The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1921-04-15
IT PAYS TO

'.
.tise. are the people who r doing the
business in their RESPECTIVE lines. You
may read the newspapers published
in Abbeville, or in any other town,
and you will. know who are the lead
ing business people in the several
towns. They are the advertisers. If
you want to know which merchants
in AbbeIille sell the better, and more
clothing than the others, all you have
to do is to look in the advertising col
unms Of the county papers. You will
find their names there.
e And nine times out Of ten the man
who comes to Abbeville to buy a suit
Of clothes has made up his mind be-
fore starting where he will purchase.
If he is q reader Of the county pap
ers he has seen and knows just what
each leading clothing merchant in
Abbeville has to offer. When he
bitches his horse, or his Ford, or his
automobile, he goes straightway to
the store of the merchant whose ad-
svertisement he has read, and whose
advertisement appeals to him.
!. Advertising is coming more in vo-
que every day and in more and more
lines of business. If you will look in
the, advertising columns of the papers,
in the last issue Of each week, you
will find that the churches are finding
newspaper advertising the best way
to advise people of the services to
be held in. their churches each Sun
day. And as in business you will find
the more progressive churches taking
the lead in this manner of advertis-
ing. In this issue of the Press and
Banner, and in the last issue each
week for several weeks, the Baptist
Church has been advertising the
church activities in these columns.
The preacher goes out to preach, but
he cannot preach to the people unless
he a reach them. For that eason
the churches send out missionaries.
Neither a you preach to the people
at home unless you can interest them,
and you cannot interest them unless
you first get their attention and in
duce them to attend the church SER
vices. Advertising is the modern bust
ness way of doing these things and
the really progressive church learns
It first.
Of course we know that some of
the "old liners" will object to news
paper advertising of the church SER
vices. We are all inclined as we
grow older to become "old liners"
too, we know. But every church ad-
yertises. At the beginning Of the
morning service, or at its close, and
again at the evening service, the pas
tor makes his announcements. This
is but a form of advertising. Adver-
Using is the giving of publicity to
facts. The member on the streets
Saturday evening as he goes home
from his work, tells his companion
that services are to be held the next
day in his church and that Doctor
Smith, or Doctor Jones, is to do the
preaching. That is advertising. But
the announcement Of the pastor from
the pulpit reaches only those who at
tend the services, while the object of,
advertising is to reach those. who do
not attend. The member on his way
home mentions the matter of services
to one, two or three people, but the
advertisement in the home papers
carries the news to hundreds of peo-
pie who might attend the services.
Therefore, the giving of publicity is
done in the business way by adver-
Using in the newspapers, the modern
way, and after all there is a business
end to church matters just as there
is a spiritual end.
A few Sundays ago the Baptist
Sunday School had an advertisement
in the two local papers in which it
asked an attendance of a certain
number at the Sunday School on the
following Sunday. They had not had
th;e ,,,ohor boforo On the Sunday