Back-to-basics books about the Christian life are hitting the mark with readers in a new way, according to the publisher behind one of the industry's greatest recent successes. 

“The best-selling titles that are affecting consumers and effecting strong retail sales are the titles that incite dialogue, cause the reader to wrestle with their faith and clearly have daily application,” says Don Pape, publisher at David C. Cook. “These are books that are calling readers back to their first love, to the essentials—the tenets—of their faith rather than espousing vague, “pie-in-the-sky” theology.

Pape comments on the trends he sees in best-sellers in a series of future-looking contributions in the January 2011 edition of Christian Retailing, from representatives of winners of the magazine's 2010 Retailers Choice Awards. Cook won awards for Francis Chan's Forgotten God (Christian Living) and Crazy Love (Video: Book/Bible Study).

“As I reflect on the titles that are best-selling titles for our company, I realize that these titles are ones that make Christianity very accessible to the reader,” Pape says. “These authors have communicated clearly what it means to be a Christ-follower and what that means practically. Essentially, these books are a clarion call to, as Nike suggests, just do it.” 

Pape writes that the trend is part of an increased desire for authenticity. “Baby boomers are asking questions about the church and their faith,” he says. “Millennials are looking for a faith that is trustworthy and engaging—a faith that not only is life-changing, but changes the world as well.” 

Others forecasting trends for the coming year in the article include Matt Baugher, vice president and publisher at Thomas Nelson, looking at backlist titles, and Steve Oates, vice president of marketing at Bethany House, discussing fiction. 

Read the complete article in the January edition of Christian Retailing.

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