Megan Basham

Yeah, you know, Georgia, it really is, and for a couple of reasons. So one, we have to look at the overall picture in publishing for the last couple of years, and it has not been great. In 2023, for example, sales were down nearly 3%, and they're really not much better this year. But the Bible has been bucking that trend.

Yeah, you know, Georgia, it really is, and for a couple of reasons. So one, we have to look at the overall picture in publishing for the last couple of years, and it has not been great. In 2023, for example, sales were down nearly 3%, and they're really not much better this year. But the Bible has been bucking that trend.

As the Wall Street Journal reported in something of a viral story recently, sales for the good book are up 22% for the year so far. Now that was just through October before a lot of those Christmas sales are included. And some Bible publishers saw even stronger revenues than that. Lifeway and B&H Publishing are reporting an approximate sales increase of 30%.

As the Wall Street Journal reported in something of a viral story recently, sales for the good book are up 22% for the year so far. Now that was just through October before a lot of those Christmas sales are included. And some Bible publishers saw even stronger revenues than that. Lifeway and B&H Publishing are reporting an approximate sales increase of 30%.

And this is coming on the heels of an already pronounced upswing over the last few years. From 2019 to 2023, Bible sales went from 9.7 million to 14.2 million.

And this is coming on the heels of an already pronounced upswing over the last few years. From 2019 to 2023, Bible sales went from 9.7 million to 14.2 million.

He added that he sees signs that after years of individual spiritualism, you know, where everyone kind of defines faith for themselves, young people in particular are beginning to reconsider the value of those handed down traditions and texts, especially the Bible. In fact, one researcher found that 21% of Gen Z increased their Bible reading last year.

He added that he sees signs that after years of individual spiritualism, you know, where everyone kind of defines faith for themselves, young people in particular are beginning to reconsider the value of those handed down traditions and texts, especially the Bible. In fact, one researcher found that 21% of Gen Z increased their Bible reading last year.

I have, and that goes along with other reports from the New York Times showing that for the first time ever, young men are actually more religious than young women. Now, a part of that is because young women are following that trend we've seen for decades and becoming more secular, but church attendance among young men is actually increasing.

I have, and that goes along with other reports from the New York Times showing that for the first time ever, young men are actually more religious than young women. Now, a part of that is because young women are following that trend we've seen for decades and becoming more secular, but church attendance among young men is actually increasing.

And it immediately brought to mind for me what we've seen with the public evolution of Russell Brand, who announced that he became a Christian earlier this year. He recently said this.

And it immediately brought to mind for me what we've seen with the public evolution of Russell Brand, who announced that he became a Christian earlier this year. He recently said this.

So I think you can say that these Bible sales may be part of a broader trend that has seen popular podcasters among that young male demographic talking about Christianity.

So I think you can say that these Bible sales may be part of a broader trend that has seen popular podcasters among that young male demographic talking about Christianity.

Think Theo Vaughn or Kid Rock recently discussing his faith on Joe Rogan, or even Elon Musk telling Jordan Peterson that he considers himself a cultural Christian, meaning he believes that Christian principles are good for society even if he's not personally religious.

Think Theo Vaughn or Kid Rock recently discussing his faith on Joe Rogan, or even Elon Musk telling Jordan Peterson that he considers himself a cultural Christian, meaning he believes that Christian principles are good for society even if he's not personally religious.

Walker tells me he thinks that this interest in cultural Christianity is a good thing, but he does hope that it will lead to deeper commitments.

Walker tells me he thinks that this interest in cultural Christianity is a good thing, but he does hope that it will lead to deeper commitments.

And worth noting, this trend is so strong right now. Publishers Weekly reports that religious book sales overall are up 18.5%, making it the fastest growing segment of the publishing business. And that's led one of the biggest publishing houses, Penguin Random House, to launch a new standalone entity devoted entirely to Christian books.

And worth noting, this trend is so strong right now. Publishers Weekly reports that religious book sales overall are up 18.5%, making it the fastest growing segment of the publishing business. And that's led one of the biggest publishing houses, Penguin Random House, to launch a new standalone entity devoted entirely to Christian books.