A Study of Specific Marketing Strategies in Religious Radio Broadcasting

Abstract

This paper by Jon Bendewald offers a historical and strategic analysis of religious radio broadcasting, focusing on three major programs: The Lutheran Hour, Insight for Living, and Message From The Master. Bendewald explores the theological, financial, and logistical challenges of radio ministry, emphasizing its dual nature as both a powerful evangelism tool and a complex, costly endeavor. He highlights the confessional integrity and grassroots support behind The Lutheran Hour, contrasts it with the broader evangelical appeal of Insight for Living, and praises Message From The Master as WELS’s most effective radio outreach. The study concludes with practical guidelines for launching and sustaining a confessional Lutheran radio ministry, stressing the importance of doctrinal fidelity, financial planning, and pastoral involvement. Bendewald’s work underscores radio’s potential to reach shut-ins and seekers while cautioning against its limitations and temptations. Abstract generated by Microsoft Copilot (GPT-4).