John Frame is stirring the pot again, this time with his article, "Is it Wrong to Market the Church?" Arguing against David Wells and others, Frame sees no inherent problems in marketing the church. He examines appealing to "felt needs," advertising, communicating our message, etc.
While I have the highest regard for John Frame, I really think he has "missed the boat" on this one. After all, what is the church? The church is to be comprised of regenerate, baptized believers of Jesus Christ (I am aware that Frame's Presbyterianism may lead him to disagree). In light of this understanding of the church, what is the purpose of our corporate gathering? It is not evangelism; it is worship. We sing, listen to the proclaimed word, pray, practice the ordinances, have fellowship with and edify one another, etc., all to glorify our Lord and Savior. In essence, church is for the "called out ones," those called by God and who have faith in Him, the elect.
Whenever we target the lost and unregenerate, we misunderstand the purpose of our corporate worship. It leads us to market ourselves to the fallen world. We sell out.
Should we reach the lost? Absolutely. Should we market the church to reach them? Absolutely not.