The Digital Road Ahead
NavPress President Michael D. Miller takes a journey along the technology superhighway.

Interview by Frank Lofaro | posted 9/09/2009

Christian Leadership Alliance president Frank Lofaro recently interviewed Michael D. Miller, president of NavPress Publishers and senior vice president of The Navigators. Throughout his career, Miller has been on the leading edge of technology. Prior to joining NavPress, he was the founding partner and chief marketing officer for GodTube.com, and vice president of sales and marketing for LifeWay Christian Resources. Miller has also served in a number of pastoral roles. Today he writes regularly at his blog, The Road Ahead (MichaelDMiller.wordpress.com).

What is the biggest technology-related challenge for Christians today?

We live in two worlds simultaneously. We live in the virtual world, where many of us maintain relationships and do business. Most Americans are touched by the virtual world to some degree. But we also live in the physical world. The reality of blending the two worlds—which often clash—is probably the most significant issue regarding technology and the Christian faith. It's not the platforms, it's not the tools—it's the reality of two different worlds. Sometimes we give priority to one over the other. That's the big trade-off. And that is the biggest technology-related challenge for Christians in the 21st century.

How is the Christian world doing in terms of technology adoption?

Honestly, the Christian world is technophobic. We have always tended to be that way, all the way back to Gutenberg's printing press. The established church struggled to embrace it, and yet the radicals in the Protestant Reformation used that technology to print the Bible. The Internet is the same platform, only on steroids. It is massive. We're late adopters, and by nature we're wary of technology.

I believe we can be broken into three segments: digital aliens, digital natives, and digital missionaries. People may find themselves all across the spectrum. Ironically, I have found digital aliens in the middle-age category, ages 35 and up. On the other hand, digital natives are not necessarily young people. Senior adults have always been technologically advanced because they are early adopters, entrepreneurial, and they naturally understand the value of technology. The fastest-growing demographic of Facebook users right now is women over 50.

You have to realize that in your organization you have a mix. As a publisher, I have digital aliens, digital natives, and digital missionaries combined in a workforce and community. These are real issues for organizations to identify as they begin to talk about technology and new media.

Earlier in your career, you served in numerous pastoral roles. Are churches maximizing the use of technology?

The church will increase its use of technology; however, we need to explain what is happening in the world of technology. To me it is comparable to sending missionaries to Africa. Missionaries go to a mission-training center where they go through language learning and cultural-sensitivity training.

We have to do the same with technology. In my mind, it's the number-one dilemma for churches. The digital natives are having their meetings, and the digital aliens are paying no attention. There are no forums or dialogue.

Another area the church needs to address is why it should be adopting technologies. We may talk about the tools but not the strategic thinking behind why we should do this as Christians. That's the part missing in all of the materials we read. They say, "We can make your church the blogger church or the Facebook church," but the question remains: Why should we do that? It is uncharted territory, and no one has put markers down.

You use Twitter, you blog, and you even have your own site. How does this impact your life and ministry?

I have always been a technology person. I was a Mac guy before Macs were cool. So for me it's natural.

I have written five books and many magazine articles through the years, but I prefer blogging. As a publisher, it is my best means of communicating thoughts in a conversational way. Because of the blog's electronic and virtual platform for dialogues on media, publishing, and spirituality, I have an ongoing dialogue with a regular audience of readers in the thousands. I have always loved writing and technology. Today, those passions have merged.

Blogging is a bridge to my personal ministry and life, and also my connection to NavPress. Twitter is more of a tool I use for employees, friends, and relationships. The same goes for my Facebook page.

You were one of the founders of GodTube. What was the thinking behind that venture?

I spent the first half of my life in the church as a pastor. I loved it. But God called me back to business. I got my MBA and then worked at LifeWay Resources, where I saw the power of the printed word. Then I met some people who captivated me with the power of video and video technology. That's where GodTube came from.

