The Mission of the Advertising Activity

In endeavoring to cover briefly so vast a subject as the mission of the advertising activity of The Christian Science Monitor, may I invite your considered thought about Monitor advertising from the standpoint of the inseparability of its function and service from the mission Mary Baker Eddy gave to the whole newspaper.

Out of our love for our Leader as the founder of the Monitor there echoes in our hearts today our endorsement of what those early Trustees of The Christian Science Publishing Society wrote to Mrs. Eddy when they replied on August 11, 1908, to her request to "start a daily newspaper at once." They said then, and we repeat now (Mary Baker Eddy: A Life Size Portrait by Lyman P. Powell): "Beloved Leader:... We are confident ... that the Monitor will be a mighty instrument for the promotion of Christian Science; and that it will be a success from a business standpoint. We rejoice to have this additional opportunity of assisting you in your plans for the welfare of humanity."

May not these three facets of the Monitor's establishment need our more practical acknowledgment today: (1) to keep it "a mighty instrument for the promotion of Christian Science;" (2) to assure its "success from a business standpoint;" and (3) to utilize "this additional opportunity of assisting [our Leader] in [her | plans for the welfare of humanity"?

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The Mission of the Circulation Activity
July 4, 1953

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