3L IC1 
 
 * HERBERT HEEBNER SMITH 
 
PUBLICITY AND PROGRESS 
 BY HERBERT HEEBNER SMITH 
 
PUBLICITY* PROGRESS 
 
 TWENTIETH CENTURY METHODS 
 IN RELIGIOUS, EDUCATIONAL AND 
 SOCIAL ACTIVITIES 
 
 BY 
 HERBERT HEEBNER SMITH 
 
 HODDER & STOUGHTON 
 
 NEW YORK 
 GEORGE H. DORAN COMPANY 
 
Copyright, 1915, 
 By George H. Doran Company 
 
PREFACE 
 
 THIS volume aims to cover in a broad way 
 the relation of religious, semi-religious, 
 educational and charitable institutions 
 of all sorts through the printing press to the 
 public. An attempt has been made to show 
 in a suggestive manner how successful com- 
 mercial publicity methods may be extended to 
 non-commercial institutions for the benefit of 
 society in general. The book is written for 
 amateurs by one who would hesitate to call him- 
 self a professional. The writer, however, for 
 a dozen years earned his living by working for 
 newspapers as editor or reporter in towns of 
 2,000, 10,000, 30,000, and 100,000 population. 
 He has managed publicity for the Minnesota 
 State Board of Health, and for the St. Paul 
 Association of Commerce, and has been a con- 
 tributor to advertising magazines. Connection 
 with church organizations, Sunday school as- 
 sociations, city Christian Endeavor unions, 
 Y. M. C. A.'s, and experience "for two years as 
 news editor of The Continent (Chicago) have 
 given him some insight into publicity problems 
 from the side of pastors and executives of non- 
 commercial organizations. Most of the sug- 
 gested plans have been tried. With other 
 publicity schemes hitherto limited to commer- 
 cial purposes the relation between the sphere 
 
 [v] 
 
 338326 
 
PREFACE 
 
 in which they have been used and the sphere 
 in which it is suggested that they may be of 
 service, has been pointed out. 
 
 Such a book as this cannot be exhaustive. 
 It is meant to be suggestive. Publicity and 
 advertising must be planned with local condi- 
 tions in view. Because many of the institutions 
 here treated are not liberally supplied with 
 promotion funds, the effort has been made to 
 show how good may be done for society by 
 using present opportunities more skilfully, 
 where limitations prevent the expenditure of 
 much money. The advantages of paid adver- 
 tising have been pointed out in the proper 
 places. 
 
 The book has been written in full knowledge 
 of the fact that publishers are flooded with re- 
 quests to print something about this or that 
 public welfare organization. Some commercial 
 concerns have been prone to attempt thus to get 
 advertising free, although this practice is 
 decreasing. The suggestions here take into 
 account the point of view of the editor, himself 
 subject to rigid limitations. Newspapers want 
 11 human interest stuff, " and they also realize 
 the interest of readers in religion. Many editors 
 have confessed their pleasure at intelligent co- 
 operation by non-commercial organizations in 
 getting helpful news or information before 
 readers. To aid executives of such organiza- 
 
 [vi] 
 
PREFACE 
 
 tions to recognize what real news is, and thus 
 to assist editors to stimulate the thought of the 
 community along altruistic lines, is one of the 
 ambitions of the author. 
 
 HERBERT H. SMITH. 
 Evanston, Illinois. 
 
 [vii] 
 
CONTENTS 
 
 CHAPTER PAGE 
 
 I. The Need of Publicity . 11 
 
 II. Training for Service Through the Press . . 27 
 
 III. Hints on Seeing and Writing News ... 41 
 
 IV. Some Ways of Getting Publicity . 55 
 V. The Use of Illustrations . 71 
 
 VI. Church Advertising . 83 
 
 VII. Making Known the Y.M.C. A. and Y.W.C. A. . 119 
 
 VIII. Using Newspapers to Boost Conventions . . 133 
 
 IX. Civic Righteousness via Printer's Ink . . . 157 
 
 X. Making Publicity Produce Cash Returns . . 177 
 
 XI. The College President's Assistant . . 197 
 
 Bibliography 226 
 
CHAPTER I 
 THE NEED OF PUBLICITY 
 
Publicity of your work may help others in their prob- 
 lems Increase the interest in work you are doing by 
 making the press an ally Daily papers as church aids not 
 seriously enough considered Paul had to invent a substi- 
 tute for the present newspaper Advertising increases the 
 interest of friends of any institution Problems ^of non- 
 commercial organizations in relation to community com- 
 parable to problems of factory in selling product. 
 
CHAPTER I 
 
 THE NEED OF PUBLICITY 
 
 " y HAVE never sent an item about my work 
 to any paper/' said the pastor of an 
 Indiana church to the editor of a religious 
 paper. He said it in a tone which indicated 
 that he thought he had done something which 
 entitled him to the respect of modest men. This 
 pastor soon pulled from his pocket a novel plan 
 for outfitting a library in his Sunday school. 
 He acknowledged that the idea might be useful 
 to other schools, and, as soon as it was sug- 
 gested, saw that the church paper was the logical 
 instrument to carry this "message." He prom- 
 ised to see his work in a broader light, and not 
 refuse through modesty to send to his denom- 
 inational paper items which would be of interest 
 to other churches. 
 
 The attitude of this man is typical of that of 
 many preachers of all denominations, and of 
 workers in charity organizations, Christian 
 Associations, and other non-commercial enter- 
 prises engaged in philanthropic work. They 
 resent the flamboyant attempts of some persons 
 to get themselves into the limelight, and in 
 loathing, turn to the other extreme and blind 
 their eyes to the positive advantages which 
 
 [13] 
 
PUBLICITY AND PROGRESS 
 
 might accrue to their work, and to lines similar 
 to that in which they are engaged, by a judicious 
 use of publicity for the work, rather than for 
 the worker. 
 
 In addition to this altruistic motive for telling 
 of successful plans and events in one's own 
 organization, there is the possibility of attract- 
 ing attention to the work through the press so 
 as to increase its effectiveness and enlarge its 
 support. This use of the press is not new. 
 Many organizations avail themselves of it now, 
 and commercial enterprises without number 
 have come to depend upon it for a great share 
 of their success. 
 
 Advertising as used by commercial concerns 
 is costly in that there is required a considerable 
 outlay, all of which, however, comes back with 
 large interest to the man who uses it skillfully 
 and has the goods which the people want, or can 
 be educated to think that they need. The cost 
 of this publicity has been the obstacle which 
 has prevented its more general use by those 
 organizations which must husband carefully 
 their cash resources. In this volume some effort 
 will be made to show that by the exercise of 
 brains it is frequently possible to make the press 
 a warm ally by one's being a real agent of the 
 press, rather than "a press agent" for the 
 organization. That term has come to be used 
 by newspaper publishers to denote the man who 
 
 [14] 
 
THE NEED OF PUBLICITY 
 
 tries to smuggle past the editor matter which 
 should enter through the business office with 
 greenbacks attached. Newspapers want human 
 interest news, because people like it. Informa- 
 tion which has the widest appeal finds ready 
 welcome from any city editor. To show where 
 this may be uncovered and to point out some 
 of the ways in which it can be furnished by 
 various organizations is one of the objects of 
 the following chapters. 
 
 The problem of the proper sort of cards, 
 leaflets, inserts, catalogues and circulars which 
 a non-commercial organization may issue with 
 profit is a large one in itself. It is a part of the 
 general problem of the relation of the organiza- 
 tion to the public. The same principles which 
 govern the elements of a good news story adhere 
 to good printed matter of all sorts. There have 
 been several books issued recently which touch 
 directly on this phase of advertising for 
 churches and charities.* 
 
 The first printed book was a Bible. From the 
 time of the invention of movable type, religious 
 leaders have made large use of the printing 
 press. Tracts flourished in the earliest days of 
 printing. During the Revolution and in Aboli- 
 tion times, moral problems were presented to 
 the people through circulars and pamphlets in 
 a vigorous fashion. Many of the present-day 
 
 *For a list of such books consult the bibliography at the 
 end of the volume. 
 
 [15] 
 
PUBLICITY AND PROGRESS 
 
 successors of the earlier reform agitators seem, 
 however, to have less ingenuity in making use 
 of the modern means of disseminating informa- 
 tion. Newspapers have taken the place of 
 pamphlets. People receive news hastily from 
 the printed page, instead of leisurely in coffee 
 houses. 
 
 The pastor who preaches polished missionary 
 discourses on India often utterly fails to see 
 the possibilities of reaching readers of the -daily 
 papers in the next block, men and women who 
 never will be attracted to hear him talk. He 
 has not learned to translate the "preach" in 
 the Great Command into the language of the 
 daily press. His lukewarmness may even re- 
 pulse the reporter who comes as a friend to get 
 notes of his sermon. 
 
 At the beginning of the Christian era and 
 for a long time afterwards, mouth to mouth 
 communication was the quickest way of spread- 
 ing information. Paul established what by a 
 stretch of the imagination might be called the 
 first religious and civic uplift newspaper when 
 he had his friends carry letters to the various 
 young churches which he had founded. These 
 letters of advice and counsel were read to the 
 people in lieu of sermons. That was the best 
 means then existing to carry such advice. The 
 modern Pauls each day of the week have a 
 means of communication reaching vast multi- 
 
 [.16] 
 
THE NEED OF PUBLICITY 
 
 tndes. The founder of the Christian faith Him- 
 self attracted attention by unusual deeds and 
 not only organized a force of men to carry 
 abroad news of His message, but arranged the 
 details of the routes of those who went out. He 
 associated with Himself men who had the power 
 of expression in words. They have left a record 
 of His thoughts and acts which forms part of 
 what is yet the best selling book. Christ used 
 the means which in His day was calculated to 
 reach the largest number of men. Surely those 
 who object to using the press of this day to 
 further religion and morality have studied the 
 methods of their Master imperfectly. 
 
 Perhaps the reason for the failure of moral 
 leaders to make larger use of the daily press 
 to reach men is to be found in the fact that 
 they have not been trained to do this. Semi- 
 naries use large incomes to educate men to talk 
 and to exhort. They have not, however, brought 
 into use any course designated to train men 
 to write, in terms understandable by the average 
 newspaper reader, the news of missions and of 
 the acts of modern apostles. This is preemi- 
 nently the age of newspaper readers rather than 
 of church goers. It is time that some one led 
 the way to a modification of the training of 
 future religious leaders so that they may in- 
 fluence men through the press. Men must be 
 trained to put in a new setting the truths of the 
 
 [17] 
 
PUBLICITY AND PROGRESS 
 
 gospel. Those who preach must learn to .write 
 for the general public, in such a way that their 
 writings can be readily understood. 
 
 As much study is required to reach men for 
 better living through the printed word as 
 through the spoken word. Secretaries of Chris- 
 tian Associations can seldom, without experi- 
 ence, hit upon just the thing about their work 
 which newspaper editors will count news, and 
 which will draw men and women closer to the 
 Association. The secretary of the charity so- 
 ciety, the president of the college, the head 
 resident of a settlement, can with profit look 
 at his work from the viewpoint of a publicity 
 agent to see what items in the daily routine can 
 be made to interest outsiders in what he is 
 trying to do. Communities and organizations 
 differ. No plainly marked publicity path can be 
 indicated. A college seeking students will not 
 use the publicity methods which will be profit- 
 able to an anti-tuberculosis society just starting 
 its work in a town of 10,000. For these and 
 other allied organizations there are suggestions 
 in the following pages. 
 
 The church has the mission of saving the 
 world and cannot wait for the world to come 
 to it. It is not sufficient to be in the world. 
 The church must make itself known. ' ' Let your 
 light so shine" applies to churches as to indi- 
 viduals. It must reach out in every way con- 
 
 [18] 
 
THE NEED OF PUBLICITY 
 
 sistent with its own nature and use the means 
 best fitted to produce results. 
 
 Advertising and publicity are but two over- 
 lapping means of making use of the laws of 
 psychology through type. The man who wants 
 persons to buy soda crackers of a certain name 
 must use type to force their wills to obey his. 
 The easiest way is to create a desire. The 
 determination to buy and the actual purchase of 
 the goods is then soon brought about. Depart- 
 ment stores in large cities seldom spend less 
 than $100,000 a year in daily newspaper adver- 
 tising. A certain double page " spread " in the 
 Saturday Evening Post cost a gum manufac- 
 turer $11,000. To regain the mere investment 
 there must have been sold 2,200,000 sticks of 
 gum. A million people must chew gum for a 
 day to pay for it! The makers of Holeproof 
 Hosiery are said to spend $1,800,000 a year for 
 advertising. Their sales from the beginning 
 were made possible by advertising. The Harri- 
 man Lines in 1912 spent $1,362,000 for adver- 
 tising, trying to fill the West with settlers and 
 tourists, and the advertising managers of four- 
 teen subsidiary roads spent a week in New York 
 criticizing each piece of advertising matter these 
 lines put out. Men move their families and 
 change the location of their business through 
 advertising. Nashville, Tenn., spent $100,000 
 in three years nTpublicity. The central office 
 
 [19] 
 
PUBLICITY AND PKOGEESS 
 
 often received 600 replies a day. In the first 
 eighteen months fifty-six new enterprises and 
 152 conventions were found to be results of 
 this advertising. During the last thirty days of 
 the advertising of the Encyclopaedia Britannica 
 in 1913 there was spent $75,000, and from May 
 18 to May 30 the orders jumped from 23,000 to 
 32 r OOO sets as a result. Advertising for com- 
 mercial organizations pays big profits. Non- 
 commercial organizations are just learning that 
 they may gain benefits in the same way. 
 
 One of the greatest moral forces in business 
 the last few years has been the advertising men 
 who have demanded that every "ad" tell the 
 truth. What greater truth can an "ad" tell 
 than that man is a sinner and that there is salva- 
 tion through repentance and confession? The 
 Men and Religion Forward Movement in New 
 York and in other cities proved the efficiency 
 of church advertising. The joint publicity 
 campaigns of churches in large cities, to which 
 reference will be made later, have brought 
 church letters out of trunks and men into the 
 congregations. Charitable organizations have 
 used display space asking for gifts and their 
 coffers have been filled. Colleges have told the 
 story of the self-sacrifice of their instructors 
 and of students anxious to have an education 
 and large gifts have come. Men who use adver- 
 tising to promote their business must see the 
 
 [20] 
 
THE NEED OF PUBLICITY 
 
 advantage of the same sort of applied psy- 
 chology for their church and charities. 
 
 A valuable reflex influence is often noted in 
 connection with most advertising. Employees 
 who see in papers and magazines the name of the 
 firm for which they work feel a larger sense of 
 their responsibility. The advertising of vacuum 
 cleaners by urging higher standards of cleanli- 
 ness has stimulated the sale of brooms and 
 carpet sweepers. The church member who reads 
 in his morning paper that the speaker at the 
 special service on Sunday evening in his church 
 has been all but starved to death by Africans, 
 may arouse himself to hear what the stranger 
 has to say. If he reads, on the morning follow- 
 ing the service, a half-column interview giving 
 facts about the missionary which were not 
 brought out in the sermon, he feels a still 
 greater interest. Perhaps he may put an extra 
 half dollar in the collection the next Sunday! 
 A man will put his money where his heart is. 
 Arouse his interest and he becomes a friend 
 and a contributor. The press is waiting, ready 
 to be harnessed, willing to help pull the load, 
 for it knows that thus it is helping to make a 
 better community, helping tie more people to 
 the publication, obtaining a stronger grasp on 
 the interest of the consumers of its product. 
 
 Publicity is needed by non-commercial organ- 
 izations because it is inherently demanded. If 
 [21] 
 
PUBLICITY AND PROGRESS 
 
 the relation of the organization to the public it 
 serves is considered from a merchandising 
 standpoint a bit, the need will appear. The 
 church, Christian Association, college, or other 
 non-commercial association may look at itself 
 as a local factory selling direct to consumers. 
 As such it must study its product, its possible 
 market, and its means of reaching that market. 
 
 Keep in mind the Y. M. C. A. as an example 
 in following this analysis for: 
 
 I. The product of any factory.* 1. Demand: 
 developed or undeveloped, permanent or season- 
 able. 2. Serviceability: a necessity, luxury 
 or convenience. 3. Price. 4. Profit : larger 
 or smaller than competing lines. 5. Competi- 
 tion: aggressive, lax, long established, wealthy 
 their sales, advertising campaigns, policy 
 toward customers. 
 
 II. The field, or possible market.f 1. Loca- 
 tion. 2. Consumers : wealthy, well to do, poor, 
 married, single, old, young, laborers, clerks, 
 mechanics, professional men. 3. Transporta- 
 tion. 4. Competition (same as above). 
 
 III. Scheme of distribution, or getting the 
 product to the possible consumers. 1. News- 
 paper advertising, billboard advertising, street- 
 car advertising. 2. Window displays. 3. Dem- 
 
 *R. E. Fowler in "Printers' Ink," February 8, 1912. 
 ^'Printers' Ink," February 22, 1912. 
 
 [22] 
 
THE NEED OF PUBLICITY 
 
 onstrations, if they are possible. 4. Canvassers. 
 5. Catalogue, follow ups and samples, if possible. 
 
 The "product" which the Y. M. C. A. has to 
 sell, is of course varied, so that an analysis 
 could be made for each division of the work. It 
 offers salvation, friendship, physical training, 
 education of all sorts, meals, and rooms. The 
 competitors are around the corner and over and 
 in every saloon, and their advertising appro- 
 priation is usually liberal, as is their policy to- 
 ward customers. The "field" concerns the kind 
 of men to be reached and the ease of access to 
 the association building. The association, like 
 all the organizations considered in this book, 
 sells directly to customers, but a factory making 
 stockings for consumers would have to do more, 
 to succeed, than put an electric sign over 
 front door and have boys on the streets handing 
 out cards. 
 
 The same analysis will apply to the church as 
 a whole. Where are the people it should reach! 
 The "product" is salvation and personal peace. 
 It may startle pious folk to think of "selling" 
 salvation, but in terms of commerce that is what 
 every preacher and personal worker does. The 
 price paid is service to Christ and His church. 
 To sell the product of the church as much active 
 work is needed as to sell the product of any 
 factory in your city. Too many churches estab- 
 lish their "factory," wait for customers, and 
 
 [23] 
 
PUBLICITY AND PKOGKESS 
 
 make little direct effort to "distribute" their 
 product or reach their possible "customers." 
 Churches depend in great part on mouth to 
 mouth solicitation canvassing if you will ; but 
 this is only one of the ways mentioned in the 
 above plan of "distribution" for commercial 
 concerns. 
 
 The W. C. T. U. has for sale interest in 
 temperance. The field is the city, or section of 
 it; the means of reaching the field must be 
 adapted to the possible prospects. The goods 
 that a fresh air association has for sale is re- 
 newed bodies and strengthened lungs for poor 
 mothers and. children. The field is the well-to- 
 do and moderately rich of the city. The various 
 societies inside the church also are provided for 
 in the plan. The Christian Endeavorers have 
 the young people of the church and vicinity as 
 their field, offering them opportunity for serv- 
 /ice. The church paper, leaflets, bulletins, and 
 j similar intra-church means of communication 
 [can be used. (See Chapter VI.) 
 
 Salvation is of the spirit, and more than one 
 reader may be tempted to brand the writer 
 as impious or worse. The majority of the 
 34,000,000 persons of the United States above 
 ten years of age who are outside any church 
 can, however, be reached best by talking in 
 terms which they understand rather than in the 
 language of Canaan. Those now in the church 
 
 [24] 
 
THE NEED OF PUBLICITY 
 
 must learn to look at it as providing something 
 more than a place to spend a comfortable hour 
 two or three times a week, or than even a social 
 center in winter. 
 
 The church offers the biggest thing in the 
 world. The methods by which it reaches people 
 should more nearly measure up to the import- 
 ance of the message it has for the world. 
 
 [25] 
 
CHAPTER II 
 
 TRAINING FOR SERVICE THROUGH 
 THE PRESS 
 
Four disciples of Christ were reporters Real need for 
 men with publicity instinct in non-commercial associations 
 of all sorts Pew men can see news in churches or philan- 
 thropies Can they be trained in conferences and semi- 
 naries? 
 
CHAPTER II 
 
 TRAINING FOE SERVICE THROUGH THE PRESS 
 
 THE main obstacle, as the press sees it, 
 to any systematic publicity of religious 
 things lies in the fact that there is no 
 zeal for advertising in the church nor among 
 her ministers. ' ' This statement from the report 
 of the Publicity Commission of the Men and 
 Religion Forward Movement of 1912 may suffi- 
 ciently justify this attempt to instill the adver- 
 tising idea into men who are vitally interested 
 in religious and allied institutions. " There is 
 plenty of news in religion," says the same re- 
 port, "but there must be more religion in news- 
 paper men and more newspaper instinct in 
 religious men, ere the important service of 
 revealing to the unchurched world Christian 
 thought and activity, as it really is, can be ade- 
 quately performed." 
 
 People who scoff at modern methods in the 
 church and profess to believe that the church 
 should adopt none of the means of "the world" 
 to reach men, fail to remember that four of the 
 greatest of the men to whom the founding of 
 Christianity was largely left were "reporters." 
 If Matthew was inspired to write the account 
 
 *Messages of the Men and Religion Movement. "Publicity 
 Message: The Church and the Press." 
 
 [29] 
 
PUBLICITY AND PROGRESS 
 
 he did of Christ's words and actions, who shall 
 deny that men now may not profitably study 
 how to tell most widely the doings of Christ's 
 followers to-day? Where is there a higher call- 
 ing, outside of the direct ministry itself, than 
 that of spreading the news of missions and 
 church progress at home; or describing new 
 plans for reaching men and women? A preacher 
 may touch men in a more personal way than he 
 who furnishes religious news for papers, but the 
 speaker's audience is always restricted. There 
 is no limit to the good a printed word can do. 
 There is a real necessity, to which every city 
 editor and newspaper reporter can testify, for 
 the men and women in charge of the institutions 
 under discussion to see the activities of their 
 organization from the newspaper standpoint. 
 Many a time reporters who are anxious to aid 
 the work ask Y. M. C. A. secretaries for news, 
 or approach pastors for interesting items rather 
 than stale announcements, only to be met with 
 a polite regret that there is no news. A little 
 pointed questioning, if the reporter knows any- 
 thing of the work, almost invariably brings to 
 light some items of which the secretary or pas- 
 tor had not thought. Eeligious men may be 
 able to learn from what others have done, some- 
 thing of what newspapers want, and thus better 
 equip themselves to take advantage of all the 
 agencies willing to assist their work. 
 
 [30] 
 
TRAINING FOR SERVICE 
 
 The Publicity Commission in another part of 
 its report says: "If, as has been cleverly said, 
 whoever makes goodness uninteresting sins 
 against virtue, then the preachers and editors 
 who are responsible for the dreary stretches of 
 mechanically bulletined ' church notices' in the 
 daily papers instead of live and varied and well 
 displayed religious intelligence, have a formid- 
 able account to settle somewhere. The ingenuity 
 of the evil one could scarcely devise a more 
 successful method for making the churches seem 
 cheap, trivial, stupid and unattractive than 
 those solid columns of free advertisements. " 
 
 Dr. Talcott Williams, director of the Pulitzer 
 School of Journalism at Columbia University, 
 has suggested that denominations in each large 
 city should unite to open a central office in 
 charge of a man capable of earning $5,000 a 
 year or more to disseminate religious informa- 
 tion. Such a plan has been under contempla- 
 tion by the Laymen's Missionary Movement 
 and the Missionary Education Movement and 
 similar agencies and may be put into operation 
 before this is printed. This is a good way to 
 obtain general publicity, but it is not possible 
 to hire press agents in every town, even for 
 part time. Where such arrangements are pos- 
 sible, there is yet large room for the exercise of 
 the newspaper instinct by pastors and laymen. 
 
 No expense is spared to train men to be 
 [31] 
 
PUBLICITY AND PKOGRESS 
 
 preachers, secretaries of various departments 
 of the Y. M. C. A., or heads of charities. Few 
 institutions which turn out men for these posi- 
 tions devote time to giving the prospective 
 graduate any instruction in the art of interest- 
 ing new people in his organization through 
 printer 's ink. Denominations spend large sums 
 in training men for three years to analyze the 
 Bible and to prepare and deliver sermons. Com- 
 paratively little time is spent in showing future 
 pastors how to reach the mass of men to whom 
 a church is a thing to be avoided. The same 
 lack of training to reach men by other than per- 
 sonal solicitation exists in the Y. M. C. A. and 
 Y. W. C. A. Year after year courses in adver- 
 tising are given in association night schools by 
 experts. The Y. M. C. A. teaches men how to 
 persuade others to buy a certain brand of 
 goods; it is the exceptional secretary who 
 attends these lectures to see how he may apply 
 the same principles in persuading men to buy 
 his brand of happiness and life philosophy. A 
 few associations are, however, awaking to the 
 need of education in publicity methods. 
 
 Summer conferences are maintained in a 
 score of mountain and lake resorts each year 
 in America. Men and women are trained to 
 conduct classes on the Bible and to teach mis- 
 sions in Sunday school and Young People's 
 societies. Expert psychologists deliver lectures 
 
 [32] 
 
TRAINING FOR SERVICE 
 
 on the handling of boys and girls of all ages. 
 Men of experience explain the sort of facts which 
 should be given children at certain stages of 
 development. The nature of the boy, moral, in- 
 tellectual and physical from the cradle to man- 
 hood is dissected; the entire field of education 
 of all sorts within the church and its allied insti- 
 tutions is canvassed. Now, if it is worth while 
 to teach a man to lead a mission study class of 
 twenty to thirty members in his church, why is 
 it not worth while to teach a man to write mis- 
 sions for the instruction of twenty or thirty 
 thousand of his townsmen? Why would it not 
 be possible to establish a course of instruction 
 in religious publicity at all of these summer 
 conferences? Let men who know the religious 
 side and the publicity side give lectures as to 
 the best way of reaching, through the press, 
 the people who now have no interest in missions, 
 in the Bible, or in their fellow men. 
 
 The eminent churchmen and publicists who 
 studied the relation of the church and press for 
 the Men and Eeligion Forward Movement say 
 that religious men must get more of the news- 
 paper instinct. Is it feasible to teach religious 
 publicity in somewhat the same manner that 
 journalism is taught in scores of colleges and 
 universities of the country? It has been pre- 
 dicted that in the not far distant future the 
 force of publicity will be harnessed in this way 
 
 [33] 
 
PUBLICITY AND PROGRESS 
 
 for the further development of the church and 
 the things for which the church stands. Let's 
 be about it ! 
 
 Then again theological seminaries might with 
 propriety and profit offer a course of lectures 
 on publicity by city editors, or by religious 
 editors of daily papers. From the standpoint 
 of the man outside of the church there is little 
 use in knowing how to preach well unless there 
 is combined with it a knowledge of the way of 
 persuasively letting the public know that 
 preaching is being done. A church is not a 
 secret society seeking to benefit only a selected 
 few. Training for a life as pastor without some 
 knowledge of the art of publicity for the work, 
 not the worker is only partial preparation for 
 this sacred office. 
 
 There has been little or no recognition by the 
 church of the change in the last two or three 
 decades in the ways in which men are persuaded 
 to do things. When all people went to church, 
 it was the minister's main duty to preach to 
 them. When only a very small proportion of 
 people attend church it becomes his task to 
 reach those outside, as well as to preach to 
 those inside. Men in the mass can be reached 
 through advertising. The collection of money 
 to pay for advertisements, the writing of them, 
 or the preparation of articles for the news 
 columns can be in other hands than those of the 
 
 [34] 
 
TRAINING FOR SERVICE 
 
 pastor, but he should be able to superintend 
 the work. Thus too, should leaders in other 
 forms of non-commercial enterprises know 
 something of publicity rules. 
 
