The U.S. Market for Religious Publishing and Products : Packaged Facts

The U.S. Market for Religious Publishing and Products

Aug 1, 2004
168 Pages - Pub ID: LA977888

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Abstract

Table of Contents

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Chapter 1: Introduction

Scope of Report
Report Methodology
Product Categories
- Books
- Stationery, Giftware & Merchandise (SGM)
- Audio/Video/Software
A Religious Revival In The Offing
- The Passion of the Christ
- The Da Vinci Code
- The Purpose-Driven Life
- Left Behind Series
- Joan of Arcadia
The Market
- Religious Products Market Estimated At $6.8 Billion
- Table 1-1: U.S. Retail Sales of Religious Products by Category, 1999-2003
- Largest Category: Books
- SGM Posts Modest Growth
- Christian Music Sales Down
- Figure 1-1: Share of Religious Products by Category, 2003
The Marketers
- Media Conglomerates, Religious Specialists Fight It Out
  - Religious Books
  - Three Major Players In AVS Segment
  - SGM
  - Zondervan And Thomas Nelson Dominate CBA’s Best Sellers List
  - Zondervan Dominates ‘Christian Living’ Category
- Factors To Market Growth
  - Aging Baby Boomers Seek More Meaning To Life
  - Growth in Conservative Churches
  - Customized Belief And Faith
  - Religion And Daily Life
  - Interest In Judaism
  - Interest In Islamic, Buddhist Titles
- Advertising and Promotion
  - Publicity Rather Than Advertising
  - All-out Publicity For A Film
  - Churches Key To Reaching Consumers
  - Cheaper Options For Reaching Consumers
  - Advertisements Are Minimal And Through Specific Media
- Retail and Distribution
  - CBA’s Market Share Declining
  - Christian Retailers Try To Attract, Retain Consumers
  - Wal-Mart, Other Discounters Eye Christian Market
- The Consumer
  - Religious Worship Becoming More Contemporary
  - Religious Belief Low Among Young Americans
  - Church Attendance On The Downslide
  - Older Americans Are Religious; Middle Agers Buy More Products
  - Future Outlook

Chapter 2: The Products

Scope of Report
Emphasis on Christian Products
Christian Products
- History of Religious Products
- Rise of Protestantism
- Spread of The Bible
- The Spiritual Awakenings
- Emergence of U.S. Religious Market
- Televangelism
- Balancing Ideological Divides
Non-Christian Products
- Judaica: Discrete Market Segment
- American Islam
- Orthodox Muslims
- Black Muslims
- Eastern Spirituality
- New Age/Alternative Faiths
- Spirituality
Market Definition
- Three Categories
- Leading Category: Books
  - Main Segment—Bibles
  - Religious Books Expand Their Categories
  - Religious-Oriented School Curricula
- Most Diverse Category: SGM
  - Six Segments
- AVS The Third Category
  - Largest Segment—Audio
  - Video Segment
  - Software
- Products Classified By Degree of Religiosity

Chapter 3: The Market

Market Size And Growth
Between $4.2 And $7 Billion
Methodology Varies Among Sources
The Market
- $6.8 Billion Market In 2003
- Table 3-1: U.S. Retail Sales of Religious Products by Category, 1999-2003
- Market Segments
  - Books: Largest And Fastest-Growing Category
- Table 3-2: U.S. Retail Sales of Religious Books by Category, 1999-2003
- SGM Posts Modest Growth
- Table 3-3: U.S. Retail Sales of Religious SGM by Category, 2003
- Figure 3-1: Share of Religious SGM Market, by Category, 2003
- Christian Music Drags AVS Segment Down, But Shows Growth Signs
- Table 3-4: U.S. Retail Sales of Religious AVS by Category, 2003
- Figure 3-2: Share of Religious AVS Market, by Category, 2003
Market Composition
- Religious Books Share On The Rise
- Figure 3-3: U.S. Retail Sales by Category Share, 2003
- Figure 3-4: Share of U.S. Retail Sales by Category, 1999 vs. 2003
- Religious Products Share In Overall Market
- Figure 3-5: Religious Products Share of Overall Market, Books and Music, 2003
- Figure 3-6: Growth of Religious Products and Overall Category, Books and Music, 2003
- Sales By Distribution Channel
- Figure 3-7: Channel Distribution of Religious Product Sales
- Sales Peak Around Christmas
- Table 3-5: Selling Seasons for U.S. Religious Products
- Bible Belt: Good Christian Product Sales
Factors To Market Growth
- Aging Baby Boomers Seek More Meaning To Life
- Growth In Conservative Church Adherents
- Table 3-6: Largest U.S. Religious Denominations
- Customized Belief And Faith
- Religion And Everyday Life
- Renewed Interest In Judaism
- Interest In Islamic, Buddhist Titles
- Increased Media Coverage Of Religion
- Overall Market Trends
- Religious Faith Assumes Importance In Politics
- Religious Diets Make Headway
- ‘What Would Jesus Drive?’
- Outlook
Market Projections
- Market To Reach $8.64 Billion In 2008
- Figure 3-8: Projected U.S. Sales of Religious Products, 2003-2008

