Title: ELCA Publishing House Exploring New Publication for Women
ELCA NEWS SERVICE

November 2, 1999

ELCA PUBLISHING HOUSE EXPLORING NEW PUBLICATION FOR WOMEN
99-264-JB

     MINNEAPOLIS (ELCA) -- Augsburg Fortress Publishers, the publishing
house of the Evangelical Lutheran Church in America (ELCA), is in the
early stages of developing a new Christian magazine for women.  However,
the potential new publication has already resulted in a response from
Women of the ELCA, which produces a Christian women's magazine also
published by Augsburg Fortress, Minneapolis.
     Details of the new "Sunday/Monday Woman" were presented at the
Augsburg Fortress Board of Trustees meeting here Oct. 21-23.
     A brochure for Sunday/Monday Woman will be packaged and sent with
an upcoming issue of "The Lutheran," the magazine of the ELCA, to 10,000
subscriber homes selected at random.  It contains a response card for
people to subscribe to six issues at a reduced rate.
     The new magazine is intended for an ecumenical market.  It will
include articles on current topics of interest, devotions, tips for
living, book, video and music reviews; and motivational articles, said
Carol Throntveit, editor, in a letter inside the brochure.
     The decision by Augsburg Fortress to possibly produce a magazine
that may compete with "Lutheran Woman Today" (LWT) for some of the same
readers has caused concern in Women of the ELCA, which produces LWT.
Its paid circulation is 180,000.
     Women of the ELCA has "repeatedly expressed" concerns about the
new publication to Augsburg Fortress since being told of the plan in
early 1998, said Catherine I.H. Braasch, executive director, Women of
the ELCA.  Braasch was appointed executive director of Women of the ELCA
in September 1997.
     "Women of the ELCA and Lutheran Woman Today want a strategic
partnership with the ELCA publishing house," Braasch said. "Our concerns
about Augsburg Fortress' proposal for a second women's magazine go much
deeper than the matter of future competition for readers. We are
concerned that the new venture is already competing for the publishing
house's attention to research, growth and development of Lutheran Woman
Today, as well as to customer service."
     "Lutheran Woman Today is an award-winning blend of Bible study and
articles connecting Christian faith to lives of ELCA women of many ages,
many interests and in many settings," she said. "We want readers of
Lutheran Woman Today to be confident that Women of the ELCA is committed
to Lutheran Woman Today, to serving its current and future readership,
and to addressing the changing needs of women in all ages and stages of
life and service in this church, in society and in the world."
     The Augsburg Fortress board held a wide-ranging discussion of the
possible new publication, but took no action.  There are questions as to
whether there was sufficient communication with Women of the ELCA about
the possible new publication, said the Rev. Paul A. Wee, board member,
Alexandria, Va.  Wee also represents the board on the advisory committee
for The Lutheran, where the same issue was discussed earlier.
     Wee said the Women of the ELCA board was to meet at the same time
as the publishing house board, and he said he was aware of concerns the
two publications may compete against each other.
     "I know they're very much up in arms, at least some of them," Wee
said. "The question is do they (the magazines) complement each other,
parallel each other or compete with each other?"
     Karen Albers-Sigler, board member,  Bloomsburg, Pa., said the
magazines "are two different animals," and said she was pleased with the
new concept.
     The Rev. Barbara R. Rossing, board member, Chicago, said the
articles in Lutheran Woman Today appeal to women of all ages.  Rossing
also said she writes for LWT.
     Herman S. Cage, board member, Streamwood, Ill., likened Augsburg
Fortress to General Motors (GM). The publisher could produce many
similar products that may compete with each other, just as GM does, he
said.  "My only concern is, did we use a proper process?" he said.
     "The mortality rate for new publications is high," said Fred J.
Korge, board member, Houston.  Korge also said he was concerned about
the timing of the new publication since Augsburg Fortress is facing an
operating deficit for 1999, and he asked whether sufficient market
research was done for Sunday/Monday Woman.
     Dana Dreibelbis, vice president for publishing, Augsburg Fortress,
said extensive market research for the new publication was conducted.
He explained Augsburg Fortress representatives asked Women of the ELCA
at least two years ago to work with them "on market research" to address
declining subscriptions of Lutheran Woman Today.
     "That overture was declined by Women of the ELCA," he said.
     Later, he said Augsburg Fortress asked the women's organization if
it would be interested in developing a new "complementary" magazine
developed under Women of the ELCA.  Again, Women of the ELCA declined,
he said.
     "We found that, from our point of view, not optimal," Dreibelbis
said.
      Augsburg Fortress has remained in regular conversation with the
women's organization about the possibility of a new magazine, he said.
     "Our position continues to be 'please work with us'" Dreibelbis
said. "We don't want to be banging heads."
     Dreibelbis said Lutheran Woman Today is "a Bible study wrapped in
a magazine.  It's one of our top products in partnership with Women of
the ELCA."  He also said the publisher's marketing of Lutheran Woman
Today has not stopped because of the work on the new publication.
     Marvin L. Roloff, president and chief executive officer, Augsburg
Fortress, said he does not want the issue to result in conflicts with
the ELCA or its women's organization.
     "We do not want division," he said. "We've worked long and hard to
develop that relationship."


For information contact:
John Brooks, Director (773) 380-2958 or [log in to unmask]
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