Guideposts Finds Itself at Home in Bookstores
By Holly Lebowitz Rossi
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Jul 21, 2026
On a recent stop at a bookstore, John Temple, president and CEO of the iconic Christian inspiration brand Guideposts, stopped to snap a photo of himself with a copy of Walking in Grace, a daily devotional that will mark its 50th edition next year
“It was exciting to see it out in the world,” Temple tells PW. That’s not because copies are in scarce supply, but because Guideposts titles—chiefly devotionals once offered only by direct-mail—are now available in retail spaces for the first time since the nonprofit organization’s founding in 1945
The move into retail is “not a pivot,” VP of content, but “an expansion” of popular Guideposts brands and new products that are responding to customer feedback and national trends
After an initial fiscal year that yielded sales “beyond projections,” she says, “we’re trying new things, within the parameters of staying true to our mission.”
This includes extending popular Guideposts brands, like Walking in Grace for Women: 100 Devotions to Draw You Closer to God (Jan. 2027), which is curated from previous editions of the devotional that Temple spotted in the bookstore. This month, two books were launched—Rejoice in All Things: 100 Devotions for Joyful Living and Living God’s Call: 100 Devotions for Embracing Your Purpose. Both are drawn from the popular annual Mornings with Jesus series
Other new titles respond to high reader demand for Bible-focused books. Guided by the Psalms: 150 Devotions Inspired by Everyday Life (Mar. 2027) brings the devotional model, which Roan calls “a Guideposts strength,” to each psalm in the biblical book
Two forthcoming titles aim at the Christmas gift market: Christmas in Chestnut Crossing: 4 Holiday Tales is a set of novellas that will be published in October, and Wagging Tails, Faithful Hearts: True Stories of the Dogs God Sends Us (October 2027) will build on the popular pet- and animal-based series All God’s Creatures, which exceeded sales projections in the first year of retail
The Guideposts retail presence launched in March 2025, when it partnered with the distribution firm Baker & Taylor. When B&T shuttered in early 2026, its retail distribution business was acquired by Lakeside Book Company, which now works on Guideposts’ distribution to retailers including Barnes & Noble, Walmart, Amazon, and Christian booksellers
Guideposts, which started as a popular inspirational magazine, began publishing books in 1977—Daily Guideposts, the daily devotional later re-named Walking in Grace, was its first title and has sold more than 20 million copies, according to the publisher. Until this move into retail, Guideposts used a direct-mail model which offered books for purchase to subscribers of the brand’s six magazines, as well as customers through other mail-based channels or the Guideposts website
Together with its direct-mail product streams and e-commerce shop, retail now gives “three legs to the stool,” says Carolyn Mandarano, Guideposts senior managing editor
This allows Guideposts to “serve our audience where they are,” she says— 2.3 million books each year “We know who our demographic is—women over 55, a growing market—we know what they’re looking for, and we serve them.”
Temple says it’s important that the new retail stream preserves a hallmark of Guideposts’ success: lasting relationships with customers
“Amazon owns your relationships when you’re in retail,” Temple notes. “We fought this because we didn’t want to lose our real, personal relationships. But we need to be where people actually are, and to figure out other ways to bring them into our ecosystem.”
In retail, “we are one in a sea of many, so we have to make sure that our positioning is tight,” says Mandarano. “With any brand extension, it’s so important that the hallmarks of the parent product—the annual devotionals—remain. These titles are grounded in scripture, rich in spiritual insights, and they are encouraging and actionable.”
