When On Mission published its premiere 20 months ago, some were surprised. Mission magazines usually deliver photojournalistic reports on the work of missionaries and the effectiveness of mission strategies. On Mission was, well, more than that. The magazines goal was nothing less than pulling together a new community of on mission Christians who are learning to take personal responsibility for the Great Commission of Jesus and who are willing to change the patterns of their lives, if necessary, to do so.
In addition to celebrating missionaries and their work, On Mission seeks to challenge its readers personally, not just as those who pray or give, but as those who participatenot just in an occasional trip or project, but in a lifestyle. In its essence, On Mission is media for the purpose of mobilization. We believe there is a "mission" heart within every devoted Christian, and that all can find their fits and discover their places in Gods redemptive mission.
But for a mission magazine to be taken that personally, it has to be practical and real and genuinely helpful. It has to be for "me" and not just about "the missionaries I support." It has to help me share Christ in the real world.
That continues to be our goal each and every issue. At On Mission we talk all the time about being "audience-oriented" and not just "message-oriented." Dont misunderstand, we have a very clear and passionate message: "Every Christian can share Christ, and every church can start a church." But if we arent finding ways to answer your questions, to meet your needs, to anticipate your problems, to provide models you can usethen this would be just another magazine about what someone else is doing. We want every issue of On Mission to be practical and personal for you and your church.
It appears to be working. Circulation has now grown to an amazing 327,000 copies, and more than 8,200 churches have ordered On Mission in bulk. You have told us that you value the inspiration and practical help, and were gratefully taking your vote of confidence and going forward. Beginning with this issue, youll notice additional changes that will continue to make this an "uncommon" mission magazine.
First, youll see that were welcoming additional advertisers, not just products or services from the North American Mission Board. This will broaden the resources we can offer you and your church in deepening your faith and reaching your world for Christ. While these ads dont imply our endorsement, well be careful to present only products and services that are doctrinally sound and consistent with On Missions purpose. And because our advertisers share the cost of printing and mailing each issue, we can charge less for the magazine and deploy many additional dollars toward strategic mission efforts.
You may be thinking, "Charge less? Its already free." Thats another changea move to paid renewals. Well continue providing On Mission free for one year to individuals and churches who wish to sample it. But were asking those whove been reading On Mission for more than a year to demonstrate its value by paying a modest subscription price (as little as a dollar per copy) to cover part of the cost of producing the magazine and introducing it to others. Your paid renewal will help in a third way.
This year we plan to introduce new products like On Mission that are "media for the purpose of mobilization." One of these is GO!magazine, which is being mailed to thousands of churches and youth groups this spring. Think of it as On Mission for a student audience. Another product available this fall is a video (distributed bimonthly) designed for on mission churches. Following the themes and tone of On Mission magazine, this video resource will be ideal for small groups or churchwide settings.
Some of these changes may be surprising, just as On Mission was when it first appeared. But each one of these new audience-oriented directions just makes us more accountable to you, the on mission Christian for whom this magazine exists. If you dont respond to the ads, theyll go away. If you dont pay to keep OnMission coming or try these new products that seek to awaken more on mission Christians and churches, well know they arent really that valuable to you.
But if you continue to give us the wonderful feedback and affirmation that you have to our first 10 issues, well continue to surprise you with a magazine thats personal and practical, and that really helps you and your church share Christ in the real world.
Nate Adams, vice president Mobilization and Mission Educationnadams@namb.net