Profile and memoir sales rise as today's readers look for a more 'organic,' 'personal story'

When it comes to unexpected best-sellers in the Christian market in 2010, the plus-sized biography of World War II-era pastor and theologian Dietrich Bonhoeffer captures the prize. 

Its success included appearances on the New York Times and Wall Street Journal lists and the Parable Group's Adult Books list. Its ascension symbolizes something of a renaissance in the Biography category, which encompasses memoirs.

Among other new titles in this resurgence: Choosing to See by Mary Beth Chapman (Revell/Baker Publishing Group, September), Majestie by David Teems (Thomas Nelson, October), The Red Scorpion by Rami Kivisalo and Marko Joensuu (Chosen/Baker Publishing Group, October) and Life Without Limits by Nick Vujicic (Doubleday Religion, October).

"Publishers are putting (an) emphasis on biographies now, more than they did five years ago," said Michael Robbins, buyer for LifeWay Christian Stores. 

 "People are asking questions," John Haynes, president of Cornerstone Christian Bookstore in Snellville, Ga., said of today's readers' contemplative mood that partially explains the increased interest. "I think the upswing is because we're putting them out there, and the reason we're putting them out there is (retailers) see they're selling."

In this case, that's selling even with a book tha—at 608 pages and around $30 retail—broke the rules for length and price point, which ostensibly govern purchasing decisions. Bonhoeffer also prompted rave reviews from observers outside Thomas Nelson, which released the tome last April.

"It's a phenomenon," said Jennifer Lyell, executive editor for women's books at B&H Publishing Group. "You have a complex individual with a complex life and a lot of content, and yet there's genuine buzz around it."

"The book was a total shock," said Sue Smith, manager at Baker Book House in Grand Rapids, Mich. She initially ordered four copies for her store, but wound up selling 15 times that many by mid-September. 

"I know people knew the author (Eric Metaxas) from Amazing Grace"—his 2007 profile of William Wilberforce from HarperOne—"so that helped," Smith said. "I didn't think people were going to grab it, but it's been selling well."

Nationally, sales topped 60,000 copies by mid-September, with Thomas Nelson executive Joel Miller expecting the momentum of a late-summer sales spike to carry into the holiday sales season.

Despite its success, Miller pointed out that a particular biography is in many ways like the success of an individual: an intensely personal event. And, he said, there is no accounting for what makes an individual successful. 

Still, Nelson's vice president of editorial and acquisitions thinks that Bonhoeffer appeals to a public hungering for authentic Christian voices.

"The word martyr is the Greek word for witness," Miller said. "He did testify of his faith to the point of death. I think that kind of truthfulness is something that is utterly lacking in our lives today."

SOCIETAL TRENDS

The story of the German spiritual leader executed three days before the Nazis surrendered has captivated readers. However, it is not alone. Several observers believe the rise of such books reflects societal trends.

"What we are seeing in a postmodern world is a movement away from nonfiction that delivers a bunch of platitudes and steps for changing your life," said Don Gates, vice president of marketing for trade books at Zondervan. 

"A postmodern generation is reading books that tell stories and share experiences," Gates said. "Readers are organically taking away the principles and values. We're very excited with the movement toward biographies and memoirs and telling stories of modern-day heroes."

B&H's Lyell sees this in the book proposals that come her way. She estimates that 50% include significant biographical elements, a trend based in the modern generation's blog-based writing experiences. 

Not surprisingly, last May's I Will Carry You originated with a blog about the daughter Angie Smith carried to full term, only to see her die in less than three hours. 

After reading 18 months of blog entries in one sitting, Lyell e-mailed the wife of Selah's lead singer to share how moved she was by Smith's account. Not only did B&H issue a contract, but additionally the author's next book will release in fall 2011.

At 32, the editor termed herself on the top edge of a generation that has always known the Internet, social networking and blogging. Those tools have instilled expectations of being able to learn about other people's life and a fascination with real-life stories, Lyell said.

"I think a lot of that is the celebrity-driven nature of our culture," she said. "So when you have those expectations further cemented with the postmodern mind-set, I think the younger the generation, the more likely they are to be drawn to a personal story, which we as Christian publishers have a responsibility to then pair with biblical content. The older one is, the more likely they are to be of a propositional-truth mind-set."

Carol Traver, senior acquisitions editor at Tyndale House Publishers, has also observed a distinct shift from a more didactic approach to story-driven writing. 

This movement is reflected in two recent Tyndale releases: The Devil in Pew Number Seven (August), which tells the story of author Rebecca Nichols Alonzo, who, as a child, lost her mother and watched her father suffer at the hands of an armed intruder; and Run to Overcome by Meb Keflezighi (November). The latter is the story of 2009 New York City Marathon champion Keflezighi, the first American to win the title in 27 years.

