wfn.org | Monday Morning to stop publishing after 66 years

[PCUSA NEWS <PCUSA.NEWS@ecunet.org>]

Note #6777 from PCUSA NEWS to PRESBYNEWS:

07-August-2001
01261

Monday Morning to stop publishing after 66 years

Rising costs, declining circulation spell year-end doom for venerable mag

by Jerry L. Van Marter

LOUISVILLE, Ky. - Monday Morning, which for 66 years provided a lively "soap
box" for opinionated Presbyterians, will cease publication at the end of
2001. The magazine's demise was announced by Associate Director for
Communication Gary Luhr Aug. 6.

	Since 1936, Monday Morning has provided a forum for pastors and other
church leaders to correspond with one another about issues facing the
church. Today, because of the Internet, this important exchange of
information, opinion and ideas is being done increasingly by electronic
means.

	Like many magazines, declining circulation and advertising and rising
production and postage costs combined to doom Monday Morning. A survey
conducted for the magazine by the Research Services Office of the
Presbyterian Church (U.S.A.) showed little potential for the money-losing
magazine to grow even outside its traditional niche.

	Monday Morning, which was part of the former (northern) United Presbyterian
Church in the United States of America prior to reunion in 1983, has been
primarily a magazine for Presbyterian pastors. Until 1996, copies were
provided free to all pastors and co-pastors, with retired pastors'
subscriptions underwritten by the Board of Pensions. In 1996, the General
Assembly Council voted to no longer fund the magazine from either the
church's per capita or mission budget. Since then, Monday Morning has
depended on revenue from subscriptions, advertising sales and the pensions
board subsidy.

	The survey, conducted earlier this year among subscribers and
non-subscribing pastors, found limited interest in the magazine among
non-subscribers. Asked what would make them more likely to read Monday
Morning, respondents who don't currently subscribe listed the following:

*  More information about what congregations are doing (62%)
*  More in?depth articles (46%)
*  More articles for specific audiences (44%)
*  More articles related to current national issues (42%)
*  More articles written by someone other than readers (42%)

	Such content currently exists in a number of other publications, most
notably the denomination's general interest magazine Presbyterians Today and
the new quarterly magazine for church leaders, Ideas, which was launched
earlier this year by the Congregational Ministries Division.

	The survey showed 88 percent of Monday Morning subscribers were 65 or
older, a result of the Board of Pensions subsidy. The Board has agreed to
pay for subscriptions to Presbyterians Today for retired pastors beginning
in 2002.

	Presbyterians Today will be expanded to incorporate some of Monday
Morning's content including announcements of new calls, retirements and
deaths among pastors and reports from the Research Services Office. Ministry
opportunities and other classified advertising, which currently appears in
both publications, will continue in Presbyterians Today and also on the
PC(USA) website at www.pcusa.org.

	Plans are being explored to launched an online discussion forum similar to
Monday Morning in 2002. In the survey, 66 percent of non?subscribers said
they would be interested in reading Monday Morning online if it were
available on the Web for free.

	As a result of the shutdown, two staff positions - editor (currently filled
by the Rev. Sue Boardman of Atlanta) and managing editor (currently filled
by Judy Steer in Louisville) - will be eliminated. Other staff positions
related to Monday Morning - business manager, advertising manager,
promotion/circulation manager and administrative assistant - are shared
positions with Presbyterians Today and will continue.

	"In the end, Monday Morning, like many publications, was a victim of
changing times," Luhr said. "Technology and a new generation of church
leaders are changing the way the church communicates. The importance of
providing places where leaders can speak to one another and learn from one
another, and the importance of supporting Presbyterian pastors, remains
unchanged.

	"I have every hope that as the Presbyterian Church moves into this new
millennium the spirit and heritage of Monday Morning will move with it in
new and creative ways."
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