• RPP Market Share by Category
• Figure 3-1 RPP Market Share By Category, 2005
• Books Category: Share by Segment
• Figure 3-2 Books Share By Segment, 2005
• IGM Category: Share by Segment
• Figure 3-3 IGM Share By Segment, 2005
• AVS Category: Music Share
• Video/Film and Software Share
• Figure 3-4 AVS Share By Segment, 2005
• Retail Share
• Figure 3-5 Retail Share, 2005
• Regionality
• Seasonality

• Demographics: The Aging Baby Boom
• Baby Boomers’ Children
• Christian Hispanics
• Non-Western Religious Immigrants
• Politics/Economics: Institutional Breakdown
• The Rise of Evangelicals
• The Evangelical Ideology
• Ambition and Persecution
• Political Power and Cultural Clout
• Beyond Evangelicals
• Culture Wars: Politics
• Culture Wars: Pop Culture
• Alternative Trinity Focuses on Wellness/Balance
• Beneath the Surface of Pop Culture: A Threatening Reality
• Religion Exploits Science
• Religion Exploits Marketing
• Eroding the Retail Base?

• Overall RPP Market: Good Growth Forecast
• Table 3-2 Market Projections by Category: The U.S. Religious Publishing and Products Market, 2006-2010 (billions of dollars)
• Projection: Books
• Projections: IGM and AVS

Chapter 4 The Marketers

• Overview
• Number of Marketers
• Size of Marketers
• Specialists vs. Generalists

• Major Mainstream Publishers
• Major Specialty Publishers: Protestant Books/Bibles
• Significant Minors
• Table 4-1 Selected Marketers/Divisions: Books/Bibles
• Curricula/Textbook Publishers (Protestant)
• Table 4-2 Selected Marketers: Curricula/Textbooks (Protestant)
• Catholic Book/Bible Publishers
• Table 4-3 Selected Marketers: Catholic Books and Bibles
• Spanish-Language Religious Publishers
• Children’s Religious Book Publishers
• Jewish Publishers
• Islamic Publishers
• New Age, Buddhist, and Spiritual Publishers

• Top Marketers by Segment
• Some Notable Minors
• Mainstream Majors
• Table 4-4 Selected List: Inspirational Gift/Merchandise Marketers

• Marketers: Music
• Marketers: Audio Books
• Marketers: Video/Film
• Table 4-5 Selected List: Religious Video/Film Marketers
• Marketers: Software and Videogames
• Table 4-6 Selected List: Software and Videogame Marketers

• Bestsellers as Marketer Share Indicators
• Bestsellers and Book Publishers
• Table 4-7 Titles/Authors on the Publishers Weekly Religious Books Bestseller Lists: By Publisher (December 2005 and January 2006)
• Table 4-7[cont.] Titles/Authors on the Publishers Weekly Religious Books Bestseller Lists: By Publisher (December 2005 and January 2006)
• Bestsellers and Music Companies
• Bestsellers and Video Producers/Distributors

• A Fluid, Hit-Driven Environment
• Majors Zondervan and Thomas Nelson Not So Hit-Dependent
• The Brand Franchising of Hits
• Falling Back on External Fame
• Cultivating Internal Talent
• Mainstream Majors Encroach on Christian Market
• So Far Only Marginal Consolidation
• More Popular: Partnering and Collaborations
• Religious Crossover into the Mainstream
• Competing through Voluminous Output
• Magazine Strategies
• Specialty Niche Strategies

• Overview: Consolidation and Shakeout at the Top
• Three Majors Dominate, But Situation Fluid
• Problems with the Album-Oriented Business Model
• Christian Music Strengths
• Grappling with Technological Change
• WOW: A Successful Collaborative Approach

• IGM Marketers under Pressure
• Two Divergent Competitive Paths
• Traditional Strategies

• Thomas Nelson
• A Leader in Christian Publishing
• Suddenly a New Owner: Intermedia
• On a Roll in Recent Years
• Lots of Bestsellers
• Strategic Background: Acquisitions, Internal Launches, Restructuring, Expansion
• Diversification into the Mainstream
• Plans for 2006 and Beyond
• Restructuring Caribe-Betania Editores into Grupo Nelson
• HarperCollins/Zondervan
• HarperCollins: A Subsidiary of News Corp.
• Top Religious Publisher with Three Divisions
• Zondervan: A Formidable Evangelical Marketer
• A Giant in Bibles
• Mega-Hit: The Purpose-Driven Life
• Zonderkidz
• Vida
• Electronic Publishing
• NOOMA Films
• Inspirio Gifts
• Tyndale House Publishing
• A Major in Books and Bibles
• Tyndale Blockbuster: Left Behind
• NLT Bibles Keep Coming
• Strong in Fiction and Nonfiction
• Church Resources and Other Product Areas
• Two Partnerships: ZDL and BarnaBooks
• Bertelsmann/Random House
• Overview
• Doubleday
• Crown/Harmony
• Ballantine/Wellspring
• Knopf/Schocken
• Waterbrook Press
• Sony-BMG and Provident Music Group
• Provident Label Group
• Provident-Integrity Distribution
• Time Warner/Successor Companies
• Time Warner’s Sell-off of Books and Music
• Warner Faith
• Center Street
• Word Entertainment
• Word’s Four Divisions
• EMI Christian Music Group
• Overview
• EMI CMG
• CMG Label Group
• Gospel Division
• Other Label Relationships
• CMG Distribution Group
• Recent Restructuring
• Brief Profiles: Book and Software Marketers
• Harvest House Publishers
• Moody Publishers
• Multnomah Publishers
• Cook Communications Ministries
• Baker Publishing Group
• Broadman & Holman
• Barbour Publishers
• Strang Communications
• Integrity Media, Inc.
• Jewish Publication Society
• Jewish Lights Publishing/Skylight Paths Publishing
• Shambhala Publications
• Llewellyn Publications
• Inner Traditions/Bear & Co.
• Logos Research Systems
• Brief Profiles: IGM Marketers
• Dayspring Cards
• Bob Siemon Designs
• Inspirio
• Gregg Gift Co.
• Dicksons Gifts
• Brownlow Gifts
• Kerusso
• Lighthouse and Carpentree

