I present trends in our literature distribution are any indication of what we may expect in days to come, periodicals will have a larger and still larger place in our great program of preaching the Word. I believe it will have an increasingly larger place because of the fact that in the circulation of periodical literature, old and young, educated and uneducated, may have a part to an extent which is not possible with our book literature.
The topic assigned me is on a statistical survey—desirability of a comprehensive denominational survey of periodical literature: (I) circulation; (2) itemized cost of production; i.e., editorial, typeroom, factory, blocks, copyrights, sales expenses, etc. To introduce this topic, it might be of interest to consider a brief general statement relative to the present situation in the periodical field.
According to the last report to reach the Statistical Department of the General Conference, we are at the present time producing 316 periodicals. In one year these 316 periodicals entail an editorial program of 62,662 pages. Or putting it in another way, it means a yearly editorial responsibility of preparing a library of eighty-two books the size of "The Great Controversy," provided the periodical pages were no larger than a page of "The Great Controversy." In most instances, of course, we recognize a periodical page is far larger than a page from the book. If these were bound as 'The Great Controversy" is bound, it would mean adding a yearly book-shelf to the Seventh-day Adventist library nearly fourteen feet in length. In comparison, Doctor Elliott's famous five-foot bookshelf sinks into insignificance. If you were to subscribe for one year to all our periodical literature, it would cost you $204.21.
In the English language alone, according to our latest statistics, we are producing 119 periodicals which entail an annual editorial responsibility of editing 29,504 pages. The annual subscription price for these 119 English periodicals is $78.01. You will see by this that our periodical program has groWn to very large proportions. And from all indications the end is not yet.
I suppose. that those who introduced this topic into our agenda had in mind that it would be the part of wisdom for us to give study to our program in this particular field with the thought in mind to discover (I) whether there is any unnecessary duplication of effort which means a needless expenditure of both money and man power ; (2) whether we are covering as fully as we should all features of our message; and (3) whether we have a balanced program in our work of giving the truth through our periodical literature.
A denominational survey would doubtless help us to see whether there is any needless overlapping of effort. If there is, and some curtailment could be effected, it would doubtless reduce expenditure, not only in money, but in man power. A few experiences have recently come to my notice. In one part of the world field the need was felt for an English missionary journal; so one was launched. The man who was asked to edit it was already under a very heavy work program, which meant, of course, that he did not have the proper time to devote to this new responsibility. The result was a very mediocre journal, to say the least, both in content and in general make-up. The last I knew, the circulation was about 1,500. Only a short distance away in a field where conditions were very similar, the time of an experienced editor was being largely used in the production of a magazine that stood as a real credit to our work, and yet the field served by this magazine was limited, the circulation being less than 10,000. It seems to some of us who are well acquainted with both fields that there is no reason why these two fields could not have joined in the use of the one well-established journal that had the experienced editor. This experience also raises the question whether it would not be advisable, before launching a new periodical, for a field to seek counsel to ascertain whether the apparent need could be met without the addition of another periodical.
We bemoan the fact that certain of our leading periodicals, the Review in particular, is having an ever-decreasing circulation in proportion to our increasing membership. There must be reasons for this. Certainly there never was a time when it was so important as today that every English-reading member read our denominational church organ, the Review. Is it not possible that the large increase in the number of our periodicals has a definite bearing upon the circulation of the Review, especially in view of the fact that to ensure a satisfactory circulation so many of these periodicals are provided at low or perhaps no direct cost to the individual? Is it not possible that many of our people are receiving through other channels information and help that they should be seeking through the columns of the Review, the denominational church organ that has had, does have, and should ever have the first place in unifying and strengthening our work around the world field ? The average individual church member is limited in the amount of time available for reading. If this time is spent on periodicals of secondary importance, time for reading those things of first importance is limited.
What we have said in behalf of the Review might be said with equal force of other periodicals and journals which have occupied such an important place in our missionary program down through the years. Is it not possible that our rapidly growing family of periodicals, including certain other productions not listed as periodicals, is doing much to vitiate our work when we come to special efforts to lead our people into renewed activity with our missionary literature? A survey might help to determine whether this is the case.
Our people are naturally very anxious that their missionary-literature dollar go as far as possible in supplying them with missionary ammunition. Is our periodical-literature program helping them to expand the value of this dollar, or is it having the opposite effect?
It is not necessary here to enumerate all the advantages that might accrue through a comprehensive denominational survey of our periodical literature. Many of these advantages are self-evident. However, if any beneficial results are to be obtained through this survey, a most cooperative, unselfish spirit on the part of all concerned must attend any effort that is put forth in this direction.
