THE URANTIA CHRONICLES

The Beginning and the First Nine Years

[L-R]: Harry Loose; Harold and Martha Sherman; Sir Hubert Wilkins; Dr. Meredith Sprunger; contact commissioners Emma (Christy) Christensen, Dr. Lena K. Sadler, Dr. William S. Sadler; Bill Sadler; Anna and Wilfred Kellogg; Clyde Bedell.
[L-R]: Harry Loose; Harold and Martha Sherman; Sir Hubert Wilkins; Dr. Meredith Sprunger; contact commissioners Emma (Christy) Christensen,
Dr. Lena K. Sadler, Dr. William S. Sadler; Bill Sadler; Anna and Wilfred Kellogg; Clyde Bedell.

13. New Blood, New Ideas


HIFTUB TESTIMONY of WALLY ZIGLAR

(written 1998)

Back in 1957 my twin brother Richard was attending a flying saucer convention with his friend Max Miller, who had just published the acclaimed Flying Saucers—Fact or Fiction. Bored with the lecture, they went next door to browse inside an occult bookstore. It was there that Richard spotted the Urantia Book nestled between several other monumental works, including A Treatise on Cosmic Fire by Alice Bailey and The Secret Doctrine by Madame Blavatsky. Max said he could get any book for Richard at fifty per cent off list price through his publisher, DeVorss, so Richard bought several, including the Urantia Book.

Only a handful of people were aware of the UBook in those days. I gave the book little notice until my dad, after reading a few chapters, suggested I take a look at it to see what I thought, and left it on the living room coffee table for my comments. At the time, Richard was working on his Master’s Degree in psychology at Pepperdine University and I was doing graduate work in finance and real estate at USC. I’d already had the misfortune of reading about fifty pages of the very lengthy Cosmic Fire and thought Richard had gone off the deep end; critiquing his spacy books was not exactly what I had in mind for my weekends. None of the other titles caught my interest either, so the Urantia Book sat there for a while.

In the 1950s my parents owned a duplex in Hancock Park, a neighborhood in Los Angeles. My grandparents occupied the upstairs unit. It was customary for my grandmother, whenever she was going to a luncheon, to come down to my parents’ unit and wait in our living room for a friend to pick her up. One summer day, Maria Culbertson, who had waited years for the Urantia Book to be published and who possessed one of the first copies in Los Angeles, came over to take my grandmother to lunch. Maria tells me that when her eyes fell upon this big blue book resting on the coffee table, she almost had a coronary. She thought she had the only copy in Los Angeles, and so seeing another book only a block away gave her a real adrenalin boost. The idea crossed her mind that it had somehow made The New York Times bestseller list without her knowing it, thanks to the advertising genius of Clyde Bedell.

After gathering her senses, she learned from Grandmother that the twins and their dad had recently found the book, not from a bestseller list but from the shelf of an occult bookstore in Fontana, California. Afterwards, Maria called back to encourage me to follow Richard and read the Urantia Book, and that I did in the summer of 1958.

Since then I have read it eight times in its entirety. Over the years I have given the book to many people, some notables being Werner Von Braun, Manly P. Hall, Richard Nixon and my neighbors Will and Ariel Durant. I have had many exhilarating moments and one memorable disappointment: I gave the book to a seminary professor who swore it was demon-inspired. To him the doctrine of Christianity centered on “the blood of Christ shed for our sins,” and he judged me to be in strong need of repentance for having read such a powerful work of the devil. I pray for him occasionally.

Together with my brother and dad I have placed numerous books in public libraries and some half a hundred in naval ship libraries where many a sailor has become a captive reader. I have often wondered where those big blue books go when the ships are decommissioned and put in mothballs. It would be nice to have a few of those first printings back.


HIFTUB TESTIMONY of ILA and LOREN HALL

(written 1990)

In 1957 my husband Loren and I were given a pamphlet by a naturopathic doctor who was treating our little boy who had contracted polio in 1949. The pamphlet advertised a UFO meeting near Mountain View, Missouri. UFOs were something we didn’t know much about so we decided to attend the three-day meeting scheduled for that June.

