Earlier this month, I discussed the idea of writing for niche markets. I gave examples of markets that one might not think of if one weren’t told the markets exist. Today, I am sharing news about another niche market that has readers with strong book-buying habits. How about 3.8 books per month on average!
If you are knowledgable in the areas of interest discussed below, you may want to consider publishing for this market.
A recent Barna survey found there are 315,000 Protestant houses of worship in the United States—that’s compared to approximately 13,000 McDonalds and 4,000 Walmarts. Or, to put it another way: more than 300,000 people who purchase, on average, 3.8 books per month. That’s not counting the number of books purchased by people influenced by pastors, such as other ministry staff and congregants, likely driving the total number of books even higher.
According to new research by Barna Group into the buying and reading habits of pastors, younger pastors buy more books per year than do older pastors. This is a strong indication that the market for book-related content will remain strong among the youngest generation of faith leaders.
So what are the books these pastors are buying? Well, for the most part, they’re related to a specific topic a pastor needs to know about or is interested in. When a pastor selects a ministry-related book, the single most important factor is the topic. This was followed by the author and a recommendation from someone. Price, title and convenience were reportedly rare selection criteria.
So what topics are they looking for? When asked to identify the types of books they have read recently, pastors identified spirituality, theology and leadership most frequently. Other popular subjects include prayer, history, cultural trends and church practice. About half of pastors are reading biographies and one-third are consuming business books. Fiction is a slightly less prevalent category among pastors, compared to the general population.
Where They Buy It’s clear pastors are buying books, but where are they purchasing them? After all, usually the “death of books” headline is accompanied by a “death of bookstores” subhead. We saw the rise of Amazon and the death of Borders. Is that the trend among pastors too?
Yes and no. In the Pastors + Books report, pastors reveal that Christian retail and online were the two primary channels through which they acquire books. General retail was a distant third, followed by book distributors. Small slices of pastors purchase direct from the publisher or from their denomination.