Christian media may be more successful than churches at reaching adults with the gospel message, according to Barna Research Group of Ventura, Calif. A recent study by the group revealed that a greater number of adults (67 percent) experience the Christian faith through Christian media, such as radio, television or books rather than through attending Christian churches (63 percent).
In Alabama, Christian radio is flourishing with 35 stations an about 8 million listeners, according to National Religious Broadcasters. Many station managers feel that Christian radio has become so popular in this state because of its convenience.
“Christian radio is an immediate and a ‘lifestyle’ medium,” said Bob Crittenden, program and music director of Faith Radio in Montgomery. “It can accompany a listener anywhere he or she goes.”
According to Crittenden, an estimated 20 to 25 percent of Christian radio audiences are unsaved offering Christians yet another opportunity to bring these people to Jesus Christ.
“Through listening to Christian radio, we can be motivated and challenged in our walk daily and connected to our Savior,” he said. “Unsaved people can be drawn into a relationship with Christ, and Christians can be drawn into a deeper relationship with Him.”
In an effort to touch the lives of everyone in their coverage area, Alabama stations offer a wide variety of formats ranging from total teaching to total music. Some stations have expanded their formats to include Hispanic ministries and children’s programs.
While teaching only and music only stations have sizeable audiences, stations that provide a mixture of the two have more listeners.
According to Barna, when both Christian radio formats are combined, all Christian radio programming reached 52 percent of the nations adults (109 million).
Regardless of their chosen format, Alabama radio stations often see the fruits of their labors.
In a letter to Power 88 in Mobile, a young woman wrote from prison describing how instrumental the station had been in strengthening her Christian walk. “I just wanted to thank you for blessing me, encouraging, always lifting my spirits and keeping me focused on the Lord,” she wrote.
Although station managers appreciate the opportunity to minister to their listeners and are very happy with their success, they don’t want their listeners to substitute attending church services with tuning in to their programs.
Christian radio should be considered a supplement to church services rather than a replacement, said John Vogel, general manager of WYEA-AM 1290 and member of Mignon Baptist Church, both in Sylacauga.
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