A new survey shows that many Southern Baptist churches don't make frequent use of available media to communicate with people.
According to a recent study by LifeWay Research, newspaper advertising is the most common method Southern Baptist churches use to communicate with their communities. This is understandable as two thirds of pastors said their churches placed ads in a newspaper during the past year. However, a previous study found that while 46 percent of Americans are willing to receive information about a local church through billboard advertising, a mere 11 percent of Southern Baptist Convention (SBC) churches have actually employed that method in the past 12 months. Scott McConnell, director of LifeWay Research, affirms that "a number of the different advertising types of mediums have not been used to their fullest extent." He feels that churches should embrace different advertising methods, "especially when our research has shown that they can be effective in reaching up to half of the people in the community [who] are open to receiving information in some of those ways." In addition to these statistics, the survey found that the second most common communications method used by SBC churches is invitation cards distributed by church members.
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