The U.S. Market for Religious Publishing and Products

Published by: Packaged Facts

Published: Jun. 1, 1998 - 238 Pages

Table of Contents

The Products

• Primarily Christian Products
  
• Product Categories

The Market

• A Robust Market
  
• Factors Affecting Market Growth
  
• Sales to Near $7 Billion by 2002
  
• Table 1-1: US Retail Sales of Religious Products by Category, 1993-
  2002 (dollars): Books, Stationery/Giftware/
  Merchandise, Audio/Video/Software

The Marketers

• Overview of Competitors
  
• The Books Category
  
• The SGM Category
  
• The AVS Category

Distribution and Retail

• Eclectic Mix of Secular and Religious Vendors
  
• CBA Stores a Dominant Force
  
• Figure 1-1: Share of Religious Product Sales by Distribution Channel,
  1997 (percent): 3 Distribution Channels
  
• Independents Outnumber Chain Stores
  
• Mainstream Retailers Carrying Religious Products

The Consumer

• Church Members Belong to Middle Class
  
• Churchgoers vs Religious Product Users

Scope and Methodology

• Scope of Market Coverage
  
• Research Methodology

II THE PRODUCTS

Introduction

• Scope of Report
  
• Christian Products Dominate
  
• Specialty Outlets Shape Market

Historical Summary: Christian Products

• Ancient Market for Devotional Objects
  
• Individuals Take Responsibility for Their Salvation
  
• The Bible Becomes Widely Available
  
• The Emergence of a US Religious Publishing Market
  
• Radical Change in the 1960s and 1970s
  
• The Televangelist Scandals of the 1980s
  
• Christian Culture as Strong as Ever

Historical Summary: Non-Christian Products

• Judaica a Discrete Market Segment
  
• Two Divisions of American Islam
  
• Orthodox Muslims
  
• Black Muslims
  
• The Rise of Eastern Religions Since the 1960s
  
• "Flower Power" Breeds New Age/Alternative Faiths
  
• The Expanding Definition of Religious

Market Definition

• Three Broad Categories
  
• Books the Leading Category
  
• Bibles Are the Engine
  
• But Religious Books Are Largest Subcategory
  
• Religious-Oriented School Curricula
  
• SGM the Most Diverse Category
  
• Six Subcategories
  
• AVS the Third Largest Category
  
• Audio the Largest Subcategory
  
• Video Subcategory Still Being Defined
  
• Software Tends to Be Holy Book Oriented
  
• Products Classified by Degree of Religiosity

III THE MARKET

• Figure 3-1: Total US Retail Sales of Religious Products, 1993-1997
  (dollars)
  
• Figure 3-2: US Retail Sales of Religious Products by Category, 1993-
  1997 (dollars): Books, Audio/Video/Software,
  Stationery/Giftware/Merchandise

Market Size and Growth

• A $45 Billion Market in 1997
  
• Table 3-1: US Retail Sales of Religious Products, 1993-1997 (dollars)
  Books the Largest Category, Music the Fastest-Growing
  
• Table 3-2: US Retail Sales of Religious Products by Category, 1993-
  1997 (dollars): Books, Stationery/Giftware/
  Merchandise, Audio/Video/Software
  
• Methodology: Overall Market Estimates
  
• Figure 3-3: Share of US Retail Sales of Religious Products by
  Category, 1995 vs 1997 (percent): Books, Stationery/
  Giftware/Merchandise, Audio/Video/Software

Market Composition: By Product Type

• Book Category Share Continues to Erode
  
• Table 3-3: Share of US Retail Sales of Religious Products by Category,
  1993-1997 (percent): Books, Stationery/
  Giftware/Merchandise, Audio/Video/Software
  
• Religious Books Lead Book Category
  
• Table 3-4: Size and Share of US Religious Book Retail Sales by
  Subcategory, 1997 (dollars and percent): Religious Books, Bibles,
  Curricula
  
• Methodology: Publishing Industry Sales Estimates
  
• Religious Books a Publishing Industry Niche
  
• SGM Category the Hottest
  
• Table 3-5: Size and Share of Stationery/Giftware/Merchandise Retail
  Sales by Subcategory, 1997 (dollars and percent): Giftware,
  Stationery/Cards, Church Supplies, Jewelry, Apparel, Other
  
• Methodology: SGM Estimates
  
• AVS Category Is Fastest Growing
  
• Table 3-6: Size and Share of US Retail Sales of Audio/Video/
  Software Products by Subcategory, 1997 (dollars and percent):
  Audio, Video, Software
  
