For years, we have said that we are the largest Christian publisher and the ninth largest trade publisher in America. However, I have never really been able to get at the data behind this claim. Now I have it. As it turns out, we are bigger than I thought relative to other trade publishers. We are still the largest Christian publisher, but we are actually the sixth largest trade publisher.
Over the past several months, we have compiled a proprietary database made up of various point-of-sale databases. It includes all the major retail sales channels. It does not include international, ministry, book fairs, direct-to-consumer sales, etc. If it did, we would be higher on the list because of our robust ministry, school fundraising, and live event sales. Scholastic would also be higher on the list because of their huge book fair business. However, this database only tracks sales through retail channels.
We are now updating this on a monthly basis. As far as I know, we are the only publisher in world who has this information.
Based on the twelve months ending November 30, the top ten trade publishers are:
| Top Ten Trade Publishers | ||
| Rank | Publisher | Market Share |
| 1 | Random House | 17.2% |
| 2 | HarperCollins* | 13.3% |
| 3 | Simon & Schuster | 9.2% |
| 4 | Penguin | 8.7% |
| 5 | Hachette | 5.9% |
| 6 | Thomas Nelson | 4.8% |
| 7 | St. Martin’s | 3.2% |
| 8 | Tyndale | 1.9% |
| 9 | John Wiley & Sons | 1.7% |
| 10 | Scholastic | 1.6% |
| Total Top Ten | 67.5% | |
*Includes Zondervan
The top ten Christian publishers are:
| Top Ten Christian Publishers | ||
| Rank | Publisher | Market Share |
| 1 | Thomas Nelson | 25.7% |
| 2 | Zondervan | 24.7% |
| 3 | Tyndale | 10.3% |
| 4 | Baker | 4.5% |
| 5 | Broadman & Holman | 4.0% |
| 6 | Multnomah | 3.0% |
| 7 | Harvest House | 2.4% |
| 8 | NavPress | 2.1% |
| 9 | Barbour | 1.8% |
| 10 | Moody | 1.8% |
| Total Top Ten | 80.3% | |
My goal is for Thomas Nelson to become a top three trade publisher by 2012.
Technorati Tags: books, market share, publishing
Building Champions has been coaching me since 2002. They have taught me to be more proactive and intentional in both my business and personal life. Visit their Web site to learn more and see their special offer for my blog readers.
Related posts:
In: 
Tags: 
Mike,
Congrats!
I posted about this and linked through at my blog.
BTW, where can I get a log in for that database? :)
Merry Christmas to you and your girls from me and mine.
Michael DiMarco
Thanks, Michael. Merry Christmas to you and Hayley!
by the numbers
Michael Hyatt at From Where I Sit has a couple of charts in today’s blog post that show the Top Ten Trade Publishers and the Top Ten Christian Publishers. Since shifting my focus from the mass market to the CBA, I’ve written for Zondervan (HarperCollin…
I’ve never understood companies who claim they’re the largest anything, as I’ve never understood to what end this desire to be “larger” plays out in the marketplace. Does communicating bigness play out in consumer marketing or advertising; helpful/effective in your trade business; or somewhere else? I ask because as a consumer, the communication of a company being the largest runs contrary to my desire for distinction, connection and perceived exclusivity. Big makes me think of Microsoft and Walmart. I respect your opinion and this is an honest question. Thanks for your time.
Top 10 publishers in America
Michael Hyatt, the President and CEO of Thomas Nelson Publishers, has provided a list of the top ten trade publishers in America. One might think that this is commonly available information, but he says of his new monthly list, “As far as I know, we…
Barry,
I agree. Big is not necessarily a benefit. Sometimes, it can be a liability, particularly if the company becomes arrogant or bureaucratic.
I do think it can translate into a benefit for authors if it leads to broader distribution and more opportunities to exploit content. I think both of these are true in Thomas Nelson’s case.
I also think it is a benefit to customers if it means they can deal with fewer vendors and get better service because the company has more resources at its disposal.
I think “big” is only an asset if it is used to benefit others.
Thanks,
Mike
Thanks for the quick response.
Authors makes sense and didn’t come to mind as I considered my comment. I think if I were an author that would indeed factor into the equation.
Thanks for your willingness to share. Also thanks for the good work you do to spread God’s redeeming message to people all over the world.
How is Zondervan bigger than Tyndale and yet does not show up on the Trade list?
Note the asterisk on HarperCollins and then the footnote. Zondervan is part of HarperCollins, so it is included in the HarperCollins total.
by the numbers
Michael Hyatt at From Where I Sit has a couple of charts in today’s blog post that show the Top Ten Trade Publishers and the Top Ten Christian Publishers. Since shifting my focus from the mass market to the CBA, I’ve written for Zondervan (HarperCollin…
“It includes all the major retail sales channels.”
What is your definition of major retail sales channels?
Retail channels: general trade bookstores, mass market outlets, Christian bookstores.
Thanks.
Excellent goal. Thanks for adding in the Christian publishing chart as well.
I read with interest the series of posts Brandilyn Collins did on the industry, did you catch those?
Michelle,
No, I didn’t. Do you have a link?
Thanks,
Mike
They’re on the Bestseller’s list(s), but I see the two as being connected.
http://forensicsandfaith.blogspot.com/2006/11/bestseller-list-take-2-part-1.html
http://forensicsandfaith.blogspot.com/2006/11/bestseller-lists-take-2-part-2.html
http://forensicsandfaith.blogspot.com/2006/11/bestseller-lists-take-2-part-3.html
http://forensicsandfaith.blogspot.com/2006/11/bestseller-lists-take-2-part-4.html
(I tried to pretty the links up with code, but for some reason it wouldn’t work) :)
Thanks for this information Michael. I like compiling data on the industry. It comes in handy when I run into naysayers about Christian publishing!
Merry Christmas!
Congratulations on these numbers. Of course, as a novelist for Zondervan, I can’t let this sit. I do hereby formally challenge you to a duel for the #1 spot in Christian publishing. Z’s gonna beat you to the trigger. In a heartbeat. You game? (BTW, I haven’t quite checked with Doug Lockhart on this duel thing yet. Might wanna give me a few days to talk him into it.)
Interesting. Where does Harlequin fit in your list? Would love to understand your methodology better.
Happy New Year,
Tamara
Tamara,
I can’t say much about our methodology. It’s proprietary. However, based on our data, Harlequin would be #18.
Hope that helps,
Mike
I already finished the book and its self published by author house…It’s called Hangin’ with God (a new form of expression)but since the book got published I’ve been extremely busy trying to make ends meet. Last week at work my friend met a gentleman who had a black American Express card and asked him what he did for a living and he said he wrote children books. How can i use my gift and talent to be published by a company and actually make a living from it?…I seek your mentorship…my email address is chrisbennett0005@gmail.com/ tel# 786-390-3172
I write poems and song lyrics. How do I get started in this market.
I am writing a christian book on FAITH which i want your commpany to publish.The book will add to your company.I HAVE NOT GIVEN IT TO ANY PUBLISHER YET. contact me soonest
yours
P. ALASEYORI ARAZI
Dear Mr. Hyatt,
I just found this article tonight, 09.12.08, nearly two years after the fact. Would you happen to have current statistics available? Or perhaps a more recent posting on your blog?
Many thanks,
CH
Talking about market share is a very different proposition, however. That's what these data are about.