On "Magazine Day" --which is every Saturday-- Witnesses have been encouraged to just bring magazines in a portfolio and to carry either a pocket-sized Bible or a regular sized Bible in their hand. It is to give a less "intimidating" impression to people in the territory. Seeing people walking around with huge briefcases gives the Witnesses a too formal impression. They want to give the appearance that friendly "neighbors" are coming over for a "friendly visit." It is also to give the impression that Witnesses are not "selling" anything.
It is so strange that the WTBS attempts to use different "marketing styles" to get the magazines distributed.