Modes of interaction and publicity with the broader relationship to the public have also shifted in 8 years according to our research findings. In 2000, 44% of megachurches reported having a radio ministry and 38% a television ministry. However, in our 2008 survey only 24% report a radio program and 23% claim to be on television, and most of this exposure is local or regional with only 4-8% of the megachurches broadcasting nationally or internationally. Needless to say, these churches use of the Internet was nearly 100% throughout this 8-year period, but our experience suggests that more megachurches are adopting web based streaming media to broadcast their message than the more costly radio and TV approaches.
At first, this would seem surprising, as big churches have liked to use mass media for many years. But, on reflection, it makes sense. After all, even the major TV networks are broadcasting on the internet.
Moreover, as churches get away from a marketing/consumerist mindset and try to be more missional, TV and radio advertising make less sense. You see, it’s all about who you perceive your market to be. If you are trying to steal Christians from other churches, then billboards, TV, and radio make great sense. Just advertise that you have better worship or otherwise appeal to the selfishness of consumer Christians.
But if you are trying to reach the lost, well, they aren’t going to visit because of your advertising. It just doesn’t work. Rather, the unchurched come by personal invitation.
And if you are trying to share your sermons and worship with members who missed the service, the internet handles that quite well.
TV and radio never have worked that well, but they work even more poorly now.