 Study of the way in which news articles are 
 written and actual practice in preparing items 
 may form the basis for instruction in publicity 
 from a religious standpoint. A keen sense for 
 the human interest in events is essential to the 
 best results. "Human interest " has been de- 
 fined as being a quality of those events which 
 appeals to the greatest number of people. An 
 incident concerning a child who daily takes 
 flowers to a sick old woman will interest more 
 people than will the fact that the First Church 
 gave a dinner last Thursday "at which a good 
 time was had by all present." 
 
 At a conference where classes in religious 
 publicity are conducted an editor may be ob- 
 tained who will take items concerning that 
 meeting, written by the class as though for 
 publication, and tell what is wrong with them, 
 with reasons. The same plan can easily be 
 arranged in connection with theological semi- 
 naries, training schools for laymen, and similar 
 institutions. One of the practical things the 
 members of any summer conference can do is to 
 prepare an account of the meeting for publica- 
 tion in their local papers. (See Chapter VIII.) 
 Constant alertness for news items by the execu- 
 
 [35] 
 
PUBLICITY AND PROGRESS 
 
 tives of non-commercial organizations will de- 
 velop news instinct. Books on journalism and 
 allied subjects can be read with, profit. (See 
 Bibliography.) 
 
 The need for some means of educating lay- 
 men in publicity work is expressed in the report 
 of the Publicity Commission referred to above : 
 "Religious workers must aid in a very practical 
 way in gathering and presenting to the news- 
 papers material of positive news value out of 
 the life of the church. No wise newspaper man 
 discounts the value of much that occurs in the 
 religious world. He simply avows his inability 
 to cover the field. He must therefore have 
 efficient help. Not abstracts of sermons neces- 
 sarily, but things that advise of community 
 progress and other leading features out of the 
 church life, of vital interest to the reading pub- 
 lic. This kind of cooperation is cordially wel- 
 comed by the newspaper managers with the 
 understanding that the reporting minister must 
 take his chance with the rest of the staff on his 
 copy meeting the ordinary vicissitude of the 
 editor's office." 
 
 Newspapers and other publications produce 
 a commodity white space which belongs to 
 them. Editors have the right, in fact they are 
 employed, to put into their white space only 
 those articles which will further the object for 
 which the paper is published, viz., cash income, 
 
 [36] 
 
TRAINING FOR SERVICE 
 
 the public weal, or the gratification of political 
 ambition. All non-commercial organizations 
 whose problems are here studied should ap- 
 proach editors in the spirit of cooperation, not 
 with requests for a favor. If there is nothing 
 about one's organization which will produce 
 news, the executive head of it should see that 
 something happens which may be news. This 
 does not mean that he must be sensational. 
 News, in terms of people, consists merely of 
 those things in which editors think most per- 
 sons will be interested, and they hold their 
 places because they are good judges of what 
 the people want. 
 
 The ideas of an editor as to what is news 
 may be changed by education just-as his readers 
 can be educated to want certain sorts of in- 
 formation. This, and the furnishing of news 
 along the lines of the editor's present light, is 
 the job of the man who would ask the press to 
 cooperate with him in boosting some worthy 
 public non-commercial institution. To treat the 
 editor as a person of inferior ability or of low 
 moral standards is to defeat the aim. 
 
 As publicity is little more than an application 
 of psychological laws which govern the actions 
 of men individually and in crowds, the study of 
 psychology, or the review of books on this 
 science, may be helpful to those who care to get 
 beneath the surface of things. LeBon shows 
 
 [37] 
 
PUBLICITY AND PKOGRESS 
 
 in his classic that crowds tend to do things from 
 impulse rather than reason. He also lays down 
 the law that the conscious life of the individual 
 is of small importance in comparison with the 
 unconscious knowledge that they have been in- 
 fluenced by advertising. The unconscious im- 
 pression received from a variety of sources 
 accomplishes the purpose. It naturally follows 
 that if a man can be led to do a thing, or take 
 an interest in an institution, as a matter of 
 course, following a subconscious impulse, much 
 has been gained toward making him a perma- 
 nent friend. 
 
 Imagine a colporteur starting out every morn- 
 ing at four o'clock or earlier with a pile of 
 30,000 tracts which are to be placed in homes 
 by breakfast time for people glad to receive 
 them. Suppose the same work were done also 
 in the evening. Imagine a suave man handing 
 to weary travelers on trains, in stations or on 
 steamships, word of the latest advance in 
 Christ's kingdom. Suppose another should 
 visit the homeless on the benches in the parks, 
 the lodging houses and back rooms of saloons, 
 Nor must the vision leave.out the rural districts 
 with the thousands of widely scattered farm 
 houses whose inhabitants have little time to 
 visit with their neighbors. Into most of these 
 homes will go a colporteur each week or oftener 
 with a message of hope. But if, entranced at 
 
 [38] 
 
TRAINING FOR SERVICE 
 
 this prospect for doing good, one should awake 
 at thought of the expense, we can answer it 
 may be done by prayerful and intelligent co- 
 operation with the daily press. Can a man who 
 has once caught a small portion of such a vision 
 content himself with a mere 'announcement of 
 the theme of his sermon I There is better news, 
 more live, more gripping, more productive for 
 good to humanity than that. But the man who 
 seeks must be keen, and not a novice; he must 
 know news values ; must be familiar with some 
 of the mechanics of newspaper making. Such 
 knowledge can be obtained. It surely is worth 
 the effort. 
 
 [39] 
 
CHAPTER III 
 
 HINTS ON SEEING AND WRITING 
 NEWS 
 
Publicity must be considered from standpoint both of 
 those inside and of those outside the organization Put 
 specific facts to the front in ads or news Study how news 
 is written in papers Comment is not news Examples of 
 relative news values. 
 
CHAPTER III 
 
 HINTS ON SEEING AND WHITING NEWS 
 
 IN the analysis of any publicity problem, ac- 
 count must be taken of efforts directed 
 first, at those already within' the organiza- 
 tion and second, at those outside. It is neces- 
 sary that members be given information about 
 what is going on in the institution which they 
 support in order that their interest may be 
 retained. The supporters are in fact entitled to 
 it for the money they contribute. An institu- 
 tion of 600 or 1,000 members, like a Y. M. C. A., 
 has many varied activities, which, if all 
 members know about, will incite their greater 
 interest. The same growth of interest is pos- 
 sible likewise in an organization like the City 
 Club of Chicago or New York. If the members 
 know what the various committees are doing, it 
 tends to bind them closer to the work which they 
 all hope to do. 
 
 Any association which seeks to raise society 
 to a higher plane needs also the moral support 
 of others in its work those who may in fact 
 never be members of the organization. An anti- 
 tuberculosis society, for example, may never en- 
 roll as members the people in congested, poorly 
 
 [43] 
 
PUBLICITY AND PKOGRESS 
 
 ventilated quarters whom it hopes to reach, but 
 the people in such quarters can be aided by 
 intelligent publicity in their efforts to prevent 
 consumption. Church members are commanded 
 by their Leader to carry the gospel to all people. 
 Many persons can be reached through printer's 
 ink who would listen with scoffs, if at all, to an 
 individual. 
 
 This two-fold phase of publicity of voluntary 
 organizations must be faced at all times, and 
 often the failure of advertising campaigns comes 
 through ignorance or a misunderstanding of 
 the different classes who should be reached. 
 Girls in a factory, for example, have little in- 
 terest in the sum spent for repairs about the 
 Y. W. C. A. building which they have never 
 entered. A statement, however, showing that 
 an average of 21 girls a day attended night 
 school classes and that of the total number 15 
 had better paying positions at the end of the 
 year, would probably cause a stranger to the 
 association's work to think of joining. 
 
 The use of newspaper publicity is more or 
 less a matter of education. Directors of some 
 philanthropic organizations have had perchance 
 unfortunate experiences with reporters and 
 scorn to use daily papers. Others think it is 
 impossible to do good through them and fail 
 to make the effort. In some cities there is 
 'fortunately the largest possible cooperation be- 
 
 [44] 
 
SEEING AND WRITING NEWS 
 
 tween all agencies for .good with common appre- 
 ciation of the opportunity and the results ob- 
 tained have been most encouraging. 
 
 Advertising for the sort of institutions under 
 consideration varies with the class of people to 
 be reached and the amount of money available. 
 The same human interest qualities, however, 
 which must be present in publicity, bring in- 
 creasingly better results if they are applied to 
 advertising. A recent ad in the magazines was 
 headed, "The Dictaphone saves you the cost of 
 the stamp on every letter you mail. ' ' This was 
 accompanied by a picture of three letters ready 
 to leave the office. The heading undoubtedly got 
 more attention than if the expensive space had 
 been occupied by the same matter but headed, 
 "The Dictaphone saves you money." The 
 specific and definite fact always reaches people 
 most quickly. Another recent heading of a page 
 ad which cost many hundreds of dollars was, 
 "Let this book guard your pantry door." A 
 mediocre man would have written, "This book 
 explains adulterations of food," and probably 
 would have received the lesser rewards which 
 lack of brain power usually entails. 
 
 This effort by high-priced ad writers to use 
 psychology on casual readers of a magazine 
 brings proportionate results in other lines of 
 endeavor. The minister who begins a sermon 
 on the prodigal son with: "A certain man had 
 
 [45] 
 
PUBLICITY AND PKOGEESS 
 
 two sons : one was bad and the other was worse/' 
 takes his audience by surprise, and holds it, if 
 the rest of the sermon is as good as the opening 
 sentence. In the same way the religious worker 
 who writes an item for the press must begin 
 with a specific fact and leave generalization for 
 the editorial writer or the writer of history. 
 One kindly old pastor who probably belongs to 
 the class that begins sermons with the creation 
 invariably starts items to his church paper 
 something like this : 
 
 "In 1856 a home missionary visited the 
 San Juan valley and established three 
 preaching stations. They grew and flour- 
 ished and at different times larger build- 
 ings were necessary to accommodate the 
 increasing crowds which came with the 
 settlement of the country. Last week the 
 cornerstone was laid for a new building for 
 Blankville church. " 
 
 The most important part of that item is in the 
 last sentence, and yet it received only incidental 
 mention. Space for historical data is very 
 limited in modern periodicals, unless they have 
 a direct significance for the present day. 
 
 Principles of news writing, hinted at here, 
 apply to all efforts to reach people. They are 
 based on what busy editors have found the 
 people want, and if one desires to obtain and 
 
 [46] 
 
SEEING AND WRITING NEWS 
 
 hold the interest of readers, he must follow 
 the line of least resistance. 
 
 Because a man can write a good sermon it 
 may follow that he can write a good news article. 
 Or it may prove the opposite. It is well 
 worth while studying how to put news in the 
 best shape. Such study bears fruit in more 
 news ideas. Not a few Christian Associations 
 and churches leave the preparation of their 
 printed matter, announcements, cards and bul- 
 letins, to more or less inexperienced persons. 
 Commercial organizations on the contrary pay 
 as high prices for brains to prepare printed 
 matter as they do to managers, and not in- 
 frequently the director of publicity is one of 
 the highest paid officials in a corporation. 
 
 The value of space and of words needs to be 
 impressed on most men who have never paid 
 $900 for a page of magazine space or laid out 
 $14 for one line of very small print in a 
 woman's journal. A newspaper can get only 
 so many lines into a column and the number of 
 words to a line can be increased only by packing 
 more ideas into each word. Ministers may use 
 3,500 words in a sermon. An ad writer may have 
 to be content with 400 to persuade a man to do 
 what he wishes to convert him. When one is 
 buying space he can take as much as he can pay 
 for; when he is sending news to a paper, his 
 item must take rank in importance with items 
 
 [47] 
 
PUBLICITY AND PROGRESS 
 
 from all over the world, and on the day a Titanic 
 sinks his item may never be thought of. Every 
 news item should be packed so full of meaning 
 that curtailment of a single word means the 
 elimination of an idea. Such phrases as "some 
 twenty persons attended " can be cut a word 
 and strength gained. "This church is the 
 strongest of all the churches in the great inland 
 empire of the San Juan " can be improved and 
 space saved by eliminating "of all the" and 
 changing "churches" to "congregation." 
 
 Editorial comment should never be permitted 
 in news, although thousands of papers in 
 small places allow the reporter large latitude. 
 No one outside the office should, however, be so 
 presuming as to ask the paper to make his 
 opinion its own. "Mr. John Finlayson, leader 
 of the Apollo Glee Club, is also director of the 
 double quartet in this church, and a very effi- 
 cient leader he is," is the way one zealous pastor 
 tried to get an editor to commend a friend of 
 the contributor. Mr. Finlayson probably is as 
 efficient as the pastor says, but the pastor 
 ought not to ask the editor thus baldly to en- 
 dorse him. The same effect as the commenda- 
 tion might have been obtained by stating facts 
 which show his efficiency. It is very easy for 
 one accustomed to expressing his opinion in 
 pulpit or on platform to interject into news- 
 paper copy statements which are opinion rather 
 
 [48] 
 
SEEING AND WHITING NEWS 
 
 than facts. The presence of comment immedi- 
 ately tells a newspaperman that the writer is 
 a novice, or one who is seeking to slip an opinion 
 past the editor. 
 
 The suggestion that pride of authorship must 
 be subdued is one of the first needed lessons 
 for the amateur news-gatherer. The first good 
 story that a certain editor wrote in the first 
 week of his connection with a metropolitan 
 paper concerned the completion of the fund for 
 a new Y. M. C. A. building. With a desire to 
 impress the community with something of the 
 honor it had done itself in raising the large 
 fund, the article departed somewhat from the 
 facts to comment on the act. The way that 
 story was chopped up by the city editor taught 
 the cub reporter a lesson that he never forgot. 
 
 Unless a man has been "through the mill" of 
 the city room it is hard to understand why 
 changes are made in copy. Sometimes an item 
 or article may be printed just as written. The 
 next item may be cut to one-fifth the space, or 
 enlarged, or not used at all. Always there is 
 the probability on well edited papers that words 
 or sentences will be changed. Each paper has 
 its own style on certain matters. Each copy 
 reader and editor who handles the copy may 
 think a word or sentence might be improved, 
 and makes the change. Another day an influx 
 of ads may crowd the news columns and all but 
 
 [49] 
 
PUBLICITY AND PROGRESS 
 
 the first paragraph of an item is killed. At 
 another time there may be a human interest 
 touch in an item, unseen by the writer, which 
 appeals to the editor and the story is " played 
 up. 7 ' 
 
 A news story often does not follow the same 
 chronological sequence as do the minutes of a 
 meeting. Good reporters' who may attend a 
 Y. M. 0. A. band concert at which an old settler 
 is overcome by the heat and dies as the last 
 piece is being played, mention the death of the 
 man first. The concert becomes a mere incident 
 to the reporter, because the unfortunate death 
 has altered the news values. In the same way 
 at the dedication of a church or at the com- 
 mencement exercises of a college there may be 
 some event, not vitally related to the main 
 program, which is of more interest to a large 
 number of persons than the mere fact that the 
 exercises were held. Wabash college not long 
 ago gave diplomas to two men who went to war 
 in their senior year a half century before. That 
 fact had more human interest than the name of 
 the commencement speaker, or an account of 
 the decorations at class day, even though the 
 gathering of the flowers may have occupied the 
 attention of fifty persons for two days. The 
 getting of a diploma after fifty years is different 
 from other things; every college has a com- 
 mencement every year. 
 
 [50] 
 
SEEING AND WRITING NEWS 
 
 At the laying of a cornerstone of a Methodist 
 church in Cedar Eapids, Iowa, the chief speaker 
 was Bishop Homer C. Stuntz. He preached a 
 sermon showing how the Jewish people built a 
 temple before they constructed a fort or any 
 other building. He told of the importance of 
 church buildings and the large returns from an 
 investment in such a structure. He compli- 
 mented the architectural arrangement of the 
 growing building, said it was unique, and re- 
 lated a conversation he had had a month before 
 with Colonel Goethals at the Panama Canal. 
 The colonel told the bishop that if he found a 
 church well adapted to the religious needs of 
 the Canal Zone to send him plans, as he wanted 
 to build a $175,000 union church for the people 
 there. The plans of this church were to be 
 recommended to Colonel Goethals. 
 
 Obviously the most important thing to the 
 Methodists who put their money into the build- 
 ing was the fact that the high church dignitary 
 was present, and that the cornerstone was laid. 
 People of all faiths would have been interested 
 to know that the government was to build a 
 union church at the Canal. That the Cedar 
 Kapids church was to be recommended as a 
 model would appeal to and interest every per- 
 son in Iowa as well as every person outside of 
 the state who was a member of a congregation 
 which was planning a new building. The news 
 
 [51] 
 
PUBLICITY AND PROGRESS 
 
 instinct would dictate the placing of the fact 
 of largest interest at the beginning of the 
 article, no matter whether it came to light at 
 the first or last of the exercises as held. 
 
 As a matter of fact the newspaper report of 
 the exercise the next morning started: "Im- 
 pressive services marked the laying of the cor- 
 nerstone . . . Bishop . . . preached a sermon 
 . . . splendid tribute to manhood . . . seven 
 other ministers assisted. " Then followed a 
 recounting of the exercises, step by step from 
 the text of the sermon, and as the last sentence 
 of a paragraph, half a column down the page: 
 "He said he had been requested by a pastor in 
 Panama for suitable plans for a union church, 
 and said that these were the plans he was going 
 to recommend." The misstatement of fact, as 
 well as the loose construction, shows that a cub 
 reporter was "on the job." Probably he never- 
 had heard of Colonel Goethals, and missed 
 utterly the significance of the statement of the 
 bishop. 
 
 It is true that church news is very often 
 handled in smaller cities by the youngest mem- 
 ber of the local newspaper staff. Even in cities 
 of 30,000 people, there may be only a city editor 
 and two or three reporters to gather all the 
 news. Wages are not high and results often 
 are ridiculous to church members. This makes 
 it the more necessary that some one in connec- 
 
 [52] 
 
SEEING AND WBITING NEWS 
 
 tion with the churches be trained to sense news 
 values of the religious life of a community and 
 to assist reporters. 
 
 In addition to the prime requisite in news 
 writing of putting the most important part of 
 the news in the first part of an item, there are 
 minor matters of English composition over 
 which ministers are as prone to stumble as are 
 editors themselves who turn from editing to 
 original writing. When an editor runs across 
 a sentence like the following his blue pencil has 
 a habit of making heavy marks across the whole 
 of it. He has no time to repair the English, 
 unless it is a very important item: 
 
 "Mrs. Mary Clark Barnes author of the 
 Study book on Immigration also President 
 of the Fireside League, and Author of a 
 primer for teaching English to the Immi- 
 grants showed very clearly how every one 
 could aid in this, which she proved to be the 
 immigrant's greatest need for his protec- 
 tion. " 
 
 This is just the way it reached a paper, punctu- 
 ation and capitalization included. It took three 
 editors to decide just what the writer had tried 
 to say. 
 
 News is not news unless it is timely. How- 
 ever interesting may have been the action of a 
 convention a year ago, no newspaper will spend 
 
 [53] 
 
PUBLICITY AND PROGRESS 
 
 space on it unless there is some present appli- 
 cation. The mere fact that an occurrence has 
 never been printed is seldom a reason for print- 
 ing it. An Oklahoma church was dedicated June 
 8 ; the report was written June 17 and reached a 
 denominational paper June 23, in time for the 
 issue of July 3 nearly a month after the exer- 
 cises. It lost its value on the way. The explana- 
 tion of a correspondent that, because he had 
 only one item, he did not send until July 7 
 the account of the death of a minister which 
 occurred May 14, is almost childish. 
 
 To gain and retain the respect of editors, 
 church news must measure up well to news from 
 other sources. To ask an editor to publish 
 routine announcements as news cheapens the 
 church in his eyes. So too do poorly prepared 
 copy and unintelligible sentences. The church 
 demands efficiency in this as well as in the writ- 
 ing of sermons. 
 
 [54] 
 
CHAPTER IV 
 SOME WAYS OF GETTING PUBLICITY 
 
At least two uses for every idea Commercial and church 
 example Publicity in country towns In small and large 
 cities Publicity for national organizations Some news- 
 paper secrets Getting mission news into daily papers 
 Treat reporter as friend Don't seek publicity unless facts 
 will bear it Churches must take publicity going and 
 coming. 
 
CHAPTER IV 
 
 SOME WAYS OF GETTING PUBLICITY 
 
 THE man who is able to see the things 
 which have news value and who can 
 write them in acceptable news style has 
 gone most of the way towards reaching the 
 public through the press. , Such a man must, 
 however, know some of the publicity avenues 
 in his vicinity in order to be of the largest pos- 
 sible use to the cause he represents. Every 
 "publicity man" must remember that each idea 
 has at least two most excellent uses, and some- 
 times one idea can serve half a dozen purposes. 
 If an idea is worth the name it means that a 
 thing more or less new to the cause to which 
 it is applied has come to the front. The idea 
 must be put into operation to do good to the 
 organization, and then may be used as the germ 
 of a news story which may be used to advertise 
 the work through the appropriate channels. 
 
 A commercial illustration of a well-worked 
 many sided idea was the taking of a linotype 
 machine by the Great Northern Railway in a 
 baggage car of a special train which accom- 
 panied the Glidden auto tourists in 1913 from 
 St. Paul to Glacier National Park. This ma- 
 chine and accessories made possible the publi- 
 
 [57] 
 
PUBLICITY AND PE OGRESS 
 
 cation of a daily newspaper for the autoists. 
 The idea was worked to add novelty to the 
 trip and to interest other tourists in the railway 
 and the park. The story of this traveling news- 
 paper was worth considerable space in all daily 
 papers along the route and less space in dailies 
 of large cities at a distance. The idea was thus 
 used twice. But the trade papers of the news- 
 paper profession were interested in it. They 
 printed stories. The papers of the printing 
 trades were also concerned, and the automobile 
 papers were more than glad to get something 
 different. The trade papers of the railways 
 can also be counted, and the whole affair, with 
 the publicity it got for the road, was itself 
 worth space in advertising publications. The 
 idea had at least seven good uses and perhaps 
 the list is not exhausted, for electric power 
 was used to run the press and linotype, so elec- 
 trical papers would probably have used a story. 
 In the same way, with non-commercial asso- 
 ciations a good idea must not be allowed to 
 stagnate by being confined to the place of origin. 
 The plan of Bible study credits in connection 
 with North Dakota high schools was used not 
 only to reach high school pupils of that state, 
 but papers of all denominations printed stories 
 about the scheme. Bible study publications 
 were interested, and so too were educational 
 papers, to say nothing of daily papers in many 
 
 [58] 
 
WAYS OF GETTING PUBLICITY 
 
 cities. The publicity man, or any committee 
 charged with handling this connecting link with 
 outsiders, must be keen to see the multitudinous 
 uses of a good idea. 
 
 An idea need not be a great one to be used in 
 many ways. If a boys' club is organized to 
 keep the grass of the church lawn in good con- 
 dition, the fact can be told other congregations 
 through the denominational papers:- This will 
 stimulate similar effort in other churches. The 
 work of the youngsters can be told to members 
 of the local church through neighborhood papers 
 to incite them to take more interest. Mean- 
 while a church in a neighboring state has 
 adapted the same idea and has a class of girls 
 organized to pull weeds from the church lawn. 
 The news of this, passed around the same way, 
 will stimulate others. There is no end to the 
 good which may be done through the printed 
 word. 
 
 The amount and kind of publicity which an 
 organization can obtain through the press de- 
 pends in part upon the size of the town in which 
 it is located. A country town of upwards of 
 3,000 persons often has no daily paper. The 
 larger towns of this class do, however, have 
 typesetting machines in the newspaper offices. 
 This fact has a bearing on the length of copy 
 which may be offered the editor. When a man 
 must set each letter by hand, and is crowded 
 
 [59] 
 
PUBLICITY AND PROGRESS 
 
 with many duties, as is a country printer, short 
 copy is usually looked upon with the greatest 
 joy. In some cases longer articles are welcome, 
 but pastors must be careful not to overstep 
 their privileges and offer homilies rather than 
 news. 
 
 In a small city daily, the help in the editorial 
 end of the paper is usually not plentiful. There 
 is less need for brevity and pastors and secre- 
 taries of organizations under consideration here 
 are often given large space. Ingenuity is 
 needed, however, to find in a small place any 
 considerable amount of copy sufficiently inter- 
 esting to hold the attention of readers. 
 
 In a town or city of from 25,000 to 200,000 
 persons there is more news, but the demand 
 upon the space of the papers increases. It is 
 often possible, however, especially in Sunday 
 editions, to get fairly large representation. 
 Good pictures are usually very welcome. The 
 Sunbeam Band in St. Paul, Minn., has for years 
 had two columns or more in the Sunday paper 
 filled with newsy items about its work of charity 
 and mercy. In cities of this class it is often 
 profitable to induce a man trained in news to 
 assume charge of the publicity for all the 
 churches, or other associations. Certainly 
 reporters who usually call on the more promi- 
 nent organizations should be assisted in getting 
 live news. 
 
 [60] 
 
o. 
 (in'c 
 rUU. 
 
 .the 
 lay 
 
 fe 
 
 IK.. 
 
 Ml 
 
 Religious Dews notes Gathered 
 front Chicago ana Cook Countp 
 
 the observance of the day has been is- 
 sued by the commission, which repre- 
 sents ail the denominations included in 
 the Federal Council of Churches of 
 Christ, in America. 
 
 _v. 4. ^ 
 
 To Aid the 'Unemployed 
 
 An Industrial plant and lodging- 
 house lor unemployed men will be es- 
 tablished in connection with the Grace 
 Methodist Episcopal Church if present 
 plans of the pastor, the Rev. E. L. Wil- 
 liams, are carried out. The work will 
 be somewhat similar to that of the Chi- 
 cago Christian Industrial League, 
 whose plan of dealing with the unem- 
 ployed has been adopted by organiza- 
 tions in Pittsburgh and New York. The 
 Rev. Mr. Williams visited Boston to 
 Inspect an industrial plant which is 
 conducted in connection with the^ Meth- 
 odist church in that city. 
 -f- * -5- 
 
 Drys to Talk Politics 
 
 "p'olitics and Politicians" Is one of the 
 subjects to be discussed at the four-day 
 conierence of Anti-Saloon League su- 
 peiintendents, workers and friends -to 
 be held in the Hotel LaSalle Aug. 3 to 7. 
 The states represented will be Illinois, 
 Indiana, Ohio, Michigan, Wisconsin. 
 Minnesota, Iowa, Missoqri, North Da- 
 kota, South Dakota and Nebraska. * 
 opening address will be delivered* 
 Rev. P. A. Baker, superintendf 
 Anti-Saloon League of Arr' 
 will give "A Survey of tb' 
 Hev. George B. Sartor" 
 rotary of the Psesb* 
 tension board of f 
 superintendent 
 Saloon Lea?* 
 ing Our C' 
 hibitior" 
 be *' 
 Br" 
 
 con 
 woi 
 chil 
 
 IROl 
 
 or i 
 
 and 
 
 1 
 
 wh< 
 sh 
 conl 
 
 ar' 
 
 Play, Study and Work 
 At Vacation Schools 
 
 PLAY, study and work- ate com- 
 bined at the vacation Bible schools 
 whos.6 sessions .opened last week in 
 numerous; Chicago cnurches. No books 
 are used. Basket weavmg'is taugh^as 
 is also biblical geography by tneans of 
 maps drawn in the sand. An outing is 
 given the children once a week for the 
 purpose of nature study. Among the 
 churches in. which -schools are oper- 
 ated are the folowing: Jefferson Park 
 Presbyterian ChUrch, Aiken Institute 
 (Baptist, Morgan and Monroe streets; 
 Lincoln Street Methodist Episcopal 
 Church, Moody Church. Olivet Insti- 
 tute (Presbyterian), Moo^y Church and 
 Halsted -Street ' Institutional Church, 
 Halsted and Nineteenth streets. 
 
