The Lloyd C Douglas Page

Wanted: A Congregation, Part 2h: Newspaper Style

Excerpt from Lloyd C. Douglas, “Wanted—A Congregation, Second Phase—Preacher and Newspaper,” Christian Century, August 19, 1920.

[This is from Part 2 of Lloyd C. Douglas, “Wanted – A Congregation!” This second installment was in the August 19, 1920, issue of The Christian Century. It was entitled, “Second Phase – Preacher and Newspaper.” I am continuing where I left off in my most recent post. He is talking about a minister who wants to enlarge his audience but was taught nothing at seminary about reaching the surrounding community through the local newspaper.]

“If he is of an extremely practical sort in estimating his assets, this preacher can console himself with the thought that whenever he wishes to do so he can use the column of The Morning Star as if he were the editor himself. This is not a negligible consideration to any man who wishes to give his pulpit some publicity. All he lacks now is the ability to use this space in such a manner that the reader will shout, ‘Fine! We must go around and hear this man Blue!’ – instead of muttering, ‘What rot these preachers get off in their churches! What bewildering stupidity!’

“Speaking generally, if the preacher who has been given an opportunity to preach to the public through the newspaper does not contrive to grip his readers with the first line, he had better save his typewriter ribbon. However, in his anxiety to lead his copy with something clever to attract attention, he must not forget that he is not selling shaving soap, or advertising a circus, but attempting to spread the good news of salvation. To spread that good news, it is necessary that he shall be honest with his constituency. To be honest does not mean, necessarily, that he must be dull. Possibly a few illustrations will help here.

“The preacher has talked about the importance of living up to one’s best self – a not infrequent theme among us. Of course, no attempt is made here to phrase the subject for announcement. Any man who would advertise that he was going to preach on ‘Living Up to One’s Best Self’ has really accomplished nothing but a deepening conviction on the part of the public that he has nothing to unload of interest to a populace sated with good advice.

“Whatever he may call the sermon, however, for purposes of arousing interest, this is his thesis – ‘living up to one’s best self.’ He thinks it is good enough to be given to the general public through the press. As he glances over his notes prefatory to composing the abstract, he searches for the one striking incident, anecdote, or ‘human interest fact’ most likely to reach out and grab the casual reader. When his sermon appears in print, next morning, it does not lead with a stiff procession of platitudes, marching along in single file with their chins in the air and their skirts carefully clutched to avoid the mud, but with the simple statement of a concrete fact.

“A study of newspaper style will show that a proper name, in the first line, is not uncommon. The mention of dollars and cents is always attractive to the reader. It interests him to learn that somebody has made some money. He is not much less interested in learning how somebody else lost some money. In the present instance, the sermon abstract begins as follows:

Wedgwood could not afford to lose the $40.00 which he had been offered for the vase. He was just starting in the pottery business and needed the money. But the vase was imperfect, and he ordered it broken and thrown upon the scrap-pile; for he vowed that no man could ever buy a ‘Second’ at his shop. He was going to make no ‘seconds.’ It looked like poor business at first; but Josiah Wedgwood became the most famous potter in the world.

“Now, after that, the preacher can say almost anything he likes about the importance of living up to one’s best self and expect to retain the interest of a considerable percent of his readers. Is there anything claptrap about that? Is it any more undignified to begin with ‘A certain man had two sons; and the elder of them said to his father,’ etc.? Indeed, isn’t this about the same process? Is the preacher to be more dignified than his Master? Is the servant greater than his lord?”

[To be continued in my next post…]

Wanted: A Congregation, Part 2g: Preacher and Editor

by Ronald R Johnson

“Anybody who is not more than two-thirds blind needs not be informed that most people derive their information and form their opinions from the papers. It is to be doubted if responsibility for public opinion rests so heavily upon any other man as the editor. That being true, this important individual should receive some moral support. He is entitled to the intelligent cooperation of the preacher. When he strikes exactly the right note in an editorial, registering on the side of honor, justice, and morality, he has a right to expect that his good friend the minister will call him up or drop him a line of appreciation and encouragement; not a long-winded, piously-phrased homily which may produce precisely the opposite effect than the one intended, but a mere, ‘Bully work, Jim! You are doing fine business! The people who count are with you to the limit! More power to your elbow!’

