Persistent attention

Some years ago a magazine installed a new computer system to send out subscription notices to customers who had fallen behind with their payments. But something went wrong with the program, and before the error was discovered a certain rancher in Colorado had received nine thousand three hundred and seventy four notices that his subscription had expired. Eventually he sent them a letter with a cheque for one year’s subscription saying: “I give up! Just send me the magazine.” He was won over by their persistent attention. It reminds me of one of the great themes of the Bible – that of the love of God that never stops calling us to come back. ‘The LORD is … the faithful God who keeps his covenant for a thousand generations and lavishes his unfailing love on those who love him and obey his commands.’

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