Watchtower — emergence of the business end

___



From the Spring of 1927 to the Spring of 1928 the Watchtower organization suffered more than an 80% decline in those associating with it.[1] Such a huge reduction is very bad for business. A typical business model would be to take rather drastic action to correct such a rapidly deteriorating condition.



Under then president Joseph Rutherford, by the summer of 1928 the Watchtower organization had its plan ready and began its implementation. It abandoned its former pastoral initiative and replaced it with a centralized business model.[2] Then Watchtower made plain to the roughly 20% of its remaining associates just how the organization was going to rebuild the business. Watchtower put it like this[3]:

(click image to enlarge)

It was time to get down to business!



The rank-and-file associate was to stop messing around and “Sell books!”



To make sure this was going according to Watchtower’s rebuilding plan, Watchtower changed its centralized influence from pastoral to business, and accordingly introduced business-men to train and supervise sales in the field.[1]



In the meantime at Watchtower headquarters was kept a large map of the United States to identify sectional sales problems.[4]

(click image to enlarge)

Given the critical situation of more than an 80% decline, Watchtower wanted to monitor its business-rebuild closer than ever before! It had no choice but to push the business end out of the front office and into full view.



The Watchtower as a publishing house was coming out of the closet! Watchtower was already a business. But as of 1928 Watchtower had to either make that clear or else go under.



Marvin Shilmer

______________

References



1. The most important single annual event under Watchtower doctrine is the celebration of the Lord’s Evening Meal, also known as “the Memorial”. This event occurs in the Spring of each year. In 1927 the total attendance at this Watchtower sponsored event was 88,544. (The Watchtower, October 1, 1927, p. 302) In 1928 the total attendance at this Watchtower sponsored event was 17,380. (Jehovah's Witnesses in the Divine Purpose, published by Watchtower, 1959, pp. 312-313) This represents a greater than 80% reduction in persons associating themselves with the Watchtower organization.



2. Watchtower — Rise of the Service Department



3. The Messenger, published by Watchtower, August 3, 1928, p. 6.



4. The Messenger, published by Watchtower, August 1, 1928, p. 5.



___