Yesterday, the Wall Street Journal ran one of the most encouraging stories I’ve seen all year, headlined “
Sales of Bibles Are Booming, Fueled by First-Time Buyers and New Versions.” Not just a little; the sub-headline added, “Publishers attribute a 22% jump in Bible sales this year to rising anxiety, a search for hope, or highly focused marketing and designs.” Hint: it’s probably
not rising anxiety or creative Bible marketing techniques.
The sales figures contradict what elite media believes is the nation’s zeitgeist. “The demand for Bibles is rising,” the Journal marveled, “despite evidence that the country is growing increasingly secularized.”
Behold the post-pandemic’s steady annual growth in Bible sales (for 2023 and 2023, compare the light blue columns):
Though the words “covid” and “pandemic” were conspicuous by their absence in the Journal’s article, the chart shows Bible sales growing steadily ever since Year Zero. They couldn’t possibly have missed the connection; why the Journal ignored it remains a mystery.
Intriguingly, the Journal quoted several small influencers and podcasters. Pictured above is Cely Vazquez, 28, a video podcaster (1.1 million followers) and reality TV show veteran. Cely recently TikTocked her very first Bible purchase from Barnes & Noble. Good for her.
The story also quoted another influencer, Amber Cimiotti, 38, a mother of two in Henderson, Nevada. Amber partly attributed the increase in Bible sales to podcasters and Tiktokers like herself “sharing easily digestible stories about Christianity.”
Seems like it could be a podcast thing.
So … here’s my question. The same period of time — postpandemic — was the same time during which folks started abandoning corporate media in all its forms, both news
and entertainment, in growing favor of user-produced, independent, direct-to-consumer content. The recent election, for example, is widely considered to be the first podcast-election.
Fox News, four days ago:
Could people’s preference for independent media be moving
other needles as well? People are being exposed to more ideas that cannot be found on institutional media. It’s probably fair to say that regular secular folks get zero positive exposure to Christianity on corporate media. But it’s completely different on independent media, where the distribution of Christians is closer to real life.
Do the fantastic rising
first-time Bible sales figures reflect a growing spiritual awakening? If so, has that awakening been fueled, at least in part, by the massive loss of trust in corporate media caused by its fraudulent pandemic coverage? Is this wonderful development more unanticipated covid fruit? Is it growing along with free speech, unleashed by Elon Musk’s purchase of Twitter?
What do
you think?
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