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The GOOD NEWS
Letter
Number 2 April 20, 1943
A personal letter to all the brethren of The
Churches of God, from your pastor, co-laborer, and
fellow-servant in Christ, Herbert W. Armstrong,
Box 111, Eugene
GREETINGS! brethren, in the name of our Lord and Saviour,
Jesus Christ! Again I am writing the Good News-LETTER on the
train, in the very heart of the awe-inspiring and magnificent
Canadian Rockies.
We are on our way home, again filled with JOY and reverent
GRATITUDE for the continuing blessings of God's grace! If we
sincerely dedicate our lives to HIM, keep our hearts honest toward
God, and strive to do His will and those things that are pleasing
in His sight, then it seems that even the Eternal Creator cannot do
enough to bless us! I am reminded of those passages in the first
chapter of Ephesians I have loved to read to you so often,---how
God bestows upon us every spiritual blessing within the heavenly
sphere!
He has certainly been with us, and blessed us,---and
protected and preserved and prospered His work, on this trip! We
faced the gravest crisis that has yet confronted this work. It
appeared that the work had been set back at least a year. No
human effort could have saved it. But God heard our prayers. He
answered and saved it not only, but gave it a great leap forward,
until now we are on TWO of the nation's eleven nationally-cleared
channels over super-power 50,000-watt stations at 9:00 P.M.
Sunday nights (Coast time), and the Message now goes out over
NINE stations---two of the nation's most powerful 50,000-watt
exclusive channel stations; two 10,000 watt stations, one 5,000,
two 1,000-watt stations, and two 250-watt local stations!
I found it necessary to come home by way of Minneapolis, on
one of the northern routes, so I could see the manager of the
50,000-watt station of Minneapolis. For some time I have been
wanting to see some of the Canadian stations, looking into the
possibility of adding them later on---and so when I found we could
just as well return via Minneapolis, and then Canadian Pacific,
through Winnipeg, Regina, Calgary, and Vancouver, and at no
increase in train fare, I had our tickets rerouted and we are
making the journey home through Canada. For a day and a night we
traveled over the flat prairies of wheat land, but today we are
winding through the marvelous, majestic, thrilling Canadian
Rockies. We have passed Banff and Lake Louise, and are now back
into Coast time and west of the Continental Divide. The
spectacular thrills of these scenic mountains, revealing some of
the Creator's matchless handiwork, provides a fitting climax to the
thrill of gratitude we have experienced as the result of God's
intervention and great blessings He has bestowed upon us this trip.
How grateful and thankful we are! How we praise Him for His
goodness and His wonderful works toward men!
How tragic that there are enemies who fight this work---
would break it up if God permitted---would even sow the seeds of
discord among brethren and divide us and tear up God's work in
every possible way to satisfy their personal aspirations and to
vent their jealousies! Such mis-directed and destructive effort is
truly tragic at a time of world-crisis such as this. But I thank
God, I have never had to take time away from the work to which He
has called me to fight back, or try to protect myself from enemies
---I have always been able to leave them to the Eternal, who fights
all our battles for us, and to devote my entire time to the great
CONSTRUCTIVE work of warning this nation of impending judgment, and
to proclaim the GOOD NEWS of the coming KINGDOM OF GOD, and to the
saving of souls and the UPBUILDING and strengthening of the
brethren! And it is indeed encouraging inspiration when GOD
BLESSES THE WORK OTHERS CONDEMN AND WOULD DESTROY! Somehow, after
receiving these almost unbelievable blessings, I cannot believe God
is nearly as angry with me as some of my enemies. Yes, we are
grateful beyond words, and filled with praises and with JOY!
WHAT HAS HAPPENED
And now, since this is just an intimate and personal letter
to our own inner-family of brethren, I want to tell you what has
happened.
We had just arrived in Hollywood and I had started broad-
casting daily, Monday through Friday at 5:15 P.M., over KMTR. Two
days after we arrived Dorothy called up from the office to tell me
she had very bad news---a letter had just arrived from WHO,
cancelling our contract on two weeks' notice!
