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By Daniel J. Lehmann
Taking stock of the ‘choir’
Assembly attendees offer insight A
t the 2011 Churchwide Assembly in August, the chair of The Lutheran’s advisory com- mittee, Joy M. Newcom of Forest City, Iowa, made the rounds asking attendees their impressions of the magazine. Following are the
highlights of her notes. They may well help all readers engage in a discussion about the purpose and future of the magazine. First, the attendees were clearly the magazine’s choir. Nearly every person
affirmed that they read The Lutheran. Most who said “yes” did so emphati- cally, and many added, “I love it.” Those who attend Churchwide Assemblies are clearly motivated to learn more about the ELCA. The magazine was her- alded for “really giving a great picture of what is happening in our denomina- tion.” However, those of college age or younger admitted to not reading The Lutheran at all or very well, and most vaguely knew what it was. Most seem to use the magazine as a source of ideas to incorporate into their ministries. They also regard it as a primary source of news about the ELCA. But when asked what they like about it, quite a few said “everything” and many others “I’m not really sure.” When pushed, attendees mentioned cover articles and stories with study guides, obituaries, news from other areas of the country, and letters to the editor. One said of the letters page, “Won’t miss it. I always at least read that.” Others shared something like “I really like seeing the diversity of opinion.” Still others commented that the letters “make my blood boil, but then I read another letter and it calms me down.” Confusion arose about the magazine’s website (
www.thelutheran.org) vs. the ELCA’s (
www.elca.org). And while several voiced a desire for a smart phone app, few could say what it should contain. Further, not many offered specifics of what the magazine should do differently, other than print a Span- ish version.
While folks said “I love it!” at the mention of The Little Lutheran and The
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Little Christian, almost no one knew the children’s magazines are published by The Lutheran. And readers considered it essential that The Lutheran not become, nor even be viewed as, the mouthpiece of the ELCA. There is a sus- picion, however, that a number of folks already think it is. So how does the magazine express a balance of information or indepen- dence without seemingly distancing itself from the ELCA, the very institu- tion to which is owes its existence? Should we create special-interest publi- cations to reach those not reading the magazine, or stick to one-size-fits-all with The Lutheran? Should we continue encouraging congregations to buy magazines for their members or switch to a single- subscriber circulation model? Tell us what you think. Weigh in by writing or emailing us (
lutheran@thelutheran.org). M
Letters to the editor ‘make my blood boil, but then I read another letter and it calms me down.’
MICHAEL D. WATSON
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