Recognizing the continuing buying power of the Christian market, online retail behemoth Amazon is "venturing into the God market."
From U.S. News:
Amazon can't seem to stop making big, bold moves lately, partnering with the USPS, delivering groceries and even talking up drones as the delivery vehicles of the future. But on Thursday the company announced a less ambitious enterprise: a Christian book imprint.
The new imprint, Waterfall Press, is Amazon's 15th publishing brand and will publish "faith-based non-fiction and fiction," according to a Thursday press release from Amazon. The press already has several books it plans to publish in 2014, including a Bible-based guide on choosing a place to live and "The Quiet Revolution," a book about presidents' volunteering habits by Jay Hein, director of the White House Office of Faith-Based and Community Initiatives during the George W. Bush administration.
The question is whether Christians will buy.
While some elements of Christian subculture are slipping away as more believers embrace media outside of the Christian market and the traditional culture wars change, the reality of the Christian consumer is transitioning into the digital age in step with other evolutions in the retail market. What that means for Christian spending and culture remains to be seen. Let's at least hope that Amazon sees Christians as more than pious wallets.
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