V. CHANNELS OF PUBLICITY.
The advertising power and function of the pulpit—
Using the spoken word-"Minute Men"-Direct ad-
vertising-The letter-How to write it-One-cent
postage or two?-The Bulletin-Extravagant make-up
-Second-class privileges-Display advertising to reach
the unchurched-Paper appeals-Bulletin boards—
Newspaper advertisements-Prostitution of the press-
Centenary publicity-The local editor and the pastor
-Motion pictures-Truth in action-The universal
language- Parables of the Master.
VI. MAKING TYPE TALK....
Killing good copy-Improving bad-Some sample
set-ups-Half-tones and etchings-Type as expression
of character-What makes for legibility-All emphasis
is no emphasis-Ideas rather than words-Table of
type fonts and space requirements.
VII. ADAPTATION TO LOCAL CONDITIONS.
Discovering the constituency-Skill in taking aim
as a prerequisite for good marksmanship-The search-
light on one's own church-Identifying competitors'
methods of attack-Locating origins-Dealing the
final blow-Completing the task-Being Roman in
Rome The challenge of the community-Civic pride.
VIII. THE SEASONAL APPROACH.
Making hay while the sun shines-How one church
plans its work-Holy days and holidays-Capitalizing
the currents of community consciousness-The ecclesi-
astical year-Religious values in Thrift Week and
other established institutions.
IX. NATIONAL ADVERTISING AND THE CHURCH..
Responsibility for means by those who fix a goal-
Appeal of a national institution-Limits of national
advertising-Team work-Unity of action-Command
of resources-Adaptability to the wares of the church
-A universal market-No conflict between local units
-Furnishing direction for a campaign-Expert counsel
-Supplying the materials.