Here is a scathing review by Rick Phillips over at Reformation 21 where he summarizes his thoughts on the recent Christian Booksellers Association Convention (emphasis mine).
On Consumer Christianity:
“My main overall impression of the convention is that the focus in on marketing, not ministry. That is no surprise, and I was not shocked. In fact, I was shocked by little that I saw there, having been forewarned years ago by Mike Horton and his guys. But what surprised me was the blatantness of it all. There was not the slightest attempt to hide or nuance the reality that this is all about marking goods to the Christian consumer market. I would expect at least some disingenuous attempts to convey the idea that this is service done unto Christ. But nope, it was pretty much all about money. This may be why a raw majority of the displays were selling trinkets and other Christian junk, instead of books. (Caveat: Of course, this is in part due to the fact that Christian bookstore owners have to feed their kids. I am sympathetic to this reality. But still, it was astonishing to me to see how the convention as a whole was targeting so overwhelmingly to marketing. I kept wondering what Tertullian would say. A publisher would complain, ‘But I have to eat!’ Tertullian’s famous reply: ‘Do you?‘”)
On Sexy Girls:
“Okay, I really was shocked by one thing. That was the way that worldly sensuality is starting to permeate everything evangelical. (After all, it sells!) It was utterly shocking to see that the award given for best children/youth book went to one titled Sexy Girls.”
On the Christless CBA:
“It was also striking to observe the Christlessness of the Christian Booksellers’ Association. The vast majority of it is about you. (You had to see the dominating image of Joel Osteen’s upcoming book, Become a Better You. By the way, I used to always be reminded by Osteen of Anthony Robbins. But this time I could not stop thinking of Gilderoy Lockheart.) But the Christlessness issue was really driven home to me in the last interview I did. The woman interviewing me told me she had been doing non-stop interviews with authors for the previous three days, and mine was the first one in which Jesus came up. Of course, it is good to write books about subjects not directly related to the person and work of our Lord. But not one interview prior to mine even remotely connected to Christ himself.”
All I can say is – wow.
Oh, and one more thing: Worst “Christian” t-shirt?
“Salvation: So Easy a Caveman Could Do It.”
Hey, looks like John Piper won the category for Christian Life! I guess its not all bad.
Although I’m with you on the marketing mess we evangelicals have gotten ourselves in, I am at least thankful that Christian book covers don’t look like they did back in the 80s and early 90s. Yikes! You’ll know what I’ll talking about if you go into a used and out-of-print bookstore around town.
Timmy:
This doesn’t really come as a shock but it does feel like a “gut punch” every time I see this documented. It breaks my heart and to be honest, I get a little discouraged thinking about trying to swim against this tide. On the radio stations here in Louisville that claim to be Christian, there is a commercial from Zoolon (I don’t know if I spelled that correctly) Publishing that says something to the effect of “now that you have written that Christian book, what are you going to do to get it published. . .pray about it. Take charge and contact us….) Everytime I hear that I get infuriated by the assumptions made in the ad! The entire “Christian” industry smells like smoke (understanding that not all involved should be lumped together). Reminds me of the money changers in the temple!
Jeff,
Actually, I believe you’re referring to Xulon Press. I share the contempt for marketing that has overwhelmed evangelicalism. However, without the marketing we wouldn’t get the books. Whether we like it or not, it’s not what we know, but whom we know. The reason that John Piper is so accessible is because so many people have seen the value of his work, and choose to market it. Without the market, who would know of John Piper? I recently published a book on Christian Hedonist marriage with Xulon Press. I believe in the message, and it’s helped many people. Without the adds, how would I know of the company? Without a press, how would I get the message out?
The marketing of God is questionable at best – we as Southern Baptist see that when we go to our beloved LifeWay Stores. As to the remark on book covers personally I wonder if we should go back to hard covers with title/author. Not saying I don’t like pretty covers but…. I am saddened that we prostitute what may be good content, haven’t read Sexy Girls so …., to the worlds culture. The lines become more and more blurred. Instead of a copy of Sexy Girls we need to recommend the outdated Passion and Purity by Elizabeth Elloit.
Adam,
Not only can you find those old book covers at a local used bookstore, you can also find them in your professor’s office! Just yesterday I had lunch with a prof whose bookshelf was just fascinating. I told him that I was awestruck by the old covers. But then again, I wonder what the next generation will think about the cover art being done today!
All,
As far as marketing and publishing, I think this is a multi-faceted issue. For instance, when I first started reading, I no discernment and did not know where to begin; therefore, I bought the Christian books that were most readily accessible. That proved to be 10% helpful and 90% dangerous. That 90% represents books I refuse to keep on my bookshelf because I am ashamed of having read them. But I didn’t know any better. I was spiritually hungry and wanted to get my hands on everything I could. The tragic part was I was eating spiritual junk food and not real meet.
