Table of Contents
Chapter 1: Executive Summary
- Scope of the Study
- Books
- Audio/Video/Software
- Inspirational Gifts/Merchandise
- Sources and Methodology
- Market Size 2008
- Table 1-1: Estimated Retail Sales of the U.S. Religious Publishing and
Products Market: By Category, 2004-2008 (billions of dollars)
- RPP Market Share by Category
- RPP Market Retail Share
- Regionality
- Seasonality
- Market Projections
- Table 1-2: Projected Retail Sales of the U.S. Religious Publishing and
Products Market: By Category, 2009-2013 (billions of dollars)
- Marketers: Books
- Protestant Book Publishers
- Jewish Publishers
- Islamic Publishers
- Mind/Body/Spirit Publishers
- Marketers: Music
- Marketers: Video
- Marketers: Software
- Marketers: Inspirational Gifts/Merchandise
- At the Retail Level
- Christian Chain Stores
- Grouping Strategies
- U.S. Adults by Religious Denomination
- “No Religion” and “Other Religion” Populations on
the Rise
Chapter 2: Market Overview
- Introduction
- Scope Of Study
- Primary Emphasis on Christian Products
- U.S. Religious Demographics
- Table 2-1: Selected List of Religions in the United States
- Christian Products: Historical Context
- Late 19th Century to Post-WWII
- Ferment in the 1960s
- Evangelical Cross-Christian Appeals
- Non-Christian American Religions/Products
- American Judaism
- American Islam
- Asian Religions
- Mind/Body/Spirit (MBS) Religions
- Market Classifications
- Three Major Product Categories
- Books
- Inspirational Gifts/Merchandise
- Table 2-2: Types of Christian Gifts/Merchandise
- Audio/Video/Software
Chapter 3: The Market
- Market Size and Growth
- Estimation Difficulties
- Revised “Guesstimates”
- Market Size 2008
- Table 3-1: Estimated Retail Sales of the U.S. Religious Publishing and
Products Market: By Category, 2004-2008 (billions of dollars)
- Reasons for Slowdown
- Books the Top Category
- AVS Ranked Second
- IGM in Third Place
- Market Composition
- RPP Market Share by Category
- Books Category: Share by Segment
- IGM Category: Share by Segment
- AVS Category: Music Share
- Audio Book Share
- Video/Film and Software Share
- RPP Market Retail Share
- Regionality
- Seasonality
- Factors in Future Growth
- U.S. Religious Direction
- Aging Boomers and Their Children
- Immigration
- Economic and Ecological Factors
- Political Factors
- Culture and Education
- Reading Down, Visuals Up
- Anti-Institutional Trends
- Evangelical Rivals
- War and Apocalypse
- Market Factors
- Market Projections
- Overall Market Growth
- Growth by Category
- Table 3-2: Projected Retail Sales of the U.S. Religious Publishing and
Products Market: By Category, 2009-2013 (billions of dollars)
Chapter 4: The Marketers
- Overview
- Number of Marketers
- Size and Types of Marketers: By Category
- Specialists vs. Generalists
- Marketers: Books
- Leading Generalist Publishers
- Table 4-1: List of Major Publishers in Religion: Divisions, Imprints,
and Sub-Imprints (2008)
- Other Generalist Publishers
- Table 4-2: Selected List: Generalist Publishers with Religious Book
Entries: 2007/2008
- Protestant Book Publishers
- Table 4-3: Selected Protestant Specialist Book Publishers/Imprints, 2008
- Protestant Curricula/Textbook Publishers
- Table 4-4: Selected Publishers: Protestant Curricula/Textbooks (2008)
- Catholic Book Publishers
- Table 4-5: Selected List of Publishers: Catholic Books (2008)
- Spanish-Language Religious Publishers
- Children' s Religious Book Publishers
- Jewish Publishers
- Islamic Publishers
- Mind/Body/Spirit Publishers
- University Presses
- Table 4-6: Selected List of University Publishers with Religious Titles
(2007/2008)
- Note on Magazines
- Marketers: AVS Products
- Marketers: Music
- Marketers: Audio Books
- Marketers: Video
- Table 4-7: Selected List of Video/Film Producers: All or Some Christian
Content (2008)
- Marketers: Children' s Videos
- Marketers: Software and Videogames
- Table 4-8: Selected List: Christian Software and Videogame Marketers
(2008)
- Marketers: Inspirational Gifts/Merchandise
- Top Marketers by Segment
- Table 4-9: Selected List of Inspirational Gift/Merchandise Marketers
(2008)
- Marketer Share: Bestsellers
- Bestsellers: Books
- Methodology
- The Big Picture
- Hardcovers and Top 10 Lists
- Table 4-10: Top 10 Titles on Publishers Weekly Hardcover Lists: By Major
Publisher (12/07-4/08)
- Table 4-11: Top 10 Titles on Publishers Weekly Hardcover Lists: By
Specialist Publishers (12/07-4/08)
- Table 4-12: Number of Top 10 Titles on Publishers Weekly Hardcover
Lists: By Publisher (12/07-4/08)
- Paperbacks and Top 10 Lists
- Bestsellers in CBA Stores
- Table 4-13: Number of Top 10 Titles in Christian Bookstores: By
Publisher (Hardcover and Paperback), March 2008
- Bestsellers: Young Adult Books
- Bestsellers: Children' s Books
- Bestsellers: Catholic Books
- Bestsellers: Music
- Bestsellers: Audio Books
- Bestsellers: Video
- Table 4-14: Top-Selling Video Titles in CBA Stores: By Producer (June
2008)
- The Competitive Situation: Books
- Hits and the New Competitive Milieu
- Thomas Nelson and Zondervan
- 2006: Watershed Year
- Eliminating Imprints
- Mainstreaming
- Majors Still Have a Ways to Go
- Traditional Competitive Strategies
- The Competitive Situation: Music
- Top Three in Trouble
- Ironies
- Uncertainties
- One Huge Hit: “Inspired By.....”
