ELCA Committee Contemplates Reader Survey; New Columnist Named

CHICAGO (ELCA) -- The advisory committee for The Lutheran, the magazine of the Evangelical Lutheran Church in America (ELCA), considered results of a reader satisfaction survey conducted by Blue Dolphin Group, Wayland, Mass. Staff and committee members agreed with some findings and questioned others.
The committee met Oct. 23 at the ELCA churchwide offices here.
Blue Dolphin provides consulting services to a variety of periodicals. Forty-two percent of 1,500 survey forms were returned, the firm reported. Those surveyed included clergy and lay readers.
Blue Dolphin's report of the survey results said:
+ The largest group of lay readers were women older than 60. Clergy readers were mostly men between ages 40 and 59;
+ Clergy readers were more conservative than lay readers, calling for a more conservative, independent publication. They also wanted more news about Lutheran ministries around the world, a topic "decidedly uninteresting" to lay readers, especially new readers;
+ Articles that emphasize prayer, faith and leading a spiritual life should be featured in every issue;
+ Articles offering theological instruction should be offered from trusted religious authorities;
+ Articles should include information on Lutheran communities across the United States, though more space should be given to articles on faith and spirituality;
+ There should be an article in each issue on social issues and news "briefs" on ministries around the world;
+ Articles should lean toward subjects that interest older readers; and
+ There is little interest in the magazine's Web site except for the on-line study guides. About half of the subscribers have access to the Web.
The suggestion that pastors who answered the survey are more conservative than lay readers was "the single most startling point in whole study," said the Rev. David L. Miller, editor. Staff questioned that particular finding with Blue Dolphin, he said.
Gregory Favre, advisory committee member, Carmichael, Calif., said The Lutheran should not change its focus toward older readers and disagreed with concerns about the magazine's Web site. The magazine staff and advisory committee should form its own conclusions from the report, he said.
"Research is a tool for us to reach some kinds of conclusions," Favre said. "The instincts of the editors are really what counts."
There is nothing in the readership survey that suggests a "crisis" in the magazine, said Herb Strentz, advisory committee chair, Des Moines, Iowa. In fact, the report is an endorsement for the magazine, he added.
The magazine got high marks from the study report for art and design, balance, writing quality and overall content, Miller said. Concerns about international reporting are overstated, and the magazine will not reduce such coverage, he said. The staff is planning to include more news analysis in the magazine, focusing on specific issues important to the life and mission of the ELCA, Miller added.
The committee also discussed several other issues:
+ Miller announced the Rev. Wayne E. Weissenbuehler, Bethany Lutheran Church, Englewood, Colo., will write the "Since You Asked" column beginning with the January 2001 issue. Weissenbuehler formerly served as a bishop in the American Lutheran Church and in the ELCA. "Wayne Weissenbuehler is a natural teacher, who is very devoted to teaching the faith," Miller said. The column is now written by the Rev. Burton L. Everist, Grace Lutheran Church, Dubuque, Iowa, and the Rev. Norma Cook Everist, Wartburg Seminary, Dubuque. The Everists' final column will appear in December.
+ The Lutheran's circulation is about 597,000, said James M. Huber, publishing director, Augsburg Fortress Publishers, Minneapolis. Gross advertising sales through the end of 2000 were about $1.1 million, he said. Senior staff with the magazine and Augsburg Fortress have decided to keep The Lutheran's subscriptions rates at present levels for 2001, Huber said.
+ Changes are being planned regarding how much the magazine receives in subsidy from the churchwide budget and how the funds are managed, Miller said. This year, The Lutheran received a $200,000 subsidy from the ELCA budget. Half was invested with the ELCA Foundation, and the other half was shared with Augsburg Fortress, he said. In 2001, the subsidy will be $100,000, to be split evenly with the ELCA Foundation and with Augsburg Fortress. Other funds used to support the magazine come from subscriptions and advertising, Miller said.
+ The magazine will devote editorial space to preparing the church for elections of synod bishops and a new presiding bishop, Miller said. At least 22 synod assemblies will conduct an election for bishop in 2001. Articles will address issues such as what a bishop does, what it means to be a bishop and the process for electing a bishop, Miller said. - - -
The Web site for The Lutheran is http://www.thelutheran.org

For information contact:
John Brooks, Director (773) 380-2958 or NEWS@ELCA.ORG
http://listserv.elca.org/archives/elcanews.html