There’s a certain kind of quiet courage required to start a small Christian magazine. You’re not doing it for clicks or clout; you’re doing it because you believe in something bigger, something rooted in truth and grace. But the world isn’t exactly built to roll out the red carpet for passion projects—especially ones wrapped in faith and print. So you find yourself wearing every hat in the room, and sooner or later, you realize one of those hats has to be marketing.

Rethink marketing as ministry, not manipulation

The word “marketing” can feel off-putting, especially when your mission is to uplift, not upsell. But here’s the twist—real marketing, the kind that resonates, is just storytelling in a slightly different dialect. If you’re telling stories of faith, transformation, or community in your pages, you’re already halfway there. Reframe your mindset: you’re not promoting yourself, you’re extending the reach of your ministry—one email, one post, one conversation at a time.

Embrace the grind of consistency over perfection

You’ll never have enough time, money, or manpower to make everything perfect, and that’s fine. The real key is showing up—week after week, post after post, with something honest and worth reading. Don’t wait until everything looks polished; post the behind-the-scenes moments, the unfinished thoughts, the questions you’re wrestling with. This level of authenticity won’t repel people—it’ll draw them in because it reminds them someone real is behind the magazine.

Use what’s free before dreaming about ads

You don’t need a marketing budget. You need grit and a phone. Social media is still one of the most powerful free tools available to indie publishers. But instead of trying to game the algorithm, lean into community-building. Follow your readers. Comment. Share their work. Ask questions. When your audience feels seen, they come back—and often bring others with them.

Sharpen your mind to steer the mission

You can only wing it for so long before you start feeling stuck. Business courses, especially the ones tailored around marketing, can give you the tools to move with more purpose and clarity. Online programs make it easy to learn on your terms, without stepping away from your magazine. The goal isn’t just better campaigns—it’s to develop leadership skills that can carry your vision through the chaos.

Turn readers into evangelists

Word of mouth hasn’t lost its power—it’s just moved to group chats and DMs. Your readers are your best marketers, but you have to activate them. Don’t just ask them to subscribe—invite them into something. A prayer campaign, a reader-led column, a virtual discussion group on that latest feature. When readers feel ownership, they don’t just consume—they amplify.

Leverage Sunday mornings without selling your soul

Let’s be honest—Sunday mornings are full of opportunity. But pitching your magazine in a church setting is delicate. The goal isn’t to shove your product into people’s hands, it’s to form real partnerships. Ask local churches if you can leave a stack in the lobby. Offer to sponsor a fellowship breakfast. Build bridges, not sales funnels, and the support will follow.

Email isn’t dead, it’s church bulletin 2.0

An email list is your most loyal congregation. It’s intimate, it’s direct, and it cuts through the noise. Treat it like a pastoral letter, not a pitch. Share what you’re learning, what you’re working on, and what God is doing through the publication. Don’t be afraid to ask for help, whether it’s in the form of feedback, prayer, or support. People want to support something they feel part of.

Know when to delegate and when to dig deep

You can’t do it all, but you also can’t delegate too early. Learn the basics of Canva. Familiarize yourself with email campaign platforms like MailerLite or Substack. Understand your audience analytics before you outsource them. The better you know the gears turning behind your efforts, the more strategic your growth becomes. But when you hit that wall—and you will—hire or barter for help. Your time is a resource, too.

Start thinking like a journalist, not just an editor

You’re not just running a magazine; you’re building a narrative in real time. Think about what stories your audience wants before they even know they want them. Keep a running list of trends, faith conversations, and cultural touchpoints that intersect with your mission. Then pitch those angles on social media as if you’re pitching your dream editor. The better you get at knowing what resonates, the easier it becomes to market the heartbeat behind every issue.

You don’t need to be flashy to be effective. You need to be persistent, present, and above all, grounded in the belief that your magazine matters. Marketing, in this context, becomes less about selling something and more about shepherding people toward something deeper. You’re not just promoting content—you’re inviting people into a story that, like your magazine, is rooted in purpose. And with the right mix of resourcefulness and resolve, you can carry that story further than you ever thought possible.

Discover how Magazine Training International empowers Christian magazine publishers with essential resources and training to share Christ across cultures.

by Emma Grace Brown