Article December 31, 1949 Issue

Practical Considerations Concerning The Christian Science Monitor and Its Advertising

BY WILLIAM E. BREWSTER

Why should special consideration be given to Monitor advertising by Monitor readers and why should our churches have special committees to educate its members on the importance of giving Monitor advertisers prior consideration when buying goods or services?

At the present time advertising pays about sixty per cent of the cost of publishing the Monitor. But advertising does more than produce revenue and help to sell goods and services. It wins respect for Christian Science. When you identify yourself as a Monitor reader, you, in effect, stand before the advertiser as a witness, much as does the testifier at a Wednesday testimony meeting. Support of Monitor advertising offers an opportunity for broadening our bounds in our efforts to make Christian Science more favorably known to the people.

That there has been some measure of success is shown by the increase in the number of advertisers using the Monitor. In the first issue of November 23, 1908, there were fifty-eight, whereas last year there were approximately twenty-five thousand different businesses advertised in our newspaper. We may think that the demonstration has been made and there is nothing more for us to do. However, it must be evident that each of the twenty-five thousand advertisers decided that the Monitor was a desirable advertising medium because of the results it produced, and these must come through individual action on the part of the Monitor readers.