Title: ELCA Committee Contemplates Reader Survey; New Columnist Named
ELCA NEWS SERVICE

November 7, 2000

ELCA COMMITTEE CONTEMPLATES READER SURVEY; NEW COLUMNIST NAMED
00-269-JB

     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.
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     The Web site for The Lutheran is http://www.thelutheran.org

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