Marketing the Church
Here was the gospel product as sleekly fashioned and as artfully sold as anything in the mall or on television. Here also were churches smelling of coffee and reverberating with edgy music. There were bright and exciting videos. And the professional singers rivaled any one might hear in Vegas. It was all put together in a package to please, entice, entertain, relax, grab, and enfold potential customers, and worm its way into their hearts...
What results, all too often, beneath all the smiling crowds, the packed auditoria, is a faith so cramped, limited, and minuscule as to be entirely unable to command our life, our energies, or, as a matter of fact, even much of our attention. One church advertises itself as a place where you will find "loud music" and "short services." It has a "casual atmosphere" but, it wants us to know, it also offers "serious faith."
This is always the rub in this experiment: the form greatly modifies the content. The loud music and short services are part of the form, but the form, put together to be pleasing, actually undercuts the seriousness of the faith. The form is in fact the product, and in this market the sale has to be done quickly and as painlessly as possible because customers all have itchy feet. That greatly militates against the seriousness any church wants to have. And that is why a deep chasm has opened between the church marketers and historic Protestant orthodoxy. It is less that the truths of this orthodoxy are assailed than that they are seen to be irrelevant to the building of the church. They are, it is believed, an impediment to its success (emphasis added by yours truly, DE).