Talk is Cheap
That is true in the normal daily routine of conversation between friends. However, it is not true when it comes to advertising in this modern era. $1.55 million was the cost of 30 seconds of ad time in the championship game of the 2015 NCAA Men’s Division I Basketball Tournament on CBS, when Duke played Wisconsin. $344,827 was the average cost of a 30-second commercial during “The Big Bang Theory” on CBS, the most expensive comedy on TV. $50,000 is the cost of one full-color ad on the front page of The New York Times. But…..to appear on the Times’ front page, marketers must commit to a certain frequency, such as front-page ads every Tuesday for six months. That means, realistically, the total cost of running frequent page-one ads would likely top $1 million. And, you and I have been bombarded with campaign ads. Did you know that the political TV ad spending for national elections will top $4.4 billion for federal races this year? Ouch!
Sadly, even “high dollar” advertising does not guarantee that what is being said is trustworthy and accurate. “Talk” may cost a lot to be broadcast, but it can still be “cheap” in its veracity. When a person is making bold commitments to do great things, sometimes there is more promises made than are kept. When we hear a person make broad promises to God or family in times of fear or anxiety, it is rare for them to honor what they promised. Even when a promise is made in a small circle of folks, it is a very special person that keeps what was promised until the pledge is completed.
A businessman was traveling on a plane for the first time. He had always been terrified of flying but his next appointment required him to do so. The flight was going well when suddenly the plane shuddered. The pilot came over the intercom and announced that the engines on the right side had stopped so they were making an emergency landing. Shortly thereafter, another shudder and the pilot announced the other engines had stopped. Everyone was informed to assume the crash position with their head between their knees.
For the first time the businessman felt vulnerable. He had never felt the need to cry out to God but at that moment he did. “God,” he prayed. “If you will allow me to survive this crash I take a solemn vow to give to charity half of all my possessions.”
Suddenly all four engines began working again and the plane glided smoothly onto the runway. The businessman rushed to disembark.
As he made his way out of the runway area the man who had been seated beside him spoke to him. “Excuse me sir. I am a pastor involved in several charities. I heard your vow to the Lord concerning your possessions. I can guide you in keeping that vow by recommending some outstanding charities that have needs.”
The businessman replied “That won’t be necessary. You see I made a new vow with God. I vowed if I ever got on another plane, He could have it all.” (Copied).
Like clouds and wind without rain is a man who boasts of a gift he does not give. (Prov.25:14).