MARCH 29, 2004

MARKETING
The triumphs and tensions of faith-based marketing

IN THE NORTHEAST
• Shel Horowitz is a Hadley, Mass., marketing consultant and author of Principled Profit: Marketing That Puts People First (Accurate Writing and More, 2003). He can talk about contemporary marketing strategies that "create a buzz" and the importance of being true to core values. Contact 413-586-2388, shel@principledprofits.com.
• Apostle Advertising in Salem, Mass., serves the Catholic market. Contact 978-741-0866.

IN THE EAST
• Sharon Farnell is managing director of a faith division of Planned Television Arts, owned by the ad agency Ruder Finn in New York, which specializes in promoting faith books, religious organizations and contemporary Christian music. Contact 212-593-6337, farnells@plannedtvarts.com.
• Robert Laurence Moore wrote Selling God: American Religion in the Marketplace of Culture (Oxford University Press, 1995) and is chairman of American studies at Cornell University. Contact 607-255-6750, rlm8@cornell.edu.

IN THE SOUTHEAST
• Rodney Sampson is CEO of the Atlanta-based Intellectual Currency Exchange, which worked with Mel Gibson's production company on outreach to African-Americans. The agency has several divisions that work with churches and faith-based clients. Contact 404-995-7076.
• Cameron Strang is the 27-year-old president and CEO of Relevant Media Group in Lake Mary, Fla., which publishes books on popular music and films and Relevant, a magazine aimed at young adults. He is a good source on marketing to young adult Christians; read a Jan. 2, 2003, article at TheOoze.com, a Christian E-zine. Contact 407-333-7152.
• The Rev. Louis C. Scheuddig is executive director of the Episcopal Media Center in Atlanta. Founded in 1945, its mission is to lead people to the Gospel through contemporary media. Contact 800-229-3788 or 404-815-0640, lschueddig@episcopalmedia.org.

IN THE SOUTH
• Nancy Guthrie is a public relations specialist in Nashville, Tenn., whose clients include the CBA, the Christian retail trade association, and Anne Graham Lotz. Guthrie also marketed Gracia Burnham's In the Presence of My Enemies (Tyndale House Publishers, 2003). Contact 615-376-4430, nancyguthrie@comcast.net.
• Evangelical Christian publisher Thomas Nelson launched in the evangelical market a yearlong "It's All About Jesus" marketing campaign March 27, offering discounts on new and previously published books as well as an "It's All About Jesus" Bible. See a CBA article and a Feb. 18, 2004, article in The Tennessean. Rodney Hatfield, vice president of brand strategy for Nelson, says the program was inspired by The Passion of the Christ film but also reflects core Christian values. Contact him at 615-889-9000, rhatfield@thomasnelson.com, or Jennifer Willingham, jwillingham@thomasnelson.com.
• PS: Media Relations in Nashville handles Christian books and music. Contact Shanon Underwood, director of client and media relations, 615-498-2189, shanon@psmediarelations.com.

IN THE MIDWEST
• John Ross is president of Daybreak Communications in suburban Chicago, which distributes information to the media through gospel-net.com and The Religion Wire. He publicizes books and events. Contact 630-879-8828.
• Kelly Hughes is president of DeChant-Hughes & Associates in Chicago, which does media campaigns for authors. Her clients include major publishers and authors ranging from popular evangelicals John Eldredge and Philip Yancey to outspoken Episcopalian Bishop John Shelby Spong. Contact 312-280-8126, kelly@dechanthughes.com.
• Nancy Clausen is the marketing manager for Tyndale House Publishers' Left Behind novel series. Glorious Appearing: The End of Days, the 12th and final book in the series of apocalyptic novels, had advance orders of 1.9 million copies, making it a best seller before its official sale date of March 30, 2004. Contact 630-784-5257.
• The Church Ad Project in Winsted, Minn., has provided marketing and advertising materials to congregations for almost 25 years. George Martin founded it. Contact 800-331-9391.
• Sister Carleen Maly is director of vocations for the Adrian Dominican Sisters in Adrian, Mich., who are running TV and billboard ads in March and April in Detroit, Lansing and Toledo. Contact 517-266-3537, voc@adriansisters.org.
• Sisters Mary Rochefort and Nancy Flaig at the Benedictine Monastery of St. Scholastica in Duluth, Minn., were involved in an advertising campaign to raise the profile of the monastery and recruit women for the order. Contact 218-723-6505.