It was indeed bad news---almost FATAL news! It would have
set the work back a year, reduced it to a local work again. It
caught us at a time and under circumstances such that I do not
know how or when we might have managed to get started again on
another super-power 50,000 watt station. We would have lost all
contact with a national audience of hundreds of thousands, and how
we might have re-established contact with them I do not know. The
situation is this: it always takes six to eight months before any
new station becomes self-supporting financially. We had been on
WHO just over six months. We were not yet receiving enough from
our new WHO listeners to pay the expense of broadcasting over that
station. Among these hundreds of thousands of listeners are many
who will, if we continue to have contact with them, become regular
co-workers within the next thirty, sixty, or ninety days---and we
had been expecting a decided and sorely-needed "LIFT" from that
source as soon as the current PLAIN TRUTH is completely mailed out.
To be cut off, and lose all contact with them just now, would hit
us an almost fatal financial blow.
When we started on WHO, the last of August, we were
prepared to absorb the additional expense of station charges for
time, even though this was very heavy. What we had not
anticipated, and were NOT prepared for, was the expense of handling
the amazing mail response we have received. The very success of
the broadcast almost choked the work and put it out. We were
sending out "The United States in Prophecy" booklet, and the cost
of entering each new name on the mailing list, including cost of
stencil and cutting for the addressing-machine system we use, and
cost of printing and mailing one copy of "U.S. in Prophecy" and one
copy of "The PLAIN TRUTH" is about 10›. Our programs on WHO
brought in an average of close to 1,000 new names per week---one
broadcast alone brought 2,200 letters and cards! This overwhelming
mail-response, which radio men consider phenomenal, added an
unexpected hundred dollars a week to our expenses. We had to
employ additional typists in the office, buy new equipment, desks
and chairs.
And now, just as we had weathered the storm,---just as we
were expecting a definite increase in tithes and offerings received
with the mailing of this issue of The PLAIN TRUTH, so that we could
add another super-power station---WHO canceled! It would have left
us where we simply could not have financed any other station,
because a different station would not reach the SAME listeners,---
would not send in any money for months---we would have lost contact
with those listeners who have become interested sufficiently to
begin, now, to support the work and give it another leap ahead.
When I received the letter from the sales manager of WHO,
next day in Hollywood, it appeared a hopeless case. After reading
it, it seemed IMPOSSIBLE to alter their decision to cancel. It
happens that a government war-time measure has reduced the paper
supply to newspapers and magazines 10% under last year. This
reduces the amount of advertising space they have to sell. On the
other hand, because money spent for advertising is exempt from
heavy war-time income taxes imposed upon big corporations, there is
a tendency to spend many millions of added dollars in advertising
just now. This is causing the big national advertisers to use
every pressure to buy more time on radio stations for their
commercially-sponsored programs. The WHO letter stated that, due
to this increased demand for radio time by big corporations doing
national advertising, they were going over their schedules, and
found they were carrying too many religious programs, and therefore
found it necessary to cancel.
Well, we were stunned. But I know this was another
seemingly hopeless difficulty---"but the LORD delivers us out of
them all"---so we immediately committed this crisis into God's
hands, then tried to do what seemed best as my part. It turned out
that what I did didn't help much---part of it hindered---but God
heard, and as always, He ANSWERED, and saved us from all our fears!
Our tickets were routed via Shreveport and Chicago. As I
told you in the first News-LETTER, I had hoped to add station KWKH
at Shreveport, La., and perhaps also WJJD, Chicago, on this trip.
Station KWKH would only reach out over a part of the vast territory
reached by WHO, but it seemed more necessary now than ever that we
start on KWKH before our last broadcast over WHO, so we could tell
listeners where to find us.
I went to the ticket office for a train reservation. Every
available space was taken for four days ahead, but, to show you how
God works things out when we trust Him, someone had called up and
canceled a reservation a matter of seconds before I reached the
ticket office, and so we got reservations for the very next
morning! I was up until after midnight making transcriptions for
Sunday broadcasts so we could catch that train!
