1CHRISTIAN BOOK MARKET REPORT Copyright © 2015 The Nielsen Company

F O C U S I N G O N O U R S T R E N G T H SKEY INSIGHTS INTO THE CHRISTIAN MARKET FROM NIELSEN BOOK

2 CHRISTIAN BOOK MARKET REPORT

Dear Christian Market Watcher,

In 2014, over 52 million religious book titles were sold in the U.S,

representing an increase of over 10.5% versus the prior year. Comparing

this to the 2.4% increase for the overall book market, Religion is

outperforming the market as a whole.

And yet, 2015 has seen tremendous upheaval in the form of the Family

Christian bankruptcy news, rapidly shifting purchasing behaviors, and a

complicated media environment. Some areas that were growing through FY 2014 have seen a decline when comparing their YTD 2014 with 2015.

Other areas, like Christian Fiction, were declining but are now growing.

Clearly this is a robust market that is in flux. We believe the best way to

deal with a market in flux is to get under the hood and understand the

detail – starting with the consumer. Who is the Christian Book buyer?

This mini-report represents a quick snapshot of the market, the different

subgenres in the Christian book market, and how they are changing. Here

at Nielsen Book we are continually looking to understand the Christian Book buyer through our state of the art business intelligence (including

BookScan, PubTrack Christian, Books & Consumers and PubTrack

Digital) and to share these insights through our deep dive studies and

annual Book Summits.

Our 2015 Nielsen Christian Book Summit, scheduled for October 23, 2015 in

Nashville, will bring together decision makers and leaders from across the

industry. We’ll reveal the latest insights and discuss how data can help inform business decisions and boost growth. We hope you will join us there.

In the meantime, enjoy these insights on the Christian Book consumer.

We look forward to continuing to grow our knowledge in the Christian

market and help our clients grow their business.

Sincerely,

Jonathan Stolper

SVP, Global MD

Nielsen Book

FRIDAY, OCT. 23, 2015

SHERATON NASHVILLE DOWNTOWN HOTEL 623 UNION STREET, NASHVILLE, TN 37219

Register Today: www.nielsen.com/christianbooks

3CHRISTIAN BOOK MARKET REPORT Copyright © 2015 The Nielsen Company

WHO IS THE TYPICAL CHRISTIAN FICTION BUYER?

OF CHRISTIAN FICTION BOOK BUYERS AREFEMALE

WHO IS THE TYPICAL CHRISTIAN BUYER?BOOKS & CONSUMERS

72%

56%

OVER 45 YEARSOF AGE

ARE

51%

UNDER $50,000

HAVE AN ANNUAL HOUSEHOLD INCOME

Source: Nielsen Books & Consumers – Data Aggregate: December 2013-November 2014

FACEBOOK PINTERESTUSE USE81% 30%

4 CHRISTIAN BOOK MARKET REPORT

OF CHRISTIAN NON-FICTION BOOK BUYERS ARE

WHO IS THE TYPICAL CHRISTIAN NON-FICTION BUYER?

FEMALE59%

52%UNDER $50,000

HAVE AN ANNUAL HOUSEHOLD INCOME

UNDER 45 YEARSOF AGE

ARE

51%

49%

Source: Nielsen Books & Consumers – Data Aggregate: December 2013-November 2014

READ/PARTICIPATE IN BLOGS/FORUMS - AT LEAST MODERATELY

5CHRISTIAN BOOK MARKET REPORT Copyright © 2015 The Nielsen Company

WHO IS THE TYPICAL CHRISTIAN BIBLE BUYER?

