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2010-09-01 issue:

Does church publishing matter?

Leadership: A word from Mennonite Church USA leadership

by Ron Rempel

Print Article

This is a question I was asked in an interview for a Mennonite Church Canada radio program called Church Matters—available as a podcast at www.mennonitechurch.ca. Here are excerpts from the interview.

Q: These days parents and the church educators use a lot of resources that do not necessarily come from their denominational publisher. Does having a church publisher really matter anymore?
A: A Mennonite pastor stated bluntly, "If we quit producing our own materials, we will quit being the Mennonite church." I agree with the underlying assumption that a body of published material—whether in print or some other form—is crucial in grounding the identity and mission of a denomination. This begs the question whether it's important to continue having a denomination called Mennonite. I would say yes, as long as we don't think we can be the church of Christ all on our own and as long as we see this identity as a gift to be shared and not as a fence to close ourselves off from everyone else.

Q: It's been said that you can’t compete with all the free material in the digital marketplace. We live in a multimedia age, where production values sometimes sell a product better than the content. Is success in the publishing ministry as simple as making your product so much better or so different that people will want to pay for it?
A: Frankly, it's hard to compete, especially when resources are limited. I believe the way to be successful is to create something of value that people and churches want and need so they can be true to their identity as the people of God. Will people automatically want to pay for this? Not necessarily and not at any cost. Obviously we have to make things as affordable as possible. But if we keep connecting with people around the core value proposition, then we at least have a chance.

Q: What does that value proposition look like to an Anabaptist publisher?
A: A Christ-centered and community-based faith that expresses itself in a practical lifestyle of discipleship, service, peacemaking.

Q: Does it also need to be packaged as flashy and glitzy?
A: Increasingly, we can't assume that just because people are part of a church they will use material from their publisher. We are having to put more energy and money into marketing and making our case. This is a task that belongs not only to the church publisher but to all parts of the church.

Q: So loyalty is on the decline. There's tons of free online material. What is the biggest opportunity you see as a denominational publisher?
A: We’re dealing with churches and their members with whom we have a historic and ongoing relationship. Many appreciate the foundational resources that have been provided over the years—hymn books, Sunday school material, devotional material, recordings of memorable songs, books on living the faith in practical ways. This ongoing relationship and conversation give us the cues we need on what to publish and in what forms to deliver this content—whether in print or in the many new digital media. One of the exciting features of the emerging social media is their relational character and the opportunity for two-way conversation about things that really matter.

Q: What would congregational life look like if there were not a denominational publisher to provide churches with hymn books, devotional resources or Sunday school curriculum?
A: Our congregations and families are resourceful. If there were no denominational publisher they would establish one to help them do what they do every day. On the one hand, they’re trying to read the culture and figure out what is life-giving and what is life-threatening. On the other hand, they are reading the Bible and listening for God's word for our time. They are creating places for people to study and talk and rituals that will help people align with God’s purposes. Some of the larger churches could continue doing this on their own for a long time. But most of the churches would eventually say, Why can't we do this collectively so that we can each benefit from what others are doing? 

Ron Rempel is executive director of Mennonite Publishing Network.

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