Article July 17, 1943 Issue

Effective Advertising in The Christian Science Monitor

By Alfred C. Fuller

The company of which I have the honor to be president has advertised in The Christian Science Monitor regularly for the past eight years. Our company has an unusual opportunity to determine the value of its advertising, due to our method of merchandising direct to the homes through several thousand representatives, or dealers. These dealers are received into over fifty thousand homes each day.

The character of our industry has caused us from the first to be interested in good housekeeping. John Wesley's quotation, "Cleanliness is indeed next to godliness," implies good housekeeping.

A daily newspaper is ordinarily of momentary interest only; whereas, The Christian Science Monitor is an international newspaper of growing distinction. Its coverage, for example, of foreign news is greater than most papers in America and equaled only by a few.

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