By numerous visits to the Ministerial Exhibit at the General Conference proved to be both instructive and very interesting. One could not secure a grasp of the large display of material by merely one visit. Let me tell you something of what I saw as I carefully looked through this unique exhibit. I trust that this will bring to the readers of the Ministry the same inspiration it gave to me.
Mounting the broad stairway leading from the ground floor of the Auditorium building to the wide hallway on the second floor, the first thing that caught my eye was the familiar symbol of the Ministerial Association, "Christ the Shepherd," hanging on the wall at one end of the exhibit. Coming out into the hallway I saw an exhibit over fifty feet in length. A low partition divided the wide hallway, but both walls of the hall were covered with display material. Booths were erected at one end of the exhibit to provide more space for the wealth of publicity matter on display, and to provide for the special exhibit of the Tabernacle Model belonging to Elder O. 0. Bernstein. In the large cloak rooms behind the exhibit were many charts and models.
An impressive array of evangelistic aids and publicity materials had been gathered together and arranged in an orderly and attractive manner. More than 150 evangelists were represented. The British Union had a specially well-prepared layout of publicity materials. Overseas divisions were also represented, as South America, Inter-America, Australia, France, China.
Entering the exhibit, I inspected the display in detail. At the entrance stood a table upon which were placed the books of the Ministerial Association Reading Courses for the last six years,-24 volumes in all,—together with a complete set of the Ministry. A handy Ministry binder was on sale for twenty-five cents. A. book that caught my eye was the new publication by F. M. Wilcox, with the pertinent title, "In Time of War." This is one of the volumes in the 1937 Reading Course. At the rear of the table there was an array of the various Reading Course credit cards, in their different colors, together with the four-year certificate. Here also one could obtain a copy of the June number of the Ministry free of charge.
At a desk to the right of this table was the register. Every one visiting the exhibit was invited to register his name and address. As I looked through this well-filled book, at the close of the Conference session, I noted the names of prominent workers from all our world divisions.
On another small table close by, there were a number of neatly prepared evangelistic scrapbooks. It proved most illuminating to look through these books and note the various announcements, cards, folders, and newspaper advertisements, and also reports of several of our well-known evangelists.
I next inspected a display called, "The Mat in Newspaper Advertisements." Here I noticed something very suggestive and helpful to evangelists who desire to make their newspaper advertisements appear more artistic, and thus be more effective. Mounted on large sheets of black cardboard I found descriptive material on the use of "The Mat." The following suggestion was made: "By the cooperation of twenty or more evangelists, subject heads could be accepted and worked out for general use, so that what would cost $8 or $10 could be had for 18 to 40 cents each."
I next turned to the large display of publicity material arranged on at least fifty feet of wall space. Here was a great variety of publicity material, from the small announcement cards 31/2 by 51/ inches, which appeared to be the most popular form of announcement, to large billboard posters 20 by 26 inches, and one set 3 by 5 feet in size. A large variety in the nature of the places of meeting were shown, as well as numerous terms by which efforts were designated. I also noted the different methods used to hold the interest of the people. Perhaps the enumerating of certain of the differing methods in detail might be helpful to the readers of the Ministry.
Varied Publicity Methods
1. The Newspaper.—This type of publicity is apparently in quite general use. The paid ad of part-column length—or, from a quarter page to a half and even full page size—is one form. Another takes the form of the advance news story of the opening lecture, or the story report of any specific lecture. The insertion of the news story and report may often be arranged free of charge. Many specimens of this type of publicity were on display. In fact, one large display, 90 feet by 3 feet, which hung on the opposite wall from the exhibit, was covered with clippings from many newspapers, thus demonstrating how widely this method is being used by our evangelists.
2. Window Posters.—These were found to be prepared of good quality card. When careful work is done on "layout" of material, and two colors are used, the card will be very effective in attracting the notice of_ passers-by. The best stores in town should be selected in which to place these cards so that the effort is given good standing in the community at once.
3. Folder Announcements.—Some of the best material on display was of this type. A number of small cuts may be used. In some instances there was two-color work. The paper was generally of very good stock. With the folder the space need not be crowded. White space adds to the effectiveness of any publicity material. Very careful distribution is made of this type of announcement. Homes are visited, and the folder presented personally. Or it may also be sent out through the mail.
4. Announcement Cards.—Cards of varying sizes—from 3 by 5 inches to a somewhat larger size—are a very popular style of announcement. The cards are handy and may be placed in a Bible or other book for safekeeping and ready reference. Different colors are used on successive weeks. However, one caution should be given, and that is, crowding should be avoided. When a week's announcements are placed on one small card, there is danger that overcrowding will result.
