All forms of Christian Literature, especially fiction books are really having a hard time selling to the public. The market for Christian Publishing is very large, but most publishers are having a hard time competing in the technological world of the Internet. There are still very many publishers that are still active in this market, but most of these are the ones that have been established for a long time and have a great history with their customers. We look at some of the challenges that Christian Publishers are facing today, and what they can do to make it better.
The pricing of books
The main issue affecting Christian publishers is the pricing structure today. When the time came for eBooks and the many self-published books available on the Internet, Christian publishing took a serious hit. There has been a lot of pressure to lower prices in order to keep prices at levels that would attract customers. There are customers who would not mind paying premium prices for a good book, but these are a very small portion of the total readership base.
There has been a definite race for the bottom when it comes to pricing and this makes it very hard to sell new books at the usual prices. This pricing structure has brought about complete restructuring of the Christian publishing industry over the years.
Following reader tastes
Readers of Christian books have varying tastes in the material they read. Just like the wide range of preachers in the world, each with his or her way of preaching, readers tend to follow publishers and authors who are well known. This has forced new publishers and authors to try and follow the readers, instead of the other way round. People are making the mistake of writing according to the style of yet another writer, and this dilutes the content of the book. Ideally, each author and publisher should stick to their style, market the books well, and let the readers come to them.
Expanding to mass markets
This is the situation where a Christian publisher has to go to great lengths to get a book out, pay out a lot of money for printing, and marketing of the book, and also pay out advances to the authors, and only find that the book cannot be sold at break even prices. The mass markets have been liquid when it comes to new Christian books. Some of the larger publishers enjoy a full list of customers, but others end up struggling.
These are the major factors affecting Christian publishing and they should be addressed. There is a need for a concerted effort to get Christian publishing back on the map once more. People who love owning a book, will not hesitate to buy one from the store, but others who prefer digital editions will still be a challenge for these publishers.
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