God's Reading Rainbow.

Christian publishing which has expanded to reach underserved African American readers of inspirational and religious instruction books, is now enthusiastically promoting a new genre of fiction

The christian publishing industry in the U.S. now does millions in annual sales. But historically the traditional "mainstream" Christian publishing industry ignored African American issues of faith, so black denominational publishers like the National Baptist Convention and nondenominational ones like Urban Ministries, Inc. filled the void. Kim Sadler, editor of Pilgrim Press, an imprint of United Church Press relates, "[Various] denominations have always had to publish their own instructional materials. They just never had the marketing." But now, with the incredible success of authors like T.D. lakes (see BIBR, March/April 99, page 54), the publishing industry--secular and sacred, small and large, black and white--has embraced the African American community in the religious/inspirational genre.

Perhaps because of the Civil Rights Movement, Christian publishers began to recognize the African American community. Dr. Melvin Banks, Chairman of the Board and CEO of Urban Ministries, Inc., was hired in the late 1960s by Scripture Press to help the predominantly white Christian firm reach the African American market. "I saw two factors--Scripture Press materials did not reflect African American culture and the black church was steeped in the tradition of having a uniform Sunday School curriculum (all grade levels studying the same themes at the same time) which Scripture Press did not have. I recommended some strategies to integrate the materials, but the publisher was reluctant due to a large southern customer base." However in 1970, Scripture Press supported Dr. Banks as he formed a whole new company that became Urban Ministries, Inc., now the largest African American Christian publisher.

"UMI has over the past 30 years become a leader in the transformation of Eurocentric biblical Christianity into an African-centered product line which teaches the Bible more effectively and reaches the audience at the heart level" observed Jeff Wright, President of UMI stated in an online interview.

Judson Press, the publishing arm of the American Baptists, has been publishing African American authors for 30 years. Linda Peavy, Associate Publisher and Director of Marketing asserts, "My commitment is to make sure that the history continues. Each year a certain proportion, about 20% or more, of our titles or 5-6 books a year, are by African American authors. I would like to see a broader range of resources by African American writers that speak directly to the African American audience such as Sister to Sister by Rev. Dr. Suzan Johnson-Cook.

Pilgrim Press, has published books for the black Christian audience, particularly in the area of leadership. "The success of African American titles is that there is crossover in areas such as women in leadership. Even white women who didn't have resources on leadership are reading Strength for the Struggle and Not Without Struggle by Bishop Vashti Mackenzie" editor Kim Sadler relates.

From Scripture to Fiction

But the latest development in black Christian publishing is fiction. The well-churched, too, want to kick back now and then and relax with a good novel. According to Hargis Thomas, director of Bible sales and marketing at Oxford University Press, "Five years ago hardcover fiction did not exist. Now there's tons of it. The fiction being published now speaks to that underserved audience." He notes the women T.D. Jakes' self-help books reach are "women who are church-going, live Christ-centered lives, are intelligent and interested in entertainment. These women are the perfect market for fiction with a Christian perspective. [They] want to read about themselves. They want to see people redeemed from a life that may not have been Christ-centered. It's already apparent that African Americans will spend $24.00 for a hardcover."

Walk Worthy Press's first novel, Temptation by Victoria Christopher Murray is a bold example of where Christian fiction is going. The story deals realistically with sexual infidelity, betrayal and forgiveness. Denise Stinson, literary agent and publisher of Walk Worthy Press, says that fiction from a Christian perspective is like "the difference between the blues and gospel music. With blues they sing about the problem and park there. With gospel they sing about the solution--the Word of God--and park there."

"Novels help us to enter into that world where we are emotionally engaged and in the process we grow" says Karen Ball, editor at Multnomah Press. She edited Passing by Samaria the successful first novel by African American author Sharon Ewell Foster. "Fiction takes us into both sides, turns a light on in the darkness. The impact of Christ on the world is, 'The battle is won!"

Eleven o'clock on Sunday morning may still be the most segregated hour in America, but the doors of the Christian publishing industry are slowly opening. Kim Sadler concludes, "It is up to us people of color in publishing; we have got to be about our own business."

Hallelujah!