OF BIBLEBUYERS AREMALE

58%

52%OVER $50,000

HAVE AN ANNUAL HOUSEHOLD INCOME

UNDER 45 YEARSOF AGE

ARE

80%

45%

Source: Nielsen Books & Consumers – Data Aggregate: December 2013-November 2014

ACCESS A SOCIAL NETWORK SITE (E.G. FACEBOOK, TWITTER, ETC.) DAILY

6 CHRISTIAN BOOK MARKET REPORT

THERE ARE PLENTY OF OPPORTUNITIES - IF YOU KNOW WHERE TO LOOK NIELSEN BOOKSCAN & PUBTRACK CHRISTIAN

BOOKSCAN SALES DATA

RELIGION HAS PERFORMED WELL AHEAD OF OVERALL MARKET IN LAST FEW YEARS

SUBJECT = ALL SUBJECT = ALL RELIGION

THERE ARE PLENTY OF OPPORTUNITIES - IF YOU KNOW WHERE TO LOOK NIELSEN BOOKSCAN & PUBTRACK CHRISTIAN

800

700

600

500

400

300

200

100

02009

753

2010

718

2011

651

2012

MIL

LIO

NS

591

2013

620

2014

635

CAGR-3.34%

0

10

20

30

40

50

60

39.1 39.8 39.6 39.4

4752

MIL

LIO

NS

201420132012201120102009

CAGR6.09%

CAGR = Compounded Annual Growth Rate

7CHRISTIAN BOOK MARKET REPORT Copyright © 2015 The Nielsen Company

YTD SALES AS A PERCENTAGE OF 2014 TOTALS

EVEN WITH MARKET STRESSES OF 2015, RELIGION IS STILL PERFORMING BETTER YTD

46% ALL BOOKS

ALL RELIGION53%

BookScan: Week 26 2015: YTD print units in each category as a percentage of 2014 totals