5. Handbills.—These are single sheets of good paper. Many of these were made up in attractive form. This is perhaps the cheapest form of publicity. However, if the handbill is cheapened too greatly by poor paper and careless layout, and then distributed promiscuously on the streets, the results are not very encouraging. In the first place, street distribution cheapens the meetings, and in the second place, it does not bring to the meetings the best type of people. What is wanted is not the curious, but the serious-minded members of the community to attend our meetings regularly.
6. Large Billboard Posters.—Not so many have used this form of publicity. One evangelist had on display a poster 20 by 26 inches in size. At the top of the poster were the words, "Ride the Trolleys." Below was given very briefly in large type, the place of meeting, the date, the subject, and the name of the speaker. In this instance the streetcar company of the city paid for the ad. This is a new method that might be used more extensively. A set of very large posters 5 by 3 feet were on display. They had been used in an effort in France. One hundred fifty of these posters were put up weekly in different parts of the city where the effort was held.
7. A Unique Newspaper Method.—One evangelist had on display a whole issue of a country newspaper which had been prepared mostly by himself, the outstanding feature of which was to give publicity to his evangelistic effort which was being held in the community. From a description of how this was planned and carried out, the following points are to be noted: (a) One must first secure the confidence of the local editor, either by special introduction from high officials of the county or State, or through a period of personal contact. (b) The evangelist must agree to take the responsibility of the cost of the issue or issues, extra sample copies of which will be sent to every home throughout the county free of postage charges. (e) The expense is covered by soliciting special ads from the businessmen of the town. With the added increase in the circulation, but by holding to the original advertising charges, many ads may be secured. A suggestion is then made to each advertiser that the evangelistic campaign be mentioned in the ad, such as, "Success to the Tabernacle." (a) In making up the issue, statements from the local mayor or other officials regarding the campaign will help materially. There should also appear a general write-up of the campaign, general news regarding the effort, and cuts of the evangelistic party. In this unique method we have a suggestion for special newspaper work in small communities.
Places of Meeting
1. Canvas Tent.—The old-fashioned canvas tent is still in successful use, though other forms of assembly are largely taking its place in certain sections of the country, particularly in the larger cities.
2. The Portable Tabernacle.—This form of meeting place is becoming very popular. An exact plan or model for a portable tabernacle, size 50 by 100 feet, was on display, The seating capacity of such a building is 1,062 and the estimated cost is $4,000, exclusive of the erection. This tabernacle provides for treatment rooms, Bible study, and other rooms at the back of the rostrum.
3. The Streainline Tabernacle.—This is a greatly modernized form of the portable tabernacle. It has an excellent appearance. The roof being curved in shape and wholly supported from the sides, there are no inside posts to obstruct the view. Two evangelists have been using this type of meeting place.
4. The Airdome.—This too is a new feature of recent years. It is an open-air meeting place, and is suitable where the weather is fairly steady. Some form of wall surrounds the plot of ground. The wall of a tent is sometimes used. A platform is erected, behind which is a sounding board. A canopy is put over the platform.
5. Hotel Meetings.—These are conducted in modern hotel auditoriums. Where the hotel is a respectable and well-known one, a good class of people are attracted to meetings of this kind.
6. Street-Corner Meetings.—These are often conducted in connection with larger efforts as feeders to the regular evangelistic campaign. In one large city, however, a regular street-corner campaign was put on. A large number of meetings were conducted simultaneously on different street corners. In this form of meeting the sermon should be short and to the point.
Methods for Holding the Interest
1. Charts.—The exhibit held a fine display of charts of many types and sizes. Some were made of water colors or oils, and others were simple in design. One interesting feature was a set prepared on window-shade rollers, fixed in a neat carrying case, so they could be rolled up or down, as desired. An attached description read as follows, "A Simple Inexpensive Method of Making Evangelistic Charts That Any One Can Use." "Material and equipment needed: 1. Curtain shades for charts of the desired size. 2. Stereopticon Slide of picture desired. 3. Oil paints in tubes—red, yellow, blue, white, and black. Mix to secure shades. 4. Brushes of various sizes. 5. Pane of glass for mixing paints. 6. Place chart against a firm smooth surface, and paint We projected picture as it is thrown upon the blank chart by the stereopticon."
Another chart which created special interest was a large prophetic chart, with a balanced dial which could be swung around from point to point. This illustrated the subject of the judgment hour and the twenty-three hundred days. It was prepared on a large piece of heavy canvas.
2. Models.—A number of models were on display, such as the beasts of Daniel and the Revelation and the Great Image. These were life size, made from wallboard, and prepared so they could be stood up on the platform. The little horn would displace the three horns. The image of Daniel 2, could be dismantled part by part—head off, then breast and arms, belly and thighs, next the legs, leaving only the feet and toes on the western hemisphere.
