Down Under Traditional churches turn to advertising

MAINSTREAM churches should use the same public relations methods as their evangelical counterparts to stop members defecting to more modern congregations or leaving the faith altogether, analysts believe.

Edward Butler, of industry analysts IBISWorld, said young people in particular were accustomed to being marketed to and traditional methods of religious promotion would no longer work.

“Young people tend to be much more media savvy,” Mr Butler said. “They tend to view things in a much more marketing-based manner.”

But Mr Butler warned against direct-marketing campaigns, saying a more subtle message, similar to those used by Pentecostal churches like Hillsong, were more effective.

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