| Book Review | The Journal of American History, 91.4

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| Book Review | The Journal of American History, 91.4 | The History Cooperative

Book Review

The Word in the World: Evangelical Writing, Publishing, and Reading in America, 1789–1880. By Candy Gunther Brown. (Chapel Hill: University of North Carolina Press, 2004. xvi, 336 pp. Cloth, $59.95, ISBN 0-8078-2838-6. Paper, $19.95, ISBN 0-8078-5511-1.)

Candy Gunther Brown's The Word in the World is a learned, perceptive analysis of the dynamic efforts of evangelical denominations both to serve and to extend their memberships by means of the press. Persuasively arguing that evangelicals balanced their sometimes conflicting goals of purity and presence (that is, engaged influence), Brown's judicious account reveals a continuously imaginative, often innovative array of adaptations by clergymen and laymen, authors and publishers, men and women, black and white. As Brown demonstrates, though the emergence of extensive religious publishing programs displayed secular features such as attention to packaging, market segmentation, and advertising, the religious mission remained preeminent, except for commercial publishers such as Lippincott and Harper Brothers, for whom religious identity evidently served marketing goals.

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