The next year we went again. At that meeting we listened to a talk given by a man from Minnesota who mentioned the Urantia Book, which he’d brought along. As we were loading up the car to start home, I said to Loren, “Wait for me. I just want to look through the books.” I went back and on a shelf I saw this big blue book—the Urantia Book.

I opened it to Paper 18, “The Universe of Universes.” How great it was reading about all the universes and the inhabited planets! I ran back to the car and told Loren that there was a book in there I wanted.

“How much is it?” he asked.

“Twelve dollars,” I told him.

“I don’t have that much money with me now,” he replied.

“Let me see if I can find the man who brought it,” I insisted, “because I have to have that book!” I went back and found him, and the man said he’d mail me the book when he again heard from me. It took me another month to persuade Loren that I really had to have that book!

Finally one day the book came in the mail. It was the greatest book I had ever possessed and the truths contained in it thrilled me. From the moment I first opened the Urantia Book at that meeting I knew it was true and I have never doubted it. Both of us have been so thankful ever since for that UFO meeting where I found the book. I believe we were meant to be there.

Ila and Loren Hall were the backbone of early Urantia organizational activities in the greater Kansas City area, where they opened their home to regional gatherings and sponsored the first Kansas City study group.


UBH C. BARRIE BEDELL to WILLIAM S. SADLER

Chicago, January 9, 1958

Dear Dr. Sadler,

I am certainly pleased that the Urantia Book is going to have a jacket—and a handsome one at that. I am grateful, too, for this opportunity to comment on its format and content.

As I see it, the chief reason for putting a jacket on the book is to make it more saleable in bookstores. The jacket must do far more than simply protect the Book from dust and fingerprints. It must be an effective silent salesman. In the case of our book this is especially true, for the name Urantia is completely unfamiliar. Nor does it give any clue to the tremendous scope of its contents. It is difficult to overstress, therefore, the vital role the jacket must play in attracting favorable attention, generating interest—and in turning lookers into buyers.

The following two suggestions are based on the fruits of extensive advertising readership research, and my personal experience with tested advertising copy.

  1. Front cover. Replace the hand-lettered title, “The Urantia Book” with simple type. The same easy-to-read type used on the front of the Book itself, and on the binding edge of the jacket. Tests consistently show that people prefer to read what is familiar, that as soon as an advertiser or publisher tries techniques that are strange—an unusual typeface, arty lettering, text printed over a panel of color, or reversed out of a black block—readership drops drastically. I recommend, therefore, the clean, simple, legible type from the cover of the Book itself.
  2. Back cover. Replace references to the source of the book with short, appealing quotations from the book. As many as possible. Each should be headlined by subject, and the page reference indicated. Here are three reasons:
    • Appeal to the maximum number of truth-seeking men and women. For many passages on many topics, intelligent people should find at least one of great interest.
    • Let the book speak for itself. The same wonderful passages that have been a constant inspiration and delight to those of us who cherish the book, will surely whet new appetites.
    • Avoid losing good prospects who understandably would shy away from “another book that claims revelation.”

Thank you, Dr. Sadler, for your consideration of these recommendations. May the new jacket help the Urantia Book reach more and more people who are hungry for its message.

Kindest regards.
Respectfully,
C. Barrie Bedell


UBF TESTIMONY of BERT M. SALYER JR.

Oklahoma City, Okla., January 29, 1958

I spent thirty years searching for answers to the riddle of life and death, through all the religions on this planet. In April 1956 I attended an Oil Refiners convention in Chicago, at which time I had just completed a two-year home study course in Metaphysical Religious Science. It was not the answer and I felt all my books were obsolete. I was staying at the Palmer House, which is across the street from the Kroch’s and Brentano’s bookstore. During the noon hour I went across to the store, to the religious and philosophical section, looking for new books, but failed to find any new ones.

