November 16, 2005

CHICAGO – Augsburg Fortress, publishing ministry of the Evangelical Lutheran Church in America (ELCA), recently introduced "The Christian Handbook" to the marketplace, following its highly successful introduction this year of "The Lutheran Handbook."

Some 36,000 copies of The Christian Handbook were sold in advance of the book's appearance on the market last month, primarily to a variety of Christian retailers. It is a "brand extension" of Augsburg Fortress' The Lutheran Handbook, part of the "Here We Stand" confirmation series. The Lutheran Handbook has sold about 100,000 copies since it was introduced in April, according to an Augsburg Fortress news release.

"The Christian Handbook is a natural outgrowth of our incredibly successful book, The Lutheran Handbook," said Beth A. Lewis, president and chief executive officer, Augsburg Fortress.

"While Augsburg Fortress is the ministry of publishing within the ELCA, we serve congregations and individuals from a wide range of Christian traditions. The Christian Handbook allows us to reach these ecumenical partners and people who are interested in learning about Christianity beyond the Lutheran tradition. In many ways, The Christian Handbook is a marvelous outreach and evangelism tool for Augsburg Fortress and the ELCA because of the broader reach," she said.

Like The Lutheran Handbook, The Christian Handbook combines practical tips and humor for serious Christians, new believers or any reader exploring the faith, affectionately poking fun at the customs and culture of churchgoing, the publisher's news release said.

Augsburg Fortress is hoping the new nondenominational version, with an initial printing of 75,000, will reach an even broader audience. The Christian Handbook offers a refresher course on a variety of subjects:

• How to Stay Alert in Church;

• What to Bring to a Church Potluck (By Region);

• Ten Ways to Live Your Faith All Week Long;

• How to Memorize a Bible Verse;

• How to Survive an Old Testament Plague;

• The Seven Funniest Bible Stories.

The Christian Handbook also contains maps, charts, and other resources in three user-friendly sections: "Church Stuff," "Everyday Stuff" and "Bible Stuff."

The Rev. Kristofer A. Skrade, new brand development editor, Augsburg Fortress, said The Christian Handbook's dry humor is meant to be refreshing.

"It's an approach that lets us laugh at the idiosyncrasies of American Christianity while celebrating our faith," Skrade said.

The Christian Handbook is the lead title in a planned series of user-friendly faith guides that Augsburg Fortress will launch in response to the popularity of their denominational guide, The Lutheran Handbook, the news release said. In addition, Augsburg Fortress plans to introduce "The Lutheran Handbook for Pastors" and "The Lutheran Handbook on Marriage" in April 2006; later in the year it plans to introduce "The Lutheran Course on Marriage." It will also introduce "The Christian Handbook for Pastors" and "The Christian Handbook on Marriage" next April.

ELCA News Service