发布时间：2008.8

摘要

Countries covered: United States

With few recent blockbuster hits to fuel exciting growth, the $6 billion U.S. religious publishing and products (RPP) market has calmed down somewhat from the glory days of the Da Vinci Code, Left Behind, and The Passion of the Christ. Nevertheless, the RPP market continues to grow, driven above all by the elevation of religion from the margins into the mainstream of popular culture. Now that the long-sought goal of mainstream status has been achieved, however, a complex dynamic has developed. No longer do evangelical Christians dominate the debate. On the more level playing field of pop culture, they confront formidable global competitors in the form of rival fundamentalisms, mainstream faiths, obscure beliefs, secular creeds, and atheism.

This study by Packaged Facts comprehensively examines the new RPP market competitive landscape. Profiled are major marketers, distributors, and retailers in all three RPP categories—books/print, gifts/merchandise, and audio/visual/software. Factors in future market growth are analyzed, and marketing and product trends are detailed. Also provided are current market size and growth estimates (2004-2008) and five-year projections (2009-2013). Completing this enlightening study is a thorough discussion of religious consumer characteristics.

Sources and Methodology

This study is based on a vast collection of information compiled from trade associations, polls/surveys, books, journals, newspapers, the Internet, in-store inspections, and nearly a decade’s worth of historical research by Packaged Facts.

What You’ll Get in this Report

Religious Publishing and Products Market in the U.S: Books, Music, Video and Accessories makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Religious Publishing and Products Market in the U.S. offers. The report addresses the following segments:

• The Market (including market size and composition, and projected market growth)
• The Marketers (including discussions of specific marketer brand and market shares)
• Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, retailers, and analyses of the products they market)
• Retail and Internet Strategies
• The Consumer (who’s buying what, and where)
• The Products
• Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report

If your company is already competing in the religious products market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for religious books, music, video and accessories, as well as projected sales and trends through 2013. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the consumer for religious products based on Simmons data.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for religious books, movies, music and accessories.
• Research and development professionals stay on top of competitor initiatives and explore demand for religious products.
• Advertising agencies working with clients in the publishing, video and music industries understand the product buyer to develop messages and images that compel consumers to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively

目录及图表

The U.S. Market for Religious Publishing and Products,

6th Edition

Chapter 1: Executive Summary

Scope of the Study

Books

Audio/Video/Software

Inspirational Gifts/Merchandise

Sources and Methodology

Market Size 2008

Table 1-1: Estimated Retail Sales of the U.S. Religious Publishing and Products Market: By Category, 2004-2008 (billions of dollars)

RPP Market Share by Category

RPP Market Retail Share

Regionality

Seasonality

Market Projections

Table 1-2: Projected Retail Sales of the U.S. Religious Publishing and Products Market: By Category, 2009-2013 (billions of dollars)

Marketers: Books

Protestant Book Publishers

Jewish Publishers

Islamic Publishers

Mind/Body/Spirit Publishers

Marketers: Music

Marketers: Video

Marketers: Software

Marketers: Inspirational Gifts/Merchandise

At the Retail Level

Christian Chain Stores

Grouping Strategies

U.S. Adults by Religious Denomination

“No Religion” and “Other Religion” Populations on the Rise

Chapter 2: Market Overview

Introduction

Scope Of Study

Primary Emphasis on Christian Products

U.S. Religious Demographics

Table 2-1: Selected List of Religions in the United States

Christian Products: Historical Context

Late 19th Century to Post-WWII

Ferment in the 1960s

Evangelical Cross-Christian Appeals

Non-Christian American Religions/Products

American Judaism

American Islam

Asian Religions

Mind/Body/Spirit (MBS) Religions

Market Classifications

Three Major Product Categories

Books

Inspirational Gifts/Merchandise

Table 2-2: Types of Christian Gifts/Merchandise

Audio/Video/Software

Chapter 3: The Market

Market Size and Growth

Estimation Difficulties

Revised “Guesstimates”

Market Size 2008

Table 3-1: Estimated Retail Sales of the U.S. Religious Publishing and Products Market: By Category, 2004-2008 (billions of dollars)