That afternoon a refiner from Canada joined the convention. He told me he had come by way of Mayo’s [Mayo Clinic] in Rochester, seeking relief from bleeding stomach ulcers. I took him to the bookstore to find him some books that would give him peace of mind and help his physical condition. While discussing the various books in the religious section with him, a bystander overheard our conversation, introduced herself, and asked my opinion about a large blue book, called the Urantia Book, and placed it in my hand. I told her that I had never heard of the book nor seen it before, but on casual observation, I purchased a copy. I later found out I purchased the last of the first six copies that were placed on sale for copyright purposes, a pre-copyright edition.

After three weeks of perusal—night and day—I knew I was at the end of my search, I had found what I had been seeking all of my life. After having lived with the book for the past eighteen months, I feel equally as much convinced that it is the complete answer to the longings of any mortal soul that will apply himself to its pages.

After I had the book about three months, I founded the New Age Christian Church, based on the Urantia revelations. I believe this revelation is the complete answer to the neurotic conditions of the time.


UBF THE URANTIA BOOK COMES TO OKLAHOMA CITY

Helen Butler and the First Urantia Society of Oklahoma Archive

In April, 1956, when B. M. Salyer Jr. found the Urantia Book in Chicago, brought it home and read it immediately, he was minister of The Church of Religious Science, meeting at the YWCA in Oklahoma City each Sunday. His enthusiasm for the book was contagious, and the Church ordered several books from the Urantia Society in Chicago, W. E. Grisso Jr. obtaining the first. Soon the various interested parties obtained books and started reading.

On September 9, 1956, Vesper Services were held at 6:30 p.m. in the YWCA to discuss the Urantia papers, and this was the first meeting of the group to study the book. Paper 86, “Early Evolution of Religion” was discussed, and it was decided at this meeting to start a new church based on the teachings of the Urantia papers.

The second meeting of the group of Urantia readers was held September 12, 1956, at the YWCA. Weekly Sunday meetings were held until Christmas holidays at the YWCA then resumed on January 9, 1957. This Sunday morning class was continued until May 12, with Edward E. Jones as teacher. On January 23, 1957, a Wednesday evening class was started at the home of W. E. Grisso Jr. A “beginners” class was started by J. B. Lawton on February 14, at the YWCA and continued for four Thursday evenings, then was held in his home on March 14, 1957.

A letter was sent to William S. Sadler Jr. in Chicago, on October 24, 1956, asking how to start a study group and become a Society. It was learned that at least ten people had to complete the Book before application could be made for a charter.

January 21, 1957, the Robert Burtons, from the Chicago group, visited and a meeting was held at the Beacon Club. Attending were the Salyers, Bakers, Grissos, Bordners, Butlers, Lawtons, Goldia Young, Wilma McManus, Mrs. Wilson, Mrs. Archers and the Englishes.

William S. Sadler Jr. met with the group for the first time at the Lakeview Club on March 9, 1957.

Application to be chartered as a Urantia Society of the Urantia Brotherhood, Chicago, Illinois, was mailed on April 17, 1957, with $50.00 enclosed. The original twelve who had completed the Book consisted of the following: B. M. Salyer Jr., W. E. Grisso Jr., L. Howard Thornberry, Edward Jones., Goldia B. Young, Wilma L. McManus, Helen T. Butler, Joe W. English, Fred J. Tosti, J. B. Lawton, Cleve Bordner, and Patsy Alexander.

On Saturday, April 20, 1957, Bill Sadler met with the group the second time at Glen’s, then at the YWCA on Sunday, April 21.

The New Age Christian Church, in conjunction with the Urantia study groups, had a picnic at Salyer’s barn, August 21, 1957, to celebrate the birthday of Jesus.

Mr. and Mrs. Clyde Bedell visited the regular Wednesday night class on October 8, 1957, at Berkeley Elliott’s home. October 30, 1957, Fred and Jim Leverenz visited the Wednesday night class, which meeting place was changed for this occasion to the Tropical Cafeteria, so all might enjoy their company during the dinner hour.

