The watchman and southron. [volume] (Sumter, S.C.) 1881-1930, 1919-05-28
The Worlds New Appreciation Of The
Power Of Advertising. -

The Worlds New Appreciation of The
Power Of Advertising. 81
(Manufacturers Record, Ba1timores}s
Some weeks ago the Manufacturers
Record pointed out as one of the n-.
dications Of increasing appreciation
on the part of the public of the pow
er of advertising, the fact that thss
Home Mission Board of the Southern
Baptist Convention was using thirty.
or more of the leading daily papers of;
the South, and also the Manufacture:
ers Record, in an advertising appeal
for contributions to its home mission
work throughout the South andc
Southwest -: :.
At that time we. expressed our. in-
terest in the matter as indicative OF
the power Of publicity wisely direct
ed and expressed the thought that it
would be interesting to know the re-
suit of the campaign. Rev. Victor T..
Masters, superintendent Of Publicity
Of the Home Mission Board, in q iet-
ter TO the Manufacturers Record, says
THE utterances from 1aymen and
ministers encourage Us to believe That
our advertising program has been ire
mendously influential. One State Baps
tist secretary has said that it was the
thing that put home missions across
in such great shape. Here are the
facts:
'.On top OF an increase over past
records for the year 1917-1918 Of
100000 we have gone forward this
year by S313,Sas over last year. Our
receipts are s1.2o7,4so, while last year
they were s694.147. The increase is
slightly over 45 per cent. !.
'"Al 1.-The reports we have from our
people I have seen, both ministers and
laymen, have been favorable to eur
enlarged advertising program. The
financial achievements for the. year
have been almost marvellous, consid-
ering everything, and other results
have been equally as great"
While we are quite sure that tte5
increasing prosperity of the South.
and the broader spirit of liberalitys
which is spreading throughout the
land has had considerable to do with
the remarkable increase in the res
ceipts of the Home Mission Board,
we are also convinced that Rev. DR..
Masters is correct in attributing very
considerable proportion of this i1-l
crease to the power Of well-direetea
advertising through. leading secular
papers The power of advertising con-
centrated the thought Of the peopte
upon the great question Of giving and
r1~ IL. 81
suits.
One of the most interesting ay-
products of the war work has been
the appreciation on the part Of the.
people of the whole country. and In
deed, the people of Great Britain as
well. OF the tremendous power for
good Of advertising. England rails
ed q very considerable proportion OF
it's mighty volunteer army of 100000
people by advertising. The Red CtosS
and kindred activities raised their
money largely by the power, Of adj
vertisiug. and the government made
it's enormous sales of bonds through
the influence of well-directed adver-
tising, having sought the cooperation
OF the business people of the coun-
try in the advertising campaign that
has been carried on for every bond
issue.
Out of this condition has grown. a
new recognition. unlike anything. in
The past, of the meaning of the pull
ing influence of advertising. The
whole thought of the world has been
lifted to a aew plane in regard to an
vertising, and an illustration Of the
great good that can be ACCOMPLISHED
is seen in the remarkable. results OF
the advertising campaign Of the Home
Mission Board.