Chapter 4: The Marketers

Books
- Bibles
- Christian Living
- Prayer Books
Products for Women
Products for Children, Teens
Spanish-Language Products
E-Books
Music Products
Judaica
Islam
Buddhism
New Age
Gifts and Merchandise
DVD & Videocassettes
- Jonah Makes a Big Splash
Software
Table 4-1: Selected Religious Retailing Marketers and Products

Competitive Environment

Overview
Leading Publishers
Diversification Intensifies Competition
Business Consolidation for Survival
Big Idea Productions Goes Under
Gregg Gets Acquired
Competitive Music Industry
SGM—Extending the Brand
Competitive Music Industry
SGM—A Brand Extension
E-book Fastest Growing Segment
Cross Over Appeal
Spiritual Licensing
Share the Passion

Trends in Children’s Marketing

Reaching Faith-Based Youth
A Wide Variety of Products
Challenges in Reaching Kids

Competitive Profiles

EMI Christian Music Group
Overview
Divisions

Harvest House Publishers

Overview
Major Publications

Multnomah Publishers

Overview
Publishing Divisions

Random House

Overview
Publishing Divisions

Shambhala Publications

Overview
Divisions

Thomas Nelson

Overview
Publishing Divisions
Women of Faith

Time Warner

Overview
Divisions Relating To Religious Media

Tyndale House Publishers, Inc.

Overview
Major Divisions

Zondervan

Overview
Major Divisions

Crossway Books/Good News Publishers

Overview
Major Divisions

Jewish Lights Publishing

Overview
Major Publications

Jewish Publication Society

Overview
Major Publications

Logos Research Systems, Inc.

Overview
Major Divisions

Moody Publishers

Overview
Major Divisions

Provident Music Group

Overview
Major Divisions

Other Marketers

DaySpring Cards
Bob Siemon Designs

Chapter 5: Product and Promotional Trends

Publishing
Growth In Sales Of ‘Christian Living’ Books
Diverse Categories In Religious Books
New Book Product Trends
- Scripture And War
- Pop Culture And Holy Writ
Traditional Themes In Christianity
- Back To Foundation
- Catholic Traditions
- Across Religions
Spirituality Among Non-Christians
Spirituality Sans Religion
Bible-Related Titles
Biblical People
Popular Reference
Peeping Into The Future

Books On Prayer

Sales Are Mixed
Revival Of Traditional Prayer Forms
Prayer Guides And Formal Prayers
Neo-Traditional Approach To Prayers 99
Prayer Transcending Religion
Religious Comics And Magazines

AVS & Media

Religious Videos In Demand After ‘Passion’
Table 5-1: Top-Selling* VHS - Religion & Spirituality
Table 5-2: Top-Selling DVDs* - Religion & Spirituality
Religious TV Movies
Jewish Videos For A Wider Market
New Title Introductions
Christian Songs In Billboard’s Top 200

Advertising And Promotion

It’s Publicity Rather Than Advertising
‘Passion’ Benefits From Publicity
Focusing On Authors’ Appearances
Churches Key To Reaching Consumers
Cheaper Promotions—Postcards And Email
Advertisements Are Minimal And Through Specific Media
CBA Launches Ad Campaign

Chapter 6: Retail and Distribution

Three Major Retail Channels
More Sales Through Mass-Market Channels
CBA’s Market Share Declining
Christian Retailers Try To Attract, Retain Consumers
Smaller Independent Stores Try To Find A Niche
Discount Stores Eye Christian Market
Wal-Mart Enters Christian Market
“Christian Merchants”
Selling in Bulk

Major Distribution Channels

Thomas Nelson: CBA Major Channel But ABA Growing Fast
Table 6-1: Retail Sales by Channel for Thomas Nelson*
Navpress: CBA Dominates With 85% Share
Baker Publishing Group—CBA Has 45% Share
Table 6-2: Retail Sales by Channel for Baker Publishing Group, 2003

