Editorial February 8, 1900 Issue

Christian Science Advertising

Editor

We have heretofore said upon the above subject that Christian Scientists have done all they properly can do in the way of advertising when they unobtrusively make known the fact that they hold themselves in readiness to respond to calls for healing sickness or otherwise aiding those who need and desire such services as come within their province and line of duty, and that the pushing methods which too much obtain in the business world have no legitimate place in Christian Science.

We herewith re-emphasize that statement. When the line above indicated is passed there is danger of falling into methods which bring reproach upon our Cause. If notices are instead in the local press, they should be free from any undue attempt to draw attention to any particular person or practitioner, or to magnify the healing achievements of one above another. The moment this rule is departed from, the impartial and impersonal methods of Christian Science are violated, the spirit of competition or rivalry asserts itself, and mere personal benefit or commercialism usurps the place that should, and must be, held sacred to the high purposes of Christian Science practice.

It is only necessary to glance at the cards published in the Christian Science Journal—the offical organ—to see how strictly this point is guarded and how impartially the cards are published. In fact, the cards as published are more in the nature of a directory than an advertisement.

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