February marks Catholic Press Month, with a handsome “Tapestry
of Faith” poster and slogan: “Catholic Newspapers, Magazines and
Books: Weaving the Faith of Our Lives.”
Probably no single entity contributes as many multi-colored threads
to the tapestry of Catholic media as do the worldwide Daughters
of St. Paul. From their own print and electronic hub in Boston,
to their 17 contemporary retail outlets in the United States alone,
their books, audio-visuals, Web site and CDs touch millions of
homes. They are also a channel for the works of good Catholic
authors and artists.
The religious congregation of women behind this apostolate is
celebrating the centenary of their founder’s inspiration. Father
James Alberione, as a seminarian, knelt in adoration on New Year’s
Eve, 1900, in a chapel in Italy. Through the host, he is said
to have heard an “invitation” that ultimately drove him to develop
10 institutes. The resulting Pauline Family has since been dedicated
to using the fastest and most effective means of technology to
spread the Word of God.
Sister Michelle Jane Black, a 20-year member of the Daughters
of St. Paul, manages Pauline Book & Media Center at 172 N. Michigan
Ave. and is one of the singers featured on a new CD dedicated
to the Eucharist and the Daughters’ centenary. She is interviewed
this week by Catholic New World staff writer Dolores Madlener.
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The Catholic New World: The novitiate of the Daughters of St. Paul in Boston must be unique.
What did you do there?
Sister Michelle Jane Black: First they assess your natural abilities. I had mechanical skills
so I worked in the bookbindery. In those days books were hand-sewn,
so I worked the hand-sewer or I did a little bit of everything.
TCNW: Did you get to “diversify” as you moved along?
SMJB: As a junior professed, along with human and spiritual formation,
I was able to work in the video department as an editor and camera
person doing lighting. I went to Charleston, S.C., in 1995 and
worked in the production of half-hour radio programs for two years.
So I’ve had exposure to many forms of media and I enjoy it thoroughly.
TCNW: What do you see as the toughest challenge for the Catholic
Press today?
SMJB: Being able to convey ideas in a way that people of all generations
can grasp. The older generation is still linear and enjoys print
and radio. But how do you get a message across to teenagers? They
absorb information in an entirely different way. They watch music
videos where everything comes at you all at once. We’ve just downloaded
our entire catalogue onto the Internet and have linked our international
Web pages. We now have a Teen e-magazine and a children’s e-magazine.
We use everything including music. In giving vocation talks to
young people I find there are so many basic questions in their
hearts and minds.
TCNW: Publishing is a cutthroat business. How can you compete?
SMJB: Our materials are in some secular stores and many Christian
bookstores, besides our own outlets. But we can always improve
in marketing. Recently our commercial on cable stations for our
new CD didn’t generate many sales, but the Wall Street Journal
picked up on it which led to a report about us on NBC Nightly
News, and then we were mentioned in People Magazine. All that
exposure helped.
TCNW: What sets your Michigan Avenue store apart from secular
stores?
SMJB: I think the main thing that helps us is our customer service.
In each store our sisters or lay employees are trained to help
the customer in a real way to find what they need. We make that
a high priority.
TCNW: Society is materialistic. How can you buck the trend?
SMJB: Yes, there’s a void that needs to be filled. People come in who
were not raised Christian and don’t know God. But when we converse,
they sense there’s something deeper here—God. They don’t just
go away with something in their hand. When they return, they visit
our chapel and some come into the church.
TCNW: What’s the range of works on spirituality today?
SMJB: The newest trend is sometimes called “pulp spirituality.” We
have all types of reading for different types of spiritualities.
There’s Scriptural exegesis and books on contemplative or centering
prayer. We have something for just about anyone who is “hungry”
spiritually.
TCNW: What else is in that section?
SMJB: Sprituality is our largest category and we’re constantly refilling
our shelves. We have biographies and books on healing or coping
which are very popular.
TCNW: What are your best-sellers?
SMJB: The Bible is No. 1 and we always have it well stocked. Then probably
books about The Little Flower and Scripture studies for groups
and individuals. Of course the new “Catechism of the Catholic
Church” is constantly moving off the shelves. We’ve just enlarged
our Hispanic ministry section in all categories to serve clergy,
religious and laity. Any new encyclical by the pope is popular.
TCNW: You even have the Baltimore Catechism?
SMJB: We have a few copies, if someone really wants that. But we encourage
people to get something more up-to-date. The Catholic press can
have a real impact for imbuing society with a Christian spirit.
Informed Catholics can be movers of social reform, law and education.
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