It will be on display everywhere this weekend as thousands gather for The Church of Jesus Christ of Latter-day Saints' 180th Annual General Conference in Salt Lake City.
Where LDS leaders once were pushing members to call themselves Latter-day Saints, rather than Mormons, now the church-owned Deseret News has created the Mormon Times. "Mormon Messages" is on YouTube. The "Mormon Channel" is on the radio. And the faith's missionary Web site is mormon.org.
So what has changed for the nearly 14 million-member church? The Internet.
Last year, some 26.8. million people searched for the word "Mormon," 5.3 million hunted for "Mormons," and 1.3 million scouted for "Mormonism," noted Michael Otterson, managing director of LDS Public Affairs.