Things didn't work out at Shreveport, or Chicago. Both
stations liked the program, and found it acceptable. KWKH offered
me the very excellent time of 8 to 8:30 P.M. It was TOO excellent,
because at that hour the price is $165.00 per broadcast. We
couldn't afford it. I had hoped to secure a low-cost LATE night
time, and at the local rate, (one-half the national rate), through
one of the local merchants. But they would not give us this rate,
and had no time open but 8:00 P.M. In Chicago, WJJD has a rate of
$48.00 prior to 9:00 A.M. Sunday mornings, but this time was all
contracted a year ahead. They offered me 9:00 to 9:30, but the
price was nearly $90.00.
Station KWKH is not a nationally-cleared-channel station.
It is what is called by radio men a clear-channel station (50,000
watts), but it is actually a cleared REGIONAL channel, only. By
that I mean its channel is cleared for its region, but there are
also stations in Vancouver, B.C., Pontiac, Michigan, Minneapolis,
and in New York City also on its channel. Its channel is clear
through the South only, and therefore its transmitter is
DIRECTIONAL---that is, directs its power east and west through the
South. Thus it does not reach into the North, or the East or Mid-
west or Pacific Northwest with much power.
But station WHO has a nationally-cleared channel. By that
I mean there is no other station ANYWHERE on its channel. Its
50,000 watts are beamed out in ALL directions. And in every state
it can be gotten without interference from any other station.
There are MANY super-power 50,000 watt stations in the United
States. Some of them are KNX, KFI, KPO, and KIRO on the Coast, and
also stations such as KSL, Salt Lake, and KOA, Denver. But,
powerful as we think of these stations being, NONE OF THEM HAS A
NATIONALLY-CLEARED CHANNEL---and therefore none of these stations,
powerful as we think of them on the Coast, reaches out with ANY-
THING like the power or distance of a station like WHO. I wonder
if our brethren have realized just HOW powerful a station WHO
really is. There are only eleven of these exclusively clear
channels in all the United States! All the other 50,000 watt
super-power stations have interference from other stations on their
channel.
We arrived at Des Moines with NOTHING to take the place of
WHO. I went to the station, but the sales manager was not in. I
waited an hour, but they then informed me he was not coming back
that day. Had I seen him, all would have been definitely lost!
Next morning, the general MANAGER of the station called up by
telephone at the hotel, asking me to come and see him. I found him
very friendly, and gathered that he personally liked our broadcast.
After going into it with him, showing him what an injustice it
would work on us, he agreed to let us continue. He called up the
sales-manager who had written the cancellation letter, at his home,
told him of our agreement and told him he would like his approval
and co-operation in it. The sales-manager came right down. He was
furious. "You sure took it up with the right man," he said to me.
"Mr. Maland is the boss." He fought to change Mr. Maland's
agreement with me, and I fought to retain it. Our fate hung by a
thread, because Mr. Maland, while friendly personally, did not
appear to wish to antagonize his sales manager, and he was
determined. I was asked to step out and let them discuss it
privately. I was ushered into the audition room. While they
threshed it out, I knelt and prayed. Mr. Maland compromised---
agreed to let us remain on until the expiration of our year's
contract in August, and to this the sales manager finally agreed.
And so, we STILL have to seek God's intervention, or we
shall have to leave WHO in August. But it gives us opportunity, in
the meantime, to continue long enough to make WHO financially
support the addition of one or two other super-power stations. It
gives four and a half months to try to bring pressure through Dr.
Palmer, who owns the station, and through Mr. Maland, who I believe
is my friend, to find a way to renew the contract for another year
---and 4« months to get established on other stations reaching the
entire country.
After this I made a few long distance calls to other
stations. There are nationally-cleared-channel stations in St.
Louis, in Louisville, Nashville, Cincinnati, Philadelphia, and
Chicago, and one in San Antonio, Texas. The one at St. Louis is
owned by C.B.S., and closed to religious broadcasts. The ones in
Chicago are excessive in cost---from $250 up to $750 per broadcast,
depending upon time of day. All of them except the one at San
Antonio, cost over $100 per broadcast, even at their lowest rate
for any time of day, 11:00 P.M. or after.