Chapter 5 Marketing and Product Trends

• New Product Trends: Books
  • Overview: Religious/Spiritual Books Flooding the Publishing Market
  • Fictional Fantasy Hit: Left Behind and Brand Franchising
  • Fictional Fantasy Hit: The Da Vinci Code, Backlash, and Spin-offs
  • The “Puzzle Book” Formula
  • Christian Mysteries: Grails and Secret Gospels
  • The Mary Magdalene Trend
  • Fictional Fantasy Hit: The Narnia Chronicles and the
  • Bandwagon Effect
  • Christian Living and Inspiration Hits and Extensions
  • Pop Culture Crossover
  • Conservative Pop
  • Liberal Pop
  • Postmodern Pop
  • Relationship Books a Major Trend
  • Spiritual Self-Help Books
  • Christian Fiction: Women-Oriented Romance
  • Children’s Book Trends
  • Little Simon Inspirations and the Reentry of Golden Books
  • Christian Publishers Respond to Mainstream Kids’ Inroads
  • Teen Trends: Fiction and Nonfiction
  • Hispanic Trends
  • Creating Pop Icons: Jesus, John Paul, and Billy Graham
  • Photo Books
  • Audio Book Accompaniments
  • Graphic Novels (Manga)
  • New Age Mystery History
  • Jewish Trends: Hot Kabbalah
  • Islamic Trends: Retro, Academic, and Critical
  
  
• Bible Trends
  • New Bible Versions/Variations
  • Speedy Condensations
  • The Bible in Long Hand
  • Bible-Related Books
  • Biblical Geography and Archeology
  • Devotional Trends
  • Curricula/Textbook Trends
  
  
• Magazine Trends
  • Makeovers/Image Updates: Guideposts and Christianity Today
  • Christian ‘Zines for Teens
  • Newsweeklies, Women’s Magazines More Open to Religion
  • Health Magazines: From Fitness to Wellness
  • Martha Stewart Buys Body & Soul
  
  
• Inspirational Gift/Merchandise Trends
  • Mainstreaming
  • Jewelry
  • Apparel
  • Bibles/Bible Covers
  • Upscaling
  
  
• Music Trends
  • Music Industry in a Funk
  • Christian Music Thriving within Its Subculture
  • Billboard, Nielsen, and the CMTA
  • Stylistic Imitations
  
  
• Film/Video Trends
  • Still a Niche Segment
  • Children’s Video Biggest Sellers
  • Problems: “Left Behind” and Sony
  • Recent and Upcoming Videos
  • Controversy and “The Da Vinci Code” Movie
  • Evangelicals and Film-Critic Websites
  • Zondervan’s NOOMA Films
  
  
• Software Trends
  • Updated and Comprehensive Software
  • Add-On Modules
  • Wireless Bibles
  • Miscellaneous Software Trends
  
  
• E-Book Trends
  • Popular E-Books: Dan Brown Rules
  • Downloadable Bibles
  • More Religious Titles
  • Scholarly Reticence on E-Books
  • Oxford Takes the Plunge
  • Textbooks and the Internet
  
  
• Videogame Trends
  • Emerging Niche Counters Mainstream Games
  • Table 5-1 Selected Videogame Developers and Titles
  • Examples of Game Plots
  • From Computer to Console Games
  • Real-Time Strategy Games
  • Focus: Digital Praise
  
  
• TV Trends
  • Major Networks and Traditional Religious Reluctance
  • A Difficult Shift to Substance
  • The “Miniseries” Solution
  • Religious Reality Shows
  • Religious TV Stations
  • Table 5-2 Selected List of U.S. Christian Television Networks, 2005
  • Digital Cable Trend
  
  
• Publicity, Promotion, and Advertising
  • Overview
  • Viral Marketing
  • Three Examples: Passion of the Christ
  • Purpose-Driven Life
  • Polar Express
  • More Traditional Promo Strategies
  • Author Appearances
  • Advance Copies
  • Merchandise Tie-Ins
  • Non-Merchandise Tie-Ins
  • Direct Internet Promotion
  • Talent Contests
  • Advertising
  • Zondervan and Rolling Stone
  • Direct-Response Ads
  • Mormons Use TV Spots
  
