I have often heard it said that the church is one of the most segregated institutions in the United States. I sometimes wonder if the Christian publishing industry is helping or hurting this issue.
I recently met an author who wrote a Christian novel set in Africa. When she tried to pitch the idea to editors and literary agents for a traditional Christian publishing contract, they told her they did not think they could sell a novel set in Africa—that setting was not a popular read.
So, feeling called of God to produce the novel, the author independently published her story. Her cover art contained a picture of an African-American man and woman. This author then began showing the published book to other Christian publishing industry experts to talk about marketing the book. She got the same message from almost every expert.
She was told to not expect to sell many copies of her book due to the cover art including African-American people. The experts advised that she take off the images of the people on the cover to help the book sell better.
As this author relayed this story to me, it made me think that, for the most part, the traditional Christian publishing industry is not concerned about racial integration in the body of Christ. Rather, publishing houses are a business. As a business, their top priority is profit. The one question they ask when considering a book is, “How many copies can we sell?” If they don’t think it will sell enough copies to meet their financial requirements, they pass it up.
Traditional publishing’s mission is not about challenging the status quo and daring people to confront difficult issues within the body of Christ. After all, some of the largest Christian publishing houses are now owned by secular publishing conglomerates. Rather, traditional publishing houses are businesses. As such, they focus on the bottom line.
I am thankful for Indie publishing. While indie authors and publishers need to be wise in their publishing and marketing efforts, how many copies a book will sell does not need to be the foremost priority. Rather, indie authors and publishers can be led by their mission and what God is calling them to do.
Interestingly, a new study by the American Bible Society showed that African-Americans are more engaged with the Bible than any other group. Among this racial group, 71 percent are friendly toward or engaged with the Bible compared to just 58 percent of all Americans. If Christians of non-African heritage will be turned away by this author’s book’s cover, she may still have a vibrant audience in among African-American Christians.
What about you. Have you gotten off track? Has your attitude become one that mainly focuses on the number of books you can sell rather than on staying true to your mission and the calling that God has placed in your heart?
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Photo courtesy of John-Mark Smith.