For many years, Sunday made Winona Lake, Indiana his home with his wife and family. It gave him more opportunities to hold revivals in Indiana, especially ones lasting for weeks at a time. One such revival came to Richmond in the spring of 1922. For six weeks, Sunday preached to scores of people in Richmond, “saving souls” and collecting donations from audiences. The Palladium, the city’s premiere newspaper, provided a supplement section in its daily paper for Sunday to share his sermons, stories, and testimonials with the public. It is unclear as to why the Palladium decided to provide such expansive coverage; perhaps a publishing agreement between Sunday’s ministry and the newspaper facilitated the section. An insight into this arrangement might be gleamed from Sunday biographer Theodore Thomas Frankenberg:
Newspapers in any community, whether large or small, must necessarily pay attention to an enterprise which the business men of the town or city are backing to the extent of thousands and thousands of dollars. The element of publicity continues with increasing vigor to the very end of all campaigns, and one of the remarkable features in connection with it is the fact that this publicity is never sought by any direct or overt act — it comes naturally, almost spontaneously, and is easily the fourth factor toward preparing the field for the advent of the evangelist.
In any event, a half-page ad in the Palladium advertised Sunday’s revival and the paper’s forthcoming coverage. “The Palladium will publish a daily supplement giving two full pages of news and pictures regarding the meetings and the sermons in Richmond,” the ad stated. The paper also boasted of its team of reporters who would cover the revivals with a “direct telephone line . . . run from the Tabernacle to the Palladium office in order that there be no delay.” While Sunday’s preaching may have been “old time religion,” the Palladium’s supplement was a modern affair that anticipated the rise of twentieth century American protestant evangelicalism.
The Palladium published its first supplement on April 17, 1922, right after Easter Sunday. Throughout its six-week run, the Billy Sunday supplement followed a predictable pattern. The first page would run a photo of Sunday, often with a quote. The first one, called “I’ve Got a Combative Nature,” quotes the preacher talking about his background in sports and its influence on his preaching. “I was graduated from five gymnasiums. I can go so fast for five rounds you can’t see me in the dust,” declared the Reverend Sunday. The right hand side carried his main sermon, which often focused on a specific topic. For the first issue, Sunday ruminated on what he believed was the “real essence of Christianity,” love:
I will admit that Christianity has fallen away beneath love as the original standard. Love is the dominant principle of the world; love can never be defeated. Love may be checked; love may be prevented for the time being, in accomplishing its aim, but love will drill a tunnel through all the mountains of opposition and reach the goal of a touchdown. Love—it’s the mightiest thing in the world! And the world is starving today for the manifestation of the love of God in the hearts of men and women.
However, Christianity was more than just love to Billy Sunday. It also manifested itself in good works, particularly donations to the church, or in his case, to his revivals. In every supplement, an article or informational table would display the amount of money, in cash and pledges, Sunday’s ministry received for his sermons. The first day, the total collections were $859.71. This wasn’t good enough for the fiery evangelist. “I turned down 25 cities to come here, and it is not fair to me or to the other cities if you do not support me,” Sunday chided. As subsequent issues were published, the money totals and people “saved” became more explicit.
The Palladium’s Billy Sunday supplement also shared with readers some of his best one liners or bits from his sermons. This was a smart move; Sunday was extremely quotable and articulate and would often do more with a sentence than other speakers could do in a paragraph. For example, in the April 18 issue, the Palladium published some of “Today’s Hot Epigrams from Billy Sunday’s Lips.” Here’s some of his best quotes from that issue:
I think that God is too busy to pay any attention to the fellow who is trying to lift himself by his own bootstraps.
This is not a world of chance. God don’t wind it up and then throw away the key and let her rip till she runs down. Nothing comes by chance.
Christianity is not a simply a creed. Christianity is a creed plus Jesus Christ.
Like with the first issue, a picture of Sunday, often in an animated preaching pose, accompanied the quotes. This gave readers a choice; either read the long-form sermons or check out their best bits and quotable lines. This provided Sunday with a wider readership than if he had just provided the sermons as a whole.
One of Sunday’s indispensable lieutenants in his crusades for Christ was Robert Matthews, described by the Palladium as the “custodian of the tabernacle.” However, this was not his only job. Matthews served as Sunday’s secretary, a “buffer between the world and his boss,” as well as his “pianist for the chorus, understudy for Rody [Homer Rodeheaver] as the leader of the choir, and finally a good talker when he has to be.” A native of Kentucky, Matthews graduated from Lake Forest College, received musical education in “New York, Paris, Milan, and Melbourne,” and spent time in the newspaper business before joining Sunday’s staff. The Palladium described Matthews as “faithful to Billy,” further noting that “he is sure that Billy is the greatest man on the face of the earth.” Matthews, along with other staff, made sure that the Sunday revivals went perfectly.
