Media Planning
Accelerating Through the "Greatest Door"
On the one hand our world seems on the verge of collapsing in on itself. And surely that time will come! Christ Himself said, "And except those days should be shortened, there should no flesh be saved [alive]" (Matthew 24: 22, King James Version throughout).
On the other hand, the same advances in technology and knowledge of material things that will bring the world to the brink of cosmocide are also making available vehicles for preaching the gospel on a scale unprecedented in human history. Jesus also said, "And this gospel of the kingdom shall be preached in all the world for a witness unto all nations; and then shall the end come" (verse 14).
The end has not yet come and the gospel must still be preached. The Church has always understood that only God can open doors to allow His work to be done. The apostle Paul says we should be praying for a "door of utterance" (Colossians 4:3), and that the "word of the Lord may have free course" (2 Thessalonians 3:1).
Technology for Preaching the Gospel
Over the past century, the gospel has been preached to ever-increasing audiences, progressing from personal preaching to the printed page to radio to television. All of these are still in use, but all of them combined cannot rival the reach and flexibility of the World Wide Web available to us today on the Internet.
Not only is material on the Web instantly accessible all over the world, but the potential for electronic translation into many languages is on the horizon. One has to wonder if God has not allowed this technology—as perhaps He did the previous inventions—for the express purpose of proclaiming His Word.
The United Church of God continues to produce radio and television programs along with a vast array of printed materials. For the foreseeable future there will be a need for these products to reach those who do not have Internet access or simply have chosen not to enter that electronic world.
But there is no question that we must accelerate our effort to make the message of the gospel available in every corner of the Internet environment. Not only available, but highly visible and designed to attract attention in a very busy medium.
Low-Cost Delivery
The cost of working through the Internet is relatively low in terms of delivering information. Once the public is weaned away from reading hard-copy magazines and books, this may be the only effective way to reach people. Already, children are cutting their teeth on computers and seeking information on the Web.
We foresee a time when even the Bible will cease to be prominent in book form. Thankfully, many electronic editions are now available on the Web and many young people use that form almost exclusively. You may have seen brethren using a laptop or handheld device to follow along during Sabbath services.
Meeting the Demands of the Internet-Savvy Population
The real costs of walking through this gigantic door will come more in the areas of talented, skilled staff to create the kinds of electronic communication that will meet the demands of the Internet-savvy population.
More and more that means video and interactive exchanges with those who respond. No longer will a turnaround time of a couple of weeks to receive information through a booklet or magazine be acceptable. People want to be able to get what they need in the shortest time frame. Otherwise, their interest is likely to die before they follow through.
Though we are already using the Internet in many ways, it appears to be a wide open door—the greatest door in history—through which we can do much, much more to preach the gospel to bring God's message of hope and salvation to a dying world. UN