IN THE SOUTHWEST
• Tim Abare is chief executive officer of OnCore Group, with offices in Tulsa, Okla., and Los Angeles. The firm specializes in the "inspirational market," doing marketing and distribution for faith-based projects. Contact 918-583-0555.
• Tina Jacobson founded B & B Media Group, which has headquarters in Corsicana, Texas. B & B has worked extensively in the evangelical market. Clients include Tyndale House Publishers, Prison Fellowship Ministries and Lisa Beamer. Contact 800-927-0517 ext. 101, tjacobson@tbbmedia.com.
• Susan Ligon is CEO of the Dallas-area The Ligon Group, a publishing consultant. Evangelical author Max Lucado is her client. She can talk about branding as a way of making something visible to consumers. Contact 214-349-5530, ligongroup@aol.com.
• Marika Flatt works with PR by the Book in Austin, Texas, which promotes religious authors and publishers. Contact 512-560-678, marika@prbythebook.com.
• Eric Gormly is research chairman of the Religion and Media Interest Group section of the Association for Education in Journalism and Mass Communication. He teaches journalism at the University of North Texas in Denton, Texas. Contact 940-369-5975, gormly@unt.edu.
• Daniel E. Stout teaches communications and media and religion at Brigham Young University in Provo, Utah, and is co-editor of the Journal of Media and Religion. He formerly worked in advertising at the Houston Chronicle and has written extensively on religion and the media. Contact 801-422-7551.

IN THE WEST/NORTHWEST
• Scott Evans founded Outreach Inc., in Vista, Calif., which advises churches how to grow and evangelize. It promoted Gibson's movie as "the best outreach opportunity in 2,000 years." Contact 760-940-0600 ext. 3217, sevans@outreachmagazine.com.
• Jonathan Bock is a Hollywood publicist whose Grace Hill Media promotes films with positive portrayals of faith and values. Contact jonathanbock@gracehillmedia.com.
• Gene Jackson is CEO at the publicly traded Kingdom Ventures in Minden, Nev., which includes a media group and product group. It publishes Christian Times Today and operates JoBasic, an Internet marketing company. Contact 775-267-2242, Gene@kdmvcorp.com.
• Craig Detweiler chairs the mass communication department at Biola University in La Mirada, Calif., and is co-author of A Matrix of Meanings: Finding God in Pop Culture (Baker Book House, 2003). He has worked in Hollywood as a screenwriter. Contact 310-497-7204 (cell), CNDet@aol.com.
• Mark Joseph is the author of Faith, God & Rock 'n' Roll (Sanctuary Publishing, 2003) and president of MJM Entertainment Group in the Los Angeles area. He has worked in media for years. Contact 562-943-5808, info@mjm.biz.
• Bob Siemon is president of California-based Bob Siemon Designs, one of three firms licensed by Icon Productions, producer of The Passion of the Christ, to sell jewelry related to the movie. Siemon's firm also produces "What Would Jesus Do?" merchandise. Media contact is Dwight Robinson, 714-662-6172, drobinson@bobsiemon.com.
• Kyle Liedtke of Mediatalk in Bend, Ore., trains authors and artists to talk to the media. He has worked with evangelical Christian clients, including Darlene Wilkinson, author of The Prayer of Jabez for Women: Breaking Through to Abundance (Multnomah Publishers, 2002), and musician Phil Keaggy. Contact 541-390-9594, kyle@mediatalkcommunications.com.