• Methodology: Audio/Video/Software Figures
  
• Christian Products Garner Lion's Share
  
• Non-Christian Market Fragmented

Market Composition: By Distribution Channel

• Christian Retailers Claim Two-Thirds of Market
  
• CBA Stores a Dominant Force
  
• Mainstream Retail Channels Gain Strength
  
• Table 3-7: Share of US Retail Sales of Religious Products by
  Distribution Channel, 1997 (percent): Christian Retailers,
  Mainstream Channels, Other Religious Specialty Stores
  
• Direct Marketing Important Though Not Quantifiable

Market Composition: By Region

• Bible Belt the Heart of Christian Segment
  
• Western States the Least Formally Religious
  
• Urban Centers Important "High Church" and Non-Christian Markets
  
• Protestantism Thrives in Non-Metro Areas

Market Composition: By Season

• Christmas Shopping Season Drives Sales
  
• Other Religious Holidays Set Agenda for Rest of Year
  
• Table 3-8: Religious Product Selling Seasons (Holiday, Religion, Time
  of Year, Categories Simulated)

Factors Affecting Market Growth

• The Importance of the Self
  
• Baby Boomers Age, Become More Introspective
  
• Increased Demand for Children's Religious Products
  
• American Distrust of Authority
  
• Religious Products Cross Over into Mainstream
  
• Increased Media Coverage of Religion
  
• Sophisticated, Inquisitive Consumers
  
• A Need for Solace and Inspiration
  
• Many Christians Rejecting Traditional Forms of Religious Expression
  
• Table 3-9: Growth of US Christian Denominations, 1967-1997
  (percent): 8 Denominations
  
• "Other" Religions Alter America's Judeo-Christian Landscape
  
• Heightened Interest in Buddhism
  
• A Jewish Revival
  
• Popularization of New Age
  
• Millennium Fever
  
• Figure 3-4: Projected Total US Retail Sales of Religious Products,
  1997-2002 (dollars)

Market Projections

• Over $7 Billion by 2002
  
• Table 3-10: Projected US Retail Sales of Religious Products, 1997-
  2002 (dollars)
  
• Merchandise, Music the Fastest-Growing Categories
  
• Table 3-11: Projected US Retail Sales of Religious Products by
  Category, 1997-2002 (dollars): Stationery/
  Giftware/Merchandise, Books, Audio/Video/Software
  
• Potential Red Flag: The Ancient Boom-and-Bust Cycle

IV THE MARKETERS

The Marketers

• Many Small Marketers
  
• No Dominators
  
• Religious Specialists Versus Mainstream Conglomerates
  
• Publishers of Religious Books
  
• Bible Publishers
  
• The Catholic Niche
  
• Publishers of Christian Fiction
  
• Children's Products
  
• Buddhist Presses
  
• New Age Publishers
  
• Three Types of Music Companies
  
• Marketers of Contemporary Christian Music
  
• Videocassette Marketers
  
• Software Marketers
  
• SGM Marketers Vary Widely
  
• Data Insufficient for Market Share Estimates
  
• Table 4-1: US Market for Religious Publishing and Products: Leading
  Marketers and Products