“Not only does a little recognition like this have the effect of keeping the editor buoyed up to his task, but it serves as a deterrent in moments when he is strongly tempted to trim and hedge in some situation where the nasty little virtue of Prudence is admonishing him to ‘keep in right’ with Big Tom of the Steenth Ward.

“If the minister is not too far absent in the spirit, and habitually has his ear to the ground to detect impending seismic vibrations likely to disturb The Morning Star and cause the tripod thereof to wobble, he will happen in about this time and invite the editor out to lunch. Two dollars spent in this manner will sometimes bring larger returns than invested in a volume of Thirty Thousand Thoughts for the Theologian.”

[To be continued in my next post…]

Wanted: A Congregation, Part 2f: A Running Start

by Ronald R Johnson

[This is from Part 2 of Lloyd C. Douglas, “Wanted – A Congregation!” This second installment was in the August 19, 1920, issue of The Christian Century. It was entitled, “Second Phase – Preacher and Newspaper.” I am continuing where I left off in my most recent post. He is talking about a minister who received a request from the local newspaper for an abstract of his sermon from the previous Sunday.]

“Now, the introduction to that sermon had cost the preacher many hours of labor. He had toiled over it until it was flawless; not a tool-mark in sight; smooth, euphonistic, rhetorically sound in wind and limb. Not on any account could he escape the temptation to repeat this introduction in his abstract. Of course, the introduction was historical. It had dealt with the dramatic incident of Israel’s abandonment of the national ideal in the building of the golden calf. To clear the way for that theatrical event, Mr. Blue had backed up about a score of years, into the Valley of the Nile, so that he might get a long, running start at the calf story.

“Confronted, now, with the necessity of boiling the whole sermon down to a scant nine inches of eight-point, instead of jumping into the very ruck of things and hurling red-hot chunks of his appeal at the public in the first paragraph, the only method his inexperience could suggest was to begin with the calf.

“We are forever lamenting that the public knows so little about the Bible. The public knows more about the Bible than we suspect. It does not understand the causes of biblical events very well, nor does it have much sense of sequence, but the majority of the reading public can recite the more stirring stories of the Bible with considerable fidelity to detail. It knows, for instance, the story of the golden calf. It knows it so well that the mere mention of that incident acts in the nature of a narcotic.

“Well; Mr. Blue had squandered his five hundred words in riotous introduction. He had told the story of Israel’s defection, but there was nothing in it – except possibly in the last few lines, which nobody reached but the proofreader – even vaguely suggestive of a modern application. The editor had found nothing in it, so far as he had gone, to warrant an attractive caption. In fact, he had labeled it, frankly, ‘The Golden Calf – Dr. Blue Recites Well-Known Story – Idol Worship.’ Think you that anybody would read it, after such a recommendation? Verily, a silly question.

“Our friend’s pride nearly bleeds to death when he reflects upon the matter. He had been given a chance to preach to every man in Centerville on Monday morning, and this is the way he had done it – by rehearsing the moral lapses of another country and another age, as if he were afraid to approach America’s and Centerville’s lapses by less than thirty-three hundred years and seven thousand miles! To be sure, this wasn’t true of him! Anybody hearing him on Sunday would have admired his fearlessness – but he kept it very carefully concealed from the public in his report on Monday.”

[To be continued in my next post…]

Wanted: A Congregation, Part 2e: Better Late Than Never

by Ronald R Johnson

[This is from Part 2 of Lloyd C. Douglas, “Wanted – A Congregation!” This second installment was in the August 19, 1920, issue of The Christian Century. It was entitled, “Second Phase – Preacher and Newspaper.” I am continuing where I left off in my most recent post. He is talking about a minister who was contacted by the local newspaper and asked for an abstract of ]

“Very much in earnest over this matter, Mr. Blue proceeds to do what he ought to have done back in 1905 when he lived in Robinsonville. He subscribes for several periodicals published in the interest of writers and pores over their contents with zealous industry. He is surprised and delighted to learn that he may have easy access to a voluminous literature on the subject of composition. He is heartened to find that the rules for newspaper writing are very simple. For example: he discovers that the newspaper reporter tells his story in the first paragraph – just the bare fact that John Smith robbed William Brown’s hen-coop and was assessed a fine of $50 and thirty days in the workhouse. If the reader is consumed with curiosity to learn all the thrilling details of this event – Smith’s former record, Brown’s attitude toward his bereavement, the fate of the fowls, together with such facts and fancies as the reporter may see fit to make public – is it not written in the story, further down the page? Mr. Blue discovers that this is a hard-and-fast rule in newspaper writing, that the reporter must throw down all his salient facts in the first three or four lines.

