Every evening, Wilmington daily commercial., 1921-07-21
THURSDAY, JULY 81. 1921.
ADVERTISING CHRISTIANITY.

Two conferences of the Protestant
Episcopal Church. after years of dis
cussion, have approved of the adver-
tlsing of church services in daily
newspapers. Some friends of that
old and conservative body are saying
that this is a modern step which is
being taken; they even justify it by
citing the fact that other denomi-
nations have been advertising Tor
some years. That is true--but the
best justification of the act is found
In the gospels of Matthew, Mark. Luke
and John. all of which record the
means by which the advent of Christ
into the world was advertised nine
teen centuries ago.
The prophesy of Zacharias was
vivid advertisement Of the Saviour
who was to come and redeem His
people Israel. Simeon gave personal
advertisement 1oI lne bioS "AAS' -
declared in the temple. in the pres
ence Of many people. Mine eyes have
seen thy salvation, which thou hast
prepared before the face Of all people;
a light to tighten the Gentiles, and the
glory Of thy people Israel.
John the Baptist. the forerunner
~ the Christ. advertised the coming
of his spiritual master. It is re-
corded that Johns preaching caused
SO much excitement that multitudes
came forth to hear the word. and TO
be baptized-believing the good It'd
ings which John brought.
of course in those days there were
no printing presses. The only way IN
which advertising could be done was
bv word Of mouth. More than once
Jesus used that advertising means
TO spread His gospel. He was bring
ing n message of hope to the dis
spirited of His age, and He did not
desire TO hide His light under bushel.
IL is recorded that in order to spread
the gospel He called His twelve dis
ciples together and gave them power
and authority over all devils, and 70
eure diseases. And He sent them 70
preach the kingdom OF God, and to
heal the sick"
4 little further in Luke we find
that After these things the Lord
appointed other seventy also. and sent
them two and two before His face
into every city and place. whittier He
Himself would come
In that manner the arrival of the
Great Teacher was heralded. and
crowds were gathered in each place
10 listen 10 Him. That word of mouth
advertising was sufficient then. Jesus
never visited a community of more
than a few thousand souls. Two men
in one day could inform all the inhabi-
tants Of a Judean hamlet of the COM
ing Of the Christ But today, because
We live in great areas of congested
population, different methods would
have TO be used. The seventy would
20 forth as of old, but instead of
spending their time in the churches
and the hotels, telling each arrival
their news, they would visit the news
paper Offices.
A prepared statement in news form
would be given to the managing edi-
tor, with the request that it be used
the next day. The editor would be
interviewed. and urged to write an
editorial on the subject. Last. but
by no means least, the business Office
would be visited. and large display
advertisement would be contracted for
a. the regular rates. Then, on the
morrow, all the inhabitants in a centre
q lO0. 900 or more souls would know
the great news.
II has been said so often that there
IS nothing new under the sun; this
Is more evidence Of it. Church ad-
vertlsing seems new TO us--but the
founder of Christianity. Jesus the
Christ Himself. was a most prolific
advertiser. True. he used a different
method, but IL was the most efficient
method of His day. The only other
way 10 advertise then was TO write a
letter. II is not recorded that Jesus
ever sent a written message. That
was not near as certain TO produce
results as the word Of mouth system.
The scroll on which the message was
written might be lost-but the per-