Reasons for Slowdown

Books the Top Category

AVS Ranked Second

IGM in Third Place

Market Composition

RPP Market Share by Category

Books Category: Share by Segment

IGM Category: Share by Segment

AVS Category: Music Share

Audio Book Share

Video/Film and Software Share

RPP Market Retail Share

Regionality

Seasonality

Factors in Future Growth

U.S. Religious Direction

Aging Boomers and Their Children

Immigration

Economic and Ecological Factors

Political Factors

Culture and Education

Reading Down, Visuals Up

Anti-Institutional Trends

Evangelical Rivals

War and Apocalypse

Market Factors

Market Projections

Overall Market Growth

Growth by Category

Table 3-2: Projected Retail Sales of the U.S. Religious Publishing and Products Market: By Category, 2009-2013 (billions of dollars)

Chapter 4: The Marketers

Overview

Number of Marketers

Size and Types of Marketers: By Category

Specialists vs. Generalists

Marketers: Books

Leading Generalist Publishers

Table 4-1: List of Major Publishers in Religion: Divisions, Imprints, and Sub-Imprints (2008)

Other Generalist Publishers

Table 4-2: Selected List: Generalist Publishers with Religious Book Entries: 2007/2008

Protestant Book Publishers

Table 4-3: Selected Protestant Specialist Book Publishers/Imprints, 2008

Protestant Curricula/Textbook Publishers

Table 4-4: Selected Publishers: Protestant Curricula/Textbooks (2008)

Catholic Book Publishers

Table 4-5: Selected List of Publishers: Catholic Books (2008)

Spanish-Language Religious Publishers

Children’s Religious Book Publishers

Jewish Publishers

Islamic Publishers

Mind/Body/Spirit Publishers

University Presses

Table 4-6: Selected List of University Publishers with Religious Titles (2007/2008)

Note on Magazines

Marketers: AVS Products

Marketers: Music

Marketers: Audio Books

Marketers: Video

Table 4-7: Selected List of Video/Film Producers: All or Some Christian Content (2008)

Marketers: Children’s Videos

Marketers: Software and Videogames

Table 4-8: Selected List: Christian Software and Videogame Marketers (2008)

Marketers: Inspirational Gifts/Merchandise

Top Marketers by Segment

Table 4-9: Selected List of Inspirational Gift/Merchandise Marketers (2008)

Marketer Share: Bestsellers

Bestsellers: Books

Methodology

The Big Picture

Hardcovers and Top 10 Lists

Table 4-10: Top 10 Titles on Publishers Weekly Hardcover Lists: By Major Publisher (12/07-4/08)

Table 4-11: Top 10 Titles on Publishers Weekly Hardcover Lists: By Specialist Publishers (12/07-4/08)

Table 4-12: Number of Top 10 Titles on Publishers Weekly Hardcover Lists: By Publisher (12/07-4/08)

Paperbacks and Top 10 Lists

Bestsellers in CBA Stores

Table 4-13: Number of Top 10 Titles in Christian Bookstores: By Publisher (Hardcover and Paperback), March 2008

Bestsellers: Young Adult Books

Bestsellers: Children’s Books

Bestsellers: Catholic Books

Bestsellers: Music

Bestsellers: Audio Books

Bestsellers: Video

Table 4-14: Top-Selling Video Titles in CBA Stores: By Producer (June 2008)

The Competitive Situation: Books

Hits and the New Competitive Milieu

Thomas Nelson and Zondervan

2006: Watershed Year

Eliminating Imprints

Mainstreaming

Majors Still Have a Ways to Go

Traditional Competitive Strategies

The Competitive Situation: Music

Top Three in Trouble

Ironies

Uncertainties

One Huge Hit: “Inspired By…”

The Competitive Situation: Gifts/Merchandise

No Shakeout for Small IGM Marketers

E-Commerce and Competition

Accommodating the Mainstream

The IGM Majors’ Approach

Competitive Profiles: Major Book Publishers

Thomas Nelson, Inc.

