If you stick with something long enough, you’ll get onto all the mailing lists. These days even if you innocently click on an internet ad it will come back to haunt you for weeks on every web-page your visit. One kind of ad I don’t mind is the book catalogue. For those of you old enough to remember print catalogues, you’ll know what it was like, paging through. You’d see volumes you didn’t know about, but suddenly you couldn’t live without reading them. Around the time of the American Academy of Religion and Society of Biblical Literature Annual Meeting, your mailbox would fill up with these catalogues from anyone who publishes books on religion. Not a single year passed when I didn’t come up with a wishlist based on those catalogues.
The other day one arrived called simply “The Religion Flyer.” I flipped it over to see from whom it came. No indication. Inside the offerings were largely Catholic. But then some evangelical publishers appeared there too. And the Society of Biblical Literature. The only commonality I could find here was the Bible. These were biblical books. Again, as I taught Bible for nearly two decades, this was no surprise. Still, who was to benefit from these sales? I’ve been in publishing long enough to know that books aren’t produced if they aren’t projected to make money. Sad, but true. So who sends out a catalogue with no contact information? Who benefits? The backside has a list of bookstores, along with an order form. As in the catalogue itself, the stores are mainly Catholic, with a few Evangelicals thrown in. The Society of Biblical Literature, which sells its own books, didn’t make the cut.
Could this be truly altruistic book advertising? Not many people suppose that biblical study is good for the world, so I admire the conviction of these stalwarts, whomever they may be. Publishing is a business like any other. The powerful voices that say knowledge should be free don’t, I notice, office their classroom instruction without university tuition to pay their salaries. We’re all the victims of capitalism, I fear. Someone, or ones, took from the limited time that they have to produce a catalogue simply to promote the subject. They were likely hired to do so—I’m not really that naive—but they did so without drawing attention to their own efforts. There once was someone who said that acts of goodness should be done by one hand without the other hand knowing. Not many believe that any more. Even though it’s biblical. Who benefits? Those who have eyes to read.