The Birmingham age-herald., 1923-09-09
SAYS NE WSP FRS ARE BEST CHURCH PUBLICITY EDIUM
Noted Authority Declares Ad- vertiSing Essential To
 Church Success
Ky HARVEY HoI1.rafAN

By HARVEY HOILEMAN
 (Mr. HoIleman is executive director of the national church attendance movement, fostered by the church advertising depart ment of the Associated Ad Clubs of the World. It is a nation wide non-sectarian organization to stimulate and promote pop ular interest in advertising the church as basis institution for the permanent well fare of humanity. 1t advises and sdver- tises nationally and other wise to induce without distinction of race sex or creed. The national headquarters are In the World building. New York city.-Editor)
 In America today, the average church has a suitable location, beau tiful edifice, splendid pipe organ. and other desirable equipment There is usually capable pastor in charge. with proficient body of committee men to give him able assistance
 The prestige of the church in the community is, however, typified by the congregation. In so many of our churches today this Is the weak pil- lar. A delightful setting without a congregation Is like a department store crowded with a great stock of merchandise and no customers. Ad- vertising is just as important to one as the other. The number of persons who attend church regular Is vital factor in the making of religious progress. If there Is anything the churches of today need 1t Is advertis- ing.
 Sono churches, however, do enjoy good attendance at one of their serv- lees most of the year, but statistics snow that these exceptions are very few and far between. Latest com pflations place America's church goers at 40 per cent and the non goers at 60 per cent Think 1t over so out of every 100 people in America attend no church of any denomina- tion. And they are not all men either. This 60 per cent probably includes many good persons with good ex- cuses and a whole lot more with poor excuses, but regardless of sex or vocation, a large part of them can be aroused to attend church and at tend 1t regularly. The reason they are not attending church is simply because they have not been "sold'' on the reason why they should. The pastor cannot call upon every one In person and it's certain he will not reach them from the pulpit So 1t is there where that elemental force -advertising-can be put to work. It has succeeded in the commercial houses by bringing crowds of cus- toners to business houses, and 1t will do the same for the churches If properly handled.
 very few ministers will tell you they don't believe in advertising. and never have. Yet, every Sunday morn Ing they contradict themselves, and proof of this is given in the expert ence of salesman when he Ap- preached a small town merchant re- lating to his advertising. The sales man had used every argument he could think of as to why advertising was essential in business and still the veteran merchant contended ne did not need to advertise, he had been in the same location 40 years and the people know him. The salesman. bit perplexed, stepped to the front of the store and glancing down the street noticed a quaint old church several squares away: Turning to the merchant, and pointing to the church, he inquired how long 1t had been built. The veteran, strolxing his beard, informed him it was at least 50 years old. And, don't they advertise either?' queried the sales man. "Advertise2 Bless me, mo-" he . "huckled. Well, then" answered the salesman, why do they ring that bell on Sunday morning?"
 Yes, that Is advertising, but in it's weakest form, of course. For the folks who attend their church regu- larly, the sound of the church bells on Sunday morning is understood, but to the non church goers, 1t means nothing. To reach this latter portion requires advertising's strongest arm extended in a welcoming but buSi- nesslike manner.
 The best medium for the individual church to use, in the writer's opinion, is the newspaper. Throughout It's varied circulation the church can reach practically all classes of people, and at a much lower cost for each appeal than through any other me- dium of publicity. A 15 or 20-inch display every week in the Saturday evening or Sunday morning edition should answer the requirements of the average church.
 The construction of the ads should be given considerable thought as the results of the advertising depend more on what goes into the news paper space than the size of the space. Any school lad can buy space, but to cultivate and make 1t produce requires more than the hand of an amateur.
 The appeal in the copy should be