 Chicago Gets C E. Meeting 
 
 The decision of the executive com- 
 mittee of the Illinois Christian En- 
 deavor Union to hold the state conven- 
 tion in Chicago next year in conjunuc- 
 tion with the international and world's 
 Christian- Endeavor conventions, will be 
 followed by similar .decisions by other 
 state organizations, according to Chris- 
 tian Endeavor leaders. The, four-day 
 convention of the Illinois organization 
 which closed last night at Peoria Is 
 said to have been the largest conven- 
 tion ever held by the Illinois organi- 
 zation. One hundred and fifty delegates 
 attended from Chicago. Plans for a 
 law enforcement campaign in Chicago 
 will be formulated tonight by local lead- 
 ers in harmony with the resolutions 
 adopted by the convention, which pro- 
 vides for' a statewide campaign. 
 
 To Record Experiences 
 
 record of experiences will be written 
 fry chairmen of subcommittees of th 
 committee of 100 which managed *' 
 recent International Sunday Schoo' 
 vention held in Chicago. The 
 ces together with suggestion 
 ducting the work of each r 
 be forwarded to the N' 
 school leaders to gr 
 preparations for 
 the next conye- 
 in that city *' 
 the mtou^ 
 also b" 
 mltf 
 
 Many daily papers have a religious news department. This sample is from The 
 Chicago Herald. 
 
WAYS OF GETTING PUBLICITY 
 
 In cities of the largest class opportunities 
 for large space for non-commercial organiza- 
 tions usually grow smaller, although good ideas 
 of publicity " stunts" find proportionately large 
 rewards. News from churches and charities 
 must in large measure compete with news of 
 all sorts from all over the world, and to be 
 printed must be of the greatest interest. Many 
 papers, however, conduct regular departments 
 devoted to news of the organizations under dis- 
 cussion. The increase in the space devoted to 
 church news has in some cities been rapid, fol- 
 lowing the insertion of paid advertisements on 
 the part of the united churches. The Chicago 
 Herald each Monday prints a column of newsy 
 notes of the churches, which are gathered by a 
 Christian Endeavorer whose hobby is church 
 publicity, and who does this as a service to the 
 community. The Brooklyn Eagle among other 
 papers, devotes large space on Monday to ser- 
 mons. Other dailies handle sermons on a news 
 basis, taking extracts from manuscripts sent by 
 pastors on request of the editor. 
 
 In large cities publicity for churches can be 
 obtained in a desirable fashion in the commu- 
 nity papers, of which, for example, there are 
 thirty or more in Chicago. These in their nature 
 are much like papers in small cities and usually 
 have space available for well written news of 
 local associations. 
 
 [63] 
 
PUBLICITY AND PKOGKESS 
 
 According to the scope of the publicity plans 
 depends the use of the various means of pub- 
 licity at hand. The Associated Press, United 
 Press, and other nation-wide agencies use only 
 news of large national importance. In connec- 
 tion with national conventions of all sorts it is 
 wise, however, to write a month or more in 
 advance of the assembling of delegates, asking 
 the nearest Associated Press agency if you can 
 render any assistance in connection with the 
 convention. A program will give needed in- 
 formation as to the importance of the gathering. 
 Advance copies of speeches should always be 
 on hand for news agencies. Attention to this 
 often means much additional publicity. Many 
 magazines are looking with increasing favor on 
 uplift articles, and several have recently printed 
 stories of phases of the work of the Y. W. C. A., 
 the Anti-Saloon League, and similar agencies. 
 The Survey of New York has syndicated very 
 interesting social articles to daily papers. 
 
 The success of the publicity agents of 
 "Pastor" Russell in getting "plate matter" into 
 papers, often at a cost of $6 a page to the 
 publisher, indicates one of the many unused 
 opportunities which most religious organiza- 
 tions are allowing to slip past. Editors of some 
 smaller papers, personally interviewed, say they 
 want religious matter and the Eussell material 
 is the only plate matter available. 
 
 [64] 
 
WAYS OF GETTING PUBLICITY 
 
 In publicity of all sorts for the organizations 
 under consideration it is helpful to remember 
 that the most successful merchants, usually, are 
 those who make their announcements easy to 
 read, and who offer specific facts. An announce- 
 ment must be grasped in a few words to get 
 the attention of the largest number of persons 
 Any circular letter to men should on this ac- 
 count be short, or so broken by paragraphs 
 that the eye can grasp the details easily. 
 
 Never force a reporter to leave you empty 
 handed after applying for information. If you 
 can't give the facts asked, tell him where he can 
 get them, or give him something which will 
 enable him to get some news from his visit to 
 you. 
 
 News for Monday morning papers is usually 
 more scarce than for any other issue of the 
 week. Mr. Eoosevelt, when president, frequently 
 made use of this fact and released stories for 
 Monday. 
 
 If papers materially change the items you 
 furnish, try to discover the reason, if it can be 
 done without seeming to criticize the editor for 
 running his own business as he likes. Such 
 knowledge will be invaluable in further pub- 
 licity work. 
 
 In exceptional cases only will papers print 
 appeals for aid, for clothes or money, unless a 
 paper makes it a policy to add to its popularity 
 
 [65] 
 
PUBLICITY AND PKOGKESS 
 
 in this way. The approximate result of an 
 appeal can be obtained, and with the full con- 
 sent of the editor, by furnishing interesting 
 facts about the case for which help is needed. 
 When a man's interest is aroused, whether it 
 be over a widow with seven children, or over 
 a college seeking the last $5,000 of an endow- 
 ment, the money will follow. 
 
 Posters have been used in Massachusetts and 
 elsewhere telling of the harmful effects of alco- 
 holic liquor. Bill boards have been used in a 
 number of cities by churches with good results. 
 
 Missionaries from foreign fields on trips 
 through the home land by registering from their 
 stations will thus attract the attention of re- 
 porters in cities where newsgatherers scan hotel 
 registers longing for something unusual which 
 may promise a good story. When interviews 
 are requested, the missionary has a most excel- 
 lent opportunity to get straight mission news 
 into the paper, for a city editor will admit as 
 facts, in a direct quotation, much information 
 which could obtain entrance to his columns in 
 no other way. 
 
 Pastors who expect to have missionaries oc- 
 cupy their pulpits soon, by giving the local 
 editors or reporters facts about the work of the 
 missionary, will often be able to get mission 
 news into the paper. 
 
 The possibilities of foreign language papers 
 [66] 
 
WAYS OF GETTING PUBLICITY 
 
 in connection with churches and charities have 
 not been sounded, and in fact such papers are 
 used for this purpose but little. They reach a 
 class of people, which, however, is often touched 
 by no direct religious influence. 
 
 Bishop Stuntz of the Methodist Episcopal 
 Church obtained three pages of publicity in the 
 papers of Buenos Aires for the first Sunday 
 school rally and parade ever held there. The 
 spectacular always appeals to papers, as it does 
 to readers. 
 
 Always send tickets for entertainments and 
 dinners of a church or other organization to 
 the city editor of each paper. He will prob- 
 ably assign a reporter to cover the meeting. 
 The newspaper man who is made at home at 
 any gathering can write a much better account 
 than can one who is treated as an intruder and 
 stared at, until he takes refuge in the nearest 
 saloon or pool hall, after gathering what facts 
 he thinks he needs from the man nearest the 
 door. 
 
 Advertising is a good deal like talking to your 
 neighbor. You can't get nearly so much atten- 
 tion by yelling as by saying something inter- 
 esting. One's heart must be put into anything 
 which is expected to move men, and the story 
 must be told simply. 
 
 Vindication for an unjustly accused immi- 
 grant with definite religious news was pushed 
 
 [67] 
 
PUBLICITY AND PROGRESS 
 
 into four Chicago papers on the day after 
 Thanksgiving a dull day by careful planning. 
 A Russian convert in jail many weeks accused 
 of arson was discharged by order of the judge. 
 He told his story at a mission on Thanksgiving 
 and reaffirmed his faith. The papers were 
 given the facts and were glad to use them. It was 
 a human interest story. The actual discharge 
 had occurred three days before. By having the 
 man make his statement at the mission service, 
 additional publicity value was given the inci- 
 dent. Often facts can thus be handled in such 
 a way as to obtain more publicity than would 
 be justifiable if unrelated to each other. 
 
 Editorial matter included in news items often 
 causes the whole matter to be rejected. The 
 Sunday school board which sends out items 
 closing with an appeal to ask for literature 
 finds its news emasculated by religious papers. 
 The editorial columns are for opinion, or sug- 
 gestion, and the editor usually wants to fill that 
 space himself. 
 
 Editors cannot be fooled often, they are never 
 fooled twice. No one connected with a non- 
 commercial organization should ask for pub- 
 licity unless there are facts to back up the 
 stories. There must be actual work accom- 
 plished of sufficient breadth to bear the pub- 
 licity given. Editors, too, are quick to judge 
 the man who seeks publicity for himself rather 
 
 [68] 
 
WAYS OF GETTING PUBLICITY 
 
 than his work, and are as quick to lose respect 
 for the one who asks that something be pub- 
 lished, yet insists that his name be not used, 
 when in the judgment of the newspaper man a 
 name is needed as authority for a statement. 
 
 Churches or associations must not shrink 
 from publicity if there is aught about them 
 which is not clean and pure. The man who 
 asks that a fact be suppressed is immediately 
 an object of suspicion in most newspaper offices. 
 Editors and reporters usually are ready to give 
 every one a square deal. If an unpleasant in- 
 cident develops in any organization, the refusal 
 of an officer to admit that he knows anything 
 about it merely whets the appetite of the news- 
 gatherer. More than likely the reporter is then 
 compelled to piece together scraps of informa- 
 tion. In its semblance to truth this story may 
 do the organization much more damage than 
 would result from a frank exposition of the 
 details of the occurrence, with an honest appeal 
 to omit embarrassing details, if in the judgment 
 of the city editor that can be done without 
 sacrificing any of the obligations under which 
 a paper rests to furnish its subscribers with 
 the news. 
 
 [69] 
 
CHAPTER V 
 THE USE OF ILLUSTRATIONS 
 
Appeal of pictures is universal Need not use all of a 
 photograph in illustration Zinc or half tone? Proper 
 screen of half tone important Two colors effective 
 Charts are easily reproduced in newspapers. 
 
CHAPTER V 
 
 THE USE OF ILLUSTRATIONS 
 
 FEW people ever get so old as to lose their 
 childish liking for pictures. The eye 
 can assimilate more facts through a 
 picture than through the cumbersome process 
 of constructing a mental image from words. 
 The craze for moving pictures is in large part 
 based on this fundamental principle which all 
 good advertising recognizes and uses. 
 
 Not all forms of publicity lend themselves to 
 illustration, but in publicity for churches and 
 philanthropic institutions now under consider- 
 ation pictures may be used in many ways. When 
 there is an opportunity in a daily paper for a 
 descriptive article of the Y. M. C. A., a fresh 
 air camp, or a home for convalescents, photo- 
 graphs of scenes connected with -the institution 
 add much to the interest with which the article 
 will be read. The same is true of booklets of 
 all sorts, whether intended for distribution 
 among members of the organization or to at- 
 tract the interest of outsiders. 
 
 In paid advertising, pictures have been and 
 can be used with great effect. The New York 
 Association for Improving the Condition of the 
 Poor has been an outstanding example of insti- 
 
 [73] 
 
PUBLICITY AND PROGKESS 
 
 tutions which use cuts effectively in paid adver- 
 tising. Hundreds of people will recall the pic- 
 ture of Tenement Tommy and other waifs who 
 from the pages of magazines have spoken to 
 those who would help such unfortunates. Pic- 
 tures of children, specially children uncon- 
 sciously doing something, make good subjects. 
 
 Care must be taken in all publicity pictures 
 to get photographs which illustrate rather than 
 those which merely adorn the subject matter. 
 Many a commercial advertiser may use the face 
 of a pretty girl to draw attention to his wares. 
 These concerns are learning, however, that un- 
 less the pretty face is vitally related to the 
 product for sale, the attention of readers sel- 
 dom strays from the face to the text about the 
 goods. Familiar examples in commercial ad- 
 vertising of the linking of the picture to the 
 matter is the view of Gibraltar, made part of 
 the Prudential Life Insurance Company by its 
 repetition. The Eastman Kodak Company 
 naturally can use pictures easily and does it 
 effectively. Automobile companies have scoured 
 the country for new ways of showing pictures 
 of their cars. Most such ads are as conven- 
 tional as is the advertisement of a church with 
 nothing but a picture of the building, unless that 
 church is or can be made to be distinctive and 
 meaningful. 
 
 'Churches or colleges in their advertising can 
 
 [74] 
 
H' 
 
 " Tenement Tommy " 
 Asks for 
 
 A Square Deal 
 
 lives in New York's stuffy 
 tenement district, the most con- 
 gested spot in America. 
 In his sultry three-room home there 
 is scarcely space to eat and sleep. His 
 playground is the blistering pavement 
 of the ill-sinelling streets, hemmed in 
 by scorching brick walls. 
 
 No trees, no grass, not even a whiff 
 of fresh air, in the only world 
 Tommy knows. Ash cans are 
 his background, and the rattle 
 and roar of traffic his environ- 
 ment. 
 
 Tommy's widowed mother is 
 broken with worry ; his sisters 
 'and brothers are as pallid and frail as 
 he. The winter struggle has sapped 
 their vitality. They are starving for air. 
 No medicine will help Tommy. 
 What he, his mother and the other 
 children need are : a chance to breathe 
 something pure and fresh, a taste of 
 sunshine and outdoor freedom, an 
 outing in the country or at the sea- 
 shore. But between Tommy and his needs 
 stands poverty, the result of misfortune. He 
 must suffer just as if it were all his fault. 
 
 And that is why Tommy appeals for a 
 square deal. Nor does he wish you to 
 forget his mother, or his "pals" and their 
 mothers, all in the same plight. 
 
 This, Association every summer sends thousands of 
 'Tenement Tommies", mothers and babies to the country 
 and to Sea Breeze, its fresh air home at Coney Island. A 
 dollar bill, a five dollar check, ->r any amount you care 
 to contribute, will help us to answer Tommy's appeal. 
 
 Send contributions to Robert Shaw Minturn, Treasurer. 
 Room 204. 105 East 22nd Street, New York City. 
 
 NEW YORK ASSOCIATION FOR IMPROVING 
 THE CONDITION OF THE POOR 
 
 SUGGESTIONS 
 
 A lawn sociable by 
 your class, Sunday 
 School or Club. 
 
 A card party at 
 summer hote 
 camp. 
 
 A subscription among 
 your friends. 
 
 your 
 l or 
 
 R. FULTON CUTTING. President 
 
 Ao effective appeal for funds which illustrates use of an "outline cut. ' 
 
USE OF ILLUSTRATIONS 
 
 often make use of a doorway, a gate, or a tower 
 as an illustration and as a trade mark, which, 
 accompanying all advertising matter, adds to 
 the effectiveness of the text. There is a greater 
 range possible to colleges than to churches, al- 
 though institutional churches afford excellent 
 opportunities for pictures of groups studying 
 or working in class room or gymnasium. Col- 
 leges may get good action pictures at athletic 
 meets and class contests. Pictures must, how- 
 ever, be chosen, with due regard to the sort of 
 people which it is hoped to reach. Men and 
 women who want to learn stenography and 
 bookkeeping to furnish them a livelihood have 
 little interest in pictures of gospel teams which 
 may have been sent out by a school. The 
 interest of those who wish to fit themselves for 
 immediate earning power is in those who have 
 through that school obtained good positions. 
 Pictures of these former pupils, photographs of 
 the business houses in which they are employed, 
 or diagrams of their earning power before and 
 after will attract possible students. 
 
 In the same way, a Y. W. C. A. seeking to 
 draw foreign speaking girls to its building may 
 better use pictures of night classes or social 
 gatherings, rather than a photograph of a group 
 of the managers of the institution. The class to 
 be reached should be appealed to through pic- 
 tures of things which will impel them to act 
 
 [77] 
 
PUBLICITY AND PROGRESS 
 
 as you wish. Five minutes spent in imagina- 
 tion with those whom you desire to attract will 
 do much to prevent the use of less effective 
 pictures. 
 
 Care, too, must be taken to choose the best 
 part of the best picture. Because the camera 
 happened to include a certain portion of a crowd 
 or scene is no reason why all of it should be 
 
 The prow of the boat outside the circle gives distinction to this cut. 
 
 shown in the cut. By eliminating those por- 
 tions of the photograph which are not specially 
 relevant, or which are less important, the essen- 
 tial parts of a picture can be emphasized. Two 
 cardboard right angle pieces are useful to move 
 about over a photograph until the most effective 
 portions of the picture are discovered. 
 
 The question whether the cut to be used shall 
 be a half-tone or a zinc etching may be answered 
 in view of the thing to be portrayed and the 
 kind of paper on which the cut is to be printed. 
 A half-tone reproduces the light and shadow of 
 
 [78] 
 
USE OF ILLUSTRATIONS 
 
 a photograph. A zinc etching reproduces only 
 lines and can be made best from a drawing on 
 white paper with india ink. Half-tones for best 
 printing require a smooth finished paper; zinc 
 etchings may be printed on rough or smooth 
 paper.* 
 
 Half-tones may be made in a variety of ways 
 with corresponding effects. In a group, when 
 only one person portrayed is wanted for the 
 cut, the others may be retouched by the artist 
 at the engraving shop without injuring the 
 photograph. If the picture has a broken sky 
 line it often is effective to outline the cut, so 
 that all the grey effect of the sky is cut away. 
 By vignetting the figure may stand out with 
 the background disappearing gradually. These 
 processes add a little to the cost. Wood cuts, 
 once used largely, are favored for some sorts 
 of advertising work, but need not be considered 
 here. 
 
 A stereotype or electrotype is a printing block 
 made from a half-tone or zinc etching or from 
 type, by depositing metal in a wax or pressed 
 paper impression of the thing to be copied. As 
 in all copying, there is a slight loss of sharp- 
 ness. Electrotypes are often made of etchings 
 or half-tones when it is expected that originals 
 will be worn by the number of thousand irnpres- 
 
 *A full technical discussion of cuts may be found in 
 Stelzle's "Successful Church Advertising." 
 
 [79] 
 
PUBLICITY AND PROGRESS 
 
 sions to be made from them. "Mats," pressed 
 paper matrices, may be sent to papers having 
 stereotyping plants, in connection with some 
 campaign in which it is desired to have a certain 
 diagram or figure used by many newspapers. 
 Stereotypes of half-tones should be used cau- 
 tiously and only when one is familiar with the 
 kind of work done by the shop and the kind of 
 paper on which it is expected to use the stereo- 
 types. 
 
 Half-tones are the most expensive plates, bar- 
 ring those designed for color printing, and cost 
 about 15 cents a square inch with a minimum 
 charge for square cuts of about $1.50. Thus a 
 cut the size of a thumb nail costs as much as 
 a plate two by five inches. It is rarely wise to 
 take all one can get for his money, however, 
 as the space in which the cut is to be used, is, or 
 ought to be, too valuable to waste on some- 
 thing which can be condensed into smaller com- 
 pass. Etchings cost 6 cents a square inch or 
 less, with a minimum of about 60 cents. Elec- 
 trotypes are cheaper. 
 
 The higher the finish on a paper, the better 
 printing surface it presents for a half-tone 
 and the more it costs. The difference, however, 
 between good and poor paper on a small job is 
 very small. A rough paper cannot be used 
 well with half-tones. For this reason, in part, 
 many pictures in small daily papers do not 
 
 [80] 
 
USE OF ILLUSTRATIONS 
 
 print clearly. Larger papers make their own 
 cuts to suit their conditions. 
 
 Half-tones are composed of masses of small 
 dots closer or farther apart for shade or light. 
 These are formed by the crossing of fine lines 
 in a screen placed in front of the plate during 
 the process of making the half-tone. These 
 screens have a certain number of lines to the 
 square inch, and the screen must be specified, or 
 indicated, when a half-tone is ordered. The 
 screen for Newspaper cuts is about 65, for maga- 
 zines and books 120 to 150. For general use in 
 circulars and booklets 120 and 133 screen will 
 usually be found serviceable. 
 
 In attempting to get pictures into large daily 
 papers, or weekly or monthly publications, it is 
 usually wise to send photographs rather than 
 cuts, unless inquiry has first been made. The 
 screen of a half-tone may not be right, or the 
 size may not at all fit in with the editor's idea 
 of "make up.' 7 
 
 The use of two colors in a booklet or similar 
 piece of advertising gives it many of the at- 
 tractive qualities of an illustrated job. A pretty 
 effect may be obtained by printing a light tint 
 as a background, or as a delicate border on 
 each page of a booklet. Half-tones always print 
 best with black ink on white paper. Colored 
 paper or colored ink usually detract from 
 sharpness of cuts. 
 
 [81] 
 
PUBLICITY AND PROGRESS 
 
 On a job for which considerable money is 
 available, some of it can well be spent on art 
 work on photographs. A woods scene with a 
 winding road can be made so that the road 
 winds into the printing matter. Hand lettering 
 by artists on a half-tone is also effective at 
 times. 
 
 A picture speaks the language of every nation 
 and every age. If charts are effective in a 
 lecture before 300 people they will be fully as 
 effective when printed in a paper reaching 
 30,000 homes. Where there is a campaign 
 covering a city or state, and statistics can be 
 used, charts showing the figures in graphic form 
 will drive the lesson home. When charts are 
 planned for a certain newspaper space, a column 
 for example, they should be proportioned so 
 as not to take up more space lengthwise than is 
 needed. Snap shots of a boys ' camp, a Sunday 
 school picnic, a gymnasium class will interest 
 thousands of possible patrons of a Christian 
 Association or church. People who care to see 
 the effectiveness of the advertising of their 
 church or charitable institution increased might 
 offer to pay for having cuts made for use in 
 circulars and similar matter. It is an invest- 
 ment which ought to pay big dividends.* 
 
 *C. F. Reisner's volume "Church Publicity" (The Meth- 
 odist Book Concern) is helpful in suggesting many uses 
 of stock cuts. 
 
 [82] 
 
CHAPTER VI 
 CHURCH ADVERTISING 
 
Missionaries in Japan announce in papers that they will 
 answer inquiries about Christianity Church has nothing 
 it cannot say to general public in print as well as in stained 
 glass environment Reading of announcements from pulpit 
 is elementary advertising Publicity of various parts of 
 church organization to increase cohesion Examples Sur- 
 vey should precede advertising Let city know where your 
 church is How to gain special attention Use of electric 
 signs, billboards, cards Tickets good for children Paid 
 advertising by churches alone or with others of a city? 
 Go to Church campaigns What church news will papers 
 print? Publicity committee Don't be afraid to use pub- 
 licity solely because you have never done so. 
 
CHAPTER VI 
 
 CHURCH ADVERTISING 
 
 THIRTEEN years ago a missionary in 
 Japan advertised in the papers of the 
 town where he was stationed that those 
 who were interested might get from him in- 
 formation about Christianity. Mimeographed 
 Bible lessons were distributed and finally a 
 weekly paper was established. A number of 
 missionaries have adopted the same method 
 to awaken inquiries, some offering literature, 
 others putting the straight evangelical message 
 in the papers in space paid for by the mission 
 station. This fact is stated on the authority 
 of Earl Herbert Cressy writing in the Chinese 
 Recorder of Shanghai, September, 1913. The 
 same plan is being adopted, he says, in China. 
 Much the same use of papers has been made in 
 Cairo by Dr. S. M. Zwemer in reaching the 
 Moslems. It seems a perfectly sensible thing 
 to do. If you want to reach people who want to 
 know about the gospel, let them know where such 
 information may be found. The world around, 
 newspapers are read more carefully than any- 
 thing else. 
 
 The full development of the unification of 
 denominations is coming in China and Korea. 
 
 [85] 
 
PUBLICITY AND PROGRESS 
 
 It would not be surprising if the custom of ad- 
 vertising for souls would also come from the 
 Far East. 
 
 When men have overcoats which other men 
 need, they say so in the newspapers. Important 
 as overcoats are, salvation is much more so, 
 yet for the most part salvation is talked of only 
 in large auditoriums. To find these meeting 
 places one must walk the streets or ask someone 
 where they may be found. Why should not the 
 churches say in the papers what is said in 
 the pulpits! Why should great energy be ex- 
 pended to draw men to a certain spot to hear 
 certain truths when the germ of the same truths 
 can be presented to them in their homes? The 
 message of life is not a thing which must be 
 spoken of in whispers in rooms adorned with 
 stained glass. Christ sought the multitude 
 wherever the people might be found. The people 
 of this day are found by the daily newspaper, 
 no matter where they are. 
 
 There are scores of objections revolving 
 about the lack of dignity in preaching the gospel 
 in the public prints. Men have been trained to 
 think of the church as a thing apart, a thing 
 which would be cheapened by too close printed 
 contact with the world and its bacon, its hard- 
 ware, its clearance sales of shoes. The cynic 
 may inquire whether this very fact has not 
 contributed largely to lack of more rapid prog- 
 
 [86] 
 
Telephone Courtesy 
 A Business Asset 
 
 Bad 'Phone Manners Lost Order. 
 
 A certain textile house in this city lost 
 a $3,500 order yesterday through a dis- 
 play of bad telephone manners on the 
 part of the girl in charge of the housa 
 switchboard. According to the buyer, he 
 called up this house rather early in the 
 business morning and asked to speak to 
 the manager. The girl had evidently 
 been Instructed to take the names of 
 persons calling, but had not been told 
 how to do it. Instead of asking. "May 
 I have your name?" or "Who is speak- 
 ing, please?" she demanded sharply, 
 "Who are you?" To this the "buyer 
 eaid he answered: "I'm a man who is 
 through buying from your house as long 
 as you are there." He said that he was 
 nqt going to ask her discharge, but that 
 he was going to buy somewhere else 
 until the house got a girl who knew that 
 "the voice with the smile wins." 
 New York Times. 
 
 Incidents like the above prove the im- 
 portance of telephone courtesy as a busi- 
 ness asset 
 
 Again we suggest our little motto, "The 
 Voice With The Smile Wins," and its adop- 
 tion by every telephone user who would get 
 the most out of his telephone service in 
 dividends of good will, closer friendships 
 or increased business, based on courteous, 
 satisfactory treatment of telephone buyers. 
 
 Telephone users who maintain over the 
 telephone the same standards of courtesy 
 that obtain in a face-to-face conversation, 
 build for themselves a business asset of 
 lasting value. 
 
 "The Voice.With The Smile Wins." 
 NEW YORK TELEPHONE CO. 
 
 An indication of extent to which the new spirit of advertising is affecting 
 corporations. A telephone company having high priced space in a New 
 York City daily to urge courtesy! (Worthy of study f'jr arrangement of 
 type.) 
 
CHUKCH ADVEKTISING 
 
 ress on the part of the church. It will not do 
 for those who would see the power of Christ 
 extended to dismiss without investigation any 
 means which will bring the truth nearer to the 
 hearts of the great mass of people. The church 
 has nothing to be ashamed of. Its foundation 
 has remained unshaken through the storms of 
 centuries. It will lose none of its power by 
 appealing to men to lead the upward looking 
 life no matter how the message may be pre- 
 sented to them. 
 
 No organization in the business world, of the 
 size of any one of the branches of the Christian 
 church, is progressing at as slow a rate as is the 
 church. Through tremendous personal efforts, 
 individual congregations here and there are 
 growing, yet every denomination has hundreds 
 of separate organizations which are no larger 
 today than last year. Business methods are 
 coming to be applied to the financial side of 
 church work and have produced immense re- 
 turns. They have followed the same laws of 
 publicity which are here suggested for the 
 strictly evangelical message of the church. 
 
 Merely telling in attractive form what may 
 be found in the church will not fill the pew's at 
 once, although this is often the result. Men do 
 not quickly surrender habits which they deem 
 pleasurable. Not often can they be taken by 
 storm. An advertising campaign must be 
 
 [89] 
 
PUBLICITY AND PROGRESS 
 
 looked upon as a siege. There must first be 
 established a feeling of confidence toward the 
 church. One does not gain confidence in the 
 friend of a day. You are urging a man to invest 
 his life in your enterprise when you ask him to 
 become a Christian, and he is not nearly so sure 
 of the future profits as are you. 
 