Which brings me to my second point. I am not all against marketing but rather what we choose to market. Why is it that only wise, discerning, mature Christians can be exposed to books written by 17th century Puritans or Jonathan Edwards? Why is it that heresy teachers like Joel Osteen and T.D. Jakes can have such sway on pop-Christianity rather than contemporary evangelicals like Martyn Lloyd-Jones or Carl F.H. Henry? Instead, CBA is marketing junk, fluff, and cotton-candy style books which appear to stick but do not satisfy your spiritual appetite.
One thing I did not mention in the post was Phillips’ comment on how atheological the CBA is, and I think this speaks to a major cause to the problem. Those promoting the books, controlling the Christian market, and behind the publishing companies are not going for what is right, true, biblical, or God-centered, but rather what sells and what is going to pay the bills. You can peruse the CBD catalogue that comes in the mail, the best-seller shelves at the bookstore, and the select few books places like Wal-Mart carries of “Christian” flavor that all attest to this woeful state we find ourselves in.
Granted, there are exceptions for which we all should be grateful to God. Such exceptions include Banner of Truth, Crossway, Reformation Trust, Mentor, P&R, B&H, and a few others that fail to come to my mind at this time.
But going back to my story . . . I do not want my experience to repeated, and I am doing all that I can to provide helpful information and material on books so that people can be better informed on what good books to buy. That is one reason I started the “Book Alerts” you frequently find here on P&P. When I was a youth minister, I gave my students a list of authors which I entitled “False Teachers to Avoid.” I felt that as a shepherd for their soul, the least I could do is mark the wolves.
Darby:
I am not against the market, nor am I against Xulon (thanks for correcting my spelling). What I am against is the message they (Xulon) are sending by saying that there is something a Christian needs to do in order to take charge of their writing career. I am not saying that we should be people who are “do nothings” but I would say that prayer is not the “least” of the things we can do.
As to John Piper’s popularity, I would say that it is due to the soverign movement of God. God is using men like Dr. Piper to bring His message to a people who are starving in a wasteland of pop-psychology masquerading as Christianity. I would hope that the recognition is not secondary to some slick marketing strategy. I can’t see Dr. Piper signing on to that.
Randy Alcorn has a couple of interesting posts on this as well.
http://randyalcorn.blogspot.com/2007/07/world-of-christian-books-and-writers.html
http://randyalcorn.blogspot.com/2007/07/more-on-international-christian-retail.html
It’s interesting that his take seems generally more positive about the whole experience.
Jeff,
I agree with you about the sovereignty of God in bringing John Piper to such popularity. While I agree that the recognition is not secondary to some slick marketing strategy, the market has been effective in supplying all of us with God-centered thought.
IOW, whatever the motive of those who choose to market cheap trinkets and pop-psychology to the masses, God has seen fit to mix in all the good stuff as well. I’ve seen some stuff from all the publishers that I am thanking God for. Right next to it, by the same publisher, is something I wish never saw the light of day.
I am skeptical of the entire movement. You won’t convince me that selling books isn’t about who one knows, regardless of how good the message is or isn’t. God has for whatever reason, chosen to use that means. It is perplexing to have to be a part of it.
For what it’s worth, you ought to take little time to download and listen to this. It is Dr. Thom Rainer sharing his vision for LifeWay. In it, he makes the confession that LifeWay is a business, and in order for it to sustain itself, it must sell what “sells.” But then he goes on to say that they are committed to solid, biblical books and evidences that by having started B&H Academic. He goes on to state that they will be fortunate to cut even on B&H Academic.
So there is the CEO of a publishing company and bookstore explaining why one the one hand a publisher and bookstore will have books that are meant for the burning and on the other hand books that are meant for the sharing.
A great goal we could all have together is to so network, promote, share, and teach that the B&H Academic and the likes will be the leading books sold in America. In our consumerist culture, the consumer determines the market. We must change our churches, influence people’s tastes, and help people salivate over meat while refusing to be fancified by the storefront displays of folly and fluff. If (and I pray when) that comes, then we will know we are experiencing revival in our land.
I agree with the general thrust, I think, of what you are saying. But I am having a hard time seeing the situation as grimly as you do.
I am grateful, indeed, for what I perceive to be the legacy of Carl Henry. But over 20 years ago, I invested a lot of money in a complete set of God, Revelation, and Authority.
I tried to read it on more than one occasion. I would read a page, then read it again, then read it again, and give up. I did not have the slightest idea what I had read. And I have been to graduate school in a field that gave me some background. So I am thankful for more popularly written works. (I don’t mean books by Jakes or Osteen.)
My bookshelf has copies of Knowing God by Packer and books by Francis Schaeffer, Lloyd-Jones, etc. The latest book I bought was a book by David Wells, which I bought for my pastor at the Founders Conference.
But there is a time for some “fluff”. My elderly grandmother who could hardly concentrate enjoyed Janette Oke Christian romance novels. My young son enjoyed Wally books such as My Life as Reindeer Road Kill.
My local Christian bookstore sells some nice Christmas cards, pictures, and Bible covers. I am not so sure I see anything wrong with that.