The Richmond palladium and sun-telegram. [volume] (Richmond, Ind.) 1907-1939, 1919-05-22
The Worlds New Appreciation of the
Power Of Advertising


Some weeks ago we pointed out as one of the
indications of increasing appreciation the part
of the public of the power of advertising, the fact
that the Home Mission Board of the Southern
Baptist Convention was using thirty OF more of
the leading daily papers of the South, and also
the Manufacturers Record, in an advertising ap-
peal for contributions to its home mission work
throughout the South and Southwest" says the
Manufacturers Record
"At that time we expressed our interest in
the matter as indicative of the power of pub
lcity wisely directed and expressed the thought
that it would be interesting to know the result
of the campaign Rev. Victor l. Masters, Super
intendent of Publicity of the Home Mission
Board, in letter to the Manufacturers Record,
says:
The utterances from laymen and ministers
encourage US to believe that our advertising pro-
gram has been tremendously influential. One
State Baptist secretary has said that it was the
thing that put home missions across in such great
shape. Here are the facts:
con top of an increase over past records for
the year 1917-1918 of 100000 we have gone for
ward this year by $313.333 over last year. Our
receipts are 81 207, AGO. while last year they
S694,147. The increase is slightly over 45 per
cent.
All the reports we have from our people I
have seen, both ministers and laymen, have been
favorable to. our enlarged advertising program.
The financial achievements for the year have
been almost marvellous, considering everything,
and other results have been equally as great
while we are quite sure that the increasing
prosperity of the South and the broader spirit of
Iiberality which is spreading throughout the
land has had considerable to do with the remark
able increase in the receipts of the Home Mission
Board, we are also convinced that Rev DrA Mas
tiers is correct in attributing very considerable
proportion of this increase to the power of we'll
directed advertising through leading secular
papers. The power of advertising concentrated
the thought of the people upon the great ques-
ton of giving and helped to bring forth the splen-
did results.
Zone of the most interesting by-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. Eng
land raised very considerable proportion of its
mighty volunteer army of 100000 people by
advertising. The Red Cross and kindred activi-
ties raised their money largely by the power OF
advertising, and the Government made its enor
NOUS sales of bonds through the influence of well
directed advertising, having sought the co-opera
ton of the business people of the country in the
advertising campaign that has been carried or
for every bond issue.
"Out of this condition has grown new rec
IGNITION, unlike anything in the past, of the
meaning of the pulling influence of advertising
The whole thought of the world has been liftet
to. a new plane in regard to advertising, and al
illustration of the great good that can be accom-
plished is seen in the remarkable results of TIL
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