It’s no longer quietly whispered. Christian media experts are openly predicting that an explosion of Christian content online, changes in media consumption habits, and the fast development of communication technology will end the era of listening to preaching and teaching of the gospel on radio. That day may come … but not yet. Radio is still an effective platform for delivering the gospel.
So it has been from the beginning. The origin and history of radio is intertwined with the story of using the technology to preach the Word.
THE GROWTH OF THE PLATFORM
From the invention of radio to the present day, there seems to have been Divine guidance in the medium’s rise to prominence as a tool for ministry.
Physicist James Clerk Maxwell, who discovered radio waves in 1865, was a Christian. Guglielmo Marconi, known as the father of radio, thought his work in science to be a part of God’s will.
In 1921, just a few months after becoming the world’s first radio station, KDKA (Pittsburgh, PA) aired the first religious radio program…a sermon from the evening service at Calvary Episcopal Church. A short time later, Paul Rader, Charles Fuller, Donald Grey Barnhouse and other pioneering pastors and evangelists ventured into the new medium with innovative strategies.
Today, the platform consists of about 2400 radio stations broadcasting Christian programming in the United States. When combined with television, the total audience reach is 75 million.
According to Craig Parshall (senior vice president of the National Religious Broadcasters), “About 40 percent of people who regularly listen, do so specifically so they can listen to teaching, preaching and talk formats.”
Granted, studies have shown a decrease in the overall audience size of Christian radio in the last few years (offset in part by population growth). But, there is still no other Christian media platform in existence today that daily impacts as many people for Christ as religious broadcasting. Under God’s guiding hand, Christian radio has grown into the largest platform for proclaiming the gospel the world has ever known.
THE EFFECTIVENESS OF THE PLATFORM
In 2005, The Barna Group reported that a greater percentage of adults were getting their religious information from Christian media – radio and television predominantly – than from monthly church attendance. The headline of an article about the report said it all, “More People Use Christian Media Than Attend Church.”
Millions of American’s are still turning to some of America’s most trusted Christian communicators, exclusively for their spiritual information. Radio station personnel, in turn, steer these audiences – better prepared for effective service – into local church fellowships.
The local audience for Christian radio consists of individuals from all walks of life and religious backgrounds. The radio station and its gospel programming are common ground. Listeners will often connect, support and fellowship with one another at special events. They link arms at times to work together in ministry and mission, making their communities a better place to live.
THE FUTURE OF THE PLATFORM
It’s true. There’s an ever increasing amount of excellent Christian media accessible online. Online distribution channels and relational networks are growing. The audience for new media ministry endeavors is expanding locally and globally, among Christians and non-Christians alike.
So, it does raise the question. In a world where every ministry platform has audio, video and text, could the audience for terrestrial broadcast only diminish to the point that Christian radio’s business model is undermined? A case could be made for that scenario. Is it inevitable? The outcome hasn’t been decided.
Without faith it is impossible to please God, because anyone who comes to him must believe that he exists and that he rewards those who earnestly seek him. Hebrews 11:6
Over the next few years, Christian broadcasters have a historic opportunity to be among the leaders in shaping a new future for Christian communication.
It will mean a change in thinking about methods for broadcasting and ministry. It will mean becoming more intentional about collaborating with the local church to find new ways of creating and delivering Christian content to the world. Like the early days of broadcasting, it will mean taking action steps of faith that involve risk, uncertainty, even danger. It will require audacious faith and a total dependency on God.
Can Christian broadcasters, in concert with local churches, create a new and stronger platform for the gospel to reach a perishing world? The answer to that question and others like it will determine the the future of radio’s continued effectiveness for the gospel.
With bold leadership, joining together with new allies, and God’s guiding hand, the single most important chapter in the story of Christian radio is still to be written.