I have just thought a terrible thought.
The single biggest obstacle to getting books into the hands of eager readers is the Christian publishing industry, an industry that I love, respect and owe much to.
Here’s the problem.
I am preparing a talk on Revelation. I would like to read a book called ‘The Theology of Revelation’ by scholar Richard Bauckham. An internet search tells me it’s on sale at Amazon for £21 or rather less on Kindle. The same search pulls up a pdf copy of the book available for free.
I am queasy about downloading the pdf because I am cheating somehow, but I am also queasy about shelling out £20, even if I did this through my local Christian bookshop. £20 is a lot of money.
What I would really like to do, it occurs to me, is email Richard Bauckham and ask if he minded me reading the free pdf. I do not think he would mind (I don’t know him). But I also think he would say he has a contract with the publishers and they would mind.
I decide to do without the book, so I neither download it nor buy it. The Christian publishing industry made the barriers too high for me.
In the late-medieval days of yore– say 1989–the only way to get material from a fine mind like Richard Bauckham into my lesser head was to have a Christian publishing industry. And it was fantastic. It shaped the Protestant world. The book cost £20. That was relatively expensive, but we paid it sometimes because we knew that although some money went to the author, most went to maintaining a world-spanning chain that edited, printed, marketed, warehoused, and displayed this and thousands of other wonderful books and made them available everywhere. In an analogue world, this was a modest cost for unimagineably vast benefits.
But everything has changed. Getting Prof Bauckman’s book direct from his head to mine now costs almost nothing, probably less than a penny.
So why can’t the book be available for 99p, most of which would go to Prof Bauckham? Why not? Because the publishers and the booksellers can’t live with that price, and through their contractual arrangements they stand in the way of it being available at that price. Christian publishers and booksellers, once the friend of Christians who wish to learn, have become their enemy. This is my terrible thought. Committed to an archaic ante-deluvian distribution model, they make books needlessly, ruinously expensive and thus drastically reduce their circulation and usefulness. Bauckham should be read by his tens of thousands; but thanks to the Christian publishing industry, he only has his thousands, or indeed his hundreds. What a terrible waste!
But, say the industry, it’s not so simple. They will tell me I am underplaying their contribution: talent-spotting, editing, marketing, gate-keeping; that magical work of taking an MS and making it fluent, coherent, available, and hallmarked as theologically solid and well-written.
I will return and say that may have been true once but is so no longer. Editing? You jest. Developing authors? Dream on. Marketing? Authors have to do it themselves. Typesetting and cover design? Free or cheap alternatives will do just as well for this kind of book. (See what CUP did with Bauckham’s book, below: this is intern stuff.) Gatekeeping? Proper reader reviews are worth much more than the fluff that goes on the cover. What is left? The prestige of being published by a respected house. This is true. But it ain’t worth £19, not when these very respected names are being taken over by accountants and falling off the perch like the rest of the rust-belt.
Publishing once was a world-changing industry; so was coal-mining.
Please someone help me, save me from my sins!
I edited this blog after first writing it, to try to simplify the arguments. I changed the title from ‘Christian bookshops’ to ‘Christian publishing industry’. I also added the Amazon ref to Prof Bauckham’s book, which I would like to warmly recommend–but of course I haven’t read it.