Evening journal., 1916-07-03
Mr.. Candee Tells PreSby-
terianS Church Has Best
Commodity TO Offer
SAYS CHURCH MUST
BE BUSINESS BODY

Candee, pastor of Westminster
Church:
Mr.. Candee said in part: 1T is
necessary to analyze, to know what
is The Church. The church is COM
posed of a large number of people.
1t is organized for the purpose of
helpfulness, proclaiming the truth.
and leading to the highest good. In
so many cases the idea that the
church should be helpful is lost sight
of The church must consider the
individual, and strive to build up the
individuals charter. This is the
first of the effects of the work OF the
church. When the character is built,
then comes success, after success,
happiness, and then to the individual
come some of the joys and blessings
of eternity. For. it is only as we
experience the spiritual life, here, that
we will be fitted to enjoy it here
after.
I'm the next place, we inquire what
is advertising? It is made up chiefly
of two kinds:
"First-Word of mouth, appealing
to the ear.
"Second-The printed word appeal
ing to the eye.
"The purpose of advertising, funda-
mentally is to spread information.
The ultimate purpose is to try to in
1uence somebody else to do some
thing that to your way of thinking
they ought TO do.
"The essentials of advertising are
"First-To attract attention.
"Second-To create interest
"Third-TO create desire.
"Fourth-To stimulate to action.
Having looked into the nature of
both the church and advertising, we
now come to consider how we can ap-
plv advertising to the church and its
work. The chimes upon your church
are not needed to tell those Of you
who know about the church service
and are interested in it, but their
message is rung out 10 those who
have lost interest or who have never
had it. There are three classes of
people in the church;
"First-Tho regulars.
"Second-Those who want something
but do not know what they want
"Third Those who need something
and know they need it, but do not want
This class may be sub-divided into back
sliders and those who never knew the
message.
$50 We come to consider the reasons
for advertising in connection with the
church. In the first place, it is useles;
for ministers to preach TO empty pews
Advertising to help to fill the pews Is
expedient. There are thousands of peo
ple who need God in their everyday life
and il is our duty to take our message
10 them. and bring them into the
church The people who are down anc
out will read newspapers, billboards anc
signs and will see Gods word there anc
perhaps no other place. and through th'
agency of the advertisement will be lee
10 come in where they can get the per
sonal touch. A splendid example o.
this is to be had in the 'Go-to-Churcl
Sunday in Milwaukee. Once the cam
paien had been decided upon, every on'
went into the work whole heartedly
Billboards were covered with the invita-
tion To-to-C Church. Advertisements il
the newspapers gave reasons why peo
ple should 90 to church, telling them o
their needs and of the abilit,
of the church to satisfy thos
needs. The result was that churche
were packed at all services an
many people were turned away. Nor
than lss.OOO people attended church o.
that Sunday, compared with $4,000 o
10000. the usual figure.
"Then there is the class that needs
something, but do not want it
II is up to us to get to these people
our message of helpfulness. W.
must show by our lives, from day tC
day. that we have something thai
they need and ought to have. Th'
command Go out into the Highways
and byways. and constrain them e
come in does not necessarily NEAR
that we are to 60 out and force peo
ple to come into the churches, but 1
means rather that we are to makI
our appeal so urgent, and our mes
sage so clear and so convincing tha
they will be forced of themselves Il
come in to receive that which we hav'
and they need so much.
"The two things in the churcl
which we must overcome If we are t
enter into the advertising field ar
fear and prejudice-both contrary Il
love. which must be the great motiv
mower. back of all of our advertising
II God had not loved us. then ther
had been no Christ TO die on Calvar
for our redemption. So with heart
full of Gods love, must we go out Z
tell the good news to those who know
II not
"The church must adopt bushes
methods. Church Offices must be a
we'll equipped as the modern bushes
Offices. The world is progressing an
we must go with It or take bac
seat. The Associated Advertisin
Clubs of the World, with their watch
word Truth stand ng for all that
best in the realm OF advertising, an
the church of Jesus Christ. Himsel
the Way. the Truth and the Life. nigh
we'll work together for the spread
His message"
In closing. Mr.. Candee said: Mi
waukee has long been widely know
as the city made famous by a certai
widely advertised product. am prou
now to be able to say that Milwaukee
is becoming known as the city tina
church advertising has made ia
NOUS"