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Why we revised advertising policy

In recent months, you’ve no doubt noticed a trend of paid position statements in The Christian Chronicle advocating various doctrinal stances.
Anytime you read an advertisement that sounds more like an opinion piece, you’ve read an advertorial. An advertorial is a hybrid that essentiall combines two categories of print content: advertising and editorial.
The purpose of this newspaper’s editorial coverage (news stories, features, opinions and reviews) is to inform, inspire and unite Churches of Christ around the globe. This threefold mission is central to our publication and appears on Page 1 of every issue as well as in the information box at the bottom of this page.
The new phenomenon of advertorials within these pages has caused us to wonder what possibilities might lie ahead and what impact future advertorials or other kinds of ads might have both on the tone or the direction of this newspaper. For that reason, we have recently revised and clarified our advertising policy as follows:
“The advertising policy of The Christian Chronicle, as determined by the Chief Executive Officer, is to accept ads that publicize Christian services, ministries, events and products that we deem to be of general interest to our readers.
• “Additionally, ads must clearly have a positive, harmonious Christian spirit that is consistent with the threefold mission of the paper to inform, inspire and unite.
• “Because the Chronicle is a Christian newspaper, ads that are statements of doctrinal positions or negative pronouncements about people, churches or ministries will not be included.
• “All ads must also meet the criteria of the Chronicle’s postal mailing permit.”
Let us hasten to say that we are deeply grateful to the many advertisers whose regular patronage supports the mission of this publication. Their contributions provide valuable information about opportunities, activities and ministries that are vital to the kingdom.  
The Chronicle exists to strengthen God’s people and to see that they are informed about individuals and activities that connect us and promote constructive dialogue.
While maintaining balance in this publication is difficult, it is critical to our mission. We do not pretend to have perfect judgment, but we want you to know that as a staff, we pray frequently for wisdom as we struggle with decisions that reflect our desire for accuracy and fairness.
Jesus Christ, his gospel and his church are of the utmost importance to us. We have a great affection for all the congregations, ministries and other institutions in our fellowship.
Recently, a survey of readers found that nine out of 10 trust this paper for accurate and reliable information. We value your trust, and we will continue to work to earn your confidence through excellence in Christian journalism as we bring readers a spectrum of news items, dialogues and features that reflect the diversity in the church today.
The remarkable ways Christians serve and sacrifice around the world never fail to inspire us. Sharing those stories remains our focus.
Nov. 1, 2007

Filed under: Editorial

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