Editor notes


By Daniel J. Lehmann Kids’ magazines


near finish line ‘Little Lutheran’ had good run


F


or eight years The Lutheran has created, edited and published the high quality children’s reli- gious magazine The Little Lutheran—and


later its twin The Little Christian. Those periodi- cals come to an end with the December issues.


This is a painful decision. A tremendous amount of effort and resources


were poured into these ventures as “a way to share God’s love with children aged 6 and younger,” said Elizabeth Hunter, editor. What started out with a surge of subscriptions eventually dwindled to unsustainable levels. With printing, mailing and intellectual costs increasing over the years, as


well as editing expenses borne fully by The Lutheran (which increasingly has its own financial issues), the subscription price placed the magazines where “many would or could not afford” them, Hunter said. As much as anything we’ve accomplished at The Lutheran over the past


decade, going forward with The Little Lutheran ranks near the top. Upon becoming editor, staff was asked to dream big—what editorial project would they like to undertake if given the opportunity? Hunter immediately sug- gested a children’s magazine. She collaborated with Sonia Solomonson and Amber Leberman, then staff members of The Lutheran, in launching The Little Lutheran. The debut issue of July/August 2007 took off to acclaim. The parent magazine promoted it heavily. We knew this venture contained a major risk—children age out of its tar-


geted readership. Promotional activities continued over the years to reach new little ones but with diminishing success. Perhaps paradoxically, The Little Lutheran contin- ues to draw numerous likes each week on Facebook, but not paying subscribers. In her farewell column to readers, Hunter


‘The Little Lutheran’ continues to draw numerous likes


noted: “Thanks be to God for the ... years this magazine has helped families share their faith through Bible stories, global sto- ries, prayers, activities and songs. ... For our readers, perhaps seeds of vocation will sprout from stories of Christians who made a difference in the world.” Pro-rated refunds will be given to those with subscriptions past the Decem-


each week on Face- book, but not paying subscribers.


ber issues. We’ll encourage customers to consider Sparkhouse Family prod- ucts. We’ll also examine posting past issues online for free viewing. Meanwhile, those entrusted with publishing The Lutheran look for ways to


keep an ELCA flagship periodical vital and viable. That means finding eco- nomical approaches to reach as many members in as many congregations as possible through a combination of print-online-email platforms. We hope to have an answer for you in 2016. 


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 & director, Publications Daniel J. Lehmann lutheran@thelutheran.org


Associate director, Publications Melissa Ramirez Cooper & Public Relations melissa.ramirezcooper@elca.org


Managing editor Julie B. Sevig julie.sevig@thelutheran.org


Associate editor Erin Strybis erin.strybis@thelutheran.org


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


Manager, graphics Michelle Goodman and artistic direction michelle.goodman@thelutheran.org


Associate art director Kathryn Hillert Brewer kathryn@brewer-com.com


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


Administrative coordinator Barbara A. Fletcher barbara.fletcher@thelutheran.org


Advertising 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 ©2015 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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