The impressive Bernstein Tabernacle model attracted much attention. It is a beautiful miniature of the Mosaic Tabernacle. Every detail is exact. When the model is set up on a theater stage, together with the court and a large painting of the camp, it presents a very striking picture. Unfortunately, there was not space enough in the association exhibit to erect the court.
3. Chalk Talks.—This is a good way to hold the interest. A picture is drawn on a sheet of heavy paper or upon a blackboard with chalk of different colors while the evangelist is explaining a special feature of his lecture. By practice almost any one may be able to learn how to draw a simple design or picture in ordinary pencil outline, that will add interest to the meeting. In this manner one appeals to two of the senses at one time, the ear and the eye, thus making a double impression.
4. Text-Hunting Contest.—One evangelist had on display a folder prepared in an interesting manner, announcing a text-hunting contest in connection with his meetings. A goodly prize is offered to any one who will find the text in the Bible that answers some very pertinent questions, such as, "One text that says the Sabbath has ever been changed from Saturday to Sunday." "One text that calls Sunday a holy day." "One text that says Jesus ever kept the first day." Ten or more such statements appear on the folder. In connection with this is printed the ten commandments, together with a friendly letter from the evangelist. In the letter he explains that he has no desire to provoke controversy, but only wishes to stimulate an interest in a more perfect knowledge of the Bible, and a careful study of the Scriptures.
Looking through the display of publicity materials, I found the following terms that were used to designate the evangelistic effort. The most popular term was found to be "The Bible Tabernacle." Other terms are as follows; "Community Bible Chautauqua," "Big Tabernacle," "Prophetic Lecture Tabernacle," "Adventist Tabernacle," "Free Bible Lectures," "Dynamic Bible Lectures," "Mass Meetings," "Evangelist Bible Lectures," "Free Prophetic Conference."
Striking Titles to Subjects
As I strolled through the exhibit, I noted down some of the striking titles to lectures. A great variety of approach was observable: "Will the Old Book Stand?" "Was Calvary's Cross a Failure?" (service at Easter time). "The World's One Hope." "The Mysterious 666." "Beyond the Tomb, What? Annihilation or Life?" "The Prince of Peace Returns, War Abolished—Pain Ended—Sorrow Banished—Death Destroyed." "The Ominous Present." "Christ or Chaos, A Message of Hope for a Distracted World." "The Silence of the Dead! Can It Ever Be Broken?" "Dabbling With Death. Do the Dead Come Back?" "Is the World Going Red?" "All Eyes East." "The Impending Armageddon." There was not sufficient time to look through the mass of material and cull all the striking titles used. We note that our evangelists are learning how to present their subjects to the public in a very attractive manner. Dignity should obviously be observed in regard to subject titles, and sensationalism should be avoided.
Special Display of Publicity Material
This was one feature of the exhibit which excited peculiar interest. Typical handbills and announcements had been selected and neatly placed upon a special board. This was hung in a prominent place. Visitors were asked to study the display carefully, and then place their preferences on a small ballot sheet provided and deposit this in a box attached to the board. The announcement stated, "Basis of judgment: Impressiveness of appearance, appropriateness of title, power of attraction, neatness, balance, dignity, modesty, clarity, style and size, color of ink and stock."*
Highway Bulletin Posters
This is one feature of the exhibit which was especially promoted during the conference session. A series of sample posters in color had been prepared. These were beautiful in design and color, the work being done in a simple and inexpensive manner by a new process, giving to the work the effect of a five-color lithograph job. The plan is to have these prepared, if possible, in suitable size, and placed along the major highways of the country. These bulletins will depict some of the prophetic fulfillments. The idea is taken from the text in Habakkuk 2:2, which says, "Write the vision plainly, that he that runneth by may read." (Luther's Translation.)
Radio Broadcasting
This subject, which is of acute present interest to the people of this denomination everywhere, had its part in the Ministerial Association Exhibit. At the center of the exhibit, an instrument for the making and reproduction of electrical transcriptions was on display. Records made in Washington, D.C., by Evangelist Ford, and in California by Evangelist Richards, were played from time to time. A large group of people were always found near the booth studying the matter and the method, when this instrument was being played. In a separate booth was found much publicity material that has been used by our leading radio evangelists, together with special booklets that have been prepared on certain subjects, and which are sent out to those who listen to the broadcast and write in for literature.
Conclusion
Altogether, it was a remarkable exhibit, showing as it did the extensive work of our evangelists. It revealed a high type of work and constant improvement of methods. With such a high task as has been committed to this people, there must be much study as well as prayer, so that we shall show ourselves "approved unto God," workmen that need "not to be ashamed, rightly dividing the word of truth," and that as was Christ we may be "increased in wisdom and stature, and in favor with God and man."
Hollywood, Calif.
* See center opening for photographic views of the exhibit. Several of the special features mentioned in this write-up will be presented more fully in later issues.—Editor.