With a new year around the corner, I thought that I would share five trends I see for those involved in writing and publishing Christian books.
These are not predictions. They are trends that I have been a witness to. Trends tell us where we need to adjust our behaviors to stay effective.
1. Christian brick-and-mortar bookstores will continue to shrink in number and size.
In 2017, after declaring bankruptcy, Family Christian Stores closed all 240 of their brick-and-mortar locations. This closure affected the whole book publishing industry. Publishers and distributors lost thousands and thousands of dollars, causing a few to shutter their doors and others to consolidate.
Fifteen of these Family Christian locations were purchased by the CEO of Harrison House. The stores were renamed Empowered Life Christian Books & Gifts. After one year of business, all 15 of these stores were closed this year (2018). Unable to make enough profit to sustain operation, millions of invested dollars were lost.
The decline of Christian bookstores continues. CBA, the Association for Christian Retail, has also been struggling. In an effort to keep their international retail show open, CBA partnered with investor Ed Roush, who poured one million dollars into the summer trade show. After the show, Roush cleaned house at CBA to save money, leaving only a skeletal crew. Since summer, CBA has been very quiet and has not released any new issues of their monthly Christian MARKET magazine of their Christian MARKET Weekly e-newsletter.
In response to these upsets in the Christian book-selling industry, Munce, a marketing service group for independent Christian retailers, recently formed a new trade association, Christian Retail Association. In addition, they are restructuring their Christian Product Expo (CPE) into a national and international show.
Brick-and-mortar retail across America is struggling. Business Insider reports that retailers are filing for bankruptcy at record-high rates this year. These retailer stores include Toys R Us, Claire’s, and Sears. No winds of revitalization appear to be blowing for Christian bookstores. Thus, the trend for shrinking numbers of Christian bookstores will continue.
2. Independent publishing of Christian books will continue to grow.
According to Bowker, the ISBN agency, the number of self-published titles has grown by 156% over the past five years to just over one million books self-published in 2017. There are no signs of this trend slowing. Amazon is publishing the lion’s share of these books, having published over 750,000 titles through CreateSpace in 2017. And if you are not already aware, CreateSpace is being folded into Amazon Direct Kindle Publishing.
For authors and publishers, the increasing numbers of books published each year means increased competition for readers’ time and money. As the competition continues to grow, the effort it will take to convince readers that your book is the one to spend their money on will continue to become more difficult.
After all, research shows that having too many choices has a negative effect on customer satisfaction. People become stressed out when presented with too many choices. They can also become paralyzed and simply not be able to make a decision. In her book, The Art of Choosing, Sheena Iyengar recounts a study that discovered that when offered a small assortment of jams (6) to choose from, 30% of customers who tasted a sample made a purchase. However, when presented with a large assortment of jams (24), only 3% of customers who sampled the purchased a jar. While choice is appealing, too many choices can be debilitating, which means that more persuasion will be needed to sell your books.
As the competition for readers’ attention increases, the importance of belonging to a publishing association like Christian Small Publishers Association (CSPA) grows. Associations provide cutting-edge information and resources to help you be successful. Those authors and publishers who stay abreast of trends and changes in both publishing and marketing will be the most effective and successful.
3. There will continue to be a glut of poorly written, edited, and designed books.
For years, self-publishing has had a bad rap. Readers have complained about the poor writing, grammar, and spelling errors in self-published books. While the quality of self-published books has improved overall, there are still those authors who just want to publish, that they don’t take the time to have their books properly edited and designed. These bad apples threaten to ruin the whole batch.
The number of self-publishing services that have cropped up to take advantage of authors wanting to be published has not helped this issue. Many of these self-publishing services are just after the money they can earn for publishing the book. They get their money up front from the author to produce the book. As a result, they don’t care about the quality of the book or how many copies the book sells.
As it has now become affordable for just about anyone to publish a book, I can guarantee that there will continue to be a glut of poorly written, edited, and designed self-published books. One of the best ways that you can help your book stand out above the competition is to ensure that your writing is compelling, your book has been professionally edited, and the cover and interior are professionally designed. Doing these three things will greatly improve your ability to sell your book.
The reading rates in American have not increased since 2012. One recent study by the National Endowment for Arts found that reading for pleasure actually fell slightly between 2012 and 2017. With so much competing for people’s time and attention, reading seems to fall by the wayside.
In addition to all the things that compete for our attention in our time-strapped lives—television, moves, YouTube videos, social media, and numerous other activities—concentrating on long form reading is becoming a problem. Professor Gloria Mark of the Department of Informatics at the University of California says email, social media, notifications and countless other digital distractions are eroding our ability to concentrate on individual tasks in the 21st Century. I have heard personally had numerous individuals tell me that they have lost their ability to concentrate to read books.
Due to this increased competition, authors will be forced to spend more time building a platform and cultivating readers for their books. Today, with so many reading choices, there is no guarantee that people will read a book just because it exists. Instead, authors must now develop trust with a reading audience so that they can sell their books.
5. The sales of audiobooks will continue to grow.
Audiobook sales have grown steadily over the past couple years. This trend will continue to grow. With Smartphones, the growth of digitally downloaded audiobooks is booming. Downloadable audiobook sales grew about 30% from 2016 to 2017. That was the fifth straight year of double-digit growth for downloadable audiobooks.
This trend shows no signs of slowing. As more competes for our attention, people are turning to audiobooks for entertainment and self-improvement. With audiobooks, individuals can multi-task—workout and listen, drive and listen, clean house and listen, etc.
While a couple services help independent authors produce audiobooks at a reasonable price—ACX and Findaway Voices—it is important to note that currently, audiobooks only make up 4% of all book sales (including print and ebooks). Audiobooks are going to continue to grow. However, simply producing an audiobook will not guarantee more sales. Unless your book is already selling well in print or ebook format, I suggest you not take the plunge.
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