The Magazine of The Evangelical Lutheran Church in America


On the money

Advertising a necessity and open to all

This month, The Lutheran could appear to be not practicing what it preaches.

Our cover story and related sidebars address rampant consumerism in today’s culture and push us to consider what we really want and when enough is enough.

At the same time, this issue contains the greatest number of advertisements of any this year. Starting with the “ELCA Good Gifts” catalog wrapped with the magazine, readers will move into the thickest issue of the year, which at 80 pages is 20 pages larger than the norm.

The increase is driven by our “Higher education” section featuring ELCA colleges, universities and seminaries. The 26 pages devoted to the topic sport 21 ads by various institutions of higher learning. Those ads are meant to drive home recognition of the schools and/or bolster support from alumni and friends.

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February issue


Embracing diversity