A new history explores the commercial heart of evangelical Christianity. American evangelicalism is big business. For decades, the world’s largest media conglomerates have sought out evangelical consumers, and evangelical books have regularly become international best sellers. In the early 2000s, Rick Warren’s The Purpose Driven Life spent ninety weeks on the New York Times Best Sellers list and sold more than thirty million copies. But why have evangelicals achieved such remarkable commercial success? According to Daniel Vaca, evangelicalism depends upon commercialism. Tracing the once-humble evangelical book industry’s emergence as a lucrative center of the US book trade, Vaca argues that evangelical Christianity became religiously and politically prominent through business activity. Through areas of commerce such as branding, retailing, marketing, and finance, for-profit media companies have capitalized on the expansive potential of evangelicalism for more than a century. Rather than treat evangelicalism as a type of conservative Protestantism that market forces have commodified and corrupted, Vaca argues that evangelicalism is an expressly commercial religion. Although religious traditions seem to incorporate people who embrace distinct theological ideas and beliefs, Vaca shows, members of contemporary consumer society often participate in religious cultures by engaging commercial products and corporations. By examining the history of companies and corporate conglomerates that have produced and distributed best-selling religious books, bibles, and more, Vaca not only illustrates how evangelical ideas, identities, and alliances have developed through commercial activity but also reveals how the production of evangelical identity became a component of modern capitalism.

This book deals with the structure and identity of American Protestantism in the 20th century, calling for a more nuanced, sophisticated profile than the standard bipolar model placing fundamentalism at one end and liberalism at the other.k

Originally published in 1995, The Antievolution Pamphlets of Harry Rimmer is the sixth volume in the series, Creationism in Twentieth Century America. The volume brings together original sources from the prominent evangelist and pastor Harry Rimmer. The consortium of pamphlets in this volume detail Rimmer’s antievolutionist sentiments, a notion which characterized his early writings. The pamphlets detail Rimmer’s rhetoric on evolution and science from the early part of the 20th century as he travelled across America to disseminate his writings. The works in this volume address Rimmer’s polemic on the danger posed by modern science and the consequential disassociation with religion. While Rimmer did not discount science itself, he argued for, what he termed, ‘true science’, claiming that modern science was based only in scientific opinion and not fact. As a self-proclaimed scientist, these writings take a unique view of the relationship between religion and science from this period through Rimmer’s dual nature as both scientist and pastor. This volume will be of great interest to historians of natural history, science and religion.