Religion: God & Mammon

Ads for "Christians" only

In the past two years, Bible-toting Americans have snapped up 1 million free copies of something called the Christian Yellow Pages. Businessmen can buy ad space only if they sign a pledge that they have "accepted Jesus Christ as personal Lord and Saviour." That code language is designed to limit advertisers to full-blooded "born again" Evangelicals (or total hypocrites).

The 30 local editions of the Pages are run by W.R. ("Tommy") Tomson, a former ad salesman who operates the growing business out of his home in Modesto, Calif. The use of highly selective buying and advertising by special-interest groups...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!