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Story
June 13, 1922
Richmond Daily Register
Richmond, Madison County, Kentucky
What is this article about?
Rowe Stewart, business manager of the Philadelphia Record, addresses the Associated Advertising Clubs of the World in Milwaukee, urging churches to use modern advertising techniques to extend influence, attract audiences, and foster active membership, likening ministers to sales managers.
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OCR Quality
98%
Excellent
Full Text
SOME IDEAS ON
CHURCH PUBLICITY
(By Associated Press)
Milwaukee, Wis., June 13—A church is not doing the best it can unless it uses every effective means consistent with good taste to extend its influence,' Rowe Stewart, business manager of the Philadelphia Record, told the Associated Advertising Clubs of the World here today.
"Ministers can be compared in a business sense, to factory managers. In their daily work they act as counselor and adviser. In most cases they act as salesmen-agers as well," said Mr. Stewart, a former president of the organization. "It isn't fair when they know they are doing good work to have to convince the laymen that they should use the most modern means to increase the customers.
"Many business men who use modern methods in their business seem to have an entirely different idea when they are sitting in a vestry meeting. They are loath to approve the right percentage of expense for advertising and for things that contribute to the social side of the church in order to interest those who might become members and whose personal work would help that church to become a stronger and better and a real leader in the community.
"The principle of all successful advertising is first to attract the attention of your audience, then to interest them in your subject and finally to convince them to the point of winning them over to your side. If that makes successful advertising, then the business of the church is first to attract a large audience. That can be done through newspaper advertising, through an interesting church paper, direct by mail campaigns in the widest possible sphere of influence, for an individual church and other methods of attracting attention.
"The second part is to give them something that will interest them. It is a job in management to have the men, women and children, who go to church, interested so that they will go again. Then, having gathered your audience and interested them in your work, it remains for the minister and his assistants to see that they become active for the church and not indifferent to it.
"Ministers would have larger opportunities if they insisted on being surrounded with progressive men and women in the management of their churches. 99
CHURCH PUBLICITY
(By Associated Press)
Milwaukee, Wis., June 13—A church is not doing the best it can unless it uses every effective means consistent with good taste to extend its influence,' Rowe Stewart, business manager of the Philadelphia Record, told the Associated Advertising Clubs of the World here today.
"Ministers can be compared in a business sense, to factory managers. In their daily work they act as counselor and adviser. In most cases they act as salesmen-agers as well," said Mr. Stewart, a former president of the organization. "It isn't fair when they know they are doing good work to have to convince the laymen that they should use the most modern means to increase the customers.
"Many business men who use modern methods in their business seem to have an entirely different idea when they are sitting in a vestry meeting. They are loath to approve the right percentage of expense for advertising and for things that contribute to the social side of the church in order to interest those who might become members and whose personal work would help that church to become a stronger and better and a real leader in the community.
"The principle of all successful advertising is first to attract the attention of your audience, then to interest them in your subject and finally to convince them to the point of winning them over to your side. If that makes successful advertising, then the business of the church is first to attract a large audience. That can be done through newspaper advertising, through an interesting church paper, direct by mail campaigns in the widest possible sphere of influence, for an individual church and other methods of attracting attention.
"The second part is to give them something that will interest them. It is a job in management to have the men, women and children, who go to church, interested so that they will go again. Then, having gathered your audience and interested them in your work, it remains for the minister and his assistants to see that they become active for the church and not indifferent to it.
"Ministers would have larger opportunities if they insisted on being surrounded with progressive men and women in the management of their churches. 99
What sub-type of article is it?
Public Speech
Business Advice
What themes does it cover?
Moral Virtue
Social Manners
What keywords are associated?
Church Publicity
Advertising Methods
Rowe Stewart
Philadelphia Record
Associated Advertising Clubs
Church Management
What entities or persons were involved?
Rowe Stewart
Where did it happen?
Milwaukee, Wis.
Story Details
Key Persons
Rowe Stewart
Location
Milwaukee, Wis.
Event Date
June 13
Story Details
Rowe Stewart advocates for churches to apply modern business and advertising principles, including attracting attention via newspapers and mail, interesting attendees, and convincing them to actively participate, to strengthen community leadership.