Basic HTML Version
I want to take you, as a Co-Worker with Christ in HIS
great Work, into my confidence in regard to this tremendous problem
we now face. We CANNOT just throw up our hands in despair, and lay
down on the job and QUIT -- not even here in Britain. The British
are God's own chosen BIRTHRIGHT people. If you have read our
recent book on "The United States and British Commonwealth in
Prophecy" you will understand that. If not, I hope you will
request your FREE copy at once -- for it is IMPORTANT! God's
warning Message MUST continue going out to the British people!
But we do have SERIOUS PROBLEMS! We have been making a
start in television in the United States. It is, so far, a small
start. Television is a POWERFUL medium for reaching people -- far
more powerful and effective than radio -- if effectively programmed
and used. But it is also far more costly -- though not more costly
measured by its effectiveness and number of people reached.
We saw that we must, now, turn to publishing media over
here in Britain to take the place of the radio stations that have
been put out of business over here. We must buy advertising space
in newspapers and magazines, and put Christ's dynamic Message in
that space. That, too, costs money.
What we had to recognize is this: We cannot go full speed
ahead in television in the United States and also plunge full power
into such a campaign of buying advertising space in Britain right
now, simultaneously.
Here in England they have a far different newspaper
situation than in America. The entire British Isles -- even
including Eire (South Ireland) -- occupies a smaller area than
California alone. Yet there are fifty-five million people here.
The result is that the large daily and Sunday newspapers
cover the entire United Kingdom, and have circulations of four,
five, and six million copies.
There is no commercial radio in Britain, and even the ITV
(commercial television) does not have the mass viewing audiences
comparable to America. People here read newspapers more, and view
television and listen to radio less. There are no magazines here
like LIFE, LOOK, SATURDAY EVENING POST, and our mass-circulation
women's magazines -- no news magazines that compare to TIME,
NEWSWEEK, and U.S. NEWS. But they do have MASS-CIRCULATION
newspapers.
Advertising rates in these mass-circulation newspapers are
VERY high -- but they reach millions of people -- and are not
higher per thousand copies circulated.
We cannot afford to go into a big British newspaper
campaign, and at the same time go ahead in a big way in television
in the U.S.
So we had to decide which to choose.