[The following is an excerpt from the third installment of Lloyd Douglas’s series about the fictitious minister, Rev. D. Preston Blue in the Christian Century during summer/fall 1920. The series was called, “Wanted – A Congregation!” The third installment, dated 8/26/1920, was titled, “The Sermon Sample.”]
“We have seen the minister’s process of enlisting his congregation’s interest in his new aspiration to develop an inspiring crowd. He has sworn them in to the task of doing their utmost to get their friends out to church on the particular date he has announced. But, as he recalls their pitifully ineffective efforts to perform such service in the past, he decides that they should be shown the way. He resolves to suggest a process to them.
“He goes to his printer with a card in mind – a card 6 x 3-1/4 – to be placed in their hands for distribution. Wait a minute! One knows exactly what you are going to say – that Blue is wasting his money – that the people will make no use of these cards at all. Just hold up a minute, please! Blue has some ideas that may be new.
“The reason that most of the ‘envelope stuff’ that the minister usually issues for advertising purposes is a mere waste of time, money, and effort may be accounted for on the ground that the printing is cheap – looks cheap – and the text dull and trite. One cannot afford to be economical in this business. Oh, what stupid cards many preachers circulate among their people – cards composed with no care whatsoever – mostly in the nature of a sad note beginning, ‘Dearly Beloved’ and closing with ‘Faithfully yours.’ No – that is a waste of good money. All the people who will read a card beginning ‘Dearly Beloved’ will get to church without any assistance.
“Blue is going to preach on ‘Shipwrecks.’ Isn’t it the most simple thing in the world for him to inquire of the printer whether he owns a ‘cut’ of a ship? Well – the printer doesn’t happen to have one; but he does own a big catalog of a type foundry; perhaps if Mr. Blue will look through that book, he may happen upon the very thing he has in mind.
“This book is a great revelation to the Rev. D. Preston Blue. He had never known there was such a thing. Here he has access to all manner of little cuts – ships, dynamos, dredges, fire apparatus, trees – of all kinds and sizes – flowers, birds, patriotic eagles, doves of peace, bluebirds ‘for happiness.’ Why – just to sit and study that book for an hour is good for enough material to stock a dozen sermons. Blue tells the printer to order him enough of the tiny cuts to make a border (36 pt.) all around the card, and two cuts of ships (inch) for marginal decoration. He leaves copy for the card, as follows:
SHIPWRECKS
A SERIES OF OCTOBER SUNDAY MORNING SERMONS
At the Broad Street Church
By Rev. D. Preston Blue
October third – ‘THE TITANIC’
October tenth – ‘THE EASTLAND’
October seventeenth – ‘THE IBERNIA’
A cordial invitation is extended to you by ______.
“There are one hundred active families in Broad Street church. That is – if one is not too punctilious about fine shadings of such words as ‘active.’ Blue has decided that he will make up enough of these cards to supply every family with five, except about twenty homes which may be trusted to make good use of so many as ten each. He proposes to mail one hundred cards himself to ‘prospectives’ and out-of-town friends who are on his mailing list – former members of the church removed to other places, occasional benefactors to the work of Broad Street church. All told, Blue needs 700 cards. He orders them printed in two colors – an orange border, with blue for the composition and marginal cuts. Cuts never cost very much, if ordered out of the regular stock.”
Douglas wasn’t making this up. Here is the card he used for a series of sermons he preached at the First Congregational Church of Ann Arbor, adjacent to the University of Michigan, in January 1916:

[Douglas will continue his comments in my next post…]