“Judging his feeble efforts in composing ‘sermon abstracts’ for the Monday papers on rare occasions by this inviolable rule indicated above, Blue smiles wryly over the remembrance of the stuff he had submitted. If it was never read by anybody – small wonder. He can easily understand now why he is so seldom asked for reports of his sermons. He recalls the day when he had preached a really remarkable sermon on the general subject of the danger of losing a national ideal. Very few had heard it. He had announced it in the Saturday column of ‘church notices’ under the title, ‘The Golden Calf.’ Blue never had known how to compose a sermon theme, though one scarcely needs be told that. ‘The Golden Calf’ is sufficient to explain Blue’s ignorance on this subject. But it was a good sermon; and if it had been given a fair chance, it might have drawn a better audience.

“It was so strong, indeed, that a discerning auditor had called upon the editor of The Morning Star, requesting him to print an excerpt. The editor had telephoned Blue, asking for about five hundred words. Blue had consented, somewhat gingerly, to furnish the required copy.”

[But all did not go well for Blue, as Douglas will reveal in my next post…]

Wanted: A Congregation, Part 2d: Journalism and the Seminary

by Ronald R Johnson

[This is from Part 2 of Lloyd C. Douglas, “Wanted – A Congregation!” This second installment was in the August 19, 1920, issue of The Christian Century. It was entitled, “Second Phase – Preacher and Newspaper.” Douglas is talking about Rev. Blue, a minister who has decided to increase his audience. Blue knows he must make use of the local newspaper as a means of communication, but he doesn’t know how.]

“Had the theological school which claimed D. Preston Blue among her alumni offered a short course in Journalism for Preachers, she might have done herself and her output more credit than she ever received for the painstaking interest with which she had explained the Apocrypha in the original. Indeed, had she given this man so little as ten hours instruction in the art of composition intended for the public press, she might have served him better than with her entire wealth of erudition anent the Minor Prophets.

“When the minister, twenty years out, compares what he studied in the seminary with the actual problems he has faced daily in his profession, he wonders how his theological alma mater could have contrived to miss the mark with such systematic completeness. Almost nowhere had his instruction even remotely touched his job. He had been loaded to the gunwales with the history of doctrines, which the public didn’t care to hear about; crammed with rules for the manufacture of sermons which, if carefully observed, were guaranteed to stultify any spontaneity likely to shine through the gloom; stuffed with dogmatics, apologetics, hermeneutics, liturgics, homiletics, catechetics, exegetics, and a host of lesser ‘ics’ – now happily forgotten. But nobody had ever considered it necessary to inform him how to prepare attractive and readable ‘copy’ for a newspaper or magazine, probably for the very excellent reason that not a man on the faculty was possessed of such information. Nobody had ever so much as hinted that there were at least two ways – a right and a wrong – of phrasing sermon topics for public announcement. Never had anyone talked about the close and helpful contacts possible and desirable between preacher and editor.

“Of course, great changes – laus Deo! – have been registered in recent years in theological schools. These matters are now receiving in some quarters just a very little bit of attention. But that doesn’t help D. Preston Blue, who acquired his B.D. in the good old days when the seminary graduate was equipped only with such information as might fit him to aspire to one of the professorial chairs of the institution that had graduated him.”

[To be continued in my next post…]

Wanted: A Congregation, Part 2c: The Crowded Church

by Ronald R Johnson

[This is from Part 2 of Lloyd C. Douglas, “Wanted – A Congregation!” This second installment was in the August 19, 1920, issue of The Christian Century. It was entitled, “Second Phase – Preacher and Newspaper.” I am continuing where I left off in my most recent post. The Reverend D. Preston Blue is excited thinking about increasing the size of his audience.]

“Moreover, Blue has learned upon inquiry that there is no room in the crowded church for such petty annoyances and puerile squabbles as customarily prey upon the frail vitals of the less prosperous. Little rackets which might do serious damage in a puny church are smothered, ignored, and forgotten in the crowd. Deacon Edgewise, peevish because his wishes have been disregarded in some minor manner, may announce to his fellow members of the Fifty-Percent-Efficient-Church that he is going to withdraw – he and his wife, man-servant and maid-servant, heirs and assigns, ox and ass, money, influence, prayers, and presence – thus creating sad havoc in Zion and necessitating the minister to undignify himself, his profession, and the cause he serves by trotting around to the Edgewise headquarters with his trusty molasses bucket. But if the Edgewises belong to a church habitually crowded, they will be somewhat cautious about ‘checking out’ in a moment of irritation, being fully aware that they will be missed about as seriously as a handful of clover blossoms plucked from a forty-acre meadow.

