After witnessing first-hand the lack of integrity that is involved in Christian publishing, the video below helps to make sense of it all. It’s all about the money. It doesn’t matter if the story is true or even orthodox, the bottom line is; can it sell?
Many of these books are written by celebrity pastors who are treated more like demigods then flawed sinful men. These pastors are singled out by publishers for the purpose of writing books. And not so much for the purpose of providing rich theological content for the reader, but instead, to sell as many books as possible.
And since many of these mega-church pastors are not gifted writers, the publishing companies provide them with ghost writers. These ghost writers take sermons and stories from the celebrity pastor, and then turn them into books. The pastor’s name is printed on the book, and the money comes flowing in.
What drives this process? Greed. It’s all about the money. Now grated, not all who write books are motivated by money. There are many authors who do this for the purpose of providing rich theological content to the reader and desire to build up the body. But for the most part, the goal is making money. After all, at the end of the day, it’s an industry. Publishers and pastors make millions of dollars off of these books.
But you don’t necessarily have to be famous. If you can get one of these celebrity pastors to endorse your book, chances are, it will sell. For instance, Maria Durso of Christ Tabernacle published a book entitled “From Your Head To Your Heart”. See book review here. The book is filled with false teaching and outrageous claims that the heart has its own brain. Yet, to increase book sales, Chris Hodges, Senior Pastor of Church of the Highlands, and Billy Hybels, Senior Pastor of Willow Creek Community Church, along with other well-known ministers endorsed the book. One has to wonder if these men even read the book. But such is the nature of this industry. The bottom line is money.
Skye Jethani explains how this system works.