Article July 4, 1959 Issue

A Librarian's Report on Co-operative Advertising

"I want especially to tell you about one phase of the activity of this Christian Science Reading Room in which there has been much unfoldment," writes a librarian in the southwestern section of the United States. "This involves the co-operative advertising of the Christian Science textbook, 'Science and Health with Key to the Scriptures' by our beloved Leader, Mary Baker Eddy.

"This advertising program, originating in the office of the Publishers' Agent, features Science and Health and its availability through the Christian Science Reading Rooms. It is one means by which Christian Science is introduced to the public. The program includes selected areas all over the world. An advertisement is placed in a newspaper which has a large circulation. The readers are offered the loan of a new copy of the textbook which they may keep for thirty days, after which they have the privilege of buying the book at the regular price or returning it to the Reading Room without obligation.

"Since the beginning of this project," continued the librarian, "there had been numerous requests for the textbook. But although many had been lent and purchased, no fruitage from this activity had come to our attention; and too those who borrowed the books and chose not to keep them were very slow in returning them. There seemed to be a sense of apathy and indifference where there should have been healing and rejoicing.

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