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시장보고서
The Religious Publishing and Products Market in the U.S.: Books, Music, Video and Accessories, 6th Edition
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Abstract
With few recent blockbuster hits to fuel exciting growth, the $6 billion U.S.
religious publishing and products (RPP) market has calmed down somewhat from
the glory days of the Da Vinci Code, Left Behind, and The Passion of the
Christ. Nevertheless, the RPP market continues to grow, driven above all by
the elevation of religion from the margins into the mainstream of popular
culture. Now that the long-sought goal of mainstream status has been achieved,
however, a complex dynamic has developed. No longer do evangelical Christians
dominate the debate. On the more level playing field of pop culture, they
confront formidable global competitors in the form of rival fundamentalisms,
mainstream faiths, obscure beliefs, secular creeds, and atheism.
This study by Packaged Facts comprehensively examines the new RPP market
competitive landscape. Profiled are major marketers, distributors, and
retailers in all three RPP categories - books/print, gifts/merchandise, and
audio/visual/software. Factors in future market growth are analyzed, and
marketing and product trends are detailed. Also provided are current market
size and growth estimates (2004-2008) and five-year projections (2009-2013).
Completing this enlightening study is a thorough discussion of religious
consumer characteristics.
Sources and Methodology
This study is based on a vast collection of information compiled from trade
associations, polls/surveys, books, journals, newspapers, the Internet,
in-store inspections, and nearly a decade' s worth of historical research by
Packaged Facts.
What You' ll Get in this Report
Religious Publishing and Products Market in the U.S: Books, Music, Video and
Accessories makes important predictions and recommendations regarding the
future of this market, and pinpoints ways current and prospective marketers
can capitalize on current trends and spearhead new ones. No other market
research report provides both the comprehensive analysis and extensive data
that Religious Publishing and Products Market in the U.S. offers.
The report addresses the following segments:
- The Market (including market size and composition, and projected market
growth)
- The Marketers (including discussions of specific marketer brand and market
shares)
- Competitive Profiles (of the mainstream marketers, specialists and
up-and-coming niche players, retailers, and analyses of the products they
market)
- Retail and Internet Strategies
- The Consumer (who' s buying what, and where)
- The Products
- Trends and Opportunities
Plus, you' ll benefit from extensive data, presented in easy-to-read and
practical charts, tables and graphs.
How You Will Benefit from this Report
If your company is already competing in the religious products market, or is
considering making the leap, you will find this report invaluable, as it
provides a comprehensive package of information and insight not offered in any
other single source. You will gain a thorough understanding of the current
market for religious books, music, video and accessories, as well as projected
sales and trends through 2013. Contributing to that understanding will be a
complete analysis of sales data, and a detailed discussion of the consumer for
religious products based on Simmons data.
This report will help:
- Marketing Managers identify market opportunities and develop targeted
promotion plans for religious books, movies, music and accessories.
- Research and development professionals stay on top of competitor
initiatives and explore demand for religious products.
- Advertising agencies working with clients in the publishing, video and
music industries understand the product buyer to develop messages and images
that compel consumers to purchase these products.
- Business development executives understand the dynamics of the market and
identify possible partnerships.
- Information and research center librarians provide market researchers,
brand and product managers and other colleagues with the vital information
they need to do their jobs more effectively
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
Appendix
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