Major Religious Retail Chains And Groups

Family Christian Stores
- Overview
- Specialized Stores
- Promotions
LifeWay Christian Stores
- Overview
Parable Group
- Promotions
Bible Factory Outlet
- Overview
- Store Growth
- Promotions
Mardel Christian & Educational Supply
- Overview
- Hybrid Store Format
Other Major Retailers and Marketing Groups
- Berean Christian Stores
- Lemstone Christian Stores
- Covenant Group
- Munce Marketing Group
Selling on The Web

Chapter 7: The Consumer

Note On Simmons Market Research Bureau Data
Largest Groups Of American Christians: Catholics, Baptists
Table 7-1: U.S. Adult Christian Population by Denominations
Figure 7-1: U.S. Adult Christian Population by Denominations, 2003
Figure 7-2: Change in U.S. Adult Christian Population by Denomination, 1998-2003
Ratio Of Christians To Non-Christians
Table 7-2: U.S. Adult Non-Christian Population by Religion, 1998-2003
Figure 7-3: U.S. Adult Non-Christian Population by Religion, 2003
Young Americans Adopting Unconventional Beliefs, Religions
Little Difference In Gender Among Religious Followers
American Christians And Jews: Predominantly White
Education Level
New Age Christians And Jews More Affluent
Table 7-3: Demographic Characteristics Favoring Christianity by Denomination (Catholic, Baptist, Methodist), 2003
Table 7-4: Demographic Characteristics Favoring Christianity by Denomination (Lutheran, Christian Church, Pentecostal/Charismatic), 2003
Table 7-5: Demographic Characteristics Favoring Christianity by Denomination (Other Protestant, Presbyterian, Other Evangelical Christian), 2003
Table 7-6: Demographic Characteristics Favoring Christianity by Denomination (Church of Jesus Christ of Latter Day Saints, Episcopal, United Church of Christ), 2003
Table 7-7: Demographic Characteristics Favoring Christianity by Denomination (Russian, Greek or Eastern Orthodox and Unitarian), 2003
Table 7-8: Demographic Characteristics of Non-Christians by Religious Affiliation (No Religious Preference, Other Religion), 2003
Table 7-9: Demographic Characteristics of Non-Christians by Religious Affiliation (Judaism, Islam), 2003

Attitude Toward Religion

Most Americans Believe in God, Do Not Attend Religious Services
Table 7-10: Adult American’s Belief in God, by Religion, 2003
Table 7-11: Demographic Characteristics of U.S. Adults Favoring Belief in God, 2003
Table 7-12: Frequency of Worship Attendance by U.S. Adults, 2003
Older Americans Have High Religious Membership
Table 7-13: Membership in Religious Bodies, 2003
Table 7-14: Demographic Characteristics Favoring Membership in
- Religious Bodies (Church/Temple/Synagogue, Church Board and Religious Clubs), 2003
Elderly Americans: Positive Attitude Towards Religion
The South: Most Religious Region
African-Americans Tend to be More Religious
Table 7-15: The “Religious” Profile: African Americans and Asian Americans
Table 7-16: U.S. Adults With Positive Attitudes and Opinions Toward Religion
Table 7-17: Demographic Characteristics Relating to Attitudes and Opinions Toward Religion, 2003
Table 7-18: Demographic Characteristics Relating to Attitudes and Opinions Toward Religion, 2003
Increase In Financial Contributions To Religious Bodies

Consumer Use of Religious Media

High Consumers Of Religious Media: Middle-Aged Americans
Table 7-19: Audience of Religious Radio and Television, 2003
Table 7-20: Demographic Characteristics Favoring Usage of Religious Audio-Visual Media, 2003
Religious Book Buyers Skew African-American, Southern
Table 7-21: Sales of Religious Books Compared to Total Book Sales, 2003
Table 7-22: Demographic Characteristics Favoring Buying Religious Books, 2003
Figure 7-4: Bible Readers by Age Group, 2003
Spiritual Life Of Teens
Religious Teens Confident About Appearance
Table 7-23: Characteristics of Religious and Non-Religious Youth
Worship Becoming More Contemporary
Table 7-24: Worship Service Elements Used At Least Once a Month in Protestant Churches 1998 and 2003
Figure 7-5: Changes in Use of Worship Elements in Protestant Churches, 1998 and 2003