Article July 30, 1932 Issue

From the Directors

Reciprocity

The Christian Science Board of Directors

Not long ago an experienced Christian Scientist said to a fellow worker, "I wish the day would come when our Monitor could be published without commercial advertisements just as our other periodicals are."

His companion replied: "The Monitor advertisements are a genuine convenience to its readers, many of whom read no other newspaper, and, all things being equal, they buy from those who advertise in it. These advertisers favor us and it is only fair that we favor them in return. More than all of that, I am told that without paid advertisements it would take an additional two million dollars a year to publish our Monitor, and where would such an amount come from?"

The speaker's deductions were sound, and founded on fact. Materially speaking, our newspaper has but two sources of income—its subscriptions and its advertisements—so that if either shrinks the shortage is at once registered in its treasury. The subscription price does not half pay for issuing the paper, so the remainder of its running expenses must be made up by its advertisements. Our Leader recognized this and encouraged advertising from the beginning.

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