El Paso herald. (El Paso, Tex.) 1901-1931, 1916-02-15

advertising should be dignified. definite
and persistent. The thing we need to
learn is the difference between strik-
ing and sensational advertising. The
church. above all institutions. should
tell the truth in its advertising. No
fake indictments can be tolerated here
II the church announces good music
II should deliver good music. The
preacher has no business drawing peo-
pie to his church, under false pre-
lenses. If the church is not friendly
and cordial 1t is wicked-and bad bust
ness-tO advertise a church with a
warm welcome If the church Is not
really lifting men up, and helping de-
liver them from sin, then it has no
business advertising as a church: IL
should simply announce itself as a club
or society. Many sOcalled churches are
operating under false colors thereby
decetving the public.
Newspapers Best.
The newspaper is the usual medium
of advertising The most costly? Yes.
but the most effective, as a rule 'Ad'
writing is an artful business Careful
study Is required here. Laymen alone
cannot as a general rule, do effective
church advertising. Nor are the min
isters adopts at this sort of thing
They are so accustomed to using their
particular 'yard-stick' that they fail to
appreciate news values from the stand
point Of the public. 1t requires a pc
culiar specialist to catch the spirit,
find the language, and employ the
methods that Will win a substantial
and fruitful hearing for the church.
Display matter should be carefully pre-
pared, both as to phrases and as TO
type. Make IL striking and dignified
BE Fair With Editor.
Most churches need not to be ad-
mOnished to furnish the papers all the
news they will print. But they do need
TO be warned not to become offended
II the paper does not use all that is
sent in. or just as it is sent in. We
need to remember that the editors are
running the paper, and that for the
most part they are giving the church
space for which any business house
would have to pay literally.
Community Advertising.
There are times when special oc-
casions will call for special advertis-
ing. An Everybody go to Church Sun
day enables all the churches to COM
bine and to advertise just the church
General advertising is often more ef-
fective than local or particular. Ad-
monishing all the people to go to
church Will get more people to my
church than by urging them to 20 just
to the First Presbyterian church.
"Big banners stretched across the
street in the most densely populated
sections Of the city; cards on street
cars; window cards and personal let
ters- These and many other devices
are effective on special occasions
Blotters with church location, ap-
pointed services, and welcome attrac-
lively arranged thereon, and placed in
the hotels. business houses and apart
ments. is a good way to bring the
church to the attention of the people.
Get a Catch Phrase.
The use Of a catchy phrase Is
splendid practice for a church. Let
it be wisely selected and persistently
used. Such phrase must be brief, Gu
Little Church Around the Corner for
Attractive Signs.
Attractive signs about the church,
the best possible view a
changeable wall bulletin board. carry
ing the daily doings Of the church, are
fine publicity mediums Some churches
provide large electric signs. easily seen
over large part of the town.
Does IL Pnys
Does il pay2 Scores and hundreds
Of ministers and laymen the country
over say yes Not always in dollars
and cents-thOugh usually the results
are greater than the money expended.
Not always in big crowds. a crowd is
not the end Of the churchs mission.
A crowd is not necessarily 4 cOngre-
cation. But the church is responsible
for giving the gospel to all the people.
The church cannot put any limits on
its efforts The Lord commanded his
church to publish the gospel-the good
news-to all men,