“All things considered, Blue believes that a crowd would mean the salvation of his church. He resolves to have one, if it is to be achieved by honest means. He lays out a definite campaign. We have seen his early efforts to line up the people who are already of his following. Now he has arrived at a decision to make his pulpit known to the general public. The most natural medium is the newspaper. He is going to avail himself of it. Only one condition holds him back. He hasn’t the faintest idea how to go about it.”

[To be continued in my next post…]

Wanted: A Congregation, Part 2b: Long Step Toward Happiness

by Ronald R Johnson

[This is from Part 2 of Lloyd C. Douglas, “Wanted — A Congregation!” This second installment was in the August 19, 1920, issue of The Christian Century. It was entitled, “Second Phase — Preacher and Newspaper.” I am continuing where I left off in my most recent post. Douglas is talking about a minister who has decided to stay with his current church and seek a wider audience there, rather than going elsewhere.]

“It is worth a great deal to our hero to have found out so much as that. Just to have stopped his continuous chatter about ‘the peculiar conditions which obtain in this town’; just to have ceased poring over the column of ‘Calls and Resignations’ in his weekly church paper, in quest of some utopia where the SRO sign would be hung on the church door Sunday mornings at 10:20; just to have left off petting his fatuous dream of Elsewhere — constitutes Mr. Blue’s first long step toward happiness in his ministry.

“This man has given himself to prayer and fasting over his problem. He knows now that there is just one thing in this world that he wants – a crowd! He is conscious of a message burning in his heart – a message so highly potential that if only he could face a large congregation with it, there could be no doubt in anybody’s mind about its value. He recalls the few times he has occupied a pew in a crowded church; the strangely magnetic quality of the audience; its tense attitude of expectancy; how the congregational singing of the hymns seemed to carry a rich overtone almost supernatural in its uplifting power; how vividly the Book poured out its inexhaustible treasures when read to that responsive crowd – a crowd that had been welded into one solid chunk so that it saw, heard, thought, and felt as with the eyes, ears, mind, and heart of one man!

“And the sermon! Inspired! Nothing less than that! Why, almost anybody could preach under such circumstances! The minister seemed fairly lifted up and borne along by the intense interest of his congregation whose size lent new significance to the belief that the gospel is, in very truth, the hope of the world! With such support, Blue knows that he, too, could preach. With the promise of such a congregation, Sunday after Sunday, he could hurl himself into his task of sermon preparation with all the zeal and abandon of a prophet.”

[To be continued in my next post…]

Wanted: A Congregation, Part 2a: Growing Where Planted

by Ronald R Johnson

Title page of Lloyd C. Douglas, “Wanted—A Congregation, Second Phase—Preacher and Newspaper,” Christian Century, August 19, 1920.

“Weary of preaching listless sermons to a handful of Laodiceans, the minister whom we shall hereafter refer to as the Reverend D. Preston Blue [pronounced ‘Depressed and Blue’] has determined that he must find a congregation of sufficient size to stimulate his best homiletic efforts. It will require, he thinks, the encouragement of a crowd to vitalize him to the point where he, in turn, may energize his constituency.

“Mr. Blue does not pose as a walking monument to Wisdom, but he is canny enough to understand that by resigning his pulpit at Broad Street Church in Centerville to accept that of The People’s Church of Middlepoint, his problem will be altered only as to its locality. He has quite left off belief in the ancient fallacy that the grass is greener and more succulent on the other side of the fence. Blue suspects that if he cannot draw an audience of respectable size on Sundays in Centerville, neither will he be likely to create much excitement with his pulpit message in Middlepoint, seeing that conditions and people are strangely similar everywhere in their relation to a given individual.

“No; our friend has abandoned the idea that by giving his household furniture an expensive boxcar ride of three hundred miles he can develop some hitherto untested pulpit powers. There has been vouchsafed unto him the wisdom that if ever he is to command the attention of a larger congregation, he may make the adventure of recruiting the same here in Centerville quite as easily and with as much promise of success as anywhere else on earth.”

