Such newsletters no doubt serve a valuable purpose for immediate church members, but they are unlikely to engage with a potential readership outside the church. In order to achieve more ambitious objectives it is likely that a more substantial church publication will need to be considered. To achieve this it will probably be necessary to have increased levels of direct or indirect funding. Examples include:

• Individual donations from a committed group of church members who are focused on outreach
• A bequest or legacy
• Applying a cover price for the magazine
• Carrying commercial advertising from local traders and service providers

Some would argue that a small cover charge creates a greater perceived value by those who elect to purchase the publication (i.e., “anything that come free-of-charge can’t be worth having”). Others take the view that a free publication is likely to reach a much wider audience, even if it is only casually glanced at by some.

Advertising?

The decision to carry commercial advertising can be a difficult one for some editors or editorial teams to take. One view is that this cheapens or clouds the primary purpose of the church publication. An alternative view is that a modest number of advertisements, that are easily accessible to readers, can actually help them to identify and contact local trades-people, and so provide a welcome service.

If those responsible for a church publication do elect to carry some commercial advertising, a policy decision will be required in terms of the implied “recommendation” of the services advertised, versus a clear statement in the magazine that the advertisements are taken in good faith but that no specific recommendation is implied or intended.

BUILDING A TEAM

YOUR PURPOSE?

FUNDING

PRINTING

DISTRIBUTION

A WEBSITE TOO?

GENERATING COPY

Funding Your Magazine

A widely distributed and well read publication will attract considerable interest from many local trades-people, as it is usually provides a highly targeted audience at modest cost relative to newspaper and other text-based advertising channels. Thus, if those responsible for the church publication can feel at peace about the decision to accept modest amounts of commercial advertising, there is no question that the financial basis for a church publication can be enhanced significantly.

The next important decision along this path is the proportion of the publication that will carry commercial advertisements versus the space for primary copy…

Many church newsletters are generated month-after-month, year-after-year on a shoe-string budget. Typically they are produced by one or two highly committed folk who often do everything, from typing and printing the ‘top copy’, to photocopying it, folding the copies by hand (stapling if necessary), and then distributing these to individual readers.

Rowan Williams
Lambeth

"Relevant quote from a member of the ACE Executive Committee, or possibly from a senior member of clergy”