Crossing Over

September 28, 1:38 PMChristian Literature ExaminerHollee J. Chadwick

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There are crossover automobiles, crossover music, crossover Macs, crossover cables—and in the field of Christian literature, there are crossover books.

Case in point: Rick Warren’s The Purpose Driven Life—certainly a non-secular book—has sold over 30 million copies. Jerry Jenkins and Tim LaHaye’s Left Behind series consistently attained mega-bestseller numbers. According to industry insiders, the sales of these and other traditional religious books are not bought solely by Christians—they’ve got the whole world in their hands.

In 2005, Publishing Trends magazine reported that since 1992, the religious marketplace has seen a compound growth rate of 14 1/2 percent, over double that of adult net sales, increasing by 50 percent between 2002 and 2003 alone.

Evangelical viewpoints in particular have surged into the mainstream. As Christian based books, movies and other media have found their way into the mass market, the once solid barrier dividing Christian audiences and their mainstream counterparts is eroding, allowing for a new generation of crossover successes to take their place. After years of trying to break into the Christian Booksellers Association (CBA) market, major trade publishing houses are developing their own Christian divisions (e.g., Warner Faith), as well as signing authors (e.g., Penguin, Simon & Schuster, Warner Books, HarperCollins). Similarly, religious books, once relegated to CBA markets, have been steadily moving into trade, and now comprise 11 percent of trade sales, bringing in $1.9 billion dollars annually.

This publishing trend has also increased the sales competition for Christian bookstores. According to Jay Echternach Senior Director of Sales at Multnomah Books,  "Five years ago, the assortment of Christian titles that a general market retailer carried would have been limited to key bestsellers and a couple of Bibles. Due to demand for these products now, those same retailers are carrying assortments that rival a small Christian bookstore."

This, of course, means declining sales at Christian bookstores. However, in the words of Andy Butcher, editor of Christian Retailing:

“Great news! Christian books are selling at WalMart!”

“Bad news! Christian books are selling at WalMart.”

According to Zondervan’s Scott Bolinder, their sales show a 50/50 split between CBA and ABA (American Booksellers Association). Thomas Nelson's 2004 annual report showed a third of its $222 million income ($74 million) coming from CBA stores, while combined ABA and mass market sales came to $63 million.

Does this mean there are more Christians in the world—or more Christian writers?

Or is it the times we live in—war, recession, global warming—are people looking for more answers?

Or is it because the quality of the Christian books are coming up in the world—literally?

What do you think?

Email me at hollee@holleedazeink.net or share your comments on this page.