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Religion Books: Created in Their Image Theola S. Labbe -- 12/13/99 Publishers and booksellers say 'amen' to titles for African-American readers
Runaway bestsellers from Bishop T.D. Jakes, who bases his empowerment principles on Christian Scripture, and inspirational leader Iyanla Vanzant, who writes nondenominationally about achieving self-love with the help of a higher being, have confirmed the viability of these titles. There is also room for lesser-known authors with more modest sales and, in many instances, loyal followings, further proving the market's breadth and depth. Surveying the experiences of publishers and retailers of African-American religion and spirituality titles reveals optimism about the quantity and quality of materials being published as the new century approaches, a welcome change from the gloom-and-doom carping about the dearth of available product heard in years past. Thoughtful Approaches "You have to have credible authors and worthwhile projects,'' noted Doubleday Religion senior editor Trace Murphy. "You can't be coldly calculating about reaching that market." Doubleday has demonstrated that thoughtful approach to African-American readers in the past with This Far by Faith: How to Put God First in Everyday Living by African-American authors Linnie Frank and Andria Hall (1998), which is due in paperback next summer. To promote the increasing number of African-American titles on its list, in the spring of 1998 Doubleday launched the newsletter Black Ink, which reaches more than 500 independent and chain bookstores three times a year and always includes religion and spirituality books in its seasonal roundup of titles for African-American readers. Most recently, Doubleday published Archbishop Desmond Tutu's reflections on the work of the Truth and Reconciliation Committee, No Future Without Forgiveness (Nov.), which was chosen as the Book of the Year by the Association of Theological Booksellers in November. To be sure, some gaps still exist. Black Catholics remain a neglected market, lacking general-trade titles designed for them while being well-served by liturgical materials or more academic books of theology or religious history that have little general trade appeal. "If the need is there [for general trade titles for African-American Catholics], it's not being articulated,'' said Charles Roth, executive director of the Catholic Book Publishers Association. Despite the apparent health of the market, the limited resources of some African-American publishers sometimes necessitate partnership with a larger publisher, which undercuts the original goal of self-sufficiency. The much-anticipated Women of Color Study Bible, just released from Atlanta-based Nia Publishing, is an example of one such copublishing arrangement. Even in the crowded niche Bible market, this is the first Bible devoted specifically to African-American women, featuring essays on biblical women, devotional and study material and a fetching cover design. Craig Klamer, v-p of merchandise for the Family Christian Stores chain, expects it to be "quite significant" for Family's more than 350 outlets. Nia owner and publisher Melvin Banks intended to publish the Women of Color Study Bible himself, but as the scope of the project grew--to a total of 120 contributors--and the money shrank, Banks needed more capital. He found a backer in World Bible Publishing, which had previously copublished the Children of Color Bible with Nia in 1994. Based on customer requests, Banks is now developing preliminary plans for a Men of Color Study Bible. Although there are limitations imposed by undercapitalization, African-American publishers can use specialization to their advantage. Red Sea Press, the distribution arm of Africa World Press publishers, continues to distribute books for Norton, Simon & Schuster and other trade publishers while maintaining its own in-house list. "It's a good relationship; it works for both sides,'' noted Africa World Press president Kassahun Checole, who is betting on crossover appeal for Richard Allen: An Apostle of Freedom by Charles Wesley (Apr.), a reissue of the biography of the first bishop of the African Methodist Church, originally published in 1990. The More the Merrier Industry veterans told PW that the more Christian and trade publishing giants take an active, sincere interest in serving African-American readers, the better the results will be for everyone. When more houses publish religion and spirituality books by and for African-Americans, "more channels of distribution will open up and develop to reach that market," said Stan Gundry, Zondervan v-p and editor-in-chief . Gundry is currently finalizing the contract for a fourth book from African-American physician Ben Carson, whose third book, The Big Picture: Getting Perspective on What's Really Important in Life, has sold 50,000 copies in hardcover and 4,500 in an