The Courier News from Blytheville, Arkansas on November 1, 1951 · Page 12
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The Courier News from Blytheville, Arkansas · Page 12

Blytheville, Arkansas
Issue Date:
Thursday, November 1, 1951
Page 12
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Kbrrarei* i, im (AMC.) Churches Learn to Tell Story by Radio T V ™*'* ** **** •** 0 * y| tn<l . !•»' th* broadcastint tad flam d4rl*ion wtaai. C*«*K*t and Jtwlih bodies th* Uethodlet ofeuich teat v««r kh. .1. /%,i^n.fin» i n T^ . ., hi a Mriw oo how the church™ of UM v.tinn«i roiuvil «f m.__u., .uk. =oo«* «>• »a«uiooi» cmurcB sus y«*r th* air. Ori«in»Un« In Boston, H PAOB (Hat* 1* th* Mcond and last In a Mriw on how the churche* an uriMant new waya to prop»«•*• thtir faith,) •T 0*0*0* CORNELL M*r YORK, NOT. 1. </»>~They had a toed story to tell, but didn't . know how to tell it. 1 Th**, until recent times, it what radio expert* have thought about broar}e*sttn« efforts by the church- M. Their UM of other mass outlets has been similarly sporadic. Thia h»» changed. The churches have put trained craftsmen to work producing radio and television shows. Many have set uj> skilled public relations- department* and expanded their newspaper advertising. instead of having to beg stations for time on a purely "public Interest" basis, leading bodies today are turning out shows the broadcasters are glad to get. 'Bridget Explains View' Says Dr. Ronald Bridges, head of the broadcasting and flam of the National Council of Chwehes of Christ in the V. 8: A.: "We are raiting the standard* of religious performance to a professional level so station* ar* not penalized with slovenly Ignorant amateurish program* claiming time. We are elevating religious Ehow* to a point where they are wanted." That this process 1* taking place was echoed by Dr George Crothers, religious broadcasting. director of Columbia Broadcasting System. Churche* Have Lined Like hi* colleagues in the radio business. Crothers fe"ela that churches have "lagged about ZO years behind the times" In the radio field. "Up until now,- he said, "they've let opportunity pas* them by. But now, the churches apparently have awakened to ' the possibilities of radio and TV, and »r« doing * much better job." The Impetus ha* come, from Prot- •Hk*. Dr. Clayton T. Groswold. head of the radio-television department of the Presbyterian Church of the U. 6, A., also cited rejuvenated church broadcasting activity, and said: "For the church of the Twentieth Century not to make extensive use of television and radio would be as unthinkable as if St. Paul had refused to travel In ships or Luther and Calvin had regarded the printing press as unworthy of use." In the public relations line, many churches—which once shied away from anything resembling press agentry—have decided that their message deserves expert, dignified publicizing in this age of mass communications. Public Relations Staff Used Nearly all Urge oodles now have experienced public relations staffs. Many are expanding. For example, Ofcurctt lut year tripled it* public relation* budget and opaned full-tlm* onto** tn Dallas, Indianapolis, Los Angelas, Louisville, Atlanta and Columbus, Ohio. To bring more people Into their service*, the churches gradually have increased their paid newspaper advertising. An Associated Press survey of leading newspapers indicated t h e amount of church advertising lineage today I* twice what It wa* 10 years ago. , TV Also It Tackled Besides widening their radio activity, the churches also have tackled TV. The National Broadcasting Company has inaugurated a new weekly TV show, "Frontiers of Faith," with Protestant, Jewish and Catholic participation. CBS and DuMont also have such TV shows going. For the first time last summer, the Catholic mass began going on the air. OriginsUng In Boston, H Is * regular Sunday TV feature. "One priest goes through the ma** while another explains his action* and prayers," ssid Monsignor Thoma* J. McCarthy, of the National Catholic Welfare Conference. "It ic of great value, particularly in helping non-Catholics understand the mass." American* See Vatican American audiences during Holy Year In 1860 also got their first TV views of ceremonies at the Vatican. On- - a commercial basis, the amount spent by religious groups lor network television Jumped from 131271 in 1M9 to 1S2T1.44D In 1950 to M02.392 for the first six montlis of 1M1 only, the Publishers Information Bureau reports. Not Included In these figures Is a •760,000 fund set up last month by the Lutheran Church. Missouri Synod; to produce a series of half hour TV shows. This probably is th* *«j«ii« tr Dr. Oswald O. J. Hoffman, b**4 of the church's Information bureau, said th* shows will wnploy dramatic and documentary technique* to get across ethic*! and spiritual ld«j of Christ. In the older field of radio, the churche* hav* branched out from the standard sermon* and music to narratives, object dramas, commentaries, que<tion-and-answer program*, documentaries and problem counseling, Individual congregation* ha ve launched regular broadcast*, with new slants. For example: the "Ideas Unlimited" show of the first Pres byterian and At. John's Episcopal Churches In Mason City, Iowa. Joint Protect* Started State and city council* of churches have started joint broadcasting project*. Denominations are recording platter* and feeding them to local station* across the country. Catholics In some 40 communities have Inaugurated In the last three years ehurch-produced news broadcast* specifically on Catholic «*• «*n*Mfc-r»UUd MW*. A simUar th* Mews DM* of ttw New Raven, Conn., Council of OhuKhet. Most seminaries have started radio workshops for young ministerial students. Some- of them, following th« lead of Dr. George William Smith, of McCormlck Theological Seminary, Chicago, have set up TV- pnxhtctton workshops. CMtan*n Pioneered Wa; Thl* new Interest has come nearly three decad« after Dr. s. Parkes Cadman pioneered the way In r«- llgiou* radio by becoming the first network broadcaster from his church in Brooklyn In the 1920's. Today, nine sustaining (free'time. public service) religious shows in which the three major faiths share. are on the air over the three big networks. About half of them began In the last decade. Unlike the older sermon-music programs such as "The Catholic Hour," "National Vespers" and "The Message of Israel." some of the newer shows employ narrative and dramatic techniques. Network Show* Crop Up Beside* the sustaining shows, a "*»!• floek ot sponsor** rtUelotu program* h*T« moped up Rrtlglou. bodtas, whieh .pent only ll.ttl.M for Bpontarad network shows Jive ye*« ago, .pent 13338 - 8M In I960. Two yeir* , go , the American Broadcasting Company reversed Its policy of not selling time to religious sects. Since then, 10 commercial religious program* hiv» become regular feature*. Sponsors pay about $S,oon for a half hour's time. Turn To Page 5 GOOD/YEAR Greatest Your Old Refrigerator Makes Part Or All of Down Payment GENERAL^ ELECTRIC REFRIGERATORS For mat fwntw or *omp**t VHdwtM, S.t. 5p«« M«V*r dwicp fivM you tin full cubit f**t of rfT^euUd itorag* in Hw Mm* fleer ap<»t one* nututrf for four-«ubic-foot rrv»d«'.i. rV*u*r «omp«rtm'«nt holdi 17 poundi of {rowi food*, H»o S»e-pound **p«ify ic* lr«yi. -Meat itor«]• dr«w»r i< c)**f ar.ough t» rek* xnall rotih or fowl, full-width drawer for k«ndy trortg* •f (rath f'uih md v«g»tibl«4. Roomy berll* ir*r*9*. too! D»*r wirti "triqqsr-Ktion" Ufak tlem it a ro«*)i . , . 't;«r.t M*( A.t $ AllwNrHN«« AppRoxn F«mr G.E. $1 /IQ C««tC OMljf . . . 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