 A man who has been nurtured in the well- 
 established habits of the church can with diffi- 
 culty bring himself to believe that the force 
 which is doing so much for business and com- 
 merce can be harnessed for religion. He must 
 overcome his natural inertia in trying this new 
 thing, and if he be a pastor he must not too 
 suddenly shock the sensibilities of the good 
 people who make up his congregation. Is there, 
 however, much difference between reading from 
 the pulpit a notice of the holding of an ice cream 
 social next Friday and the putting of the same 
 facts into type in the local paper to be read by 
 the people? The information reaches them 
 through the eye instead of the ear. Sermons 
 are prepared to reach the people who come to 
 church. The same facts in slightly changed 
 form might with equal propriety be used to 
 reach people who don't come to church. 
 
 The reading of announcements from the pul- 
 pit is the most elementary of church advertising. 
 It is advertising the work of one part of the 
 organization to the whole congregation. The 
 
 [90] 
 
CHURCH ADVERTISING 
 
 next highest form is the printing of the same 
 announcement in the bulletin or calendar. 
 
 In all publicity and advertising, as has been 
 mentioned before, the advertiser connected with 
 non-commercial enterprises will profit by re- 
 membering that the publicity directed to reach 
 those already members of the organization 
 should differ from that aimed at those who are 
 without the association. Advertising in one 
 class helps the other, but the various problems 
 can be analyzed best by separating the two. 
 
 Every church which expects to do aggressive 
 work must be sure that all of the present mem- 
 bers are pulling together and all working 
 toward the end for which the church was estab- 
 lished. Information within the church as to the 
 extent of the activities of each organization is 
 useful to accomplish this result. If the women 
 know that the boys of Mr. Smith's class are 
 meeting in the teacher's barn after school to 
 make tables for the classes in the primary de- 
 partment, the women ought to sew on garments 
 for the family of the South Dakota minister with 
 greater zest. News of the activities of the 
 Christian Endeavor in raising money for the 
 Indian lepers will stimulate %e trustees to help 
 the session with the every member canvass for 
 benevolences. The church as a whole organiza- 
 tion must be at its best before any special effort 
 can be made with success to enlist outsiders. 
 
 [91] 
 
PUBLICITY AND PROGRESS 
 
 The spreading of this information inside the 
 church can be accomplished through well put 
 notices from the pulpit, in the printed calendar, 
 on the bulletin board, or by interchange of 
 items of interest between officers of the various 
 constituent organizations for the enlightenment 
 of the members of each of the various bodies 
 making up the church. 
 
 The local newspaper can be used in the same 
 way. Attendance in Sunday school can be built 
 up and regularity established by items in the 
 papers about the school and its activities. The 
 children will read those items with swelling 
 chests, "that's our school, here in the paper." 
 Loyalty to its services will be engendered. 
 Parents reading the items will recall that Mary 
 didn't get up early last Sunday and didn't get 
 to the service. Next time Mary may be urged 
 to get to Bible school and on time. In the same 
 way Mrs. Jones, who never goes to church in 
 the evening, may through the paper find that 
 really interesting things which she should hear 
 are being discussed in her church. If the young 
 people 's society is awake and does things which 
 are worth publishing, other young people in the 
 church will get the habit of dropping in to the 
 meetings. New blood in the various societies 
 will be encouraging and the work will grow. 
 Of course, the same news items which draw 
 adherents of the church into closer relationship 
 
 [92] 
 
CHUKCH ADVERTISING 
 
 with the organizations will serve to attract to 
 the live church those who usually attend no 
 services. 
 
 Clever posters in the vestibule of the church 
 can be used to good effect in letting the congre- 
 gation know of coming events in the Sunday 
 school, or missionary society, or Boy Scout 
 patrol. Presenting -the work of an organiza- 
 tion in concrete form advertises it to the con- 
 gregation. Special services of the Sunday 
 school in the church, having the Boy Scouts 
 wait on table at a church social, a special feature 
 of a program by some organized class of the 
 young people's organization all these things 
 help bring the organizations to the notice of 
 the adherents of the church. This discussion 
 presupposes a disposition on the part of church 
 members to welcome additions, treat the new- 
 comers cordially and make a place for them in 
 the organization. 
 
 Detailed knowledge about one's actions is 
 always interesting. It will surprise the mem- 
 bers of some churches, for example, to know that 
 only one-third of the adherents contribute any- 
 thing to missions and that half of them pay 
 nothing regularly towards the pastor's salary. 
 The fractions may be wrong for your church, 
 but the facts may surprise even the officers. 
 The per capita gifts to missions during a year 
 and the comparison with other churches will 
 
 [93] 
 
PUBLICITY AND PROGRESS 
 
 excite interest; so will the number of families 
 represented in Sunday school and not in church. 
 Churches in cities where a census is made of the 
 total number of church members who go to 
 prayer meeting are astounded by the propor- 
 tionably small number of those who attend. 
 Such an investigation into the inner workings 
 
 We are working for a 
 
 Record-Breaking 
 Prayer Meeting. 
 
 To-night, 7:30. 
 
 Will you help? SIBERIAN 
 
 Be there. CHURCH 
 
 Good use of type and white space. A post card effective in Joliet, 111. 
 
 of a church, in addition to supplying informa- 
 tion, will provide stimulus for decisive action. 
 It will also point the way to the need of work 
 on the part of the congregation. If the prayer 
 meeting is not well attended, advertise it, make 
 it popular. If the Bible school attendance is 
 falling off, get the children to talk about the 
 school. If only a handful comes to the Sunday 
 evening service, let the men devise schemes to 
 invite other men, let the pastor study the type 
 
 [94] 
 
CHURCH ADVERTISING 
 
 of sermon he delivers and let him revise the 
 order of service and keep revising it until he 
 finds what the people of his community like best. 
 
 In the same way a census and an analysis of 
 the community outside of the church should pre- 
 cede any advertising campaign. What is the 
 greatest religious need of the town or that 
 part of the city served by your church? Are 
 there too many churches? Are there too many 
 places of low moral tone which prevent the 
 development of righteousness ? Should the law 
 be enforced, or should the pastor strive to per- 
 suade men to righteousness so that the resorts 
 will vanish for lack of patronage? In Chapter 
 I there is an excellent analysis of a commercial 
 institution, which can be applied to a church 
 with equally good results. In most communi- 
 ties the church has been doing its work in its 
 own established way so long that the need for a 
 survey has not been recognized. Possibly the 
 first step toward getting a^survey will be to ad- 
 vertise the need of one, and show the advantages 
 accruing to other churches through similar 
 means. 
 
 Perhaps a deepening of the spiritual life of 
 the church is the greatest need, and some one 
 will think at once that advertising won't help 
 here. But the session may decide that the best 
 thing is to have a series of special meetings, 
 and advertising is vitally needed to get people 
 
 [95] 
 
PUBLICITY AND PROGRESS 
 
 to those meetings. There are few needs of a 
 church which will not be met by the intelligent 
 application of the principles of publicity. 
 
 Pen and ink sketch of a Denver tower used on church advertising. 
 
 The church building itself is a standing ad- 
 vertisement of the church to those not members. 
 Is the name of your church legible? In a 
 Wisconsin town one summer Sunday I had to 
 
 [96] 
 
CHURCH ADVERTISING 
 
 stop three passersby before I made sure that 
 the church before which I stood was the Pres- 
 byterian building. And then I had to go to the 
 Methodist service because the Presbyterians 
 had deserted the field for the summer. Perhaps 
 for shame of this desertion, there was no label 
 of any sort on the building. If the sign is on 
 your church perhaps people in the next block 
 have never read it. Investigate ! A clerk of a 
 hotel for twelve years in an Iowa town of 15,000 
 didn't know where the Disciples church was. 
 Another hotel clerk, standing at his desk two 
 blocks from the Presbyterian church, told a 
 stranger that it was the Baptist structure. A 
 stranger seeking a Methodist church in a suburb 
 of Chicago had to ask seven people and walk 
 six blocks out of his way to reach the building. 
 When he started he was four blocks from his 
 destination. A Baptist pastor in St. Paul, 
 Minn., instructed his people to address every 
 street car conductor to whom they paid a nickel 
 and ask where the First Baptist church was. 
 If the public servant didn't know, he was told. 
 Effective publicity! 
 
 Special services, special speakers, special 
 things of any sort, providing they are interest- 
 ing, are useful to attract attention to a church. 
 They provide a peg upon which to hang news 
 stories of an acceptable character and bring 
 outsiders to the church. Upon the character of 
 
 [97] 
 
PUBLICITY AND PKOGKESS 
 
 the attraction depends the question of. their 
 future attendance. A quartet of bell ringers may 
 draw sinners, but not to repentance. A lively 
 committee shaking hands judiciously with 
 strangers on such an occasion can invite them 
 to regular preaching services in an effective 
 manner. Department stores manufacture chal- 
 lenge sales, drug sales, clearance sales, mid- 
 summer sales, and forty-nine other kinds to keep 
 customers coming to their store every week of 
 the year. Can churches in a dignified manner 
 find as many excuses to ask people to come to 
 services if the same amount of brain power 
 is applied to the job? 
 
 Obviously the more a church can do for a 
 community, and the more it leads the commu- 
 nity activities, the greater hold it consequently 
 will have upon the favorable consideration of 
 the people of the town. To this end work for 
 boys and girls, forums for discussion of popular 
 subjects and a host of other schemes modified 
 to fit the community, can be undertaken. All 
 of these not only cause the church to be spoken 
 of favorably by one person to another the most 
 valuable kind of advertising but they all pro- 
 vide possible news stories. This cooperation 
 with the press extends the power of the service 
 which occasioned the story and impresses the 
 church on its possible "customers" the nearby 
 unsaved. 
 
 [98] 
 
CHURCH ADVERTISING 
 
 All of these tilings a church can do, without in 
 the least offending the most conservative mem- 
 ber who, for some reason, may object to the 
 aggressive measures which many congregations 
 are now taking to attract people to the services. 
 Not a few churches in these days make large use 
 of electric signs. The cross in electric light on 
 the spire of the building is used with striking 
 effect in some cities. The name of the church 
 spelled in light over the main entrance is used 
 by many down town churches where the illu- 
 minated flashing invitations to eat, drink and be 
 amused beckon the passerby. Billboards have 
 been used by some churches, although the num- 
 ber is perhaps fewer than those which use paid 
 space in daily newspapers. During revival 
 campaigns, or at times of special services of 
 any other sort, the billboard is a most helpful 
 adjunct to other forms of publicity. Persons 
 will see a message on a billboard who may not 
 be reached in any other way. Some ministers 
 have found billboards especially valuable at 
 street car transfer points. There is, however, 
 less opportunity to choose the company a church 
 ad may have on a billboard than in a news- 
 paper, although in some cases this can be 
 arranged. 
 
 The job printing press is used in various ways 
 to arouse interest in the church and its services. 
 Cards of invitation of many forms are issued. 
 
 [99] 
 
PUBLICITY AND PKOGRESS 
 
 Circular letters at the first of the year, or at 
 other times, are used by many pastors. Boys 
 and men will pass out cards of invitation and 
 announcements when they will not say the more 
 compelling personal word. On these cards 
 thought and care must be expended. They must 
 be attention compelling and illustrated if pos- 
 sible. The illustration, and the catch line, 
 should, however, be vitally related to the mes- 
 sage which the card carries. Some pastors who 
 have had large results from advertising have 
 advised the use of jokes or catch phrases merely 
 to catch attention: "I Hope 2 C U There," 
 "Every Night U E Invited 2 Come. 7 ' This 
 sort of advertising was current in commerce 
 forty years ago and the church should be saved 
 the loss of passing through a similar period. 
 People may read a joke on a card and may 
 attend the church whose name is at the bottom 
 of the card. The second act is as likely to be 
 a coincidence as it is a result, and the card will 
 fail to reach many others, some of whom may 
 be repelled from an organization which uses 
 such means to attract people. They may well 
 expect from such a card to see a vaudeville 
 actor in the pulpit. The advertising and liter- 
 ature of every sort should reflect the dignity 
 and yet the good fellowship of the church. 
 
 A card of invitation should be in evidence at 
 the hotels and stations or other common meet- 
 [100] 
 
CHURCH 
 
 ing places of men. Wherever a man is likely 
 to ask about a church your church ought to be 
 represented in some way, to give him the 
 information he wants. Pastors might well seek 
 the acquaintance of hotel clerks for this reason 
 alone. 
 
 A booklet giving a description of a church, 
 something of its history and accomplishments 
 and a showing of the places where a newcomer 
 may find work in the congregation can be used 
 effectively by many large congregations. Such 
 a booklet will go far towards interesting the 
 traveling man weary with the Sunday morning 
 paper. Central Presbyterian Church, St. Paul, 
 Minn., is one of the churches using such a book- 
 let successfully. 
 
 Children are attracted by cards more than 
 grown persons, perhaps. Pictures on these in- 
 vitations to the young folk can be used to good 
 advantage. Novelties of any sort will usually 
 attract children to a special service. If the 
 card of invitation is made in the form of a 
 ticket of admission it will be treasured. Dr. 
 C. F. Eeisner of New York used to advantage 
 an admission ticket to a moving picture enter- 
 tainment for children. The cards were dis- 
 tributed on Sunday, good the next Sabbath. 
 They were kept about the home for a week and 
 served to advertise the church to elders as well 
 as to the children. 
 
 [101] 
 
PUBLICITY AND PEOGEESS 
 
 The sale of stock certificates in mission enter- 
 prises or in debt raising campaigns is often 
 successful. This phase of publicity for churches 
 infringes largely, however, upon plans of 
 church work which have been treated fully by 
 more experienced churchmen. 
 
 Paid newspaper advertising by churches 
 seems to be sweeping the country. Church 
 federations in many cities, following the lead 
 of Baltimore, have published plain talks to non- 
 churchgoers about their relation to the church 
 and the church's relation to the community. 
 Under these ads often are printed the names 
 of the cooperating churches, and sometimes 
 each church buys what space it cares for to 
 announce its location and reasons why one 
 should attend there. Churches and newspapers 
 are both coming to agree with the report of the 
 Publicity Commission of the Men and Religion 
 Forward Movement that the routine announce- 
 ments of the location and pastor of a church 
 should be paid for as advertising and not be 
 urged upon the editor as news. Many churches 
 have for years carried paid advertising in 
 papers. This was one of the hobbies of D. L. 
 Moody, and Moody Church, Chicago, has always 
 done extensive and effective paid advertising. 
 Whether or not an individual church should 
 do much paid newspaper advertising depends 
 upon its location, the people it seeks to reach, 
 [102] 
 
THE 
 
 A few weeks ago the head of a 'family in Germantown 
 was invited to a United Presbyterian Church. His ac- 
 ceptance was prompt and suggestive. 
 
 "Wife and I have been reading those Church ad- 
 vertisements in The North American, and they 
 convinced us. But, actually, we did not know 
 just where to go or how to start in. If your 
 Church wants us, we shall be glad to attend." 
 
 The Publicity Committee's advertisements have made it 
 easier for church members to talk with neighbors about 
 the Church. 
 
 The printed invitations should be supported by the 
 spoken, personal word, for which they have prepared 
 the way. 
 
 Everybody now knows about this new 
 Church Publicity. So the subject of 
 this advertising makes a good start- 
 ing point for a conversation. 
 
 CKLEV, (Id nd Wv^lu.ln. 
 CLARENceA. ADAMS. Putor. 
 
 Lemon Hill A.ociation 
 
 LEMON HUJ, ASSOCIATION 
 "RUNNING FROM OOD" 
 
 Methodut Epucopd 
 
 Prcs bytcfian 
 
 BNT AND OPEN - AIR SERVICES 
 
 4th and Reed. Evangelist Tbomai Ned- 
 
 ><" *T'^ JTSSSS& && 
 
 ro^-ajrjKsH 
 
 sr; 10th and Ktmball. Rev. A. Stair! o; 
 
 AirtomoMta xo^^&wsnugt.' R. 'M. Hoi' 
 
 Plaaa, Franklin Squar*. Oampa' Ship- 
 yard. Noon RaJly In VoKmlTiiter Hall, 
 Monday. 18 o'clock. Publ 
 
 lo cordially In- 
 
 RRIS. D. D.. 
 
 .45 A. M. by Rev. William 
 . of the United Free Church, 
 
 You" art .porlally Invited to hear thla 
 Jloquenl Scotch preac Her. Ko OTenlns 
 
 A e ?o'rdfl Invitation l eendea te all. 
 
 CHUKCH 
 JARVIB. 
 
 lead the singing. 
 The public cordially 
 
 OREENWTCH ST. PRESBT. Cm^ROH 
 
 Presbyterian 
 
 B P MT-Choral Even^M- 
 A\Vek>Uiy s-trvic^-7, 9 A- M 
 
 Reformed 
 
 "l$SVr> WALLACE 8T8. 
 
 fun I oUy AP .rh^, ZE 8 L 3 I f R -Morn,.. 
 10.SO. No evening .ervlce. 
 
 
 
 United Brethran 
 
 United Evangelical 
 
 Chrutian (Duciplef of Chrnt) 
 
 Horn* 
 
 te way Philadelphia churches reach the people a summertime example. The 
 Baltimore News before Christmas Sunday, 1914, had paid announcements of 122 
 churches, occupying a total of over five pages. 
 
CHURCH ADVERTISING 
 
 and the faith of its members. There is no doubt 
 that in many places, large and small, such ad- 
 vertising is profitable to the churches. When 
 the churches of a town, or most of them, unite 
 in a joint campaign, the largest community 
 value from such paid advertising is obtained. 
 
 Proof of this value of cooperative effort has 
 been found in the page and half page ads which 
 have been used in large dailies of the country. 
 This form of advertising was strongly urged 
 by the Publicity Commission of the Men and 
 Eeligion Movement, and William T. Ellis, secre- 
 tary of that body, has done much to further the 
 idea, especially in Philadelphia. One of the 
 first papers to cooperate to a large extent with 
 the united churches and individual congrega- 
 tions was the Baltimore News. The plan of this 
 paper and others is to run a half page general 
 ad directed to those who do not usually go to 
 church. The lower half of the same page is 
 filled with small announcements of individual 
 churches. In Baltimore the upper half of the 
 page is paid for by an individual on behalf of 
 the churches. He believes that much good can 
 be done through intelligent publicity and is will- 
 ing to back his faith with cash. May his tribe 
 increase ! 
 
 The same general plan is followed by an 
 increasing number of papers in large cities. At 
 least a page of live church news is furnished by 
 [105] 
 
PUBLICITY AND PROGRESS 
 
 the papers to attract readers to that part of 
 the journal. 
 
 Advertisements have been used in various 
 places for a specific purpose, and this use of the 
 printed page will probably increase. The men 
 of Atlanta, Ga., drove commercialized vice from 
 their city by this means. Similar results were 
 obtained in Lewistown, Mont, In Tacoma a 
 group of citizens used advertising in an effort 
 to stop Sunday sports. Some cities have spent 
 for advertising the money which otherwise 
 would have gone into a special revival effort, 
 and the effect is said to have been good. 
 Brewers use advertising when the activities of 
 citizens against their business become too "per- 
 nicious. " It is believed that the liquor interests 
 hope thus to influence the papers so that no 
 support will be given their opponents. Churches 
 have no need to advertise to get the support of 
 papers, but ads can be used effectively to rally 
 to the standards of righteousness all the good 
 citizens when some measure in city or state 
 legislature is in the balance. 
 
 Another successful use by churches of pub- 
 licity for a definite purpose has been the wide 
 spread application of printers' ink to the 
 problem of getting people to attend church. 
 These Go-to-Church campaigns have in the 
 larger cities been planned and executed with as 
 much care as to detail as any advertising and 
 [106] 
 
Rain or Shine 
 Balmy or Bliz= 
 
 zard 
 Feel Like it or 
 
 Not 
 
 In spite of weathor conditions or personal in- 
 clination we ask youf help next Sunday. 
 
 The thing we have set our hearts on is the fill- 
 ing of every Estherville church that day to its last 
 seat, and then some. 
 
 Let the paper wait till after dinner and bring 
 the folks with J T OU. All that is needed to make this 
 rally a splendid success is your help. You'll be 
 there? 
 
 United Churches I. T. A. 
 Committee 
 
 Two column ad used by united churches of Estherville, la., in preparation 
 for Go-to-Church Day. 
 
CHURCH ADVERTISING 
 
 selling campaign ever devised by the publicity 
 forces of a house about to put forth a new 
 breakfast food. No idea in cooperative church 
 work in a half century or more has done so 
 much to get the churches, as organizations, 
 before the people of a community. If people go 
 to church once, they ought to want to go again. 
 On the other hand, if the things for which the 
 church stands can be brought to them with 
 sufficient force, they will want to go to church. 
 The use of the plan is fully as important as the 
 plan itself. 
 
 The details of a Go-to-Church movement must 
 be adapted to the community. The manager of 
 the movement should have in himself, or in 
 some one closely associated with him, a well 
 developed publicity instinct. Every medium of 
 publicity ever devised for the exploitation of a 
 commercial commodity may be used. News- 
 papers recognize the large news value of such 
 a movement. In fact, in many cities the papers 
 have been the first to urge the matter, and the 
 pastors of all denominations have been glad to 
 take advantage of the opportunity to get the 
 community thinking about the church. So far 
 as the papers are concerned in such a campaign, 
 the main difficulty is in finding news enough to 
 provide something fresh each day. One of the 
 stock methods of keeping up interest is a procla- 
 mation by the mayor of a certain day on which 
 [109] 
 
PUBLICITY AND PROGRESS 
 
 every one is urged to go to church. Stories of 
 the novel advertising schemes to be used later 
 in the campaign furnish news items for some 
 days. These schemes may include the use of 
 billboards, moving picture screens, cards to be 
 hung on milk bottles and door knobs, banners 
 across the street, street car cards, inserts in 
 pay envelopes of large factories and other de- 
 vices. In a Chicago campaign which reached 
 an enormous number of persons all such adver- 
 tising was donated, managers of various print- 
 ing plants, in many cases not church goers, 
 being ready to help the cause along when they 
 knew others were contributing time and 
 material. 
 
 The relation of churches to the advertising 
 department of the newspapers has been con- 
 sidered much less than the more common rela- 
 tion to the editorial department. Churches as 
 a rule have not yet awakened to the large power 
 of paid advertising to reach men. Many pastors 
 have never thought of it, and not a few trustees 
 would think their pastor a strange sort of per- 
 son to suggest use of money for such purpose. 
 Churches are, however, discovering that they 
 have not cooperated with the newspapers to 
 the extent that is possible in the way of fur- 
 nishing news. Some pastors and evangelists 
 have long been aware that they can add con- 
 siderably to their personal reputation by con- 
 [110] 
 
All 
 
 Lodge 
 Members 
 
 Are especially invited to help us 
 break the record for church attend- 
 ance next Sunday. Of course a 
 good proportion of you go any 
 way, but we'd be mighty glad to 
 have the rest come too all the 
 while for that matter, but any 
 how next Sunday. And bring the 
 folks. The more the better. Every- 
 body counts. Estherville breaks 
 records. Church attendance is the 
 one we are after just now and with 
 your help we'll get it. 
 
 United Churches I. T. A. Committee. 
 
 Churches in small cities, as well as those in larger ones, may advertise profitably. 
 
CHURCH ADVERTISING 
 
 stantly sending the papers material about their 
 work. It is true that the work of a church 
 centers about an individual, and that individual 
 must assume a prominent place in print, but 
 there is a marked difference between the man 
 who is not afraid to see his name in print for 
 the sake of the work and the man who wants his 
 name published for the sake of what he has 
 done. 
 
 It is a question with many pastors just how 
 they ought to treat the newspapers and the 
 many requests which come for news or sermons. 
 No man should refuse to take advantage of an 
 opportunity to make the church better known 
 because his name figures in the account. 
 Reporters should be trusted as friends anxious 
 to help. Time spent in explaining matters to 
 them, even though the hour be well after mid- 
 night, is usually well used. 
 
 The church is the center of one of the biggest 
 elements in human life. There is news value in 
 what the church does, but many pastors fail to 
 see the difference between news and announce- 
 ments. William T. Ellis prepared for the 
 United Missionary Campaign of 1913-14 a 
 leaflet containing many suggestions in regard to 
 the promotion of Christian publicity. His defi- 
 nitions as to what constitutes news from a 
 church standpoint will be helpful. They grow 
 out of large experience in religious publicity. 
 [113] 
 
PUBLICITY AND PROGRESS 
 
 ''What is News? Whatever is new and 
 important is news. 
 
 "New forms of service, new workers, 
 new organizations, new buildings, new 
 members, new gifts, and the unclassified 
 and unpredictable this is church news. 
 
 "Whatever in a church touches the life 
 of a considerable number of persons is 
 news. Thus all civic, state, denominational 
 or interdenominational organizations are a 
 prolific source of news. 
 
 "Routine announcements as that the 
 regular services are to be held and the 
 regular minister is to preach -are not news. 
 They are advertisements, and preferably to 
 be inserted as such. The filling of news- 
 paper columns with these ' notices,' as 
 typical of church news, has given the world 
 an inadequate and misleading impression 
 of the church's mission and activities. 
 
 "The congregation's work is a more pro- 
 lific source of publicity than the pastor's 
 words. 
 
 " 'Human interest' items concerning 
 veterans in service, unusual forms of en- 
 deavor, and work in jails, almshouses, hos- 
 pitals, etc. are a good sort of news. 
 
 "Special church days always afford op- 
 portunity for publicity. 
 
 "Visitors who are identified with special 
 [114] 
 
CHURCH ADVERTISING 
 
 forms of Christian work are a proper occa- 
 sion for publicity. 
 
 " Every new missionary who appears in 
 a community affords 'copy' for at least one 
 article. 
 
 "Kingdom news is good news, and often 
 better worth printing than local items. 
 Every congregation is a branch agency of a 
 worldwide work, and there is a sound war- 
 rant for printing locally the great news 
 about worldwide missions. 
 
 "This sort of news, in the form of inci- 
 dents, statistics, and important generaliza- 
 tions, may be obtained from missionary 
 magazines and missionary boards. " 
 
 A publicity committee for each church will 
 centralize the advertising efforts of the congre- 
 gation. It may consist of one or two persons 
 who already know something about newspapers 
 and advertising. They may learn more by 
 reading the available literature on the relation 
 of the press to the church. This committee 
 will be encouraged whenever it is able to 
 find news or make it which will carry into 
 the homes of the people of the city some definite 
 suggestion of Christian work or thought. 
 
 The furnishing of religious information of a 
 city to local dailies may well be the work of 
 some one man who shall do it for all the 
 [115] 
 
PUBLICITY AND PROGRESS 
 
 churches. In Chicago for a number of years a 
 Christian Endeavorer, A. G. Fegert, a solicitor 
 of printing, has furnished news of the churches 
 to the Herald one morning a week. He refuses 
 pay from the paper because such work is his 
 hobby. The material is gathered in a few hours 
 by using the telephone. There is no way of 
 telling the amount of good which has been ac- 
 complished by injecting into the midst of stories 
 of crime and bloodshed some information of 
 those associations which are upholding the 
 Cross in the midst of the market place. Here 
 is an opportunity for service which any young 
 man may well covet. Similar places can be 
 found or made in any community. 
 
