[reaganaut]

It was before that. It started with the ‘interfaith’ channel in the late 1980’s (mormon, liberal Christian and Jewish). But didn’t really take off until the late 1990’s. IMO, the internet was the imputus. Too much info available.

Of course now it is in full swing.

[ejonesie22]

I think it is a little bit of all of that. It has become the Normalization project to try and revitalize their American recruiting as much as possible.

Also don't dismiss the overseas marketing SLC has been forced into doing due to tapping out the US market and the fact that the potential marks there know too much due to the Internet.

The “Christian” brand name is big overseas where the LDS is attempting to generate more revenue (called getting members)