The History of the WELS Mass Media Ministry

Abstract

Norman Burger’s essay chronicles the development of the Wisconsin Evangelical Lutheran Synod’s (WELS) Mass Media Ministry from its early radio efforts in the 1960s to its formal establishment in 1979. Initially focused on broadcasting worship services, WELS expanded its vision to include outreach-oriented programming. The 1977 Synod resolution led to the formation of a Radio Research Committee, which developed pilot programs and secured funding for test marketing. With the success of initiatives like “Music for the Master” and “Come to the WELS,” the ministry grew to include radio, television, print, and coordinated outreach campaigns. The Mass Media Ministry evolved into a strategic tool for evangelism, supporting congregations with media planning, production, and canvassing. Despite financial challenges, the ministry demonstrated effectiveness in raising awareness of the Gospel and motivating congregational outreach. Burger concludes that media, when used faithfully, serves as a powerful vehicle for proclaiming Christ. —Abstract generated by Microsoft Copilot (GPT-4)