Guest / Limited Access /

The conservative Lutheran Church—Missouri Synod has jumped into the vast ocean of modern communication in the belief that secular advertising will reach the secular masses.

Launching a $98.7 million "Go ... Tell a NEW Generation" evangelism campaign, the International Lutheran Layman's League is placing Lutheran Hour Ministries squarely into the world of mainstream media, using radio, TV, newspapers, cassettes, pamphlets, and toll-free phone lines.

Viewers in various California, Iowa, and Oklahoma markets have seen a 30-second spot on major TV channels that talks about improving family communication. Dialing an 800 number, a caller connects with a volunteer who provides a booklet and audiocassette that offer biblically based answers.

"This is the outreach that really has the sizzle," says Dale Meyer, principal speaker on The Lutheran Hour, a weekly radio program heard on more than 1,200 stations. "It is not bait-and-switch. It's not going to be an electronic altar call."

But callers will be contacted again. After each campaign, area congregations offer seminars—in neutral, nonthreatening locations—for those interested. Later, a Bible study is offered. To date, more than 9,000 people have responded.

"People sitting on the couch watching Coach or Roseanne don't want to be preached at," says Cathy Sargent Mester, a Pennsylvania State University communications expert. "But a seed can be planted if you present a situation they can identify with."

Temporarily replacing his white-collared black garment with more casual attire, Meyer is also appearing in On Main Street, a Christian social-issues program designed for secular television. Targeting baby-boomer topics and featuring interaction with a live audience, the 18-week ...

Subscriber access only You have reached the end of this Article Preview

To continue reading, subscribe now. Subscribers have full digital access.

Read These NextSee Our Latest
RecommendedCarys Parker, Raised Entirely Aboard Mercy Ships, Drops Anchor
Subscriber Access Only Carys Parker, Raised Entirely Aboard Mercy Ships, Drops Anchor
After a lifetime in West African ports, she's setting a new course at a landlocked Christian college.
TrendingNew Executive Orders on LGBT Discrimination Don't Exempt Religious Orgs
New Executive Orders on LGBT Discrimination Don't Exempt Religious Orgs
(UPDATED) But Obama won't withdraw memo on religious discrimination.
Editor's PickIntroducing the Bible! Now with Less!
Introducing the Bible! Now with Less!
Delete the chapter and verse numbers. Kill all the notes. Make it one column. Make a million bucks.
Comments
Christianity Today
Media Campaign Targets Unchurched
hide thisSeptember 12 September 12

In the Magazine

September 12, 1994

To continue reading, subscribe now for full print and digital access.