Mainline publishers suffer in Christian book market
Last year, the sale of Christian merchandise - books, educational materials, movies, videos and trinkets - resulted in total revenue of $4 billion.
Do you want to get rich quick? Write a book like "The Prayer of Jabez," published by Mutanoman Press, a runaway bestseller that has probably made the author, Bruce Wilkinson, a millionaire. It follows a line of thinking that says Jesus will make you wealthy if you ask him correctly. Not exactly a popular theme in historic theological circles. But independent and evangelical presses are counting on a few great publishing ventures, such as "The Prayer of Jabez," to push their revenue stream over the top. And if it makes a few people wealthy in the process, that's just a nice byproduct of successful Christian publishing and marketing.
Publishing is a strange business; while independent and evangelical publishers are laughing all the way to the bank, mainline Christian publishers are fighting for their lives.
Just recently, Augsburg Fortress, the publishing arm of the Evangelical Lutheran Church in America, announced a major reorganization and a cutback of 45 employees out of 225 at its corporate offices, including significant leadership changes. Augsburg finished 2000 with a net loss of $3.037 million and showed a loss of $2.305 million for the first quarter of 2001. Augsburg Fortress hopes flattening its leadership team will clear the decks for a substantial future that will not only serve the largest Lutheran denomination in the United States but also reach ecumenical markets.
It's true that every mainline denominational publisher has faced major cutbacks and reorganizations in the past few years. Most of those publishers are now content to serve their denomination and reach into other markets only if the opportunities present themselves. The Southern Baptists have indicated a swerve in that direction by changing their name from the Sunday School Board to Lifeway. The Christian Reformed Church's publishing group is now known as Faith Alive. The Presbyterians and the United Methodists are regrouping for a more prosperous future.
Rachael Riensche, vice president of corporate affairs for Augsburg Fortress Publishers, says the pain is felt across the mainline market.
"We talk with many mainline publishers, and we^(1)re all experiencing a decline in revenue. Marv Roloff, our president and CEO, has had contacts with the Methodists, the Presbyterians, the United Church of Christ, and they^(1)re all cutting back - they're all in tough times."
Riensche said the wide problem is that mainline publishers are asked to serve their denominations and at the same time, they've been eager to serve an ecumenical market.
"Now, I think, we^(1)re committed to serving the core market - the Lutheran market - and if those materials find a home in other denominations, then we're committed to that," she said.
Some church leaders say it's not fair to compare mainline publishers to independent presses because there is not the same commitment to pursue traditional understandings of doctrine. In addition to "The Prayer of Jabez," recent big sellers in the religious market include the controversial "Bible Code," "The Celestine Prophecy," the "Left Behind" novels, many end-time prophecy books and demonic-possession novels.
Another reality is that some independent religious publishers will pour money into the marketing of a book, knowing the postmodern mind will almost always latch onto slick advertising. That's the hidden factor that drives independent religious publishers. They will spend money to market a product. And it almost always pays off.
"Like it or not, marketing is the way of the world," says Tony Jones, a youth minister at Colonial Church of Edinaand the author of "Postmodern Youth Ministry," (Zondervan Publishing House, $19.99). "You can^(1)t avoid that. And we all have to remember the postmodern mind will do anything for a new experience. That's why some of these books are so popular; they offer new experiences."
Clark D. MorphewJuly 21 2001