028 2019 Trends in Christian Publishing With Michial Miller of the NPD BookScan

Here are the show notes for the most recent episode of the Christian Publishing Show.

You can listen to this episode here.


What are the trends in Christian publishing? What is hot? What is not? And what’s up with those millennials? We talk about all this and more in this episode of the Christian Publishing Show. Joining us today is Michial Miller a Christian Publishing Expert at NPD BookScan, studying the Christian Market, as well as the Academic and Trade Markets.

  • What is the NPD BookScan?
  • Where do you get your data?
  • What trends are you seeing in Christian Publishing right now?
    • What is up?
    • What is down?
  • Let’s focus on millennials, what kind of trends are you seeing with millennials?
  • Let’s talk about LifeWay closing, what’s the impact on the market?
  • What are you seeing in your data regarding indie bookstores?
  • Ok, let’s talk audiobooks. There has been a lot of hype around audiobooks, some of which has been on this show. Do the numbers back up the hype or are audiobooks overrated?

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3 Responses to 028 2019 Trends in Christian Publishing With Michial Miller of the NPD BookScan

  1. Avatar
    BK Jackson June 11, 2019 at 5:52 am #

    I have long been in the minority for taste in fiction so my voice doesn’t carry much weight, but I listened with interest to the perspective that fiction sales are down, and you discussed other angles on that, such as indie publishing putting a different spin on that stat.

    I read probably 98% non-fiction but would love to read more fiction. But the one thing the Christian market has never done well at is producing historical fiction (and I don’t mean just biblical fiction) that is NOT romance.

    So by default, when I read fiction, I go general market for thrillers/mysteries which, if they have a romance thread, it’s a very small part of the story. Otherwise, I jus stick to non-fic.

    Perhaps historical non-romance is out there. If so, it’s not being marketed well.

  2. Avatar
    Brennan S. McPherson June 11, 2019 at 8:08 am #

    This may sound overly generalized and jaded, but honestly, I don’t use social media because all the “old people” poison it with political diarrhea [apparently my older Christian friends and family have never heard of the leaven of Herod, or that Christ’s Kingdom is not of this world and our allegiance is to be primarily to Christ, and that we should care about how we appear to non-Christians, and that saltwater should not pour from the same source (the mouth) as fresh water, etc.]. Or, if it’s not a political post, they share a post about “millenials” (I am one). I have to say, I know NO ONE who resembles the “millenials” they rail against. Every millennial I know thought that “participation trophies” were stupid. It was our parents who instituted it. If video games and smartphones are a problem (they are), who purchased them for millenials? If millenials are degenerate, who was tasked with the responsibility of training them up in the way they should go? A lot of criticism of millenials, ironically, has a way of turning back on their parents’ heads.

    Great podcast, btw. 😉

  3. Avatar
    Elisabeth Warner June 11, 2019 at 2:08 pm #

    As a fellow millennial, I appreciate this podcast. I feel well-represented!

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