More popular than Jesus Cleave's article mentioned that Lennon was "reading extensively about religion", and quoted a comment he made: Cleave's interview with Lennon was published in the "Evening Standard" in March 1966 and provoked no public reaction in the UK. Church attendance there was in decline and the Christian churches were making no secret of the need to transform their image into something more relevant to modern times. Music historian Jonathan Gould wrote, "The satire comedians had had a field day with the increasingly desperate attempts of the Church to make itself seem more relevant ('Don't call me vicar, call me "Dick" ...')."
More popular than Jesus came into contact with the Revd Ronald Gibbons, who told reporters that a Beatles version of "O Come, All Ye Faithful" might provide the Church of England with "the very shot in the arm it needs". The day after Cleave's article appeared in the "Evening Standard", Beatles press officer Tony Barrow offered "Datebook", a US teen magazine, rights to all four interviews. Barrow believed the pieces were important to show fans that the Beatles were progressing beyond simple pop music and producing more intellectually challenging work. As "Datebook" was a socially progressive magazine that addressed subjects such as interracial dating