Economy in Advertising

The evangelist who is restricted to a yearly budget of $200 expense money must exercise the greatest care in financial expenditure. To such, the spec­tacular effort in auditorium or taber­nacle, with Bible workers and talented musicians as assistants, and the use of many columns of paid newspaper space, all seem but a fanciful dream.

By Varner S. Johns

The evangelist who is restricted to a yearly budget of $200 expense money must exercise the greatest care in financial expenditure. To such, the spec­tacular effort in auditorium or taber­nacle, with Bible workers and talented musicians as assistants, and the use of many columns of paid newspaper space, all seem but a fanciful dream. Many Seventh-day Adventist ministers, and perhaps the majority of them, must resort to a more economical program in the conduct of evangelistic effort. The following suggestions are based on personal experience, in which neces­sity has been the mother of invention.

Location.--Our Sunday evening lecture series was held in our Seventh-day Adventist church building. The church was neither centrally nor prom­inently located, but it was a satisfac­tion when our conference president said that the attendance was the larg­est he had ever seen at a public effort in any church.

Model Bulletin Board.—For announcing the meetings, our main advertising facility was a bulletin board placed in front of the church. The members of the church gave the money for purchasing the steel sign section and let­ters for the "Kyle Model Bulletin Board," furnished by the H. E. Winters Co., of Davenport, Iowa. One of our carpenters (made the frame, and I did the lettering on the glass panel at the top. The total cost of the section, letters, blue print, and wood for the cabinet, and the electric connections, was less than $30. Each Monday morn­ing the subject for the following Sun­day was placed on the bulletin board, and several evenings during the week the board was illuminated. We found that many people were attracted to our meetings by this method of advertising.

Free Newspaper Advertising.—Using the newspapers to the best advantage was a matter to which careful study was given. In the free church an­nouncements of the Saturday issue, we were listed under the letter "S" and consequently appeared near the end of the announcements. It oc­curred to me that a transposition would work to advantage, and so wrote up the announcement in the following form: "Adventist: First Seventh-day Adventist Church. Eighth and Wash­ington Ste.," giving the name of pastor and hour of service. Our church is now listed first, and holds the position of prominence among the church an­nouncements. I endeavored to become personally acquainted with the editor in charge of this particular section of newspaper advertising, and through this means I have received a very cordial and liberal acceptance of an­nouncements and reports of sermons. This newspaper publicity has cost nothing, save a little personal effort.

The Walking Advertisement.—Out of beaver board I cut a seven foot image, as described in Daniel 2, color it ac­cording to the specified divisions, and in large letters place over it the words "Who Is It?" Then I prepare a mus­lin sign, announcing the subject, the speaker, and the place and time, and attach the beaver board figure to one side of a pole, and the muslin sign on the other side. After securing the necessary permit from the city authori­ties, I hire a man to carry this two-faced announcement through the streets, and it never fails to attract attention and develop interest. This is a method which I employ under suitable circumstances. It is not al­ways best to use it.

The Balopticon.—An automatic bal­opticon placed in a vacant storeroom, or any suitable public place, showing a dozen or more slides on special sub­jects, each alternating slide to convey an announcement of the lecture "Tonight," with the name of the evange­list and the location prominently set forth, proves very effective in econom­ical advertising.

Chalk Talks.—During the past year I have illustrated many of my talks by the use of artists' crayons. Com­mon newspaper stock serves the pur­pose, and the large colored crayons, such as are used by "chalk-talk artists," can be purchased at small cost. This method is much more effective than the blackboard, and while it is not exactly in the line of advertising an­nouncement, it serves to good advan­tage in holding the interest, and people tell their friends of this interesting feature of the service, and they want to attend. My chalk talk is all worked out in advance, the drawing being made on the paper with a very fine pencil, which is not apparent to the audience. As I proceed with my talk, I take the heavy crayon and follow the invisible line quickly and effec­tively. Use as many sheets of paper, securely fastened together, as are needed to illustrate the points to be made. At a distance, this crude chalk drawing looks quite artistic. I do not know the first principles of art, but people Ask if they may have the pic­tures to take home with them.

Prom Theater to Church.—Some­times it is well to rent a large theater in the city for the first meeting, and advertise quite extensively. At the close of this theater lecture, make the most forceful and attractive announce­ment of the subject for the next Sun­day night, which will be given in the "church auditorium" at the definite address. Hand out printed announce­ments, and urge all to come and bring their friends. This May prove to be an effective method for drawing people to a small and perhaps obscurely lo­cated church.

The Prime Essential.—But after all that can be said or done, success in evangelism depends first of all upon victory in the life of the evangelist.

A Spirit-filled preacher, whose equip­ment may be only a soap box, and his place of meeting the street corner, can and will win souls.

Des Moines, Iowa.


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By Varner S. Johns

January 1931

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