[To be continued in my next post…]

Wanted: A Congregation, Part 1f: Second Only to Blood

by Ronald R Johnson

From the first installment of Douglas’s series, “Wanted — A Congregation!” in the 8/5/1920 issue of The Christian Century.

[This is from Part 1 of Lloyd C. Douglas, “Wanted — A Congregation!” This first installment was in the August 5, 1920, issue of The Christian Century. I am continuing where I left off in my most recent post. He’s talking about a minister who has decided to enlarge his audience.]

“Our friend must be equally on guard now that he does not become so infatuated with the preparation of his sermon that he neglects the other important features of his campaign for a crowd. Much remains to be done. So far, he has lined up his active congregation. He has won the support of his ‘prospectives’ for this particular Sunday morning’s service. And he has a sermon under construction. This is only part of the process. The general public must be given to understand that there is an attraction in the gospel he preaches. How does one reach the public?

“Next to human blood, ink is the most redemptive chemical in the world. Let the preacher keep this in mind. More Americans form their opinions from the public press than by any other process. The minister who draws himself up haughtily, muttering his distaste of what he dubs ‘newspaper notoriety’ has boxed himself in from active contact with the people at the one place of all places where he is sure of access to them.

“The editor of the daily newspaper – (At this point, the editor of this paper is reaching for the axe. He says that no one man is permitted to monopolize all of the talk. Not if he can help it.)

“It still remains for us to discuss the further processes by which our anxious friend, the minister-without-a-congregation, is to recruit a crowd, and preach to it with a new kind of fervor, and thrill it to its fingertips, and touch it with the contagion of his faith until it wants to come back – again and again – provided he really has a message to deliver!

“No amount of campaigning, calling, writing, advertising, is going to result in a permanent gain unless he is able to deliver a message touched with the breath of the Holy Spirit.

“This is no wild dream that we are talking about. The best proof that this thing can be done is the fact that it has been done. Not always is it attended with the same degree of success: sometimes a hundred-fold, sometimes sixty, sometimes thirty. Most discouraged preachers will probably feel that is they could only multiply what they have at present by so little as thirty, it would be good business.”

[In my next post, I’ll tell you about the second installment in the series, “Wanted – A Congregation!”]

Wanted: A Congregation, Part 1e: But the Sermon

by Ronald R Johnson

“All this time, while the minister is planning to gain access to a crowd on this strategic October third, he must never lose consciousness of the fact that he must make the most of that wonderful opportunity when it arrives. If he is a very, very poor psychologist, he will decide to say in his introduction, ‘It gives us a thrill of joy to see such a large congregation with us today. Customarily, this is a lonely place on Sunday. You might have been surprised at the echoes which caromed back and forth from these hallowed walls only last Lord’s Day,’ etc.

“Such a method of greeting his great opportunity would be very like the psychology practiced by the shop which announced, on a large placard placed beside the display of a modish gown: This is the only thing in the store worth looking at. We have put it out in front to bait you inside; but, in solemn truth, the rest of our stuff is awful.

“No mention need be made by the minister in his sermon that this is a red-letter day in his church. There is no reason why he should waste his time saying it, especially since it would be such a stupid remark to make – if he wishes to retain that crowd and draw a larger one. No, he must plan his sermon as if accustomed every Sunday to a throng that elbowed and pushed and jostled to get inside the front lobby.

“Again – let him not commit the indiscretion of scolding his crowd for failure to attend church services regularly. These people may possibly be induced to return another day if they are attracted to the message. They are not going to be attracted by abuse, either explicit or implied.

“That sermon ought, somehow and somewhere, to touch human life with hope, cheer, faith, optimism, and engender a longing to hear more of this gospel. It should be replete with incident. A whimsical phrase – even if smile-provoking – need not be tossed out of the sermon if it demands admission. It’s a very sick and sour gospel that will not permit the disciples to smile now and again.

“Day and night, that sermon is being built in our minister’s mind and heart. Every time he throws some fresh fuel on the fire of his campaign for a congregation, he hurries back to his study to work on that wonderful sermon. Early morning finds him gazing, unseeingly, out at his eastern window – his pulse pounding in his temples, his fingernails biting deeply into his palms – as he contemplates the message that has taken full possession of his soul. That message is going to be worthy of his office and his opportunity! As he considers it, he wonders how he could have won the consent of his own mind to preach so dully, so listlessly, so dispassionately, upon such themes.”

[To be continued in my next post…]