Cracking U.S. Christian - particularly evangelical -markets demands differing strategies, one expert says, but the payoff can be 'a very loyal audience'
"Consumer demand for media and entertainment with strong moral and spiritual values has exploded in recent years. In 2001, the # 1 and 2 best-selling fiction books were faith-based stories
But it isn't just the scale of the market that has Madison Avenue saying Hail Mary. Wolfe said Evangelicals themselves are embracing the notion that they are a powerful subculture.
"We found a market that was underserved, and we're going about providing them with quality product,?Fox senior VP marketing communications Steve Feldstein said.
"But the U.S. is one of the most religious nations on earth, where 92 percent of the people profess a belief in God and 84 percent call themselves Christians. So perhaps Fox should consider mainstreaming Fox Faith, folding it into 20th Century Fox, and instead finding a really smart, secular Hollywood-type to run a new division called "Fox Secular.?
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