4eOIGSTTanedn where it gathers the spray and losses it high in the air; thence over The arid Sahara and the burning sand is it's and away to the Congo jun gle, dark and dense with mysteries.
 It's the same wind-the snow, the spray, the sand, and the jung1e's breath are but changed conditions. So it is with Christianity. God is the warp-you are the wool
 In olden times the ringing of the church-be1I was the sign for everyone to go to church. The steeple was a sort Of a sign. it showed where, the church was. Today these are not enough It used. to be the ninety and nine in the church and the one out side; today it is the one in the church and the ninety and nine outside.
 The church is living on itself. It's like a dog eating it's own tail. Either close up the superfuous churches or fill them up.
 The manufacturers, the Board of Trade, and the various other similar are working for a, "busfe- Bridgeport You should form a church committee who will work for a better Bridgeport.
 For clements are necessary for such l 8 committee, they must energize, ad- | vertise, organize, and sympathize.
 Organize committees of ten, one cap tain and nine others, and let each of | the nine others go out and get nine l more over which he will be captain. l Let one committee take care Of the | music, another of the books, and so | forth. The trouble with our churches | is that they are too much of a, unit | and everybody waits for someone else to do something. Given the respon- ;ibi1ity of looking out for, certain things 1t is different, for men like responsbi1- ity; they like to do something as well as listen to something.
 There is no reason why churches sh ould not advertise. A storm of pro test has been raised against adFertie- ing, as t'undignifed" for churches. Rigidity is not dignity. It is not un- to be successful. Nothing is which will interfere with the dignity of doing good. Circus methods of advertising need not be resorted' to-. It is not necessary to tell lies. We sh ouId act as Christ and many o9 his more recently famous desciplee would nave acted. We must get back to the traditions of the live men OF the church, not the traditions of today.
 Advertising is a new power and the ,hurch must reach out and lay hold of t. Advertising is used for all sorts of purposes The United States govern nent uses it and churches all over the country are beginning to use 1c.
 Recently &, 5,O00,0 GOO was refused for he word stUneeda' The word 'RoyaI'' n Royal Baking Powder is worth S1o,- %, GOO.
 Six million dollars is spent every ,ars for advertising. It is not an ex- ,enSe, not waste of money, put Q means Of getting it.
 You cannot deny the power of the ress. The newspapers rule the people, le said The average family reads 5oo bounds of newspapers and magazines very year. The newspapers run Bridgeport. Ie ou want to find out anything, go to ne city editor-he knows all about le city. The newspapers are read by verybody. You can't let them go long as they 1fke-you must fall in ne with them 'fNo doubt they'll
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 TNcJTD ANCE MAN RFEC