The Quest for Relevance

From contextualization to strategic planning Christian denominations seem to be on a quest for relevance, which usually means becoming more palatable to those outside the church. I've often thought that those fringe religions outside of Christianity don't seem to be concerned with this. I was wrong. Currently, the Latter Day Saints are airing television commercials in nine U.S. media markets to show the public that mormons are "just like everyone else." Jacksonville happens to be one of those markets so I have seen many of these commercials. It just goes to show that everyone desires to be relevant. I wonder if the JWs will follow the trend?