  
• Trends and Opportunities
  • Alternative-Christian Opportunities
  • Rifts in the Evangelical Community
  • Spanish Possibilities
  • AVS Poised to Rise
  • Barna’s Revolution
  • Stores and Churches

Chapter 6 Retail and Distribution

• Retail Trends
  • Three Major Retail Distribution Channels
  • Retail Share by Channel
  • Specialty Store Sales Shares: Books vs. Other Products
  • Figure 6-1 Estimated Retail Share of the RPP Market by Store
  • Type, 2005
  • Expanding Sales Through Mass-Retail Channels
  • A Typical Barnes & Noble Religious Book Section
  • Wal-Mart and the Christian Market
  • Christian Independent Retailers in Trouble
  • CBA Initiatives
  • Criticism of the CBA
  • Chain Stores Faring Better Than Independents
  • Franchising and Marketing Group Solutions
  • Christian Retailers Emphasize Their Strengths
  • Selling on The Web
  • Christian Distributors
  • Snapshot: Religious Stores in Portland, Oregon
  
  
• Major Retail Chains and Marketing Groups
  • Family Christian Stores
  • LifeWay Christian Stores
  • Bible Factory Outlet
  • Mardel Christian & Educational Supply
  • Berean Christian Stores
  • Lemstone Christian Stores
  • Parable Group
  • Munce Marketing Group
  
  
• Retail: Miscellaneous Topics
  • Focus: Narnia Displays and Merchandising
  • Focus: Videos at Christian Retail
  • Alternative Retail Venues
  • Trade Show Trends

Chapter 7 The Consumer

• Religious Preference: Overview
  • Note on Simmons Data
  • Table 7-1 Largest U.S. Churches, 2005
  • Largest Number of American Christians: Catholics, Baptists
  • Numbers in Other Christian Denominations
  • Table 7-2 U.S. Adult Christian Population by Denomination, 2005 vs. 1998
  • 2005 vs. 1998: Evangelicals Show Greatest Growth
  • Some Christian Denominations Show Declines
  • Number of Christians vs. Non-Christians
  • Figure 7-1 Number of Christians vs. Non-Christians, 2005
  • “No Religion” and “Other Religion” Populations on the Rise
  • Table 7-3 U.S. Adult Non-Christian Population by Religion/Non-Religion, 2005 vs. 1998
  
  
• Factors in Religious Adherence
  • 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 7-4 Demographic Characteristics Favoring Christianity by Denomination (Catholic, Baptist, Methodist), 2005
  • Table 7-5 Demographic Characteristics Favoring Christianity by Denomination (Lutheran, Christian Church, Pentecostal/Charismatic), 2005
  • Table 7-6 Demographic Characteristics Favoring Christianity by Denomination (Other Protestant, Presbyterian, Other Evangelical Christian), 2005
  • Table 7-7 Demographic Characteristics Favoring Christianity by Denomination (Church of Jesus Christ of Latter Day Saints, Episcopal, United Church of Christ), 2005
  • Table 7-8 Demographic Characteristics Favoring Christianity by Denomination (Russian, Greek or Eastern Orthodox and Unitarian), 2005
  • Table 7-9 Demographic Characteristics of Non-Christians by Religious Affiliation (Other Religion, No Religious Preference), 2005
  • Table 7-10 Demographic Characteristics of Non-Christians by Religious Affiliation (Judaism, Islam), 2005
  
  
• Religious Believers
  • Number of Believers
  • Number of Churchgoers, Religious Charity Contributors
  • Profiles: Believers, Churchgoers
  • Profile: Evangelical Supporters
  • Profiles: Members of Churches/Temples, Clubs, and Boards
  • Profile: Church Contributors
  • Table 7-11 Demographic Characteristics Favoring Religious Belief, 2005
  • Table 7-12 Demographic Characteristics Favoring Membership in Religious Organizations, 2005
  
  
• Religious Consumers
  • Religious Book Purchasers
  • Christian Music Consumers: Liking vs. Buying Music
  • Downloading Music
  • Christian Rock
  • Gospel Music
  • Religious Music
  • Music Purchasing at Religious Stores
  • Religious Consumers and Direct Sales
  • Table 7-13 Demographic Characteristics Favoring Positive Attitudes Toward Christian Music, 2005
  • Table 7-14 Demographic Characteristics Favoring Purchasing of Religious Books and Music, 2005
  • Table 7-15 Demographic Characteristics Favoring Religious Purchasing by Retail Outlet, 2005
  
  
• Consumers and Religious Media
  • Christian Radio
  • Religious TV
  • Table 7-16 Demographic Characteristics Favoring Religious Media: Radio, 2005
  • Table 7-17 Demographic Characteristics Favoring Religious Media: Television, 2005
  
  
• Miscellaneous Consumer Studies
  • Groundbreaking Religious Book Purchasing Study
  • Alternative Worship Study

Appendix: Addresses of Selected Marketers