Changing demographics and the rise of artificial intelligence are forcing Christian communicators to confront the future of church media, with a focus on deeper collaboration and helping divided communities talk to one another, while preserving the trust and accountability of journalism.

More than 50 editors, publishers, writers and communicators from Canada and the United States gathered recently at Toronto’s St. Paul’s Bloor Church for a joint convention of the Canadian Christian Communicators Association and the U.S. Associated Church Press, taking part in sessions addressing AI, polarization, audience development, journalism and collaboration.

John Longhurst, a longtime religion writer for the Winnipeg Free Press and CCCA board member, gave the starkest summary of the Canadian situation during a town hall on the future of religious communication.

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Longhurst noted that in 2003 the Canadian Church Press, the CCCA’s predecessor, had 81 member publications. By 2019, that had fallen to 47. Today there are 36.

Of the 17 publications that responded to a survey of Canadian Christian publications before the convention, 13 said their circulation is declining, two said it is stable, and two said it is increasing slightly.

“That probably tells you everything you need to know about where publications are at today,” Longhurst said.

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In various presentations and panels, participants talked about greater collaboration, shared content, better use of audience data, careful adoption of AI and the need to form a new generation of journalists who know how to report rather than comment.

Longhurst said most of the surveyed publications depend on Christian denominations for revenue and reported an aging readership and declining denominational support.

At the same time, Christian publications know how important print is, especially because print readers are often among their most loyal supporters and donors.

Rebecca Snyder, executive director of Associated Church Press, said ACP’s survey of U.S. members reflected similar concerns: revenue, staffing, capacity, aging readership and print and distribution costs. Many publications have cut spending, reduced staff hours, laid off staff or reduced print frequency to stay viable. But she said print still has a distinctive place.

The relationship between print and artificial intelligence was a running theme during the three days. In an age of algorithmic feeds, AI summaries and short video clips, print can seem like an old-fashioned medium, yet several speakers suggested its very slowness may now be part of its value.

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“The people who love print really love print,” she said, adding that people interact differently with print than with digital products. 

“It’s a stickier read.”