 These suggestions for religious publicity have 
 an application to rural communities, to small 
 towns and cities, as well as to larger centers of 
 population. Sermons are very often used in 
 small papers. The question whether an entire 
 sermon or an extract accomplishes the most 
 good is debatable. The number of persons who 
 will start several columns of serious reading 
 seems to be decreasing, unless indeed the author 
 has such a reputation as a preacher and writer 
 that the material carries weight because he says 
 it, rather than because of what is said. Pastors 
 usually can say in 1,000 words so many good 
 things which will help change a man's life, that 
 it is criminal waste of space to lose the chance 
 [116] 
 
CHURCH ADVERTISING 
 
 of reaching men by printing longer extracts. 
 Two hundred words of the meat of a sermon 
 may reach ten times as many men as would 
 2,000 words. Such extracts should be revised 
 carefully from the standpoint of a reader who 
 is not of the household of faith, and put into 
 language which the average man will readily 
 comprehend. 
 
 Pastors and church members in small as well 
 as large cities can do much to influence the 
 policy of a paper by becoming acquainted with 
 the editor, and as a friend attempting to win 
 him to see things from the Christian stand- 
 point. With him as an ally, the task of using 
 the press to mold public sentiment for good 
 works is much easier. An editor, even if he be 
 a church officer, needs, however, the stimulation 
 of others who have definitely in mind the presen- 
 tation of church news and ideals. 
 
 Advertisements may be used by churches or 
 individuals in small communities, and the cost 
 is very low compared to the expense in papers 
 of large circulation. 
 
 It must be remembered that plans which will 
 work in another community may not be at all 
 successful in your own. This fact ought not to 
 be an excuse behind which timid men will hide 
 when faced with the suggestion that they might 
 increase the influence of the gospel by reaching 
 out after men. The suggestions made in this 
 [117] 
 
PUBLICITY AND PROGRESS 
 
 chapter do not by any means exhaust the sub- 
 ject. Several books have been written on church 
 advertising alone. The examples given may, 
 however, serve to stimulate thought among 
 pastors and church members leading to a wider 
 use of their opportunities. 
 
 [118] 
 
CHAPTER VII 
 
 MAKING KNOWN THE Y. M. C. A. 
 AND Y. W. C. A. 
 
Through the gymnasiums the Associations have received 
 much publicity Secretaries often fail to help papers 
 Localize general association news Newspapers and the 
 annual report Have catchy cards Treatment of visitors 
 at building must back up ads. 
 
CHAPTER VII 
 
 MAKING KNOWN THE Y. M. C. A. AND Y. W. C. A. 
 
 PUBLICITY problems of Christian asso- 
 ciations for young men and for young 
 women are much the same. Both want 
 to attract young people to their buildings ; both 
 want to spread information of their work among 
 the men and women who support the institution. 
 Young women will, therefore, consider them- 
 selves included when reference is made in this 
 chapter to the Y. M. C. A. 
 
 Associations seldom have more money than 
 they know what to do with. It takes a secretary 
 with nerve and faith to risk for advertising, 
 cash given him by men of the city, and yet those 
 secretaries who have tried paid newspaper 
 advertising say that they get good returns. But, 
 like all advertising, it must be well done. 
 
 An active committee on publicity is a great 
 help to the secretary of any association. If 
 there are newspaper workers in the member- 
 ship get them on this committee, and open with 
 them the wider aspects of work for men and 
 women, through printers' ink. Such a com- 
 mittee, even though it prove to be of minor 
 assistance to the secretary, may be the training 
 school from which will come effective workers 
 [121] 
 
PUBLICITY AND PKOGEESS 
 
 for the association. If a newspaper man or 
 advertising manager can be thoroughly inter- 
 ested he will be invaluable in suggesting ways 
 of pushing the work which may not occur to 
 those most closely connected with it. In St. 
 Paul one year the local club of advertising men 
 offered to work with the Y. M. C. A. in prepara- 
 tion or criticism of advertising matter. Such 
 points of contact may also be the means of 
 lining men up for very definite Christian work 
 through the things they know best. 
 
 The publicity problem of an association is 
 easier than that of some other organizations 
 considered in this book. In gymnasium, swim- 
 ming tank, educational classes, and dormitory 
 privileges, the association has excellent talking 
 points which a church, for example, usually 
 lacks. In fact the easily uncovered news in the 
 gymnasium has in the past enabled associations 
 to get more publicity than the majority of reli- 
 gious organizations. Despite this fact there has 
 been little or no instruction or suggestion con- 
 cerning advertising issued by the international 
 committee of either the Y. M. C. A. or the 
 Y. W. C. A. 
 
 A suggestive volume was brought out a year 
 or so ago by H. W. Stone, secretary of the 
 Y. M. C. A. at Portland, Ore. This has been 
 the means of stimulating many associations. At 
 the first of this book, Mr. Stone says: "If an 
 [122] 
 
Y. M. C. A. AND Y. W. C. A. 
 
 association does not have all the members it can 
 take care of, the trouble is not with the young 
 men, nor the weather, nor the political party 
 in power but with the secretary and the way 
 he advertises. If an association does not have 
 as much money as it needs, ninety-nine chances 
 out of a hundred the trouble is not with the 
 stinginess of the people of the town but with 
 the secretary and the poor work of the secre- 
 tary." 
 
 Weight is given to this criticism by the suc- 
 cess of secretaries whose vision has been broad 
 enough to encompass all means of reaching men. 
 Some executives, on the other hand, have been 
 so blind to their own interests as to fail to 
 make any effort to cooperate with friendly 
 newspaper men who visit their buildings for 
 items, ready to boost the association. As Mr. 
 Stone points out, the local daily paper will put 
 the message of the association into the hands 
 of the people of the city while the secretary 
 sleeps or goes to the ball game. Cards and 
 pamphlets, all right in many cases, must be 
 circulated before they accomplish any good. 
 The newspaper provides circulation machinery 
 automatically. 
 
 Many newspapers run a special department 
 
 of announcements and news of the associations. 
 
 In few papers is it difficult to gain access to the 
 
 news columns for items concerning events for 
 
 [123] 
 
PUBLICITY AND P K O GUESS 
 
 which no admission is charged. To take largest 
 advantage of this friendliness, secretaries 
 should, however, make it a point to be well 
 
 Y.M.C.A. 
 
 EXERCISE TALKS 
 
 Your capacity for work 
 will be increased by two 
 or three play periods a 
 week. Yes, play for 
 play is the best exercise. 
 Groups of busy men like 
 yourself may be found at 
 every convenient hour in 
 the gymnasium. Come 
 over and join the game. 
 
 Central Department 
 
 19 South LaSalle Street 
 
 Liberal use of white space gave this ad distinction in a Chicago daily. 
 
 versed in what papers want, or hire someone 
 who has the news sense. 
 
 In the multitude of ways in which the asso- 
 ciation is of daily service to men and women 
 there are germs of stories which a man with 
 his mind open can see and save for the re- 
 [124] 
 
Y. M. C. A. AND Y. W. C. A. 
 
 porters. Items from other cities procured from 
 Association Men or from publications of other 
 associations can be given a local flavor. New 
 plans of work in Cleveland may be announced 
 as under consideration by the Milwaukee 
 directors, after a conversation with one of the 
 directors to make the item truthful, and may 
 lead to an improvement in Milwaukee. On the 
 other hand, an item may show how the system 
 in use in Milwaukee excels that of Cleveland and 
 thus arouse local pride. 
 
 The gymnasium with its many athletic con- 
 tests provides newspaper copy, and the sporting 
 page is one on which it is usually easy to get 
 space. The physical director or the one in the 
 association charged with publicity work must 
 not neglect to give reporters assistance by fur- 
 nishing tickets to all games with lists of players 
 or other information. The educational classes, 
 especially classes in English for foreigners, are 
 sources of good human interest stories. The 
 religious work director can furnish pictures and 
 biographical material concerning the men who 
 address the Sunday meetings. The beginning 
 of the Bible study course should be given due 
 notice. 
 
 One of the large publicity opportunities 
 
 missed by many associations is that presented 
 
 by the annual reports. Usually these are staid 
 
 affairs; four page folders with smaller associa- 
 
 [125] 
 
PUBLICITY AND PKOGRESS 
 
 tions. The first information offered, as though 
 the most important; is often the list of trustees 
 and directors. If the main object of the report 
 is to impress readers with the caliber of the 
 men and women back of the association, or if 
 the officers are flattered by such prominent 
 notice, it may be justifiable. If, however, the 
 object of the printed report is to get some vital 
 facts into the mind of the casual reader before 
 he tosses it aside, something more to the point 
 about the association should have the place of 
 most importance. Has the association gained; 
 how, where and how much! Answers to these 
 questions will interest the man or woman who 
 furnished part of the money, as well as the 
 " prospect' 7 who wants to get on to the band 
 wagon and join a prosperous organization. A 
 man may contribute or join if he sees the officers 
 listed, but if he knows that each night of the 
 year 125 boys and men were kept off the streets, 
 playing games under Christian auspices, he may 
 be inclined to give or join more promptly. If a 
 man reads that twenty men increased their lung 
 capacity, fifty added weight and fifteen in the 
 gymnasium class evaded the usual attack of 
 grip, he may be induced to join. The man who 
 contributes will, on the same showing, be more 
 inclined to buy health for additional men. 
 
 Figures must be given in the annual report, 
 but they must be alive. How many doughnuts 
 [126] 
 
Y. M. C. A. AND Y. W. C. A. 
 
 were served in the cafe the year before? Is 
 the dining-room becoming more popular ? Was 
 there an increase in Bible study interest? How 
 many foreigners who joined classes in the edu- 
 cational department were able by May to write 
 fairly well in English? Figures in terms of 
 men and women appeal to everyone; figures in 
 terms of dollars and cents appeal only to the 1 
 most interested. 
 
 Handing out portions of the annual report 
 at intervals of two or three days will often 
 get more publicity from the papers than can 
 be obtained by giving a reporter the entire 
 printed statement. Reporters are rather skep- 
 tical of the news value of anything so old that 
 it already is in type, especially if a religious 
 organization be involved. As the heads of the 
 various departments complete their figures, let 
 the secretary pass the statistics of greatest news 
 interest to the reporters. People absorb more 
 information from a number of short stories than 
 from one long one. 
 
 Upon the wording of matter on cards issued 
 to announce Sunday afternoon meetings de- 
 pends in large measure the success of these 
 gatherings. The secretary in charge of reli- 
 gious work can well afford to spend as much 
 time in framing the wording of that small card 
 as he devoted to getting the man who will make 
 the address. The talk will fail of its purpose 
 [127] 
 
PUBLICITY AND PROGRESS 
 
 unless the men are there to hear it. It is not 
 enough to print: 
 
 YOU ABE INVITED TO HEAR 
 Dr. Hezekiah Jones of Boston 
 
 give his address, 
 "An Old Testament Character " 
 
 Y. M. C. A. 
 
 Sunday Afternoon, 3 P. M. 
 Good Singing 
 
 It is to be hoped that not even the most rushed 
 man or woman in association work will spend 
 much money to issue such an announcement. 
 Try it on yourself. You don't know Jones, and 
 even though you may be interested in the Old 
 Testament, the title has little that makes worth 
 while spending an hour away from your com- 
 fortable room. 
 
 HE SLEPT WITH LIONS 
 
 They were the man eating kind, starved to make 
 quick work of anyone whom the king disliked. But 
 the lions merely looked at their visitor. He was 
 not a professional animal trainer, but 
 HE KNEW HE WAS' SAFE 
 
 Come to the Y. M. C. A. Sunday at 3 o'clock to 
 hear Dr. Hezekiah Jones of Boston tell how he knew. 
 You'll enjoy the singing. It's free. You may meet a 
 good friend there. 
 
 [128] 
 
Y. M. C. A. AND Y. W. C. A. 
 
 The second card in your hands might not draw 
 you to the meeting. The chances are, however, 
 that it would do more to pull you that way than 
 the first one. The second form could be im- 
 proved by making the name of the association 
 more prominent. It is helpful in writing an- 
 nouncements of such meetings to know some- 
 thing of the theme to be treated, or some details 
 of the speaker himself. If he began life as an 
 office boy, is a converted "bum," or is known 
 for the high position he holds, use the facts to 
 the best advantage in drawing a crowd. 
 
 Associations often use window cards to good 
 advantage and these almost invariably attract 
 most attention when illustrated. The action in 
 a basket ball player or a swimmer enables the 
 secretary to have striking illustrations when the 
 event to be announced concerns the athletic side 
 of the association. The picture of a man about 
 to dive is most striking if used in outline, with- 
 out showing any of the surrounding tank or 
 walls. If a cut is made from a pen and ink 
 sketch rather than from a photograph the result 
 on cardboard will be best. 
 
 On window cards, as on all printed matter, 
 the catch line must get attention and lead to 
 the following matter. A man can read two or 
 three small words at a glance. Pack these with 
 meaning and try to touch a deep chord in the 
 casual reader. Home, mother, friends, loneli- 
 [129] 
 
PUBLICITY AND PKOGKESS 
 
 ness and some emotions find universal response. 
 "We cure loneliness 7 ' advertises a church club 
 in Chicago. The rooms are crowded. The 
 promise of friends will draw a stranger to the 
 association. But the welcome there must back 
 up the advertising. 
 
 This matter of "delivering the goods " can 
 make or break an association. If the advertis- 
 ing leads a man to expect something that he 
 doesn't get, he will not come again, and the 
 "repeaters" furnish the most business, to speak 
 in terms of commerce. If the advertising must 
 each season, or each week, find an entirely new 
 set of men to attract, because the ones reached 
 before were repelled in some way, the adver- 
 tising fails, as does the association. 
 
 Want ad columns of daily papers provide a 
 splendid medium through which men may be 
 reached. Foreign language papers may be used 
 to advantage in attracting those who may wish 
 to learn English. Posters in foreign tongues 
 placed near industrial plants are a wonderful 
 help. 
 
 No wise secretary will omit from his pub- 
 licity plans ample arrangements for letting the 
 directors and members know what is going on 
 in the various departments. The men who give 
 their time and money to help direct the asso- 
 ciation are entitled to know much of its work. 
 When the secretary gets an appreciative letter 
 [130] 
 
Y. M. C. A. AND Y. W. C. A. 
 
 from a boy or girl, or from a parent, have it 
 copied and sent to each director. It will make 
 the business man feel that he is in intimate 
 touch with the association; it will increase his 
 interest and thought and make larger work pos- 
 sible. All well thought out publicity efforts 
 result in widening waves of influence, the ulti- 
 mate good of which can never be fully measured. 
 Browning says that no good thing is ever lost, 
 and the influence of a printed word is never 
 stopped. 
 
 [131] 
 
CHAPTER VIII 
 
 USING NEWSPAPERS TO BOOST 
 CONVENTIONS 
 
Some plans usable by conventions of all sorts Before 
 the convention meets While in session After the dele- 
 gates go home How a state Sunday school convention 
 was made known Modification needed for national con- 
 vention Interviews useful Successful plan of summer 
 conference easily adapted Detailed publicity plan for 
 small conference. 
 
CHAPTER VIII 
 
 USING NEWSPAPERS TO BOOST CONVENTIONS 
 
 IN few connections does the psychology of 
 crowds apply with such force as with pub- 
 licity for conventions. If potential dele- 
 gates see details of the coming gathering in 
 their daily papers, in publications representing 
 the interests involved in the convention, and in 
 circulars or letters sent to them, the resulting 
 effect is much greater than the sum of the parts. 
 There is an effect produced which pulls the man 
 or woman toward that meeting, and if the pub- 
 licity is handled well, it will turn the possible 
 delegate into a zealous worker for the meeting, 
 thus spreading the influence. 
 
 The plans suggested here can be adapted to 
 gatherings of county, state or national bodies, 
 and the scheme for national gatherings can 
 easily be extended to cover international con- 
 ventions. The same publicity ideas will work 
 with church, Sunday school, Epworth League, 
 or Odd Fellow conventions, charities and correc- 
 tion conferences, tuberculosis gatherings, or any 
 similar meetings. The underlying principles, 
 moreover, are the same for a convention of 
 retail grocers, marble dealers or photographers. 
 
 Conventions of the sort dealt with here are 
 [135] 
 
PUBLICITY AND PKOGKESS 
 
 almost always voluntary gatherings. Mental or 
 moral benefit to the individual is the only profit 
 involved in attendance, aside from pleasure. 
 The problem is to arouse sufficient interest to 
 make the prospect believe that the convention 
 is worth the $5 or the $200 which attendance 
 will cost. The managers of the publicity have 
 the same problem that confronts the seller of a 
 soda biscuit with the added difficulty of creating 
 a desire where none exists. 
 
 Publicity plans for any convention should take 
 into account three rather distinct phases : 1. Be- 
 fore the convention. 2. While it is in progress. 
 3. After the delegates get home. To neglect 
 the last point is like quitting a mile run before 
 the last 100 yards. The second phase is the 
 easiest to manage because local papers, except 
 in the largest cities, take care of convention 
 publicity without much assistance. 
 
 Advance work for county, district and state 
 conventions is much the same. The first con- 
 cern is with the papers of the town in which the 
 convention is to be held. Publicity may be 
 needed there to awaken interest, as for a Sun- 
 day school meeting, or to incite the extension of 
 hospitality, as when a large church gathering 
 convenes. Unless the papers are very generous, 
 the latter publicity should be accompanied by 
 paid advertisements to make the direct appeal. 
 Newspapers should not be asked to print as 
 [136] 
 
NEWSPAPEKS TO BOOST CONVENTIONS 
 
 news two or three similarly worded announce- 
 ments "that the committee on entertainment 
 hopes that many more homes will be opened for 
 the entertainment of delegates to our city." 
 Interest in the meeting may be aroused by 
 proper news stories, and the homes will open 
 naturally. 
 
 The way in which the publicity was handled 
 for a recent convention of the Minnesota Sun- 
 day school association may be suggestive, al- 
 though by no means ideal. The state secretary 
 asked an editor who was interested in church 
 work to take charge of the publicity, thankful 
 to be relieved and anxious to take whatever 
 assistance the busy newspaper man could 
 render. The convention was scheduled in ten 
 days to meet in St. Paul, second largest city 
 of the state. Copies of the program had al- 
 ready been sent to papers in other towns of the 
 state, and efforts were to be centered on the 
 convention city to arouse interest there, as al- 
 ready there was promise of good attendance 
 from the smaller towns. 
 
 The pseudo publicity manager was asked to 
 act on a Friday morning and was given pictures 
 of four speakers, a copy of the program and a 
 little other information, although no one knew 
 just what some of the speakers had written or 
 where they came from ; they were ' * well known 
 Sunday school workers. " The principal Sun- 
 [137] 
 
PUBLICITY ANDPROGRESS 
 
 day paper in St. Paul at that time made large 
 use of illustrations of local subjects, and the 
 Sunday editor readily agreed to use a story 
 with a three column "layout" with pictures on 
 the week following. It was then too late for 
 the next Sunday paper so far as the pictures 
 were concerned, but there was time for a news 
 story about the convention, covering the main 
 features. By the next Tuesday the pictures and 
 story for the following Sunday were in the 
 hands of the Sunday editor. The paper made 
 the cuts from photographs, adapting them to 
 the size wanted by the editor. During the week, 
 items about minor phases of the convention ap- 
 peared from day to day in the local papers. 
 
 If it had been possible to have the services of 
 an experienced publicity man for the prelimi- 
 nary work of this convention the matter would 
 have been more thoroughly exploited. Editors 
 like to get local stories. An item about John 
 Smith of Ourtown is worth much more than is 
 an account of a similar event in connection with 
 John Smith of Othertown. This principle in- 
 duces clever publicity managers to find a story 
 which will pass as a local item in the paper to 
 which it is sent. Such an item as the following 
 might have been sent to papers in small towns, 
 several weeks before the convention : 
 
 Local Sunday school workers are looking 
 forward with interest to the state Sunday school 
 [138] 
 
NEWSPAPERS TO BOOST CONVENTIONS 
 
 convention which will be held in St. Paul, July 
 15-18. Some of the best informed speakers on 
 Sunday school problems in the country will be 
 on the program. The railways have offered 
 reduced rates. 
 
 The following week another item might have 
 been sent out, something like this : 
 
 Every third boy and girl in Minnesota under 
 18 years of age gets no regular Bible instruc- 
 tion in connection with his church, according to 
 state Sunday school officers. The coming state 
 convention in St. Paul, July 15-18, will consider 
 the problem of enlisting more children in the 
 Sunday schools of the state. A number of local 
 workers will go to St. Paul. 
 
 The statement at the first of this paragraph 
 must of course be verified. Some equally inter- 
 esting item can be substituted in similar cam- 
 paigns. The total attendance of the Sunday 
 schools compared with the school census will 
 give astonishing figures in many states. The 
 two suggested news items are unlike, yet each 
 gives the name, place, date and the suggestion 
 that people should attend. 
 
 Items of this sort can be prepared in multiple 
 with the help of carbon paper. A mimeograph 
 can be used to good advantage. Longer items, 
 including names of prominent speakers and 
 leaders in the state association, should be sent 
 [139] 
 
PUBLICITY AND PKOGEESS 
 
 to papers in towns of 1,000 and upward, where 
 there is a typesetting machine used, or to towns 
 where there are daily papers. It is rather ex- 
 pensive in proportion to results to attempt to 
 send cuts to many papers. In this campaign, 
 if there had been time, pictures might have been 
 sent to papers in Duluth, Minneapolis and St. 
 Paul. The pictures and accompanying article 
 should, however, not be the same for the Duluth 
 Herald as for the Duluth News Tribune. Where 
 there are two papers in a town, each should 
 have a different article. The story sent to the 
 Herald might with all propriety, however, be 
 offered to the Minneapolis Journal and St. Paul 
 Dispatch evening papers for simultaneous 
 publication. All such articles should be marked 
 to be "released" on a certain date. Usually 
 morning newspapers have more space than have 
 evening papers. To reach approximately two- 
 thirds of the people of Minnesota through the 
 daily and weekly press would require about four 
 different articles on any one day; one each for 
 morning and evening dailies, another, which 
 might be part of the first two, for the smaller 
 dailies, and the fourth for weeklies where the 
 type is set by hand. This plan can be modified 
 in many ways to fit the needs of county or dis- 
 trict conventions. The actual work involved is 
 not large. Often a reporter to whom the 
 general plan is explained can furnish the 
 [140] 
 
NEWSPAPERS TO BOOST CONVENTIONS 
 
 articles, and a stenographer can manifold them 
 and address the envelopes from a directory of 
 newspapers. 
 
 One man and a stenographer can be kept very 
 busy for several months preceding a national 
 convention if the most is to be made of the 
 possibilities in bringing psychology to bear 
 upon " prospects. " The plan for a state cam- 
 paign outlined above can of course be applied to 
 every state, in the case of a national conven- 
 tion. It must, however, be a convention of ab- 
 sorbing interest to a very large number of 
 people to justify such thorough work. If most 
 of the dailies are to be reached with live news, 
 a publicity manager will have his hands full. 
 In a national convention there are secular, reli- 
 gious or class weeklies to be considered in addi- 
 tion to the dailies. Less definite rules can be 
 laid down for such papers, because they are 
 more individual and treat news in varying 
 ways. In general, however, all matter sent out 
 should be compact and state facts, without an 
 appeal to attend the coming meeting. Direct 
 appeal may be avoided by writing : ' ' Delegates 
 who attended this convention last year unite 
 in saying that the inspiration and help received 
 more than repaid for the time and money, ' ' or 
 something of that sort. Never use the first 
 person in such items. To write, as part of an 
 item to be printed, "we trust the attendance 
 [141] 
 
PUBLICITY AND PKOGKESS 
 
 will be large, " stamps the whole convention, in 
 the eyes of discriminating editors, as run by 
 men who are not efficient. Well edited papers 
 never make such appeals or express opinions 
 in that manner in their news columns. 
 
 The press associations constitute another 
 field which is open to conventions of some sorts. 
 The Associated Press may carry a short item 
 of some special feature before the convention. 
 The concerns which print the insides of many 
 country weeklies and which prepare plate matter 
 for smaller papers may be able to use something 
 from some conventions, but the editors of these 
 associations usually have more exciting news 
 than they are able to handle. 
 
 By sending matrices of cuts to medium sized 
 dailies it is possible to get picture publicity at 
 small cost. The papers which have stereotyping 
 plants can make their own cuts easily from the 
 "mat," which costs ten cents or less. 
 
 Many zealous publicity committees stop their 
 work with the gathering of the delegates, de- 
 pending on local papers to see that the world 
 learns what is accomplished. This is safe if 
 the preliminary work has been well done. Pub- 
 licity committees can make themselves beloved 
 by reporters and add to the volume of publicity 
 obtained, by procuring in advance, copies of all 
 important speeches or reports. Someone who 
 is easily accessible to reporters should also be 
 [142] 
 
NEWSPAPERS TO BOOST CONVENTIONS 
 
 provided with facts as to attendance, details of 
 meetings and participants. 
 
 Shall the committee heave a sigh of relief 
 when the convention is over! There are yet 
 fruitful possibilities for many gatherings. Each 
 delegate, especially at a state convention, or at 
 a small gathering of representatives from sev- 
 eral states, may carry home with him an inter- 
 view for his local papers, summarizing the 
 interesting features of the gathering. This 
 usually will be gladly received by city editors, 
 especially in small cities. Those who didn't go 
 to the convention will by this method see the 
 good things they missed and resolve to attend 
 next time. The influence of the gathering may 
 thus be extended to a wide constituency. This 
 scheme has been used by railway companies with 
 profitable results. Where such an interview 
 relates to non-commercial enterprises the 
 amount of publicity depends on the degree of 
 general interest which can be crammed into the 
 report. Editors like to get an interview with 
 a man, especially one prominent in the com- 
 munity. It gives variety to the news columns 
 and attracts readers. 
 
 One of the first notable uses of this idea with 
 missionary gatherings was in connection with 
 the Laymen's Missionary Conference at Lake 
 Geneva in 1913. There were 150 men from 
 eighteen states studying how to train leaders of 
 [143] 
 
PUBLICITY AND PROGRESS 
 
 the campaign to canvass every member of the 
 Protestant denominations to give something to 
 missions. On the last day, each delegate was 
 given a mimeographed copy of an interview 
 with himself with space to insert his name. He 
 was asked to have the whole thing copied and 
 give it to the editor of one of his home papers 
 as soon as he returned. There was no way of 
 checking results, but no reports were received 
 of refusal to print the article. There were 
 many evidences to show that the editors were 
 glad to comply with the request of their reader. 
 This news article is not flawless, but it is given 
 to show how a fairly good news story is con- 
 structed. It has a local interest. There is 
 something to challenge the reader who is not a 
 churchgoer, and the quoted matter is scattered 
 to give variety. Mission facts are added so that 
 the arti.cle is virtually a missionary tract. 
 
 NOTE TO EDITORS: 
 
 Use as much of this as you care for. It is 
 given to no other paper in your territory. It 
 may do for a Sunday story. 
 
 All of the Protestant churches of this city 
 will join in a movement during a week next 
 March which will engage the active cooperation 
 of a million men. By the simple process of 
 asking every church member to pledge some- 
 thing, however little, to missions it is expected 
 [144] 
 
WEEKCAMPAI6N 
 
 TO RAISEFUND 
 
 FOR MISSIONS 
 
 MILLION MEN TO ENGAGE IN AC- 
 TIVE WORK. 
 
 WJ, JENNINGS TELLS 
 OF CONFERENCE 
 
 Sterling Man Writes Interesting Be- 
 
 port of Work Accomplished 
 
 at lake Geneva. 
 
 .All the Protestant cnurch of this 
 city are expected to join in a move- 
 ment during a week next March; 
 which will engage the active CO-OD- 
 eration of *- flljllion men. By tha 
 simple pr6cess of asking every 
 church member to pledge something, 
 uowever- little, to missions, it is ex- 
 pected that these million men will 
 obtain pledges for $10,000,0(H) more 
 than has ever been given to missions 
 before. 
 
 "Local churches will Juaye their 
 share in this," said the delegates who 
 hare just returned from .bake Gen- 
 eva, Wia., where^ mn ot the Central 
 4 West have- been conducting, tnis huge 
 *arch *nir.prnrise. '"This simultau- 
 teT'V memoer canvass," said 
 tes, "Is but a carrying into 
 he .efficiency methods of 
 tne whole countty 
 the 20,000^00 
 ^bers give to 
 ly to givd 
 ^a but 
 to 
 
 The way an Illinois paper headed the interview described on page 143. 
 
