Niches Within Niches: Judson Press Serves Segments of the Christian Market

December 2008
by Linda Carlson

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Niches Within Niches: Judson Press Serves Segments of the Christian Market

by Linda Carlson

Selling to a niche market has many advantages, Kim Shimer says, and this marketing director ought to know what she’s talking about, because she works for the oldest publishing company in IBPA, and probably the oldest U.S. publisher.

Now entering its 185th year, Judson Press is a Baptist publishing house that got its start in 1824 as the Baptist General Tract Society. Today it has a backlist of 350 titles and its materials cover three dozen topics, ranging from aging and Baptist history to music and drama, family life and marriage, grief, evangelism, and worship. Judson’s primary market comprises the clergy and lay members of the American Baptist Churches USA (ABCUSA), which Shimer describes as diverse professionally, geographically, racially, and theologically.

In fact, she says, “we sell to niches within the Christian niche. We have the practical church resources niche, the Baptist niche, the African-American niche, and more recently we’ve ventured into the Hispanic/Spanish-language niche.”

Judson Press also issues materials for ministry to Asian Americans, and for those working in multicultural and multiracial congregations. Judson even focuses on congregations…IBPA Members – Click here to view the full article (login required).

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