wfn.org | Readers give 'Interpreter' magazine high marks

[NewsDesk <NewsDesk@UMCOM.UMC.ORG>]

Feb. 11, 1999	Contact: Thomas S. McAnally*(615)742-5470*Nashville, Tenn.
10-71B{081}

NASHVILLE, Tenn. (UMNS) - Interpreter, a program journal published by United
Methodist Communications for local church officers and denominational
leaders, has received high marks from clergy and lay readers in a recent
survey.

The magazine is "liked, used and perceived to be helpful" by most of the
church laity and is considered by clergy and district superintendents to be
a "highly credible source of information that enhances their understanding
of church programs," said the Lexicon Group, an independent research
organization, in a summary of the survey findings.

Interpreter is published eight times a year. At least seven local officers
from each church, in addition to all the clergy and district
superintendents, receive it free of charge, and about 15,000 people are paid
subscribers. Financial support comes primarily from World Service
apportioned funds. Editor is M. Garlinda Burton.

The readership survey was only part of a comprehensive study of the
magazine, said the Rev. Arvin R. Luchs, publisher. "We also looked at how we
serve client needs, how efficient we are with printing and circulation, the
role of advertising, and our marketing strategies."  

Survey recipients were selected randomly. Objectivity of the survey was
further enhanced by the fact that the Lexicon Group contracted with another
outside survey group to do the study, Luchs said.

Regarding the editorial policies of the magazine, Luchs said he and the
staff were overwhelmed by the affirmation they received through the survey,
especially from lay people. The survey showed lay people consider
Interpreter more useful than do the clergy and district superintendents. 

"All readers are pretty much in agreement that the editorial enhancements
they want (if any) are practical - more ideas, successful case studies
etc.," the researchers said in their summary.

Lay people were particularly enthusiastic about practical helps for leaders
and networking with other churches, Luchs said. "They liked the
down-to-earth, real experiences that come through program tips we bring
them." He also noted they are less interested in social and cultural issues.

Currently, the names of local church officers who will receive the magazine
are gathered by district superintendents at the annual local charge
conference, a process tested in the survey. "We found that pastors and
district superintendents support the way we get names and do not recommend
changing," Luchs said.  

Only 5 percent of the laity and about 10 percent of the clergy and district
superintendents said they do not read the magazine, according to the survey.
"These percentages reflect positively on the magazine since they are so
low," the researchers said. "Remember that these readers do not ask for the
magazine."  

One thing came through clearly in the study, according to Luchs. "Readers
want us to continue to highlight practical needs of the local church."  

Noting that the magazine is meeting its defined mission, researchers
recommended that the basic content not be diluted. "On the contrary, readers
would like more of the same thing. They understand the role and purpose of
the magazine, and it seems to be meeting needs."

Researchers reported that the mid-size to smaller churches rely on the
magazine more than the large churches. That statistic pleases the
Interpreter staff, since 75 percent of all United Methodist churches fit
into that category.  

"It can be stated that the magazine is a lifeline," the survey summary
stated. "Readers are using the magazine for what it is intended."

Interpreter is "filling a void that no other publication does within or
outside of the church," according to the research. It is recognized by lay
readers, clergy, district superintendents and advertisers as "a very good
publication that primarily suffers from a lack of funds and time to market
it."
 
The staff has given special attention to improving the look and usefulness
of the magazine, said Burton, editor since 1995. "Readers who write and call
say they especially like the larger photographs and updated graphics."

The staff is aware, she said, that the sections "It Worked for Us" and "Idea
Mart" are popular. "We've taken our cue from that, and tried to provide more
news you can use and stories of real people and churches that are making a
difference in their communities.  Laity, especially, want to read about
success stories that they can adapt for their congregation." 

Clergy, slightly less satisfied about the magazine's balance of content than
the other respondents, said there is too much about social and cultural
issues and too little about church teachings and programs. Female
respondents rated Interpreter more favorably than males on its value and
their level of satisfaction.

The number of respondents and the percentage of response by category were:
free subscribers, 318 (33 percent); paid subscribers, 156 (34 percent);
clergy, 211 (42 percent); and superintendents, 232 (48 percent). 

Of the clergy responding, the average attendance for Sunday worship in their
congregations was 252. For superintendents who responded, they had an
average of 68.9 churches in their districts.  Seventy-six percent of both
clergy and superintendents responding were male. The average age of clergy
respondents was 50.1; superintendents, 54.9. 

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