Quote, unquote: preaching to the uninitiated

"We don't preach to the choir. We preach to the uninitiated."

 -- from an interesting profile in the Halifax Herald about the publisher of Mindful and Shambala Sun, Jim Gimian. John DeMont reports that a year after launch Mindful has 40,000 subscribers, almost all of them in the U.S. and it puts 35,000 more on the newsstands; this doesn't include readers who find it online at mindful.org. Sister publication Shambala Sun, with its Buddhist content is thought to be one of the best-selling magazines in the U.S., where it has 70,000 subscribers. So Gimian and his colleagues must be doing something right with their "mission-oriented journalism".