Competitive Overview

• Conviction, Not Just Commerce, Drives the Market
  
• Competition Becomes Intersegmental
  
• Nelson the Most Diversified
  
• Tyndale and Zondervan Diversify as Well
  
• Religious Specialty Publishers More Consistent Competitors
  
• Mainstream Giants Invade Music Market
  
• Software Subcategory Continues to Evolve
  
• Myriad Tiny Marketers Compete in SGM Segment
  
• Marketers Compete in SGM as Afterthought
  
• Few Mainstream SGM Players Pay Much Attention
  
• Keeping an Eye on Disney

Competitive Profile: Bertelsmann AG 100

• Bertelsmann AG
  
• Acquisition of Random House
  
• Random House Religious Books
  
• Doubleday the Leading Catholic Mainstreamer
  
• Bantam Books Tend Toward New Age

Competitive Profile: Gaylord Entertainment Company

• A Diversified Entertainment and Communications Company
  
• Gaylord Acquires Word Records from Nelson
  
• Word Records and Music Second Only to EMI Christian Group
  
• The Myrrh Label
  
• Everland Entertainment Scores Big with Veggie Tales
  
• Z Music Television

Competitive Profile: Jewish Lights

• Relatively New Player
  
• Examining Jewish Identity
  
• Ecumenical Books

Competitive Profile: News Corp/HarperCollins

• A Multi-Pronged Mainstreamer
  
• Zondervan Is Bible King
  
• Controversy over Zondervan's Update of NIV
  
• Zondervan Expands into Christian Fiction
  
• Zondervan Strong in Software
  
• Zondervan's SGM Entries
  
• Zondervan Tries to Dissociate Itself from News Corp
  
• HarperCollins the Leader Among Mainstreamers
  
• Harper San Francisco
  
• News Corp Makes Publishing Cuts

Competitive Profile: Provident Music Group

• Formed in 1997
  
• 4HIM Records for Benson Music
  
• Reunion Records
  
• Essential Records Crosses into Mainstream with Alternative and Rock
  
• Diadem Scores with Bob Carlisle's Butterfly Kisses
  
• WOW Gospel Spin-Off Debuts in 1998

Competitive Profile: Shambhala Publications

• Roots in 1960s Counterculture
  
• Shambhala's Early Successes
  
• An Impressive Array of Authors
  
• Exploring Spiritual Traditions
  
• AVS Offerings
  
• Crossing the Line Between Books and SGM

Competitive Profile: Thomas Nelson, Inc

• 1997 Sales of $243 Million
  
• The First Christian Conglomerate
  
• Distribution Goes Mainstream
  
• NelsonWord Leads Religious Book Specialists
  
• Nelson's Book and Bible Sales Fall
  
• Nelson Enters Children's Market
  
• Testament Shoppes Open in Books-A-Million
  
• Nelson Sells Word Records to Gaylord Entertainment
  
• Thomas Nelson Presses Its Advantage
  
• CD-ROM Product Catalog Debuts in 1998

Competitive Profile: Thorn EMI Plc/EMI Music

• EMI Christian Music Group Is Music Leader
  
• Sparrow Records Boasts Many Stars
  
• Star Song
  
• ForeFront Is Christian Rock Leader
  
• EMI Launches Gospel Label
  
• The WOW Phenomenon
  
• Chordant Distribution

Competitive Profile: Time Warner

• The World's Largest
  
• The Celestine Anomaly
  
• Other New Age Publications from Warner
  
• Warner Alliance Markets Contemporary Christian Music
  
• Warner Christian Distribution
  
• Turner Home Entertainment Leads in Video

Competitive Profile: Tyndale House, Inc

• Tyndale the Other Top Independent
  
• Tyndale's New Living Translation
  
• Popular Christian Fiction
  
• Tyndale a Pioneer in Children's Video

Competitive Highlights: Selected Other Marketers

• Ave Maria Press
  
• Bethany House Publishers
  
• Broadman & Holman Publishers
  
• Crossway Books
  
• Cook Communications Ministries
  
• Harold Shaw Publishers
  
• Harvest House Publishers
  
• Infobases, Inc
  
• Integrity Music
  
• Kregel Publishing
  
• Liguori Press
  
• Logos Research Systems, Inc
  
• Moody Press
  
• NavPress
  
• Parallax Press
  
• Paulist Press
  
• Simon & Schuster
  
• Snow Lion Publications
  
• Tarcher Books
  
• Wisdom Publications

Marketing Trends

• Spirituality Preferable to Religion
  
• The Appeal of "Lite" Religion
  
• Marketers Target Interest Groups
  
• Category Crossovers
  
• Conspicuous Christianity
  
• Tie-Ins to Special Occasions

New Product Trends

• WWJD
  
• Christian Apparel
  
• Niche Bibles
  
• Children's Bibles
  
• Other Children's Products
  
• Christian Fiction
  
• The Star Power of Religious Celebrities
  
• A Proliferation of Judaica
  
• Books Concerned with Buddhism
  
• New Age Products Run the Gamut

Advertising and Promotion

• Atypical Spending on Advertising
  
• Alternative Media Account for the Budget
  
• Probably Around $20 Million

Profile: The Christian Media

• Successful Recovery from 1980s Scandals
  
• Robertson's CBN
  
• Robertson's Family Channel
  
• The Faith & Values Channel
  
• Z Music Television
  
• The Inspirational Network
  
• Christianity Today Is Leading Publisher
  
• Moody a Veteran
  
• Second-Echelon Publications
  
• Christian Media Advertisements

Advertising Positioning

• Two Basic Positionings
  
• Book Advertisement Positionings
  
• Audio/Video/Software Positionings
  
• The Stationery/Giftware/Merchandise Category
  
• Examples of Religious Product Advertising

V DISTRIBUTION AND RETAIL

Distribution

• Three Overlapping Distribution Systems
  
• Eclectic Mix of Vendors Serve Christian Retailers
  
• Spring Arbor Leads Among Distributors
  
• Leading Wholesaler Acquires Spring Arbor in 1997
  
• Mainline Distributors Increasingly Important
  
• Other General Religious Distributors

At The Retail Level

• Marketing as Ministry
  
• Average CBA Store Does Close to $450,000
  
• Independents Still Outnumber Chain Stores
  
• Parable and Other Marketing Groups
  
• Major Chains Continue to Expand
  
• Book and Music Club Scene Changing
  
• Christian Products Hit Mass Market
  
• Nelson Broke into Mainstream First
  
• Wal-Mart, Target Take the Lead
  
• Blockbuster Increases Christian Offerings
  
• BAM Opens Testament Shoppes

Retailer Profile: Family Christian Stores (FCS)

