Jasper County Democrat, Volume 14, Number 97, Rensselaer, Jasper County, 16 March 1912 — Advertising Talks [ARTICLE]

Advertising Talks

ADVERTISING RELIGION National Evangelization Movement Likely to Use Newspapers Soon In Pushing Campaign. While the early announcements of the men and religion forward movement intimated that it was to be accompanied by a vigorous campaign of advertising in newspapers and magazines, not so much has been heard recently of this feature on which such emphasis was laid. No doubt the plan has not been abandoned, but its execution is being delayed until arrangements for a systematic scheme of publicity can be perfected. Everybody now believes that advertising is the foundation of success in business, says the Pittsburg Times. Why, then, may it not be equally as efficacious in other spheres of activity? The prime requisite for making publicity profitable is the advertiser's ability “to deliver the goods." The greater the merit of the advertised article, the easier to create a permanent demand and the larges the dividends from the investment in publicity. . Sk There is a cumulative - profit from advertising the meritorious article, since the purchaser without further urging will return for more of the same kind. Therefore it has come about that genuine, high-class goods, guaranteed by makers and dealers, the sort the public can depend upon, are the most widely advertised and enjoy the largest sales. Is there any inconsistency, jhiy irreverence in thus effeqtiveljf'trroclaiming the benefits which men may derive from religion? The present generation has witnessed the rise of the great institutional church which, as regards the perfection of its system, prides Itself on being run according to modern business methods. With Its numerous departments and its complicated finances it could not be conducted in any other way and be a success. The executive personnel of the institutional church tnust include a business man of ability. As the directing head he is confronted dally by problems analogous to those met by the big financial or manufacturing corporation. Why should he not bring to his assistance the modern science of advertising? And if advertising is a ,legitimate aid of the individual church It surely may be employed by the churches acting in concert, such as Is exemplified by the men and religion forward movement.

Religion’s appeal is to no one class or sect or faction. It is to all men. The church reaches them on Sunday, perhaps. Advertising will reach them every day, in their homes and offices, in street cars and on trains. And this is why we may soon expect to see the latest national evangelization movement utilizing this iqost influential of forces awaiting Its command.

The home is the common target at which all advertisers are aiming. That medium is best for the general advertiser that goes nearest to the home life, which is most essential to the home living.