"The Christian market has less competition and lower standards"

Jerry B. Jenkins’s observation that “The Christian market has less competition and lower standards” speaks to several interconnected realities within the world of Christian publishing and media. The assertion about less competition may stem from the relatively specialized nature of the Christian market itself; much of the mainstream publishing industry pursues a vast, diverse readership with widely varying tastes, genres, and thematic content. In contrast, Christian publishing targets a narrower audience that shares a set of core beliefs, values, and expectations, resulting in fewer competitors vying for attention within this niche. Publishers, authors, and producers often find it less challenging to break into the Christian market than the secular mainstream, simply because the pool of content creators is smaller and audience loyalty is sometimes stronger.

Jenkins’s remark about “lower standards” highlights another aspect of this reality, implying that within this niche, the rigorous demands for literary quality, originality, or even production values may not match those expected in the wider marketplace. This can be driven by several factors. For one, there is sometimes a prioritization of message and theological alignment over artistry or innovation; as long as the content clearly communicates a Christian message or reinforces shared morals, the technical or creative excellence might become secondary. Additionally, the loyal consumer base of the Christian market may be more forgiving of flaws if the material resonates with their faith, further reducing the pressure on creators to match broader industry standards.

The combined consequence of less competition and relaxed standards can be both opportunity and risk. While it allows more voices to enter the space and address the needs of their religious community, it may also foster complacency, with publishers less motivated to push the boundaries of artistic or intellectual quality. Jenkins’s critique invites both readers and creators in the Christian market to reconsider what excellence means and to challenge themselves to pursue higher standards, even when external competitive forces are less acute.