- The Competitive Situation: Gifts/Merchandise
- No Shakeout for Small IGM Marketers
- E-Commerce and Competition
- Accommodating the Mainstream
- The IGM Majors' Approach
- Competitive Profiles: Major Book Publishers
- Thomas Nelson, Inc.
- Overview
- Bibles and “Biblezines”
- Owned by Intermedia Partners
- Sales Surging
- Radical Strategy: Eliminates Imprints
- Simplifying and Downsizing
- No More Trade Shows
- Speculations
- Diversification into the Mainstream
- Corporate Brands
- TN Goes Green
- Maximizing Distribution
- Grupo Nelson
- HarperCollins/Zondervan
- Overview: HarperCollins
- Growth Perspective: HarperCollins
- Overview: Zondervan
- Zondervan a Giant in Bibles
- Mid-00s' Mega-Hit: The Purpose-Driven Life
- Zonderkidz
- Vida Publishers
- eZondervan
- Growth Perpective: Zondervan
- 2006: Flurry of Activity
- Table 4-15: Zondervan' s Strategic Alliances
- 2007/2008: Shakeup at the Top
- New Direct-Sales Website
- News Corp. Acquires Beliefnet
- Zondervan Enters Young Adult Books
- Bertelsmann/Random House
- Overview: Random House
- Crown/Harmony
- Ballantine/Wellspring
- Knopf/Schocken
- Broadway Doubleday
- Waterbrook Press
- Multnomah Publishers
- Random House' s Counterintuitive Strategy
- Simon & Schuster
- Overview
- A Hedged Approach
- Howard and Beyond Words
- Domesticating the Message
- Lagardère/Hachette
- Overview
- FaithWords and Center Street
- Going to Extremes
- Tyndale House Publishing
- A Major Evangelical Publisher
- Tyndale Blockbuster: Left Behind
- Recent Focus on Bibles for Youth
- Strong in Fiction and Nonfiction
- Church Resources
- Partnerships
- Brief Profiles: Specialist Book Publishers
- Harvest House Publishers
- Moody Publishers
- David C. Cook
- Baker Publishing Group
- B&H Publishing Group
- Barbour Publishers
- Strang Communications
- Jewish Publication Society
- Jewish Lights Publishing/Skylight Paths Publishing
- Shambhala Publications
- Llewellyn Publications
- Inner Traditions/Bear & Co
- Competitive Profiles: Music Companies
- Sony-BMG/Provident
- Overview: Sony-BMG and Looming Changes
- Provident Music Group
- Provident-Integrity Distribution
- Warner Music Group
- Overview: Ownership and Sales
- Word Entertainment
- EMI Christian Music Group (CMG)
- Overview: EMI and Terra Firma
- EMI CMG
- Brief Profiles: IGM Marketers
- Dayspring Cards
- Bob Siemon Designs
- Gregg Gift Co.
