It is a fine thing for the evangelist, if possible, to secure a thirty-minute or even a fifteen-minute period on the radio every Sunday, around six o'clock in the evening. This is a time when many are listening in, and if that time is used to give the most interesting and instructive talk possible on some phase of the subjects that we deal with in our meetings, and at the close an urgent invitation is extended to come to the meeting that night, it will certainly help the attendance.
In the matter of display advertising in the papers, such ads. should not contain a large amount of reading matter, but should be short and to the point,—something that can be read at a glance. In this day very few will stop to read a long, involved religious advertisement. When I open an effort on Sunday, I like the idea of putting my advertisement on the church page. If rates are such that it is possible to buy forty-two inches for our opening notice, I think it is more effective to make our display six columns wide and seven inches deep, rather than two columns all the way down. An advertisement six columns wide and seven inches deep will dominate the church page effectively.
In this advertisement I place a cut, with an announcement of the first two subjects only. Reading notices in large black-face type, scattered on different pages, are effective if the policy of the paper permits their use. In connection with the advertisement, most papers will print a free story. I make it a rule, after I have placed my copy in the hands of the advertising manager, to get him to introduce me to the city editor or the managing editor. The advertising manager will tell him that I plan to spend money with the paper, to advertise my meetings, and that gives favorable opportunity to obtain the publication of a free story about the meeting.
The story we write should emphasize the importance of the theme to be considered, and endeavor in a tactful way to attract the people to hear the subject, rather than to attempt to set forth the ability or qualifications of the speaker. In fact, we ought always to advertise the message, never the man. Everybody recognizes that it is proper that the speaker's name and picture should appear in the opening advertisements as a matter of information; but in all subsequent advertising I like the idea of merely announcing the subjects without using the speaker's name or picture. We must win people to the message, not to the man, and the way we advertise will have something to do with the results.
There is one form of advertising, however, in which the speaker's name may properly appear. I refer to a water-proofed cardboard sign, to be fastened on the spare tires of autos. These are made by a firm in Ohio, who will print whatever is wished on these signs. After the meeting has been going a few nights, and you have interested fifty or a hundred or several hundred persons who have their own cars, and are willing to help advertise the meeting, these signs can be placed on the spare tires of those who are willing. Then as they drive around the city from day to day, the meetings will be advertised to all who see the signs. Such a sign in the very nature of the case must be of a somewhat permanent character, suitable to use during the entire ten or twelve weeks' series of meetings. In that case, it seems best that it should say, "Hear______ at______ every night at 7:30."
It is customary, especially in the part of the country where I am working, for the outside public to refer to our ministers as "doctor;" but surely this does not constitute any sound reason for any evangelist to advertise himself as "doctor" unless he is actually entitled to that title because of the degrees he holds. The same is true in reference to the title "professor." Those whose mission it is to preach the truth certainly ought to advertise in a truthful manner.
The placing of large signs on an auto is another form of advertising which some have used. Two of these signs, made from pressed board 4 feet by 8 feet in size, with a frame, may be used, one on each side of the car. On these signs the subject for the meeting may be painted in large letters. Someone riding in the car may blow a bugle, or play some other instrument that will attract attention, as it is driven around the streets.
However, in this time of lessened incomes we must learn how to concentrate on getting an audience for the first meeting, then hold that audience as far as possible from night to night, so that successful efforts can be conducted without a large outlay for advertising.
Lakeland, Florida.
