Four Trends that Affect Your Church ... And What You Can Do About Them

In 1440 German inventor Johannes Gutenberg invented the printing press. The first complete book he published was the Bible, and the mass production of Bibles became fuel for the Reformation.

In 1971 The Living Bible: Paraphrased was released. Within a year it became the best selling book in the United States, and by 1974 it accounted for 46 percent of Bible sales in America.

Changes in the publishing industry have a direct impact on the church, and today’s changes are taking place at digital speed. Here are four trends in Christian publishing that affect your ministry—and how you can use them to good advantage.

Trend 1: The Rise of Self-Publishing

Digital technology has made the production of words easier and cheaper than ever before. One result is that anyone can publish—and nearly everyone does. From blogs to podcasts to desktop-published small group resources, most churches are in the business of content production.

The big plus is that it’s easier ever than ever to produce resources to meet your ministry needs. The tradeoff is that it’s a lot of work. And consumers are savvy. Poorly produced media may be worse than none at all.

Tip: Publish only what you must customize for your ministry situation; let others invest time and money to create the resources you need.

Trend 2: The Dominance of Celebrity Authors

Among many voices, it is difficult to be heard. As a result, the largest publishers are tightening their lists, concentrating resources on writers who already have a national audience. Celebrity authors dominate the market like never before.

The big plus is that blockbuster books and video products make it easy to get the entire congregation thinking the same thing. The tradeoff is that A-list authors present a spectrum of theological views, and leaders must carefully vet material before endorsing it.

Tip: Use blockbuster books to your advantage, borrowing the horsepower of well-known authors who affirm your message.

Trend 3: The Explosive Growth of Personal Growth

From The Prayer of Jabez to The Purpose-Driven Life to Your Best Life Now, the biggest books of the last five years have all offered the same payoff: spiritual self-improvement. People want their lives to be different, and they gravitate toward titles that promise help in achieving their highest aspirations.

The big plus is that people both inside and outside the church are hungry for the positive message of the gospel. There’s never been a better time to offer new life! The tradeoff is that challenging messages such as a call to repentance, stewardship, or holy living may be a tough sell.

Tip: Understand that "big message" communication is likely to gain attention, and appeal to the grandest ambitions of your congregants.

Trend 4: The Crossover Phenomenon

Twenty years ago only icons like Billy Graham and Corrie Ten Boom had their books sold in general market bookstores. Now Christian books routinely make the New York Times best-seller list. However, general market retailers handle only Christian best-sellers.

The big plus is that our message has a broader reach than ever, making for ripe evangelistic opportunities. The tradeoff is that Christian retailers are struggling. While Costco is blowing out the bestsellers, your local Christian bookstore may be closing up shop.

Tip: To ensure that Christian materials will be available when and where you need them, patronize suppliers like WPH Online that offers a wide variety of Christian products.

From print-on-demand to podcasting to iTunes, trends in publishing delivery have an nearly immediate effect on Sunday worship. Understand this market, and you’ll be better equipped to serve your people—and deliver the Word.

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