Ultimately, stories are what outstanding memoirs are all about, Traver said.

"Readers today seem to be more attracted to the idea of walking beside someone and observing how they live out their faith than being told what to do," she said. "That's not to say that memoirs can't or don't have strong messages or meaningful takeaways—because the really great ones do. It's just a different, more engaging … way of presenting information."

TELLING STORIES

A crop of forthcoming books gives more evidence of the storytelling approach. Among the many releases are B&H's Reshaping It All (January). While the book by former Full House star Candace Cameron Bure focuses on healthy living and lifestyles, it also includes autobiographical elements.

Unshaken (Zondervan), which releases just prior to the Jan. 12 anniversary of the Haiti earthquake, is the story of Dan Woolley. The filmmaker was on assignment for Compassion International when he was trapped in the rubble of a collapsed hotel for 65 hours.

Next summer Zondervan will publish the yet-to-be-titled saga of Ed Thomas, a high school football coach in central Iowa who was slain by a former player in 2008. In an amazing tale of reconciliation, last year Thomas' sons replaced him and coached the shooter's brother.

In January, Tyndale releases unPlanned, the memoir of former Planned Parenthood leader Abby Johnson, now a pro-life advocate. The same month it debuts Courage to Stand, the autobiography of Minnesota Governor Tim Pawlenty, who will soon complete his final term in office.

Following that will be While the World Watched by Carolyn McKinstry with Denise George (February), the author's coming-of-age account of life during the Civil Rights era. March will see Scars of a Chef, the story of celebrity Rick Tramonto, an internationally known entrepreneur.

Two Baker Publishing Group imprints also have several autobiographical-styled works planned for 2011. A Rabbi Looks at Jesus of Nazareth (Chosen, January) by messianic rabbi and TV host Jonathan Bernis, who describes how he encountered Christ as Messiah. In Now I Walk on Death Row(Chosen, May), former Wall Street lawyer Dale Recinella explains why he left his high-finance position to minister to inmates condemned to death in Florida.

Next July, Bethany House will re-release the 2001 book Out of Mormonism by Judy Robertson, with the new edition including additional testimonies from former Mormons who found faith in Christ.

Thomas Nelson, which along with Bonhoeffer also published biographies of Paul Revere, Gen. Robert E. Lee, Gen. George Patton and King James I, plans additional titles in the genre next year. They include the revised The Faith of Ronald Reagan by Mary Beth Brown (February), originally released as Hand of Providence (2004).

Defiant Joy by Kevin Belmonte profiles legendary British writer G.K. Chesterton, whose eclectic interests spanned philosophy, poetry, apologetics and many others. The January release will be accompanied by The Quotable Chesterton, a collection of more than 850 passages. 

In addition, the Nashville publisher will release the remaining titles in its 14-volume "Christian Encounters." The series of small, economically priced ($12) books premiered last March with such figures as Isaac Newton and Winston Churchill.

While the series initially enjoyed only modest success, Miller attributed that partially to lower marketing support than for its larger biographies. The line could be expanded in the future, with consideration given to the popularity of the genre.

"Books that are historical may not have the chance of success in the Christian marketplace as well as a biography would," said the Nelson vice president. 

"For instance, a book that dealt with King James' England or the history of the King James Bible may not work as well as a book on the life of King James. That's simply because I think Christians in those Christian bookstores are not going there for history books, but to read about inspiring lives."

YOUNGER READERS

Although young adults seem drawn more to memoirs, that doesn't mean biographies don't interest even younger readers. Zonderkidz launched its "Kidz Bios" last December, timing the newest version of Gifted Hands: The Ben Carson Story by Gregg Lewis and Deborah Shaw Lewis to coincide with the premiere of a TV movie. 

It followed with Toward the Goal: The Kaká Story (April) and Breaking Through by Grace: The Bono Story (September). A dozen more are planned, starting next fall. 

Zondervan had published biographies throughout this decade, many released in 2002 as part of "Today's Heroes." However, the company decided to give them a fresh look with a newly named line, said Zonderkidz Senior Vice President and Publisher Annette Bourland.

The books are geared for 9- to 12-year-olds looking for role models and who often have to write school reports about notable individuals, she said.

"There are many Christians who are in the news, but most of the time their testimonies go unnoticed," Bourland said. "We want children to know that there are people who believe in Jesus Christ and are accomplishing amazing things and being successful."

YWAM Publishing has been a leader in missionary biographies for young readers, particularly with the "Christian Heroes Then & Now" series for readers ages 10 to 15. The reaction from the homeschool market and Christian parents has led to its inclusion in half a dozen curriculum lines and overall sales of 2 million copies.

