The Bridgeport times and evening farmer., 1919-10-13
CHTJRCH ADVERTISING
Some Reasons and Suggestions

1,224 inches of space in the two daily newspapers at the rate of s 1-2 inches on two columns twice a week for nine months. They could carry for $2 per mem Der Il 3-4 inches in three col umns. twice a week for nine months.
 CThese cities and papers are taken merely as eXamples.)
 The church is the best enter prise of any community.
 Therefore it ought to be best advertised.
 Some ''Dont's''
 Don't ask the newspaper for free space. If it gave away its space it could not subsist, for space is all it has to sell.
 Don't ask for cut rates. The Church is no beggar. The Presby- terian church is the richest of all Protestant churches.
 Don't withhold real news from the paper. News is it's stock-in- trade.
 If you have a piece of real news, give it to the paper and it will give you publicity.
 "Direct by Mail.''
 There are many other classes of publicity and advertising. One that has been used to very great advantage in business is known as "direct by mail" This con- sists simply of personal letters addressed to prospective pur- chasers. It is used extensively by security houses or financial companies with stocks and bonds to sell.
 IL could be used with equal ad- vantage by the church.
 Let those in charge of the ad- vertising carefully survey their field, pick out certain individuals who do not attend any church, study them as much as possible to find out the best point of at- tack and then attack.
 Experience proves that Q ser ies of three letters brings the best results, one following up the other. No man will ordinarily fail to look kindly upon a per sonaI appeal obviously made for his good. On the contrary, a personal appeal arouses a per- sonaI interest, which is genera;;y followed by sympathetic action.
 Then there are the church bulletins and the bulletin boards, leaflets, etc. These all have their values, but their value is not to be compared with the other media of advertising.
 On Preparing Advertising
 Whether the churches com bine their advertising or engage in it separately, let them.
 First, survey their field to un- derstand their needs, their peo- pie, their prospects and their possibilities.
 Second, decide upon the prop CT system of attack, whatever the plan or problem, and confine the advertising to it.
 Third, hold to the invariable rule of one point to one article or ad. The average mind digests but one thing at a time and you are dealing with the average mind. Besides scattering fire misses the mark.
 Fourth be brief and, if possi- ble, breezy. Give the ad the merit of brevity if it has noth- ing else to commend it.
 There is no mystery, secret or science in writing advertising.
 It is simply an effective appli- cation of common sense.
 Of course, training and ex- perience produce skill and skilful ad writers are always available. If you haven't any in your own church maybe you can get one with some good ads
 Advertising Goes Everywhere
 A lot of trite things have been said about what Jesus would do if He were on earth.
 May we venture the opinion that He would use the great channels of advertising to extend His Gospel
 Even when He was here He didn't often wait for the people to come to Him-He went to them and He told his disciples to 'go into the highways and compel men to come'
 There isn't highway or hedge