While many retirees would work on their golf game or take up pickleball, Lon Solomon is working to expand his “Not a Sermon” advertising reach.
In the 60 seconds others use to advertise a car wash or dining spot on the radio, Lon Solomon gives listeners something else: a cultural comment tied to the Christian Gospel, one intended to spur deeper thought.
Surprising listeners doesn’t faze him. He no longer speaks weekly from the pulpit in McLean, but millions still hear his voice, which is the goal of the minute-long “Not a sermon, just a thought” radio spots. Media expert Phil Cooke, a veteran of the Christian market, said Mr. Solomon’s concept is “a great strategy because you can place a short commercial spot like this in front of a far bigger audience than a 30-minute program,” the customary format found on Christian stations.
The ads — which originally aired during shock-jock Howard Stern’s program when that show aired on WJFK-FM, now a sports-talk outlet — worked. People came to McLean Bible Church, even though Mr. Solomon said that wasn’t the ad campaign’s primary aim.
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