8 CHRISTIAN BOOK MARKET REPORT

ADULT NONFICTION HAS OUTPACED ADULT FICTION BY DOUBLE DIGIT GROWTH

CAGR-11.80%

CAGR-7.56%

LONG-TERM RELIGION TRENDS - ADULT

0 0

0 0

10 10

1 1

20 20

2 2

30 30

3 3

40 40

4

5

6

7

4

5

6

7

23.3 24.428.1 28.4

3235.8

MIL

LIO

NS

MIL

LIO

NS

MIL

LIO

NS

MIL

LIO

NS

2014

2014

CAGR8.89%

CAGR11.27%

2014

2014

2013

2013

2013

2013

2012

2012

2012

2012

2011

2011

2011

2011

2010

2010

2010

2010

2009

2009

2009

2009

RELIGION: ADULT NONFICTION

RELIGION: ADULT FICTION

RELIGION: ADULT NONFICTION CHRISTIAN

RELIGION: ADULT FICTION CHRISTIAN

18 18.9

24.1 22.6

2830.7

6

43.2

4.9

3.53

6.2

4 4.1

4.9

3.53

9CHRISTIAN BOOK MARKET REPORT Copyright © 2015 The Nielsen Company

CAGR4.82%

CAGR6.13%

CAGR7.68%

CAGR17.98%

0 0

21

42

6

3

8

4

10

5

6

7

JUVENILE AS A CATEGORY IS VERY STRONG, PARTICULARLY IN NONFICTION

LONG-TERM RELIGION TRENDS - JUVENILE

0

1

2

3

4

5

0

1

2

3

4

5

3.9

8.6

7.46.8

5.65.75.8

3.5

2.7

1.91.7

1.5 1.5

4.44.9

5.9

4.1 3.93.7

3.1

2.32.32.5

2.7

MIL

LIO

NS

MIL

LIO

NS

MIL

LIO

NS

MIL

LIO

NS

2014

2014

2014

2014

2013

2013

2013

2013

2012

2012

2012

2012

2011

2011

2011

2011

2010

2010

2010

2010

2009

2009

2009

2009

RELIGION: JUVENILE NONFICTION

RELIGION: JUVENILE FICTION

RELIGION: JUVENILE NONFICTION CHRISTIAN

RELIGION: JUVENILE FICTION CHRISTIAN

10 CHRISTIAN BOOK MARKET REPORT

DECLINE-1.09%

DECLINE-3.72%

GROWTH6.40%

GROWTH12.35%

SHORT-TERM RELIGION TRENDS - ADULT

YTD PHYSICAL UNIT SALES THRU WEEK 25

0

0

0

0

5

.5

1

.5

10

1.0

1.5

1.0

15

1.5

2

1.5

20

2.0

2.5

2.0

2.5

MIL

LIO

NS

MIL

LIO

NS

MIL

LIO

NS

MIL

LIO

NS

17

1.78

16.3

1.76

RELIGION: ADULT NONFICTION

HOLIDAYS/FESTIVALS/RELIGION: ADULT NONFICTION

HOLIDAYS/FESTIVALS/RELIGION: JUVENILE FICTION

RELIGION: ADULT FICTION

1.9 2

2014 YTD

2014 YTD

2015 YTD

2015 YTD

2014 YTD

2014 YTD

2015 YTD

2015 YTD

2.1

2.4

11CHRISTIAN BOOK MARKET REPORT Copyright © 2015 The Nielsen Company

GROWTH10.66%

GROWTH12.35%

DECLINE-1.09%

DECLINE-1.07%

SHORT-TERM RELIGION TRENDS - JUVENILE

YTD PHYSICAL UNIT SALES THRU WEEK 25

0

0 0

.5

.5 .5

1.0

1.0 1.0

1.5

1.5 1.5

2.0

2.0 2.0

2.5 2.5

MIL

LIO

NS

MIL

LIO

NS

MIL

LIO

NS

MIL

LIO

NS

RELIGION: JUVENILE NONFICTION

RELIGION: JUVENILE FICTION

RELIGION: JUVENILE NONFICTION CHRISTIAN

RELIGION: JUVENILE FICTION CHRISTIAN

2014 YTD

2014 YTD

2015 YTD

2015 YTD

0

.5

1.0

1.5

2.0

2014 YTD

2014 YTD

2015 YTD

2015 YTD

1.78

2.1 2.2

1.781.76

2.4 2.4

1.76

12 CHRISTIAN BOOK MARKET REPORT

CHRISTIAN RETAIL & WHOLESALERS GROWTH IN 2014

HOW IS THIS SHIFTING IN 2015? JOIN US AT THE NIELSEN CHRISTIAN BOOK SUMMIT TO FIND OUT!

FY 2013-2014 - VOLUME SOLD

0

10

20

30

50

40

Q12013

Q12014

Q22013

Q22014

Q32013

Q32014

Q42013

Q42014

0

5

10

15

25

20

Q12013

Q12014

Q22013

Q22014

Q32013

Q32014

Q42013

Q42014

CHRISTIAN RETAIL

WHOLESALERS

PubTrack Christain – 2013-2014 Quarterly by Volume

37

17.6

32.7

17.4

38

16.2

39.5

18.3

42.6

24

36.6

20.5

37.2

18.6

40.5

21

MIL

LIO

NS

MIL

LIO

NS

13CHRISTIAN BOOK MARKET REPORT Copyright © 2015 The Nielsen Company

UNMATCHED INSIGHTS FOR THE CHRISTIAN MARKETBOOKSCAN• Point-of-Sales data acquired from 16,000 retail locations a week (and

growing)

• Track 500,000 ISBNs/14 million units per week

• Data covers roughly 85% of the U.S trade physical book market.

PUBTRACK CHRISTIAN• Hybrid Product looking at market through POS and Publisher Provided

data

• POS data provides full title detail and historical weekly sales data

collected from Christian stores since January 2008

• Publisher data sharing channels reported include:

o Christian bookstores | General bookstores

o International | Internet/book clubs/catalog

o Mass market retail | Publisher/distributor direct

o Wholesalers | All other

PUBTRACK DIGITAL• The industry’s only aggregated eBook analysis system - using invoice

sales data to monitor global eBook sales from 2010 forward

BOOKS & CONSUMERS• 72,000 Unique U.S book consumers drawn from a nationally

representative sample

• Selected according to Age, Gender, Income, Household size, and

location balanced to U.S Census

• Representing an annual view of 200,000 book purchases and 140,000

shopping occasions

14 CHRISTIAN BOOK MARKET REPORT

ABOUT NIELSEN Nielsen N.V. (NYSE: NLSN) is a global performance management

company that provides a comprehensive understanding of what

consumers Watch and Buy. Nielsen’s Watch segment provides media and

advertising clients with Total Audience measurement services across all

devices where content — video, audio and text — is consumed. The Buy

segment offers consumer packaged goods manufacturers and retailers

the industry’s only global view of retail performance measurement. By

integrating information from its Watch and Buy segments and other data

sources, Nielsen provides its clients with both world-class measurement

as well as analytics that help improve performance. Nielsen, an S&P 500

company, has operations in over 100 countries that cover more than 90

percent of the world’s population.

For more information, visit www.nielsen.com.

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CHRISTIAN BOOK MARKET REPORT