The NRB, the USG’s, and other interesting insights


I sit today at lunch at the National Religious Broadcasters association national conference in Dallas, TX, and I am reflecting on the amazing cultural and generational contrast of the people at this event. One of my colleagues here today coined a new acronym for me… the USG's or "untucked shirt guys". You see, the NRB is predominantly a collection of the "old guard"; blue pinstripe suits, white shirts and ties. Polished edges. I even brought 3 suits for the week. But this year, NRB started something new…

REACH conference – home of the USG's
The Reach conference was intended to be a progressive, innovative Christian media conferece. The speakers, the music, the sets – its all different. It is at the front end of the NRB, and brings in a TOTALLY different demographic. The suits are replaced with frayed jeans. Ties don't exist. Its actually "relevant" to culture today. wow, what a concept – a relevant church in the eyes of the young!

Kudos to Phil Cooke and the progressive group of thinkers that pushed for the concept of Reach. The NRB is still the NRB, and it needs to stay that way. It would have been a stretch and probably a tragic flop to try to make the NRB "hip". They are a cornerstone of the religious broadcasting industry, and have all the integrity, class, and knowledge that you could ask for.(I have the utmost respect for the years of ministry, history, and service that members of the NRB have contributed to Christianity today, so please don't find me irreverant) Yet they have seen in their wisdom that it was also time that they open the door to the "new guard". A new seat has been brought to the table, and the USG's have arrived. They have some good input that the church will do well to respond to.

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