If frontlist publishing is a hare dashing to bestsellerdom, then Bible publishing, in the words of one publishing executive, is the tortoise, steadily plugging away toward a better bottom line.
Every publisher would like to have a big Bible or, even better, two. Around 25 million units are sold annually, by conservative estimates. More than 91% of American households own Bibles, and those households own an average of three, according to the Somersault Group, which consults on digital publishing. Widespread distribution started with Gutenberg, and the Bible is today a Kindle bestseller.
The diversity and proliferation in Bible publishing that can challenge retailers and confuse consumers benefits publishers, who can roll out what seems like a limitless number of niche editions offering something for everyone. This year, Catholics and kids are target markets; a new translation is rolling out; a major study Bible releases; and digital publishing is big.
A New Translation Debuts
Introducing a new Bible translation into a crowded marketplace puts the publishing tortoise on steroids, since a from-scratch Bible translation is labor and capital intensive. The Common English Bible has been years in the making; it is the work of 117 scholars, 22 faith traditions across racial and ethnic lines, and five denominational publishers: Abingdon Press (United Methodists), Chalice Press (Disciples of Christ), Church Publishing (Episcopal Church), Pilgrim Press (United Church of Christ), and Westminster John Knox (Presbyterian Church USA). The New Testament became available October 1.
The publishers’ consortium is promoting the Common English Bible on multiple fronts. Marketing manager Brandi Lewis says 10,000 people requested a free New Testament online over the summer; Web site traffic (which includes merchandising help for retailers) picked up as the launch neared. Major chains and marketing groups–including Munce, Parable, Mardel, and Berean–will feature it in catalogues and with in-store positioning; advertising is planned; church leadership conferences, trade shows, and pastor and seminary breakfasts are on the docket; and the Kindle store began carrying it October 1. Gift editions will be in stores in November, and an affordable outreach New Testament–an inexpensive edition suitable for bulk purchase–will be available for Lent/Easter 2011. “All of this will introduce people to the new translation and let them see how fresh, readable, and accurate it is,” Lewis tells PW.
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SOURCE: Publishers Weekly
