Enhanced versions an effective way to attract new readers and boost sales from backlist titles

In the absence of blockbuster best-sellers, Christian publishers are repackaging and upgrading hits to help boost sales from backlist titles. 

Among the latest old favorites to get a fresh face are Tyndale House Publishers's "Left Behind" series and Zondervan's The Purpose-Driven Life. Publishers say re-releasing best-sellers has several benefits, including attracting new readers to a proven title and fans of an author who has multiple titles. Publishing houses say repackaging top-sellers is not "milking the cow dry." 

"New editions of best-sellers or classics from C.S. Lewis, Ernest Hemingway, Shakespeare to the Bible itself are enhanced and repackaged every year," said Jonathan Merkh, Howard Books' vice president and publisher. "This is how publishing survives. What if C.S. Lewis had never been repackaged or updated? Why should we let great works of literature stagnate in their original format?"

Last year, Howard Books released Father Fiction, a revised and expanded version of Donald Miller's To Own a Dragon. Released in 2006 by NavPress, the original book sold 81,000 copies, and Father Fiction has sold well, Howard officials said. 

"For publishing to survive, it will be a necessary practice—only the formats will be considerably different going forward," Merkh said. "It's actually a good and exciting opportunity."

Last year, Tyndale House also released four repackaged Omnibus editions of the "Left Behind" series—the blockbuster end-times thriller by Tim LaHaye and Jerry B. Jenkins, which has sold more than 63 million copies since the first title came out in 1995. Starting in April, the Carol Stream, Ill.-based publisher again re-released the 12-book series individually with new covers that feature "imagery and composition with an eye for photojournalism rather than pure fictional drama," company officials said. 

"For many years, we've been talking about when is the right time to repackage the series," said Cheryl Kerwin, senior marketing manager for Tyndale House Publishers. "We felt there was a whole new audience of readers available to reach, so we asked ourselves, 'Can we reach these new readers with our current brand imaging?' 

"We knew this would be a risk because we created such a recognizable brand identity with 'Left Behind,' but we believe there comes a time in every successful brand you make a decision to create a new look or not," Kerwin added. "Never once did 'let's milk the cow dry' come up in our discussion, it was always, 'How can we make this series relevant to what's happening in current events and what readers are asking for?' " 

Kerwin said that final sell-through figures were not yet available for last year's Omnibus editions, but the four "Left Behind Collections" will be out of print this spring.

Tyndale has no plans to tie in the 12 repackaged titles—which are being released starting this month—with a new, improved movie version of Left Behind—due to start production later this year, Kerwin told Christian Retailing.

Meanwhile, Zondervan released in January an "enhanced" e-book of Rick Warren's The Purpose Driven Life (PDL)—the best-selling hardcover nonfiction title in publishing history with more than 30 million copies sold since it was originally published in 2002. The enhanced digital-only version features added content and videos "based on eight years of reader interaction and personal reflection," company officials said. 

"It provides a fresh new perspective to a perennial best-seller," said Verne Kenney, Zondervan's executive vice president of sales. "We see this as an opportunity to reach those who love PDL, and are interested in hearing new content from pastor Warren, as well as a whole new audience of e-book readers."

At Thomas Nelson—which released Fathered by God in 2009, a repackage and revision of John Eldredge's The Way of the Wild Heart from 2006—repackaging best-sellers provides a way to "deliver real value to consumers," said Brian Hampton, Thomas Nelson's senior vice president and publisher. "Some readers simply want the opportunity to buy a more affordable version of the content, and that's great," he said. "But we strive to give them something more."

Nelson has also released revised and repackaged versions of Billy Graham's Storm Warning, (100,000-plus total units sold); Donald Miller's Searching for God Knows What (more than 450,000 total copies sold); Dave Ramsey's Total Money Makeover (more than 3 million total copies sold); and William Bennett and John Cribb's The American Patriot's Almanac (more than 180,000 total copies sold).

"There is definitely a market for enhanced/repackaged editions of best-sellers (if) done the right way," Hampton said. "Partnering with authors to create compelling new editions of best-sellers is an effective way to introduce more readers to life-changing content. Those readers may resonate in a particular way with the updated configuration of the content, and for them, the book is brand new."

Berean Christian Stores Director of Operations David Jordan agreed. "The benefit of re-releasing a best-seller is to possibly attract a new customer or to get a customer tied into an author who has multiple titles in print," he said. "If there is margin to be gained or marketing dollars to be had, we would participate—knowing that the purchase is always returnable."

Jordan added that the 18-strong chain would stock the repackaged "Left Behind" series. "It won't really be any more of an investment for us," he said. "We will simply return all of the old editions and replace with the new editions."

Evangelical Christian Publishers Association President and CEO Mark Kuyper said that mega-sellers such as the "Left Behind" series and PDL "have not exhausted their potential." 

"I still contend we are reaching a fraction of the audience that would be interested in reading our content," he said. "If publishers can find ways to enhance and support backlist, I think it is prudent to do so. It is also more profitable for publishers and retailers to build on something they already have."

Thomas Nelson releases self-published 'little books'

'Eat Your Peas' series has sold more 700,000 copies in specialty markets 

Thomas Nelson has brought out a gift book series whose author has already sold more 700,000 copies on her own.

Last month, Nelson released the first three titles of the "Eat Your Peas" series—"3-minute forever books," quick reads written by Cheryl Karpen that offer "a promise to be there for a loved one throughout life's hilarities and heartaches." An entrepreneur and president of Gently Spoken Communications, Karpen has produced 21 self-published titles since 2001, selling nearly a million copies in general market and specialty markets.

"We loved the books when we saw them," said Laura Minchew, Nelson's vice president and publisher of specialty books. "To sell 700,000 copies through independent bookstores means these little books really touched a desire by buyers. If this many people responded through the limited distribution of independent gift stores, we know these books will do well when offered through to the larger market."

Minchew told Christian Retailing that Karpen is a Christian and all of the books "come from that mindset." "Each book includes quotes about blessings, praying for you. We did create two books with a much heavier percent of Christian content—Eat Your Peas Faithfully and Eat Your Peas Faithfully, Love Mom," she said.

Following the April publication of Eat Your Peas, Daughter; Eat Your Peas Faithfully; and Eat Your Peas, Mom, Nelson will release Eat Your Peas Faithfully, Love Mom; Eat Your Peas, Girlfriend; and Eat Your Peas, New Mom in July. Each 80-page hardcover book retails for $12.99. 

Karpen chose the title of the series because her mother had always told her that eating peas would do her good. "And they could make you strong, just as support and encouragement from a loved one can," she said.

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