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advertising space in the world's mass-circulation magazines and
newspapers, we now serve 150,000,000 people. That is one out of
every 24 persons alive on this earth! That involves the handling
and expenditure of large sums. To remain successful in this
ever-GROWING service in the public interest, we must maintain a
wise and sound financial policy. We cannot be careless in the
handling of funds.
Hundreds of commercial operations, including giant
corporations and a very large number of small businesses, have been
for a year or more seriously affected by an economic recession and
the tight money situation. Cutbacks in the United States
government's space program and the Vietnam war are forcing many
firms, large and small, into serious financial trouble and in many
cases failure. This general condition naturally affects us.
This great Work is financed by the contributions of 125,000
Co-Workers who BELIEVE in this vital program leading hundreds of
thousands into a BETTER QUALITY LIFE! Although we DO NOT SOLICIT
NEW CONTRIBUTORS -- all have become contributors VOLUNTARILY and
without solicitation or urging by us -- nevertheless, it IS
necessary to EXPLAIN that there is need, under present
circumstances, to increase revenues.
The very GROWTH and SUCCESS of our circulation-expansion
program has increased operational expenditures. Therefore it is
incumbent on me to make a frank and candid STATEMENT to our readers
of the ENTIRE circumstances that have led to the temporary
bimonthly policy for The PLAIN TRUTH. This is not a request -- we
want new Co-Workers to become contributors voluntarily --
unsolicited. But when additional ones do wish to have part in this
great Work, in whatever amount, they are welcomed gratefully.
(Incidentally, there is nothing to join, never any obligation.)
The new TOMORROW'S WORLD magazine was designed originally,
when started last June, to serve the 125,000 regular contributors
who were supplying the financial needs of this Work. But after
issuance of the first number we felt that many others -- readers
of The PLAIN TRUTH, and listeners to the worldwide broadcast, The
WORLD TOMORROW, would also want to receive this sparkling new
magazine of Biblical Understanding, edited by the Graduate School
of Theology of Ambassador College. We offered it. The circulation
skyrocketed. In these few months it has grown from the initial
125,000 copies to nearly half a million -- 475,000 copies the last
issue -- 325,000 new readers besides contributors. So that
expansion, too, becomes part of the circumstances leading to the
bimonthly temporary policy.
So I felt personally that this complete and frank statement
was due our entire readership. The expansion program has been an
overwhelming success. It has also brought problems. They will be
solved. This worldwide service toward a BETTER, MORE ABUNDANT
LIFE is a most vital NEED in this unhappy world.
We know the world is HUNGRY for what we have to GIVE. Never
was it so vitally needed. I repeat -- the overwhelming success of
our circulation drive DEMONSTRATES that public hunger and that