Overview

Bibles and “Biblezines”

Owned by Intermedia Partners

Sales Surging

Radical Strategy: Eliminates Imprints

Simplifying and Downsizing

No More Trade Shows

Speculations

Diversification into the Mainstream

Corporate Brands

TN Goes Green

Maximizing Distribution

Grupo Nelson

HarperCollins/Zondervan

Overview: HarperCollins

Growth Perspective: HarperCollins

Overview: Zondervan

Zondervan a Giant in Bibles

Mid-00s’ Mega-Hit: The Purpose-Driven Life

Zonderkidz

Vida Publishers

eZondervan

Growth Perpective: Zondervan

2006: Flurry of Activity

Table 4-15: Zondervan's Strategic Alliances

2007/2008: Shakeup at the Top

New Direct-Sales Website

News Corp. Acquires Beliefnet

Zondervan Enters Young Adult Books

Bertelsmann/Random House

Overview: Random House

Crown/Harmony

Ballantine/Wellspring

Knopf/Schocken

Broadway Doubleday

Waterbrook Press

Multnomah Publishers

Random House’s Counterintuitive Strategy

Simon & Schuster

Overview

A Hedged Approach

Howard and Beyond Words

Domesticating the Message

Lagardère/Hachette

Overview

FaithWords and Center Street

Going to Extremes

Tyndale House Publishing

A Major Evangelical Publisher

Tyndale Blockbuster: Left Behind

Recent Focus on Bibles for Youth

Strong in Fiction and Nonfiction

Church Resources

Partnerships

Brief Profiles: Specialist Book Publishers

Harvest House Publishers

Moody Publishers

David C. Cook

Baker Publishing Group

B&H Publishing Group

Barbour Publishers

Strang Communications

Jewish Publication Society

Jewish Lights Publishing/Skylight Paths Publishing

Shambhala Publications

Llewellyn Publications

Inner Traditions/Bear & Co

Competitive Profiles: Music Companies

Sony-BMG/Provident

Overview: Sony-BMG and Looming Changes

Provident Music Group

Provident-Integrity Distribution

Warner Music Group

Overview: Ownership and Sales

Word Entertainment

EMI Christian Music Group (CMG)

Overview: EMI and Terra Firma

EMI CMG

Brief Profiles: IGM Marketers

Dayspring Cards

Bob Siemon Designs

Gregg Gift Co.

Dicksons Gifts

Brownlow Gifts

Kerusso

Carpentree

Chapter 5: Product and Marketing Trends

RPP Product Trends

Background

Secular Response

Book Trends

Atheism and Counter-Atheism

Table 5-1: Selected Recent Titles on Atheism: 2006-2008

Politics: Uncertainty and Conflict

Table 5-2: Selected Recent Titles on Politics and Religion: 2007- 2008

Reconciliation: Science and Religion

Reconciliation: Understanding Other Faiths

Church Critics: Gone Overboard into Pop

Church Critics: Emergents

Church Critics: Feminists

Sex and Religion

The End Times Theme

Jesus Books

Judas Books

Pope Books

Trends in Fiction: Christian Romance

Amish Romances

Focus: Karen Kingsbury

Romance Authors and Publishers

Teen/Young Adult Fiction

Difficult Christian Fiction: Fantasy/Science Fiction

Mystery

Christian Feminism

Surprise Success: Theological Fiction

Mormon Book Trends

Jewish Book Trends

Islamic Book Trends

MBS Book Trends

Miscellaneous Trends

Publishing-on-Demand Books

Focus: Mainline Protestant Publishing Houses

Table 5-3: Mainline Protestant Denominational Presses and Imprints, 2008

Church Publishing, Inc. (CPI)

United Methodist Publishing House

Presbyterian Publishing Corp

Augsburg Fortress (AF)

