CBA Trends

A little bit ago, Shawn wrote and asked about the Christian industry. Here’s his question: “Is the biggest trend in religious publishing the fact that none of the Christian publishers are owned or run by ministries anymore?”

I've been saying for quite some time that the biggest trend in Christian publishing is the distribution -- AWAY from independent Christian bookstore/gift centers and TOWARD general market bookstores. That has both an up and a down side, of course, but it's not something a cabal has been planning -- it's simply the marketplace at work. Christian readers would prefer to spend $12 for a book at Wal-Mart (and don't underestimate Wal-Mart in the Christian retailing market) than $20 for a book at Betty's Angel Book Shoppe. That has caused Christian independents to go under by the dozens, and it is rapidly forcing a reshaping of CBA as we know it.

Along with that has been the sale of three CBA publishers. Time Warner (my former employer) had its stock price stuck at $17 for three years, so in an effort to get some things moving (and to hold off Carl Icahn), the board decided to get out of the book business. They sold the Time Warner Book Group to Hachette Livre, a French publishing conglomerate that owns Hodder in England, Car & Driver  and Elle magazines in this country, and numerous publishing ventures around the world. So I lost the cache of saying I work for Time Warner, the largest entertainment company in the world...but, of course, I was able to say I'm a publisher with Hachette Livre, the third-largest publisher in the world. On the heels of that came the sale of Thomas Nelson -- interestingly enough, moving from a publicly held company to a private one. Then Simon and Schuster, who was already for sale by Viacom, and who has not had a Christian imprint, decided they needed CBA exposure. So they purchased Howard Publishing, lock, stock, and barrel. It was an interesting move, since S&S has been going after "name" CBA authors but with no place for them to call home. Wiley offers some great religious books through Josse-Bass, and Pengin doesn't have a CBA imprint, but they do have sort of a Christian ombudsman that coordinates the occasional religious book. And I should note that Harper Collins is already in the business, since they own Zondervan, as well as HarperOne (formerly HarperSan Francisco), which offers some great books, as well as off-the beaten path Christian books (and, to tell the truth the occasional religious wierdology, like the occasional Wiccan Guide to Lesbian Astrology).

My point is just to say that Christians have firmly established themselves as a market, that every major publisher is going after that market, and that the market itself has grown and changed in recent years, most notably in the areas of distribution and sales.

One more thing: The fastest growing segment of Christianity is charismatic, and we have probably neglected to mention that some small charismatic houses (Strang, Destiny Image, Harrison House, etc) have recently sold a ton of books -- so certainly somebody is buying their materials, whether they are in big ponds or small, and whether they are in general markets or not.

Confused? Yeah, well, join the club. If this were easy to figure out, we'd all be millionaires.

Two last notes:

1. Don't believe the people who say "big publishers are jerks who don't care about the little guy." I worked for a big publisher, and while I may be a world class jerk, there are still plenty of not-so-giant authors who would say I cared about them and worked hard to help them succeed. The stereotype of big business isn't always true, so don't accept that criticism as gospel -- particularly from people who may not know what they're talking about.

2. I don't see anything in Scripture that calls us to a ministry of "size." We're in love with size in America because we believe bigger is better, but God calls one guy to pastor ten thousand and another to pastor a church of ten. There's nothing I can find in his Word that says "the guy who pastors ten thousand is therefore better, more spiritual, and higher in the kingdom." If you're called to write, then write your best. For some it will mean big dollars and a huge audience. For others not-so-big dollars and a smaller readership. Some of the best books of all time haven't ever made a bestseller list or even been read by that many people. We're called to obedience, not notoriety. We're called to significance, not success.

Comments

[Judith Robl]

When asked my name, I told one person that my name was "Daughter" and my job description was "handmaiden" which meant I go where I'm told and do what I'm told.

It wasn't a popular answer, but we're not called to popularity. We're called to obedience. The fruit of our obedience is the work of the Father.

Thank you for your insights as to the CBA market. I fully believe we need to be integrated into the larger market to expand the Christian worldview to a culture sadly in need of same.

[Jo Huddleston]

Chip, One of your best, insightful posts. Thanks for sharing your knowledge and encouragement with us through your blog.
Jo

[shawn smucker]

totally agree with number 2. good post.

[Edwina Cowgill]

Excellent post (except the comment about you being a world class jerk - find that hard to believe.) I do totally agree that we are called to obedience and significance.

[Renee Gray-Wilburn]

"We're called to obedience, not notoriety. We're called to significance, not success." Well said! When we are obedient and when we are significant, doing what God wants us to do, then we are successful in His eyes. I doubt that I will ever gain success in this business in the world's eyes, because of the type of writing I do. But I know for a fact my words reach thousands of children and draw them closer to God. That is success!

Hmmm "Wiccan Guide to Lesbian Astrology." I used to live in San Francisco...I bet you could actually find that book there!!

[Melody]

Great post! Thank you!