NEWSPAPEKS TO BOOST CONVENTIONS 
 
 that these million men will obtain pledges for 
 $10,000,000 more than has ever been given to 
 missions before. 
 
 " Local churches will have their share in 
 this" said of - - church, who has just 
 returned from Lake Geneva, Wis., where men 
 of the central west have been starting this huge 
 church enterprise. "This simultaneous every 
 member canvass," said Mr. - , "is but a 
 carrying into church life the efficiency methods 
 of business. Over the whole country only half 
 of the 20,000,000 Protestant church members 
 give to missions. They are all ready to give to 
 support their own portion but not all are suffi- 
 ciently unselfish to see their money used to have 
 preachers go to peoples who cannot get reli- 
 gious instruction in any other way. Many of 
 those who do give something are not very regu- 
 lar. The plan which has been worked out in 
 two denominations of the country provides that 
 on a certain week every member of the church 
 all over the nation shall be asked to pledge 
 some regular amount to mission work. 
 
 "The United Presbyterians tried this first. 
 They already gave more money per capita than 
 any other denomination and yet by simply ask- 
 ing people all at the same time and reaching all 
 of them, they raised their total offerings from 
 $600,000 to over $800,000 in one year. The 
 secretaries of all the Protestant mission boards 
 for the United States and Canada have endorsed 
 this plan and are loaning their best men to 
 push it." 
 
 Mr. - - says that instruction in methods of 
 [147] 
 
PUBLICITY AND PROGRESS 
 
 doing this large job of soliciting will be given 
 by teams of men who will visit various cities for 
 conference with local church men. Already ar- 
 rangements have been made for 600 of these 
 conferences and it is the aim to reach as many 
 as possible of the cities of America of 5,000 
 population and over of which there are 1,250. 
 
 Some denominations are making specially 
 large efforts to reach every member in the 
 weeks designated. The Disciples of Christ will 
 train the members of their 1,000 Brotherhoods 
 to do this work. The Methodists have arranged 
 the biggest convention of men of that denomi- 
 nation ever held at Indianapolis this fall. Other 
 churches are taking other means of joining this 
 biggest cooperative church work ever attempted. 
 
 The churches of Cleveland, Ohio, will hold a 
 big gathering in February and the executive 
 secretary of the federation of churches of that 
 city was at Lake Geneva, getting ideas for the 
 campaign. 
 
 In preparation for the canvass in March 
 the Laymen 's Missionary Movement has been 
 asked by a committee representing the Home 
 and Foreign Mission Boards to take charge of 
 the preliminary work. 
 
 Mr. - - says that Canada as well as the 
 United States will join in this canvass so that 
 practically every Protestant church north of 
 Mexico will be at work on the same thing at 
 the same time. "It is the greatest example of 
 church union ever given in the country, " ac- 
 cording to the local delegate. 
 [148] 
 
NEWSPAPEKS TO BOOST CONVENTIONS 
 
 The country churches will also be reached by 
 the teams from the cities so that the impetus 
 will be given the rural parishes as well. 
 
 In connection with the recent conference a 
 number of missionaries told of their experience 
 among many sorts of foreign peoples. One of 
 these young men who has been a teacher in 
 India ten years told of the foundation of the 
 order of Sikhs one of the peculiar religions 
 of that country. The originator of this religion 
 tried to take the best of Christianity and all 
 other religions of India to make a new faith. 
 He gathered 5,000 people in a natural amphi- 
 theater with a tent behind him. He explained 
 to the people that no religion could exist with- 
 out the shedding of blood for it. He drew a 
 sword and asked for five volunteers to offer 
 themselves as sacrifices for their religion. They 
 were to be heads of families so that their sacri- 
 fice would entail suffering for the faith. Slowly 
 and quietly one man rose and came to the tent. 
 He entered with the founder who reappeared 
 shortly with a dripping sword. One by one 
 four other men entered the tent of slaughter, 
 then the tent was opened and the five unharmed 
 men stood before five dead lambs. The men, 
 however, were denied their liberty and were 
 sent about telling of the religion. 
 
 Savage Mohammedans of the Philippine Is- 
 lands who achieve their highest religious experi- 
 ence by killing a Christian were also described. 
 
 Summer conferences in the interest of mis- 
 sions, Bible Study, religious education and allied 
 [149] 
 
PUBLICITY AND PROGRESS 
 
 subjects, which seem to be growing in number in 
 all parts of the country, are lamentably weak 
 in publicity. Such meetings lend themselves 
 well to illustration. They are usually held near 
 a lake, and pictures of the quiet surroundings 
 have a suggestion to some people more appeal- 
 ing than any list of speakers. The schedule of 
 attractions should be given along with the pic- 
 tures. In this as in all printed matter the usual 
 and formal announcement should be looked at 
 three times before being put into type. "The 
 third annual Bible conference at Silver Bay, 
 August 10-20 " in big type on a placard will 
 interest people who have been there before and 
 intend to go every year, no matter who speaks. 
 They desire to know only the dates. But such 
 people would come if the heading had read 
 something like this : i ' Learn more of the inner 
 meaning of the Bible among the trees at quiet 
 Silver Bay, August 10 to 20. Annual Bible 
 Conference." Such a heading will get the eye 
 of all Bible students; many who would like to 
 become students; and a few who want a quiet 
 place to rest with Christian surroundings. 
 
 So in printed matter for all sorts of conven- 
 tions and conferences, give a taste of what may 
 be expected, in order to whet the appetite. This 
 requires knowledge of the subjects and some 
 thought. It may take trouble to get the in- 
 formation, but the program or booklet may be 
 [150] 
 
NEWSPAPERS TO BOOST CONVENTIONS 
 
 the only word of the convention which will 
 reach some man. Write the matter with the 
 idea that you must persuade that man to come, 
 and do as much thinking and praying over that 
 job of writing as though you had five minutes 
 to talk to one man and he might be the only 
 one who would come to the big meeting for 
 which many preparations had been made. Pack 
 the words with meaning, and never cumber good 
 white space with words which can be left out 
 without weakening the thought. 
 
 A little thought will often mean a big crowd 
 at a meeting instead of a fair sized audience. 
 Suppose there is to be a missionary gathering 
 or church convention at which a missionary 
 from the Congo is to speak. If the publicity 
 manager knows that the missionary comes from 
 a station 600 miles from the mouth of the river, 
 where men who were cannibals ten years before 
 are now deacons and elders, he can use the 
 facts to advantage. Persons who have a slight 
 inclination to attend the meeting would feel an 
 extra strong impulse to see the man who had 
 done this to native Africans. What the speaker 
 at any meeting has accomplished, or the posi- 
 tion he holds in his denomination or sect, may 
 help furnish publicity material. 
 
 Officers of non-commercial organizations 
 must remember that they occupy in a measure 
 a public position and what they do and what 
 [151] 
 
PUBLICITY AND PROGRESS 
 
 they say lias a value because of the position 
 they fill. H. K. Caskey, secretary of the 
 Laymen's Missionary Movement for Canada, 
 relates an experience he once had in Winnipeg 
 when the city editor of a paper called him on 
 the telephone after he had been in town for 
 several days. 
 
 "Is this Mr. Caskey, the secretary for lay- 
 men?" 
 
 "Yes." 
 
 "Why haven't you been around to see us?" 
 
 "Well, I still have a remnant of my native 
 modesty left." 
 
 "As a private citizen," came the accusing 
 voice over the telephone, "H. K. Caskey may 
 be modest, but as secretary of the Laymen's 
 Missionary Movement you have no right to hide 
 your light. A reporter will be right up to see 
 you." 
 
 Many men shrink from publicity for them- 
 selves, although some seem utterly to lack that 
 estimable quality, but men in office of church 
 or philanthropic organizations must be ready 
 to bear publicity for the sake of the cause they 
 represent. Reporters are, however, as keen as 
 a two edged sword in detecting the man who 
 wants his name in caps and his organization in 
 lower case type. 
 
 The following boiled down plan for interest- 
 ing the men of a small city in a conference of 
 [152] 
 
NEWSPAPEKS TO BOOST CONVENTIONS 
 
 workers was prepared for the Laymen 's Mis- 
 sionary Movement for the use of leaders in the 
 conferences held generally over the country 
 during the winter of 1913-14 to further the every 
 member canvass of churches. It may contain 
 something that is helpful. 
 
 Most men take a larger interest in a confer- 
 ence or meeting if they see some reference to it 
 in their family newspaper. Is this true with 
 you? Try it on the conference by getting into 
 the local papers something about the coming 
 gathering. By all means see that the papers 
 know all about the details of the simultaneous 
 canvass when that is undertaken. 
 
 Editors are human beings engaged in a semi- 
 public task and on investigation you will find 
 very few of them who are not willing to assist 
 in publicity for any church movement where 
 admission is not charged. Call on the editor, 
 or city editor but not when he is specially 
 busy. About 3 P. M. a city editor, whether of 
 morning or evening paper, is usually at com- 
 parative repose. Tell him how many citizens 
 are interested in the canvass and show him the 
 uniqueness of the country-wide aspects. Fur- 
 nish the editor, or reporter to whom he may 
 introduce you, something about the speakers at 
 the conference. Incidents in connection with 
 some of the missionaries who compose the 
 team of speakers may be available for the news 
 columns. Be liberal with personal invitations 
 to any dinner or meeting held. 
 
 Preparations for the every member canvass 
 [153] 
 
PUBLICITY AND PKOGKESS 
 
 in your city can begin in the papers as soon as 
 you return from the preliminary conference. 
 Tell the editor, or write him a story of the pur- 
 pose of the conference and how the canvass 
 will touch the people of Yourtown. If you have 
 had no experience in writing for the papers, 
 enlist some one who has, or do the best you 
 can, and do it at once. News won't stay news 
 much longer than sweet milk will retain its 
 flavor. 
 
 One or more from the united churches in 
 each town should act as publicity committee for 
 the city canvass. Two weeks before the can- 
 vass take several large advertisers, Christians, 
 with you, and ask the personal cooperation of 
 the editors. Follow suggestions of the editor as 
 to kind of copy and when it is wanted. If the 
 campaign starts with a dinner, don't forget the 
 editor and a reporter and send them a story 
 about it the day before. Have on tap for stories 
 when interest is low, figures on total city gifts 
 to foreign missions last year, and total mission 
 gifts per capita by churches and city. 
 
 Get short quotations from each pastor in 
 town commending the canvass, and put into the 
 mouth of each different facts, so that the whole 
 story will be told and each won't say exactly 
 the same thing about the advantages of the 
 canvass. Each night during the canvass, if it 
 extends a week, find the total subscribed by all 
 churches and send result to papers, if you have 
 a daily. Send it that night if for a morning 
 sheet. Keep in touch with nearby cities which 
 have held or are holding canvasses. Compare 
 results, start a little rivalry. Don't make the 
 [154] 
 
NEWSPAPERS TO BOOST CONVENTIONS 
 
 editor or reporter do work your publicity com- 
 mittee should do. Consult them, but they have 
 many duties. Help by giving them typewritten 
 copy, double spaced, one side of paper, unless 
 you can make them so eager for news that they 
 will be glad to spend their money to get news 
 for you. 
 
 Unique experiences of canvassers may be 
 worked into a Sunday story in many towns, 
 but don't moralize! Nothing but news never 
 opinion should go into news columns. Quote 
 someone in town if you want to "get by" with 
 an opinion. 
 
 In spreading the canvass to other towns by 
 emissaries, send news of their coming in ad- 
 vance to editors, announcing time and place 
 of meeting with striking facts. To reach the 
 people through a paper published Thursday, 
 as many are, for a meeting on Wednesday, 
 news must be mailed the second Monday or 
 Tuesday preceding. 
 
 Above all things don't fail to make use of the 
 papers merely because you never have done it. 
 "The world does move." 
 
 [155] 
 
CHAPTER IX 
 
 CIVIC RIGHTEOUSNESS VIA 
 PRINTER'S INK 
 
News of reforms will usually be available for papers 
 How a few men in a western city closed saloons through 
 publicity Atlanta wiped out houses of ill fame with ads 
 Series of temperance ads costing $16.60 aroused Montclair 
 Good health for a state via publicity methods How 
 libraries and other city institutions may profitably adver- 
 tise what they have for the public. 
 
CHAPTER IX 
 
 CIVIC RIGHTEOUSNESS VIA PRINTER *S INK 
 
 ANY campaign in the newspapers, in 
 either the news columns or advertising 
 space, which is designed to change the 
 attitude of people of a city toward vice or law- 
 lessness, is necessarily a long fight. The modern 
 city is usually so organized that there are 
 plenty of openings for vice and violation of 
 law if the people are indifferent or actually 
 favor insults to decency. On the other hand, if 
 people are in earnest about closing saloons 
 when the law requires, destroying the red light 
 district, stopping the sale of cigarettes to 
 minors or preventing any other infractions of 
 law which commercialized vice believes to its 
 interest; it can be done. Because enforcement 
 of some laws is closely related to the power by 
 virtue of which politicians hold public office, 
 newspaper help in such matters is in some cities 
 very weak and spasmodic. There are ways, 
 however, in which papers may be forced to 
 print news of reform movements, unless indeed 
 they care to acknowledge openly that all such 
 information is to be suppressed. If a paper is 
 fair in its news columns, no matter what the 
 [159] 
 
PUBLICITY AND PROGRESS 
 
 editorial columns may approve, there is hope 
 of help for the reformers. 
 
 An extra large amount of the quality de- 
 nominated sticktoitiveness is needed in a fight 
 of this sort, but the effort pays, for public 
 sentiment in most cities can be created against 
 vice more quickly through the papers than 
 through the pulpits. The press is usually ready 
 to assist in any such crusade if all the ministers 
 are behind the movement and it is managed in 
 a statesmanlike manner. 
 
 It has already been shown in considering pos- 
 sible publicity for churches, conventions and 
 Christian associations how news items may be 
 given to the press, written in newspaper style, 
 concerning events which have occurred or are 
 about to occur. There is another phase of pub- 
 licity used by politicians and commercial in- 
 terests which is especially useful in a serious 
 effort of the people of a city or county to sup- 
 press vice. This plan involves the formation 
 of an association or the revitalization of an 
 existing one which will do something to attract 
 the attention of the papers and give reformers 
 an opportunity to put facts before people which 
 otherwise the papers would with full justifica- 
 tion refuse to print as news. 
 
 If certain saloons are running after legal 
 hours and anyone has the courage to try to 
 close them there are several courses open. The 
 [160] 
 
EIGHT ECUS NESS VIA PRINTER^ INK 
 
 chief of police may be requested to act. Coming 
 from an individual such a request is usually 
 shown scant courtesy. A civic association, law 
 enforcement league or similar association may 
 repeat the request. The chief may then pay 
 attention and the saloons may be closed for a 
 time. Suppose after the city official has had 
 an opportunity to act, and has failed, a copy of 
 a letter sent to the chief demanding enforce- 
 ment of law, be sent also to the papers. A 
 front page story will result in most cities, and 
 facts can be put into the letter which papers 
 would be forced to edit out of a zealous 
 reporter's copy. 
 
 The plan mentioned above actually was put 
 into operation in a large western city and for 
 three years city officials and deeply intrenched 
 saloon interests were kept in a state of con- 
 stant defense against law and order friends. 
 They didn 't know when something would break 
 out which would damage them politically. One 
 alderman who was involved in Sunday liquor 
 selling lost his hold on the ward within two 
 years and died soon afterwards in an insane 
 hospital. The chief of police was forced to 
 resign, the saloon interests confessed that they 
 had lost a large amount of money and had been 
 prevented from extending their business. 
 Among other good results a large number of 
 young men were trained in civic affairs and 
 [161] 
 
PUBLICITY AND PROGEESS 
 
 several of them became active politicians and 
 helped clean up the city council and state legis- 
 lature. The total results can never be known, 
 as indeed is true in regard to any similar 
 campaign. 
 
 This entire publicity campaign had its incep- 
 tion in the mind of a reporter for a paper who 
 had been accustomed to seeing the laws obeyed 
 and believed that in constant open defiance of 
 law lay the seeds of anarchy. The saloons were 
 open after hours, as he and the policemen knew, 
 but he couldn't get the fact into his paper 
 without some news to hang it on. He caused 
 to be introduced at a meeting of young people 
 a resolution asking the mayor to close the 
 saloons. That action of a mass meeting was 
 news, and the papers were eager for it as well 
 as being willing to publish the fact back of the 
 resolution. Another similar organization took 
 action, individuals who had been working 
 quietly along the same line joined forces and a 
 Law Enforcement League was organized. Each 
 of these steps meant additional publicity for 
 law and order. Evidence was collected against 
 saloons that sold to minors and after hours. 
 Members of the organization rapped on side 
 doors of saloons and drank illicit beer on Sun- 
 day afternoons. The league's officers were 
 threatened with bodily injury and the brewers 
 tried to have some of the active members dis- 
 [162] 
 
RIGHTEOUSNESS VIA .PRINTER'S INK 
 
 charged from their places of employment. The 
 weekly meetings at which these facts were an- 
 nounced gave plenty of continuous copy for the 
 papers so that the matter was kept before the 
 people. 
 
 The attorney general and the governor of the 
 state were involved in an effort to have the 
 city officials removed from office for failure to 
 enforce the law. These negotiations were given 
 publicity at the proper time. Few attempts 
 were made to have violators arrested. The 
 league was trying to arouse public opinion to 
 demand law enforcement of the police. Evi- 
 dence before grand juries of bottles of whiskey 
 bought on Sundays failed to bring an indict- 
 ment, but got publicity. A letter in the papers 
 by one of the reformers was construed as con- 
 tempt of court, and again the papers were open 
 and much argument for law enforcement was 
 put before the people. 
 
 At intervals during this time the space in 
 papers which was devoted to letters to the 
 editors was full of communications concerning 
 law enforcement. The W. C. T. U. came to the 
 front with letters flaying the liquor interests. 
 A group of young men agreed to write a letter 
 a day to one paper opposing a liquor license 
 pending before the council, in an effort to bring 
 public opinion to bear on the license committee. 
 
 Not all people who desire the same result are 
 [163] 
 
PUBLICITY AND PROGRESS 
 
 agreed on the advisability of attempting to ob- 
 tain law enforcement through a publicity cam- 
 paign of this sort. Many would go at it quietly 
 and leave the papers out of account. The latter 
 method, however, wastes a large opportunity 
 to reach people who perhaps seldom think about 
 civic conditions as they are and should be. In 
 this particular campaign, in addition to the 
 spread of moral ideas and a quickening of the 
 conscience of the people, the saloons were closed 
 on Sunday for a long time. The thought of 
 Christian people was centered on -the local tem- 
 perance problem. Much of the time the actual 
 work was carried on by three young men, none 
 of whom alone could have done a great deal 
 toward achieving the results possible for them 
 as representatives of an organization. 
 
 Much more direct action can be obtained by 
 use of paid advertisements in a civic right- 
 eousness campaign than can be done by news 
 stories, although both methods have educational 
 effects. Paid advertisements can accomplish 
 more definite results because definite commands 
 can be put in the bought space. The talk can 
 be direct and to the point. This method has 
 produced results in many places, as the plan 
 has spread rapidly following the use of it in 
 Atlanta, Ga. 
 
 The Men and Religion Committee of that city, 
 backed by a small group of men spent in 1913 
 [164] 
 
MEN AND RELIGION BULLETIN No. 10 
 "The Houses in Our Midst" 
 
 SUNDAY IN THE SEWER 
 
 In the next block to Atlanta's Police Headquarters is a bouse. 
 
 Within is a ball room. 
 
 In it, near a slot piano, lies a man with a bullet through his lungs. 
 
 By him is the pistol. 
 
 Crumpled at the other end of the room is one created for motherhood, the day of 
 dolls forgotten, the hope of children gone, with life dipping away through wounds in 
 her forehead, cheek and breast. 
 
 About are gaping women. 
 
 The time is last Sunday afternoon; the place a part of our so-called sewer. 
 
 Disinfectants a thousand-fold stronger than carbolic acid are powerless here. 
 
 Waste them not, even after wash basins, sinks and yards have been disinfected! 
 
 None may hope to cleanse Atlanta while the drains, instead of carrying off their 
 frightful burden, are forcing it back into the city's heart and homes I 
 
 Victor Hugo said that Paris lost Over twenty-five .millions of francs annually by 
 her sewere of concrete and Atone. 
 
 You may estimate the cost of ours built of the flesh and blood of women, which 
 every five to seven years must be replaced' with new material 
 
 As happened Sunday, occasionally one may not endure' so long, but sinks weltering 
 with others in the hideous mire beneath the stream. 
 
 Physicians declare the system deadly and unnecessary. 
 
 Scientists say that from it come bacteria, blinding and blighting babied, maiming 
 and killing wives. 
 
 Sociologists pronounce it the greatest source of social impurity. 
 
 The law forbids ;t as a menace to morals and tealth. 
 
 This man 'and woman, so lately killed in it, wpuld be. alive- today had the law been 
 enforced by city officers. 
 
 Those in authority should not wait until our city is overrun with sewer rats, tnen 
 like those now making New York a byword, before remembering their oaths of office 
 and the ordinances of Atlanta. 
 
 They should and will close the Houses in our Midst 1 
 
 THE EXECUTIVE COMMITTEE 
 
 Of the Men and Religion Forward Movement 
 
 Twenty ads similar to this were used in Atlanta papers in paid space. 
 
KIGHTEOUSNESS VIA -PKINTEn's INK 
 
 $9,000 for newspaper advertising, and much of 
 it was used in the successful attempt to drive 
 houses of prostitution from the city. The com- 
 mittee, in whose names all the ads were signed, 
 contracted for large advertising space in the 
 three daily papers, at usual rates, and used 
 two or three columns to a full page at a time. 
 The space was theirs, and none of their writing 
 was subject to the censorship which would have 
 existed had they asked editors to run the same 
 matter in the news columns. Still, one paper 
 tried to break its contract when it discovered the 
 nature of the attacks being made. The ads 
 usually closed with the sentence, "Atlanta can 
 and will close the houses in our midst. " This 
 finally got under the skin of the chief of police 
 who promised that he would clean up the town. 
 The advertisements then were directed towards 
 the saving of the girls, and in response to prof- 
 fers 200 women accepted the hospitality of the 
 committee, and a reformed keeper of a house 
 became the matron of the rescue home. The 
 contract labor system of Georgia and other 
 evils were later exposed and their cure driven 
 home on the people of the state. A capitalist 
 who had been touched by the Men and Religion 
 Movement provided most of the funds for the 
 advertisements. Surely a worth while invest- 
 ment!* Other southern cities, including Ashe- 
 
 *W. T. Ellis, The Continent, April 3, 1913. 
 [167] 
 
PUBLICITY AND PKOGKESS 
 
 ville, N. C., Athens, Ga., Little Kock, Ark., and 
 Birmingham, Ala., imitated Atlanta in paid 
 campaigns. 
 
 "200 fathers wanted to teach their sons to 
 drink beer and whiskey the coming year" was 
 
 Liquor Licenses Will Be Granted 
 
 in Montclair whether you approve or disapprove The 
 business must be made a howling success. There should 
 be no business failures in this town. The] old soaks are 
 dying off. 
 
 Wanted 1OO Young Men 
 
 to learn to drink whiskey and beer this year. Every 
 patriotic resident should be ready to contribute one boy. 
 If you are ready to assist tell the Mayor and Town Coun- 
 cil how glad you are to help support the cause. 
 
 Eleven such ads in a New Jersey paper cost a temperance advocate $16.60. 
 
 the heading of an advertisement which startled 
 the residents of Montclair, N. J., in June, 1913. 
 It purported to have been written by the saloon 
 keepers of the place, who were asking for a 
 renewal of their licenses. It was one of a series 
 of similar stimulators which awakened the 
 church people to the extent of calling a mass 
 meeting to appoint representatives to protest 
 against the licensing of saloons by the council. 
 The aldermen were evenly divided and the 
 [168] 
 
EIGHT EOUSNESS VIA PKINTEft's INK 
 
 mayor cast his lot with the saloons, yet the 
 people were shown how to awaken interest 
 against saloons. The campaign involved 
 eleven ads, the total cost in the local weekly 
 paper being but $16.60. They were written by 
 
 Wanted Raw Material 
 
 If liquor licnses are granted this year in Montclair 
 (and there is every assurance they will be) a new supply 
 of raw material must be furnished by our residents in the 
 shape cf boys, young men just from school, young busi- 
 ness men. If 200 can be depended on to start drinking 
 beer and whiskey, it can be made a howling success. If 
 you will assist, 
 
 Tell the Mayor 
 
 Perhaps this ad would do good if published in any "wet" town where the mayor 
 grants licenses. 
 
 an individual who took that way of fighting the 
 saloons. 
 
 A lone minister near Rochester, N. Y., by 
 a year's campaign against the saloons helped 
 largely in driving them from several small vil- 
 lages. He sent monthly letters concerning the 
 evil effects of alcohol to every voter. Every 
 effort was also made to get out the vote at the 
 election. 
 
 One of the most comprehensive local cam- 
 paigns against the saloons ever outlined by the 
 [169] 
 
PUBLICITY AND PROGRESS 
 
 combined foes of liquor was that projected in 
 October, 1914, in South Bend and Mishawaka, 
 Ind. Every tested medium of advertising was 
 used by the committee. Articles of scientific 
 temperance facts were used in local dailies with 
 an effective cartoon. These were translated 
 and printed in Polish and Hungarian papers 
 
 Fighting the saloon in Indiana by bill boards. 
 
 in order to reach factory workers. Inserts in 
 pay envelopes also called attention to ineffi- 
 ciency caused by drinking. Posters with care- 
 fully worked out facts concerning the relation 
 of the saloons to taxes were used liberally on 
 [170] 
 
RIGHTEOUSNESS VIA PRINTER^ INK 
 
 boards erected by the committee. Lectures and 
 mass meetings were also employed. It was 
 planned to spend $5,000 in a six months' cam- 
 paign of publicity. 
 
 Women of Hartford, Conn., in the fall of 1913 
 used large sign boards pillorying the names of 
 the aldermen who voted in favor of vice in 
 their city. The attention of the mothers of 
 Hartford was called to their names and the 
 women warned to prevent their return to office. 
 
 Suggestions may be found in campaigns of 
 a slightly different sort in which efforts were 
 made to urge people of a whole state to action. 
 One of the first of a number of campaigns in 
 Nebraska to get farmers to test their seed corn 
 was started by the Omaha Commercial Club. 
 The farmers faced a severe loss in their prin- 
 cipal crop on account of imperfect seed. 
 Articles were sent to local papers throughout 
 the state containing simple directions as to the 
 best way to test the corn. Letters were sent to 
 prominent farmers by the state agricultural 
 authorities, and demonstrations of the way to 
 test corn were made throughout the state. 
 
 The state Board of Health of Minnesota 
 several years ago pushed the war against house 
 flies in an effective manner. Cartoons of flies 
 being killed, or of others traveling from their- 
 breeding places to the dining room and baby's 
 crib were reproduced in hundreds of local 
 [171] 
 
PUBLICITY AND PROGKESS 
 
 papers in the state. The expense of this cam- 
 paign was only fifteen cents a paper an inser- 
 tion. This covered the cost of making the plate, 
 mailing and overhead expense. Stereotypes 
 were made from a zinc etching and sent to 
 country papers, all of which had the special 
 iron base used by the Western Newspaper 
 Union to back up the plate matter which this 
 concern sells to hundreds of papers. Mailing 
 expense was cut down by slipping the cut, single 
 column, three inches long, into the weekly 
 shipment of plate matter sent by the concern to 
 the papers. The papers which did not get 
 weekly shipments received their cut by mail. 
 Editors previously had agreed that they would 
 use the matter. As part of the same campaign 
 editors were sent weekly "health talks, " which 
 the editors set in their own shops. These were 
 about 200 words on public health questions, need 
 of pure water supply, fresh air on the farm, 
 care of children's teeth and similar subjects 
 which had a local interest in each town. This is 
 an adaptation of the plan in Chapter VIII for 
 preliminary work for conventions. 
 
