Like a shiny new car, every issue of The Alabama Baptist (TAB) invites readers to spend a few minutes in an enjoyable experience that will leave them feeling good about the time invested.
Each week the pages of the paper are filled with inspiring stories about what God is doing through His people in Alabama and around the world. Articles strengthen families by providing insights into dealing with real-world problems. Moral and ethical issues are examined from a biblical perspective.
What Baptists believe, Bible studies and information about how Baptists work together are regular parts of each issue.
But all that transpires to produce this award-winning publication — what goes on “under the hood” so to speak — is seldom noticed. It is the “under the hood” workings that help determine the rewards of time spent with TAB.
The past decade has been transformative in communications. Print communications have suffered drastically.
Circulation declines of major newspapers in Birmingham, Mobile and Huntsville led to editions only three days a week. TAB’s circulation has declined too, but the weekly circulation of TAB is still larger than the weekday circulation of any of the newspapers in those cities.
Widespread reach
Today TAB’s total reach is as widespread as ever. When one combines the print circulation with the circulation of TAB’s electronic version, the weekly sessions on TAB’s website, the shares of stories promoted on Facebook, Twitter, the blog and other electronic media outreaches, TAB continues to touch the lives of many, many people.
Unfortunately TAB’s financial support has been based on the print edition. For decades subscription prices have been set primarily to cover the costs of printing and mailing the paper. This was done to keep the cost low and affordable for the churches so Baptist news and information could have the widest circulation.
In broad-brush terms, Cooperative Program (CP) support covered most of the staff-related costs. That meant the paper operated on what it generated from advertising.
As print circulation declined, circulation income declined. Smaller circulation meant less income from advertising. At the same time CP support went down.
In the past decade, TAB’s budget has declined 26 percent and CP support has declined 30 percent. Subscription costs still cover the expense of printing and mailing the paper but the ministry struggles with the costs of preparing the stories, articles, Bible studies and all the rest for publication.
The old model no longer works, and TAB has yet to find a way to financially undergird its growing digital outlets even though they are the ones growing most rapidly.
TAB is not alone in this struggle. In what is called the “old line states,” Florida, Georgia and Texas no longer have printed versions of their state Southern Baptist papers. Virginia and South Carolina offer a monthly magazine.
Weekly paper
TAB is one of only four state Baptist papers still publishing 50 times a year. This ministry is able to do this because of talented and committed Baptists who partner with TAB as freelance writers, contractors and temporary workers. These special people allow the ministry to continue providing readers with award-winning resources for Christian disciples despite a dwindling number of full-time ministry workers.
Using the analogy of the shiny new car, TAB continues to provide an enjoyable and valuable “ride” week in and week out, but the strains on the essential parts are becoming noticeable. Unless proper maintenance is performed soon something could go awry.
As TAB addresses issues related to what exists, the publication must also address issues related to what should be. For example, visually impaired Alabama Baptists no longer have access to an audio copy of TAB. For decades this was provided by a ministry partner but no longer.
TAB needs to provide a podcast featuring highlights of the weekly publication for the visually impaired and for anyone who might want to access this important resource for Christian discipleship as they travel or work out or at other times in busy schedules.
In Alabama some of God’s most faithful servants depend on monthly contributions from GuideStone Financial Services’ Mission:Dignity fund to make financial ends meet each month. Wouldn’t it be wonderful if these men and women could be provided a weekly copy of their state Baptist paper?
Young people need a trustworthy forum where faith questions can be discussed and moral and ethical issues examined from a biblical perspective. TAB is about providing such resources for young people and Christian believers of all ages.
Ongoing challenges
And there are the ongoing challenges of rising postal rates, salaries and benefits for employees, increased cost of newsprint because of pending tariffs and items related to all the other parts of directing a Christian ministry.
One hundred years ago the paper was shackled from fulfilling its possibilities because of financial problems. That is why the Alabama Baptist State Convention made TAB a convention entity at that time. But a century later, the ministry again faces major financial challenges. We have come so far to be back where we started.
Some might be discouraged by this glimpse under TAB’s hood. We are not. God called this ministry into existence and its value has been proven for more than 175 years. It is essential for Christian discipleship. It helps provide the common vision for Alabama Baptists to work together in missions and ministry. It promotes all that Baptists do together.
We trust God and we trust God’s people.
Please pray for TAB, its mission and its staff. After you have read your copy of TAB, share it with someone who doesn’t receive the paper. Encourage them to subscribe to either the print or digital version.
Ideally churches will provide the publication to their active resident families. That used to be a requirement for the “Standard of Excellence” awarded to churches by the denomination. The paper is still that important.
And consider supporting TAB financially, perhaps with a tax-deductible gift to the ministry, or perhaps by including TAB in your estate planning like I have done.
TAB should always be like a shiny new car. It should be inviting. It should be enjoyable. It should provide value for the investment. TAB does that today, and with your help it always will.
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