“Familiarity breeds contempt.” So claimed Geoffrey Chaucer in the Canterbury Tales, dated from the late 1300s. Chaucer may have borrowed the phrase from Augustine, who wrote it in Latin a millennium before, but either way, the proverb contains a timeless truth.
We’ve all experienced the boredom or apathy that comes with too much familiarity. We must be reminded to invest in our most important relationships, as the more familiar we are with someone, the more tools we have to inflict damage (contempt being a very powerful and dangerous one).
A study undertaken by Adventist Media a few years ago discovered that while almost every Adventist Church member had heard of Signs of the Times, most had not read a copy in years.
One of the challenges we face with Signs is re-engaging our members with the value and importance of it. So today I’m going to try to remind you of why it still works.
One common argument I hear is that “the medium of print is outdated”. Yet, the book and magazine industries continue to flourish—maybe not at the heights they once did, but they’re finding new life and continuing to be printed. Some still prefer the tactile experience. There is also an argument to be made that physical artifacts are the only way to get into some people’s homes.
A woman recently contacted us saying, “I write to you since I picked up your June issue at a plant-based cooking class. Found most of the articles resounding in my being. And wonder if I may receive your issues regularly.” If your church has any program or outreach plan, consider using Signs and having it available to visitors who might benefit from reading it. They may even want to sign up.
Digital presence is a great way to reach a broad and diverse audience but, even as we expand into those areas to make Signs a truly multi-platform ministry, there is still value in having something physical to give someone. It can sit on a kitchen bench, a coffee table or somewhere else in the house and be read by multiple people. A post or email is scrolled past or deleted and never seen again.
A digital post may reach those who are already connected with someone sharing the post online, but digital algorithms are tricky to predict and hard to master. For sowing widely on any ground, the spread of digital seeds is fine but to share a magazine with someone in the context of relationship is a more targeted approach.
I’ve also heard “The content is outdated”. In the past three years (but the journey started before that) our team have put their heart and soul into making the content relevant, hope-filled and invitational. Let me explain. The perception that Signs is only about prophecy is false. We do cover current events with a Christian perspective, yet always through the lens of Jesus and His life-changing power.
For years, Signs has had fabulous health and lifestyle content and we’re tackling the current big issues like gambling, vaping, energy drinks and pornography. As Adventists, we’ve got a great track record standing against destructive and harmful societal issues and through Signs, we can share those messages with a wider audience. We also share stories of lives changed by God and how faithful followers of Jesus have changed the world.
Every time we tackle faith and belief topics we explain Christian words and jargon and invite the reader to consider God. We don’t assume any knowledge. In fact, many people in our society have no biblical grounding. So, we present the good news of Jesus by introducing people to Him.
August has always been Signs month and this August, I invite you to re-engage with Signs. Find a copy, have a read and start thinking about who you could share this accessible and invitational material with. Support community projects or schools with sponsorship. After all, Signs is for sharing.
For more information, visit our newly refurbished website signsmag.com, or email us at info@signsofthetimes.org.au.