A lot of new thinking, advanced ideas and information on the “meat” of the Urantia Book has been absorbed by the Oklahoma City groups, from the visits of the various members from the Chicago group, and their visits are extremely enjoyed and looked forward to with anticipation.

The Charter Committee from the Urantia Brotherhood in Chicago arrived in Oklahoma City on November 23, 1957, to install the founders and charter members of the “First Urantia Society of Oklahoma.” The Chicago group included Mr. and Mrs. Robert Burton, their son Barney Burton, and Mr. and Mrs. William M. Hales. Also present were Mr. and Mrs. Fred Leverenz, formerly from Chicago now from Dallas, Texas. After dinner, the following were installed by Ruth Burton, assisted by Mary Lou Hales, both of the Charter Committee, as founders: B. M. Salyer Jr., W. E. Grisso Jr., L. Howard Thornberry, Edward Jones, Goldia B. Young, Wilma L. McManus, Helen T. Butler, Joe W. English, Fred J. Tosti and J. B. Lawton. Charter members included the following: Mary Kathryn Grisso, Faye Brown, Sally Sewell, Berkeley Elliott, Clyde C. Goodman, Edna Ecks, Ardythe Shields, Charlene Butler, Mabel Wilson, Covie English, W. V. Butler, Helen Canfield and Jennetta Tosti.

The founders comprise the individuals who had read the Urantia Book, and the charter members were those who had been regularly attending the study group meetings, but had not finished the papers, who were recommended by the founders. They could be called charter members because they were taken in on the same evening that the founders were installed.

The Urantia Society of Oklahoma was the first in Oklahoma, and the fourth chartered group of the Urantia Brotherhood, on Urantia. It is the only one of the first four that is a spontaneous group, not having sprung as a result of any member of the original Chicago group, and is second largest of the four.

The organization meeting of the First Urantia Society of Oklahoma met at the Northeast Cafeteria at 7:30 p.m. on December 9, 1957. Those present were:

W. E. Grisso Jr., Goldia B. Young, B. M. Salyer Jr., Wilma L. McManus, Clyde C. Goodman, Berkeley Elliott, Joe W. English, Covie English, Mabel Wilson, Faye Brown, Mary Katherine Grisso, Ardythe Shields, Charlene Butler, Helen Butler, W. V. Butler, L. Howard Thornberry, Helen Canfield and Jeannetti Tosti.

Bill Grisso was elected Chairman by acclamation. The Constitution and By-laws were discussed and adopted by seventeen “yes” votes. Officers were elected as follows: Secretary—Helen Butler elected by acclamation. President—B. M. Salyer Jr. elected by acclamation, tendered resignation and Bill Grisso elected by acclamation. Vice President—Joe English elected by acclamation. Treasurer—Goldia Young elected by acclamation.

By-laws were amended to include, in addition to the standing committees, a permanent historian. Berkeley Elliott was elected by acclamation. Formal meetings are to be held annually the second Monday of each December. . . .

The Oklahoma City Society, in conjunction with the New Age Christian Church, had a Christmas dinner party on Friday evening, December 20, 1957, at the home of Wilma McManus. There were 25 present. Before dinner hymns were sung and after dinner gifts were exchanged. B. M. Salyer Jr. was presented with a leather-backed Lamsa Bible and W. E. Grisso Jr. with a gavel.

As of January 1, 1958, Rector’s Bookstore, who stocked the Urantia Book, had sold 135 copies. 110 Urantia Books had been ordered direct from Chicago by Wilma McManus.


UBF OKLAHOMA CITY NEWSPAPER ARTICLE

No date found on clipping

RELIGIOUS "REVOLUTION" BREWING?
CITYAN TO LAUNCH NEW CHURCH
By Ray Shaw

An Oklahoma City oil company president Sunday will launch a new church movement which he envisions as a world-sweeping religious revolution. B. M. Salyer Jr., president of the Salyer Refining Co. Inc., and group of about 65 members of a church he pastored for two years will found the New-Age Christian Church.

