The Catholic times. [volume] (Columbus, Ohio) 1951-current, 1953-05-15
Catholic Press Must Secure
Its Share Of Advertising
Dollar, Bishop Tells CPA

IF further growth is to come"
the Bishop continued, new sour
ces of support must be found.
What I'm trying to say is that we
are at a point where money need
ed to man our periodicals and pro-
duce a product with mass appeal
cannot be gotten with present
methods"
"Shall we rest content to carry
on monotonously at present levels
or do we want to break through
this sort of sound barrier TO
potential wide, blue yonder and
get the money to put the Catho-
lie Press where it belongs in the
national scene" the Bishop asked
the Catholic Press leaders.
Many Catholic Leaders
The Bishop said Catholic Press
workers must "get to the control
lers of the advertising dollar to
inform them of the importance of
giving us our share" Many of
these people will be found to be
Catholic managers and Catholic
men and women of great wealth,
he said.
''They must be taught their re
sponsibility to their own press and
the cause il presents to the public.
Brick and mortar support one
thing, and are needed of course,
but support in the world of ideas
is even more important. These
people of our own must be taught
the gospel of sharing their adver-
tising dollar with church publica-
tions. They could, if they we're
only aware of it, do more for di-
vine truth and its spread in this
way than they do by putting up
vast piles OF masonry, even though
they are devoted to worship and
charity" the Bishop declared.
Those not of the faith, the Bish-
op added, must be told that here
is a way TO sell their wares to a
vast buying public at the same
time that they give an organ whose
aim is the preservation of the
Christian, American way of life" :"
Bishop German observed that
Catholic newspapers and maya
zines have been making the most
remarkable progress recently"
making liberal use of technical
know-how and experience" He
added that the Bishops of the Uni
ted States have from the begin
ming set good example in this re-
gard, by establishing the N.C.W.C.
News Service manned exclusively
by professional lay newspaper
people"
''They yield to none in the field
of Catholic journalism" he said,
in zeal and devotion to their pro-
fession and love of the Catholic
cause"
"The clergy should not monopo-
lie the field of Catholic journal.
ISM" Bishop German said. This
work needs a layman's touch. His
point of view helps. To close off
this avenue OF opportunity from
Catholic laymen and laywomen
only deprives the Church of the
zeal and skill of an army of devot-
ed defenders of the Faith. To me
! if seems that the Catholic news
papers and magazines make the
most remarkable progress recently
have made liberal use of the tech
nical know-how and experience OF
well-paid lay employees. Such sue
cessful operations occur both un.
der lay and clerical management.
Allied 10 the policy of EN-.
pIoying lsyfolk in the operation
OF the Catholic Press" Bishop
German continued, lis the pro-
gram of presenting opportunities
TO lay writers of essays and fie-
tion. To furnish . ready market
for the product OF the pens of
Catholic authors that they may
use with profit is . factor in the
development of the Catholic
Press. This should interest the
whole industry, newspapers and
magazines. To the extent that
This happens, such talents will
be used in the interest of the
Faith. Our publications cannot