This Week in Texas Methodist History August 1
Methodists Tout New Hymnal, August 1935
In August 1935 a new edition of the Methodist Hymnal was about to be released, and the prospect of increased sales of the 1935 edition created optimism in the Methodist publishing world that had been hard hit by the Great Depression. Methodist publishing in the United States had grown up with denomination. In the early years, it was called the Methodist Book Concern and was headquartered in New York City. In 1820 the General Conference authorized a second facility west of the Appalachians in Cincinnati and named Martin Ruter, later to head the Texian Mission, as its head.
The Book Concern combined the offices of publisher, book store, and newspaper office, and as the denomination grew, it established several other regional concerns, including the one in Galveston.
The newspapers at the various Book Concerns had chronic money problems, and the most reliable source of revenue were the tracts and hymnals distributed by the circuit riders---The iconic image of the circuit rider on horseback with saddlebags was accurate. The saddlebags contained publications for sale. Hymnals were purchased by individuals, not by the churches. They rarely contained the music, but often offered suggestions about what tunes were appropriate for which hymns. The hymnals were often printed in very small book form—just three or four inches on a side with correspondingly small fonts. Since they were owned by the individual and not the church, they were often used as devotional texts during the week at family worship.
As Methodism matured, so did its publishing efforts. As circuits changed to stations, pew hymnals became more common. The practice of printing hymnal with music became dominant with the result that fewer hymns could be included in a hymnal. Obviously the earliest hymnals had stressed hymns written by the Wesley’s and their associates, but hymn writers continued to write hymns that resonated with worshipers so they were included. One result was the percentage of Wesley hymns shrank.
By the 20th century Methodism had created a system of universities and seminaries which included in more scholars trained in musicology, liturgy, and church history. Those scholars tended to be more “high church” than the average member in the pew in rural Texas. Many such professors were appreciative of the deep spiritual roots of early church music and wanted to introduce it to a new generation. The Book Concern was now called the Publishing House, and had its sales division known as Cokesbury. (a portmanteau term from Bishops Coke and Asbury.)
Naturally when the General Conference authorized a new hymnal, the Publishing House drew upon the expertise of the scholars in the field, but their tastes did not always coincide with the preferences of the average parishioner. In 1923 an attempt was made to meet market demand for the more popular hymns that had been written mainly in the late 19th century that were more nostalgic than the 18th century Wesleyan compositions. Think especially of Bringing in the Sheaves, Church in the Wildwood, etc. The newer songs were published as the Cokesbury Hymnal.
Meanwhile anticipating the 1939 Union, the Publishing House issued a new edition of the Methodist Hymnal. The Publishing House started an advertising blitz to solicit pre-publication orders of the 1935 hymnal and sent pre-publication copies to prominent Methodists to write blurbs to be used in the advertising. J. N. R. Score, pastor of First Methodist Fort Worth, wrote such a complimentary letter that it was used in a full page ad in the Christian Advocate. A, J. Weeks, editor of the Southwestern Christian Advocate, was equally enthusiastic. He left no doubt when he wrote, “We also hope that the introduction of the New Hymnal will mean that the semi-jazz songs so common in this time, will be forever banished from the Methodist meeting house. The hymns of the church were born or experience and not written for the trade. . . . You wonder why some of our evangelistic campaigns appear to lack permanent value. If you listen to the songs you sometimes hear in them you will cease to wonder. The radio gives you enough of this vocal trash without the church joining in this conspiracy of spiritual and intellectual depression.”
Although the New Methodist Hymnal was reasonably price at $2.00 each, there was continuing demand for the Cokesbury Hymnal so in 1938 a new edition of it was published.
Both the Methodist Hymnal the Cokesbury hymnal had staying power. These two books were the hymnals of my youth in the 1950s. The black covered Methodist Hymnal on Sunday morning and the maroon Cokesbury at Sunday evening services.
When reading Weeks’ castigation of the semi-jazz hymns of his era, one is reminded of the more recent contemporary divide over “praise” music and “traditional” music.