As charismatic publishers mark a ruby anniversary this year, they are pointing to the broad impact the movement they serve has had on the Christian products world.

For its significance goes far beyond the special-interest category shelves where such titles have traditionally been placed in bookstores, they say.

While the space and prominence given to the section has expanded in most stores since Dennis Bennett's groundbreaking Nine O'Clock in the Morning was first published in 1970 by Bridge-Logos, authors from the movement are increasingly found in other categories, too, as Spirit-focused publishers have enlarged their territories.

Leading charismatic and Pentecostal authors like T.D. Jakes, Joel Osteen, Joyce Meyer and John Hagee regularly write on topics beyond the core issues of the Spirit-filled life. Bridge-Logos Foundation and Whitaker House publish classics on holiness, while Strang Book Group's Siloam dominates the Christian health and wellness area.

Greater openness to charismatic belief and practice has meant that "the lines have continued to blur" in publishing, said Rolf Zettersten, vice president and publisher at Hachette Group USA's Christian imprint, FaithWords.

At retail, he added, "charismatic books aren't considered special-interest any more; they are part of the Christian Living category. They really have gone mainstream as far as the booksellers are concerned."

Strang Communications founder and CEO Steve Strang underscored that the charismatic movement--for which he launched Charisma magazine in 1975--has produced a hungry market for more than just "real narrow, special-interest books."

Strang, whose company also publishes Christian Retailing magazine, said: "The Spirit-filled community has affected the church in lots of ways. It has encouraged Christians to pursue greater intimacy with Jesus, closer study of the Word and believing it, quite literally. There has been standing for biblical values, worship and prayer and the presence of God-all these areas have been heavily influenced by the charismatic movement."

Read the complete report in the May issue of Christian Retailing magazine.

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