Summary

Focus: Trends in Spanish-Language Publishing

Focus: Trends in Mormon Publishing

Focus: MBS and Mainstream Culture

Bible Trends

Infinite Variations: Demographics

Formats and Platforms

Software and Spin-Offs

Unique Variations

Bible Variation Critics

Bible Literacy in Decline

Teaching the Bible in Public Schools

Music Trends

Digital Distribution Now the Name of the Game

MWorship

PassAlong

DRM-Free

Licensing

Video/Film Trends

Multiplatform Marketing

Christian Novels into Films

Omnipresent Controversy

Christian Thriller/Horror Films

Focus: Lionsgate Entertainment

Focus: Big Idea, Inc

Focus: Code Black Entertainment

Videogame Trends

Christian Videogames Cover All the Bases

Difficulties with Quality and Themes

Edgy vs. Clean

Software Trends

Rapid Advances in All Areas

Internet Trends

Internet as Universal Marketing Machine

Problems in Monetizing

Religious Internet Use

Website Examples

Focus: Beliefnet

IGM Trends

Overview

Jewelry

Action Figures

Focus: One2Believe

Rosaries

Scrapbooking

Marketing Trends

Star Author Marketing

Star Authors and Publishing Loyalties

Celebrity Marketing

Focus: Hyper-Promotion of 3:16

Focus: Book/DVD Cross-Promotion

Focus: Trends in TV Promotion

Focus: Awards

Chapter 6: Retail and Trade Shows

At the Retail Level

Retail Share Trends

Religious Bookstores in Decline

Internet Influence on Retail/Distribution

Christian Chain Stores

Grouping Strategies

Marketing Groups

Franchising

Grouping Advantages

Table 6-1: Services Available from Retail Groups

Focus: Parable Franchising

Focus: Munce Group

Focus: CBA Stores

From Bookstore to Emporium

Estimated Retail Segment Share

Demographic Patterns

Video at CBA Retail

Music at CBA Retail

Trendy CBA Mall Shops

The Ultimate CBA Mall

Trade Shows

Trade Show Trends

The CBA

The ECPA

Munce’s Christian Products Expos

Other Trade Shows

Trade Show Future

Chapter 7: The Consumer

Religious Preference: Overview

Note on Simmons Data

U.S. Adults by Religious Denomination

Table 7-1: U.S. Adult Christian Population by Denomination: 2007 vs. 1998

Growth and Decline over the Past Decade

“No Religion” and “Other Religion” Populations on the Rise

Table 7-2: U.S. Adult Population by No Religion and Other Religion: 2007 vs. 1998

Factors Favoring Religious Preference

Horizontal Analysis and Vertical Profiling

Horizontal Analysis

Age

Sex

Race

Region

Education

Income

Marital Status

Household Size

Vertical Profiles

Baptists and Catholics

Mainline Protestants

“Other Evangelicals”

Other and No Religions

Table 7-3: Demographic Characteristics Favoring Religion by Denomination, 2007

Religious Believers

Number Expressing Religious Attitudes

Table 7-4: Religious Beliefs: Number of U.S. Adults Expressing Selected Religious Attitudes, 2007 (millions of adults)

Number Expressing Evangelical Attitudes

Profiles: Believers

Profile: Evangelical Supporters

Table 7-5: Demographic Characteristics Favoring Religious Belief,2005

Religious Consumers

Book Purchasers by Denomination

Table 7-6: U.S. Adults Most Likely to Purchase Books: By Denomination, 2007 (Purchased Books in Last 12 months)

Table 7-7: U.S. Adults Most Likely to Be Frequent BookPurchasers: By Denomination, 2007 (Purchased 10+ books in last 12 mos.)

Table 7-8: U.S. Adults Most Likely to Purchase Books in Bookstores and Online: By Denomination, 2007

Music Preferences by Denomination

Music Purchasing at Retail by Denomination

Numbers on Music Preferences, Purchasing, Downloading

Musical Style Preferences

Table 7-9: Religious Music By Style: Number of Adults Preferring, Purchasing, and Downloading, 2007 (millions)

Purchasers by Style

Downloading by Style

Music Purchasing at CBA Stores

Demographic Profiles By Musical Style

Table 7-10: Demographic Characteristics Favoring Musical Preference by Style, 2007

Religious Products and Direct Sales

Numbers: Internet and Mail/Phone

Direct Sales by Denomination

Contrasting Profiles

Table 7-11: Demographic Characteristics Favoring Religious Product Purchasing by Direct Sales Venue, 2007

Chapter 8: Trends and Opportunities

Overview

The Unaffiliated and Social Movements

Disaster Relief

Retail Transformations

Book Opportunities

Music Opportunities

Video and Software Opportunities

Appendix