The revivals benefited additionally from a well-organized schedule of prayer meetings, led by Florence Kinney, a graduate of Dr. Wilbert W. White’s Bible Training School in New York City and dedicated lieutenant to Sunday. Kinney believed that, “Souls can be saved and individuals converted in those neighborhoods, just as well as at the big tabernacle meetings.” Kinney and Reverend Alfred H. Backus organized Richmond into 10 sections, each with their own superintendent responsible for prayer meetings. Kinney herself taught Bible study classes during the week, scheduled “immediately after the afternoon sermon.” These individualized, personal meetings reinforced Sunday’s sermons, gained new converts, and emboldened the already converted. In this regard, Sunday’s bureaucratic approach echoed the modern evangelical enterprises of Billy Graham and Jerry Falwell decades later.
In the supplement for April 21, the Palladiumpublished a hand-written proclamation from Sunday, calling for evangelism in Richmond. “The history of the church is the history of revivals—the Church was born in the revival at Pentecost,” Sunday declared in his letter. He also summoned all of Richmond to join his revival. “I issue a proclamation,” Sunday wrote, “to the forces of truth, morality, righteousness in and out of the churches of Richmond ‘come up to the help of the Lord, against the and devil and all his hosts.” He signed it with his name and “Psalm 34,” which, among other verses, stated that “The Lord redeemeth the soul of his servants: and none of them that trust in him shall be desolate.” Sunday fervently believed that the message of Christianity would fail unless the people actively worked for the propagation of its message.
Yet, despite his calls for moral behavior and rejection of modern life, there was one group with which he was incautiously naive: the Ku Klux Klan. On May 14, 1922, 12 Klansmen in white robes approached the pulpit during Sunday’s evening service. They stood silent as they handed the reverend an envelope containing a “commendation and $50 in bills.” Sunday took the letter, merely replied “I thank you,” and said to the audience after they left, “I don’t know how you felt, but I commenced to check up on myself.” The Palladium reported that Sunday was “dumbfounded,” even though this was not his first encounter with the Klan. “The klan [sic] has made a present to Mr. Sunday in every city he has been in during the last year. . . . Even the Klan in Sioux City did the same thing,” Sunday confidant Robert Matthews told the press.
The Muncie chapter and the provisional Richmond chapter of the Ku Klux Klan signed the letter commending Sunday for “the wonderful work that you and your associates are doing in [sic] behalf of perpetuating the tenets of the Christian Religion throughout the nation. . . .” The Palladium further noted that this was “the first time in the history of Richmond that the Ku Klux Klan had appeared. . . .” It also would not be their last time. According to historian Leonard Moore, 4,037 men from Wayne County, of which 3,183 were from Richmond, joined the Ku Klux Klan in the 1920s. Of Richmond’s 26,000 residents, over 12% belonged to the Klan during the decade. Sunday’s interaction with the Klan was not an aberration, but rather a sign of things to come.
As for the Reverend, he shrugged off the “dumbfounding” incident, declared that he did not belong to any secret fraternal organizations, and said that “if you behave yourself they won’t bother you.” In an odd turn, Sunday never readdressed the incident, but instead criticized the liberal wing of Baptist Christianity. “It’s the liberal bunch that don’t like me, and I don’t want their backing,” Sunday shared with his audience before he called for attendees to come forward to be saved.” Sunday’s apparent lack of moral clarity on the issue of the Klan does not imply an endorsement of its politics; it only demonstrates that Sunday was not aware of the implications of associating with them. Nevertheless, Sunday’s actions remain problematic.
About 1,500 saw Mr. Sunday off to his home at 10:20 o’clock Sunday evening. As the train started. Billy Sunday was shaking hands with a member of the crowd and was pulled off the steps to the platform. He managed to catch the steps of the end car as it passed and Richmond’s last sight of the evangelist was as he stood on the platform, waving goodbye.
One of the biggest reasons for that success was the daily newspaper coverage he received in the Richmond Palladium. “The papers in this town have done better in covering this campaign from every angle than any other city have been to,” Sunday told the Palladium on his final day in Richmond. This is no exaggeration. The Palladium gave Sunday six weeks of uninterrupted newspaper coverage in a special supplemental section, a unique experiment in the newspaper’s near-200 year history. They printed his sermons almost verbatim, alongside other stories, quips, and updates on the prayer meetings and the amount of people “saved.” The Palladium‘s wall-to-wall coverage of Sunday’s revivals foreshadowed today’s network of newspapers, magazines, television stations, and internet media devoted to religious programming. Thus, the Palladium’s “Sunday Supplement” underscores the immense influence of Billy Sunday and evangelical Protestantism in the Midwest during the early 20th century.