If they used mass media formats such as television and radio today, it would bring unwanted scrutiny and attention. Russell and particulary Rutherford used all media that was available to them back then because they wanted attention. One might make the argument that Rutherford was a troublemaker seeking publicity at all costs. He didn't care who he slandered, or who's toes he stepped upon in the process. He was like the Paris Hilton of religion back then.
Fast forward to the organization as it is today, they want the exact opposite. They don't want that limelight or attention for much of the same reasons the Gambino Family doesn't want too much attention. One thing I've noticed about the literature is they love to throw potshots at other religions, and for the most part nobody calls the WT out on this. The reasoning being is that the WT and JWs are a nonfactor in most people's lives. Most people don't know anything about JWs, or their beliefs with the exceptions of what JWs don't celebrate. Now if the WT were to seek media attention and force themselves into the public's conscience, they would be forced to explain and worse....defend their doctrines. Can you imagine JR Brown defending the blood policy from the likes of athiests such as Christopher Hitchens? Or David Splain explaining The Faithful and Discreet Slave or the 12 Trumpet Blasts of Revelation against seasoned preachers like Carlton Pearson or Pat Robertson? He'd get roasted, and Fox News, CNN, and MSNBC would have a field day. Not to mention Jon Stewart once he sees Splane's head and perverted smile......the horror, the horror....
In my opinion, this is the WT's primary fear and what they won't acknoweledge as the true reason why they won't do television or radio. The average JW doesn't have a clue about subjects such as 607 vs 586/587. I never knew there was another date that most held as the time Jerusalem fell to the Babylonians, until I started my research. If I hadn't felt something was wrong, and acted on it when I initially felt it, I'd still believe Jerusalem fell in 607. The average JW has never been forced to consider that the "faithful and discreet slave" Jesus mentioned was nothing more than a parabel for illustrative purposes. The WT realizes that if they jump out into the public spectre by using billboards, television, or radio, their questionable doctrines will be analyzed in the public eye, and the potential for fallout amongst JWs would increase dramatically. The Writing Department and the GB realize this, and are quite content with being obscure and unknown in their protective bubble at Bethel.
For the same reasons the WT discourages independent study groups, the WT will avoid too much publicity. They're not looking to debate anything, they're not looking to research anything, they're not looking to accept the possibility that significant core doctrines may be wrong and need reexamined. The last thing they want is their "voluntary publishers" being exposed to reasonable arguments from Babylon the Great. You would think that if the message that the WT wants to get out there is so important, they would use all the media available at their disposal. But to do so would make leave them too vulnerable. So they're content with the most inffective method of preaching, that being apathetic and burned out JWs dropping off magazines to an apathetic public. The combination of meetings, field service, studying, and poor self esteem will keep the publishers too busy to ever stop and question why it is they do what they do. The public they preach to is beyond apathetic, and is content to act like they're not home, or accept the magazines and toss them in the trash. This gives the current GB enough time to sit back and figure what the hell they'll contrive next to make it seem that the light is getting brigher.