Salyer and the congregation will meet Sundays in the library of the YWCA until a permanent meeting place can be arranged.

Purpose Explained
Salyer formerly pastored the Oklahoma City Church of Religious Science of the New Thought metaphysical movement. He was associated with the “New Thought” movement about 22 years.

Purpose of the new church—based on the teachings of the Bible and the “Urantia” book—is to “foster an understanding among men of the Fatherhood of God and the brotherhood of man,” Salyer said, “and to make man aware of his origin and his destiny.”

His movement can do this, Salyer believes, because “it will enhance his social, cultural and economic well-being as an individual, and as a member of society, through fostering a religion, a philosophy and a cosmology commensurate with man’s intellectual development.”

He’s a ‘Truth Seeker’
“I am a truth seeker,” Salyer, said. “The Bible, as great as it is, poses questions but many times does not answer them. We can’t find its relation to the universe except through Revelations. I am convinced,” Salyer said, “that through the Urantia papers we can find the first major revelation since Jesus was here, and I feel it is the greatest event that has happened to the human race since He came.”

Sayler said the Urantia works are “the answer to the neurotic conditions of modern society.”

Urantia Book Available
Urantia—earth in the cosmic scheme to adherers of the movement—gives a history of the planet since “this nebula was thrown into space.” It gives detailed teachings of the life and works of Jesus. “Jesus did no writings in his life, and this book tells of Him from His point of view.” The Urantia Book, available locally in bookstores, was compiled, according to Salyer, by a group of intellectuals from 185 Urantia papers dealing with “every subject interesting man along philosophical lines.”

Long Study Made
The papers, he said, were studied for 20 years by this group of men—most of them college professors, businessmen, lawyers and teachers—before they were put into book form in 1955. This is the first church founded based upon the teachings of the Urantia Book, Salyer said. “I see it as the beginning of a world movement as revealed by the Urantia papers,” he said. “It is not in the line of the metaphysical stupor. It’s practical. The teachings take nothing away from anybody but give them poise and balance.”

Former Preacher
Salyer was a licensed Methodist preacher before turning to the New Thought metaphysical movement in 1934. Ninety percent of the members of the Oklahoma City Church of Religious Science will help Salyer found the new New-Age Christian church, he said. “This is a seed we are sowing. When I find young men who wish to teach the truth and not be bound by tradition, I will license them to spread this message,” Salyer said. With the Urantia Book as a helper, Salyer said the Bible can be understood.

“There’s not an honest man on this planet who can say he can understand the Book of Revelations. It takes the knowledge of how this planet fits into the universe,” he said.

With this information in hand, with the Urantia Book, one can understand both Revelations and Genesis—both impossible to understand otherwise. The Urantia teachings, he said, are quite “orthodox” on their views toward salvation. “They certainly don’t promulgate reincarnation,” he said. “The book and movement should be easy to accept by anyone scholarly and open-minded.”

“The people responsible for compiling the Urantia papers and publishing the book remain anonymous,” Salyer said.


UBH HERBERT A. MEUSSLING to MEREDITH SPRUNGER

Niles, Mich., February 4, 1958

Dear Meredith,

Just completed your paper, “The Story of God and Our World.” Other than the one error which I detected, it is good work. . . .

The error which jarred me immediately, and which you will recognize at once, concerns page three, the second paragraph from the bottom. I quote, “Many millions of years ago the Life Carriers came and brought life to our world.” I now refer to page 667 of the Urantia Book where you will read, “We can and do carry life to the planets, but we brought no life to Urantia. Urantia life is unique, original with the planet.” There probably was a guided pattern, but there was no transplant from other places. This is important in the total picture of life on earth, for science has good reason to say that life began through a chemical process that, except for its arrangement, was inherent in the structure of the young planet, earth. I just finished Irving Adler’s How Life Began and must admit the logic of his conclusions. However, where he uses the term “accident,” I use the term “pattern.” Manipulation?