international paperback edition since its February 1999 release. Gundry sees that the tide has certainly turned from the time, more than a decade ago, when an outside consultant chastised Zondervan for failing to develop religion books for the African-American reader. This February, in time for Black History Month, Zondervan will release the trade paper edition of the autobiography of Rosa Parks, Quiet Strength: The Faith, the Hope, and the Heart of Woman Who Changed a Nation, which they published in hardcover in 1994. As publisher of the popular African-American Devotional Bible, Zondervan will also lend its religion marketing and distribution expertise to parent company HarperCollins in a copublishing venture for the spiritually based autobiography of Oklahoma Republican senator J.C. Watts sometime next spring. But how long will these strategies last? In 1998, Word published celebrity books from football player Deion Sanders (Power, Money, and Sex: How Success Almost Ruined My Life) and gospel singer Kirk Franklin (Church Boy: My Music & My Life). In 1999 the only Word title for African-American readers was a trade paper edition of The Kingdom Agenda by Tony Evans, previously published in 1997 as What a Way to Live. Editor-in-chief J y Paul admitted that the lone title from an African-American on next year's list, former Reagan official Alan Keyes's While I Was Waiting at Gate 18: Conversations with Americans on Life, Liberty and the Pursuit of Lost Luggage (Apr.), is not enough follow-through. "Publishing athletes is not like publishing for the black church," Paul said. "We know this is a huge market we are not reaching." He added that the house tends to rely on agents to bring in diverse manuscripts but that he hopes to sign Tony Evans (The Perfect Christian: How Sinners Like Us Can Be More Like Jesus, Feb.) for another book. Kim Sadler, acquisitions editor at United Church Press's Pilgrim imprint, has consistently pushed to publish more black authors. The results of her efforts are again evident in next year's list, with such motivational titles as Daughters of Dignity: African Women in the Bible and the Virtues of Black Womanhood (Feb.) by LaVerne McCain Gill--an ordained minister and first-time author who relates the virtues of modern-day African-American women to their biblical predecessors--and Mother Goose Meets a Woman Called Wisdom: A Short Course in the Art of Self-Determination by Linda H. Hollies (Jan.), which Sadler called "Vanzant with Christian written all over it." Meanwhile, reigning superstars Vanzant and Jakes--whose legions of fans now span the racial spectrum--will not disappoint next year. Vanzant, who has spent a lot of time on the bestseller lists of PW, the New York Times, the Wall Street Journal and others, will be back in April with her tenth book, Until Today!: Daily Devotions for Spiritual Growth and Peace of Mind (S&S). In January, Jakes will explain how people can Maximize the Moment: God's Action Plan for Your Life (Putnam); the title has already garnered a 16,000-copy advance order from Family Christian Stores. Not Past the Peak A sampling of other upcoming titles d s not give any indication of a publishing phenomenon that is past its peak. Judson Press, which plans to expand into children's books next year to create more Christian resources for African-American children (see sidebar), will release a second volume of From One Brother to Another: Voices of African American Men, edited by William J. Key and Robert Johnson-Smith II, in October, four years after the original volume, which to date has sold 16,000 copies. In Ten Principles of Black Self-Esteem: Lessons of Heritage, Lessons of Hope, recently released by Pilgrim, theology professor E. Hammond Oglesby, still affected by the powerful 1995 Million Man March, pens letters to his son, to fellow black men, to women and to God in an attempt to bring self-love and healing to the African-American community. Leaning more explicitly on a higher power in Lord, Teach Me How to Love (Harrison House, Apr. 2000), pastor Creflo Dollar--who founded the World Changers Christian Center in Atlanta, which he runs with his wife, Taffi (herself author of the Thomas Nelson title A Woman After God's Own Heart: Thinking with the Mind of Christ and Moving with the Fire of the Spirit, Jan. 2000)--focuses on spiritual love as a healing force. Next year, Harrison House also will publish two books from Detroit Bishop Keith Butler, God's Plan for You (July) and Faith: Access into God's Grace (Oct.), which offers more practical advice on applying Christian principles to everyday life. Thomas Nelson, which published Jakes's Holy Bible: Woman, Thou Art Loosed! Edition in 1998, will give women more motivational tools with 101 Things the Enemy Can't Do by Maisie Sparks (Apr.) and Girl, Have I Got Good News for You: Heart to Heart Encouragement for Hurting Women by Thelma Wells (Apr.). Ironically, the success enjoyed by some