GodTube was about advancing the gospel based on the stories of common, everyday Christians. It was also about introducing Christians to the power of technology for missions and ministry. Personally, I am burdened about that. I think that we're entering the second period of technology adoption for churches, missions, and ministries.

I want to be a part of raising up a generation of digital missionaries. In my opinion, we can't accomplish the Great Commission without technology.

As a publisher, are you concerned about what technologies like Twitter are doing to our collective attention span?

We get some of the best information and research on NavPress books, products, and what is going on in the industry from Twitter. NavPress has about 2,000 followers on Twitter, and I have about the same number.

Today people are Twittering in church, they're Twittering at work, and they're Twittering in the conference room. In fact, we follow a number of Christian conferences through the Twitter platform. Is it objective? No. But it is based on real user observations in real time. So the issue is the compression of attention and the compression of time spent. Technology has changed our method of processing information and compressed our time. Good or bad, that is what is happening.

Are you guiding NavPress into high-tech mode?

When I came to The Navigators, I said we're not going to do publishing the old way. We're going to break the old rules. And that's what we're in our second year of doing. I'm not saying that we should move away from those things that are sacred, such as the truth of God's Word, the centrality of the Bible, or our orthodox faith, but I'm all about reaching people for Christ and helping them get to the point where they can tell their friends about Jesus. If people are on Facebook or Twitter, we want to be there. I have a responsibility to position us to be of value to the body of Christ and to The Navigators in the 21st century. That's my assignment.

Are there differing views within The Navigators on the roles of technology?

Yes. For example, we have an internal debate going on as to whether you can disciple people virtually. My answer is, you bet. Someone else says, "I have to be face to face." That somewhat limits it, doesn't it? How do we get the Great Commission done if we don't use these tools?

I don't want to stand before the Lord and have him say, "I introduced you to these tools. You knew about them. You knew the Great Commission, and you knew I called you. Why didn't you do something about it?"

NavPress recently stopped print distribution of Discipleship Journal and Pray! magazines. Is that a result of changing technology or the economy? Are magazines outdated?

Those who have been in the magazine and newspaper businesses are facing the perfect storm. For years we have been trending away from subscription-based print for magazines and newspapers. I managed the magazine division at LifeWay, and this trend was an issue back in the 1990s. But it was a slower decline because we had pretty stable economic conditions.

The current economic tsunami brought the perfect storm. It has been a historic economic time in the publishing industry that has increased the speed and velocity of change. So it forced our hand on Discipleship Journal and Pray! We had to make a choice about the subscription-based magazine business. But we're not walking away from either publication. We will continue to put out really great things for both publications in a digital format. Both DJ and Pray! are vital to who we are and will continue to be to NavPress and The Navigators.

But might this be the forerunner of what is going to happen with books? Are we ten years from the extinction of the book?

The newspaper industry was slow to change and the wave has caught and overcome them. The magazine and publishing industry is next, depending on the smarts of those who lead the organizations. The jury is still out on print magazines. It depends on figuring out ways to enhance the old model of advertising. Books are next, and a publisher who snoozes will lose. So yes, the old print-only, bookstore-chain approach alone is not going to bode well for those who do business that way.

At NavPress we have a different model. Bookstores are part of our strategy, but we deliver content through multiple channels. NavPress will by year's end have over 500 products available for sale on Kindle. We also will have more than 500 digital products. E-books are a big part of that. We also do print-on-demand. The delivery methods and platforms, from website to e-books to hard copy books to curriculum, are all out there, and we're playing in all those areas.

The big point is that as a publisher we have embraced technology. We start with a message and determine how best to deliver it on multichannel platforms.

NavPress is the publishing division of The Navigators. NavPress's mission is to advance The Navigators' calling by publishing life-transforming materials that are biblically rooted, culturally relevant, and practical. Since its founding in 1975, NavPress has become known as a trusted ministry leader in discipleship and leadership development. Learn more at NavPress.com.

Copyright © 2009 Christian Leadership Alliance.