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we are also working on several new ways of increasing our Plain Truth
circulation. Our emphasis will be on a quality Plain Truth list
.
.....
rather than just pure quantity. We have found in the past that
merely having big circulation figures is not the answer. Tests have
shown that vast numbers of our old Plain Truth subscribers were not
reading or even looking at the magazine. Now we are directing our
efforts to people who show some initial interest. Based on information
now available to us, from outside professional contacts experienced in
direct mail, this group is very large indeed. In other words, we sow
the seed on fertile soil. As we learn, we are using resources much
more wisely. We in Plain Truth Circulation feel that direct mail will
prove to be one of our most selective and effective methods of even
tually giving people our message.
--Roger Lippross, Publishing Services
ON THE WORLD SCENE
THE CAMP DAVID GAMBLE ON MIDEAST PEACE The three-nation Camp David
summit starting today could prove to be a turning point in the intract
able three-decades-long Middle East dispute. The stakes are high. The
consequences of failure could be disastrous.
As some observers have speculated, failure at Camp David could result in
a fifth Arab-Israeli war -- which would be recorded in history as having
been precipitated by an ill-timed and ill-advised U.S. sununit initiative!
The minimum goal of the summit is to get the two Middle East leaders -
President Sadat of Egypt and Prime Minister Begin of Israel -- to
begin talking once again in order to resume the negotiations which have
been deadlocked since January. Virtually nothing has happened between
the two nations in the ten months since Sadat's historic trip to Jerusalem.
The summit is clearly a gamble. President Carter has taken on a
grave responsibility, going beyond the role of mediator or "message
carrier" and participating this time as a "full partner" in the dis
cussions. Well aware of the crucial nature of the summit, Carter
has turned over to Vice President Mondale the bulk of his presidential
duties so he can devote his full time and energy to the conference.
The President has a personal motive in the talks as well -- success
as a "world statesman" is expected to shore up his plunging popularity
in the polls!
Chances for full success in the crucial conference are admittedly
slim. The prime issue of future control of Israeli-occupied Arab
lands is a stubborn impasse which will prove hard to break. To break
the logjam, Carter will have to persuade Sadat to make concessions
Israel views as essential to its security -- concessions which would
allow Israel to retain certain strategic territories in the interests
of "secure borders." And he will have to persuade Begin that Israeli
withdrawal from substantial portions of occupied Arab territory will
be necessary if peace is ever to be achieved. Few Israelis, however,
believe that giving up occupied lands can buy peace. Many Jews see
the West Bank region as absolutely vital to Jewish security, as well
as a territory to which Israel has an "historic right." Begin will
thus be limited in his ability to compromise in this area.