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Editor notes


By Daniel J. Lehmann


Keeping up with the times


In with a new feel, look for 2014 W


elcome to the start of a redesign and content refinement to unfold in The Lutheran during this new year. Publica-


tions need to keep pace with the ever-changing world in which they operate, and a denomina-


tional magazine is no different. Two things should (hopefully) already be obvious: the quality of the paper


and the appearance of the flag/logo/nameplate (and in some circles masthead). Paper was the easiest and at the same time hardest move. Over the past eight years paper quality was downgraded three times to trim costs. While that freed up money for other uses, it detracted from the magazine’s general appearance. So we’re back to where we were in a bid to assert the stability and worth of this publication to its readers and advertisers. The flag is another matter. As you can see at left, The Lutheran has used various designs, hoping to catch the spirit of the day (the 1943 version is my favorite). With the help of a design firm, we opted for the contemporary look of a type font called Interstate. After much debate, we dropped the red outline of the “t” that rendered it as a cross, a distinction of the flag in two forms for 28 years. Our name, cover art and cover lines should continue to make it clear that this is a Christian publication. Inside, new headline and body type should give


the magazine a cleaner, more readable appear- ance. For the record, the body type is Minion Pro, 10.5 point on 12.5 leading. Headlines, decks, pull quotes and department heads all come from the Helvetica Neue family of fonts. Interior design and content changes will take


place gradually. Some publications opt for dra- matic, right-now alterations. It’s our conviction that doesn’t work well in a 183-year-old religious journal (our oldest direct predecessor was The Lutheran Observer started in 1831). Content will change too. We dropped the


“Youngchurch” page last year and received only one comment. This year, news of ELCA higher education moves to the news pages. New columns and features are in the works. By the end of the year, The Lutheran will still be the magazine of the ELCA, yet always being made new. 


4 www.thelutheran.org


The Lutheran is the magazine of the ELCA


Subscriptions & customer service Subscription issues, address changes, billing questions: phone—(800) 328-4648 email—subscriptions@augsburgfortress.org


Editorial offices: 8765 W. Higgins Rd., Chicago, IL 60631


(800) 638-3522; (773) 380-2540 Fax: (773) 380-2409 Email: lutheran@thelutheran.org Web: www.thelutheran.org


The Lutheran is a member of the Associated Church Press


Editor Daniel J. Lehmann lutheran.editor@thelutheran.org


Section editors Julie B. Sevig Congregations & Community julie.sevig@thelutheran.org Elizabeth Hunter Church & World


elizabeth.hunter@thelutheran.org


Manager, editorial production Andrea Pohlmann Kulik andrea.pohlmann@thelutheran.org


Manager, editorial art Michael D. Watson michael .watson@thelutheran.org


Director, circulation/marketing Curtis Peterson curtis.peterson@thelutheran.org


Contributing editor Jeff Favre jjfavre@gmail.com


Study guide editor Robert C. Blezard rcblezard@hotmail.com


Senior administrative assistant Barbara A. Fletcher Advertising


barbara.fletcher@thelutheran.org advertising@thelutheran.org


The Lutheran is published monthly through Augsburg Fortress, Publishers, Box 1209, Minneapolis, MN 55440. (ISSN 0024-743X USPS 322080)


For display and classified advertising sales: (800) 638-3522 Ext. 2541; advertising@thelutheran.org. Acceptance of advertising does not imply endorsement.


Subscription rates: $19.95 a year; outside N. America add $9.20 for postage. Payable in U.S. funds. Send subscription requests to The Lutheran Circulation, % Augsburg Fortress, PO Box 1553, Minneapolis, MN 55440-8730. Or subscribe online: www.thelutheran.org.


On tape: Customer Service, Box 1553, Minneapolis, MN 55440; (800) 328-4648.


On microfilm: National Archive Publishing Company (NAPC), 300 N. Zeeb Rd., PO Box 998, Ann Arbor, MI 48106-0998.


Copyright ©2014 Augsburg Fortress. All rights reserved. Duplication in whole or in part in any form is prohibited without written permission from the publishers. Printed in the U.S.A.


Nonprofit Periodicals Postage paid at St. Paul, MN, and additional mailing offices.


POSTMASTER: Send address changes to: The Lutheran, Augsburg Fortress, Publishers, PO Box 1553, Minneapolis MN 55440-8730.


The Lutheran magazine belongs to the people of the ELCA in all our diversity. The magazine: • Nurtures awareness of Christ’s presence in our lives and the world. • Shares stories of God’s people living their faith. • Connects us with the global Christian community. • Provides an open forum for discussion. • Challenges us to bring God’s grace and care to all.


MICHAEL D. WATSON


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