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RADIO CHURCH OF GOD
Box 111
PASADENA, CALIFORNIA
HERBERT W. ARMSTRONG
PRESIDENT and PASTOR
Broadcasting
The WORLD TOMORROW
Publishers of
The PLAIN TRUTH
August, 1955
Dear Friend and Co-Worker with Christ:
With more THANKS than words can express, I want to acknowledge
receipt of your tithe (and/or offering) for the great work of God.
Truly this is the very turning-point in the whole history of
the work to which God has called us, of this generation---the very
LAST generation of this age---carrying God's last warning, and the
glorious Gospel or Jesus Christ, preparing the way for His COMING!
You'll never know HOW MUCH your generous and willing sacrifice
and your fervent and continuous PRAYERS for the work really mean
just now, in this crucial period.
We're apparently off to a good start on TV. Only the first
scattered returns from the first telecast are in so far, as I
write, but already there are about ten times as many letters from
the Los Angeles area as we customarily received from the ABC RADIO
network station. Actually, to justify its greater cost, we have to
get from 15 to 20 times as many viewers, and as much mail response,
as we had listeners and letters from the radio network, city for
city. It's now entirely too early to estimate what the final and
regular weekly result will be. Our first week on the radio network
brought the smallest mail response of any program, and it built up
rapidly. Again, we started the radio network at the very beginning
of the best listening season---late October. We are having to
start TV in the very poorest listening season---mid-summer. But
first mail returns from Los Angeles and from Portland telecasts
give us reason to believe that TV may be, as we have hoped, the
SOLUTION to the tight financial squeeze we've been in for two or
three years.
We know now that the real cause of this financial squeeze has
been the fact that most people are turning away from radio, and
spending their time on TV. Among the 90% of people who now have
TV in their homes, where we formerly had 64,000 listeners we now
have only 4,000 on RADIO. That is based on information from some
12,000 radio listeners who have sent us questionnaires. Yes, it
seems already to be indicated that TV is the whole answer. But we
must remember that all these NEW listeners---and the hundreds of
letters already received are nearly altogether from people who
NEVER heard us on radio---will have to see many programs, and be
aroused to read The PLAIN TRUTH and other literature for some