• The Leading Retailer
  
• Freed, Then Goes on Spree
  
• Maintains Community Contacts

Retailer Profile: Christian Superstores

• Superstores Come on Strong
  
• Full-Service Christian Resource Centers
  
• Most Chains Have Superstores
  
• Formidable Managerial Tasks

VI THE CONSUMER

Introduction

• Note on Simmons Market Research Bureau Data

US Religious Groups

• Most Americans Profess Belief
  
• Church Members Belong to Middle Class
  
• Table 6-1: Demographic Characteristics Favoring Membership in
  Church/Temple/Synagogue, 1997 (US Adults)
  
• Catholics and Baptists Are Largest Groups of US Christians
  
• Table 6-2: US Population of Christians: By Denomination (number
  and percent): 14 Denomination
  
• Approximately One in Five Americans Is Non-Christian
  
• Table 6-3: US Population of Non-Christians: By Religion (number and
  percent): No Religious Preference, Other Religion, Jewish,
  Muslim
  
• Older Americans Maintain Judeo-Christian Traditions
  
• Upscale/Downscale American Religious Groups
  
• Many Variations in Middle-Range Profiles
  
• Single Americans Resist Mainline Protestant Denominations
  
• Household Profiles Correlated to Age and Marital Status
  
• Table 6-4a: Demographic Characteristics Favoring US Christians: By
  Denomination, 1997 (US Adults): Catholic, Baptist, Methodist
  
• Table 6-4b: Demographic Characteristics Favoring US Christians: By
  Denomination, 1997 (US Adults): Lutheran, Presbyterian,
  Pentecostal/Charismatic
  
• Table 6-4c: Demographic Characteristics Favoring US Christians: By
  Denomination, 1997 (US Adults): Christian Church, Other
  Protestant, Other Evangelical Christian
  
• Table 6-4d: Demographic Characteristics Favoring US Christians: By
  Denomination, 1997 (US Adults): Episcopal, Church of Jesus
  Christ of Latter Day Saints, United Church of Christ
  
• Table 6-4e: Demographic Characteristics Favoring US Christians: By
  Denomination, 1997 (US Adults): Russian or Greek Orthodox,
  Unitarian
  
• Table 6-5a: Demographic Characteristics Favoring US Non-Christians
  by Religious Affiliation: No Religious Preference vs Other
  Religion, 1997 (US Adults)
  
• Table 6-5b: Demographic Characteristics Favoring US Non-Christians
  by Religious Affiliation: Jewish vs Muslim, 1997 (US Adults)

Purchasers of Religious Products

• Who Are the Religious Products Consumers?
  
• Churchgoers vs Religious Product Users
  
• Almost 8 Million Buy Music at Religious Retailers
  
• Table 6-6: US Purchasers of Religious Products: By Retail Outlet
  (number and percent): Religious Articles Stores, Mail Order,
  Telephone Order
  
• Middle-Class Families Patronize Religious Stores
  
• Table 6-7: Demographic Characteristics Favoring Purchase of Religious
  Products: By Retail Outlet, 1997 (US Adults): Religious
  Articles Stores, Mail Order, Phone Order
  
• Users of Religious Recordings
  
• Table 6-8: US Adult Users of Religious Recordings by Category,
  (number and percent): Contemporary Christian, Black Gospel,
  
• Other Religious
  
• Who Listens to Religious Recordings?
  
• Diverse Group of Gospel Users
  
• Table 6-9: Demographic Characteristics Favoring Use of Religious
  Audio Recordings, 1997 (US Adults): Contemporary Christian,
  Black Gospel, Other Religious
  
• Bibles Versus Other Religious Books
  
• Table 6-10: US Users of Religious Books: By Category (number and
  percent): Religious Books, Bibles
  
• Readers of Religious Works
  
• Table 6-11: Demographic Characteristics Favoring Use of Religious
  Books: Religious Books vs Bibles, 1997 (US Adults)

APPENDIX I: EXAMPLES OF CONSUMER AND TRADE

ADVERTISING

APPENDIX II: ADDRESSES OF SELECTED MARKETERS,
DISTRIBUTORS, RETAILERS, TRADE
ORGANIZATIONS, MAJOR MEDIA

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