Daily Kennebec journal. [microfilm reel] (Augusta, Me.) 1870-1975, 1917-02-14
Did You Ever Think Of These Things?

\ Now pfk NIilcS.
:amous preacher. who is so IA
mo that he seldom faces empty
Iews once told me that he would give
worlds to be able to speak once week
TO as large and varied an audience as a
Newspaper editor addresses every day.
without knowing it he touched upon
the fundamental value of the newspa-
per In reaching the public conscious
ress through advertising. Within the
Iast few years New York City has
seen this preachers thought take hold
oi social service organiza tons, propa-
zardists. churches, political committees
and war relief organizations. These
relatively new users of space are
spending thousands of dollars for the
purchase Of advertising in which they
can reach the largest possible number
~ their supporters in the shortest pos
sible time. and at the least possible ex-
penditure of money and effort. For
example. one OF the most interesting
advertising campaigns this city has ev
er seen was that of the Red Cross last
summer. in it's successful effort to en-
roll 100000 members in the metropol-
itan district. War relief organizations
have used large quantities of paid-for
advertising space in touching the heart
OF the city with the appeal for suffer-
ing Europe The Association for I'M
proving the Condition of the Poor re-
Gently conducted an elaborate educa-
tional advertising campaign on the
work OF organized charity. ! have it
from the general director of the associ-
alton thst the campaign succeeded in
removing many OF the public's miscon-
captions OF the functions of relief So
ciety
Most of these efforts have been fin
anced by special contributions, so that
no criticism OF the expenditure of re-
lief funds for publicity is ever heard.
The function of the ubiquitous press
agent, IL seems. has changed from that
OF the space burglar who breaks into
newspaper columns with cleverly dis
guised propaganda, to that Of q pub
icity adviser. In seeking an outlet for
this organizations information he has
become n specialized reporter and
publicity expert. He knows news from
the newspaper standpoint. but he has
learned a far more important lesson.
He knows that for those facts which
are not news there Is no medium for
reaching the public like paid-for adver-
Using The day OF the tract and the
propagandist pamphlet, which usually
ind resting place in a yawning waste
basRet. Is going cut and the day Of the
propagandist ad' is coming In
We hone our correspondent is right
and that space begging and stealing is
about ended. Newspapers are ready
aud willing to do their part and more
IN any good work or in presenting both
sides of an important public question,
but they are unwilling to argue the
case FOR paid promoters while some
selfish concern reaps all the benefits
and pockets the handsome sums they
should have paid for the advertising
they obtained under false pretenses.
But our correspondent opened anoth-
er subject that is near our heart. in
mentioning the expressed desire Of the
famous preacher. 1t is this: Business
men who know the value Of advert;s-
ing who know the science of appeal
and who expcnd mental energy and
good dollars in keeping their business
before the public. are on every church
these men know why their churches
are not more successful, why ministers
are underpaid. singers are giving time
and study free buildings out of re-
pair. and the church business a,uays
on the ragged edge OF disaster? Would
not their weekday business go the
same way IL they did not nut more
thought and soul into It?
How much life insurance business
would be done II there were no more
advertising Of advantages and returns
and as little personal soliciting. than in
the business Of insurins the future of
travellers to all eternity
Gods business is the only insurance
business that is not constantly before
the eyes OF men and their families
The Rock Of Gibraltar stands out in
the memory OF every person in this
country as typical OF the strength of
one insurance company: does the Rock
Of Ages go as far?
How many successful and far-see,ng
business men who have cared for the
future of their dependents should they
he called suddenly. have cared for the
future Of their ewn souls should that
hour come today? What sort Of poll
cies have they In the firm that the low
~ Nsxarene represented?
Suppose churches advertise their bus
iness-spcciaI bargains in truths, mark
downs In glimpses OF righteousness,
fire sales on shop-worn topics of ster-
nal punishment. forced sales of water
damaged personal liberty and other