The March-April edition of United Church News – the official newsletter of the United Church of Christ – is now online. Included in this issue is an article on the success of the latest installment of the God Is Still Speaking campaign. J. Bennett Guess writes:
In March, just before Easter, the UCC made internet history — some are saying — by becoming the first religious organization to purchase extensive advertising on 50 of the country’s top "blogs."
The UCC’s blogad utilized a series of still photos from the 30-second "bouncer" commercial — rejected in December and again in March as "too controversial" by the major broadcast television networks — to entice blog visitors to "see the ad the networks didn’t want you to see."
While it’s true that the UCC’s ad did reach millions of television viewers in March during a three-week cable network buy, the blogads reached millions as well, and the combination seemed to work nicely, early reports indicate.
The proof is in the statistical pudding: In just two weeks, nearly 50,000 people clicked on the blogads to view the UCC’s 30-second "bouncer" commercial online.
Even more remarkable is that one-third of those who came to the commercial through the blogs were persuaded to explore the UCC a little deeper, by seeking additional information from one of three UCC websites: ucc.org, stillspeaking.com or accessibleairwaves.org.
Impressed yet? Consider this: More than 40 percent of those who visited stillspeaking.com during the two-week period entered the site via one of the blogads.
You can see the blogad on this site (run here gratis). The article in United Church News also includes links to the Accessible Airways blog, Faithforward, and this site. You can find other UCC-related blogs by clicking here and looking at the comments.
There are several other good stories in this issue of United Church News. A great reflection on when 12 students at the UCC-related Chicago Theological Seminary students took off from classes in 1965 to support the civil rights movement in Selma is included in this issue. Jesse Jackson was one of those students. Another article asks why UCC members have so much trouble sharing their faith stories with others. Eden Theological Seminary president David Greenhaw is one of those interviewed.
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