When I requested that contributions to our study group also include devotional and personal reactions, I was not being sentimental. We can, I believe, keep this too much in the intellectual, which is good, but it should not be to the exclusion of a helpful sharing in areas where we have personally moved ahead by new interest and understanding through worship and service. You began to do that when you described the work in your own church. A further help would be the new forms of prayer and other worship aids which are the result of Urantia revelation, and that you now employ with meaning. Do I make myself clear? How is the new “cosmic consciousness” expressing itself not only in ideas but actions. Personal actions. If I am on a wrong track here, please switch me over. . . .

Is Urantia supposed to convey the meaning, or feeling, of Urania in Latin, or Ourania in Greek, meaning heaven or heavenly? I have been wondering about the name. Uranus is the name given to the seventh planet in our system. Is there some coincidence in the number and the name?

. . . When do you get the time to accomplish the tremendous amount of work you have been doing on this book? You’ll have to outline your daily schedule for me sometime.

Will see you Monday at the “regular” study group.

Sincerely,
Herb

Brotherhood Quarterly News Letter

FEBRUARY 15, 1958

Summary, Events of the Fourth Quarter 1957
From James C. Mills, Vice President


NEW PRESIDENT
This News Letter carries greetings to and from the new president of Urantia Brotherhood, Warren H. Kulieke, who after three years of efficient service as vice-president was elected to the presidency on January 26, 1958. Henceforward our Quarterly News Letter will come to you from me as vice-president and I will endeavor to give you from time to time a brief account of our activities, committee functions, and a resumé of our deliberations and decisions.

ANNUAL GC MEETING
The annual meeting of the General Council was held Sunday, January 26, 1958, at 533 Diversey Parkway. The revised roster showing new officers and departmental committee members is attached, along with the annual statement of the treasurer. Each departmental committee chairman and the officers made a report on their activities in 1957, most of which have already been reported in News Letters. William S. Sadler Jr., the retiring president, reviewed the first three years of the organization and reported the completion of the administrative machinery. Among other comments, he made some suggestions for changes in the Brotherhood Constitution in the future, when it is possible to make the amendments.

OKLAHOMA SOCIETY
The First Urantia Society of Oklahoma, at Oklahoma City, was installed November 23, 1957, under Charter No. 4, with 25 members. The ceremony was conducted by Ruth Burton, assisted by Mary Lou Hales, both of the Charter Committee. Other Chicago guests were William M. Hales, Robert Burton, and Barney Burton. Fred and Alice Leverenz from Dallas were also present to welcome the new Society. This Society is the second largest of the four and has the distinction of being made up entirely of people who were not previously Forum members. We are most happy to welcome Oklahoma!

STUDY GROUPS
Two new study groups have been organized, one by Mr. and Mrs. David Adler and Mr. and Mrs. William M. Hales in Winnetka, Illinois, and one by Mr. Frederick C. Kulieke in Fort Lauderdale, Florida. We also understand that Arlie Riddleberger and Winona Jewell have one in San Diego, California. This makes four Urantia Societies and eleven study groups that have come into existence since the publication of the Urantia Book three years ago. We all think this is very gratifying.

SCHOOL COMPLETES FIRST SEMESTER
The Urantia Brotherhood School has completed its first semester’s work. The second semester will start on February 19 with a new course entitled, “The Teachings of Jesus,” to be conducted by Dr. Sadler. Twenty-four students and eleven auditors have enrolled for this class. Dr. Sadler’s textbook is now available for $5.50 and will be sent to anyone upon request. Marian Rowley’s class on “Organization of the Urantia Book” will continue into the second semester for several weeks.

2,928 BOOKS DISTRIBUTED
The joint custodians of the Urantia Book report that as of January 1, 1958, 2,928 Books have been distributed.

TAX DEDUCTIBLE DONATIONS
Although our lawyer has made application to the government for approval of income tax deduction on contributions, the government has not yet given formal approval. We are quite sure that we will get approval eventually.