I had no idea that so many well-known Christian publishing houses were owned by those well-known secular ones. That's very interesting.

And "The fastest growing segment of Christianity is charismatic..." -- Long story, but I think I can vouch for that. I found this particular sentence *very* interesting.

And thanks for the reminder of our audience.

We write (we sing, we play, we dance, we preform - we do) for an Audience of One.

[Renee Gray-Wilburn]

By the way, Judith, I forgot to say that I like your answer! I've told people before when they ask what I do that I'm in full-time ministry. I get a strange look, then continue, "I'm raising three kids to love and serve the Lord." If that's not a full-time job, I don't know what is!

[Donna Marie]

All great comments made by the "world class jerk" and his faithful readers ;)

Seriously, this is such a valid point and I love the "Audience of One" comment, Melody :)

Great stuff, Chip, and I, too, didn't know that some of the imprints were owned by the biggies!

[James Scott Bell]

I think Amish Minotaurs is the next big thing.

[Michael Ehret]

Your point #2 is so often overlooked. Thanks for highlighting that idea.

[John Robinson]

"I think Amish Minotaurs is the next big thing."

Make that "Amish lesbian minotuars with co-dependency issues" and I think you'd have it, Jimbo.

[Stevie Rey]

You're not a jerk, Chip, and I'm not down on big publishers. Permit me a rant from time to time, I've been passed over by every publisher and agent in the business! :-) It's all good, though, no hard feelings toward anyone. Everything will work out for good, and my book is going to be a bestseller...and soon!

Grace and Peace,
SR

[Michael Hyatt]

Great post, Chip. Just two comments: I think we are beginning to see a resurgence of locally owned, Christian bookstores. Christian independents comprise our healthiest sales channel at the moment. While this is anecdotal, I think this is in response to a growing anti-brand, anti-franchise sentiment that is taking place in our country.

Second, I don’t know that charismatic books are the fastest growing book segment. (I know that you didn’t say this exactly; only that this is the fastest growing segment of Christianity.) We saw that pretty much top-out three years ago. If I had to pick one segment that is growing the fastest, I would have to say books for more serious readers. The new Reformed movement is part of this.

Thanks again.

[Rachel Rigdon]

"Betty's Angel Book Shoppe"

ahahahahahahaha

[AimeeLS]

Amen to obedience and significance.

Amen to the Audience of One.

Amused by the Lesbian Wiccans who need astrology guides. Talk to Amanda. Apparently she's a magnet for those kinds of proposals...?

[Chip responds]

A couple notes... First, I completely agree with Michael Hyatt -- the "Reformed" movement may, in fact, be the fastest growing market in Christian publishing. Mea culpa.

Second, in the original crafting of this post, it sounded like I was taking a potshot at HarperOne. Nothing could be further from the truth. I love many of the books created and sold by HarperOne. I was trying to make a joke about the wide view they take toward spirituality, and it came across as a slam. My apologies to Mickey and the team at H-One. I've changed the post to better reflect my thinking.

[patriciazell]

From the way the market jumps around, it sounds like Christians aren't settled in what they believe. I'm praying that all of us find our places in God's absolute love and find the pure joy of being His children.

[Michael K. Reynolds]

Perhaps others have had a different experience, but I don't get too many recommendations regarding the theological sanctity of newly arriving Christian books from Wal Mart staff.

The attack on the Christian boutique shops has much to do with Amazon and Google where people can learn about trends and recommendations so much easier than they could twenty years ago. The day of the helpful and knowledgeable Christian bookstore owner driving book sales is fading into the sunset.

The Christian bookstores are going to have to re-invent what value they provide their customers. If they are unsuccessful, I think it will drive the Christian publishing industry into serving up safe, bestseller clones where the distinction between Christ-centered writing and the general Worldview will be more and more blurred.

The publishers hold the key in that they are allowing the Wal Marts of the world to cherry pick the bestsellers without committing to serve up the full category. I believe the publishers are going to need to do much more to assist the Christian boutique market (provide exclusives, author promotion, matching discounts on bestsellers, etc.) or they will rue losing control of the market. The fact that secular organizations (with ownership stakes in CBA publishers) are pulling the strings based purely on short-term profitability makes this more disturbing.

How about a good ol' Christian revival to get things back on track?

[Clella Camp]

An interesting post and thanks for reminding all of us who write "size" is not the issue,but the message is the inmportant thing whether we write for 20 or 20,000. Thanks again. Clella Camp

[lynn@queenofthecastlerecipes]

Nice post, Chip, especially those last two sentences :) Thanks.

[alisha]

Ooh, I really like what you said about charismatic books selling! As a "recovering charismatic" author wanting to speak to that audience it's encouraging. Thanks, Alisha

[alisha]

Just read the comments, scratch mine above. I wish charasmatic books were trending though.

[Joanne Mueller]

Thanks for the post, Chip. I needed to read #2. It encourages me to keep going.