- Dicksons Gifts
- Brownlow Gifts
- Kerusso
- Carpentree
Chapter 5: Product and Marketing Trends
- RPP Product Trends
- Background
- Book Trends
- Atheism and Counter-Atheism
- Table 5-1: Selected Recent Titles on Atheism: 2006-2008
- Politics: Uncertainty and Conflict
- Table 5-2: Selected Recent Titles on Politics and Religion: 2007- 2008
- Reconciliation: Science and Religion
- Reconciliation: Understanding Other Faiths
- Church Critics: Gone Overboard into Pop
- Church Critics: Emergents
- Church Critics: Feminists
- Sex and Religion
- The End Times Theme
- Jesus Books
- Judas Books
- Pope Books
- Trends in Fiction: Christian Romance
- Amish Romances
- Focus: Karen Kingsbury
- Romance Authors and Publishers
- Teen/Young Adult Fiction
- Difficult Christian Fiction: Fantasy/Science Fiction
- Mystery
- Christian Feminism
- Surprise Success: Theological Fiction
- Mormon Book Trends
- Jewish Book Trends
- Islamic Book Trends
- MBS Book Trends
- Miscellaneous Trends
- Publishing-on-Demand Books
- Focus: Mainline Protestant Publishing Houses
- Table 5-3: Mainline Protestant Denominational Presses and Imprints,
2008
- Church Publishing, Inc. (CPI)
- United Methodist Publishing House
- Presbyterian Publishing Corp
- Augsburg Fortress (AF)
- Summary
- Focus: Trends in Spanish-Language Publishing
- Focus: Trends in Mormon Publishing
- Focus: MBS and Mainstream Culture
- Bible Trends
- Infinite Variations: Demographics
- Formats and Platforms
- Software and Spin-Offs
- Unique Variations
- Bible Variation Critics
- Bible Literacy in Decline
- Teaching the Bible in Public Schools
- Music Trends
- Digital Distribution Now the Name of the Game
- MWorship
- PassAlong
- DRM-Free
- Licensing
- Video/Film Trends
- Multiplatform Marketing
- Christian Novels into Films
- Omnipresent Controversy
- Christian Thriller/Horror Films
- Focus: Lionsgate Entertainment
- Focus: Big Idea, Inc
- Focus: Code Black Entertainment
- Videogame Trends
- Christian Videogames Cover All the Bases
- Difficulties with Quality and Themes
- Edgy vs. Clean
- Software Trends
- Rapid Advances in All Areas
- Internet Trends
- Internet as Universal Marketing Machine
- Problems in Monetizing
- Religious Internet Use
- Website Examples
- Focus: Beliefnet
- IGM Trends
- Overview
- Jewelry
- Action Figures
- Focus: One2Believe
- Rosaries
- Scrapbooking
- Marketing Trends
- Star Author Marketing
- Star Authors and Publishing Loyalties
- Celebrity Marketing
- Focus: Hyper-Promotion of 3:16
- Focus: Book/DVD Cross-Promotion
- Focus: Trends in TV Promotion
- Focus: Awards
Chapter 6: Retail and Trade Shows
- At the Retail Level
- Retail Share Trends
- Religious Bookstores in Decline
- Internet Influence on Retail/Distribution
- Christian Chain Stores
- Grouping Strategies
- Marketing Groups
- Franchising
- Grouping Advantages
- Table 6-1: Services Available from Retail Groups
- Focus: Parable Franchising
- Focus: Munce Group
- Focus: CBA Stores
- From Bookstore to Emporium
- Estimated Retail Segment Share
- Demographic Patterns
- Video at CBA Retail
- Music at CBA Retail
- Trendy CBA Mall Shops
- The Ultimate CBA Mall
- Trade Shows
- Trade Show Trends
- The CBA
- The ECPA
- Munce' s Christian Products Expos
- Other Trade Shows
- Trade Show Future
Chapter 7: The Consumer
- Religious Preference: Overview
- Note on Simmons Data
- U.S. Adults by Religious Denomination
- Table 7-1: U.S. Adult Christian Population by Denomination: 2007 vs.
1998
- Growth and Decline over the Past Decade
- “No Religion” and “Other Religion” Populations
on the Rise
- Table 7-2: U.S. Adult Population by No Religion and Other Religion:
2007 vs. 1998
- Factors Favoring Religious Preference
- Horizontal Analysis and Vertical Profiling
- Horizontal Analysis
- Age
- Sex
- Race
- Region
- Education
- Income
- Marital Status
- Household Size
- Vertical Profiles
- Baptists and Catholics
- Mainline Protestants
- “Other Evangelicals”
- Other and No Religions
- Table 7-3: Demographic Characteristics Favoring Religion by
Denomination, 2007
- Religious Believers
- Number Expressing Religious Attitudes
- Table 7-4: Religious Beliefs: Number of U.S. Adults Expressing
Selected Religious Attitudes, 2007 (millions of adults)
- Number Expressing Evangelical Attitudes
- Profiles: Believers
- Profile: Evangelical Supporters
- Table 7-5: Demographic Characteristics Favoring Religious Belief,2005
- Religious Consumers
- Book Purchasers by Denomination
- Table 7-6: U.S. Adults Most Likely to Purchase Books: By Denomination,
2007 (Purchased Books in Last 12 months)
- Table 7-7: U.S. Adults Most Likely to Be Frequent BookPurchasers: By
Denomination, 2007 (Purchased 10+ books in last 12 mos.)
- Table 7-8: U.S. Adults Most Likely to Purchase Books in Bookstores and
Online: By Denomination, 2007
- Music Preferences by Denomination
- Music Purchasing at Retail by Denomination
- Numbers on Music Preferences, Purchasing, Downloading
- Musical Style Preferences
- Table 7-9: Religious Music By Style: Number of Adults Preferring,
Purchasing, and Downloading, 2007 (millions)
- Purchasers by Style
- Downloading by Style
- Music Purchasing at CBA Stores
- Demographic Profiles By Musical Style
- Table 7-10: Demographic Characteristics Favoring Musical Preference by
Style, 2007
- Religious Products and Direct Sales
- Numbers: Internet and Mail/Phone
- Direct Sales by Denomination
- Contrasting Profiles
- Table 7-11: Demographic Characteristics Favoring Religious Product
Purchasing by Direct Sales Venue, 2007
Chapter 8: Trends and Opportunities
- Overview
- The Unaffiliated and Social Movements
- Disaster Relief
- Retail Transformations
- Book Opportunities
- Music Opportunities
- Video and Software Opportunities
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