African-American authors has introduced new difficulties for publishers eager to capture their words on paper. Destiny Image had to postpone a July book by internationally renowned speaker Myles Munr , president of Bahamas Faith Ministries, because the author's hectic traveling schedule prevented him from sitting down and writing a book. In the meantime, Destiny Image, one of Jakes's first publishers, will release Manhood, God's Style (Feb.), a Christian directive to African-American men by pastor and first-time author Wilbur Conway, and The Hidden Treasures of the Heart by Bishop Donald Downey (Mar.). Consumers eager for new books can't help but benefit from the continued interest in publishing religion and spirituality books for African-Americans. As Dallas-based Black Images Book Bazaar co-owner Ashira Oya Tosihwe explained to PW, "A lot of people are just surprised and glad to see as much choice as they have now, because that wasn't always the case." Targeting the Kids' Market Few Christian or children's publishers have consistently developed books for young African-American readers that can provide answers to the questions they ask about God and faith. Aware of this void, Hyperion Books for Children launched the Jump at the Sun imprint in 1998 to celebrate the African-American experience. Its list includes children's spirituality titles because spirituality and religion are "one stone in the mosaic of who we are as a people," explained executive editor Andrea Davis Pinkney. This year, Jump at the Sun released Della Reese's God Inside of Me, illus. by Yvonne Buchanan, about an African-American girl who attends Sunday school and asks God for strength to deal with a common childhood plight“an annoying younger brother. Another 1999 release was These Hands by Hope Lynne Price, illus. by Bryan Collier, in which an African-American girl is featured with her hands clasped in prayer. Pinkney also worked on a spiritual title for Hyperion this year, Can I Pray with My Eyes Open? by Susan Taylor Brown, illus. by Garin Baker, in which an African-American girl asks a higher being about the best time and way to pray. Despite the apparent dearth of titles, hitting the target audience has not always proven to be easy in this niche market. Let My People Go: Bible Stories Told by a Freeman of Color by Patricia and Fredrick McKissack (S&S/Anne Schwartz, 1998), illus. by James E. Ransome, was a five-year labor of love. The book's editor, Anne Schwartz, was confident that the book's well regarded authors and approach--a child-appropriate retelling of Bible stories through an African-American point of view--would help it find an audience. The book won critical raves, including a recent NAACP Image Award, but sales fell flat when the 25,000 first printing was released in chain and African-American bookstores, despite a promotional mailing to black churches across the country. "Religious books are a tough sell,"' noted Schwartz, adding that the book is the only Bible title on the house's list. Meanwhile, Newbery Honor author Julius Lester's spring title from Harcourt/Silver Whistle, When the Beginning Began: Stories About God, the Creatures, and Us--a hybrid of African-American storytelling and the interpretive Jewish midrash tradition--has been well received. In illustrations by Emily Lisker, Adam and Eve appear dark-hued and God is referred to as male and female. "Nontraditional spirituality books are new for children's publishing," said editorial director Paula Wiseman, who describes the book as "fresh and original." Christian publisher Broadman & Holman recently launched into children's books by signing Nashville anchorwoman Cynthia G. Williams (who has made no secret of her religious beliefs) for her Our Neighborhood series, which features Enid, an African-American girl who talks with elders in the neighborhood, sings at choir practice and deals with such modern-day problems as gun violence (in the first title of the series, Enid and the Dangerous Discovery, illus. by Betty Harper; Aug.). The first four titles have sold 15,000 copies each, and two more are in development, according to acquisitions and development editor Gail Rothwell. Other publishers are beefing up their children's offerings. Destiny Image plans to add more titles to its Mommy/Daddy Why? series, which tackles questions such as Mommy, Is God As Strong As Daddy? by Barbara Knoll, illus. by Al Berg, and features a multi-ethnic cast. American Baptist publisher Judson, in response to feedback from black churches, is developing full-color African-American religion books for children to be released beginning next fall. It seems that African-American tots and their parents can look forward to finding more books that nourish young souls.
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Religion Books: Created in Their Image
Dec 13, 1999
A version of this article appeared in the 12/13/1999 issue of Publishers Weekly under the headline:
