Covenanter Witness Vol. 54 - Rparchives.org

edemption"
shame."
W. M. S. Department
Mrs. Ross Latimer. Editor,
Prayer Hour, 1:00 P.M. Monday
W. M. S. TOPIC
For February
SEEKING AND FINDING
Prov. 2:4, 5
Irene Piper
/. Asking for Wisdom, James 1:5
Wisdom is available to all who seek
it. It has its source in God. James said,
"If any of you lack wisdom, let him
ask of God, that giveth to all men liber
ally, and upbraideth not;
and it shall be
given him." When the Lord appeared to
Solomon in a dream in Gibeon, he asked
for wisdom, and the Lord gave him a
wise and understanding heart (I Kings
3:5-15). Solomon exhorts us to seek wis
dom above everything and tells us it is
the principal thing (Prov. 4:5-7). We
need to pray daily for this gift which
God has graciously promised to give us
if we ask for it.
II. The Place of Wisdom, Job 12:13
Wisdom has a necessary place in the
lives of righteous persons. Solomon de
clared that wisdom and uprightness are
as one (Prov. 4:11). Christians are com
manded to walk in wisdom (Col. 4:5).
Wisdom teaches the principles by
which we may obtain God's guidance and
avoid the society
and influence of the
wicked. The two ways of life are con
trasted in the third and fourth chapters
of Proverbs. One is the evil way of dark
ness which brings insecurity and violence.
The other is the way of wisdom, which is
the way of light, bringing physical, in
tellectual, and spiritual blessings. It is
the way of peace bringing right rela
tionships between men and God and be
tween men and their fellowmen. The
Bible values wisdom above all earthly
riches, strength, and weapons of war.
It is of measureless value because it is an
attribute of Jehovah.
III. Finding Wisdom, Prov. 8:13
Where shall wisdom be found Job
asked the question and answered it (Job
28:12-28). The fear or reverence of the
Lord is wisdom. It is also written that
the fear of the Lord is the beginning of
wisdom (Prov. 9:10). The New Testa
ment reveals Christ as the wisdom of
God. The Apostle Paul said, "Of him
are ye in Christ Jesus who of God is
made unto us wisdom, and righteousness,
and sanctification, and
(I Cor. 1:30). True wisdom may be
found through repentance and faith in
the Lord Jesus Christ.
January 19, 1955
Life Magazine's Liquor Advertisements
There was a drop of $1,000,000 in Life
Magazine's Liquor Advertising revenues
in 1954 over the year 1953. On the basis
of single insertion cost, Life's Liquor Ad
vertising revenue for 1953 was $11,024,-
024; for 1954, $9,945,320, a decrease of
$1,078,704,
For several years past there has been
an increase from year to year in Life's
Liquor Advertisements. How account for
this decrease in the past year Over this
same period the National Temperance
and Prohibition Council has been carry
ing forward a crusade against Liquor
Advertising. It has given special atten
tion to Life Magazine due to the magni
tude and highly
artistic character of its
liquor ads. It has been bombarded with
protests against its liquor advertisements
by those participating in this crusade
from all over the United States.
In addition,
at the hearings against
Liquor Advertising, before the Inter
state and Foreign Commerce Committees
of the House of Representatives and the
Senate at Washington this past Summer,
special mention was made of the magni
tude of Life's Liquor Ads, of its circula
tion of over 5,000,000, of its claimed
readership of over 25,000,000, many of
whom are children or youth in their
teens.
Whether this is the explanation of the
decrease, we cannot say with certainty.
In any case, this decrease of more than
a million dollars is significant. Mr. Luce,
the Editor-in-Chief, and his cohorts have
at last come to realize that there is a vast
and increasing
public sentiment against
the magnitude and alluring character of
this Liquor Advertising, and that it is
good business, if not good morals as well,
to recognize and defer to it.
Life has been notorious for the stepping-up
of its Liquor Advertising before
Christmas. In 1953 the revenue from its
Liquor Ads for the month of November
and of December up to Christmas, totaled
$2,879,441. The peak was reached in the
December 14 issue which contained 25
pages of Liquor Ads and which brought
Life a revenue of over $700,000. In 1954
its November and December Liquor Ads
dropped to $2,444,802, a decrease of
$434,639, with the peak in the December
13 issue of 19 pages of liquor ads with a
revenue of $576,080
$125,000 less than
the corresponding issue in 1953.
Again, we ask, why this decrease The
Committee Against Liquor Advertising
of the National Temperance and Prohi
bition Council has given wide publicity
to the liquor industry's profanation of
the Day
on which the Saviour of man
kind was born, by spending multiplied
millions to increase the sale and con
sumption of its poisonous beverages at
the Christmas season, thus turning this
Holy Day into a Bacchanalia, charac
terized by drunkenness and debauchery.
In this publicity special emphasis was
placed on the part Life Magazine had in
it. The same was true in the Hearing be
fore the Committees of Congress referred
to above, where this pre-Christmas ad
vertising of liquor was characterized, in
the language of
Scripture, as "Crucifying
the Son of God afresh and putting Him
to an open
Perhaps this testimony against Life's
liquor ads has reached the ears of the
Editor-in-Chief of this magazine and his
associates, and has had its effect. In any
case, Life's liquor ads in 1953
pre-
Christmas ads and ads for the entire year
were markedly below those of 1953.
This is encouraging. It raises the ques
tion as to our method of procedure. Here
tofore, in our crusade against liquor ad
vertising, instead of concentrating our
protests against a single magazine or oth
er media advertising alcoholic liquors,
thus bringing the full weight of public
opinion and of the Committee Against
Liquor Advertising to bear upon it, we
have been scattering our fire far and
wide. Why not try the method of con
centrating
our protest upon one wet
magazine or one other wet media, thus
bringing
the full impact of the public
sentiment against liquor advertising to
bear, upon it Then follow this by an
other, and this still by another, and so
on.
The Temperance and Prohibition
Council has decided to put this policy to
the test. It is now inaugurating a cam
paign to be focused chiefly upon Life
Magazine. For the month of May this
year the endeavor will be to bring the
full weight of public sentiment against
liquor advertising throughout the entire
country to bear upon this magazine to
discontinue its liquor advertisements.
It is known as the "Sticker Campaign."
A gummed sticker with the words "I
don't like this or any of the liquor ads
in your Publication" is to be attached to
a liquor ad taken from Life Magazine,
enclosed in an envelope and mailed to the
magazine. The slogan is:
"A Sticker a Day
For The Month of
May."
This campaign will be publicized in
further releases.
cerning it address:
For information con
Committee Against Liquor Advertising
R. H. Martin, Chairman
209 Ninth Street
Pittsburgh 22,
Penna.
45