 Libraries, school boards, city boards of health, 
 municipal baths and similar city owned insti- 
 tutions can do much for the uplift of the com- 
 munity by urging larger use of the facilities they 
 offer. A library does not reach its largest use- 
 fulness until its reference room is filled most of 
 [172] 
 
RIGHTEOUSNESS VIA PRINTER^ INK 
 
 the time, and its volumes are kept circulating 
 rapidly. A library should assist in carrying 
 thought to the minds of the people ; not keep it 
 embalmed. If the taxpayers in some towns 
 would now object to the use of a small portion 
 of the library funds to make books more widely 
 known the time is coming when such expenditure 
 will be approved and encouraged. There is 
 little use for Ourtown library to have the latest 
 books on Mexico, backyard gardening and care 
 of the health unless the largest possible number 
 of persons reads the volumes. It ought to be 
 a proper function of the library to let the gen- 
 eral public know something of the books to be 
 found on the shelves, and to stimulate the read- 
 ing of them. 
 
 Librarians in many small towns cooperate 
 with the newspapers in encouraging reading by 
 compiling lists of new books received, and ar- 
 ranging bibliographies on subjects in which the 
 people are for the moment most interested. 
 These lists are gladly published by many papers 
 as news. Publication of these lists is, however, 
 not enough to interest persons who seldom or 
 never go to a library. The direct command of 
 the display advertisement can be used in this 
 connection to good advantage. Facts must be 
 stated to move men to use the library, which by 
 no stretch of the interpretation of news, could 
 be placed under that head by a friendly editor. 
 [173] " 
 
PUBLICITY AND PROGKESS 
 
 In this advertising the same sort of argu- 
 ments may be used to induce larger use of 
 library facilities as are used by correspondence 
 schools in urging the need of home study. Every 
 library has scores of books which if read would 
 help some man or woman to be more efficient. 
 The larger libraries have books for a full edu- 
 cation in almost any subject. Ought it not be 
 part of the duty of a modern municipality to 
 tell citizens how they may make themselves more 
 efficient? Disease can be prevented and civic 
 morality promoted by the reading of books. 
 The same motives which induce the founding 
 of free schools ought to persuade city officials 
 that the higher education possible through the 
 library should be made widely known. This 
 work ought to be possible without city officials 
 quailing before charges of paternalism ! 
 
 Eestaurant keepers know that by announcing 
 slow selling articles in red ink at the top of 
 their menu card the "stickers" find a more 
 ready sale. Libraries might with profit use the 
 same principle in turning the attention of the 
 public from fiction to something more nourish- 
 ing. Suggestive questions testing the knowledge 
 of persons along various lines could be used in 
 ads, just as has been done by companies issuing 
 dictionaries and encyclopedias. The municipal 
 zoo of Cincinnati has used this plan to stimulate 
 attendance. Park commissioners in many cities 
 [174] 
 
RIGHTEOUSNESS VIA PRINTER *S INK 
 
 use street car cards to urge attendance at band 
 concerts in parks and, incidentally, the quality 
 of the good things to be found at the refectories 
 whence come funds to support the park. 
 
 In a similar manner the advantages of attend- 
 ance at night schools could be urged upon those 
 who ought to have more education. The same 
 sort of work which the Y. M. C. A. is doing 
 among foreigners in advertising English classes 
 could be done by a city which opens its school 
 buildings for night study. A little stimulation 
 would go far toward making these centers of 
 learning for older persons much more useful. 
 The future will undoubtedly see this develop- 
 ment of municipal helpfulness. City boards of 
 health can gain the cooperation of householders 
 and win more ready compliance with orders if 
 a little advertising were used to make the public 
 more familiar with the reason for the commands. 
 
 In New York City all kinds of advertising 
 have been used with great success in enlarging 
 the patronage of public baths on the East Side. 
 
 [175] 
 
CHAPTER X 
 
 MAKING PUBLICITY PRODUCE 
 CASH RETURNS 
 
Non-commercial institutions must interest friends News 
 stories help "whirlwind campaigns" Advertising for 
 $10,000,000 Getting annual contributions Human inter- 
 est stories useful Reports should be frequent and easily 
 grasped European war presented opportunities for many 
 successful ad campaigns. 
 
CHAPTER X 
 
 MAKING PUBLICITY PRODUCE CASH RETURNS 
 
 THE object of all commercial publicity is 
 to persuade someone to exchange his 
 money for what the advertiser has for 
 sale, be it soda crackers, pianos, or a course in 
 home instruction. People are not prone to give 
 their money for nothing. Even when they buy 
 mining stock for 10 cents a share they think 
 they are getting something of value. So in all 
 advertising for non-commercial enterprises, it 
 must be remembered that the one who pays the 
 money must get something for it. The best 
 thing about selling a share in a college, a foreign 
 mission plant, or a milk station in the congested 
 regions of a city is that such objects furnish so 
 many points of contact with the man who has 
 the pocketbook. 
 
 "Interest" is what non-commercial institu- 
 tions must sell the "prospect" before he will 
 give money for their support. From the Bible 
 itself comes one of the best advertising maxims 
 ever stated: "For where thy treasure is, there 
 will thy heart be also." Transfer "his" heart 
 to your proposition and his money will come. 
 It has been proved hundreds of times. Any- 
 [179] 
 
PUBLICITY AND PKOGEESS 
 
 thing that gets a man's interest will get his 
 cash sooner or later. 
 
 A man takes more interest in helping build a 
 Y. M. C. A. building if he knows that hundreds 
 of his fellow citizens are aiding in the same 
 enterprise, and he will give at once when he sees 
 that others are paying on the spot. Hence the 
 great success of campaigns for buildings for 
 Christian associations, and of college endowment 
 campaigns, hundreds of which have been car- 
 ried to success in the last few years. The 
 Y. M. C. A. has adopted many of the plans of 
 commercial successes, and other non-commercial 
 organizations can with profit study many of 
 their methods of reaching men. 
 
 Both interest and enthusiasm for a cause 
 must be aroused if persons are to give their 
 money to it. The intensity of that enthusiasm 
 depends on how soon the managers want to 
 raise the money. When a metropolis under- 
 takes to raise $4,000,000 in two weeks, every 
 known publicity device is used to generate 
 interest. The quick campaigns arouse enthu- 
 siasm by the very shortness of the time in which 
 the money is to be raised. Of publicity by 
 institutions which require annual contributions 
 mention will be made later. 
 
 This is not the place for a full exposition of 
 the ways in which money raising campaigns are 
 managed, although the publicity end of such 
 [180] 
 
MAKING PUBLICITY PKODUCE KETUKNS 
 
 campaigns is one of the main features. Very 
 few institutions in any city can raise a con- 
 siderable sum of money in a short time without 
 appealing to the printing press, and especially 
 the daily newspaper, for assistance. To get 
 people talking about a campaign, facts about it 
 must be given fully and frequently. They must 
 know today what was done yesterday and how 
 nearly the goal has been approached. "Whirl- 
 wind" campaigns, whether for money or for 
 members of an organization, are managed on 
 much the same lines. The ground work of card 
 indices of prospects and teams of workers, and 
 banners, and tags, and clocks to mark progress, 
 are prepared before the beginning of the cam- 
 paign. The opening meeting is usually made 
 notable by an address by a prominent person 
 from out of the city. This makes a news story 
 in itself. The fact that a large number of per- 
 sons are involved in a campaign gives the 
 papers ground for devoting large space to the 
 movement; conversely, to get big space, the 
 largest possible number of persons must be 
 interested. Friendly rivalry between teams, and 
 daily meetings, with reports by the captains, add 
 to the interest and provide more news articles. 
 If a reporter can be persuaded to join one of 
 the teams he will find scores of human interest 
 stories in the actual experiences of soliciting 
 which will make better copy than second hand 
 [181] 
 
PUBLICITY AND PROGRESS 
 
 accounts by other members of the teams. Work- 
 ing members of the staff of each paper must be 
 given tickets to all dinners and invited to par- 
 ticipate freely in the meetings. Figures and 
 lists of names must be furnished and, if possible, 
 the wants of reporters anticipated. 
 
 In any campaign of this sort, printed matter 
 must be used freely but wisely. Paid display 
 ads in the local papers will help much if the 
 finances permit; street car cards, signs on the 
 fenders of street cars, and window cards in the 
 shops along the principal streets assist. All 
 of the printed matter should emphasize the 
 slogan or catch word of the campaign. The 
 Scranton Y. M. C. A. had the figures 170,000 
 displayed in all printed matter, even using them 
 as its telephone number during the successful 
 effort to raise that many dollars for a new 
 building. "I Believe in St. Paul" was used in 
 a campaign for members of the St. Paul Asso- 
 ciation of Commerce. "Are you a Member!" 
 "Joined Yet?" or similar phrase may be used 
 in a membership campaign of any sort. This 
 should be on the pennants, and badges, as well 
 as on printed matter. Seeing it everywhere in 
 the city will recall the campaign and add to 
 the impetus. 
 
 Obviously such a campaign of condensed en- 
 thusiasm is unfitted to an effort to raise 
 $10,000,000 to support aged ministers, or to 
 [182] 
 
What better way of livinj 
 up to the full meaning 
 Christmas Time 
 
 Buy your share 
 
 of Red Cross Seals 
 
 That's the r|ght Christinas spirit 
 
 Helping to sell Christmas joy to readers of national magazines. 
 
MAKING PUBLICITY PRODUCE RETURNS 
 
 obtain $500,000 for a college in South Dakota. 
 The field in both these cases is broader. The 
 factor of enthusiasm and simultaneous giving, 
 so large an element in a city campaign, can be 
 adopted only in part in places where it is de- 
 sired to raise a considerable portion of the 
 total sum; as in the home town of the college. 
 In these two cases, as well as with a host of 
 local non-commercial institutions like anti- 
 tuberculosis associations, day nurseries, asso- 
 ciated charities, and other semi-public move- 
 ments, the factor of interest is larger than that 
 of enthusiasm. When an institution such as 
 the Y. M. C. A. has moved so far along as to 
 need a building for which city wide solicitation 
 of funds is required, the givers know more or 
 less of the work. The thing to be accomplished 
 is a clinching of that information and interest 
 in a subscription. In most of the other proj- 
 ects the knowledge is not so general, and 
 interest not so great. In fact in many cases 
 there is a deal of indifference which must be 
 overcome before positive interest can be 
 obtained. 
 
 If a religious denomination wishes to obtain 
 a large fund with which to pension its servants, 
 the obvious thing is to tell about it in the papers 
 which reach the people who are expected to 
 give the money. This the Board of Minis- 
 terial Relief and Sustentation of the Presby- 
 [185] 
 
PUBLICITY AND PROGRESS 
 
 terian Church, U. S. A., has done, carrying a 
 paid ad in a number of religious papers, chang- 
 ing copy once a wee'k. The plan of this cam- 
 
 Give the Boy a Chance 
 
 The widow of a Presbyterian minister, 
 who receives a meager annuity from the 
 Board of Relief and Sustentation, and who 
 largely supports herself and her children by 
 her needle, recently wrote, to the Board in substance: 
 
 "I am so grateful for my semi-annual check which has 
 just come. You, who have, do not realize what this 
 means to me. My work has been very slack of late, as 
 people can put off their sewing; and then, I have been 
 sick in bed for a week. Our coal pile has dwindled 
 away until there was just one day's supply more when 
 your check came ! Do not think that I am complaining, 
 because I am trying to be so brave for my boys' sake. 
 My youngest boy is so ambitious and wants to have an 
 education. // nearly breaks my heart not to be able to 
 provide hita clothes like the other boys wear. Still, he 
 is courageous and he is going to try to get a position in 
 
 this Summer, so that he can go to school in the 
 
 Fall. God bless the Church for what it is doing for 
 me and my boys!" 
 
 The board was able to give last year an average of $3.37 a 
 week to the 686 widows upon its roll. 
 
 Give the ambitious boy of the sainted father a chance, by pro- 
 viding generously for his faithful mother during these desolate 
 days of widowhood. 
 
 Ministerial Relief and Sustentation 
 
 Of the Pre.by teri.n Church in the U. S. A 
 
 WILLIAM HRAM FOULKES, General Secretary 
 W.W.HEBEtTOH.Tr*-. JOHN R. SUTHERLAND. A~ckte $*** 
 
 WILLIAM STLVESTER HOLT. Aoadat. S 
 607 Wlthenpoon Building Philadelphia P.. 
 
 One of a series of ads by the help of which it is hoped to raise $10,000,000 endow- 
 ment fund. One of the first boards of any church to reach church members by 
 paid advertising in religious papers. (Note seal used as trade mark; white space 
 abundant.) 
 
 [186] 
 
MAKING PUBLICITY PRODUCE RETURNS 
 
 paign is merely to enlist the interest of readers. 
 Agents then concentrate this interest by visits 
 to individual churches. In the same way many 
 colleges which advertise for funds avoid any 
 direct appeal. They present the most interest- 
 ing facts possible and let it go at that. College 
 advertising both for funds and for students is 
 treated directly in Chapter XI. 
 
 A common problem is that of arousing the 
 interest of a city in an institution which needs 
 not a building to last for two generations, but 
 contributions, to be renewed annually. On such 
 an institution the necessity of keeping itself 
 before its supporters or possible supporters is 
 pressing. Even those who give most, lose in- 
 terest unless they can see something of what 
 their money is doing. A man immersed in 
 business, who rides home in an automobile and 
 spends all day Saturday on the golf links, needs 
 something more than a printed request to renew 
 his subscription to the anti-tuberculosis work 
 or to arouse him to give as much as he can 
 afford. If that man can be told in some way 
 how Mrs. Sallie Jones and her three small 
 children were saved from the tubercular fate 
 of her husband and how she was helped to a 
 healthful position where her family could re- 
 main with her, he will think more of the work. 
 He should be shown by a chart just where every 
 dollar that he gave last year was used. An 
 [187] 
 
PUBLICITY AND PEOGKESS 
 
 appeal to his business sense as to the size of the 
 dividends from his subscription, together with 
 a tactful suggestion of what could be accom- 
 plished with a certain definite sum, ought to 
 cause his pocketbook to open wider. 
 
 Such a man can be reached through the paper 
 he reads every day, through announcements on 
 his club bulletin board, talks before his church, 
 personal conversation and printed matter mailed 
 to him. These and other methods may all be 
 used. If the information reaches him from 
 what seems to be an unbiased source he may be 
 most impressed. This points to the daily news- 
 paper, and the wealth of human interest mate- 
 rial involved in the work of all the organizations 
 under consideration indicate that this is a 
 promising field. The material is, however, 
 usually of such a nature as to make it advisable 
 that consultation be had with editors and re- 
 porters rather than that matter be prepared for 
 them, although in some cases this may be the 
 best way. 
 
 The use of pictures is always effective. A 
 cartoon such as the accompanying one from a 
 Chicago paper undoubtedly does much to help 
 mothers to the country. See too the picture of 
 Tenement Tommy. Newspapers are usually 
 very ready to lend their columns to publicity 
 for such charities, as they recognize the uni- 
 versal human appeal. Many editors are ready 
 [188] 
 
MAKING PUBLICITY PRODUCE RETURNS 
 
 to do all they can to help such causes provided 
 they are given material. 
 
 Some of the best of news stories about the 
 
 WILL YOU SEND A KEY TO UNLOCK SUCH A DOOR? 
 
 <Sencl yom check to Dai kl R For s an. Treasurer. W>8 North Michigan Avenue.) 
 
 Cartoons are effective in presenting appeals. 
 
 need, perhaps a human interest sketch of how 
 Mrs. Jones was helped in the country, may be 
 
 [189] 
 
PUBLICITY AND PROGRESS 
 
 used as a little booklet to be mailed to sub- 
 scribers to the charity affected. Because a man 
 subscribes this year is no reason for his doing 
 so next year. He is entitled to a report of 
 what his money has done, and ought to get 
 something more interesting than a mere printed 
 financial summary. He will give more if a 
 little time is spent in analyzing the statement 
 for him so he can see per capita or other de- 
 tailed costs at a glance. He may figure these 
 for himself, but, if at all, often at the cost of a 
 gift to the charity which has not reported with 
 sufficient detail to touch him. 
 
 The itinerant peddler sells a kettle and moves 
 on. The merchandising concern which expects 
 to build up a large business for many years 
 does not regard a transaction completed until 
 the customer is satisfied. The dairyman does 
 not leave a quart of milk today and wait for 
 you to look him up tomorrow. A non-commer- 
 cial institution which has obtained the interest 
 of a man with sufficient definiteness to get a 
 subscription, whether to the Visiting Nurses' 
 association, for a college scholarship or to sup- 
 port a rescue mission, owes an adequate report 
 of what was done with the money in terms of 
 lives. For the future growth of the institution 
 the givers should be furnished with frequent 
 interesting information concerning its progress. 
 Many men will be more concerned in the fact 
 [190] 
 
MAKING PUBLICITY PRODUCE RETURNS 
 
 that a young Eussian anxious for a college 
 education has established himself as the college 
 cobbler to pay expenses, than they will in a 
 statement that $15,000 is needed to complete 
 
 FREE 
 
 Christmas Dinners 
 
 FOR 
 
 3OO,OOO 
 
 Poor People 
 
 will be supplied by 
 
 The Salvation Army 
 
 Throughout the 
 United States 
 
 Will you help by sending a 
 
 donation, no matter how 
 
 small, to 
 
 Commander MlSS Booth Grandma Gets t5ne 
 
 118 W. 14th St., New York City 
 
 West'n Dept., Comm. Estill, 108 N. Dearborn St., Chicago 
 
 A far cry from this ad in Everybody's Magazine to the Christmas pot on the 
 street corner typical of the growth of advertising by non-commercial organ- 
 izations. 
 
 the fund for the new library. The money. for 
 the library will come easily if they are kept in- 
 terested in the self help activities of manhood 
 in the making. 
 
 The European war has been the occasion of 
 a number of successful advertising campaigns 
 [191] 
 
PUBLICITY AND PROGRESS 
 
 for cash contributions. The Belgian Eelief 
 Committee of New York, especially, used large 
 advertising copy and received enormous returns. 
 Perhaps advertising of this sort was never done 
 under more auspicious circumstances. Every 
 newspaper in the land was full of accounts of 
 suffering. In order to accomplish its result 
 the advertising in many cases needed merely to 
 give the name of the treasurer. The preliminary 
 work had been done by free newspaper pub- 
 licity. During the first month of advertising 
 there was received $163,000. Later the relief 
 committee extended its advertising over the 
 whole country through forty magazines which 
 carried in their Christmas numbers generous 
 sized ads: " Belgians are starving. He gives 
 twice who gives quickly." 
 
 In Canada, where the war spirit was much 
 higher than in the United States, a vigorous 
 campaign early in the war raised very large 
 sums. In Toronto alone there was collected in 
 four days $880,000. The aim had been $500,000. 
 Sign boards, newspaper space, clocks, and 
 luncheons with teams to solicit were parts of 
 this effort. 
 
 The large prominence given by newspapers 
 to the distress of the Belgians resulted in a 
 decline in the amount of gifts usually received 
 by American charities and many local organiza- 
 tions followed the lead of the war funds and 
 [192] 
 
Belgians Are Starving 
 
 "He Gives Twice Who Gives Quickly" 
 
 MILLIONS of Belgians face starvation. They will perish if 
 succor does not come at once. Their plight is desperate 
 It cries out as imperiously as the wireless S. O. S. from 
 a sinking ship And this call is being heeded. Fast ships bear- 
 ing food have been rushed to the rescue But more must follow. 
 
 Cable Answers S. O. S. 
 
 This Belgian Relief Committee cabled 
 {50,000 from big, generous America to 
 Ambassador Page, to use for buying food in 
 England to hurry to Belgium as first aid, and 
 $zo,ooo was cabled to United States Min- 
 ister Brand Whitlock, in Brussels, and used in 
 the same way. In Brussels alone one hundred 
 soup-kitchens are feeding 100,000 hungry 
 people The daily cable dispatches, in un- 
 biased news reports, are giving a continuousac- 
 count of the appalling disaster and desolation 
 
 Succor From America 
 
 In America how different the picture. 
 This magazine will reach its readers just 
 about Christmas time We have had 
 bountiful harvests and despite rather dull 
 times we have great surpluses of food and 
 money So 40 national magazines are 
 carrying in their Christmas issues this ap- 
 peal to their millions of readers to succor 
 the starving Belgians. Divide your Christ- 
 mas plenty with them. Be sure that the 
 gift will be "twice blessed." 
 
 Send a Christmas Check Today 
 
 N & Co . 23 Wall Street. New York, 
 ceipt and the money will at once go 
 
 and mark it for the Belgian Relief Fund. You will recei 
 
 to the Belgian Relief Committee, which will use it for these two purposes- 
 
 1 To relieve immediate distress of Belgian refugees and the hundreds of thou- 
 sand* of destitute women and children and other non-combatants in Belgium. 
 
 2 To rehabilitate as soon as practicable the poor Belgian peasant and working 
 classes by helping them get roofs over their heads and tools to work with. 
 
 BELGIAN RELIEF COMMITTEE 
 
 1O Bridge Street, New York 
 
 Rev J F STILLEMANS, Prurient 
 
 ROBERT W DEFOREST, Clnirman of Extculice Committee. 
 
 EM A Nil EL HAVENITH, Belgian Minuter to tlu United StatU. 
 
 FtERKE MALI, Omul-General or A>w York. 
 
 W. BARCLAY PABSONS 
 BERNARD RAAP 
 JOHN VAN KICKSTAL 
 FRANCIS LYNDE STETSON 
 THOMAS I/HACKER 
 PRANK A VANDEKL1P 
 ALFRED T WHITS 
 
 S. O. S.-Checks. Money Orders, etc., should be made to J. P. MORGAN & CO.. 
 "FOR BELGIAN RELIEF FUND," 23 Wall Street, and sent to that address 
 
 JAMES N BECK 
 COKNKL1US N BUSS 
 HOIiEKI 3. BKEWsTEH 
 
 HENRY W DEFOREST 
 CLEVELAND H DODGE 
 LIONEL HAGENAERS 
 THOMAS N HUBEABO 
 REV A O NYS 
 HENRY FAIKPIELD OSBORN 
 
 A type of ad the war brought out. 
 
MAKING PUBLICITY PKODUCE RETURNS 
 
 suddenly sought advertising space to help fill 
 their drained coffers. It is impossible to tell 
 how successful these efforts were, but it is safe 
 to say that they were most effective in those 
 communities where the great need at home had 
 been impressed on the public through a long 
 continued advertising campaign. 
 
 [195] 
 
CHAPTER XI 
 
 THE COLLEGE PRESIDENT'S 
 ASSISTANT 
 
President's work varied and heavy; printed matter helps 
 Direct publicity for cultural colleges, secondary schools, 
 etc. Product of a college treated as product of a shoe 
 factory in getting fresh view point Paid advertising and 
 some ways to make it distinctive Examples Advertising 
 for college funds Publicity by business colleges and state 
 institutions Indirect publicity through newspapers and 
 how to obtain it. 
 
CHAPTER XI 
 
 THE COLLEGE PRESIDENT^ ASSISTANT 
 
 A COLLEGE PRESIDENT fills a respon- 
 sible position in the institution over 
 which he presides as well as in the 
 community in which he lives. On his shoulders 
 rests the burden not only of directing the educa- 
 tional policy of the school, but also of providing 
 funds whereby it may be maintained. Very 
 often he must take the place of an instructor 
 and carry regular class work and at the same 
 time keep an eye open for opportunities of 
 presenting the claims of his institution to the 
 young people of the territory from which he 
 expects to draw students. He must at the same 
 time seek to make his college known as well as 
 possible among people of wealth, so that they 
 may the more readily contribute to its main- 
 tenance. To assist the president in his multi- 
 tudinous duties the trustees of many colleges 
 have -provided generously, so that he has much 
 assistance in the way of printed matter of vari- 
 ous sorts. Magazines reaching the class of 
 persons which the institution wishes to interest 
 have also been brought into service as a very 
 effective assistant to the president. Most of the 
 larger institutions of the country entrust their 
 [199] 
 
PUBLICITY AND PEOGRESS 
 
 publicity to an agency fitted by training and 
 experience to prepare advertisements. There 
 are, however, hundreds of colleges and schools 
 of various sorts where the president has added 
 to his other responsibilities the duties of adver- 
 tising manager. 
 
 In discussing the direct and indirect publicity 
 which a college or school may use in assisting 
 the president to bring the institution to its 
 largest development, educational organizations 
 may be divided roughly into three classes. 
 
 First, cultural colleges and secondary schools 
 for boys and girls, military institutions, board- 
 ing schools and theological seminaries. The 
 income of these institutions from students 
 usually is much less than is necessary to pay 
 the running expenses. 
 
 Second, schools for instruction in business, 
 where the tuition is sufficient to pay running- 
 expenses and afford a living for all executives. 
 
 Third, state educational institutions of all 
 sorts. 
 
 Members of the first class will always have 
 the hardest problems. Competition for students 
 and for funds is rather keen, and the necessity 
 of raising money from month to month for 
 current expenses prevents the president and his 
 immediate associates from devoting as much 
 of their energies as they should to- the strictly 
 educational functions of the institution. The 
 [200] 
 
Debts Must Be 
 
 Huron College saved its life by getting into debt; 
 now it must get out of debt to stay alive. 
 
 Endowment subscriptions, Nov. 11, 1911 $505,129.00 
 Collected to June 1, 1913: 
 
 Cash, - - - $409,088.62 
 
 Six per cent notes, - 30,696.50 $439.785.12 
 Yet to be collected, "^ - - $ 65,343.88 
 
 Debt was the price 
 we paid for endow- 
 ment 
 
 Net debt not provided for on June 1, 1913, - $10,202.59 
 
 Additional debt to Sept. 1, 1913 5,680.00 
 
 Total to end of fiscal year, - $ 15,882.59 
 
 When our debts are all paid and our endowment all 
 productive we will keep out of debt. 
 
 Who Will Help Us Now? 
 
 Address, President of Huron College, Huron, South Dakota 
 
 Example of recently developed type of college ad.' 
 
COLLEGE PRESIDENT'S ASSISTANT 
 
 instructors in these colleges and schools for tho 
 most part are overworked and underpaid, and 
 the trustees or directors usually are business 
 men who take time from the claims of their 
 affairs to try to see that the institution is pro- 
 vided with sufficient money. Under the eternal 
 financial stringency the sagacious advice of men 
 who know and believe in publicity is needed, to 
 induce the trustees to give their approval to 
 the expenditure of any of the hard earned funds 
 of the institution for the payment of advertis- 
 ing. It is becoming increasingly true, however, 
 that the business men who make up these boards 
 are applying to the college the experience 
 gained in their own affairs, which has shown 
 that it is well worth while to take money to 
 advance the business which they are direct- 
 ing. They have learned that advertising ex- 
 penditures can be classed under the head of 
 investment, and if wisely made, the returns are 
 much larger than they had anticipated. As 
 applied to colleges they have found that news 
 of the need of the institution or of its advan- 
 tages as an educational center has been carried 
 into homes through an announcement in a 
 regular magazine or newspaper.at less expense 
 than is possible by any other means. 
 
