The Church of Jesus Christ of Latter-day Saints (Mormon) preached to 17 million people last month—in the April issue of Reader’s Digest, United States edition. Another 1.5 million readers of the German and Austrian editions found the same twelve-page detachable insert, called “7 Keys to Mormonism.”
Readers who gasped at the scope of this Mormon media project may have wondered about its cost: the April advertisement, which explained basic Mormon doctrines and listed its articles of faith, cost more than $650,000, according to a Digest spokesperson. Since the Mormons plan to carry eight-page inserts in three more Digest editions this year, they can expect to pay another $1.5 million.
Why the big investment? The Mormons sponsored four pamphlet inserts in the Digest in 1978, also, said press relations director Jerry Cahill, and were pleased with the wide audience that as a result “gained a better understanding of the church.”
The 1978 promotion focused on family life—a kind of Mormon preevangelism. Cahill said that 10,000 persons have written to receive a free booklet, offered in the December insert, which described the “family solidarity” of the singing Osmond family, who are devout Mormons.
The current promotion is more explicit in its explanations of Mormonism: it “gets down to distinctions of doctrines” that distinguish Mormonism from other faiths, said Cahill. Subsequent pamphlets will describe Mormon doctrines regarding God’s revelation, salvation, and Christ.
So far, the Digest reports little reader reaction to the Mormons’ advertising splash. “There have been a few letters from people who didn’t agree with Mormonism,” said a spokesperson, “but then you would expect that for any religious group that took out an ad.”
Have something to add about this? See something we missed? Share your feedback here.
Our digital archives are a work in progress. Let us know if corrections need to be made.
Annual & Monthly subscriptions available.
- Print & Digital Issues of CT magazine
- Complete access to every article on ChristianityToday.com
- Unlimited access to 65+ years of CT’s online archives
- Member-only special issues
- Learn more
More from this Issue
Read These Next
- TrendingAmerican Christians Should Stand with Israel under AttackWhile we pray for peace, we need moral clarity about this war.
- From the MagazineFractured Are the PeacemakersA Christian reconciliation group in Israel and Palestine warned that war would come. Now the war threatens their relevance.españolالعربيةFrançaisрусскийУкраїнська
- Editor's PickAfter Schism, United Methodists Vote to Restructure DenominationThe plan would organize UMC churches in four global regions, with each given more leeway around same-sex marriage and other theological issues.