YWAM has released 36 titles since 1998 and has two more planned in 2011, including missionary doctor Paul Brand and Dwight L. Moody, founder of Moody Bible Institute. 

In the past the ministry had distributed biographies but became frustrated with the level of writing skill, said Publisher Tom Bragg. He grew alarmed after one mother told him of practically having to force her 12-year-old daughter, an avid reader, to complete a title handled by the ministry.

Bragg credits much of the success of the series to co-authors Janet and Geoff Benge, saying they have a way of writing that is concise and brings out the character qualities of the spiritual her.

"I've read every one," said Bragg, who said other fans include Dukes of Hazzard star John Schneider, who called once to rave about the book on Gladys Aylward (a missionary to China who inspired the movie The Inn of the Sixth Happiness). "I love them. Most of the heroes are ordinary people like most of us. They just followed and obeyed God."

Bragg also sees biographies as having staying power, such as Through Gates of Splendor by Elisabeth Eliot, which relates the story of Eliot's husband and four other missionaries martyred in South America. First published in the late 1950s, the book inspired Bragg as a young teenager.

SALES POTENTIAL

The Parable Group is among retailers capitalizing on biographies' potential, spotlighting such titles as The Girl Among Thorns by Linda Settles (Edict House Publishing Group, June), Dancing With Max  by Emily Colson (Zondervan, August) and Playing With Purpose by Mike Yorkey (Barbour, September) in its September sales flyer. 

"We have seen an increase in interest from our customers in this genre this year," said Melanie Strouss, marketing and merchandising strategist for Parable. "People seem to be really interested in true stories about how God has moved in other people's lives."

That showed up in the group's Sept. 11 best-sellers report for Adult Books, which saw biographies in five of the top 25 spots. They included Playing With Purpose, Bonhoeffer, Choosing to See, The Boy Who Came Back from Heaven by Kevin and Alex Malarkey (Tyndale, July) and Without a Wordby Jill Kelly (FaithWords, September). 

Among other current titles that sell well: Coming Back Stronger by Drew Brees (Tyndale, July), The Imam's Daughter by Hannah Shah (Zondervan, May); The Greatest Coach Ever, edited by Dan Britton (Regal, July); Son of Hamas by Mosab Hassan Yousef (Tyndale, March) and Hope Unseen by Capt. Scotty Smiley (Howard Books, September).

 "Biographies are encouraging and inspiring accounts of real life and are working well for our stores," Strouss said. "We are looking forward to more coming out in early 2011."

Although she only has one 8-foot section, Smith said biographies and memoirs also work their way into Sports, Christian Reflections and Current Issues. The latter has featured Sarah Palin's Going Rogue (HarperCollins, 2009) and other accounts of the former vice presidential candidate. 

Strang Book Group published The Faith and Values of Sarah Palin by Stephen Mansfield with David A. Holland (FrontLine, September), heavily investing in the book with a 150,000-copy laydown in the Christian and general markets.

An early political pacesetter by Mansfield, The Faith of George W. Bush released in 2004 in a Christian market edition from Strang and a general market version from Tarcher/Penguin Group (USA). Total sales stand at more than a half-million copies.

In Smith's store, biographies still stirring interest include Heavenly Man by Brother Yun (Monarch Books/Kregel Publications, 2002), Same Kind of Different as Me by Ron Hall and Denver Moore (Thomas Nelson, 2006), Coming Back Stronger, Saved by Her Enemy by Don Teague and Rafraf Barrak (Howard Books, March 2) and Son of Hamas. Among the store's popular backlist titles are The Hiding Place, Corrie ten Boom's story that has been in print for nearly 40 years, and Things We Couldn't Say by Diet Emam (Lighthouse Trails Publishing, 2008).

"I think a lot of what happens in the Biography area (stems from), how does the customer relate to the person it's written about?" said Smith, who thinks Mistaken Identity (Howard, 2008), still sells because co-authors Don and Susie Van Ryn live in the area. "If they know the person because they in the area or it's a sports figure with great character … it works."

Blessings Christian Bookstore in Harrisonburg, Va., has enjoyed success with The Statler Brothers: Random Memories by Harold Reid and Don Reid, published in 2008 by a division of Yell Records, a music company based in Nashville. Store co-owner Sharon Culbertson said one reason for the continued sales is the fact that members of the quartet live in the area.

Though stories by or about such figures as Derek Prince, Paul Crouch, Rich Mullins, Arthur Blessitt and Patsy Clairmont have proved popular, Culbertson hopes to see more shoppers warm up to the category.

"A lot of times I have to take people by the hand and lead them to the Biography section," she said. "Still, we have expanded. When we started five years ago, it was one-half of a 4-foot shelf." 

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