# LCMS Convention Workbook_St. Louis Missouri_1973_S333 # Machine transcription, uncorrected — CHI Digital Archive (demonstration) 330 CHURCH LITERATURE AND COMMUNICATIONS and service of the highest order. We of Concordia pledge our continued utmost effort to the mission of “proclaiming another life through Christ.” Organizational Structure to Attain Goals Practically everywhere within Concordia’s organization today, one finds reorganization and restructuring. One sees familiar faces in new places, new faces in familiar places, new working areas, new structures, new realignments, new divisions, consolidations, merged functions, relocations. Some of this reorganizing and restructuring is the result of retirements, promotions from within, or the creation of new positions precipitated by an attempt to operate effi- ciently. Increased business volume and workloads (or less- ened workloads) were the causative factors in other in- stances, The result of all this movement is a developing organiza- tional structure that is more functional, utilizes manpower and ability more effiicently and harmoniously, and most of all seeks to be more responsive to the expanding needs of the church and the marketplace. The schematic which follows illustrates how the operating units fit together and relate to give Concordia an integrated organizational framework of a “product delivery system” and is consistent with modern managerial patterns. poauct Product Procuremest elivery ' Develooment and USER System Distribution Unit Suppor PERSONNEL SERVICES System FINANCIAL MANAGEMENT BUILDING & ENGINEERING The Fiseal Picture Concordia has experienced a period of encouraging growth during the 2-year period covered by this Report. Growth in the number of persons using its products, and this growth is reflected in fiscal terms. During the biennium, net sales totaled $34,400,000 — an increase of $2,450,000 for the 2-year period. This total is based on $16,727,000 net sales for 1971—72 and on projected sales of $17,673,000 for the 1972—73 fiscal year (May 1 to April 30). Final audited figures will be presented to the delegate convention in New Orleans in Concordia’s printed Biennial Report. Most of the net income ($2 million or 73°) for the period was transferred by the Concordia Board of Directors to the synodical treasury. Concordia Board of Directors The Concordia Board of Directors is elected by Synod in convention to supervise and guide the affairs of the cor- poration. The Board consists of one pastor, one teacher, and seven laymen. The members’ 6-year-terms of office are staggered to maintain business continuity. At this conven- tion the terms of Arthur L. Linnemann, George A. Albers, and Paul W. Krueger will expire. The following is the present personnel of the Board: Dr. Carl A. Dauten (Chairman), Executive Vice-Chancel- lor of Washington University, St. Louis; Fred L. Kuhlmann (Vice-Chairman), Vice-President and Chief Counsel, Anheuser-Busch, Inc., St. Louis, Mo.; Arthur L. Linnemann (Secretary), Principal of St. An- drew’s Lutheran School, Park Ridge, Il.; George A. Albers, a St. Louis architect with Peckham- Guyton, Inc., Architects; Richard O. Bock, Manager of Manufacturing, The Lindsay Company, St. Paul, Minn.; Paul W. Krueger, CPA, Senior Consultant, Alexander Grant and Company; Gilbert C. Langholz, Financial Planning Consultant, Gil- bert C. Langholz and Associates; Enno T. Sauer, Plant Manager, Rohm and Haas Company, Louisville, Ky.: Rev. William J. Hughes, Pastor. Capitol Drive Lutheran Church, Milwaukee, Wis.: and Dr. Ralph L. Reinke, President of Concordia Publishing House. Serving as an advisory member is — Rupert L. Dunklau, a member of the synodical Board of Directors. Special Services to the Church In 1973, Concordia made its 360/40 tape and dise system computer available to Synod. Around the clock utilization of this computer makes it possible to serve the data pro- cessing needs of Synod, the Lutheran Laymen’s League, and Concordia. Additional application of this efficient, labor sav- ing tool, is planned for the future. Concordia's computer installation has for some time been used to assist Synod to avoid “back door” losses by provid- ing a follow-up service on persons moving from one part of the country to another. Concordia employees are in daily contact with synodical staff personnel assisting them in the development, planning, production, printing, mailing, and delivery requirements of Synod. Serving the needs of Synod, its departments and agencies, and Districts, are viewed as a primary task. New Realities of the Marketplace There is no such thing as an “automatic” market today, i.e, people buying out of denominational loyalty. Concor- dia’s own customer lists, reflecting almost every denomina- tional persuasion, are ample testimony of the new buying patterns. Today markets are fragmented and highly mobile. Mass mailings are giving way to more pinpointed, customer- tailored efforts to select markets. A new cost-consciousness coupled with a renewed cus- tomer-consciousness, is forcing everyone to exercise careful attention to cost control and better ways of doing things. Helping in this effort is Concordia’s full-time marketing and research specialist who, together with outside research organizations, is supplying management and especially the Marketing Division with a growing data base for marketing decisions. Opinion, attitude, readership, and image surveys and polls more and more are playing important roles in assisting Concordia to reach out more efficiently and effectively, not only to those within The Lutheran Church — Missouri Synod, but also to all of Christianity and increasingly, to that great body of the unchurched. Years of effort are finally culminating in exciting break- throughs into the secular market — into department stores, air, train, and bus terminals, supermarkets, discount houses, drugstore outlets, etc., where modern man is on the move. One of these breakthroughs occurred this spring when a major new copublishing program got underway with Pyra- mid Publishers, the well known paperback publisher and distributor. The following seven paperback titles are already sched- uled for ’73: The Troubled Mind, Traveling Lights. On Be- coming a Widow, and the Wisdom Series (The Wisdom of Jesus, The Wisdom of Paul, The Wisdom of Luther, and The Wisdom of the Apocrypha). Each will retail for one dollar or under. All copublished books pass through the same doctrinal review channels as any other Concordia materials. Concordia Arch Books were given another mass boost onto the national scene when the J. C. Penney Department Store chain carried this popular children’s series in its 1972 Christmas catalog. Arch Books recently passed the 13-mil- lion mark in sales. Analysis of Publics Study of the new marketing patterns has prompted Con- cordia to readjust its focus and direct its planning and energies to the publics illustrated here.