Herbert W Armstrong

A massive national advertising and publicity campaign is now under way promoting Mr. Armstrong's “Mystery of the Ages" book in leading trade journals, major metropolitan newspapers and weekly suburban papers. Ads and press coverage will run through the end of November, 1985.

This campaign represents the biggest media blitz in this era of God's work promoting one of Mr. Armstrong's books.

The campaign began with the August 30 edition of Publisher's Weekly featuring a two-color, two-page ad promoting the book to booksellers, wholesalers, libraries and other key publishing people. Publisher's Weekly is considered “the journal of the book industry,” reaching more than 39,000 key “opinion-makers” in the publishing field. It is distributed into 97 countries.

In addition to ads in Publisher's Weekly and other leading trade journals, we are now distributing 1,000 press kits and 400 review copies of the book to leading major metropolitan newspapers, book review editors and magazine editors. This kit contains a feature article about the book, and a biography and photograph of Mr. Herbert W. Armstrong. Four thousand suburban weekly newspapers will also be receiving a feature article about Mr. Herbert W. Armstrong and the book.

We expect most of the press coverage to be in the weekly newspapers. We could receive up to 400 newspaper articles as a result of this campaign.

The purpose of this campaign, as directed by Mr. Armstrong, was to introduce his book to "hardback book buyers” who would not normally be reached by either the television program or free offers in the Church's publications. There is a highly educated group of book buyers in America who normally would not respond to a free book offer nor have a keen interest in religious material. Mr. Armstrong felt that the Gospel message contained in his book is so vital that it should be made available to all groups of people. These avid book buyers are primarily reached through consumer advertising and by making the book available in bookstores.

A full-page Wall Street Journal ad will also run on October 15 promoting the book. In addition, ads will also appear in the top 25 newspaper markets, including the prestigious New York Times, the Chicago Sun Times, Chicago Tribune, the Los Angeles Times, the Washington Post and Des Moines Register.

It is entirely possible that this massive media exposure could be a springboard to open up additional doors for Mr. Armstrong to preach the Gospel within the United States. This campaign will be reaching the top people in the publishing and media industry.

— Ray Wright, Publishing Services