 It may be helpful in studying the sort of 
 publicity needed by these institutions to apply 
 to them the analysis for a business which, as 
 [203] 
 
PUBLICITY AND PROGRESS 
 
 was suggested in Chapter I, may be made to fit 
 any of the non-commercial institutions which 
 this volume considers. The "product" of a 
 cultural college or school which is not run for 
 profit is education for students and satisfaction 
 for those who support it. In other words, the 
 college has for sale, to use the terms of com- 
 merce, education and satisfaction. The field or 
 market for this product naturally is the young 
 people in the vicinity of the school or those who 
 belong to the denomination with which the col- 
 lege is affiliated, and the wealthy men and 
 women who may be persuaded that they can 
 get greater satisfaction and pleasure from 
 putting some of their money into the endow- 
 ment which will support these institutions than 
 from other investments. 
 
 This brings up the question of competition 
 by these institutions. There are many colleges 
 and schools, and a young person who has re- 
 cently graduated from an Iowa high school is 
 puzzled whether to attend one of the forty or 
 fifty colleges in his own state, or to go to one in a 
 neighboring state. In the same way, the churches 
 with their affiliated mission boards and funds 
 for disabled ministers and similar benevolent 
 objects are keen competitors of the colleges for 
 a share of the money of the wealthy men and 
 women. 
 
 A factory which manufactures men's cloth- 
 [204] 
 
COLLEGE PRESIDENTS ASSISTANT 
 
 ing, or shoes, or tooth brushes, even before it 
 has started a wheel will investigate carefully 
 the scheme of distribution, or its method of 
 getting its product from the factory to the 
 
 THE WESTERN COLLEGE 
 
 OXFORD, OHIO FOUNDED IN 1855 
 
 A Standard College for Women, Situated in 
 One of the Most Beautiful Sections of Ohio 
 
 BEST FACILITIES FOR MENTAL. MORAL AND PHYSICAL TRAINING. MODERATE EXPENSE 
 
 During its long career The Western lege standards, and an equipment in buildings and facilities well 
 College has made a contribution to adapted. to the requirements of students and instructors. The Art, 
 American womanhood, which is the Music and Domestic Science Departments are strong and well 
 
 equipped features. 
 The 'Western is 
 within easy reach 
 of Cincinnati, and 
 the .pretty village 
 of Oxford is 
 near byi but the 
 remarkable 
 cap pus of 350 
 acres, spreading 
 over hjj] and val- 
 ley, gives complete 
 
 n. *,, cjafrc**. ^^--^^ I *t,T;. n Dl . (r r 
 
 best evidence of the efficiency and sincerity of iu work Its ^"^^Bs^HaiSB^ tractions. Port 
 
 students are proud of iu past But The Western seeks water, excepiiooal 
 
 preeminently to meet the need of the young woman of today for facilities for outdoor life -golf, tennis, skating, Me,; physical 
 
 t thorough college education under Christian auspices at mod- training under an exclusive director. Tables supplied from 
 
 crate cost. It provides a capable faculty, trained in the leading Western's own farm The Christian home fellowship of the 
 
 universities and colleges; a curriculum meeting recognized col- college family is characteristic. Expenses very moderate. 
 
 A new Gymnasium with ample space and equipment has 
 just been completed. It includes a large swimming pool. 
 
 MARY A. SAWYER, M. A., Litt. D., Dean, :: :: OXFORD, OHIO 
 
 Striking use of a picture. The result is produced by outlining part of the cut. 
 The squared portion to the left heightens the effect. (From The Continent.) 
 
 field where it is to be consumed. In the 
 same way every college, seminary^ad s^cond- 
 ary school may well outline carefully its 
 method of reaching its field. First and fore- 
 most, as in all methods of selling, is personal 
 solicitation. A college can send its president 
 and certain members of its faculty to preach in 
 neighboring churches, to talk with leading 
 [205] 
 
PUBLICITY AND PROGRESS 
 
 parishioners, and to call on the young people 
 who have just graduated from high school, per- 
 chance, and are ready for a higher education. 
 This personal work is extremely effective, but 
 it is expensive. To visit a student here and a 
 student there, in towns scattered 20 to 100 miles 
 apart, takes a good deal of money. Obtaining 
 " prospects " by personal canvass is also slow 
 and difficult work. 
 
 The sending out of printed matter such as 
 catalogues, bulletins, student publications, cir- 
 culars, calendars and illustrated booklets is less 
 expensive, but the effectiveness of such means 
 of solicitation depends not only upon the care 
 with which this matter is prepared, but also 
 upon the care with which the mailing list is 
 compiled. The catalogues and booklets to be 
 effective must be sent to people who may be 
 persuaded to attend the institution or to take 
 a financial interest in it. 
 
 Colleges and secondary schools also obtain 
 valuable publicity through the various teams 
 of students sent out into the surrounding com- 
 munity to scatter the college spirit. Glee clubs, 
 baseball teams, football teams, squads partici- 
 pating in track meets, and gospel teams, all help 
 in bringing the college they represent to the 
 favorable notice of both students and givers. 
 Former students and alumni also constitute a 
 valuable means of helping to distribute the 
 [206] 
 
COLLEGE PRESIDENTS ASSISTANT 
 
 " product " of the college or school a means 
 which in fact is seldom utilized to the full. 
 
 It would appear to the casual reader that 
 the ways enumerated above are ample to de- 
 
 OUT OF 910 MEN IN ALUMNI 
 416 ARE MINISTERS 
 
 The contribution of Monmouth College to all < 
 forms of Christian service is also very large in proppr 
 
 The moral and spiritual atmosphere 
 about Monmouth College is very 
 wholesome. 
 
 Monmouth's educational standard 
 is high, her diploma being accepted 
 at par in the great eastern universities 
 
 She has the dignity of age. having 
 been founded more than 50 years 
 ago, and has i body of Alumni num. 
 bermg almost 1.600 
 
 She has the vigor of youth, having 
 a college plant of seven buildings, 
 the oldest of which is but 16 years, 
 and the newest, a Girl's dormitory 
 costing $100.00000. is just being 
 completed. 
 
 Monmouth has always ranked very 
 high in Oratory and Public Speak- 
 ing, but is placing mote emphasis 
 on this department now than ever 
 before. 
 
 Monmouth College Conservatory, with its fine staff of we 
 instructors, ranks with the very best in the middle west It sui 
 
 MONMOUTH 
 
 Monmouth's Athletics are clean and wholesome, and SQ 
 
 frt*id.nt T. H. McMICHAEL, 
 
 every student can take advantage of them not 
 eged few There are sports that suit all preferences. 
 Monmouth believes in a finished 
 manhood and womanhood, and so 
 ministers to the whole being- 
 physical, social, mtell-ctual an* 
 .spiritual. 
 
 Monmouth College is located at 
 Monmouth, Illinois, on the main line 
 of the Burlington Route and on the 
 Minneapolis & SL Louis line of the 
 same system; also on the M & St. 
 L R R and the Rock Island South- 
 ern Traction line, and is just six 
 miles by trolley from the mam line 
 of the Santa Fe System. It is a town 
 of 10,000 population, just the right 
 size for a College Town. 
 
 The "Maple City," as Monmouth 
 is styled, is a typical college town wilh 
 all the modern improvements and" 
 conveniences of larger cities, such as 
 paved streets, electric lights, water. 
 It is a city of churches. The moral influences 
 g the students render them as free from tempta- 
 tion to evil habits as they 
 could well be anywhere, 
 outside the influences 
 of a Christian home. 
 rated catalogue and complete information write to 
 
 MONMOUTH, ILLINOIS 
 
 The head line is nicely adapted to reach young men who wish a college with a 
 distinctively religious atmosphere. 
 
 velop both students and givers. It must be 
 remembered, however, that one of the prime 
 requisites of good advertising is continuity of 
 impression. A catalogue is issued but once a 
 year ; an illustrated booklet may be brought out 
 two or three times a year ; and a glee club may 
 come to a town only once in three or four years. 
 In order that the college may make the impres- 
 [207] 
 
PUBLICITY AND PROGRESS 
 
 sion on student or prospective giver which it 
 should make, the college should impress itself 
 often upon the possible prospect. 
 
 It is hardly necessary to explain the many 
 advantages of the use of newspapers and maga- 
 zines as advertising mediums. They have been 
 found to return to colleges and schools greater 
 results at a less cost than practically any other 
 form of publicity. The announcement of the 
 advantages of attending a certain school, when 
 put into a magazine of 100,000 circulation, 
 reaches a number of individuals who already 
 know about the school. It doubtless reinforces 
 their favorable impression. But at the same 
 time the announcement falls into the hands of 
 thousands of individuals whose names would 
 never appear upon any college mailing list and 
 who would never be reached through personal 
 solicitation. 
 
 The announcement of a college which wishes 
 to raise $100,000 for endowment, when put with 
 judicious care into the paper of the denomina- 
 tion affiliated with the college, reaches a multi- 
 tude of individuals who have money which they 
 may at some time care to invest in Christian 
 education. The only way to discover such indi- 
 viduals is through an appeal which will come 
 to their eyes. A circular letter often is thrown 
 aside unread. If the appeal is put in an attrac- 
 tive form upon the pages of a favorite period- 
 [208] 
 
A Question 
 to Parents 
 
 You will entrust Son or 
 Daughter to a College 
 next September. You wish health conserved, 
 power of independent thought developed, so* 
 cial amenities quickened. You wish pleasant 
 surroundings, reasonable expense, adequate 
 libraries and laboratories, a strong faculty. 
 
 fi. Yet these are of only minor importance. 
 
 CL Of major importance is the influence of 
 faculty, of students, and of environment on 
 the Character of Son or Daughter. 
 
 C. What ideals will he have after four years? 
 Have you given this question sufficient at* 
 tention in considering colleges? 
 
 QAlma College will satisfy you as to the 
 minor matters. Nothing short of hundred' 
 point satisfies Alma in the major. 
 
 C. Alma is co-educational. 
 
 C. College Courses, Conservatory of Music, Kinder* 
 garten Training, Special Preparation for Engineering 
 and Medicine. Dormitories. Scholarships for needy and 
 deserving. Gymnasium. Athletics for all. 
 
 Ask President THOS. C. BLAISDELL, Ph.D.. 
 Box Y, Alma, Michigan. 
 
 Parents in most cases determine the choice of a college. Note use of college seal. 
 
COLLEGE PRESIDENT'S ASSISTANT 
 
 ical of the home the message of the college 
 president will be read and remembered, even 
 though there is no immediate response to it. 
 The favorable mental impression produced may 
 constitute a most excellent introduction when 
 next this institution is heard from. The cost 
 per capita of such an announcement is infinites- 
 imal compared to the cost for each copy of a 
 catalogue or booklet. The ' * traveling expenses ' ' 
 of such an appeal are also paid by the publisher. 
 Paid advertising of schools and colleges 
 varies in quality. Some institutions succeed 
 /admirably in injecting the individuality of the 
 school into printed matter and into advertise- 
 ments. Others seem to have little individuality 
 to project, or think too lightly of the power of 
 the press, to spend much time in filling the space 
 they buy. To tell just how a college should be 
 advertised involves all the principles of adver- 
 tising plus a knowledge of each school. There 
 are some general principles which if observed 
 wisely will help the publicity of any college. A 
 trade mark~is.~o_4ise-in giving an institution 
 distinction. A portion of a building, a tower, a 
 doorway, the college seal, or a monogram may 
 be used. This helps identify successive adver- 
 tisements and aids in giving the school per- 
 manence in the minds of the readers. 
 
 Care should always be taken in writing an 
 "ad" to fit it to the medium in which it is to 
 [211] 
 
PUBLICITY AND PROGRESS 
 
 appear. The writer should have a clear idea as 
 to whether he wishes to bid for students or to 
 solicit contributions. The different aims of the 
 ad will considerably vary the tone and mode of 
 approach to the subject. In the accompanying 
 ad of Lenox College the picture of the girls will 
 attract attention. The appeal in the text is dis- 
 tinctly to the prospective student. Westminster 
 College (page 221), on the other hand, is asking 
 for funds and points its claim to the attention 
 of the whole denomination by a map. The text 
 explains the strategic situation of this college in 
 the field of Christian education in the West. 
 
 Just as some cities are uniting on the use 
 of advertising to bring about a religious revival, 
 so a few colleges are depending in large part on 
 advertising to bring in money for the support 
 of the institution. Such a campaign should not 
 be attempted, however, unless the college 
 authorities are ready to stick to it for two or 
 three years. People with money are not in the 
 habit of sending their wealth to the first college 
 which asks for it. Weekly statements of the 
 work of the institution and some indication of 
 what may be accomplished with additional 
 means gain the interest and later the one 
 interested invests in the work. Dubuque 
 German College and Seminary, at Dubuque, 
 Iowa, an institution for the education of foreign 
 speaking young men to become pastors for their 
 [212] 
 
LENOX COLLEGE 
 
 HOPKINTON, IOWA (Co-educational) 
 
 Lenox Y. W. C. A. Delegation to Geneva 
 This Summer 
 
 The College that makes good in 
 her graduates. Three times as many 
 positions offered this spring as we 
 have seniors available. Attend 
 Lenox and be sure of a good posi- 
 tion at a good salary. For further 
 information address 
 
 Rev. E. E. Reed, D. D., :-: President 
 
 This ought to attract the favorable attention of young women and young men! 
 
COLLEGE PRESIDENTS ASSISTANT 
 
 fellow countrymen in this country, has adver- 
 tised for funds for a number of years. These 
 ads have appeared only in The Continent and 
 have been characterized by a distinct typo- 
 graphical style. The space has varied, but each 
 week stories of the work of the institution have 
 gone into the homes of the leading Presby- 
 terians of the country. Seldom is money asked 
 for. The effort is solely to create interest in 
 the work which the college is trying to do. The 
 cumulative effect of such ads is very large, and 
 the long continued campaign, together with the 
 distinctive character of the announcements, has 
 made the name of Dubuque and its president, 
 Dr. C. M. Steffens, known even across the ocean. 
 As much as $30,000 has been received in one 
 check directly as the result of this advertising. 
 
 It takes courage on the part of a hard pressed 
 college president to spend money for advertis- 
 ing, although the trustees willingly appropriate 
 the salary and traveling expenses of one or 
 more men to get students and money. Yet 
 when money is spent for printed appeals to 
 friends of the college through a trusted paper, 
 the way of the employed officers of the institu- 
 tion is smoothed. 
 
 Business colleges and institutions which are 
 run to make money do not advertise for endow- 
 ment. Their campaign for students can be put 
 on a more sordid plane than that assumed by 
 [215] 
 
PUBLICITY AND PROGRESS 
 
 the cultured college, if indeed it be sordid to 
 help fit an individual to earn his living. Pic- 
 tures of former graduates who are now occupy- 
 ing high positions in the business world, details 
 of their rise and the amount of salary they 
 receive now, compared with their earning power 
 
 for Todd, 
 now, tomorrow 
 and forever." 
 
 So writes Mrs. Eugene ' 
 , Field, mother of one 
 Todd boy; and hundreds ' 
 of mothers say the same 
 
 thing. Our Ideal "For Ev- 
 ery Todd Itoy a Good Citizen." 
 
 TODD SEMINARY 
 
 FOR BOYS 
 
 , is located 1 ,000 feet above the sea. In the hill 
 L country of Illinois, only one hour from Chl- 
 cago. 67th year. Genuine home life. Cosy 
 buildings and a fine big campus and 
 voodland. All athletics, inquire 
 
 about our Northern Stnnmpr Camp. 
 
 NODLE HILL. Principal 
 
 Woodstock. 111. 
 
 Good use of small space. 
 
 before they took the course all these plans can 
 be worked to bring in the students. Some of 
 the same plans suggested above for finding 
 students for cultural colleges may be used also. 
 Anything which makes the institution attractive 
 or stimulates in the minds of young persons a 
 desire for the sort of education the college has 
 for sale will swell the enrollment. All the prin- 
 ciples of paid advertising hold true here. 
 [216] 
 
No preacher came 
 with the Pilgrims 
 in the Mayflower 
 
 But they did have 
 Elder Brewster, who 
 acted as minister 
 
 Few preachers come 
 with modern immigrants 
 
 But there are many young men 
 ready to be educated to preach 
 to their countrymen, who are in 
 danger of forgetting their church 
 in their new environment 
 
 They must be trained 
 
 It is for just this purpose that 
 the Presbyterians of America 
 support Dubuque College and 
 Seminary, where foreigners of 
 many tongues learn to preach 
 to the people of their own races. 
 We need your cooperation. 
 Send a card for full information 
 to DR. C. M. STEFFENS, 
 President, Dubuquc. Iowa 
 
 Ads similar to this, appearing weekly in The Continent, have done much to sup- 
 port this institution. 
 
COLLEGE PRESIDENTS ASSISTANT 
 
 State educational institutions for the most 
 part have no problem of endowment, current 
 expense or students. These schools are main- 
 tained by all the people through taxes, and their 
 duty is to give something in return to the tax- 
 payer. In addition to educating young people 
 of the state at the seat of the state university, 
 and offering short courses to farmers who come 
 in summer or winter for a snatch of higher 
 education in farm work, these institutions load 
 a portion of their equipment on special trains 
 and carry the gospel of better seed corn, pure 
 bred cattle, and deeper plowing to the farmers 
 in the small towns. It is in the attracting of 
 attention to these "extra territorial" activities 
 of the state university that the main publicity 
 problem of such institutions will be found. This 
 indicates that those mediums of publicity must 
 be used which will reach the persons whom the 
 institution desires to attract. The farm journals, 
 country weeklies and to a lesser extent the daily 
 papers of the state are important. Such an 
 educational campaign may be carried out just 
 as though it were a convention, as described 
 in Chapter VIII. 
 
 Alumni of Iowa State University were respon- 
 sible for a full page ad in some of the dailies 
 of the state during August, 1914, telling the 
 advantages gained by attending the university. 
 Eeprints were mailed to prospective students 
 [219] 
 
PUBLICITY AND PROGRESS 
 
 and to alumni for distribution. South Dakota 
 State College in three years increased the en- 
 rollment from 600 to 1,000 by newspaper adver- 
 tising. 
 
 The extent to which colleges of any sort can 
 get news of their activities published in papers 
 that reach their constituency depends upon 
 the quality of the news. When there is evidence 
 of the growth of the institution, local papers 
 are glad for full details. Denominational 
 papers also will use something, although less 
 than papers devoted purely to local happenings. 
 Papers in the home town of students frequently 
 will take items about the activities of the sons 
 and daughters of local subscribers. These items 
 should always put the emphasis on the appeal 
 to the people of the town in which the item is 
 to be printed. In other words, there should be 
 an item concerning Johnnie Jones of Ourtown 
 at Blank College, rather than a bold attempt to 
 have printed an item about the college with 
 Johnnie's name mentioned incidentally. 
 
 The same care must be exercised by colleges 
 in preparing matter for the press as by 
 churches. This communication one day made its 
 appearance on the desk of the editor of a church 
 paper : 
 
 The George Collegiate Institute located 
 at Summit, Ore., was the first institution 
 
 [220] 
 
ANEEDYWORKIN 
 A GREAT FIELD 
 
 This Circle Encloses the Most 
 
 Needy and Difficult Home Mission 
 
 Field of America 
 
 It is the Stronghold of Mormonism 
 
 This Circle Has a Vast Area 
 
 It encloses Utah and cuts through six 
 other states. It has a diameter of 610 
 miles. It includes 292,247 square miles. 
 It contains more land than all of the states 
 east of Indiana and north of N. Carolina, 
 viz.: New England, New York, N. J., 
 Penn., Del., Va., W. Va. and Ohio. 
 
 This Circle Has But One Prot- 
 estant Christian College in It 
 
 This is the Westminster college at Salt 
 Lake City, founded by Sheldon Jackson. 
 It is 388 miles by raH from Salt Lake 
 City to the nearest Christian college. 
 
 Westminster College Is to 
 Have No Competitor 
 
 Other leading denominations have agreed 
 not to plant another college in the state 
 of Utah. They will give their efforts 
 locally to develop one strong college. 
 
 Westminster College Has 
 One Great Purpose 
 
 It is to develop trained Christian leaders for 
 this needy intermountain section. Itisnow 
 successfully doing this important thing. 
 
 Westmiiuter College Has a Natural 
 
 And Just Appeal .to AH American 
 
 Presbyterians for Support 
 
 Its position is certainly unique and most 
 strategic. Its opportunity is nearly un- 
 limited. Its responsibility is tremendous. 
 
 What Part Would You Like to Horn in 
 the Upbuilding and Maintenance of 
 TV* Needy Work in a Great Field? 
 
 Address President H. W REHERD, D.D. 
 
 WESTMINSTER COLLEGE, 
 
 SALT LAKE CITY. . - - - . . UTAH 
 
 Well constructed appeal for financial support. The map is cleverly used. 
 
COLLEGE PRESIDENTS ASSISTANT 
 
 established under the board of aid for col- 
 leges. It was established in the year 1884. 
 It is located in the great northwest of the 
 state. And there being no other of our 
 institutions near it occupies a unique and 
 strategic position. The fine alumni asso- 
 ciation of more than 350 shows something 
 of its value. The school and community 
 are greatly rejoicing in the fact that Eev. 
 Thomas W. Smith has recently been 
 elected and has accepted the position of 
 field secretary and the principalship. 
 Everything is looking good. Preparations 
 are being made to complete an endowment 
 that the school may be placed upon a more 
 substantial financial position. 
 
 Fortunately for the reputation of the school, 
 this was written by a friendly pastor and not 
 by one who posed as an instructor in the insti- 
 tution. If one read through the quotation it 
 was discovered that the excuse for the item 
 lay in the last sentence. The institute planned 
 an endowment campaign. Why not say so? To 
 give ancient history in a 60 word item is en- 
 tirely out of place, even if the item does not 
 offend most seriously against that more or less 
 intangible thing, news style. 
 
 There are events of local importance occurring 
 frequently at all colleges, and in case a nearby 
 [223] 
 
PUBLICITY AND PKOGKESS 
 
 daily does not have a regular correspondent, 
 an editor is glad if someone in authority sees 
 that the paper gets the news. The college must, 
 however, be prepared to take publicity both 
 coming and going. The officers must not object 
 when the intercollegiate debate gets six inches 
 of space and the latest escapade of the Fresh- 
 men class is given two columns. It is not the 
 
 eechwood 
 
 A Cultural and Practical School 
 
 We seek to discover the' natural aptitudes 
 of our students and have the departments to 
 develop them. Our aim is a woman of cul- 
 ture who can successfully do the practical. 
 
 College Preparatory; College Departments; 
 
 Conservatory oT Music; Art, Arts and Crafts, 
 _ _ Oratory. Courses in Domestic Arts and Sci- 
 
 L&JOtTlfin ences, Secretaryship, Normal Gymnastics, 
 1 Normal Kindergarten as electives.Unusual 
 
 buildings. Rooms with privatebath .Swim- 
 
 ming pool.athletic field; new gymnasium. 
 Healthful country life. Moderate terms. 
 
 Apply for 
 catalogue to 
 
 M. H. REASER Ph. D., President, Box 411, Jenkintown, Penna. 
 Eev. D. H. KERB, D.D.,LL. D., Asso. (23 minutes from Philadelphia) 
 
 UIIIIIHIIIIIIlilllllllllllliiliillllillllllllllllllllliiilll 
 
 The boxed initial made this stand out in a page of school ads 
 in Good Housekeeping. 
 
 publication of the pranks of the youngsters 
 which damages the college. If the college is 
 to keep unspotted its reputation as a place of 
 learning, the Freshmen must be prevented from 
 doing anything which will reflect discredit on 
 their institution. 
 
 Daily newspapers in or near a college town 
 will pay a regular correspondent for news, 
 [224] 
 
COLLEGE PRESIDENT'S ASSISTANT 
 
 especially of the athletic activities. The amount 
 a man is able to earn from these sources is 
 very large in the universities and is not incon- 
 siderable in smaller places. The secret of suc- 
 cess in such work is regularity. Three inches 
 three times a week amounts to several columns 
 by the end of a month. Prospects for athletic 
 teams furnish yards of copy to a clever man 
 during early fall and early spring when sports 
 are a little dull. A "star" in any department 
 of sport means dollars from additional papers, 
 many of which will take pictures of the 
 champion. 
 
 [225] 
 
BIBLIOGRAPHY 
 
 (This list does not include the scores of 
 books on general advertising. Few writers 
 have paid much attention to church advertising, 
 and none, so far as can be discovered, have 
 written on advertising for other non-commercial 
 organizations, except as noted.) 
 
 Principles of Successful Church Advertising. 
 Charles Stelzle (Fleming H. Eevell Co., New 
 York). This relates almost wholly to paid 
 advertising by churches and is admitted by ad- 
 vertising experts to be a practical book. It is 
 helpful to one who knows nothing about adver- 
 tising and contains useful information for one 
 who is ignorant of printers' terms and tools. 
 Illustrated. 
 
 Church Publicity. Christian F. Beisner (The 
 Methodist Book Concern, New York). This is a 
 stimulating compilation of advertising plans 
 which the author has used in Denver and Xew 
 York. The opinions of pastors of many de- 
 nominations in various parts of the country are 
 given on the importance and efficiency of differ- 
 ent kinds of advertising. It relates wholly to 
 church societies and is profusely illustrated. 
 
 Publicity Message, Men and Religion For- 
 ward Movement (Association Press, Xew 
 York). This gives a summary of several 
 [226] 
 
BIBLIOGKAPHY 
 
 questionnaires answered by editors and by lay- 
 men in the church concerning the mutual rela- 
 tion of the press and the church, as to what 
 should be considered advertising, and what sort 
 of facts will make acceptable news. George W. 
 Coleman, sometime president of the Associated 
 Ad Clubs of America was president, and Wil- 
 liam T. Ellis, well known writer on religious 
 subjects, was secretary of the commission. 
 
 Association Advertising. H. W. Stone (H. W. 
 Stone, Portland, Ore). A stimulating little 
 volume devoted wholly to advertising of the 
 Y. M. C. A., by an association officer who has 
 used advertising successfully in his work. 
 Illustrated. 
 
 Modern Methods in Church Work. George 
 Whitefield Mead (George H. Doran Company). 
 This book commends church advertising but was 
 written before the church realized, to the extent 
 it does now, how important advertising is. Nine 
 of the 363 pages concern printed matter for 
 the church. 
 
 Advertising as a Business Force. Paul Terry 
 Cherington (Doubleday, Page & Co., New York). 
 A careful compilation of experiences of com- 
 mercial advertisers arranged for instruction in 
 advertising. Many of the campaigns of com- 
 mercial organizations here presented may be 
 applied to non-commercial organizations. 
 
 The Crowd. A Study of the Popular Mind, 
 [227] 
 
PUBLICITY AND PROGRESS 
 
 Gustave LeBon. One of the standard works 
 on psychology of crowds. Good for supple- 
 mental reading. 
 
 The Clock That Had No Hands. And Nine- 
 teen Other Essays About Advertising. Herbert 
 Kaufman (George H. Doran Company). The 
 arguments that are made in favor of newspaper 
 advertising are very convincing and the writer 
 knows how to make attractive copy. Will re- 
 pay careful reading. 
 
 Advertising the Church. William T. Ellis 
 (William T. Ellis, Swarthmore, Pa.). A pamph- 
 let of reproductions of half -page church ads 
 from Philadelphia papers. They can be 
 adapted to local use. 
 
 [228] 
 
THIS BOOK IS DUE ON THE LAST DATE 
 STAMPED BELOW 
 
 AN INITIAL FINE OF 25 CENTS 
 
 WILL BE ASSESSED FOR FAILURE TO RETURN 
 
 THIS BOOK ON THE DATE DUE. THE PENALTY 
 
 WILL INCREASE TO SO CENTS ON THE FOURTH 
 
 AY A_N t p JCO $1.00 ON THE SEVENTH DAY 
 
 muj:. Yf V 
 
 AP8 3 1933 
 7l35 
 
 OCT 28 1935 
 
 NOV 2 1936 
 S5 1940 
 
 HUM a B 
 
 jULl 5 1952 
 
 LD 21-50?M-1,'33 
 

 YC 24343 
 
 328326 
 
 UNIVERSITY OF CALIFORNIA LIBRARY