If frontlist publishing is a hare dashing to bestsellerdom, then Bible publishing, in the words of one publishing executive, is the tortoise, steadily plugging away toward a better bottom line.
Every publisher would like to have a big Bible or, even better, two. Around 25 million units are sold annually, by conservative estimates. More than 91% of American households own Bibles, and those households own an average of three, according to the Somersault Group, which consults on digital publishing. Widespread distribution started with Gutenberg, and the Bible is today a Kindle bestseller.
The diversity and proliferation in Bible publishing that can challenge retailers and confuse consumers benefits publishers, who can roll out what seems like a limitless number of niche editions offering something for everyone. This year, Catholics and kids are target markets; a new translation is rolling out; a major study Bible releases; and digital publishing is big.
[blockquote]If frontlist publishing is a hare dashing to bestsellerdom, then Bible publishing, in the words of one publishing executive, is the tortoise, steadily plugging away toward a better bottom line.[/blockquote]
I’d be lying if I said I understand that sentence. Of course, I haven’t had my first cup of coffee yet.