1957 Urantia Brotherhood Financial Report
1958 Urantia Brotherhood General Council

HIFTUB TESTIMONY of BILL BRYAN

[written 1998]

On hot Kansas summer nights, back in the 1930s, my family sometimes slept outside on the hay rack to escape the heat. We would count meteors, study the stars and speculate on whether there were other worlds and, if so, whether they worshipped the same God we did. My parents tried hard to answer our questions but sometimes I dropped off to sleep hearing Mother or Dad saying, “Willie, that’s a great mystery. If God wanted us to know, he would tell us.”

Time passed and we survived the Depression, dust storms and cyclones. I watched the sky as I worked in the fields, now and then seeing an airplane, and my imagination took wings. Eventually I had my first ride in an airplane and subsequently joined the Army Air Corps.

About this time, something happened that changed my life. I was riding the bus home from work one evening reading Popular Science magazine and saw some photographs of alien spaceships taken by one George Adamski near Mt. Palomar, California. The idea took root in my mind: We are not alone in the universe!

I don’t remember how I learned about the annual UFO conventions at Giant Rock airstrip on the high desert of Southern California near Yucca Valley, but in 1953 I drove out there from Kansas to investigate. In 1956 we moved to Utah and were able to attend the annual conventions more easily. It was difficult to know what, if anything, to believe. The people who spoke about their contacts were obviously sincere and I was inclined to accept much of what they said at face value; I stored away the remainder for future reference.

It was during our last visit in 1958 that I found the Urantia Book. There, on a table on the runway of that small airstrip, were a number of metaphysical and other books tended by a little old lady from Allen’s Book Shelf of Fontana, California. While browsing, I saw a big blue book containing a paper entitled “Government on a Neighboring Planet.” I knew I had to have that book! We spent our last $12 for it. It was a first edition, published in 1955.


UBH REPORT of the DOMESTIC EXTENSION COMMITTEE to the EXECUTIVE COMMITTEE of URANTIA BROTHERHOOD

From Clyde Bedell, Chairman

Circa January 26, 1958

[Marginal note in Marian Rowley's handwriting, possibly written in later years: "One of my 14 levels students of the UB evolve through! All of us experience them! Confidential: Olden days enthusiasm!"]

* * *

The Urantia Book has been in our hands more than two years as this proposal is being presented.

It was the official view upon its publication that we should lean over backwards from any exploitation or promotion or distributive effort that might be untoward or out of character with the Book. We believe our unseen friends are in no frantic hurry.

However, we have so successfully refrained from distribution efforts that after two years, this Book is still a secret from all but an extremely insignificant percentage of those individuals who might profit greatly from the Book and who might profit it greatly by becoming its warm friends. We can easily believe our unseen friends, who want no feverish exploitation, might be pleased by something more than almost total inaction.

It is not clear to any of its members why our committee has been practically inactive for two years. Suffice it to say we welcome the suggestion from the Executive Committee that can hardly be ignored—a suggestion to do something in connection with bookstore distribution. Whatever the circumstances that permit our coming alive, we are grateful for the opportunity and eager to do something consistent with the gravity of our responsibility and the character of the Book.

THE SITUATION TODAY
The retail price of the Book was raised not too long ago on the argument, primarily, that bookstores would require the usual, or minimum, traditional 40% discount. That discount is now possible and we feel it is imperative, if we are to fulfill our obligations to the Book, to get the Book into bookstores.

We have a large stock of Books on hand. They are doing no one any good as they repose in our possession, unopened. We believe no month, no week, no day should pass during which we fail to do something constructive gradually to introduce the Book to the world. We believe we must now take the next logical steps to that end.

So we present here a plan we believe will work successfully to get the Book onto the shelves of many leading bookstores, under circumstances which should provide for ample sales to justify the stores carrying the Book as a regular thing.

WHY BOOKSTORES BUY BOOKS
When almost any person thinks of obtaining a book to own, he thinks of a bookstore. We will have begun to meet our most elementary obligation to the Book itself and to earnest individuals who may be led to look for the Book—no matter how few—only when we have the Book available in at least the top hundred bookstores in the United States.

