There have been various studies on content in Church services. A Church which consistently comes out tops is the Roman Catholic Church. I believe that urban ministry needs to be high on content. This is for two reasons. Urban ministry, at least in Africa, may not reach that many people outside of Church services (reasons elsewhere on this blog). Also urban Churches, at least in my experience, see a great many visitors. One may not see visitors again, therefore content is important. OBSERVATION: Apart from this, I view content as being generally important. I put it high on the list of strategies for a thriving Church.
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