The Daily Banner, Greencastle, Putnam County, 1 December 1966 — Page 7

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Religion in America

By LOUIS CASSELS Churches are forging a new Instrument of religious education that may prove more effective than Sunday schools or sermons in communicating Christian insights to contemporary society.

give the layman a far more lucid and intellectually satisfy- j ing treatment of almost any i subject than he's likely to get

in the average sermon.

In the past, denominational magazines were seriously handicapped because they could offer only a small fraction of the

The Lighter Side

(By DICK WEST) By United Press International

WASHINGTON UPI — The public relations business. I’m | told, is seething with internal I

! inquired into the cause of his j melancholy. “But that term isn’t used any more. It's a mat-

ter of imagery, you see.

“While we were busy improv-

The instrument is journalism; fee or of t he audience available strife ° Ver 3 m ° Ve t0 impr ° Ve in * ^ ima ^ es of our cllents ’ —specifically, magazine jour- to a writer in mass circulation lts _ OWn una?e ’ ; our own image was going to

nalism.

magazine jour- t 0 a writer in mass circulation

secular magazines.

The object of dispute is an

„ ... i accreditation process worked Nearly every major denomm- This problem is now being out by ^ pu blic Relations ation now has one or more first- overcome, however. Nine of the Society of America. To become rate magazines aimed at a mos t important Protestant I «‘prsa accredited” a member broad family audience. Many of j journals have recently entered must pass an eight-hour written

these periodicals have been into an informal cooperative

pot. People somehow got the

impression that press agents were undignified. “Then the good fairy came along and turned us into publicists. That helped some but it still didn’t sound properly dignified. So all of us publicists went to Baltimore for an operation that changed us into public relations consultants. “Now they’re trying to give us a professional status, like doctors and lawyers. Accreditation exams! Did you ever hear of anything so ridiculous?

and now Fva got to waste an entire day proving that I know how to take a newspaperman to lunch.’*

Th« Daily Banner, Greencastle, Indiana Thursday, December 1, 1966

Staples Assured For Institutions

INDIANAPOLIS UPI — The State Board of Finance voted today to spend a quarter of a million dollars on canned goods

now 7 to assure state institutions | suppliers that if we w 7 ait past

staples, including tomatoes, green beans, carrots, sauerkraut and fruits. The request was explained by John Hatchett, commissioner of the Indiana Department of Administration, to Governor Branigin, State Treasurer Jack New, outgoing State Auditor Mark France and Auditor-elect John

Gallagher.

“We have been told by our

staples will not be available at any price because of poor crops,” Hatchett said. New. whose late father once operated a store in Greenfield, recalled that “my father bought a carload of gooseberries once and we still have them.” However, Hatchett assured him the canned goods to be purchased were heavily used items, replacement of which on the menu of institutions might

“I’m 20 years in this business a continued supply of certain | the first of the year, certain | mean increased costs.

launched within the past de- agreement to publish jointly cade. Some are drastically|features which no one of them transformed versions of vener- could afford to commission able house organs which pre- alone. Since there is practically viously had a narrow appeal. ' no overlap in circulation, the If you haven’t read one of the j effect is to make the same new-style church magazines.; article available to a total audyou may be in for a pleasant | ience of about 3.6 million readsurprise—and perhaps a few ers—which compares favorably shocks as well. with all but the biggest of the The pleasant surprise is the secular “slicks." high professional quality of j The same technique also is these publications. With rare being applied to solicitation of exceptions, they are “slick” i advertising. In the past, many magazines both in the technical j big national advertisers have sense of being printed on glazed | shied away from religious jourpaper and in the more general nals. both because of their sense of being skillfully edited.: limited audience and because Most of them make extensive they w 7 ere afraid of being acuse of color, photographs, sub- cused of showing sectarian heads, white space and other; preference. This fall, nine Prottricks of modern layout to en- ! estant. Catholic and Jewish hance readability. ; magazines formed an agency The contents often are a far: called “The Interfaith Group” cry from what you might ex- to contract with national adpect to find in a church maga-; vertisers for simultaneous diszine. Instead of filling their play in all of the publications,

pages with bland little homilies and short stories, today's religious periodicals are wading boldly into such controversial issues as drug addiction, homosexuality, pacifism, black power and “death of God” theology. By c o m m i s sioning articles from leading theologians and well-informed experts in other fields, a church magazine can

The Giant Sequoia tree is the largest living thing in the world.

Denmark claims the oldest unchanged national flag — a white cross on a red field used

since the 13th century.

test followed by a three-hour

oral exam.

The idea is to give the P.R. business more of a professional

aura.

The Washington PRSA chapter recently held a cram session to help its members prepare for the ordeal. Which would indicate the quiz is pretty formid-

able.

However, one member who has already taken it told me that “any working journalist” could pass it without difficulty. Nevertheless, some P.R. men bitterly oppose the accreditation program. They resent having to submit to testing, they claimed P.R. talent cannot be reduced to paper and in some cases they suspect it wall be used to try to force them out. I ran into one of the dissidents the other evening when I stopped by the National Press Club to participate in a seminar on African violet cultivation. Although the indoor smog was rather thick, I espied at one end of the barroom a local P.R. man whom I shall identify here as Esterhazy Flack. He had a flagon on mead at his elbow and was morosely taking deep draughts, punctuated by sorrowful sighs. “I am what we used to call a press agent,” Flack said when I

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