We believe that we should be resourceful and industrious enough to get that distribution. We will have to do so in the face of circumstances that handicap the Book as compared with most books seeking distribution.

Following are the things that usually lead to the acceptance and support of bookstores. Usually these things work in combination, not individually.

  • Big name, well-known author
  • If not a big name, an author favorably known among booksellers—a book columnist or reviewer, for instance
  • Aggressive, active, successful publisher
  • A suggestive, definitive, or appealing title
  • A subject and title currently vital
  • Excellent reviews
  • Representative advertising campaign
  • Demand on part of the public
  • Bookseller confidence in a wise, hard-working salesman
  • Collateral literature that really sells the book. Excellent direct or collateral publicity
  • Powerful organization sponsorship
  • Good testimonials from “name” readers
  • Prior success on stage or screen
  • Purchase before publication by movie company
  • Special or extra discount for booksellers
  • Arresting display material for point-of-sale use
  • Selection by a big book club

When this list is reviewed carefully, one must be impressed by the fact that despite the greatness of our Book, it has not even a quartet of these favorable factors behind it—not even three—not even one.

There is, from the bookseller’s standpoint, not a single reason why he should, in any but a rare and exceptional case, be willing even to stock the Urantia Book, let alone attempt to move it.

THE STORES’ RESISTANCE TO BUYING
To sell the Book through bookstores, we must face common commercial practices and situations. . . . Here are a few of the things booksellers generally, asked to stock the Book, will say to us. From their standpoint, they are all legitimate reasons for not stocking the Book.

“Why should we buy it? We have had no request for it.”

“We buy only in order to sell books at a profit. Who is going to buy this book? Who has ever heard of it?”

“How much advertising are you going to do?”

“How are you going to create demand to move the book from any shelves?”

“There are a hundred times more books published every year than we can put on our shelves. We can’t buy any but those we believe will move and turn over our investment.”

“What have the reviews been? Who has reviewed it favorably?”

“What publicity has the book had?”

“Who is the publisher? Got a record for successes?"

“Who ever heard of archangels writing a book?”

“Revelation? Can’t touch it with a ten-foot pole.”

“A book at that price should carry more than 40% discount.”

“Look at my shelves. All shelf books need dust wrappers. In 60 days on my shelves or counters that wrapperless book would be a markdown.”

“We will stock the book if you create a demand for it. We will not stock it and then create a demand for you. That is your job.”

“If we show the plain cartons, they will be easily stolen. Anything that looks like a package from another store, or wrapperless book, is too easy to steal.”

Incidentally, it may interest you to know that the bookstore in which I talked to the general manager recently, city of only 250,000, loses about $25 a month in stolen Bibles alone.

No plan will work for us unless it works for the dealers we want.

THERE ARE FOUR ELEMENTS IN THIS PLAN

  1. Offering books to booksellers on consignment
  2. Token ads in leading book publications
  3. A good folder to present the book
  4. A mailing and follow-up to top bookstores

It must be obvious immediately that this entire effort and its components must be of a dignity, quality, and character consistent with the Book itself. It is not true to say that no promotion can be done that will not demean or lower the Book. Practically all of the good things of this life have to be sold. . . .

As a committee we would not recommend this program if we did not believe wholeheartedly that it can be made to satisfy the standards of our ever-present, invisible friends.

NEXT STEPS
If the Executive Committee approves our proposal, we will proceed, prepare the ads, write the sales letter, complete our selection of proposals for excerpts, and get firm prices for printing.

Perhaps the EC would like to appoint an individual or small committee to approve all the material and counsel with us on the collection of quotes. . . . Upon approval of this proposal, the liaison appointed by the Executive Committee to work with the Domestic Extension Committee would cooperate in establishing organization and personnel requirements at Foundation headquarters for carrying the program out, and maintaining adequate service to booksellers.

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