ELCA NEWS SERVICE

May 3, 2006  

ELCA Publisher Focuses 2006 Work on Three Initiatives
06-062-JB

     MINNEAPOLIS (ELCA) -- Augsburg Fortress, the publishing
ministry of the Evangelical Lutheran Church in America (ELCA), is
focused on three key areas of work in 2006 -- successfully
launching Evangelical Lutheran Worship, a series of new worship
resources that includes a new worship book; successfully
launching Akaloo, a new faith formation resource for all ages;
and sustaining the positive momentum of 2005 in which the company
exceeded its sales goal by $2 million.
     "These are the three critical components" for Augsburg
Fortress' success in 2006, said Beth L. Lewis, president and
chief executive officer, in her report to the publisher's board
of trustees.  The board met at the company's offices here April
21-22.
     Evangelical Lutheran Worship is reaching the end of its
initial phase with the delivery of a new primary worship book on
Oct. 3, said the Rev. Martin A. Seltz, publisher, worship and
music, Augsburg Fortress. A preview kit has been sent to every
ELCA congregation, and another mailing is planned in the near
future, he told the board.
     In June as many as five people from each of the ELCA's 65
synods will meet in Chicago to learn about Evangelical Lutheran
Worship so they can host congregational training events in their
home synods, Seltz said.  The training will focus on "how to
introduce Evangelical Lutheran Worship in congregations," he
said.
     The main focus of work now is proofreading the Evangelical
Lutheran Worship materials, Seltz said.
     Akaloo -- a derivative of a Greek word which means "to
follow" -- is an intergenerational educational series which
focuses on "lifelong faith formation for the entire
congregation," said Bill Huff, publisher, congregational life and
learning, Augsburg Fortress.  The Web-based resource includes
online tools, plus music and video materials, he said.
     In his written report to the board, Huff said Akaloo "is a
strategy for churches to evolve their discipleship ministry into
an energetic network of people who are open to God's call to
become transformed followers of Jesus Christ."
     Huff also said the congregational life and learning team
will develop and launch "brand extensions" of the popular
"Lutheran Handbook" in 2006.  The new books are "The Lutheran
Handbook for Pastors" and "The Lutheran Handbook on Marriage."
Each book will have a version for the wider Christian market, he
said.

Financial picture promising so far for 2006
     Augsburg Fortress finished 2005 with promising sales
results, exceeding its sales goal by $2 million, said John Rahja,
Augsburg Fortress' chief financial officer.  But overall the
company finished the year with a $450,000 operating loss, largely
the result of adjustments to its defined benefit retirement plan.
     From January to March 2006, Augsburg Fortress has had net
sales of nearly $9 million and was ahead of its sales forecast by
about $80,000, Rahja told the board.  The company budgeted for a
first-quarter operating loss of $1.2 million, but its actual
operating loss was $813,000, $416,000 better than forecast, he
said.  Augsburg Fortress' first-quarter net loss was $748,000 --
better than its budgeted forecast by $484,000, Rahja said.
     In March bank borrowings were significantly below recent
levels, with a number of days where there were no bank
borrowings, he said.  Interest expenses during the period were
"very low," Rahja said.
     In her report to the board, Lewis said the publisher has
"dramatically improved cash flow and minimized the use of (its)
line of bank credit."  However, the company is not where it needs
to be financially, she said.
     "We must continue to exceed our own expectations and the
expectations of our partners throughout the church," Lewis said.
     Lewis reported that two senior staff members are leaving
Augsburg Fortress.  Scott Tunseth, publisher, Augsburg Books,
left April 28 but will continue to be involved in Augsburg
Fortress projects on a free lance basis; Jim Donohue, senior vice
president, sales and marketing, will leave May 5 for a new
position in Oxford, England, with Elsevier, a publishing company.
     Lewis also noted that Huff was named vice president of
publishing, Augsburg Fortress, effective May 1.  In that role he
will lead new product development from four teams, she said.  The
teams are Congregational Life and Learning, Books, Worship and
Music and New Media.
     The board also heard a presentation from the Rev. Robert N.
Bacher, Chapel Hill, N.C., who retired in 2001 after several
years as ELCA executive for administration, and Kenneth W.
Inskeep, director, ELCA Research and Evaluation, Chicago.  They
co-authored the Augsburg Fortress book, "Chasing Down a Rumor:
The Death of Mainline Denominations."  The board held small-group
discussions on some of the trends identified in the book as they
relate to the ELCA publishing ministry.
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     Information about Augsburg Fortress is at
http://www.AugsburgFortress.com on the Web.

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