The Problems of Christian Advertising NO. 2 REACHING THE RIGHT PEOPLE The letter reproduced below from the A . L. W hite M anufacturing C ompany of Chicago, the well-known manu facturer of folding and school organs, touches upon a problem which faces every advertiser of goods used in church and Christian work. The vast circulations of the secular magazines mean literally nothing to them. They are simply forced to pay for a circulation among readers who are not in the least interested in their product. T o reach their public they must use the C hristian P eriodicals , and these are few in number. TH E K ING ’S BUSINESS with its paid circulation of nearly 30,000 monthly is one of the leaders of this group.
A . L . W h i t e M i x ;. AI anufacturkhs of P ipb T onr
C o .
ORGANS SCHOOL P RA CT IC E KEY B O AR D S
FOLDING
PA TE N TE D
G l'A K A S T M H )
P hone W en tw orth 1 0 5 3
iilK -2 19 E nglewood A venue
C H I C A G O
April 5, 1935
The King's Business, 558 South Hope Street, Los Angeles, California.
Attention: H. S. Rlsley
Gentlemen:
In response to your recent le tte r, we are very glad to state that we have been an advertiser in your magazine "The King's Business" almost, i f not quite, from its beginning. The fact that it is one of the few papers in which we s t i l l find it profitable to advertise w ill te stify to its value as a medium of getting our product before the right people. We can truthfully say that it brings resu lts, and that is what the advertiser wants. Wishing you continued prosperity, we remain, Yours very truly, A. L. WHITE MFG. CO. Cl
SECURING THE RIGHT SUBSCRIBERS TH E K ING ’S BUSINESS makes many sacrifices in its Club Offers and subscription prices to induce Christian readers to purchase its magazine. The aggregate collections from subscriptions can not therefore equal the cost of publishing the magazine. There is always deficit partially covered by the advertisers acceptable to this publication and its readers. Unless the readers remember this and patronize these advertisers when in need of their goods and services, the support of the magazine is impossible. The fact that TH E K ING ’S BUSINESS readers do support their advertisers, as testified to by M r . A . L. W hite , is one of the most gratifying features of our advertising work.
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