Guest / Limited Access /

FaithWords is poised to release Philip Yancey's What Good is God? on October 19, bolstering the launch with an array of national advertising, online promotion, and social media interviews.

However, the U.S. publicity push lags behind Yancey's first related appearance—a book signing at Livraria Cultura in downtown São Paulo on September 6, the day the title released in Brazil. Ten days later, Hodder & Stoughton released the book in the United Kingdom.

Mark Carpenter, CEO of Brazilian publisher Editora Mundo Cristão, calls this "an important signpost."

"It indicates the growing importance of Christian publishing outside the U.S., particularly in emerging-market economies," said Carpenter, former chairman of Media Associates International, which supports Christian publishing worldwide.

"We're often running to catch up with American release dates," said Ian Metcalfe, publisher of Bibles and digital at Hodder & Stoughton. However, he added, "I don't think it's a big deal. There are still different markets around the world."

With 15 million in English-language sales alone for Yancey's 20-plus books, the significance of debuting his latest outside the English-speaking world isn't lost on the 60-year-old author. He sees growth in titles from other nations as well.

"Christianity is a global concern now, and publishers in Korea, Brazil, and other large markets got tired of just reprinting American books," Yancey said. "They work at cultivating their own writers."

The first printings of Yancey's latest show that America's influence still dominates Christian publishing. Brazil and UK publishers scheduled initial releases of 10,000 copies each. South Korea's ChungRim Publishing planned 5,000 for its October 19 Yancey premiere. ...

Subscriber access only You have reached the end of this Article Preview

To continue reading, subscribe now. Subscribers have full digital access.

From Issue:
Read These NextSee Our Latest
RecommendedBrazilian Evangelists See World Cup Opportunity
Brazilian Evangelists See World Cup Opportunity
The evangelicals who make up nearly one-quarter of the country’s population bring faith to the frenzy.
TrendingIntroducing the Bible! Now with Less!
Introducing the Bible! Now with Less!
Delete the chapter and verse numbers. Kill all the notes. Make it one column. Make a million bucks.
Editor's PickThe Hidden Blessing of Infertility
The Hidden Blessing of Infertility
Our inability to have kids turned into an ability to do so much else.
Comments
Christianity Today
Border Crossing
hide thisOctober October

In the Magazine

October 2010

To continue reading, subscribe now for full print and digital access.