Administrative changes Following his release from prison, Rutherford began a major reorganization of Bible Student activities. At a May 1919 convention in
Ohio he announced the publication of a new magazine,
The Golden Age (later renamed
Awake!). Because Russell's
will had decreed the Society should publish no other periodicals the new magazine was at first published by "Woodworth, Hudgings & Martin", with a Manhattan (rather than Brooklyn) address. Within months Bible Students were organized to distribute it door-to-door. He expanded and reorganized overseas branch offices in what he regarded as a "cleansing" and "sifting" work. Beginning with an eight-day convention at
Cedar Point,
Ohio, in September 1922 Rutherford, launched a series of major international conventions under the theme "Advertise the King and Kingdom", attracting crowds of up to 20,000. Audiences were urged to "herald the message far and wide". He stressed that the primary duty of all Bible Students was to become "publicity agents" in fulfillment of Matthew 24:14, especially in the form of door-to-door evangelism with the Society's publications. In 1928 Rutherford began to teach that the Cedar Point convention and the events resulting from it fulfilled the prophecy of the 1290 days at Daniel 12:11. In 1920, Rutherford published a booklet,
Millions Now Living Will Never Die, and a year later published his first hardcover book,
The Harp of God. This was followed by a further nineteen hardcover books, each with one-word titles, such as
Creation (1927),
Jehovah (1934) and
Children (1941). His publications reached a total printing of 36 million copies. In 1925, he gained full control over what doctrines would be taught in Watch Tower Society publications, overruling the refusal by the five-man Editorial Committee to publish his article, "Birth of the Nation", which contained significant doctrinal changes. Rutherford later claimed
Satan had "tried to prevent the publication of that article ... but failed in that effort"; In 1927 the Watch Tower Society ceased printing of Russell's
Studies in the Scriptures. The Editorial Committee was dissolved in 1931, after which Rutherford wrote every leading article in
The Watch Tower until his death. The 1933 Watch Tower Society
Yearbook observed that the demise of the Editorial Committee indicated "that the Lord himself is running his organization". Rutherford expanded his means of spreading the Watch Tower message in 1924 with the start of 15-minute radio broadcasts, initially from WBBR, based on
Staten Island, and eventually via a network of as many as 480 radio stations. A 1931 talk was broadcast throughout North America, Australia and France, but his attacks on the clergy resulted in both the
NBC and
BBC radio networks banning his broadcasts. In 1928, Rutherford began to abolish the system of electing elders by congregational voting, dismissing them as "haughty" and "lazy", and finally asserting in 1932 that electing elders was unscriptural. He impressed on elders the need to obey the Society's "regulations", "instructions" and "directions" without complaint. Service directors, who reported back to Brooklyn, were appointed in each congregation and a weekly "
service meeting" introduced to meeting programs. In 1933 Rutherford claimed that abolishing elective elders was a fulfillment of the prophecy of 2300 days at Daniel 8:13–14, and that God's sanctuary (the Watch Tower Society) was thereby cleansed. At a 1931 Bible Student assembly in
Columbus, Ohio, Rutherford proposed a new name for the organization, ''Jehovah's witnesses'', to differentiate them from the proliferation of other groups that followed Russell's teachings. Four years later the term "Kingdom Hall" was introduced for the local meeting place of congregations. In 1937, the door-to-door preaching program was extended to formally include "back calls" on interested people and Witnesses were urged to start one-hour
Bible studies in the homes of householders. In the late 1930s, he advocated the use of "sound cars" and portable
phonographs with which talks by Rutherford were played to passersby and householders. In 1938, he introduced the term "theocracy" to describe the denomination's system of government, with
Consolation explaining: "The Theocracy is at present administered by the Watch Tower Bible and Tract Society, of which Judge Rutherford is the president and general manager." "Zone servants" (now known as
circuit overseers) were appointed to supervise congregations. In a
Watchtower article Rutherford declared the need for congregations to "get in line" with the changed structure. By 1942, the year of his death, worldwide attendance at the annual
Memorial of Christ's death was 140,450 though his restructuring of the Bible Student community coincided with a dramatic loss of followers during the 1920s and 1930s. Worldwide attendance of the annual Memorial of Christ's death fell from 90,434 in 1925 to 17,380 in 1928. Memorial attendance figures did not surpass 90,000 again until 1940. In the ''1942 Yearbook of Jehovah's Witnesses'', Rutherford wrote that the year's achievements "would, on the face of it, show that the Theocratic witness work on earth is about done".
