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public who listen to such programs. Some sit and listen to them
nearly all day. Some stations of small power do specialize in
religious programming. This small religious audience will sit and
listen to one program after another, if they can find such programs
on the air.
But radio and television station managers know that the BIG
audiences of the general public will immediately tune out religious
programs, and turn the dial to something else.
It is the same with advertising in magazines.
That is why, gradually, more and more, we have been
CHANGING the format of The WORLD TOMORROW program -- and of The
PLAIN TRUTH magazine. We do not seek to reach the "religious
audience." We do not seek to take members away from their
churches. Christ's Commission, which He is carrying out with those
who voluntarily accept His draft as Co-Workers with Him in God's
Work is written in Matthew 24:14: "And this Gospel of the KINGDOM
shall be preached in all the world for a witness unto all nations:
and then shall the end (of this world) come." The living Jesus
Christ is using us as HIS INSTRUMENTS in reaching ALL NATIONS --
and the WHOLE public in those nations - not a small religious
minority of the people.
To do that, WE HAVE TO SPEAK THEIR LANGUAGE. When we talk
of "conversion," "grace;" "repentance," the "Old and New
Covenants," the "Second Coming," "born again," a very large part of
the general public just don't understand the language. And when we
speak of "the precious blood of Christ," and "the cross," and
"accepting Christ as your personal Saviour," they get embarrassed
and run away, or tune you out. That terminology is just NOT THEIR
KIND OF LANGUAGE.
If I am in France, and a Frenchman who can't speak my
language -- English -- tries to talk to me in French, it's all
"Greek" to me. I just don't understand him. So we are now really
REACHING the world, by talking and writing in THEIR KIND OF
LANGUAGE.
Let me give you an example. In our new booklet, now
revised, "The Seven Laws of Success," which I wrote, I didn't start
out asking "Have you given your heart to the Lord?" That would
have driven them away. I started out talking about what THEY are
interested in, in THEIR language. I ask, "Did it ever occur to you
that there might be a reason why so many people make a failure of
life?" And then, "Are YOU one who is wrestling with the problem of
'making ends meet?"'
I am speaking THEIR language, about something EVERYBODY is
concerned about. Then I give the reader some shocking FACTS about
suicides, business failures, etc., showing that NONE need fail --
there are LAWS that cause success or failure. Then I tell them
about my own experiences as a young man, 23, on the editorial staff
of a national magazine, questioning hundreds of business men on the
causes of failure or success. No mention -- YET -- of God, or
their need of Him. No, they are more interested in Clark Gable,