Something a bit curious I found on Tumblr, via Cory Doctorow. When I first looked at it I misunderstood it as some sort of telemarketing for Jesus type of deal (and wondered how many of the 70,000 individuals on the back cover were happy to have their day interrupted by Harold trying to palm God off onto them in the middle of dinner), but then I realised it was actually one of those things people call into… and how did they get people to do that? Well, as I found by a little extra research, by being ever so slightly deceptive…
More than a year ago a Seventh-day Adventist layman visited me in my office in Atlanta to interest me in purchasing a Code-a-phone. Now a Code-a-phone is a telephone answering machine capable of giving as much as a three-minute message and also capable of receiving and recording a message from one who calls. This layman suggested that it might be possible to give Bible studies over the telephone. […] Arrangements were made, the telephone line was installed, the machine was delivered to the office, and I recorded the first message. […] We called a newspaper and put the ad in the personal column of its classified section: “DO YOU NEED ADVICE? DIAL 288-1666.”
https://www.ministrymagazine.org/archive/1967/11/the-magic-of-telephone-evangelism
I suppose telling people upfront that “this ad has been placed by a cranky 19th-century semi-cult” might’ve put people off, and this vague enough to be meaningless thing might at least have attracted some people’s curiosity. Which, according to Harold in the above article, it did:
Of the 650 people who called the first week of operation more than 100 gave their name and mailing address. In just a few weeks our line was so busy all day long that we installed a second telephone and a second answering machine. In another few weeks the two machines were so busy we needed a third, then a fourth. Our four Code-a-phones are now giving our two-and-a-half-minute message twenty-four hours every day and are receiving names and addresses by the hundreds […]
In about eight months 80,000 have called and listened to our daily program in the city of Atlanta. Of that number 11,500 have given their name and mailing address to receive our free Bible course. You can readily see that this is a way by which the masses can be reached on an individual basis.
Which, however, is an awful lot more people not doing that, and I do wonder just how unhappy some people would’ve been having called this mysterious phone number only to find Adventism at the other end. At least Harold acknowledges that sort of thing did happen, but that doesn’t make it any better; I presume, too, that they still made money off the 70,000-odd they didn’t succeed in selling their thing to, cos I daresay that phone call wasn’t free… I feel weirdly sure the money the Adventists would’ve made from this thing mattered more than the 11,500 people they got addresses from (wonder how many of the latter actually persisted with them afterwards)…
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