Yesterday The New York Times reported on how advertising is cluttering up almost every aspect of life.

Yankelovich, a market research firm, estimates that a person living in a city 30 years ago saw up to 2,000 ad messages a day, compared with up to 5,000 today. About half the 4,110 people surveyed last spring by Yankelovich said they thought marketing and advertising today was out of control.

As traditional media channels such as television and radio become over-cluttered with advertisements, advertisers are experimenting with placing ads on just about anything. 

Connie Garrido, president of the WOW Factory, an ad agency, said that advertisers took risks when they put messages in offbeat places, but that such risks could often be worthwhile. A campaign that reaches people outside their homes is “very good for awareness because it’s out there, it’s in your face, and you can blanket a marketplace,” she said. “It’s one of the last mass mediums.”

“We’re always looking for new mediums and places that have not been used before — it’s an effort to get over the clutter, but I guess we end up creating more clutter.”
- Pablo de Echevarria :: Senior VP of Marketing :: Perry Ellis

So what does this mean for the church?

1. Traditional advertising methods have difficulty cutting through the clutter.
2. Experimental advertising risks not working or being too annoying.
3. Doing things that create positive relationships with the community will leave a lasting impression that is far more effective than advertisements.

This doesn’t mean your church should quit advertising; it still has its purpose. Just don’t forget that relationships are the most effective way to reach people, particularly as our world becomes more cluttered with advertisements. Sometimes helping a neighbor in need can be the best way to reach them. Consider it lifestyle advertising. Promoting the church and the gospel by the way you live. It is what being Christian is all about.

Special thanks to Three Minds at Organic for highlighting the article.