In most evangelical publishing firms, acquisition editors are typically the ones charged with searching for new talent, cultivating relationships with authors and agents, entertaining new proposals, and purchasing a certain number of projects a year.

Acquisition editors function as key culture-shapers because what authors get contracts, what stories get admitted into the mainstream Christian publishing system, and what personalities get media platforms and distribution for their story is largely influenced by this virtually unseen and unknown group.

To a significant degree, in traditional marketing and increasingly in online communications, acquisition editors select the content that in turn shapes the ideas, opinions, attitudes, rhetoric and discourse within evangelical circles and the broader evangelical movement.

For these reasons, it’s interesting to ponder how acquisition editors do what they do. How do they sort through the glut of opportunities to identify the ones they want to invest in?

In a recent post, Michael Hyatt, President and CEO of Thomas Nelson, informally sketched out a two-criterion approach that included “brand equity” and “competitive advantage.” Building on this, I want to suggest two more criteria editors could use in assessing new opportunities: Gospel content and Gospel motivation.

Gospel Content

By Gospel content I’m suggesting that evangelical acquisition editors might evaluate business prospects with an eye to alignment with the actual biblical facts of the full Gospel.

For example, an acquisition editor could perform a Gospel risk-benefit analysis by asking how much and how well the proposed idea or concept reflects the Church’s historic Gospel message.

Salvation by grace alone through faith alone in Christ alone are Gospel facts. But what about other Gospel facts beyond these—like foreknowledge, regeneration, faith and repentance, justification and sanctification, spiritual adoption, glorification and union with Christ?

How conscious are acquisition editors about these Gospel truths as they evaluate different manuscripts for content and quality?

From a theological and Kingdom perspective, the quality of an acquisition editor’s evaluation of authors and proposals is linked to the accuracy and quality of Gospel facts they possess and can apply. This understanding is a powerful precondition and influencer of an acquisition editor’s thinking and choices.

Gospel Motivation

In addition to Gospel content, I also suggest Gospel motivation be a selection criterion.

By this I mean acquisition editors would evaluate authors and proposals and the degree of alignment between how their content—directly or indirectly—motivates believers and how the Gospel does.

Watching my sons grumble when asked to clean their rooms one day reminded me of something I learned over time growing up. I remember times when I was asked to do a specific chore. I did it, but I did it with a grumbling and complaining spirit. I outwardly obeyed, but inwardly I was all about rebellion. I externally conformed while inwardly breaking the 1st and 5th Commandments. I was performing rather than living by faith and love.

The point is God desires disciples and not performers. He desires people who externally follow him because internally they are continuously rooted and transformed by Gospel grace.

When evaluating the risk-benefit profile of a particular author or book deal, acquisition editors could ask, “How does the author or content—directly or indirectly—motivate readers? Does it seem to rely on appeals to egotistic, pragmatic, emotional, sentimental, romantic, hedonistic, duty or private ethical motivations, or does it motivate believers to obedience flowing from heart gratitude to God and the joy of the Gospel in Christ?

Four Criteria for Acquisition Editors

Christian content that leaves out truths of the Gospel distorts it and loses Kingdom relevance. On the other hand, content about the Gospel’s message of grace that directly or indirectly motivates believers to live by performance or fear, instead of by grace, undermines the Great Commission.

For publishing houses concerned with providing content that is missional and Kingdom-focused, an acquisitions approach that includes brand equity, competitive advantage, Gospel content and Gospel motivation as its criteria may more effectively help you achieve your ministry goals and vision.