1. CatholicFInternet
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Knowing a Catholic Audience
Presented by Ian Rutherford

2. CatholicFInternet
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Who Am I?
• Ian Rutherford, founder and President of Aquinas and
More (www.aquinasandmore.com) and
howtorunacatholicstore.com
• Family with eleven kids and a dozen chickens living on
the prairie in Colorado
• ian@aquinasandmore.com
• Blog: howtorunacatholicstore.com
• I’m Catholic
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3. CatholicFInternet
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What are we going to talk about?
• Considerations before you start carrying Catholic products
• What types of gifts Catholics are looking for
• What interests do Catholics have
• The liturgical year
• What you should carry
• What you should know
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4. CatholicFInternet
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Considerations before
taking the plunge
• Honestly, what do you believe about Catholics?
• Don’t sacrifice your principles
• Why do you want to carry Catholic products?
• Are there enough Catholics in your area to take this plunge?
• Would you be competing against an existing Catholic store?
• Do you have enough knowledge of the Catholic Faith and
Catholic stuff to actually be helpful?
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5. CatholicFInternet
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So what are Catholics looking for?
• A gift for an event they forgot that happens the
next day.
• Baptism cards and gifts
• Depending on the season, First Communion,
Confirmation or Ordination gifts
• You have to have these last-minute items in
stock and be able to help people choose.
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6. CatholicFInternet
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So what are Catholics looking for?
• Baptism
• Board books
• A crib medal
• A plaque for pictures
• Congratulation cards
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7. CatholicFInternet
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So what are Catholics looking for?
• First Communion
• Rosaries
• Children’s missals
• Bible
• Plaques
• Cards
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8. CatholicFInternet
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So what are Catholics looking for?
• Confirmation
• Patron saint medals and books about saints
• Holy Spirit pins, medals, etc.
• Bibles
• Catechisms
• Cards
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9. CatholicFInternet
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So what are Catholics looking for?
• A new missal
• One of the biggest events in Catholic worship
happened last November
• The translation for the Mass was revised
• Most people who wants to follow along with the Mass
are buying new missals
• You will need to know what kind they want and what
kinds are available
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10. CatholicFInternet
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What are Catholics looking for?
• A Bible or Bible study
• Yes, Catholics do read the Bible but probably can’t
recite verses on demand
• There are three main translations used by Catholics
• Revised Standard
• New American
• Douay Rheims
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11. CatholicFInternet
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What are Catholics looking for?
• A personal devotional item
• Rosaries
• A statue
• Scapulars
• Art
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12. CatholicFInternet
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1
Four things you need to know
• Bible information
• RSV – 1965 publication joint Catholic / Protestant translation with
an update in 2006
• formal equivalent translation – more literal
• Not to be mistaken with the New Revised Standard Bible which is a
completely different translation
• Used for all Bible verses in the Catechism of the Catholic Church
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13. CatholicFInternet
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1
Four things you need to know
• Bible information
• New American Bible – Produced by the United States Conference of
Bishops. Last updated in 2011 when the Old Testament
translation was completed. The New
Testament was translated in 1986.
• Dynamic equivalence
• Closest to what you’ll hear at Mass but is
considered by many to be a rather
pedestrian translation
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14. CatholicFInternet
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1
Four things you need to know
• Bible information
• Douay Rheims – New Testament produced in Rheims in 1582. Old
Testament produced in Douay in 1609-1610. Translation used the
Latin Vulgate, not original sources.
• A revised version was produced in 1752 which is usually called the
Challoner edition and is the most typical version available today.
He used the King James version as a reference for his revisions.
This is ironic because when the King James Bible was produced
the most frequently cited source for translation reference was the
Rheims New Testament.
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15. CatholicFInternet
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1
Four Things You Need to Know
• Bible information
• Best Bible study series is the Great
Adventure distributed by Catholic Word
• Best study Bibles include the Navarre
series and for something a little less
comprehensive for the NT, the Ignatius
Study Bible
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16. CatholicFInternet
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2
Four things you need to know
• What’s a Missal?
• A book that Catholics use to follow
along with the Mass
• Contains Bible readings for each day
• Can either be just for Sundays (St.
Joseph Missal) or everyday
(Daily Roman Missal)
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17. CatholicFInternet
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3
Four things you need to know
• Patron Saints
• Saints are given patronage of certain causes, usually based on some-
thing relating to their lives. Common ones include:
St. Joseph - patron of families
St. Christopher - patron of travelers
St. Michael the Archangel - patron of the military
St. Peregrine - patron of cancer patients
St. Nicholas - patron of children
St. Lucy - patron of those with eye diseases
St. Monica - patron of those who have left the Faith
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18. CatholicFInternet
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4
Four things you need to know
• Where to get Catholic items and information
• Join the Catholic Marketing Network
• Get advice about what is good Catholic literature
(HowToRunACatholicStore.com)
• Places for Catholics with questions to get good
information
• Catholic.com
• EWTN.com
• Cuf.org
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19. CatholicFInternet
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Questions? Suggestions?
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