Jump to ContentJump to Main Navigation
The Christian Century and the Rise of the Protestant Mainline$
Users without a subscription are not able to see the full content.

Elesha J. Coffman

Print publication date: 2013

Print ISBN-13: 9780199938599

Published to Oxford Scholarship Online: September 2013

DOI: 10.1093/acprof:oso/9780199938599.001.0001

Show Summary Details
Page of

PRINTED FROM OXFORD SCHOLARSHIP ONLINE (www.oxfordscholarship.com). (c) Copyright Oxford University Press, 2019. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a monograph in OSO for personal use (for details see www.oxfordscholarship.com/page/privacy-policy).date: 26 March 2019

“The Christian Intelligentsia of All the Churches”

“The Christian Intelligentsia of All the Churches”

(p.59) 3 “The Christian Intelligentsia of All the Churches”
The Christian Century and the Rise of the Protestant Mainline

Elesha J. Coffman

Oxford University Press

This chapter describes the strategic decisions that solidified the Century’s position in Protestant journalism in the 1920s and enabled the magazine to take a more prominent role in national conversations going forward. Key among these decisions was a marketing outreach to the “Christian intelligentsia of all the churches,” meaning college-educated Protestants with liberal views on theology and politics. This decision raised the magazine’s profile more than it raised subscriptions; although liberal views existed in many churches, they did not predominate. Sociologists of religion have argued persuasively that in many cases a focus on the “supply” of religious ideas and institutions better explains growth than a focus on “demand,” and the same is true here.

Keywords:   Journalism, intelligentsia, liberal, marketing, The Christian Century, supply-side

Oxford Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us .