I noticed that station WOAI, San Antonio, had a published
rate of $48.60 from 11:00 P.M. to 6:00 A.M. I called them up by
long distance, contacted the sales manager, found 11:00 P.M. was
OPEN! So, after the next Sunday night Broadcast over WHO, I caught
the midnight train for Kansas City and San Antonio, arriving there
Tuesday morning. The manager of WOAI listened to auditions of two
of our transcribed programs. He complimented me on the programs,
and after questioning me as to our policies, the nature of our
work, etc., said the program was acceptable. And then,---to show
you how God goes before and works out things for His work---he said
they had just published a new rate-card. It INCREASES the rates
for all time except the period between 11:00 P.M. and 6:00 A.M.,
which was decreased still lower---enough lower to save us over $300
per year under the present rate, and he offered me the benefit of
this new lower rate---far less than HALF that of any other 50,000
watt nationally-cleared-channel station! He said he would have his
secretary make out the contracts the next day, and mail to our
office in Eugene for me to sign and return. And I have learned
from the office that the contracts are now there awaiting my
signature. We decided to start the first broadcast on WOAI Sunday
night, May 2nd.
Station WOAI is second ONLY to WHO in value to us. It will
cover FAR more territory than KWKH at Shreveport. I have heard it
many times in Eugene. I talked to a number of people in Des
Moines, all of whom say they often tune in on WOAI. While at Des
Moines we visited our brethren Les and Lily Smith (members of
Eugene Church) and they, too, often listen to WOAI. If it reaches
into Iowa and Oregon, it must also reach into Canada. Its spot on
the dial is almost as good as WHO---1200 on the dial---and like
WHO, there is no other station anywhere on that spot---1200 on the
dial.
And so now, at 11:00 P.M. Sunday nights in the middle-
west---9:00 P.M. on the Coast---TWO of the nation's eleven
completely-clear channels will be carrying "The WORLD TOMORROW"
broadcast!
Instead of coming home with the work reduced to a local
Coast work we are coming home with the work MIGHTILY STRENGTHENED,
thanks to the intervention and working-out of God!
But, in the eventuality that we are unable to renew our
contract with WHO next August, I realized that we need also the
addition of another 50,000 watt station in the NORTH central part
of the country, because station WOAI is too far south to completely
fill the place of WHO alone. There is NO one station that can
replace WHO. And the only logical station was KSTP in Minneapolis,
location and cost considered. At 11:00 P.M. this station has a
rate almost the same as WHO, under $100. It is not, however, a
nationally-cleared channel station, but, coupled with WOAI and
other stations we can add later, will cover the nation and Canada
in case we are forced off WHO. KSTP is a super-power 50,000 watt
station. It has same power and regional-clear channel as KNX, KPO,
and KSL.
So we went to Davenport to see one of the closest personal
friends of the owner of WHO, who happens to be one of our most
interested listeners and co-workers, to go thoroughly into the WHO
situation, and this friend is planning now on how to get this
before the owner of WHO in such a way that we shall be able to
renew our contract. We shall do all we can, of course, then commit
it to God, and if He still wants His program on the air on WHO, the
way will be opened for us by August. Will all you brethren PRAY to
that end?
Then next day we were in Minneapolis on the way home. The
sales manager of KSTP told me they had, three months ago, adopted
this policy being urged by the powerful organized groups
representing the organizations of Catholics, Jews, and Protestants,
and would not sell time for religious broadcasts. However, he did
grant the courtesy of listening to a transcribed program I had with
me. After hearing it he complimented me highly on the program,
said we had something original, and above all INTERESTING and a
good radio production. He said our program was so much better than
the average run of religious broadcasts, that he would classify it
as a news analysis and philosophical program, so as to get around
their rule not to accept religious programs, and that he would
accept "The WORLD TOMORROW" program. So, God is still paving the
way! We are not yet ready to add this station, but he said that,
if I wish to contract with them within the next three or four
months, he would be glad to have us on the station!
And so after that, I felt that we could continue on home
rejoicing in the Lord! Yes, happy and filled with joy over His
unmistakable blessings! Let's all GET BACK OF THIS WORK, with our
PRAYERS, our tithes and offerings, every way we can! Let's keep
LOVE in our hearts, and retain that tie that binds us together in
Christ! For who can SEPARATE us from that LOVE? Let's press on to
ever greater heights. GOD'S WORK MUST GO ON, with increasingly
multiplied POWER!
Herbert W. Armstrong
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