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PASTOR GENERAL'S REPORT, March 21, 1980
Page 8
Unlike last year, it was decided not to use a booklet to interest people
and then later send them the Plain �ruth, but to push the magazine di.
rectly. The feeling was that this course would prove more effective--an
approach positively confirmed by our new advertising agency
in
England
which specializes in direct responses (i.e. where a coupon has to be re
turned).
Looking at the ad realistically caused apprehension. Even though the new
advertisement had an entirely different approach, nevertheless it was felt
that anticipating a cost per response of under 3:00 pounds may be over
optimistic. These worries were groundless. In fact, the results have
been excellent--with well over 2,000 responses to date. The cost per
response now stands at just 0.72 pounds and is still falling as the last
replies trickle
in.
All are eagerly looking forward to the campaign spreading, not only to
other newspapers in the U.K., but to the rest of English-speaking Europe.
As mentioned previously, January saw a record-breaking increase in mail
income of 39% over the same month last year. This increase was the
highest ever
in
the U.K. up to that date. However, January didn't hold
the record for very long! February well exceeded it with a 50% increase
in income over February of a year ago.
These figures indicate a genuine trend toward rededication to the job at
hand. And though the final increase
in
March is not expected to be nearly
as great
in
percentage terms--due to an exceptional 30% recorded last year
--the upward trend of the income itself seems to be continuing.
--Joe Tkach, Ministerial Services
FEAST ADVISER SELECTION
Just a reminder to those ministers who have
not yet mailed their feast adviser selections
to Ministerial Services. Please do so as soon
as possible as we plan to print the advisers'
names on the festival applications. The appli
cations are scheduled to be mailed on April 3
and 4. Thank you for your cooperation!
--Festival Operations
MAJOR BREAKTHROUGH IN PRINTING THE PLAIN TRUTH
We have another big step forward to report in the Publishing Services area
of God's Work. Beginning this month we are starting a new magazine pro
duction procedure for the Philippines PT, normally printed in Manila,
and for the Caribbean PT, normally printed
in
Bogota, Columbia.
This month will be our first run here in the United States with what we
refer to as ''compatible printing." We
in
Publishing are very excited about
this because it is something we have worked on with the various PLAIN
TRUTH editors since 1971. Now, through the help of Dr. Hoeh and Dexter