Doctrinal changes In July 1917, Rutherford had
The Finished Mystery published as a seventh volume of the
Studies in the Scriptures series. The volume, though written by Fisher and Woodworth, was advertised as Russell's "posthumous work" and "last legacy" but contained several interpretations and viewpoints not espoused by Russell, including an urging of all Bible Students to cast judgment upon Christendom and its clergy, the adoption of new dates for the fulfillment of particular prophecies, a claim that salvation is tied to membership within the Watch Tower Society, as well as shunning and censuring any who reject the interpretations given in the volume or related articles in ''Zion's Watch Tower'' magazine. In the February 1918 discourse "Millions Now Living Will Never Die" (printed in booklet form in May 1920) a revision of Russell's calculation of a "Jubilee type" was presented, changing it from 1875 to 1925, despite Russell's rejection of such a change a few months prior to his death. In October 1920 the Society published a new edition of Russell's 1881
Tabernacle Shadows of the Better Sacrifices. It included an appendix introducing many alterations or reinterpretations of Russell's original views on the death of Jesus and the role of Christ's followers in heaven as typified in the ceremonies of the Jewish tabernacle. At the 1922 Cedar Point convention Rutherford began teaching that Christ's reign had begun in 1914, and not 1878 as Russell had taught. Rutherford expanded on this view in the March 1, 1925, issue of
The Watch Tower in the article "Birth of The Nation", which he later acknowledged "caused a real stir or shake-up within the ranks." and as early as 1930 began to dismiss the year 1874 as the date for the invisible presence of Christ in favor of the year 1914. From 1925 he developed the view of the battle of
Armageddon as a universal war waged by God rather than Russell's belief that it was the decline of human society into social, political and religious anarchy. Rutherford based his interpretations on the books of
Exodus,
Jeremiah,
Ezekiel and
Psalms as well as additional material from the books of
Samuel,
Kings and
Chronicles. An article in the January 1, 1926
Watch Tower introduced new emphasis on the importance of the name "Jehovah"; from 1929 Rutherford taught that the vindication of God's name—which would ultimately occur when millions of unbelievers were destroyed at Armageddon—was the primary doctrine of Christianity and more important than God's display of goodness or grace toward humankind. In 1932 he published an interpretation of a passage in Ezekiel describing the attack on Jerusalem by
Gog of Magog, in which he predicted an intensification of persecution of Jehovah's Witnesses that would culminate in God intervening on their behalf to begin the battle of Armageddon, which would destroy all opposers of God's organization. In 1926, he discredited Russell's teaching on the importance of Christian "character development" or personal "sanctification" and a year later discarded the teaching that Russell had been the "faithful and wise servant" of Matthew 24:45–47, warning that the desire to revere men was a snare set by the
Devil. In May 1926 Rutherford released his book
Deliverance at the Bible Student's convention in
Kensington, England later interpreting the event as the fulfillment of the 1335 days of Daniel 12:12. In 1927, Christmas was declared to be of pagan origin, and the following year its celebration by Bible Students was condemned as supporting "Satan's organization". Mother's Day was condemned in 1931, with other holidays as well as birthdays officially renounced in subsequent years. In 1928, Rutherford discarded Russell's teaching that the natural Jews would be restored to Palestine and return to God's favor, despite having declared ten years earlier that prophecies of their restoration were already being fulfilled with the
British takeover of Palestine from
Turkey during
World War I. He denied there was a role for Jews in God's Kingdom arrangement and by 1933 he had reversed Russell's earlier teaching, claiming that prominent Jewish business leaders were "arrogant, self-important and extremely selfish," and would gain no favored standing with God. The teaching that God would restore the Jews to Palestine was discontinued around the same time. Russell's teaching that the
Great Pyramid of Giza was built under God's direction was overturned in 1928, when Rutherford asserted that it had been built under the direction of Satan for the purpose of deceiving God's people in the last days. The announcement prompted further defections among long-time Bible Students. In 1930, Rutherford published a systematic reinterpretation of the Book of Revelation. Many of the symbols recorded in the book were applied to events following 1918, specifically to Watch Tower conventions held in the years 1922 through 1928. These reinterpretations reflected both a wholesale rejection of his own earlier views as well as the
historicist interpretations of Pastor Russell. At a
Washington, D.C. convention in 1935, Rutherford rejected Russell's teaching that the "great company" of
Revelation 7:9 was a "secondary spiritual class" composed of millions of Christians who would be resurrected to heaven apart from the
144,000 "elect", and instead argued that the "
great multitude", the "sheep" of Matthew 25 and the "
Jonadabs" of
2 Kings chapter 10 all picture the people who could potentially survive Armageddon and receive everlasting human life on earth if they became Jehovah's Witnesses before it began. In 1935, Rutherford objected to U.S. state laws requiring school students to
salute the flag as a means of instilling patriotism; in the 1936
Yearbook he declared that baptized Jehovah's Witnesses who did
salute the
flag were breaking their covenant with God and were thus "guilty of death". In 1940, children in 43 states were expelled for refusing to salute the flag and the Watch Tower Society took most cases to court, with Rutherford personally leading the unsuccessful case of
Minersville School District v. Gobitis. Controversy over the flag salute issue escalated and mob attacks became prevalent in many U.S. states until 1943 when the court overruled its previous decision in the case of
West Virginia State Board of Education v. Barnette. A U.S. law magazine noted how Jehovah's Witnesses had helped shape the course of constitutional law, remarking: "Through almost constant litigation this organization had made possible an ever-increasing list of precedents concerning the application of the
14th amendment to freedom of speech and religion". In 1936, Rutherford rejected the belief that Jesus had been executed on a Roman cross, in favor of an upright stake or "tree." ==Character and attitudes==